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Open Brand Summit: Dan Shust
- 1. Image: Flickr - Marcin Ignac Dan Shust - VP, RESOURCE Lab CONTEXT NOT OPTIONAL EXPERIENCE REWIRED 1
- 2. con·text The set of circumstances or facts that surround a particular event, situation. CONTEXT NOT OPTIONAL 2
- 4. THE END OF ASSUMPTIONS There is an “opportunity to deliver services and marketing with unprecedented precision and accuracy, meeting and exceeding customer expectations in extraordinary ways at every turn.” HBR - Use Big Data to Predict Your Customers' Behaviors CONTEXT NOT OPTIONAL 4
- 5. Maturing of Social Data Contextual SDKs Always Connected Sensors Exponential Sharing Increasingly Mobile Brand Oscillation CONTEXT NOT OPTIONAL Consumer Behaviors Technology Enablers Contextually driven experiences will increase ROI and customer brand loyalty. WhatItMeans 5
- 6. Maturing of Social Data Contextual SDKs Always Connected Sensors Exponential Sharing Increasingly Mobile Brand Oscillation CONTEXT NOT OPTIONAL Consumer Behaviors Technology Enablers Contextually driven experiences will increase ROI and customer brand loyalty. WhatItMeans 6
- 7. Maturing of Social Data Contextual SDKs Always Connected Sensors Exponential Sharing Increasingly Mobile Brand Oscillation CONTEXT NOT OPTIONAL Consumer Behaviors Technology Enablers Contextually driven experiences will increase ROI and customer brand loyalty. WhatItMeans 7
- 8. Maturing of Social Data Contextual SDKs Always Connected Sensors Exponential Sharing Increasingly Mobile Brand Oscillation CONTEXT NOT OPTIONAL Consumer Behaviors Technology Enablers Contextually driven experiences will increase ROI and customer brand loyalty. WhatItMeans 8
- 9. Maturing of Social Data Contextual SDKs Always Connected Sensors Exponential Sharing Increasingly Mobile Brand Oscillation CONTEXT NOT OPTIONAL Consumer Behaviors Technology Enablers Contextually driven experiences will increase ROI and customer brand loyalty. WhatItMeans 9
- 10. Maturing of Social Data Contextual SDKs Always Connected Sensors Exponential Sharing Increasingly Mobile Brand Oscillation CONTEXT NOT OPTIONAL Consumer Behaviors Technology Enablers Contextually driven experiences will increase ROI and customer brand loyalty. WhatItMeans 10
- 11. Maturing of Social Data Contextual SDKs Always Connected Sensors Exponential Sharing Increasingly Mobile Brand Oscillation CONTEXT NOT OPTIONAL Consumer Behaviors Technology Enablers Contextually driven experiences will increase ROI and customer brand loyalty. WhatItMeans 11
- 12. CONTEXT NOT OPTIONAL MARGARET STEWART Facebook - Director of Product Design “When you put information about yourself out there, that’s a transaction. You need to feel that you’re getting something back in return.” MAKINGITWORTHIT 12
- 14. CONTEXT NOT OPTIONAL TACO BELL TEMPERATURE CONTEXT NOT OPTIONAL 14
- 26. RESOURCE LAB CONTEXT NOT OPTIONAL 26
- 27. RESOURCE LAB CONTEXT NOT OPTIONAL 27
- 29. CONTEXT NOT OPTIONAL COMMONWEALTH BANK 29
- 32. CONTEXT NOT OPTIONAL Be aware of the importance of advanced context and how it can be used in real-time to create more personalized brand experiences. WINNING IN A CONTEXT DRIVEN WORLD... 1. 32
- 33. CONTEXT NOT OPTIONAL Identify the most important contextual variables for your brand/product based on business needs, etc. Remember, this is a contract with the user. What are you giving in return? 2. WINNING IN A CONTEXT DRIVEN WORLD... 33
- 34. CONTEXT NOT OPTIONAL Select the existing or planned experiences that could benefit the most from contextual enhancement. 3. WINNING IN A CONTEXT DRIVEN WORLD... 34
- 35. CONTEXT NOT OPTIONAL Test integration of individual contextual variables in the lowest impact method possible before full integration or adding multiple variables. 4. WINNING IN A CONTEXT DRIVEN WORLD... 35
- 36. Have fun and lean forward! It’s going to be an exciting era for marketers.5. CONTEXT NOT OPTIONAL WINNING IN A CONTEXT DRIVEN WORLD... 36
- 37. The Power of Simple Simple interfaces, complex functions Context Not Optional Personal, predictive consumer experiences Everywhere Commerce Shopping anything, anywhere, anytime Retail Rewired Blurred channels, seamless engagements The Fine-Tuning of Social Pastime concentration, network calibration Mass Individuality User-proposed, -customized and -generated Loyalty Plays Real-time relevance, tracking and rewards Mobile Superpowers Digitally enhanced senses and insights Tomorrowland Connected, social devices DIGITAL TRENDS BRIEFING 2013 37
- 38. The Power of Simple Simple interfaces, complex functions Context Not Optional Personal, predictive consumer experiences Everywhere Commerce Shopping anything, anywhere, anytime Retail Rewired Blurred channels, seamless engagements The Fine-Tuning of Social Pastime concentration, network calibration Mass Individuality User-proposed, -customized and -generated Loyalty Plays Real-time relevance, tracking and rewards Mobile Superpowers Digitally enhanced senses and insights Tomorrowland Connected, social devices DIGITAL TRENDS BRIEFING 2013 38
- 39. For more information about the ResourceLAB contact: Dan Shust, Vice President – ResourceLAB dshust@resource.com twitter: @getshust THANKS! 39