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DigitalIdentity and The New ConsumerAustin, TX | July 18, 2013

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Welcome & Introductions

Tweet questions or observations to

@reggiewideman with #janrainaustin.

We’ll do our best to incorporate them into

the conversation.

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What’s Digital Identity & the New Consumer?

Digital Identity – “a set of data that

uniquely describes a person or a

thing and contains information about

the subject’s relationships to other

entities.” – Wikipedia

The New Consumer is faced with

embracing their digital identity as a

currency with which they transact

with brands.

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The Mission: Help Me, Help Me.

1. Define the new consumer.

2. Investigate how the new consumer interacts

with brands via their digital identity.

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Digital Identity Manifested As . . .

Social Media Activity

Connected and Wearable Devices

Activity (data) from Digital Services

Distributed Digital Content

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Coca-Cola & the Business of Being Social

• “We didn’t see any statistically

significant relationship between

our buzz and our short term sales.”

– Eric Schmidt, Senior Manager,

Marketing Strategy and Insights,

Coca-Cola

• “social play(s) a crucial role at the

heart of our activations—that

creates marketplace impact,

consumer engagement, brand love

and brand value.” – Wendy Clark,

SVP Marketing, Coca-Cola

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Social Business & Digital Identity

• Where do the social presences of

brands intersect with the digital identities

of consumers?

• Can brands quantify value or is

consumer engagement, brand love and

brand value enough to justify a multi-

channel strategy that includes social?

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Theoretical Points of Intersection

• Location (Geo)

• Time

• Digital Context (Device)

• Platform (Facebook, Tumblr, etc)

Where and when a brand engages with me

should have a lot to do with who I am.

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The Tip of the Spear

• Social activity is the front line of

consumer engagement.

• It’s a critical tool in the marketing tool kit.

• It’s cheap and flexible.

Quantified value? Sure. Okay. Is consumer

social engagement enough? It depends.

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XBOX ONE, Gamers Zero

• XBOX ONE was going to

require a persistent internet

connection and would have

digitally managed the market

for selling or giving away used

games.

• Microsoft reversed this

decision after a severe public

outcry and some trash talking

from Sony at E3.Game

Developers

Gamer

StrictDRM

v

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What do I own and why do I want to?

Humanity is experiencing

an evolution in

consciousness. We are

starting to think

differently about what it

means to "own"

something. – Josh Allan

Dykstra, Fast Company

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Disruptive Business Models Give Consumers Power

These services change how consumers

relate to products and consumption.

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F@#king Millennials!

79 million millennials in the US with a purchasing power of

170 billion. They Spend 82% of their income. They don’t

want to own anything.

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I Fought the Law and I Won!

• Social activity caused MS to change their

business model for Xbox One (and

apologize!).

• Rappers get famous from mix tapes before

they ever get signed.

• Social buzz & Kickstarter green lit a

Veronica Mars movie.

• The New Consumer owns the Go To

Market Strategy.

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A Comic Approach

“And so why not take a swing at some good publicity,

especially in the afterglow of the nerd DRM apocalypse

of the Xbox One.”

– Kyle Wagner, Gizmodo

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Manufacturing Digital Experience

• Netflix, House of Cards and the Manufacturing of a

successful consumer experience

• Because of consumer data, Netflix can now answer

the question of whether a show will be a hit.

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Big Hits Via Big Data

• House of Cards is the most

streamed content on Netflix in the

US & around the world.

• The show was green lit by Netflix

based on a big data Venn Diagram

of popular content (i.e. Kevin

Spacey, Fincher’s films and the

original British House of Cards mini-

series).

• Multiple trailers were shot to promote

the series and the one a viewer saw

was based upon their viewing habits.

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But Data Isn’t the Only Factor

• A revitalized Arrested Development and

new series Hemlock Grove, greenlit by

the same data model, were less

successful.

• “Data can only tell you what people have

liked before, not what they don’t know

they are going to like in the future.” –

John Landgraf

, President & GM, FX Networks

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Warning: Philosophizing!

If one day every individual’s

content will be defined by their

previous interests, will we lose

the sense of artistic discovery

that’s essential to the human

experience?

Could brands paint

themselves into a corner with

respect to whom they think

their customers are?

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Considerations for the New Consumer

How open

should I be with

my data?

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Be Safe Out There Kids.

• Take a thoughtful approach to your

relationship with brands.

• Use your social currency to influence

brands.

• Enjoy the transparency: this is new.

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What’s Next?

• Tomorrow: Real-Real Time Marketing by

geo, interests and purchase history.

• Next Year: Influencer driven marketing,

interest-based cross-selling, .

• Next Gen: Real time consumer driven

supply chain management.

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Questions from the Twittersphere

Tweet questions or observations to

@reggiewideman with #janrainaustin.

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Thank You!We’d Love to Hear From You:

Stacy Gomez, Senior Account Executive

stacy@janrain.com, @sgomezmerized

Reggie Wideman, Digital Strategist

reggie@janrain.com, @reggiewideman