Webinar - Five Trend Predictions for 2013 by social@Ogilvy

Five Trend Predictions for 2013 Thomas Crampton | Regional Director, Asia-Pacific Hannah Law | Senior Regional Strategist, Asia-Pacific February 2013

5 Trends

1

Be mobile, not do mobile

2

Bricks and Bytes: create shopping experiences, not transactions

3

Brand-awakened: brands with a higher purpose rule

4

Live in 60 Seconds: concept to production at speed

5

Smart Data: Big Data’s older, wiser sister

Be mobile, not do mobile

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Consumers are active and want to take their devices with them. They’re screen hoarders.

In Asia it’s about multiple mobiles as much as multiple devices.

4 SOURCE: KICKSTARTER.COM

Global Notebook PC and Tablet Shipment Share Forecast 100%

Device growth will be in smart devices: global tablets sales will overtake desktops in Q2.

Tablet PC shipments have already surpassed notebook PC shipments in China.

80%

60%

40%

20%

0% 2011

2012

2013

2014

Tablet PC Notebook PC Source: NPD Display Search, 2013

90%

Devices will be used at the same time as using other technology but normally for unrelated tasks, like social networking.

Online ac:vi:es engaged in at least once p/week while watching TV or video content Bases: US, UK, Germany, Spain, Sweden, China & Taiwan

80% 70% 60% 50% 40% 30% 20% 10% 0%

Browse the internet Use social forums e.g. Facebook

Chat e.g. MSN

2011 2012 Source: Ericsson ConsumerLab, ‘TV & Video Report’ August 2012

Early adopters won’t let technology limitations slow them down. They’ll use smart-watches, like Pebble that control music, track exercise and sync with your smartphone.

Source: Kickstarter.com

They’ll even try wearable screens: Google’s augmented reality Glasses just gained some street cred when they were worn by models on the Diane von Furstenberg catwalk.

Source: pocket-­‐lint.com

Who’s already on-trend?

Heineken Star Player App let fans predict goals in realtime with UEFA Champion’s League. It generated 87% positive feedback and 56 minutes dwell time on the iPhone app.

Source: Chrisperks.com

How can you use this trend?

Re-imagine brand experience without technology limitations

Bricks and Bytes: shopping experiences, not transactions Photo courtesy of hQp://hongkong.geoexpat.com/forum/members/pin-­‐20310.html

eCommerce is continuing to grow, especially in fashion and electronics. Alibaba recorded $150billion+ sales in 2012, up 60% from 2011.

This year the strongest eCommerce buyer penetration growth will come from China, followed

by South Korea.

Source: eMarketer, January 2013

Personal recommendations continue to influence purchase behaviours, with sites such as Snoox, Hunch and The Find gaining popularity.

Source: Â Kickstarter.com Â

Innovative start-ups are bypassing bricks-and-mortar and providing unique experiences online: giving brand advocates the chance to be affiliate sellers or cocreators.

Bricks-and-mortar stores aren’t irrelevant: they’ll always be there but they will provide experiences, not just transactions.

Who’s already on-trend?

Burberry’s flagship store in London embodies onlineoffline integration with RFID chips in clothes to product story content live on-screen in change-rooms.

Who’s already on-trend?

Yihaodian has launched 1000 virtual supermarkets that use AR technology to bring blank spaces in the real world to life in the virtual world.

How can you use this trend?

Give people an emotional reason to shop with you.

Brand Awakened: brands with a higher purpose rule Photo courtesy of colbycsbc tumblr

“Brands should have identities that are timeless, that stand apart from the march of history.�

Douglas Holt, Cultural Strategy

Those brands have the upperhand in social: they’ve already given consumers a reason to talk about them and a reason to love or hate them.

And consumers will talk.

And contribute to your brand story.

Who’s already on-trend?

Brands with a higher purpose related to health and wellness will win in 2013 because 74% of consumers believe wellness will be (even)more important in the future

Who’s already on-trend?

Apple, of course.

“Man is the creator of change in this world. As such he should be above systems and structures, and not subordinate them.”

Steve Jobs, 1980s

How can you use this trend?

Build an icon around a cultural tension and your brand’s ‘best self’

Live in 60 seconds: concept to production at speed Photo courtesy of colbycsbc tumblr

Technology has sped up everything from transport to computers.

Now you business is expected to match pace, with everything from production to advertising.

Who’s already on-trend?

FujiFilm has a 3D printing kiosk that enables customers to customise products.

Who’s already on-trend?

Nike Find Your Greatness: inspirational quotes related to achievements of China athletes in the Olympics were posted on social media within minutes of the event.

How can you use this trend?

(Re)learn to be nimble.

Smart Data: big data’s older, wiser sister

We’ve seen the explosion of data – big data – but why should you be measuring everything that moves?

You’re better off identifying the KPIs and metrics that are important to you. Then pay close attention to the metrics that count.

Facebook’s exploring smart data: Graph Search will give users personalised search of people, places, products and services ‌ based on the information Facebook has about us.

Uncovet uses social data – from the interest and social graph – to create a personalised shopping experience or ‘style graph’.

Here, big data is used smartly.

Who’s already on-trend?

IBM used augmented reality to show how smart data could make the world work better.

How can you use this trend?

Don’t sweat the small stuff: know what you want to measure and focus on it.

Thank  you!

Thomas Crampton @thomascrampton

Hannah Law @hannahlaw

Asia-Pacific Director Ogilvy | Hong Kong

Senior Digital Strategist Ogilvy | Hong Kong