A look at the trends we followed in 2010

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2. 5 billion Mobile devices
Global will replace PCs
as the most
Mobile common
Connections web access
devices
worldwide
Source: Gartner and Wireless Intelligence

3. Trend
Mobile: QR Codes
“Things” get digital
Quick response codes trigger easy connections with
anything, anywhere, enabling personal experiences
People effortlessly share content / information and learn
more about products / services
Image source: DC Digital Capital, Orange mobile
• 2Tag - 25,000 QR tags with 5000 clickbacks and 3000 click/scan
to original urls in just three weeks
• Flamingos were “tagged" with stickybits’ barcodes during
DCWeek. Scans enabled attendees to leave notes and pictures
Business Implications:
Immediate perception of brand
mCommerce loyalty tool that also retains insight
Targeted opportunity - create awareness,
differentiate and access influence
People:
More personalized in-store experience
Fun experience
Additional details
Capture and manage brand facts
3

4. “Mobile is not optional for us”
- Target Executive
Web retailers on average will spend $170,000 in 2010 developing mobile sites
Source: Forrester Research and Shop.org
4

5. Trend
Mobile: Reliance
Relevance is mandatory
Real-time connections became an essential resource for
travelers stranded by ash clouds during the first eruptions
of Eyjafjallajökull volcano in Iceland.
Facts
• Location-based relevant information – when it’s needed
the most to become increasingly important
• Disruptive air travel stranded millions with the impact of
UPDATE 12.30 CET: approx. 4,000 flights to take delays and cancelations affecting travelers on a global
place today in European airspace. On a normal scale.
• Airlines tweeting steady streams of information
Sunday, we would expect 24,000 #euva • Travelers with limited connections use micro blogging to
endure the crisis
Business Implications:
Brands reinforce dedication to service
Flexible response scenarios planned
People:
Sorry only have a 6-12h visibility over air traffic in
Europe right now + we don't know final results of test Increased demand to stay in the know
flights yet Created a new form of communication and a strong
- Paris closed until today 20.00 CET reliance on disparate sources of information
Source: Twitter
5

6. Image source: Sprint
6

7. Trend
Mobile: Loyalty Checks-in
Geo-location alters the course
Advisor
Companies watch as we check-in. Embracing check-ins e.g.
Foursquare, people are quickly adopting geo-targeting,
intensifying the development of relevant mobile content.
• Foursquare has just over 1.9 Million users.
Gowalla 340,000 (Techcrunch- 07 July 2010)
• Connect-Ability -History Channel unlocks
America
• Fourwhere integrates tips from Foursquare,
Gowalla and Yelp
Destination-supported implications:
Emotional triggers
Positive perceptions
Educational moments
Digital loyalty data
Insight for intuitive response
7

8. Checking In On Foursquare
At its current pace, Foursquare’s growth will be
tough for Gowalla to equal.
Venues: (approximate)
Foursquare 5.6 Million
Gowalla 1.4 Million
1 in 3 venues on Foursquare have been checked
into only once or never. 1 in 4 on Gowalla.
Foursquare users are more likely to link to their
Facebook account
Most popular venue name “Home,”
National fast food chains like “McDonald’s”
and “Burger King”
There are more men than women on foursquare
Source: RJMetrics
Foursquare took just more than 12
months to reach 1 million users
www.businessinsider.com
8

9. Trend
Mobile: Connected Occurrence
Mobile experiences are social
Intuitive communication will soon be required to create
sustainable mobile connections.
• 59% of all adult Americans go online wirelessly (May 2010
Pew Mobile Access)
• 6 in 10 Americans connect online via mobile or laptop
(wireless Internet) Source: Pew Internet & American Life
Project
• A large number of US mobile users (without smartphones) are
open to relevant, location-based text alerts (source:
eMarketer)
• ESPN’s 2010 FIFA World Cup app 2.5 million downloads
• Avg. 1.1 million devices accessing the app each day
• Fans Can Become ‘Baristas’ on Foursquare -
http://nyti.ms/bFHf35 The brilliance that will be Mobile
Twitter @earlybird shares exclusive time- Relevance
bound offers
“Tablet computers and smartphones are "terribly
important“ a large range of devices running Microsoft
software will come to market in the near future”
Steve Ballmer, Microsoft CEO
9

10. "Beyond a Consumer
doubt one of Reports'
the most engineers
beautiful and confirmed that
precise things there is a
we've ever problem with
made“ iPhone4’s
Steve Jobs Apple CEO reception
10

11. Theoretical Scenario: 2012 Olympics
Olympic Experience
Mobile devices will offer many advantages that have yet to be
developed, but one thing is certain. 2012 LONDON will be
completely connected
• Location supported life-streaming via Foursquare, Twitter or
Facebook Places
• Tweets/check-ins with specific venues like stadiums or events
• Searches can include a particular "Place" and information
• ESPN’s mobile properties generated 499 million page views for
World Cup content
Mobile solutions will take full advantage of 2012
Olympics. Fans will rely on mobile connections to MUNIFI - Boris Johnson is certain he can create a
stay on top of the games and in the moment! connected London. WiFi enabled “Every lamppost
and every bus stop" equipped with a router or
Imagine |
•App designed to provide immersive experiences repeater. ( Engadget )
could include partnerships such as ESPN /Coca-Cola
– game details, suggestions and beverage locator Business Implications:
•Mobile video “my Olympic view” Mobile tags and “allows” will provide extreme levels of
•Olympic streak for prizes…win two free beverages detail that will enable smart targeting and intuitive content
and details of location near where you are now. Targets drill down to precise levels (e.g. Olympic fan,
•More wins could involve NIKE /Adidas/ swimming fan, team USA fan, Phelps fanatic)
Speedo for souvenirs at location near you.
•GPS and Tags will create useful opportunities to People:
manage relevance of messages and timing. Full Olympic experience
Personalized experience – My Olympics
11

12. Trend
Mobile: Fusion, Function and Interactivity
Disruption of Traditional Channels
Laptops and mobile devices continue to replace traditional
methods for connecting. (e.g. video viewing, capturing,
ebooks, gaming, learning, and social interaction)
• 65% of global smartphones connect to the internet every day
(PEW)
• 47 million + daily mobile internet users in the U.S. (Pew)
• 89 million people in the U.S. have used the mobile internet in
Image source: Donovan Koch /via Gizmodo the past year (Pew)
• 61% of Fortune 500 companies integrate mobile ecommerce
/sales (Kony Solutions Inc)
• Ease of integration across multiple devices
Image source: Apple
• Virgin mobile offering free calls to landlines
• Skype becoming an important mobile feature
• 18% of under-25 social media users check/update
Facebook/Twitter before they get out of bed in the AM
(Retrevo)
Business Implications:
Gen Y are seasoned veterans of real-time connectors –
high percentages rely on social media
Functionality of mobile apps must include service
Insistent on seamless mobile viewing
People:
Access to content they need and want
Lead a “location-smart” life

13. Image source: Apple iPad gallery
iPad Numbers:
1 sold every 3 seconds
10 countries (19 by July)
8,500 apps downloaded over 35m times
Survey 153 users
83% Surf web
71% Email
33% eBooks
Sources: ChangeWave|Engadget live blog of WWDC 2010
Apple's iPad…access for business
SAP, Tellabs, and Mercedes-Benz have all embraced the
use of iPad across their businesses
Mercedes-Benz purchased iPad for 40 dealerships for
sales related tasks
“Envisions finance officials or account representatives using devices like the iPad
to approve multimillion-dollar wire transfers”
- Amy Johnson, VP, Wells Fargo online portal and mobile strategy

14. Trend
Mobile: Banking
Banking NOW
Mobile banking could easily impact PC-based financial
connections in the US. Regarding CRM-Problem solved.
•Mobile purchases of digital, physical goods $200B – 2012
(e.g. Barcoding, and apps) (Juniper)
• Global forecasts for mobile payments said to increase in 2010
by 54.5% - 108.6 million***
• 13.2 million people (US) will access accounts via mobile – an
increase of 70% in 1 Year **
• 50% or more US mobile users to use mobile banking by 2015*
• 4.6 B mobile users live in developing countries and will rely
heavily on mobile banking
• Tata Teleservices/ mChek microfinance customers in rural India
Business Implications:
Channels –SMS, browser and app development
Loyalty /CRM – garner essential buying behavior
People:
Magnetic Stripes Are So Last Century Increased service
-DailyFinance Attention to privacy
Convenience and intuitive purchasing power
Source: *eMarketer, **ComScore and ***Gartner

15. Trend
Mobile: APP Driven Life
Business via mobile platforms
Companies are moving quickly to expand brand experiences
and introduce new services via mobile apps. But, what does
Vuvuzela 2010 this mean for web-driven devices?
(free app)
3.5 million+ • 33% of active Twitter users share opinions about companies or products,
32% make recommendations (Source: Performics)
global • 40% of Smartphone users consult apps (at least) sometimes when
downloads making shopping decisions
• 32% more inclined to buy from those connecting via apps. (Source:
Knowledge networks)
• Disney Interactive media had more than 1 million downloads in 2009
• 300,000 downloads of Android apps in just few weeks
• Jan - Gartner forecasted worldwide app downloads would surpass 21.6
billion by 2013
Business Implications:
iTunes enables businesses to target and connect on personal levels
150 million credit card accounts
5 billion+ downloads via Apple’s app store
Analysis of mobile and understanding /use of context defined via mobile
interaction
Next- Apps for notebooks /tablets, web-based TV and Autos
People:
Improved use and access to the internet via mobile
Adoption of eMobile and social gaming
Web-driven devices could disrupt and/or incite a different direction for APPs

16. Mobile: Not Just Another May and June at Apple
•28 June - iPhone 4 sales are over 1.7 Million
•22 June - Apple sells 3 Million iPads (80 days)
•07 June- Announces iPhone 4 /Safari 5/ iAds
•31 May - Apple sells 2 Million iPads (<60 days)
•28 May - iPads available in nine more countries
•26 May -Apple became the world’s largest
technology company
•03 May - Apple sells 1 Million iPads
Image source: @theappleblog

17. Trend
Mobile: Seamless Experience iAd
1 billion emotional impressions a day
iAds will need to be relevant,
entertaining and resourceful Smartphone users seem to welcome branded interaction.
Depending on the relevance within the content, messages
may not even be considered as intrusive ads, but helpful
information.
• 110,000 people per minute used ESPN’s online and mobile
services to access World Cup content (ESPN)
• More than 4 billion mobile devices
• Mobile ad spend continues rapid growth rates
• Mobile ad spend to more than triple by 2014
$7.7billion and > 7% total online marketing (PWC)
• Apple anticipates 50% share of mobile ads in the second half
of 2010* (appleinsider)
• Nissan, Disney, Sears and others committed $60 million for
iAds in 2010
The Next Web -Click through rates could be much • Mobile ad spending in Russia is set to jump from $6.4 billion
higher with eCPM (Effective cost-per-thousand in 2010 to $22.4B in 2012 (eMarketer)
impressions) breaking new ground • Apple mobile ad requests have risen 33%
Business Implications:
“Ad offers advertisers the emotion of TV with the Integrated mobile data must include sentiment
interactivity of the web, and offers users a new way to analysis, performance and usage data collected via
explore ads without being hijacked out of their favorite nonintrusive methods
apps” Steve Jobs, Apple’s CEO. Allow users to opt out of personal data collection
* Based on JP Morgan, “Nothing But Net—2010 Internet Investment Guide,” January 3, 2010. 17

18. SHARE
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19. Trend
Mobile: What's Now
Interact, Drop, Drag, Systematize
Mobile interactions will be intuitive, highly resourceful and
people will demand relevance
• 3 billion mobile users worldwide will be able to make
electronic transactions by 2014 (Source: Gartner)
• More than 500 million customers (China Mobile)
• Globally, mobile data traffic will double every year through
2014(Cisco)
• Android’s market share gaining ground on iPhone(ComScore)
• Android and iPhone users spend 79-80 min/day (AdMob)
• Google is activating 160,000 Android phones every day
• YouTube’s redesigned mobile site – HTML5
• 3.4 Billion Mobile Broadband Subscriptions by 2015
(Ericsson)
• 40,000+ visits to in-app Mercedes-Benz microsite in 5 weeks
(ZuMobi)
• Carrabba’s Italian Grill SMS sees 68 % redemption rate
(Mobile Commerce)
• VoIP agreements will impact usage-based plans (IBM)
Business Implications:
Leverage OOH to extend brand experiences
Create emotional connection with fans. Enable
Image source Marketwire personal giving / enhance events (e.g. sports,
concerts)
People:
Typing could be replaced with "Swyping” Swipely turns purchases into conversations among
*Source: Eric Schmidt, CEO Google told The Guardian family and friends.

20. 20

21. Trend
Mobile: Global Acceleration
“Everything becomes a mobile internet
device” - SoftBank
Source: admob
5 Billion Global Mobile Connections (Source:
Wireless Intelligence)
•India and China make up 47% of mobile
growth
Mobile device penetration:
•130% in western Europe
•Africa 52%
Global Mobile Internet Use:
•Eastern Europe 123%
92 Countries have generated more than 10
• Softbank…transform lifestyles through the mobile internet –
million requests in May • Shops without Wi-Fi compares to shops without air
conditioning
Region- May 2010 • Next thirty-year vision sites dedication to expand
lifestyle tools increase happiness of people through
touch .enabled by mobile and remove business and
North America 42% geographic boundaries
Asia 31% • iPad Developers and Advertisers access new tools from
Google’s AdMob
Western Europe 10% • Mobile ad spending in Russia could jump from $6.4 billion (
Africa 7% 2010) to $22.4 billion (2012) (Source: eMarketer)
Latin America 4%
Source: admob, eMarketer, Softbank _Presentation and Next Thirty Year Vision

22. Trend
Mobile: Measurement Differentiated by Transparency
Measuring a mobile ecosystem
Branded mobile connections promote products and offer
service, but they also create personalized content /
experiences.
• Nonintrusive and observational data collection vital
• Multi-screen agendas require useful metrics and integration of
data
Webtrends ‘ suggests the following key performance indicators: • Mobile cloud services advance
• Use of applications • Mobile ads and apps capture meaningful user data
• Level of engagement and loyalty • Performance mobile ad networks -TARGET
• Adoption of high value activity and transition to customer • Advertisers increased rich media spend 85% in May (Millennial
• Retention and sustainable usage Media)
• ComScore well positioned within mobile analytics M:Metrics
and now Nexius (ComScore)
GSMA and comScore have partnered with O2, Vodafone, Orange, T-
Mobile and 3UK - GSMA Mobile Media Metrics (MMM) “A
pioneering census-level solution for mobile media reporting”
Business Implications:
GSMA supports a common mobile media currency
Advanced methods of data collection that include
naturally captured data (e.g. behaviors, attitudes and
experiences)
Payment models and applicable direct measurement
evolving
“Mobile phones now offer a utility for us
Augmented Reality requires more functional metrics
to better interact and transact” Ability to make near real-time adjustments
Saj Cherian, principal at Valhalla Partners

23. Implications:
•Social media will have an increasingly important role in how people connect, access and share
current information and news
•Prepare for and expect high volumes of traffic during major world events or risk declining levels
of confidence
Source: trendsmap.com

24. Trend
Social: One Hundred and Ten Billion Global Minutes
Time spent on social/blog sites
As we envisioned, the adoption of social connections is
extraordinary. The results of all this connectedness…world
changing disruption of everything.
•The world spends over 110 billion minutes on social
networks and blog sites
•Decision making - revolutionized
•Borders - erased
•Roles – redefined
This presents quite a challenge for brands, as •Social media is dominate factor for internet usage in Asia
they develop real-time platforms, to expand Pacific (Nielsen)
brand experiences and introduce new services . • Korea ‘s Naver, attracts 95 percent of the Korean internet
population monthly (Nielsen)
•The most popular social brands online are Facebook and
YouTube. In Brazil, the list includes Orkut, a social
networking site owned by Google.
•Brazil – 86% of people online visit social networks
Business Implications:
Identify key triggers for seeding back into the social
graph…
Action not Interest!
The result…fresh and compelling dialogues that will
naturally influence people
World Cup 2010 Twitter Visualization via Guardian.co.uk Lead-Follow-Listen-Learn-Respond- Rinse- Repeat
24 Source: The Nielsen Company *Global refers to AU, BR, CH, DE, ES, FR, IT, UK & USA only

25. Trend
Social: Pick-Me!
Foundation of social media... All things real - think people-to-people. People want brands to be social
and yes… friends
When people invest their time and attention… response
required - an authentic reaction will motivate powerful
butt interest
• Tremendous potential - people identify facebook as a good
place to find information about companies
• People think Facebook is a good way to get information
about companies and products (ROI Research)
• Even the most simplistic manner of interaction helps
people to feel of value to brands
• Relevance is crucial and ensures ideal interaction…designed
“Social networking has greatly contributed to the shift from to incite positive extensions of a brand’s experiences.
strict consumerism to more lively, two-way participation
between brands and everyday customers”
Daina Middleton, CEO of Performics,
Business Implications:
VirtueThe Evaluator shows an actual media value, truly
putting an ROI on social media efforts
Leverage people-to-people...enable these natural connections
within a branded social media space
Don’t just Broadcast- respond from time to time “Pick me”
Make time for conversation with less interruption
Identify the right time and place to nurture dialogues, take
care not to disrupt the natural process of discussion

26. Trend
Social: Unlimited People-To-People
People want to be connected. Community is
now a virtual way of life
Social aggregators have a significant role in creating useable
combinations from disparate sources of social connections
•Facebook could impact Orkut’s share in India (Nielsen)
•People are more likely to follow /fan a company/Brand if
friends also fan/ follow (ROI Research)
•“A Culture of Sharing” Charlene Li
• A natural process of engagement is essential for supporting
evolving dialogues
Business Implications:
Global companies need to approach developing
markets with complete openness to social interaction
that does not recognize traditional borders
Consumers have become an inherent part of the entire
business model and the heart of communication
Interest based connections – targeted by action

27. Twitter: Now the World's Fastest Growing Search Engine
800 million queries a day

28. Trend
Social: Immersive Experiences
People plunge in
Emotional connections are created when people are
immersed in the process and the occasion
•Connecting with people via social media helps them to feel
more involved and in real-time
•Brands must form an attachment through an ongoing
emotional connection
•Bring people into their organization…partners standing
Benziger Family Winery is a superb example of a brand that side by side…plunged into every aspect of the process
immerses people in the experience. Visit their website, through immersive experience
Facebook page, Twitter page, YouTube account or get their app •Improve everywhere brings a bit of the movie to life
for your mobile device. •Internet Advertising Bureau (IAB) launched a framework to
guide social media measurement in the UK
You feel a part of their program as much as a
winemaker or vineyard laborer on the estate.
Business Implications:
It’s not enough to just courteously chat. People
must feel, from top to bottom, immersed in the
experience
(Attention + Emotion)*(Connecting + Sharing) =
They take you from the winery to the vineyard and completely Performance
immerse you in the: who, what, where, when, why and how of
everything Benziger.
28

29. Trend
Social: Wherewithal
Click for Video
People are conditioned to deal with
business, media and government
People will drive change and must be understood from an
extremely personal perspective
•51% Of Chinese netizens actively participate in social
networking(TNS)
•Facebook- More than 500 million active users
•50% of active users log on any given day
•Average user has 130 friends
•People spend over 500 billion minutes per month
(Facebook)
Fueled by passion
•'09 Revenue Neared $800 Million (Reuters)
Justified
•People communicate using a combination of methods.
Strengthened by Friends
•Intent to communicate on broad levels has never been
stronger
•The average value of a Facebook Fan in NA is $136.38 (Loyalty
accounts for almost half ) (eMarketer)
•Intel leverages passion for innovation via their Intel Insiders
Initiatives (Intel)
Business Implications:
Agility - Brand’s new role is service, resourceful provider and
enabler… sustainable connections will follow
Consumers have the edge –disrupting traditional business and
demanding attention to their needs.
Prosperous markets are increasingly controlled by people
Implication for change is massive!

30. Trend
Social: Shopping
“Like“ builds sales by socializing the shopping
experience
Even the most traditional of marketers seek to socialize shopping
experiences. TNS ICAP – expanding vast retail expertise to
include the digital life of shoppers (tns-icap)
•35% of US online marketers have added a “like” button (eMarketer)
•69% of online shoppers regularly use social media sites (ForeSee
Results)
•Edgy products and services seek to identify unmet consumer needs
•e-commerce sales will grow to $624.17 billion in 2020 (Goldman Sachs)
•Facebook accounts for 8.59% of all U.S. users' visits to web sites.
(Hitwise)
•Target has more than 1 million followers on Facebook
•Foursquare shoppers check-in at Ann Taylors’ New York City stores
receive 15% off their full-price purchase. Mayors get 25% off of non-
sale items after 5 check-ins.
Business Implications:
Adopt technologies that add new platforms for messages
and support the collection of real context and behavioral
data
Omniture SearchCenter Plus, allowing marketers to measure,
manage and optimize targeted display advertising buys on
Facebook

31. Understanding the role of online in the consumer journey
IAB Euro has teamed up with Google and TNS Infratest to offer the Consumer Commerce Barometer
A FREE tool that provides internet purchase insight (buy/search) across 27 countries and 36 product categories

32. Trend
Social: People and Privacy
Our issues with “privacy” may be
changing
Privacy, once a major concern, has become of less
importance as we seek to connect and engage
•Microsoft and Facebook make life easier by connecting
Facebook to Outlook, but not without attention to privacy
•May 31 2010 offered a strong suggestion of how “privacy” is
across social networks
“We built the Outlook Social Connector with privacy and •Displeased Facebook users encouraged a mass
security in mind.” The information people share is a exodus , yet less than 20,000 signed up and out
personal choice, so it's up to you to determine what you •Photo and image tagging is becoming a natural part of
social sharing
share, and with whom. (Microsoft)
Business Implications:
Privacy could become a key factor in the adoption of
social credit initiatives like App2User credits on
Facebook
Personalized and relevant communications via
interactive channels enable optimization, channel
Privacy and discretion in the intrusive integration, and in-depth memory
reality of the instant connection
@ ErnieLaCoste

33. People LOVE to play

34. Trend
Social: In "Social” Time Marketing in an ever-changing media landscape
Effective
People jump in the line and/or start their
own line
Leveraging social connections creates a supply of consistent
energy feeding a system of knowledge and interaction
•Facebook fans spend, on average, $71.84 more than non-fans
over a two-year period
•Loyalty (meaning ability to influence and promote brand loyalty
within a target audience) -- Facebook fans are 28% more likely
to continue using a brand than consumers who are not fans on
Facebook
•Propensity to recommend -- 68% of fans are "very likely" to
recommend a product to family and friends (as opposed to 28%
of non-fans)
Mini Keeps Passion Alive •Brand affinity -- 81% of fans feel a connection to the brand
(versus only 39% of non-fans) (Syncapse)
Business Implications:
Participatory communication requires brands to develop
real-time platforms and intuitive content/dialogue
strategies that works along side of analytics
Social and search combine to become the "new metric”
Digital media teams - support an integrated approach for
measuring effectiveness.
Metrics positioned to articulate dwell, share, sentiment
and behavior analysis

35. Trend
Social: Connections
The art of conversation
Companies have learned to avoid intrusive sales-like dialogues;
stimulating interest with images, ideas and news that is truly important
to their audience
• Be careful not to disrupt the natural process of communication
, links or connections to like-minded individuals. This natural
process of influence creates a learning opportunity and brings
key variables of influence into view
• The recent Old Spice “RESPONSES” project is a brilliant
example of conversation driven connections. It’s not enough
to simply have millions of followers or likes… RESPOND to
understand the benefits of real dialogues.
Starbucks- Ten Million + Fans • Questions that provoke an emotional response/connection
offer extreme levels of insight and form stronger –trusted
bonds.
• Example: Disney asks “ What is you favorite memory,
character , celebration” …thousands of endearing
People are willing to follow, join branded company responses
pages, comment on posts and share their opinions
about products and services. (eMarketer Study) Business Implications:
Inclusive view of personal style and behavior
Captive audience / personalized experiences
Visualize and refine direction as new ideas will emerge
Measurement must include full lifecycle with context
People
Memories are provoked, flooding social spaces with
Outlet for creativity, genuine perceptions and multiple points of
devoted anecdotes and enduring emotional ties. participation -Touching the process through real dialogues

36. Case Study: Marchesi de’ Frescobaldi
Wineries are investing more in online
activities restyling online, mobile platforms
and paying close attention to the people
that love their products
Social environments are a great place to
connect with people. Through natural
dialogues; Marchesi de’ Frescobaldi introduces
Sharing a-way-of-life integrated across all platforms their products, services and a way of life. At
the same time they discover more about the
role their wines play in the lives of people
around the world.
Marchesi de’ Frescobaldi suggests:
Identify the right communities
“We are trying to be closer to the consumer...meeting
Use language that is easy to understand
them in new places like social networks, trying to speak
a language easy to be understood and offering content Interaction, conversation and engagement
that is in-line with what they are looking for” are very important… try to include these
Filippo Marini,Group Marketing Manager- elements
Marchesi de' Frescobaldi

37. A Visual Look at the Ten Principles of Facebook

38. Trend
Social: Disruptive Models
Traditional business patterns are obsolete
The ability to apply smart targeting will secure sustainable
advantages
•Rumor – Google Me could be unwelcome news for Facebook
•Facebook lets you find friends and then identify shared interests
•Kiss My Bundt- a Los Angeles bakery uses more than 2000 Twitter
followers and 1,000 Facebook fans for new ideas and quick feed
back Kiss My Bundt
•Walt Disney World asked "Got a favorite snack at the parks" 20 mins
+ more than 1300 comments = real-time feedback
Relevance ensures ideal interaction and positive •Other quires garner more than 6000 responses
extensions of a brand’s experiences. I support an •86% of the social networking users have come across a negative
integrated approach for measuring digital comment on a brand online(TNS)
marketing effectiveness.
Business Implications:
Deeper sources of market data—like social media—for
success metrics
Leverage every resource effectively
Metrics should be positioned to articulate dwell, share,
sentiment and behavior analysis, and a level of
personalization exhibited
Open social aggregators will allow people to track friends
and family regardless of preferred platforms

39. June 2010
All Comments (176,409+)
Video Responses (1237+)

40. Trend
Video: Online Advances
Creating new viewing experiences
Viewing experience will continue to evolve and challenge
businesses to offer a hybrid of content and communication
options
• YouTube - more than two billion downloads per day
(ZDNET)
• By 2014- (Cisco)
•The sum of all forms of video will continue to exceed
91% of global consumer internet traffic
•Global online video will approach 57 % consumer
internet traffic
Business Implications:
Set-top box products replaced with embedded
software in CE devices
“Live TV” will innovate IP video technology to meet
the challenges of multiple device viewing
Options for viewing via multiple devices will
continue to grow and require advanced analytics
Online Video, VOD, Life-stream / P2P and TV
Traditional screens will develop into extreme viewing

41. Kantar VideolyticsTM captures viewer
interaction to analyze engagement
Kantar VideolyticsTM
Key Performance Indicators (KPI's):
Was the video actually received by the
intended audience
What was the quality of the delivery
How long users watch your videos (Video
Play Through)
Which segments of the video are replayed
Which ads are viewed and clicked
Echo Video combines data sets for optimal
How the users interacted with the videos -
viral video analytics started, stopped, skipped segments, etc.
How your video is syndicated across the
Echo Video looks behavioral and buzz data - internet
• Reach
• User sentiment towards the video and the How profitable each video is
brand(s)
• Behavior of searchers
• Subsequent actions (e.g. Site visit and share)

42. Trend
Video: Connectors
Video forms enduring emotional
connections
Well positioned video increases brand awareness and
creates positive perceptions across social environments
• People watch 13 billion videos on YouTube each month.
(ComScore)
• Facebook users are currently watching 2 billion videos
every month (Facebook)
• Ustream empowers everyone
• Shared viewing experiences will connect people and
define stronger emotional connections to content
Cisco’s The Connected Life
Business Implications:
Performance-based decisions that include behavior and
I’m Morgan and channel preferences and levels of engagement needed
you’re watching Cisco Medianet adds intelligence to business IP Network
“MY” Service providers must pay attention to changing consumer
needs
Eyewonder AdVolve cloud-based interact ive measurement
People
Video solutions that make it easy to “LIFE-STREAM”
Opportunities to personalize video viewing experiences

43. Trend
Video: Cross Platform Viewing
Video will dominate IP traffic growth
Online video content encourages sharing, interactivity, and
more importantly engagement.
•Video – more than 91% of global consumer IP traffic by 2014.
(CISCO)
•Americans would choose the Internet over TV if they could only
access one of the two (Hitwise_US)
•ESPN World Cup 4.4 billion online minutes -semifinals.
Old Spice is talking directly to fans! Responding via YouTube
• 110,000 people per minute monitored World Cup action
with engaging Old Spice dialogue. ~ Thanks @TheEllenShow
during the tournament
for "Massaging my ears with your compliment laden twitter
•Nike Write the Future almost 20 M YouTube views
prose“ and offering proposal of marriage for Johannes S.
• Adidas - Star Wars™ Cantina 2010 almost 4 M YouTube views
Beals - within one hour of his tweet the video was uploaded
(More than 38,000 views)
Business Implications:
More targeted audience opportunity for less intrusive
connection
Influence social sharing of content by creating
personalized experiences
Meaningful analysis of interaction “where” offers
context
People
NIKE WRITE THE FUTURE - Nike needed a perfect opportunity Personalization and control of viewing experience
to strengthen the swoosh as a global force in Football. Nike
tried to capitalize on the significance of individual viewing Less concern about recording / dvr
moments, how they really do stimulate global
Easy to share and embed video content
connections…and perhaps “WRITE” the world.

44. Cross-Platform Integration
Mr. Mustafa aka: “Old Spice Man”
Responded in near real-time, often
less than an hour, to questions
posted via Twitter and Facebook
on July 13th and 14th
65 response videos
5.2 million+ views on YouTube
The Old Spice Channel “most
viewed” July 13
Twitter followers grew from
3,000 to 48,000 (New York
Times)
“4 Billion times a day P&G brands touch people around the world”
Procter & Gamble’s integrated approach to entertaining content was aimed at women, as research
suggested women purchase as much as 70% of shower gel for men in their household (P&G)

45. THEN – 2008 - multi-screen video
NOW – 2010 – LIVE and SOCIAL
Globally, mobile data traffic to double every year through 2014, increasing 39 times between 2009-2014 (Cisco)

46. Trend
Video: Destiny of The Games
Compelling experiences that create
strong emotional connections
Gaming – The personal level of interaction within epic
action-role playing games are so immersive that the player
knows he is the HERO of his game.
• America’s Pre-Order July 2010 -NCAA Football 11 Xbox 360
,PlayStation 3 total 183,000 (VG CHARTZ)
• Rumor - Google looking into Social Gaming
• Google -504,703,000 unique visitors on May 23 (Pac-Man)
(Wolfram Alpha)
• Google Pac-Man consumed 4,819,352 hours of time in 1 day
(Rescue Time)
• CDC China has more than 160 million registered users (CDC
CHINA)
• DC Universe online subscription $14.99 per mo.
Business Implications:
Content designed to support “share” and data collection
Continued growth of massively multiplayer online role-playing
game (MMORP)
Gaming devices playing a stronger role as content providers
People
Real-Life role -Companies like Blizzard are increasingly
involving players in development and service of the game

47. Trend
Video: Solutions
Innovative tools for competitive
advantages
Business use of video tools has clearly produced advantages.
Opportunities provide rich experiences that support
collaborative business design and competitive advantages.
Image source: myciscocommunity
• Cisco Prosumer Video for business – Flip camera content
can go to a central site for edit.
• ComScore Video Metrix® provides the transparent, end-
to-end video measurement
• U.S. Internet users watched nearly 34 billion videos in
May
•Google Sites -top video property with 14.6 billion
videos
•Hulu ranked second with 1.2 billion view
.Microsoft Sites ranked third with 642 million
•Vevo with 430 million
•Viacom Digital with 347 million (Cisco)
Business Implications:
Support collaborative projects for rapid growth
New digital ad models to support social triggers
People
Quick and easy editing of video content
47 Enable content to connect on other screens/devices.

48. Trend
Video: Social People + Live Video…
Everyday life in live video
People FLIP, Capture and Stream their way of life
•Google Sites -top video property with 14.6 billion videos
•43.1% of all videos viewed online
• YouTube accounted for the vast majority of videos
viewed at the property
•Ustream empowers everyone to connect
•The Panasonic Communication Camera TY- CC10W has four
built-in microphones that provide directional sound. (The
New York Times )
•Skype on new Panasonic / Samsung screens
Business Implications:
Live video – immersive experience can alter perception
Enable personal, social, and interactive capabilities
Support adoption of advanced video service
Emotional attachment to live video creates sustainable
connections
People
“One-to-Many” sharing of personal video content
Life-sharing enablers
Image source: Karen Kavett

49. Intuitively understand what I want to view
Recall my favorite viewing mode...color/sound
Connect with others, as they are watching
Interact with and/or suggest shows to friends in
real-time
Allow me to purchase or get info seamlessly
during viewing

50. Unilever Integrates Digital Media
Not only are we investing more – we are investing
smarter as well…
Our advertising quality continues to improve and we
are actively embracing the move into new media, with
our digital communication spend up by 90% in the
quarter.
Unilever 2010 Q1 Results
73 cities on Jan. 1,2010
17 million viewers - sent more than 6.4 million greetings
More than 4.3 million users received greetings (Converget)
Leading new and emerging media…
“In China, for example, 100 million people took part in a
viral campaign run by our Lipton brand to celebrate the
Chinese New Year”
Paul Polman CEO Unilever
AGM speech, 2010

51. Trend
Measurement: Quick Decisions Made Here
Observe What do we do now?
Measure Data visualization tools enable a comprehensive, easy to
Examine navigate path for immediate modifications
Quantify
Refine
Measure/Refine
(Again)
Then observe…one influencing/tiny
comment
Observe -Disruption
Repeat
Carrot Search Circles is an interactive visualization of
hierarchical data structures
Groups of documents
Network domains

53. Trend
Measurement: Useable Data
Disciplines evolve to make better use of
technology
62 percent of CMO’s plan on “improving customer segmentation
and targeting” (CMO Council)
•Creating Custom Advanced Segmentation via (Google)
•Hyve NetnographyInsights© guides sensitive learning (Hyve)
•Xplus One innovating data analysis with “Bring your own data”
(Xplusone)
•TRA — Received $18.2M in Series C funding from Intel
ng a BYOD campaign?
Capital, WPP, and Arbitron Investment Arm
•Measure what is defined as VALUE to consumers
Business Implications:
Synchronize analytics with learning and need for real-time
content &trends feed
Netnography as an innovative market- Simplify, filter and nurture what is most relevant to decision
research tool delivered much more making
than just insights: In an idea-workshop, Think about how data will be used and integrated before
together with identified lead-users, we collecting. What are the opportunities to create a system for
collected and constructed amazing using data across several disciplines
product ideas.” Feed stimuli
Stimulate ideas
Dr. Anne Grünhagen, Molkerei Alois Create direction and intelligent response
Müller, Hyve The challenge is within the lack of context. Social places have
to allow for a very natural expression of the user

54. Visualization of
Tweets during
the MTV Movie
Awards
[Click]

55. Trend
Measurement: Audience Centered Online Experience
Capabilities, consumers and competition
Integrated capabilities offers global digital content providers
useful intelligence
• Advertisers, agencies and publishers are seeing an increase in
online display over 2009; +27.4 % +20 % and +60 %
• Targeting is being used for both branding and direct response
objectives
• Audience targeting has helped the majority of publishers
increase revenue; 71.7 % of publishers offer audience targeting
• Agencies are more likely than advertisers to employ the full
array of audience targeting capabilities (Audience Science)
• Identify patterns and similarities/abrupt changes
• Understanding how people consume content
• How content persuades behavior requires a fully
integrated approach
Audience Science is
accessing 200 billion
data insights into
386 million people
worldwide
Sample Data Source: Brea Keating, Audience Science

56. CASE STUDY: Audience Science Creates Useable Insight
Targeting proves beneficial for every stage
of business and essential for creating Partnering with other data
effective content and connections providers offers integrated
targeting qualified prospects and
relevant messages
Audience Science’s Audience Gateway for Advertisers™
allowed a Multi-channel home furnishings retailer to explore
customers’ on site activity. Custom audience segments were
used to design relevant content and messages
Data included: Search, pages , categories viewed,
and shopping cart abandonment as captured from the
retailer’s online site
Results:
ROI Improved by 160%
Custom audience segments outperformed Site Re-Targeting
by 185%
225% increase in ROI for Kitchen Enthusiasts segment

57. Thomas J. Watson became a part of IBM in 1914
[Computer-Tabulating Recording Company]
"Thought," he says, "has been the father of
every advance since time began”
Imagine what advancements can be made now
that “thought” can be collected and shared

58. Trend
Business: Connected Businesses Cope with Change
Decisions made quickly even Please, don’t simply broadcast messages…
in the event of uncertainty Creative mindset has become the most important element of
success. Creating and sustaining connections enables the flow of
inventive stimuli, and direction to face the complex global
environments
• Passion has to be fueled
• Must have a clear view of global differences / perspective
• Actionable sentiment analysis
• Context from mobile connections Foursquare Yelp Gowalla essential
to creating meaningful messages
• Include purchase behavior from banking via mobile , influence of
location and tags
“What's the first attraction you • Serious view and information that must be retained to refine future
interaction/messages/ offering
remember riding” • Mixpanel is a real-time analytics service that helps companies
Disney World has more than 1.7 million understand how users interact with web applications
fans on facebook. This particular query
harvested more than 6,000 comments and
900+ likes. Business Implications:
Make sense of social insight to develop products/services
Engaged co-creators construct wider/deeper/loyal process (non-
intrusive stimuli and collection of data needed)
"We are down to just four countries
where we aren't the leading social Refined R&D and seamless integration of marketing
network." Mark Zuckerberg. Vertical solutions and professional services expertise
Connections are tremendous, but without response you may not
58
be engaged

59. Look Inside: Coca-Cola
5000 conversations
take place every day
about Coca-Cola via
Social media outlets
Source: The Coca-Cola Company. Investors. pdfs. investor_relations_overview 2010

60. BE SOCIAL
IBM Manyeyes
60

61. Trend
Business: A Cloudy Life
Integration of everyday life
Device agnostic connections will require advanced systems
of cyberspace-based platforms
• EyeWonder - AdVolve “Intelligent creative optimization
tool” and EyeOne ”Next-generation cloud-based
interactive ad platform”
• Borderless networks
• True collaboration
• Via video and virtualization
• SaaS validates the Cloud (Gigaom)
• Diverse systems to work together offering advanced
security, privacy, and quality of service
• Dell is partnering with Microsoft to support "Azure”
Business Implications:
Performance-based decisions that include behavior
and channel preferences
Cloud-based interactive measurement quickly aligns
with consumer needs
Cloud technology will really help small business
compete
Cross-Company collaboration will be achieved
People
Consumers will ensure the cloud offers value

62. Trend
Business: Experience Savoir-Faire
Brands broaden in-person engagement
Bring new products to life and reintroduce existing
products within creative new environments
• Apple retail store insists on personal shopping
• Appointments are made with specialist offering one-to-
one interaction
• Full experience for people and great learning for Apple
Disney sprinkles a little magic everywhere! 20
new stores in the US and Europe redesigned
using multimedia technology, interactive
storytelling and more.
"This is truly an immersive, one-of-a-kind retail experience for children and families that only Disney could deliver"
Jim Fielding, president of Disney Store Worldwide

63. Trend
Business: Fanatical Personalization
Accept and encourage personalization of
branded content
Strengthens emotional connection to brands and instantly
motivates sharing of content
• The process of creation forms a truly emotional
connection
• Embrace the age of “all things me”
• Coca-Cola has more than 7 million Facebook fans
• More than 6,000 Coke fans have downloaded their
personal image of the brand (FB)
• Threadless selects and prints hundreds of awesome
new tee shirt designs every year
• Last year, Threadless awarded over one
million dollars to artists around the world
(Threadless facebook page)
Business Implications:
Ability to visualize products in new ways
Involvement in the creation of “my
brand” supports strong loyalty and
sharing
Ideal opportunities to connect with
people, applaud and share their passion
with others

64. Trend
Business: Open Co-creation
Customized Interfaces for Electric Vehicles Deeply immersed business models
Companies have the ability to build their own channels
of insight with access to diverse audiences at any given
time. A collective process will have an effect on mindset,
resources and infrastructure
• Environments must be conditioned to perform and
respond to a rapid pace of change
• Innocentive and Quirky are product development
models that nurture the creation process with the
advantages of crowds
• Creative leaders support innovation with much higher
levels of success
• Absolute co-creation is realized by presenting the ability
to share experiences and exchange ideas in real-time
Business Implications:
A powerful partner ecosystem will support collaborative
strategy
Consumers have unique potential for co-creating unforeseen
value (Collaboration and Co-creation: New Platforms for
Marketing and Innovation. Gaurav Bhalla (Author) with
Deanna Lawrence and Gabriela Head. Springer 2010

65. Trend
Business: Collaborative Design
Immersive learning powers innovation
The dynamics of collaboration and open innovation have
changed the way companies prepare, design and think
about business
MIT Living Labs adds dimension to learning through
“interdisciplinary-expert” experiences in real living
environments .
gridSMART– Enables consumers to make
Advantages: Expansive designs and direction for
smart energy decisions
responding within ever-changing world.
“Oh, we didn’t think of that moments”
Business Implications:
Dow Chemical has adopted a collaborative Inclusive / immersive learning
approach for designing better products and Accurate course for innovation and messaging
bolstering competitive advantages. Dow's
People
Ventures & Business Development Business has
created “Collaborate to Innovate”. Products and services that included multiple disciplines
and perceptions
Initiatives encourage intelligent partnerships
and an involved perspective. Advancements that are thought-out and truly tested