red sky summit: future focus keynote

Welcome to the Red Sky Summit!Future Focus Keynote: Jess Flynn

On The Agenda

Mobile Ubiquity

The Internet of Things

Contextualized Content

Insights from…

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Bring the Opinions

@JESSFLYNN #RedSkySummit

JESSICAFLYNN@REDSKYPR.COM

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Our Team

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Ow

ners

Dire

ctor

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nior

AEs

Acco

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Exec

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Our (New) Home

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What We’re About

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Counsel . Connections . Content

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Where We Work

Earned

Paid Owned

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Where We Work

Earned

Paid Owned

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STRANGERS  CUSTOMERS  

FANS  

Where We Work

Earned

Paid Owned

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AMBASSADORS  EVANGELISTS  

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Mobile Ubiquity

Source:  NY  Daily  News  

15 Source:  Wolfgang  Jaegel  

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More Moments Are Mobile

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Google’s Our Mobile Planet

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A Mobile First Focus

>  What is the role of a website and landing page in this new mobile world?

>  How can I make attention more engaged and efficient once I have it?

>  Can we simplify and optimize the customer journey to play out on one screen without forcing people to “multi-screen” to complete desired transactions?

- Brian Solis 20

First Screen Mentality

>  Micro-content >  Bite-sized visual chunks >  Thumbnails and Image cropping

–  Facebook & LinkedIn

>  Slide decks –  Slideshare & Scribd

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Contextualization

“I think the future of communications is automated,

hyper-targeted, demand triggered, customized curation.”

Tac Anderson

Contrarian, Phenomenologist, Strategy @ Amazon Seattle

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Customized, Triggered Communication

24 Source:  BBC  

In Action: Dataminr

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Internet Unbundling

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Narrowing App Experiences

LinkedIn Job Search LinkedIn Connected

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“The more a brand can help make someone’s life easier and more

efficient, the more loyalty and attention they earn from people.”

John Drake

Drake Cooper VP of Brand Planning Seattle

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Programmatic Media

>  Digital media buying platform >  Buys impression-by-impression

versus broad audience groups >  When run by brand planners,

it allows an advertiser –  to-the-minute analytics –  24 hour control –  actionable brand insights –  complete customization of

digital campaigns

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Brand Utility

Technology provides an ever-increasing amount of possibilities for brands to link

–  data –  user interfaces –  apps and more

into new services for people to live easier lives. People will increasingly reward brands more for what they do rather than what they say. ! !

CONTENT IN CONTEXT

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“What I hope for the future is brands who forge their own paths,

and do marketing on their own terms. The ones who are getting

attention take smart risks by standing for something and using

that perspective to drive their content plan.”

Lisa Gerber

Speaker, Big Leap Creative Founder Sandpoint

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>  Tell good stories from the heart >  Don't worry about the

uninterested >  Nurture those you inspire >  Take a stance >  Share content that connects >  Leverage networks and

curated niches

33 Source:  Patagonia  &  Pachamama  

User Generated Content Experiences

>  Users as… –  Publishers –  Developers –  Artists –  Actors –  Subject Experts

>  If Users create content, Organizations should provide… –  Influence –  Strategy –  Support

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“ Employees (and consumers) own our brand reputation, not us,

the brand makers. For the future, companies to need get a lot more authentic and make

it easy for employees to tell their experiences and share the

moments of pride.”

Christopher Swan Communications Advisor, Melcrum

San Francisco

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Biggest Evangelists, Or…

>  Untapped ambassador pool >  Make it easy for employees to

–  Tell their experiences –  Share moments of pride –  Create amazing content

>  Make stories more authentic >  *LinkedIn is pushing heavily into

this space

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Fan-to-Brand Ambassadors

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Three C’s

“Why do we try to speak differently to B2B customers? 

They are consumers too.  They don't need to be

communicated with in a complicated, overly wordy fashion. 

They have fears and desires just like a mom buying products for her family.”

Stacey Paynter Strategic Connections Founder

San Francisco

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Internet of Things

What It is

>  IoT >  Quantified Self >  Wearables >  Home Automation >  Industrial Internet

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What Is The Wearable Future?

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The Wearable Future

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Aging 2.0

47 Source:  FastCo  

“We've been talking about Big Data for years, but leveraging it as part of the customer journey is still

a huge challenge for many brands.  How can marketers start using it

as a tool to drive dialogue, enhanced relationships, marketing

innovations, etc?” Wendy Jackson

Redirect Digital Managing Partner Salt Lake City

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Vivid Telepresence

>  Gigabit Age >  Change in ability to

‘be together’ and collaborate

>  Instantly ‘meet face-to-face’, no travel necessary

>  Experience faraway places, sounds, and smells

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Telepresence

50 Source:  SFGate  Thomas  Keller  arMcle    

Augmented Reality: Transactional

Layar Aurasma by HP

51 Source:  Layer,  Aurasma  by  HP  

Augmented Reality: POV

NBA Draft Man Up for Mankind

52 Source:  The  Verge    

Augmented Reality: Journalism

Glass on the Frontlines Glass in the Classroom

53 Source:  Vice    

Transmedia Storytelling

1,000 Days of Syria Harvest of Change

54 Source:  Des  Moines  Register    

Source:  MuckRack    

Immersive Virtual

$2 Billion

55 Source:  TIME    

“The bottom line: every marketing job is becoming more technical.

We have data. We need people who

can turn this data into communications insights.”

Jeff Reynolds Marketing strategist, Wevorce Co-founder

Boise

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Build Your Team

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>  Communication Department Technical Team –  Developers –  Analysts –  UX designers

>  Ability to quickly test new messages, products and promotions

>  Analysis and translation >  Futurist bent >  Trendspotting hunger .

Gartner’s Strategic Tech Trends for 2015

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“The biggest re-imagination of all... People enabled with

mobile devices + sensors, uploading troves of findable

and shareable data.” Mary Meeker

All-Around Badass

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Up Next: 2pm Sessions

Crisis Communication 201 >  The 5 steps to take now

to ensure you’re ready to manage your brand’s reputation in the heat of a crisis

>  Room #4100 (here) >  Presenters

Sponsorships & Partnerships >  Leverage your partnerships

and sponsorships, by using connections, events and social channels to amplify your involvement

>  Room #4201 >  Presenters

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