(plus a few digressions)

[Part 1]

a quick pinch of salt...But first

“I think there is a world market for maybe five computers.”

Thomas Watson, chairman of IBM, 1943

“There’s no chance the iPhone is going to get any significant market share. No chance.”Steve Ballmer, MSFT CEO 2007

“Computers in the future may weigh no more than 1.5 tons.”

Popular Mechanics, forecasting the march of science, 1949

“There is no reason anyone wouldwant a computer in their home.”Ken Olson, president, chairman and founder of Digital Equipment Corp. 1977

(REAL)time

now. live.&

#1

(REAL)time

now. live.&

#1

So what is happening now?

Lots of people are talking

about... Real-time streams,

Real-time search,

Real-time expectations.

why?

19% of internet

users now say they use Twitter

or another service to share

updates about themselves,

or to see updates about others.

27.3 million tweets

per day with an annual run

rate of 10 billion tweets

40 million Facebook

status updates a day from a

350 million-plus audience.

800 million

status updates a month by

Yahoo Mail And IM Users

Sources: Pew Internet And American Life Project, Facebook, Yahoo, Pingdom

Ages of online adults

18-24 who have used

Twitter or updated

a status online

18–24

25–34

35–44

45–54

55–64

+65

19%

20%10%

5%

4%

2%

Technology means we’ve never

been more aware that there’s a

lot of things happening now.

And we’re actively contributing

People using technology to share what they do, buy, think, and watch“live-streams”

...creating more and more information.How are we dealing with it?

No, it’s not a joke. “The GScreen Spacebook was designed to help you get more done in a mobile environment”

?Maybe not...

More seriously,

Real-time search.

we’re looking to practically integrate the increasing infomation overload into our lives via technology filters like

? "Phantom vibration syndrome."

— the feeling when you answer your

vibrating mobile, only to find it

never vibrated at all. (Neuroplasticity)

Getting help for

a digression

What is so different about real-time search v. normal search?

How are people already approaching real-time search?

o Bing & Google are already working on integrating Twitter into their search results.

o “We don’t know enough about what kinds of queries people would issue against real-time data to know how monetizable it is.” Marissa Mayer, Google

o Relevancy is important, but timeliness is the essential part.

o It is getting an idea of what people are talking about or interested in now.

o 40.55% of the tweets are phatic

o 37.55% are conversational

o 8.7% have "pass along value"

o 5.85% are self-promotional

o 3.75% are spam

o 3.6% are news.

o The potential is to combine: - on-the-spot peer reviews - recommendations - discovery - offers and time sensitive calls to action - social media connections/referrals - instant information updates.

And people are exploring new(ish) tools

Mentionmap maps the topicsof conversation heating up in your social graph.

Practical approaches to search and other real-time trends...

Temporal cues in your search query determine the relevance of time and change the priority of your resultse.g. If you search for “snow conditions at your favorite ski resort, you’ll find updates from other users who are there and sharing the latest and greatest information.”

Real-time online collaboration

o A Business benefit of the real-time trend.

o Part of the shift from batch analytics and waterfall processes, to real-time analytics and agile processes.

o Using Google Wave and add-ons like SAP’s Gravity.

o Enable groups of people to collaborate on projects without the cost or infrastructure investment of a Sharepoint-type solution.

Sources: Top 15 Technology trends for Enterprise Architects to watch, Forrester; Google

Real-time customer

service

o Visible staff involvement in problem resolution.

o Reacting and responding to questions and issues quickly and transparently, #twelpforce: 13,000 queries in the first two months.

o Engaging in real human conversations.

Rea

l-time d

ialo

gu

e ca

mpaig

ns

Brands stimulating and aggregating streams of relevant conversations and associated content.

Platforms for entering and harnessing the

dialogue that is already happening.

BRANDDESTINATION

FLASHMICROSITE

NDNAT

FLAMIC

*

* Destination always implied a

finite end without next steps,

a bit like the term “end-user”

Time sensitive offers designed for life-streams o Integrated into real-time experience with a sense of NOW.

o Urgency because traditional marketing campaigns (like TV progs) now can be filtered and time shifted (and even forgotten as our content collection piles up).

NB: Facebook have changed the rules...again.

“The next phase of media, I’ve been thinking, will be after the page and after the site. Media can’t expect us to go to it all the time. Media has to come to us. Media must insinuate itself into our streams.”

Jeff Jarvis

Real-time eCommerce

o As retailers move closer to real-time inventory management, it increases the possibility of more widespread dynamic demand led pricing.

o Consumers can be alerted about price changes as they happen.

o They can even group together to negotiate bulk discounts.

What does it means for the site owners?

More time on site but fewer page views.

Advertising analytics nightmare.8 hours = 1 pageview but 100’s of opportunities to see an ad? How can you tell which story in the stream was read and which was missed?

Decreased server costs with fewer page refreshes and DB calls as sites move from polling to real-time push.

Source: Ted Roden New York Times

If you tap into a “live-stream” of first or second hand experiences and thoughts, how can control the flow and tell

what is relevant?

Semantic personalisation of content -

filtering and showing only what is

relevant to you.

“The semantic web provides a

common framework that allows data

to be shared and reused across

application, enterprise and

community boundaries” (W3C). Recognise that the stream is

still data and “data is not the

truth” or insight.

MOST RECENT ≠ MOST MEANINGFUL

Don’t get hijacked by vocal

minority or “overly concerned”.

Content is rapidly pushed down the stream by

4,000 articles/videos a day.“Low quality”, high search visibility “farmed” content.

Source: Richard MacManus, RRW

Lots of people, saying lots of different things, all expecting a response, now. They’re waiting. How do you deal with

expectation culture?

Social business design,

a new business structure where customer

feedback is connected to business

processes “like a real-time focus group

combining technology, data and people”.

No compartmentalism of digital or PR,

advertising is about participating and

marketing is about designing products,

services and experiences.

CMO

Customer participation and design

Customer operations

Customer listening

Sources: David Armano, Dachis Group, Razorfish

Every action, launch etc. will create a

instant and visible digital reaction.

o PR needs to develop “public

relationships” in rapid response to

dialogue not just manage news outlets.

o Integrated into client organisations

as a combined communications and

customer relationship/service role?Domino’s Pizza anyone?

Real-time has only limited applicability to someone sitting at a desk in front of a computer beyond news and dialogue,

where is the real benefit?

“Why don’t you switch off

your screen and do something

less boring instead?”

honest.

Mobile Internet Outpaces Desktop Internet Adoption iPhone + iTouch Users = 8x AOL Users 8 Quarters After Launch

AOL*

NTT docomo i-mode

iPhone + iTouch Netscape*

10

20

30

40

50

60

Q1 Q3 Q5 Q7 Q9 Q11 Q13 Q15 Q17 Q19

Quarters Since Launch

Su

bsc

ribe

rs (

MM

)

iPhone + iTouch NTT docomo i-mode AOL Netscape

Desktop Internet

v 2.0 Launched 9/94

Mobile Internet

Launched 6/99

Mobile Internet

Launched 6/07

~57MM

~25MM

~7MM

Desktop Internet

Launched 12/94

~11MM

18.3 million unique mobile social network users.

65 million people use Facebook on a mobile device.

187% increase in mobile social network audience for YTD July ‘09.

Source: Mary M

eeker, Morgan Stanley, “Econom

y + Internet Trends”, October 2009; Neilsen Global M

obile – Strategies for Growth

“The majority of the real-time search boom will be in its convergence with another rapidly growing industry, mobile computing.

[Offering people] real-time recommendations based on your current location using an application that aggregates information from real-time searches as well as social sites like Yelp and Urban Spoon...... local advertisements and “limited time” discounts on your mobile.”*

Social Periphery*Rob Diana

Physical objects in intelligent

environments

Brands as the filter and the enabler.

Ideas must be “good enough to share”

On is off/Off is onas physical and

digital worlds fuse

Social networks

Blogs, UGC & niche sites

Global Services and Communities

Communities & forumsRFID &

NearField

Barcodes, QR codes and markers

Local networks of sensors and devices

GPS, location & bespoke

sensors

Dynamic communication based on action and relevance (Ambient awareness/Social Peripheral Vision)

Mobile & mixed media applications/tools

Social Periphery & Mobile Social Networks

Context & Location as filter

Content & relationships

as intelligence

by David J. Carr davidjcarr.wordpress.comBased on Nokia’s Mobile Gateway & Jyri Engestrom

Helping us plan for now and what’s next.

From palm of your hand social feed integration as standard,

to 24hr location-based content streams and

documentaries (The Grid),

to third-wave mobile applications and hardware extensions to monitor anything from our finances to our health and fitness.

And e-readers/tablets.

Even playful location-based social periphery tools.

Augmented reality moving beyond

marketing gimmick.

What do these tools mean for our relationships?

a digression

Can we challenge 150?

a digression

Geographical proximityGeographical proximity

Geographical proximityGeographical proximity

<150 (Dunbar’s number)Nu

mbe

r of R

elat

ions

hips

Num

ber o

f Rel

atio

nshi

ps

<150 (Dunbar’s number)

>150 >150

>150 >150

Pre-digital society: Closer, less diverse discussion networks, more geographically clustered?

Digitally-enabled society: More diverse discussion networks, more geographically spread?

Sources: Pew Internet And Am

erican Life Project,a digression

a digression

Mobile & (REAL)time

More live experience

More timely informationMore connections

More opportunities to meet up in the real world

(REAL)time

now. live.&

#1

digital experiences we participate in and use, experiences that break out into the real world.

What’s helping this happen?

From mobile phones to cars and tube tickets, in a world of cheap, fast & always on

Wi-Fi, an unconnected device is unusual.

On is off/Off is on.

More live interfaces with the

real world.

“A year from now basically every new phone that’s sold will have [Near Field Communication]. It’s a two-way, bio-directional RFID communication link that makes this device work as a tag or as a reader.”

Sony Ericsson’s VP of systems architecture, Håkan Djuphammar

Balls?

a digression

Arduino & Homemade hardware hacking

These sensors, technologies and devices are helping brands move from messaging to

digitally-enabled, increasingly live, real-world experiences.

The shift to digital experiences enables more shared “watercooler” moments...

...access to “exclusive” live events...

...and even the feeling of live and unfiltered brand engagement or consumer control.

65.3% report a digital experience changing their perception of a brand

97.1% report that the digital experience

has influenced purchase

24% have produced digital content in order to

enter a contest

Source: Razorfish Feed

What influences do digital experiences have on consumers?

= Engagement

Engagement = Quantity or Time

Engagement = Depth & Quality

even extends to changing marketing from pure comms to creating

useful, useable & delightful services/products

a digression

digital retail pos

...or enabling live, real-time responsive retail POS and outdoor.

Only16% of grocery shoppers use lists. 70% of people make

their product selection at the fixture.

a digressionSources: GM

A Report 2009, ACNielsen “Actionable Shopper Insights”

(REAL)time

#1

Real, live experiences and engagement

beyond advertising.

Real relationships and relevant information at the speed of now. &

What could

mean for

our clients?

o Audiences are mobile – we need to widen digital touch points and become the enabler & filter for people, - Help them now and help them plan for what they are doing next.

o To do this will require moving beyond a website-centric model to a distributed platform. - Enable customers to engage in the channel they prefer/have available and track them through fragmented journeys with a single identity - Serve only what’s relevant in current need state and location

o Customer feedback will be dynamic and real time – the crowd will express what it wants through its behaviour as well as communicating preferences and views. - An ‘open source’ approach should be considered, tailoring our propositions (function and content) to needs and feedback in real time

o Social CRM combining social listening tools with CRM systems tied back to company data to track influencer financial value and help us respond to their needs faster.

o Customers will automatically connect with people they have something in common with, experiences are logged and shared automatically, so we’ll need to only serve up relevant content for people to make better decisions. - Personalise and aggregate their offers and promotions as part of shopping experience, make it easier for them to share a good deal and not to miss out - Deal expiry alerts in their streams, use networks to share trackable offer codes

o If everything is connected then there are increased engagement opportunities: but we need to design accordingly and appropriately.

o Can we extend communications to packaging/POS giving them a layer of digital information or utility?

o The increase in digital noise for people will mean that our brand will have a key role to carry the relationship. - Hard to compete for share of attention - Human reaction to mask out noise - We need to help them by making sure all interactions and communications have the value exchange firmly in their favour

#2

& The trough isn’t that disillusioning.

The sky didn’t

fall

ff l l

#2

The trough isn’t that disillusioning.

The sky didn’t

fall &

“Intensifying solvency concerns about a number of the largest US-based and European financial institutions have pushed the global financial system to the brink of systemic meltdown.”

Dominique Strauss-Kahn, International Monetary Fund

12 October 2008

'Spending cuts “could cause strikes on scale of 1970s”Daily Telegraph, 1 August

“Help ordinary people or we face a summer of turmoil”

Sunday Express, 1 March

8

7

6

5

4

3

2

1

0

-1

-2

-3

-4

-5

-62006 2007 2008 2009

UK total weekly earnings growth: year on year

Source: ONS

Then this happened.

%

Christmas bonuses disappeared and wage growth turned

negative for 3 months as people “accepted reality”.

Then a cautious level of stability returned. The Chartered Institute of

Personnel & Development revised its unemployment predicitons for 2010 from

3.2m to 2.8m

Country / Region 2007 2008 2009E 2010E 2009E 2010E

(2)

0.3%

China

USA 2.0% 0.4% -2.7% 1.5% 0.6%

Euro zone 2.7 0.7 -4.2 0.3 0.6 0.6

UK 2.6 0.7 -4.4 0.9 -0.2 0.7

13.0 9.0 8.5 9.0 1.0 0.5

India 9.4 7.3 5.4 6.4 0.0 -0.1

Russia 8.1 5.6 -7.5 1.5 -1.0 0.0

Brazil 5.7 5.1 -0.7 3.5 0.6 1.0

Developed Markets(1) 2.7 0.6 -3.4 1.3 0.4 0.7

Emerging Markets 8.3 6.0 1.7 5.1 0.2 0.4

World 5.2 3.0 -1.1 3.1 0.3 0.6

IMF Forecasts, 10/09Difference from 7/09

IMF Forecasts

Note: (1) IMF equivalent of “advanced economies”; (2) IMF equivalent of “emerging and developing economies”

Source: Mary Meeker, Morgan Stanley, “Economy + Internet Trends”, International Monetary Fund (IMF) World Economic Outlook (WEO) database, 10/09.

Now-4.75

GDP Growth Forecasts even turned positive…but led by the new powerhouses of China and India.

A competition to call time on the plummet.

Even if we might still be in the eye of the storm?

Uncertainty as we move into 2010 means we’re looking backwards more than forward.

And it is recent history that is our anchor.

2009.A year of outrage...

...serious moneyworries...

$4 trillion

(£2.75tn) The International

Monetary Fund (IMF)

estimate of losses from

the credit crunch.

...global health scares and...

...even a bit of euphoria.

But one year on and both the hype and honeymoon are fading memories.

How have we changed?

(remember that?)

1. Denial

2. Anger

3. Bargaining4. Depression

5. Acceptance

Source: Kübler-Ross model

Firstly...

We’re rebalancing.UK Household Saving Ratio

U.S Female, 47Resource Interactive research interviewsSecondly...

10%

8

6

4

2

0

-2200920082007200620052004

40%

are adding to emergency fund

“It has been a tremendous lesson in how to live within your means

and separate wants from needs.”

“90% of the U.S. respondents said that their households had reduced spending as a result of the recession.

McKinsey Quarterly, March 2009

of 18-29 year olds agree with the idea “My generation is being dealt an unfair blow because of this recession.”

a digression

Even if it was often their parents borrowing money to fuel a Generation Y spending spree.

It’s not all hairshirts and honest appraisals.

Source: Kelly Mooney, Resource Interactive; JWT 2009

NASA

Kanye “I’m gonna let you finish” West

The nineties and the noughties promised us that everything would be

Now we won’t believe the hype or the promises,

because we know you have pay for it eventually.

Madoff

Eve

n t

he

pro

mis

es

of t

ech

nol

og

y ca

n f

alt

er.

“What's driving usage on the network... are things like video, or audio that keeps playing around the clock. And so we've got to get to those customers and have them recognise that they need to change their pattern, or there will be other things that they are going to have to do to reduce their usage.”

Ralph de la Vega, head of wireless at AT&T

Issues of trust & dependancy with the cloud. When Gmail went down in Feburary & September…Count the cost:

25m users, 33% affected; average of

$50 per hour lost productivity,

$415m per hour economic cost...

But equally we won’t believe

because that didn’t come true either.

We’ve changed our perspective to a more realistic view.

So, thirdly.

#2 Deliver on our basic

promises. Creativity must

first deliver on usability,

utility and offers before

any “bells and whistles”.

#1 Less experimentation and

risk with money means we

must always, clearly show

people meaningful and

worthwhile value.

61% want to be

able to scan bar codes and

access information on other

stores’ prices.

9% used a cellphone

to text message a friend about

a product while shopping.

Coupon sites have been the second-most-visited category on the Internet, behind job sites, for a year.

eMarketer May, 2009

Source: Business Week, HitW

ise, Quidco/YouGov, BIGresearch and Resource Interactive, August 2009

34% have looked

at an online review at least once

before making a purchase. 62% of UK

shoppers consult online

communities before buying.

Moms with teens said the internet...

Helped me save money through access to easier price comparisons, coupons, and deal alerts.

Helped me become a smarter shopper; product reviews and ratings, blogs and product information has helped me make more informed purchases..

Source: BIGresearch and Resource Interactive, August 2009

Halfof British consumers now buy on promotionbut it is not all about money off and discounts,

it’s about value.

Source: Mintel

includes help with making purchase decisions and rediscovering lost skills so you don’t have to pay someone else to do it.

If people appear to be asking more questions, but less trusting of advertising...

For businesses this means trust and transparency.

90% trust

recommendations from

the people they know.

70% trust

consumer opinions that

are posted online.

Sour

ce: N

eils

en, T

rust

in A

dver

tisin

g 20

09

...but this has forced some brands to use technology and content to start talking in a less hyberbolic, more transparent and open, almost human way.

69% trust

editorial content!

70% trust

brand websites!

Sour

ce: N

eils

en, T

rust

in A

dver

tisin

g 20

09

For businesses this means trust and transparency.

A new realism about technology and its effects.

#2

The trough isn’t that disillusioning.

The sky didn’t

fall & ff l

l

VISIBILITY

TIME

Peak of Inflated Expectations

Plateau of Productivity

Slope of Enlightenment

Trough of Disillusionment

Technology Trigger

Innovators Early Adopters Early Majority Late Majority Laggards

Source: Gartner’s Hype Cycle

“Label it and you can sell it.”- Anonymous

Remember “New Media”?

The legacies of revolutions are sometimes more interesting and longer lasting.

Creativity

Just as

Social Media

“It’s real people having real conversations about real objects and ideas.”

0 10 20 30

Stay in touch

Make plans with friends

Make new friends

Organise an event for a cause

Make new business contacts

Promote yourself or your work

Flirt

40 50 60 70 80 90 100

Teens

Adults

Why do people really use social networks?

But what about connecting with brands?

Sources: Pew Internet And Am

erican Life Project, Tara Hunt

Gurus sold a future of people worshipping brands by “friending” them and having “conversations”.

OK, but what about

connecting with

brands?

a digression

15,740 Social media experts, “gurus”,

“ninjas” & “superstars” on Twitter (+3.5x since May!)

Phew, there it is.

Yes 25.50%

No 74.50%

Have you ever followed a brand on Twitter?

Yes 40.10%

No 59.90%

Have you ever “friended” a brand on Facebook or MySpace?

Sources: Razorfish Feed ‘09, GigaTweet, Penn State, Perform

ics

5 million brand mentions

a day on Twitter, 150 million

brand mentions per month. 48% of those

who saw a brand mentioned

on Twitter did research on

that brand.

But why? Offers. So what can we do?Source: Razorfish Feed ‘09

23.5%

43.5%

6.3%

22.7%

3.5%

0.4%

I am a current customer

Exclusive deals or offers

Other people I know are fans of the brand

Interesting or entertaining content

Other

Service, support, or product news

What is the primary reason you follow a brand on Twitter?

32.9%

36.9%

6.2%

18.2%

5.0%

0.7%

What is the primary reason you “friend” a brand?

I am a current customer

Exclusive deals or offers

Other people I know are fans of the brand

Interesting or entertaining content

Other

Service, support, or product news

THEIR

BRAND

Their networks route aroundcensorship, gaps or blocks.

“People’s lives don’t revolve around your brand, they revolve around life.”

Mike Arauz

Get out of their way.

Design our brands & services for desire paths.

Enable our commercial relationships in the context of their real relationships.

Practice true customer-centric behaviour, integrated into all business processes, not a silo or a channel, horizontal not vertical...

• You send customers to other websites.

• You measure how many peoplerefer their friends to you assuccess (Net Promoter Score).

• When budgets get tightened,you tighten operational costs.

• Your only customer servicepolicy is to do right by the customer.

• Your customers are doing thingswith your product you neverdreamed and are posting videos.

• Active influencers are adding you asfriends on social networks.

• You work with your competitorstowards better customerexperiences for all.

• You know you compete for yourcustomers’ attention with everyone.

8 Signs of Customer-centric Behaviour

Source: Tara Hunt

...and throughout the entire consumer decision-making process.

On-going exposure

Start with a shortlist of brands/solutions

Increase in number of brands/solutions being considered. Attention paid to advertising, WOM & online research

with information gathering key

Consumer builds expectations based on experience to inform their next decision journey

Active & Passive LoyaltyActive Loyalty fuels advocacy but

Passive is a larger audience

Closure & the moment of decision

Source: McKinsey

Social program

development (strategy)

Social program

integration(operations)

Social program

management(execution)

Social program

measurement(analysis)

Send

Send

Blogs, UGC & niche sites

Enable, encourage

and optimise for sharing

Communities & forums

Social networks

Social networks & personalised content pages

Mobile and video sharing sites

Websites & email

Tools, widgets& apps

Videos & content

Ideas & assets

Tribe 1

Tribe 2

Tribe 3

Online ads, IM & promo links

Listen Understand Engage Measure, React & Respond

Use paid for media to additionally

stimulate and spread

Track results and optimise, monitor and

triage for react and respond conversations

Engage via tribes’ preferred platforms with

multiple interfaces

Create a relevant and interesting

Social Object

Segment target into tribes, give them something to join

Listen to what the target is doing in the real web

and social arena

And yes, social program management (execution) can be in the form of a campaign.

As long as it is “good enough to share”.

100 social “agents” who reviewedFord’s new Fiesta through Twitter, blogs, video, and events

4.3 million YouTube views 500,000+ Flickr views3 million+ Twitter impression50,000 interested potential customers, 97% don’t own a Ford currently.

“Crowdsourcing is a neologism for the act of taking tasks traditionally performed by an employee or contractor, and outsourcing them to a group of people or community, through an “open call” to a large group of people (a crowd) asking for contributions...The term has become popular with businesses, authors, and journalists as shorthand for the trend of leveraging the mass collaboration enabled by Web 2.0 technologies to achieve business goals.*

*Definition Crowdsourced from Wikipedia

What is Crowdsourcing?

1Company has a problem.

2Company broadcasts problem online.

3Crowd asked to give solutions. 4

Crowd submits their solutions.

5Crowd vetsthe solutions, company gains advertising.

6Company rewards the winners and gains PR.

7Company owns winning (and non-winning) solutions.

8Company profits from increased profile and IP.

Source: Daren C. Brabham

One view of crowdsourcing “success”.

More sites, more crowds, more competitions,more innovation?

The crowd without the expertise or the answer.

Individuals with the expertise & the answer.

Problem broadcast to an increasing number of people

Problem broadcast to an increasing number of people

But Wikipedia is crowdsourcing and that works great?

“The Trouble with of Crowdsourcing”

How do you keep a secret when someone’s life depends on it?

a digression

“I find the term ‘crowdsourcing’ incredibly irritating. Any company that thinks it’s going to build a site by outsourcing all the work to its users not only disrespects the users but completely misunderstands what it should be doing. Your job is to provide a structure for your users to collaborate, and that takes a lot of work.”

“One of my rants is against the term ‘crowdsourcing’, which I think is a vile, vile way of looking at that world. This idea that a good business model is to get the public to do your work for free. That’s just crazy. It disrespects the people. It’s like you're trying to trick them into doing work for free.”

Jimmy Wales, founder of Wikipedia

Wikipedia is not a crowd, it is “a community… a dedicated group of a few hundred volunteers.”

A platform for collaboration...

...thrive when “reputation (of participants) is a critical component of the service mechanism.

The reputation of participants will derive from the quantity (how much, how often) and quality (how useful) of their contributions.

Accreditation (of content) is provided by experts and by the community. Recent, relevant content regarded highly by participants with a good reputation becomes the most visible.”

Made by Many

Collaborative Platforms...

Be an advocate of them, so they become advocates of you.

These “crowdsourcing” platforms can engage fans or create fans through discussion or consumer collaboration

but people can see throughmanipulation.(and yet another photo upload competition.)

Crowdsourcing support and marketing in return for low prices.

Crowdsourcing where a Streetview car can’t go. low prices.

Channeling your global fans’ passion to be part of something

larger and more engaging.(Sour, Hibi No Neiro)

Crowdsourcing ≠ something for nothing.

It’s a creating a platform to share value.

INDIVIDUALS SMALL GROUPS NETWORKS

A reason to share

A reason to share

#2

& It’s not technology that’s exciting, it’s

the real reasons why you do it.

People need reasons to pay attention to

brands and extra value to restore lost trust.

(plus a few digressions)

[Part 2]

#3

Looking after what’s local.

Going beyond greenwash. &

#4

↑ ↑ ↓ ↓ ← → ← → B A B Aor We’re all Playful.

Developing world leading the game. &

Part 2 to follow...

Image credits, sources & links [ http://bit.ly/5gVOD9 ]written/design by davidjcarr.wordpress.com

www.chemistrygroup.co.uk