thetrendwatch#16
DESCRIPTION
With the "acceleration of the acceleration of change" induced by new technology adoption, organizations have to RESET the way they think, plan and execute their strategies...TRANSCRIPT
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ResetTheTrendWatch#16
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Dick CostoloTwitter CEO
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Sure. But HOW?!?
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Print Reproduction…………….
Electric Impulsion………………
Radio Transmission…………….
Video Broadcast…………………...
Internet Protocol………………..
Mobile Communications………Social Media………………………..
Geo Services………………………Seamless Payment……………...
Digitalized Spaces……………….Human Enhancement………….
Singularity………………………..
accelerates!
The acceleration
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How can we keep up with technology?
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How can we keep up with technology?
We can’t.
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Reset!
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Business model
Reset!
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Business model Distribution
Reset!
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Business model Distribution
Product/Service
Reset!
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Business model Distribution
Product/ServiceBrand
Reset!
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Business model Distribution
Product/ServiceBrand
Communication
Reset!
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Business model Distribution
Product/ServiceBrand
Communication
Organization
Reset!
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Resetyour business model
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What’s Your Real Job?
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Nike is a technology company
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Nike is a technology company
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RedBull is a media company
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Burberry is a social company
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Burberry is a social company
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Resetyour distribution
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2011 2012 2013 201420102009
Web-Influenced Retail Sales
$155
$917
$173
$1,021
$192
$1,115
$210
$1,213
$230
$1,312
$249
$1,409
Online Retail Sales
48%50%
51%53%
46%42%
% of Total Retail Sales
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Source: Forester Research - Web-Influenced Retail Sales Forecast - Sept. 2012, USA ($ billions)
Today in the US, half of all retail purchases are influenced by digital experiences
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Need
Communication
Search
Purchase
Loyalty
Hacking the Consumer Path…
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Need
Communication
Search
Purchase
Loyalty
Purchase!
Hacking the Consumer Path…
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Need
Communication
Search
Purchase
Loyalty
Purchase!
Purchase!
Hacking the Consumer Path…
Strictly confidential: Do not distribute or reproduce without authorization18
Need
Communication
Search
Purchase
Loyalty
Purchase!
Purchase!
Purchase!
Hacking the Consumer Path…
Strictly confidential: Do not distribute or reproduce without authorization18
Need
Communication
Search
Purchase
Loyalty
Purchase!
Purchase!
Purchase!Purchase!
Hacking the Consumer Path…
Strictly confidential: Do not distribute or reproduce without authorization18
Need
Communication
Search
Purchase
Loyalty
Purchase!
Purchase!
Purchase!Purchase!
Purchase!
Hacking the Consumer Path…
The New Multi-Screen World Understanding Cross-Platform Consumer Behavior
Source: Google/Ipsos/Sterling, 2012
of all media interactions
are screen based
90%
Majority of media consumption is screen-based
Consumers move between multiple devices to accomplish their goals
90%of people use
multiple screens
sequentially
Browsing
the Internet
81%Shopping
Online
67%Managing
Finances
Planning a
trip
46% 43%
Popular cross device activities
Search is the most common way consumers continue from one device to another
Television no longer commands our full attention
49% with
a smartphone
34% with
a PC/laptop
of the times that
viewers watch
TV, it is with
another device77%
Online shopping is a multi-screen activity
67%of people have used
multiple devices
sequentially to
shop online
Smartphones’ accessibility enables spur of the moment shopping
19%Planned
81% Spontaneous
of our daily media
interactions are
on smartphones38%
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Download the full report here: http://goo.gl/vbrEu
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Retail Wars…http://www.l2thinktank.com
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Retail Wars…http://www.l2thinktank.com
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Amazonhttp://itunes.apple.com/app/amazon-mobile/id297606951?mt=8
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Co-operativehttp://www.co-operative.coop/food/welcome/
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Gilthttp://www.gilt.com
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Zapposhttp://pinpointing.apps.zappos.com
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Evianhttp://www.evianchezvous.com
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Tesco
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Interactive Windows Mobile Shopping App
QR Code Virtual Store
Wine by The Case App
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Resetyour product/service
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Extended Experiences...
Content
Values People
Context
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GMCOnStar Services
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+ Rent your car with RelayRides.com
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Band-AidMagic Vision Muppets App
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KraftFor Dinner. Not Art.
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Heinzhttp://www.heinzketchup.com
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Starbucks+ Square
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Starbucks+ Square
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Ray BanBright Light App
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Resetyou brand
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Quality over
Creativity!
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Serve Social Payment
Foursquare Deals
Tribeca Film Festival
Small Business Saturday
Amex Mobile App
Unstaged Music Shows
Twitter Sync
Amex
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Converse
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Converse ♥ Marimekko
Rubber Tracks
Mobile Apps
Wall To Wall
Gigs @ 100 Club
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Reset your communication
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Source: TNS Digital Life report 2011
Traditional advertising no longer dominatesthe complex purchase process
Word of mouth 72Consumer review 54
Expert review 52Consumer views on microblogs 48
Price comparison site 47Consumer views on social networks 46
Online consumer video 32
Sales assistant 58Brand website 58
Product sample 43Online retailer website 38
Brand page on social network 34
TV ad 54Newspaper ad 42
Email ad 38Online viral ad 35
Direct mail 33Search ad 28
Online video ad 28Social network ad 27
Display banner ad 24
Earned MediaUsed by 89%
Owned MediaUsed by 87%
Paid MediaUsed by 78%
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Real Time.Real Value.Real People.Real Places.
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McDonald'sMake Your Own Burger
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Red Bull“Signature Series” Connected TV
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Hellmann’sRecipe Receipt
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Oreo vs. AMChttp://shanelife.com/2012/09/26/very-cool-cookie/
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AbsolutUnique
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Jet Blue“Get away with it” TV interactive show
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Jet Blue“Get away with it” TV interactive show
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Jet Blue“Get away with it” TV interactive show
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Vuittonhttp://goo.gl/95WLQ
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Chevrolet Game Time
itunes.apple.com/us/app/chevy-game-time/id495838274?mt=8
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NikeBid Your Sweat
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Resetyour organization
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It’s Timefor Change.
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50% of Australian businesses are under immediate threat
Source: Deloitte - Digital Disruption ‘Short fuse, Big bang’ - Sept. 2012
Download the full report here: http://goo.gl/ZUXKX
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50% of Australian businesses are under immediate threat
Source: Deloitte - Digital Disruption ‘Short fuse, Big bang’ - Sept. 2012
Download the full report here: http://goo.gl/ZUXKX
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PlanBricks+
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The PlanThe Coca-Cola Company “Content 2020”
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Wendy ClarkSenior Vice President Integrated Marketing
at The Coca-Cola CompanyJonathan MildenhallVice President Global Advertising Strategy
and Content Excellence at The Coca-Cola Company
Change Management101
. Communicate the goal
. Communicate the threat
. Involve the team
. Minimize uncertainty
. Celebrate positive shift
. Be as transparent as possible
Strictly confidential: Do not distribute or reproduce without authorization
The PlanThe Coca-Cola Company “Content 2020”
55
Wendy ClarkSenior Vice President Integrated Marketing
at The Coca-Cola CompanyJonathan MildenhallVice President Global Advertising Strategy
and Content Excellence at The Coca-Cola Company
Change Management101
. Communicate the goal
. Communicate the threat
. Involve the team
. Minimize uncertainty
. Celebrate positive shift
. Be as transparent as possible
Strictly confidential: Do not distribute or reproduce without authorization
The PlanThe Coca-Cola Company “Content 2020”
55
Wendy ClarkSenior Vice President Integrated Marketing
at The Coca-Cola CompanyJonathan MildenhallVice President Global Advertising Strategy
and Content Excellence at The Coca-Cola Company
Change Management101
. Communicate the goal
. Communicate the threat
. Involve the team
. Minimize uncertainty
. Celebrate positive shift
. Be as transparent as possible
Strictly confidential: Do not distribute or reproduce without authorization
The PlanThe Coca-Cola Company “Content 2020”
55
Wendy ClarkSenior Vice President Integrated Marketing
at The Coca-Cola CompanyJonathan MildenhallVice President Global Advertising Strategy
and Content Excellence at The Coca-Cola Company
Change Management101
. Communicate the goal
. Communicate the threat
. Involve the team
. Minimize uncertainty
. Celebrate positive shift
. Be as transparent as possible
Strictly confidential: Do not distribute or reproduce without authorization
The PlanThe Coca-Cola Company “Content 2020”
55
Wendy ClarkSenior Vice President Integrated Marketing
at The Coca-Cola CompanyJonathan MildenhallVice President Global Advertising Strategy
and Content Excellence at The Coca-Cola Company
Change Management101
. Communicate the goal
. Communicate the threat
. Involve the team
. Minimize uncertainty
. Celebrate positive shift
. Be as transparent as possible
Strictly confidential: Do not distribute or reproduce without authorization56
The Bricks
Print Reproduction…………….
Electric Impulsion………………
Radio Transmission…………….
Video Broadcast…………………...
Internet Protocol………………..
Mobile Communications………Social Media………………………..
Geo Services………………………Seamless Payment……………...
Digitalized Spaces……………….Human Enhancement………….
Singularity………………………..
Strictly confidential: Do not distribute or reproduce without authorization56
The Bricks
Print Reproduction…………….
Electric Impulsion………………
Radio Transmission…………….
Video Broadcast…………………...
Internet Protocol………………..
Mobile Communications………Social Media………………………..
Geo Services………………………Seamless Payment……………...
Digitalized Spaces……………….Human Enhancement………….
Singularity………………………..
Create
Strictly confidential: Do not distribute or reproduce without authorization56
The Bricks
Print Reproduction…………….
Electric Impulsion………………
Radio Transmission…………….
Video Broadcast…………………...
Internet Protocol………………..
Mobile Communications………Social Media………………………..
Geo Services………………………Seamless Payment……………...
Digitalized Spaces……………….Human Enhancement………….
Singularity………………………..
Create
Send
Strictly confidential: Do not distribute or reproduce without authorization56
The Bricks
Print Reproduction…………….
Electric Impulsion………………
Radio Transmission…………….
Video Broadcast…………………...
Internet Protocol………………..
Mobile Communications………Social Media………………………..
Geo Services………………………Seamless Payment……………...
Digitalized Spaces……………….Human Enhancement………….
Singularity………………………..
Create
Send
Broadcast
Strictly confidential: Do not distribute or reproduce without authorization56
The Bricks
Print Reproduction…………….
Electric Impulsion………………
Radio Transmission…………….
Video Broadcast…………………...
Internet Protocol………………..
Mobile Communications………Social Media………………………..
Geo Services………………………Seamless Payment……………...
Digitalized Spaces……………….Human Enhancement………….
Singularity………………………..
Create
Send
Broadcast
Exchange
Strictly confidential: Do not distribute or reproduce without authorization56
The Bricks
Print Reproduction…………….
Electric Impulsion………………
Radio Transmission…………….
Video Broadcast…………………...
Internet Protocol………………..
Mobile Communications………Social Media………………………..
Geo Services………………………Seamless Payment……………...
Digitalized Spaces……………….Human Enhancement………….
Singularity………………………..
Create
Send
Broadcast
ExchangeOrganize
Strictly confidential: Do not distribute or reproduce without authorization56
The Bricks
Print Reproduction…………….
Electric Impulsion………………
Radio Transmission…………….
Video Broadcast…………………...
Internet Protocol………………..
Mobile Communications………Social Media………………………..
Geo Services………………………Seamless Payment……………...
Digitalized Spaces……………….Human Enhancement………….
Singularity………………………..
Create
Send
Broadcast
ExchangeOrganize
Leverage
Strictly confidential: Do not distribute or reproduce without authorization56
The Bricks
Print Reproduction…………….
Electric Impulsion………………
Radio Transmission…………….
Video Broadcast…………………...
Internet Protocol………………..
Mobile Communications………Social Media………………………..
Geo Services………………………Seamless Payment……………...
Digitalized Spaces……………….Human Enhancement………….
Singularity………………………..
Create
Send
Broadcast
ExchangeOrganize
Leverage(…)
Strictly confidential: Do not distribute or reproduce without authorization57
Radio Transmission…………….
Video Broadcast…………………...
Internet Protocol………………..
Mobile Communications………Social Media………………………..
Geo Services………………………Seamless Payment……………...
Digitalized Spaces……………….Human Enhancement………….
Singularity………………………..
Send
Broadcast
ExchangeOrganize
Leverage(…)
The Bricks
Strictly confidential: Do not distribute or reproduce without authorization57
Radio Transmission…………….
Video Broadcast…………………...
Internet Protocol………………..
Mobile Communications………Social Media………………………..
Geo Services………………………Seamless Payment……………...
Digitalized Spaces……………….Human Enhancement………….
Singularity………………………..
Leverage
The Bricks
Strictly confidential: Do not distribute or reproduce without authorization57
Radio Transmission…………….
Video Broadcast…………………...
Internet Protocol………………..
Mobile Communications………Social Media………………………..
Geo Services………………………Seamless Payment……………...
Digitalized Spaces……………….Human Enhancement………….
Singularity………………………..
Leverage
From Meaning
CRM Insights
The Bricks
Strictly confidential: Do not distribute or reproduce without authorization57
Radio Transmission…………….
Video Broadcast…………………...
Internet Protocol………………..
Mobile Communications………Social Media………………………..
Geo Services………………………Seamless Payment……………...
Digitalized Spaces……………….Human Enhancement………….
Singularity………………………..
Leverage
From Meaning
CRM Insights
To Action
Ad Exchange
Services
The Bricks
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ResetThank You.
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Questions? @damoncb
#TheTrendWatch