TheTrendWatch #13 'Give a Shit!'

y u no Give a Shit?
TheTrendWatch#13

1 TheTrendWatch#13 by Fullsix Group Do not distribute or reproduce without authorization

From mass communication
to mass interaction
to mass relation


Mass relation
has no impact
on my business

vs.
Mass relation
has a massive impact
on my business


So... What makes the difference?


Successful businesses genuinely care,
from the bottom of their heart.


#f a il


Content is king…

But context is god!


People want
close relationships
with their brands.
"Businesses will need to look backwards and scale the
caring their grandparents' businesses exhibited towards
their customers or watch their competition pass them by"
says author and $60 million+ of revenue eBusiness
owner Gary Veynerchuk

http://thankyoueconomybook.com


148 millions views for Coca-Cola on in 2010...

Created by coke: 26 millions

Created by consumers: 122 millions
What really matters

is not impressions but expressions


The value of a real relationship?
What a Coca-Cola facebook fan is worth for example…

• 2 time the consumption frequency as a non fan and 10 times the purchase intent

• 7% lift of daily consumption and 10% raise of purchase intent post facebook activity peak

And in general:
• Advocates' share
of wallet is 33% more
consumer than the average

• Advocates have si
gnificantly higher lif
consumers etime value than reg
ular

• 40% of people swit
ched to buying from
it's reputation for gre a competitor because
at customer service of
• 55% cite great serv
ice, not product or pri
reason for recommen ce, as their primary
ding a company
• 66% of people said
that great customer
primary driver for gre service was their
ater spending


Give a Shit? FUUUUUUUU!
If it has a massive impact on business…
Show me examples!!!


As of 2010,
over one million
shoes given!

Tom Shoes is expanding its successful "one for one" concept to other
products. It is also onboard with other brands like Element Skateboards or
Ralph Laurent, proving that sustainable giving is a smart business model.

Worldwide
http://www.toms.com


Gatorade recently created "Mission Control": A war room in the middle of the marketing department of
its Chicago headquarters, to interact in real time with the 24/7 ongoing conversation. By developing
deep engagement, they experience direct positive impact like increasing product education (mostly
video) by 250% …

"We believe what we’re building here is an example of a sandbox of tools and processes we can use
across the organization" says Bonin Bough, director of global social media at PepsiCo

USA
http://youtu.be/InrOvEE2v38


2010 was Starbuck’s best
financial performance in its 40 year history

"One cup. One customer. One partner. One experience at a time.
We had to get back to what mattered most" says Starbucks CEO
Howard D. Schultz

Worldwide
http://www.starbucks.com


234,175 Minis found homes in 2010 - a record year.
Mini is launching the world most advanced "connected car". For the first time you embark
with your entire digital life, and that's a killer way to stand out from the competition.

Asia & USA
http://www.minispace.com/en_us/article/mini-connected/456/?eid=456


Fan base jump
from 400,000 to
981,000 in just
one month…

Over 100k fans
participated.

VitaminWater not only lets facebook users decide what's the next flavor
but incentivizes them based on the success of the product launch!

Worldwide
http://www.facebook.com/vitaminwater


Levis invest advertising money and energy to reconstruct the city of Braddock,
Pennsylvania.

"Disenfranchised youth are sick of seeing ads and stunts on the internet that don’t mean
Revenue up 9%
anything. By being a company that makes things by hand and makes things the right way,
levi’s becomes meaningful" says Tyler Whisnand, Creative Director at Wieden+Kennedy over 2009/2010
USA
http://www.levistrauss.com/blogs/braddock-pa-15104


Levis new system for jeans. They care about the life and the problems of
their target so much that they change their production, and standard.

Wolrdwide
http://us.levi.com/shop/index.jsp?categoryId=4370093


To celebrate 1 millions+ likes on facebook, Heineken
simply likes its consumer back.

Holland
http://www.facebook.com/heineken


Footlocker empowers sneaker addicts to share their knowledge
and add value to the community... while helping them to brag!

USA
http://www.sneakerpedia.com


Creating mass usage by evolving the UI to a point that it gets out of the way, Web-based magazine viewing on a PC
allowing the UX to shine. This is changing not only their market but also
redefining usage behavior & consumption. averages only a few minutes. Titles like GQ
and Vanity Fair are seeing 60 minutes worth
Worldwide
http://www.apple.com/ipad of online browsing via the iPad.

According to Shoppertron,
5.5 times higher e-commerce
conversion rate on iPad vs PC.


Red Bull transform your streets into an art gallery helping
street artist to promote themselves and their culture.

Germany
http://streetartview.com


KLM surprises customers by spreading random little acts of kindness that trigger
a social media butterfly effect and impact the brand’s perception.

Europe
http://surprise.klm.com


L'Oreal partners with Buddy Media to help beauty salons create a professional
facebook page and connect with consumers on a grassroots level.

"If you have 4,200 salons that connect with 300 people each, you then have the
ability to connect with more than a million people" says Buddy Media CEO
Michael Lazerow

USA
http://www.facebook.com/lorealparis


Glaceau immerses the SmartWater brand into the internet
"meme" culture with the Jennifer Aniston Sex Tape

USA
http://knowyourmeme.com
http://www.4chan.org
8 million views
in just two weeks

Tabbed out enhances your in-bar experience. More
control, more fun, more opportunities for the brand to
contact you.

USA
http://www.tabbedout.com


Online conversion rate: 0.5 to 3%
Offline conversion rate: 20 to 95%

Shopkick rewards foot traffic and influences
decisions before the checkout.

USA
http://www.shopkick.com


At SxSW this year, 60 merchants - including Whole Foods,
Starwood Hotels and Stubb’s BBQ - proposed to
Foursquare users "spend $5, save $5"

USA
https://foursquare.com/americanexpress

"You go where your customers are,
and they are on places like Foursquare"
says Edward Gilligan, vice chairman for AmEx.

Converse is opening a community-based recording studio in Brooklyn.
Artists will be able to record there for free, and will have the option to
utilize converse.com and their social media channels to promote their
content, potentially reaching millions.

USA
http://play.converse.com/?p=2809


The winning idea of the Volkswagen "fun
theory" award, was submitted by Kevin
Richardson: "Can we get more people to
obey the speed limit by making it fun to
do?"

Volkswagen together with The Swedish
National Society for Road Safety, actually
made this innovative idea a reality in
Stockholm, Sweden: Hastighets Lotteriet.

Suede
http://www.thefuntheory.com

Volkswagen is now the highest selling eco car in Sweden.
Fun theory exceeded sales target by 50%.


In only 24 hours…

355,000 views,
139 countries connected,
10 minutes of average time spent watching
and 14 minutes average twitter engagement.

Coca-Cola invites Maroon 5 for a 24-hour live session
in studio, recording a song with the fans’ input.

Worldwide
http://www.coca-cola.com/music


After trying the Philips Wake-up Light for
six weeks during the polar winter, 87% of
residents in Longyearbyen agree that
they awake feeling more refreshed, alert
and ready for the day. The trial is the
world’s largest light therapy field
experiment and is part of the Philips Wake
up the Town project.

Arctic
http://www.wakeup.philips.com


To date, nearly 1.5 million people
have "liked" this initiative

American Express helps small businesses struggling with
the recession. Real support, real results, real relationships.

USA
http://www.facebook.com/SmallBusinessSaturday
http://smallbusinesssaturday.com


Instead of taking an annoying offline process and putting
it online, Zocdoc created a service that takes the pain out
of dealing with doctors by putting the user in control.

USA
http://www.zocdoc.com


Since re-designing
its ecommerce experience,
sales have increased 10,000%

Wiltshire Farm Foods find its success in the
deep understanding and specificities of its
users.

UK
http://www.wiltshirefarmfoods.com


When it comes to babies, parents need stuff immediately.
Diapers.com masters immediacy with precision operations
and transparent tracking and updates.

USA Diapers.com have just been bought
http://www.diapers.com
for 540 millions dollars by amazon:
It's the new standard of digital business.


Giftee is an online service that lets users send
small “thank you” real-world gifts via Twitter.

Japan
http://giftee.co


People want to connect through any screen, so Skype launches its TV service. It continues
to grow by answering people’s expectations and through constant quality control.

Worldwide
http://shop.skype.com/skype-for-tv


P1 is a genuine, un-compromised community about luxury
and one of China’s biggest online success stories. Made
by people consuming luxury, for the people consuming
luxury.

China
http://p1.cn

In less than 2 years, over 1 million affluent members
who spend 5X more than all other social classes combined.


Mico Communities are creating filters to help people
prioritize according to their individual tastes, friends...

Worldwide
http://belugapods.com
http://www.path.com
http://www.color.com
http://www.talkboxapp.com


iAD, is taking mobile advertising to the next
level delivering service, information, help…

Worldwide
http://advertising.apple.com


Ballantine's takes the open source concept and applies it to music,
creating the perfect social object for a social brand.

Spain
http://www.elplanb.tv


If you’re going to interrupt people’s surfing experience, be disruptive and create value like UNIQLO!

The banners are actually blog badges or widgets, that work like instant-win lottery tickets. Clicking the
‘switch’ turned the images on any site - including other retail sites - into Uniqlo instant win tickets, with
losing tickets remaining as banner ads.

Japan
http://www.uniqlo.com

The campaign ultimately generated almost 3 Million clicks,
and a retail sales increase of 120%


Mobile that helps you develop a deeper relationship? **dialing the “brand name”
is simpler and as fast as a QRcode, no technology required, works with any
media…

USA
http://www.zoove.com


Rather than create a traditional ad campaign, Metro stood up for freedom of speech and
devised a way for people to speak freely without getting into trouble.

Hong Kong
http://www.metrohk.com.hk


Vans branded stories dig deep and go beyond image to
be part of the community and part of the solution.

USA
http://offthewall.tv


PepsiCo10 is as much about challenging our visions of marketing, advertising and communications
as it is about showing dedication to the emerging technology space and supporting new thinking.

USA, EUROPE, ASIA
http://www.pepsico10.com


Amazon bought Zappos for over $1 billion,
because it understands the value of its unique culture.

Why does Zappos offer new employees $3000 to quit?
Because it wants it’s employees to give a shit!

USA
http://www.zappos.com


In the era of human communications,
customers want you to give a shit!

This means going beyond changing advertising:
This means embracing a top-down, inside-out
and bottom-up commitment to genuinely caring…

Are you ready?


Thanks!
facebook.com/TheTrendWatch

@TheTrendWatch

youtube.com/TheTrendWatch


TheTrendWatch #13 'Give a Shit!'

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TheTrendWatch #13 'Give a Shit!'