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America in 2014-What's Going to Matter to Marketers


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America in 2014-What's Going to Matter to Marketers

  1. 1. AMERICA IN 2014 JANUARY 7TH, 2014 Wednesday, January 8, 14
  3. 3. BSSP IS... A 21 year-old communication agency Offices in Sausalito and NY A roster of clients that includes- Priceline, MINI, US Bank, Roku, El Pollo Loco, Greyhound, ISIS Parent of Influx-strategic consulting unit 3 Wednesday, January 8, 14
  4. 4. NOT ANOTHER TRENDS DECK! • Brands need to keep abreast of the constantly changing context • This is a compendium/collection and guide to the stuff that’s already out there • Opportunities are found in the context • Not ‘pie-in-the sky”- grounded in past realities • Food for thought/Inspiration/Raw material to remix and play with • An opportunity for discussion 4 Wednesday, January 8, 14
  7. 7. AMERICA IN 2014 Wednesday, January 8, 14
  8. 8. PREFACE • America is changing • It’s an older, more diverse and more connected country. • Traditional institutions are transforming in front of our eyes- e.g-The American family, expectations of ownership, careers, marriage, education and with them definitions of success, happiness and The American Dream • As these institutions transform- there’s emerging debate and what else needs to change • There are signs of increasing openness and tolerance, but these new values are required to co-exist with the more traditional values- leading to tension and divsion • America increasingly has to be more global in outlook as it searches for new talent and markets • Because technology is the singular and the most pervasive foce of change, this presentation explores its impact by highlighting specific themes/trends- some are potential tactics and others involve more significant transformative change • It highlights evidence in the form of quotes and examples of manifestations • It challenges brand marketers on their level of preparedness for this changed landscape 8 Wednesday, January 8, 14
  9. 9. AMERICA IN 2014 The Big Macro Perpetual Disruption Class and Tech Tensions The Rise of New Learning Cultures Societal Relationships Made Easier Secrecy The Power of the Visual Mobile is Everything 9 Wednesday, January 8, 14
  10. 10. AMERICA IN 2014 Culture A Backlash against Sameness? Small is Cool, if.... Editors, Curators and Motivators Bloom High and Low Brow Co-Exist 10 Wednesday, January 8, 14
  11. 11. AMERICA IN 2014 Marketing Specific One-to-One Realized Livejacking Data with Every Thing Wanted: A Killer “App” for the Second Screen Shopping the Intelligent Web The Physical Matters even More Storytellers Demanded Consumer Created Gets Better 11 Wednesday, January 8, 14
  12. 12. BIG MACRO Wednesday, January 8, 14
  13. 13. PERPETUAL DISRUPTION Wednesday, January 8, 14
  14. 14. PERPETUAL DISRUPTION Google’s Chromebook - Rapid success in new market 14 Wednesday, January 8, 14
  15. 15. PERPETUAL DISRUPTION- FROM HERO TO ZERO Zynga’s stock price “They rely too much on reacting to what is making money now, and too much on their own data. They don’t strive to make anything new or innovative and that’s no way to excel in the games market.” Former Zynga employee takes to Reddit 15 Wednesday, January 8, 14
  16. 16. PERPETUAL DISRUPTION- NO LONG-TERM ADVANTAGE “Strategy is stuck....it’s now rare for a company to maintain a truly lasting advantage. Competitors and customers have become too unpredictable, and industries too amorphous.“ • Rita Gunther McGrath 16 Wednesday, January 8, 14
  17. 17. PERPETUAL DISRUPTION-DISRUPTERS FACE DISRUPTION “The rebuff also reveals a changing perception of Facebook in the tech industry. As the once scrappy startup evolves into a sprawling corporation, younger companies who view themselves as disruptive do not find Facebook’s size and cushy campus as appealing. Not to mention that a lot of them are trying to provide alternatives to Facebook, which means selling to Facebook would defeat their entire purpose” NYT on Snapchat turning down Facebook’s offer 17 Wednesday, January 8, 14
  18. 18. PERPETUAL DISRUPTION- DISRUPTION AS A FORMULA “This form of "radical disruption" is now hardly radical at all, but rather obvious. Simply apply the affordances and dynamics of twenty-first century networked business to an existing service. Applying Uber to the taxi business is just the same as applying Amazon to retail, Square to cash, Spotify to music, Taskrabbit to labour, and Foursquare to that most meaningful of all human pursuits, informing your friends that you are in a bar. We've figured it all out. We know how to make signups, APIs, buttons, lists and responsive layouts. We know how to embed a video, a map, a typeface — it’s all done. We know the business models are free, premium and freemium. The name should be one word, short and easy to type. Most importantly, the service should be inconceivable without The Network. It is thus globalised, localised and "user-centred" to the extent that, in the now infamous words of one of Twitter's founders, it suggests that the internet is simply a “giant machine designed to give people what they want.” Dan Hill 18 Wednesday, January 8, 14
  19. 19. CLASS AND TECH TENSIONS THE FRICTION OF “TOO MUCH” Wednesday, January 8, 14
  20. 20. CLASS AND TECH TENSIONS- WALL ST HAS BEEN GOOD TO THE FEW 20 Wednesday, January 8, 14
  21. 21. CLASS AND TECH TENSIONS- LOWER PAID DEMAND FAIRENESS “These days, according to the National Employment Law Project, the average age of fast-food workers is 29. Forty percent are 25 or older; 31 percent have at least attempted college; more than 26 percent are parents raising children. Union organizers say that one-third to one-half of them have more than one job” New York Times 21 Wednesday, January 8, 14
  22. 22. CLASS AND TECH TENSIONS- FIND THEIR OWN WAYS TO BRIDGE THE GAP “Customers cleared shelves and police were called in to control crowds taking advantage of suddenly unlimited spending allowed on their Electronic Benefits Transfer cards, which are issued to recipients of government food stamps. Spending limits on the cards were reportedly disabled for about two hours.” Time Magazine “Good people have had their world turned upside down and it is not yet clear how they will react. Breaking Bad is the great drama of what has happened to America in our lifetime.” Prospect Magazine-UK 22 Wednesday, January 8, 14
  23. 23. CLASS AND TECH TENSIONS-POP CULTURAL WARNINGS In love with “HER” - “I am reminded of Isaac Asimiov's novels--The Caves of Steel and the Naked Sun--about his robot detective and his human partner, trying to deal with societies that had become so wired and so isolated that individual members could barely stand to be in the same room with each other, and foun it completely gross and disturbing to actually have another human body within 10 feet of them” - Brad De Long 23 Wednesday, January 8, 14
  24. 24. CLASS AND TECH TENSIONS- THE EFFECTS Grandparents-Relevant? 24 Wednesday, January 8, 14
  25. 25. CLASS AND TECH TENSIONS-AN EVOLVING RELATIONSHIP WITH TECH Tech Detox Camp - “The Shaker-inspired interior has inspired the couple to lead simpler lives when they’re in the house, Ms. Brechbuehler said: “We decided to have technology-free weekends.” Sometimes, she added, “we turn everything off, and don’t use iPads, iPhones, or watch movies.” It has the unexpected effect of extending the weekend, Mr. Highsmith said. “You realize how long your day can be,” he said, “when you’re not occupying yourself with checking e-mail.”-NYT 25 Wednesday, January 8, 14
  26. 26. CLASS AND TECH TENSIONS-NEW COPING STRATEGIES - “Last month, the people behind Lululemon started whil.com, a site that encourages visitors to turn off the brain for 60 seconds by visualizing a dot. “The hour-and-a-half yoga break is too much for most people,” said Chip Wilson, a co-founder. “Getting away from the chaos of work and technology even for one minute is all you really need to feel refreshed.”NYT 26 Wednesday, January 8, 14
  27. 27. CLASS AND TECH TENSIONS- THE APPEAL OF ANALOG - “Why for the last 20 years have producers and musicians been extracting these little snippets of audio from vinyl records? What kind of magic did it contain? Because harmonically the samples are just an F minor or a G flat, something not so special. It occurred to us it’s probably a collection of so many different parameters; of amazing performances, the studio, the place it was recorded, the performers, the craft, the hardware, recording engineers, mixing engineers, the whole production process of these records that took a lot of effort and time to make back then. It was not an easy task, but took a certain craftsmanship somehow cultivated at the timW.” Daft Punk 27 Wednesday, January 8, 14
  28. 28. CLASS AND TECH TENSIONS- FUSION • “A warehouse equipped with Kiva robots can handle up to four times as many orders as a similar unautomated warehouse, where workers might spend as much as 70 percent of their time walking about to retrieve goods. (Coincidentally or not, Amazon bought Kiva soon after a press report revealed that workers at one of the retailer’s giant warehouses often walked more than 10 miles a day.) Brynjolfsson and McAfee’s claim is more troubling and controversial. They believe that rapid technological change has been destroying jobs faster than it is creating them, contributing to the stagnation of median income and the growth of inequality in the United States.” MIT Technology Review 28 Wednesday, January 8, 14
  30. 30. THE RISE OF NEW LEARNING CULTURES “The social institutions of education at all levels are under enormous pressure to change as classroom models based on the era of factories and mass production break under the demands of 21st-century knowledge economies. At the same time, learning, monopolized by schools for thousands of years, is morphing because of digital texts and online learning communities. Khan Academy, MOOCs (massive open online courses), well-funded “edupreneur” startups such as Udacity and Coursera, how-to videos on YouTube, platforms for peer learning such as P2PU and Skillshare: These seem less like isolated signals than a cultural shift at this point. As a participant and explorer in the field of online social learning myself, I can testify that something big is afoot”. Howard Rheingold 30 Wednesday, January 8, 14
  31. 31. THE RISE OF NEW LEARNING CULTURES-CODE IS CORE Code.org- Creating a new generation of coders 31 Wednesday, January 8, 14
  32. 32. THE RISE OF NEW LEARNING CULTURES- INSIDE THE CORPORATION • “We conducted a dozen experiments last year. Some of them were spectacular failures. Some were abandoned, others spectacularly succeeded after being reworked. But I’m okay with failure. We learn from it, and through our misfires, we come across new findings that we weren’t even looking for.” Anne Lewnes- CMO-Adobe Zappos- A company that learns “Another way in which Zappos encourages real-time feedback is through the weekly team huddle meetings, or “Zuddles,” to help individuals reflect on what went well or what went wrong. In addition to these meetings, groups of employees listen to their recent conversations with customers—as uncomfortable as that may be—to pinpoint specific areas of improvement for the next call.” Deloitte • “Being able to continually learn on the job and develop a sense of expertise or mastery is a fundamental factor in success in the technology industry and long-term happiness at a company." - Chris Fry, Twitter's senior vice president of engineering, wrote in a company blog post about the creation of the Twitter University 32 Wednesday, January 8, 14
  33. 33. THE RISE OF NEW LEARNING CULTURES- A NEW TAKE ON ADULT ED School of Life- Handbooks 33 Wednesday, January 8, 14
  34. 34. THE RISE OF NEW LEARNING CULTURES • Humans won’t be the only ones learning • “It’s not hard to imagine similar algorithms used to “read” the videos that you upload to Facebook, by examining who and what is present in the scene. Instead of targeting ads to users based on keywords written in Facebook posts, the algorithms would analyze a video of say, you at the beach with some friends. The algorithm might then learn what beer you’re drinking lately, what brand of sunscreen you use, who you’re hanging out with, and guess whether you might be on vacation” Popular Science 34 Wednesday, January 8, 14
  35. 35. BRAND IMPLICATIONS Is your point of difference sustainable? Identify your disrupters Prepare to disrupt yourself “The Middle” is a very dangerous place- you have to target high, or low-income Should your brand be helping the less fortunate? What are you doing to help your consumers detach from technology? Does your brand encourage/help consumers learn? Does your brand team have a learning culture? 35 Wednesday, January 8, 14
  36. 36. SOCIETAL Wednesday, January 8, 14
  38. 38. RELATIONSHIPS MADE EASIER- A NEW WAY TO MEET The Tinder user experience “Rad said he couldn’t share user counts, but he did reveal that the app sees 3.5 million matches and 350 million swipes a day. (About 30 percent of those are the right swipes that indicate interest.” Techcrunch 38 Wednesday, January 8, 14
  39. 39. RELATIONSHIPS MADE EASIER- BEYOND THE DATE “Rad acknowledged that the “unwritten context” of Tinder right now is romantic relationships, but he argued that the basic mechanism, where two people are only connected when they both express interest in each other, is “a universal thing across friendships, across business, across anything.” The ultimate goal, he said, is to “overcome every single problem you have when it comes to making a new relationship.”Techcrunch 39 Wednesday, January 8, 14
  40. 40. SECRECY: THE UNKNOWN AND THE SELECTIVE MATTER Wednesday, January 8, 14
  41. 41. SECRECY- NO ONE CARES, OR THE CAUSE OF RAISED AWARENESS? 41 Wednesday, January 8, 14
  42. 42. SECRECY- A DESIRE FOR THE PRIVATE • In a world where everything out there, there’s a shift towards the secret and the selective • Keeping things a secret and delivering a big surprise can be remarkably powerful- also an opportunity to get beyond predictable patterns in data • People will want tools that can control what they can share selectively • There will be more interest in knowing what companies are doing with personal data...development of the “Personal Cloud” 42 Wednesday, January 8, 14
  43. 43. SECRECY-SELECTIVE SHARING A social app for couples Path The Personal Cloud 43 Wednesday, January 8, 14
  44. 44. SECRECY- ARTISTS WITH AUDIENCES CAN SURPRISE Beyonce’s Surprise “Regardless of where you and I fall on the spectrum of Beyoncé appreciation though, we have got to respect the covertness of her latest musical coming-out. After all, we live in an era when our stars can barely send an email or run an errand without being hacked, paparazzi attacked, or sold out by a confidante to the highest tabloid bidder. “ Vanity Fair 44 Wednesday, January 8, 14
  45. 45. SECRECY-ARTISTS WITH AUDIENCES CAN SURPRISE “When was the last time in music history that a record has earned so much global adulation – before it’s even been released? But the record is a thrilling listen for rock listeners the world over, because one of the craft’s most experienced practitioners has pioneered even further. A big part of Bowie’s accomplishment was enabled by his devoted band and production/engineering team, all of whom sacredly respected a vow of secrecy about the album’s creation. Amazingly, word never leaked about its recording – a process that unfolded over two years, with three different in-studio bands.” Sonicscoop 45 Wednesday, January 8, 14
  46. 46. SECRECY- BRANDS CAN GET BEYOND THE PREDICTABLE Can Nefflix, Spotify and others surprise you by bringing humanity to their data ? 46 Wednesday, January 8, 14
  47. 47. SECRECY- WILL THERE BE A PUSH TO THE UNDERGROUND? Behind closed doors- no phones, no cameras 47 Wednesday, January 8, 14
  48. 48. THE POWER OF THE VISUAL Wednesday, January 8, 14
  49. 49. THE POWER OF THE VISUAL The public welcomes the new Pope The Visual Explosion “A 2012 study by ROI Research found that when users engage with friends on social media sites, it's the pictures they took that are enjoyed the most. Forty-four percent of respondents are more likely to engage with brands if they post pictures than any other media. Pictures have become one of our default modes of sorting and understanding the vast amounts of information we're exposed to every day.” 49 Wednesday, January 8, 14
  50. 50. THE POWER OF THE VISUAL-THE SELF IS PROMOTED “Today’s young people mostly don’t. If they have work, it’s often servile. That means they have to define themselves without the benefit of professional identity. Many do it through consumption: you are your Mac or your favorite kind of coffee. Social media offer other strategies. On Twitter, you get 160 characters to write your biography – in essence, to state your identity.” FT “I am actually turned off when I look at an account and don’t see any selfies, because I want to know whom I’m dealing with. In our age of social networking, the selfie is the new way to look someone right in the eye and say, “Hello, this is me.”-James Franco “Instagram has created a new kind of voyeurism — in which you can look into the carefully curated windows of the rich, famous and stylish — and a new kind of lifestyle envy” NYT 50 Wednesday, January 8, 14
  51. 51. THE POWER OF THE VISUAL-SOME BRANDS GET IT Van Damme Hits YouTube Text Oreo on Facebook Starbucks on Instagram “It also means being on top of popular culture. Sometimes, there may be a reference that resonates with an older crowd, like a photograph on Dr. Seuss’ birthday of his cat’s striped hat drawn on a Starbucks coffee cup. Often it’s something for younger people, responding, for example, to singer and actress Demi Lovato’s lament that Starbucks baristas do not know her name with a photograph of a specially decorated cup just for her.”-Seattle Times 51 Wednesday, January 8, 14
  52. 52. THE POWER OF THE VISUAL- LOOK FOR NEW EXPERIMENTS • “Without the GoPro this film wouldn’t be this film. The bad quality of the GoPro, without the ability to attach it on top of a pole, without the ability to attach it to a body, and to feel the image. During a recent tech check, I felt like I was sitting in the image in a way that almost never happened to me before because of this camera.” Verene Paravel- Director- Leviathan 52 Wednesday, January 8, 14
  53. 53. MOBILE IS EVERYTHING Wednesday, January 8, 14
  54. 54. MOBILE- PEOPLE LOVE THEIR PHONES MORE THAN BRANDS 54 Wednesday, January 8, 14
  55. 55. MOBILE IS EVERYTHING • • “Google recently commissioned a survey on shopping habits and found that more than 66 percent of smartphone owners already use their phone to help them shop while in a store. The key for retailers is to create additional value for these shoppers while they are in the physical store with their mobile devices”Gigaom 50% of Amazon holiday sales in 2014 were mobile • 55 Wednesday, January 8, 14
  56. 56. MOBILE IS EVERYTHING- MEDIA THINKS MOBILE FIRST • “ “Mr. Creighton said. “We started with desktop publishing,” he said, then “when we got into video we took advantage of the democratization of broadband and video production tools.” Two years ago, Mr. Creighton said, less than 10 percent of those who watched Vice videos were on phones. Now the number is escalating fast, and will most likely hit more than 50 percent in coming years.” NYT on Vice’s purchase of Carrot Creative 56 Wednesday, January 8, 14
  57. 57. MOBILE IS EVERYTHING • It’s hard for brands to compete against the power applications that dominate mobile usage, but brands with a loyal following will be the first to experiment and pioneer by getting the basics right - see One-to-One Realized theme • Success will come from relevance- what can you deliver/offer that is highly relevant and accessible at an individual level? • 57 Wednesday, January 8, 14
  58. 58. BRAND IMPLICATIONS Visuals matter- Do you have a plan? Do you have the right assets? How can you surprise your customers in a good way? Can you make sure your secrets are safe? How are you reaching the mobile consumer? Is your mobile experience the best it can be? Does it do something unique and useful? 58 Wednesday, January 8, 14
  59. 59. CULTURE Wednesday, January 8, 14
  60. 60. A BACKLASH AGAINST “HIPSTER” SAMENESS? Wednesday, January 8, 14
  61. 61. A BACKLASH AGAINST SAMENESS Ace Hotel- London Shake Shack-London Global Hipster Guide “And so a vivid and storied layer of authentic Paris is being wiped out not by not-in-my-backyard activism, government edict or the rapaciousness of Starbucks or McDonald’s but by the banal globalization of hipster good taste, the same pleasant and invisible force that puts kale frittata, steel-cut oats and burrata salad on brunch tables from Stockholm to San Francisco.” Thomas Chatterton Williams- “ New York Times 61 Wednesday, January 8, 14
  62. 62. SMALL IS COOL, IF .... Wednesday, January 8, 14
  63. 63. SMALL IS COOL BECAUSE IT’S MORE HUMAN AND MORE TRUSTED • “Connected consumers quickly expose and accentuate corporations’ flaws," the report says. "Consumers crave relationships where businesses view them as individuals and respond in a much more transparent, personal way than ever before...At the core of the Human Era is the realization that the expectation of meaningful connection — the search for trust — extends to organizations and brands as well as people." Mediapost 63 Wednesday, January 8, 14
  64. 64. SMALL IS GROWING “From 2009 to 2012, small food and beverage manufacturers grew revenue about three times faster than the rate of the overall category. In the packaged food category specifically, small players experienced a three-year compound annual growth rate (CAGR) of 6.2 percent, and gained 1.7 percent of market share. Meanwhile, large players increased sales by just 1.6 percent CAGR and saw market share decline 0.7 percent”.- IRI 64 Wednesday, January 8, 14
  65. 65. SMALL THRIVES IN COLLECTIVES Open, Etsy, We-Work- who is helping the small connect? 65 Wednesday, January 8, 14
  66. 66. SMALL IS COOL, IF ....IT HAS A STORY Owners of The Owl, Greenville A Jeans Brand with a Soul 66 Wednesday, January 8, 14
  67. 67. SMALL NEEDS INTEGRITY “From day one I’ve been saying that we are part of a neo-American ideal, which is the opposite of infinite, boundless growth. Why that manifest destiny? I’ve had offers to design an I.P.A. for $5 a case, or for a check for 20 grand right on the spot. And I’m like, “This is absurd!” I mean, I’ll look at a recipe and help someone out, but I’ve worked way too hard for too long and have too much integrity and self-pride to help someone brand a beer so they can make money by having someone else do all the work for them.” Spike Carter, An Interview with Shaun Hill, Brewmaster at Hill Farmstead 67 Wednesday, January 8, 14
  69. 69. EDITORS, CURATORS AND MOTIVATORS BLOOM 69 Wednesday, January 8, 14
  70. 70. EDITORS, CURATORS AND MOTIVATORS BLOOM • With overwhelming amounts of data and information, we are going to need people and things to make sense of it- who will create a new class of experiences? • e.g- The Timehop App reminds you of what you did last year • Who’s going to take your Facebook data and tell you how your life compares to others? • Who’s going to take all your streams of fitness data and aggregate it into something meaningful? • 70 Wednesday, January 8, 14
  71. 71. EDITORS, CURATORS AND MOTIVATORS BLOOM • In a world of opportunity- who will motivate us (like the Everest app) to achieve our goals? “Most of us are not pure self-starters; most people need role models, they need coaches, they need exemplars, they maybe need some discipline or some rewards. We need to be motivated. [Motivation] will be a big growth sector”-Joshua Rothmans-New Yorker 71 Wednesday, January 8, 14
  73. 73. HIGH AND LOW BROW CO-EXIST- A NEW LANGUAGE “Thirty-three Animals Who Are Disappointed in You’ is a work of literature,” Mr. Smith said defiantly, referring to an April Buzzfeed post that has so far received 2.5 million views. “I’m totally not joking.” The author of the piece “spent like 15 hours finding images of animals that would express the particularpalette of human emotion he was going for and wrote really witty captions for them,” he added. “And that in some ways is harder and more competitive than, say, political reporting” NYT 73 Wednesday, January 8, 14
  74. 74. HIGH AND LOW BROW CO-EXIST- A RACE TO THE BOTTOM? • “You’d think that if millennials are consuming more media, they’d be more civically minded. They’re not reading the news. If they’re reading the news, they’re reading the celebrity page. They’re consuming viral videos. You look at YouTube, it’s not President Obama’s speeches that go viral; it’s the cat that does something stupid. If you look at the general trend in the news media, it’s away from hard-hitting news and toward fun fluff.” Digiday 74 Wednesday, January 8, 14
  75. 75. HIGH AND LOW BROW CO-EXIST- THERE’S STILL A MARKET FOR THE SOPHISTICATED STORY NYT- Interactive News Stories The Economist Grows 75 Wednesday, January 8, 14
  76. 76. HIGH AND LOW BROW CO-EXIST- UNTRUTHS THRIVE “If you throw something up without fact-checking it, and you’re the first one to put it up, and you get millions and millions of views, and later it’s proved false, you still got those views. That’s a problem. The incentives are all wrong.” Ryan Grim-Huffington Post 76 Wednesday, January 8, 14
  77. 77. HIGH AND LOW CO-EXIST- NEW HYBRIDS? 77 Wednesday, January 8, 14
  78. 78. BRAND IMPLICATIONS Learn and connect by partnering with smaller players Is there anything you can curate for your customers? Can you play the role of editor? Other than buying your product, or service, what else can you motivate them to do? How low brow are you prepared to go for the sake of traffic? Does quality of audience and experience matter to you? 78 Wednesday, January 8, 14
  79. 79. MARKETING SPECIFIC Wednesday, January 8, 14
  81. 81. ONE-TO ONE REALIZED- STARBUCKS LOCKS DOWN THE LOYAL “As a result of that, the mining of information, the diagnostics and the emotional engagement and attachment that we've been able to create through a best-ofclass relationship with Facebook and Twitter and leveraging the Starbucks Card which is now a multi-billion dollar business onto the Starbucks mobile platform, and which today we are now processing roughly 4.5 million mobile transactions a week, far greater than anyone in the world in our space, and that mobile platform is giving us a greater speed of service, higher attachment, higher ticket, and higher reload. The question was, if Starbucks products are sitting on the grocery shelf, what could we do that leverages the loyalty system of Starbucks? So beginning in the month of June, Starbucks roast and ground coffee sitting on thousands, tens of thousands of grocery shelves across the country, will have a tag affixed to the bag and that customer buys the coffee bag and they will be able to achieve loyalty or stars the same way our customers do in our stores..”Starbucks Presentation 81 Wednesday, January 8, 14
  82. 82. ONE-TO ONE REALIZED- DUNKIN’ AND OTHERS WANT IN - “One of the objectives in prioritizing mobile is to develop a loyalty program and increase one-to-one marketing. Guests want geotargeted offers as well as national offers, Costello said, and the brand now has a better ability to generate these deals because of its standardized (Radiant) POS system. "The power of this data is that we know sales by store, by SKU, by hour. We know what the sales are of all the product categories. This enables us to geotarget offers — so in the Northeast, for example, where there are strong beverage sales, we can build ticket by offering deals on bakery sandwiches," Costello said. Dunkin'' Donuts is on track to launch a loyalty program later this year. It will roll out specifically with a focus on driving profitability on the franchise level, Costello said, by enabling the company access to data through registered DD Cards. Such data will then be used to develop targeted offers, ideally by 2014. "So we're moving from mobile to loyalty and moving to a CRM platform in 2014,...”- QSR Web 82 Wednesday, January 8, 14
  83. 83. ONE-TO ONE REALIZED- BURBERRY ARMS ITS SALES ASSISTANTS Burberry knows what you like 83 Wednesday, January 8, 14
  84. 84. ONE-TO ONE REALIZED- THE PHYSICAL LINKS TO PERSONAL TECH “You step inside Walmart and your shopping list is transformed into a personalized map, showing you the deals that’ll appeal to you most. You pause in front of a concert poster on the street, pull out your phone, and you’re greeted with an option to buy tickets with a single tap. You go to your local watering hole, have a round of drinks, and just leave, having paid—and tipped!—with Uber-like ease. Welcome to the world of iBeacon”Wired 84 Wednesday, January 8, 14
  85. 85. ONE-TO-ONE REALIZED- THE PHYSICAL AND PERSONAL TECH MEET “One has to wonder how much further MLB could take this concept. If you could track app users as they bounded from location to location in a ballpark, you could probably develop a pretty granular profile to help target for ads or other engagement opportunities. Repeat visitor to the Mets Team Store? You could get pushed a loyalty discount. Were you spotted making more than a few trips to the bathroom? Maybe you shouldn’t be pushed any more drink specials. Granted, the second example is pretty extreme, but Evans didn’t completely rule out the possibility of more fine-grained location sniffing… if the organization can figure out how to accomplish that sort of thing without creeping out the fans.” Techcrunch MLB IBeacon 85 Wednesday, January 8, 14
  86. 86. LIVEJACKING OWNING “THE MOMENT” Wednesday, January 8, 14
  87. 87. LIVEJACKING- EXPLOITING REAL-TIME “Marketing messages, teams and infrastructure will need to adapt quickly as this becomes the norm. Interestingly, news organizations have always had to react to breaking news events in real time – now brands will need to learn to operate in a similar way to succeed. This leap to agile content development, instant distribution and real-time performance analysis will drive the creation of new models, talent and processes to be implemented to ensure successful execution.” Visible Technologies 87 Wednesday, January 8, 14
  88. 88. LIVEJACKING- BRANDS SEIZE THE MOMENT ‘Imitation is the best form of flattery’ Oreo’s five minutes of fame is finally over. There’s a new superstar in town and it’s Nokia with the ‘Thanks #Apple’ tweet, even beating the much talked about ‘Dunk in the dark’ buzz, and becoming one of the most retweeted brand tweets ever. The tweet itself came off the back of Nokia poking fun at their rival brand, suggesting that Apple had stolen Nokia’s idea by introducing coloured phones. A good example of a light-hearted Twitter battle grabbing the headlines around a product launch” - We Are Social 88 Wednesday, January 8, 14
  89. 89. LIVEJACKING AND MEDIAJACKING Drone Captures Turkish riots Google Glass at NBA Draft Turkish police shoot drone 89 Wednesday, January 8, 14
  91. 91. DATA WITH EVERYTHING- THE DESIGN CHALLENGE “Within the next five years we will be surrounded by embedded devices and services. Just as the rise of the screen challenged designers to create software interfaces, the rise of screenless digital interactions will challenge them anew. After all, it’s one thing to invent a unique kind of digital experience in Disney World, a controlled space where people expect magic. It’s altogether trickier to do the same thing in people’s houses, offices, and bedrooms—the most intimate areas of their lives— in a way that feels both natural and inevitable.” Wired 91 Wednesday, January 8, 14
  92. 92. DATA WITH EVERYTHING- IN SPORTS AND FITNESS “The FuelBand SE tracks how much movement you make each hour throughout the day, and throws encouragement at you (through flickering LED lights) to get up and walk around. ‘Move’ reminders can be set within the app or on the band itself, and if you manage to move for 5 minutes each hour (or whatever target you set yourself), you’ve ‘won the hour’The Next Web This year, Sak and Sergey Feingold founded Shot Stats to design a device to provide instant feedback on racket head speed and a shot’s rotations per minute. It will be small enough to attach to the strings like a vibration dampener, and they hope to make it available next summer.”NYT “ “If the runner falls behind a previous time, a ghost will appear in front of the runner, moving at the faster pace. Users can also choose to compete with other runners’ times. In addition, Ghostrunner will also display a runner’s key stats – such as heart rate, speed and location – during a training session.” Stylus 92 Wednesday, January 8, 14
  93. 93. DATA WITH EVERYTHING- IN THE HOME Not your Dad’s smoke detector “With this second product, it’s now clear that Nest is attempting to create a new kind of appliance. On the outside it’s sexy, but its workings are all about exploiting the growing infrastructure of sensors and connectivity around us. The algorithms created by Nest’s machine-learning experts—and the troves of data generated by those algorithms—are just as important as the sleek materials carefully selected by its industrial designers. By tracking its users and subtly influencing their behavior, the Nest Learning Thermostat transcended its pedestrian product category. As improbable as it sounds, Nest has similar hopes for what has always been a pretty prosaic device, the smoke alarm. Yes, the Nest Protect does what every similar device does—it goes off when smoke or CO reaches dangerous levels—but it does much more, by using sensors to distinguish between smoke and steam, Internet connectivity to tell you where the danger is, a calculated tone of voice to convey a personality, and warm lighting to guide you in the darkness.” Wired 93 Wednesday, January 8, 14
  94. 94. DATA WITH EVERYTHING- MEDICINE AND HEALTH • Bluestar FDA Approved Diabetes App 94 Wednesday, January 8, 14
  95. 95. WANTED: A KILLER APP FOR THE SECOND SCREEN Wednesday, January 8, 14
  96. 96. WANTED: A KILLER APP FOR THE SECOND SCREEN Watch with Disney and Your Tablet 96 Wednesday, January 8, 14
  97. 97. WANTED: A “KILLER APP” FOR THE SECOND SCREEN • • The use of “Second Screens” is widely documented.. “Now, with each member of the household plugged into his or her device, oblivious to the world around them, the advent of TV looks like a golden age of family togetherness. At least, when you watch TV together, you can comment to each other on what you're all seeing. And while, thanks to second-screen activity, we probably interact more than we ever did with each other while watching – according to this survey around half of us use a device to chat to others while a show is airing – they're not in the room with us”- The Guardian • BUT... we have yet to see the killer app • There’s huge potential to crack the code on this- think kids entertainment, sports and advertising • Maybe it will take this year’s World Cup for a brand or a broadcaster to do something that amazes us in this space 97 Wednesday, January 8, 14
  98. 98. SHOPPING THE INTELLIGENT WEB Wednesday, January 8, 14
  99. 99. SHOPPING THE INTELLIGENT WEB IBM’s Watson Has the Power to Change E-Commerce 99 Wednesday, January 8, 14
  100. 100. SHOPPING THE INTELLIGENT WEB • Most web experiences have gotten faster and better designed, but they haven’t really become more intelligent- they still demand that we conform to their needs, rather than the other way around • This could be set to change as brands and retailers look to move to the next level of experience that is much more consumer driven • Consumers will be able to shop differently as companies use data to match products to needs, moods and occasions that suit the specific requirements of an individual 100 Wednesday, January 8, 14
  101. 101. THE PHYSICAL MATTERS EVEN MORE Wednesday, January 8, 14
  102. 102. THE PHYSICAL MATTERS EVEN MOREEVENTS BECOME MORE EXPERIENTIAL Not a Typical Running Event-Color Run-Part rave, part llife celebration 102 Wednesday, January 8, 14
  103. 103. THE PHYSICAL MATTERS EVEN MOREEVENTS BECOME MORE EXPERIENTIAL Laura Marling - A unique encounter with a musician 103 Wednesday, January 8, 14
  104. 104. THE PHYSICAL MATTERS EVEN MOREEVENTS BECOME MORE EXPERIENTIAL Sleep No More-Actors and Audience Share the Stage 104 Wednesday, January 8, 14
  105. 105. THE PHYSICAL MATTERS EVEN MORE- STORES ARE RE-THOUGHT Tesco Grocers- Classrooms Dutch Grocery Store Organized by recipe 105 Wednesday, January 8, 14
  106. 106. THE PHYSICAL MATTERS EVEN MORE- A RECORD STORE RETURNS WITH A PERFORMANCE SPACE Rough Trade Williamsburg 106 Wednesday, January 8, 14
  107. 107. THE PHYSICAL MATTERS EVEN MORE- THE POP-UP DOESN’T GO AWAY • • “TNT will open a pop-up store in New York’s Chelsea Market called Mickey’s Haberdashery, which is modeled after a men’s clothing store that Mickey Cohen, another Los Angeles gangster of the era depicted in the show, once owned in the Sunset Strip. Along with stocking clothing and accessories reminiscent of the 1940s, the store, which will be open for only three days, will offer hot shaves for a throwback price of 35 cents and shoe shines for a dime.”- NYT 107 Wednesday, January 8, 14
  108. 108. THE PHYSICAL MATTERS EVEN MORE- PHYSICAL AND TECH FUSION Dressing room meets technology 108 Wednesday, January 8, 14
  109. 109. STORYTELLERS DEMANDED Wednesday, January 8, 14
  110. 110. STORYTELLERS DEMANDED- CHANNELS NEED CONTENT “In 2013, brands are posting an average of 36 times per month on Facebook. Over a year that adds up to 432 posts. That’s a lot of content. With the average Facebook user liking 40 pages each, they’re now seeing a whopping 1440 updates every month . A solid social strategy will help you jump out of the murky newsfeed pond, but strategy is only half the battle. What we really need to talk about is quality.”Marketing Magazine-Australia 110 Wednesday, January 8, 14
  111. 111. STORYTELLERS DEMANDED- BRANDS NEED NEW RULES 111 Wednesday, January 8, 14
  112. 112. STORYTELLERS DEMANDED- ARE YOU SERVING YOUR FANS? • “For a few years now, brands have been touting frothy Facebook "like" numbers as evidence of their social-media acumen. But how many of those fans are actually bothering to take part in conversation with brands? Not too many, as it turns out. Slightly more than 1% of fans of the biggest brands on Facebook are actually engaging with the brands, according to a study from the Ehrenberg-Bass Institute.” Ad Age 112 Wednesday, January 8, 14
  113. 113. STORYTELLERS DEMANDED- BRANDS RE-TOOL TO MEET NEW DEMANDS • “At Nissan, the company has built a full scale TV studio and produces a news program with veteran journalists from the BBC and elsewhere. It produces news stories that sometimes feature its competitors, and it doesn’t shy away from controversial subjects such as Chinese protestors smashing up Nissan cars and other Japanese cars, in response to the dispute over the nationality of remote islands in the South China Sea.”-Silicon Valley Watcher. • “Nowhere is this more apparent than in Coke’s long-running association with the Olympics. "For the Beijing Games, we produced 12 pieces of global content," he says. "For London, we produced more than 200 pieces, ranging from TV ads to shopper marketing and visual identity. Yet our production budgets were pretty much the same." Campaign 113 Wednesday, January 8, 14
  114. 114. STORYTELLERS DEMANDED- MEDIA OWNERS STEP IN 114 Wednesday, January 8, 14
  116. 116. CONSUMER CREATED GETS BETTER- BEYOND THE FOCUS GROUP • “Amazon’s approach is unorthodox as well. The big networks engage in a hugely inefficient pilot process — by the time executives finish choosing the handful of programs that will be broadcast, the aftermath looks like an episode of “Walking Dead,” with very expensive carcasses littering the landscape. Amazon instead used its reach — it has 215 million customers worldwide — to create a vast focus group. In the spring, the company made 14 pilots available for viewing and rating. “Alpha House” ended up highly rated enough for a crowd-sourced green light, along with “Betas,” a comedy about a start-up in Silicon Valley. (Insert your own joke here about the first two original series being named Alpha and Beta.) “The data part of it is basically a black box to us,” Mr. Trudeau said. “I was flabbergasted by their mode of decision-making, that we were going to put something out there as troll bait, but they generated the numbers and have entrusted me with what is equivalent to a midsized corporation, so I guess the kingdom of Big Data came back positive.”NYT 116 Wednesday, January 8, 14
  117. 117. CONSUMER CREATED GETS BETTER- BRANDS PARTNER WITH THEIR CONSUMERS “Think content, not commercials. Here’s a few thoughts to get started: Help us rediscover the beauty of a forgotten familiar. Find something familiar – in your product, brand or from people’s lives – and help us see it in a fascinating new light. It could be as simple as taking a kitchen appliance and turning it into a science experiment or reminding people to capture just one second of their daily lives and compile a beautiful montage . Find ways to spark synaptic play and participation. Search for your brand online. Chances are your fans are already mixing and mashing your brand with something seemingly unrelated. Build on it, fuel it, steer it and help us make more with it.”Google 117 Wednesday, January 8, 14
  118. 118. CONSUMER CREATED GETS BETTER- GET PROS TO HELP Sainsbury’s Gets Oscar Winning Director to Edit Consumer Films 118 Wednesday, January 8, 14
  119. 119. CONSUMER CREATED GETS BETTER- GET PROS TO HELP GE-Conumer inventions professionally rendered 119 Wednesday, January 8, 14
  120. 120. BRAND IMPLICATIONS Are your consumers giving you input and are you taking and making that input great? What are you doing to append your products and services with useful data for consumers? What are your stories for 2014? What “what if” scenarios have you created for them? What are you doing to create amazing physical experiences for your brands? How are you evolving your e-commerce experience to be more user-friendly? 120 Wednesday, January 8, 14
  121. 121. AMERICA IN 2014- THE THREADS Economic realities- The backdrop Technology- Responsible for most of the change and is often what’s being pushed against Data- The ifuel that guides, informs and powers Mobile- How we use technology Humanity- The desire to connect with and to others- the goal of technology- to be more human New Content- Low brow, visual, conversational narratives, consumer created Partnerships- Man and Machine, Amateur and Professional Attention- The requirement and the challenge Experience(s)- the desired outcome 121 Wednesday, January 8, 14
  122. 122. THANK YOU @COTTON BSSP .COM INFLUXINSIGHTS.COM Wednesday, January 8, 14