The rise of an empathic, digital civilisation and the impact for brands and business

1. TRENDS
IN THE CONNECTED WORLD

2. WHAT WE’LL COVER
Our Connected Society
•
10min Film: The dawn of an empathic society
•
Human centric tech & brands
Principals of connection marketing (4Ps to 4Cs)
What drives connection?
Examples of Real World & Real Time marketing

3. OUR CONNECTED SOCIETY

4. THE DAWN OF AN
EMPATHETIC CIVILIZATION
http://www.youtube.com/watc
h?v=l7AWnfFRc7g

5. 2.0 SOCIETY, CULTURE AND
COMMUNICATIONS
From:
Mass media society, mechanistic, top down and status quo led

6. 2.0 SOCIETY, CULTURE AND
COMMUNICATIONS
To:
Networked society, natural, distributed, democratic and
micro culture driven

7. TECHNOLOGY
ENABLES CONNECTION
A sense of belonging and of being part of something greater than one’s
self. This is a core human need. And is driven by empathy.

8. THE MANIFESTATION OF
CONNECTION
Empathy
Engagement
Conversation
Reciprocation
Sharing
Collaboration
Participation
Support

9. CONNECTED BRANDS ARE
HUMAN CENTRIC BRANDS
“Society is at the heart of human existence.”
Increasingly peer to peer connection drives social structure
Brands need to put people, culture and society at the heart of
their strategy in order to ensure connection and relevancy.
A brand is a badge, a promise, a symbol…that represents the
product/service, the organization and it’s associated people,
values and philosophy.

10. THE MISSION
CENTRIC ENTERPRISE
When an organization has a clear social mission, it’s role within
society is clearly defined. The enterprise now has a mission, a
purpose and a clear reason to choose.
What’s more the cost to the consumer is lowered, since the
value is raised.

11. PRINCIPALS OF
CONNECTION MARKETING

12. FROM MASS
TO NICHE MARKETING
Since the advent of web culture we’ve seen a move from
Mass Marketing principals, to Niche/Consumer Centric
Marketing Principals
4Ps
to
4Cs
Product
Consumer
Price
Cost
Place
Convenience
Promotion
Communication

13. FROM PRODUCT CENTRIC
TO CONSUMER CENTRIC
Consumer wants and needs inform product design

14. FROM PRICE
TO COST
Price is only a part of the total cost to satisfy a want or need.
Cost = the total cost of ownership (Time, Conscience)

15. FROM PROMOTION
TO COMMUNICATION
While Promotion is “manipulative” and from the seller.
Communication is “co-operative” and from the buyer.

16. FROM PLACE
TO CONVENIENCE
Marketers should know how the target market prefers to buy,
how to be there and be ubiquitous. Creating – “convenience
to buy”. Consider the entire customer journey.

17. DRIVING CONNECTION

18. INTEGRITY CREATES
A SOLID BASE OF IDENTITY
Who you are
Behaviour
Attitudes
Values
Who you think
you are
Who others
think you are

19. HAVING AN ETHICAL PURPOSE
GIVES A CLEAR SOCIAL ROLE

20. TRANSPARENCY &
ACCOUNTABILITY

21. THE POWER OF EMOTION

22. ENHANCING OUR INHERENT
TRIBAL NATURE

23. CO CREATION &
EMPOWERMENT

24. EMBEDDING RITUAL INTO
BRAND BASED BEHAVIORS

25. DEVELOPING COHERENT
BRAND NARRATIVE

26. ARRESTING REAL WORLD
ENGAGEMENT

27. REAL TIME MARKETING

28. SOCIAL ORGANIZATIONAL
STRUCTURES
Getting ready and empowered for real time marketing

29. REAL TIME MARKETING
Connection
Optimization
Participation
Real Time
Intelligence
Engagement
Data Management

30. AT&T’S SEPT 11TH
ANNIVERSARY POST

31. THE SUN CELEBRATES THE
BIRTH OF PRINCE GEORGE

32. NASA’S REAL TIME NEWS
MAKING TWEETS FROM MARS

33. BRAND ON BRAND
REAL TIME BANTER

34. SMART CAR’S REAL
TIME COMEBACK

35. REAL WORLD MARKETING

36. REALITY CRAVING

37. BRANDED EVENTS:
DEEP, MEMORABLE ENGAGEMENT

38. OFFLINE CAN THEN
REVERBERATE ONLINE

39. AUGMENTING RETAIL

40. GEO SPECIFIC
MARKETING

41. STARBUCKS & O2 DELIVER
GEO TARGETED COUPONS

42. LOCATION BASED BANNERS
ON WEATHER APP

43. COKE’S PERSONALISED
BILLBOARDS

44. THANK YOU!