Planet Hyperconnected - New lessons for brands in a hyperconnected world by iris worldwide
4 likes607 views
EVERYONES HEARD THE NUMBERS: A BILLION USERS ON FACEBOOK. A BILLION DOLLARS FOR INSTAGRAM. A BILLION SMARTPHONES BY 2016. But whats the story behind the statistics? What are the shifts in human behavior, expectations and motivations these rapidly changing platforms are creating? And most importantly, what does it mean for brands? In our global study of Planet Hyperconnected, iris has gone deep. In partnership with the Global Web Index weve surveyed 6,000 Moms and Gen Y around the world about the details of their digitally-influenced attitudes and behaviors. And then we spent a week studying the lives of the most hyperconnected through a digital ethnography to understand the underlying needs and motivations behind their behavior. Some of the outputs reaffirmed our industry hypotheses but surprisingly, some flew right in the face of them. In this session Esty Gorman, Director of Strategy at iris, will share the results and the implications of the study along with Sarah Aitken, Managing Director at iris New York. We will focus on the more alarming results and the kind of change in strategy brands should adopt to stop being hyper-active and start being hyper-connected.
Planet Hyperconnected - New lessons for brands in a hyperconnected world by iris worldwide
- 1. #SMWhyperconnected WIFI: TOMJERRY Confidential 息 iris 2013
- 2. SARAH @SARAHJAITKENNYC Confidential 息 iris 2013
- 4. c,lients Confidential 息 iris 2013
- 5. EST Y @ESTY501 Confidential 息 iris 2013
- 6. Were all ALL HYPER-CONNECTED NOW WERE hyper-connected now Confidential 息 iris 2013
- 7. CONSUMERS ARENT JUST CONSUMERS ANY MORE Confidential 息 iris 2013
- 8. Theyre getting more and more from each other Confidential 息 iris 2013
- 9. CULTURE TRUMPS MARKETING Confidential 息 iris 2013
- 10. WHATS A BRAND TO DO? Confidential 息 iris 2013
- 11. stop being hyperactive and start being hyper-connected Confidential 息 iris 2013
- 12. Passive brands Participation brands category culture Messages Conversations Static, closed Dynamic, open Saying Doing Look & Feel Experience Defined Beta mode Touch points Engagements Audience Confidential 息 iris 2013 Community
- 13. but first we need to understand WHY people participate Confidential 息 iris 2013
- 14. WHAT 6,000 RESPONDENT SURVEY Moms & gen Y Confidential 息 iris 2013
- 15. WHAT 7 day digital diary Open community forum Confidential 息 iris 2013
- 16. WHAT HOW! Confidential 息 iris 2013
- 17. WHERE UK, USA, Australia, India, Indonesia, Singapore Confidential 息 iris 2013
- 18. WHAT WE FOUND Confidential 息 iris 2013
- 19. Confidential 息 iris 2013
- 20. 5 REASONS PEOPLE PARTICIPATE WITH BRANDS Confidential 息 iris 2013
- 21. IF IT MAKES MY LIFE EASIER 27% of US Moms 33% of US Gen Y Said brands that create online services and applications that help them will improve their opinion of the brand Confidential 息 iris 2013 Which%of%the%following%brand%ac2va2on%techniques%would%improve%your%opinion%of%the%par2cipa2ng%brand?%(%%of%audience%by%country;%Q2%2012)%
- 22. AND BETTER! I$use$YouTube$a$lot$to$learn$about$cars,$like$what$upgrades$you$can$do,$how$to$鍖x$things.$But$most$of$ all$I$like$showing$them$videos$of$my$car$racing$theirs$to$prove$mine$is$faster.$Youth,$US$ To$ me$ one$ of$ the$ most$ reliable$ sources$ of$ informa3on$ is$ YouTube.$ It$ contains$ info8mercials$ where$ people$demo$appliances.$I$do$take$the$comments$of$fellow$users$into$account$when$I$compare$products$ to$purchase.$Mum,$Singapore$ Confidential 息 iris 2013
- 23. IF I HAVE INFO THAT WILL HELP MY PEERS 77%% 64%% 59%% 53%% 54%% 43%% 44%% 39%% US%Moms% 35%% 32%% US%Gen%Y% To%share%a%good% To%share%a%bad% Help%consumers%pick% Contribute%to%the% Encourage%company% experience% experience% good%products% community%% improvement% What motivates you to post opinion online about product or service ? (% of audience by country; Q2 2012) Confidential 息 iris 2013
- 24. TO FIND MEANINGFUL STORIES I$ love$ the$ UbisoI$ games$ as$ they$ combine$ ac3on$ and$ puzzle8solving$ gameplay$ with$ a$ unique$ story$ that$ impressively$parallels$historic$events.$The$character$design$and$story8telling$are$one$of$a$kind.$Youth,$India$ Confidential 息 iris 2013
- 25. IF I FEEL EMOTIONALLY CONNECTED 68% of US moms and 49% of US Gen Y share opinions online simply because they love the brand I$shared$the$short$鍖lm$HIV$$I$am$famous.$It$is$a$real$story$and$heart$touching!$I$ shared$it$with$many$of$my$friends$who$shared$it$with$their$friends.$I$wanted$to$ inspire$them$to$make$a$di鍖erence$to$society.$Youth,$India$ I$recently$shared$the$clip$Orangutan$saves$baby$birds$life$$its$truly$inspira3onal$ and$teaches$us$to$be$kind$and$helpful$to$others.$Mom,$Singapore$ Confidential 息 iris 2013
- 26. 5 MYTHS THAT GOT BUSTED Confidential 息 iris 2013
- 27. MYTH #1: it happens here first Confidential 息 iris 2013
- 28. TRUTH: THE SUN RISES IN THE EAST 50% of Moms in India and 38% in Indonesia have visited a branded social network page in the past month Vs 20% in the UK and US 42% of Gen Y in India and 40% in Indonesia have read a branded blog in the past month Vs 15% in the UK and US Confidential 息 iris 2013
- 29. so what? Dont forget the technology skip Bottom up global strategies will become even more important Participation has to be earned, even more so in the West Confidential 息 iris 2013
- 30. MYTH #2: MY WEBSITE IS DEAD. LONG LIVE SOCIAL MEDIA! Confidential 息 iris 2013
- 31. TRUTH: MORE PEOPLE ARE VISITING YOUR SITE THAN YOUR SOCIAL NETWORK 53%% 46%% 47%% 34%% 24%% US%Moms% 21%% US%Gen%Y% Liked%a%brand% Visited%branded%social%network,group/ Visited%branded%website% page%% Confidential 息 iris 2013
- 32. so what? Brand websites still play a key role Theyre still the gateway to your brand, build an ecosystem around it, not despite it Something to think about: Consider building a mobile site instead of a fancy FB page Confidential 息 iris 2013
- 33. MYTH #3: WE ALL NEED A MOBILE COMMERCE SOLUTION, RIGHT NOW! Confidential 息 iris 2013
- 34. TRUTH: US IS LEAST LIKELY TO BUY A PRODUCT ON A RETAIL SITE ON MOBILE Accessed%your%social%network% Australia% pro鍖le% India% 90%% Update%your%microblog%status% Used%map/search%for%direc2ons% Indonesia% 80%% Check%stocks%and%鍖nancial% 70%% Singapore% Searched%for%a%product/service% informa2on% 60%% UK% 50%% USA% 40%% Searched%for%local%services/ Wrote%and%uploaded%a%blog%post% 30%% places% 20%% 10%% Watched%live%streamed%TV% 0%% Read%news% Update%your%social%network% Bought%a%product%on%a%retail%site% status% Access%live%travel%informa2on% Uploaded%a%photo%to%a%website% Used%an%online%banking%service% Watched%on%demand%video%clip% Checked%sports%scores% Confidential 息 iris 2013 Which%of%the%following%have%you%done%via%the%internet%on%your%mobile%in%the%past%month?%(%%of%audience%by%country;%Q2%2012)% Which%of%the%following%have%you%done%via%the%internet%on%your%mobile%in%the%past%month?%(%%of%audience%by%country;%Q2%2012)%
- 35. so what? All brands dont need a mobile commerce solution Just yet. Look before you leap into the world of m-commerce Think about all the ways mobile lets your brand live in the now Provide utility to help people in their mobile moment Confidential 息 iris 2013
- 36. MYTH #4: IF I BRIBE HER, SHE WILL COME. Confidential 息 iris 2013
- 37. TRUTH: ONLY 7% OF MOMS IN THE US FOLLOW BRANDS FOR COMPETITIONS Reality: 72% follow you for discounts 48% for customer service 26% for insider access 21% to talk to people at the company Confidential 息 iris 2013
- 38. so what? How do you get them really to like you? LISTEN dont bribe! 51% % agree: you can improve their opinion of you if you listen to comments in social Confidential 息 iris 2013
- 39. MYTH #5: GEN Y LOVES TO TALK ABOUT CELEBRITIES. LIKE, ALL THE TIME. Confidential 息 iris 2013
- 40. TRUTH: GEN Y IS MORE LIKELY TO WANT TO TALK ABOUT TECH 44% are actively seeking 68%% US Gen Y - INTERESTS conversations about Tech 47%% 41%% 39%% 36%% 23%% 20%% 19%% 13% actively seek conversations about celebrities What%types%of%chat%rooms/%forums/%message%boards%have%you%visited%in%the%past%month%?%(%%of%audience%by%country;%Q2%2012)% Confidential 息 iris 2013 Here%is%the%list%of%topics%that%may%interest%you.%Please%can%you%indicate%which%of%these%are%you%strongly%interested%in%?%(%%of%audience%by%country;%Q2%2012)%
- 41. so what? How do you get Gen Y to talk? What social currency are you providing them with that they will want to actively participate with and share? Confidential 息 iris 2013
- 42. OUR BIGGEST AH HA! Confidential 息 iris 2013
- 43. hyper-connected = culture Confidential 息 iris 2013
- 44. THE URGE TO UNPLUG I$like$to$go$media8free$dog8walking.$Some3mes$I$鍖nd$the$internet$doesnt$o鍖er$personal$beRerment$ but$distrac3ons$that$forever$pull$irretrievable$3me$from$our$lives.$Mom,$US$ I$would$love$to$see$more$people$out$and$about$without$a$phone$constantly$in$their$hand$or$laptop$on$ the$table.$Lets$get$back$to$basics$a$liRle$more$oIen.$Go$for$a$walk,$say$hello$to$a$stranger!$Mom,$ Australia$ Confidential 息 iris 2013
- 45. SO, DONT FORGET 1. Dont just reformat, reimagine 2. Take the Will-They-Give-A-Fuck challenge 3. Earn their love by being a genuine participation brand 4. Remember that you cant over-invest in quality of service Confidential 息 iris 2013
- 46. TIME FOR A SHAMELESS PLUG! @chatterleague Confidential 息 iris 2013
- 47. Confidential 息 iris 2013 @chatterleague
- 48. @ESTY501 @chatterleague @SARAHJAITKENNYC @irisworldwide Confidential 息 iris 2013