We invite you to come to participate in Summer Camp and The Digital Consumer Collaborative. Summer Camp is for any marketing leader, researcher, or strategist who wants to learn how to make better strategic decisions when thinking about digital. The Digital Consumer Collaborative is primary research, done collaboratively and focused on digital consumers. You will participate in deep ethnographic, co-creation, and quantitative using the Mantel Method

1. 11
Stone
Mantel
presents
the
2014
Digital
Consumer
Collabora9ve
&
Summer
Camp
All
material
in
this
presenta9on
is
copyrighted.
Do
not
share.
Gamer
Shopper
Traveler
Big
Aspirations
Traveler
Shopper
Gamer
KNOW
YOUR
DIGITAL
CONSUMER,
MAKE
GREAT
STRATEGIC
DECISIONS
Shopper

2. 22
IN 2013, TEN COMPANIES JOINED TOGETHER TO GO DEEP ON
DIGITAL CONSUMERS
Watching Comcast
on demand
AND
Tex9ng
on
my
phone
THEN I’M
WHEN I’M
Watching my favorite
show, and talking about
them with friends. I am
relaxed and having fun.
CARLY
AND
Using
Nike
+
THEN I’M
Confident and
motivated for my
workout.
Listening to music
on Pandora
“I felt as though I'm going
on all these different
directions trying to do
everything.”
Holly
A Shopper
Together,
we’ve
spent
hundreds
of
hours
observing
and
interviewing
consumers
as
think
about
work,
shopping,
travel,
their
goals
and
entertainment.

3. 33
JOIN US IN 2014
Summer Camp is NOT a conference.
July 17-18 in Boulder, Colorado
Summer Camp is the only place you
can go and actually learn and practice
decision-making skills to guide your
company’s digital consumer strategic
plan.
• Consumer behavior
• Strategic framework use
• Case study format
Charter the next DCC agenda
Stretch your team
(And bring your family)
Primary research, done collaboratively
Chartering for the Digital Consumer
Collaborative starts in June. The first
meeting is in October.
Join together with 10-15 companies as
we charter and collaborate a national
study and go deep into consumers
lives.
• Digital Ethnographic, Co-creation,
and Quantitative
• Work with a Network

4. 44
SUMMER CAMP DETAILS
WHAT’S INVOLVED? WHAT’S INVOLVED
INVITED GUESTS
20
minutes
Before you arrive we conduct a
20 minute interview to identify
your goals and objectives. We
then customize a plan for you.
Day
1
Workout Day. An
intensive program designed
specifically for your goals
and objectives.
Day
2
Taking Action. You are given
a team challenge that will
directly impact you in the
next two years. Then we
work with you to solve the
challenge.
And there’s lots of fun in-between.
• Case studies, frameworks, and data that
will guide your thinking
• Insights from the general findings and of
the 2013 Digital Consumer Collaborative.
• A Basecamp membership where you will
have access to all content and be able to
connect with your colleagues.
• One-on-one time with our strategic leads to
help you progress your marketing or
innovation plans.
Participation is kept to 30 members.
However, we encourage you to bring
family and friends. There are lots of
things for them to do too.
1 seat is $1,600. Travel & Lodging not
included. Please call for a small group rate.
A special hotel rate is available.
A
strategic
thinker’s
training
ground
for
going
a3er
the
digital
consumer
Summer Camp Director
Jaclyn DuPont
jaclyndupont@gostonemantel.com

5. 55
Itinerary
Pre Work
• Participate in a 20 minute interview
• Get signed up for Basecamp project
July 16
Afternoon
• Arrive at St. Julien Hotel, Boulder (contact
us for special rate)
• Registration and evening social
• Meet your team
July 17
Morning
• Breakfast with 2013 DCC Members
• Morning pre-planned program for your
team
Afternoon
• Case study work
• Frameworks
Evening
• Friends and Family Dinner
July 18
Morning
• Application and challenge work
• Review of additional research on
consumer behavior
Afternoon
• Optional 1 to 1 time
St Julien Hotel & Spa, Boulder, CO

6. 66
MAKE YOUR DIGITAL CONSUMER HAPPY
FUNCTIONAL EMOTIONAL SOCIAL ASPIRATIONAL
Help me accomplish
a task
Help me feel deeply
about a moment
Help me relate to
others
Help me change
something important
UTILITARIAN PERCEPTIVE ALTRUSTIC TRANSFORMATIVE
Consumer’s hire companies to get jobs done for them and to make them happy. One of the first things you’ll
learn is how to apply functional, emotional, social, and aspirational customer journey frameworks to digital
experiences and increase consumer happiness. Then we start to go deep.
Helps improve the
self/org through goal
attainment and
epiphany
Helps the individual
connect with and
help others
Helps the
individual/org think/
feel positive
emotions
Maximizes pleasure
from a staged
experience
Job
Definition
Happiness
Definition

7. 77
THE 2014 DIGITAL CONSUMER COLLABORATIVE
The DCC conducts primary
research and co-creation for
forward-thinking customer
experience strategists,
done collaboratively.
Launched in Sept 2013
Finishes in Sept 2014
• 10 companies
• 100s of hours of field work
• Discovering new jobs to do
• Defining new strategies
and profiles
• Demonstrating the value
produced
• Act within organizations to
execute
THE
2013
DIGITAL
CONSUMER
COLLABORATIVE
In 2013, Stone Mantel launched the Digital Consumer Collaborative, a network of leading
marketing strategists from advertising, retail, banking, travel, and office US based companies.

8. 88
SOME FAQs
Have you done this before?
Yes, for the past eight years we
ran the Deluxe Collaborative.
Have you studied digital
consumption before?
Yes, this year’s work builds on
work we started in 2013. We’ve
been studying digital for years.
What’s the level of commitment
required?
When we are together (4
times), it will be intense most of
the time. A bit like a fire hose.
Otherwise there are a 7 virtual
meetings and 3 homework
assignments over a year’s time.
Not too stressful.
Do I have to be a researcher?
No. We will teach you the
Mantel Method. You will be,
when you are done.
Do we share our internal
research or IP with the Collab?
No. We do not ask you for lists,
background research, or
strategy.
Is this a commissioned study?
No. The Collaborative is
designed as a learning process
that you join. You are not
commissioning the study. You
are learning from the process of
participating in the
Collaborative.
Will we have access to all
findings?
Yes. All findings are shared.
General findings you can share
outside your company. Specific
findings you can only share
within your company or with
other Collab members.
Do you already know the
answers to the research Qs?
No. We are studying everything
we can on the topics. But there
will be a series of breakthroughs
that occur that will yield new-to-
the-world insights. You will
experience a paradigm shift with
us.
Will our organizations be able to
benefit from the insights?
Yes, if you bring them along. We
have built in takeaways for you to
share. There is a key meeting
and homework assignment that is
designed to help your org benefit.
Don’t just show them the final
result.
Does every one benefit who
participates?
Yes. Our track record for getting
Collab members promoted is
excellent. We are just as anxious
as you to find insights. We all
become better from the process.

9. 99
OUR 2013 RESEARCH QUESTIONS
1.
Push
our
understanding
of
what
the
digital
consumer
will
want
from
mobile
experiences
in
the
next
three
years.
2.
Find
new
‘jobs-­‐to-­‐get-­‐done’
in
the
digital
environment
that
increase
customers’
likelihood
to
spend
more
9me
with
a
business
or
brand.
3.
Iden9fy
strategies
and
tac5cs
to
make
businesses
more
effec9ve
in
crea9ng
value
from
the
delivery
of
their
experience
to
customers
through
digital
technologies.
4.
Discover
new
ways
of
profiling
target
audiences
based
on
digital
usage.
5.
Develop
techniques
that
aid
in
helping
customers
feel
more
comfortable
in
sharing
data
with
companies
in
the
right
way
and
at
the
right
9me.
6.
Develop
language,
tools,
and
principles
for
understanding
how
consumers
behave
in
an
increasingly
mobile
environment.

10. 1010
GET RELEASES OF THE DCC GENERAL FINDINGS
2424The$DCC$©$Copyright$Stone$Mantel$2013$
QUEUEING IS THE THOUGHT-TO-TASK INTERFACE
Queueing$empowers$the$consumer$to$accomplish$more$tasks$at$the$same$?me$
and$turns$the$topic$into$an$ongoing,$recurring$event$that$progresses$over$?me.$$5.$$
1515The$DCC$©$Copyright$Stone$Mantel$2013$
THE DEFINITION OF A DIGITAL CONSUMER
At$his$or$her$core,$the$Digital$Consumer$is$a$
person$who$wants$to$do$more.$$
$
Digital$technology$eliminates$or$reduce$the$gap$
between$thinking$about$something$and$geCng$
the$job$done.$When$that$gap$is$closed,$the$
consumer$desires$to$do$more$things$at$once.$$
$
Three$aFributes$of$how$the$consumer$interacts$
with$digital$to$accomplish$more$are:$
$$
Topics$$$$|$$$$$Tasks$$$$$|$$$Queueing$
1818The$DCC$©$Copyright$Stone$Mantel$2013$
THE DEFINITION OF A DIGITAL CONSUMER
The$more$empowered$people$are$to$
accomplish$more$in$a$short$period$of$
>me,$the$more$people$meander.$They$
move$from$thought$to$task$to$thought$to$
another$thought.$$$
$
Digital$doesn’t$meander.$
$
To$facilitate$the$interac>on$between$
digital$tools$and$thought,$people$and$
their$devices$queue.$$$
Thought$ Job$
There are two types of insights from the
DCC: general and specific. Your
company must be a member of the
Collaborative to gain access to the
specific insights.
General insights are shared through
conferences, web seminars, white
papers, and workshops.
To see some of the insights coming out
of the DCC go to our web site.
goStoneMantel.com

11. 1111
EXAMPLES OF COLLABORATIVE OUTPUTS
©2012 Deluxe Enterprise Operations, Inc. All rights reserved.
8
Our journey
TOPIC AREA
Retailing Profitable
Solutions by 2015
FIRST GAP
Retailing vs. Banking
JOB TO GET DONE
Knowhow
FIRST ROUND
CREATING DEMAND
Knowhow FormulasCONCEPTS
Framing SessionFUTURE STATE
OF RETAIL
Make it Your Own
BY 2015
Mobility + Knowhow
PROOF OF CONCEPT
First Indicators
©2012 Deluxe Enterprise Operations, Inc. All rights reserved.
By 2015: Visualization
25
Visualization, as it is currently being
developed, is after the fact,
descriptive of the things that have
happened in the past. Mobility, and
the expectations associated with
mobility, change customer
expectations. The appification of
tasks and the ‘in the moment’ use of
data, causes the consumer to
assume that the brands that they
work with and share their data with
(and banking transactions is data)
can anticipate their needs and
provide helpful solutions that allow
them to move forward.
(A detailed review of PFMs is
provided in the appendix.)
Visualization will be only one, limited, portion of where mobility banking and
Personal Financial Management (PFM) tools are headed.
©2012 Deluxe Enterprise Operations, Inc. All rights reserved.
Appification changes the basics of banking activity
29
As apps are increasingly able to deliver a virtuous stream of information that enables
sharing, learning and acting in the moment, the bank is relegated to a less relevant role.
©2012 Deluxe Enterprise Operations, Inc. All rights reserved.
Two parts to knowhow
39
Know How
Ability to do it
Context Facts
Visualization Reminders
Timing
Steps
©2012 Deluxe Enterprise Operations, Inc. All rights reserved.
Product design and Knowhow
72
• Personal
• Mobile
• Uses money wisely
• Simple usage and function
• Forward-looking
• Enables decision making
As product becomes more about mobility, your solution will become more personal,
more focused on advice, and more forward looking.
©2012 Deluxe Enterprise Operations, Inc. All rights reserved.
78
The Before-After Knowhow Service Awareness Effect
AFTER:Averageof:%thatfindKnowhowservice
trulyneeded/useful;andnetwhoseperceptionof
bankwillimproveduetoKnowhowservice
ALL: N=524
Age Groups (years): 21-30 (N=125);
31-40 (N=118); 41-50 (N=128); 51-60 (N=153)
Genders: Male (N=216); Female (N=308)
Asset Class: Mass (N=271); Mass Affluent
(N=253)
Educational attainment:
High school only (N=72); HS+ (N=104); College
graduates (N=225); Some postgrad (N=38);
Postgrad degree (N=85)
Employment:
Full (N=391); Non-full, i.e., part-time, student,
homemaker, retired, and seeking (N=193)
Willingness to be kept abreast of new banking
products:
High (N=240); Medium (N=235); Low (N=39)
Income Group: <$30 (N=61); $30-59 (N=148);
$60-84 (N=119); $85-124 (N=112); $125+ (N=84)
Best provider of Knowhow service:
Bank (N=152); Others (N=372)BEFORE: % that rated “timely tailored online info with offers” as one of
the top 3 best shopping aspects
15%
20%
25%
30%
35%
0% 5% 10% 15% 20%
Male
Female
51-60
41-50
31-40
HS+
College
College+
Postgrad
Non-full
W-H
W-M
W-L
Bank
Others
21-30
Full
ALL
HS only
Mass
Affluent
<$30
$30-59
$85-124
$125k+
$60-84
Low initial opinion;
great uplift
High initial opinion;
great uplift
High initial opinion;
modest uplift
Low initial opinion;
modest uplift
13.4%
26.7%
A knowhow service dramatically increases
consumer interest in your offers
When consumers understand
how the knowhow service works
their interest in online info with
offers goes up dramatically
almost across the board.

12. 1212
A BIG INITIATIVE WHERE TEAMWORK MAKES THE DIFFERENCE
WHAT
IS
REQUIRED?
WHAT
ARE
THE
OUTCOMES?
WHO
SHOULD
BE
INVOLVED?
4
Face-to-face meetings
5-­‐7
Virtual meetings
3
Homework assignments
Participants can have up to 2 seats
at the table.
1 seat = $45K
2 seats = $55K
Travel costs not included
• A comprehensive series of strategic
and tactical principles
• Access to all insights gathered
throughout the process
• Findings from two ethnographic
studies
• Results of quantitative research
• Specific insights applied to
participating companies
If you commissioned this body of work on your
own it would cost between $450K and $600K
People who work well in teams, can
handle exploratory processes, and
understand innovation.

13. 1313
Charter
our
path
Review
secondary
research
Conduct
Preliminary
Ethnographic
study
In-­‐person
collabora9ve
mee9ng
to
analyze
findings
and
shape
Phase
2:
Discover
June
2014
October
q Collabora9ve
network
established
q Research
ques9ons
solidified
q First
round
of
insight
acquired
OUTPUT
SHAPE
STUDY
AND
FORM
NETWORK

14. 1414
Design
Round
2
Ethnographic
Study
Members
conduct
Round
2
field
study
in
their
markets
Stone
Mantel
will
work
concurrently.
Compile
and
Analyze
In-­‐person
collabora9ve
mee9ng
to
develop
concepts
based
on
insight
February
March
q Second
round
of
insight
acquired
q First
round
of
concepts
developed
OUTPUT
PHASE
TWO:
DISCOVER

15. 1515
Recruit
consumers
In-­‐person
collabora9ve
mee9ng
to
conduct
framing
sessions
with
consumers
Members
conduct
on-­‐site
applica9on
exercise
Conduct
quan9ta9ve
study
Collec9on
and
analysis
June
July
July
q Story-­‐boarding/facilita9on
skills
learned
q Concepts
advanced
and
tested
q First
round
of
tailoring
for
implementa9on
complete
OUTPUT
PHASE
THREE:
TEST
Advance
concepts
Advance
concepts

16. 1616
Prepare
final
report
version
1
In-­‐person
collabora9ve
mee9ng
to
review
all
findings,
version
1
conclusions
and
applica9on
to
member
organiza9ons
Members
accelerate
on-­‐site
applica9on
Sharing
phase
begins
September
October
2015
q Analysis
and
conclusions
completed
q Implementa9ons
accelerated
at
member
COs
q Speaking
and
wri9ng
skills
advanced
OUTPUT
PHASE
FOUR:
MASTER
Advance
reports

17. 1717
WHERE WE PLAY
DELOITTE
Consulting Group
JOE PINE
CLAYTON CHRISTENSEN
DAVE NORTON
Original thought leadership
Frameworks and models of
consumer behavior
Design thinking
Hand-crafted strategy and
implementation
Business innovation
processes Stone Mantel
IDEO
Design Firm
A BOUTIQUE
Facilitation and
Implementation

18. 1818
Stone Mantel
is the very best at
producing value from
experiences

19. 1919
gostonemantel.com
THANK YOU
davenorton@gostonemantel.com