MIEL VAN OPSTAL - FEBRUARY, 2019
A GUIDE TO SURVIVING A FICTION INFUSED FUTURE.

linkedin.com/in/mielvo

DIGEST OF THIS KEYNOTE / EXECUTIVE TAKE-AWAYS
YOUR WORLD IS BROKEN
YOU ARE A NOBODY IN A DIGITAL METAVERSE
BUILD A STORY
PURPOSE & PLANNING
TRUST, BUT VERIFY
ENGAGE & APPRECIATE
BE WARY – QUESTION EVERYTHING

YOUR WORLD IS BROKEN.
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‘The world wide web’ is just an atom
in the connected universe
that constitutes your digital world.
It is just a tiny detail
in the complex digital landscape,
a pawn in the corporate battle
for any contextual data you create.

The accumulated data of all
the apps you use,
wearables and smart appliances you connect,
routes you map,
things you search for,
devices you charge and carry,
websites and places you visit,
people you link with,
digital public services you require…
is being collected, brokered and traded
by others
for profit
without your consent.

YOU are both the creator and the
result of the concept of a virtual
shared space that converges with
your actual reality.
01
YOU are both the product and
catalyst of the virtual organism that
ultimately defines who you are,
how people perceive you and –
eventually- what you will become.
02

FULL SIZE IMAGE

The first layer is the one you do control. It consists of data
you feed into social media and mobile applications.
The second layer is made of behavioral observations.
These are not so much choices you consciously make, but
the metadata that gives context to those choices.
The third layer is composed of interpretations of the first
and second. Your data are analyzed by various algorithms
and compared with other users’ data for meaningful
statistical correlations.
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Most of the choices you’ve made,
ideas you’ve had,
things you’ve liked or bought
and the opinions
you’ve supported
were the outcome
of predicted calculations,
engineered algorithms
and
subconsciously recommended
and behavioral-triggered
automated suggestions.

Most of the choices you’ll make,
ideas you’ll have,
things you’ll like or buy
and the opinions
you’ll support
are the outcome
of predicted calculations,
engineered algorithms
and
subconsciously recommended
and behavioral-triggered
automated suggestions.

The metaverse is a collective virtual shared space,
created by the convergence
of a virtually enhanced physical reality
and physically persistent virtual space,
including the sum of all virtual worlds,
augmented reality, and the internet itself.

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The metaverse is the new internet
This role is powered by Fortnite’s free
availability, robust voice chat, cross-
platform functionality, and
collaborative gameplay.
With more than 200 million registered users,
and approaching a $96 average revenue per
active user, which blows Facebook, Google,
Twitter and Snapchat at a combined $57, out
of the water.

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The mirrorworld —a term first popularized by Yale
computer scientist David Gelernter— will reflect not just
what something looks like but its context,
meaning, and function.
We will interact with it, manipulate it,
and experience it like we do the real world.
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LEGO launches clothes shop
with no clothes
Snapchat users will get to buy limited-
edition Lego clothing at a shop that looks
empty to the naked eye.
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DIGESTIBLE SENSORS.

INGESTIBLE SENSORS.

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https://verily.com/

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In the first half of 2018 alone, about 4.5 billion
records were exposed as a result of data breaches.
In 2019, a collection of
2.7 billion
identity records,
consisting of 774 million
unique email addresses
and 21 million unique passwords
was posted on the web for sale.
source Ponemon Institute’s 2017 Probability of Data Breach Study.

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FACEBOOK’S MASSIVELY LUCRATIVE
advertising model relies on tracking its one
billion users—as well as the billions on
WhatsApp and Instagram—across the web and
smartphone apps, collecting data on which
sites and apps they visit, where they shop,
what they like, and combining all that
information into comprehensive user profiles.
This ends now.

BUILD A STORY.

Dedication
Honesty
Authority
Transparency
Trust
Integrity
Reputation

A story grows out of an ethical approach or vision to
differentiate a product from the other players in the
market.
Its success depends on the attributed core values.

The creative concept is based entirely on telling real
stories from and to real people.
You should above all remain loyal to this principle and
not – ever – contradict yourselves.

ROI comes from understanding the customers and
their struggles and challenges.
They need help, tips, advice… and they need to be
accompanied in their journey towards a of sense
well-being, acceptance and appreciation.

The ambassador stories and testimonials are crucial
strategic assets for the establishment of a brand as a
successful brand (and disruptive industry challenger).

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https://thispersondoesnotexist.com/

YOUR CORE PURPOSE
INTERNAL MISSION STATEMENT
EXTERNAL MISSION STATEMENT
FUTURE VISION STATEMENT
BRAND PROMISE
CULTURAL STATEMENT
YOUR AUDIENCE
ROADMAP
INCLUDING ETHICS, PHILOSOPHY,
VALUES AND PRINCIPLES

DEFINE PURPOSE & FIND YOUR STORY TO TELL
• WHY ARE YOU DOING WHAT YOU DO?
• HOW DO YOU MAKE THE WORLD A BETTER PLACE?
• WHICH PROBLEM DO YOU SOLVE?
• WHAT VALUE DO YOU ADD TO THE CUSTOMER’S LIFE?
• HOW & WHERE DO YOU FIT IN THE CUSTOMER’S LIFE?
• HOW DO YOU IMPROVE THE CUSTOMER’S LIFE?
• (WHY) WILL ANYONE CARE?
• WHAT MAKES YOU DIFFERENT FROM ‘THE OTHERS’?
• DO YOU UNDERSTAND HOW YOUR CUSTOMER THINKS?
• ARE YOU USING THE RIGHT CHANNELS TO REACH OUT?
EDGE YOUR GOALS ANSWERING THESE 10 QUESTIONS

PURPOSE & PLANNING.

SMM & SMO
Social Media Marketing functions on the principles of Social Media
Optimization (SMO) and conversation management.
This concerns the improvement of a company’s or brand’s image on
social networks by optimal use of the provided infrastructure various
services (social networks) make available.
The main goal is to improve communication with customers, increase
brand visibility and reach more (potential) customers.
Active: enabling content to be shared and interacted with
Passive: producing content and publishing it on a regular basis

SMM & SEO
SMM works much like the principle of organic search, which basically
means that when your website, its pages or the content on your
connected social network pages are updated frequently and appear
more active, the website’s or page’s
position improves in the search
engine results or the content will get
more reach. It’s all about visibility.
Use all the real estate you’re offered
to their maximum potential
on all of your borrowed media outlets.
90% of users searching
the internet do not look
any further than the first
page of a search engine,
and 70% clicks on the
first three results.

SMM & INBOUND
Social Media Marketing is a tricky field to be stand-alone.
It works best in support of (and supported by) other marketing
activities and finds its fundamental place in a balanced ecosystem.
As technology shifts, inbound guides a company to do business in a
human and helpful way. The approach to doing business is more
human and customer-centered.
SMM can be offline too.

CMS

SMM & CRM
Social Media Marketing is used to source leads, feed a conversion
funnel towards a specific goal or to build and complete customer
profiles with relevant information (data).
This requires a space for this data to be stored and accessed, either by
the customer/user or by you. (GDPR)
This collected data can then be used to adjust content - / ad strategies
or optimize engagement, eventually leading to a more personalized and
targeted consumer interaction.

"The economic value of information multiplies
when combined with context, meaning and right
time delivery."

"The more data that is collected and analyzed, the
greater the economic value it has in aggregate”

"Data has a shelf-life and the economic value
of data diminishes over time."

SMM & PRODUCTS
Smart, connected products require a rethinking of design.
As the ability to unlock the full value of data becomes a key source of
competitive advantage, the management, governance, analysis, and
security of that data is developing into a major new business function.
The product becomes
the primary relationship manager
with the end user.

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Brands must now reimagine
the customer journey
and design for always-on,
continuous and assistive
engagement…
dedicated for voice-based controls
and mobile screens.

By 2020, 30% of web browsing sessions will be done
without a screen.

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Anger classification has many useful
applications, including conversational
interfaces and social robots,
interactive voice response (IVR) systems,
market research, customer agent
assessment and training, and virtual and
augmented reality.

“Voice is a new part
of the man-to-machine interface,
and getting info on demand
through a headset tied to services
is an important part of what will be
Apple’s future AR strategy,”
-Tim Bajarin

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TEMPLATED CONVERSATIONS ARE BASED
ON REPETITIVE INFORMATION REQUESTS
AND PREDICTIVE PROBLEM SOLVING
CONVERSATION AUTOMATION

Today voice-activated devices are, for the most part,
unable to assimilate context.
That means they’re incapable of having long
conversations.
They’re also not well-equipped to recall previous
conversations that can impact current ones.

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TRUST, BUT VERIFY.

PRIVACY AS WE KNEW IT FROM
AN ANALOG PAST
HAS VIRTUALLY DISAPPEARED

THE 4TH ERA OF BRANDING IS HERE
2010 - now1990 - 20101950 - 19901920 - 1950
PRODUCT
IMAGE
EXPERIENCE
RELATIONSHIP
PRODUCT PRODUCT PRODUCT
IMAGE IMAGE
EXPERIENCE
Uninformed consumer informed consumer

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ALGORITHMIC MOOD-BRIGHTENING COMMERCE
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Moody Month is an app that takes data from
the user’s menstrual cycle and reported
physical symptoms to provide a “daily feed of
mood and hormone insights,” alongside the
weather and phases of the moon, and how
these natural phenomena might impact mood
and wellbeing.
The app also allows users to buy nutritional
supplements tailored to their hormonal profile,
and provides nutritional recommendations.
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ENGAGE & APPRECIATE.

TO REMOVE FRICTION & FRUSTRATION
TO CREATE DELIGHT & SATISFACTION

SOLVE PROBLEMS

SAVETIME / MONEY

SIMPLIFY

CONNECT

THE OMNICHANNEL SHOPPER ECOSYSTEM
IS IN FACT AN EXPERIENCE LIFECYCLE
AND NOT JUST A CUSTOMER JOURNEY

Volvo’s subscription service – the
Care By Volvo service - allows
people who want to lease an XC40
to roll all of the costs associated
with owning a car (aside from fuel)
into one monthly payment.
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For $2,000 a month, users
can choose between
models like the X5 SUV, 4
Series, and 5 Series
sedans, including all plug-
in hybrid versions. For the
higher-tier $3,700-a-month
fee, they can get M4, M5,
or M6 convertibles, as well
as X5M and X6M SUVs,
but it doesn’t include
access to BMW’s highest-
end 7 series. The fee
includes insurance,
maintenance, and
roadside assistance, BMW
says.
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IN THE SUBSCRIPTION LIFESTYLE
COMPANIES PURSUE CONSUMER LOYALTY
IN EXCHANGE FOR
BENEFITS AND CONVENIENCE .
THEY MARKET PEACE OF MIND AS A SERVICE
TO OBTAIN LONG-TERM COMMITMENTS.

QVC's 'Q Anytime’ lets
users tune into live and
on-demand videos, as well
as make purchases
directly via the mobile app

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NIKE’S INNOVATION SHOWCASE PROJECT: THE AR-POWERED, OBJECT TRACKING,
CUSTOM DESIGN, INSTANT PROJECTION AND
ONE-HOUR PRINTING / 90 MINUTES TO WEAR YOUR ONE-OF-A-KIND SNEAKERS

THE WALL AGGREGATES LIVE UPDATES FROM FACEBOOK,
INSTAGRAM AND YOUTUBE, WITH RANKINGS &
SCORES FROM INTERNATIONAL AND LOCAL SOCCER TEAMS
AND SPORTS EVENTS. AND YOUR OWN TAGGED CONTENT

SELF-SERVICE TO COMBAT
WAITING TIME FRUSTRATION AND
MAXIMIZE STAFF WORKLOAD

SELF-SERVICE TO STIMULATE
CUSTOMER ENGAGEMENT
AND COLLECT PERSONAL DATA

COCA-COLA’S RETAIL LOCATION IN ORLANDO
DELIVERS THE ULTIMATE IMMERSIVE AND
SUPERIOR BRAND EXPERIENCE TO ITS FANS
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http://www.huffingtonpost.com/entry/app-lets-you-buy-leftover-food-
from-restaurants-and-its-really-cheap_us_57aa4469e4b0ba7ed23dff1a
WASTE MANAGEMENT
UPCYCLING AND LOCAL INITIATIVES
CREATE DEEPER CONNECTIONS

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INVENTIVE COMMERCIALIZED
LEAN & AGILE NICHE SERVICES
CAPITALIZE ON SYSTEM GLITCHES

WHAT IF AMAZON DIDN’T
JUST DELIVER PRODUCTS
BUT ALSO LEVERAGED ITS
NETWORK TO COLLECT
YOUR WASTE?

Amazon could create a revenue
stream out of recyclables, while
rewarding users for better habits.
Amazon would learn our
preferences by our garbage, and
could incentivize us to become
greener and more conscious.

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BE WARY.

linkedin.com/in/mielvo