red sky summit: future focus keynote
TRANSCRIPT
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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5
Our Team
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Ow
ners
Dire
ctor
, Se
nior
AEs
Acco
unt
Exec
utiv
es
Our (New) Home
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è
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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