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  • 1. Robert Le QuesneCreative Services Directorthebigspace

2. Web 2.0 Technology trends in a nutshell(cloudcomputing, mashup, web scraping, etc) 3. Understanding the toolswe have availableto maximize oureffectiveness indigital communication 4. MychildhoodMychildhood 5. Today 6. 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. 7. ATTENTIONECONOMY 8. A I DA ttention nterest esire ction 9. INTANGIBLESIMMEDIACYpriority access, immediate deliveryPERSONALIZATIONtailored just for youINTERPRETATION support and guidance AUTHENTICITYhow can you be sure it is the real thing? ACCESSIBILITY wherever, wheneverEMBODIMENT books, live musicPATRONAGE "paying simply because it feels good", e.g. RadioheadKevin FINDABILITY "When there are millions of books, millions of songs,Kellymillions of films, millions of applications, millions of everything requesting our attention and most of it free being found is valuable." 10. !More Internet-enabledI work with technology.I spend most days in front of my computerscreen, connected to the internet.phones will be soldSkype is always open. and activated in 2009My mobile phone sits on my desk besidethan personal computersthe computer, receiving SMS messages andcalls while I work. 11. EVER / ALWAYSPRESENT/ ON 12. 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 13. What is Experience? 14. Antnio Damsio,The Feeling Of What Happens:Body and Emotion in the Making of Consciousness 15. What is Digital Brand Experience? 16. Extending the Experience In the Store Around Store At home and on the move Item Level RFIDSmart Fixtures NFC BrandPoints Consumer-facing Applications Store Locations SMSSocial Networking NFC PaymentNFC Product Alerts Micro Payments818 17. Todays Consumer is: Increasingly connected and technology-savvy Peer groups play a more important role in decision making Consumer Choice: multiple and networked brandpointsMultiple BrandPoints, Single Experience Connected and dynamic networks allow access to information and opinions in interactive and collaborative waysSocialInteractive, emotional andUbiquitous and pervasivesensorial; The true physical Physical Virtual solutions, always on, alwaysmanifestation of the brandconnected, anywherePersonalPersonalized and context-aware,non-intrusive and relevant19 18. WEB 1.0< 2001 1. Pages connected by linksInstitutional web sitesUsers had no voice, no identity 2. First e-commerce sitesVideos played slowly3. Advertising bannersThere was no PayPal 4. Mobile text messages5. Personal web sites6. Six degrees of separation 19. WEB 2.0Identity < 20071. Social networkBlogs2. The client reads and writesViral3. Google AdsenseWiki 954. Viral toolsconnecting people with common 5. Paid blogsinterests 6. Customer voicerich media 7. E-commerce overtakes place commerce 8. Collaborative branding 9. One degree of separation 20. WEB 3.0> 2007The customer customizes 1. Semantic Websoftware that learns by looking at on-line 2. Web its a databasecontent, analyzes the popularity of that3. Geospatial Webcontent and draws conclusions. Instead of 4. Web 3Dpeople refining information and opinion,5. Shopping in communityintelligent software would do the same6. Shopping from IPODthing7. Social shopping8. Shopping in-store/online9. Share the purchase 21. Work CONNECTEDFriends 22. WeFeelFine Jonathan Harris & Sep Kamvar 23. We Feel Fine, Jonathan Harris An exploration of human emotion in six partsCollective/ Since August 2005, We Feel Fine has been harvesting human feelings from a large number of weblogs. Every few minutes, the system searches the worlds newly posted blog entries for occurrences of the phrases "I feel" and "I amParticipatory/ 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, theLive 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. 24. Customers can feel like they are part of thebrands extended family, and therefore thebrand itself, while the interactive elementfurther deepens that relationship,These characteristics address and satisfy thattribal part of the fashion consumer theway in which people identify themselves by thebrands they buy.Alex Bolen,chief executive officer, Oscar de la Renta 25. A key component of social mediais real-time feedback an ability toaccurately measure marketingresults,While this aspect of the Internetspromise has yet to be fully realized, one canadjust, fairly quickly, to emphasize thoseinitiatives that are working best.Alex Bolen,chief executive officer, Oscar de la Renta 26. Facebook offers its users the ability tofan a firm or brand a component thatsets it apart from a standard company Website. Once a user has fanned a brand,the business has direct access to them andis able to send messages and updates via aconstant news feed on the users homepage.The result is a powerful brandadvantage.The company is now in themiddle of two-way communication withtheir consumer, Arrix said. 27. To join Twitter, a user creates a free username and password and then sifts througha search function to find friends andcompanies the user would like to follow.Once a user is following a company, theusers home page is refreshed with everyupdate that company sends. For instance,if LouisVuitton_US tweets Louis Vuittonsnew Core Values campaign profiled intodays @nytimes, all 10,492 of itsfollowers will see this message on theirhome pages. 28. Club Couture..The technology allowsconsumers to put together looks from thecollection and share the outfits with friendswho can then rate the outfit and create theirown.This social interaction has resulted in aconversion rate 162 percent higher than anyother part of the site meaning a user whohappens upon the Club Couture page on thecompanys Web site is 1.62 times more likelyto purchase an outfit on the site than if shehad been browsing any other page 29. Not just on-line.. 30. 31. 32. The worlds best performing brands recognize superior customer experiences is:Competitive differentiationFostering customer loyaltyCommanding a brand premiumBrands must communicate with shoppers in a way that ispersonal,Emotional,context-awareTodays consumer base is increasingly diverse and demands high levels of intimacyConsumer is able to choose how, when, where, and even if connectionsare made with the brandUnprecedented access to informationMore comfortable with digital technology than ever before The magicmirror is the most powerful in-store interactive experience for shoppers I have ever seenwww.thebigspace.comBusiness Week October 5, 2007 33. Enhancing the Customer ExperienceExperiences form deeper bonds with customers Its no longer just about sales-per-square-foot,Emotions-per-square-foot commands a brand premium for retailers todayMake a point-of-difference at the true point-of-purchaseBetter activate consumers, turning them into shoppers, and from shoppers into buyersThe magicmirror was the most high-profile43technology featured in the store of the future displaythis yearRetail Week October 19, 2007 34. RFID Consumer Facing SolutionsOne of only a few practical means for retailers to: Engage the consumer at a point of relevance in theirshopping experience Transform the shopping experience it intosomething that is intuitive, emotional, and leaves alasting 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 discoveryFortunately for the market, innovation rather than44cost is becoming a key driver for adoptionGartner Inc. Report, February 25, 2007 35. Levi-Strauss MexicoLevi-Strauss Mexico were searching for ways todifferentiate the store experience and better managecosts through the supply chain.They believed that item-level RFID could offersignificant value in the way of supply chain visibility.Thebigspace teamed up with Levis Mexico to pilot aconsumer-oriented application of item-level RFID. 36. Levi-Strauss Mexico46 37. Levi-Strauss Mexico47 38. Levi-Strauss MexicoThe PRL brand is a lifestyle brand that draws heavily on their own legacy, aswell as classic designs from the early 1920s through the late 1960sThey begin the design process with physical garments from the past and thengo to sketches. For this reason, they rely on a well-stocked archive, andinquisitive design staff who can source unique vintage pieces.Finding specific garments took too long, as designers were forced to rummagethrough boxes, closets, secret stashes and dark rooms. There was no way totrack one-offs and uniquely valuable items, or know who was in possession ofwhat. Company history left when designers moved on.48 39. Levi-Strauss MexicoAs sole creative partner, tbs designed and delivered a full digital archivesolution 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 inte