The INevitable – Impact of technology

Whether we like it or not, the impact of technology on our life is inevitable. We have shaped digital technology this way that this techology is now shaping our life!

In this presentation, my focus is mainly on the following elements:

  • the impact of technology on the way we behave;
  • the impact of technology on our brain and attention span;
  • how technology is becoming more cognitive (and smart);
    the more we use technology, the smarter it gets!
  • The internet of experience; Virtuality becomes the new normal

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5 days – 25 sessions – 1 party – over 100 pictures! This was #SxSw Interactive 2016

South by (as locals call it) is by far the biggest and best showcase of what the interactive future holds.  Although I came prepared (check my post from a week ago), I was still struggling with the seize of SxSw. The amount of quality that is an offer makes it hard as a single participant to make the best out of it.
I choose not to take specific tracks, but cherrypick out of topics that are of interest to me: VR/AR, entrepreneurship, behaviour(ial design), digital …. As you see a wide range of interest fields!

My strategy paid of partially, I only a wasn’t allowed in once because I was to late to cue (optimistic travel time between venues, you know…uhu!), and I got in on all of my chosen session. Out of 23 only 2 failed to meet my expectations, the others were all positively experienced. This means I got al least on take-away out of it (yes, I have low standards, but if you combine 23 take-aways you have dynamite!).
More than previous editions I focussed also on the additional entertainment from sponsors, brands, …. which popped-up at the venues or in town.  Most of the time this was quite rewarding (with free goodies, drinks and foor!), so that’s a keeper!  Sometimes it was hard to get in, and the cues had astonishing wait-times. So again picking the right moment was crucial…I really cued only once to get into the Google Viber Experience (party), which was worth the wait….and got me connected with some really nice local Austinites (as locals call themselves).
Being by myself was sometimes advantageous but I mist a sparring parting at diner to discus what we saw, and with 2 (or more) you can off-course cover more ground….but hey we’re on a budget (aren’t we all?)

Did I mention parties? Read more ›

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Connected moments enhance consumer experience #sxsw2016

Brian Wong, a Asian Canadian guy, took the stage looking like a 12 year old, but telling a story as a true full-grown (visionary?) CEO from KIIP. With KIIP he really wants to change advertising as we know it (especially on mobile). The idea behind KIIP is to turn intrusive, disturbing and annoying advertising into moments that enhance the customer experience. Really easy, a brand (advertising or commercial) only enters the game as it fits the context of that moment.  At that moment you create a currency for high engagement between the consumer and the brand.

Schermafbeelding 2016-03-12 om 06.53.05

At first the trigger was transactional, whenever a customer shows behaviour he gets rewarded. Rewards don’t define behaviour, behaviour should define rewards. And thanks  to our connected world, detecting those moments became easy. But to do so, you need to rebuild your marketing premisses!

7 ways to do so! Read more ›

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Ready, set, go! How to survive #SxSw – 5 tips!

It is that time of the year again, where the entrepreneurial world meets up with the digital world in Austin (Texas) for South by SouthWest interactive (SxSw Interactive). It’s my second time into Austin for the interactive part, after a very pleased visit at the V2V edition of SxSw in Las Vegas in 2014.

I’m ready for 5 inspiring days, and more I came prepared!

Let me give 5 tips to prepare for and survive your SxSw – edition.

  1. Read the program ahead – My mistake last time, but I did not read the program ahead. So when I arrived I was overwelmed with the huge amount of sessions, wokshops, panels SxSw has to offer. This time I started reading the  program a few weeks ahead and mark all sessions that where of interest for me. Don’t be afraid to be selective, even than you’ll have a plenty to choose from! This way I got familiar with the major topics of this edition. 
  2. Get familiar with the Austin city lay-out – SxSw truly takes over most of the downtown area of Austin. But like most American cities, this is not a small city and the festival uses over 10 different locations. So knowing where venues are located will help you to use your (limited) time efficient. Keep in mind travel time!
  3. Be prepared to cue – although the program is huge and (most) venues are big, so is the attenting crowd. If you realy want to attend a specific session, cue upfront to make shure that you can enter. Rooms close when they are full! Don’t be just in time….you might not get in
  4. Think about transportation – you probably didn’t book a hotel downtown (neither did I). Know that you need to travel back and forth from your hotel. I bought vouchers ahead to make shure that I get downtown on time…..and get back in the hotel at night!
  5. Enjoy the atmosphere – although SxSw might look overwelming, it is a realy relax atmosphere where you can meet up with a lot of cool people, get inspired with new ideas, …. but this will only happen if you enjoy it, don’t stress over a missed sessions due to a long cue, underestimad traveltime between venues, …. just pick another sessions and be surprised!

Let’s meet up and share the experience! It’s gonna be fun!

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Why knowing your digital stage matters! 5 Simple quetions.

It only took 50 years for internetaccess to become a fundamental human right!  They way internet, and by extention, digital has transformed business is enormous.  With the rise of the commercial internet in the 90-ies, companies were the first to jump the internet train.
In the (web) 1.0 era – the internet era – companies devolleped websites to connect with their customer. At least that was what they tought….what they realy did was, put out a digital leaflet of their company.  Less or no interaction was implemented…although looks changed, most websites are still stuck in this model.
When social media took the stand in 2005, this changed!  Companies had the opportunity to connect with their customers more directly – (web) 2.0-era.  At first, companies struggled with the direct interaction of their customers. As years passed on more companies are experimenting with the use of social or direct media channels to service their customers (needs).
Mobile – (web) 4.0-era – devices triggered this interaction even more and empowered customers to connect in real-time and collaborate on a scale as never (seen) before.
In the meantime digital technology evolved even more and enabled machines to start communicating with other machines in a more autonomous way – (web) 3.0.

What’s next? Singularity? … We’ll see.

If your brand wants to enter the digital era of the next phase, it might be important to detect which digital stage your brand is in.

Five easy questions to answer and check which stage your brand is in.

  1. Are other digital devices helping you in the proces of communication with your customer? (in an autonomous way)
    No, than you did not enter the 3.0 era yet.
  2. Does your brand use any other digital (mobile f.i.) communication channel?
    No, than you have not entered the 4.0 era yet.
  3. Do you interact with your customer (in real-time)?
    No, than you have not entered the 2.0 era yet.
  4. Does my website offer more than just information (or a-synchronous communication)?
    No, than you’re probably in the 1.0 internet era.
    You can asked yourself the next question: Can I improve my customer service by interacting in real-time?
  5. Do you have a website?
    No, than you probably have not entered the digital era yet.
    You can asked yourself the next question: Is it still relevant for me to start with a website?

In which stage are you taking your brand next?

For more in dept reading on the digital stages you can always check my page Web 1.0, 2.0, 3.0, 4.0, … A birds eye on a defenition.

Image credit (and further reading):

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Building brands with digital in the core (2) – Your customer is taking over!

A second shift in the digital world is the changed customer relationship. Before the world became digital, brands were forced to use media, communication and organization based on a push model. In the digital world your customer is taking over, and the model is changed into a pull model.
A lot of organizational and communication elements of your customer journey are outsourced to the customer. It all started with the first stage of digitalization in the nineties, web 1.0, when your customer could get (better?) informed before he entered the marketing funnel. In the second stage he’s getting influenced by peers and other users of your brand via social media and the participating web (web 2.0 ). In the next stage organization is pushed forward to customer, the customer is put in charge of different parts of the customer journey (and he doesn’t mind!)
Besides customer centric it’s also cost efficient. A self-service model tends to be 8 times cheaper than a full service model.

Case – Brussels Airlines
Airlines, like Brussels Airlines f.i., give the customer full control of their travel journey. It’s starts with the online ticket purchase, followed by the online check-in. You add your boarding card to your phone, and even check your luggage in by yourself (self bagage drop-off). It’s a true self service model. The customer doesn’t mind being in charge when the service (or product) is as frictionless as possible. He’s experiencing your brand when- and however he wants it!  I just love being in control!
In cases like this your customer in not depending on opening hours of a travel agency, the cue at the check-in counter or bagage drop-off, seat selection, …true customer centricity.
Read more ›

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Posted in Flat Business

Building brands with digital in the core! (1) – Influence

Today, brands face a huge challenge! Sticking out! Back in the days (and those days are not so long ago 10 to 15 years) a good product would sell by itself. With the support of traditional media channels (TV, Radio, Newspapers and Mail) you would create awareness regarding your astonishing product and attract your customer into the traditional marketing funnel (awareness, interest, desire & action).
Today your product (and brand) face a different challenge.  Changed media usage, and a huge overflow of information makes it hard for a brand to stick out or get noticed.

Your customer forces your brand to be rebuild with digital in the core. Digital will enable your brand to reach it’s customers (again) and get your (brand) purpose across. 

To understand how digital (social) media you need to understand how the social graph works.
Your customer operates in a social graph in which he get’s influenced regarding he’s commercial behavior.
 The social graph maps every person’s connections to one another and he’s relation to those persons.  An average social graph (of a human being) consists of 4 groups of people (based on family, shared experience and/or life-stage) and holds between 50 to 150 relations.  5 of those relations are ‘strong ties’. These unidirectional  strong ties are people who influence you, and support your commercial behavior.  Most of the time these are like minded people. Therefor your ‘weak ties‘ come in to feed you with (the) new(est) information.  
A brand should focus on how to reach out to those people who are of influence of you.
The old celebrity influence model is out, since they’re not part of an average social graph.  The new influence model focusses on (average) people who are of influence in their netwerk. Home bloggers can be called a good examples of influencers in an average network.  
Average people reflect to them as if it could be themselves, and are therefor influenced.  Your brand could work out small campaigns in support of those home bloggers to get there brand (product) across.  A PR-model approach were you feed bloggers incentives to write about is.
Read more ›

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