DBS: Iris Worldwide: Your Brand’s Hyperconnected Influencers

Confidential © iris 2012


We’re all hyper-connected nowWE’RE ALL HYPER-CONNECTED NOW


CONSUMERS AREN’T JUSTCONSUMERS ANY MORE


They’re getting more and morefrom each other


CULTURE TRUMPS MARKETING


WHAT’S A BRAND TO DO?


Stop being hyperactive and

start being hyper-connected


categoryMessages Static, closedSaying Look & Feel Defined Touch points Audience

cultureConversationsDynamic, openDoingExperienceBeta modeEngagementsCommunity

Passive brands Participation brands


But first…We need to understand

WHY people participate


6,000 RESPONDENT SURVEY

HOWWHAT

Moms & gen Y


7 day digital diary

Open community forum

HOWWHAT


HOW

WHAT


WHERE

UK, USA, Australia, India, Indonesia, Singapore


SPOTLIGHT ON the US


Main drivers For internet usage:

Research, connecting, news,

Inspiration, entertainment

How to improve Brand Opinion:

Listen to comments, Create utility

GEN Y: least likely of all

markets to be talking about

CELEB GOSSIP Instead, they

Talk tech

Drivers of brand opinion:

F2f recos, friends,your website& results on

search

Main drivers for brand interactions:

Discounts, Customer service,

Insider access

Most likely to post

About brands to Share good

Experiences & b/cOf brand love

Moms: Top Topics Of interest that drive convo:

healthcare, fashionMusic & food

Least trusted Source of influence:

CEO, customer Service agent,

Celebs, Politicians

Top interests: film, books, music,

beauty, decorating, diy


Most likely to post

About brands to Share good

Experiences & b/cOf brand love

Least trusted Source of influence:

CEO, customer Service agent,

Celebs, Politicians

Drivers of brand opinion:

F2f recos, friends,YOUR WEBSITE& results on

search

GEN Y is the least likely of all

markets to be talking about

CELEB GOSSIP Instead, they

TALK TECH


Don’t neglect your website & SEO

Recognize their motivations & reward their participation

earn your way into their circle of trust

Think about other passion points: music, fashion, food, tech


10 imperatives to act upon 1. Don’t just reformat, reimagine

2. Don’t infiltrate their networks, enhance their passions

3. Take the ‘Will-They-Give-A-Fuck’ challenge

4. CREATE MOMENTUM IN THE MOMENT

5. Drive sharing by allowing people to make their own mark

6. Plan for different kinds of conversation

7. Help them make the most out of the University of The Internet

8. Get real world experiences doing the emotional heavy lifting

9. Treat research as pervasive, not as a phase

10. Remember that you can’t over-invest in quality of service


Meaningful stories

“I love the Ubisoft games as they combine action and puzzle-solving gameplay with a unique story that impressively parallels historic events. The character design and story-telling are one of a kind”. Youth, India

“A video of the story of an Olympic equestrian whose love of horses became both her avocation and vocation. The video was featured on the homepage for Responsibility Project where I check periodically for interesting pieces.” Youth, US“I saw the movie District 9 and was very moved by the uniqueness of the story. I ended up researching the background to the story and found out that its director Neill Blomkamp created an short film that inspired Peter Jackson to make a movie out of it” Youth, UK


Found a recipe for crispy chicken at McCain.co.uk but didn’t share it with anyone because it’s not really those fancy recipes like Gordon Ramsay or Delia Smith etc. But I still like it.” Mom, UK

What’s special?

“The Heart Foundation has a section called ‘Moms United’ with loads of ideas on how easy it is to keep my whole family healthy. I shared it with heaps of other Moms I know” Mom, Australia


“I shared the short film ‘HIV – I am famous’. It is a real story and heart touching! I shared it with many of my friends who shared it with their friends. I wanted to inspire them to make a difference to society.” Youth, India

I FEEL THEREFORE I SHARE

“I recently shared the clip ‘Orangutan saves baby bird’s life – it’s truly inspirational and teaches us to be kind and helpful to others.” Mom, Singapore

“I sent my friends a video of a panda rolling in the snow trying to catch a ball. Why? To put smiles on their faces”.” Youth, Australia


“At year’s end, I make a photobook through Snapfish or Shutterfly for all the grandparents as a holiday gift. It’s so much better to make something a bit more personal” Mom, US

fingerprints on content


Brands perceived as ‘one size fits all’

“Brands are more accessible now that they are using social media, but I find that a lot of these are directed at a mass market, created to draw in as many people as possible. Because of that I often find them generic” Youth, UK


Small groups are the greatest sources of influence

“Myself or my friends will send sms to each other when we feel like playing. I usually find out about the games from either my friends of from gaming forums or through closed Facebook groups.Youth, Singapore

“My husband and I recommend apps to each other all the time. I don’t tend to do it with my wider group of friends, as we don’t see each other so much.” Mom, Singapore

“I created a Top Secret Facebook for me and a small group of classmates. We all met at this big test in LA, and really hit it off. We keep in touch, vent about school and joke around. We’re generally off-beat hence the need to keep it secret LOL” Youth, US


LIVE EXPERIENCES FUEL DIGITAL INTERACTION

“I use YouTube a lot to learn about cars, like what upgrades you can do, how to fix things. But most of all I like showing them videos of my car racing theirs to prove mine is faster”. Youth, US

“Last Saturday we had a sports day for the community. My 18 months son decided he would go wave his Union Jack flag on the podium. The next day he was on the front page of our local news magazine. I took a photo and posted it on my facebook timeline so that my family across the world could see him” mom, UK


INTERACTIVITY ENHANCES REAL WORLD EXPERIENCE

“The best part of the trip was that we booked all the tickets of the places (zoo, safari, bird park) also online and we also got huge discount and we did not have to join the queue to purchase tickets fro the counter…So doing all the booking online beforehand made our trip very relaxed and enjoyable.” mom, IndiaWhen I was in Venice last year I was browsing my friend’s band blog on my mobile via wifi and found that she had released a song ( after being on hiatus for over a year, plus I hadn’t spoken to her for months after a falling out). I streamed the song through my phone and was just so excited/inspired/happy. The romantic atmosphere of Venice added to the emotions! I shared the song on tumblr and also linked a few friends on Facebook. It was nice to feel that I wasn’t missing out even though I was on the other side of the world’. mom, Australia


THE URGE TO UNPLUG

“I like to go ‘media-free’ dog-walking. Sometimes I find the internet doesn’t offer personal betterment but distractions that forever pull irretrievable time from our lives”. Mom, US

“I would love to see more people out and about without a phone constantly in their hand or laptop on the table. Let’s get back to basics a little more often. Go for a walk, say hello to a stranger!” Mom, Australia


Summing up


From consumers to participants

don’t invade your audiences’ world, enhance it

Destination ‘planet hyperconnected’

DBS: Iris Worldwide: Your Brand’s Hyperconnected Influencers

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Transcript of DBS: Iris Worldwide: Your Brand’s Hyperconnected Influencers