Year of the Dragon 2012

ENTER THE DRAGON / JASON XENOPOULOSENTER THE DRAGON / JASON XENOPOULOS

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ENTER THE DRAGONENTER THE DRAGONENTER THE DRAGON2

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CHINESE ASTROLOGY

CHINESE ASTROLOGY

According to Chinese

Astrology, 2012 is the Year of

the Dragon. Occupying the 5th

position of the Chinese Zodiac,

the Dragon is the mightiest of

all the signs.ENTER THE DRAGON3



DRAGON REPRESENTSDRAGON REPRESENTS

» Strength

» Dominance

» Good Luck

ENTER THE DRAGON4



NOT JUST ANY DRAGON

NOT JUST ANY DRAGON

2012 is not just the year of the

Dragon, it is the year of the

Water Dragon.

ENTER THE DRAGON5



THE WATER DRAGONTHE WATER DRAGON

ENTER THE DRAGON

» Dragon = Masculine,

power and ambition

» Water = Feminine,

flexible and soft

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ENTER THE DRAGON

MASTERING TECHNOLOGYMASTERING

TECHNOLOGY7



ENTER THE DRAGON

INTERCONNECTEDNESSINTERCONNECTEDNESS8



FUELING THE FIRES OF SOCIAL MEDIA


ENTER THE DRAGON9



THE WATER DRAGONTHE WATER DRAGONENTER THE DRAGON10



FIVE CONCEPTS FOR 2012FIVE CONCEPTS FOR 20121. Social by Design

2. Propagation Planning

3. Devolution™

4. Brand Purpose

5. Mobilization

ENTER THE DRAGON11

SOCIAL BY DESIGN

SOCIAL BY DESIGN

ENTER THE DRAGON12





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1.0 EDITORIAL

1.0 EDITORIAL

During the nineties, the web was primarily a publish and browse

medium

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2.0 SOCIAL

2.0 SOCIAL

The web has become a blackboard on which

everyone is invited to make their mark.

ENTER THE DRAGON15



3.0 INTEGRATION

3.0 INTEGRATION

Social Media has fundamentally changed

the dynamic between consumers and brands

ENTER THE DRAGON16



SOCIAL BY DESIGNSOCIAL BY DESIGN» Social media is changing the

way we use the Internet…

» Changing the way we advertise…

» Changing the way we do business…

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THE OLD PURCHASE PROCESSTHE OLD PURCHASE PROCESS

AWARENESS INTEREST DECISION ACTION

ENTER THE DRAGON18

THE NEW PURCHASE PROCESSTHE NEW PURCHASE PROCESS

AWARENESS

INTEREST

ACTION

RECOMMENDATION

DECISION

ENTER THE DRAGON19

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SOCIAL BY DESIGN

SOCIAL BY DESIGN

Pay With a Tweet

ENTER THE DRAGON20

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SOCIAL BY DESIGN

SOCIAL BY DESIGNSocial Beyond

Digital

ENTER THE DRAGON21



BEYOND SOCIAL MEDIABEYOND SOCIAL MEDIAENTER THE DRAGON22



ENTER THE DRAGON

GOING VIRAL 400%

GOING VIRAL 400%23

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SOCIAL BY DESIGN

SOCIAL BY DESIGN

Developing Viral Products

ENTER THE DRAGON24

PROPAGATION PLANNING


ENTER THE DRAGON25


ENTER THE DRAGON26

PROPAGATION PLANNINGPROPAGATION PLANNING

“Planning not for the people you reach, but the people that they reach, by giving them

assets to propagate.” Griffin Farley from BBH New York

ENTER THE DRAGON27

ENTER THE DRAGON28

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PROPAGATION PLANNINGShare a Coke with

your Mate

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CASE STUDYSHARE A COKECASE STUDYSHARE A COKE» 150 names, printed on bottles

and cans » Each name has a downloadable

song» Get your own name printed on a

can for free» Create your own Coke

commercials

ENTER THE DRAGON31

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PROPAGATION PLANNINGShare a Coke with

your Mate

ENTER THE DRAGON32





“The Universal Currency of Stories”

Sarah Kay - Poet

ENTER THE DRAGON33

ENTER THE DRAGON34

ENTER THE DRAGON35

ENTER THE DRAGON36

ENTER THE DRAGON37

DEVOLUTION�DEVOLUTION�

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THE PHILOSOPHYTHE PHILOSOPHY

The Social Media Revolution

is a Consumer Revolution.

Today, our brands are co-

owned with our consumers.

ENTER THE DRAGON39



THE METHODOLOGYTHE METHODOLOGYDevolution™ is a strategic

methodology designed to

help marketers adapt to the

changing needs of their

increasingly empowered

consumers.

ENTER THE DRAGON40



PIONEERS OF CONSUMER

INVOLVEMENT

PIONEERS OF CONSUMER

INVOLVEMENTENTER THE DRAGON41

THE LEGO HISTORYTHE LEGO HISTORY

ENTER THE DRAGON

19321932

Wooden Blocks

Wooden Blocks

19491949

Coloured Plastic Blocks

Coloured Plastic Blocks

19981998

Launches MindstormLaunches Mindstorm

Starts Losing Money

Starts Losing Money

20032003

Sales Drop by 26%

Biggest loss in History

Sales Drop by 26%

Biggest loss in History

20042004

Lego Starts Listening

Lego Starts Listening

20082008

Sales up by 35%

Profitability all time high

Sales up by 35%

Profitability all time high

Lego set-up a division “to deal directly with consumers, whose collective wisdom, enthusiasm and judgment exceeds that of the company itself” - Bob Garfield

Lego set-up a division “to deal directly with consumers, whose collective wisdom, enthusiasm and judgment exceeds that of the company itself” - Bob Garfield

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LISTENOMICSLISTENOMICSThe art and science of cultivatingrelationships with individuals in a

connected, increasingly open-source environment.

ENTER THE DRAGON43



ENTER THE DRAGON44



We were the biggest shouter in the 20th Century.

In the 21st Century we want to be the best listener.

ENTER THE DRAGON

PROCTER & GAMBLE

PROCTER & GAMBLE

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WHEN LISTENING BECOMES ACTIVEWHEN LISTENING BECOMES ACTIVE

ENTER THE DRAGON

COMMAND & CONTROL

OPENOPEN

COLLABORATIONCOLLABORATION

CLOSED

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THE MOVE TOWARDS OPEN BRANDSTHE MOVE TOWARDS OPEN BRANDS

ENTER THE DRAGON

CLOSED BRANDWORLDVIEW

OPEN BRANDWORLDVIEW

ENGAGEMENT

TRANSPARENT COMMUNICATION

BRAND STEWARDSHIP

AWARENESS

SCRIPTED COMMUNICATION

BRAND CUSTODIANSHIP

CO-CREATED WITH CONSUMERSCREATED BY MARKETERS

DIALOGUEMONOLOGUE

* Adapted From “Open Brand” – Kelly Mooney47


INSERT IMAGE IN BACKGROUNDMAKE SURE IT FILLS THE SCREEN 100%A BRAND IS NOT WHAT

YOU SAY IT ISA BRAND IS NOT WHAT

YOU SAY IT IS

ENTER THE DRAGON49



IT’S WHAT THEY SAY IT IS

IT’S WHAT THEY SAY IT IS

ENTER THE DRAGON

Marty Neuimeier -The Brand Gap

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DEVOLUTION

DEVOLUTION

EddingWall of Fame

ENTER THE DRAGON51

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DEVOLUTIONDEVOLUTIONJohnny Cash

Project

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ENTER THE DRAGON54



FROM TELLING & SELLING TO BUILDING RELATIONSHIPSFROM TELLING & SELLING TO BUILDING RELATIONSHIPS

ENTER THE DRAGON

* Jim Stengel - Procter & Gamble* Jim Stengel - Procter & Gamble55

BRAND PURPOSE

BRAND PURPOSE

ENTER THE DRAGON56



ENTER THE DRAGON

MAYAN PROPHECIESMAYAN PROPHECIES

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ENTER THE DRAGON58

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PURPOSEPURPOSEElectrolux

Vac from the Sea

ENTER THE DRAGON59



THE POWER OF PURPOSE

THE POWER OF PURPOSE

“Today, advertising is about finding common ground on

which brands and communities can forge

relationships”

Bob Garfield

ENTER THE DRAGON60

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BRAND PURPOSE

BRAND PURPOSE

WWFSave as WWF

ENTER THE DRAGON61

MOBILIZATIONMOBILIZATION

ENTER THE DRAGON62



MOBILEMOBILE

Right Time, Right Place

has now become

Right Here, Right Now

ENTER THE DRAGON63



MOBILEMOBILEHow will mobile

computing disrupt and redefine the customer

journey within your industry?

ENTER THE DRAGON64



MOBILEMOBILE

View your customer’s

mobile phone as their

remote control for your

business

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FEATURE PHONES DOMINATE

FEATURE PHONES DOMINATE

ENTER THE DRAGON71



MOBILE PHONES IN

AFRICA

MOBILE PHONES IN

AFRICAFeature Phones Dominate

ENTER THE DRAGON72



INNOVATIVE TEXT SERVICES

INNOVATIVE TEXT SERVICES

SMS, USSD,

PLEASE CALL ME,M-PESA

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THE RISE OF SMARTPHONESTHE RISE OF SMARTPHONES

ENTER THE DRAGON

» IDEOS $100 Android phone has become smartphone bestseller in Kenya.

» By 2013 there will be smart phones retailing at less than $50 in many African markets.

» 265 million data subscribers in Africa by 2015 up from about 12 million today (Informa Telecoms)

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MOBILEMOBILEA whole new way to

communicate

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MOBILEMOBILEBeyond your cell

phone

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CONCLUSIONCONCLUSION

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ENTER THE DRAGON80



BOARDS DON’T HIT BACK

BOARDS DON’T HIT BACK

ENTER THE DRAGON81



ENTER THE DRAGON

THE WATER DRAGON82

THANK YOUTHANK YOU

Year of the Dragon 2012

Technology

Transcript of Year of the Dragon 2012