1. TheTrendWatch #14
1 TheTrendWatch #14 by Fullsix Group - No reproduction without authorizations

2. 2 TheTrendWatch #14 by Fullsix Group - No reproduction without authorizations

3. Being digital
vs.
Doing digital
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4. 35 billion devices
connected to the internet...
yet only 6.8 billion inhabitants!
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5. People evolved
from doing...
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6. ...to being digital!
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7. They have better tools to connect…
The new Open Graph
http://youtu.be/q3b94kFBah8
Timeline
http://youtu.be/hzPEPfJHfKU
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8. ...and share more everyday
Visit live: http://goo.gl/sNo3U
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9. With a massive impact on the economy
and our lives
Socialnomics3 by Erik Qualman
http://youtu.be/fpMZbT1tx2o
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10. Omniscience Influence
Ubiquity
Being digital gives superpowers…
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11. …that drives addiction
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12. What about brands?
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13. Big change!
DOING BEING
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14. Communication strategy Conversation planning
Consumer Relationship Management
Big change! Vendor Relationship Management
Reach: Impression Engagement: Expression
Content Context
Sticky Spreadable
Integrated campaign Brand attitude
Advertising
Competition
DOING BEING Service
Self improvement
Planing Experimenting
Marketing and Communication teams Everybody's job
Hiring Training
Brand markets to consumers (top-down) Brand advocates market to friends (peer to peer)
Interactivity (if any) predefined Participation
Unified consumer experience Diversified experience
Target is individual users Develop social networks
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15. Brian Solis
http://goo.gl/dLcOs
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16. Being Digital =
A new biorhythm.
Faster, more flexible, based as
much on the life of the ecosystem
as on brand objectives.
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17. 17 TheTrendWatch #14 by Fullsix Group - No reproduction without authorizations

18. GUCCI Followers: 5,051
BURBERRY Followers: 87,901
GENERAL ELECTRIC Followers: 15,501
MTV Followers: 10,4347
REDBULL Followers: 60,028
STARBUCKS Followers: 92,916
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19. Ford "test account" on Google+
http://goo.gl/9uoOI
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20. Kia Soul Party Rock Anthem at the MTV VMA's
http://youtu.be/4zJWA3Vo6TU
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21. Google + FoxNews Debate
http://goo.gl/lZhGW
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22. Ford + Spotify SYNC AppLink will be
available in 10 models (of Ford vehicles)
beginning in 2012, including Ford
Fusion, the Fusion Hybrid, Mustang,
Shelby, Fiesta, F-150, and more.
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23. BEP 360 app
http://goo.gl/3uJQP
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24. Google Wallet
http://goo.gl/BGMym
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25. 25 TheTrendWatch #14 by Fullsix Group - No reproduction without authorizations

26. Being Digital =
Build on Data.
5 exabytes of data are created
every two days. That's a lot of
opportunities.
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27. http://goo.gl/IGYnr
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28. The HipHop Word Count Project
http://youtu.be/uIVWd_d9zXI
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29. Bing "Indoor" Maps
http://youtu.be/mr6SMsoaX2s
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30. Being Digital =
Embedded reality.
People don't make a
distinction anymore.
Why would you?
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31. Tweet Land Game
http://goo.gl/plXRo
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32. Entourage & Tequilla AVION
http://goo.gl/6elYV
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33. Nike Ice Cream Truck
http://youtu.be/EgPYBYuJcLU
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35. ESPN Human Twitter at the Xgames
http://goo.gl/V0m5Q
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36. Living Social Taxi
http://youtu.be/xaVNFJ5lcbE
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37. Heineken "the invite" opener
http://youtu.be/z5MV0WkgvkQ
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38. Being Digital =
Embrace creativity.
You are either a creator
or a follower.
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39. RedBull The Art of flight
http://youtu.be/t4CUNVYxxZM
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40. Budweiser Poolball
http://youtu.be/zLZUMNR_okc
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41. Goldilocks
http://goo.gl/1L4c
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42. Kenny Powers - K-Swiss CEO
http://youtu.be/XI_9Yxr0blo
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43. AT&T and blink-182's Up All Night Fan Montage
http://youtu.be/eabtzkY_jNs
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44. Beck's Green Box Project
http://goo.gl/DmnL4
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45. The Fearless Project / COMMON
http://youtu.be/3sAZSNavbII
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46. Being Digital =
Unleash game dynamics.
Build your brand experience
on people's "Primal
Response Patterns".
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47. Primal Response Patterns
Self
Reward Status Achievement Competition Altruism
Expression
Game Dynamics
Points ✔ ✔ ✔ ✔ ✔
Levels ✔ ✔ ✔
Challenges ✔ ✔ ✔ ✔ ✔ ✔
Virtual Goods ✔ ✔ ✔ ✔ ✔
Leader Boards ✔ ✔ ✔ ✔
Gifting &
Charity ✔ ✔ ✔ ✔
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48. Lady Gaga Farmville album release
http://youtu.be/aqVUmnPLnBA
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49. Situationist App By Benrik
http://goo.gl/64H4b
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50. Concerta B-toB
"Choose Your Own Adventure"
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51. Angry Bird Tmobile
http://youtu.be/jzIBZQkj6SY
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52. Fold It against AIDS
http://goo.gl/9Hlq
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53. Being Digital =
Deep relationships.
We live in the era of real
one-to-one relationship
marketing.
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54. Digital is not a channel
Social media is not a media
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55. Gary Vaynerchuk on Social Media ROI
http://youtu.be/r5yGJ-1d2l4
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56. The House Of Vans
http://youtu.be/E3bCkVO1qEI
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57. Howard Schultz, Chief Executive Officer, Starbucks Coffee
http://goo.gl/pYdmj
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58. OnStar by General Motors
http://goo.gl/D0SKe
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59. Domino's Pizza - Raising The Bar
http://youtu.be/W5Q2Y2ZQ-4Y
59 TheTrendWatch #14 by Fullsix Group - No reproduction without authorizations

60. ECKO "branded for life" promotion
http://goo.gl/HfoH0
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61. Being Digital =
Human enhancement.
Digital may be the next step
of human evolution...
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62. 70/20/10 rule: "Managing Innovation"
The 70/20/10 Model is a business resource
management model pioneered by Eric E.
Schmidt and articulated about Google in 2005.
This model dictates that, to cultivate innovation,
employees should utilize their time in the
following ratio:
70% of time should be dedicated to core
business tasks.
20% of time should be dedicated to
projects related to the core business.
10% of time should be dedicated to
projects unrelated to the core business.
Google
http://goo.gl/XoGux
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63. Metawatch: http://goo.gl/8XSHb
I'm Watch: http://goo.gl/Qg0lX
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64. Google Self Driving Car
http://youtu.be/X0I5DHOETFE
64 TheTrendWatch #14 by Fullsix Group - No reproduction without authorizations

65. Mattel 'Mind Flex' Game
http://goo.gl/fwy1
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66. Eyeborg Project
http://goo.gl/l5CQ
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67. 67 TheTrendWatch #14 by Fullsix Group - No reproduction without authorizations

68. Thank You!
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