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QUEUING AND THE AGE OF CONTEXT
Release 1 – The Digital Consumer Collaborative
Web Seminar
FEBRUARY	
  2014	
  
goStoneMantel.com
Slideshare.net/DaveNorton
Seminar presentation available on Youtube

The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

1
ABOUT THIS DECK

goStoneMantel.com	
  

This	
  deck	
  was	
  presented	
  in	
  February	
  2014	
  to	
  100	
  companies	
  who	
  
are	
  following	
  the	
  general	
  insights	
  gathered	
  from	
  the	
  Digital	
  
Consumer	
  CollaboraHve	
  via	
  web	
  seminar.	
  	
  
	
  
Release	
  1	
  covers	
  
•  What	
  is	
  the	
  Digital	
  Consumer	
  CollaboraHve	
  
•  How	
  to	
  define	
  the	
  digital	
  consumer	
  
•  Three	
  key	
  aNributes	
  of	
  consumer	
  behavior:	
  queuing,	
  topics,	
  
and	
  tasks.	
  	
  
•  The	
  five	
  forces	
  that	
  create	
  digital	
  context	
  
•  Sensors,	
  data,	
  locaHon,	
  social	
  media,	
  and	
  mobile	
  
•  Scoble	
  &	
  Israel’s,	
  The	
  Age	
  of	
  Context	
  
•  Redefining	
  what	
  context	
  means	
  
•  Digital	
  ethnography	
  and	
  other	
  steps	
  that	
  companies	
  can	
  take	
  
to	
  understand	
  the	
  consumer.	
  
	
  
An	
  audio	
  presentaHon	
  can	
  be	
  found	
  on	
  Stone	
  Mantel’s	
  website,	
  
YouTube,	
  and	
  SlideShare.	
  	
  	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

2
OUR GOALS FOR THE DIGITAL CONSUMER COLLABORATIVE
1.	
  Push	
  our	
  understanding	
  of	
  what	
  the	
  digital	
  consumer	
  
will	
  want	
  from	
  mobile	
  experiences	
  in	
  the	
  next	
  three	
  years.	
  	
  
2.	
  Find	
  new	
  ‘jobs-­‐to-­‐get-­‐done’	
  in	
  the	
  digital	
  environment	
  
that	
  increase	
  customers’	
  likelihood	
  to	
  spend	
  more	
  Hme	
  
with	
  a	
  business	
  or	
  brand.	
  
3.	
  IdenHfy	
  strategies	
  and	
  tac5cs	
  to	
  make	
  businesses	
  more	
  
effecHve	
  in	
  creaHng	
  value	
  from	
  the	
  delivery	
  of	
  their	
  
experience	
  to	
  customers	
  through	
  digital	
  technologies.	
  
4.	
  Discover	
  new	
  ways	
  of	
  profiling	
  target	
  audiences	
  based	
  
on	
  digital	
  usage.	
  
5.	
  Develop	
  techniques	
  that	
  aid	
  in	
  helping	
  customers	
  feel	
  
more	
  comfortable	
  in	
  sharing	
  data	
  with	
  companies	
  in	
  the	
  
right	
  way	
  and	
  at	
  the	
  right	
  Hme.	
  	
  
6.	
  Develop	
  language,	
  tools,	
  and	
  principles	
  for	
  
understanding	
  how	
  consumers	
  behave	
  in	
  an	
  increasingly	
  
mobile	
  environment.	
  

ABOUT	
  THE	
  DCC	
  
	
  
Primary	
  research	
  and	
  co-­‐creaHon	
  
for	
  forward-­‐thinking	
  customer	
  
experience	
  strategists,	
  	
  
done	
  collaboraHvely.	
  	
  
	
  
Launched	
  in	
  Sept	
  2013	
  
Finishes	
  in	
  Sept	
  2014	
  
	
  
•  10	
  companies	
  
•  100s	
  of	
  hours	
  of	
  field	
  work	
  
•  Discovering	
  new	
  jobs	
  to	
  do	
  
•  Defining	
  new	
  strategies	
  and	
  
profiles	
  
•  DemonstraHng	
  the	
  value	
  
produced	
  
•  Act	
  within	
  organizaHons	
  to	
  
execute	
  

The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

3
WHAT IS THE DIGITAL CONSUMER COLLABORATIVE?
	
  Primary	
  research	
  and	
  co-­‐creaHon	
  for	
  forward-­‐thinking	
  customer	
  experience	
  strategists,	
  done	
  collaboraHvely.	
  	
  

OUTPUT	
  

Charter	
  our	
  
path	
  

Review	
  
secondary	
  
research	
  

Digital	
  
Ethnography	
  
Round	
  1	
  

September	
  12,	
  
2013	
  

F2F	
  
Orlando	
  
Session	
  

Digital	
  
Ethnography	
  
Round	
  2	
  

November	
  
13-­‐15,	
  2013	
  

•  CollaboraHve	
  network	
  
established	
  
•  Digital	
  ethnographic	
  
insights	
  
•  Strategic	
  frameworks	
  

F2F	
  	
  
Miami	
  
Session	
  
March	
  4-­‐6,	
  
2014	
  

OUTPUT	
  

QuanHtaHve	
  
research	
  

Framing	
  
Sessions	
  

F2F	
  
Session	
  
July	
  2014	
  

Member	
  
OrganizaHon	
  
ApplicaHon	
  

F2F	
  	
  
Session	
  

Mastery	
  

•  Quant	
  findings	
  
•  Concept	
  development	
  
•  ApplicaHon	
  to	
  
organizaHons	
  
•  Design	
  requirements	
  

Sept	
  2014	
  

4	
  face-­‐to-­‐face	
  meeHngs	
  	
  ::	
  5	
  virtual	
  meeHngs	
  ::	
  Basecamp	
  group	
  ::	
  3	
  homework	
  assignments	
  	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

4
RELEASE 1

This	
  presentaHon	
  includes	
  some	
  of	
  the	
  general	
  findings	
  
from	
  the	
  first	
  round	
  of	
  digital	
  ethnography.	
  General	
  
findings	
  can	
  be	
  shared	
  with	
  the	
  public.	
  You	
  must	
  be	
  a	
  
member	
  of	
  the	
  Digital	
  Consumer	
  CollaboraHve	
  to	
  gain	
  
access	
  to	
  the	
  specific	
  findings.	
  	
  

What	
  we	
  
learned	
  

What	
  we	
  
are	
  sharing	
  

The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

5
AGE OF CONTEXT
The	
  Five	
  Forces	
  described	
  by	
  Scoble	
  &	
  Israel	
  are	
  
	
  
1.	
  Mobile—they	
  focus	
  primarily	
  on	
  wearables,	
  
especially	
  Google	
  Glass.	
  
2.	
  Social	
  Media	
  
3.	
  Data—specifically	
  what	
  they	
  call	
  ‘liNle	
  data.’	
  
4.	
  Sensors	
  and	
  the	
  internet	
  of	
  things.	
  
5.	
  LocaHon—which	
  everyone	
  is	
  focusing	
  on.	
  
	
  
They	
  argue	
  these	
  forces	
  emphasize	
  context	
  
going	
  forward—and	
  that’s	
  a	
  good	
  thing.	
  	
  
	
  
“Queuing”	
  suggests	
  that	
  the	
  very	
  nature	
  of	
  
context	
  will	
  change.	
  	
  

Publisher:	
  CreateSpace	
  Independent	
  Publishing	
  
Plaform;	
  1	
  ediHon	
  (September	
  5,	
  2013)	
  

The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

6
HOW THE PATRIOTS ARE CHANGING THE GAME

The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

7
DIGITAL IS NORMAL

Digital	
  consumers	
  are	
  not	
  a	
  segment	
  and	
  they	
  are	
  not	
  
excepHonal.	
  Almost	
  every	
  consumer	
  is	
  digital	
  today.	
  

The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

8
DIGITAL IS NORMAL
The	
  Digital	
  Consumer	
  is	
  Normal	
  
Companies	
  conHnue	
  to	
  debate	
  whether	
  
the	
  digital	
  consumer	
  is	
  a	
  segment,	
  a	
  
mindset,	
  or	
  a	
  group	
  of	
  early	
  adopters.	
  
They	
  regularly	
  discuss	
  digital	
  consumer	
  
behavior	
  as	
  an	
  innovaHon	
  or	
  an	
  excepHon	
  
to	
  how	
  consumpHon	
  really	
  happens.	
  
None	
  of	
  this	
  is	
  now	
  true.	
  	
  
	
  
Almost	
  all	
  adult	
  consumers	
  are	
  digital	
  
consumers.	
  Digital	
  is	
  a	
  normal,	
  essenHal	
  
aspect	
  of	
  consumer	
  decision-­‐making	
  and	
  
to	
  treat	
  it	
  as	
  excepHonal	
  is	
  to	
  imply	
  that	
  
the	
  consumer’s	
  behavior	
  is	
  not	
  normal	
  or	
  
that	
  it	
  might	
  go	
  away.	
  We	
  must	
  start	
  from	
  
the	
  standpoint	
  that	
  it’s	
  normal.	
  	
  
	
  

SELFIES	
  

Me	
  and	
  a	
  couple	
  of	
  my	
  favorite	
  sodas.	
  And	
  my	
  daughter	
  
aNempHng	
  a	
  photo	
  bomb	
  
Me	
  waiHng	
  for	
  train	
  to	
  go	
  to	
  work	
  
while	
  listening	
  to	
  music	
  via	
  Google	
  
Music	
  

I	
  use	
  my	
  iPhone	
  more	
  than	
  I	
  
probably	
  use	
  any	
  other	
  device.	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

9
SOME PEOPLE WE MET

DEFINING	
  TECHIE	
  

I’M	
  DEPENDENT	
  

CONVENIENCE	
  FACTOR	
  

MY	
  LAPTOP	
  AND	
  IPAD	
  

NEVER	
  BORED	
  

The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

10
DIGITAL ETHNOGRAPHY IS CRITICAL

If	
  all	
  consumers	
  today	
  are	
  
digital	
  consumers,	
  then	
  

shouldn’t	
  all	
  research	
  of	
  
consumers	
  apply	
  digital	
  
data	
  gathering	
  techniques	
  
and	
  include	
  digital	
  
moments?	
  	
  

The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

11
DEFINING THE DIGITAL
CONSUMER
People	
  think	
  differently	
  when	
  they	
  embrace	
  
their	
  digital	
  devices.	
  Topics,	
  tasks,	
  and	
  queuing	
  
are	
  building	
  blocks	
  for	
  understanding	
  behavior.	
  	
  

The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

12
THE DEFINITION OF A DIGITAL CONSUMER
At	
  his	
  or	
  her	
  core,	
  the	
  Digital	
  Consumer	
  is	
  a	
  
person	
  who	
  wants	
  to	
  do	
  more.	
  	
  
	
  
Digital	
  technology	
  eliminates	
  or	
  reduces	
  the	
  
gap	
  between	
  thinking	
  about	
  something	
  and	
  
gemng	
  the	
  job	
  done.	
  When	
  that	
  gap	
  is	
  closed,	
  
the	
  consumer	
  desires	
  to	
  do	
  more	
  things	
  at	
  
once.	
  	
  
	
  
Three	
  aNributes	
  of	
  how	
  the	
  consumer	
  interacts	
  
with	
  digital	
  to	
  accomplish	
  more	
  are:	
  
	
  	
  

Topics	
  	
  	
  	
  |	
  	
  	
  	
  	
  Tasks	
  	
  	
  	
  	
  |	
  	
  	
  Queuing	
  

The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

13
THE DEFINITION OF A DIGITAL CONSUMER
PEOPLE	
  HAVE	
  	
  

When	
  a	
  device	
  or	
  app	
  is	
  introduced	
  into	
  
a	
  consumer’s	
  life,	
  the	
  ability	
  to	
  act	
  
immediately	
  changes	
  his	
  or	
  her	
  thinking	
  
(and	
  acHng).	
  The	
  consumer	
  becomes	
  
more	
  enabled	
  to	
  close	
  the	
  gap	
  between	
  
thinking	
  and	
  gemng	
  the	
  job	
  done.	
  	
  

Thoughts	
  

Jobs	
  

Topics	
  

Tasks	
  
DIGITAL	
  HAS	
  

The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

14
THE DEFINITION OF A DIGITAL CONSUMER

The	
  impact	
  on	
  behavior	
  includes:	
  
	
  

Less	
  investment	
  in	
  one	
  single	
  act.	
  
	
  
The	
  desire	
  and	
  ability	
  to	
  do	
  mulHple	
  
things	
  at	
  once.	
  	
  
	
  
A	
  strong	
  aNachment	
  to	
  the	
  people	
  
and	
  acHviHes	
  you	
  do	
  through	
  digital	
  
devices.	
  
	
  
The	
  gap	
  becomes	
  something	
  to	
  
overcome.	
  They	
  want	
  to	
  close	
  the	
  
gap.	
  	
  

PEOPLE	
  HAVE	
  	
  

Thoughts	
  

Jobs	
  

Topics	
  

Tasks	
  
DIGITAL	
  HAS	
  

The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

15
THE DEFINITION OF A DIGITAL CONSUMER
Thought	
  

Job	
  

The	
  more	
  empowered	
  people	
  are	
  to	
  
accomplish	
  more	
  in	
  a	
  short	
  period	
  of	
  
Hme,	
  the	
  more	
  people	
  meander.	
  They	
  
move	
  from	
  thought	
  to	
  task	
  to	
  thought	
  to	
  
another	
  thought.	
  	
  	
  
	
  
Digital	
  doesn’t	
  meander.	
  
	
  
To	
  facilitate	
  the	
  interacHon	
  between	
  
digital	
  tools	
  and	
  thought,	
  people	
  and	
  
their	
  devices	
  queue.	
  	
  	
  

The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

16
QUEUING IS THE THOUGHT-TO-TASK INTERFACE
Because	
  digital	
  consumers	
  can	
  accomplish	
  mulHple	
  tasks	
  at	
  the	
  same	
  Hme	
  (and	
  therefore	
  
do	
  more	
  jobs)	
  they	
  rely	
  heavily	
  on	
  their	
  devices	
  to	
  keep	
  track	
  of	
  where	
  they	
  are	
  at	
  in	
  an	
  
acHvity	
  and	
  prompt	
  them	
  when	
  they	
  need	
  to	
  pay	
  aNenHon.	
  That	
  connecHve	
  behavior	
  is	
  
queuing.	
  Here	
  is	
  how	
  the	
  queue	
  works:	
  	
  

The	
  
1.	
  	
   consumer	
  has	
  a	
  job	
  to	
  get	
  done	
  
Heidi	
  needs	
  to	
  vent	
  

Heidi	
  needs	
  
to	
  vent	
  

“This	
  morning	
  I	
  was	
  extremely	
  frustrated	
  by	
  my	
  two-­‐
year-­‐old.	
  Since	
  I	
  don't	
  really	
  have	
  someone	
  to	
  call	
  and	
  
vent	
  to,	
  I	
  vented	
  on	
  my	
  blog.	
  I	
  let	
  it	
  all	
  out.	
  It	
  felt	
  so	
  
good	
  to	
  let	
  go	
  of	
  the	
  emoHon.”	
  

The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

17
QUEUING IS THE THOUGHT-TO-TASK INTERFACE

FACEBOOK	
  

2.	
  	
  

She	
  idenHfies	
  a	
  digital	
  tool	
  
(app,	
  web	
  content,	
  device)	
  
to	
  help	
  her	
  accomplish	
  the	
  
job.	
  

GO	
  SMS	
  PRO	
  

Heidi	
  needs	
  to	
  vent	
  
“I	
  vented	
  on	
  my	
  blog;	
  I	
  let	
  it	
  all	
  
out.”	
  

BLOG	
  

I	
  love	
  Blogger,	
  Facebook,	
  and	
  GO	
  SMS	
  Pro	
  (texHng)	
  for	
  the	
  same	
  reason:	
  
I	
  love	
  communicaHng	
  with	
  people.	
  I	
  love	
  to	
  share	
  bits	
  of	
  my	
  life	
  and	
  get	
  
feedback	
  from	
  others,	
  whether	
  their	
  experiences	
  are	
  the	
  same	
  as	
  mine	
  or	
  
completely	
  different.	
  I	
  love	
  people,	
  and	
  digital	
  tools	
  allow	
  me	
  to	
  connect.	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

18
QUEUING IS THE THOUGHT-TO-TASK INTERFACE

3.	
  	
  

That	
  tool	
  becomes	
  a	
  part	
  
of	
  her	
  life.	
  	
  
(SomeHmes,	
  not	
  always,	
  for	
  a	
  long	
  
period	
  of	
  Hme.)	
  

My	
  phone	
  apps	
  (favorites	
  are	
  orange):	
  
aCar	
  
Amazon	
  
Amazon	
  Kindle	
  
Amazon	
  MP3	
  
Any.do	
  
B210K	
  Pro	
  
Barcode	
  Scanner	
  
Blogger	
  
Calculator	
  
Calendar	
  
Camera	
  
Campus	
  Portal	
  
Cardio	
  Trainer	
  
Chord	
  Wheel	
  
Chrome	
  
CitaHon	
  Index	
  
Clock	
  
CNN	
  
Contacts	
  

ConvertPad	
  
DicHonary	
  
Dropbox	
  
Drugs.com	
  
Evernote	
  
Facebook	
  
Fandango	
  
Flashlight	
  
FM	
  Radio	
  
Gmail	
  
GO	
  SMS	
  Pro	
  
Goggles	
  
Goodreads	
  
Google+	
  
Gospel	
  Art	
  Book	
  
Gospel	
  Library	
  
Grocery	
  IQ	
  
Groupon	
  
Hangouts	
  

IMDb	
  
Indexing	
  
Instagram	
  
LDS	
  Hymn	
  Book	
  
LDS	
  Temples	
  
LDS	
  Tools	
  
LDS	
  Youth	
  
Lookout	
  
Maps	
  
Media	
  Remote	
  
Mirror	
  
Mobile	
  Metronome	
  
Mormon	
  Channel	
  
Music	
  
MyTracks	
  
MyFitnessPal	
  
Next	
  
News	
  &	
  Weather	
  
Noom	
  Coach	
  

Phone	
  
Pinterest	
  
Play	
  Store	
  
PPLD	
  Mobile	
  
Reader	
  
Ringtone	
  Maker
Run	
  Double	
  
ShopKick	
  
SoundsHound	
  
SpoHfy	
  
T-­‐Mobile	
  
tapTrak	
  
Translate	
  
TripIt	
  
Tumblr	
  
TwiNer	
  
Voice	
  Recorder	
  
WebMD	
  
YouTube	
  

She	
  decides	
  to	
  remember	
  the	
  tool.	
  
She	
  organizes	
  the	
  tool	
  spaHally	
  into	
  
her	
  digital	
  devices.	
  	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

19
QUEUING IS THE THOUGHT-TO-TASK INTERFACE

4.	
  	
  

The	
  thought	
  of	
  doing	
  the	
  job	
  the	
  tool	
  is	
  
designed	
  to	
  do	
  becomes	
  a	
  recurring	
  topic.	
  	
  
start	
  new	
  topic	
  

Heidi	
  needs	
  
to	
  vent	
  
Thought	
  

Job	
  

Grocery	
  IQ	
  
phone	
  
Pinterest	
  
TV	
  
email	
  
Facebook	
  
church	
  
news	
  
blog	
  
shop	
  
weather	
  

Her	
  queue	
  
A	
  task	
  she	
  does	
  
A	
  topic	
  she	
  has	
  
queued	
  

Morning	
  Hme	
  

It	
  is	
  queued,	
  becoming	
  one	
  more	
  connector	
  between	
  person	
  
and	
  device.	
  Heidi	
  becomes	
  more	
  aNached	
  to	
  the	
  device	
  to	
  
assist	
  thinking	
  and	
  acHng.	
  	
  

The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

20
QUEUING IS THE THOUGHT-TO-TASK INTERFACE

5.	
  	
  

Queuing	
  empowers	
  the	
  consumer	
  to	
  accomplish	
  more	
  tasks	
  at	
  the	
  same	
  Hme	
  
and	
  turns	
  the	
  topic	
  into	
  an	
  ongoing,	
  recurring	
  event	
  that	
  progresses	
  over	
  Hme.	
  	
  

The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

21
QUEUING CREATES THE FEELING OF PRODUCTIVITY
Because	
  they	
  can	
  quickly	
  align	
  what	
  they	
  think	
  with	
  what	
  they	
  want	
  to	
  do,	
  consumers	
  are	
  empowered	
  to	
  
do	
  more	
  at	
  the	
  same	
  Hme.	
  Digital	
  consumers	
  can	
  do	
  mulHple	
  things	
  at	
  more	
  or	
  less	
  the	
  same	
  Hme,	
  but	
  
they	
  have	
  even	
  more	
  things	
  that	
  they	
  could	
  be	
  doing.	
  Queues	
  are	
  how	
  people	
  organize	
  their	
  digital	
  lives.	
  	
  

Topic	
  

Task	
  

TIME	
  

Topic	
  
Tools,	
  apps,	
  devices,	
  acHviHes,	
  
content,	
  interests,	
  hobbies,	
  
requests—whatever	
  can	
  be	
  
thought	
  of	
  and	
  interacted	
  with	
  
digitally—organized	
  topically	
  and	
  
designed	
  to	
  recur.	
  	
  
	
  
Task	
  
When	
  the	
  consumer	
  acts	
  on	
  the	
  
topic	
  to	
  accomplish	
  a	
  job	
  the	
  topic	
  
becomes	
  a	
  task.	
  	
  
	
  
Queuing	
  
The	
  thought-­‐to-­‐task	
  interface	
  that	
  
connects	
  the	
  person	
  to	
  mulHple	
  
topics	
  and	
  tasks	
  and	
  creates	
  the	
  
feeling	
  of	
  producHvity.	
  	
  	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

22
EVIDENCE OF QUEUING
The	
  number	
  of	
  tabs	
  along	
  the	
  top	
  tell	
  the	
  story.	
  	
  

The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

23
THE APP NEEDS TO KNOW

Because	
  the	
  goal	
  is	
  to	
  shorten	
  the	
  
gap	
  between	
  thinking	
  and	
  doing,	
  
consumers	
  almost	
  always	
  will	
  give	
  
up	
  informaHon	
  about	
  their	
  
behavior	
  if	
  they	
  think	
  the	
  
informaHon	
  will	
  reduce	
  steps	
  
required	
  and	
  help	
  them	
  accomplish	
  
a	
  goal.	
  	
  
	
  
Consumers	
  are	
  increasingly	
  coming	
  
to	
  the	
  opinion	
  that	
  if	
  it’s	
  digital	
  it	
  
will	
  be	
  shared.	
  	
  

Heidi	
  needs	
  
to	
  vent	
  
Thought	
  

Topics	
  

Job	
  

Tasks	
  

The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

24
APPLICATION

Context	
  feels	
  different	
  when	
  digital	
  enables	
  you	
  to	
  do	
  
more.	
  	
  

The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

25
AGE OF CONTEXT
The	
  New	
  Urbanists	
  

Digital	
  Cars	
  

The	
  Five	
  Forces	
  
Pinpoint	
  MarkeHng	
  
Google	
  Glass	
  

Contextual	
  Home	
  

Personal	
  Contextual	
  
Assistants	
  

The	
  Contextual	
  Self	
  

The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

26
MOBILE
Phones,	
  tablets,	
  and	
  wearables	
  

“Mobile	
  is	
  the	
  aggregator	
  of	
  the	
  other	
  four	
  
forces.	
  It’s	
  where	
  they	
  all	
  converge.	
  It’s	
  where	
  
the	
  superstorm	
  of	
  context	
  thunders	
  into	
  your	
  
life.”	
  	
  
Mobile	
  turns	
  almost	
  any	
  acHvity	
  into	
  
a	
  topic.	
  Wearables	
  that	
  reduce	
  

Hme	
  to	
  task	
  will	
  be	
  embraced	
  

because	
  they	
  allow	
  the	
  consumer	
  to	
  
do	
  more.	
  	
  
DCCi	
  

The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

27
WHAT QUEUING TEACHES US
Because	
  people	
  can	
  do	
  more	
  things	
  at	
  once,	
  they	
  are	
  thinking	
  
about	
  more	
  than	
  just	
  what	
  is	
  in	
  front	
  of	
  them.	
  
	
  

The	
  moment	
  and	
  the	
  place	
  are	
  not	
  as	
  important	
  as	
  
thinking	
  about	
  the	
  tasks	
  to	
  get	
  done.	
  	
  

The	
  person	
  I’m	
  talking	
  to	
  
Facebook	
  
Work	
  email	
  
TV	
  
Dog	
  simng	
  app	
  
Facebook	
  
Schedule	
  a	
  flight	
  
news	
  
blog	
  
shop	
  
weather	
  

At	
  this	
  moment	
  there	
  are	
  10	
  things	
  
that	
  the	
  digital	
  consumer	
  could	
  be	
  
doing.	
  Only	
  one	
  of	
  them	
  is	
  right	
  in	
  
front	
  of	
  him.	
  	
  	
  

DCCi	
  

The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

28
LOCATION
Why	
  did	
  Apple	
  get	
  into	
  maps?	
  Because	
  “Without	
  
locaHon,	
  there	
  is	
  no	
  context.”—Caterina	
  Fake,	
  the	
  
Findery.	
  	
  

Google’s	
  success	
  in	
  maps	
  came	
  from	
  a	
  
core	
  competency	
  
1.  Build	
  a	
  foundaHon.	
  Buy	
  and	
  build	
  
map	
  sotware.	
  
2.  Keep	
  track	
  of	
  changes.	
  Get	
  users	
  to	
  
help	
  idenHfy	
  changes.	
  
3.  Personalize	
  through	
  integraHon.	
  	
  

The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

29
LOCATION
The	
  biggest	
  quesHon	
  that	
  adverHsing	
  must	
  address	
  
today	
  is	
  .	
  .	
  .	
  

how	
  big	
  of	
  a	
  factor	
  is	
  locaHon	
  
In	
  a	
  digital	
  world,	
  people	
  can	
  do	
  almost	
  
anything	
  almost	
  anywhere.	
  	
  
	
  
There’s	
  an	
  app	
  for	
  starHng	
  your	
  car—
from	
  another	
  country.	
  	
  

in	
  determining	
  what	
  the	
  individual	
  
is	
  thinking	
  about	
  at	
  the	
  moment	
  
they	
  are	
  located	
  somewhere?	
  	
  

	
  
It	
  likely	
  depends	
  on	
  what	
  else	
  is	
  in	
  his	
  or	
  
her	
  queue.	
  	
  
	
  
“Contextual”	
  adverHsing	
  could	
  easily	
  
become	
  more	
  oten	
  just	
  messaging	
  that	
  
signals	
  to	
  consumers	
  “I	
  know	
  you’re	
  
here.”	
  
DCCi	
  
	
  	
  

The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

30
SENSORS
The	
  Internet	
  of	
  things	
  is	
  maintained	
  by	
  sensors.	
  	
  

Homes	
  and	
  cars	
  are	
  being	
  revoluHonized	
  
by	
  sensors.	
  These	
  two	
  environments	
  will	
  
be	
  full	
  of	
  sensors	
  in	
  the	
  next	
  three	
  years.	
  	
  

Sensors	
  perform	
  faster	
  than	
  
humans	
  can.	
  
	
  
Sensors	
  can	
  reduce	
  the	
  burden	
  of	
  
too	
  much	
  to	
  think	
  about—or	
  they	
  
can	
  make	
  it	
  worse.	
  
	
  	
  

DCCi	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

31
LITTLE DATA
“It’s	
  not	
  the	
  big	
  data	
  mountain	
  that	
  maNers	
  so	
  much	
  to	
  
people,	
  it’s	
  those	
  Hny	
  spoonfuls	
  we	
  extract	
  whenever	
  
we	
  search,	
  chat,	
  view,	
  listen,	
  buy	
  or	
  do	
  anything	
  
online.	
  	
  .	
  .	
  .	
  	
  LiNle	
  pieces	
  make	
  us	
  smarter.”	
  	
  

Companies	
  do	
  NOT	
  need	
  to	
  
anHcipate	
  every	
  next	
  thing	
  that	
  
the	
  consumer	
  will	
  need	
  in	
  each	
  
moment.	
  	
  
	
  
AnHcipate	
  how	
  to	
  get	
  the	
  job	
  done,	
  
not	
  what	
  the	
  consumer	
  is	
  going	
  to	
  
think	
  next.	
  	
  

	
  
BeNer	
  to	
  let	
  them	
  tell	
  you	
  
ahead	
  of	
  Hme	
  what	
  they	
  want	
  
to	
  accomplish.	
  	
  
	
  	
  

DCCi	
  

The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

32
DIGITAL CONTEXT IS DIFFERENT FROM CONTEXT
TradiHonally,	
  context	
  meant	
  .	
  .	
  .	
  
1.	
  Environment	
  
How	
  the	
  immediate	
  situaHon,	
  environment	
  or	
  
events	
  influence	
  the	
  individual’s	
  acHons	
  

	
  
2.	
  Meaning	
  
The	
  meaning	
  of	
  a	
  phrase	
  or	
  
statement	
  made	
  

	
  
3.	
  CondiHons	
  
The	
  condiHons	
  that	
  are	
  unique	
  to	
  the	
  
acHon	
  that	
  is	
  taken	
  
	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

33
DIGITAL CONTEXT IS DIFFERENT FROM CONTEXT
Digital	
  context	
  shits	
  things	
  .	
  .	
  .	
  	
  

2.	
  Meaning	
  
The	
  volume	
  of	
  acHvity	
  going	
  on	
  in	
  a	
  
moment	
  affects	
  the	
  meaning	
  of	
  and	
  
completeness	
  of	
  every	
  decision	
  (e.g.,	
  what	
  
exactly	
  is	
  a	
  considered	
  purchase?)	
  

1.	
  Environment	
  
As	
  the	
  individual	
  increases	
  in	
  ability	
  to	
  do	
  
more,	
  the	
  situaHon	
  and	
  environment	
  become	
  
less	
  about	
  what	
  is	
  happening	
  here/now.	
  	
  

	
  
3.	
  CondiHons	
  
The	
  condiHons	
  that	
  are	
  unique	
  to	
  the	
  acHon	
  
taken	
  are	
  influenced	
  heavily	
  by	
  what’s	
  already	
  
in	
  the	
  queue.	
  
	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

34
STEPS TO TAKE

1.	
  	
  

Assess	
  your	
  digital	
  porfolio,	
  especially	
  mobile.	
  Do	
  you	
  facilitate	
  
queuing?	
  	
  Do	
  you	
  get	
  the	
  job	
  done	
  for	
  customers	
  through	
  digital	
  
faster	
  than	
  your	
  compeHHon?	
  

2.	
  	
  
3.	
  	
  

Develop	
  an	
  insights	
  agenda	
  that	
  
explains	
  the	
  digital	
  context	
  of	
  your	
  
target	
  audience.	
  	
  

Revisit	
  your	
  moments	
  of	
  truth	
  and	
  customer	
  
journey.	
  Determine	
  how	
  digital	
  is	
  changing	
  the	
  
way	
  consumers	
  think	
  and	
  interact	
  with	
  your	
  
product.	
  	
  	
  

4.	
  	
  

“Traject”	
  your	
  consumer.	
  Even	
  if	
  they	
  are	
  not	
  your	
  
innovaHons,	
  determine	
  how	
  sensors,	
  social	
  media,	
  mobile/
wearables,	
  data,	
  and	
  locaHon	
  will	
  affect	
  your	
  consumer.	
  

The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

35
GET STARTED

Summer	
  Camp	
  	
  

July	
  17-­‐18	
  in	
  Boulder,	
  Colorado	
  	
  
Make	
  beNer	
  strategic	
  decisions	
  
•  Consumer	
  behavior	
  
•  Strategic	
  framework	
  use	
  
•  Case	
  study	
  format	
  
Charter	
  the	
  next	
  DCC	
  agenda	
  
Stretch	
  your	
  team	
  
(And	
  bring	
  your	
  family)	
  

	
  
	
  

goStoneMantel.com	
  

Digital	
  Ethnography	
  
	
  Ethnography	
  is	
  a	
  powerful	
  innovaHon	
  in	
  
research	
  because	
  it	
  captures	
  context.	
  	
  
	
  
Digital	
  Ethnography	
  changes	
  the	
  way	
  
you	
  interview,	
  observe,	
  and	
  analyze.	
  
It	
  addresses	
  digital	
  context.	
  	
  

Assess	
  your	
  company’s	
  digital	
  tools	
  for	
  
their	
  ability	
  to	
  get	
  into	
  the	
  consumer’s	
  
queue	
  and	
  facilitate	
  queuing.	
  
Digital	
  Context	
  Experience	
  Audit	
  

The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

36
ABOUT STONE MANTEL

We	
  are	
  a	
  bouHque	
  insights	
  consultancy	
  
with	
  over	
  thirty	
  years	
  of	
  experience	
  
producing	
  meaningful	
  brand	
  experiences	
  
for	
  consumers	
  and	
  value	
  for	
  companies.	
  	
  
	
  
We	
  build	
  custom	
  insights	
  agendas,	
  develop	
  
strategic	
  frameworks,	
  and	
  guide	
  execuHon	
  
of	
  holisHc	
  experienHal	
  offerings.	
  	
  
	
  
We	
  are	
  the	
  very	
  best	
  at	
  creaHng	
  value	
  from	
  
exisHng	
  experiences.	
  	
  

The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

37
THE MANTEL METHOD GETS YOU DEEP INTO DIGITAL EXPERIENCE

1

Digital
Ethnography

Find experiences that
matter

Discover

2

3

4

Design the experience

Test for time well spent

Create cultural capital

Demonstrate

Act

Prepare to launch

Drive organizational
change

Co-Creative
Design

Define

Performance
Validation

New approaches

Strategies and tactics

New opportunities

Experience requirements Finalize design

Take
Action

Implement

The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

38
Stone Mantel
is the very best at
producing value from
experiences

Dave	
  Norton,	
  PhD.	
  	
  
Founder	
  	
  
Stone	
  Mantel	
  
davenorton@goStoneMantel.com	
  

The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  
The	
  DCC	
  ©	
  Copyright	
  Stone	
  Mantel	
  2014	
  

39

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Queuing and The Age of Context: Release 1 The Digital Consumer Collaborative

  • 1. QUEUING AND THE AGE OF CONTEXT Release 1 – The Digital Consumer Collaborative Web Seminar FEBRUARY  2014   goStoneMantel.com Slideshare.net/DaveNorton Seminar presentation available on Youtube The  DCC  ©  Copyright  Stone  Mantel  2014   1
  • 2. ABOUT THIS DECK goStoneMantel.com   This  deck  was  presented  in  February  2014  to  100  companies  who   are  following  the  general  insights  gathered  from  the  Digital   Consumer  CollaboraHve  via  web  seminar.       Release  1  covers   •  What  is  the  Digital  Consumer  CollaboraHve   •  How  to  define  the  digital  consumer   •  Three  key  aNributes  of  consumer  behavior:  queuing,  topics,   and  tasks.     •  The  five  forces  that  create  digital  context   •  Sensors,  data,  locaHon,  social  media,  and  mobile   •  Scoble  &  Israel’s,  The  Age  of  Context   •  Redefining  what  context  means   •  Digital  ethnography  and  other  steps  that  companies  can  take   to  understand  the  consumer.     An  audio  presentaHon  can  be  found  on  Stone  Mantel’s  website,   YouTube,  and  SlideShare.       The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   2
  • 3. OUR GOALS FOR THE DIGITAL CONSUMER COLLABORATIVE 1.  Push  our  understanding  of  what  the  digital  consumer   will  want  from  mobile  experiences  in  the  next  three  years.     2.  Find  new  ‘jobs-­‐to-­‐get-­‐done’  in  the  digital  environment   that  increase  customers’  likelihood  to  spend  more  Hme   with  a  business  or  brand.   3.  IdenHfy  strategies  and  tac5cs  to  make  businesses  more   effecHve  in  creaHng  value  from  the  delivery  of  their   experience  to  customers  through  digital  technologies.   4.  Discover  new  ways  of  profiling  target  audiences  based   on  digital  usage.   5.  Develop  techniques  that  aid  in  helping  customers  feel   more  comfortable  in  sharing  data  with  companies  in  the   right  way  and  at  the  right  Hme.     6.  Develop  language,  tools,  and  principles  for   understanding  how  consumers  behave  in  an  increasingly   mobile  environment.   ABOUT  THE  DCC     Primary  research  and  co-­‐creaHon   for  forward-­‐thinking  customer   experience  strategists,     done  collaboraHvely.       Launched  in  Sept  2013   Finishes  in  Sept  2014     •  10  companies   •  100s  of  hours  of  field  work   •  Discovering  new  jobs  to  do   •  Defining  new  strategies  and   profiles   •  DemonstraHng  the  value   produced   •  Act  within  organizaHons  to   execute   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   3
  • 4. WHAT IS THE DIGITAL CONSUMER COLLABORATIVE?  Primary  research  and  co-­‐creaHon  for  forward-­‐thinking  customer  experience  strategists,  done  collaboraHvely.     OUTPUT   Charter  our   path   Review   secondary   research   Digital   Ethnography   Round  1   September  12,   2013   F2F   Orlando   Session   Digital   Ethnography   Round  2   November   13-­‐15,  2013   •  CollaboraHve  network   established   •  Digital  ethnographic   insights   •  Strategic  frameworks   F2F     Miami   Session   March  4-­‐6,   2014   OUTPUT   QuanHtaHve   research   Framing   Sessions   F2F   Session   July  2014   Member   OrganizaHon   ApplicaHon   F2F     Session   Mastery   •  Quant  findings   •  Concept  development   •  ApplicaHon  to   organizaHons   •  Design  requirements   Sept  2014   4  face-­‐to-­‐face  meeHngs    ::  5  virtual  meeHngs  ::  Basecamp  group  ::  3  homework  assignments     The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   4
  • 5. RELEASE 1 This  presentaHon  includes  some  of  the  general  findings   from  the  first  round  of  digital  ethnography.  General   findings  can  be  shared  with  the  public.  You  must  be  a   member  of  the  Digital  Consumer  CollaboraHve  to  gain   access  to  the  specific  findings.     What  we   learned   What  we   are  sharing   The  DCC  ©  Copyright  Stone  Mantel  2014   5
  • 6. AGE OF CONTEXT The  Five  Forces  described  by  Scoble  &  Israel  are     1.  Mobile—they  focus  primarily  on  wearables,   especially  Google  Glass.   2.  Social  Media   3.  Data—specifically  what  they  call  ‘liNle  data.’   4.  Sensors  and  the  internet  of  things.   5.  LocaHon—which  everyone  is  focusing  on.     They  argue  these  forces  emphasize  context   going  forward—and  that’s  a  good  thing.       “Queuing”  suggests  that  the  very  nature  of   context  will  change.     Publisher:  CreateSpace  Independent  Publishing   Plaform;  1  ediHon  (September  5,  2013)   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   6
  • 7. HOW THE PATRIOTS ARE CHANGING THE GAME The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   7
  • 8. DIGITAL IS NORMAL Digital  consumers  are  not  a  segment  and  they  are  not   excepHonal.  Almost  every  consumer  is  digital  today.   The  DCC  ©  Copyright  Stone  Mantel  2014   8
  • 9. DIGITAL IS NORMAL The  Digital  Consumer  is  Normal   Companies  conHnue  to  debate  whether   the  digital  consumer  is  a  segment,  a   mindset,  or  a  group  of  early  adopters.   They  regularly  discuss  digital  consumer   behavior  as  an  innovaHon  or  an  excepHon   to  how  consumpHon  really  happens.   None  of  this  is  now  true.       Almost  all  adult  consumers  are  digital   consumers.  Digital  is  a  normal,  essenHal   aspect  of  consumer  decision-­‐making  and   to  treat  it  as  excepHonal  is  to  imply  that   the  consumer’s  behavior  is  not  normal  or   that  it  might  go  away.  We  must  start  from   the  standpoint  that  it’s  normal.       SELFIES   Me  and  a  couple  of  my  favorite  sodas.  And  my  daughter   aNempHng  a  photo  bomb   Me  waiHng  for  train  to  go  to  work   while  listening  to  music  via  Google   Music   I  use  my  iPhone  more  than  I   probably  use  any  other  device.   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   9
  • 10. SOME PEOPLE WE MET DEFINING  TECHIE   I’M  DEPENDENT   CONVENIENCE  FACTOR   MY  LAPTOP  AND  IPAD   NEVER  BORED   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   10
  • 11. DIGITAL ETHNOGRAPHY IS CRITICAL If  all  consumers  today  are   digital  consumers,  then   shouldn’t  all  research  of   consumers  apply  digital   data  gathering  techniques   and  include  digital   moments?     The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   11
  • 12. DEFINING THE DIGITAL CONSUMER People  think  differently  when  they  embrace   their  digital  devices.  Topics,  tasks,  and  queuing   are  building  blocks  for  understanding  behavior.     The  DCC  ©  Copyright  Stone  Mantel  2014   12
  • 13. THE DEFINITION OF A DIGITAL CONSUMER At  his  or  her  core,  the  Digital  Consumer  is  a   person  who  wants  to  do  more.       Digital  technology  eliminates  or  reduces  the   gap  between  thinking  about  something  and   gemng  the  job  done.  When  that  gap  is  closed,   the  consumer  desires  to  do  more  things  at   once.       Three  aNributes  of  how  the  consumer  interacts   with  digital  to  accomplish  more  are:       Topics        |          Tasks          |      Queuing   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   13
  • 14. THE DEFINITION OF A DIGITAL CONSUMER PEOPLE  HAVE     When  a  device  or  app  is  introduced  into   a  consumer’s  life,  the  ability  to  act   immediately  changes  his  or  her  thinking   (and  acHng).  The  consumer  becomes   more  enabled  to  close  the  gap  between   thinking  and  gemng  the  job  done.     Thoughts   Jobs   Topics   Tasks   DIGITAL  HAS   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   14
  • 15. THE DEFINITION OF A DIGITAL CONSUMER The  impact  on  behavior  includes:     Less  investment  in  one  single  act.     The  desire  and  ability  to  do  mulHple   things  at  once.       A  strong  aNachment  to  the  people   and  acHviHes  you  do  through  digital   devices.     The  gap  becomes  something  to   overcome.  They  want  to  close  the   gap.     PEOPLE  HAVE     Thoughts   Jobs   Topics   Tasks   DIGITAL  HAS   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   15
  • 16. THE DEFINITION OF A DIGITAL CONSUMER Thought   Job   The  more  empowered  people  are  to   accomplish  more  in  a  short  period  of   Hme,  the  more  people  meander.  They   move  from  thought  to  task  to  thought  to   another  thought.         Digital  doesn’t  meander.     To  facilitate  the  interacHon  between   digital  tools  and  thought,  people  and   their  devices  queue.       The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   16
  • 17. QUEUING IS THE THOUGHT-TO-TASK INTERFACE Because  digital  consumers  can  accomplish  mulHple  tasks  at  the  same  Hme  (and  therefore   do  more  jobs)  they  rely  heavily  on  their  devices  to  keep  track  of  where  they  are  at  in  an   acHvity  and  prompt  them  when  they  need  to  pay  aNenHon.  That  connecHve  behavior  is   queuing.  Here  is  how  the  queue  works:     The   1.     consumer  has  a  job  to  get  done   Heidi  needs  to  vent   Heidi  needs   to  vent   “This  morning  I  was  extremely  frustrated  by  my  two-­‐ year-­‐old.  Since  I  don't  really  have  someone  to  call  and   vent  to,  I  vented  on  my  blog.  I  let  it  all  out.  It  felt  so   good  to  let  go  of  the  emoHon.”   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   17
  • 18. QUEUING IS THE THOUGHT-TO-TASK INTERFACE FACEBOOK   2.     She  idenHfies  a  digital  tool   (app,  web  content,  device)   to  help  her  accomplish  the   job.   GO  SMS  PRO   Heidi  needs  to  vent   “I  vented  on  my  blog;  I  let  it  all   out.”   BLOG   I  love  Blogger,  Facebook,  and  GO  SMS  Pro  (texHng)  for  the  same  reason:   I  love  communicaHng  with  people.  I  love  to  share  bits  of  my  life  and  get   feedback  from  others,  whether  their  experiences  are  the  same  as  mine  or   completely  different.  I  love  people,  and  digital  tools  allow  me  to  connect.   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   18
  • 19. QUEUING IS THE THOUGHT-TO-TASK INTERFACE 3.     That  tool  becomes  a  part   of  her  life.     (SomeHmes,  not  always,  for  a  long   period  of  Hme.)   My  phone  apps  (favorites  are  orange):   aCar   Amazon   Amazon  Kindle   Amazon  MP3   Any.do   B210K  Pro   Barcode  Scanner   Blogger   Calculator   Calendar   Camera   Campus  Portal   Cardio  Trainer   Chord  Wheel   Chrome   CitaHon  Index   Clock   CNN   Contacts   ConvertPad   DicHonary   Dropbox   Drugs.com   Evernote   Facebook   Fandango   Flashlight   FM  Radio   Gmail   GO  SMS  Pro   Goggles   Goodreads   Google+   Gospel  Art  Book   Gospel  Library   Grocery  IQ   Groupon   Hangouts   IMDb   Indexing   Instagram   LDS  Hymn  Book   LDS  Temples   LDS  Tools   LDS  Youth   Lookout   Maps   Media  Remote   Mirror   Mobile  Metronome   Mormon  Channel   Music   MyTracks   MyFitnessPal   Next   News  &  Weather   Noom  Coach   Phone   Pinterest   Play  Store   PPLD  Mobile   Reader   Ringtone  Maker Run  Double   ShopKick   SoundsHound   SpoHfy   T-­‐Mobile   tapTrak   Translate   TripIt   Tumblr   TwiNer   Voice  Recorder   WebMD   YouTube   She  decides  to  remember  the  tool.   She  organizes  the  tool  spaHally  into   her  digital  devices.     The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   19
  • 20. QUEUING IS THE THOUGHT-TO-TASK INTERFACE 4.     The  thought  of  doing  the  job  the  tool  is   designed  to  do  becomes  a  recurring  topic.     start  new  topic   Heidi  needs   to  vent   Thought   Job   Grocery  IQ   phone   Pinterest   TV   email   Facebook   church   news   blog   shop   weather   Her  queue   A  task  she  does   A  topic  she  has   queued   Morning  Hme   It  is  queued,  becoming  one  more  connector  between  person   and  device.  Heidi  becomes  more  aNached  to  the  device  to   assist  thinking  and  acHng.     The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   20
  • 21. QUEUING IS THE THOUGHT-TO-TASK INTERFACE 5.     Queuing  empowers  the  consumer  to  accomplish  more  tasks  at  the  same  Hme   and  turns  the  topic  into  an  ongoing,  recurring  event  that  progresses  over  Hme.     The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   21
  • 22. QUEUING CREATES THE FEELING OF PRODUCTIVITY Because  they  can  quickly  align  what  they  think  with  what  they  want  to  do,  consumers  are  empowered  to   do  more  at  the  same  Hme.  Digital  consumers  can  do  mulHple  things  at  more  or  less  the  same  Hme,  but   they  have  even  more  things  that  they  could  be  doing.  Queues  are  how  people  organize  their  digital  lives.     Topic   Task   TIME   Topic   Tools,  apps,  devices,  acHviHes,   content,  interests,  hobbies,   requests—whatever  can  be   thought  of  and  interacted  with   digitally—organized  topically  and   designed  to  recur.       Task   When  the  consumer  acts  on  the   topic  to  accomplish  a  job  the  topic   becomes  a  task.       Queuing   The  thought-­‐to-­‐task  interface  that   connects  the  person  to  mulHple   topics  and  tasks  and  creates  the   feeling  of  producHvity.       The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   22
  • 23. EVIDENCE OF QUEUING The  number  of  tabs  along  the  top  tell  the  story.     The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   23
  • 24. THE APP NEEDS TO KNOW Because  the  goal  is  to  shorten  the   gap  between  thinking  and  doing,   consumers  almost  always  will  give   up  informaHon  about  their   behavior  if  they  think  the   informaHon  will  reduce  steps   required  and  help  them  accomplish   a  goal.       Consumers  are  increasingly  coming   to  the  opinion  that  if  it’s  digital  it   will  be  shared.     Heidi  needs   to  vent   Thought   Topics   Job   Tasks   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   24
  • 25. APPLICATION Context  feels  different  when  digital  enables  you  to  do   more.     The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   25
  • 26. AGE OF CONTEXT The  New  Urbanists   Digital  Cars   The  Five  Forces   Pinpoint  MarkeHng   Google  Glass   Contextual  Home   Personal  Contextual   Assistants   The  Contextual  Self   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   26
  • 27. MOBILE Phones,  tablets,  and  wearables   “Mobile  is  the  aggregator  of  the  other  four   forces.  It’s  where  they  all  converge.  It’s  where   the  superstorm  of  context  thunders  into  your   life.”     Mobile  turns  almost  any  acHvity  into   a  topic.  Wearables  that  reduce   Hme  to  task  will  be  embraced   because  they  allow  the  consumer  to   do  more.     DCCi   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   27
  • 28. WHAT QUEUING TEACHES US Because  people  can  do  more  things  at  once,  they  are  thinking   about  more  than  just  what  is  in  front  of  them.     The  moment  and  the  place  are  not  as  important  as   thinking  about  the  tasks  to  get  done.     The  person  I’m  talking  to   Facebook   Work  email   TV   Dog  simng  app   Facebook   Schedule  a  flight   news   blog   shop   weather   At  this  moment  there  are  10  things   that  the  digital  consumer  could  be   doing.  Only  one  of  them  is  right  in   front  of  him.       DCCi   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   28
  • 29. LOCATION Why  did  Apple  get  into  maps?  Because  “Without   locaHon,  there  is  no  context.”—Caterina  Fake,  the   Findery.     Google’s  success  in  maps  came  from  a   core  competency   1.  Build  a  foundaHon.  Buy  and  build   map  sotware.   2.  Keep  track  of  changes.  Get  users  to   help  idenHfy  changes.   3.  Personalize  through  integraHon.     The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   29
  • 30. LOCATION The  biggest  quesHon  that  adverHsing  must  address   today  is  .  .  .   how  big  of  a  factor  is  locaHon   In  a  digital  world,  people  can  do  almost   anything  almost  anywhere.       There’s  an  app  for  starHng  your  car— from  another  country.     in  determining  what  the  individual   is  thinking  about  at  the  moment   they  are  located  somewhere?       It  likely  depends  on  what  else  is  in  his  or   her  queue.       “Contextual”  adverHsing  could  easily   become  more  oten  just  messaging  that   signals  to  consumers  “I  know  you’re   here.”   DCCi       The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   30
  • 31. SENSORS The  Internet  of  things  is  maintained  by  sensors.     Homes  and  cars  are  being  revoluHonized   by  sensors.  These  two  environments  will   be  full  of  sensors  in  the  next  three  years.     Sensors  perform  faster  than   humans  can.     Sensors  can  reduce  the  burden  of   too  much  to  think  about—or  they   can  make  it  worse.       DCCi   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   31
  • 32. LITTLE DATA “It’s  not  the  big  data  mountain  that  maNers  so  much  to   people,  it’s  those  Hny  spoonfuls  we  extract  whenever   we  search,  chat,  view,  listen,  buy  or  do  anything   online.    .  .  .    LiNle  pieces  make  us  smarter.”     Companies  do  NOT  need  to   anHcipate  every  next  thing  that   the  consumer  will  need  in  each   moment.       AnHcipate  how  to  get  the  job  done,   not  what  the  consumer  is  going  to   think  next.       BeNer  to  let  them  tell  you   ahead  of  Hme  what  they  want   to  accomplish.         DCCi   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   32
  • 33. DIGITAL CONTEXT IS DIFFERENT FROM CONTEXT TradiHonally,  context  meant  .  .  .   1.  Environment   How  the  immediate  situaHon,  environment  or   events  influence  the  individual’s  acHons     2.  Meaning   The  meaning  of  a  phrase  or   statement  made     3.  CondiHons   The  condiHons  that  are  unique  to  the   acHon  that  is  taken     The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   33
  • 34. DIGITAL CONTEXT IS DIFFERENT FROM CONTEXT Digital  context  shits  things  .  .  .     2.  Meaning   The  volume  of  acHvity  going  on  in  a   moment  affects  the  meaning  of  and   completeness  of  every  decision  (e.g.,  what   exactly  is  a  considered  purchase?)   1.  Environment   As  the  individual  increases  in  ability  to  do   more,  the  situaHon  and  environment  become   less  about  what  is  happening  here/now.       3.  CondiHons   The  condiHons  that  are  unique  to  the  acHon   taken  are  influenced  heavily  by  what’s  already   in  the  queue.     The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   34
  • 35. STEPS TO TAKE 1.     Assess  your  digital  porfolio,  especially  mobile.  Do  you  facilitate   queuing?    Do  you  get  the  job  done  for  customers  through  digital   faster  than  your  compeHHon?   2.     3.     Develop  an  insights  agenda  that   explains  the  digital  context  of  your   target  audience.     Revisit  your  moments  of  truth  and  customer   journey.  Determine  how  digital  is  changing  the   way  consumers  think  and  interact  with  your   product.       4.     “Traject”  your  consumer.  Even  if  they  are  not  your   innovaHons,  determine  how  sensors,  social  media,  mobile/ wearables,  data,  and  locaHon  will  affect  your  consumer.   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   35
  • 36. GET STARTED Summer  Camp     July  17-­‐18  in  Boulder,  Colorado     Make  beNer  strategic  decisions   •  Consumer  behavior   •  Strategic  framework  use   •  Case  study  format   Charter  the  next  DCC  agenda   Stretch  your  team   (And  bring  your  family)       goStoneMantel.com   Digital  Ethnography    Ethnography  is  a  powerful  innovaHon  in   research  because  it  captures  context.       Digital  Ethnography  changes  the  way   you  interview,  observe,  and  analyze.   It  addresses  digital  context.     Assess  your  company’s  digital  tools  for   their  ability  to  get  into  the  consumer’s   queue  and  facilitate  queuing.   Digital  Context  Experience  Audit   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   36
  • 37. ABOUT STONE MANTEL We  are  a  bouHque  insights  consultancy   with  over  thirty  years  of  experience   producing  meaningful  brand  experiences   for  consumers  and  value  for  companies.       We  build  custom  insights  agendas,  develop   strategic  frameworks,  and  guide  execuHon   of  holisHc  experienHal  offerings.       We  are  the  very  best  at  creaHng  value  from   exisHng  experiences.     The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   37
  • 38. THE MANTEL METHOD GETS YOU DEEP INTO DIGITAL EXPERIENCE 1 Digital Ethnography Find experiences that matter Discover 2 3 4 Design the experience Test for time well spent Create cultural capital Demonstrate Act Prepare to launch Drive organizational change Co-Creative Design Define Performance Validation New approaches Strategies and tactics New opportunities Experience requirements Finalize design Take Action Implement The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   38
  • 39. Stone Mantel is the very best at producing value from experiences Dave  Norton,  PhD.     Founder     Stone  Mantel   davenorton@goStoneMantel.com   The  DCC  ©  Copyright  Stone  Mantel  2014   The  DCC  ©  Copyright  Stone  Mantel  2014   39