The top 8 digital marketing success factors for 2015 and beyond how positive computing will change everything copy

© 2015 Stone Mantel. All rights reserved.
The Top 8 Digital Marketing Success
Factors for 2015 and Beyond: How
Positive Computing Will Change
Everything
PREPARATION FOR SUMMER CAMP© 2015 Stone Mantel. All rights reserved.

2"© 2015 Stone Mantel. All rights reserved.
1 Positive Computing will change how companies think about making and
keeping promises
2 The Internet of Everything affects consumer loyalty
3 Content, especially video content, is headed in new directions
4 Supporting the right consumer ‘modes’ can make them happier
5 Social media, location data, and bio data are three of eight types of data that
change the consumer’s context
6 The impact of Digital Context on your Omni-Channel strategy
7 New consumer research techniques get at consumer well-being
8 Positive psychology and computing are merging and changing expectations

PREPARATION FOR SUMMER CAMP
A"CASE"STUDY"FORMAT"
"
•  Deep,"founda9onal"insights"into"the"direc9on"
of"digital"consumer."
•  Applica9on"of"those"insight"to"real"world"
situa9ons."
•  Research"methodologies"you"can"implement"
to"understand"your"digital"consumer."
•  A"valuable"new"network"of"colleagues"who"
are"challenged"with"the"same"issues"and"can"
help"you"think"through"your"business,"
marke9ng,"and"innova9on"goals."
•  The"best"thinking"on"digital:"
•  Posi9ve"Compu9ng"
•  Mobility"
•  Internet"of"Everything"
•  Data"
•  Content"
•  Context"
•  Influence"
•  Tools"to"help"your"organiza9on"make"
decisions"regarding"brand"strategy,"customer"
loyalty,"innova9on,"and"experience"delivery."
•  The"most"effec9ve"ways"to"aPract,"retain,"and"
innovate"for"digital"consumers."
•  Exclusive"research"results,"directly"reported"
by"the"people"that"conducted"the"research"
firstRhand."
•  New"insights"that"will"provide"you"and"your"
organiza9on"with"a"dis9nct"compe99ve"
advantage."
•  Resources"and"ac9on"plan"to"implement"upon"
your"return.
Mary"Putman"
Digital"Strategy,"
Hallmark"
Steve"WhiVngton""
Analy9cs,"Strategy,"
CRM,"Disney"ABC"
Television"Group"
Zachary"Dillon"
Digital"and"Omni"
Channel"Guest"
Insights,"Target"
Stacey"Symonds"
Customer"Insights,"
Orbitz"
Dave"Norton,"PhD."
Founder,"Stone"
Mantel"
Mar9e"Woods"
Thought"
Leadership,""
Stone"Mantel"
Chris"Schermer"
Principal,"
Schermer"
Harry"Brandicourt"
Strategic"Planning,"
Fi[h"Third"Banks"
August 5-7
The Broadmoor Hotel
Colorado Springs, Colorado
Registration $4,550
TheCollaboratives.com
or
collaboratives.co

1
Positive Computing will change
how companies think about
making and keeping promises.

PROMISE MAKING AND PROMISE KEEPING
INNOVATION"&"ENGAGEMENT"
When"you"engage"your"
customer,"you"are"either"doing"
one"of"two"things:"promise"
making"or"promise"keeping."
Innova9ons"in"promise"making"
impact"brand"strategy."
Innova9ons"in"promise"keeping"
impact"experiences.""
Brand&
Strategy&
Experience&
Strategy&
Innova9ons"in"promise"making"build"brands."
Brand"strategy"frameworks"include:"
•  Brand"personality"
•  Brand"truth’s"and"purpose"
•  Brand"core"
•  Diﬀeren9a9on"
•  Happiness"and"other"emo9onal"beneﬁts"
Innova9ons"in"promise"keeping"lead"to"new"
experiences"and"generally"include:"
•  Journey"frameworks"
•  Func9onal,"emo9onal,"social,"and"aspira9onal"
jobs"to"get"done"
•  Product"innova9on"
•  Channel"strategy"
Keeps&a&Promise&Makes&a&Promise&

YOU CAN AFFECT THE WELL-BEING OF YOUR CUSTOMERS
CUSTOMER SATISFACTION WELL -BEING
Your experience metrics
likely measure this
Digital devices are already
measuring this
Mihaly"Csikszentmihalyi" Nancy"Etcoﬀ"Dan"Gilbert" Mar9n"Seligman"

DIGITAL PROMISES A LEVEL OF MEASUREMENT THAT IS MUCH MORE INTIMATE
Overall satisfaction
Likelihood to purchase
Likelihood to recommend
Expectations
Perception
Self-awareness
Healthiness
Mindfulness
Empathy
Context
Happiness
Mood
TRADITIONAL METRICS OF SATISFACTION THINGS THAT CAN BE MEASURED TODAY

2
The Internet of Everything
affects consumer loyalty

HOW WE THINK TODAY ABOUT LOYALTY
DEFINITION"
Likelihood"of"previous"customers"to"
con9nue"to"buy"from"a"speciﬁc"
organiza9on."Great"aPen9on"is"given"to"
marke9ng"and"customer"service"to"retain"
current"customers"by"increasing"their"
customer"loyalty."Organiza9ons"employ"
loyalty"programs"which"reward"customers"
for"repeat"business."
Loyalty"is"about"geVng"
consumers"to"return"and"
prefer.""
""
Companies"think"in"terms"of"
touch"point"management,"
journey,"programs,"net"
promoter"scores,"etc.""
""
Basic&premise:&consumers"are"
loyal"because"1.&They"had"a"
good"experience"last"9me.&2.&
They"love"the"brand."&3.&They"
get"something"back.""

THE MOST BASIC PREMISE
CONSUMERS"
LEAVE"A"CHANNEL"
AND"THEN"
RETURN"TO"IT"

"
"
Streaming Netflix all day
Facebook
Instegram
Twitter
Anything that entertains me
“Seamless"is"so"easy"to"
use,"so"I’d"say"that"ease"of"
use"has"a"big"eﬀect"on"
how"o[en"I"par9cipate"in"
a"membership.”"
RACHEL
BROOKLYN, NY
Who I am Where I shop and how often
I love/am inspired by…
What content I prefer
Education: Bachelors
Works full time for Spin magazine
Age 25-35 White
Lives with partner
Goals and Aspirations
Pay off credit card completely
Travel once a year
Decided no kids; maybe marriage
Put 20% of paycheck in savings
Buy new furniture of my own
I aspire to be a senior,
managing, or staff editor at a
respected music or culture
publication.
I am a…
Shopper
Traveler
Sports Fan
Online Banker
Devices & How I use
social media
11 online purchases this month
•  I"spend"the"most"on"clothes"
and"beauty"
•  I"splurge"using"my"credit"card"
and"use"my"debit"card"for"
everything"else."
•  "I"use"Seamless"when"I’m"
feeling"lazy"about"cooking…"
which"is"prePy"o[en."
Income Range
75,000-99,000
I use PayPal a lot
Primarily uses iPhone
"
Mobile Tablet, Laptop,
Electronic Game Console
Subscriptions and Queues
1. My job (I work for SPIN)
2. My boyfriend (pictured)
3. My cat (curled up)
4. SHOES
5. Sharing things on FB
Purchase Consideration
A"ﬁtness"wearableRa"device"
like"Fitbit,"Nike"Fuelband,"or"a"
smart"watch
Why I spend and how I pay

THE DANGERS OF A LOYALTY PROGRAM MINDSET
1 When asked questions about
brands and loyalty, consumers
quickly began to speak about data
like a currency. They expected to be
rewarded for giving up data.
2 When consumers see data
exchange as a loyalty program it
reinforces all of the wrong things
about loyalty.
3 Consumers assume that the reason
companies are exchanging data for
rewards is because they are using
the data for purposes the consumer
did not intend.
4 Using data for unintended purposes
leads to distrust.
The Internet of Everything requires data exchange. But if
companies turn data into a currency, consumers will
assume a loyalty program mindset.

IF YOU WANT CUSTOMER LOYALTY BE TRUSTWORTHY WITH THE DATA YOU EXCHANGE
Transparency
keeps you
honest.
Google has a
better rep than
Apple on
transparency.

3
Content, especially video, is
headed in new directions.

VIDEO CONTENT IS GROWING EXPONENTIALLY
New&record&for&total&online&video&consump>on&
•"38.2"billion−Online"video"(free"access)"achieves"a"record"number"of"videos"
watched,"up"43%"yearRover"year"(YOY)"to"38.2"billion."
•"Smartphones"overtake"tablets−Device"preference"swings"back"toward"
smartphones,"with"share"of"access"via"phones"up"59%."(Q2"‘13"versus"Q2"’14)"
•"25.8%"ad"growth−Ad"growth"follows"as"viewers"now"watch"more"than"two"ads"
per"video"start,"a"25.8%"growth"YOY."(Q2"‘13"through"Q2"’14)"
"
ADOBE"DIGITAL"INDEX"|"U.S."Digital"Video"Benchmark"Q2"2014"3""
Online&TV&growth&accelerates&in&2014&
•"388%"YOY"growth"for"online"TV"video"
consump9on."
•"85%"unique"visitor"growth−2014"has"seen"a"
surge"in"monthly"unique"viewership"growing"85%"
over"the"past"six"months,"up"146%"YOY.""
The"Drum"

Video"is"not"so"much"taking"over"TV"as"it"is"merging"with"it."
&
Nick&Reid,&UK&managing&director,&TubeMogul&"

Igor, Minneapolis
THREE KEY STORIES: WHAT IS CONTENT?
To me, content is almost any visual or
aural stimulation out there. Digital or non-
digital, educational or not. I say "almost"
because I think that anything that exists
out there that does not even make an
attempt to educate or at least
communicate something is not content.
It's more noise than anything else.
Heather, Washington
I think today that people want their content to be
their constant companion, to be their pocket
encyclopedias, and endless entertainment. Content
is everything. If you have a question, Google it. The
answer is out there. If you're bored, watching
something on YouTube or Netflix, you'll be fine. If
you need something to keep you occupied,
listen to WTF on the Stitcher app. Content
surrounds us as long as we are plugged in.
Shannon, Denver
Content is anything and everything. From
knowing how many calories that bagel is
in the morning to how to get the best
sleep at night. It’s our connection to
information, to people, to loved ones.
Even to ourselves. It keeps us in close
contact with everything we need/want to
know. Right at our finger tips. And it’s
immediate.
It"gives"me"a"
connec9on"to"my"
daughters,"even"when"
they’re"not"right"here.""
And"because"this"advice"
can"help"raise"good"
children."
Shannon sees content as a connection to
everything. In this example, even though
she is not with her children, she feels like
she is improving their relationship by
learning more about how to parent-
children relations.
CONNECTION"ENTERTAINMENT"EDUCATION/INFORMATION"
Content" Category" Happy" Logged"In" Personalized"
Facebook""Newsfeed" Entertainment& 4" Yes" Yes"
Gmail" Personal" 3" Yes" Yes"
TwiPer"feed" News/
Entertainment&
4" Yes" Yes"
Shows"on"Hulu" Entertainment& 5" Yes" Yes"
Time" Describe"what"you"were"
looking"at,"crea9ng,"or"sharing"
Category"
07:15" Facebook" Entertainment&
07:20" Gmail"–"personal"email" Personal"
09:45" TwiPer"feed" Entertainment"
10:15" Instagram"feed" Entertainment"
13:45" Facebook" Entertainment"
16:40" Facebook" Entertainment"
18:00" Podcasts" Entertainment"

VIDEO
BARRIERS TO WATCHING VIDEO CLIPS:
•  Time – It is quicker to skim an article or text than it is to watch a
video; videos can’t be skimmed. Tip: Give a blurb to accompany
the video so they can decide whether to invest the time.
•  Environment – Often people are around other people when
perusing content. It would be rude to listen to a video and annoy
the people around them.
•  Wi-Fi – Videos take up a lot of data on phone plans, so people
will be less likely to watch if they don’t have Wi-Fi.
•  Crashing – Videos crash and buffer. Text doesn’t.
•  Poor content path – Lead them to videos they want to see.
Karina,
Chicago
I don’t have that kind of time. Forget it. If I get
really into it, next thing you know it crashes. The
phone’s more of a crapshoot. A lot of times you’re
somewhere where you’re waiting, and everybody
else doesn’t want to sit there and hear the video
you’re watching. I want to read it. At least give me
the option to read it or I’ll think you’re lazy. Well I
really did want to see what you had to say, but no I
don’t want to watch a video.
When I do go to YouTube, I feel like I’m going to
kill some time. I go there and I want them to lead
me places, because you can end up going like
a maze through YouTube, spending an hour or
two easily. But I always find that they don’t
lead me well enough, that I just get bored. I
constantly hit a dead end in the maze instead of
being taken through it. And then I leave.
Consumers often find that there are barriers
to watching videos embedded in news
articles, or YouTube clips. Video format is
not as popular as text because of the extra
hassle it brings.
EASE OF WATCHING NETFLIX
•  When you want it – It’s easy to turn on the show you want when
you actually have the time, rather than needing to abide by the
cable schedules.
•  Where you want it
•  Catalog shows and movies – Make it easy for them to pick the
content they want.
Consumers are now used to binge-
watching and being able to pick the
shows they want from subscription
services, like Netflix. What they expect
from future TV is to watch what they want
when they want it where they want it.
Chris, Boston
I think it’s going to have to be more
on-demand. A library of movies you
can access on your tablet or on
your TV or even on your phone. My
son’s 10 months old, but older ones
I see watching on tablets to keep
them occupied. If you’re able to
pull, thorough a subscription,
access to any movie show
wherever and whenever.
Marie, Atlanta
I already have a smartTV with Google and Netflix on it. It’s
connected to the Internet. I don’t watch TV that much, so
when I do it’s usually things I recorded on DVR a year ago
but haven’t gotten around to watching. The only things I
watch are things I recorded on the DVR or HBO specials
because my time is so tight. I remember when I was a kid, it
was like “7 o’clock Monday everybody watch the TV!”
Nowadays, you watch whatever you want anytime you
want. I guess if the TV could see what I’m watching and
suggest things I would like.
Ads are really annoying at
beginning of videos. Look when
other people are around and
don’t want to be rude. Unless it’s
super interesting I don’t watch. I
can’t browse to the interesting
part. I can forward the video, but
it buffers and messes up. I can
read faster than a video.
Corey, Philadelphia

THE FUTURE OF VIDEO AND ALL CONTENT IS ‘THE PACKAGE’
Content and data are connected. You
can’t talk about content without talking
about the data associated with it. You
can’t get the consumer to give you
data without sharing content that
relates to the thing at hand.
The package can be designed to
affect promise making or promise
keeping—or both and will be readily
embraced if it does one of four things.
DATA CONTENT
THE"PACKAGE"
1. Data:"Types"of"data"exchanged"
between"tools,"environments,"
companies,"and"consumers."
2. Content:"Anything"that"educates,"
connects,"or"entertains."

4
Supporting the right
consumer ‘modes’ can
make them happier
Productivity Relaxing
Organizing"
Learning"
Crea9ng"
Planning"
Producing"
Compe9ng"
Improving"
Playing"
Socializing"
Giving"
Sharing"
Browsing"
Exploring"

TONI
Her husband is from Pakistan and
she is a mother of 5-year-old Liam.
She is originally from the South. She
relies heavily on digital devices to
stay close to her family – long
distance. Currently she is preparing
to apply to several PhD programs
Education.
Organizing" Producing" improving" Compe9ng" Giving" Sharing"Playing"Crea9ng" Socializing" Browsing"Planning" Learning"
Occupation: Stay-at-home mom
preparing for post-graduate school.
Age" Income" Devices" Phone" Tech"Savvy" Online"
Purchases"
Social" Travel"
41" 100R199K" All" iPhone" 5" 3+"per"month" Facebook,"
TwiPer,"
LinkedIn"
"
Leisure"only"

TONI
Planning"
LOW LIFE INTENSITY: 1 PM, 5 YEAR-OLD-SON WATCHES TV FIRST SESSION, IS GONE SECOND SESSION.
15:07 15:25 16:00 18:40 18:45 19:00 19:25 20:08 23:55 26:30 28:29 30:07 30:20 31:24 30:20
Starts logging
onto Google-+
Opens new tab
and brings up her
resume in Word
Tells her son
(5 years old)
he can open
Netflix while
she works
Opens a
new tab
and looks
at resume
samples
Searches on
Monsters.com
Switches to
another tab
and searches
HigherEd
website
While
changing
fonts, gives
verbal
directions to
her son
Toggles
between
websites and
resume for
guidance
Searches
new website
for resume
tips
Searches
new website
for moms
going back
to work
Switches to
Facebook
Searches for
a friend on
Facebook;
audibly sighs
then
verbalizes
she doesn’t
know which
mode to go
to next
Switches to
tab:
HigherEd
resumes
Searches
Education
Portal website
(new tab) and
talks to herself
about it
Talks to her
son while
she still
reads from
the website
Is interrupted
by her son
seeking her
attention
very near
her face
Learning"
36:17 36:52
38:40 39:37 40:06 40:23 41:00
Successfully
diverts her
son, as she
continues to
read from
website, but
comments
in frustration
of not finding
what she’s
looking for
Switches
back to “How
to Write a
Stay-at-
Home Mom
Resume”
website//tab
Leaves
computer to
help her son
turn on the
TV
Returns to
Google
search
Searches
Google and
clicks on
Resume for
Dummies
In the middle
of reading
about writing
a resume
she says
“Oh! I better
respond to
that girl” and
toggles to
Facebook
42:55 44:08 44:50 45:18
Browsing"
Opens
another
website
about
resumes
Toggles to another
website
Checks her phone
for the time
45:43
Search on Google
for resumes
45:50
Toggles to
Online
Writing Lab
again
47:18
Toggles
back to
resume
website and
reads
48:29
Toggles to
Facebook
Researchers
return
48:42
Occupation: Mom
Preparing to enter a PhD program
Goes to
email to
retrieve
password
Browsing"
Switches back
to WORD tab
and makes
corrections on
her resume
improving" Browsing" Browsing" Socializing"
33:01
Browsing" Compe9ng"
Socializing" Browsing" Socializing"
Toggles
back to
Online
Writing
Lab
52:00
Browsing"
Computer, Phone, Computer
ORDER"OF"EVENTS"
I switched modes 50 times [a day].“
”
Organizing" Producing" improving" Compe9ng" Giving" Sharing"Playing"Crea9ng" Socializing" Browsing"Planning" Learning"

HAPPINESS IS THWARTED BY THE HEDONIC TREADMILL

5
Social media, location data, and
bio data are three of eight types
of data that change the
consumer’s context

MEET THE CONTEXT COMFORTABLES
TONI
DORIAN
DEANNA MARCAMY O
SCOTT
DANIEL
ALLISON AMY G
ANA ANTHONY BRIAN CHRIS
LEON MICHAEL MIRANDA
PHILLIP RYAN K SYLVIA SUSAN

THE CONTEXT COMFORTABLES
This group of digital consumers exhibit some new attitudes toward digital that may represent an important shift in mindset regarding context. Certainly all consumers are not
‘context comfortable’ but, for the most part, these consumers were. Context Comfortables rely on data that is shared between tools and environments to help them accomplish
their goals and get things done. Based on our participants feedback, we’ve identified 8 types of data that Context Comfortables will give permission to share.
Data Type Purpose Permission to Support . . .
Location Data regarding location for life logging,
navigation, or localization to support mobility
and immediacy.
When journeying (Functional)
When setting goals (Aspirational)
Some concern about sharing with family
Biometric Data that tracks movement, pulse, or other
bio data to support health, well-being, and
comfort.
When feeling bad or good about body
(Emotional)
When tracking goals (Aspirational)
Most uncomfortable with sharing broadly
Queues Data that tracks activity in key queues such
as mail, app usage, payments, calendars,
entertainment to support anticipation of jobs
to get done.
When speeding up decision-making and
thinking. When in organizing mode.
(Functional)
Will share to empower self not discounts
Tool
Productivity
Data that relates to the device or thing that is
being used. Supports maximization of device
for productivity.
When getting into a mode (Functional)
Social Data that tracks connected shared by friends
and followers that supports mood and
recommendations.
When want to connect or fight loneliness
(Emotional and Social)
Brand Data that tracks the depth and breadth of
engagement with a brand and supports
speed to decision and intimate circle.
When feeling loyal. (Emotional) After a
purchase. (Emotional)
Environment
Control
Data that flows through sensors and
empowers the consumer to control the
environment.
Before arrival to the environment or
activity if it adds to convenience, control,
and comfort.
Relationships Data regarding family and friends, activities,
preferences, and patterns. Supports group
dynamics and jobs to get done.
Only if explicit permission given by all
parties.
WHO"ARE"THEY?"
"
Context Comfortables do not simply share data.
They must first see and believe in the purpose
behind data sharing and they must feel secure. But
once they cross those two thresholds, they have
the following attributes:
•  An openness to life logging and the quantified
self when the data supports their purposes.
•  A willingness to connect apps so that data can
be shared across tools
•  An expectation that brands will use data to
make better tools and provide content that
empower consumers
•  A willingness to show loyalty or trust through
data sharing
•  A comfortableness with the ability to control an
environment—or have an environment interact
with you.
•  A recognition that sharing what’s in a their
queues helps companies to tailor offerings to
them.

PROFILING BASED ON CONTEXT COMFORTABLES’ DATA SHARING ATTITUDES
A"‘comfortable’"profile"of"a"consumer"based"on"data"might"include"the"following"aPributes."Amy,"our"comfortable"curmudgeon,"doesn’t"
buy"the"argument"for"sharing"data."But"even"she"sees"some"value"when"it"comes"to"brands,"biometrics,"and"tool"produc9vity.""""
“Again,"that"would"be"highly"concerning"to"me."That"
would"mean"that"some"companyRRand"possibly"a"hacker"
could"control"my"ovenRRor"know"when"I"am"away"from"
home."I"have"no"interest"in"my"appliances"knowing"
what"mode"I"am"in."I"am"fine"with"turning"a"knob"or"dial"
to"turn"on"an"appliance."Same"here."It"would"be"
produc9vity"mode"because"I"would"want"to"program"
them"when"I"was"using"my"calendar.”"
Privacy"and"‘creepiness’"is"a"more"complicated"topic"than"just"
‘sharing"personal"data.’"Some"people"are"perfectly"okay"with"
sharing"their"loca9on"but"don’t"want"their"social"data"analyzed.""
Rela9onships"
Social"
Tool"
Produc9vity"""
Biometrics"
Queues"
Loca9on"
Brands""
Environment"
Control"
0
1
2
3
Amy,"
Philadelphia"
Loca9on—She"wants"what"is"locally"relevant"only"when"
she"wants"it."No"tracking"""
Brands"–"She"is"somewhat"open"to"brand"loyalty"data"if"
it"can"support"her"in"key"modes"and"decisionRmaking"
Rela9onships—Amy"does"not"want"rela9onship"data"
tracked"by"companies."A"big"fear"of"what"they"will"do"
with"the"data.""
Environment"Control—She"sees"no"value"in"
environment"control"because"she"fears"what"companies"
will"do"with"data"about"her"appliances.""
Social—What"is"socially"relevant?"
Tool"produc9vity—She"wants"her"tools"to"be"responsive"
to"her"needs."She"likes"that"a"device"is"more"useful"if"it"
knows"what"mode"you"are"in?"
Queues—She"recognizes"that"“Google"Mail”"is"free."
They"need"to"get"value"off"of"analyzing"the"data"in"her"
queue.""
Biometrics—What"does"your"body"do"when"you"are"in"a"
mode?"She"sees"value"in"health"data"being"tracked.""
Amy’s profile is driven by a concern about the security of the data she is sharing with companies.

THE MOVEMENT TOWARD CONSTANT DATA FLOW
“Under"Armour"Inc."has"some"
outRthere"ideas"for"your"
clothes."
"
The"athle9c"gear"company"has"
been"spending"big"to"buy"
developers"of"apps"to"monitor"
personal"ﬁtness,"aiming"in"the"
short"term"to"sell"more"shirts"
and"shoes."Longer"term,"Chief"
Execu9ve"Kevin"Plank"
envisions"a"9me"when"clothes"
themselves"become"the"means"
to"track"movement"and"
biorhythms.”"
WSJ""
More"people"and"
companies"will"
experience"a"constant"
ﬂow"of"data"between"a"
brand"and"a"consumer.""

6
The impact of Digital Context on
your Omni-Channel strategy

MOBILITY CHANGES THE NATURE OF CUSTOMER JOURNEY
Mobility"has"changed"the"nature"of"
customer"journey.""Many"‘jobs’"that"
consumer"wanted"to"get"done"can"now"be"
done"immediately."And"jobs"that"consumer"
enjoy"doing"can"be"done"regularly.""
TONI
DORIAN
DEANNA MARCAMY O
SCOTT
DANIEL
ALLISON AMY G
ANA ANTHONY BRIAN CHRIS
LEON MICHAEL MIRANDA
PHILLIP RYAN K SYLVIA SUSAN

The"term"omniRchannel"was"invented,"in"part,"to"
ﬁx&the&concept&of"“mul9Rchannel”"which"so&many&
companies&got&wrong.""
John Bowden, Senior Vice President of Customer Care, Time Warner
Cable describes omnichannel this way:
“Omnichannel ... is viewing the experience through the eyes of your
customer, orchestrating the customer experience across all channels
so that it is seamless, integrated and consistent. Omnichannel
anticipates that customers may start in one channel and move to
another as they progress to a resolution. Making these complex ‘hand-
offs’ between channels must be fluid for the customer. Simply put,
Omnichannel is Multichannel done right!”

COME TO SUMMER CAMP WHERE WE WILL GO DEEP AROUND HOW CHANNEL STRATEGY IS EVOLVING
“I’m"extremely"oldR
school.”"
“I"checked"all"the"
channels"oﬀ"the"list"so"
my"bases"are"covered.”"
“Customers"can"ﬁnd"me"
when"they"need"me"in"
whichever"way"they"
choose.”"
“I"support"thinking"and"
ac9ng"for"my"customer"at"
the"right"9me"in"the"right"
way.”"

7
New consumer research
techniques get at consumer
well-being

DIGITAL ETHNOGRAPHY USING TOBII

ACTION JOURNALING AND MISSION-BASED RESEARCH ON BATTERII

NEW TECHNIQUES ALLOW A MORE INDEPTH UNDERSTANDING OF CONSUMER WELL-BEING
Interview"
Observa9on"Ar9fact"Analysis"
Child"
Member"
Frame"
LENS"
TRIANGULATED"ETHNOGRAPHIC"
Interview"&"
Plan"
Act"&"Describe"
Observe"&"
Evaluate"
Reﬂect"&"Adapt"
ACTION"RESEARCH"&"INQUIRY"
DIGITAL"ETHNOGRAPHIC"

8
Positive psychology and
computing are merging and
changing expectations
positivecomputing.org

QUEUING CREATES ANTICIPATION, ANTICIPATION AFFECTS HAPPINESS
Prospection
1:"the"act"of"an9cipa9ng""
2:"the"act"of"viewing"
3:"the"act"of"exploring"(as"for"gold)""
Foresight
queue
queue
queue
queue

A HAPPY HOME IS SMART

DAY DREAMING AND FANTASY ERODE WELL BEING
Nick"Baylis"
“Rela9onship"with"reality"and"the"wellR
being"of"young"adults”"
2006"

Positive Computing will
change how companies think
about making and keeping
promises."

2015 DCC CHARTER
1.&Go&deep&around&the&direc>on&and&future&of&content&over&the&next&
three&years&
•  Gather"insight"on"how"to"get"consumers"to"see"the"value"of"engaging."
•  Learn"how"to"bePer"target"consumers"through"new"engagement"
strategies."
•  Address"dis9nc9ons"among"customer"profiles"and"examine"how"
different"types"of"content"can"coexist"and"reinforce"each"other."
•  Determine"how"to"create"content"that"feels"like"a"personalized"
experience"and"creates"relevancy"without"being"creepy.""
2.&Examine&“context”&and&digital&“fog”&and&its&effect&on&decisionQmaking&&
•  Gather"insights"into"how"to"recognize"when"a"consumer"is"in"a"certain"
mode—emphasize"context"over"device"insights."
•  Iden9fy"strategies"for"leveraging"‘the"power"of"while’"(ac9vi9es"that"
happen"concurrently)."
•  Iden9fy"how"tools"(apps,"devices)"successfully"work"with"or"within"the"
‘fog.’"
•  Address"how"data,"sensors,"internet"of"things,"and"loca9on"will"impact"
customer"needs"and"customer"experience"requirements.""
"
3.&Get&people&to&take&ac>on&and&buy&
•  How"to"get"people"to"engage"so"that"they"will"take"ac9on,"whether"
that"ac9on"is"to"log"in,"join,"pay,"subscribe,"or"otherwise"commit.""
•  Examine"how"context"affects"people’s"ability"or"inability"to"take"ac9on.""
"
4.&Develop&techniques&for&sharing&data&in&the&right&way&and&at&the&right&>me&
•  Gather"insight"on"how"to"balance"the"creepy"factor"including"privacy,"
informa9on"sharing,"and"security."
•  Iden9fy"how"to"create"trust."
•  Examine"how"people"exchange"data"for"services"they"value."
•  Determine"how"much"of"new"data"that"we"gather"on"people’s"behaviors"
we"can"explicitly"use."
5.&Develop&new&frameworks&for&influencing&behavior&and&engagement&
through&digital&
•  Uncover"new"ways"to"influence"using"modes"(a"behavior"concept"
developed"in"the"2014"DCC)."
•  Gather"insight"on"how"to"bePer"understand"paPerns"of"behavior."
•  Iden9fy"how"digital"can"create"more"purpose"and"reduce"the"fric9on"in"
people’s"lives."
•  Examine"why"people"share"and"what"they"want"in"return"for"things"they"
share."
6.&How&can&companies&use&data&&&analy>cs&to&really&change&the&consumer&
experience?&&
•  The"normal"approach"for"leveraging"data"and"analy9cs"leads"to"
incremental"improvements"for"services"you"already"provide.""
•  How"can"we"use"data"and"analy9cs"to"create"new"customer"experiences"
rather"than"simply"op9mizing"current.""
•  How"can"we"use"data"and"analy9cs"to"find"new,"disrup9ve"innova9on?"
•  How"will"we"use"data"&"analy9cs"to"transform"marke9ng"from"a"series"of"
separate"and"dis9nct"“campaigns”"to"a"mindset"of"marke9ng"to"an"
audience"of"one?"

THE MEMBERS OF THE COLLABORATIVE

SUMMER CAMP IS OUR MARQUEE OPEN EVENT
A"CASE"STUDY"FORMAT"
"
•  Deep,"founda9onal"insights"into"the"direc9on"of"
digital"consumer"
•  Applica9on"of"those"insight"to"real"world"situa9ons"
•  Research"methodologies"you"can"implement"to"
understand"your"digital"consumer."
•  A"valuable"new"network"of"colleagues"who"are"
challenged"with"the"same"issues"and"can"help"you"
think"through"your"business,"marke9ng,"and"
innova9on"goals."
•  The"best"thinking"on"digital:"
•  Posi9ve"Compu9ng"
•  Mobility"
•  Internet"of"Everything"
•  Data"
•  Content"
•  Context"
•  Influence"
•  Tools"to"help"your"organiza9on"make"decisions"
regarding"brand"strategy,"customer"loyalty,"
innova9on,"and"experience"delivery."
•  The"most"effec9ve"ways"to"aPract,"retain,"and"
innovate"for"digital"consumers."
•  Exclusive"research"results,"directly"reported"by"the"
people"that"conducted"the"research"firstRhand."
•  New"insights"that"will"provide"you"and"your"
organiza9on"with"a"dis9nct"compe99ve"advantage."
•  Resources"and"ac9on"plan"to"implement"upon"your"
return.
Mary"Putman"
Digital"Strategy,"
Hallmark"
Steve"WhiVngton""
Analy9cs,"Strategy,"
CRM,"Disney"ABC"
Television"Group"
Zachary"Dillon"
Digital"and"Omni"
Channel"Guest"
Insights,"Target"
Stacey"Symonds"
Customer"Insights,"
Orbitz"
Dave"Norton,"PhD."
Founder,"Stone"
Mantel"
Mar9e"Woods"
Thought"
Leadership,""
Stone"Mantel"
Chris"Schermer"
Principal,"
Schermer"
Harry"Brandicourt"
Strategic"Planning,"
Fi[h"Third"Banks"
August 5-7
The Broadmoor Hotel
Colorado Springs, Colorado
Registration $4,550
TheCollaboratives.com
or
collaboratives.co

© 2015 Stone Mantel. All rights reserved.
The Top 8 Digital Marketing Success
Factors for 2015 and Beyond: How
Positive Computing Will Change
Everything
PREPARATION FOR SUMMER CAMP
CONTACT: JACLYN DUPONT
DIRECTOR, COLLABORATIVES &
SUMMER CAMP
JACLYNDUPONT@GOSTONEMANTEL.COM

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