1) Eight waves of change are shaping digital experiences: social, co-creation, digital natives, games, takeaways, convergence, everyware, and visualization.
2) Experiences are becoming more social, participatory, portable across platforms and blended with physical reality.
3) Marketers can engage social networks, allow customization, use games/visualization, and connect digital/physical experiences.
3. Social Take Away
Digital = Social
Co-Creation
Co-Creation Convergence
Digital Natives
Itʼs All a Game
Digital Take Away Everyware
Natives
Convergence
Everyware
It’s All a
Seeing Is Believing Seeing Is
Game Believing
4. Digital = Social
Social
Experiences have a ʻsocial layerʼ
» Social interactions are the source of experience value
» New environments are primarily social
» Networks become primary organizing structures
» Experiences shaped by linked & overlapping networks
» Exchanges occur via marketplaces
(information, services, goods, reputation)
5. Digital = Social
Social
Implications & Challenges
» Identity is shaped by interactions in the social layer
» Experience value is determined by individuals
» Experience value is influenced by networks
» Communities define marketing contexts and opportunities
» Each context is different: forums, social networks, virtual worlds, microblogs
6. Digital = Social
Social
Opportunities for digital marketers
Engage conversations in new social environments
» Create identity & voice for products & brands
» Respect social context when advertising / marketing
Ensure experiences include or connect to the social layer
» Integrate & cooperate with social ecosystem
» Facilitate 2-way conversations
7. my Starbucks Idea
» Interactions structured by
Starbucks
» Effected and managed by social
mechanisms
» Publication
» Discussion
» Mediation
» Voting
» Innovation via crowdsourcing
8. GetSatisfaction
Customers provide support for
products & services directly to one
another using 3rd party created
forum.
» Structured by brand and product
» Companies may participate
officially or unofficially
» Customer to customer
interactions create value and
effect business model
9. Co-Creation
Co-Creation
Everyone can create (again)
» Low-cost, high-quality tools for creating digitally and physically
» Producer vs. consumer distinction dissolves
» Business and economic (and political) structures change
» Open Source, Open Data, Open Stack
» hybrids, ecologies of co-creation
» Growth of virtual economies & currencies
10. Co-Creation
A model in which businesses and other organizations Co-Creation
create goods, services, and experiences shaped by
participation, collaboration, or cooperation with
consumers and other parties.
Successful co-creation requires interaction from all
parties, and in turn rewards all parties in some way.
The goal of co-creation is to create experiences of value
to all parties.
11. Co-Creation
Co-Creation
Implications & Challenges
» Co-creation experience is the basis of value for individuals
» Consumers want to interact with communities
» Co-creators = business partners: marketing, sales, distribution, etc.
12. Co-Creation
Co-Creation
Opportunities for digital marketers
» Make and share the tools people use to create experiences
» Show the “seams” - allow customers to shape experiences
» Reward successful co-creators: social status, $$, unique offerings, etc.
» Provide environmental services for co-creators: establish markets
13. Spore Creature Creator
Free toolkit allows creation of
characters for Spore
Released before the full game
Web gallery publicizes creations
100k creatures in 22 hours
1.8 million creatures by Sept. ʻ08
47 million creations by Nov. ʻ08
14. Digital Natives
Digital
New generations ʻgrow upʼ digital Natives
» Expectation = all experiences are digital in some way
» Avatars are integral parts of identity in all contexts
» Comfortable managing multiple on-line identities
» Expect to own their digital identities and personal information
» All relationships have a digital focus or aspect
» Brands are seen as people (and vice versa)
15. Digital Natives
Digital
Implications & Challenges Natives
» Digital demographics drive segmentation, audiences
» New Digital Generation Gap(s)
» Rapid socio-technical changes mean multiple ʻdigital generationsʼ co-exist
» Digital generations are not tied to real demographics
» Digital maturity is greatest for identities created in the present
» Demographic maturity is the opposite!
16. Digital Natives
Digital
Opportunities for digital marketers Natives
» Address digital generations as real generations
» Allow digital natives to define multiple individual identities
» Allow people to connect digital identities as they choose
» Use “influence bundling” to bridge digital generation gaps
17. Digital Natives = Social Co-Creators
“Some 93% of teens use the internet, and more of them than Digital
ever are treating it as a venue for social interaction -- a place Natives
where they can share creations, tell stories, and interact with
others.”
“...content creation is not just about sharing creative output;
it is also about participating in conversations fueled by that
content. Nearly half (47%) of online teens have posted
photos where others can see them, and 89% of those teens
who post photos say that people comment on the images at
least ʻsome of the time.ʼ”
20. “Identity seems to me to be a
function of networks of influence.”
“You are, in part, your personally
constructed brand, but equally or
more so the narratives that traverse
your network of influence.”
Eliot Frick IFTF
21. Digital Natives & Co-Creation
“The Pew Internet & American Life Project has found that 64% of Digital
online teens ages 12-17 have participated in one or more among Natives
a wide range of content-creating activities on the internet, up from
57% of online teens in a similar survey at the end of 2004.”
“Girls continue to dominate most elements of content creation.
Some 35% of all teen girls blog, compared with 20% of online
boys, and 54% of wired girls post photos online compared with
40% of online boys. Male teens, however, do dominate one area
-- posting of video content online. Online boys are nearly twice as
likely as online girls (19% vs. 10%) to have posted a video online
where others could see it.”
22. Itʼs All a Game
It’s All a
Games are legitimate Game
» Games dominate the media horizon
» Greater revenue and attention share than cinema, TV, radio
» Games address all audiences
» Casual games, brain teasers, fashion, strategy, sports, action, etc…
» Game elements and mechanisms are standard experience elements
» Game interactions engage and satisfy in multiple contexts
» Games are ʻseriousʼ
» Successful tools for education, insight, organization, action
23. Itʼs All a Game
It’s All a
Implications & Challenges Game
» Games viewed as another experience genre / channel
» Art form, political statement, story vehicle, education tool
» Advertising permeates game experiences
» Reality and games blend (& invert)
24. Itʼs All a Game
It’s All a
Opportunities for digital marketers Game
» Use game mechanisms to enhance emotions in experiences
» Match mechanisms to desired emotional profiles, context, audiences
» Allow people to create games from ʻnon-gameʼ experiences
» Co-creators will interpret & define brands through games
» Inform game experiences with local & personal contexts
25. Casual Games
“ʼCasual gamingʼ is loosely defined as anything easy to learn that It’s All a
doesnʼt require a big time commitment, like Solitaire, Bejeweled Game
or Diner Dash. Games like those have 200 million active players,
and pull in $2.25 billion yearly, according to a new Casual
Gaming Association report.”
“However …in the future, players will begin to embed games on
their own pages, whether thatʼs a Facebook profile or a personal
webpage, and casual games will become much more
personalized.”
“Although casual game players are evenly distributed through the
population, women account for 74% of all paying players, just as
young males dominate the hardcore gaming market. Both
segments of the gaming industry would like to move into each
otherʼs paying base.”
26. Casual Collective
“Paul Preece, creator of viral real-
time strategy classic Desktop
Tower Defense, has a new game
site: Casual Collective launches
today, backed by $1 million in seed
funding from Lightspeed Venture
Partners.”
27. iPhone & Casual Games
Still, some game developers are choosing Apple over Nintendo or Sony because It’s All a
there are no pricey game cartridges to manufacture for the iPhone and there is no need Game
for a retail distribution network.
quot;The barriers to entry are such that anyone with a great idea can efficiently bring
them to market,quot; said Bart Decrem, a Silicon Valley executive who formed a company
called Tapulous Inc. to make iPhone games earlier this year.
So far, Mr. Decrem has had more than 2.5 million downloads of a free music game
called quot;Tap Tap Revenge,quot; where players tap and shake their devices to the beat of
popular tunes.
Now the Palo Alto, Calif., firm is selling ads in the game to sponsors such as car maker
Jaguar and Comedy Central. It has also released a $4.99 version featuring the rock
band Nine Inch Nails. The company declined to discuss its revenue.
For people like John Sims, a bank teller in Denver, the iPhone is winning out over
dedicated portable game players. Though he concedes the Sony and Nintendo
devices provide better quality games, most iPhone games cost far less. Plus, he
prefers to carry only one device.
28. Take Away
Take Away
Digital experiences are portable
» People choose and manage streams of content & functionality
» Common structure allows easy manipulation
» RSS, microformats, APIs, metadata, SOA, file formats
» Environment provides shared services
» OpenSocial, openID, cloud computing, analytics, search
» Digital atoms are ʻvisibleʼ & accessible
29. Take Away
Take Away
Implications & Challenges
» Broadcast message model replaced by value-add exchanges
» forward, embed, share, remix, modify
» Atoms of content become seeds for accreted context
» Communities create context that drives meaning and value of content
» Granular findability, usability, measurement = explicit design concerns
30. Take Away
Take Away
Opportunities for digital marketers
» Make content easily portable: standards, formats,
structures, APIs
» Encourage the growth of positive context
» Reward people who add value and re-circulate
experience elements
» Direct exchanges by defining structures and channels,
create markets
31. Convergence
Convergence
Media & platforms converge
» Experiences span multiple media, channels, formats
» Narrative, interaction, emotional elements must sustain transitions
» Platforms and delivery converge
» Game console, PC, media center, time-shift [Tivo], data backup [Time Machine]
» Advertising permeates all experience environments
» Social networks, virtual worlds, game experiences, film, UGC, widgets, environmental services (search)
32. Convergence
Convergence
Implications & Challenges
» Traditional containers & boundaries are permeable
» Channel, genre, format, style, medium
» Experiences span media, contexts, identities
» Cross-media experiences create multiple interaction points
33. Convergence
Convergence
Opportunities for digital marketers
» Decouple experiences from media and platforms
» “Broadcast” messages by encouraging distribution via community
and individual networks
» Amplify messages by across channels / platforms
» Define complementary value propositions for layers of the
experience stack
34. Everyware
Everyware
On-line and off-line blend
» Virtual and physical boundaries blur
» Mobile, geo-location, always-on, broadband
» Objects, spaces, information, people interact
» Internet of things, spimes, mediated publics, RFID
» Technology “dissolves into the background”
» Ubiquitous computing, ambient informatics, pervasive
35. Everyware
Everyware
Implications & Challenges
» Offline is a social status (not technical)
» Virtual and real networks & contexts simultaneously present
» Everything is searchable
» People, digital atoms, places, reputation, brand, activity
» New digital privacy, ethics, safety concerns
36. Everyware
Everyware
Opportunities for digital marketers
» Allow people to define experiences & interactions for their contexts
» Define experiences that are “polite, pertinent and pretty”
» Connect experiences to local context - physical, social, cultural, etc.
» Real context blends with virtual experience
» Proximity based social experiences
37. Seeing Is Believing
Seeing
Visualization makes the intangible real
» Rapid growth of visualization infrastructure
» Google Charts, Yahoo Maps, Streetview, Virtual Earth, Geonames, hardware &
software
» Public data sets encourage ʻcollective intelligenceʼ
» Census, genetics, environment, politics, economics, physics
» Depictions influence culture & society
» Red states vs. Blue states [U.S.]
38. Seeing Is Believing
Seeing
Implications & Challenges
» Brand & business transparency based on
» Public data, services, & metrics
» Rise of real-time consensus
» Social layer provides instant, public, visible feedback
» Everyone has (information [power])
» Individuals can analyze anything w/ powerful tools
» Voice of authority up for grabs in many contexts
39. Seeing Is Believing
Seeing
Opportunities for digital marketers
» “Publish before perish”
» Transparency requires honesty - concealment & spin are difficult
41. FiveThirtyEight.com
Daily analysis of aggregate U.S.
political & election polls
» Transparent methodology and
data sources
» Visualization using common tools