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Skive Digital Trends 2012

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Skives digital trends predictions for 2012.

Publicado en: Empresariales, Tecnología

Skive Digital Trends 2012

  1. 1. Skive © 2011. All rights reserved
  2. 2. 1. Everything everywhere
  3. 3. Omnipresent social web
  4. 4. There is a dramatic growth in mobilisation Currently, 35% of UK adults own a smartphone Gov, July, 2011 Skive © 2011. All rights reserved
  5. 5. 4G Wireless InternetCurrently being trialled in the UK 4G is the next generation in superfast wireless broadband and is set to revolutionise the speed in which the web will run on mobiles. It likely that 4G will be officially rolled-out in the UK by the start of 2013. This will dramatically improve the experience of the mobile web.Source: Pocketlink Skive © 2011. All rights reserved
  6. 6. Mobile devices are the portal through which we experience life:Entertainment Mobile commerce New Social technology Communication -  Skive © 2011. All rights reserved
  7. 7. We are increasingly connected through the cloudWireless connectivity to the Cloud is providing continuous access to music,entertainment, reading, social network, money and business connections Skive © 2011. All rights reserved
  8. 8. Leaving us with fewer devices that do more Skive © 2011. All rights reserved
  9. 9. People now want everything – everywhere Skive © 2011. All rights reserved
  10. 10. Everything Everywhere Deliver access to content, offers and services whereand when customers need them within a single view of customers Skive © 2011. All rights reserved
  11. 11. 2. Meaningful connections
  12. 12. We can now easily connect togroups of people but they’re not always those closest to us Skive © 2011. All rights reserved
  13. 13. Until recently social networks haven’t mimicked our real social lives which are made up of different friend groups and levels of acquaintances Strong ties are the people wereally care about 2-6 friends Facebook Paul Adams Real Life Social Networking 2010 Skive © 2011. All rights reserved
  14. 14. “Posting on path is not an act of broadcast or self-promotion, but sharing a moment with someone who really knows you.” Skive © 2011. All rights reserved
  15. 15. Grouping people into categories makes sharing more targeted and intimateGoogle + circles and hangouts Skive © 2011. All rights reserved
  16. 16. Facebook followed suit with Smart Lists Skive © 2011. All rights reserved
  17. 17. 3. Social Commerce
  18. 18. Consumers are using their combined power to negotiate and find better social deals through group buying & dynamic pricing: innocent Living socialtweet & eat Skive © 2011. All rights reserved
  19. 19. Heinz have innovated within the s-commercespace with fan first exclusives and personalised products within Facebook Skive © 2011. All rights reserved
  20. 20. Your fans to do the work, so you don’t have to!Converse are soon to launch their Made by Facebook app, taking social shoppingto the next step by allowing fans not only to design their own shoes but sell them to friends and even open their own store fronts Skive © 2011. All rights reserved
  21. 21. 4. Gamification
  22. 22. Gamification helps extend the longevity of marketing engagement strategies by making them much more addictive and fun High Anxiety Motivation/ challenge Boredom Low Low High Ability A framework that will drive engagement over time and heighten experienceFlow: The Psychology of Optimal Experience, Csikszentmihalyi,1990 Skive © 2011. All rights reserved
  23. 23. Making it entertaining Leaderboard Achievements Progression Rewards Dramatise the journey by utilising gaming mechanics to intrigue, engage and entertain Skive © 2011. All rights reserved
  24. 24. Weight Watchers have successfully gamified dieting Skive © 2011. All rights reserved
  25. 25. Starbucks Something as simple as earning achievements can grow brand loyalty among existing fans.The appeal is collecting to move up a level. After spending some time collecting the user thinks: “This must be worthwhile because I’ve spent time on it.” TED, Jesse Schell. When Games invade real life. 2010 Skive © 2011. All rights reserved
  26. 26. Combining gamification with social can help motivate peer networks through social norms and currency Fiat EcoDrive Skive © 2011. All rights reserved
  27. 27. Growing interest in self monitoring is reflected in the growth of mobile health apps – by mid 2012 there are forecasted to be 13,000 mobile health apps in the iTunes App Store Services like Jawbone’s Up wristband allow users to track and monitor their every movement, what they eat and even how well they sleep MobiHealthNews, Sept, 2011 Skive © 2011. All rights reserved
  28. 28. 5. NFC
  29. 29. As an official sponsor of the Olympics Visa is aiming to make the 2012 games a contactless experienceVisa are partnering with Samsung to bring a new phone to market with NFC capabilities in time for the games, taking advantage of the 70,000 shops, bars and restaurants that are NFC enabled Skive © 2011. All rights reserved
  30. 30. Partnerships such as Orange and Barclaycard and newservices such as Google wallet will help bring cashless payments to the masses Skive © 2011. All rights reserved
  31. 31. Geo-fencingUsers will be able to opt in to receive relevant, location based offers Skive © 2011. All rights reserved
  32. 32. 6. Caring companies
  33. 33. Grassroots action: The community decides which projects they are keen to work on:Orange Rockcorps asks people to volunteer four hours of their time on projects in exchangefor tickets to exclusive gigs, providing unique experiences to customers whilst giving back to their communities Skive © 2011. All rights reserved
  34. 34. Ben & Jerry’s Fair Tweet made it easy for consumers to support Fair Trade by donating their left over Twitter characters To support World Fair Trade Day Ben & Jerry’s created an app that leveraged people’s unused Twitter characters and turned them into messages, hash tags and links to promote Fair Trade. Skive © 2011. All rights reserved
  35. 35. O2 have spotted a gap and are moving to provide new platforms for traditional services such as educationThe O2 Learn site provides opportunities for teachers to upload their best lessons for students to explore and learn. Initiatives like this earn O2 large amounts of positive sentiment and are part of a diversification strategy. Skive © 2011. All rights reserved
  36. 36. 7. Gesture & go
  37. 37. Move towards a more natural, gesture based webNatural gesture technology will allow people to truly experience augmented reality. Real world experiences in stores, on the street and at home. Skive © 2011. All rights reserved
  38. 38. Interactive window: John Lewis are selling their ‘Top 30 things to buy for Christmas’ via a window display at a branch of Waitrose.  Customers can scan the QR code of the item they want, which will then take them to the John Lewis mobile site to complete their purchase.  Skive © 2011. All rights reserved
  39. 39. Starbucks are using AR to provide unique and entertaining experiences on their Christmas cupsThe new app also happens to showcase special offers and provides an eGifting facility. Skive © 2011. All rights reserved
  40. 40. Cadbury enhances their product experience with an AR gameBlippar Augmented Reality app is used to activate 3D game by pointing mobile at Cadbury chocolate bar wrappers Skive © 2011. All rights reserved
  41. 41. Facial recognition makes sharing and engaging even more seamless Coca Cola Israel, FacelookIn the future brands will use facial recognition to determine your emotional state – smiling, frowning, crying, depressed or uninterested – and react in real-time to improve the potential of the marketing interaction. Skive © 2011. All rights reserved
  42. 42. Frictionless sharing Every action becomes part of your social currencySocial gestures now allow every action to be shared without having to explicitly tell theworld: ‘I watched this’, ‘I listened to this’, ‘I bought this’, are shared automatically(permission allowing) Skive © 2011. All rights reserved
  43. 43. Part 3– Summary – Skive © 2011. All rights reserved
  44. 44. Digital Trends for 20121. Everything everywhere2. Meaningful connections 3. Social commerce 4. Gamification 5. NFC 6. Caring companies 7. Gesture & go Skive © 2011. All rights reserved
  45. 45. thanks :) © 2011. All rights reserved