Queuing and The Age of Context: Release 1 The Digital Consumer Collaborative

1 The DCC © Copyright Stone Mantel 2014 1 The DCC © Copyright Stone Mantel 2014

QUEUING AND THE AGE OF CONTEXT Release 1 – The Digital Consumer Collaborative Web Seminar FEBRUARY 2014 goStoneMantel.com Slideshare.net/DaveNorton Seminar presentation available on Youtube


ABOUT THIS DECK

This deck was presented in February 2014 to 100 companies who are following the general insights gathered from the Digital Consumer CollaboraHve via web seminar. Release 1 covers •  What is the Digital Consumer CollaboraHve •  How to define the digital consumer •  Three key aNributes of consumer behavior: queuing, topics,

and tasks. •  The five forces that create digital context

•  Sensors, data, locaHon, social media, and mobile •  Scoble & Israel’s, The Age of Context

•  Redefining what context means •  Digital ethnography and other steps that companies can take

to understand the consumer. An audio presentaHon can be found on Stone Mantel’s website, YouTube, and SlideShare.

goStoneMantel.com


OUR GOALS FOR THE DIGITAL CONSUMER COLLABORATIVE

1. Push our understanding of what the digital consumer will want from mobile experiences in the next three years. 2. Find new ‘jobs-‐to-‐get-‐done’ in the digital environment that increase customers’ likelihood to spend more Hme with a business or brand. 3. IdenHfy strategies and tac5cs to make businesses more effecHve in creaHng value from the delivery of their experience to customers through digital technologies. 4. Discover new ways of profiling target audiences based on digital usage. 5. Develop techniques that aid in helping customers feel more comfortable in sharing data with companies in the right way and at the right Hme. 6. Develop language, tools, and principles for understanding how consumers behave in an increasingly mobile environment.

ABOUT THE DCC Primary research and co-‐creaHon for forward-‐thinking customer experience strategists, done collaboraHvely. Launched in Sept 2013 Finishes in Sept 2014 •  10 companies •  100s of hours of field work •  Discovering new jobs to do •  Defining new strategies and

profiles •  DemonstraHng the value

produced •  Act within organizaHons to

execute


WHAT IS THE DIGITAL CONSUMER COLLABORATIVE?

Charter our path

Review secondary research

Digital Ethnography Round 1

F2F Orlando Session

Digital Ethnography Round 2

F2F Miami Session

OUTPUT

Primary research and co-‐creaHon for forward-‐thinking customer experience strategists, done collaboraHvely.

•  CollaboraHve network established

•  Digital ethnographic insights

•  Strategic frameworks

September 12, 2013

November 13-‐15, 2013

March 4-‐6, 2014

QuanHtaHve research

Framing Sessions

F2F Session

Member OrganizaHon ApplicaHon

F2F Session Mastery

OUTPUT

•  Quant findings •  Concept development •  ApplicaHon to

organizaHons •  Design requirements

July 2014 Sept 2014

4 face-‐to-‐face meeHngs :: 5 virtual meeHngs :: Basecamp group :: 3 homework assignments


RELEASE 1 This presentaHon includes some of the general findings from the first round of digital ethnography. General findings can be shared with the public. You must be a member of the Digital Consumer CollaboraHve to gain access to the specific findings.

What we learned

What we are sharing


AGE OF CONTEXT

The Five Forces described by Scoble & Israel are 1. Mobile—they focus primarily on wearables, especially Google Glass. 2. Social Media 3. Data—specifically what they call ‘liNle data.’ 4. Sensors and the internet of things. 5. LocaHon—which everyone is focusing on. They argue these forces emphasize context going forward—and that’s a good thing. “Queuing” suggests that the very nature of context will change.

Publisher: CreateSpace Independent Publishing Plaform; 1 ediHon (September 5, 2013)


HOW THE PATRIOTS ARE CHANGING THE GAME


DIGITAL IS NORMAL Digital consumers are not a segment and they are not excepHonal. Almost every consumer is digital today.


DIGITAL IS NORMAL

The Digital Consumer is Normal Companies conHnue to debate whether the digital consumer is a segment, a mindset, or a group of early adopters. They regularly discuss digital consumer behavior as an innovaHon or an excepHon to how consumpHon really happens. None of this is now true. Almost all adult consumers are digital consumers. Digital is a normal, essenHal aspect of consumer decision-‐making and to treat it as excepHonal is to imply that the consumer’s behavior is not normal or that it might go away. We must start from the standpoint that it’s normal.

Me and a couple of my favorite sodas. And my daughter aNempHng a photo bomb

Me waiHng for train to go to work while listening to music via Google Music

SELFIES

I use my iPhone more than I probably use any other device.


SOME PEOPLE WE MET

DEFINING TECHIE I’M DEPENDENT MY LAPTOP AND IPAD

CONVENIENCE FACTOR NEVER BORED


DIGITAL ETHNOGRAPHY IS CRITICAL

If all consumers today are digital consumers, then shouldn’t all research of consumers apply digital data gathering techniques and include digital moments?


DEFINING THE DIGITAL CONSUMER People think differently when they embrace their digital devices. Topics, tasks, and queuing are building blocks for understanding behavior.


THE DEFINITION OF A DIGITAL CONSUMER

At his or her core, the Digital Consumer is a person who wants to do more. Digital technology eliminates or reduces the gap between thinking about something and gemng the job done. When that gap is closed, the consumer desires to do more things at once. Three aNributes of how the consumer interacts with digital to accomplish more are: Topics | Tasks | Queuing



When a device or app is introduced into a consumer’s life, the ability to act immediately changes his or her thinking (and acHng). The consumer becomes more enabled to close the gap between thinking and gemng the job done.

Thoughts Jobs

Topics Tasks

PEOPLE HAVE

DIGITAL HAS



The impact on behavior includes: Less investment in one single act. The desire and ability to do mulHple things at once. A strong aNachment to the people and acHviHes you do through digital devices. The gap becomes something to overcome. They want to close the gap.

Thoughts Jobs

Topics Tasks

PEOPLE HAVE

DIGITAL HAS



The more empowered people are to accomplish more in a short period of Hme, the more people meander. They move from thought to task to thought to another thought. Digital doesn’t meander. To facilitate the interacHon between digital tools and thought, people and their devices queue.

Thought Job


QUEUING IS THE THOUGHT-TO-TASK INTERFACE

Because digital consumers can accomplish mulHple tasks at the same Hme (and therefore do more jobs) they rely heavily on their devices to keep track of where they are at in an acHvity and prompt them when they need to pay aNenHon. That connecHve behavior is queuing. Here is how the queue works:

The consumer has a job to get done 1.

“This morning I was extremely frustrated by my two-‐year-‐old. Since I don't really have someone to call and vent to, I vented on my blog. I let it all out. It felt so good to let go of the emoHon.”

Heidi needs to vent Heidi needs to vent



Topic

She idenHfies a digital tool (app, web content, device) to help her accomplish the job.

2.

“I vented on my blog; I let it all out.”

Heidi needs to vent

I love Blogger, Facebook, and GO SMS Pro (texHng) for the same reason: I love communicaHng with people. I love to share bits of my life and get feedback from others, whether their experiences are the same as mine or completely different. I love people, and digital tools allow me to connect.

BLOG

FACEBOOK

GO SMS PRO



Topic

That tool becomes a part of her life. 3. (SomeHmes, not always, for a long period of Hme.)

My phone apps (favorites are orange): aCar Amazon Amazon Kindle Amazon MP3 Any.do B210K Pro Barcode Scanner Blogger Calculator Calendar Camera Campus Portal Cardio Trainer Chord Wheel Chrome CitaHon Index Clock CNN Contacts

ConvertPad DicHonary Dropbox Drugs.com Evernote Facebook Fandango Flashlight FM Radio Gmail GO SMS Pro Goggles Goodreads Google+ Gospel Art Book Gospel Library Grocery IQ Groupon Hangouts

IMDb Indexing Instagram LDS Hymn Book LDS Temples LDS Tools LDS Youth Lookout Maps Media Remote Mirror Mobile Metronome Mormon Channel Music MyTracks MyFitnessPal Next News & Weather Noom Coach

Phone Pinterest Play Store PPLD Mobile Reader Ringtone Maker Run Double ShopKick SoundsHound SpoHfy T-‐Mobile tapTrak Translate TripIt Tumblr TwiNer Voice Recorder WebMD YouTube

She decides to remember the tool. She organizes the tool spaHally into her digital devices.



The thought of doing the job the tool is designed to do becomes a recurring topic. 4.

It is queued, becoming one more connector between person and device. Heidi becomes more aNached to the device to assist thinking and acHng.

Morning Hme

weather shop blog news

church Facebook

email TV

Pinterest phone

Grocery IQ

start new topic

Heidi needs to vent

Thought Job

Her queue

A task she does

A topic she has queued



Queuing empowers the consumer to accomplish more tasks at the same Hme and turns the topic into an ongoing, recurring event that progresses over Hme. 5.


QUEUING CREATES THE FEELING OF PRODUCTIVITY

TIME

Topic

Task

Because they can quickly align what they think with what they want to do, consumers are empowered to do more at the same Hme. Digital consumers can do mulHple things at more or less the same Hme, but they have even more things that they could be doing. Queues are how people organize their digital lives.

Topic Tools, apps, devices, acHviHes, content, interests, hobbies, requests—whatever can be thought of and interacted with digitally—organized topically and designed to recur. Task When the consumer acts on the topic to accomplish a job the topic becomes a task. Queuing The thought-‐to-‐task interface that connects the person to mulHple topics and tasks and creates the feeling of producHvity.


EVIDENCE OF QUEUING

The number of tabs along the top tell the story.


THE APP NEEDS TO KNOW

Because the goal is to shorten the gap between thinking and doing, consumers almost always will give up informaHon about their behavior if they think the informaHon will reduce steps required and help them accomplish a goal. Consumers are increasingly coming to the opinion that if it’s digital it will be shared.

Heidi needs to vent

Thought Job

Topics Tasks


APPLICATION Context feels different when digital enables you to do more.


AGE OF CONTEXT

Google Glass

Digital Cars

The New Urbanists

The Contextual Self Personal Contextual Assistants

Contextual Home

Pinpoint MarkeHng

The Five Forces


MOBILE Phones, tablets, and wearables

“Mobile is the aggregator of the other four forces. It’s where they all converge. It’s where the superstorm of context thunders into your life.”

Mobile turns almost any acHvity into a topic. Wearables that reduce Hme to task will be embraced because they allow the consumer to do more.

DCCi


WHAT QUEUING TEACHES US Because people can do more things at once, they are thinking about more than just what is in front of them. The moment and the place are not as important as thinking about the tasks to get done.

At this moment there are 10 things that the digital consumer could be doing. Only one of them is right in front of him.

weather shop blog news

Schedule a flight Facebook

Dog simng app TV

Work email Facebook

The person I’m talking to

DCCi


LOCATION

Why did Apple get into maps? Because “Without locaHon, there is no context.”—Caterina Fake, the Findery.

Google’s success in maps came from a core competency 1.  Build a foundaHon. Buy and build

map sotware. 2.  Keep track of changes. Get users to

help idenHfy changes. 3.  Personalize through integraHon.


LOCATION

The biggest quesHon that adverHsing must address today is . . .

In a digital world, people can do almost anything almost anywhere. There’s an app for starHng your car—from another country.

how big of a factor is locaHon in determining what the individual is thinking about at the moment they are located somewhere? It likely depends on what else is in his or her queue. “Contextual” adverHsing could easily become more oten just messaging that signals to consumers “I know you’re here.” DCCi


SENSORS

The Internet of things is maintained by sensors.

Homes and cars are being revoluHonized by sensors. These two environments will be full of sensors in the next three years.

Sensors perform faster than humans can. Sensors can reduce the burden of too much to think about—or they can make it worse. DCCi


LITTLE DATA

“It’s not the big data mountain that maNers so much to people, it’s those Hny spoonfuls we extract whenever we search, chat, view, listen, buy or do anything online. . . . LiNle pieces make us smarter.”

Companies do NOT need to anHcipate every next thing that the consumer will need in each moment. AnHcipate how to get the job done, not what the consumer is going to think next. BeNer to let them tell you ahead of Hme what they want to accomplish. DCCi


DIGITAL CONTEXT IS DIFFERENT FROM CONTEXT

3. CondiHons The condiHons that are unique to the acHon that is taken

TradiHonally, context meant . . .

1. Environment How the immediate situaHon, environment or events influence the individual’s acHons

2. Meaning The meaning of a phrase or statement made


DIGITAL CONTEXT IS DIFFERENT FROM CONTEXT

3. CondiHons The condiHons that are unique to the acHon taken are influenced heavily by what’s already in the queue.

Digital context shits things . . . 1. Environment As the individual increases in ability to do more, the situaHon and environment become less about what is happening here/now.

2. Meaning The volume of acHvity going on in a moment affects the meaning of and completeness of every decision (e.g., what exactly is a considered purchase?)


STEPS TO TAKE

Assess your digital porfolio, especially mobile. Do you facilitate queuing? Do you get the job done for customers through digital faster than your compeHHon?

Develop an insights agenda that explains the digital context of your target audience.

Revisit your moments of truth and customer journey. Determine how digital is changing the way consumers think and interact with your product.

“Traject” your consumer. Even if they are not your innovaHons, determine how sensors, social media, mobile/wearables, data, and locaHon will affect your consumer.

1.

2. 3.

4.


GET STARTED

Summer Camp Digital Ethnography

Ethnography is a powerful innovaHon in research because it captures context. Digital Ethnography changes the way you interview, observe, and analyze. It addresses digital context. July 17-‐18 in Boulder, Colorado

Make beNer strategic decisions •  Consumer behavior •  Strategic framework use •  Case study format Charter the next DCC agenda Stretch your team (And bring your family)

Digital Context Experience Audit

Assess your company’s digital tools for their ability to get into the consumer’s queue and facilitate queuing.

goStoneMantel.com


ABOUT STONE MANTEL

We are a bouHque insights consultancy with over thirty years of experience producing meaningful brand experiences for consumers and value for companies. We build custom insights agendas, develop strategic frameworks, and guide execuHon of holisHc experienHal offerings. We are the very best at creaHng value from exisHng experiences.


THE MANTEL METHOD GETS YOU DEEP INTO DIGITAL EXPERIENCE

1

New approaches

New opportunities

2

3

Strategies and tactics

Experience requirements

Prepare to launch

Finalize design

Digital Ethnography

Co-Creative Design

Design the experience Test for time well spent Find experiences that matter

Discover Define Demonstrate

4 Drive organizational change

Create cultural capital

Act

Performance Validation

Take Action

Implement


Stone Mantel is the very best at producing value from experiences

Dave Norton, PhD. Founder Stone Mantel [email protected]

Queuing and The Age of Context: Release 1 The Digital Consumer Collaborative

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Transcript of Queuing and The Age of Context: Release 1 The Digital Consumer Collaborative