C-Suite TV Discussion – Disruption, UX, The Future

This week I had the pleasure of joining the C-Suite TV team at their San Francisco event and was interviewed by Jeffrey Hayzlett. It was a fun discussion as he asked me about the shift from social media to social messaging, strategies to make the shift, voice based experiences, disruption, galactic cannibalism, trends and the future of connecting with consumers.

photo-nov-08-3-07-23-pm

Below is a recap of my key talking points for each question.

(C-Suite TV – JH) As we’re on the verge of a transformational moment in marketing with the shift from social media to social messaging, how are marketers making this shift?

(Tom Edwards – TE) Over the past 5-10 years we as marketers have focused primarily on the open web + social media. Earlier this year social messaging passed social media in terms of monthly active users. Consumers are ready for conversational experiences. Part of the reason for the appeal is that it is seen as safe, comfortable and intimate.

I spent most of this year researching, writing and educating our brand partners about what this shift can mean for their business. We conducted proprietary research on what consumers want from conversational experiences that led to an ebook on the topic.

Social Shift Toward Messaging

As we dug into consumer expectations around conversational experiences, our research found that they want experiences that are convenient and support local experiences, there is openness to pay within social messaging and an expectation that it will connect physical and digital elements such as in store coupons and discounts, there is also a willingness to interact with intelligent systems.  Research also shows that 60% of millennials would prefer talking to a chatbot vs. talking to a human when it comes to resolving questions about online shopping.

From a marketing perspective there has been a significant amount of experimentation trying to create the ideal experience. With Apple, Facebook, LINE, Kik, Skype and more providing tools and services that will allow others through 3d party SDKs & API’s to create an ecosystem. Their hope is to become the central portal in order to empower consumers and drive commerce. Facebook doesn’t own the hardware or the operating system, so they are invested in keeping people in the messenger experience.

Some experiences are trying to further personify the brand, others are about creating utility or a sense of intimacy with the brand. The goal is to create a real-time experience that is centralized in one conversational thread.

The key will be creating experiences that are not disruptive but are actually attentive to the current and future needs of the consumer. The ideal experiences will be built around the premise of simplification + prediction. It’s not about a deeper personal connection like a friend, but to be able to anticipate, predict and enhance a consumers experience.

This is where we see the idea of CONNECTION + COGNITION coming together.

(JH) What processes and strategies do you need in place to make this shift effective?

(TE) I recommend an approach that is based on five core factors of Simplification, Data Design, Prediction, Ambient Design & Physical to Digital.

photo-nov-08-4-09-30-pm

1 – (SIMPLIFICATION) The key is to reduce complexity in consumers lives and create experiences that are ownable by the brand’s domain. Mine customer data for most commonly asked questions and expand from there with use cases focused on enhancing and simplifying experiences.

2 – (DATA DESIGN) Have a strategy not just to capture data but how to use it. Define the role of unstructured data in refining the experience. Consider what new data points are being integrated to inform future prediction. How are you making the data actionable? On my team we now have a data design team that sits between traditional brand planning + digital strategy. This is the intersection of Big Data + Design Thinking. They own the tools, assets and data sources and understand how to craft a data driven narrative.

3 – (PREDICTION) Anticipate consumer needs is key for the future of conversational experiences. Messenger experiences are not designed to be like Google search, at least not yet. Google is working towards the ideal intersection between search & retrieval vs. predictive. But again a combination of data, predictive analytics built on working data is the entry point towards truly predictive experiences. (cognitive will accelerate this)

4 – (AMBIENT DESIGN) The future of computing is tied to ambient experiences, or how your environment interacts with you. It is critical to approach designing conversational and voice based UX differently.

5 – (PHYSICAL TO DIGITAL) One of the other elements is the rise of conversational commerce. There is a concerted effort to closely align physical & digital shopping experiences as a means to enhance the customer experience. Our research shows there is an expectation from consumers to have local experiences connect to digital through conversational experiences.

(JH) Let’s talk about some newer technologies, how does voice based technology play into this shift to a conversational user experience?

(TE) I am a strong believer in the fact that voice based experiences and artificial intelligence systems will become pervasive in our everyday lives. The core of the experience is a combination of automated speech recognition, natural language processing and a cloud based AI that comprise a voice based user experience.

I am very intrigued by the possibility of the ability to create context through voice services such as Amazon Alexa Voice Services & the recently launched Google Home. Voice based experiences will play a key role during this time as our interactions with connected systems and the rise of micro services as a primary mechanism to navigate a hyper connected world will become the new normal.

Photo Jul 19, 9 07 41 AM (1)

I strongly believe that we will begin to see a convergence over the next few years where elements that enable connection such as social messaging and voice based conversational user experiences combined with cognitive computing (AI) and immersive experiences such as holographic computing will become interconnected and will redefine how we approach connecting with consumers.

We will begin to see services such as Alexa Voice Services quickly proliferate throughout 3rd party devices from in home IOT systems to connected vehicles and “skills” will become a key component for how we navigate beyond screens. Estimates already show over 28 billion connected devices by 2019.

(JH) We hear you say that “disruption is the new normal” what do you mean by that?

(TE) Digital disruption has been at the center of major consumer shifts over the past 10 years. Disruption is now the new normal. The Premise is change is constant and experimentation is critical and how you integrate trends into your existing business is key.

The acceleration of technology has led to the rapid empowerment of the consumer. What organizations have to consider is that with each iteration of technology and consumer empowerment new types of interactions will lead to the need to rethink the business models of today.

Japan Emotional Robot

This has a significant impact on the C-suite as the pressure on CMO’s to be creative thinkers, intelligent around data, domains and disciplines as well as mitigation of risk, pressure to innovate, find and retain talent and try to be as agile as possible. Combined with the pace of new interaction models there is a lack of strategy to deal with the shifts in a meaningful way as the focus is on short term stability.

This is why it’s important to build a plan with a foundational approach to data and understand what domains the brand can own and where in the new interaction types there are opportunities to redefine business models. This is why I have chosen Connection, Cognition and Immersion as the pillars of how brands can map to the new interaction types of the near future.

(JH) I heard you say we’re on the verge of galactic cannibalism can you explain what this means for marketers and how can marketers stay ahead of the game?

(TE) I have spoken a lot recently about how disruption is the new normal. I recently heard someone compare the last five years as a “supernova” of disruption in terms of the intensity and velocity of change.

With the rise of artificial intelligence, conversational & ambient experiences, connected systems and mixed reality on the horizon we are moving well beyond a supernova and are now on the verge of galactic cannibalism.

gc2

Galactic cannibalism is when one galaxy collides with another and there is a subsequent absorption of parts of one into the other. From a consumer marketing standpoint how we consume and interact via digital channels is about to be absorbed and redefined through new advancements in connection, cognition & immersion.

The key point to surviving and thriving is to have a comprehensive data strategy as data assets will serve as the fuel of this shift. Regardless of which galaxies collide a thorough understanding of data, content, experiences and outcomes is a marketing foundation for the future.

Also, it is important to understand how data will evolve. Currently the focus is on 1st part & 3rd party data. But in the emerging world think of the data created by connected systems as well as new forms of real time sentiment data, such as your eyes in a VR experience or facial recognition in a retail setting. These will require a comprehensive data design effort to craft content, experiences and drive outcomes as a marketing foundation for the future.

Ultimately we will have to acknowledge that the relationship between consumers and technology will fundamentally change from consumers operating technology to technology operating for consumers through data.

(JH) How do you apply the trends of today to the business models of the future?

(TE) The first step is to be aware of what is happening. Analysts such as Gartner and Forrester are evaluating and publishing their rankings of where technology is going. One of my favorites is the Gartner Hype Cycle.

One of my responsibilities with Epsilon is I lead the innovation practice for the agency business. We have designed an approach that is consumer centric, data driven, iterative and allows our brand partners to scale emerging technologies and integrate trends into tangible solutions that drive business outcomes. The practice is comprised of four distinct elements that span research, workshops, experimentation and transformation.

Innovation v3 - white slide

Regarding research & trends, we leverage Epsilon’s proprietary data and analytics, first and third party research, emerging companies and established partner networks to research, curate and educate on the latest trends and how it can apply to our clients business.

Our approach is as follows:

Our team identifies a new tech/emerging tech…

1. Track Product/Technology Announcement

2. Measure Velocity of coverage & discussion

3. Conduct Initial analysis & POV outlining potential value/impact

4. Explore outcome impacts & role of tech in consumer journey

5. Map vertical specific use cases

6. Educate internal teams & external clients

7. Identify early vendor partners and alpha/beta opportunities

8. Conduct Project based experiments

9. Capture & package project based success

10. Build business value case for horizon consideration

Once you have identified your trends its helpful to begin to filter across key macro trend territories, in this case I am exploring trends that reach across

Connection, Cognition & Immersion

(JH) What’s really resonating with consumers right now? What should marketers be paying attention too?

(TE) Anonymous personalization through dynamic content, targeted video content, Personalized, connecting the consumer experience across digital to physical & 1:1 messaging that is authentic, provides value and is contextually relevant is key.

Human attention is now a scarce commodity. Attention is a resource – and we only have so much to give. The key to experience design is built around data, content & channels or experiences.

Screenshot 2016-08-29 09.48.19

I like to start with data, it can be 1st party or secondary data sources, but I look for attitudinal, behavioral in addition to standard demographic. Transactional data can also be a key element and consistency of message is key.

(JH) What is the future of connecting with consumers?

(TE) I strongly believe that we will begin to see a convergence over the next few years where elements that enable connection such as social messaging and voice based conversational user experiences combined with cognitive computing (AI) and immersive experiences such as holographic computing will become interconnected and will redefine how we approach connecting with consumers.

Screenshot 2016-08-29 09.48.40

The key will be to create data designed experiences that empower consumers.

Here is a link to the full video interview kicking off season 7.

c-suite-blackfin360

Follow Tom Edwards @BlackFin360

Virtual Reality Experiences Are Evolving

I have closely monitored the state of virtual reality for the past few years. From product announcements, beta tests and insider access to hardware and experiences. VR can be a powerful, emotion evoking medium and one that has captured the interest of mainstream media.

Tom Edwards McDonalds

I wanted to test the experience beyond short stylized sessions and review the potential for enhancing live event experiences as well as the integration of commerce, context and the opportunity for content distribution and brand impact.

I recently live streamed the University of Oklahoma vs. Ohio State CFB game via Fox Sports VR app. It was a good experience and one that really pushed the limits of comfort due to length of the session and the hardwares capacity.

photo-sep-17-9-32-47-pm

Having the ability to control various camera angles and a pervasive stats bar was a good enhancement to the experience and provided additional context to the on-field action.

photo-sep-17-10-10-37-pm

Digital overlays of commentators and in-game recaps also gave the feel that this was an enhanced experience and highlights the potential to create points of distribution/engagement within a virtual session.

photo-sep-17-10-10-33-pm

The most impressive aspect was the use of contextual hotspots in the VR experience to control the various commands to shift the camera. By simply focusing my gaze I was able to shift through menu options in a very frictionless way.

Stare at the orange circles to change the camera view

photo-sep-17-10-10-42-pm

It’s this in-session capability that has me incredibly excited about the potential of the medium to transcend simple entertainment and have implications on brand impact & conversion potential by connecting commerce in addition to evoking emotion and presence.

There were a few hiccups as the experience would occasionally freeze, the device overheated numerous times and also requires wi-fi, but overall it was a very positive experience and one I would gladly engage with again.

While this experience was app based, I was incredibly excited about the recent announcement from the Oculus team announcing the ReactVR framework that will allow our team to create Web VR experiences in a virtual browser codenamed “Carmel”

oculus-connect-web-vr-carmel-vr-browser

This will reduce the dependency on app based experiences and opens up possibilities for creating experiences that don’t require a traditional download.

Having a web type user experience within VR where the transition from topic to topic is seamless vs. stopping, launching an app, navigating to the right content and initiating the experience can open up new opportunities to increase dwell time and create a better UX.

oculus-web

This framework will enable rapid and portable deployment of experiences combined with the consumer benefit of shifting from various content types across device types such as VR, mobile, traditional web .

This combined with the data created across browsing sessions provides a key foundational element to create connections with consumers within immersive virtual reality experiences.

Follow Tom Edwards @BlackFin360

Tom Edwards Innovation To Reality

Voice Based UI Best Practices

Over the past year I have focused research efforts on the shift towards conversational experiences and what consumers expect. The research has been covered by Adweek and it’s fascinating how open consumers are to engaging and adopting these experiences as long as they are easy to use and are convenient.

Screenshot 2016-07-12 09.49.30

One flavor of conversational experiences is tied to voice based user experiences. I recently visited Amazon HQ in Seattle and wrote about my experience with the newly formed Amazon Alexa partner team and the rise of voice based user experiences.

Since this article published I have seen client interest and demand for voice based concepts and skill creation rise as our brand partners see the potential of voice based systems.

Here is a slide from a recent client presentation. Almost every meeting over the past few months has included discussions around voice based UI.

screenshot-2016-09-08-12-00-55

I strongly believe that we will begin to see a convergence over the next few years where elements that enable connection such as social messaging and voice based conversational user experiences combined with cognitive computing (AI) and immersive experiences such as holographic computing will become interconnected and will redefine how we approach connecting with consumers.

Screenshot 2016-08-29 09.48.40

Voice based experiences will play a key role during this time as our interactions with connected systems and the rise of micro services as a primary mechanism to navigate a hyper connected world will become the new normal.

We will begin to see services such as Alexa Voice Services quickly proliferate throughout 3rd party devices from in home IOT systems to connected vehicles and “skills” will become a key component for how we navigate beyond screens. Estimates already show over 28 billion connected devices by 2019.

Ford

Developing voice based experiences differs greatly from visually driven experiences. Visual experiences provide immediate context and cues to the end user that can guide the user and enhance the experience.

Here are 5 emerging voice UI design patterns the Amazon team and I discussed and subsequent best practices and points to consider when designing voice based skills.

  1. Infinitely Wide Top Level UI

With a mobile user experience, users have the benefit of visual cues that can guide their actions within a given experience. Be it a hamburger menu or on-screen prompts. With Voice based UI the top level of the UI is infinitely wide. Here are a few best practices for building solutions to beyond infinity wide top level.

tumblr_lw0g09a2hf1qaz5oho1_500

Don’t assume users know what to do – It’s important the first time a voice skill is initiated to provide additional detail and tell the user about their what options they have for interacting with your experience.

Expect the Unexpected – Unlike visual interfaces there is no way to limit what users can say in speech interaction. It’s important to plan for reasonable things users might say that are not supported and handle intelligently.

2) Definitive Choices – The key to successful Voice UI design is to make the next consumer action clear. Consumers will not always say what they want so it is incredibly important to map intent beyond the normal function of a skill. An example is how a consumer may end a session. They may utter done, quit, etc… and the skill needs to provide clear action for how to end the session. Here are additional points to consider.

36104599

Make it clear that the user needs to respond – Ask the user a question vs. simply making a statement.

Clearly present the options – Prompts are very important, especially if the question set is an either/or vs. yes/no.

Keep it Brief – Speech is linear and time based. Users cannot skim spoken content like visual content. Quick decisions are key, so voice based prompts should be short, clear and concise.

Avoid too many choices – Make sure choices are clearly stated and do not present more than three choices at a time, avoid repetitive words.

Use Confirmation Selectively – Avoid dialogs that create too many confirmations, but confirm actions of high consequence.

3) Automatic Learning

One of the areas I am most excited about over the next few years is the intersection of artificial intelligence and the ability to apply machine learning and other higher level algorithms to create more personalized experiences. For Voice based UI it is important to understand how sessions can persist over time.

Screenshot 2016-06-15 07.12.22

Obtain one piece of information at a time – Users may not always give all of the information required in a single step. Ask for missing information step by step and focus on a progressive profiling strategy vs. lead capture.

Develop for Time Lapse – It is possible to create skills that allow for sessions to persist with end users. This can be hours or days. This can allow more data to be collected across sessions.

Personalize Over Time – As sessions persist and users interact with skills it is possible to further personalize the experience over time based on previous interactions.

4) Proactive Explanation

With traditional visual design a user can open a web page or a mobile app and the information design shows you what to do. With voice you don’t have a page so having the ability to clearly articulate definitive choices in addition to providing proactive explanations such as tutorials or help are critically important to reduce user frustration.

keep-calm-and-be-proactive-57

Offer help for Complex Skills – If a skill does more than three functions, it is important to not overload a single prompt to the user. Present the most important information first, along with the option of a help session.

Make sure users know they are in the right place – In speech only interactions, users do not have the benefit of visuals to orient themselves. Using “landmarks” tells users that Alexa heard them correctly, orients them in the interaction and helps to instill trust.

Use Re-Promptiong to Provide Guidance – Offer a re-prompt if an error is triggered. This should include guidance on next steps

Offer a way out if the user gets stuck – Add instructions into the help session. “ You can also stop, if you’re done”.

Don’t blame the user – Errors will happen. Do not place blame on the user when errors happen.

5) Natural Dialog

Research shows that people are “voice activated” and we respond to voice technologies as we respond to actual people. This makes the crafting of voice based narratives incredibly important as the dialog needs to be natural, consumable and written for the ear not the eye. Here are a few key points to consider for enhancing natural dialog within a skill.

Japan Emotional Robot

Present information in consumable pieces – Humans only retain a small amount of information that they hear, only present what is absolutely required in order to keep the interaction as short as possible.

Longer lists need to be broken out into three to five items and ask the user if they want to continue after presented with each chunk.

Write for the Ear, not the Eye – The prompts written for voice-forward experiences will be heard, not read, so it’s important to write them for spoken conversation. Pay attention to punctuation.

Avoid Technical & Legal Jargon – Be honest with the user, but don’t use technical jargon that the user won’t understand or that does not sound natural. Add legal disclaimers to the Alexa app for users to read and process.

Rely on the text, not stress and intonation – Use words to effectively convey information. It is not possible to control the stress and intonation of the speech. You can add breaks but cannot change elements such as pitch, range, rate, duration and volume.

Clarify Specialized Abbreviations and Symbols – If an abbreviation such as a phone number or chemical compound is somewhat specialized, ensure to test the text-to-speech conversion to see if additional steps need to be made.

One final takeaway RE: the Alexa voice based system is the proximity to transaction and list creation via Amazon’s core services. This combined with 6 years of development tied to Alexa Voice Services and the rising partner ecosystem are all signals towards the convergence of connection, cognition and immersion.

Follow Tom Edwards @BlackFin360

Disruption is the New Normal

I recently had the pleasure to speak at Success North Dallas discussing the topic of DISRUPTION is The New Normal. This hour long discussion looked at the past, present and future of emerging technology and how to apply the trends of today to the business models of the future.

Screenshot 2016-08-29 09.38.48

The past looked at key milestones from the launch of the iPhone to the rise of visual storytelling.

Screenshot 2016-08-29 09.48.07

The present looks at how aligning events + context into moments matters, how co-creation is the new normal and the rise of conversational experiences.

Screenshot 2016-08-29 09.48.19

The future looks at the role cognitive computing, immersive experiences and cars as the next mobile platform will play as we look to connect the present to the future.

Screenshot 2016-08-29 09.48.40

It was a highly interactive and energetic crowd!

Success North Dallas

Follow Tom Edwards @BlackFin360

iMedia Agency Summit 2016

I recently had the privilege to serve on the iMedia Agency Summit advisory board as well as speak during one of the master track sessions.

iMedia Advisory Board

I moderated the panel master track discussion focused on “the new world of content marketing“. The discussion focused on what constitutes content. This included perspective from a content purist stating that only deliberate, publisher centric content is truly content and not formats like TV spots. The other perspective was that everything is content. The audience was split 50/50 which was surprising.

Tom Edwards iMedia 2016 4

Next we discussed approaches to creating consumer centric content that connects. Approaches included the use of micro-segments to align contextual content and I discussed the use of data + creative as well as the content continuum of branded, co-created, integrated and user created content.

Finally we discussed current and future form factors to consider such as conversational and immersive user experiences.

Follow Tom Edwards @BlackFin360

2016 Header

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.

img_3875

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.

img_3879

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.

Photo Apr 12, 10 31 16 AM

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

2016 Header

Thriving Through Digital Disruption

I had the pleasure of speaking during today’s Brand Activation Summit in NYC. I joined an esteemed panel that was comprised of a CEO, CMO and I (CDO) to discuss thriving in the age of digital disruption.

Screenshot 2016-04-07 10.18.59

My topics ranged from the role of the Chief Digital Officer to vertical specific discussions tied to the future of digital. Over the course of an hour I discussed many topics that I have recently written or spoken publicly on including:

It was a great discussion and a highly engaged audience.

BAS16 Tom Edwards

Follow Tom Edwards @BlackFin360

2016 Header

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.

Screenshot 2016-04-05 09.30.18

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.

Tom Edwards McDonalds
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.

CES Marxent

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.

Photo Jan 07, 9 55 57 AM

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.

facebook-vr

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.

Photo Feb 22, 9 06 17 AM (1)

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.

Screenshot 2016-04-05 09.40.36

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.

Follow Tom Edwards @BlackFin360

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.

Screenshot 2016-03-14 10.43.32

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.

Tom Edwards McDonalds

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.

Tom Edwards Samsung-tweet

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.

marketing-in-messaging

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.

Jibo

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.

dark-social

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.

Sony-N

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.

Follow Tom Edwards @BlackFin360

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.

GrumpyCat BlackFin360

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

Screenshot 2016-03-04 16.08.42

3. Virtual Reality

Screenshot 2016-03-04 16.09.55

4. Dark Social

Dark Social

5. Connected Everything

Screenshot 2016-03-04 16.15.18

Feel free to Download and enjoy the guide!

Follow Tom Edwards @BlackFin360

2016 Header

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.

Photo Feb 22, 8 33 45 AM

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.

Screenshot 2016-03-01 11.54.27

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.

Screenshot 2016-03-01 11.54.50

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.

Screenshot 2016-03-01 11.55.14

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.

Screenshot 2016-03-01 11.55.32

Here is the full slideshare deck:

Follow Tom Edwards @BlackFin360

2016 Header