Keynoteforedrag på Yggdrasil 2017, 4. april 2017

1. FJORD
TRENDS2017
Y G G D R A S I L · 0 4 · A P R I L · 2 0 1 7
www.trends.fjordnet.com

2. 2 0 1 7 T R E N D S
T H E C H O S E N O N E S

3. 2 0 1 7 T R E N D S
T O D A Y W E W I L L R E V I E W 4

4. www.trends.fjordnet.com

5. Meta
Trends 2017
Life stories and short, raw content
are how consumers want to
communicate with brands.
Chats messaging and Ai will become
widely adopted for consumer
communication.
Information overload now is
affecting us all. Brand will have to
build trust by changing how they
operate and communicate.
For decades, the smartphone
has been the centre of our
digital universe. In 2017 and
beyond the focus will shift
from mobile tech to
environments where we spend
our time.
THE WAY WE INTERACT
WITH BUSINESS IS
CHANGING YET AGAIN
THE TRUST PENDULUM
IS SWINGING
FROM DESIGN TO DEVICE
TO DESIGNING FROM
ENVIRONMENT

6. HOURGLASS
BRANDS
Across every sector of business, the brand landscape is polarising.
F J O R D T R E N D S 2 0 1 7

7. WHICH SIDE
OF THE BRAND
HOURGLASS
ARE YOU ON?
Since the mid-1990s,
technology has transformed
the brand landscape into the
shape of an hourglass.
Intro_

8. Google
Facebook
WeChat
Airbnb
Amazon
Netflix
Alibaba
Baidu
eBay
Uber
Spotify

9. Google
physically
entered into our
homes with its
smart, voice
activated
speaker.
Google puts its A.I. on a
nightstand for the win.
Yeah, it's just like
Amazon Echo—but
better in almost every
way.

10. Amazon
moved into
delivering
entertainment
on demand
Amazon Music Unlimited
is designed to pair nicely
with your Echo

11. Uber calls itself
a logistics and
technology
provider.
Uber will begin rolling
out a redesign of its rider
app that puts forward its
mission to be all about
the first and last mile,
while also simplifying and
predicting your needs.

12. Strava
Ace & Taste
Norwegian
Hunter
Jetsmarter
OMGyes
Patagonia
Deliveroo
Snapchat
Square
Otto
Nanit
Jetsmarter
Strava
Ace & Taste
Norwegian
OMGyes

13. JetSmarter
doesn’t own any
planes.
JetSmarter doesn’t own
any planes, but
instead works with
operators, owners and
carriers who manage and
maintain the planes, hire
pilots and deal with
safety and compliance
issues for the heavily
regulated industry.

14. OMGYes
Women's
pleasure
demystified
A new online training
programme aims to
demystify the female
orgasm once and for all.

15. THOSE LEFT STUCK
IN THE MIDDLE
ARE STRUGGLING
TO COMPETE.
What’s coming_

16. FJORD Suggest
Are you a Living Brand
If an organization cannot imagine a
purpose to exist beyond economic
growth, there is a danger it has no
useful purpose or values that will
resonate with people.
Focus on more than experience to
create meaningful relationships
and a sense of belonging that
many big generic brands lack.
Define your brand’s behaviour
in multiple environments and
understand what brand type
you can be.
TO ESCAPE THE SQUEEZED
MIDDLE, FIND OR RE-FIND
YOUR PURPOSE
THINK BEYOND
SERVICE
DEFINE WHAT KIND OF
LIVING BRAND YOU WILL BE

17. MY, MYSELF
AND AI
Humanizing Chatbots
F J O R D T R E N D S 2 0 1 7

18. Artificial Intelligence (AI)
grabbed widespread attention
in 2016, but is still far from a
human experience
Chatbots are our focus in this
trend as it is where most users
will start to experience AI
consciously in the next year.
HUMANISING
CHAT-BOTS
Intro_

19. Conversations
are the new
interface
•A machine ability to
learn and make its own
decisions - has been
with us for more than
60 years.
•Chatbots designed to
look as if they sit inside
messaging apps

20. By 2020, the average
person will have more
conversations with
chatbots than with his
or her spouse – without
even realising it.
Conversations will drive
this next wave of
digital.

21. Replika, the
journey to
create a friend
Replika is a personal chatbot
that you raise through a text
conversation.

23. PERSONALITIES
ARE THE NEW
UX
What’s coming_
Brand owners must understand
that if conversations are the
interface then personalities are
the new UX, and address their
creation and development
accordingly.

24. FJORD Suggest
Define values specific got your brand
Users must be involved in the
evolution of AI services to deliver a
more human experience.
If you are serious about bringing
EQ to AI or a chatbot, consider
carefully how to communicate this
in a medium that is notorious for
misinterpretations.
The risk with AI is people end
up feeling duped, especially if
the technology reaches a level
almost indistinguishable from
actual human experience.
PROTECT THE USER GO BEYOND TEXTBE TRANSPARENT

25. EPHEMERAL
STORIES
Days of conventional brand storytelling are over
F J O R D T R E N D S 2 0 1 7

26. WHERE
NEXT NOW,
EVERYONE’S A
STORYTELLER?
Intro_ Brand content will evolve
further. Brands will step back,
stop driving conversations and
instead make room for
audiences to shape their own
stories.

27. The revolution began when Apple
launched iPhone 3GS.

28. Today, average digital
consumer owns 3.6
connected devices
and spend more time
on tech and media
than sleeping
The daily media content
consumption of U.S. adults, recently
estimated at 10 hours 39 minutes

29. Even Goldfish can now hold a
thought for longer than humans

30. Instagram expanded its
video ad offering after its
video consumption leaped
40 percent between
December 2015 and May
2016.
Consider
the decline
of voice
call. Visual-
based
communica
tion rise
sharply

31. By the year’s end,
Snapchat had declared
itself a camera company
with the launch of
Spectacles.
Stories was
driving 10
billion
video views
each day

32. What’s coming_
BRAND
OWNER MUST
DROP THE
MEGAPHONE
Brand owners must heed three
key lessons from content
saturation:

33. LIVE ROCKS

34. FJORD Suggest
From storytelling to Story-doing
Define what type of content
marketing strategy aligns best with
your audiences’ behavior and needs.
Make sure you have the team and
infrastructure not only to test and
iterate content that is in
development but to also test,
iterate and govern content post-
launch.
To move beyond an insular
brand-centric content
marketing strategy, focus on
your people first.
Be led by your audience’s
new norm
Nurture Your
Content
Re-model your marketing
team to focus on storydoing

35. UNINTENDED
CONSEQUENCES
A Customer-centric Cannibals
F J O R D T R E N D S 2 0 1 7

36. HYPER
CONSUMER-
CENTRICITY
Hyperconsumer-centricity and
technology feed off each other
as businesses seek to give
customers what they want
using digital.
But the same can’t always be
said when it comes to their side
effects.
Intro_

37. Creepy Airbnb
host accepts
booking then
reveals ulterior
motives
Fraudulent Airbnb
listings are on the rise
with scammers using
fake pictures in a bid to
lure in unsuspecting
tourists.

38. Connected cars
will become the
next big
weapon
To black-hat hackers,
smart cars offer a grim
opportunity

39. Thieves using
app Strava to
spy on cyclists
and steal their
expensive bikes
The apps are used to
record detailed route
maps using satellites as
well as average speed,
elevation and the
number of calories
burned - which can be
stored publicly and seen
by other users.

40. We believe
organisations are not
thinking hard enough
about the implications
of their business
decisions.

41. DIGITAL
ETHICS, A
NEW PRIORITY
What’s coming_
We believe that organisations
are not thinking hard enough
about the implications of the
business decisions, but society
as a whole. In other words, the
social experience.

42. FJORD Suggest
What impact your actions will have
on society
Users must be involved in the
evolution of AI services to deliver a
more human experience.
If you are serious about bringing
EQ to AI or a chatbot, consider
carefully how to communicate this
in a medium that is notorious for
misinterpretations.
The risk with AI is people end
up feeling duped, especially if
the technology reaches a level
almost indistinguishable from
actual human experience.
PRIORITIZE DIVERSITY MAKE PEOPLE THE
HEART OF EVERYTHING
YOU DO
THINK SOCIAL EXPERIENCE

43. Define your brand as living.
Make room for audiences.
Emotionally intelligent brands
Be responsible.
In summary_

44. The end_
THANK YOU
Made with love in Stockholm
fran.merino@fjordnet.com
Twitter_ @Newwws