TI Thought Starters // February 28, 2013

7/29/2019 TI Thought Starters // February 28, 2013

1/10

28February20133.0 TI Thought Starters


2/10

What is it?A study from AOL and BBDO on

how people actually use theirmobile devices.

http://bit.ly/UseMobile

Why Does it Matter?

The way we think people use mobile isn't

necessarily the way people actually usemobile. Given how important it is for us to get

mobile right, that matters.

How can we use it?We think of a mobile user as a person on thego, but over 68% of mobile use happens in

the home. We can use this by expanding

beyond tasking applications towards uses

that emphasize relaxation and entertainment.When we start to connect to other screens or

physical experiences, that can be a powerful

thought.

2


3/10

3

What is it?SEC Crowdfunding Regulations - The U.S. Securities and Exchange

Commission is developing rules for crowdfunding that would allowcompanies to raise capital via share offerings primarily marketed to

small investors online.http://bit.ly/crowdfundReg

Why Does it Matter?

Regulation will establish crowdfunding as a powerful source of capital, particularly for small

businesses and start-ups, but it will require a new approach with significant marketing implications.

Crowdfunding requires a crowd. Companies will need to build or connect to communities ofsupport BEFORE they make their sales pitch.

Winning dollars means winning hearts. Look at who started the crowdfunding phenomenon artists, inventors, advocates, politicians. They inspired investors to open their wallets by making

an emotional plea. Companies will need to look beyond their spreadsheets and develop a

narrative that speaks to the hearts of investors.

Crowdfunding is inherently social. And a companys investors will be its most importantinfluencers because they can speak freely (while the new regulations will restrict what

companies can publicly say). All those companies out there that have been neglecting their

social media strategy better catch up fast!

How can we use it?The importance of brand narrative, particularly in social media, is not new to us but it could be new

to many of the small businesses and start-ups that have been focused on fundraising and investor

relations over marketing. Think about the new business opportunities this could open up. Think

about how the increased noise could impact our clients who are trying to communicate their own

stories. Finally, think about the impact on traditional FIs (like TD) that are already seeing a decreasein lending.

3


4/10

4

What is it?Free to use and available across all your devices, Songza allows you to buildand share personalized musical playlists organized around a specific task,

mood or activity. Unlike other music streaming services, Songza reads yourlocation and the time of day and then offers fresh and relevant music optionsrelating to moods/activities that the you might be experiencing. Its all aboutplaying you the right music at the right time. That means you can finally findthe right tune for singing in the shower on Monday Morning, partying withfriends, or cooking dinner with wine! Today, Songza boasts over 2 million

users from the States and Canada alone.http://bit.ly/SongzaExperience

Why Does it Matter?

Songza has created an experience by helping tie music to users' lifestyle. It demonstrates a

great use of technology and how services can break through the clutter by truly understanding

their end user and what motivates their consumption.

How can we use it?As marketers, its important to always keep the users needs at top of mind. But, we should also

go one step above that and challenge ourselves to find ways to surpass their needs and deliver

added value. To do this, its important to truly understand the users motivations, environment

and how that impacts their behavior and decision making. With an in depth understanding as tohow people select music, Songza was able to really connect with users and feed them music

that would be meaningful to them. They could have just delivered songs by artist, but instead

they went one step further to provide a truly valuable experience.

4


5/10

What is it?A billboard in Peru that creates clean

drinking water from air humidity.

http://bit.ly/UtilityBillboard

Why Does it Matter?Located in an area where water is scarce, the

billboard serves two purposes:

1. It acts as a promotional campaign to raiseawareness for an applied science university

2. It provides functionality that benefits theaudience to bring people closer to the brand.

How can we use it?Though addressing a clients business objectives isparamount, it should never smother the needs and

interests of an audience. Identifying opportunities to

bridge the gap between what a company wants to

communicate and addressing prominent issues orconcerns affecting your audience can produce

magical results that make the brand more valuable.

5


6/10

What is it?

The "Harlem Shake," a current global videotrend, reflects a shift from video consumptionto active creative participation.

http://bit.ly/HarlemShakeTrend

Why Does it Matter?

While Gangnam Style and other videos have received millions

of views, this highlights an increase in active audienceparticipation. It's easier and inexpensive to join what the author

calls MMOV, or Massive Multiplayer Online Video. However, it

still needs to get the right attention at key moments to become a

global trend; while one of the first videos received 300k views, it

didnt take off on a massive until YouTube producers at MakerStudios made and promoted their own version.

How can we use it?Getting audience participation might be achieved by design, notjust by accident, by creating serialized content and inviting

audience to actually film and vote on the next potential episode

of the series. It's a different production model, but completely in

line with the merging of brand promotion and entertainment

production.

6


7/10

What is it?The MYO armband lets you use the

electrical activity in your muscles towirelessly control your computer,

phone, and other technologies.

https://getmyo.com/

Why Does it Matter?

This allows us to control technology with our

hands outside of sensors. Its powerful and opensource, meaning developers can really take this

far. Its an important turn for gesture controls that

goes beyond how we currently look at gesturalcomputing.

How can we use it?We can use this to see that gesture-controlled

computing can exist beyond camera sensors. This,in combination with thought-controlled computing

can bring us that much closer to controlling

machines with our minds and bodies. The

implications to marketing mean that as peopleinteract with content in these new ways, it will be

increasingly important to make our

communications continuously accessible and

forward-thinking as these interactions shift.

7


8/10

What is it?Brave New World: the future of

advertising as told by AlexBogusky and John Bielenberg.

http://bit.ly/DoShit

Why Does it Matter?

Alex Bogusky stepped away from Crispin Porter

Bogusky (the agency that lifted digitaladvertising from banner hell when they created

Subservient Chicken), to start a new agency

model called Common that is bringing creators

and brands together to do good in the world.

How can we use it?We can use it as a new benchmark for what's

possible in the world of marketing. In our

darkest, bleakest days when we're ready to justgive up this silly game, we can look to what

Common stands for and the work that they

produce as inspiration.

8


9/10

What is it?A recovering alcoholic shares his experience

from A.A. and the lessons about mentorshipthat can be applied in the professional world.

http://bit.ly/AALessons

Why Does it Matter?

While many people aspire to be a manager, few understand

what it really requires of an individual, especially if you want tobe a good one. AND to add to it, very little training is offered for

people who are preparing to make the move into management

or for those who are managers now.

How can we use it?Borrow the practices from a long-standing, global organization

that lives and breathes the 'sponsorship model', some key take

always:

Set the right intention Take responsibility Lead from behind

9


10/10

Slide Two - http://hbr.org/2013/01/how-people-really-use-mobile/ar/1#prclt-2aFEcj2E

Slide Three - http://levick.com/blog/2012/12/07/crowdfunding-%E2%80%93-how-communications-will-provide-keys-capital#.US0KnlqY5pZ

Slide Four http://techcrunch.com/2012/08/15/songza-music-streaming-app-nabs-2-million-new-users-since-june-with-more-than-50-

retention-rate/ // http://www.pcmag.com/article2/0,2817,2413718,00.asp// Image - http://songza.com/

Slide Five http://www.designboom.com/technology/a-billboard-in-peru-creates-clean-drinking-water-from-the-air/

Slide Six http://www.bothsidesofthetable.com/2013/02/18/the-most-interesting-online-video-trend-where-its-headed/

Slide Seven - https://getmyo.com/

Slide Eight - https://soundcloud.com/designmatters/design-matters-with-debbie-111

Slide Nine - http://www.good.is/posts/what-board-members-can-learn-from-a-a-members///Image - http://img.weiku.com/waterpicture/

2011/10/25/9/Colourful_dining_chair_634553428473111551_2.jpg

Reference

Documents

TI Thought Starters // February 28, 2013