Category Archives: Social Media

E^3 Evolution of Experience – Empower

Tom Edwards, Ad Age Marketing Technology Trailblazer and Chief Digital Officer, Agency @ Epsilon highlights the first pillar of the E^3 framework, Empower in Video 2 of 4 in the Innovation to Reality™ content series.

This series will highlight the evolution of Experience through the E^3 framework of Empower, Enhance, and Environment.

The E^3 framework and subsequent examples build a vision towards the future highlighting the exponential acceleration of experience through the merging of intelligent systems and technology that empowers.

Video 1 of the E^3 evolution of experience provided an overview of the E^3 framework and the evolution of experience from the 80’s into the 2020’s.

This video highlights everything from non-linear video, social messaging, conversational commerce, camera as a platform, co-viewing and more, this video dives into technology that empowers consumers.

I presented the full E^3 presentation as a keynote at Mobile World Congress Americas event in September 2017. This content will also be featured at future events.

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YouTube Messenger Launch Analysis

Tom Edwards, Ad Age Marketing Technology Trailblazer and Chief Digital Officer, Agency @ Epsilon analyzes the worldwide launch of YouTube messaging as well as previews the path to immersive co-viewing.

Today, YouTube launched in-app conversational video sharing functionality that essentially enables conversational threads or messaging within the native YouTube app experience.

In this video, Tom analyzes the new features that are available as well as discusses topics such as the shift towards social messaging, the role of YouTube’s Uptime application and a preview towards the world of immersive co-viewing with YouTube in virtual reality.

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Amazon Spark Analysis

Tom Edwards, Ad Age Marketing Technology Trailblazer and Chief Digital Officer, Agency @ Epsilon analyzes the launch of Amazon Spark and discusses the potential connection to conversational commerce through messaging.

The video starts with an overview of the newly launched Amazon Spark, which is a mashup of discovery and inspiration features of Pinterest, combined with the UX style of Instagram for iOS users built on a foundation of a shoppable personalized feed.

The discussion shifts to unstructured social data & Amazon’s relevancy algorithms, the role of image recognition and the power of visual discovery as a foundation for additional data exhaust and progressive profiling.

Next, the analysis reviews the role of social in Spark and the evolution of reviews. From UGC, influencers, and social currency to a theory tied to rumors of conversational commerce through a potential messaging platform. Spark could be Amazon’s answer to a scalable campaign platform driven by WOM.

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Google I/O 2017 Live

Coming to you live from San Francisco and Google’s I/O conference. Here is a recap of some of the key highlights.  From their shift from mobile first to AI first, the launch of Google Lens, computer vision as the next form of computing, and the digitally augmented future.

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Facebook F8 Full Recap & Analysis

I look forward to Facebook’s F8 developer conference each year. It’s a great opportunity to see how Facebook is prioritizing and adjusting their 10 year road map based on shifting consumer behavior and new advancements in technology. 

What was fascinating about this years conference is the rate they are accelerating the convergence of technologies that connect us, immerse us into new virtual worlds and advancing innovation well beyond what we would expect from a company that identifies itself as social first.

Facebook wants to redefine how we think about reality and the not too distant future when all reality is augmented and virtual. The following provides analysis across the consumer centric filters of connection, cognition and immersion.

  • Connection – Trends that reimagine how we connect, enable and empower consumers
  • Cognition – Trends where machine based intelligence will disrupt and redefine data assets and how we work
  • Immersion – Trends that align technology and presence to evoke emotion, entertain and power commerce

Here are few examples of the 15 territories analyzed starting with:

The Camera as the First Augmented Reality Platform  – Facebook understands that in order to truly create scale the key is to empower consumers, developers and other 3rd parties to create experiences on their behalf.  Consumer empowerment is powerful and will accelerate adoption and ultimately influence consumer behavior towards a new normal.



The democratization of augmented reality (AR) powered by advancing artificial intelligence (AI), has the potential to redefine advertisers approaches to content marketing, making it less about content and more about enabling experiences through compelling and contextually relevant effects.

Frames & AR Studio – Two sets of tools comprise the new Camera Effects Platform. The Frames Studio allows for quick deployment and creation of effects that can enhance an image, video or even Facebook live stream. This platform allows artists, creators and brands to create frames that can be targeted using Facebook targeting abilities for distribution.

The AR Studio is where it’s possible to create light weight AR effects that can developed and enhanced with elements such as real-time data to build highly contextual AR experiences. This is where brand marketers have an opportunity to align data + experiences.

Gaming & eSports

Convergence of gaming & video has been a massive trend over the past 24 months. 2B people play games each month. The rise and consumption of game streams now consists of 665M people watching people play games.

On Facebook people watch, play & create. Facebook’s gaming video product supports eSports (14-31% of live gaming consumption), developers, gaming entertainers and social connection for consumers of game stream content. 

Gaming content is digitally native baked in real time interactivity. With gaming video the audience is more than a spectator. They participate in the experience via comments and getting involved in the gameplay.

Messenger 2.0 – 2016 was considered the year of the bot. Primarily fueled by Facebook’s Messenger beta which accelerated the development of a bot ecosystem to further enhance the Messenger experience.

In 2017, Facebook is positioning Messenger as Messenger 2.0 with a sharp focus on integration of other services via chat extensions giving 3rd party bots the ability to seamlessly connect other services such as Spotify or Apple Music.

Facebook is also keen on driving discovery among the 100,000 bots now on the platform via the new discover tab.

Data Design & Artificial Intelligence 

Facebook is focused on leveraging multiple facets of Artificial Intelligence to power their products and accelerate 3rd party ecosystems.

Computer vision, natural language processing, and algorithms drive content discovery and their newly launched AR experiences. AI is now a foundational element to Facebook’s go-to-market strategy.

Facebook’s ultimate goal is to develop intelligent systems that go beyond computer vision and truly understand the world. This will then converge with their vision of an AR driven future to create a unified experience.

The Rise of Proxy’s – In the very near future we as consumers will have intelligent systems serving the role of a proxy. Facebook is betting on M to first serve as a virtual assistant that will eventually become a predictive service that is the foundation for their virtual computing future.

M will integrate into multiple facets of a users life from sharing location to recommendations. In the near future M can become the connection between a recommendation and AR object recognition action.

Virtual Reality & Facebook Spaces – Facebook officially launched Spaces for Oculus. This was first teased at F8 last year and the experience has definitely advanced from the grainy avatars from a year ago.

Facebook took research and learnings from Oculus Rooms via the Samsung Gear and refined an experience that lets your virtual avatar interact with Facebook content and friends in a virtual environment.

From virtual selfies to watching 360 video. It’s very clear to see that Facebook is focused on creating a new for of social interaction via a virtual environment.

The Future – Facebook took the first major step in achieving their 10 year goal of fully immersive augmented reality by launching the camera as their first augmented reality platform.

On day 2 of the conference, they outlined in detail how they view  transparent glasses (deemed more socially appropriate) or some equivalent that is paired with a general artificial intelligence system to enhance our daily lives.

This includes improving memory, cognition, recognition and redefining how we interact with the physical world and collaborate with one another.

Here is the full recap consisting of all 15 territories analyzed plus implications for brand marketers to consider based on the trend identified. 

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In The News: AdExchanger & F8

I had an opportunity to sit down with AdExchanger during Facebook’s F8 developer conference.

We discussed how Facebook’s new focus on Augmented Reality through camera effects can impact the future of marketing. 

From the creation of effect based advertising and the intersection of artificial intelligence and the role of data. 


Read the full article here.

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F8 2017 Live Recap

Coming to you live from San Jose and Facebook’s F8 conference. Here is a recap of day 1. From the camera as the first AR platform to AI & Social VR.

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In The News: Marketing Dive & 2017 Trends

I was recently asked by Marketing Dive about how digital marketing will evolve in 2017.

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One of the key territories I discussed for this piece was the role artificial intelligence, machine learning and cognitive experiences will play in the near future.

From leveraging machine learning to accelerate sentiment analysis and domain-specific insights to cognitive computing solutions that automate experiences without human intervention to the rise of voice-based user experiences that will continue to expand in 2017 to deep learning that will fundamentally change how brands approach SEO to predictive API’s that will expose access to predictive models to further create seamless experiences for consumers, cognitive and intelligent systems will play a key role in how we approach marketing in 2017,” said Tom Edwards, Chief Digital Officer at the agency within Epsilon.

When asked about social media marketing in 2017:

Marketers will need to shift their strategy from one of personification of the brand to a seamless experience that is about simplifying and predicting needs while also empowering consumers to create their own stories,” said Epsilon’s Edwards.

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C-Suite TV Executive Perspectives

I recently had the pleasure of sitting down with Jeffrey Hayzlett of C-Suite TV to kick off season 7 of Executive Perspectives. We discussed digital disruption, conversational experiences, artificial intelligence and best practices for leveraging data to connect with consumers.

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Trends To Watch in 2017

Technology is now essential to our daily lives. Accessibility and empowerment has transformed how we connect and communicate. This has led to new forms of user interaction that will usher in the business models of the future.

2017 will be comprised of new types of conversational experiences to connect with consumers. It will see the continued evolution of artificial intelligence and connected systems as well as the rapid rise of third-party ecosystems supporting virtual, augmented and mixed reality.

The following trend deck outlines the evolution of marketing in 2017 through the consumer centric filters of connection, cognition and immersion and is now available for download.

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  • CONNECTION – Trends that reimagine how we connect, enable and empower consumers.
    • Examples include: Simplified Conversational Experiences, Pervasive Voice-Based Interfaces, Search and Retrieval to 1:1 Prediction, Affective Datasets and eSports

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  • COGNITION – Trends where machine based intelligence will disrupt and redefine data assets and how we work.
    • Examples include: Machine Learning as a Service, Centaur Intelligence, Blockchain & AI

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  • IMMERSION – Trends that align technology and presence to evoke emotion, entertain and power commerce.
    • Examples include: Democratization of VR, VR Commerce, Social VR, (Re)Mixed Reality

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  • ZONE OF CONVERGENCE – Trends that align elements of connection, cognition and immersion that will redefine consumer engagement.
    • Examples include: Cars as the next Mobile Platform, Holographic Computing, Ambient Computing.

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How we consume and interact via digital channels is about to be absorbed and redefined. We believe that 2017 will begin the convergence of connection, cognition and immersion toward an ambient computing future built on new data types that will simplify complex tasks and predict need states vs reacting.

Download the 2017 Trend Predictions Today!

epsilon-top-trends-for-2017

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