Speech "Social Products" at the Social Media Week 2013, Milan.

1. Social Products
The evolution of the relatioship between brand & consumer
Pier Paolo Bardoni Milan, February 2013
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2. things.is a design and
innovation agency for the
Internet of Things
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3. we team up with organizations to
innovate and grow their business
combining real & digital world.
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4. we invent valuable
product & service experiences,
designing the connected world.
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5. THE OFFICE
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6. Let’s start from the MEGA TREND,
star of the revolution we are living...
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7. THE INTERNET OF THINGS
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8. 2020: BILLIONS OF CONNECTED OBJECTS
2020
6
CONNECTED
DEVICES
CONNECTED DEVICES PER HUMAN
ARE MORE THAN PEOPLE
MORE THAN ON EARTH
WORLD
POPULATION 6.58 billion 6.80 billion 7.20 billion 7.60 billion
CONNECTED 50.0 billion
DEVICES 0.5 billion 12.5 billion 25.0 billion
CONNECTED
DEVICES 0.08 1.84 3.47 6.58
PER PERSON
2003 2010 2015 2020
SOURCE Cisco IBSG, Apr 2011; NOTE: these estimates do not take into account rapid advances in
© THINGS 2013 | all rights reserved, THINGS is a CONNEXIA & DOXA company Internet or device technology; the numbers presented are based on what is known to be true today.
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9. EVOLUTION OF CONNECTIVITY
TODAY TOMORROW
ANYTIME ANYTIME
ANYPLACE ANYPLACE
FOR FOR
ANYONE ANYTHING
© THINGS 2013 | all rights reserved, THINGS is a CONNEXIA & DOXA company
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10. What do you mean for
SOCIAL PRODUCT?
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11. SOCIAL PRODUCT definition:
It’s a ‘connected’ hybrid object
(physical/digital), integrated into a
multi-touchpoint ecosystem responding
to social dynamics.
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12. The SOCIAL PRODUCT opens an
innovative perspective to the
product experience.
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13. GENESIS
#SOCIALPRODUCTCONCEPT
Define a real IOT experience isn’t
about connecting objects.
It is about creating a new service
with an high value-added that
leverages on connectivity.
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14. UX
#USEREXPERIENCE
Connectivity, in product
consumption, changes everything.
Products and services hybridization
makes the experience something
really “seamless”.
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15. UI
#USERINTERFACE
Consumer can interact with the product
through physical/digital interfaces
allowing behaviours that go back to
rituality.
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16. Which are the distinctive features
of a SOCIAL PRODUCT?
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17. venerdì 8 marzo 13

18. 1 #CONNECTED
Connected Object
The connected object achieves a
dedicated and specific role and
gathers data from other contexts.
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19. GOOD NIGHT LAMP INSPIRATION
Is a family of connected lamps that lets
you communicate the act of coming
back home to your loved ones,
remotely.
#CONNECTED
http://goodnightlamp.com/
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20. POLLY INSPIRATION
It is a candy machine that gives you a
candy for a tweet. Polly represents an
example of physical rewarding caused
by a digital social action.
#CONNECTED
http://www.ollyfactory.com/polly/
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21. FASHION LIKE INSPIRATION
It’s a cross-media marketing initiative
(digital-physical) by C&A, a brasilian
retailer of clothing. The Fashion Like
tracks the Likes on products collected
into the FanPage and inside the POS.
Everything happens realtime. Inside
the POS there are special connected
hangers with a counter.
#CONNECTED http://goo.gl/OtfD9
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22. HOCKEY GOAL LIGHT INSPIRATION
Budweiser launched a big initiative in
order to engage hockey fans. Through a
wi-fi and a mobile app you can follow
the game of your favourite team in an
engaging way. A special red light will
turn on and make a sound when some
points are awarded to the team.
#CONNECTED http://goo.gl/WL3xl
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23. 2 #SERVICE
Digital Service, Value Added Service
Service takes a central role into the concept of a
valuable user experience product, aiming to
increase the value given to the consumers.
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24. SMART DROP INSPIRATION
Evian uses a fridge connected magnet
to permit to its customers to order
water with free home delivery. The
device works with a mobile app. Evian
already sells its products online.
#SERVICE
http://goo.gl/AUSzu
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25. 3 #STORYTELLING
Storytelling, Object Generated Content
Connected objects are generating new contents
made up by the strong link between physical and
digital world. Connected objects can express their
own “personality” and stimulate conversations.
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26. BRAD TOASTER INSPIRATION
Brad is a connected object that
nobody can own: it can only be hosted
in your kitchen.
Brad has feelings: if it isn’t used that
much (compares its activity with the
other toasters in the neighborhood) it
stimulates its host in using it.
Brad expresses itself via Twitter.
#STORYTELLING
http://www.addictedproducts.com/
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27. STANLEY PIANO
INSPIRATION
Stanley is a piano reinvented as a
connected object. It contains hardware
and software components that let
people asking for songs. Stanley
answers and stimulates reactions of its
fans. The piano plays without the
performer.
#STORYTELLING http://stanleypiano.com/
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28. 4 #SHARABLE
Sharable Data & Capabilities
Social products are designed to share data and
functionalities. Sharing can take place into a small
network of friends or between people
that are connected to the object.
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29. NETATMO
INSPIRATION
Netatmo is a personal weather station
that can be shared with other users.
Netatmo monitors and measures
indoor e outdoor parameters including
temperature, humidity, air pressure,
CO2 concentration etc sending data to
the mobile app. http://www.netatmo.com/
#SHARABLE
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30. 5 #BRAND IDENTITY
Brand Engager
Social product is a cross-media vehicle that
effectively spreads the brand values
engaging consumers.
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31. NIKE+ FUEL BAND INSPIRATION
Through an accelerometer, Nike+
FuelBand tracks your daily sports
activities, such as running, walking,
dancing etc. For every activity calories
consumption is tracked down.
#BRAND IDENTITY http://www.nike.com/us/en_us/lp/nikeplus-fuelband
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32. APPLE IWATCH INSPIRATION
It is a personal wearable computing
device ideal for the self-tracking and
monitoring of your physiological
parameters for medical purposes.
Thanks to a lot of sensors, it is able to
track down “temperature, humidity,
chemical agents, heartbeat, blood
pressure, stress, weight,
environmental and risk factors.”
g
min
co on
so
#BRAND IDENTITY
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33. 6 #CONTENT
Content Supplier
The process that provides consumer
generated contents is evolving.
Social products can promote and enrich
consumers content production.
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34. MEMOTO INSPIRATION
Tiny personal device for life blogging
that shoots and stores frames (ex.
every 10 seconds). The device is
related to a mobile app that lets you
share and search your frames.
#CONTENT
http://memoto.com/
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35. 7 #SENSOR
Sensing the World
Social products contain electronic components
(sensors) sensitive to surroundings phenomena
or user interactions. The tracking of those data is
realtime.
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36. LAPKA INSPIRATION
It is a beautiful, tiny personal
environment monitor that connects
with your phone to measure, collect
and analyze the hidden qualities of
your sorroundings.
#SENSOR
https://mylapka.com/
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37. KOUBACHI INSPIRATION
INSPIRATION
Koubachi is a wi-fi plant sensor that
detect indoor and outdoor plants
needs in terms of water, light, soil
moisture sending notification to a
mobile app.
#SENSOR
http://www.koubachi.com
https://mylapka.com/
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38. 8 #LOYALTY
Social Loyalty & Marketing Actions
Swiftness and effectiveness are boosting the
adoption of promotional/marketing
initiatives. IOT turns on initiatives through
simple social actions (tweet/like) - or physical
triggers (RFID - NFC) - with a consequent viral
effect due to social amplification.
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39. PUSH FOR HANGER INSPIRATION
Restaurant “Red Tomato Pizza” in
Dubai gives to customers a connected
fridge magnet that lets you
immediately order a pizza. The fridge
magnet works with a mobile app via
bluetooth that makes you configure
your menu and delivery information.
#LOYALTY
http://goo.gl/jKrPz
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40. Why the SOCIAL PRODUCT
can be strategic for social
media marketing?
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41. ...because SOCIAL PRODUCTS make
the consumer experience really
authentic involving people who, with
their conversations, are interested in
the same objective (the product!).
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42. ...because SOCIAL PRODUCTS bring
virality, they amplify on digital world
the real consumer behaviours.
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43. Key drivers for designing
successful SOCIAL PRODUCTS
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44. DESIGN
is a critical factor for success...
... the challenge is about tuning on
behaviours of people and products
involved
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45. Which are the most
important actions to design a
SOCIAL PRODUCT?
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46. OPEN
to product innovation
CREATE
a value-added into products & services
consumption
INVENT
new and memorable product experiences
SET UP
new business models on products
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47. venerdì 8 marzo 13

48. thank you!
© Copyright 2013
The Internet of Things S.r.l. Founded in September 2012 For inquiries, please contact
Via Bartolomeo Panizza 7 THINGS is an agency of Pierpaolo Bardoni
20144 Milano ITALIA CONNEXIA and DOXA group pier.bardoni@things.is
P.IVA 07955680967
http://things.is
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