Alfie Dennen Product Strategist Isobar UK

Transcription

Alfie Dennen
Product Strategist
Isobar UK
Presentation Title | Meeting Stage | Client | 11.11.13 (Edit in root master)
I’m not actuallly talking about
Hypercontext today!
(only a little bit)
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What I am going to
talk about today:
The way people interact with web
technologies is heading towards a major
shift, where we move away from
‘Always On’ to ‘Right On Time’.
This idea has interesting implications for
how we create and run campaigns.
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but first, a little about me
What the heck is a ‘product strategist’!?
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i look at clients business problems and
solve them through creating mobile
and digital experiences
Sounds like a good and fun job right? Yes it is 
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actually this is the first job I’ve had in
over a decade
i’ve always worked of course
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in my life I have been an
entrepreneur, activist and artist
Having a job is *way* easier 
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the first mobile start-up I had was in
1999 making video media for the Palm
operating system
Yup, remember Palm?
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having failed wonderfully there I of
course started another mobile
business, Moblog, the first web based
consumer mobile blogging platform
This was good timing (and a good time), 2002 until 2005
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in 2009 I won the London 2012
Olympics public art commission and
created something called Bus-Tops
This sucked up 3 years of my life and
my health = worst ever in my life
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here’s what the Bus-Tops project
looked like
There were 30 of these across London, some still remain up
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so, I am: mobile, arty, techy
We’re nearly on to the mobile stuff I promise
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i have always made things for people
to actively and joyfully engage with
and use. Things which people love.
At least, this has always been my intention
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which is really what I want to talk
about today
Finally he gets to the point!
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our current context:
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wireless connection ubiquity
mobile device type diversification
targeted and re-targeted advertising
always-on consumer behaviours
High noise to signal ratio
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possible outcome:
people pull further and further away
from the “Look Now” Web and seek
out services to filter out the noise,
delivering only signal – facilitating the
rise of the “Right on Time” Web.
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what does this mean for us?
4 main things I think
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we will not be able to reach people as
easily as we do now
60% of push notifications are disallowed or switched off
(October 2014 Kahuna Inc. Analysis)
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where we reach people is changing
dramatically
Want to reduce call centre costs?
Why not use Whatsapp as your first customer point of call?
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communications will become
increasingly value and context driven,
focused on reducing cognitive load
Give me what I need when I need it
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people will demand consistency
across all brand touch-points
You can’t have a great mobile app and a website that doesn’t work on
mobile anymore
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but you may challenge some of these
assumptions
Maybe you are thinking…
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It’s already like this, which is partly
why we are spending more on
marketing
Wouldn’t it be great if we could spend *less* on marketing?
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you just have to be smarter about
targeting people at trigger moments
Wouldn’t it be better if we could reach people at a moment when it
was genuinely valuable to them to interact with our brand?
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all you need is a great Ad Campaign to
cut through the noise
Wouldn’t it be amazing if we could convert and retain more customers
after a campaign?
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it’s not a big deal, most of our
customers are locked in already
Wouldn’t it be amazing if 90% of our existing customers cared enough
about our brand that they opened the email we sent them?
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so if people will pull further and
further away from the “Look Now”
Web
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and seek out services to filter out the
noise, delivering only signal – the
“Right On Time” Web...
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then the age of the Campaign is over
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because a campaign is just a trigger
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what comes after the campaign?
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we must create experiences worth
having, worth sharing, and
worth sticking around for, worth
coming back to
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Because today’s audience are not
tomorrow’s
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unless we give people what they need
when they need it, someone else
certainly will
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So, who do we want to talk to and
why?
Everyone, right?
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New behaviours that are emerging
and taking root are the most
interesting for us to think about
And you can see this so much in the 16-25 year old age group
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This group are overwhelmingly about
Learning, Growing,
Being Better People
Let’s call them ‘Active Learners’
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Active Learners – a global values audience
‣ They will decide their path in life:
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They are early adopters and emerging entrepreneurs.
-WARC, 2013
‣ They are Rebels with a cause:
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Aspiring to learn more and have new experiences.
- Future Foundation, 2014
‣ They demand Authenticity:
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And value brands with purpose beyond the business.
-Forrester, 2013
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Active Learners – a global values audience
‣ The only world they know is digital:
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They prioritise content that facilitates connection and creativity or selfimprovement and social status.
- Advertising Research Foundation, 2013
‣ They are mobile-first (or mobile only):
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+70% penetration across APAC, UAE, Europe, Brazil
- Our Mobile Planet (Google/IAB/IPSOS
‣ They are Social Sharers:
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And use the internet for both curation and creation
- Forrester, 2013
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Key Insights
They thrive on new & shared experiences because discovery &
social connectivity are what ultimately drive their sense of self.
INSPIRATION
LEADERSHIP
Looking to be inspired as much as looking for
outlets for their own creativity, imagination and
self-expression.
Constantly making new things happen, they
take charge of situations and control their
destiny. Highly participatory: opinionated, want
to be involved and expect to be heard.
STIMULATION
COMMUNITY
Over educated and under-stimulated, they
want more out of life & are constantly looking
for emotional and intellectual stimulation.
Their social connections provide a sense of
belonging, serve as a source of learning &
inspiration, and fulfill their need for validation
& affirmation.
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So, when we communicate with them
we need to give them experiences
that validate their sense of self.
What else do we know about them?
They receive more digital noise on a daily basis than anyone else
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And what happens when you have too
much information coming at you?
Two main things
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BRAIN SAY NO!
The brain is an incredibly effective spam filter
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we also know that mostly they just
aren’t listening, their spam filters are
far too busy/effective
What else do we know?
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We know that people are actively
seeking ways to reduce the amount of
noise in their life
Get ready for some interesting trends!
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Murdered by Modernity
“I really value moments when I can just relax” and “I often need to switch off completely / escape
from the day-to-day pressures of life for short periods of time”
AGREEMENT HIGHEST among global
consumers who highly value socialising
face to face, listening to live music,
going to pubs/bars/clubs.
“Sometimes I feel the need to get away from
phone calls, emails and text messages and switch
off” | % GB respondents who agree
AGREEMENT HIGHEST among
those claiming to feel the need
for “new experiences” and “more
excitement”.
Total
Baby
boomers
60% 58%
Gen Y
Gen X
60%
65%
Source: nVision Research | Base: 1,000-5,000 online respondents per country aged 16-64, 2013
Source: nVision Research | Base: 2,200 -5,000 online respondents aged 16+, GB, 2013
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Driving the Right On Time Web
Means more
information than
ever before
Content à la
Carte
Locational Living
Performative
Perfection
But consumers
want simplicity
People are demanding
less not more
End of Inefficiency
Murdered by Modernity
Casual Connectivity
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Hmmmn…. What was announced
recently that might just be really
good at reducing the amount of digital
noise we hear every day?
Drum-roll……
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Android Wear: The first passive operating system
Google’s operating system for wearable technologies - Android Wear - was announced in
2014. Android Wear embraces the future of the Right On Time Web.
No more grids of apps, no more searching for information. Instead,
Google promises smart, context-aware updates : “information that moves with you”.
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Counter-intuitive right?
Just more stuff to be distracted by…
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The Right On Time Web
suggests the opposite :
technology that knows when not
to disturb; that keeps your phone
in your pocket.
Get ready for some interesting statistics
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In wearable technology amongst
18-25 year olds:
37% have used
and 57% want to
That really is an enormous number
(UK Only, Future Foundation March 2014)
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in 2000 the numbers for mobile
phone use/ownership
in North America and Europe were
21% females 31% male.
In 2001 these numbers doubled…
Not dissimilar to the apparent appetite for wearable tech today
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New consumption habits will mean
less screen real estate for
advertisers as well as far less room
for unwelcome or uninvited
notifications.
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In addition, the diminishing
tolerance for spam and sales alerts
will decline still further.
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We must provide consumers with
context- and lifestyle -related
products and services; as well as
knowing when not to disturb them.
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So you might ask,
“That’s all well and good, but how
can I do anything about this now?”
Which is a very valid question
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I have three recommendations
(one you can do right away)
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Remember this guy from slide 38?
His name is Will Soer. He’s a real person, I’ve met him, seen him use
technology.
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1
Find a friend who is in your target
market and put a photo of them up,
a BIG one, where you work
When you talk about things at work with colleagues, talk about them
from a user’s perspective.
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2
when you create a campaign and you
ship it – make sure that the campaign
isn’t the Thing, just the message.
Also, make sure there is a Thing.
Otherwise we don’t learn when we see the results at the end
And our customers disappear immediately after seeing our campaign
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3
ask yourself: “Is there a good reason
for someone to come back to my
product again and again?
If not, then you will lose that customer to someone who has asked
that question.
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Thank you very much for your time
(hope this was a bit more signal than noise)
@alfie
[email protected]
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Alfie Dennen Product Strategist Isobar UK

Transcription

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