America in 2014-What's Going to Matter to Marketers

AMERICA IN 2014
JANUARY 7TH, 2014

Wednesday, January 8, 14

AMERICA IN 2014
HOW TECHNOLOGY IS CHANGING US AND BRAND MARKETING
JANUARY 7TH, 2014


BSSP IS...
A 21 year-old communication agency
Offices in Sausalito and NY
A roster of clients that includes- Priceline, MINI, US Bank, Roku, El Pollo Loco, Greyhound, ISIS
Parent of Influx-strategic consulting unit

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NOT ANOTHER TRENDS DECK!
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Brands need to keep abreast of the constantly changing context

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This is a compendium/collection and guide to the stuff that’s already out there

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Opportunities are found in the context

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Not ‘pie-in-the sky”- grounded in past realities

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Food for thought/Inspiration/Raw material to remix and play with

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An opportunity for discussion

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CRYSTAL BALL GAZING WITH FEET ON THE GROUND

A SET OF THEMES THAT BUILD UPON
WHAT WE’VE ALREADY STARTED TO
SEE IN 2012-2013

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WHAT ARE THE THEME AREAS?

A MIX OF MACRO, SOCIETAL,
CULTURAL AND MARKETING SPECIFIC

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AMERICA IN 2014


PREFACE
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America is changing

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It’s an older, more diverse and more connected country.

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Traditional institutions are transforming in front of our eyes- e.g-The American family, expectations of ownership,
careers, marriage, education and with them definitions of success, happiness and The American Dream

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As these institutions transform- there’s emerging debate and what else needs to change

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There are signs of increasing openness and tolerance, but these new values are required to co-exist with the more
traditional values- leading to tension and divsion

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America increasingly has to be more global in outlook as it searches for new talent and markets

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Because technology is the singular and the most pervasive foce of change, this presentation explores its impact by
highlighting specific themes/trends- some are potential tactics and others involve more significant transformative
change

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It highlights evidence in the form of quotes and examples of manifestations

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It challenges brand marketers on their level of preparedness for this changed landscape

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AMERICA IN 2014
The Big Macro
Perpetual Disruption
Class and Tech Tensions
The Rise of New Learning Cultures
Societal
Relationships Made Easier
Secrecy
The Power of the Visual
Mobile is Everything

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AMERICA IN 2014
Culture
A Backlash against Sameness?
Small is Cool, if....
Editors, Curators and Motivators Bloom
High and Low Brow Co-Exist

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AMERICA IN 2014
Marketing Specific
One-to-One Realized
Livejacking
Data with Every Thing
Wanted: A Killer “App” for the Second Screen
Shopping the Intelligent Web
The Physical Matters even More
Storytellers Demanded
Consumer Created Gets Better

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BIG MACRO


PERPETUAL DISRUPTION


PERPETUAL DISRUPTION

Google’s Chromebook - Rapid success in new market

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PERPETUAL DISRUPTION- FROM HERO TO ZERO

Zynga’s stock price
“They rely too much on reacting to what is making money now, and too much on their own
data. They don’t strive to make anything new or innovative and that’s no way to excel in
the games market.” Former Zynga employee takes to Reddit

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PERPETUAL DISRUPTION- NO LONG-TERM ADVANTAGE

“Strategy

is stuck....it’s now rare for a company to
maintain a truly lasting advantage. Competitors
and customers have become too unpredictable,
and industries too amorphous.“
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Rita Gunther McGrath

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PERPETUAL DISRUPTION-DISRUPTERS FACE DISRUPTION

“The rebuff also reveals a changing perception of Facebook in the tech industry. As the once scrappy startup evolves into a sprawling corporation, younger companies who view themselves as disruptive do not
find Facebook’s size and cushy campus as appealing. Not to mention that a lot of them are trying to
provide alternatives to Facebook, which means selling to Facebook would defeat their entire purpose”
NYT on Snapchat turning down Facebook’s offer
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PERPETUAL DISRUPTION- DISRUPTION AS A FORMULA
“This form of "radical disruption" is now hardly radical at all, but rather obvious. Simply apply the
affordances and dynamics of twenty-first century networked business to an existing service. Applying Uber
to the taxi business is just the same as applying Amazon to retail, Square to cash, Spotify to music,
Taskrabbit to labour, and Foursquare to that most meaningful of all human pursuits, informing your friends
that you are in a bar.
We've figured it all out. We know how to make signups, APIs, buttons, lists and responsive layouts. We
know how to embed a video, a map, a typeface — it’s all done. We know the business models are free,
premium and freemium. The name should be one word, short and easy to type.
Most importantly, the service should be inconceivable without The Network. It is thus globalised, localised
and "user-centred" to the extent that, in the now infamous words of one of Twitter's founders, it suggests
that the internet is simply a “giant machine designed to give people what they want.”
Dan Hill

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CLASS AND TECH TENSIONS
THE FRICTION OF “TOO MUCH”


CLASS AND TECH TENSIONS- WALL ST HAS BEEN GOOD TO THE FEW

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CLASS AND TECH TENSIONS- LOWER PAID DEMAND FAIRENESS

“These days, according to the National Employment Law Project, the average age of
fast-food workers is 29. Forty percent are 25 or older; 31 percent have at least
attempted college; more than 26 percent are parents raising children. Union
organizers say that one-third to one-half of them have more than one job”
New York Times
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CLASS AND TECH TENSIONS- FIND THEIR OWN WAYS TO BRIDGE THE GAP
“Customers cleared shelves and police were called in to control crowds taking advantage of suddenly
unlimited spending allowed on their Electronic Benefits Transfer cards, which are issued to recipients
of government food stamps. Spending limits on the cards were reportedly disabled for about two
hours.” Time Magazine

“Good people have had their world turned upside down and it is not yet clear how
they will react. Breaking Bad is the great drama of what has happened to America in
our lifetime.”
Prospect Magazine-UK
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CLASS AND TECH TENSIONS-POP CULTURAL WARNINGS

In love with “HER”
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“I am reminded of Isaac Asimiov's novels--The Caves of Steel and the Naked Sun--about his robot
detective and his human partner, trying to deal with societies that had become so wired and so
isolated that individual members could barely stand to be in the same room with each other, and foun
it completely gross and disturbing to actually have another human body within 10 feet of them”

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Brad De Long
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CLASS AND TECH TENSIONS- THE EFFECTS

Grandparents-Relevant?

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CLASS AND TECH TENSIONS-AN EVOLVING RELATIONSHIP WITH TECH

Tech Detox Camp

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“The Shaker-inspired interior has inspired the couple to lead simpler lives when they’re in the house,
Ms. Brechbuehler said: “We decided to have technology-free weekends.” Sometimes, she added, “we
turn everything off, and don’t use iPads, iPhones, or watch movies.” It has the unexpected effect of
extending the weekend, Mr. Highsmith said. “You realize how long your day can be,” he said, “when
you’re not occupying yourself with checking e-mail.”-NYT
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CLASS AND TECH TENSIONS-NEW COPING STRATEGIES

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“Last month, the people behind Lululemon started whil.com, a site that
encourages visitors to turn off the brain for 60 seconds by visualizing a dot.
“The hour-and-a-half yoga break is too much for most people,” said Chip
Wilson, a co-founder. “Getting away from the chaos of work and technology
even for one minute is all you really need to feel refreshed.”NYT
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CLASS AND TECH TENSIONS- THE APPEAL OF ANALOG

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“Why for the last 20 years have producers and musicians been extracting these little snippets of audio from
vinyl records? What kind of magic did it contain? Because harmonically the samples are just an F minor or a G
flat, something not so special. It occurred to us it’s probably a collection of so many different parameters; of
amazing performances, the studio, the place it was recorded, the performers, the craft, the hardware,
recording engineers, mixing engineers, the whole production process of these records that took a lot of effort
and time to make back then. It was not an easy task, but took a certain craftsmanship somehow cultivated at
the timW.” Daft Punk
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CLASS AND TECH TENSIONS- FUSION

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“A warehouse equipped with Kiva robots can handle up to
four times as many orders as a similar unautomated
warehouse, where workers might spend as much as 70
percent of their time walking about to retrieve goods.
(Coincidentally or not, Amazon bought Kiva soon after a
press report revealed that workers at one of the retailer’s
giant warehouses often walked more than 10 miles a day.)
Brynjolfsson and McAfee’s claim is more troubling and
controversial. They believe that rapid technological change
has been destroying jobs faster than it is creating them,
contributing to the stagnation of median income and the
growth of inequality in the United States.” MIT Technology Review

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THE RISE OF LEARNING CULTURE
- LEARNING WILL BE RE-THOUGHT


THE RISE OF NEW LEARNING CULTURES
“The social institutions of education at all levels
are under enormous pressure to change as
classroom models based on the era of factories
and mass production break under the demands
of 21st-century knowledge economies. At the
same time, learning, monopolized by schools for
thousands of years, is morphing because of
digital texts and online learning communities.
Khan Academy, MOOCs (massive open online
courses), well-funded “edupreneur” startups
such as Udacity and Coursera, how-to videos on
YouTube, platforms for peer learning such as
P2PU and Skillshare: These seem less like
isolated signals than a cultural shift at this point.
As a participant and explorer in the field of
online social learning myself, I can testify that
something big is afoot”. Howard Rheingold

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THE RISE OF NEW LEARNING CULTURES-CODE IS CORE

Code.org- Creating a new generation of coders

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THE RISE OF NEW LEARNING CULTURES- INSIDE THE CORPORATION
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“We conducted a dozen experiments last year. Some of them were spectacular
failures. Some were abandoned, others spectacularly succeeded after being
reworked. But I’m okay with failure. We learn from it, and through our
misfires, we come across new findings that we weren’t even looking for.” Anne
Lewnes- CMO-Adobe

Zappos- A company that learns
“Another way in which Zappos encourages real-time feedback is through the
weekly team huddle meetings, or “Zuddles,” to help individuals reflect on
what went well or what went wrong. In addition to these meetings, groups
of employees listen to their recent conversations with customers—as
uncomfortable as that may be—to pinpoint specific areas of improvement for
the next call.” Deloitte

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“Being able to continually learn on the job and develop a sense of
expertise or mastery is a fundamental factor in success in the
technology industry and long-term happiness at a company."
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Chris Fry, Twitter's senior vice president of engineering, wrote in a
company blog post about the creation of the Twitter University

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THE RISE OF NEW LEARNING CULTURES- A NEW TAKE ON ADULT ED

School of Life- Handbooks

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THE RISE OF NEW LEARNING CULTURES
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Humans won’t be the only ones learning

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“It’s not hard to imagine similar algorithms used to “read” the
videos that you upload to Facebook, by examining who and
what is present in the scene. Instead of targeting ads to
users based on keywords written in Facebook posts, the
algorithms would analyze a video of say, you at the beach
with some friends. The algorithm might then learn what beer
you’re drinking lately, what brand of sunscreen you use, who
you’re hanging out with, and guess whether you might be on
vacation” Popular Science

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BRAND IMPLICATIONS
Is your point of difference sustainable?
Identify your disrupters
Prepare to disrupt yourself
“The Middle” is a very dangerous place- you have to target high, or low-income
Should your brand be helping the less fortunate?
What are you doing to help your consumers detach from technology?
Does your brand encourage/help consumers learn?
Does your brand team have a learning culture?
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SOCIETAL


RELATIONSHIPS MADE EASIER
THE ALGORITHM MATCHES YOU


RELATIONSHIPS MADE EASIER- A NEW WAY TO MEET

The Tinder user experience
“Rad said he couldn’t share user counts, but he did reveal that the app sees 3.5 million
matches and 350 million swipes a day. (About 30 percent of those are the right swipes that
indicate interest.” Techcrunch

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RELATIONSHIPS MADE EASIER- BEYOND THE DATE

“Rad acknowledged that the “unwritten context” of Tinder right now is romantic
relationships, but he argued that the basic mechanism, where two people are only
connected when they both express interest in each other, is “a universal thing across
friendships, across business, across anything.” The ultimate goal, he said, is to
“overcome every single problem you have when it comes to making a new
relationship.”Techcrunch

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SECRECY:
THE UNKNOWN AND THE SELECTIVE MATTER


SECRECY- NO ONE CARES, OR THE CAUSE OF RAISED AWARENESS?

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SECRECY- A DESIRE FOR THE PRIVATE
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In a world where everything out there, there’s a shift towards the secret
and the selective

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Keeping things a secret and delivering a big surprise can be remarkably
powerful- also an opportunity to get beyond predictable patterns in data

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People will want tools that can control what they can share selectively

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There will be more interest in knowing what companies are doing with
personal data...development of the “Personal Cloud”

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SECRECY-SELECTIVE SHARING

A social app for couples

Path

The Personal Cloud

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SECRECY- ARTISTS WITH AUDIENCES CAN SURPRISE

Beyonce’s Surprise

“Regardless of where you and I fall on the
spectrum of Beyoncé appreciation though, we
have got to respect the covertness of her
latest musical coming-out. After all, we live in
an era when our stars can barely send an
email or run an errand without being hacked,
paparazzi attacked, or sold out by a
confidante to the highest tabloid bidder. “
Vanity Fair

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SECRECY-ARTISTS WITH AUDIENCES CAN SURPRISE

“When was the last time in music history that a record has
earned so much global adulation – before it’s even been
released? But the record is a thrilling listen for rock listeners
the world over, because one of the craft’s most experienced
practitioners has pioneered even further. A big part of Bowie’s
accomplishment was enabled by his devoted band and
production/engineering team, all of whom sacredly respected
a vow of secrecy about the album’s creation. Amazingly, word
never leaked about its recording – a process that unfolded
over two years, with three different in-studio bands.” Sonicscoop

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SECRECY- BRANDS CAN GET BEYOND THE PREDICTABLE

Can Nefflix, Spotify and others surprise you by bringing humanity to their data ?
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SECRECY- WILL THERE BE A PUSH TO THE UNDERGROUND?

Behind closed doors- no phones, no cameras

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THE POWER OF THE VISUAL


THE POWER OF THE VISUAL

The public welcomes the new Pope
The Visual Explosion
“A 2012 study by ROI Research found that when users engage with friends on social media sites, it's the pictures they
took that are enjoyed the most. Forty-four percent of respondents are more likely to engage with brands if they post
pictures than any other media. Pictures have become one of our default modes of sorting and understanding the vast
amounts of information we're exposed to every day.”

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THE POWER OF THE VISUAL-THE SELF IS PROMOTED

“Today’s young people mostly don’t. If they have work, it’s often servile. That means they have to define themselves without the benefit
of professional identity. Many do it through consumption: you are your Mac or your favorite kind of coffee. Social media offer other
strategies. On Twitter, you get 160 characters to write your biography – in essence, to state your identity.” FT
“I am actually turned off when I look at an account and don’t see any selfies, because I want to know whom I’m dealing with. In our
age of social networking, the selfie is the new way to look someone right in the eye and say, “Hello, this is me.”-James Franco
“Instagram has created a new kind of voyeurism — in which you can look into the carefully curated windows of the rich, famous and
stylish — and a new kind of lifestyle envy” NYT

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THE POWER OF THE VISUAL-SOME BRANDS GET IT

Van Damme Hits YouTube
Text
Oreo on Facebook
Starbucks on Instagram
“It also means being on top of popular culture. Sometimes, there may be a reference that resonates with an older
crowd, like a photograph on Dr. Seuss’ birthday of his cat’s striped hat drawn on a Starbucks coffee cup. Often it’s
something for younger people, responding, for example, to singer and actress Demi Lovato’s lament that
Starbucks baristas do not know her name with a photograph of a specially decorated cup just for her.”-Seattle Times

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THE POWER OF THE VISUAL- LOOK FOR NEW EXPERIMENTS

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“Without the GoPro this film wouldn’t be this film. The bad quality of the GoPro, without the ability to attach it on top of a pole, without the
ability to attach it to a body, and to feel the image. During a recent tech check, I felt like I was sitting in the image in a way that almost
never happened to me before because of this camera.” Verene Paravel- Director- Leviathan

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MOBILE IS EVERYTHING


MOBILE- PEOPLE LOVE THEIR PHONES MORE THAN BRANDS

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“Google recently commissioned a survey on shopping habits and found that more than 66 percent of
smartphone owners already use their phone to help them shop while in a store. The key for retailers is to
create additional value for these shoppers while they are in the physical store with their mobile
devices”Gigaom

50% of Amazon holiday sales in 2014 were mobile

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MOBILE IS EVERYTHING- MEDIA THINKS MOBILE FIRST

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“
“Mr. Creighton said. “We started with desktop publishing,” he said, then “when we
got into video we took advantage of the democratization of broadband and video
production tools.” Two years ago, Mr. Creighton said, less than 10 percent of those
who watched Vice videos were on phones. Now the number is escalating fast, and
will most likely hit more than 50 percent in coming years.” NYT on Vice’s purchase of Carrot Creative
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It’s hard for brands to compete against the power applications that dominate mobile usage,
but brands with a loyal following will be the first to experiment and pioneer by getting the
basics right - see One-to-One Realized theme

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Success will come from relevance- what can you deliver/offer that is highly relevant and
accessible at an individual level?

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BRAND IMPLICATIONS
Visuals matter- Do you have a plan? Do you have the right assets?
How can you surprise your customers in a good way?
Can you make sure your secrets are safe?
How are you reaching the mobile consumer?
Is your mobile experience the best it can be?
Does it do something unique and useful?

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CULTURE


A BACKLASH AGAINST “HIPSTER”
SAMENESS?


A BACKLASH AGAINST SAMENESS

Ace Hotel- London
Shake Shack-London
Global Hipster Guide

“And so a vivid and storied layer of authentic Paris is being wiped out not by
not-in-my-backyard activism, government edict or the rapaciousness of
Starbucks or McDonald’s but by the banal globalization of hipster good taste,
the same pleasant and invisible force that puts kale frittata, steel-cut oats and
burrata salad on brunch tables from Stockholm to San Francisco.”

Thomas Chatterton

Williams- “ New York Times
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SMALL IS COOL, IF
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SMALL IS COOL BECAUSE IT’S MORE HUMAN AND MORE TRUSTED

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“Connected consumers quickly expose and accentuate corporations’
flaws," the report says. "Consumers crave relationships where
businesses view them as individuals and respond in a much more
transparent, personal way than ever before...At the core of the Human
Era is the realization that the expectation of meaningful connection —
the search for trust — extends to organizations and brands as well as
people." Mediapost

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SMALL IS GROWING

“From 2009 to 2012, small food and beverage manufacturers grew revenue about three
times faster than the rate of the overall category. In the packaged food category
specifically, small players experienced a three-year compound annual growth rate (CAGR)
of 6.2 percent, and gained 1.7 percent of market share. Meanwhile, large players
increased sales by just 1.6 percent CAGR and saw market share decline 0.7 percent”.- IRI

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SMALL THRIVES IN COLLECTIVES

Open, Etsy, We-Work- who is helping the small connect?

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SMALL IS COOL, IF
....IT HAS A STORY

Owners of The Owl, Greenville

A Jeans Brand with a Soul

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SMALL NEEDS INTEGRITY

“From day one I’ve been saying that we are part of a neo-American ideal, which is the opposite of
infinite, boundless growth. Why that manifest destiny? I’ve had offers to design an I.P.A. for $5 a
case, or for a check for 20 grand right on the spot. And I’m like, “This is absurd!” I mean, I’ll look at
a recipe and help someone out, but I’ve worked way too hard for too long and have too much
integrity and self-pride to help someone brand a beer so they can make money by having someone
else do all the work for them.”
Spike Carter, An Interview with Shaun Hill, Brewmaster at Hill Farmstead
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EDITORS, CURATORS AND MOTIVATORS BLOOM
WHO’S GOING TO MAKE SENSE OF THINGS AND INSPIRE?



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With overwhelming amounts of data and information, we are going to need people and
things to make sense of it- who will create a new class of experiences?

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e.g- The Timehop App reminds you of what you did last year

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Who’s going to take your Facebook data and tell you how your life compares to others?

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Who’s going to take all your streams of fitness data and aggregate it into something
meaningful?

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In a world of opportunity- who will motivate us (like the Everest app) to achieve our goals?
“Most of us are not pure self-starters; most people need role models, they
need coaches, they need exemplars, they maybe need some discipline or
some rewards. We need to be motivated. [Motivation] will be a big growth
sector”-Joshua Rothmans-New Yorker
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HIGH BROW AND LOW BROW CO-EXIST
TRAFFIC AND QUALITY LIVE TOGETHER


HIGH AND LOW BROW CO-EXIST- A NEW LANGUAGE

“Thirty-three Animals Who Are Disappointed in You’ is a work of literature,” Mr. Smith said
defiantly, referring to an April Buzzfeed post that has so far received 2.5 million views. “I’m
totally not joking.” The author of the piece “spent like 15 hours finding images of animals that
would express the particularpalette of human emotion he was going for and wrote really witty
captions for them,” he added. “And that in some ways is harder and more competitive than, say,
political reporting” NYT
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HIGH AND LOW BROW CO-EXIST- A RACE TO THE BOTTOM?

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“You’d

think that if millennials are consuming more media, they’d be more civically
minded. They’re not reading the news. If they’re reading the news, they’re reading
the celebrity page. They’re consuming viral videos. You look at YouTube, it’s not
President Obama’s speeches that go viral; it’s the cat that does something stupid. If
you look at the general trend in the news media, it’s away from hard-hitting news
and toward fun fluff.” Digiday

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HIGH AND LOW BROW CO-EXIST- THERE’S STILL A MARKET FOR THE
SOPHISTICATED STORY

NYT- Interactive News Stories
The Economist Grows

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HIGH AND LOW BROW CO-EXIST- UNTRUTHS THRIVE

“If you throw something up without fact-checking it, and you’re the first one
to put it up, and you get millions and millions of views, and later it’s proved
false, you still got those views. That’s a problem. The incentives are all
wrong.” Ryan Grim-Huffington Post

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HIGH AND LOW CO-EXIST- NEW HYBRIDS?

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BRAND IMPLICATIONS
Learn and connect by partnering with smaller players
Is there anything you can curate for your customers? Can you play the role of editor?
Other than buying your product, or service, what else can you motivate them to do?
How low brow are you prepared to go for the sake of traffic? Does quality of audience and
experience matter to you?

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MARKETING SPECIFIC


ONE-TO-ONE REALIZED
CAPTURING THE LOYAL AND THE PRESENT


ONE-TO ONE REALIZED- STARBUCKS LOCKS DOWN THE LOYAL

“As a result of that, the mining of information, the diagnostics and the emotional engagement and attachment that we've been able to create through a best-ofclass relationship with Facebook and Twitter and leveraging the Starbucks Card which is now a multi-billion dollar business onto the Starbucks mobile platform,
and which today we are now processing roughly 4.5 million mobile transactions a week, far greater than anyone in the world in our space, and that mobile
platform is giving us a greater speed of service, higher attachment, higher ticket, and higher reload. The question was, if Starbucks products are sitting on the
grocery shelf, what could we do that leverages the loyalty system of Starbucks? So beginning in the month of June, Starbucks roast and ground coffee sitting on
thousands, tens of thousands of grocery shelves across the country, will have a tag affixed to the bag and that customer buys the coffee bag and they will be
able to achieve loyalty or stars the same way our customers do in our stores..”Starbucks Presentation

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ONE-TO ONE REALIZED- DUNKIN’ AND OTHERS WANT IN

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“One of the objectives in prioritizing mobile is to develop a loyalty program and increase one-to-one marketing. Guests want
geotargeted offers as well as national offers, Costello said, and the brand now has a better ability to generate these deals because of
its standardized (Radiant) POS system. "The power of this data is that we know sales by store, by SKU, by hour. We know what the
sales are of all the product categories. This enables us to geotarget offers — so in the Northeast, for example, where there are
strong beverage sales, we can build ticket by offering deals on bakery sandwiches," Costello said. Dunkin'' Donuts is on track to
launch a loyalty program later this year. It will roll out specifically with a focus on driving profitability on the franchise level, Costello
said, by enabling the company access to data through registered DD Cards. Such data will then be used to develop targeted offers,
ideally by 2014. "So we're moving from mobile to loyalty and moving to a CRM platform in 2014,...”- QSR Web

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ONE-TO ONE REALIZED- BURBERRY ARMS ITS SALES ASSISTANTS

Burberry knows what you like

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ONE-TO ONE REALIZED- THE PHYSICAL LINKS TO PERSONAL TECH

“You step inside Walmart and your shopping list is transformed into a personalized map,
showing you the deals that’ll appeal to you most. You pause in front of a concert poster on
the street, pull out your phone, and you’re greeted with an option to buy tickets with a
single tap. You go to your local watering hole, have a round of drinks, and just leave, having
paid—and tipped!—with Uber-like ease. Welcome to the world of iBeacon”Wired

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ONE-TO-ONE REALIZED- THE PHYSICAL AND PERSONAL TECH MEET
“One has to wonder how much further MLB could take this
concept. If you could track app users as they bounded from
location to location in a ballpark, you could probably develop
a pretty granular profile to help target for ads or other
engagement opportunities. Repeat visitor to the Mets Team
Store? You could get pushed a loyalty discount. Were you
spotted making more than a few trips to the bathroom?
Maybe you shouldn’t be pushed any more drink specials.
Granted, the second example is pretty extreme, but Evans
didn’t completely rule out the possibility of more fine-grained
location sniffing… if the organization can figure out how to
accomplish that sort of thing without creeping out the fans.”
Techcrunch

MLB IBeacon

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LIVEJACKING
OWNING “THE MOMENT”


LIVEJACKING- EXPLOITING REAL-TIME

“Marketing messages, teams and infrastructure will need to adapt quickly as this becomes the
norm. Interestingly, news organizations have always had to react to breaking news events in real
time – now brands will need to learn to operate in a similar way to succeed. This leap to agile
content development, instant distribution and real-time performance analysis will drive the
creation of new models, talent and processes to be implemented to ensure successful execution.”
Visible Technologies

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LIVEJACKING- BRANDS SEIZE THE MOMENT

‘Imitation is the best form of flattery’ Oreo’s five minutes of fame is finally over. There’s a new
superstar in town and it’s Nokia with the ‘Thanks #Apple’ tweet, even beating the much talked
about ‘Dunk in the dark’ buzz, and becoming one of the most retweeted brand tweets ever. The
tweet itself came off the back of Nokia poking fun at their rival brand, suggesting that Apple had
stolen Nokia’s idea by introducing coloured phones. A good example of a light-hearted Twitter battle
grabbing the headlines around a product launch” - We Are Social
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LIVEJACKING AND MEDIAJACKING

Drone Captures Turkish riots

Google Glass at NBA Draft

Turkish police shoot drone
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DATA WITH EVERYTHING
HOW DOES DATA ADD VALUE TO YOUR BRAND?


DATA WITH EVERYTHING- THE DESIGN CHALLENGE
“Within the next five years we will be surrounded by embedded devices
and services. Just as the rise of the screen challenged designers to
create software interfaces, the rise of screenless digital interactions will
challenge them anew. After all, it’s one thing to invent a unique kind of
digital experience in Disney World, a controlled space where people
expect magic. It’s altogether trickier to do the same thing in people’s
houses, offices, and bedrooms—the most intimate areas of their lives—
in a way that feels both natural and inevitable.” Wired

91


DATA WITH EVERYTHING- IN SPORTS AND FITNESS
“The FuelBand SE tracks how much movement you make each hour throughout
the day, and throws encouragement at you (through flickering LED lights) to get
up and walk around. ‘Move’ reminders can be set within the app or on the band
itself, and if you manage to move for 5 minutes each hour (or whatever target
you set yourself), you’ve ‘won the hour’The Next Web

This year, Sak and Sergey Feingold founded Shot Stats to design a device to
provide instant feedback on racket head speed and a shot’s rotations per minute.
It will be small enough to attach to the strings like a vibration dampener, and they
hope to make it available next summer.”NYT
“

“If the runner falls behind a previous time, a ghost will appear in front of the runner, moving at the
faster pace. Users can also choose to compete with other runners’ times. In addition, Ghostrunner will
also display a runner’s key stats – such as heart rate, speed and location – during a training session.”
Stylus

92


DATA WITH EVERYTHING- IN THE HOME

Not your Dad’s smoke detector
“With this second product, it’s now clear that Nest is attempting to create a new kind of appliance. On the outside it’s sexy, but
its workings are all about exploiting the growing infrastructure of sensors and connectivity around us. The algorithms created by
Nest’s machine-learning experts—and the troves of data generated by those algorithms—are just as important as the sleek
materials carefully selected by its industrial designers. By tracking its users and subtly influencing their behavior, the Nest
Learning Thermostat transcended its pedestrian product category. As improbable as it sounds, Nest has similar hopes for what
has always been a pretty prosaic device, the smoke alarm. Yes, the Nest Protect does what every similar device does—it goes off
when smoke or CO reaches dangerous levels—but it does much more, by using sensors to distinguish between smoke and
steam, Internet connectivity to tell you where the danger is, a calculated tone of voice to convey a personality, and warm
lighting to guide you in the darkness.” Wired
93


DATA WITH EVERYTHING- MEDICINE AND HEALTH
•

Bluestar FDA Approved Diabetes App
94


WANTED: A KILLER APP FOR THE
SECOND SCREEN


WANTED: A KILLER APP FOR THE SECOND SCREEN

Watch with Disney and Your Tablet
96


WANTED: A “KILLER APP” FOR THE SECOND SCREEN
•

•

The use of “Second Screens” is widely documented..
“Now, with each member of the household plugged into his or her device, oblivious to the world around them, the advent of TV looks like a
golden age of family togetherness. At least, when you watch TV together, you can comment to each other on what you're all seeing. And
while, thanks to second-screen activity, we probably interact more than we ever did with each other while watching – according to this
survey around half of us use a device to chat to others while a show is airing – they're not in the room with us”- The Guardian

•

BUT... we have yet to see the killer app

•

There’s huge potential to crack the code on this- think kids entertainment, sports and
advertising

•

Maybe it will take this year’s World Cup for a brand or a broadcaster to do something that
amazes us in this space

97


SHOPPING THE INTELLIGENT WEB



IBM’s Watson Has the Power to Change E-Commerce
99


•

Most web experiences have gotten faster and better designed, but they haven’t really
become more intelligent- they still demand that we conform to their needs, rather than the
other way around

•

This could be set to change as brands and retailers look to move to the next level of
experience that is much more consumer driven

•

Consumers will be able to shop differently as companies use data to match products to
needs, moods and occasions that suit the specific requirements of an individual

100


THE PHYSICAL MATTERS EVEN MORE


THE PHYSICAL MATTERS EVEN MOREEVENTS BECOME MORE EXPERIENTIAL

Not a Typical Running Event-Color Run-Part rave, part llife celebration
102



Laura Marling - A unique encounter with a musician
103



Sleep No More-Actors and Audience Share the Stage
104


THE PHYSICAL MATTERS EVEN MORE- STORES ARE RE-THOUGHT

Tesco Grocers- Classrooms

Dutch Grocery Store Organized by recipe

105


THE PHYSICAL MATTERS EVEN MORE- A RECORD STORE RETURNS WITH A
PERFORMANCE SPACE

Rough Trade Williamsburg
106


THE PHYSICAL MATTERS EVEN MORE- THE POP-UP DOESN’T GO AWAY

•

•

“TNT will open a pop-up store in New York’s Chelsea Market called Mickey’s Haberdashery, which is modeled
after a men’s clothing store that Mickey Cohen, another Los Angeles gangster of the era depicted in the show,
once owned in the Sunset Strip. Along with stocking clothing and accessories reminiscent of the 1940s, the
store, which will be open for only three days, will offer hot shaves for a throwback price of 35 cents and shoe
shines for a dime.”- NYT

107


THE PHYSICAL MATTERS EVEN MORE- PHYSICAL AND TECH FUSION

Dressing room meets technology
108


STORYTELLERS DEMANDED


STORYTELLERS DEMANDED- CHANNELS NEED CONTENT

“In 2013, brands are posting an average of 36 times per month on Facebook. Over a
year that adds up to 432 posts. That’s a lot of content. With the average Facebook
user liking 40 pages each, they’re now seeing a whopping 1440 updates every
month . A solid social strategy will help you jump out of the murky newsfeed pond,
but strategy is only half the battle. What we really need to talk about is
quality.”Marketing Magazine-Australia
110


STORYTELLERS DEMANDED- BRANDS NEED NEW RULES

111


STORYTELLERS DEMANDED- ARE YOU SERVING YOUR FANS?
•

“For a few years now, brands have been touting frothy Facebook "like" numbers as
evidence of their social-media acumen. But how many of those fans are actually
bothering to take part in conversation with brands? Not too many, as it turns out.
Slightly more than 1% of fans of the biggest brands on Facebook are actually
engaging with the brands, according to a study from the Ehrenberg-Bass Institute.”
Ad Age

112


STORYTELLERS DEMANDED- BRANDS RE-TOOL TO MEET NEW DEMANDS

•

“At Nissan, the company has built a full scale TV studio and produces a news program with veteran
journalists from the BBC and elsewhere. It produces news stories that sometimes feature its
competitors, and it doesn’t shy away from controversial subjects such as Chinese protestors
smashing up Nissan cars and other Japanese cars, in response to the dispute over the nationality of
remote islands in the South China Sea.”-Silicon Valley Watcher.

•

“Nowhere is this more apparent than in Coke’s long-running association with the Olympics. "For the
Beijing Games, we produced 12 pieces of global content," he says. "For London, we produced more
than 200 pieces, ranging from TV ads to shopper marketing and visual identity. Yet our production
budgets were pretty much the same." Campaign

113


STORYTELLERS DEMANDED- MEDIA OWNERS STEP IN

114


CONSUMER CREATED GETS BETTER
PARTNERSHIP LEADS TO BETTER CONTENT


CONSUMER CREATED GETS BETTER- BEYOND THE FOCUS GROUP
•

“Amazon’s approach is unorthodox as well. The big networks engage in a hugely inefficient pilot process — by the time executives finish choosing the
handful of programs that will be broadcast, the aftermath looks like an episode of “Walking Dead,” with very expensive carcasses littering the landscape.
Amazon instead used its reach — it has 215 million customers worldwide — to create a vast focus group. In the spring, the company made 14 pilots
available for viewing and rating. “Alpha House” ended up highly rated enough for a crowd-sourced green light, along with “Betas,” a comedy about a
start-up in Silicon Valley. (Insert your own joke here about the first two original series being named Alpha and Beta.) “The data part of it is basically a
black box to us,” Mr. Trudeau said. “I was flabbergasted by their mode of decision-making, that we were going to put something out there as troll bait,
but they generated the numbers and have entrusted me with what is equivalent to a midsized corporation, so I guess the kingdom of Big Data came
back positive.”NYT

116


CONSUMER CREATED GETS BETTER- BRANDS PARTNER WITH THEIR
CONSUMERS

“Think content, not commercials. Here’s a few thoughts to get started: Help us rediscover the beauty of a
forgotten familiar. Find something familiar – in your product, brand or from people’s lives – and help us see it in a
fascinating new light. It could be as simple as taking a kitchen appliance and turning it into a science experiment
or reminding people to capture just one second of their daily lives and compile a beautiful montage . Find ways to
spark synaptic play and participation. Search for your brand online. Chances are your fans are already mixing and
mashing your brand with something seemingly unrelated. Build on it, fuel it, steer it and help us make more with
it.”Google

117


CONSUMER CREATED GETS BETTER- GET PROS TO HELP

Sainsbury’s Gets Oscar Winning Director to Edit Consumer Films
118


CONSUMER CREATED GETS BETTER- GET PROS TO HELP

GE-Conumer inventions professionally rendered

119


BRAND IMPLICATIONS
Are your consumers giving you input and are you taking and making that input great?
What are you doing to append your products and services with useful data for consumers?
What are your stories for 2014? What “what if” scenarios have you created for them?
What are you doing to create amazing physical experiences for your brands?
How are you evolving your e-commerce experience to be more user-friendly?

120


AMERICA IN 2014- THE THREADS
Economic realities- The backdrop
Technology- Responsible for most of the change and is often what’s being pushed against
Data- The ifuel that guides, informs and powers
Mobile- How we use technology
Humanity- The desire to connect with and to others- the goal of technology- to be more human
New Content- Low brow, visual, conversational narratives, consumer created
Partnerships- Man and Machine, Amateur and Professional
Attention- The requirement and the challenge
Experience(s)- the desired outcome

121


THANK YOU
@COTTON BSSP
.COM INFLUXINSIGHTS.COM


America in 2014-What's Going to Matter to Marketers

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