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

Confidential © iris 2013 Confidential © iris 2013

#SMWhyperconnected WIFI: TOMJERRY


SARAH

@SARAHJAITKENNYC

@irisworldwide


c,lients


E S T Y @ESTY501


We’re all hyper-connected now WE’RE ALL 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


category Messages Static, closed Saying Look & Feel Defined Touch points Audience

culture Conversations Dynamic, open Doing Experience Beta mode Engagements Community

Passive brands Participation brands


but first… we need to understand

WHY people participate


6,000 RESPONDENT SURVEY

WHAT

Moms & gen Y


7 day digital diary Open community forum

WHAT


HOW!

WHAT

Confidential © iris 2013 Confidential © iris 2013 UK, USA, Australia, India, Indonesia, Singapore

WHERE


WHAT WE FOUND


Confidential © iris 2013 Confidential © iris 2013 5 REASONS PEOPLE PARTICIPATE WITH BRANDS


IF IT MAKES MY LIFE EASIER

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

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


“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$

…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,$US$


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

64%%

39%%43%%

54%%59%%

53%%

32%%35%%

44%%

To%share%a%good%experience%

To%share%a%bad%experience%

Help%consumers%pick%good%products%

Contribute%to%the%community%%

Encourage%company%improvement%

US%Moms%

US%Gen%Y%

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$


“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$

IF I FEEL EMOTIONALLY CONNECTED

“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,$Singapore$

68% of US moms and 49% of US Gen Y share opinions online simply because “they love the brand”


5 MYTHS THAT GOT BUSTED


MYTH #1: it happens here first


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

TRUTH: THE SUN RISES IN THE EAST


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!


46%%

21%%

53%%

34%%

24%%

47%%

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

Visited%branded%website%

US%Moms%

US%Gen%Y%

TRUTH: MORE PEOPLE ARE VISITING YOUR SITE THAN YOUR SOCIAL NETWORK


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

so what?


MYTH #3: WE ALL NEED A MOBILE COMMERCE

SOLUTION, RIGHT NOW!


0%%

10%%

20%%

30%%

40%%

50%%

60%%

70%%

80%%

90%%

Accessed%your%social%network%profile%

Used%map/search%for%direc2ons%

Searched%for%a%product/service%

Searched%for%local%services/places%

Read%news%

Update%your%social%network%status%

Uploaded%a%photo%to%a%website%

Watched%on%demand%video%clip%Checked%sports%scores%

Used%an%online%banking%service%

Access%live%travel%informa2on%

Bought%a%product%on%a%retail%site%

Watched%live%streamed%TV%

Wrote%and%uploaded%a%blog%post%

Check%stocks%and%financial%informa2on%

Update%your%microblog%status%

Australia%

India%

Indonesia%

Singapore%

UK%

USA%

Which%of%the%following%have%you%done%via%the%internet%on%your%mobile%in%the%past%month?%(%%of%audience%by%country;%Q2%2012)%

TRUTH: US IS LEAST LIKELY TO BUY A PRODUCT ON A RETAIL SITE ON MOBILE

Which%of%the%following%have%you%done%via%the%internet%on%your%mobile%in%the%past%month?%(%%of%audience%by%country;%Q2%2012)%


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

so what?


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


≈

Reality:

– 72% follow you for discounts

– 48% for customer service

– 26% for insider access

– 21% to talk to people at the company

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


≈

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

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

so what?

51% %


MYTH #5: GEN Y LOVES TO TALK ABOUT CELEBRITIES.

LIKE, ALL THE TIME.


44% are actively seeking conversations about Tech

13% actively seek conversations about celebrities

68%%47%% 41%% 39%% 36%%

23%% 20%% 19%%

US Gen Y - INTERESTS

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)%

TRUTH: GEN Y IS MORE LIKELY TO WANT TO TALK ABOUT TECH

What%types%of%chat%rooms/%forums/%message%boards%have%you%visited%in%the%past%month%?%(%%of%audience%by%country;%Q2%2012)%


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?

so what?


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


@chatterleague @irisworldwide

@ESTY501 @SARAHJAITKENNYC

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

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