1. @BrianSolis
principal analyst &
author

5. The Human Algorithm is the confluence of
data science and digital anthropology

6. MEET GENERATION-C
You are now marketing to an audience with an
audience of audiences — Creative must engage
and trigger a social effect

9. See the world differently, not just for what it
is but also for what it could be.

10. You are now competing for…
ATTENTION
AND
RELEVANCE

12. Credit: CRWgraphics
There is no one way to reach ―one‖ audience. And
each channel cannot rely on ―one‖ click path

13. Your business is
structured around a
different breed of
consumerism. Going
social, mobile and
local get you
closer, but not close
enough to reach your
connected customer

14. Credit: Tronvig Group
Persona: An
imaginary person with
a name, history, and
story who has a way
of doing things. A
persona should have
enough psychological
detail to allow you to
take the persona’s
view and see your
products and services
from her perspective.

15. Credit: Peter Gentsch, B.I.G.
Personas are real people who can be brought to
life by studying social data and behavior

19. Source: ―The New Multi-Screen World,‖ Google, 2012
Consumers start on their PC but
continue usage on mobile devices

21. Stimulus
Zero
Moment
of Truth
First
Moment
of Truth
Second
Moment
of Truth
Ultimate
Moment
of Truth
Awareness Social
Discovery
Consideration
to Purchase
Experience Shared
Experience
UMOT -> ZMOT: Shared expressions form trusted
impressions
Shared experiences affect every moment of truth

22. Stimulus
Zero
Moment
of Truth

23. Source: What’s the Future of Business ©Brian Solis & @gapingvoid

24. Source: Google/Shopper Sciences, Zero Moment of Macro Study,
Apr 2011 www.google.com/think/insights
Shoppers rely on
10+ sources to
make decisions –
TWICE as many
as the previous
year
Social Feeds = Information Discovery

25. is the new
When it comes to search…
95% of consumers
use BOTH YouTube
and Google when
searching for relevant
content.
Source: AskYourTargetMarket
Research Study, Q3 2012

26. First
Moment
of Truth
Second
Moment
of Truth
Consideration
to Purchase
Experience

28. Gen-C sees the world differently, uniting the online
and offline world for others to see & experience

29. Ultimate
Moment
of Truth
Awareness Social
Discovery
Consideration
to Purchase
Experience
UMOT -> ZMOT: Shared expressions form trusted
impressions
Shared experiences affect every moment of truth
Shared
Experience

30. The Experience Divide
Brand Promise CX

31. Whether we like it or not, customers contribute to the
state of our brand simply by sharing their experiences.

35. The
EXPERIENCE
Layer

36. Born Digital
Experiences, services, and
supporting systems that align
with expectations and
behaviors of Generation
C…consistently, seamlessly,
across every screen in every
scenario.

37. Connect the
dots…
A way of looking at the
relationship between
User, Consumer, and
Brand experiences, and
how they relate to form
an Experience Cycle
made of up of new
customer touch points

38. ―It is not the strongest of the
species that survives, nor the
most intelligent that survives. It
is the one that is the most
adaptable to change.‖
— Leon C. Megginson
38