Thetrendwatch reset

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Strictly confidential: Do not distribute or reproduce without authorization

ResetTheTrendWatch#16

Strictly confidential: Do not distribute or reproduce without authorization2

Dick CostoloTwitter CEO

Sure. But HOW?!?

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

How can we keep up with technology?

We can’t.

Reset!

Business model

Reset!

Business model Distribution

Reset!

Product/Service

Reset!

Product/ServiceBrand

Reset!

Communication

Reset!

Communication

Organization

Reset!

Resetyour business model

What’s Your Real Job?

Nike is a technology company

RedBull is a media company

Burberry is a social company

Resetyour distribution

2011 2012 2013 201420102009

Web-Influenced Retail Sales

$1,021

$1,115

$1,213

$1,312

$1,409

Online Retail Sales

48%50%

51%53%

46%42%

% of Total Retail Sales

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

Communication

Search

Purchase

Loyalty

Hacking the Consumer Path…

Communication

Search

Purchase

Loyalty

Purchase!

Communication

Search

Purchase

Loyalty

Purchase!

Communication

Search

Purchase

Loyalty

Purchase!

Communication

Search

Purchase

Loyalty

Purchase!

Purchase!Purchase!

Communication

Search

Purchase

Loyalty

Purchase!

Purchase!Purchase!

Purchase!

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Download the full report here: http://goo.gl/vbrEu

Retail Wars…http://www.l2thinktank.com

Amazonhttp://itunes.apple.com/app/amazon-mobile/id297606951?mt=8

Co-operativehttp://www.co-operative.coop/food/welcome/

Gilthttp://www.gilt.com

Zapposhttp://pinpointing.apps.zappos.com

Evianhttp://www.evianchezvous.com

Interactive Windows Mobile Shopping App

QR Code Virtual Store

Wine by The Case App

Resetyour product/service

Extended Experiences...

Content

Values People

Context

GMCOnStar Services

+ Rent your car with RelayRides.com

Band-AidMagic Vision Muppets App

KraftFor Dinner. Not Art.

Heinzhttp://www.heinzketchup.com

Starbucks+ Square

Ray BanBright Light App

Resetyou brand

Quality over

Creativity!

Serve Social Payment

Foursquare Deals

Tribeca Film Festival

Small Business Saturday

Amex Mobile App

Unstaged Music Shows

Twitter Sync

Converse

Converse ! Marimekko

Rubber Tracks

Mobile Apps

Wall To Wall

Gigs @ 100 Club

Reset your communication

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%

Real Time.Real Value.Real People.Real Places.

McDonald'sMake Your Own Burger

Red Bull“Signature Series” Connected TV

Hellmann’sRecipe Receipt

Oreo vs. AMChttp://shanelife.com/2012/09/26/very-cool-cookie/

AbsolutUnique

Jet Blue“Get away with it” TV interactive show

Vuittonhttp://goo.gl/95WLQ

Chevrolet Game Time

itunes.apple.com/us/app/chevy-game-time/id495838274?mt=8

NikeBid Your Sweat

Resetyour organization

It’s Timefor Change.

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

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

PlanBricks+

The PlanThe Coca-Cola Company “Content 2020”

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

. Involve the team

The Bricks

Create

The Bricks

Create

The Bricks

Create

Broadcast

The Bricks

Create

Broadcast

Exchange

The Bricks

Create

Broadcast

ExchangeOrganize

The Bricks

Create

Broadcast

ExchangeOrganize

Leverage

The Bricks

Create

Broadcast

ExchangeOrganize

Leverage(…)

Broadcast

ExchangeOrganize

Leverage(…)

The Bricks

Leverage

The Bricks

Leverage

From Meaning

CRM Insights

The Bricks

Leverage

From Meaning

CRM Insights

To Action

Ad Exchange

Services

The Bricks

ResetThank You.

Questions? @damoncb

#TheTrendWatch

Thetrendwatch reset

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