iCitizen 2010: Go with the Flow: What the Real-Time Web Means for Marketers
11 likes550 views
The document discusses the evolution of consumer behavior in the context of the real-time web, emphasizing a shift from static, linear journeys to dynamic, multi-touchpoint interactions. It highlights the increase in social network participation and the role of real-time communication in shaping how consumers seek information and make purchasing decisions. Strategies are proposed for brands to engage effectively by monitoring trends and integrating conversations with commerce.
iCitizen 2010: Go with the Flow: What the Real-Time Web Means for Marketers
- 1. 1
- 2. Sprint Now Network 2
- 3. 3
- 4. TweetDeck 4
- 5. 5
- 6. 5
- 7. 5
- 8. 6
- 9. 7
- 10. 8
- 11. We expect we’ll serve one billion Like buttons on the web within 24 hours. — Mark Zuckerberg, April 22, 2010 9
- 12. WHAT’S CHANGING? 1 2 3 10
- 13. WHAT’S CHANGING? 1 How we get information 2 3 10
- 14. WHAT’S CHANGING? 1 How we get information 2 How we engage with one another (and brands) 3 10
- 15. WHAT’S CHANGING? 1 How we get information 2 How we engage with one another (and brands) 3 How we make purchases 10
- 16. iCitizen 2OO8 11
- 17. iCitizen 2OO8 85.9 million social networkers in the US —eMarketer, 2008 11
- 18. iCitizen 2OO8 85.9 million social networkers in the US —eMarketer, 2008 By the end of 07, about 500,000 tweets per quarter were posted —Twitdir 11
- 19. iCitizen 2OO8 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 11
- 20. iCitizen 2O1O 12
- 21. iCitizen 2O1O 248 million social networkers in US as of Dec 09 —Mintel study 12
- 22. iCitizen 2O1O 248 million social networkers in US as of Dec 09 —Mintel study In Q1 of 2010, 4 billion tweets per quarter were posted —Wikipedia 12
- 23. iCitizen 2O1O 248 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 12
- 24. 1,500,000 13
- 25. Think stream versus pages. For fifteen years the primary metaphor of the web has been pages and reading…mostly drawn from books and architecture. 14
- 26. 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 14
- 27. The real time web is a current and constant flow of conversations, shared experiences, and geo context. — Resource Interactive RI:Lab, 2010 15
- 28. CHIEF CONSUMER BEHAVIORS 16
- 29. CHIEF CONSUMER BEHAVIORS E-COMMERCE WEB (Re)searching, Shopping, Self-servicing 16
- 30. CHIEF CONSUMER BEHAVIORS SOCIAL WEB Creating, Sharing, Influencing E-COMMERCE WEB (Re)searching, Shopping, Self-servicing 16
- 31. CHIEF CONSUMER BEHAVIORS CULTURE RI:TRENDBLENDING REAL TIME WEB COMMERCE TECHNOLOGY Feeding, Discovering, Layering SOCIAL WEB Creating, Sharing, Influencing E-COMMERCE WEB (Re)searching, Shopping, Self-servicing 16
- 32. THE OLD CONSUMER JOURNEY: Linear, predictable and controlled by the brand LOOK AT CONTACT SIGN UP SEE AN RECEIVE A CALL VISIT A CONSULT FOR AD A CUSTOMER MAILER 1-800 STORE SALES REP LOYALTY/ CATALOG SERVICE CARD TRADITIONAL BEHAVIORS 17
- 33. THE NEW CONSUMER JOURNEY: Increasing layers of digital touchpoints and control LOOK AT CONTACT SIGN UP SEE AN RECEIVE A CALL VISIT A CONSULT FOR AD A CUSTOMER MAILER 1-800 STORE SALES REP LOYALTY/ CATALOG SERVICE CARD 18
- 34. THE NEW CONSUMER JOURNEY: Increasing layers of digital touchpoints and control LOOK AT CONTACT SIGN UP SEE AN RECEIVE A CALL VISIT A CONSULT FOR AD A CUSTOMER MAILER 1-800 STORE SALES REP LOYALTY/ CATALOG SERVICE CARD 18
- 35. THE NEW CONSUMER JOURNEY: Increasing layers of digital touchpoints and control USE COMPARISON TOOLS ASK SEARCH QUESTION FOR A VIA LIVE PRODUCT CHAT SIGN UP FOR EMAIL LOOK AT CONTACT SIGN UP SEE AN RECEIVE A BROWSE CALL VISIT A CONSULT FOR AD A CUSTOMER MAILER WEB SITE 1-800 STORE SALES REP LOYALTY/ CATALOG SERVICE CARD VISIT A STORE REVIEW TRACK FAQS PURCHASE ECOMMERCE BEHAVIORS 18
- 36. THE NEW CONSUMER JOURNEY: Increasing layers of digital touchpoints and control PERUSE FAV BLOGGERS’ USE CHECK POSTS COMPARISON CRAIG’S TOOLS LIST FOR ASK RESALE SEARCH QUESTION FOR A OPTIONS VIA LIVE PRODUCT WATCH CHAT YOUTUBE VIDEO SHOP FROM SIGN UP FRIENDS’ FOR EMAIL LEMONADE LOOK AT STAND CONSULT CONTACT SIGN UP SEE AN RECEIVE A BROWSE CALL VISIT A FOR AD A CUSTOMER MAILER WEB SITE 1-800 STORE SALES REP LOYALTY/ CATALOG SERVICE POST CARD READ AND REVIEW, RATE UPLOAD REVIEW PIC BROWSE LINK FROM TAG VISIT A FRIEND’S CLOUDS STORE FACEBOOK LINK FROM FRIEND’S REVIEW TRACK FACEBOOK FAQS PURCHASE CREATE ECOMMERCE BEHAVIORS TAGS SOCIAL WEB BEHAVIORS 18
- 37. THE NEW CONSUMER JOURNEY: Increasing layers of digital touchpoints and control GET UP TO THE MINUTE INVITE REVIEWS FOLLOW A PERUSE FRIENDS TO PRODUCT FAV CO-SHOP BLOGGERS’ USE NOW CHECK POSTS COMPARISON CRAIG’S TOOLS LIST FOR ASK SAY THANKS RESALE SEARCH “LIKE” A QUESTION FOR A WITH TWIT OPTIONS PRODUCT FOR VIA LIVE PAY GIFT PRODUCT WATCH LATER OR CHAT FEEDBACK FOLLOW YOUTUBE RESPOND THE BRAND VIDEO SHOP FROM SIGN UP TO CAN’T FRIENDS’ FOR EMAIL ON TWITTE SEARCH RESIST NETWORK LEMONADE BUY VIA LOOK AT TWITTER AD STAND CONSULT OR MOBILE CONTACT SIGN UP FOSEE AN R BEST DISCOVER A RECEIVE BROWSE CALL VISIT A FOR REVIEWS AD WHAT A FACEBOOK CUSTOMER MAILER WEB SITE 1-800 STORE SALES REP LOYALTY/ PEOPLE ARE CATALOG SERVICE GET GEO- POST CARD BUYING READ AND REVIEW, NOW RATE TARGTED OFFER ON UPLOAD REPLENISH REVIEW PIC VIA PHONE PHONE LINK FROM BROWSE TAG VISIT A FRIEND’S STREAM ASK FRIENDS STORE CLOUDS FOR INSTANT FACEBOOK PURCHASE FEEDBACK LINK FROM EXPERIENCE FRIEND’S REVIEW TRACK FACEBOOK FAQS PURCHASE CREATE SNAP QR ECOMMERCE BEHAVIORS TAGS CODE FOR MORE INFO SOCIAL WEB BEHAVIORS REAL-TIME WEB BEHAVIORS 18
- 38. THE NEW CONSUMER JOURNEY: Increasing layers of digital touchpoints and control GET UP TO THE MINUTE INVITE REVIEWS FOLLOW A PERUSE FRIENDS TO PRODUCT FAV CO-SHOP BLOGGERS’ USE NOW CHECK POSTS COMPARISON CRAIG’S TOOLS LIST FOR ASK SAY THANKS RESALE SEARCH “LIKE” A QUESTION FOR A WITH TWIT OPTIONS PRODUCT FOR VIA LIVE PAY GIFT PRODUCT WATCH LATER OR CHAT FEEDBACK FOLLOW YOUTUBE RESPOND THE BRAND VIDEO SHOP FROM SIGN UP TO CAN’T FRIENDS’ FOR EMAIL ON TWITTE SEARCH RESIST NETWORK LEMONADE BUY VIA LOOK AT TWITTER AD STAND CONSULT OR MOBILE CONTACT SIGN UP FOSEE AN R BEST DISCOVER A RECEIVE BROWSE CALL VISIT A FOR REVIEWS AD WHAT A FACEBOOK CUSTOMER MAILER WEB SITE 1-800 STORE SALES REP LOYALTY/ PEOPLE ARE CATALOG SERVICE GET GEO- POST CARD BUYING READ AND REVIEW, NOW RATE TARGTED OFFER ON UPLOAD REPLENISH REVIEW PIC VIA PHONE PHONE LINK FROM BROWSE TAG VISIT A FRIEND’S STREAM ASK FRIENDS STORE CLOUDS FOR INSTANT FACEBOOK PURCHASE FEEDBACK LINK FROM EXPERIENCE FRIEND’S REVIEW TRACK FACEBOOK FAQS PURCHASE CREATE SNAP QR ECOMMERCE BEHAVIORS TAGS CODE FOR MORE INFO SOCIAL WEB BEHAVIORS REAL-TIME WEB BEHAVIORS 18
- 39. 19
- 40. 20
- 41. 21
- 42. BRAND SITES THE REAL-TIME WEB 22
- 43. BRAND SITES THE REAL-TIME WEB Pages of content Streams of conversation 22
- 44. BRAND SITES THE REAL-TIME WEB Pages of content Streams of conversation Campaigns, periodic updates Nowness, constant flow 22
- 45. BRAND SITES THE REAL-TIME WEB Pages of content Streams of conversation Campaigns, periodic updates Nowness, constant flow Isolated experiences Shared experiences 22
- 46. BRAND SITES THE REAL-TIME WEB Pages of content Streams of conversation Campaigns, periodic updates Nowness, constant flow Isolated experiences Shared experiences Authority-based search Social search 22
- 47. BRAND SITES THE REAL-TIME WEB Pages of content Streams of conversation Campaigns, periodic updates Nowness, constant flow Isolated experiences Shared experiences Authority-based search Social search Clickstream awareness Geo-awareness 22
- 48. BRAND SITES THE REAL-TIME WEB Pages of content Streams of conversation Campaigns, periodic updates Nowness, constant flow Isolated experiences Shared experiences Authority-based search Social search Clickstream awareness Geo-awareness 22
- 49. STRATEGIES TO WIN IN REAL-TIME 1 2 3 4 5 23
- 50. STRATEGIES TO WIN IN REAL-TIME 1 Expedite consumer insight by monitoring steams, feeds and trends 2 3 4 5 23
- 51. STRATEGIES TO WIN IN REAL-TIME 1 Expedite consumer insight by monitoring steams, feeds and trends 2 Respond in the flow with empowered brand agents 3 4 5 23
- 52. STRATEGIES TO WIN IN REAL-TIME 1 Expedite consumer insight by monitoring steams, feeds and trends 2 Respond in the flow with empowered brand agents 3 Architect niche consumer journeys to and with your brand 4 5 23
- 53. STRATEGIES TO WIN IN REAL-TIME 1 Expedite consumer insight by monitoring steams, feeds and trends 2 Respond in the flow with empowered brand agents 3 Architect niche consumer journeys to and with your brand 4 Innovate digital experiences with real-time features 5 23
- 54. STRATEGIES TO WIN IN REAL-TIME 1 Expedite consumer insight by monitoring steams, feeds and trends 2 Respond in the flow with empowered brand agents 3 Architect niche consumer journeys to and with your brand 4 Innovate digital experiences with real-time features 5 Integrate conversations, experiences and commerce (beyond campaigns) 23
- 55. 1 / STRATEGIES TO WIN IN REAL-TIME Expedite consumer insight by monitoring streams, feeds and trends 24
- 56. 1 / STRATEGIES TO WIN IN REAL-TIME Expedite consumer insight by monitoring streams, feeds and trends 24
- 57. 1 / STRATEGIES TO WIN IN REAL-TIME Expedite consumer insight by monitoring streams, feeds and trends SEM/Display Mobile Poll Community Conversation Mobile Targeting/Promo Sentiment 24
- 58. 1 / STRATEGIES TO WIN IN REAL-TIME Expedite consumer insight by monitoring streams, feeds and trends Trend Data Multivariate Promo Concept Testing SEM/Display A/B Promo Concept Testing Mobile Poll Community Conversation Mobile Targeting/Promo Sentiment Online Poll Volume 24
- 59. 1 / STRATEGIES TO WIN IN REAL-TIME Expedite consumer insight by monitoring streams, feeds and trends Trend Data Multivariate Promo Concept Testing SEM/Display A/B Promo Concept Testing Mobile Poll Community Conversation Mobile Targeting/Promo Sentiment Online Poll Volume 24
- 60. 2 / STRATEGIES TO WIN IN REAL-TIME Respond in the flow with empowered brand agents 25
- 61. 3 / STRATEGIES TO WIN IN REAL-TIME Architect niche consumer journeys to and with your brand 26
- 62. 4 / STRATEGIES TO WIN IN REAL-TIME Innovate digital experiences with real-time features 27
- 63. 4 / STRATEGIES TO WIN IN REAL-TIME Innovate digital experiences with real-time features 27
- 64. 4 / STRATEGIES TO WIN IN REAL-TIME Innovate digital experiences with real-time features 27
- 65. 4 / STRATEGIES TO WIN IN REAL-TIME Innovate digital experiences with real-time features 27
- 66. 4 / STRATEGIES TO WIN IN REAL-TIME Innovate digital experiences with real-time features 27
- 67. 4 / STRATEGIES TO WIN IN REAL-TIME Innovate digital experiences with real-time features 27
- 68. 4 / STRATEGIES TO WIN IN REAL-TIME Innovate digital experiences with real-time features 27
- 69. 4 / STRATEGIES TO WIN IN REAL-TIME Innovate digital experiences with real-time features 27
- 70. 4 / STRATEGIES TO WIN IN REAL-TIME Innovate digital experiences with real-time features 27
- 71. 5 / STRATEGIES TO WIN IN REAL-TIME Integrate conversations,experiences, and commerce IGHT INS Resource Interactive Web-and-Spoke Model 28
- 72. 5 / STRATEGIES TO WIN IN REAL-TIME Integrate conversations,experiences, and commerce IGHT INS CONSUMER TOUCHPOINTS - illustrative Resource Interactive Web-and-Spoke Model 28
- 73. 5 / STRATEGIES TO WIN IN REAL-TIME Integrate conversations,experiences, and commerce SEARCH IGHT INS CONSUMER TOUCHPOINTS - illustrative Resource Interactive Web-and-Spoke Model 28
- 74. 5 / STRATEGIES TO WIN IN REAL-TIME Integrate conversations,experiences, and commerce SEARCH IGHT INS CONSUMER TOUCHPOINTS - illustrative DIGITAL ENABLEMENT - illustrative Resource Interactive Web-and-Spoke Model 28
- 75. 5 / STRATEGIES TO WIN IN REAL-TIME Integrate conversations,experiences, and commerce SEARCH SHARED EXPERIENCES GEO- RAPID TARGETED RESPONSE OFFERS IGHT INS SEGMENTED CONVERSATIONS MERCHANDISING MICRO- BEST ENGAGEMENT OPTIONS HYPER- TARGETING CONSUMER TOUCHPOINTS - illustrative DIGITAL ENABLEMENT - illustrative REAL-TIME ENABLEMENT - illustrative Resource Interactive Web-and-Spoke Model 28
- 76. 5 / STRATEGIES TO WIN IN REAL-TIME Integrate conversations,experiences, and commerce IGHT INS CONSUMER TOUCHPOINTS - illustrative DIGITAL ENABLEMENT - illustrative REAL-TIME ENABLEMENT - illustrative Resource Interactive Web-and-Spoke Model 28
- 77. LESS LIKE... 29
- 78. MORE LIKE... 30
- 79. ALWAYS ON... 30
- 80. 31
- 81. BOB JOHANSEN What new leadership skills do we need to succeed in these dynamic times? 31
- 82. BOB JOHANSEN What new leadership skills do we need to succeed in these dynamic times? KEVIN KELLY How are consumers going to live their lives differently due to the real-time web? 31
- 83. BOB JOHANSEN What new leadership skills do we need to succeed in these dynamic times? KEVIN KELLY How are consumers going to live their lives differently due to the real-time web? CATHERINE ROE How is search becoming more social and mobile? 31
- 84. BOB JOHANSEN What new leadership skills do we need to succeed in these dynamic times? KEVIN KELLY How are consumers going to live their lives differently due to the real-time web? CATHERINE ROE How is search becoming more social and mobile? DAVID M. COOPERSTEIN How can we organize our teams to be adaptive marketers? 31
- 85. We need to move at the speed of culture. — Anamaria irazabal, Pepsi 32