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LEGEND, SLIDESHARE VERSION CLICK FOR…
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EXTERNAL VIDEO
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HERE'S WHY:
The Personal Cybersphere*
#eurobest @pwfleming * The 4 Rs of the Personal Cybersphere © Copyright 2001, Paul W. Fleming, Barcelona Virtual · All Rights Reserved
4 Rs Critical for Your Success
The Secret Password? .
______ ______
#eurobest @pwfleming
R1
R2
R3
R4
Where Is Wally? Waldo? Charlie? Ubaldo? Walter? Holger? 尋找威利?
Cred
its: Wally,©
Co
pyrigh
t Martin
Han
dfo
rd
RECOGNITION
R2
R1 Recognition
#eurobest @pwfleming
This Brand Is 21st Century
This Brand Sees Me...
& Simplifies My Life R3
R4
R1 Recognition
#eurobest @pwfleming
WHY Strong competition from Nintendo for female segment
PlayStation Spain Recognition through Comercial Ethnography (“CE”)
WHO Barcelona Virtual CE Study, 4 months, Madrid & Barcelona HOW 1. “Tupper Play” 2. “Shop with Me” 3. “Play with Me”
ROI Consumer Co-Creation / Redesign Pkg, Adverts / + Usability In
co
llab
ora
tio
n w
ith
Pe
ix &
Co
., B
arce
lon
a
.
View Making
Off
R1 Recognition
#eurobest @pwfleming
WHY Strong competition from Nintendo for female segment
PlayStation Spain Recognition through Comercial Ethnography (“CE”)
WHO Barcelona Virtual CE Study, 4 months, Madrid & Barcelona HOW 1. “Tupper Play” 2. “Shop with Me” 3. “Play with Me”
In c
olla
bo
rati
on
wit
h P
eix
& C
o.,
Bar
celo
na
Significant Rise in Sales for those Titles that implemented our Recommendations
R1 Recognition
#eurobest @pwfleming
“Oel ngati kameie”
Cre
dit
s: T
wen
tiet
h C
entu
ry F
ox
Film
Co
rpo
rati
on
You Understand “Flow”
Your Brand Lets Me Fly!
& Uses Micro-Moments
RECOGNITION
RESPONSE
R3
R4
R2 Response
#eurobest @pwfleming
#eurobest @pwfleming
R2 Response
1991 1995 2000 2016
“Flow” · Vital for Digital Marketing
FLOW “I Believe I Can Fly!”: User Experience with 4G, Fibre, etc. VIDEO You Tube Pre-Rolls: 94% (!) of Users Hit the 5-Second Skip
So
urc
e P
re-r
olls: E
xch
an
ge
4m
ed
ia.c
om
· A
nku
r S
ing
h, 1
0 J
un
e 2
01
5
SALES Micro-Moments: the Holy Grail for the “Always-On”
#eurobest @pwfleming
So
urc
e: h
ttp
://w
ww
.pla
yg
rou
nd
ma
g.n
et/n
oticia
s/h
isto
rias/P
ued
es-i
ma
gin
ar-
Inte
rnet-
pan
talla
s-a
yu
de
_0
_1
64
92
35
06
6.h
tml
#eurobest @pwfleming
R2 Response
#eurobest @pwfleming
R2 Response
Google Micro-Moments Right Time. Right Person. Right Need. Right Product.
You Speak My Language
Know Digital Lifestyles
& Your Brand’s Relevant
RECOGNITION
RESPONSE
RESPECT
R4
R3 Respect
#eurobest @pwfleming
R3 Respect
#eurobest @pwfleming Be Relevant · My Language Is Internet So
urc
e S
pa
rks &
Ho
ne
y, “M
ee
t G
en
era
tio
n Z
: F
org
et E
ve
ryth
ing
Yo
u L
ea
rne
d A
bo
ut
Mille
nn
ials
”
R3 Respect
#eurobest @pwfleming
Be Relevant · Visual Codes Are Key
SEE IT Gen Z communicates with images & symbols; “real-time” FILM IT Live streaming video, YouTube, “Shorts”, 4G/HD: their reality MAKE IT Gen Z consumers: adept co-creators who value quality So
urc
e S
pa
rks &
Ho
ne
y, “M
ee
t G
en
era
tio
n Z
: F
org
et E
ve
ryth
ing
Yo
u L
ea
rne
d A
bo
ut
Mille
nn
ials
”
R3 Respect
#eurobest @pwfleming
R3 Respect
#eurobest @pwfleming
Weather Digital Post-Its® Alarm Clock Stocks Your Mum
Digital Lifestyle Decisive for Relevancy & Respect. Critical for Sales.
Source TripUniq: Charles Elias, http://appcircus.com/apps/tripuniq
Transactions Are Organic
Lovemark Loyalty…
Whilst Your Brand Excels
RECOGNITION
RESPONSE
RESPECT
RELATIONSHIP
R4 Relationship
#eurobest @pwfleming
R4 Relationship
#eurobest @pwfleming
Entertain Me · Laugh & Share, Together
R4 Relationship
#eurobest @pwfleming
CINESA / UCI · Easy. Fast. Useful. Relevant.
R4 Relationship
#eurobest @pwfleming
SOLOMO · Local, an unexploited secret
R4 Relationship
#eurobest @pwfleming
12% Conversion to Database
11:48 Average Time On-Site
23% Member get Member
3,45% Conversion to Sales
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