Mark W. Schaefer

@markwschaefer

www.businessesGROW.com

Life used to be so

SIMPLE

The world’s first layer of

ONLINE ENGAGEMENT

How do I make more …

with no budget…

…when people hate you?

ANSWER:

Destroy Your Product.

http://www.youtube.com/watch?v=NtX0jRMxhM4

100 Sales

Leads!

Employees

Prospects

Customers

Local Stakeholders

Your Website

(you)

Employees

Prospects

Customers

Local Stakeholders

Your Website

HOW can get it any more exciting???

In 2010, world spent 9.3 billion hours on Facebook. That’s 1.1 million years.

Largest seller of display advertising -- 770 billion page views per month.

Facebook search tripled in two years 48% < 21 cite Facebook as primary news source. 750 million photos were uploaded onto

Facebook … in one weekend. 150 years of YouTube videos are watched every

day … through Facebook.

“Since we launched video last year, more than 45 million videos have been uploaded to Facebook with approximately 100,000 new videos added each day. “

The social layer is complete. It is Facebook.

Welcome to the new engagement layer.

BUT HOW?

-- Christina “CK” Kerley

In the technology lollapalooza of the past decade, digital and social media are the warm-up

acts to the headliner that is Mobile.

- Christina “CK” Kerley

77% of the planet

Source Intl Telecommunications Union

5.4

Billion Mobile

1.7

Billion Internet

4

Percent

0%

10%

20%

30%

40%

50%

60%

70%

80%

Egypt India South Africa

Ghana Kenya Nigeria

First screen access

In 2010 there were 7 TRILLION text messages

Source Portio Research

0

5

10

15

20

25

2010 2011 2015

Mobile ad revenue

Gartner

42% click on mobile ads

35% visit the advertiser’s site

79 % of its largest online advertisers

do not have a mobile optimized site.

…

In 2010, 10 mm Japanese mobile users began using a tap-and-go “mobile wallet”

This is the fastest example

of technology adoption in

HUMAN HISTORY

If you want to access customers, MAKE IT MOBILE.

You had me at

mobile.

Smartphones enable a new revolution

Smart-phones -- then glasses

Optically layering new world over old

Metaphor is “magic” “Silent movie” stage

Google Goggles (demo)

http://www.youtube.com/watch?v=Hhgfz0zPmH4

http://www.youtube.com/watch?v=_rCHsAmqzLs&NR=1&feature=fvwp

http://www.youtube.com/watch?v=7JWk_JIE3Ow&feature=player_embedded

http://www.youtube.com/watch?v=pzB4mIPdm9k&feature=player_embedded

How does it change things? In almost every way! Communication Advertising Collaboration Education and training Work Entertainment Mash-up of all existing

platforms

The AR layer changes everything AGAIN!

Internet + Social

Location + Mobile

Augmented Reality

SIX Hours/day spent on WOW

200% Profits on Farmville versus Facebook

5 billion Hours/year spent on online games by Americans

• Video gaming bigger than music sales • Bigger than movie ticket sales • Average gamer age is 32 • 65% Americans play video games • > over 50 than under 18 are gamers • 40% are women

CONCLUSION? Humans are human.

They LOVE to play games.

It is the

ULTIMATE CUSTOMER ENGAGEMENT

Why not make the world a GAME? Why not make the BUSINESS world

a GAME?

Humans love to progress and earn status.

Game dynamics can reward and influence behavior.

Re-frame business behavior with game theory.

The full potential of location. One and done deals are not enough. Engage.

Appointment Influence and status Progression Communal discovery Reward

Appointment Rewarded for doing

something at a time, place

“Happy Hour”

“ Farmville” is changing the lifecycle of people.

American Express Like armor in a game Why not have customers

gain levels and experience points?

Completion rate on LinkedIn

World of Warcraft is a full-time job.

What if you go to a business site over and over, and unlock rewards.

User groups -- Leverage network to uncover content/entertainment

Groupon – Deals are not unlocked unless enough people sign up

Digg or Empire Avenue – people forming communities to unlock the secrets

Challenged customers to basketball themed game

Gamers had to take photos of themselves

with players to complete tasks

Upload photos Return the next week for the

next round Results 33,000 participants 30% of them came back

within seven days.

Create an avatar for your every day chores

Unlock points for strength, stamina, intellect and social while washing, ironing, attending birthdays

Everything you tick off from your real world list earns points to help build a powerful virtual avatar to guide you through a quest.

This is your presentation … .

IMPLICATIONS

Rate of change accelerates Connecting with customers will fragment along

fault lines of each layer Unparalleled opportunity for connection + loyalty Bring lots of money Different strategies for different layers

Creativity + High production values

Stream of content

Mark W. Schaefer Blog: www.businessesGROW.com Twitter: @markwschaefer Email : MSchaefer700@gmail.com

THANK YOU!

Is this a B2B marketing repellant?

1) Customers are sick of being marketed to 2) Why would somebody friend you? 3) Have not seen any truly great case studies 4) Successes judged by “likes?”

My AH-HA! social media moment