Responding to

new expectations

in a So-Lo-Mo

world

James Caig, MEC

“Technologies increase

people’s ability to perform a

target behaviour by making

it easier, or restructuring it”

BJ Fogg, Persuasive Technologies, 2002

There are only 10 types

of people in the world

Those who

understand binary

and those who

don’t

1. Create ideas, not

advertising

2. Live vs. Archive

3. The power of empathy

1. Create ideas, not

advertising

2. Live vs. Archive

3. The power of context

Snickers: the world’s longest football match

http://www.youtube.com/watch?v=m_Hxu6ip9Kk

1

2

3

4

5

6

7

8

9

10

3

142

27

28

1

131

344

8

169

65

Connected devices, connected consumers

1. Create ideas, not

advertising

2. Live vs. Archive

3. The power of context

Live

Archive

Tweat.It

http://www.psfk.com/2011/11/never-miss-a-food-truck-in-new-york-again.html

SmartCar meets GroupOn

http://socialtimes.com/infographic-reveals-the-best-times-to-post-to-twitter-facebook_b67570

http://socialtimes.com/what-day-and-time-do-you-think-people-share-the-most-content-infographic_b81427

What time is live?

Re-purpose the archive

http://storify.com/jamescaig/frostsorrell-with-mec

1. Create ideas, not

advertising

2. Live vs. Archive

3. The power of empathy

The perception gap

http://findusonfacebook.tumblr.com/ IBM Institute for Business Value Analysis 2011

Consumers’ ranking Reasons to interact with companies via social sites

Businesses’ ranking Why they think consumers follow via social sites

(61%) Discount (55%) Purchase

(53%) Reviews / Product Rankings (53%) General Information

(52%) Exclusive Information (51%) Learn about new products

(40%) Submit opinion on products/services (37%) Customer service

(34%) Event participation (33%) Feel connected

(30%) Submit ideas for new products/services (22%) Be part of a community

Learn about new products (73%) General Information (71%) Submit opinion on products/services (69%) Exclusive Information (68%) Reviews / Product Rankings (67%) Feel connected (64%) Customer service (63%) Submit ideas for new products/services (63%) Be part of a community (61%) Event participation (61%) Purchase (60%) Discount (60%)

The perception gap

http://findusonfacebook.tumblr.com/ IBM Institute for Business Value Analysis 2011

Consumers’ ranking Reasons to interact with companies via social sites

Businesses’ ranking Why they think consumers follow via social sites

(61%) Discount (55%) Purchase

(53%) Reviews / Product Rankings (53%) General Information

(52%) Exclusive Information (51%) Learn about new products

(40%) Submit opinion on products/services (37%) Customer service

(34%) Event participation (33%) Feel connected

(30%) Submit ideas for new products/services (22%) Be part of a community

Learn about new products (73%) General Information (71%) Submit opinion on products/services (69%) Exclusive Information (68%) Reviews / Product Rankings (67%) Feel connected (64%) Customer service (63%) Submit ideas for new products/services (63%) Be part of a community (61%) Event participation (61%)

Purchase (60%) Discount (60%)

The perception gap

http://findusonfacebook.tumblr.com/ IBM Institute for Business Value Analysis 2011

Consumers’ ranking Reasons to interact with companies via social sites

Businesses’ ranking Why they think consumers follow via social sites

(61%) Discount (55%) Purchase

(53%) Reviews / Product Rankings (53%) General Information

(52%) Exclusive Information (51%) Learn about new products

(40%) Submit opinion on products/services (37%) Customer service

(34%) Event participation

(33%) Feel connected (30%) Submit ideas for new products/services

(22%) Be part of a community

Learn about new products (73%) General Information (71%) Submit opinion on products/services (69%) Exclusive Information (68%) Reviews / Product Rankings (67%)

Feel connected (64%) Customer service (63%) Submit ideas for new products/services (63%)

Be part of a community (61%) Event participation (61%) Purchase (60%) Discount (60%)

The customer hourglass

http://www.slideshare.net/jeremiah_owyang/developing-a-mobile-strategy

The customer hourglass

Purina created a location-aware

database of pet-friendly places in the US to increase brand

awareness and affinity.

http://www.slideshare.net/jeremiah_owyang/developing-a-mobile-strategy

The customer hourglass

http://www.slideshare.net/jeremiah_owyang/developing-a-mobile-strategy

The customer hourglass

In 2009, USAA was the first bank to launch a mobile banking app with

check deposit by scan functionality.

http://www.slideshare.net/jeremiah_owyang/developing-a-mobile-strategy

Tasti D-Lite customers earn TastiRewards every time they make a purchase using a rewards card that

can automatically trigger updates to Facebook, Twitter, or Foursquare

accounts.

The customer hourglass

http://www.slideshare.net/jeremiah_owyang/developing-a-mobile-strategy

The psychology of UX

http://uxmag.com/articles/the-psychologists-view-of-ux-design

1) People will do the least amount of work possible to get a task done

2) People have limitations

3) People make mistakes

4) Don't make people remember things from one task to another

5) People look to others for guidance on what they should do, especially if they are uncertain

6) People are easily distracted

7) People need feedback

8) Committing to a small action makes people much more likely to later commit to a larger action

Thank you