MMS Upfront @ Internet Week 2016

This week I had the opportunity to speak at the Modern Marketing Summit Upfront @ Internet Week 2016 discussing the topic of the transformation of storytelling. Below is a recap of my key talking points.

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The discussion covered 4 territories tied to how storytelling is being transformed.

1) How do you define storytelling from your company’s perspective? What is a story? 

I’d define Epsilon’s approach to storytelling as finding a compelling difference through data that leads to a consumer truth then completing a narrative around that truth. The truth/data will often reveal the correct medium by telling who, what, where and when of the audience. We then use traditional tools of persuasion formatted by channel to reach the audience.

For us a story can be any type of format that creates a connection with a consumer. This can come through brand created, co-created or user created content. We further delineate storytelling and storymaking by working with our brand partners to make them the catalyst for the stories consumers are making for themselves.

2) How does the context of where and when the story is being told affect the way you choose to tell it? 

Context is key as this informs whether we should use storytelling vs. storymaking moments. We then align moments with personalized elements of the story based on our data findings and use cross device identity to create personalized story delivery at scale.

We partner with a major sports speciality retailer to generate and optimize 1 million versions of the brand story that aligns with key contextual moments.

This is approach is based on transactional and online click stream data and that in turn continues to drive actionable insights across all of our initiatives to inform and optimize our creative process in near real time.

The key is consistency of message across various formats and having the ideal understanding of cross-device behaviors to deliver a message at the right time.

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3) How do you coach your clients to think from the consumers perspective? What do you hope a good story will achieve for your client? 

We show them what consumers expect, how they perceive their brand and category and align strategy where there are opportunities to create new points of connection. This includes understanding when to leverage branded content vs. co-created vs. integrated vs. user created content to tell the story for the brand.

We focus a lot on consumer behaviors. This comes in the form of machine learning and artificial intelligence that looks at specific domains and mobile ethnography studies. We also leverage our proprietary assets that highlight key behavioral, transactional and affinity based data that allows us to demonstrate how we find unique ways to tell or make a story.

We not only show them what consumers expect, how they perceive their brand and category we focus on the potential outcomes tied to our storytelling and story making efforts.

Our goal is to start or change a conversation, create advocacy and ultimately drive purchase and business outcomes.

4) How important is data in informing your decisions about your storytelling methods? 

Data is the fuel of our creative process. It enhances the creative, it does not replace or stifle creativity.

We realigned our planning with data science to inform creative territories & strategic themes we then use this to map the story as well as deliver audiences all with an eye towards outcomes and building models that show the impact of our storytelling efforts

One of the other great assets is our ability to map to individuals across devices. This makes it easier to deliver highly personalized and dynamic creative. Mapping high level themes through to relevant micro-moments. This allows us to connect with consumers regardless of where they are in a heavily fragmented media landscape.

Data also informs consumer readiness when it comes to emerging storytelling mediums. Whether it’s the shift towards conversational user experiences to immersive experiences such as Virtual, Augmented and mixed reality. data is a foundational element to our approach to creativity and innovation.

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Facebook F8 2016 Trend Recap

I recently attended Facebook’s F8 developer conference in San Francisco and the event did not disappoint. Mark and the Facebook team outlined their approach to a ten year roadmap, launched the highly anticipated Messenger chat bot beta and showcased their first concepts of a social virtual reality experience.

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The presentation below covers:

•  The 10 year roadmap analysis

•  The Rise of Chat bots

•  Immersive Experiences & Social VR

The 10 year Roadmap

Facebook Roadmap

This was the 10 year roadmap presented at F8. It follows the lifecycle continuum approach outlined in the previous slide.

Facebook proper is the most mature and has a thriving 3rd party ecosystem as well as a sustainable monetization model.

Messenger has been identified as the next ecosystem with powerful tools that were released at F8 2016 to drive conversational commerce and a new approach to replacing apps..

VR, Connectivity and AI represent the near future for Facebook and Social VR will be a key area to watch. Developing strategies that capitalize on creating value today while experimenting for the future is key.

For analysis on Facebook’s 10 year roadmap including Facebook’s approach to product lifecycle, Facebook proper, the Live video API, approach to connectivity, artificial intelligence and Facebook’s investment in hardware and open platforms view slides 4-12 in the embedded slideshare.

The Rise of Chatbots

With 900M users and over 1 billion messages sent per month, Facebook felt that Messenger has progressed through their continuum approach to product lifecycle and now has hit the inflection point of scale to build out an ecosystem to solidify and sustain Messenger as the go to mobile application.

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The key is that Messenger will support one bot to many pages. This makes it easy to seamlessly connect brands or services in a portfolio to create compelling and unique experiences that are 1:1.

Since Facebook does not own the mobile hardware or the operating system, they are positioning Messenger threads as a replacement for native apps.

For in-depth analysis of chat bots including an overview, conversational commerce, the send & receive API, wit.ai, discovery within Messenger, promotion and conversational advertising  view pages 14-22 of the embedded slideshare.

In addition to this POV our Epsilon agency team wrote  a comprehensive eBook that launched when Facebook announced the Messenger Beta. The ebook covers the shift from social media to messaging and the role data, chat bots and conversational commerce will play for brands.

Social Shift Toward Messaging

Virtual & Augmented Reality

Facebook states that virtual reality is the next evolution of computing and is heavily invested in the hardware and experiences that will comprise aligning technology with presence.

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During F8 Facebook outlined a path forward for active VR experiences, demonstrated social VR concepts for the first time publicly and identified augmented reality as a viable disruptor for the first time as to date all the conversation has been about VR experiences.

Virtual Reality experiences are coming and the key will be empowering consumers to create their own immersive experiences. Facebook’s long term goal is to create completely virtual experiences that recreate the physical world. For now wave 1 will be avatar based.

For in-depth analysis of virtual reality including an overview of the role of the Gear VR in the ecosystem, Oculus Touch, the first public demo of Facebook’s Social VR concepts and the bets of the future review slides 23-29 of the embedded slideshare.

For more insights and analysis follow Tom Edwards @BlackFin360

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In The News: Chatbots & E-Commerce

I was recently asked by ClickZ for commentary about what role chatbots can play for e-commerce.

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Are Chatbots the future or fad?

 I am a believer that chatbots are a key element in the creation of conversational user experiences and will become core to the messaging experience. Chatbots will introduce new interaction models with new rules of engagement and capabilities that will flow seamlessly based on user interactions vs. installing and swapping between multiple apps.

A messenger chatbot ecosystem could rival and ultimately replace traditional app marketplaces and conversational chatbots, be it artificial intelligence or a bot augmented by humans will become the new standard for content delivery, experiences and transactions.

We view messaging apps as the new brand portal, conversational user experiences are the new interface and chatbots are the new apps. What makes this approach unique is it’s permission based, contextually relevant, immediate and native to mobile.

How can brands use chatbots to enhance their ecommerce?

Conversational commerce will be a key value proposition from messaging platforms. Our Epsilon research shows that messaging significantly impacts purchasing behaviors. Notably, consumers take photos, screenshots, and conduct video chats in real time to seek out assistance during their shopping process.

Brands can build bots with topical response decision trees that align with creating seamless paths to products and services. An example is how Sephora recently partnered with Kik to create a bot driven experience that led a customer through a personalized journey that ends with conversion directly within the conversation.

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With Facebook’s upcoming launch of 3rd party chatbot support, they are empowering chatbot developers with tools to create structured messages that include images, descriptions, call-to-action and URL’s to connect conversation to commerce.

The key for brands to understand is that for now Chatbots are domain specific vs. general intelligence. This means that there is an opportunity to capture data upfront to establish a frictionless and personalized experience for consumers.

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Digiday: Virtual Reality Hype Bubble

I was recently asked by Digiday about my thoughts about Virtual Reality. The pending shift towards immersive experiences is one that is exciting and presents new opportunities to connect with consumers.

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During my 30 minute call with the Digiday team we discussed many Virtual Reality (VR) related topics. We discussed how experiences are shifting from passive to fully interactive.

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Had fun testing the HTC Vive fully immersive McDonald’s experience at SXSW 2016

We talked about the potential rise of VR commerce through solutions such as Marxent Labs approach to virtual commerce.

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We discussed the growing 3rd party ecosystem of providers such as VRtify, Voke and more and the role that they can potentially play with brands.

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We talked about Facebook’s approach to social VR and how they are currently building a team and aligning around the idea of aligning technology & presence.

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We also discussed the key factors that will drive consumer adoption of the technology. My opinion is that the key driver for mass adoption will be once consumers are empowered to create & share their own immersive experiences easily.

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The primary commentary that made it into the article is discussing the fact that brand marketers that explore Virtual Reality need to consider and validate why a consumer should engage with the experience beyond the “cool” factor of the initial engagement.

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I am very bullish on the potential of Virtual & Mixed Reality solutions and look forward to assisting and enabling clients to create compelling and relevant immersive experiences.

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An Emoji Basketball Could Be The Future of Marketing

On March 17th Facebook rolled out a simple update to Messenger just in time for March Madness.

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By simply using the basketball emoji in Messenger a user can play a simple swipe and shoot mini game directly within the Messenger app experience.

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This very simple integration could very well show the future for how brand marketers can capitalize on activating within the messenger ecosystem. This along with the potential rise of 3rd party chat bots could fundamentally change how we interact with our mobile devices, social media & apps moving forward.

Facebook Messenger has over 800 million users. And in January of this year Social Messaging Apps such as Facebook Messenger  passed Social Networks for the first time when it comes to active users.

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I have written a lot about Facebook’s plans to convert Messenger into a commerce hub and a 3rd party development platform. Next month Facebook is rumored to release their Chat Bot SDK at F8 and that could quickly accelerate a massive shift in behavior.

The basketball emoji example shows how a brand can potentially activate in a contextual way through a conversational UI and activate emoji, stickers and other experiences directly within the messenger experience.

As of today,  43.7 million players worldwide have played the Basketball Messenger mini-game. It hit the 300 million sessions mark just a week after launch, and the game took place in 61 million different conversations on Messenger.

Facebook would join Telegram as the only two Messenger providers that support open 3rd party apps 100%. You can see examples of bot integrations in action as Uber & Lyft are already integrated with Messenger.

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This move by Facebook would provide scale and a massive audience and I am seeing additional enhancements being made prior to F8 such as the testing of in-line bots before the release of an SDK. This is similar to Telegram & Kik and allows users to connect directly with existing bots.

The example below shows in-line bots for Facebook Chess and Daily Cute.

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A Messenger Chat Bot ecosystem could rival and ultimately replace app marketplaces. Conversational chat bots + AI through messaging could become the new standard for content delivery, experiences and transactions.

Building on the models we have seen in Asia with WeChat and Line, brand marketers will need to rethink the role their brands play to enable conversations, entertainment and convenience through bots vs. how they engage today through social and other channels.

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Going back to the Basketball example, this means that brands could theoretically own the activation of unicode emoji as well as custom stickers and experiences. There is also a stickiness to the experience as high scores and other messages are shared between both parties.

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Bots can also reduce the need for whole mobile apps for multiple phone operating systems, offering lower operational costs. Chat will quickly become the mobile portal, just like Google dominates Desktop search, Facebook is looking to dominate Messaging on mobile.

We cannot ignore the shift of consumers to more intimate means of sharing as well as the potential of comprehensive messenger based ecosystem that can allow the delivery of information, rich media, location services, e-commerce and traditional commerce.

I will be on the ground at F8 and will bring live coverage of all of the details if and when Facebook formally announces their 3rd Party Chat Bot SDK.

Follow Tom Edwards @BlackFin360

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VB: 5 Marketing Trends Surfacing at SXSW Interactive 2016

I was recently asked by Venture Beat to provide insight into 5 marketing trends that I saw surfacing while on the ground at SXSW Interactive this year.

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This is a repost of the article:

SXSW Interactive 2016 kicked off this week with thousands of marketers descending upon Austin, Texas for food, fun, and a glimpse at new and emerging technologies that will impact how brands connect with consumers. Even in its 23rd year, SXSW Interactive’s influence and role in innovation is not waning.

Several trends surfacing this year will greatly impact how brands and consumers interact. Here are 5 to keep an eye on:

1. Virtual reality is everywhere

Virtual reality (VR) has been a key part of the SXSW experience for the past few years, with the Game of Thrones VR experience and Samsung’s Gear VR both standing out in past years. This year, virtual reality is at the forefront.

Panels are on tap to discuss everything from Cinematic VR, virtual football, and VR storytelling to city planning using social VR. And the event features various branded installations such as the Samsung Gear VR Lounge and the McDonald’s Loft.

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The McDonald’s Loft is showcasing a V-Artist virtual reality experience that transports attendees into a Happy Meal Box and inspires creativity. This installation is a lot of fun and one to check out for a fully immersive virtual reality experience.

Samsung has also pushed to bring VR to conference goers wherever they are via its #VRonDemand campaign and provide portable VR experiences. Gear VR is a great example of making virtual reality accessible to the average consumer.

If you tweet at #VRonDemand and respond to their invite via DM, the Samsung Mobile US team will bring a Samsung Gear VR experience to your location.

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Within an hour, I had the Gear VR headset on at the corner of Trinity and 3rd for a portable VR experience. Marketers must pay attention to Gear VR as it will quickly become one of the most accessible forms of VR for consumers.

2. Social media to social messaging

Twitter made its micro-messaging app debut at SXSW in 2007. In 2016, the focus of many panels is discussing the shift that’s happening with consumers moving from social media to social messaging. This includes the rise of the conversational user experience as well as the next multibillion-dollar opportunity: marketing in messaging.

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Leading up to SXSW 2016, there has been a seismic shift in consumer behavior towards intimate sharing and the rise of narrowcast networks. Platforms such as Twitter are integrating features normally associated with the more private Snapchat platform. Facebook views Messenger as a primary commerce driver moving forward.

This shift is redefining how brand marketers approach connecting with consumers. It’s becoming less about the hallmarks of social media marketing, which included personification of the brand in a witty way and more about enabling conversation. Marketers need to find the key moments to passively enable a conversation through visual language or by creating compelling customer experiences via messaging channels.

With this macro shift in consumer behavior combined with the signals given by the platforms in response to where they are placing their bets for the near future, there could be a new platform unveiled at SXSW that meets the needs of today’s consumers who want a more intimate way to share and connect.

3. Artificial intelligence and emotive robotics

Over the past year, robotics and artificial intelligence have seized media and consumer interest. Now we’re hearing many robotic and AI topics being discussed at SXSW 2016 – think living with robots, the role of autonomous cars, and how emotive robotics can enhance our lives.

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Above: Jibo

One of the best robotic panels from SXSW 2015 came from MIT social roboticist Cynthia Breazeal. Breazeal talked about emotive computing, which is based on systems and devices that can recognize, interpret, process, and simulate elements of human behavior. She also introduced an emotive AI called Jibo. Jibo is back this year, and the discussion is focused on how it has evolved and how it can enhance our lives.

Jibo is one of the most advanced robots on display at SXSW this year, offering a two-way interactive and expressive experience that is helpful and thought provoking to the user, making it feel like a human-to-human interaction.

For digital marketers, emotive robotics opens up new possibilities for delivering highly contextual content and could serve as an access point into IoT-based behavioral data. The key to the concept of emotive robotics is its ability to take a consumer’s emotional response into consideration, making consumer interactions with these devices more positive and personal.

4. Dark social

No, this is not the name of a new Indy spy drama; it’s a real trend surfacing during the interactive conference. Dark social is the sharing activity that is somewhat invisible to traditional analytics. It’s becoming more important as the shift towards social messaging takes place.

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It’s the culmination of referrals and sharing of content that originates from instant messages, emails containing links, and, most recently, the rise of ephemeral social communication platforms such as Snapchat, WeChat, and WhatsApp.

A recent study by Radium One found that 59% of all online sharing is via dark social and 91% of Americans regularly share information via these methods. 72% of sharing is simply users copying and pasting long URLs and either emailing or texting the information.

What makes cracking the code with dark social even more important is the sharp rise in adoption of ephemeral social communication apps. The convergence of social and mobile is here, and the percentage of content shared will continue to rise at an exponential rate in 2016.

Marketers need to start thinking about dark social and its role as part of their customer experience.

5. Connected everything

From panels discussing connected hardware to events showcasing the car as a new marketplace and the countless wearables and IOT-based devices to be showcased on the conference floor, connectivity and streamlining a consumer’s ability to interact with technology is on full display.

One key experience is Sony’s Future Lab Program, which showcases the latest innovations from Sony as it launches the N wearable at SXSW.

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This device acts like a wearable Amazon Echo, shaped like a neck collar so as to not hinder movement. It responds to pre-programmed audio commands and takes hands-free pictures.

Sony is looking to solicit live feedback and refine the prototype based on conference-goers’ user testing. This transparent approach to testing gives attendees a sense of ownership and demonstrates a great approach to testing innovation at SXSW.

The brand experiences that are on full display at SXSW are a strong indicator of what brand-to-consumer interactions will look like in the very near future. Marketers must leverage technology and digital innovation to create more convenient, more engaging, and more enticing customer experiences.

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Customer Experience 2020

I had the pleasure of moderating a Brand Innovators Future of Consumer Experience panel discussion this morning. The panel was comprised of key execs from Southwest Airlines, Brinker International (Chili’s) and JCPenney.

The topic was Customer Experience 2020: Omnichannel Retailing and Loyalty.

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Our discussion centered around each panelists approach to connecting with today’s consumer and how they are striving to create a return on relationships.

We discussed how they see their customers behaviors changing and how they plan to remain relevant through 2020.

Next we discussed what trends are on their radar and where they are spending time and dollars experimenting and working towards value creation for their brand.

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Some of the key trends for the Southwest Airlines team was creating seamless connections with consumers and reducing FOMO or Fear of Missing out through their approach to integrating live streamed entertainment such as live NFL games.

Wade Allen, VP of Customer Engagement and Digital Innovation at Brinker talked about the role that the Internet of Things and Wearables combined with their approach to mapping data can enhance the customer experience.

Tracy Chavez, Director of Advertising & Strategy/National Media Director, JCPenney outlined how they are testing Beacons as a means of creating location specific contextual connections with their consumers.

We ended the discussion with each panelist giving their advice to the other brand marketers in the room about how they can incorporate aspects of their planning process into theirs in preparation for 2020.

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SXSW Interactive 2016 Curated Guide

Each year I make the annual trek to SXSW Interactive. With so much content to consume, events to attend and experiential installations to see even conference veterans can get overwhelmed prioritizing where to start.

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One of the highlights from SXSW past is meeting a sleeping Grumpy Cat. 

With this in mind my team and I have created a specially curated downloadable guide of must attend talks and panels based on their relevance of topic, application to various business situations and strength of speakers.

The Guide also aligns to the following five trend territories I identified for 2016.

  1. Social Media to Social Messaging

Social Media To Social Messaging

2. AI and Emotive Robotics

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3. Virtual Reality

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4. Dark Social

Dark Social

5. Connected Everything

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Feel free to Download and enjoy the guide!

Follow Tom Edwards @BlackFin360

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Mobile World Congress Recap

I recently attended the 2016 Mobile World Congress event in Barcelona, Spain. With over 100,000 attendees and 2,200 participating companies there was a lot of breaking news and tech on display that has the potential to reshape industries.

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With mobile representing a primary access point for consumers this event is becoming increasingly important for brand marketers.

At the end of this post is a slideshow providing a comprehensive recap and analysis of key trends identified during the event. Here is a preview of the territories analyzed.

Key Industry Topics discussed at MWC such as ad blocking, digital transformation, sponsored data and the role of 5G for connectivity in the future.

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Overviews of Technology that will empower consumers such as modular form factors, virtual reality cameras, connected devices and new features that can influence consumer behavior.

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Immersive Experiences were at the center of MWC. The recap reviews new entrants into the VR arms race, how Facebook is looking to provide VR for the masses, the role augmented reality can play for brand marketers and the potential for mixed reality.

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Evolution of the Connected Car dives into how connectivity is shifting from internal to external, the rise of autonomous cars, cars as the next mobile platform and the creation of immersive in-car experiences.

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Here is the full slideshare deck:

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The Power of Conversational User Experiences

Over the years I have built and defined go-to-market strategies for a number of native applications. I enjoy a clean user experience and I am always on the look out for new and compelling ways to connect with consumers.

With that said I am incredibly impressed by the launch of Quartz’s Native IOS app. Instead of an endless stream of news headlines their approach is to simplify the news experience into an emoji driven, text/messaging like conversation that gives the user the illusion that they are in control of the content experience.

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There are three aspects of the experience that I find unique. Below are points to consider that could have application for brand marketers who create heavily content centric experiences.

Conversational Flow – The simplicity and familiarity of the experience makes it very appealing. The user experience (UX) is framed just like a traditional text/messaging conversation.

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This immediately provides a feeling of intimacy vs. being presented with a sea of information to wade through. The use of emoji and animated gifs also gives it more of a conversational messenger feel vs. a traditional news/content experience.

User-Controlled Experience – The other aspect of the UX that I really like is the ability to self select the direction of the experience. I have the option to click the emoji driven option that opens the article within the native app or continue down the path of the next article.

This semblance of control is important as psychologically being in an environment that feels safe and gives me the illusion of control is key to gaining attention and deliberate focus to the topics at hand.

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The integration into notifications as a driver for ongoing engagement is key as well. Knowing the experience is more conversational vs. disruptive can potentially lead to longer term engagement.

Conversational Advertising – From a marketing and advertising perspective the format is very interesting. Each story is tied to a user action and a preference signal is given. Over time it could be possible to build a robust progressive profile based on interactions that can lead to a truly personalized experience.

Out of the gate I do not see the Quartz app taking this approach, but that would be a natural next step to continue to refine the offering and potentially have it powered by an AI based system that can quickly parse the data into personalized streams and map “conversational advertising” into the experience.

What I did like about the ad serving within the experience is that it was not disruptive. Once I had completed reviewing the curated selection of content I was then rewarded with an animated gif that again reinforces the conversational aspect and then given a simple advertising message about the app being brought to me by the new MINI Clubman.

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Even though this is a form of native advertising, I am going to call it conversational advertising as we are in the midst of a massive shift from social media to social messaging where consumers are looking for intimate, conversational experiences that are focused on empowering, enabling and enhancing their mobile/digial/social experiences.

Kudos to the Quartz team for delivering a highly conversational approach to information overload and understanding the importance of empowering the consumer.

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CES 2016 Trend Recap

Below is my comprehensive slideshare recap of CES 2016. There was a lot of content and interesting tech on display. I distilled it down into 6 strategic territories for your consideration that includes an overview and key takeaways for marketers.

    1.    The New Reality – Outlining the various virtual reality offerings presented including advancements in hardware, content creation, VR consumer services and sensors that create active VR experiences.

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2.    3D Everything – A look at the advancements in 3D printing and scanning that has the potential to disrupt product prototyping as well as personalized medicine and mass customization of products.

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3.    Beyond Screens – This is a comprehensive look at new forms of computing and ways to connect with consumers through light, neural feedback systems and holograms.

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4.    Accessories that Empower – A key factor in digital growth has been the creation of systems that empower consumers to create, be it images, videos, etc. This section focuses on the next evolution of accessories that will empower the creation of immersive experiences.

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5.    Smarter Home – There is an arms race for to be the primary hub for the smart home. This section provides examples from Lowes, LG and others who are working to connect IoT systems and the profitable ecosystem of sensors that accompany it.

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6.    Intelligent Robotics – Emotive robotics and artificial intelligence will fundamentally change consumer behavior. This is a recap of intelligent robotic systems that were on display at CES 2016.

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Here is the full deck recapping CES 2016

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VB: 5 Technologies You Should Watch For at CES 2016

I was recently asked by Venture Beat to provide insight into 5 potential technologies that I would be excited to see at CES 2016.

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The 2016 Consumer Electronics Show kicks off in just a few weeks, and we marketers will get a glimpse of new technologies that will impact how we talk to our audiences.

Here are 5 trend territories to keep an eye on at this year’s expo:

1. Emotive robotics

Emotive robotics is based on systems and devices that can recognize, interpret, process, and simulate elements of human behavior. Last year, single function robots were hot items from the show, but with advancements in deep learning capabilities, we’re on the cusp of emotive robotics entering the home in 2016.

An example of an emotive robot is Jibo, praised as the first “family robot.” Jibo and other emotive robots could aggregate Internet of Things (IOT) sensors and serve as the central nervous system of the home.

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For digital marketers, emotive robotics opens up new possibilities for delivering highly contextual content and could serve as an access point into IoT-based behavioral data. The key to the concept of emotive robotics is its ability to take a consumer’s emotional response into consideration, making consumer interactions with these devices more positive and personal.

2. Gesture-based interfaces

Wearables of all types were crowd pleasers at the 2015 CES, but to date most wearables have primarily served as passive data collection devices. This year, the progression of gesture-based interfaces is one to watch.

At CES 2015, Logbar’s Gesture control ring drew large crowds. The simplicity of Ring and its ability to interface with an IoT-powered smart home is one example of a gesture-based interface.

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Gesture-based interfaces could provide a fun and engaging way for marketers to connect physical and digital worlds. Interfaces like Logbar’s Ring, could allow consumer electronics companies to create customizable experiences for their customers leveraging non-touch gesture-based motions.  For example, a consumer could interact with their TV, stereo, or coffee machine without ever having to touch a device.

I’m looking forward to new gesture control prototypes at CES 2016 and uncovering the marketing potential for brands.

3. Flexible displays

Flexible displays have always held a certain sci-fi allure. Having a digital display that can be bent, rolled, and shaped into many different form factors has a lot of marketing appeal.

We’re beginning to see flexible displays integrated into the Samsung Galaxy Round and LG’s G Flex smartphones and we’ve seen various standalone prototypes over the years.

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Thinking ahead, this type of display could revolutionize shopper marketing, as consumer brands could integrate flexible displays directly into clothing and other products, reducing consumer dependencies on mobile devices.

4. Virtual reality

On a recent earnings call, Facebook founder Mark Zuckerberg called Virtual Reality (VR) the next evolution of computing. We’ve seen experiential exploration of VR at past CES expos, and now we’re on the verge of VR hardware being readily available for early adopters.

Recently, there’s been acceleration around enabling 360 video — a form of VR — for the masses.  For example, you can now see 360 mobile video in your mobile Facebook newsfeed, and Google’s cardboard camera app supports the capture of 360-degree video and sound.

Recent campaigns such as the New York Times Google Cardboard experiment and GoPro’s deep dive into 360 video are testing out new and compelling experiences for consumers. However, truly immersive VR experiences require higher-end headsets, which create a sense of total immersion.

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For example, companies can co-create content to embed their products in immersive experiences that align with their brand. With the Olympics coming in 2016, we can expect brands to leverage virtual reality to let consumers immerse themselves in the event.

I’ll be looking for new flavors of Facebook’s Oculus experience from other VR suppliers. I’ll also be looking for systems such as Sixense’s STEM System, which provides motion controls, haptic feedback, and additional spatial awareness in VR to create a full-body controlled experience.

5. Holographic computing

Holographic computing, sometimes called mixed reality, is a form of augmented reality (AR) that lets users spatially interact with digital overlays (holograms) that appear in the world around them.

A recent forecast from Citi analysts highlighted the future of the VR/AR industry, and their view is that AR technologies will likely disrupt major digital markets. Many organizations are exploring mixed reality solutions. One that has garnered a lot of attention is Microsoft, with its Hololens. Hololens produces interactive holograms that augment the existing physical world.

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The potential application for brand marketers is incredibly exciting, as AR represents a blank canvas against the physical world, giving brands an opportunity to engage with consumers in their everyday environments like at work or in the home. For example, a company could leverage AR in the home by sponsoring a grocery list, which appears on a user’s fridge and offers product recommendations when they are running out of a grocery item.

What to take away from the show floor

The five areas I’ve highlighted here represent the progression I’m hoping to see at CES. Will they all be represented? I’m excited to find out. What marketers should be looking for on the show floor are connected devices that have the potential to drastically shift consumer behavior and the way consumers and brands interact. Shifts in entertainment greatly impact marketers, and as a result data, content, and channels will all have a new role to play. Gaining insight into the dynamic shifts in how consumers connect will be key in 2016. CES should shed light on what may be possible in the years ahead.

If you happen to spot any of these items on the expo floor, tweet a pic and tag it with #CESevolved.

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Tom Edwards Venture Beat

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Reuters & WSJ Snapchat Commentary

Recently I was interviewed by Reuters and discussed a range of Snapchat topics from their ad business to industry perspective on how brand marketers are approaching the platform.

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Some commentary was published and picked up by other publications like the WSJ. Below is my full commentary.

REUTERS: Any idea how Snapchat’s ad business is growing? Going gangbusters? Incremental growth?

TOM: Signs are pointing towards a SnapChat IPO in the near future. In order to do this they need to have a solid monetization strategy in place.

Snapchat has 100 million daily active users, 700 million disappearing snaps being sent and more than 500 million stories viewed on a daily basis and recently claimed over 6 billion video views.

Snapchat is laser focused on engagement. They have shifted from being primarily a creation platform towards consumption driven by opt-in engagement.

The audience is definitely there. When it comes to advertising, there has been a lot of testing to ensure the user experience stays pure as well as aligning alpha programs with brands that are willing to pay a premium.

How this is transitioning from alpha ad types to scaleable offerings that show value beyond an impression is yet to be determined.

REUTERS: How have advertisers/brands who have advertised on Snapchat responded to the platform? Are they excited? Moderately hopeful? Or fleeing because they are unhappy?

By using the 70/20/10 media approach,  most of my clients have classified Snapchat in the 20/10 test & learn experimentation. For brands that are looking to cut through with 13-34 year olds and drive some type of contextual experience on the platform they are excited by the impressions, but beyond that there is not much data as Snapchat is contextual Opt-in without profile information.

Brand marketers are excited about the impact the platform can have on sponsorships, live events and geo-specific targeting… Products like Geofilters and Sponsored Lenses are potentially interesting to further connect on the local level. This applies to events or retail. Shopping malls, movie theaters, etc.

REUTERS: Are there any common concerns out there among brands about the platform that you’ve heard?

Lack of robust analytics and attribution are the most common.  You have insights into views, but the biggest complaint that I hear beyond that is that CTA’s are not really a part of the experience, for example you cannot add a URL or hashtag in a sponsored geofilter. It is simply about brand awareness vs activation.

What is interesting is Snapchat’s recent partnership with Liveramp that will allow data matching to validate ad exposure and eventually offline conversion measurement.

REUTERS: Where has Snapchat excelled at video ads? And where has it fallen short?

Snapchat’s approach to video is through the lens of curated context. They want the video experience to be immersive without pre-roll with a focus on vertical vs. horizontal content.

They want 100% viewable, Full screen. They have research that shows the daily minutes spent on screens and how vertical screens dominate usage behavior.

CORE POINTS OF DIFFERENCE:

1)    Always Full Screen
2)    Always User Choice
3)    Always optimized for Mobile
4)    Always plays with Sound

Snapchat video is ideal for awareness, but do not expect to have CTA’s such as URL’s or hashtags supported. This is strictly an awareness and engagement platform with limited analytics but massive reach with the key 13-24 audience set.

REUTERS: Does it offer good intel on viewers or good targeting?

Not on targeting as it is primarily contextual opt-in, but the one positive is unlike Facebook’s Autoplay approach, Snapchat requires a user action.

Snapchat is focused on providing additional insight into ad exposure through data partnerships.

REUTERS: What are the expectations by advertisers from Snapchat?

For now it is about reach and partnering with an emerging platform that has a large and highly coveted user base.

REUTERS: What expectations have Snapchat set about its ad business growth?

Finding the right ad type and monetization strategy are key for Snapchat as they gear up for an IPO.

REUTERS: And why on earth are brand like Toyota and HP even advertising on Snapchat – a bunch of teens without buying power?

More than 60% of US 13 to 34 year-old smartphone users are snapchatters. That number extends beyond teens into the early life stage millennials. The largest group on the platform is actually 18-24 year olds that do have buying power, especially for entry level products from brands like Toyota & HP.

Brands like Snapchat’s audience, approach to curated context & intimacy vs. broadcast newsfeed, Snapchat is focused on vertical content delivery that coincides with the core experience.

The Reuters commentary was also picked up by the Wall Street Journal’s CMO Today.

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Project Lightning Has Launched as Twitter Moments

Over the past few weeks I have heard rumblings about Twitter’s Project Lightning launch. As the announcement drew closer I connected with many members of the Twitter team and you could tell they were excited about the pending announcement but still remained very tight lipped about all of the details of the launch.

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Today is the official launch day in the US and as the news was breaking I received messages from the Twitter team with links to the official blog post.

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I then saw the update available on my iOS device and then caught the Periscope reveal of Moments by the product team. Now it’s time to jump into what Moments is and how is it applicable to brand marketers?

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ABOUT TWITTER MOMENTS

When you update the Twitter app you now see a Lightning bolt in the middle of the main navigation. Tapping it opens a list of Moments from the day or various topics that include news, sports, entertainment and fun.

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What you see are curated “moments” that users can engage and subscribe to. The user experience consists of full-bleed images + swipe to engage the next piece of content in the “moment”. Content types can including images, videos, Vines & GIFs.

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By tapping on a moment, users have the option to retweet or favorite content and there is a progress bar that shows how much content remains in a particular moment.

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Users can also follow moments to stay up to date as new content is added. Updated tweets to the moment then become a part of the users timeline without the need to navigate back and forth.

NEW INNOVATION???

From a marketing perspective this is a very similar approach to what Snapchat rolled out recently with their Live Story platform.

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This is from last nights MNF game and this moment was curated by both Snapchat & Twitter.

Snapchat leverages event geo-fencing so individuals that are participating at an event or moment can submit Snaps that are curated into 3 to 5 minute live stories.

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Snapchat has also rolled out a comprehensive mobile ad experience that integrates user-submitted Snaps with Snapchat’s full screen ad units, which normally included four units plus an event geo-filter for content.

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Example of a Snapchat Live Story Ad Type

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Example of a Snapchat Geo-Filter

The similarities are that both Twitter and Snapchat are curating content from specific events and making it discoverable. Twitter does not currently leverage geo-location as a filter to curate content, but Twitter’s goal is soon expand beyond their team curating moments and enabling individual users to create moments.

WHAT DO MOMENTS MEAN FOR BRAND MARKETERS?

Twitter’s goal with the Moments launch is to slow the flow of information down and extend the shelf-life of content while also providing new avenues of discovery to conversations and content across the Twitter ecosystem.

Moments also brings sequential storytelling capabilities to Twitter. By enabling the ability to craft brand narratives that seamlessly integrates with created, co-created, integrated and curated content opens up possibilities to create immersive experiences that can sustain themes for longer periods of time leading to more opportunities for organic discovery.

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Moments allows Twitter users to have a more focused approach to consuming event content beyond individuals they follow. A use case would be an NFL game, a user following an NFL Moment would receive content from teams, broadcasters, players, the league, etc…

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For brand marketers, once Twitter provides the tools for individuals and brands to create moments,  it opens up the possibility of curating conversations and potentially packaging and promoting content beyond a single tweet to provide more contextual relevance.

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Taking the same NFL example above, here is what I think the user experience could look like for a brand with an NFL sponsorship when this ad type is rolled out. You have NFL content, User Generated Content and the potential for relevant brand content.

It will also be very interesting to see how Twitter wraps it’s advertising products around moments. (UPDATED) The Twitter team just told me that brand testing will begin by the end of this month. At first, they will be 100% owned and curated by a brand with no immediate opportunity to sponsor an Entertainment Weekly “Moment” or an NFL “Moment” yet.

Based on past ad types, I assume there will be an option to promote a specific moment to bundle event content and focus the conversation, I also assume that brands will have an opportunity to place contextually relevant ad types into key curated moments.

The benefits for marketers is having the opportunity to reach new audience segments in a highly contextual way beyond simply promoted tweets and this may create more value for brands looking to build a connection with users in the moment.

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Location As A Context Filter

I recently participated in a panel for Mobile Media Summit in NYC as a part of advertising week. The discussion was primarily focused on all facets of geo-location as well as a deep dive into the role beacons can play to connect with consumers in real-time.

Tom Edwards Mobile Media Summit

Below are a few territories that I touched on during the session as well as a few additional thoughts. 

ROLE OF LOCATION:  Location is a great filter to align consumer behavior against. My goal is to seamlessly connect physical to digital while maintaining a highly consistent message architecture that is highly relevant to the consumer.

BEACONS: One of the issues with beacon programs to date is how to achieve scale. Media organizations are looking for opportunities to drive scale while marketing agencies are focused on the ideal message structure.

There are many use cases to consider depending on the behavior you are looking to impact. If the goal is to drive pre-shop behaviors, it may be beneficial to leverage a 3rd party solution like shop kick to motivate a pre-shop mission that can lead to a retail visit.

Shopkick Macys

If a retailer has a robust CRM and loyalty program and wants to connect online behaviors with in-store visits it may be advisable to install a comprehensive beacon network.

I recently worked with a major consumer electronics retailer to test proprietary beacons that were fully integrated across multiple touchpoints. The program aligned with the existing CRM platform, leveraged it’s loyalty program to modify in-store behavior and the test led to full integration into the the retailers app.

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This approach provided more flexibility to leverage loyalty points as a currency as well as reduce latency of the passive beacons as app activation is set upon entry. 

This program has allowed for mapping of data and interactions and has also lead to the ability to further refine the approach to regionally specific personalized content based on store visit, online behaviors and loyalty interactions.

FACEBOOK PLACE TIPS: Another interesting development is Facebook’s official roll out of place tips for small to mid size businesses. This program has definitely peaked my interest as Facebook is providing the beacon hardware. It’s a very low barrier of entry for the business owner and they have the ability to append location specific details to the Place Tip.

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A consumer would see a notification in their newsfeed if they are near a Place Tip enabled spot similar to what I received recently at the DFW Airport.

Tom Edwards Place Tips

After a user clicks on the notification they are delivered into a location specific experience that allows them to engage with the location, message the business through Facebook Messenger, rate the business and interact with contextually relevant content.

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The business owner has the ability to modify content such as menu’s and I see this as Facebook’s play at ultimately delivering location specific messaging outside of the traditional geo-targeted ad units.

Facebook Place Tips

Location is a key point to consider when aligning a contextually relevant message. The key is to remember there needs to be a value exchange for location access.

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Google and Twitter Alliance = Mobile Relevance

I was recently asked by Mobile Marketer to provide commentary about the recent Google and Twitter alliance that now integrates certain Twitter updates directly into Google mobile search results.

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(Mobile Marketer) What have been the implications of this program for marketers, especially auto dealers ad other retailers with similar consumer-buying experiences when a customer is in-store and receives a tweet in search results?

The goal with integrating twitter cards into the mobile search experience is to add additional context to the consumers search results thus making the experience more dynamic for the in-store consumer.

This can be a positive if a brand has closely aligned their social communication strategy to deliver a highly relevant message through the reach of Google that has local context.

(Mobile Marketer) Could you please describe cases where the tweet could have negative impact? Positive impact?

The key to consider for brands is that mobile search results that are directly tied to the brand will most likely pull their recent tweets. The other use case is having consumer search based topics beyond the brand show as well. These tweets are tied to popularity of a tweet vs. a firehouse of all tweets.

This provides some level of built in protection for direct brand queries, but the potential negative can be associated with trending topics that may be loosely tied to the brand and lean negative. This is where monitoring and having a real-time response strategy can play a key role in mitigating negative sentiment.

(Mobile Marketer) What are the general implications of the Twitter-Google tie-up for reputation management on mobile social?

It is important for brands to have a consistent content strategy that aligns the essence of the brand as well as the behavior of the consumer to deliver a very clear, concise and relevant message. By integrating and extending tweets beyond the Twitter ecosystem, context will be key as now it is not enough to just consider conversations on the platform, but those conversations will also become relevant in the consumer discovery process.

This is not new, as brands that created communication plans on Google+ experienced a similar experience with content mapping to search results. The key will be to closely monitor topics that may also align with real-time consumer search behavior and add mobile twitter card monitoring to the list of areas to keep a watchful eye on what content is being associated with the brand.

(Mobile Marketer) To what extent could a bad tweet spoil the buying experience for consumers? How far reaching could the damage be?

It is difficult to quantify the impact of a negative tweet with a broad statement, but if a consumer is moving from intent to purchase and their is evidence of a negative experience that is gaining velocity through engagement and shows as a popular tweet tied to the brand, this can have an adverse impact. That’s why it is important to align your communication strategy and customer support to closely align the real-time reputation of the brand with the consumer discovery process through Google.

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NFL and Yahoo Partner for Global Live Stream

I was recently asked by Mobile Marketer to provide commentary about the new partnership between the NFL & Yahoo and their attempt to deliver the first-ever live streamed NFL game this fall.

NFL + Yahoo Edit

(Mobile Marketer) What does this partnership say about the importance of reaching sports fans on mobile?


The NFL understands that mobile is the first screen, especially for younger fans, and they are creating new partnerships that will extend the reach of their product and deliver entertainment across all device types.

(Mobile Marketer) What impact could this move have on the number of folks who now just watch Internet-based TV, rather than cable?

We are seeing a fundamental shift in behavior. Cord cutting over-indexes among millennials yet sports programming is still a key interest area. Having an option to experience NFL programming live in real-time as well as free is a compelling value proposition.

(Mobile Marketer) Given that until now, most streaming TV activity has focused on special events, how might it affect the future of mobile and sports broadcasts?

This is a great opportunity for the NFL and Yahoo to test and optimize future experiences to gauge the interest and consumption across device types. This can help inform the media strategy for future events and where to invest dollars that will drive the most impact.

(Mobile Marketer) If fans take to the idea of watching football on mobile both at home and abroad, what could the implications be for traditional broadcasters, whose advertising revenue has already taken a dive thanks to the rise of streaming video?

The consumer is now in control of their entertainment choices and are not as locked in to traditional broadcasts as they once were. Organizations such as the NFL that create and test new partnerships and distribution points capitalizing on where consumers are and they will have the ability to further align contextual online behaviors to further enhance and personalize the experience of gameday and have a better opportunity to create additional streams of revenue.

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Mobile is the First Screen for Millennial Marketing

I was recently asked to provide commentary about social media usage growing on mobile as well as how this impacts millennial marketing. Below is a recap of the conversation.

With the rise in social media usage on mobile, what is the key takeaway for marketers, particularly in what they should be doing to reach millennial consumers?

(Tom Edwards) We understand that mobile is the first screen and that multi-screening is second nature so we look to create integrated experiences that are clear, consistent and recognizable that is designed to be authentic and relevant and always mobile first.

We also understand that for millennials we have to speak visually. Visual language is supplanting the need for text. Whether it’s photos, stickers, emoji or memes visual is a powerful way to deliver a message as well allow for greater flexibility and ownable identity.

Visual Language Meme

Final approach is to treat them as individuals there are different life stages and behaviors across the age range. It’s important to provide as much customization and personalization at the right time on the right platform.

The Temkin Group released a new Social Media Benchmark Study that examines the impact of social and mobile behaviors on 18-24 and it showed decreases in desktop and increased social consumption via mobile. Why?

(Tom) In a recent Facebook briefing, their insights team shared that 60% of 13-24 year olds would rather give up their television than their mobile phones.

Mobile is the enabler of their lives, connection with friends, family, entertainment and the world. Mobile allows them to quickly amplify their personalities.

MLB At Bat

To them, all the world is a screen and we have to adapt and treat them as individuals and personalize messaging at the right time on the right mobile platforms in an authentic and relevant way.

How do you interpret only a small increase in daily Facebook access? What are the implications for marketers?

(Tom) Facebook’s approach is to continue to diversify their positioning to reach millennial consumers. As they move towards a family of apps strategy, where each platform has a specific role, instagram = community, whatsapp = simple 1:1 chat, messenger = enhanced messaging and 1:1 commerce.

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It is not surprising to see the small increase in daily Facebook access compared to larger growth on other platforms. Facebook is focused on creating relevant avenues for consumers to connect and interact with every facet of their world through applications that meet specific use cases.

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Maytag Embraces Mobile Visualization

I was recently asked by Mobile Marketer to provide commentary about Maytag and Mondelez leveraging mobile to create a tighter connection to direct sales by branded manufacturers.

Maytag Commentary

(Mobile Marketer) To what extent has mobile accelerated companies’ strategies, such as these Maytag and Mondelez moves, to embrace direct sales, going against history as branded manufacturers who typically do not sell to consumers?

(Tom) For many consumers mobile is the first screen. Maytag is mapping utility through visualizing the MayTag experience in the home. This non-app based experience provides a seamless way to aspirational to practical. 

Maytag 2

Traditionally social owned, earned and paid strategies were focused at the top of the funnel, primarily driving awareness and occasionally intent. With the shift away from organic reach for brands by many of the larger publishers, it has essentially created more opportunity for direct response tactics that may lead to conversion.

Combined with targeting and mobile centric inventory, Mondelez is looking to create a more direct call to action and create value for their retail partners. 

(Mobile Marketer) What challenges might these moves bring?

Driving awareness and clearly articulating the consumer value proposition should always be a key consideration when introducing new mobile centric tools that are designed to add value. Having a simple user experience that also maps to a clear call to action is key. 

One point to consider is how receptive consumers will be to predetermining occasion based consumables such as a snack which can be a more spontaneous purchase. I assume these programs are test and learn to prove the viability of the approach. 

(Mobile Marketer) What are the opportunities?

(Tom Edwards) For Mondelez, the opportunity is to create more value for the consumer and their retail partners, by focusing on a definitive “buy now” call to action, they may increase their probability of conversion. 

For Maytag, understanding the amount of research time that goes into a major appliance purchase combined with creating relevance for the consumer opens up additional possibilities to create intent towards their offering.

(Mobile Marketer) What are the implications for mobile marketers?

(Tom Edwards) The key takeaway for marketers is to align mobile strategy with the objectives of the business. For Mondelez it is focusing on conversion and mapping a stronger call to action to their social strategies that pull through to retail. For Maytag, it is about creating intent through visualization and utility through a frictionless consumer experience.

Bring Maytag Home

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Mobile Targeting & Luxury Daily

I was recently asked by Luxury Daily to provide commentary about advancements and challenges tied to mobile targeting.

Luxury Daily Commentary

(Luxury Daily) To what extent is more specific targeting/buying of audiences growing? If it is growing, why is this happening now?

(Tom Edwards) With the proliferation of device types of all makes and models combined with a non-linear path to purchase, the industry has shifted towards models and solutions that can create relevant and authentic connections with consumers through enhanced media targeting.

There has been a shift towards personalized creative that appeals to specific segments. This means that data that allows for a higher probability of impacting intent is needed.

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Example of the EA Madden Giferator aligned with a real-time campaign from EA.

This extends well beyond traditional digital. Mobile is key to delivering contextual messaging be it tied to location or sensors. Aligning location, transaction, online behavior and aggregating through an identity management platform that is tied to cross screen networks, all while mapping attribution is the ideal.

(Luxury Daily) What are some specific examples of how brands are tapping new tools and services to reach specific groups of individuals/audiences?

(Tom Edwards) A number of our clients are testing various tools. Everything from custom audience segments, leveraging identity management and media execution platforms and a heavy focus on optimization through data analytics.

We are also exploring programmatic creative where we create assets per audience segment and dynamically generate personalized native advertisement to in-store partnerships with providers like EyeQ, who provide facial recognition technology that can serve personalized content.

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Other examples are similar to EA’s Madden 15 campaign. They partnered closely with Facebook and created 32 separate instances of creative based on NFL fan affinity and delivered personalized creative to further connect with fans.

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(Luxury Daily) What are the challenges for brands in doing this on mobile? What things should brands keep in mind in pursuing hyper-targeting of individuals?

(Tom Edwards) There are many challenges as ad providers align their offerings to create the most value for agencies and brands. Identity management, mapping transaction and behaviors, incorporating location all while trying to deliver the most relevant creative is a challenge.

The other point to consider is how real 1:1 at scale is. The key is to identify and segment the target audience, create viable look-a-like clusters and test, test, test to see what truly resonates and continually optimize.

It is also important to understand the distribution channels. There is a difference between highly targeted platforms such as Facebook and opt-in platforms such as Buzzfeed and SnapChat and how you structure your programs.

Snapchat discover

It is also important to know which media channels can drive results for the business as each can play a different role across awareness, intent and conversion. Understanding the channel mapped to the goal in addition to aligning behaviors and creative that is relevant and contextual is key.

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3 Things to Know after 72 hours with the Apple Watch

After spending 72 hours with the Apple Watch I was recently asked to summarize my thoughts about what I like, what needs work and what marketers should consider when creating an Apple Watch experience.

What Do You Like About the Watch after spending 72 hours with it?

From Apple’s first announcement last September, to receiving the Apple watch on launch day, I have consumed a significant amount of information about what to expect from Apple’s latest tech. All of the research did not prepare me for the full experience.

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The watch is beautifully designed and the 42mm face was just the right size. The interface is very smooth and responsive and I am getting a good feel for which elements add the most value for me and how I want to extend my iPhone experience.

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Setup was incredibly easy and was primarily facilitated through the Apple Watch app on the iPhone. After language selection and visually pairing the Apple Watch and iPhone I dove into setting up my application preferences.

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The key thing to consider if you are looking to invest in an Apple Watch is to understand that it is NOT an iPhone on your wrist, but it is an extension of the iPhone experience. It WILL streamline lightweight tasks such as text, notifications and quickly reviewing e-mail.

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I like the flexibility of the interchangeable watch bands and I already see 3rd party band options appearing on eBay. I ordered a second Apple Watch band and it literally takes seconds to completely change the look of the watch.

Tom Edwards Apple Watch

What Needs Work?

Outside of the passcode keypad, there is not a consistent input mechanism outside of voice. Responding to messages either consists of predetermined phrases, emoji or voice response. This is fine 90% of the time, but for those times when it is not convenient to speak your response it will require you to pull out your iPhone. #FirstWorldProblems

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The same goes for making and taking calls on the Apple Watch. Be prepared to look like Dick Tracy when you are speaking into your wrist. Calls are better meant for taking on your actual iPhone.

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One surprise was that Facebook was noticeably missing from the Apple Watch app store on launch day. You still receive notification from the apps but there is not a native Facebook Apple Watch experience as of yet.

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One additional missing element is a browser experience. There are third party apps that provide an abbreviated browsing experience but there is not an official Apple Watch browser. Siri is voice based and any search query that is not tied to an existing app function is handed off back to the iPhone.

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I have experienced accelerated battery drain on both the Apple Watch & paired phone. Also, handoffs between the watch & app can be awkward in some 3rd party apps. Upon initial setup a number of applications have to be pre-configured via the phone prior to just “working” with the paired Apple Watch.

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How can marketers benefit from the Apple Watch?

For brands that have a native app in market, the Apple Watch can provide a way to extend the value of the application if marketers focus on creating utility. From a shopper marketing standpoint Target’s focus on list creation is a good example of taking a single element of the app experience and using the Apple Watch to drive a specific user behavior.

Target Apple Watch App initial user experience

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Target Example highlighting item location via Apple Watch

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For me I have used the Starbucks app extensively over the past 48 hours. From the “glance” which tells me how close I am to a Starbucks location as well as extending their loyalty program, to leveraging passbook to pay quickly for my morning Americano. I have been impressed by the ease of use and value the app is bringing to me through a simple experience.

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The key areas of focus for marketers is understanding how to leverage both short & long notifications to influence certain behaviors while also leveraging the most relevant data to visualize via a glance to sustain ongoing wrist engagement.

Example from American Airlines Simplifying the Boarding Experience

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By focusing on extending applications through the lens of consumer value and lightweight interaction marketers can capitalize on staying top of mind through a users wrist.

Example of Uber’s Apple Watch experience

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Apple Watch Arrives Today What Marketers Should Know

Today is the day many of us have been waiting for. Today the Apple Watch will arrive. I was on a flight from NYC yesterday when I received the news that I would in fact receive my Apple Watch on launch day.

Apple Watch Shipping

After weeks of diving into the WatchKit SDK and watching each new update description and how brands were creating new Apple Watch experiences I went to my local Apple Store for a personal fitting.

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This was my first exposure to the hardware

I get very excited on Apple launch days. When an Apple white box arrives on my doorstep I take great care in the unboxing of the product.

Apple Watch Unboxing

Today was no different as it was a very smooth setup process. A review will be forthcoming.

Tom Edwards Apple Watch

I was recently asked by Mobile Marketer to outline the opportunity for marketers and the Apple Watch.

Mobile Marketer Apple Watch

(Mobile Marketer) How big is the opportunity for marketers in apps for the Apple Watch?

(Tom) “The Apple Watch provides a great opportunity to extend unique app use cases by leveraging the capabilities of the Apple Watch hardware and the WatchKit SDK.  The key to fully unlocking it’s potential will be driven by marketers ability to create optimal user experiences built on relevant behavioral touch points and value connections with consumers.

(Mobile Marketer) What do marketers need to keep in mind in considering or having apps for the Apple Watch?

(Tom) “One key area to consider are actionable notifications. The Apple watch will support short term and long term notifications. Long term notifications support app-defined actions, so it is feasible to leverage functionality from the app directly from the notification bypassing another step for the consumer.”

(Mobile Marketer) Is an Apple Watch app something every marketer should have?

(Tom) “I would not say that every marketer needs an apple watch, but any marketer that focuses on content creation or distribution should take note of user behavior after launch and fully understand how to create an ideal experience on the platform. 

(Mobile Marketer) What are the hottest topics or category of apps you have seen for the Apple Watch?

(Tom) “Content delivery apps such as Buzzfeed and Flipboard as well as retail apps such as Target and Starbucks are all prepping for the release on the 24th. Buzzfeed is focused on delivering daily polls which may work well as they are short form. Flipboard is focusing on providing summaries of news stories and using the handoff feature to allow for consumption of long form content. Starbucks is porting many of the iPhone app features into the Apple Watch such as store locators and paying with passbook.”

(Mobile Marketer) Are there any examples of Apple Watch apps that seem especially noteworthy?

(Tom) “The Target Apple Watch App looks interesting as not only will it provide list building within the application, it will also provide value while in-store by mapping the location of the items on your list and the glance option will provide simple utility by seeing if the store is open, how many items are on your list, and how many may have deals associated with them.”

I am truly excited to dive into the various use cases that are being deployed today and how we can create new ones for our marketing partners.

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Is Today Mobileggedon? 5 Things To Know about Today’s Google Update

Today is the day Google is rolling out a major update to it’s mobile search algorithm. Some are proclaiming this “Mobileggedon” others the “Mobilepocolypse”.

The reality is that this is a major update that will boost the ranking of mobile-friendly pages. There are five things to know about how this update may impact your brand.

1) The Update Only Impacts Mobile Search Results –  This is a mobile first update and will only impact results from mobile queries.

2) The update does impact all languages – This is a global roll-out. Those that manage pages across locations should take note.

3) The update apples to individual pages vs entire web sites – This may not be apparent initially, but makes sense as a whole. Google indexes pages and queries map to intent which extends from the relevance of the content on the page.

4) This is one dimension for how Google will rank a mobile search query – This update does raise the importance of a mobile friendly experience, but this is not the only signal being considered.

5) Strong content can overcome… For now – User intent based on the query is still an important factor. If the content on a non-mobile friendly page is considered the most relevant for the query it will still rank high for now.

It is important to take the necessary steps to create an optimal experience not only from a search perspective but also from a user experience standpoint.

Follow Tom Edwards @BlackFin360

 

Going Beyond the App with Actionable Notifications

One incredibly useful iOS feature has flown under the radar for most branded applications. With a recent flurry of adoption from brands such as Walgreens, actionable notifications are quickly gaining traction as a mechanism to drive action through iOS notifications without the need to open an app.

The actionable notification API was originally announced at the 2014 Apple world wide developer conference (WWDC) and officially became available with the arrival of iOS8 last September.

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Actionable notifications essentially allow a user to take an action directly from a notification. By simply interacting with the notification, the user is then prompted with unique app based actions that can be performed without the need to open an app.

actionable notifications

Repost of actionable notification animated example from Nick Jensen

I was recently asked by Mobile Commerce Daily to provide commentary around Walgreens recent deployment of Actionable Notifications. Walgreens is leveraging actionable notifications to provide utility for existing consumers by allowing them to directly refill an Rx directly from the notification.

mobile commerce intro

Walgreens’ leveraging one of the newer features of iOS8 tied to actionable notifications is a great example of a brand maximizing the impact and flexibility of the operating system to create a seamless experience that does not require the user to open the application,” said Tom Edwards, executive vice president of digital strategy and innovation with The Marketing Arm, Dallas.

By providing tools that reduce friction and extend beyond simple engagement they are demonstrating the power of mobile to enhance the customers experience.”

Actionable notifications will also be available as a part of the upcoming release of the Apple Watch. After going through one of the “personal fittings” I was impressed by the potential of how notifications can extend through various notification use cases.

IMG_9749

After trying on the 42mm pictured above, I was impressed by the size and responsiveness of the interface.

Apple WatchKit will offer two types of notifications short-look & custom long-look notifications. Short look gives attribution to the app, title and app name and is visible only briefly.

With custom long-look we can incorporate up to 4 custom action buttons and custom graphics. Long-look is activated when a user either taps on a short look notification or if their wrist is raised.

Example of Short Term Apple Watch Notification

Short Look

With custom long-look we can incorporate up to 4 custom action buttons and custom graphics. Long-look is activated when a user either taps on a short look notification or if their wrist is raised.

Example of Long Term Apple Watch Notification

Custom Long-Look Notifications

One of the key points to consider is that just because the API exists does not mean that it is ideal for all scenarios. It is important to test the notification threshold of your user base and focus on extending value to existing behaviors vs. simply pushing messaging.

If there is a viable use case to create custom notifications that are simple extensions of your branded application then this API could be a great way to drive a certain behavior without the friction of forcing a user to open the full application.

Follow Tom Edwards @BlackFin360

10 Learnings from Facebook F8 2015

Today my recap of 10 Learnings from Facebook F8 is the lead cover story for iMedia. Here is a link to the full article and below is a repost of the content.

iMedia Cover Story F8

I recently attended the 2015 Facebook F8 conference. Below is a recap of my top ten takeaways from the annual developer conference. The following outlines the current and future plans of one of the world’s largest tech companies.

F8 2015 Top 10

Current State – The primary theme of the opening keynote delivered by Mark Zuckerburg was one of “people first”. Facebook is now positioning it’s core offerings as a family of applications that are designed to align with how people are naturally using technology to engage and share.

F8 2015 Current State

It was quickly noticeable that each platform now plays a very specific role in the Facebook ecosystem. WhatsApp will continue to be a simple messaging platform, Instagram will maintain a focus on simplicity and creative expression.

Messenger is quickly being positioned as the primary mechanism for 1:1 communication and direct connection with businesses and groups continues to be a go to for 700 million people who want to collaborate around specific topics.

The core Facebook experience is focused on further extending it’s video capabilities while highlighting how they will remain relevant in the future by setting the foundation to support deeply immersive forms of content such as virtual reality.

Enhanced Messaging – One of the highly touted announcements was the expansion of Messenger to a 3rd party development platform. This is an important move for Facebook, especially with WhatsApp confirming during the conference that they will not be providing API’s any time soon on their product roadmap.

F8 2015 Enhanced Messaging 1

3rd parties can now reach and engage over 600 million active users. With the Messenger Platform it is possible to drive discovery, engagement and attribution through images, videos, GIF’s and sound clips.

Applications can either be stand-alone apps designed to enhance conversations, or it is possible for a brand application to create a workflow to share content through messenger and deep link into the messenger optimized experience in their native application.

F8 2015 Enhanced Messaging 2

Facebook also announced the beta launch of Businesses on messenger, which is how Facebook envisions brands and consumers engaging directly through enhanced customer service and value add to the consumer through templates that can showcase product details and enhanced order details.

Embedded Video – Facebook users are viewing over 3 billion videos per day and Facebook took another step towards challenging Google owned YouTube for market share by launching a new embedded video capability.

The new feature supports view count synchronization, full-bleed video and includes social actions in video such as Like and Share. Key points to consider are the desktop version is flash based and mobile is HTML5.

F8 2015 Embedded Video

In recent Facebook briefings there have been discussions about Q3 introducing sequential storytelling into the fold. This is one area that the current embedded video option is lacking compared to YouTube. YouTube currently has the ability to create annotations and now “Cards” to create connections between assets.

Importance of Advocacy – With all of the talk about Facebook and brands lack of organic reach, it was confirmed that for users the newsfeed is still mostly deterministic in terms of the content that is served. This confirmed that peer to peer sharing is still the most viable option for content centric brands.

Another central theme was tied to sharing of content and the importance of creating relevant and engaging content that inspires consumers to share. It is also important to create content that is tailored for the audience and then selecting the ideal application from the Facebook family delivery and discovery.

F8 2015 Importance of Advocacy

While most social brand personification strategies have taken a back seat now on Facebook’s primary platform due to the shift towards reach and frequency, leveraging consumer and employee advocates as well as groups are still viable means to distribute a message outside of paid advertising.

State of Plug-Ins – Social plug-ins have been a staple of the Facebook ecosystem for years. The Facebook social plug-in’s team outlined their intentions to redefine the experience of many of the standard plug-in’s to create a richer mobile experience.

The first step is to relaunch Facebook moderation tools to allow greater flexibility and an optimized experience for moderation that includes bulk actions, custom lists and is being rewritten from scratch for a better mobile experience.

F8 2015 State of Plug Ins

The team also outlined they are testing a new form of comment mirroring that aggregates comments from external news articles to the Facebook page and vice-versa. This is a key point to consider as this will align different audiences and shift the potential engagement that happens on-page.

Instagram – The Instagram team reiterated their focus on being community first and maintained that simplicity matters above all else when it comes to their product roadmap and the overall experience of the application.

The team confirmed that the Instagram newsfeed is 100% deterministic meaning that the content posted from your followers will appear in your feed. Based on this feedback, potentially adding features like a ReGram is not currently on the roadmap as the goal is to keep the experience simple.

F8 2015 Instagram

They reiterated that Instagram is not a distribution platform for brands. Likes, follows and comments will not necessarily drive additional visibility within the platform due to the deterministic feed and the lack of any type of ReGram functionality.

For brands, the ideal approach is to curate against existing behaviors and create a relationship with passionate fans to showcase their view of the brand as the core assets to fuel your branded experiences.

Omnichannel – In recent years, Facebook has increased their focus on shopper and direct response capabilities. They stated that they view Omnichannel as the future of commerce and they are positioning their cross-channel approach as the ideal for brands.

Facebook highlighted the size of their network, the persistence of logged-in identity and their cross-platform approach as to why they should be considered as a holistic omnichannel offering.

F8 2015 Omnichannel

A key point of discussion was tied to cross-screen attribution without proxies. With their SDK and conversion pixel, they stated that they have the ability to capture accurate measurement tied to their real users.

Future State – The most intriguing aspect of F8 was the insight into the future of Facebook strategy outlined by Facebook’s CTO Mike Schroepfer. In his keynote, he discussed the three core areas of focus for the near future. Those being planetary connectivity, natural interfaces and immersive experiences.

F8 2015 Future State

Services that scale and planetary connectivity are key areas of focus in the near future for Facebook. One of the key initiatives is tied to the Aquila unmanned solar drone. The drone is designed to stay aloft for three months at a time to deliver connectivity for remote regions.

Information overload was also an area of discussion for the future of Facebook. The goal is to build contextual systems that deal with information overload. One approach was the use of artificial intelligence built around the concept of convolutional neural nets that essentially create deeper associations between content elements at a faster rate than a simple algorithm.

The last of the three core pillars of the future state of Facebook is tied to the importance of creating and enabling the consumption of immersive content such as virtual reality. One of the key immediate takeaways was the fact that 3d spherical videos will be supported in the Facebook newsfeed. This is setting up for the immersive virtual reality experiences that are to come.

Parse + IOT – Facebook’s Parse was also a primary area of focus. Facebook acquired Parse in 2013. Since then, they are leveraging the platform as a service offering to provide additional rapid development services to mobile app developers such as user management, push notifications and analytics at scale.

F8 2015 Parse + IOT

Now with over 400,000 apps built on Parse, the Facebook team is now extending Parse to connect Internet of Things experiences. Facebook wants to make it easier for developers to leverage data from connected devices into their applications.

Many other tech heavyweights are investing in IOT data solutions. Apple, Google and recently IBM are all vying to unlock the key to leveraging IOT data.

Facebook’s approach is to connect devices and software that share common elements to increase the probability of systems working together. This could then lead to Facebook being the data aggregator between devices, software and data to create unique experiences across devices.

Virtual Reality – Virtual Reality played a key role throughout F8. Facebook referenced Virtual Reality as the next evolution of content experiences.

They showcased different applications from their teleportation stations that showcased what was happening in Menlo Park to their more immersive Crescent Bay demos that showed off the full capability of the Oculus Rift.

F8 2015 Virtual Reality

Facebook also spent half of a keynote simply showcasing the physiology associated with virtual reality and how the timing is now right as the cost of technology to create affordable consumer products is feasible, the experience is compelling and there is broad industry participation and a long-term commitment to advance the technology.

Facebook did a great job of balancing the short term vs. the future state while ensuring they are bringing their developer partners along the way. By shifting towards the family of apps strategy as well as building towards connected devices and immersive experiences, Facebook is in a position to remain relevant well beyond whatever happens with the core Facebook platform.

Follow Tom Edwards @BlackFIn360

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ESPN Gets Personal with Fans Through New Site

I was recently asked by Mobile Marketer to provide commentary about the 20th anniversary re-launch of ESPN.com. The re-launch features the ability to further personalize the experience as well as provide a mobile first approach to cross screen experiences.

(Mobile Marketer) To what extent does this move reflect ESPN’s efforts to reach consumers on mobile?

(Tom Edwards) ESPN is focused on creating a mobile first experience that is tailored to it’s readers. By creating a responsive experience that also incorporates highly relevant content they are focused on delivering a contextually relevant and consistent content experience regardless of the device type.

(Mobile Marketer) What does the move to integrate ads into the site reflect about the needs/behavior of the mobile consumer?

(Tom Edwards) Initial signals of the ad offerings point to a more contextual ad experience that will be optimized based on the device type. This means that ads will be more of an extension of the experience which coincides more with how consumers are already interacting with the content.

ESPN - BlackFin360

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Emotive Robots Key to Unlocking IOT Potential

Over the 15 years of my digital career, I have witnessed significant technological innovation and massive shifts in consumer behavior based on the impact of innovation. Highlights include the evolution of the personal computer, the now ubiquitous smartphone, and the explosion of consumer-centric social media.

Apple-iPhone-generations

Looking to the near future, the current rate of exponential technological advancement will continue to accelerate, and we are primed for another significant leap forward; the concept of emotive computing is about to enter the lives of early adopters and has the potential to shift our behaviors once again.

During SXSW 2015, the personal side of robots session presented by Dr. Cynthia Breazeal caught my attention. Her session focused on the potential impact of emotive computing as the next wave of computing innovation.

emotive computing

Emotive computing is based on systems and devices that can recognize, interpret, process, and simulate elements of human behavior. The key to the concept is the alignment of both emotion and cognition as the drivers of adaptive behavior.

I have followed Dr. Breazeal’s work at MIT since the late ’90s when I first heard about the Kismet project. Kismet was designed to be one of the first socio-emotive AI. The core focus was to move past simple cognitive skills and align psychosocial elements into the robot’s ability to understand and treat people as people.

MIT Kismet

During the session, Dr. Breazeal discussed the evolution of Kismet to the next iteration of the AI, Leonardo, as well as how emotion + cognition should be the basis of intelligence and adaptive behavior – which is key to creating an emotive AI.

leonardo ai

The advancements made with Kismet and Leonardo have set the foundation for a new type of consumer device that is focused on delivering multiple levels of utility while also demonstrating adaptive behavior.

Reviewing the current landscape of personal robots, we see mostly single utility or cognitively-driven robots. They enhance our lives by the tasks they complete but are weak in their ability to conceive emotional engagement.

personal robots

This is where I begin to consider the current product/market fit for socially emotive AI. When you start to consider the Internet of Things or the Internet of Better Things, there are key components missing that would unlock new levels of value, which would lead to mass adoption. Most of the current ecosystem is comprised of single-utility solutions that are neither interconnected nor adaptive.

Internet-of-Things

Initially, my assumption is that the IOT would benefit from a central hub that is built to scale. The basis for the hub has already been approached by Amazon with Echo. But the current technology tied to virtual assistants is built around search and retrieval based entities with limited capabilities to learn.

virtual assistant

With the rise of emotive computing, it is feasible that the core hub for the connected home could be an emotive AI. Toward the end of her talk, Dr. Breazeal revealed that her current initiative as founder and Chief Science Officer of Jibo is to deliver such an entity into homes sooner rather than later.

Jibo is being touted as the first “family robot” and positioned as a support and an enhancer to humans. The IndieGoGo crowdfunded robot raised over 2.2 million dollars and the first run is currently in production. Jibo can see, hear, speak, learn, assist, and relate to individuals, and is going to be the first mass-produced emotive AI.

Screen Shot 2015-03-24 at 4.35.10 PM

Jibo is also going to be built on a comprehensive developer ecosystem. With toolkits and a full SDK available, the focus is on creating a scalable content delivery platform.

Jibo SDK

I have talked a lot about how the IOT needs to be navigated with the consumer at the center, and I have shared my view of the #databaseofyou as the key to unlocking marketing value from the IOT, but little did I know that the database would actually reside within an emotive AI.

Evolution of Social Marketing Future - Tom Edwards

From a marketing perspective, I am very interested in the adoption and advancement of Jibo. If an emotive AI becomes the primary hub for the connected home, then it also becomes a potential content delivery platform that is the key connection between brands and consumers in the connected home.

By leveraging the full SDK and potentially certifying content, brands could provide contextually valuable experiences delivered through Jibo, or potentially new skills that extend the utility of the robot.

This is obviously speculation on how to potentially leverage emotive computing to create marketing value, but it is important to begin understanding that a significant shift is coming and that it may have just arrived in a small robotic form.

Follow Tom Edwards @BlackFin360

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Virtual Reality A Reality At SXSW 2015

Another year, another SXSW Interactive is in the books. Each year I look to get inspired, reconnect with publishers and 3rd party partners and look for new or incremental innovation that can add value for my clients. This year, one of the areas that caught my attention was the advancement of 3rd party integration and applications tied to virtual reality experiences.

In 2014, one SXSW exhibit in particular received a lot of attention for creating an immersive Virtual Reality Game of Thrones experience courtesy of Oculus Rift. 2015 did have it’s share of branded experiences tied to Oculus, see Samsung below, but a majority of 3rd parties were focused on showcasing how they create value through integrating VR and mobile devices as they prepare to go to market.

game-of-thrones-exhibit-oculus-rift-sxsw

Samsung – I had the opportunity to experience the Samsung Gear VR headset while at SXSW. The Samsung Gear VR is powered by an Oculus Rift headset that integrates with the Galaxy Note 4. The approach of serving as an extension of an existing device that can scale through various media and applications is the right approach to allow optimal personalization of experiences through devices and media entities that consumers already consume.

The #GalaxyLife VR exhibit was a rich experience that I definitely enjoyed.  My tour featured a Mountain Dew branded snowboarding adventure. There are pros and cons to the experience as it was immersive, although the audio was a bit lacking. If you have not tried the core Oculus Rift experience and this was your first foray into VR it is an impressive experience and for the average consumer, consuming media, be it VR cinema, gaming or 360 degree experiences can all be achieved through the Samsung Gear headset.

This type of VR experience is ideal for branded integrations as the experiences are tied to the mobile device and with the right SDK, it is possible to extend immersive content experiences through the Samsung Gear VR.

Photo Mar 15, 1 24 36 PM

Google – One of the more unique takes on a similar premise to the Samsung Gear VR came from Google. Google Cardboard is a simple, inexpensive way to enjoy VR based experiences through either Android or iPhone devices. When the Google team handed me the device, it was about the size of an iPad Mini. After a few minutes of folding I had an instant VR viewer that I could view media from VRSE or other Google Cardboard supported applications.

As with most things Google, there are Android and Unity SDK’s available to easily integrate Cardboard into existing VR applications to ensure that it is supported. The experience is surprising rich and the fact that it is inexpensive and also supports iPhone VR applications is a plus. Google Cardboard is a great tool to introduce younger audiences to enhanced VR experiences. It definitely passed the test with my crew of 12, 10 and 7 years of age. And with the simple design, I am not concerned about how they would handle the device.

Photo Mar 17, 9 51 05 AM

Intel and 3rd Parties – The SXSW Gaming Pavilion featured multiple extensions of the Oculus hardware with various groups working to create new integrations that could bridge the gap between traditional gaming and VR. Intel and CybertronPC showcased one of CybertronPC’s gaming rigs that supported an Oculus experience. This experience drew quite a crowd as onlookers wanted to catch a glimpse of PC gaming + Oculus.

Photo Mar 15, 4 15 35 PM

Another 3rd party that caught my attention was Sixense’s STEM System. This was a Full-Body Presence VR system vs. just an Oculus Visual experience. The system provides motion controls, haptic feedback and additional spatial awareness in the VR experience to create a full body controlled experience in game. The demo featured a light saber duel, think Microsoft Kinect in terms of open space, body controlled motion but with a fully immersive Oculus Rift visual experience.

Photo Mar 15, 4 20 07 PM

We are inching closer to mass consumer availability and I have been impressed how much has been developed within a single year. I still have my doubts as to whether or not Facebook’s Oculus Rift based experiences as they exist today will appeal to the mainstream consumer. We are still at the nascent stage of the technology and I do believe that augmented, virtual reality and digital overlays will become a part of our lives as some point in the next 10 years it just may not be a bulky headset, it may be something as simple as a bionic contact lens.

Bionic-Contact-Lenses-3

I definitely enjoyed playing with the new hardware and look forward to what the future may bring at SXSW 2016.

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Mobile Marketer: Are Selfies Still Relevant???

I was recently asked by Mobile Marketer to provide commentary tied to if selfies are still relevant for brands.

Mobile Marketer Are results for selfie campaigns being negatively impacted by the lack of innovation and the over-use of this strategy?

Tom Edwards – User generated content is still a viable mechanism if the campaign is relevant and creates an authentic connection with an existing behavior. Where “selfie” campaigns can go astray is when brands ask consumers to create content that are not natural extensions of their existing behavior. 

Mobile Marketer Is brand interest in selfie campaigns still high?

Tom Edwards – We are still seeing creative briefs that are focused on creating authentic connections with consumers, fostering advocacy as well as connecting physical to digital. All of which are potentially ideal for leveraging user generated content.

Mobile Marketer- What is the most creative selfie campaign you’ve seen?

Tom Edwards – The recently launched Who are you when you’re hungry? Campaign by Snickers is an interesting take where the brand shifts directions from consumption to creation by turning over the You’re not you when you’re hungry campaign to consumers to tell their story with the winning content taking over Snickers YouTube channel for a day.

Snickers satisfies need for authenticity with new selfie-driven effort - Mobile Marketer - Content 2015-02-26 15-04-11

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Internet of Things: Beacons Panel

On February 10th I was a part of a Media Post panel discussing the Internet of Things and how beacons can be leveraged by brands to create value.

The discussion focused on going beyond the beacon trigger and creating new models of in-store creative advertising that connect physical to digital. We touched on strategy, creative, technology and best practices.

Broadcast live streaming video on Ustream

Here is a quick breakdown of topics I address:

  • Introduction – The Marketing Arm – 1:22-1:53
  • Dealing with complexity of omnichannel – 2:36-3:58
  • Deeper dive into beacon deployment – 3:58-6:24
  • Creating something new – 11:07-13:00
  • Program Case Study – 14:47-17:43
  • Internal Agency Relationships – 25:38-27:12
  • Database of You – 32:32-33:25
  • Content – 36:24-38:22
  • Future State – 41:14-42:16
  • Leveraging Data – 49:02-49:41

Here is the formal description of the panel.

Advertising on the relatively small smartphone screen has hardly been a hit to date. Once initiated by a beacon signal, what creative will work best? What is the role of post-beaconing, such as sending ad messaging well after leaving a store? What about using past beaconing knowledge to drive foot traffic back to a store? What are consumer expectations from in-store engagements? What future creative options might be used to catch the shopper’s eye? Three creative minds discuss the best beacon-triggered creative approaches for in-store mobile marketing and mobile advertising.

The panel consisted of:

Ian Beacraft (Moderator), Manager, New and Emerging Technologies, Leo Burnett @ianbcraft

Ben Murphy, Director of Technology, FCB Chicago

Scott Varland, Creative Director, IPG Media Lab @scottiev

Tom Edwards, EVP Digital Strategy & Innovation, The Marketing Arm

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ESPN Sportscenter App Rebrand Strategy Analysis

I was recently asked by Mobile Marketer to provide commentary and analysis about the recently announced efforts by ESPN to rebrand the SportsCenter app and the potential implications and benefits that this type of rebranding may provide.

(Mobile Marketer) Why is ESPN: SportsCenter app to be renamed “ESPN”?

ESPN is looking to unify all of their digital properties into a single brand. They are looking to unify the website, mobile experience and mobile app and allowing for greater personalization by the consumer.

(MM) To what extent is the rebranding across all these properties an effort to reach consumers across the full range of mobile platforms?

ESPN is taking the next step to provide a unified experience that is designed to be frictionless across devices and ultimately allow the consumer the ability to personalize the experience based on interests and affinity to their favorite sports and teams. This approach can be compelling for fans and consumers as the experience is the same across devices and the more contextually relevant the experience, the greater potential to maintain the interest of the consumer.

(MM) What is the implication for mobile marketing?

By providing a more contextually relevant experience that is unified across platforms, ESPN is setting the stage to maximize their reach with consumers and provide an always on solution that is consistent and personalized.

From a mobile marketing perspective, by offering personalization in exchange for a profile of the individual, they can begin to map multi-channel usage behaviors which can provide insights into how to further connect with their consumers and apply greater relevance to their ad products and partnerships.

(MM) Why is it so important to allow users to select the sports content they want?

Self-selected and curated content is the new normal when it comes to consumer behavior and entertainment. Combine that with a fans affinity for content about their favorite teams and it is important for content providers to allow users to control the experience. This freedom and access can lead to increased frequency and retention if the content is compelling and relevant.

ESPN SportsCenter app rebranding boosts mobile consumers’ power to choose content - Mobile Marketer - Media

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Do Snack Brands Need Content?

I was recently asked by Mobile Commerce Daily to provide commentary if Snack brands need meaningful content to drive in-store purchases via social. Below are my full responses to the various topics discussed.

(Mobile Commerce Daily) To what extent are food and snacks CPG brands starting to understand and activate social media within the purchase funnel?

Social media has been an integral part of the marketing mix for CPG brands for some time now. CPG social strategy has evolved with the evolution of social platforms and shifting consumer behaviors. Many platforms such as Facebook are shifting away from engagement as a primary metric and focused on reach, resonance and reaction, which aligns social media activation further down the purchase funnel.

(MCD) What are the challenges CPG companies face in leveraging social media to drive purchases?

The snack category is highly dependent on context and timing. With the convergence of social, mobile and digital and the focus shifting to targeted cross screen engagement, there is a renewed interest in aligning digital, physical and data to impact purchase decisions.

(MCD) Besides motivating purchases, what additional benefits/negatives in terms of consumer engagement does a social campaign bring the CPG company?

Social centric campaigns allow brands to deepen their connection with their consumers, empower them to help drive the brand forward (Doritos Legion of the Bold and Do Us A Flavor), impact brand perception and for a number of brands provide impactful reach through social engagement.

(MCD) What are some examples of top food and snacks CPG companies that have effectively leveraged social to drive consumers deeper into the purchase funnel?

Frito-Lay is a company that is continually looking to leverage social as a means to drive consumers further into the purchase funnel. Whether it is a brand campaign that empowers consumers such as Lay’s Do Us a Flavor, or it is creating a community of brand advocates like Doritos Legion of the bold, or connecting in-store elements seamlessly into socially centric campaigns, Frito-Lay is approaching social in a smart and relevant way that connects with consumers and ultimately impacts purchase.

(MCD) What’s your favorite example of a food and snacks CPG social campaign that drove purchases?

My favorite examples are Lay’s Do Us a Flavor and Doritos Crash the Superbowl programs.

Snacks brands need meaningful content to drive in-store purchases via social - Mobile Marketer - Advertising 2014-11-09 21-34-09

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