Weitere ähnliche Inhalte Ähnlich wie Queuing and The Age of Context: Release 1 The Digital Consumer Collaborative (20) Kürzlich hochgeladen (20) Queuing and The Age of Context: Release 1 The Digital Consumer Collaborative1. QUEUING AND THE AGE OF CONTEXT
Release 1 – The Digital Consumer Collaborative
Web Seminar
FEBRUARY
2014
goStoneMantel.com
Slideshare.net/DaveNorton
Seminar presentation available on Youtube
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DCC
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Copyright
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2014
1
2. ABOUT THIS DECK
goStoneMantel.com
This
deck
was
presented
in
February
2014
to
100
companies
who
are
following
the
general
insights
gathered
from
the
Digital
Consumer
CollaboraHve
via
web
seminar.
Release
1
covers
• What
is
the
Digital
Consumer
CollaboraHve
• How
to
define
the
digital
consumer
• Three
key
aNributes
of
consumer
behavior:
queuing,
topics,
and
tasks.
• The
five
forces
that
create
digital
context
• Sensors,
data,
locaHon,
social
media,
and
mobile
• Scoble
&
Israel’s,
The
Age
of
Context
• Redefining
what
context
means
• Digital
ethnography
and
other
steps
that
companies
can
take
to
understand
the
consumer.
An
audio
presentaHon
can
be
found
on
Stone
Mantel’s
website,
YouTube,
and
SlideShare.
The
DCC
©
Copyright
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Mantel
2014
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DCC
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2
3. OUR GOALS FOR THE DIGITAL CONSUMER COLLABORATIVE
1.
Push
our
understanding
of
what
the
digital
consumer
will
want
from
mobile
experiences
in
the
next
three
years.
2.
Find
new
‘jobs-‐to-‐get-‐done’
in
the
digital
environment
that
increase
customers’
likelihood
to
spend
more
Hme
with
a
business
or
brand.
3.
IdenHfy
strategies
and
tac5cs
to
make
businesses
more
effecHve
in
creaHng
value
from
the
delivery
of
their
experience
to
customers
through
digital
technologies.
4.
Discover
new
ways
of
profiling
target
audiences
based
on
digital
usage.
5.
Develop
techniques
that
aid
in
helping
customers
feel
more
comfortable
in
sharing
data
with
companies
in
the
right
way
and
at
the
right
Hme.
6.
Develop
language,
tools,
and
principles
for
understanding
how
consumers
behave
in
an
increasingly
mobile
environment.
ABOUT
THE
DCC
Primary
research
and
co-‐creaHon
for
forward-‐thinking
customer
experience
strategists,
done
collaboraHvely.
Launched
in
Sept
2013
Finishes
in
Sept
2014
• 10
companies
• 100s
of
hours
of
field
work
• Discovering
new
jobs
to
do
• Defining
new
strategies
and
profiles
• DemonstraHng
the
value
produced
• Act
within
organizaHons
to
execute
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4. WHAT IS THE DIGITAL CONSUMER COLLABORATIVE?
Primary
research
and
co-‐creaHon
for
forward-‐thinking
customer
experience
strategists,
done
collaboraHvely.
OUTPUT
Charter
our
path
Review
secondary
research
Digital
Ethnography
Round
1
September
12,
2013
F2F
Orlando
Session
Digital
Ethnography
Round
2
November
13-‐15,
2013
• CollaboraHve
network
established
• Digital
ethnographic
insights
• Strategic
frameworks
F2F
Miami
Session
March
4-‐6,
2014
OUTPUT
QuanHtaHve
research
Framing
Sessions
F2F
Session
July
2014
Member
OrganizaHon
ApplicaHon
F2F
Session
Mastery
• Quant
findings
• Concept
development
• ApplicaHon
to
organizaHons
• Design
requirements
Sept
2014
4
face-‐to-‐face
meeHngs
::
5
virtual
meeHngs
::
Basecamp
group
::
3
homework
assignments
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5. RELEASE 1
This
presentaHon
includes
some
of
the
general
findings
from
the
first
round
of
digital
ethnography.
General
findings
can
be
shared
with
the
public.
You
must
be
a
member
of
the
Digital
Consumer
CollaboraHve
to
gain
access
to
the
specific
findings.
What
we
learned
What
we
are
sharing
The
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5
6. AGE OF CONTEXT
The
Five
Forces
described
by
Scoble
&
Israel
are
1.
Mobile—they
focus
primarily
on
wearables,
especially
Google
Glass.
2.
Social
Media
3.
Data—specifically
what
they
call
‘liNle
data.’
4.
Sensors
and
the
internet
of
things.
5.
LocaHon—which
everyone
is
focusing
on.
They
argue
these
forces
emphasize
context
going
forward—and
that’s
a
good
thing.
“Queuing”
suggests
that
the
very
nature
of
context
will
change.
Publisher:
CreateSpace
Independent
Publishing
Plaform;
1
ediHon
(September
5,
2013)
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7. HOW THE PATRIOTS ARE CHANGING THE GAME
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7
8. DIGITAL IS NORMAL
Digital
consumers
are
not
a
segment
and
they
are
not
excepHonal.
Almost
every
consumer
is
digital
today.
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9. DIGITAL IS NORMAL
The
Digital
Consumer
is
Normal
Companies
conHnue
to
debate
whether
the
digital
consumer
is
a
segment,
a
mindset,
or
a
group
of
early
adopters.
They
regularly
discuss
digital
consumer
behavior
as
an
innovaHon
or
an
excepHon
to
how
consumpHon
really
happens.
None
of
this
is
now
true.
Almost
all
adult
consumers
are
digital
consumers.
Digital
is
a
normal,
essenHal
aspect
of
consumer
decision-‐making
and
to
treat
it
as
excepHonal
is
to
imply
that
the
consumer’s
behavior
is
not
normal
or
that
it
might
go
away.
We
must
start
from
the
standpoint
that
it’s
normal.
SELFIES
Me
and
a
couple
of
my
favorite
sodas.
And
my
daughter
aNempHng
a
photo
bomb
Me
waiHng
for
train
to
go
to
work
while
listening
to
music
via
Google
Music
I
use
my
iPhone
more
than
I
probably
use
any
other
device.
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10. SOME PEOPLE WE MET
DEFINING
TECHIE
I’M
DEPENDENT
CONVENIENCE
FACTOR
MY
LAPTOP
AND
IPAD
NEVER
BORED
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11. DIGITAL ETHNOGRAPHY IS CRITICAL
If
all
consumers
today
are
digital
consumers,
then
shouldn’t
all
research
of
consumers
apply
digital
data
gathering
techniques
and
include
digital
moments?
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12. DEFINING THE DIGITAL
CONSUMER
People
think
differently
when
they
embrace
their
digital
devices.
Topics,
tasks,
and
queuing
are
building
blocks
for
understanding
behavior.
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2014
12
13. THE DEFINITION OF A DIGITAL CONSUMER
At
his
or
her
core,
the
Digital
Consumer
is
a
person
who
wants
to
do
more.
Digital
technology
eliminates
or
reduces
the
gap
between
thinking
about
something
and
gemng
the
job
done.
When
that
gap
is
closed,
the
consumer
desires
to
do
more
things
at
once.
Three
aNributes
of
how
the
consumer
interacts
with
digital
to
accomplish
more
are:
Topics
|
Tasks
|
Queuing
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14. THE DEFINITION OF A DIGITAL CONSUMER
PEOPLE
HAVE
When
a
device
or
app
is
introduced
into
a
consumer’s
life,
the
ability
to
act
immediately
changes
his
or
her
thinking
(and
acHng).
The
consumer
becomes
more
enabled
to
close
the
gap
between
thinking
and
gemng
the
job
done.
Thoughts
Jobs
Topics
Tasks
DIGITAL
HAS
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15. THE DEFINITION OF A DIGITAL CONSUMER
The
impact
on
behavior
includes:
Less
investment
in
one
single
act.
The
desire
and
ability
to
do
mulHple
things
at
once.
A
strong
aNachment
to
the
people
and
acHviHes
you
do
through
digital
devices.
The
gap
becomes
something
to
overcome.
They
want
to
close
the
gap.
PEOPLE
HAVE
Thoughts
Jobs
Topics
Tasks
DIGITAL
HAS
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16. THE DEFINITION OF A DIGITAL CONSUMER
Thought
Job
The
more
empowered
people
are
to
accomplish
more
in
a
short
period
of
Hme,
the
more
people
meander.
They
move
from
thought
to
task
to
thought
to
another
thought.
Digital
doesn’t
meander.
To
facilitate
the
interacHon
between
digital
tools
and
thought,
people
and
their
devices
queue.
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17. QUEUING IS THE THOUGHT-TO-TASK INTERFACE
Because
digital
consumers
can
accomplish
mulHple
tasks
at
the
same
Hme
(and
therefore
do
more
jobs)
they
rely
heavily
on
their
devices
to
keep
track
of
where
they
are
at
in
an
acHvity
and
prompt
them
when
they
need
to
pay
aNenHon.
That
connecHve
behavior
is
queuing.
Here
is
how
the
queue
works:
The
1.
consumer
has
a
job
to
get
done
Heidi
needs
to
vent
Heidi
needs
to
vent
“This
morning
I
was
extremely
frustrated
by
my
two-‐
year-‐old.
Since
I
don't
really
have
someone
to
call
and
vent
to,
I
vented
on
my
blog.
I
let
it
all
out.
It
felt
so
good
to
let
go
of
the
emoHon.”
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18. QUEUING IS THE THOUGHT-TO-TASK INTERFACE
FACEBOOK
2.
She
idenHfies
a
digital
tool
(app,
web
content,
device)
to
help
her
accomplish
the
job.
GO
SMS
PRO
Heidi
needs
to
vent
“I
vented
on
my
blog;
I
let
it
all
out.”
BLOG
I
love
Blogger,
Facebook,
and
GO
SMS
Pro
(texHng)
for
the
same
reason:
I
love
communicaHng
with
people.
I
love
to
share
bits
of
my
life
and
get
feedback
from
others,
whether
their
experiences
are
the
same
as
mine
or
completely
different.
I
love
people,
and
digital
tools
allow
me
to
connect.
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19. QUEUING IS THE THOUGHT-TO-TASK INTERFACE
3.
That
tool
becomes
a
part
of
her
life.
(SomeHmes,
not
always,
for
a
long
period
of
Hme.)
My
phone
apps
(favorites
are
orange):
aCar
Amazon
Amazon
Kindle
Amazon
MP3
Any.do
B210K
Pro
Barcode
Scanner
Blogger
Calculator
Calendar
Camera
Campus
Portal
Cardio
Trainer
Chord
Wheel
Chrome
CitaHon
Index
Clock
CNN
Contacts
ConvertPad
DicHonary
Dropbox
Drugs.com
Evernote
Facebook
Fandango
Flashlight
FM
Radio
Gmail
GO
SMS
Pro
Goggles
Goodreads
Google+
Gospel
Art
Book
Gospel
Library
Grocery
IQ
Groupon
Hangouts
IMDb
Indexing
Instagram
LDS
Hymn
Book
LDS
Temples
LDS
Tools
LDS
Youth
Lookout
Maps
Media
Remote
Mirror
Mobile
Metronome
Mormon
Channel
Music
MyTracks
MyFitnessPal
Next
News
&
Weather
Noom
Coach
Phone
Pinterest
Play
Store
PPLD
Mobile
Reader
Ringtone
Maker
Run
Double
ShopKick
SoundsHound
SpoHfy
T-‐Mobile
tapTrak
Translate
TripIt
Tumblr
TwiNer
Voice
Recorder
WebMD
YouTube
She
decides
to
remember
the
tool.
She
organizes
the
tool
spaHally
into
her
digital
devices.
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20. QUEUING IS THE THOUGHT-TO-TASK INTERFACE
4.
The
thought
of
doing
the
job
the
tool
is
designed
to
do
becomes
a
recurring
topic.
start
new
topic
Heidi
needs
to
vent
Thought
Job
Grocery
IQ
phone
Pinterest
TV
email
Facebook
church
news
blog
shop
weather
Her
queue
A
task
she
does
A
topic
she
has
queued
Morning
Hme
It
is
queued,
becoming
one
more
connector
between
person
and
device.
Heidi
becomes
more
aNached
to
the
device
to
assist
thinking
and
acHng.
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21. QUEUING IS THE THOUGHT-TO-TASK INTERFACE
5.
Queuing
empowers
the
consumer
to
accomplish
more
tasks
at
the
same
Hme
and
turns
the
topic
into
an
ongoing,
recurring
event
that
progresses
over
Hme.
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22. QUEUING CREATES THE FEELING OF PRODUCTIVITY
Because
they
can
quickly
align
what
they
think
with
what
they
want
to
do,
consumers
are
empowered
to
do
more
at
the
same
Hme.
Digital
consumers
can
do
mulHple
things
at
more
or
less
the
same
Hme,
but
they
have
even
more
things
that
they
could
be
doing.
Queues
are
how
people
organize
their
digital
lives.
Topic
Task
TIME
Topic
Tools,
apps,
devices,
acHviHes,
content,
interests,
hobbies,
requests—whatever
can
be
thought
of
and
interacted
with
digitally—organized
topically
and
designed
to
recur.
Task
When
the
consumer
acts
on
the
topic
to
accomplish
a
job
the
topic
becomes
a
task.
Queuing
The
thought-‐to-‐task
interface
that
connects
the
person
to
mulHple
topics
and
tasks
and
creates
the
feeling
of
producHvity.
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23. EVIDENCE OF QUEUING
The
number
of
tabs
along
the
top
tell
the
story.
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24. THE APP NEEDS TO KNOW
Because
the
goal
is
to
shorten
the
gap
between
thinking
and
doing,
consumers
almost
always
will
give
up
informaHon
about
their
behavior
if
they
think
the
informaHon
will
reduce
steps
required
and
help
them
accomplish
a
goal.
Consumers
are
increasingly
coming
to
the
opinion
that
if
it’s
digital
it
will
be
shared.
Heidi
needs
to
vent
Thought
Topics
Job
Tasks
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24
26. AGE OF CONTEXT
The
New
Urbanists
Digital
Cars
The
Five
Forces
Pinpoint
MarkeHng
Google
Glass
Contextual
Home
Personal
Contextual
Assistants
The
Contextual
Self
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27. MOBILE
Phones,
tablets,
and
wearables
“Mobile
is
the
aggregator
of
the
other
four
forces.
It’s
where
they
all
converge.
It’s
where
the
superstorm
of
context
thunders
into
your
life.”
Mobile
turns
almost
any
acHvity
into
a
topic.
Wearables
that
reduce
Hme
to
task
will
be
embraced
because
they
allow
the
consumer
to
do
more.
DCCi
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28. WHAT QUEUING TEACHES US
Because
people
can
do
more
things
at
once,
they
are
thinking
about
more
than
just
what
is
in
front
of
them.
The
moment
and
the
place
are
not
as
important
as
thinking
about
the
tasks
to
get
done.
The
person
I’m
talking
to
Facebook
Work
email
TV
Dog
simng
app
Facebook
Schedule
a
flight
news
blog
shop
weather
At
this
moment
there
are
10
things
that
the
digital
consumer
could
be
doing.
Only
one
of
them
is
right
in
front
of
him.
DCCi
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29. LOCATION
Why
did
Apple
get
into
maps?
Because
“Without
locaHon,
there
is
no
context.”—Caterina
Fake,
the
Findery.
Google’s
success
in
maps
came
from
a
core
competency
1. Build
a
foundaHon.
Buy
and
build
map
sotware.
2. Keep
track
of
changes.
Get
users
to
help
idenHfy
changes.
3. Personalize
through
integraHon.
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30. LOCATION
The
biggest
quesHon
that
adverHsing
must
address
today
is
.
.
.
how
big
of
a
factor
is
locaHon
In
a
digital
world,
people
can
do
almost
anything
almost
anywhere.
There’s
an
app
for
starHng
your
car—
from
another
country.
in
determining
what
the
individual
is
thinking
about
at
the
moment
they
are
located
somewhere?
It
likely
depends
on
what
else
is
in
his
or
her
queue.
“Contextual”
adverHsing
could
easily
become
more
oten
just
messaging
that
signals
to
consumers
“I
know
you’re
here.”
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31. SENSORS
The
Internet
of
things
is
maintained
by
sensors.
Homes
and
cars
are
being
revoluHonized
by
sensors.
These
two
environments
will
be
full
of
sensors
in
the
next
three
years.
Sensors
perform
faster
than
humans
can.
Sensors
can
reduce
the
burden
of
too
much
to
think
about—or
they
can
make
it
worse.
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32. LITTLE DATA
“It’s
not
the
big
data
mountain
that
maNers
so
much
to
people,
it’s
those
Hny
spoonfuls
we
extract
whenever
we
search,
chat,
view,
listen,
buy
or
do
anything
online.
.
.
.
LiNle
pieces
make
us
smarter.”
Companies
do
NOT
need
to
anHcipate
every
next
thing
that
the
consumer
will
need
in
each
moment.
AnHcipate
how
to
get
the
job
done,
not
what
the
consumer
is
going
to
think
next.
BeNer
to
let
them
tell
you
ahead
of
Hme
what
they
want
to
accomplish.
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33. DIGITAL CONTEXT IS DIFFERENT FROM CONTEXT
TradiHonally,
context
meant
.
.
.
1.
Environment
How
the
immediate
situaHon,
environment
or
events
influence
the
individual’s
acHons
2.
Meaning
The
meaning
of
a
phrase
or
statement
made
3.
CondiHons
The
condiHons
that
are
unique
to
the
acHon
that
is
taken
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34. DIGITAL CONTEXT IS DIFFERENT FROM CONTEXT
Digital
context
shits
things
.
.
.
2.
Meaning
The
volume
of
acHvity
going
on
in
a
moment
affects
the
meaning
of
and
completeness
of
every
decision
(e.g.,
what
exactly
is
a
considered
purchase?)
1.
Environment
As
the
individual
increases
in
ability
to
do
more,
the
situaHon
and
environment
become
less
about
what
is
happening
here/now.
3.
CondiHons
The
condiHons
that
are
unique
to
the
acHon
taken
are
influenced
heavily
by
what’s
already
in
the
queue.
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35. STEPS TO TAKE
1.
Assess
your
digital
porfolio,
especially
mobile.
Do
you
facilitate
queuing?
Do
you
get
the
job
done
for
customers
through
digital
faster
than
your
compeHHon?
2.
3.
Develop
an
insights
agenda
that
explains
the
digital
context
of
your
target
audience.
Revisit
your
moments
of
truth
and
customer
journey.
Determine
how
digital
is
changing
the
way
consumers
think
and
interact
with
your
product.
4.
“Traject”
your
consumer.
Even
if
they
are
not
your
innovaHons,
determine
how
sensors,
social
media,
mobile/
wearables,
data,
and
locaHon
will
affect
your
consumer.
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36. GET STARTED
Summer
Camp
July
17-‐18
in
Boulder,
Colorado
Make
beNer
strategic
decisions
• Consumer
behavior
• Strategic
framework
use
• Case
study
format
Charter
the
next
DCC
agenda
Stretch
your
team
(And
bring
your
family)
goStoneMantel.com
Digital
Ethnography
Ethnography
is
a
powerful
innovaHon
in
research
because
it
captures
context.
Digital
Ethnography
changes
the
way
you
interview,
observe,
and
analyze.
It
addresses
digital
context.
Assess
your
company’s
digital
tools
for
their
ability
to
get
into
the
consumer’s
queue
and
facilitate
queuing.
Digital
Context
Experience
Audit
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37. ABOUT STONE MANTEL
We
are
a
bouHque
insights
consultancy
with
over
thirty
years
of
experience
producing
meaningful
brand
experiences
for
consumers
and
value
for
companies.
We
build
custom
insights
agendas,
develop
strategic
frameworks,
and
guide
execuHon
of
holisHc
experienHal
offerings.
We
are
the
very
best
at
creaHng
value
from
exisHng
experiences.
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38. THE MANTEL METHOD GETS YOU DEEP INTO DIGITAL EXPERIENCE
1
Digital
Ethnography
Find experiences that
matter
Discover
2
3
4
Design the experience
Test for time well spent
Create cultural capital
Demonstrate
Act
Prepare to launch
Drive organizational
change
Co-Creative
Design
Define
Performance
Validation
New approaches
Strategies and tactics
New opportunities
Experience requirements Finalize design
Take
Action
Implement
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39. Stone Mantel
is the very best at
producing value from
experiences
Dave
Norton,
PhD.
Founder
Stone
Mantel
davenorton@goStoneMantel.com
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