Transcriber: Aggeliki Kopsini Reviewer: Chryssa R. Takahashi
I believe that we are the connected generation.
I'm going to spend the next 2 minutes with you to confirm that.
It's some thoughts and some ideas that inspired me
and I hope they're going to inspire you, so let's crack on.
There are 7 billion people on the planet, 50 percent of these, under the age of 30.
They have never known life without the internet.
What is really interesting to me there is 6 billion mobiles.
Out of these 6 billion mobiles, there is 1 billion of them are smartphones.
A billion smartphones.
What's also intriguing, there is 57 percent of people,
rather speak to people digitally than analogue.
So picking up the telephone and calling somebody is cliché.
In fact if you were to call my desk phone in New York city today,
it forwards to a florist in London.
I am one of that 57 percent.
What's also interesting is 48 percent of us,
who have a smartphone have actually bought something.
Intriguing.
What's really intriguing for me, is there are 2 billion people
connected to the internet,
and 70% of those people online like to read blogs.
Interesting.
Things have changed since I grew up in Australia. This is the country I am from.
I grew up in that house in that town.
I am one of ten kids. That's me on the left.
Sweet 17. I'd never been kissed.
What's really interesting, is that at that age,
that was when freedom and independence
and self-expression was positive.
Mini moke indeed, my friend. My first car.
So when I was able to buy a car,
that's when I was able to actually have that freedom of expression.
Today the kids are born connected.
There is something about them, that's sort of ridiculous.
There is a switch they came on and we sort of sometimes wonder
whether we can turn it off. This the world of the doer.
What is really interesting in my mind is that work and leisure
have now blended together to this thing called life.
And it's all the same. And we should enjoy that. No doubt.
How did we get here? We all started in this fragmentation world
of portals, blogs, aggregators and feeds and the rise of the mighty social network.
The social network my friend is not new. It's been around for many years,
but I don't care about the brands, I care about the themes.
These is going to be consistent over the time that we look at social.
Conversation, connectedness, openness, community, conversations, participations.
This is all we care about when it comes to social.
We very quickly move from the information age to the social age.
This is the image of the moment for me. (Laughter)
Seriously.
(Laughter) Indeed.
(Applause)
You've all seen this poster to your social accounts.
This sums up what is going on in social right now.
(Laughter)
I love the bottom one.
I am good at peeing. Awesome.
(Laughter)
Alright. We are just one click away from our personal, most inner thought.
That's the world that we are in today.
This idea of self-publishing, that consumers are now publishers, I love that.
Personal expression is the new form of entertainment.
That's what social really taught us.
What do we do online? We consume and share content.
The ways that you expect it to. We consume a lot of content.
Half the time we share it, half the time we consume it.
That's all we are doing online nowadays.
However, for brands it's been a land grab for likes.
I think likes is a rubbish concept.
Back in the day, before you and I could communicate,
we'd have to confirm my friend request. That was the skin in the game.
Today you can like my shoes, my belt, my pants, my bag
before you like me as a whole.
So we're going to see all these new verbs come out.
So that is going to be in change as well
but who is winning in the liking space?
Well it's food, entertainment and restaurants. Why?
Because they already shop there, they love special deals
and they like to be treated like VIPs.
So they treat them like VIPs. Intriguing.
This is social brand.
The country of Sweden said, "You know what,
if you are proud to be Swedish,
why don't you actually own the Twitter account."
The official country account for a week.
Love it. This is social brilliant.
This is Burberry that said while mountains of people
are following us on twitter over the London fashion week.
Why don't we do something special for them.
So what do they do?
They took photographs of the models and tweeted it out
before the likes of Anna Wintour got to see them.
That's the sort of stuff we are looking for.
Sandy. I mean, I live in New York City. My wife and I were victims of this,
But what we've all seen is the grownup social.
We all rush to the television, the newspapers, the radio.
The lights went out.
We rush to social. Social kept us informed with family, with close friends
and kept the network of social closed. And kept it really unique for us.
Digital behaviors have also changed.
We have been in the game of entertainment and information for a very long time.
The new new is utility, or as I'm calling it, just be useful.
Because if you are useful in a brand
then people actually participate in your brand more often
Please stop calling this thing "the second or third screen."
It's clearly the first screen. Nobody walks in here today with a television.
So it's really important to understand that this is the future way we are going.
This is how you should be interacting with people in my mind.
Right, why? If you are thinking about building an app
and they will come, those days are well over.
It's no longer 2007. Fewer apps are being downloaded,
but people are paying more for them.
That is really important to think about the way you actually express
when it comes to consumers online.
We love location.
We love mobile for 3 reasons.
As marketers we are aware of what they are doing
in a context of what they are doing in it
and we also love the fact there is all this new data.
It is data soaked and there's all sorts of new data
that we don’t even know how we're going to express
and how we are actually going to report that today.
But it's a beautiful environment to think about in the future indeed.
You thought the utopian moment of the last 18 months was going to be
a term called SoLoMo, Social Local Mobile. Well the reality is, it's HoMo.
(Laughter)
I could have a lot more fun with this slide. (Laughter)
68% of your mobile minutes are actually spent in the home.
So we are doing a lot of mobile mobility
in the home with multiple devices. A list bit of this,
we have gone from a lean back to a lean in to a lean back. What is that?
25 years we've been sitting on the sofa
like this, boing boing boing, a remote controlled TV.
Lean in is over the desktop, over the keyboard,
humped over our backs. That's the lean in.
Lean back is we're back on the sofa, still pointing our remote controlled TV.
But now we have a 10 inches something burning a hole on our crotch.
That’s the lean back option I'm talking about.
Alright. Is it important? Yes.
They spend more money than smartphone users.
They spend more money than desktop users.
This category has only been around for couple of years.
They tend to convert higher.
So they actually spent higher value. They love it.
There is something about the 10-inch.
Women rule the world, brothers and sisters, no doubt. (Laughter)
But where way men actually have a higher penetration
than women today is actually on tablet use.
Can I get away with that?
Here is the point. Men are actually on top in terms of mobile spend.
Finally we are on top of something. Rocking. (Laughter)
Here is the deal. When people have a tablet in their hands
they have a higher appreciation.
There is a differentiation in the way they look at value.
So people who now carry a 3-inch device vs. a 10-inch device,
there's a high and different appreciation. That’s very worthy to think about.
Augmented reality. I think it’s the pants.
I think augmented reality is going to be the future,
here is an example of it.
(Music)
Extremely powerful tool.
But if you need more convincing check this out.
(Laughter)
(Video) Ahh! (Laughter) (Applause)
So, awesome. You can see the power of where that's going to go for us.
Band-Aid, in a limited edition Muppets recently
when you wipe over your tablet device, it actually came to life,
and you are able to play around with the muppets
and kids are able to interact directly with their favourite characters.
Toyota recently realized the kids like to be the back seat driver.
So to enable that, Toyota built an app that allowed kids
to drive the contours of the road that their parents were driving,
but in their language. So it's in cartoon.
This is the sort of captions we're about when it comes to mobile.
People discovery. This is interesting.
We sort of think we're tapped out in apps
in terms of checking in and being able to actually find out
where you are digitally.
But there are actually apps now that allow you
to find out people who you identify with,
who now are leaning into locations that you are at.
But that’s not enough.
We want to be able to use that to actually introduce ourselves,
to use it as an icebreaker.
In the real world we wouldn’t call it people discovery,
we'd call it stalking.
But in the reality of digital it seems like something we can utilize.
However, I do think that it's completely overwhelming at the moment.
There's lots of media coming out and social is doing a lot of this.
Television is still hitting us with a lot of context
and then it becomes underwhelming because
we can't find what we are looking for.
Search doesn't do what it used to do.
So I think there is actually too many friends
we're probably following too many people,
we have too many followers. There is too much noise.
With mass confusion out there as consumers
and I think that defriend and unfollow will be a trend.
(Laughter)
But don't be afraid of this.
Because the goodness of this, is the reality is that if you can do that,
attention is the new currency.
It’s not click-through rate but what we want is dwell time.
We want people to pay attention to our brand,
whenever we interact with them.
So that’s the currency that we are looking for in the future.
That currency will be delivered in great story telling.
That story telling is going to come from content of curating.
So these curations of conversations are going to be done
by brand and by great consumers
who can build that story telling.
That’s all we are talking about moving forward
We are going to see ads that are going to be harmonious,
meaning they're going to be very contextual to the environment that you are in.
They are not going to look like ads you see today.
They are going to be very environmental,
which I think will be very beautiful to see.
How is it going to be delivered?
It's going to be delivered through conversations,
not campaigns, not chatter.
That's not the world that we're going to live in.
But brands that are remarkable, reactive and relevant,
are going to win in this game in my mind.
It has to be authentic and it needs to be active
and engagement needs to be really authentic.
That's all we really care about, the consumers.
We are going to see ads that have video,
apps, commerce and social embedded in them.
So stay with me here for a second.
I think the banner ad in the advertising strategy,
that we've been spending millions of dollars on
to get one click away to a destination, is going to change,
because you will be able to embed all of that context inside the ad today.
So instead of going outside in, you will go inside out.
Your message and your interaction will be in the context of people
reading the content and the ad in that context with them.
That's what I am talking about in the future of ads. Awesome.
Our job, as marketers, is to build liquid content
that fills conversations, connections and engagement.
That's our whole utopian moment. OK.
What else is hot. There are some other things that I think are amazing.
We are moving away from the information age, as I said, to the social age.
We are very quickly moving to the context age or interest.
So we are really going to see niche sites blow up,
and we are going to see curated nicheness,
meaning, we want to have better experiences
delivered to us in neat packages
that allow us to feel like we are discovering those
without feeling that we have to go out and collect all of those.
And that’s going to be delivered by niche going mainstream.
That’s sites today blowing up to be big sites
and we are going to see big sites
come back down in that crumble.
So we are going to see mainstream go niche.
That’s the collective universe that I believe we are moving to.
We are going to see the internet of things
or seamless things as I call it, embedded in our day to day life.
Don't think about it as dedicated to screens.
It's going to be offsite devices.
The ability to put my phone against my car and it would open my car doors.
Here is a designer, Richard Nicole
who actually designed a bag that has an iPhone charger in it.
But there is no reason that can't be a Wi-Fi hub.
So the internet of things is not necessarily device driven.
It's going to be mobility driven.
Participation today is limited to text really,
typing and think in the future it’s going to be
video, audio, photos and it's going to happen in real time.
So those of us walking around with a smartphone
can participate in real time. That’s the future participation.
And don’t think about online offline anymore.
In my mind I think we need to think about awake and asleep,
because we are always on. We know that’s the case.
Don't think about social as a place you go.
Think about it as a thing you do.
Just like water and electricity today. It's inactive.
And also I think about three worlds.
It's my world, my private world, my own personal world.
There's our world, which is my social world
and there is the global world, which is their world.
They are the three worlds that I think about the context
of where we are headed. And also if we get it right,
if we don't get it right, it's going to smell like this though.
Amazon affiliates meets Twitter meets Multilevel marketing,
is this whole idea of social commerce.
It will be a friend of a friend of a friend of a friend in social design.
(Laughter)
It’s our job not to screw it up. We have to make it far more authentic.
And also there are three colors, -- I am an old artist --
that make up every paint in the universe.
It's red, it's blue, it's yellow.
With that you can paint whatever you like.
With you my friends, here are the three colors for you:
it's technology, it's content and distribution.
With those three colors you can paint
any digital execution that you want. That’s sort of the rounding of what
I think the universe looks like moving forward.
I saw this cover recently by the New Yorker this year
and it made me realize primarily that although we are a connected generation,
-- Crazy right?-- although we are a connected generation,
I don't necessarily think we are a connection generation.
So I think the next phase we will go to, is using the Internet
to make us more human because all these device and all these digital
somehow makes us feel alone.
So the next generation I think we are going to move to,
is the connection generation.
And thank you so much brothers and sisters for your time.
(Applause)