Skive Digital Trends 2012

There is a dramatic growth in mobilisation

Currently, 35% of UK adults own a smartphone

http://www.guardian.co.uk/technology/2011/nov/03/q3-2011-smartphone-growth-continues
You Gov, July, 2011


4G Wireless Internet

Currently being trialled in the UK 4G is the next generation in superfast wireless broadband
and is set to revolutionise the speed in which the web will run on mobiles. It likely that 4G
will be officially rolled-out in the UK by the start of 2013. This will dramatically improve the
experience of the mobile web.
Source: Pocketlink


Mobile devices are the portal through which we experience life:

Entertainment
Mobile commerce

New Social
technology

Communication
- 


We are increasingly connected through the cloud

Wireless connectivity to the Cloud is providing continuous access to music,
entertainment, reading, social network, money and business connections


Leaving us with fewer devices that do more


People now want everything – everywhere


Everything Everywhere

Deliver access to content, offers and services where
and when customers need them within a single view of customers


We can now easily connect to
groups of people but they’re not
always those closest to us


Until recently social networks haven’t mimicked our
real social lives which are made up of different friend
groups and levels of acquaintances

Strong ties are
the people we
really care about
2-6 friends

Facebook Paul Adams Real Life Social Networking 2010


“Posting on path is not an act of broadcast or self-promotion,
but sharing a moment with someone who really knows you.”


Grouping people into categories makes sharing
more targeted and intimate

Google + circles and hangouts


Facebook followed suit with Smart Lists


Consumers are using their combined power to negotiate and find
better social deals through group buying & dynamic pricing:

innocent Living social
tweet & eat


Heinz have innovated within the s-commerce
space with fan first exclusives and personalised
products within Facebook


Your fans to do the work, so you don’t have to!

Converse are soon to launch their Made by Facebook app, taking social shopping
to the next step by allowing fans not only to design their own shoes but sell them
to friends and even open their own store fronts
http://socialcommercetoday.com/made-by-facebook-campaign-turns-converse-fans-into-retailers/


Gamification helps extend the longevity of marketing engagement
strategies by making them much more addictive and fun

High

Anxiety

Motivation/

challenge

Boredom

Low

Low

High

Ability

A framework that will drive engagement over time and heighten experience

Flow: The Psychology of Optimal Experience, Csikszentmihalyi,1990 Skive © 2011. All rights reserved

Making it entertaining

Leaderboard

Achievements

Progression

Rewards

Dramatise the journey by utilising gaming mechanics to intrigue, engage and entertain


Weight Watchers have successfully gamified dieting


Starbucks

Something as simple as earning achievements
can grow brand loyalty among existing fans.

The appeal is collecting to move up a level. After spending some time collecting
the user thinks: “This must be worthwhile because I’ve spent time on it.”
TED, Jesse Schell. When Games invade real life. 2010


Combining gamification with social can help motivate peer
networks through social norms and currency

Fiat EcoDrive


Growing interest in self monitoring is reflected in the growth of mobile
health apps – by mid 2012 there are forecasted to be 13,000 mobile
health apps in the iTunes App Store

Services like Jawbone’s Up wristband allow users to track and monitor their
every movement, what they eat and even how well they sleep

MobiHealthNews, Sept, 2011

As an official sponsor of the Olympics Visa is aiming
to make the 2012 games a contactless experience

Visa are partnering with Samsung to bring a new phone to market with NFC capabilities
in time for the games, taking advantage of the 70,000 shops, bars and restaurants
that are NFC enabled
http://techcrunch.com/2011/10/06/samsung-and-visa-partner-to-launch-nfc-equipped-olympics-phone/


Partnerships such as Orange and Barclaycard and new
services such as Google wallet will help bring cashless
payments to the masses


Geo-fencing

Users will be able to opt in to receive relevant, location based offers


Grassroots action: The community decides which
projects they are keen to work on:

Orange Rockcorps asks people to volunteer four hours of their time on projects in exchange
for tickets to exclusive gigs, providing unique experiences to customers whilst giving back to
their communities


Ben & Jerry’s Fair Tweet made it easy for consumers to support
Fair Trade by donating their left over Twitter characters

To support World Fair Trade Day Ben & Jerry’s created an app that leveraged
people’s unused Twitter characters and turned them into messages, hash tags
and links to promote Fair Trade.

O2 have spotted a gap and are moving to provide
new platforms for traditional services such as education

The O2 Learn site provides opportunities for teachers to upload their best lessons for students
to explore and learn. Initiatives like this earn O2 large amounts of positive sentiment and are
part of a diversification strategy.


Move towards a more natural, gesture based web

Natural gesture technology will allow people to truly experience augmented reality.
Real world experiences in stores, on the street and at home.


Interactive window: John Lewis are selling their ‘Top 30 things to buy
for Christmas’ via a window display at a branch of Waitrose.

Customers can scan the QR code of the item they want, which will then take
them to the John Lewis mobile site to complete their purchase.


Starbucks are using AR to provide unique and entertaining
experiences on their Christmas cups

The new app also happens to showcase special offers and provides an eGifting facility.


Cadbury enhances their product
experience with an AR game

Blippar Augmented Reality app is used to activate 3D game by pointing
mobile at Cadbury chocolate bar wrappers


Facial recognition makes sharing and engaging
even more seamless

Coca Cola Israel, Facelook

In the future brands will use facial recognition to determine your emotional
state – smiling, frowning, crying, depressed or uninterested – and react in
real-time to improve the potential of the marketing interaction.


Frictionless sharing

Every action
becomes part of
your social
currency

Social gestures now allow every action to be shared without having to explicitly tell the
world: ‘I watched this’, ‘I listened to this’, ‘I bought this’, are shared automatically
(permission allowing)


Part 3
– Summary –


Digital Trends for 2012

1. Everything everywhere

2. Meaningful connections

3. Social commerce

4. Gamification

5. NFC

6. Caring companies

7. Gesture & go


thanks :)

hello@skive.co.uk
@helloskive
www.skive.co.uk


Skive Digital Trends 2012

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