JULIE EPSTEIN

FEBRUARY 14, 2011

MAXIMIZING THE VALUE OF REAL-TIME:

The Importance of Authenticity

FraGmenTeD

aTTenTioN

MULTI-DIRECTIONAL CONVERSATIONS

• All digital, all real-time

• Ongoing 360-degree conversations between brands, companies and consumers

• “Attentionomics”: economic value is driven by attention.

Sources: Brian Solis, Steve Rubel

REAL-TIME ROADMAP What is Real-Time? Impact of Mobile, Smartphones &

Social Networks Examples of Real-Time User

Experiences Designing Strategies: Creating

Value Through Real-Time

“The real-time web is a set of technologies and practices that enable users to receive information as soon as it is published by its authors, rather than requiring that they or their software check a source periodically for updates.”-- Wikipedia

“It Happens Without Waiting.” -- Dave Winer, “Father of Blogging and RSS”

DEFINING REAL-TIME

…SPIELBERG STYLE

DEFINING REAL-TIME

DEFINING REAL-TIME1. Your reputation precedes

you

2. Habits and behaviors predict content, which predicts habits and behaviors

3. “Disruptive innovation”

4. Real-time = power to the people

REAL-TIME DATAMOBILE IMPACT

• Smartphones currently reach 1 in 4 mobile subscribers and 3G penetration has crossed 50%. By 2015, mobile users will surpass desktop users.

• Ericsson predicts 50 billion connected devices by 2020.

• Mobile Internet connects more users: 47% of mobile owners access the Internet from their devices.

• 30% of all social media activity comes from mobile devices. Sources: IPGLab, Gigaom, Forrester, Flowtown, comScore

Apple:

• Gold standard for hardware/software integration

• Guided by user experience

• FaceTime

• iPad

Google Android:

• King (or Queen) of search

• Free = disruptive

• Droid outselling iPhone Q4 2010

• Motorola Zoom (March 2011)

REAL-TIME DATAMOBILE IMPACT

Source: CNET

REAL-TIME DATAMOBILE IMPACT• Over 300,000 mobile apps developed in three years• More than 10.9 billion apps downloaded• Most used mobile apps in the U.S. are games, news, maps,

social networking, and music. Facebook is the most downloaded app.

• BUT: once downloaded, 1 in 4 mobile apps are never used again.

Source: mobiThinking

REAL-TIME DATASOCIAL NETWORKING IMPACT

• More than 500 million active users spending over 700 billion minutes per month

• More than 30 billion pieces of content shared globally every month

• More than 200 million users accessing Facebook through mobile devices

• Nearly 1 of every 8 minutes online is spent on Facebook

Sources: Facebook, comScore

Sources: Edelman Digital, Twitter blog, Mary Meeker

REAL-TIME DATASOCIAL NETWORKING IMPACT

• 253 million unique visitors

• 110 million tweets per day

• Mobile accounts for 50% of all active users and 40% of all tweets

• #superbowl: Users sent 4,064 tweets per second during the final moments of the game – highest for any sporting event ever

REAL-TIME DATASOCIAL NETWORKING IMPACT

• In December 2010, the average American spent more than 14 hours watching online video,

• More than 35 hours of video are uploaded every minute to YouTube

• 84% of Internet users view videos online

• 14% of Internet users have uploaded video at some point

Sources: comScore, YouTube, Gizmodo, Mary Meeker

REAL-TIME DATASOCIAL NETWORKING IMPACT

• 45 million unique visitors in January 2011

• Over 15 million local reviews

• Yelp Mobile: 3.2 million unique visitors, a photo uploaded every 30 seconds. 1/3 of all Yelp searches come from mobile

• 3400% growth in 2010

• More than 381 million check-ins globally

• 1 check-in from space

• 51 million subscribers

• Total dollars saved: more than $1.2 billion

• Total Groupons bought: 28.8 million

Sources: Yelp, Foursquare, Mary Meeker, Groupon

REAL-TIME DATAWHAT DOES IT ALL MEAN?

Mobile Connectivity +

Social Networking Tools

+ Real-Time

Capabilities

REAL-TIME DATAWHAT DOES IT ALL MEAN?

Power to the Individual Consumer

REAL-TIME USER EXPERIENCESEGYPT: “REVOLUTION 2.0”

REAL-TIME USER EXPERIENCESEGYPT: “REVOLUTION 2.0”

REAL-TIME USER EXPERIENCESBRAND CRISIS MANAGEMENT: Taco Bell

• Lawsuit: Taco Bell’s advertising claims are false

• Response: “Thank you for suing us.”

REAL-TIME USER EXPERIENCESBRAND CRISIS MANAGEMENT: Domino’s

Domino’s Pizza Rebranding Campaign:• Acknowledging quality control problems• Customer criticism – and brand response – clearly on display

REAL-TIME USER EXPERIENCESWHAT DO THEY HAVE IN COMMON?

Real-Time

AuthenticityTransparency

REAL-TIME USER EXPERIENCESWHAT DO THEY HAVE IN COMMON?

Real-Time

AuthenticityTransparency

CREDIBILITY

REAL-TIME USER EXPERIENCE FAILGROUPON SUPER BOWL COMMERCIALS

• Spoof?

• Controversial

• Ambiguous

• Backfired

STRATEGIES

STRATEGIESCREATE VALUE THROUGH REAL-TIME• Simultaneous sprint and marathon

• Speed & endurance

• Crowd & individual

• No finish line

STRATEGIESKNOW YOUR AUDIENCE(S)

• No more secrets

• Privacy issues

• Generational differences

• Content consumers vs. content creators

STRATEGIES

• Information needs human moderation

• Crowd-sourcing helps develop credibility

• Talk like a person, not a brand mouthpiece

• Don’t Interrupt Be Disruptive

POWER OF AUTHENTICITY

Authenticity

Transparency

Engage

Listen

Confidence

Accountability

Credibility

WHAT MATTERS MOST…

…WHERE WILL YOU BE?

JULIE EPSTEIN

Questions?

jepstein1@gmail.com

Thank you!