The Dangers (And Opportunities) of the Personal Cybersphere

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BEDANKT, THANK YOU FOR OUR TIME TOGETHER TODAY

¡VÁMONOS!

WHY DANGERS?

Photo: “Segon Origen” · Carles Porta #eurobest @pwfleming

ANOTHER .DOT CRASH?

Photo: “Segon Origen” · Carles Porta #eurobest @pwfleming

YOU DECIDE

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YOUR BRANDS ARE VULNERABLE

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HERE'S WHY:

The Personal Cybersphere*

#eurobest @pwfleming * The 4 Rs of the Personal Cybersphere © Copyright 2001, Paul W. Fleming, Barcelona Virtual · All Rights Reserved

4 Rs Critical for Your Success

The Secret Password? .

______ ______

#eurobest @pwfleming

R1

R2

R3

R4

BEFORE GOING ON...

Who Is Inside of Your Cybersphere?

In Other Words...

Where Is Wally? Waldo? Charlie? Ubaldo? Walter? Holger? 尋找威利?

Cred

its: Wally,©

Co

pyrigh

t Martin

Han

dfo

rd

R1

RECOGNITION

R2

R1 Recognition

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This Brand Is 21st Century

This Brand Sees Me...

& Simplifies My Life R3

R4

THE PROBLEM WITH NINTENDO

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R1 Recognition

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WHY Strong competition from Nintendo for female segment

PlayStation Spain Recognition through Comercial Ethnography (“CE”)

WHO Barcelona Virtual CE Study, 4 months, Madrid & Barcelona HOW 1. “Tupper Play” 2. “Shop with Me” 3. “Play with Me”

ROI Consumer Co-Creation / Redesign Pkg, Adverts / + Usability In

co

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ora

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ith

Pe

ix &

Co

., B

arce

lon

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.

View Making

Off

R1 Recognition

#eurobest @pwfleming

WHY Strong competition from Nintendo for female segment

PlayStation Spain Recognition through Comercial Ethnography (“CE”)

WHO Barcelona Virtual CE Study, 4 months, Madrid & Barcelona HOW 1. “Tupper Play” 2. “Shop with Me” 3. “Play with Me”

In c

olla

bo

rati

on

wit

h P

eix

& C

o.,

Bar

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Significant Rise in Sales for those Titles that implemented our Recommendations

R1 Recognition

#eurobest @pwfleming Cre

dit

s: T

BW

A

R1 Recognition

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“Oel ngati kameie”

Cre

dit

s: T

wen

tiet

h C

entu

ry F

ox

Film

Co

rpo

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on

R2

You Understand “Flow”

Your Brand Lets Me Fly!

& Uses Micro-Moments

RECOGNITION

RESPONSE

R3

R4

R2 Response

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#eurobest @pwfleming

R2 Response

1991 1995 2000 2016

“Flow” · Vital for Digital Marketing

FLOW “I Believe I Can Fly!”: User Experience with 4G, Fibre, etc. VIDEO You Tube Pre-Rolls: 94% (!) of Users Hit the 5-Second Skip

So

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SALES Micro-Moments: the Holy Grail for the “Always-On”

#eurobest @pwfleming

So

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#eurobest @pwfleming

R2 Response

#eurobest @pwfleming

R2 Response

Google Micro-Moments Right Time. Right Person. Right Need. Right Product.

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R2 Response

R3

You Speak My Language

Know Digital Lifestyles

& Your Brand’s Relevant

RECOGNITION

RESPONSE

RESPECT

R4

R3 Respect

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R3 Respect

#eurobest @pwfleming Be Relevant · My Language Is Internet So

urc

e S

pa

rks &

Ho

ne

y, “M

ee

t G

en

era

tio

n Z

: F

org

et E

ve

ryth

ing

Yo

u L

ea

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d A

bo

ut

Mille

nn

ials

”

R3 Respect

#eurobest @pwfleming

Be Relevant · Visual Codes Are Key

SEE IT Gen Z communicates with images & symbols; “real-time” FILM IT Live streaming video, YouTube, “Shorts”, 4G/HD: their reality MAKE IT Gen Z consumers: adept co-creators who value quality So

urc

e S

pa

rks &

Ho

ne

y, “M

ee

t G

en

era

tio

n Z

: F

org

et E

ve

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Yo

u L

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”

R3 Respect

#eurobest @pwfleming

R3 Respect

#eurobest @pwfleming

Weather Digital Post-Its® Alarm Clock Stocks Your Mum

Digital Lifestyle Decisive for Relevancy & Respect. Critical for Sales.

Source TripUniq: Charles Elias, http://appcircus.com/apps/tripuniq

R4

Transactions Are Organic

Lovemark Loyalty…

Whilst Your Brand Excels

RECOGNITION

RESPONSE

RESPECT

RELATIONSHIP

R4 Relationship

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R4 Relationship

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Entertain Me · Laugh & Share, Together

R4 Relationship

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CINESA / UCI · Easy. Fast. Useful. Relevant.

R4 Relationship

#eurobest @pwfleming BEWARE OF PRODUCT OBSESSION

Really!?? Is That All There Is?

R4 Relationship

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SOLOMO · Local, an unexploited secret

LA RENTABILIDAD NACE DE LA RELACIÓN

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PROFITABILITY IS BORN OUT OF RELATIONSHIP

R4 Relationship

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12% Conversion to Database

11:48 Average Time On-Site

23% Member get Member

3,45% Conversion to Sales

LAST, NOT LEAST: THE PASSWORD?

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HOW CAN YOU GET TO YOUR BEST CUSTOMER?

#eurobest @pwfleming

The Secret Password: .

Relevant Relationship

#eurobest @pwfleming

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