Planet Hyperconnected - New lessons for brands in a hyperconnected world by iris worldwide

#SMWhyperconnected WIFI: TOMJERRY

Confidential © iris 2013

SARAH
@SARAHJAITKENNYC

c,lients


EST Y
@ESTY501


We’re all ALL HYPER-CONNECTED NOW
WE’RE hyper-connected now


CONSUMERS AREN’T JUST
CONSUMERS ANY MORE

They’re getting more and
more from each other


CULTURE TRUMPS MARKETING


WHAT’S A BRAND TO DO?


stop being
hyperactive and
start being
hyper-connected

Passive brands Participation brands
category culture
Messages Conversations
Static, closed Dynamic, open
Saying Doing
Look & Feel Experience
Defined Beta mode
Touch points Engagements
Audience
Confidential © iris 2013 Community

but first…
we need to
understand
WHY
people participate

WHAT

6,000 RESPONDENT SURVEY

Moms & gen Y

WHAT

7 day digital diary
Open community forum


WHAT
HOW!


WHERE

UK, USA, Australia, India, Indonesia, Singapore

WHAT WE FOUND


5 REASONS PEOPLE PARTICIPATE WITH BRANDS

IF IT MAKES MY LIFE EASIER

27% of US Moms
33% of US Gen Y
Said brands that create
online services and
applications that help
them will improve their
opinion of the brand

Which%of%the%following%brand%ac2va2on%techniques%would%improve%your%opinion%of%the%par2cipa2ng%brand?%(%%of%audience%by%country;%Q2%2012)%

…AND BETTER!

“I$use$YouTube$a$lot$to$learn$about$cars,$like$what$upgrades$you$can$do,$how$to$ﬁx$things.$But$most$of$
all$I$like$showing$them$videos$of$my$car$racing$theirs$to$prove$mine$is$faster”.$Youth,$US$
“To$ me$ one$ of$ the$ most$ reliable$ sources$ of$ informa3on$ is$ YouTube.$ It$ contains$ ‘info8mercials’$ where$
people$demo$appliances.$I$do$take$the$comments$of$fellow$users$into$account$when$I$compare$products$
to$purchase.”$Mum,$Singapore$

IF I HAVE INFO THAT WILL HELP MY PEERS
77%%

64%%
59%%
53%% 54%%

43%% 44%%
39%% US%Moms%
35%%
32%% US%Gen%Y%

To%share%a%good% To%share%a%bad% Help%consumers%pick% Contribute%to%the% Encourage%company%
experience% experience% good%products% community%% improvement%

What motivates you to post opinion online about product or service ? (% of audience by country; Q2 2012)

TO FIND MEANINGFUL STORIES

“I$ love$ the$ UbisoI$ games$ as$ they$ combine$ ac3on$ and$ puzzle8solving$ gameplay$ with$ a$ unique$ story$ that$
impressively$parallels$historic$events.$The$character$design$and$story8telling$are$one$of$a$kind”.$Youth,$India$


IF I FEEL EMOTIONALLY CONNECTED

68% of US moms and 49% of US Gen Y
share opinions online simply because
“they love the brand”
“I$shared$the$short$ﬁlm$‘HIV$–$I$am$famous’.$It$is$a$real$story$and$heart$touching!$I$
shared$it$with$many$of$my$friends$who$shared$it$with$their$friends.$I$wanted$to$
inspire$them$to$make$a$diﬀerence$to$society.”$Youth,$India$
“I$recently$shared$the$clip$‘Orangutan$saves$baby$bird’s$life$–$it’s$truly$inspira3onal$
and$teaches$us$to$be$kind$and$helpful$to$others.”$Mom,$Singapore$

5 MYTHS THAT GOT BUSTED


MYTH #1:
it happens here first


TRUTH: THE SUN RISES IN THE EAST
50% of Moms in India and 38% in Indonesia
have visited a branded social network page in the past month
Vs 20% in the UK and US

42% of Gen Y in India and 40% in Indonesia
have read a branded blog in the past month
Vs 15% in the UK and US


so what?
Don’t forget the technology skip

Bottom up global strategies will become even more important

Participation has to be earned, even more so in the West


MYTH #2:
MY WEBSITE IS DEAD.
LONG LIVE SOCIAL MEDIA!


TRUTH: MORE PEOPLE ARE VISITING YOUR
SITE THAN YOUR SOCIAL NETWORK
53%%
46%% 47%%

34%%

24%% US%Moms%
21%%
US%Gen%Y%

Liked%a%brand% Visited%branded%social%network,group/ Visited%branded%website%
page%%


so what?
Brand websites still play a key role

They’re still the gateway to your brand, build an ecosystem
around it, not despite it

Something to think about:
Consider building a mobile site instead of a fancy FB page


MYTH #3:
WE ALL NEED A MOBILE COMMERCE
SOLUTION, RIGHT NOW!


TRUTH: US IS LEAST LIKELY TO BUY A
PRODUCT ON A RETAIL SITE ON MOBILE
Accessed%your%social%network% Australia%
proﬁle% India%
90%%
Update%your%microblog%status% Used%map/search%for%direc2ons% Indonesia%
80%%
Check%stocks%and%ﬁnancial% 70%% Singapore%
Searched%for%a%product/service%
informa2on% 60%% UK%
50%% USA%
40%% Searched%for%local%services/
Wrote%and%uploaded%a%blog%post%
30%% places%
20%%
10%%
Watched%live%streamed%TV% 0%% Read%news%

Update%your%social%network%
Bought%a%product%on%a%retail%site%
status%

Access%live%travel%informa2on% Uploaded%a%photo%to%a%website%

Used%an%online%banking%service% Watched%on%demand%video%clip%
Checked%sports%scores%
Which%of%the%following%have%you%done%via%the%internet%on%your%mobile%in%the%past%month?%(%%of%audience%by%country;%Q2%2012)%
Which%of%the%following%have%you%done%via%the%internet%on%your%mobile%in%the%past%month?%(%%of%audience%by%country;%Q2%2012)%

so what?
All brands don’t need a mobile commerce solution… Just yet.

Look before you leap into the world of m-commerce

Think about all the ways mobile lets your brand live in the now

Provide utility to help people in their mobile moment


MYTH #4:
IF I BRIBE HER, SHE WILL COME.

≈
TRUTH: ONLY 7% OF MOMS IN THE US
FOLLOW BRANDS FOR COMPETITIONS
Reality:

– 72% follow you for discounts
– 48% for customer service
– 26% for insider access
– 21% to talk to people at the company

≈
so what?

How do you get them really to like you? LISTEN don’t bribe!

51% % agree: you can improve their opinion of you if you
listen to comments in social


MYTH #5:
GEN Y LOVES TO TALK ABOUT CELEBRITIES.
LIKE, ALL THE TIME.

TRUTH: GEN Y IS MORE LIKELY TO WANT
TO TALK ABOUT TECH
44% are actively seeking 68%%
US Gen Y - INTERESTS

conversations about Tech 47%% 41%%
39%% 36%%
23%% 20%% 19%%

13% actively seek
conversations about celebrities

What%types%of%chat%rooms/%forums/%message%boards%have%you%visited%in%the%past%month%?%(%%of%audience%by%country;%Q2%2012)%
Here%is%the%list%of%topics%that%may%interest%you.%Please%can%you%indicate%which%of%these%are%you%strongly%interested%in%?%(%%of%audience%by%country;%Q2%2012)%

so what?

How do you get Gen Y to talk?

What social currency are you providing them with that they will
want to actively participate with and share?


OUR BIGGEST AH HA!


hyper-connected
=
culture

THE URGE TO UNPLUG

“I$like$to$go$‘media8free’$dog8walking.$Some3mes$I$ﬁnd$the$internet$doesn’t$oﬀer$personal$beRerment$
but$distrac3ons$that$forever$pull$irretrievable$3me$from$our$lives”.$Mom,$US$
“I$would$love$to$see$more$people$out$and$about$without$a$phone$constantly$in$their$hand$or$laptop$on$
the$table.$Let’s$get$back$to$basics$a$liRle$more$oIen.$Go$for$a$walk,$say$hello$to$a$stranger!”$Mom,$
Australia$

SO, DON’T FORGET…
1.  Don’t just reformat, reimagine

2.  Take the ‘Will-They-Give-A-Fuck’ challenge

3.  Earn their love by being a genuine participation brand

4.  Remember that you can’t over-invest in quality of service


TIME FOR A SHAMELESS PLUG!

@chatterleague

@chatterleague

@ESTY501 @chatterleague
@SARAHJAITKENNYC @irisworldwide

Planet Hyperconnected - New lessons for brands in a hyperconnected world by iris worldwide

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