Web Summit Round Up November 2018
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Round up of some key marketing learnings from Web Summit 2018.
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Web Summit Round Up November 2018
- 1. 1 “The best technology conference on the planet”. - Forbes
- 2. 2
- 3. 3 Why? • Sense check • Research agenda • Analyst sessions • Identify trends • Network
- 4. 4 Why? • Futurists • Start Ups • How technology can change the world?
- 5. 5 “Focus on the user and all else will follow”
- 6. 6 10 Things We Know To be True 1. Focus on the user and all else will follow 2. It’s best to do one thing really, really well 3. Fast is better than slow 4. Democracy on the web works 5. You don’t need to be at your desk to need an answer 6. You can make money without doing evil 7. There’s always more information out there 8. The need for information crosses all borders 9. You can be serious without a suit 10. Great just isn’t good enough Jens Rieselberger, Global UX Manager, Google Creativity, Design, Engineering
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- 9. 9
- 10. 10
- 12. 12
- 13. 13 • Explain blockchain • Blockchain versus Bitcoin • Potential blockchain implications for the sectors where marketers work • Blockchain use cases for marketing: • Business model innovation • Advertising • Identity management • Social media Demystifying Blockchain for Marketers
- 14. 14 https://econsultancy.com/reports/trust-transparency-brand-safety/ • The trust crisis around the world • How marketers can take control of their marketing communications • How businesses can be more transparent • How to demonstrate trust through culture and goals • How to build trust across all customer touchpoints. Trust, Transparency & Brand Safety
- 15. 15 Contract for the web?
- 16. 16 https://fortheweb.webfoundation.org/ "We have an obligation to look after both parts of the world - the online and the offline... It doesn't have to be clickbait... Stop trying to distract the user" Sir Tim Berners-Lee, Inventor of the World Wide Web President of Google.org, Jacqueline Fuller
- 17. 17 GOVERNMENTS WILL Ensure everyone can connect to the internet so that anyone, no matter who they are or where they live, can participate actively online. Keep all of the internet available, all of the time so that no one is denied their right to full internet access. Respect people’s fundamental right to privacy so everyone can use the internet freely, safely and without fear. COMPANIES WILL Make the internet affordable and accessible to everyone so that no one is excluded from using and shaping the web. Respect consumers’ privacy and personal data so people are in control of their lives online. Develop technologies that support the best in humanity and challenge the worst so the web really is a public good that puts people first.CITIZENS WILL Be creators and collaborators on the web so the web has rich and relevant content for everyone. Build strong communities that respect civil discourse and human dignity so that everyone feels safe and welcome online. Fight for the web so the web remains open and a global public resource for people
- 18. 18 GOVERNMENTS WILL Ensure everyone can connect to the internet Keep all of the internet available, all of the time Respect people’s fundamental right to privacy COMPANIES WILL Make the internet affordable and accessible to everyone Respect consumers’ privacy and personal data Develop technologies that support the best in humanity and challenge the worst CITIZENS WILL Be creators and collaborators on the web Build strong communities that respect civil discourse and human dignity Fight for the web https://fortheweb.webfoundation.org/principles/
- 20. 20 “Vision is a large part of what makes us human” AR and AI are deeply linked - "Augmented reality cannot scale until computers understand reality". At some point the internet will transform into an AR medium.
- 21. 21 Magic Leap • Brings virtual objects into the real world • Objects ‘respond’ to human actions, such as eye movements • Spatial computing • $2k a pop!
- 22. 22
- 23. 23 Invited to press conferences and hearing about new product launches.
- 24. 24 Travel planning is transformed with the new TripAdvisor
- 25. 25
- 26. 26
- 27. 27 Brand value in the digital economy Nigel Morris, Chief Strategy & Innovation Officer, Dentsu Aegis
- 28. 28 We have, as businesses, to move from data to quality insights. What's the purpose of your brand? How does it fit with customers? Brand reputation and trust drive business performance - Nigel Morris, Dentsu Aegis Brands are still valuable
- 30. 30 Nir Wegrzyn, CEO, BrandOpus Nir Wegrzyn, CEO of leading global branding agency BrandOpus,
- 31. 31 Storytelling - Data enriched by emotion https://econsultancy.com/reports/storytelling-for-marketers/ Stories make us remember. Stories make us care. Our brains are programmed for stories. Neurons *5 Immersive content 4 keys to immersive content: • Relatability • Novelty • Fluency • Tension
- 32. 32 “Time to double down on the fundamentals” Colin Kavanagh, VP, Global Marketing, Malibu & Kahlua
- 33. 33
- 34. 34 The fundamentals 1. Power of strong consumer insight 2. When you have the insight, you can build a strategy 3. Be brave - stick to your strategy
- 35. 35 The new stuff 1. Know your purpose o Mindset o Expermientation o Failure? 2. Speed: It's not about big fish and small fish. It's about fast fish 3. Put experimentation at the heard of everything that you do
- 36. 36
- 38. 38 GET IN TOUCH Seán Donnelly Senior Analyst E: Sean.Donnelly@Econsultancy.com
Notas do Editor
- We (Lynette and Laurence and I) attended Web Summit in Nov, ‘the best technology conference on the planet’ according to Forbes. “Davos for geeks”, Largest – physically Lynette 27,000+ steps every day just going from one stage to another
- The numbers There's genuinely no other large tech conference in the world where you can meet the variety of executives and founders as Web Summit one. Imagine a massive music festival - now swap the artists for speakers, the daytime entertainment for hustling start-ups and just keep the food trucks. 69,304 attendees,159 countries - and here's the truth: it's both impressive and influential. 23 conferences 1,200+ speakers - Speakers include the inventor of the Web, Sir Tim Berners Lee; Founders of Twitter, and Medium, United Nations Secretary-General, Antonio Guterres; and European Commissioner for Competition, Margrethe Vestager. Former British PM Tony Blair Other speakers include European commissioner for competition Margrethe Vestager, Samsung Electronics president Young Sohn, Stripe co-founder John Collison, Microsoft president Brad Smith, Tinder co-founder Sean Rad and United Nations secretary-general Antonio Guterres. 1800+ startups - buzzing with tech start-ups and giants from all over the globe. 1,500+ tech investors - Web Summit now represents the largest accumulation of VC funding in one place at the same time in the world. Ray Dalio, Billionaire investor, hedge fund manager at Bridewater Associates and one of the 100 wealthiest people in the world - $17.4 billion as of April 4 large pavilions and a HUGE main stage Vendors - Microsoft, Google and IBM Must-attend event for several big companies. Even Apple was there this year (and they go to almost nothing outside their own big events). Systems integrators – Accenture, Cap Gemini, Deloitte Countries - trying to show, attract and build their own digital capabilities, it was a huge event to navigate. The conference now has substantial automotive and industrial IT business delegates, many of which pay over €100,000 to attend and to put up a stand.
- Sense check Research agenda Analyst sessions Relationship between trends Network - Interviews
- Knowing the Web Summit we expected to find loads of new technologies, futurists, and start-ups that were breaking the mould while chasing investors. But this year, the summit brought us more. There are now so many technologies available to us. The companies that are leading the way, and the ones that are most likely to success are the ones that create real value for people. A big part of the job for Lynette and I is to be able to identify, analyse and evaluate trends and technologies. Some can turn into fads and pass by unnoticed while others have the potential to impact our industries, company or job. When it comes to new tools and technologies, it’s clear that the most successful companies are the ones that are the most customer focused. It’s marketing 101. 2011, over a pint in Bruxelles Pub in Harry Street, Dublin, a rookie VC investor met rookie entrepreneur Travis Kalanick. Later that night, the investor signed a deal to invest $27 million in Uber. It was only in 3 cities at the time. Cut to Google and design? Continue here: https://www.thedrum.com/opinion/2017/12/04/reflections-web-summit-2017-technology-better-future
- This is probably my biggest takeaway and everything I delve into below really supports this overarching strategy. Utilisation of technology to develop meaningful experiences
- Jens Rieselberger, Global UX Manager, Google - People, products and jetlag. Creativity through empathy, Creatiff Stage, 6th November 1140 – 1205 Creativity, Design, Engineering – Empathy So Google is equally focused on design excellence as well as engineering excellence. Don’t just import best practices We don't have a single head of design to approve all ideas. This works well and it's also a very human approach which can be ported into other companies. Do marketers need to leave one foot in marketing and one foot in customer service and / or product - this will give them empathy? Product excellence princples…. Focus on the user and all else will follow Simplicity in the interface was there from the start. Great care in serving the customer rather than the bottom line And when they build new tools and applications, they believe they should work so well that users don’t have to consider how they might have been designed differently. Montessori Principles Spent a lot of their time in usability labs to improve product usability. Google Maps: Research trips - Got Executives using cars, mopeds and rickshaw Getting 1000s of colleagues to meet users and meet them for direct observation. August 2018. Introduced a technique to have websites read back to you. This is important if you are on the Go. Also important for users with low literacy. Again inspired by direct contact with users. Inspiration for new products comes from field visits.
- Product excellence principles If you want to get promoted you need to show that your work adhered to principles. Culture eats strategy for breakfast - "Sums up what I've learned in my last 10 years at Google!! - Our user base is changing. The one thing that remains constant is our focus on simplicity and the users. We need to adjust for each stage of this journey.
- https://econsultancy.com/reports/a-marketer-s-guide-to-ai-and-machine-learning/ Artificial intelligence and machine learning are hot topics and they were all over the Web Summit. AI and ML are going to permeate all aspects of marketing and the enterprise. All of the vendors…. I watched a demo where a guy setup and trained an image recognition model. With just a very small dataset he was able to train the model within 10–15 minutes (if I remember correct), to be able to recognize a bottle, a card and a human, through the camera on his computer. It was impressive, simple and very straight forward. Otter.ai – live transcription -- I am impressed by the ballpark of services on amazon that seems both tightly connected and independent in a fashion where you, as a developer, are able to jump straight into playing with models and algorithms without having to waste valuable time on setting up servers and handling data. The setup was something like this: Data was stored on s3 buckets -> Glue retrieved the data from the bucket through crawlers -> Sagemaker provided the machine learning and finally Partions helped with analysing data. You can use redshift as a datawarehouse service and so on. The possibilities seem endless.
- https://brave.com Brendan Eich - creator of the JavaScript programming language. Alongside HTML and CSS, JavaScript is one of the three core technologies of the World Wide Web He co-founded the Mozilla project,[2] the Mozilla Foundation and the Mozilla Corporation He is the CEO of Brave Software. In the early 90s they were thinking about making the internet useful as opposed to private. 1994: Cookie created for remembering authentication information so you wouldn’t need to log in every time you restarted your browser. Cookies would synchronise with the server. Meant to login caching. Then jacascript. Ended up with “surveillance capitalism”. They think that the browser ecosystem took a wrong turn 20 years ago and so are trying to fix it! The essential parts of the system are the users, many users are creators and vice versa. These are the lead users and then the advertisers fund the system. The problem: $100 billion being spent in the US on digital ads. 20% of that is taken by fraud. Slow page loading There are so many javascripts that it drains batteries. Ad tech system: issues with regargeting, high cost, low quality … fraud. Advertisers spending lots of money and they care about fraud. Rise of ad blocking as an immune response. The system has led to the evolution of ad exchanges which work with DSPs which broadcast people’s personal data identifiers that put you in buckets and advertise the pages you are viewing to these DSPs. On the other side you have DMPs. When an ad is picked based on some RTB process it gets placed. Data leaking everywhere. No privacy. Set up a new Browser called Brave. Brave app looks like a browser but is faster. Brave: It is a new take on the whole cookie, tracking and advertising issue we are dealing with, both from the media perspective, but also in order to improve the user experience and security. Brave is setup with privacy as default, where with your “shields” up, all advertising, trackers and so on is blocked. You can then whitelist sites and adjust the settings to suit your need. But what makes this so special? You can achieve this just by using chrome and ad blocker. The thing with brave is, it looks like chrome and works like chrome, but seem faster and more lightweight. It might just be me, but I am testing it these days.
- To support people to create websites and creators, they created the Basic Attention Token. Another great feature that really caught my eye was the built-in reward system. You can earn “money” when watching adverts and you are then able to donate them to the page you use a lot. Like medium. It seems like this feature is under development, but it is an interesting way to tackle the publisher, advertiser and client issues. Vision: Privacy by default and make this part of web standards. Trying to reform / tame advertising. Users should be rewarded for paying attention to ads. Give tokens out to users . https://www.youtube.com/watch?v=xAuPpNjxApo
- https://econsultancy.com/reports/trust-transparency-brand-safety/
- Theme of technology for good At the conference, Apple's senior vice-president for the Environment, Policy and Social Initiatives, Lisa Jackson, said that tech companies could focus on environmental issues without threatening their profitability. "There is no conflict between a healthy planet and a healthy bottom line... It's a false choice," she said. Ms Jackson is the first Apple executive to speak at the Web Summit, which has expanded its range of commercial partners. UN Secretary General Antonio Guterres called for a global ban on killer robots and autonomous lethal military drones. "Autonomous machines with the power and the capacity to take human lives on their own without human control are politically unacceptable, morally repugnant and should be banned by international law," he said. Online users are seeing their rights and freedoms threatened by big tech, according to the inventor of the World Wide Web Tim Berners-Lee. Said that the internet needed to wean itself off "clickbait" and that another "revolution" was needed. talked about a great initiative you may have heard about called For the web, a global campaign of people like you, uniting as one voice to get governments, companies and the public to stand up for a free, open and safe web that benefits everyone.
- Opening the Web Summit in Lisbon, Mr Berners-Lee said that "a lot has gone wrong on the web", but stopped short of specifically condemning Facebook and Google - the two companies most associated with transforming the internet's business model. "It doesn't have to be clickbait... Stop trying to distract the user," he told the 12,000-seater Altice Arena in Lisbon. "These people need to step back and do things differently. It doesn't have to be clickbait. It's about going back to values.“ 50+ organisations, including companies, governments, and citizens’ groups have joined a collaborative effort to build a ‘Contract for the Web’ Global campaign to defend a free and open web for everyone. Speaking on the opening night of the Web Summit technology conference in Lisbon, Berners-Lee Set of principles that define responsibilities that governments, companies and citizens each have to create a better web. Includes the French government, campaigners and policy specialists Access Now, Digital Empowerment Foundation, Internet Sans Frontières, Project Isizwe and the NewNow, and companies including Google, AnchorFree, Cloudflare and Facebook. Individuals supporting the contract include Sir Richard Branson, US Congressman Ro Khanna, and former UK Prime Minister Gordon Brown. The principles have been launched in tandem with a new report, The Case For The Web, which examines the state of the web today and argues for urgent action. “The web is at a crucial point. More than half the world’s population remains offline, and the rate of new people getting connected is slowing. Those of us who are online are seeing our rights and freedoms threatened. We need a new Contract for the Web, with clear and tough responsibilities for those who have the power to make it better. I hope more people will join us to build the web we want.” The push comes amid a growing awareness of the risks posed by digital technologies. The Case for the Web report outlines the urgent action needed to tackle these risks, covering issues including hate speech, data privacy, political manipulation and the centralisation of power online among a small group of companies. The report reveals that more than 1.5 billion people live in countries with no comprehensive law on personal data protection, leaving them particularly vulnerable to increasingly common incidents involving breaches of personal data. Adrian Lovett, President & CEO of the World Wide Web Foundation said: “For three decades we’ve seen the tremendous good that the web can deliver. As we work to expand its benefits to everyone, we need to make sure the web serves humanity, not the other way round. This can’t be accomplished by any one company or country alone. It’ll take all of us — debating, negotiating and collaborating to shape a better web.” The ambition to build a Contract for the Web recognises that the challenges facing the web demand commitments from a range of actors, from the companies building web technologies to the policymakers defining laws and regulations, and the billions of people using the web every day. The Contract Principles are available to sign at fortheweb.webfoundation.org.
- Erasing the borders between physical and digital VR: takes the users out of their real-world environment and into a virtual environment, typically using a headset for viewing couples with hand-held controllers to navigate the virtual space. Ready Player One AR: AR overlays digital objects (information, graphics, sounds) on the real world, allowing the user to experience the relationship between digital and physical worlds. XR: the spectrum of experiences that blurs the line between the real world and the simulated world. The technology immerses the user through visuals, audio and potentially olfactory (sense of smell) and haptic (touch) cues. The two major types of XR are VR and AR.
- Biggest traction in enterprise. Training, tour guides. Engineering products - Boing and GE. Learn things by wearing glasses. Way to virtually train engineers. People should have the right to control what they see rather than ruining the world and having it become an advertising medium.
- https://www.magicleap.com/ Magic Leap showcases ‘spatial computing’ with a new mixed reality product Brenda Freeman, Chief Marketing Officer at Magic Leap spent some time showing off Magic Leap One, and their new Project Create software. Despite the delays, it looks like they might be on the cusp of a breakthrough when it comes to mixed reality. Project Create looks like a powerful complement to the Magic Leap One. It’s described as a ‘digital playground’ that helps users to fully realise Magic Leap One’s incredible capabilities. Freeman talked a lot about the concept of ‘spatial computing’ – Project Create brings this to life, and is perhaps an important stepping stone in embedding the technology in everyday life. Essentially, Magic Leap’s technology brings virtual objects into the real world – these objects ‘respond’ to human actions, such as eye movements. To date, Magic Leap has raised by far the most money of any startup in the immersive computing space. While Magic Leap’s valuation may make it seem like a giant, its biggest competitors could easily spend an equivalent to the startup’s valuation in a single year on their XR ambitions.
- Talks about physical fitness. Thinks we're just starting to get into mental fitness. Start of a brand new wave. Mind hacking / Consciousness hacking Think learning modalities Online classroom Just in time learning Modern marketing skills Critical thinking Design thinking Creative thinking Storytelling Serious neuroscience rather than incense and flowing robes. Consciousness hacking. Ebay, Google and Salesforce have institutionalised meditation programmes. Danyon mentioned the creation of a quiet / wellness space, third floor north. Thomas Edison had a bed in his work space for taking naps. Wellness at work is becoming a big thing and of course long overdue. Health and wellness is now a 4 trillion dollar industry. This wasn't a thing a couple of years ago. Guys found it difficult to raise money from investors even just a year ago. How might this impact socially responsible brands that want to play in this space in terms of the content that they create? Does this also have something to do with corresponding research into neural networks etc?
- One of the exciting benefits of gaining a press pass to Web Summit is being invited to press conferences which are invite only and because we have secured a media pass where we can hear about new exciting developments and have a chance to question the brands.
- Tripadvisor Consumers want to travel with confidence and maximise the value of every trip, but they recognise travel planning can be overwhelming with so many different sources of online and offline information. While the wisdom of the crowds is helpful, they recognised that travellers want to factor in the advice of friends and family more when making decisions. Influencers - Travellers searching the new TripAdvisor for places to go, things to do, and where to stay or eat can discover helpful recommendations and advice from the people and experts they have chosen to follow. These appear in their own personal travel feed and customers can then easily save and share ideas to plan and book their perfect trip. The result is part Facebook news feed, part Airbnb, part, Yelp. A new feature called "Trips" enables travellers to collaborate with others by saving, organizing, sharing and creating lists or in-depth guides highlighting their favourite hotels, restaurants, experiences in a particular destination. Delegates at the conference were also encouraged to sign up to the beta version via the Web Summit team and could give feedback prior to the launch which was happening the week after the Summit as well.
- Nigel Morris, Chief Strategy & Innovation Officer, Dentsu Aegis Brands are critical to long term sustainable business performance and to short term performance…..and to driving real performance at the bottom of the funnel. They are more important in a digital economy and digital culture. We share brands now. The key thing is how to adapt the brand to maintain relevance Shows a video of Amazon with Shears Candles! "The most aggressive commercial organisation in the western world". They use data to build competitive advantage. A made for television ad with storytelling, imagery, music and culture - a true branding message saying they are warm, cuddly and on your side. They don't face a commercial threat with regard to competition. What they do face ois the potential for people to turn against them. So they are flexing their brand to demonstrate what Amazon means. "Tsunami of unicorns disrupting businesses……and one of the most disrupted businesses is that of marketing and marketing services itself….our ecosystem is bewilderingly atomised and complex. No wonder marketers look at it are confused about what to do." And whilst there is atomisation, platforms have been taking control. Not everything that can be counted, counts. And not everything that counts, can be counted. ( William Bruce Cameron instead of Albert Einstein. Cameron’s 1963 text “Informal Sociology: A Casual Introduction to Sociological Thinking”)…..the obsession with short term performance is forcing people to take their eye off longer term, more important goals. Amazon is trying to build the intangible asset within the brand…..because they are rational and emotional. That's why they use music in advertising. Brands are the head and the heart. In the world of data science that makes them difficult to pin down but it does not make them less important. IT does not make them less worthy of being included in your strategy because your brand is also your reputation.
- Speakers also included the C-suite from Microsoft Pinterest Twitch Netflix Minecraft Dentsu Aegis and many other big names.
- Time to unify digital and classic marketing …. And also consider the role of CX, data….and also content M3: It’s not rocket science but it is a nice new model that tries to put the customer at the heart of it. Here it is. Don't obsess too much about the order of things or the size of the segments. It is not meant to be a process that you slavishly follow. But it does try to identify the areas or competencies that now make up what we call modern marketing. And it's roughly broken down into strategy, analysis, planning and execution, and even then, there is lots of blurring of lines. We won’t go through all of these……
- Nir Wegrzyn, CEO of leading global branding agency BrandOpus, works with leaders in the fields of behavioural economics and cognitive neuroscience to challenge traditional brand thinking. In questioning marketing conventions, Nir has established a vision for a new paradigm where brands drive consumer decision-making. Join Nir as he reveals the foundations for building successful, memorable brands.
- Content Makers When we hear a great creative story our neurons fire 5 times faster. Stories make us remember. Stories make us care. Our brains are programmed for stories. Top 5% of branded content gets 95% of the attention. Immersive content 4 keys to immersive content: Relatability Novelty Fluency Tension To win a Cannes Grand Prix: Needs to tell a story Needs to show consumer engagement (not reach) Emotions Touch of luck
- Momentum is the holy grail for the marketers,' Colin Kavanagh, VP Global Marketing, Malibu & Kahlua on PandaConf Stage at #WebSummit
- Time to unify digital and classic marketing …. And also consider the role of CX, data….and also content M3: It’s not rocket science but it is a nice new model that tries to put the customer at the heart of it. Here it is. Don't obsess too much about the order of things or the size of the segments. It is not meant to be a process that you slavishly follow. But it does try to identify the areas or competencies that now make up what we call modern marketing. And it's roughly broken down into strategy, analysis, planning and execution, and even then, there is lots of blurring of lines. We won’t go through all of these……