REX Executive Roundtables IHRSA Keynote

I recently had the privilege to deliver the Evolution of Experience keynote for the REX Executive Roundtable group at the San Diego Zoo. This was a lead-up event to recent IHRSA 2018 conference.

For this event, I tailored the Evolution of Experience, E^3 talk tied to  EmpowerExponential and Enhance to bring examples relevant for the evolution of experience in the fitness industry.

Here is the full 45-minute keynote.

Empower is looking at how accessibility to mobile technology has led to consumers being empowered to create, amplify and influence across generations.

Exponential is all about acceleration through intelligent systems. This looks at the rise of virtual assistants and the ability to predict consumer needs and ultimately become a proxy for the individual that will forever alter the path to purchase.

Enhanced is all about the bridging of physical and digital and how immersive computing, AR, VR, computer vision will make the user’s camera intelligent and forever changing the retail experience.

The talk ends with an explanation of how we will evolve from a mobile-centric world to the new normal of voice, vision and touch experiences powered by AI including a date when it will all converge.

It was a great crowd and I really enjoyed the hour with such a highly engaged and interactive group.

If you are interested in having Tom speak at your event please contact here.

Tom Edwards Speaker Bio

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In The News: Adweek & SXSW 2018

I was recently asked by Adweek to provide thoughts around SXSW and whether it is still worthwhile for brands to activate there.

Here are my full responses and the first was used in the article.

1. Do you think SXSW is still a valuable place for brands, marketers to be? Why or why not?

I have been a regular at SXSW over the years and I gain a unique perspective each time around. What I find valuable is that unlike other shows, SXSW is really about consumer-centric experiences. CES is about the technology, Mobile World Congress is about the upcoming infrastructure and hardware, but SXSW is truly set apart by the branded experiences.

2. What about agencies?

For agencies in attendance, it depends on the goal of the show. For my innovation team and I, it’s about the analysis of tech trends and experiences that may further validate our positioning on the topic. It’s also still a valuable experience as clients, media and industry associates all converge on Austin and it’s great to accomplish so much in such a short amount of time.

Here’s last years SXSW 2017 Trend Recap Video

3. What are some things brands should keep in mind when creating activations at SXSW?

Activations have evolved over the past few years. What was once about getting attention through over the top activations has shifted to providing utility and making the conference experience better. From Chevy’s ride sharing to Mophie & Samsungs battery activations, what stands out is creating some type of value for me as a conference goer vs. just trying to get my attention. Let me seek you out.

 

4. How do you cut through all the clutter and stand out?

Cutting through starts well before you ever step foot in Austin. Communicate with a clear value proposition, or something of interest ahead of the show, then while there provide a space to recharge, offer something of value, that can be through off conference events, utility such as ride shares and batteries and most importantly is to follow up post-event with either a recap, captured content or key takeaways.

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Epsilon Agency & TripleClix eSports eBook

Tom Edwards, Ad Age Marketing Technology Trailblazer and Chief Digital Officer, Agency @ Epsilon previews an eSports eBook collaboration between Epsilon Agency & TripleClix.

eSports is “athletics of the mind” and it’s popularity is skyrocketing past traditional sports leagues. It’s a way for younger millennials & gen Z to compete and to create and share experiences and it’s shifting entertainment and lifestyle behaviors dramatically.

This eBook provides insight into 5 use cases for brand marketers to build an eSports strategy beyond simple sponsorship. We also highlight Epsilon Agency’s proprietary data assets that map psychographic insights through machine learning tied to various segments of gamers to uncover key personality markers.

We  preview how this information can highlight lifestyle and affinity connections with gaming audiences for brand marketers through an eSports brand index that allows for seamless connections between brands and gamers with eSports playing a key role in binding the two.

Download the eBook here.

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68 Top Trends So Far in 2017

Over the past six months, my team and I have evaluated the top emerging technology trends that will fundamentally reshape how marketers will connect with consumers.

Here is a brief preview:

The full analysis includes 68 trends categorized by our trend framework of Empower, Enhance, Feel & Ambient Computing. This will replace our original framework of Connection, Cognition & Immersion.

Empower to create content, engage and connect through new interfaces and touchpoints.

Enhance your daily life activities and responsibilities through intelligent systems and proxy’s.

Feel emotional experiences like pleasure and excitement delivered through immersive computing.

Ambient computing is the alignment of all three behavioral drivers.

Download the 2017 Midyear Trend Deck Today!

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Apple WWDC 2017 Full Recap

When I think of Apple, 3 things come to mind: Industrial design of it’s hardware, interoperability across products, and of course millions of apps. After WWDC 2017, I need to add artificial intelligence (AI) enabled experiences, device level privacy and a new focus on augmented reality.

Here is the Full Recap:

AI was a the key theme of WWDC (mentioned 20 times in 2.5 hours). Apple highlighted how both machine learning and deep learning are now integrated across multiple products. From Apple Watch, Siri, facial recognition in photos and even hand written notes in iOS11. AI integrated experiences were one of the more important areas discussed during WWDC. 

WWDC also saw a new hardware launch in the form of the HomePod. HomePod is Apple’s entry into the Smart speaker market. While Siri is integrated into the device it’s to be determined the role it can play for brand marketers as the skills and actions we have begun to depend on in other product ecosystems was surprising absent.

Apple is also investing heavily into enabling augmented reality experiences through hardware and software. With the launch of ARKit, their strategy is to empower the millions of developers to take their AR building blocks and create immersive experiences that are closely mapped to the real world via world tracking for both 2D and 3D elements.

Apple is building a foundation for the future built on device level privacy, artificial intelligence, augmented reality and multimodal computing through evolving Siri beyond handsets into cars and the home with Homepod.

Here is a quick reaction video following the WWDC Keynote.

Follow Tom Edwards @BlackFin360 ,Ian Beacraft @IanBCraft , Steve Harries @Steve_Harries22

In The News: Advertising Age Virtual Reality

I recently provided commentary to Advertising Age discussing the potential impact of Facebook shutting down it’s VR studio.

Here is my full commentary:

Facebook shut down its VR studio. What kind of message do you think this sends to marketers, brands?

I take it as a good sign that Facebook is divesting in original content and focusing on external creators. Facebook is betting on the democratization of VR vs. being the originators of content. This holds true to all of their platforms as they are the enablers of the experiences versus the creators of experiences.

Can you explain to our audience why VR isn’t seeing the explosive growth many were predicting two or three years ago?

The barrier to consumption of content through various headsets, and the lack of 360 degree cameras that are readily available to create immersive content, may be why we are not seeing explosive growth. The key for any new technology, especially one like VR is to empower the masses to create their own experiences. This is why we see Facebook shifting towards the camera as the first augmented reality platform, as it’s built on behaviors consumers already engage with.

What do you think we’ll see next from VR?

Democratization of VR is the key to truly unlocking the potential of VR. Once 360 degree cameras are integrated into phones or more readily available we will see acceleration around the creation of VR content. This combined with the rise of more experiences that drive connection, such as Facebook’s VR based Spaces.

Is there an area you feel VR will see growth – near future?

I see more opportunity to redefine how we engage with on demand entertainment and sporting events. Having the ability to control and enhance live sports through contextual hotspots, allowing the consumer to control camera angles, as well as enhanced data to support the experience, such as stats and co-viewing with friends, could be a key growth area for VR.

Anything else that you would like to share?

AR will play key roles in the near future. AR will impact our everyday lives and enhance our environments while VR will shift to more immersive, entertainment and connection with friends and family.

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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. 

Follow Tom Edwards @BlackFin360

Advertising Age Marketing Technology Trailblazer

Today Advertising Age announced their 2017 list of top 25 Marketing Technology Trailblazers and I am honored to be included.


Photo by Bradley Taylor, Caprock Studio 

A big thank you to the Epsilon corporate communications team, DGC and Advertising Age judges. I am truly humbled by the inclusion with such a great list of industry innovators.

I am incredibly grateful to my data design strategy and innovation teams. From research, planning, data design, digital strategy, digital experience delivery, social and innovation a huge thank you for all that you do.

I also want to thank Richard McDonald and the Epsilon agency leadership team for your continued support. Richard, it was your vision that sold me on joining Epsilon and its one of the best career decisions I have made.

Tom Edwards AdAge

Finally, a very special thank you to my amazing wife Cherlyn for supporting all the crazy hours and travel for the past 17 years.

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CX Future = Voice + Visual

I have written articles and commented quite a bit about Amazon Alexa and voice based conversational experiences in the media over the past 12 months.

To date there are over 10 million Alexa powered devices in consumer homes and that number is about to increase significantly with Alexa Voice Services integrating in everything from cars such as Ford Sync 3 system to mobile handsets.

Here is an example of Alexa integrated into the Ford Sync 3 system rolling out in various Ford models this fall. 

Regarding Alexa skills, skills are to Alexa like apps are to mobile, when I first met with the Amazon Alexa partner team a year ago there were barely 1,000 skills published. As of today there are over 10,000 with that number continuing to increase.

In addition to skills the shift towards voice based experiences has already begun. In 2014, voice search traffic was negligible. Today it exceeds 10% of all search traffic and virtual assistants exceed 50B voice searches per month.

That number is going to continue to accelerate as it’s projected by 2020 to be over 200 billion searches per month will be done with voice. Quickly voice will be a key horizontal channel and central to a converged user experience.

Screenshot 2017-03-15 21.41.59

What most don’t realize though is that while most experiences today are zero UI/voice only experiences, the next evolution of voice based systems will be voice + paired visual experiences.

This will ultimately be driven by new hardware that integrates screens, but initially will be driven by responsive web experiences that are powered by Alexa and hands free.

Soon virtual assistants such as the Sony XPERIA Agent shown here at MWC 2017 will have integrated screens to enhance voice + visual.

Voice based skills will be able to showcase information visually by aligning the voice intents with visual queues to create a voice controlled experience that is seamless and enhances the experience.

From highlighting dynamic content to video content, an Alexa skill can easily answer a query and showcase solutions that highlight complex solutions or highly visual elements such as what a recipe should actually look like vs. having to visualize it in ones mind.

Visual queues on the page can also enhance what a user can do with Alexa such as highlighting other related intents such as repeat, help, next steps etc… via a responsive web experience.

This is one of the challenges with pure voice experiences as the user doesn’t always know what their options are to to further engage different aspects of a given skill.

Voice + Visual can also enhance long term engagement which is currently the biggest barrier of Alexa experiences. By considering visual + voice content it is feasible to extend into more entertainment mediums that can be controlled and enhanced via voice.

Voice + Visual also has an impact on the type of data that can be gleaned from progressive profiling and opens up new ways to deploy existing content assets into a system based/virtual assistant driven journey.

I have literally seen the future through a first of it’s kind example of voice (Alexa) + visual (Responsive web) and it is mind blowing. I can’t show it publicly yet but it will reframe your approach to voice based strategy.

Will update this post once the 1st voice + paired visual experience skill is published shortly with visuals.

Follow Tom Edwards @BlackFin360

In The News: Campaign Live SXSW 2017

I was recently asked by Campaign Live about my thoughts, reactions and takeaways from SXSW Interactive 2017.

My commentary focused on the shift towards programming vs. experiences at this years event.

Additional Context to the Article Commentary:

2017 may be the year that programming both from an official and 3rd party standpoint was the focal point vs experiences. In previous years you would see major brand installations from the sponsors featuring a mix of products and technology. A lot of traditional SXSW powerhouses such as AT&T, Samsung and Chevy were noticeably absent. 

This year more experiences also featured content tracks. The feel was less amusement park and more like attending TED talks with live demonstrations thrown in. It was an odd feeling as the best word to describe SXSW Interactive this year was subdued. 

SXSW used to be the ideal event to gauge and project consumer behavior-centric tech trends. We saw consumer empowerment and amplification with the launch of Twitter in 2007. We saw the rise of location based engagement with Foursquare in 2009. We saw the rise of live streaming service Meerkat in 2015, and a slew of other disruptive tech over the years. But marketing is quickly shifting from disruptive tech to acceleration through intelligent systems. 

Now It’s less about the latest app fad, and more about how quickly the combination of data, intelligent systems and smart environments are going to fundamentally shift how we interact. This is where SXSW is at a cross-roads moving forward.

Follow Tom Edwards @BlackFin360

The Medium Is the Message

This week Adweek published our quantitative research infographic about consumer behavioral shifts tied to social messaging and the types of experiences they are interested in engaging with in both the print and online edition.

Look for this week’s issue of Adweek. Our research is on page 13.

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With apps like Facebook Messenger, WhatsApp and Snapchat vying with conventional SMS to be the preferred texting method, the line between social media and texting is more blurred than ever. And brands have a real chance to capitalize on this, according to a newly released study by Dallas-based marketing group Epsilon.

“We are on the verge of a transformational moment, as consumer behavior is dictating a shift towards intimacy of sharing content and experiences versus public sharing,” said Epsilon chief digital officer of agency business Tom Edwards. “Messaging apps now boast more active users than social networks, and this shift from social media to social messaging will redefine how we, as marketers, will approach connecting with consumers.”

Medium-is-the-Message

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Tom Edwards BlackFin360

 

The Social Shift Towards Messaging eBook

Today at F8,  Facebook made the formal announcement to beta launch 3rd Party Chat bot support for Facebook Messenger. I have written a few articles on this topic and have consolidated the thinking into an eBook.

Social media—and now social messaging—is a path to understanding and being in a relationship with your customers. Social messaging is poised to become the most direct, direct marketing channel, creating immediate 1:1 conversations with customers.

As consumer behavior shifts toward more intimate forms of communication and away from public sharing, we’re seeing social messaging apps become more popular than networking apps. Social messaging apps are the new lifestyle platforms, where consumers can do everything from booking a vacation or ordering food to checking traffic giving rise to a new form of commerce. 

 

This white paper provides a deep-dive into:

1) Shifting consumer behaviors towards social messaging,

2) The potential impact of these changes driven by chatbots and conversational commerce 

3) Proposed best practices and future considerations.

Download the eBook today!

Social Shift Toward Messaging

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