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[Part 1]
 But first
a quick pinch of salt...
“There is no reason anyone would
want a computer in their home.”
Ken Olson, president, chairman and founder
of Digital Equipment Corp. 1977

“I think there is a world market

for maybe five computers.”
Thomas Watson, chairman of IBM, 1943

“There’s no chance the

“Computers in the
iPhone is going to get
future may weigh no
any significant market
more than 1.5 tons.”
share. No chance.” Popular Mechanics, forecasting
Steve Ballmer, MSFT CEO 2007 the march of science, 1949
#1

(REAL)time

now. & live.

#1

(REAL)time

now. & live.

So what is happening now?

ta lk i ng
p le a re s ,
o f p eo t r e a m
Lots t im e s
R e a l- h ,
t... a r c
abou l-ti m e s e
ns .
Re a ec t a t io
e ex p
-t im
Real

wh
y?
 19%
users
n ow sa yt
r v
h
ic
of in
ey
et
u
o
t
se
s
e

h
r
T
a
n
w
e

re
t
i tter
27.3 d ay w ith a na n
tw
nu
e
a
n
millio un

ets
lr
twe ets

th e r se
se lv e s, per bi llion
or ano about them ut others. ra te o f10
p d ates e s a b o
u
e u p d at
e
or to s

40 a c eb ook
i l l ionF ma
m ay f r o
t e s a d .
a c e

0 u p d d ie n
status ion-plus au

80
statu s up d
ai
at
l
e
A
s
n
millio
a
d
m
IM
on
U
n
t
s
h
e
b
rs
y 3 50 m ill

f onl i ne a dults
o o M A g e s o e used
Yah 18 -24
who h av
or u p dated
2% r
+65 Twitte online
s
4% a statu
55 – 64
5%
45 – 54 10%
20%
35 – 44
19%
25 – 34

18 –24

Sources: Pew Internet And American Life Project, Facebook, Yahoo, Pingdom
 n ev er
w e’v e
m e a n s re ’s a
o lo g y at th e
Tec h n a r e th o w .
o r e aw i n g n
en m a p p en i n g
be in g s h tr ib u t
t o f t h ly c o n
lo a ct iv e
w e ’r e
An d
 People using technology to share
“live-streams” what they do, buy, think, and watch

...creating more and more information.

How are we dealing with it?
a digression

?
No, it’s not a joke.
“The GScreen
Spacebook was
designed to help you
get more done in a
mobile environment”

Maybe not...

p fo r r o m e ."
he l y nd

? ti n g o n s ur
Get v ib r ati e r y o
tom n sw
"P
f e
h a n
elin g w h e ny o
l y
u a
to f i n d it More seriously,
—t he i le, o n sticity)
n g m ob l. ( Neuro pl a we’re looking to practically
i l
vibrat brated at a integrate the increasing
vi
never infomation overload into our
lives via technology filters like

Real-time search.
 What is so different about
real-time search v. normal search?
o Relevancy is important, but timeliness
is the essential part.

o It is getting an idea of what people are

talking about or interested in now.

o The potential is to combine:

- on-the-spot peer reviews
- recommendations
- discovery
- offers and time sensitive calls to action
- social media connections/referrals
- instant information updates.

How are people already

p h atic approaching real-time search?
eets a re l
the tw tio na
5 5%o f
n
a
vers g value" o Bing & Google are already working on
o 4 .55% are ass alon onal
0. co
integrating Twitter into their search results.
o 37 % have "p lf-promoti
o 8.7 5% are se am
o 5.8 5% are sp s. o “We don’t know enough about what kinds of
o 3.7 % are new queries people would issue against real-time
o 3.6 data to know how monetizable it is.”
Marissa Mayer, Google
And people are exploring new(ish) tools
Mentionmap maps the topics
of conversation heating up in
your social graph.
Practical approaches to search
and other real-time trends...
Temporal cues in your search query
determine the relevance of time and
change the priority of your results
e.g. If you search for “snow conditions at your
favorite ski resort, you’ll find updates from other
users who are there and sharing the latest and
greatest information.”

Real-time online collaboration

o A Business benefit of the real-time trend.
o Part of the shift from batch analytics
and waterfall processes, to real-time
analytics and agile processes.

o Using Google Wave and add-ons

like SAP’s Gravity.

o Enable groups of people to

collaborate on projects without the
cost or infrastructure investment
of a Sharepoint-type solution.

Sources: Top 15 Technology trends for Enterprise Architects to watch, Forrester; Google
Real-time o Visible staff involvement in problem resolution.
o Reacting and responding to questions and
customer issues quickly and transparently, #twelpforce:
13,000 queries in the first two months.

service o Engaging in real human conversations.

Real-time dialogue
campaigns
Brands stimulating and
aggregating streams of
relevant conversations
and associated content.

Platforms for entering

and harnessing the
dialogue that is
already happening.

*
BRAND
ND
l ie da
DESTINATION
NAT y s im p
ion a lw a
x t s teps,
FLA
FLASH D e stinat ithout ne -user”
*
e ndw m “ end
MICROSITE
MIC e
finit ke the te r
li
a bit
Time sensitive offers
designed for life-streams
o Integrated into real-time experience with a sense of NOW.
o Urgency because traditional marketing campaigns
(like TV progs) now can be filtered and time shifted
(and even forgotten as our content collection piles up).
NB: Facebook have changed the rules...again.
“The next phase of media, I’ve been
thinking, will be after the page and
after the site. Media can’t expect us
to go to it all the time. Media has to
come to us. Media must insinuate
itself into our streams.”
Jeff Jarvis
 Real-time
eCommerce

o As retailers move closer to real-time

inventory management, it increases
the possibility of more widespread
dynamic demand led pricing.

o Consumers can be alerted about

price changes as they happen.

o They can even group together to

negotiate bulk discounts.
 What does it means
for the site owners?

More time on site

but fewer page views.

Decreased server costs with

fewer page refreshes and DB
calls as sites move from
polling to real-time push.

Advertising analytics nightmare.

8 hours = 1 pageview but 100’s
of opportunities to see an ad?
How can you tell which story in
the stream was read and which
was missed?

Source: Ted Roden New York Times

 If you tap into a “live-stream” of first or
second hand experiences and thoughts,
how can control the flow and tell

what is relevant?

o n t e n t-
o n of c
a li sat i t i s
ers on l yw h a
ti c p g o n
Seman and showin
i lt e r i ng u. a
f to y o v id e s
v a nt e b pro is
r e le
a n t i c w l low s d a t a
e str ea m
“ T h e s e m ew o r k th a t a
o ss is e t h a t th
a i s n o t th e
m c r n t
m o n fr a
r eu s ed a Recog ta and “da
com a r e d a nd
e a nd i l l d a gh t.
sh erp r is s t n si GFUL
to be , e n t W 3 C ). ” o r i I N
( truth
on s” EA N
i
app li c a
u
t
ni t y b o u n d a r ie
E CEN T ≠ MO ST M
vo c al
co m m MOST
R
ed by e d”.
hija c k n ce r n
g et l y c o
Don’t y or “over
in o rit
m
 Source: Richard MacManus, RRW

Content is rapidly pushed down the stream by

4,000 articles/videos a day.
“Low quality”, high search visibility “farmed” content.
Lots of people, saying lots of different
things, all expecting a response, now.
They’re waiting. How do you deal with

expectation culture?
 CMO

Customer Customer Customer

listening participation operations
and design

es i g n ,
n es s d m er
l b u s i here custo
ocia cture w
S w business cted to businesssgroup
str u
a ne is c o nne t im e focu ple”.
a c k e a l - p e o
feedb s “l ik e ar
,d a ta a nd
P R,
ce s s e o lo g y l o r
pro te chn f d i gita
mb i n i n g
t a l i s m o
ti n g and
co r t men r ticip a ts,
om p a u t p a r o du c
No c n g i s abo i g n i n gp
isi des
advert ng is about ces.
rk e t i e r ie n
ma a n d exp
es
servic

Sources: David Armano, Dachis Group, Razorfish

 e a te a
w i l lc r
h et c . o n .
, la u n c re a c ti
a c tio n i g it a l
Every and visible d lic
a n t “ p u b
inst d e ve l o p
n s e t o
e ds t o r e spo ets.
e
o PR ships” in r
n a p id so u tl
g e n e w
tio n m a n a
rela n o t just n s
lo g u e s a t i o
dia o r g a ni
Domin
t o c li ent n s a nd
o’s Piz
za any t e d i n n ic at i o
g r a m u l e?
o Inte o
one? o m r
i ned c e r vi c e
o m b sh ip /s
as a c r re la t io n
o m e
cust
 Real-time has only limited applicability
to someone sitting at a desk in front of a
computer beyond news and dialogue,
where is the real benefit?

itch off
n ’t yo u sw m et h in g
do do s o
“Why a n d
o u r s creen t ead?”
y i n s
ss bo r in g
le
honest.
 Mobile Internet Outpaces Desktop Internet Adoption

Source: Mary Meeker, Morgan Stanley, “Economy + Internet Trends”, October 2009; Neilsen Global Mobile – Strategies for Growth
iPhone + iTouch Users = 8x AOL Users 8 Quarters After Launch
~57MM
60 Mobile Internet Desktop Internet
iPhone + iTouch Netscape*

50 Launched 6/07 Launched 12/94

Subscribers (MM)

40

~25MM Mobile Internet

30 NTT docomo i-mode

Launched 6/99

20
~11MM

Desktop Internet
10
AOL*
~7MM v 2.0 Launched 9/94

Q1 Q3 Q5 Q7 Q9 Q11 Q13 Q15 Q17 Q19

Quarters Since Launch
iPhone + iTouch NTT docomo i-mode AOL Netscape

187% increase in 18.3 million 65 million people

mobile social network unique mobile social use Facebook on a
audience for YTD July ‘09. network users. mobile device.
“The majority of the real-time search boom will be
in its convergence with another rapidly growing
industry, mobile computing.

[Offering people] real-time recommendations

based on your current location using an
application that aggregates information from
real-time searches as well as social sites like
Yelp and Urban Spoon...... local advertisements
and “limited time” discounts on your mobile.”*

Social Periphery
*Rob Diana
 Social Periphery &
Mobile Social Networks
Local networks of Global Services
Mobile & mixed media
sensors and devices and Communities
applications/tools
Content &
Context & relationships
Location as filter as intelligence

GPS, location Social Communities

RFID & & bespoke networks & forums
NearField sensors

Blogs, UGC
Barcodes, QR codes
& niche sites
and markers

Dynamic communication
based on action and relevance
(Ambient awareness/Social Peripheral Vision)

Brands as the filter

Physical objects On is off/Off is on
and the enabler.
in intelligent as physical and
Ideas must be “good
environments digital worlds fuse
enough to share”

Helping us plan for now and what’s next.

by David J. Carr davidjcarr.wordpress.com
Based on Nokia’s Mobile Gateway & Jyri Engestrom
From palm of your hand social
feed integration as standard,

to 24hr location-based
content streams and
documentaries (The Grid),
to third-wave mobile
applications and
hardware extensions
to monitor anything
from our finances to
our health and fitness.

And e-readers/tablets.
Even playful location-based social periphery tools.
 Augmented reality
moving beyond
marketing gimmick.
a digression

What do these tools mean

for our relationships?
a digression

Can we challenge 150?

a digression
Pre-digital society: Closer, less diverse discussion networks, more geographically clustered?
>150 <150 (Dunbar’s number) >150
Number of Relationships

Geographical proximity Geographical proximity

Digitally-enabled society: More diverse discussion networks, more geographically spread?

>150 <150 (Dunbar’s number) >150

Sources: Pew Internet And American Life Project,

Number of Relationships

Geographical proximity Geographical proximity

a digression
Mobile & (REAL)time
More timely information
More connections
More opportunities to meet
up in the real world

More live experience

#1

(REAL)time

now. & live.

digital experiences we
participate in and use,
experiences that break
out into the real world.

What’s helping this happen?

On is off/Off is on.
mobile phones to cars and tube
From

tickets, in a world of cheap, fast & always on

Wi-Fi, an unconnected device is unusual.
More live interfaces with the

real world.
“A year from now basically every
new phone that’s sold will have
[Near Field Communication].
It’s a two-way, bio-directional RFID
communication link that makes this
device work as a tag or as a reader.”
Sony Ericsson’s VP of systems architecture,
Håkan Djuphammar
B a l l s ?
a digression

Ardui
no &
Home
made
hardw
are
hackin
g
These sensors, technologies and devices are
helping brands move from messaging to
digitally-enabled, increasingly
live, real-world experiences.
The shift to digital experiences enables
more shared “watercooler” moments...
...access to “exclusive” live events...
...and even the feeling
of live and unfiltered
brand engagement or
consumer control.
 What influences do digital
experiences have on consumers?

65.3% report a
digital experience changing
their perception of a brand

97.1% report that

the digital experience
has influenced purchase

24% have produced

digital content in order to
enter a contest
Source: Razorfish Feed
 = Engagement

Engagement = Quantity or Time

Engagement = Depth & Quality

 a digression

even
extends to changing marketing from pure comms to creating
useful, useable & delightful services/products
a digression

...or enabling live,

real-time responsive
retail POS and outdoor.
digital retail pos

Sources: GMA Report 2009, ACNielsen “Actionable Shopper Insights”

Only
shopp
16% of
ers use grocer
lists. y
70% of
their p people
roduc m
at the t selec ake
fixtur tion
e.
#1

(REAL)time

&
Real relationships and Real, live experiences
relevant information and engagement
at the speed of now. beyond advertising.
What could

mean for
our clients?
o Audiences are mobile – we need to widen digital touch
points and become the enabler & filter for people,
- Help them now and help them plan for what they are doing next.

o To do this will require moving beyond a website-centric

model to a distributed platform.
- Enable customers to engage in the channel they prefer/have available and track
them through fragmented journeys with a single identity
- Serve only what’s relevant in current need state and location

o Customer feedback will be dynamic and real time – the

crowd will express what it wants through its behaviour as
well as communicating preferences and views.
- An ‘open source’ approach should be considered, tailoring our
propositions (function and content) to needs and feedback in real time

o Social CRM combining social listening tools with CRM

systems tied back to company data to track influencer
financial value and help us respond to their needs faster.
o Customers will automatically connect with people they have
something in common with, experiences are logged and
shared automatically, so we’ll need to only serve up relevant
content for people to make better decisions.
- Personalise and aggregate their offers and promotions as part of shopping
experience, make it easier for them to share a good deal and not to miss out
- Deal expiry alerts in their streams, use networks to share trackable offer codes

o If everything is connected then there are increased

engagement opportunities: but we need to design accordingly
and appropriately.

o Can we extend communications to packaging/POS giving

them a layer of digital information or utility?

o The increase in digital noise for people will mean that our
brand will have a key role to carry the relationship.
- Hard to compete for share of attention
- Human reaction to mask out noise
- We need to help them by making sure all interactions and communications
have the value exchange firmly in their favour
#2

&
The sky didn’t The trough isn’t
that disillusioning.
ffall
ll
#2

&
The sky didn’t The trough isn’t
that disillusioning.
fall
“Intensifying solvency concerns about a number
of the largest US-based and European financial
institutions have pushed the global financial
system to the brink of systemic meltdown.”
Dominique Strauss-Kahn,
International Monetary Fund
12 October 2008
'Spending cuts “could cause
strikes on scale of 1970s”
Daily Telegraph, 1 August

“Help ordinary people or we

face a summer of turmoil”
Sunday Express, 1 March
Then this happened.
UK total weekly earnings growth: year on year
%
8
7
6
Christmas bonuses disappeared
5
and wage growth turned
4 negative for 3 months as people
“accepted reality”.
3
2
1
0
-1 Then a cautious level of
-2 stability returned. The
Chartered Institute of
-3 Personnel & Development
-4 revised its unemployment
predicitons for 2010 from
-5 3.2m to 2.8m
-6
2006 2007 2008 2009

Source: ONS
GDP Growth Forecasts even turned positive…but
led by the new powerhouses of China and India.
Difference from 7/09
IMF Forecasts, 10/09 IMF Forecasts
Country / Region 2007 2008 2009E 2010E 2009E 2010E
USA 2.0% 0.4% -2.7% 1.5% 0.3% 0.6%

Euro zone 2.7 0.7 -4.2 0.3 0.6 0.6

Now
UK 2.6 0.7 -4.4 -4.75 0.9 -0.2 0.7

China 13.0 9.0 8.5 9.0 1.0 0.5

India 9.4 7.3 5.4 6.4 0.0 -0.1

Russia 8.1 5.6 -7.5 1.5 -1.0 0.0

Brazil 5.7 5.1 -0.7 3.5 0.6 1.0

Developed Markets (1) 2.7 0.6 -3.4 1.3 0.4 0.7

Emerging Markets (2) 8.3 6.0 1.7 5.1 0.2 0.4

World 5.2 3.0 -1.1 3.1 0.3 0.6

Source: Mary Meeker, Morgan Stanley, “Economy + Internet Trends”, International Monetary Fund (IMF) World Economic Outlook (WEO) database, 10/09.
Note: (1) IMF equivalent of “advanced economies”; (2) IMF equivalent of “emerging and developing economies”
A competition to call
time on the plummet.
Even if we might still be
in the eye of the storm?

Uncertainty as we move into 2010 means

we’re looking backwards more than forward.
And it is recent history that is our anchor.
 2009.
A year of
outrage...
...serious
money
worries...

r i l l i o n
$4 t )
. 7 5 t n
(£2 ationaltern )
The In y Fund (IMF
ar from
Monet o s s e s
i m a t e of l
es t
i t c r u nch.
d
the cre
...global health
scares and...
...even a bit
of euphoria.
(remember that?)

But one year on and both

the hype and honeymoon
are fading memories.

How have we changed?

Firstly...
1. Denial
2. Anger
3. Bargaining
4. Depression
5. Acceptance

Source: Kübler-Ross model

 We’re rebalancing.
10%
UK Household Saving Ratio

-2
2004 2005 2006 2007 2008 2009

“It has been a tremendous lesson

40% in how to live within your means
and separate wants from needs.”
are adding to
emergency fund U.S Female, 47
Secondly... Resource Interactive research interviews
“90% of the U.S. respondents said
that their households had reduced
spending as a result of the recession.

McKinsey Quarterly, March 2009

a digression Source: Kelly Mooney, Resource Interactive; JWT 2009

It’s not all hairshirts and honest appraisals.

of 18-29 year olds agree with
the idea “My generation is
being dealt an unfair blow
because of this recession.”

Even if it was often their parents borrowing

money to fuel a Generation Y spending spree.
The nineties and the noughties promised us that everything would be

NASA

Kanye “I’m gonna let you finish” West

Now we won’t believe the hype or the promises,

Madoff

because we know you have pay for it eventually.

 of technology can falter.
Issues of trust & dependancy with the
Even the promises cloud. When Gmail went down in
Feburary & September…Count the cost:

25m users, 33% affected; average of

$50 per hour lost productivity,
$415m per hour economic cost...
“What's driving usage on the network...
are things like video, or audio that keeps
playing around the clock. And so we've
got to get to those customers and have
them recognise that they need to change
their pattern, or there will be other
things that they are going to have to
do to reduce their usage.”
Ralph de la Vega, head of wireless at AT&T
But equally we won’t believe

because that didn’t come true either.

So, thirdly.

We’ve changed our perspective

to a more realistic view.
#1e ss e x p er i m e n
y
t a
m
tio
e
n
a n
a
s
n
w
d
e 2
#eliver on our tivity must
basic
L m on e h ow
it h l y s D re a
risk w , c le a r s e s . C b il ity ,
u s t a lw a ys
fu l a nd promi iver on usa re
m a n i ng t d el s be f o
op le m e
ue. firs d o f fer
s” .
pe v a l a n st le
w h i le utility ls and whi
worth y “b e l
an
Coupon sites have been the second-most-visited

Source: Business Week, HitWise, Quidco/YouGov, BIGresearch and Resource Interactive, August 2009
category on the Internet, behind job sites, for a year.
eMarketer May, 2009

61% s c a n ba
able to nformation
r
wa n
code
o
t
s
n
to
a
o t
b
nd
h
e

er
i
access rices.
’p
stores

9% ll p h one
ed a ce ut
us d a b o
a f r ien
e ssa ge i n g.
t m sho p p
to tex tw h i le
o d uc
a pr

34% o n l i ne r evie
have
w
pu
a
r
t
ch
lo
lea
a
ok
st
se.
ed
once
62%
shopp
er s c on sul
ef
t
o
of UK
on
re
l
b
i ne
u y i n g.
at an ak i n g a
u n it ies b
befor e m comm
Moms with teens said the internet...
Helped me save money through
access to easier price comparisons,
coupons, and deal alerts.
Source: BIGresearch and Resource Interactive, August 2009
Helped me become a smarter
shopper; product reviews and
ratings, blogs and product
information has helped me make
more informed purchases..
 Source: Mintel

Half
of British consumers now buy on promotion
but it is not all about money off and discounts,
it’s about value.
includes help with making purchase decisions
and rediscovering lost skills so you don’t have
to pay someone else to do it.
For businesses this means
trust and transparency.

90
re
%c om m en d ation
k
s
n
trust
f
o
r
w
om
.
le th ey
op

Source: Neilsen, Trust in Advertising 2009

the pe

If people appear to be
asking more questions, 70%
n su m er op i n ion
e
trust

.
s th at

but less trusting co

o ste d on l i n
are p
of advertising...
For businesses this means
trust and transparency.

...but this has forced 69% ontent!

trust

Source: Neilsen, Trust in Advertising 2009

or i a l c
edit
some brands to use
technology and content
to start talking in a
less hyberbolic, more
transparent and open, 70
br
%a nd websites!
trust

almost human way.

 A new realism about
technology and its effects.
#2

&
The sky didn’t The trough isn’t
that disillusioning.
ffall
ll
VISIBILITY

Peak of Inflated Expectations

Plateau of Productivity

Slope of Enlightenment

Trough of Disillusionment

Technology Trigger

TIME
Innovators Early Adopters Early Majority Late Majority Laggards

Source: Gartner’s Hype Cycle

“Label it and you can sell it.”
- Anonymous

Remember “New Media”?

The legacies
of revolutions are
sometimes more
interesting and
longer lasting.
Just as
Creativity

Social Media
 “It’s real people having
real conversations about
real objects and ideas.”
Why do people really use social networks?

Flirt
Teens
Adults
Promote yourself or your work

Make new business contacts

Organise an event for a cause

Make new friends

Sources: Pew Internet And American Life Project, Tara Hunt

Make plans with friends

Stay in touch
But w
conne hat about
cting 0 10 20 30 40 50 60 70 80 90 100
brand with

s?
a digression
Gurus sold a future of people
worshipping brands by “friending”
them and having “conversations”.

15,740
Social
m
“ninja edia exper bout
s” & “ ts, “gu w h a t a
Twitte super rus”, OK, but ing with
r (+3.5 s
x sinc
tars” o
e May
n
!)
connect

bra n d s?
 Phew, there it is.
Have you ever followed
a brand on Twitter?
Yes
25.50% Have you ever “friended” a brand
on Facebook or MySpace?

Yes
40.10%

No
74.50% No
59.90%

Sources: Razorfish Feed ‘09, GigaTweet, Penn State, Performics

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that
 What is the primary reason
you follow a brand on Twitter?

I am a current customer 23.5%

Exclusive deals or offers 43.5%

Other people I know are fans of the brand 6.3%

Interesting or entertaining content 22.7%

What is the primary reason
you “friend” a brand?
Service, support, or product news 3.5%

I am a current customer 32.9%

Other 0.4%

Exclusive deals or offers 36.9%

Other people I know are fans of the brand 6.2%

Interesting or entertaining content 18.2%

Service, support, or product news 5.0%

Other 0.7%

But why? Offers. So what can we do?

Source: Razorfish Feed ‘09
 BRAND

THEIR
Get out of their way.

Their networks route around

censorship, gaps or blocks.
“People’s lives don’t revolve around your
brand, they revolve around life.”
Mike Arauz
Design our brands &
services for desire paths.
Enable our commercial
relationships in the context
of their real relationships.
Practice true customer-centric behaviour,
integrated into all business processes, not
a silo or a channel, horizontal not vertical...

8 Signs of Customer-centric Behaviour

• You send customers to
other websites.
• You measure how many people
refer their friends to you as
success (Net Promoter Score).
• Your customers are doing things
with your product you never
dreamed and are posting videos.
• Active influencers are adding you as
friends on social networks.

• When budgets get tightened, • You work with your competitors

you tighten operational costs.
• Your only customer service
policy is to do right by
the customer.
towards better customer
experiences for all.
• You know you compete for your
customers’ attention with everyone.

Source: Tara Hunt

 ...and throughout the entire
consumer decision-making process.
Increase in number of brands/solutions
being considered. Attention paid to
advertising, WOM & online research
with information gathering key

Start with a shortlist

of brands/solutions

Active & Passive Loyalty

Active Loyalty fuels advocacy but
Passive is a larger audience
On-going
exposure
Closure & the
moment of
decision

Consumer builds expectations based on

experience to inform their next decision journey

Source: McKinsey
 Social Social
program program
development integration
(strategy) (operations)

Social Social
program program
management measurement
(execution) (analysis)
 And yes, social program management
(execution) can be in the form of a campaign.

Listen Understand Engage Measure, React & Respond

Listen to what the target Segment target into Create a relevant Engage via tribes’
is doing in the real web tribes, give them and interesting preferred platforms with
and social arena something to join Social Object multiple interfaces

Send

Track results and

Tribe 1 Tools, widgets Social networks optimise, monitor and
& apps & personalised Social triage for react and
content pages networks respond conversations
Use paid for media
to additionally
stimulate and spread

Enable,
encourage
and optimise Communities
Send for sharing & forums
Tribe 2 Videos & content Online ads, IM
& promo links
Mobile and video
sharing sites

Blogs, UGC
& niche sites

Tribe 3 Ideas & assets Websites & email

As long as it is “good enough to share”.

100 social “agents” who reviewed
Ford’s new Fiesta through Twitter,
blogs, video, and events
4.3 million YouTube views
500,000+ Flickr views
3 million+ Twitter impression
50,000 interested potential customers,
97% don’t own a Ford currently.
What is Crowdsourcing?
“Crowdsourcing is a neologism for the act of
taking tasks traditionally performed by an
employee or contractor, and outsourcing them
to a group of people or community, through an
“open call” to a large group of people (a crowd)
asking for contributions...The term has become
popular with businesses, authors, and journalists
as shorthand for the trend of leveraging the
mass collaboration enabled by Web 2.0
technologies to achieve business goals.*

*Definition Crowdsourced from Wikipedia

One view of crowdsourcing “success”.

1 3
Company has 2
a problem. Company
broadcasts
Crowd asked to
give solutions. 4
Crowd submits
problem online.
their solutions.

5
Crowd vets
the solutions, 6 7
Company owns
company gains
advertising.
Company
rewards the
winners and
winning (and
non-winning) 8
Company profits
solutions.
gains PR. from increased
profile and IP.

Source: Daren C. Brabham

More sites,
more crowds,
more competitions,
more innovation?
 Problem broadcast to an
increasing number of people

Problem broadcast to an
increasing number of people

The crowd without the

expertise or the answer.

Individuals with the

expertise & the answer.
But Wikipedia is crowdsourcing
and that works great?
a digression

“The Trouble with of

Crowdsourcing”
How do you keep a
secret when someone’s
life depends on it?
“I find the term ‘crowdsourcing’ incredibly irritating. Any
company that thinks it’s going to build a site by outsourcing
all the work to its users not only disrespects the users
but completely misunderstands what it should be doing.
Your job is to provide a structure for your users to
collaborate, and that takes a lot of work.”

“One of my rants is against the term ‘crowdsourcing’, which I

think is a vile, vile way of looking at that world. This idea
that a good business model is to get the public to do your
work for free. That’s just crazy. It disrespects the people. It’s
like you're trying to trick them into doing work for free.”
Jimmy Wales, founder of Wikipedia
Wikipedia is not a crowd, it is “a community…
a dedicated group of a few hundred volunteers.”

A platform for collaboration...

Collaborative Platforms...
...thrive when “reputation (of participants) is a
critical component of the service mechanism.
The reputation of participants will derive from
the quantity (how much, how often) and quality
(how useful) of their contributions.
Accreditation (of content) is provided by
experts and by the community. Recent,
relevant content regarded highly by
participants with a good reputation
becomes the most visible.”
Made by Many
Be an advocate of them
, so they become advocates of you
.
These “crowdsourcing” platforms can engage fans or
create fans through discussion or consumer collaboration

but people can

see through
manipulation.
(and yet another photo upload competition.)
Crowdsourcing support
and marketing in return
for low prices.
Crowdsourcing where a
Streetview car can’t go.
low prices.
 Channeling your global fans’
passion to be part of something
larger and more engaging.
(Sour, Hibi No Neiro)
Crowdsourcing ≠ something for nothing.

It’s a creating a platform to share value.

A reason A reason
to share to share
INDIVIDUALS SMALL GROUPS NETWORKS
#2

&
People need reasons It’s not technology
to pay attention to that’s exciting, it’s
brands and extra value the real reasons why
to restore lost trust. you do it.
 )
ns
io
ess
gr
di
w
fe
a
s
lu
(p
[Part 2]
#3

&
Going beyond Looking after
greenwash. what’s local.
#4

&
Developing world ↑↑↓↓←→←→BABA
leading the game. or We’re all Playful.
www.chemistrygroup.co.uk

Part 2 to follow...

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