Robert Le Quesne Creative Services Director thebigspace
Web 2.0 Technology trends in a nutshell (cloudcomputing, mashup, web scraping, etc)
Understanding the tools we have available to maximize our effectiveness in digital communication
My childhood My childhood
Today
“120k blogs are created daily — most of them with an audience of one. Over half of them are created by people under the age of nineteen. In the US, nearly 40 percent of Internet users upload videos, and globally over fifteen hours of video are uploaded to YouTube every minute. The web is very social too: about one of every six minutes that people spend online is spent in a social network of some type.”
http://googleblog.blogspot.com/2009/02/from-height-of-this-place.html
ATTENTION ECONOMY
A I DA ttention
nterest
esire
ction
IMMEDIACY PERSONALIZATION INTERPRETATION AUTHENTICITY ACCESSIBILITY EMBODIMENT PATRONAGE FINDABILITY
INTANGIBLES
priority access, immediate delivery tailored just for you
support and guidance
how can you be sure it is the real thing?
wherever, whenever
books, live music
Kevin Kelly
"paying simply because it feels good", e.g. Radiohead
"When there are millions of books, millions of songs, millions of films, millions of applications, millions of everything requesting our attention — and most of it free — being found is valuable."
I work with technology. I spend most days in front of my computer screen, connected to the internet. Skype is always open. My mobile phone sits on my desk beside the computer, receiving SMS messages and calls while I work.
!
More Internet-enabled phones will be sold and activated in 2009 than personal computers
EVER / ALWAYS PRESENT/ ON
According to a study by the Forrester Corporation, as individuals we remember: 15% of what we read 15% of what we hear 80% of what we experience
What is Experience?
António Damásio, ‘The Feeling Of What Happens: Body and Emotion in the Making of Consciousness’
What is Digital Brand Experience?
Extending the Experience
In the Store
Item Level RFID Consumer-facing Applications NFC Payment
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Around Store
Smart Fixtures Store Locations SMS NFC Product Alerts
At home and on the move
NFC BrandPoints Social Networking Micro Payments
Todays Consumer is: Increasingly connected and technology-savvy Peer groups play a more important role in decision making Consumer Choice: multiple and networked ‘brandpoints’ Multiple ‘BrandPoints’, Single Experience Connected and dynamic networks allow access to information and opinions in interactive and collaborative ways
Social
Interactive, emotional and sensorial; The true physical manifestation of the brand
Virtual
Physical
Personal Personalized and context-aware, non-intrusive and relevant
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Ubiquitous and pervasive solutions, always on, always connected, anywhere
WEB 1.0
< 2001
“Institutional web sites” “Users had no voice, no identity” “Videos played slowly” “There was no PayPal”
1. Pages connected by links 2. First e-commerce sites 3. Advertising banners 4. Mobile text messages 5. Personal web sites 6. Six degrees of separation
WEB 2.0
< 2007
“Identity” “Blogs” “Viral” “Wiki 95” “connecting people with common interests” “rich media”
1. Social network 2. The client reads and writes 3. Google Adsense 4. Viral tools 5. Paid blogs 6. Customer voice 7. E-commerce overtakes place commerce 8. Collaborative branding 9. One degree of separation
WEB 3.0
> 2007
“The customer customizes” “software that learns by looking at on-line content, analyzes the popularity of that content and draws conclusions. Instead of people refining information and opinion, intelligent software would do the same thing”
1. Semantic Web 2. Web its a database 3. Geospatial Web 4. Web 3D 5. Shopping in community 6. Shopping from IPOD 7. Social shopping 8. Shopping in-store/online 9. Share the purchase
Work Teaching
CONNECTED Friends
Family
We Feel Fine
Jonathan Harris & Sep Kamvar
We Feel Fine, Jonathan Harris An exploration of human emotion in six parts
Collective/ Participatory/ Live
Since August 2005, We Feel Fine has been harvesting human feelings from a large number of weblogs. Every few minutes, the system searches the world's newly posted blog entries for occurrences of the phrases "I feel" and "I am feeling". When it finds such a phrase, it records the full sentence, up to the period, and identifies the "feeling" expressed in that sentence (e.g. sad, happy, depressed, etc.). Because blogs are structured in largely standard ways, the age, gender, and geographical location of the author can often be extracted and saved along with the sentence, as can the local weather conditions at the time the sentence was written. All of this information is saved.
VâáàÉÅxÜá vtÇ yxxÄ Ä|~x à{xç tÜx ÑtÜà Éy à{x uÜtÇwËá xåàxÇwxw ytÅ|Äç? tÇw à{xÜxyÉÜx à{x uÜtÇw |àáxÄy? ã{|Äx à{x |ÇàxÜtvà|äx xÄxÅxÇà yâÜà{xÜ wxxÑxÇá à{tà ÜxÄtà|ÉÇá{|Ñ? g{xáx v{tÜtvàxÜ|áà|vá twwÜxáá tÇw átà|áyç à{tà ÁàÜ|utÄË ÑtÜà Éy à{x ytá{|ÉÇ vÉÇáâÅxÜ ‰ à{x ãtç |Ç ã{|v{ ÑxÉÑÄx |wxÇà|yç à{xÅáxÄäxá uç à{x uÜtÇwá à{xç uâçAÊ Alex Bolen, chief executive officer, Oscar de la Renta
T ~xç vÉÅÑÉÇxÇà Éy áÉv|tÄ Åxw|t Â|á ÜxtÄ@à|Åx yxxwutv~ ‰ tÇ tu|Ä|àç àÉ tvvâÜtàxÄç ÅxtáâÜx ÅtÜ~xà|Çz ÜxáâÄàá?j{|Äx à{|á táÑxvà Éy à{x \ÇàxÜÇxàËá ÑÜÉÅ|áx {tá çxà àÉ ux yâÄÄç ÜxtÄ|éxw? ÉÇx vtÇ tw}âáà? yt|ÜÄç Öâ|v~Äç? àÉ xÅÑ{tá|éx à{Éáx |Ç|à|tà|äxá à{tà tÜx ãÉÜ~|Çz uxáàAÊ Alex Bolen, chief executive officer, Oscar de la Renta
Facebook offers its users the ability to “fan” a firm or brand — a component that sets it apart from a standard company Web site. Once a user has “fanned” a brand, the business has direct access to them and is able to send messages and updates via a constant news feed on the user’s home page. The result is a “powerful brand advantage….The company is now in the middle of two-way communication with their consumer,” Arrix said.
To join Twitter, a user creates a free user name and password and then sifts through a search function to find friends and companies the user would like to “follow.” Once a user is following a company, the user’s home page is refreshed with every update that company sends. For instance, if LouisVuitton_US tweets “Louis Vuitton’s new Core Values campaign profiled in today’s @nytimes,” all 10,492 of its followers will see this message on their home pages.
Club Couture..The technology allows consumers to put together looks from the collection and share the outfits with friends who can then rate the outfit and create their own. This social interaction has resulted in a conversion rate 162 percent higher than any other part of the site â&#x20AC;&#x201D; meaning a user who happens upon the Club Couture page on the companyâ&#x20AC;&#x2122;s Web site is 1.62 times more likely to purchase an outfit on the site than if she had been browsing any other page on juicycouture.com.
Not just on-line..
www.thebigspace.com
Magic Mirrorâ&#x201E;˘ www.thebigspace.com
The world’s best performing brands recognize superior customer experiences is: Competitive differentiation Fostering customer loyalty Commanding a brand premium Brands must communicate with shoppers in a way that is personal, Emotional, context-aware Today’s consumer base is increasingly diverse and demands high levels of intimacy Consumer is able to choose how, when, where, and even if connections are made with the brand Unprecedented access to information More comfortable with digital technology than ever before
“The magicmirror is the most powerful in-store interactive experience for shoppers I have ever seen”
www.thebigspace.com
Business Week October 5, 2007
Enhancing the Customer Experience Experiences form deeper bonds with customers Itâ&#x20AC;&#x2122;s no longer just about sales-per-square-foot, Emotions-per-square-foot commands a brand premium for retailers today Make a point-of-difference at the true point-of-purchase Better activate consumers, turning them into shoppers, and from shoppers into buyers
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â&#x20AC;&#x153;The magicmirror was the most high-profile technology featured in the store of the future display this yearâ&#x20AC;? Retail Week October 19, 2007
RFID Consumer Facing Solutions One of only a few practical means for retailers to: Engage the consumer at a point of relevance in their shopping experience Transform the shopping experience it into something that is intuitive, emotional, and leaves a lasting impression magicmirror™ provides retailers the means to reach customers on an emotional level and positively influence purchase decisions at the moment of choice magicmirror™ communicates the story behind each tagged product and facilitates a highly innovative and personal means of product discovery
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“Fortunately for the market, innovation rather than cost is becoming a key driver for adoption” Gartner Inc. Report, February 25, 2007
Levi-Strauss Mexico
Levi-Strauss Mexico were searching for ways to differentiate the store experience and better manage costs through the supply chain. They believed that item-level RFID could offer significant value in the way of supply chain visibility. Thebigspace teamed up with Leviâ&#x20AC;&#x2122;s Mexico to pilot a consumer-oriented application of item-level RFID.
Levi-Strauss Mexico
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Levi-Strauss Mexico
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Levi-Strauss Mexico
The PRL brand is a lifestyle brand that draws heavily on their own legacy, as well as classic designs from the early 1920s through the late 1960s They begin the design process with physical garments from the past and then go to sketches. For this reason, they rely on a well-stocked archive, and inquisitive design staff who can source unique vintage pieces. Finding specific garments took too long, as designers were forced to rummage through boxes, closets, secret stashes and dark rooms. There was no way to track one-offs and uniquely valuable items, or know who was in possession of what. Company history left when designers moved on.
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Levi-Strauss Mexico
As sole creative partner, tbs designed and delivered a full digital archive solution to complement their physical library of garments. Designers are now abe to source items from their desktop using simple search Strings and browsing functionality using the custom interface. Once in the physical archive, designers can interact with the virtual library simply placing garments of Interest on a smart surface, triggering a retrieval of Item detail and related content.
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Levi-Strauss Mexico
Thankyou. See you on Wednesday morning!
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