by Jack Jokinen
People have certain fundamental wants and desires that drive them to take actions every minute of every day. Businesses, to be successful, must understand their consumers’ wants and desires, and must be able to subtly and seamlessly incorporate them intro branded marketing efforts. Here, we’ll pinpoint the set of innate wants and desires that resonate most effectively in digital and social, discuss how to leverage those desires to generate engagement, and share examples of how campaigns have successfully mapped user flows, business objectives, and consumers’ desires to drive results for brands in the space.
by Niki Weber
Brands have been diving head first into Facebook over the past few years but their social reality has failed to live up to their lofty expectations. Guided by a sea of experts who can say "social" but can't do social, brand pages often resemble online ghost towns with engagement that consists of mere small talk and fake smiles. To make matters worse, Facebook went from a friendly handhold to a ruthless chokehold of world-wide-web domination. This Future 15 session will help you put Facebook back in its rightful place.
by Michael Nichols
Social sharing about all topics is now commonplace, and the trend of increasingly open sharing about historically “private” aspects of our lives reflect changing standards about what’s appropriately public information. At the same time, for certain subjects – including health – privacy and confidentiality concerns often keep us from open sharing.
At the same time, we now know that sharing health information, particularly in an online social context, can have significant benefits (for all who share and others), especially when practiced in large groups/communities.
This session will explore how to create environments where participants receive the benefits of sharing, while also enjoying the peace of mind of privacy: secure sharing. It will address emerging trends in technology (including mobile sharing and privacy/security technology), products (including online and mobile services that allow anonymous sharing of health information), privacy controls and sharing trends, and current (as of the time of the talk) law, which collectively support the new and exciting prospect of "secure sharing" and the related benefits it creates.
by Alex Leavitt
When the Web unites millions of users into large networks around creative and free new media practices, how does this "open source culture" challenge assumptions about the production of content and the use of online social platforms?Vocaloid is a music production software from Japan that synthesizes voices for songs. In 2007, Crypton Future Media released Hatsune Miku, a young, female version of Vocaloid. Thousands of musicians use the software and character to make innovative songs and videos, which are circulated on Nico Nico Douga & YouTube for free, and many receive millions of hits within weeks. Vocaloid has helped amateur musicians land professional contracts, produced live concerts with holographic singers, and made Miku into a global virtual idol.This talk looks at one case study of a peer-produced media franchise that exploded into a global phenomenon using social media and free distribution, and the issues and successes of networked creative production.
by Charles Park
Asia cultivates a very lively and active gaming community. Known for their strengths in MMO and RPG style games, they have made large strides in mobile gaming as well. As US companies look to the East to integrate best practices and find top developers, they must understand the differences in gaming models, user behaviors, and social hooks.
Charles Park, co-founder of Gaia Interactive, will break down how the social gaming market is growing and maturing, and how companies can develop the right combination of game dynamics to attract the universal 'social gamer.' Many developers are looking East to find that special flare – but each Asian market offers its own costs and benefits, which can be best learned firsthand. Gaia Interactive has partnered with top gaming producers around the globe to create mobile and social games. Learn tips and practices to fuse the best of the East and West with dual development at home and abroad – to create a new breed of social game for everyone.
by Kylee Ingram
CrowdTV is steaming ahead with the next iteration of crowd-sourcing, and is asking viewers to collaborate in deciding the direction and content of the documentary. For our pilot we gave the online community bare bones topic - water issues in Western Sydney. But beyond that, we threw open the doors to anyone who wants to have a say with the hope the result would be fun and a little bit gritty, but when starting out we had no idea what the outcome would be.
Participants gain points for contributing, such as through posting ideas or voting, and these points equate to credits in the film. This community involvement continues through every step of the production, with users also able to contribute research, vote on edit choices, and contribute or choose graphics and music.
Getting funding bodies interested in the idea proved difficult, as it was hard to pitch an idea for which the very point is that no one knows what it will look like yet. But it was the government and community partners got it immediately. They could see the value of community involvement as an end in itself, whereas the other bodies had been solely focused on the documentary.
We believe CrowdTV has the potential to encourage a broader level of community involvement than other approaches that are all about UGC- the model can be applied to any factual production.
by DL Byron
Ten years ago, we had this idea to make a product that'd keep our coffee and chips fresher. We researched, designed, and manufactured it all with sweat equity and many late nights on the Internets. Today people call that being a Maker. Back then we were just trying to make a buck. This talk will share how our product ended up in the Space Shuttle, Antarctica, pantries, and Grandma's looms.
by Michael Papish
People have always been the primary vehicle by which music spread around the world – from the days of the wandering minstrels to the heyday of radio DJs and then on to tight-knit circles of fans rallying together around photocopied ‘zines. Fast forward to today digital’s world and social networks as well as social music services such as turntable.fm have dramatically changed the way people share music. Recommendations technology guru Michael Papish will dive into the different approaches to deploying recommendations—from tools to match our mood to the personal touch of editorial, the impact that the interplay of computer-generated recommendations within social networks will have, and the importance of tagging/curating data as part of the recommendation process. Michael will also tackle the million-dollar questions for music recommendations: Are we making good recommendations? How do we make them better? Do we possess tools to evaluate success or do recommendations remain a Dark Art?
by Tanja Gabler
Too bland, too bored, too busy? Why women fail to rule social networks.
Women see themselves as "social" by nature, they claim to have better communication skills than men do - and mostly they are right. They even hold the majority in all big social networks except LinkedIn. But when it comes to using Social Media for marketing themselves, they fail. While men boast proudly about their achievements in status updates women write birthday wishes to others and ask for private advice. What's the reason behind that phenomenon? Answers from statistics, psychologists, marketers, gender experts and the users themselves.
by Tim Leake
Thanks to digital and social media, Marketers and Ad Agency folks have gone from having a one-way conversation with customers into a million-way conversation. We’ve added capabilities to create digital work. But that misses the point. What we really need to do is learn how to create work for a digital world. We know we need to be agile, but we don't know how to do it. "Moving quickly" doesn't play well with "covering your ass." We want everything: work that's creative, gets noticed, maximizes results and minimizes risk. (And, preferably, is affordable.) Adprovising is a simple set of rules to help us get there – joyfully stolen from the world of improv comedy and repurposed to suit our own needs.
by Noel Franus
We work so hard to get people to like us. Buy this! Click here! Love me! So why is it that so many people—and most brands—suck at keeping things lively once they have us on the hook?
Customer service generally stinks. Products rarely evolve with our needs. And loyalty programs are usually no more than a carrot on a string.
A marriage isn’t supposed to be this dull.
We’ll take a look at the nitty-gritty psychology and behaviors associated with keeping things exciting long after buy-in, explore left-of-center approaches to bringing customers back and serve up inspiration for designers who want to to create experiences that build customers for life.
Loyalty used to be simple, drink a soda and get rewarded for it. As brands expand their “social currencies” into a virtual Federal Reserve, based around larger partnerships, what will the future look like? Consumer loyalty is being targeted in exchange for virtual cash. From the utopic to the dystopic, we’ll take a look at alternate futures: The idealist agency perspective that each brand should have its own economy. What could go wrong? We’ll explore visions of consumers making transactions with 50+ currency options. “I’ll pay with ‘widget’ points ma’am, they’re trading well today.” Then let’s shift into brand-based personal economies, with each consumer having their own “virtual exchange.” What happens when brands go to war over your “loyalty economy?” Lastly, what if everyone cashes out, flooding our economy with virtual cash? Complete devaluation of our current economy? I’m sure we’ll be fine, I’ll just drink a bitcoin and shut the %@! up.
by Amit Avner
Trends rise and fall in a matter of minutes across the social web as consumers flock from one hot topic to another. Pair that with the savvy and skepticism of today’s consumer, and brands have a huge problem on their hands: How to find and engage consumers in a meaningful way online? Gathering and analyzing the massive streams of data (public and private) to predict trends and being able to react in the moment are keys to getting in front of the flock online. Demographics are dead – or at least mean very little as it relates to engaging consumers on social networks. It’s all about unlocking flock behavior. Great opportunities are being missed every day because marketers can’t get in front of the right people at the right time with a relevant message.
This session will provide actionable insights on how to tap into social trends and highlight recent success stories of what’s working right now.
by Scott Briggs
Are you a social spammer? Is the social sphere simply supplying brands with new and interesting channels in which to spam people? Brands want to be relevant to their audience, but many marketers believe personalization of every message and interaction is far too difficult, time consuming, and too expensive. So some have just settled for second best, making do with their current “mass blast” marketing systems – are they now going to try that via social channels? Engaging marketing isn’t as hard as you think...In his presentation, Scott Briggs, Sr. Director of Social Strategy and Insights, will provide hard facts and examples indicating how consumers call out specific brands to address the issue of relevance. He will show how marketers can become more relevant quickly by utilizing data assets they’ve been capturing, storing, and all but ignoring. The presentation will also provide practical social insights into how brands can measureand refine their strategies immediately.
After months of discussion and debate, ICANN, the governing body that oversees the use of domain names, has finally approved the creation of suffixes based on brands, hobbies, political causes, and just about anything else. This means that major brands like Apple can create addresses ending in ".ipad," Citi and Chase could compete over ".bank" and cities like New York can—and are— leveraging “.nyc”. However, starting a new registry to manage a new gTLD (generic top level domain) will be expensive ($185,000 for the application alone), and many people still have questions about if, or how, these new extensions will ultimately benefit their brand. This session will discuss the most important things entrepreneurs, business owners, and marketers need to understand in regards to the new gTLDs, the impact they will have on search and SEO, and the unique ways companies and organizations can use them not only to increase brand awareness but also to improve customer loyalty.
by Eric Wheeler
All we read about these days is the promise of “Big Data.” Companies like Google, Facebook, and Amazon are just beginning to tap into the mass information they possess, and one shudders to imagine just how much these companies know about what we’re up to online. There’s no telling how much data there currently is, and may become available in the future, and still no clear path on how to balance the opportunity with the risk. The only thing that is certain is that data is the hottest topic this industry’s seen in a long time – and all of the data in the world won’t help marketers without the right filter. The real power lies here: in the Social Graph. The Social Graph is the missing link between advertising and our interactions on the Web. By tapping into the social connections and relationships between a brand’s loyalists and her closest friends, the Social Graph revolutionizes the degree of advertising effectiveness, with infrastructure that respects consumer privacy.
How do Chanel, Louis Vuitton, BMW and Rolex stack up across digital platforms. NYU Stern Professor of Marketing Scott Galloway, has developed the L2 Digital IQ Index® to evaluate the digital competence of brands across more than 350 datapoints. The flagship Luxury Index ranks 100 iconic luxury brands across four dimensions: Site & E-commerce, Digital Marketing, Social Media and Mobile, and assigns them a Digital IQ.
This no mercy, no malice review helps brands allocate capital more efficiently and serves as a proxy for which firms are most innovative. L2 has established a statistically significant relationship between Digital IQ and shareholder value and revenue growth.
What's your brand's Digital IQ?
by Mitchell Reichgut
Every marketer dreams of their video going "viral" and getting passed along by millions. Sure, it happens. But how and why? The reality is, "viral video" is a myth. The biggest and most successful online video campaigns are the result of carefully crafted and well-funded strategies - not friends sharing videos with friends. Mitchell Reichgut is CEO of Jun Group, a premiere social video platform. His company distributes hundreds of such programs every year, reaching hundreds of millions of people. Mitchell will give you a look behind the scenes at what works and what doesn't work in online video. He'll analyze strategies, debunk myths, and decode the structures and technologies that make successful social videos happen.
by Marty Boyer
Unlocking innovation within an organization is a mystery for most, especially those within advertising and marketing agencies. For agencies there are limitations to our business model putting business practicality and unpaid innovation at odds. Without investing in innovation, clients won’t pay for skills that you have not demonstrated—the ultimate chicken or egg question. In addition to the business challenges, there are a lot more practical questions as well, like where to start innovating? While we are dealing with where to start innovating, we look back and realize how many hours went unbilled, unused every year. We just do not know where to start. This talk will put actionable steps to innovating at any organization, focusing on agencies, and discuss how to harness the power of the unbilled hour to innovate. Harnessing the energy of your organization has the ability to win new business, empower your teams and finally uncover that elusive word innovation.
9th–13th March 2012