TRENDSIN THE CONNECTED WORLD

WHAT WE’LL COVEROur Connected Society• 10min Film: The dawn of an empathic society• Human centric tech & brands

Principals of connection marketing (4Ps to 4Cs)

What drives connection?

Examples of Real World & Real Time marketing

OUR CONNECTED SOCIETY

THE DAWN OF AN EMPATHETIC CIVILIZATION

http://www.youtube.com/watch?v=l7AWnfFRc7g

2.0 SOCIETY, CULTURE AND COMMUNICATIONSFrom:Mass media society, mechanistic, top down and status quo led

2.0 SOCIETY, CULTURE AND COMMUNICATIONSTo:Networked society, natural, distributed, democratic and micro culture driven

TECHNOLOGY ENABLES CONNECTIONA sense of belonging and of being part of something greater than one’s self. This is a core human need. And is driven by empathy.

THE MANIFESTATION OF CONNECTION

Empathy

Conversation

Sharing

SupportParticipationCollaboration

Reciprocation

Engagement

CONNECTED BRANDS ARE HUMAN CENTRIC BRANDS“Society is at the heart of human existence.”

Increasingly peer to peer connection drives social structure

Brands need to put people, culture and society at the heart of their strategy in order to ensure connection and relevancy.

A brand is a badge, a promise, a symbol…that represents the product/service, the organization and it’s associated people, values and philosophy.

THE MISSION CENTRIC ENTERPRISEWhen an organization has a clear social mission, it’s role within society is clearly defined. The enterprise now has a mission, a purpose and a clear reason to choose.

What’s more the cost to the consumer is lowered, since the value is raised.

PRINCIPALS OF CONNECTION MARKETING

FROM MASS TO NICHE MARKETINGSince the advent of web culture we’ve seen a move from Mass Marketing principals, to Niche/Consumer Centric Marketing Principals

4Ps to 4CsProduct ConsumerPrice CostPlace ConveniencePromotion Communication

FROM PRODUCT CENTRIC TO CONSUMER CENTRICConsumer wants and needs inform product design

FROM PRICE TO COSTPrice is only a part of the total cost to satisfy a want or need.Cost = the total cost of ownership (Time, Conscience)

FROM PROMOTION TO COMMUNICATIONWhile Promotion is “manipulative” and from the seller.Communication is “co-operative” and from the buyer.

FROM PLACE TO CONVENIENCEMarketers should know how the target market prefers to buy, how to be there and be ubiquitous. Creating – “convenience to buy”. Consider the entire customer journey.

DRIVING CONNECTION

INTEGRITY CREATES A SOLID BASE OF IDENTITY

Who you are

Who you think you are

Who others think you are

Behaviour

Attitudes

Values

HAVING AN ETHICAL PURPOSE GIVES A CLEAR SOCIAL ROLE

TRANSPARENCY & ACCOUNTABILITY

THE POWER OF EMOTION

ENHANCING OUR INHERENT TRIBAL NATURE

CO CREATION & EMPOWERMENT

EMBEDDING RITUAL INTO BRAND BASED BEHAVIORS

DEVELOPING COHERENT BRAND NARRATIVE

ARRESTING REAL WORLD ENGAGEMENT

REAL TIME MARKETING

SOCIAL ORGANIZATIONAL STRUCTURESGetting ready and empowered for real time marketing

REAL TIME MARKETING

Participation

Connection

Engagement

Data Management

Intelligence

Optimization

Real Time

AT&T’S SEPT 11TH ANNIVERSARY POST

THE SUN CELEBRATES THE BIRTH OF PRINCE GEORGE

NASA’S REAL TIME NEWS MAKING TWEETS FROM MARS

BRAND ON BRAND REAL TIME BANTER

SMART CAR’S REAL TIME COMEBACK

REAL WORLD MARKETING

REALITY CRAVING

BRANDED EVENTS: DEEP, MEMORABLE ENGAGEMENT

OFFLINE CAN THEN REVERBERATE ONLINE

AUGMENTING RETAIL

GEO SPECIFIC MARKETING

STARBUCKS & O2 DELIVER GEO TARGETED COUPONS

LOCATION BASED BANNERS ON WEATHER APP

COKE’S PERSONALISED BILLBOARDS

THANK YOU!