thetrendwatch reset

Strictly confidential: Do not distribute or reproduce without authorization

ResetTheTrendWatch#16

1

Strictly confidential: Do not distribute or reproduce without authorization2


Dick CostoloTwitter CEO


Sure. But HOW?!?

7


Print Reproduction…………….

Electric Impulsion………………

Radio Transmission…………….

Video Broadcast…………………...

Internet Protocol………………..

Mobile Communications………Social Media………………………..

Geo Services………………………Seamless Payment……………...

Digitalized Spaces……………….Human Enhancement………….

Singularity………………………..

accelerates!

The acceleration


How can we keep up with technology?


How can we keep up with technology?

We can’t.


Reset!


Business model

Reset!


Business model Distribution

Reset!



Product/Service

Reset!



Product/ServiceBrand

Reset!




Communication

Reset!




Communication

Organization

Reset!


Resetyour business model

11


What’s Your Real Job?


Nike is a technology company

13


RedBull is a media company

14


Burberry is a social company

15


Resetyour distribution

16

2011 2012 2013 201420102009

Web-Influenced Retail Sales

$155

$917

$173

$1,021

$192

$1,115

$210

$1,213

$230

$1,312

$249

$1,409

Online Retail Sales

48%50%

51%53%

46%42%

% of Total Retail Sales


Source: Forester Research - Web-Influenced Retail Sales Forecast - Sept. 2012, USA ($ billions)

Today in the US, half of all retail purchases are influenced by digital experiences


Need

Communication

Search

Purchase

Loyalty

Hacking the Consumer Path…


Need

Communication

Search

Purchase

Loyalty

Purchase!



Need

Communication

Search

Purchase

Loyalty

Purchase!

Purchase!



Need

Communication

Search

Purchase

Loyalty

Purchase!

Purchase!

Purchase!



Need

Communication

Search

Purchase

Loyalty

Purchase!

Purchase!

Purchase!Purchase!



Need

Communication

Search

Purchase

Loyalty

Purchase!

Purchase!

Purchase!Purchase!

Purchase!


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CH6


Download the full report here: http://goo.gl/vbrEu

http://services.google.com/fh/files/misc/multiscreenworld_final.pdf





Retail Wars…http://www.l2thinktank.com

20

http://www.l2thinktank.com

http://www.l2thinktank.com


Amazonhttp://itunes.apple.com/app/amazon-mobile/id297606951?mt=8

21

http://itunes.apple.com/app/amazon-mobile/id297606951?mt=8

http://itunes.apple.com/app/amazon-mobile/id297606951?mt=8


Co-operativehttp://www.co-operative.coop/food/welcome/

22

http://www.co-operative.coop/food/welcome/

http://www.co-operative.coop/food/welcome/


Gilthttp://www.gilt.com

23

http://www.gilt.com

http://www.gilt.com


Zapposhttp://pinpointing.apps.zappos.com

24

http://pinpointing.apps.zappos.com

http://pinpointing.apps.zappos.com


Evianhttp://www.evianchezvous.com

25

http://www.evianchezvous.com

http://www.evianchezvous.com


Tesco

26

Interactive Windows Mobile Shopping App

QR Code Virtual Store

Wine by The Case App


Resetyour product/service

27


Extended Experiences...

Content

Values People

Context


GMCOnStar Services

29

+ Rent your car with RelayRides.com


Band-AidMagic Vision Muppets App


KraftFor Dinner. Not Art.

31


Heinzhttp://www.heinzketchup.com

32

http://www.heinzketchup.com

http://www.heinzketchup.com


Starbucks+ Square

33


Ray BanBright Light App

34


Resetyou brand

35


Quality over

Creativity!


Serve Social Payment

Foursquare Deals

Tribeca Film Festival

Small Business Saturday

Amex Mobile App

Unstaged Music Shows

Twitter Sync

Amex


Converse

38

Converse ! Marimekko

Rubber Tracks

Mobile Apps

Wall To Wall

Gigs @ 100 Club


Reset your communication

39


Source: TNS Digital Life report 2011

Traditional advertising no longer dominatesthe complex purchase process

Word of mouth 72Consumer review 54

Expert review 52Consumer views on microblogs 48

Price comparison site 47Consumer views on social networks 46

Online consumer video 32

Sales assistant 58Brand website 58

Product sample 43Online retailer website 38

Brand page on social network 34

TV ad 54Newspaper ad 42

Email ad 38Online viral ad 35

Direct mail 33Search ad 28

Online video ad 28Social network ad 27

Display banner ad 24

Earned MediaUsed by 89%

Owned MediaUsed by 87%

Paid MediaUsed by 78%


Real Time.Real Value.Real People.Real Places.


McDonald'sMake Your Own Burger

42


Red Bull“Signature Series” Connected TV

43


Hellmann’sRecipe Receipt

44


Oreo vs. AMChttp://shanelife.com/2012/09/26/very-cool-cookie/

45

http://shanelife.com/2012/09/26/very-cool-cookie/

http://shanelife.com/2012/09/26/very-cool-cookie/


AbsolutUnique

46


Jet Blue“Get away with it” TV interactive show


Vuittonhttp://goo.gl/95WLQ

48

http://goo.gl/95WLQ

http://goo.gl/95WLQ


Chevrolet Game Time

itunes.apple.com/us/app/chevy-game-time/id495838274?mt=8

49


NikeBid Your Sweat

50


Resetyour organization

51


It’s Timefor Change.


50% of Australian businesses are under immediate threat

Source: Deloitte - Digital Disruption ‘Short fuse, Big bang’ - Sept. 2012

Download the full report here: http://goo.gl/ZUXKX

http://www.digitalsydney.com/2012/09/deloitte-whitepaper-digital-disruption-short-fuse-big-bang/?action=ds_category

http://www.digitalsydney.com/2012/09/deloitte-whitepaper-digital-disruption-short-fuse-big-bang/?action=ds_category

http://goo.gl/ZUXKX

http://goo.gl/ZUXKX


PlanBricks+


The PlanThe Coca-Cola Company “Content 2020”

55

Wendy ClarkSenior Vice President Integrated Marketing

at The Coca-Cola CompanyJonathan MildenhallVice President Global Advertising Strategy

and Content Excellence at The Coca-Cola Company

Change Management101

. Communicate the goal

. Communicate the threat

. Involve the team

. Minimize uncertainty

. Celebrate positive shift

. Be as transparent as possible


The Bricks











The Bricks










Create


The Bricks










Create

Send


The Bricks










Create

Send

Broadcast


The Bricks










Create

Send

Broadcast

Exchange


The Bricks










Create

Send

Broadcast

ExchangeOrganize


The Bricks










Create

Send

Broadcast

ExchangeOrganize

Leverage


The Bricks










Create

Send

Broadcast

ExchangeOrganize

Leverage(…)









Send

Broadcast

ExchangeOrganize

Leverage(…)

The Bricks









Leverage

The Bricks









Leverage

From Meaning

CRM Insights

The Bricks









Leverage

From Meaning

CRM Insights

To Action

Ad Exchange

Services

The Bricks


ResetThank You.

58


Questions? @damoncb

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