Robert Le QuesneCreative Services Directorthebigspace
Web 2.0 Technology trends in a nutshell (cloudcomputing, mashup, web scraping, etc)
Understanding the tools we have available to maximize our effectiveness in digital communication
My childhood
My childhood
Today
http://googleblog.blogspot.com/2009/02/from-height-of-this-place.html
“120k blogs are created daily — most of them with an audience of one.
Over half of them are created by people under the age of nineteen.
In the US, nearly 40 percent of Internet users upload videos, and globally over fifteen hours of video are uploaded to YouTube every minute.
The web is very social too: about one of every six minutes that people spend online is spent in a social network of some type.”
ATTENTION ECONO
MY
AttentionInterestDesireAction
Kelly"When there are millions of books, millions of songs,
IMMEDIACYpriority access, immediate delivery
PERSONALIZATIONtailored just for you
INTERPRETATIONsupport and guidance
AUTHENTICITYhow can you be sure it is the real thing?
ACCESSIBILITYwherever, whenever
EMBODIMENTbooks, live music
PATRONAGE"paying simply because it feels good", e.g. Radiohead
FINDABILITYmillions of films, millions of applications, millions of everything requesting our attention — and most of it free — being found is valuable."
INTANGIBLES
Kevin
I work with technology.I spend most days in front of my computerscreen, connected to the internet. Skype is always open. My mobile phone sits on my desk beside the computer, receiving SMS messages andcalls while I work.
!More Internet-enabled phones will be sold and activated in 2009 than personal computers
PRESENT/ ONEVER / ALWAYS
According to a study by the Forrester Corporation,as individuals we remember:
15% of what we read15% of what we hear80% of what we experience
What is Experience?
António Damásio,‘The Feeling Of What Happens:Body and Emotion in the Making of Consciousness’
What is Digital Brand Experience?
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Extending the Experience
Item Level RFIDConsumer-facing ApplicationsNFC Payment
Smart FixturesStore Locations SMSNFC Product Alerts
NFC BrandPointsSocial NetworkingMicro Payments
In the Store
Around Store
At home and on the move
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Personal
Social
Virtual
Physical
Personalized and context-aware,
non-intrusive and relevant
Connected and dynamic networks allow
access to information and opinions in
interactive and collaborative ways
Ubiquitous and pervasivesolutions, always on,
alwaysconnected, anywhere
Interactive, emotional and
sensorial; The true physical
manifestation of the brand
Todays Consumer is:Increasingly connected and technology-savvy Peer groups play a more important role in decision makingConsumer Choice: multiple and networked ‘brandpoints’
Multiple ‘BrandPoints’, Single Experience
“Institutional web sites”“Users had no voice, no identity”“Videos played slowly”“There was no PayPal”
1. Pages connected by links2. First e-commerce sites3. Advertising banners4. Mobile text messages5. Personal web sites6. Six degrees of separation
WEB 1.0
<2001
“Identity”“Blogs”“Viral”“Wiki 95”“connecting people with common interests”“rich media”
1. Social network2. The client reads and writes3. Google Adsense4. Viral tools5. Paid blogs6. Customer voice7. E-commerce overtakes place commerce8. Collaborative branding9. One degree of separation
WEB 2.0
<2007
“The customer customizes”“software that learns by looking at on-line content, analyzes the popularity of that content and draws conclusions. Instead of people refining information and opinion, intelligent software would do the same thing”
1. Semantic Web2. Web its a database3. Geospatial Web4. Web 3D5. Shopping in community6. Shopping from IPOD7. Social shopping8. Shopping in-store/online9. Share the purchase
WEB 3.0
>2007
Work
Friends
CONNECTED
WeFeelFineJonathan Harris & Sep Kamvar
We Feel Fine, Jonathan HarrisAn exploration of human emotion in six parts
Since August 2005, We Feel Fine has been harvesting human feelings from a large number of weblogs. Every few minutes, the system searches the world's newly posted blog entries for occurrences of the phrases "I feel" and "I am feeling". When it finds such a phrase, it records the full sentence, up to the period, and identifies the "feeling" expressed in that sentence (e.g. sad, happy, depressed, etc.). Because blogs are structured in largely standard ways, the age, gender, and geographical location of the author can often be extracted and saved along with the sentence, as can the local weather conditions at the time the sentence was written. All of this information is saved.
Collective/Participatory/Live
Customers can feel like they are part of the brand’s extended family, and therefore the brand itself, while the interactive element further deepens that relationship, These characteristics address and satisfy that ‘tribal’ part of the fashion consumer — the way in which people identify themselves by the brands they buy.”
Alex Bolen, chief executive officer, Oscar de la Renta
A key component of social media “is real-time feedback — an ability to accurately measure marketing results,While this aspect of the Internet’s promise has yet to be fully realized, one can adjust, fairly quickly, to emphasize those initiatives that are working best.”
Alex Bolen, chief executive officer, Oscar de la Renta
Facebook offers its users the ability to “fan” a firm or brand — a component that sets it apart from a standard company Web site. Once a user has “fanned” a brand, the business has direct access to them and is able to send messages and updates via a constant news feed on the user’s home page.
The result is a “powerful brand advantage….The company is now in the middle of two-way communication with their consumer,” Arrix said.
To join Twitter, a user creates a free user name and password and then sifts through a search function to find friends and companies the user would like to “follow.” Once a user is following a company, the user’s home page is refreshed with every update that company sends. For instance, if LouisVuitton_US tweets “Louis Vuitton’s new Core Values campaign profiled in today’s @nytimes,” all 10,492 of its followers will see this message on their home pages.
Club Couture..The technology allows consumers to put together looks from the collection and share the outfits with friends who can then rate the outfit and create their own.
This social interaction has resulted in a conversion rate 162 percent higher than any other part of the site — meaning a user who happens upon the Club Couture page on the company’s Web site is 1.62 times more likely to purchase an outfit on the site than if she had been browsing any other page on juicycouture.com.
Not just on-line..
www.thebigspace.com
www.thebigspace.com
MagicMirror™
www.thebigspace.com
Competitive differentiationFostering customer loyaltyCommanding a brand premium
Consumer is able to choose how, when, where, and even if connections are made with the brandUnprecedented access to information
More comfortable with digital technology than ever before
Brands must communicate with shoppers in a way that is personal, Emotional,context-aware
Today’s consumer base is increasingly diverse and demands high levels of intimacy
“The magicmirror is the most powerful in-store interactive experience for shoppers I have ever seen”
Business Week October 5, 2007
The world’s best performing brands recognize superior customer experiences is:
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Enhancing the Customer Experience
Experiences form deeper bonds with customers It’s no longer just about sales-per-square-foot,
Emotions-per-square-foot commands a brand premium for retailers today
Make a point-of-difference at the true point-of-purchase
Better activate consumers, turning them into shoppers, and from shoppers into buyers
“The magicmirror was the most high-profile technology featured in the store of the future display this year”
Retail Week October 19, 2007
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“Fortunately for the market, innovation rather than cost is becoming a key driver for adoption”
Gartner Inc. Report, February 25, 2007
RFID Consumer Facing Solutions
One of only a few practical means for retailers to:
Engage the consumer at a point of relevance in their shopping experience
Transform the shopping experience it into something that is intuitive, emotional, and leaves a lasting impression
magicmirror™ provides retailers the means to reach customers on an emotional level and positively influence purchase decisions at the moment of choice
magicmirror™ communicates the story behind each tagged product and facilitates a highly innovative and personal means of product discovery
Levi-Strauss Mexico
Levi-Strauss Mexico were searching for ways to differentiate the store experience and better manage costs through the supply chain.
They believed that item-level RFID could offer significant value in the way of supply chain visibility.
Thebigspace teamed up with Levi’s Mexico to pilot a consumer-oriented application of item-level RFID.
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Levi-Strauss Mexico
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Levi-Strauss Mexico
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Levi-Strauss Mexico
The PRL brand is a lifestyle brand that draws heavily on their own legacy, as well as classic designs from the early 1920s through the late 1960s
They begin the design process with physical garments from the past and then go to sketches. For this reason, they rely on a well-stocked archive, and inquisitive design staff who can source unique vintage pieces.
Finding specific garments took too long, as designers were forced to rummage through boxes, closets, secret stashes and dark rooms. There was no way to track one-offs and uniquely valuable items, or know who was in possession of what. Company history left when designers moved on.
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Levi-Strauss Mexico
As sole creative partner, tbs designed and delivered a full digital archive solution to complement their physical library of garments.
Designers are now abe to source items from their desktop using simple searchStrings and browsing functionality using the custom interface.
Once in the physical archive, designers can interact withthe virtual library simply placing garments ofInterest on a smart surface, triggering a retrieval ofItem detail and related content.
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Levi-Strauss MexicoThankyou.
See you on Wednesday morning!
