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Author: Jennifer Wilson at the Adknowledge event on social mediaThe world, technology and consumers are all changing. Sometimes, the impetus driving the change is not always apparent. Definitely the changes in technology are giving us new ways of talking to audiences and getting their attention, if we can determine how and when to use them.This brief presentation will look at some of the more cutting edge development in technology, applications and the linking of these with brands (products and concepts) to see what they might mean and how they might be utilised as part of the process of getting engagement, interest and a bit of ‘wow’ buzz.
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Innovation
New technologyNew audiences
New engagement(does the same old shit still work?)
What’s changing?All of the world's trade conducted in 1949 now happens in a single day today
All the foreign exchange deals done in 1979 now happen in a single day
As do all the telephone calls made around the world in 1984
And we estimate that all of the internet traffic in the world in 2002 now happens in a single day(and YouTube is another matter…. scary!)
Things change
Over time
Over a single day
Source: Nielsen Internet and Technology Report
Brands need help to be cool
online mobile games social virtual
Consistent
Experience
Crossing
boundaries
Multi-platform
Each action
influences
each
environment
Increase interest
Increase revenue
Increase attention
More measurable
More scalable
More repeatable
Where can you afford not to be?
Augmented Reality
http://www.nightatthemuseumcomestolife.com.au/
Adds a mobile (plotting) layer
And becomes game play
http://www.youtube.com/watch?v=BUOHfVXkUaI
The things that get people talking
Brief:
New range of eco & organic products to be launchedHowever retailer (ICA) seen as old school
Requirement:
Strong consumer engagement to recall the new products and reposition the retailer
Outcome:
‘The Eco Dance’: an eco-symbiosis between you and Marius
Users as content (not generated)
http://www.theecodance.com/
Users making (and mashing) content
http://hockeynightmashup.cbc.ca/mashuptool
Start them talking (and keep talking)
http://www.mycybertwin.com/chat/perfectboyfriend
http://www.mycybertwin.com/chat/cloe
Innovation
It isn’t about what you’re selling
It’s about getting them to buy the message
[email protected] [email protected]+61 414 59 58 57 +61 409 901 607
@JenWilsonSydney @GGadney
