icitizen 2010: go with the flow: what the real-time web means for marketers
DESCRIPTION
Though variously defined, the experience of the real-time web is easy to recognize. Static, page-based web sites are giving way to streams, feeds and sidebars of audio, video and just-published content, much of it pushed by real-time information delivery platforms. Plumbing the potential of this dynamic digital world means supporting consumers' desire to know what others are thinking and doing right now. Brands must learn how to identify memes in order to enhance social networking referrals and buzz, as well as strategically distribute their content and commerce to reach the right people when it counts. Kelly will crisscross the new mobile, social, and distributed ecommerce terrains, and zero in on the vast marketing opportunities and challenges that come with them.TRANSCRIPT
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Sprint Now Network
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TweetDeck
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We expect we’ll serve one billion Like buttons on the web within 24 hours.— Mark Zuckerberg, April 22, 2010
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WHAT’S CHANGING?
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How we get information123
WHAT’S CHANGING?
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How we get information
How we engage with one another (and brands)
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WHAT’S CHANGING?
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How we make purchases
How we get information
How we engage with one another (and brands)
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WHAT’S CHANGING?
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iCitizen
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85.9 million social networkers in the US —eMarketer, 2008
iCitizen
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85.9 million social networkers in the US —eMarketer, 2008
By the end of 07, about 500,000 tweets per quarter were posted —Twitdir
iCitizen
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85.9 million social networkers in the US —eMarketer, 2008
By the end of 07, about 500,000 tweets per quarter were posted —Twitdir
Americans spent more than 4.5 hours per month on smartphones —M:Metrics, May 2008
iCitizen
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iCitizen
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iCitizen
2O1O248 million social networkers in US as of Dec 09 —Mintel study
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iCitizen
2O1O248 million social networkers in US as of Dec 09 —Mintel study
In Q1 of 2010, 4 billion tweets per quarter were posted —Wikipedia
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iCitizen
2O1O248 million social networkers in US as of Dec 09 —Mintel study
In Q1 of 2010, 4 billion tweets per quarter were posted —Wikipedia
People in the U.S. spend 2.7 hours per day on the mobile web —Ruder Finn study, Feb 2010
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1,500,000
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Think stream versus pages. For fifteen years the primary metaphor of the web has been pages and reading…mostly drawn from books and architecture.
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Think stream versus pages. For fifteen years the primary metaphor of the web has been pages and reading…mostly drawn from books and architecture.Yet most of these metaphors were static and one way. The stream metaphor is fundamentally different. It’s dynamic…and still very much evolving.— John Borthwick, CEO of Betaworks and Real-time Thought Leader 2009
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The real time web is a current and constant flow of conversations, shared experiences, and geo context.— Resource Interactive RI:Lab, 2010
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CHIEF CONSUMER BEHAVIORS
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E-COMMERCE WEB(Re)searching, Shopping, Self-servicing
CHIEF CONSUMER BEHAVIORS
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E-COMMERCE WEB(Re)searching, Shopping, Self-servicing
CHIEF CONSUMER BEHAVIORS
SOCIAL WEBCreating, Sharing, Influencing
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E-COMMERCE WEB(Re)searching, Shopping, Self-servicing
CHIEF CONSUMER BEHAVIORS
SOCIAL WEBCreating, Sharing, Influencing
REAL TIME WEBFeeding, Discovering, LayeringTECHNOLOGYCOMMERCE
CULTURE
RI:TRENDBLENDING
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SEE AN AD
RECEIVE A MAILER
LOOK AT A
CATALOGCALL 1-800
VISIT A STORE
SIGN UP FOR
LOYALTY/CARD
CONTACT CUSTOMER
SERVICECONSULT SALES REP
TRADITIONAL BEHAVIORS
Linear, predictable and controlled by the brandTHE OLD CONSUMER JOURNEY:
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SEE AN AD
RECEIVE A MAILER
LOOK AT A
CATALOGCALL 1-800
VISIT A STORE
SIGN UP FOR
LOYALTY/CARD
CONTACT CUSTOMER
SERVICECONSULT SALES REP
Increasing layers of digital touchpoints and controlTHE NEW CONSUMER JOURNEY:
18
SEE AN AD
RECEIVE A MAILER
LOOK AT A
CATALOGCALL 1-800
VISIT A STORE
SIGN UP FOR
LOYALTY/CARD
CONTACT CUSTOMER
SERVICECONSULT SALES REP
Increasing layers of digital touchpoints and controlTHE NEW CONSUMER JOURNEY:
18
ECOMMERCE BEHAVIORS
SEARCH FOR A
PRODUCT
USE COMPARISON
TOOLS
TRACK PURCHASE
BROWSE WEB SITE
REVIEW FAQS
ASK QUESTION VIA LIVE
CHAT
VISIT A STORE
SIGN UP FOR EMAIL
SEE AN AD
RECEIVE A MAILER
LOOK AT A
CATALOGCALL 1-800
VISIT A STORE
SIGN UP FOR
LOYALTY/CARD
CONTACT CUSTOMER
SERVICECONSULT SALES REP
Increasing layers of digital touchpoints and controlTHE NEW CONSUMER JOURNEY:
18
ECOMMERCE BEHAVIORS
SOCIAL WEB BEHAVIORS
SEARCH FOR A
PRODUCT
USE COMPARISON
TOOLS
TRACK PURCHASE
BROWSE WEB SITE
REVIEW FAQS
ASK QUESTION VIA LIVE
CHAT
VISIT A STORE
SIGN UP FOR EMAIL
PERUSE FAV
BLOGGERS’ POSTS
SHOP FROM FRIENDS’
LEMONADE STAND
READ AND RATE
REVIEW
CHECK CRAIG’S LIST FOR RESALE
OPTIONS
CREATE TAGS
WATCH YOUTUBE
VIDEO
POST REVIEW, UPLOAD
PICLINK FROM FRIEND’S
FACEBOOKLINK FROM FRIEND’S
BROWSE TAG
CLOUDS
SEE AN AD
RECEIVE A MAILER
LOOK AT A
CATALOGCALL 1-800
VISIT A STORE
SIGN UP FOR
LOYALTY/CARD
CONTACT CUSTOMER
SERVICECONSULT SALES REP
Increasing layers of digital touchpoints and controlTHE NEW CONSUMER JOURNEY:
18
ECOMMERCE BEHAVIORS
SOCIAL WEB BEHAVIORS
REAL-TIME WEB BEHAVIORS
SEARCH FOR A
PRODUCT
USE COMPARISON
TOOLS
TRACK PURCHASE
BROWSE WEB SITE
REVIEW FAQS
ASK QUESTION VIA LIVE
CHAT
VISIT A STORE
SIGN UP FOR EMAIL
PERUSE FAV
BLOGGERS’ POSTS
SHOP FROM FRIENDS’
LEMONADE STAND
READ AND RATE
REVIEW
CHECK CRAIG’S LIST FOR RESALE
OPTIONS
CREATE TAGS
WATCH YOUTUBE
VIDEO
POST REVIEW, UPLOAD
PICLINK FROM FRIEND’S
FACEBOOKLINK FROM FRIEND’S
BROWSE TAG
CLOUDS
SEARCH NETWORK FOR BEST REVIEWS
GET UP TO THE MINUTE
REVIEWS
“LIKE” A PRODUCT FOR
LATER OR FEEDBACK
RESPOND TO CAN’T
RESIST TWITTER AD
GET GEO-TARGTED OFFER ON
PHONEREPLENISH VIA PHONE
STREAM PURCHASE
EXPERIENCE
BUY VIA MOBILE OR FACEBOOK
FOLLOW A PRODUCT
ASK FRIENDS FOR INSTANT
FEEDBACK
INVITE FRIENDS TO
CO-SHOP NOW
SAY THANKS WITH TWIT PAY GIFT
SNAP QR CODE FOR MORE INFO
DISCOVER WHAT
PEOPLE ARE BUYING
NOW
FOLLOW THE BRAND ON TWITTER
SEE AN AD
RECEIVE A MAILER
LOOK AT A
CATALOGCALL 1-800
VISIT A STORE
SIGN UP FOR
LOYALTY/CARD
CONTACT CUSTOMER
SERVICECONSULT SALES REP
Increasing layers of digital touchpoints and controlTHE NEW CONSUMER JOURNEY:
18
ECOMMERCE BEHAVIORS
SOCIAL WEB BEHAVIORS
REAL-TIME WEB BEHAVIORS
SEARCH FOR A
PRODUCT
USE COMPARISON
TOOLS
TRACK PURCHASE
BROWSE WEB SITE
REVIEW FAQS
ASK QUESTION VIA LIVE
CHAT
VISIT A STORE
SIGN UP FOR EMAIL
PERUSE FAV
BLOGGERS’ POSTS
SHOP FROM FRIENDS’
LEMONADE STAND
READ AND RATE
REVIEW
CHECK CRAIG’S LIST FOR RESALE
OPTIONS
CREATE TAGS
WATCH YOUTUBE
VIDEO
POST REVIEW, UPLOAD
PICLINK FROM FRIEND’S
FACEBOOKLINK FROM FRIEND’S
BROWSE TAG
CLOUDS
SEARCH NETWORK FOR BEST REVIEWS
GET UP TO THE MINUTE
REVIEWS
“LIKE” A PRODUCT FOR
LATER OR FEEDBACK
RESPOND TO CAN’T
RESIST TWITTER AD
GET GEO-TARGTED OFFER ON
PHONEREPLENISH VIA PHONE
STREAM PURCHASE
EXPERIENCE
BUY VIA MOBILE OR FACEBOOK
FOLLOW A PRODUCT
ASK FRIENDS FOR INSTANT
FEEDBACK
INVITE FRIENDS TO
CO-SHOP NOW
SAY THANKS WITH TWIT PAY GIFT
SNAP QR CODE FOR MORE INFO
DISCOVER WHAT
PEOPLE ARE BUYING
NOW
FOLLOW THE BRAND ON TWITTER
SEE AN AD
RECEIVE A MAILER
LOOK AT A
CATALOGCALL 1-800
VISIT A STORE
SIGN UP FOR
LOYALTY/CARD
CONTACT CUSTOMER
SERVICECONSULT SALES REP
Increasing layers of digital touchpoints and controlTHE NEW CONSUMER JOURNEY:
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BRAND SITES THE REAL-TIME WEB
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BRAND SITES THE REAL-TIME WEB
Streams of conversationPages of content
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BRAND SITES THE REAL-TIME WEB
Streams of conversationPages of content
Campaigns, periodic updates Nowness, constant flow
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BRAND SITES THE REAL-TIME WEB
Streams of conversationPages of content
Campaigns, periodic updates Nowness, constant flow
Isolated experiences Shared experiences
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BRAND SITES THE REAL-TIME WEB
Authority-based search Social search
Streams of conversationPages of content
Campaigns, periodic updates Nowness, constant flow
Isolated experiences Shared experiences
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BRAND SITES THE REAL-TIME WEB
Authority-based search Social search
Streams of conversationPages of content
Campaigns, periodic updates Nowness, constant flow
Isolated experiences Shared experiences
Clickstream awareness Geo-awareness
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BRAND SITES THE REAL-TIME WEB
Authority-based search Social search
Streams of conversationPages of content
Campaigns, periodic updates Nowness, constant flow
Isolated experiences Shared experiences
Clickstream awareness Geo-awareness
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STRATEGIES TO WIN IN REAL-TIME
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Expedite consumer insight by monitoring steams, feeds and trends12
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STRATEGIES TO WIN IN REAL-TIME
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Expedite consumer insight by monitoring steams, feeds and trends
Respond in the flow with empowered brand agents
12345
STRATEGIES TO WIN IN REAL-TIME
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Expedite consumer insight by monitoring steams, feeds and trends
Respond in the flow with empowered brand agents
Architect niche consumer journeys to and with your brand
12345
STRATEGIES TO WIN IN REAL-TIME
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Expedite consumer insight by monitoring steams, feeds and trends
Respond in the flow with empowered brand agents
Architect niche consumer journeys to and with your brand
Innovate digital experiences with real-time features
12345
STRATEGIES TO WIN IN REAL-TIME
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Expedite consumer insight by monitoring steams, feeds and trends
Respond in the flow with empowered brand agents
Architect niche consumer journeys to and with your brand
Innovate digital experiences with real-time features
Integrate conversations, experiences and commerce (beyond campaigns)
12345
STRATEGIES TO WIN IN REAL-TIME
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1 / STRATEGIES TO WIN IN REAL-TIME
Expedite consumer insight by monitoring streams, feeds and trends
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1 / STRATEGIES TO WIN IN REAL-TIME
Expedite consumer insight by monitoring streams, feeds and trends
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SEM/Display
MobilePoll
Sentiment
MobileTargeting/Promo
CommunityConversation
1 / STRATEGIES TO WIN IN REAL-TIME
Expedite consumer insight by monitoring streams, feeds and trends
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Trend Data Multivariate Promo Concept TestingSEM/Display
MobilePoll
Sentiment
Online Poll
Volume
MobileTargeting/Promo
CommunityConversation
A/B PromoConcept Testing
1 / STRATEGIES TO WIN IN REAL-TIME
Expedite consumer insight by monitoring streams, feeds and trends
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Trend Data Multivariate Promo Concept TestingSEM/Display
MobilePoll
Sentiment
Online Poll
Volume
MobileTargeting/Promo
CommunityConversation
A/B PromoConcept Testing
1 / STRATEGIES TO WIN IN REAL-TIME
Expedite consumer insight by monitoring streams, feeds and trends
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2 / STRATEGIES TO WIN IN REAL-TIME
Respond in the flow with empowered brand agents
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3 / STRATEGIES TO WIN IN REAL-TIME
Architect niche consumer journeys to and with your brand
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4 / STRATEGIES TO WIN IN REAL-TIME
Innovate digital experiences with real-time features
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4 / STRATEGIES TO WIN IN REAL-TIME
Innovate digital experiences with real-time features
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4 / STRATEGIES TO WIN IN REAL-TIME
Innovate digital experiences with real-time features
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4 / STRATEGIES TO WIN IN REAL-TIME
Innovate digital experiences with real-time features
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4 / STRATEGIES TO WIN IN REAL-TIME
Innovate digital experiences with real-time features
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4 / STRATEGIES TO WIN IN REAL-TIME
Innovate digital experiences with real-time features
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4 / STRATEGIES TO WIN IN REAL-TIME
Innovate digital experiences with real-time features
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4 / STRATEGIES TO WIN IN REAL-TIME
Innovate digital experiences with real-time features
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4 / STRATEGIES TO WIN IN REAL-TIME
Innovate digital experiences with real-time features
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5 / STRATEGIES TO WIN IN REAL-TIME
Integrate conversations,experiences, and commerce
Resource Interactive Web-and-Spoke Model
INSIGHT
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5 / STRATEGIES TO WIN IN REAL-TIME
Integrate conversations,experiences, and commerce
CONSUMER TOUCHPOINTS - illustrative
Resource Interactive Web-and-Spoke Model
INSIGHT
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5 / STRATEGIES TO WIN IN REAL-TIME
Integrate conversations,experiences, and commerce
CONSUMER TOUCHPOINTS - illustrative
Resource Interactive Web-and-Spoke Model
SEARCH
INSIGHT
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5 / STRATEGIES TO WIN IN REAL-TIME
Integrate conversations,experiences, and commerce
CONSUMER TOUCHPOINTS - illustrative
DIGITAL ENABLEMENT - illustrative
Resource Interactive Web-and-Spoke Model
SEARCH
INSIGHT
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5 / STRATEGIES TO WIN IN REAL-TIME
Integrate conversations,experiences, and commerce
CONSUMER TOUCHPOINTS - illustrative
DIGITAL ENABLEMENT - illustrative
REAL-TIME ENABLEMENT - illustrative Resource Interactive Web-and-Spoke Model
SEARCH
SHAREDEXPERIENCES
GEO-TARGETEDOFFERS
RAPIDRESPONSE
CONVERSATIONS
BESTOPTIONS
HYPER-TARGETING
MICRO-ENGAGEMENT
SEGMENTEDMERCHANDISING
INSIGHT
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5 / STRATEGIES TO WIN IN REAL-TIME
Integrate conversations,experiences, and commerce
CONSUMER TOUCHPOINTS - illustrative
DIGITAL ENABLEMENT - illustrative
REAL-TIME ENABLEMENT - illustrative Resource Interactive Web-and-Spoke Model
INSIGHT
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LESS LIKE...
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MORE LIKE...
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ALWAYS ON...
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BOB JOHANSEN
What new leadership skills do we need to succeed in these dynamic times?
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BOB JOHANSEN
What new leadership skills do we need to succeed in these dynamic times?
KEVIN KELLY
How are consumers going to live theirlives differently due to the real-time web?
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CATHERINE ROE
How is search becoming more social and mobile?
BOB JOHANSEN
What new leadership skills do we need to succeed in these dynamic times?
KEVIN KELLY
How are consumers going to live theirlives differently due to the real-time web?
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CATHERINE ROE
How is search becoming more social and mobile?
DAVID M. COOPERSTEIN
How can we organize our teams to be adaptive marketers?
BOB JOHANSEN
What new leadership skills do we need to succeed in these dynamic times?
KEVIN KELLY
How are consumers going to live theirlives differently due to the real-time web?
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We need to move at the speed of culture.— Anamaria irazabal, Pepsi
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