Brands in the digitally connected world, social media, social technologies, business strategy, and innovation
Update on Feb 2014: Check out our newest report on the "Always-On Consumer" 2014 here: http://www.slideshare.net/vivaldipartners/alwayson-consumer-2014-report-by-vivaldi-partners-group
Swot analysys ed elaborazione di strategia aziendale per il lancio di una linea di gioielli ispirata ad un cartone della Disney, prendendo spunto dalla reale partnership tra questi due Brand che ha portato al lancio della collezione primavera 2015 Principesse Disney.
Critical and in-depth analysis of the brand and its characteristics with particular emphasis on the strategy adopted by the new Artistic Director Alessandro Michele.
Key points:
- Why is Gucci a disruptive brand? (3 main pillars)
- Why is Gucci a luxury brand?
- Analysis of the narrative and of the brand contract;
- Further recommendations.
An overview of the omnichannel strategies adopted by Louis Vuitton. The additional slides are used as a report. Briefly, it analyzes the new trends in the fashion business.
The document summarizes Pandora's jewelry line and target demographics. Pandora offers charms, bracelets, rings, necklaces, chains, watches and earrings priced between $0.50 to $2,750. Their target demographic is women ages 25-40 who have white collar jobs and make $1,500-$3,000 annually. Pandora also offers men's watches priced $700-$1,000 targeting professional men ages 25-40 making $2,000-$3,500 annually. The document then analyzes Pandora's strengths, weaknesses, opportunities, and threats.
e-CRM : le client au cœur de la relation digitaleSoft Computing
Comment définir et mettre en place un projet e-CRM dans un monde hyper connecté ?
Quelles sont les démarches gagnantes et les pièges à éviter pour mettre en œuvre votre stratégie digitale ?
Le projet e-CRM : points d’attention & facteurs clé
Bulgari uses traditional typography and colors along with symbols like serpents to represent mysticism and link to tradition while conveying a sense of natural wildness. These tangible elements, along with intangibles like exotic exclusiveness and references to Mediterranean and ancient cultures, are meant to portray luxury through creativity, sensuality, and a perception of high quality Italian craftsmanship for those with rich elegance and social status.
L’émergence du web a bouleversé le secteur du luxe car Internet a accentué le phénomène de la démocratisation des objets de luxe. Ainsi, on est passé d’un secteur réservé à une élite, contraint par des codes, à un domaine ouvert à toutes les cultures et notamment celles du web 2. 0. Bien que souhaitant conserver leur aura, les maisons de luxe ne peuvent plus se passer d’une présence sur Internet via un site web officiel, ou réservé à la vente, ou encore des pages sur les médias sociaux. Cette concession a pour mérite d’élargir leur clientèle et d’agrandir leur couverture mondiale grâce à la globalisation des échanges. Toutefois, la qualité des sites web et des applications mises en place permettent d’établir un nouveau lien de proximité avec le consommateur et de développer des idées innovantes. Depuis Internet, l’esthétique et l’éthique des marques de luxe ont connu un changement en faveur de l’authenticité et de la sensorialité exacerbée via les nouvelles technologies. Internet a donc tout d’un nouveau terrain de conquête pour les grandes marques prestigieuses.
The emergence of the Web disrupted the luxury area because Internet accentuated the phenomenon of democratization of luxury items. Thus, the luxury field went from, reserved for an élite, strained by codes, to open to every cultures and notably the Web 2.0 culture. Although wishing to maintain their aura, the luxury houses can not do without a presence on the Internet via an official website or reserved to sale, or pages on social networking websites. This concession permits them to broaden their customers and enlarge their global coverage thanks to the globalization of trade. However, the websites quality and the applications set up permit to establish a close link with the consumer and to develop innovative ideas. Since Internet, the aesthetic and ethic of luxury brands have known a change in favor of authenticity and an exacerbated sensoriness via new technologies. So Internet is a whole new land of conquest for the prestigious luxury houses.
Livre blanc : modeles, data et algorithmes, les nouvelles frontieres du numér...Bpifrance
Comment les technologies mathématiques de modélisation, simulation et optimisation révolutionnent l'expérience client, la compétitivité et la croissance des PME
Découvrez ce livre blanc de Bpifrance publié à l'occasion de l'événement "Les PME à l'assaut du Big Data" du 03 novembre 2015.
Pour en savoir plus :
http://www.bpifrance.fr/Vivez-Bpifrance/Agenda/Les-PME-a-l-assaut-du-Big-Data-20406
Leroy Merlin : cas pratiques de communication 360° par Cédric PITIOTLACT
L’ADN de marque de Leroy Merlin repose sur trois piliers :
- le conseil ; dans nos magasins, les commerciaux sont tous formés « maison »
- l’accompagnement ; nous proposons des solutions pour répondre à tous les projets de A à Z
- inspiration liée aux aspects de décoration ; cette activité s’est développée chez Leroy Merlin dans les années 80
Notre objectif : créer une marque à partir de l’enseigne
Leroy Merlin était challenger de Castorama, en mauvaise posture (rachat par le groupe Mulliez).
N’ayant à cette époque pas le droit de faire de la publicité, nous avons choisi le sponsoring ; nous avons ainsi lancé « du côté de chez vous » en nous adressant aux « habitants » qui ont des projets et en les faisant parler, devenant ainsi les pionniers du brand content.
Nous avons acquis un taux de notoriété de 65%. 80% associent le jingle et la marque.
Nos supports se sont diversifiés :
- magazine papier offert aux détenteurs de la carte de fidélité ; ce magazine est lu par toute la famille
- une page Facebook France autour de laquelle se sont fédérés 10 000 fans sans aucune publicité
- des messages sur les Smartphones
- un magazine en ligne
- des guides sur des thématiques
Nous avons bien sûr une convergence entre les supports papier et le digital et un maillage de plus en plus étroit ; nous privilégions le conseil à partir de projets « j’ai le projet de refaire ma salle de bains », la mise en scène avec placement de produits, le « do it yourself » avec des fiches pratiques.
Les réseaux sociaux
Au-delà de la page France, nos 120 magasins ont ouvert 110 pages pour parler de l’actualité de leur magasin. Et ce sont quelque 300 journalistes d’entreprise qui nourrissent ces pages.
Je citerai l’exemple d’un magasin qui n’a pas encore ouvert ses portes et qui a pourtant déjà attiré sur sa page 3 000 fans. Au menu, des vidéos montrant des réalisations en cours de travaux, des idées de rangement, des démonstrations de produits.
Ces réseaux sociaux s’organisent autour :
- de passions, par exemple le jardinage, pour monter en notoriété sur ce thème précis et créer une vraie communauté
- et de problématiques, par exemple « mon premier chez moi » (notre clientèle vieillit) ; nous associons un dessinateur, suivons un couple dans les phases de leur installation…
Nous sommes avec les réseaux sociaux dans un ping pong de communication permanent dont nous tirons parti pour améliorer nos gammes.
Nous avons créé un club de bricoleurs, un forum d’entraide pour partager problèmes et solutions, une boîte à idées géante pour collecter des informations.
Vivaldi Partners Social Currency Study 2010VIVALDI
Social currency refers to the extent to which people share a brand or information about it as part of their everyday social lives. The document discusses how building social currency is now critical for brands due to the rise of social media and how people integrate technologies into their daily lives. It also explains that social currency increases brand engagement, access to information, identity, and permission to interact with customers. Companies must adopt new approaches centered around interaction, collaboration, and co-creation to build social currency effectively and create value in today's digital world.
Social currency is the extent to which people share a brand or information about it socially. The study found that social currency significantly drives brand loyalty and allows brands to command a price premium. While social currency involves six key levers, which levers are most important varies by category and competitive context. Successful brands strive to be an integral part of people's daily lives by enabling them to connect, interact, and benefit through the brand's community of users.
Brands have always been content marketers in a sense, but with the changing digital landscape, content
marketing is more important than ever.
We define content marketing as the organization, creation and distribution of content to better connect with
consumers or potential consumers. Birthed at the intersection of strategy, community and creative, “content” are those assets and experiences that, in aggregate, form the pieces of your brand’s story.
This report outlines the key pillars to content marketing and advises marketers on how they can craft and execute successful content marketing programs.
Digital 2022 Report có những nội dung gì?
Như đã giới thiệu ở trên, Digital 2022 sẽ tập trung vào 4 nội dung chính sau:
- Mức độ và cách thức sử dụng các nền tảng mạng xã hội (Social Media).
- Quảng cáo trên các nền tảng mạng xã hội.
- Quảng cáo trên TikTok.
- Thương mại điện tử.
Social Trends 2022: Báo cáo xu hướng mạng xã hội năm 2022MarketingTrips
Digital communities are thriving on social media, and creators are helping brands connect with these communities. Creators have built large, dedicated followings in niche interest areas. In 2022, smaller brands will partner with creators to tap into their communities, learn about customers, create content efficiently, and build awareness. Creators add value by enriching existing interest groups. Partnering with creators will help brands of all sizes connect to new audiences and gain trust.
The document discusses how the rise of social media, also known as the social web, has empowered consumers and citizens by allowing them to connect and share information online. It argues that engagement with the social web offers businesses competitive advantages if they listen to conversations and participate. It also presents several motivations for companies to develop social media strategies, including new approaches to public relations, brand measurement, market research, and product development.
Sharing Surplus: The Brand is a Social AnimalUwe Lucas
The document discusses the rise of social media and how it has changed the relationship between brands and consumers. It suggests that brands need to focus on sharing surplus, which is the social and economic value consumers get from sharing their experiences with brands. The opportunity for brands is to help consumers collect social rewards from their peers by associating with the brand. However, brands must understand the nature of their relationship with consumers and the type of social capital they can offer in order to develop an effective social media strategy.
The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrou...Havas
1) Over the past 10 years, the document discusses lessons learned about understanding and engaging prosumers, who are influential early technology adopters that can help predict future market trends.
2) It emphasizes the importance of constant innovation, collaboration, and pushing brands forward in new ways to engage consumers and retain market share in a changing environment.
3) One lesson is that the best ideas are those that can be widely and rapidly shared, so marketers must be willing to cede some control and collaborate with partners.
Transient identiti Truth About Social - Georgetown Lecture Part 1IdentitiLab
Transient Identiti is a strategic innovation shop that helps clients rethink their marketing approach through design thinking. They infuse innovation across marketing functions from communications to customer strategy. The document discusses why social media is important for building relationships and understanding customers in the context of their everyday lives. It also outlines challenges brands face in social media like a lack of strategy and understanding, as well as the future of branding through creating narratives, focusing on user experience, and understanding customers' social drives.
Lithium whitepaper: Hey, Tech! Get Serious About Social Customer EnlistmentLithium
Learn about the current state social for tech and why social customer enlistment is a game-changer. Learn how to get social customers to co-create value with you with
gamification—done right. Get sustainable social strategies from Lithium.
The document summarizes key insights from the 2010 Social Commerce Summit. It discusses how social media is shifting control to users and how they experience brands. It outlines five phases of social commerce evolution from experimentation to connecting across channels. It provides advice from speakers on how to facilitate conversations to improve products, leverage influencers, and keep product creators close to users. It also discusses how Millennials and mobile are changing shopping and the importance of experimentation and measuring ROI in social commerce.
Next Generation Social Media: Alignment of Business Processes and Social Inte...Vinay Mummigatti
As enterprises try to catch up with the social media buzz, many companies are starting to realize that it is difficult to define tangible business outcomes around social media investments. Social intelligence and social analytics are new con- cepts which have the potential to help enterprises move beyond basic marketing and define a goal-oriented strategy around social media.
The next wave of social media investments will be in enterprise programs that are designed to facilitate participation in social media interactions, analyzing the data generated and taking real time actions that govern product, marketing, distribu- tion and pricing processes.
The larger ecosystem of any enterprise includes business partners, employees and customers. Each of these constituents plays an important role in processes that govern innovation, customer experience, collaboration, supply chain, talent management and overall business growth. Social media is emerging as the glue that binds these groups and creates tidal waves that can make or break the fu- ture of any company. The only way organizations can ride this wave successfully is to track the social interactions, derive events and patterns that can lead to business process improvements across different functional areas. Another aspect of social media which is internal to an enterprise is in terms of collaborative busi- ness processes where collective knowledge sharing and decision-making is greatly enhanced through social tools.
Certain emerging trends in technology such as the collaboration between social media and mobile technology providers have created a revolution in the adoption rate of social media. The confluence of social media and mobile technologies is creating upheaval not just in competitive dynamics but also across social and po- litical spheres.
The focus of this paper is to enable organizations to define a strategy around Social Media and tie it to measurable outcomes as defined by core processes that are critical to the survival and growth of any enterprise.
The document discusses best practices for brands establishing themselves as publishers in the current media landscape. It finds that one-third of top global brands have created publishing platforms. There are three main types: core branding sites, content marketing hubs, and sponsored destinations. The most successful platforms use a blend of brand and user-generated content, have a strong visual style and editorial mandate, and engage their communities. The document analyzes various brand publishing platforms and rates them on metrics like audience value and brand value. It provides the example of Virgin's data-driven content strategy improving site engagement through personalized storytelling.
SocialTrends2022_Report_en shared by WorldLine Technology.pdfNguyen Viet Long
The document discusses 5 key social media trends for 2022 based on a survey of 18,100 marketers and research. Trend 1 discusses how brands are finally getting community right on social media by partnering with creators to connect with existing interest groups and audiences. Creators have become influential and add value to communities, providing an opportunity for brands. Smaller brands can tap into existing creator communities rather than trying to build their own. The UK brand BiGDUG successfully partnered with home improvement creator Miles Laflin on TikTok, gaining millions of views and new customers.
The What, How and Why in B2B Social Influencer MarketingMOI Global
How is Social Influencer Marketing relevant to B2B?
As with the consumer industry, buyers in B2B follow, listen and trust individuals across social media that have a strong share of voice in their domain of interest. This document takes you through the What, How and Why.
Similar to Vivaldi Partners Social Currency 2012 Brand (20)
How RPA Help in the Transportation and Logistics Industry.pptxSynapseIndia
Revolutionize your transportation processes with our cutting-edge RPA software. Automate repetitive tasks, reduce costs, and enhance efficiency in the logistics sector with our advanced solutions.
Navigating Post-Quantum Blockchain: Resilient Cryptography in Quantum Threatsanupriti
In the rapidly evolving landscape of blockchain technology, the advent of quantum computing poses unprecedented challenges to traditional cryptographic methods. As quantum computing capabilities advance, the vulnerabilities of current cryptographic standards become increasingly apparent.
This presentation, "Navigating Post-Quantum Blockchain: Resilient Cryptography in Quantum Threats," explores the intersection of blockchain technology and quantum computing. It delves into the urgent need for resilient cryptographic solutions that can withstand the computational power of quantum adversaries.
Key topics covered include:
An overview of quantum computing and its implications for blockchain security.
Current cryptographic standards and their vulnerabilities in the face of quantum threats.
Emerging post-quantum cryptographic algorithms and their applicability to blockchain systems.
Case studies and real-world implications of quantum-resistant blockchain implementations.
Strategies for integrating post-quantum cryptography into existing blockchain frameworks.
Join us as we navigate the complexities of securing blockchain networks in a quantum-enabled future. Gain insights into the latest advancements and best practices for safeguarding data integrity and privacy in the era of quantum threats.
Interaction Latency: Square's User-Centric Mobile Performance MetricScyllaDB
Mobile performance metrics often take inspiration from the backend world and measure resource usage (CPU usage, memory usage, etc) and workload durations (how long a piece of code takes to run).
However, mobile apps are used by humans and the app performance directly impacts their experience, so we should primarily track user-centric mobile performance metrics. Following the lead of tech giants, the mobile industry at large is now adopting the tracking of app launch time and smoothness (jank during motion).
At Square, our customers spend most of their time in the app long after it's launched, and they don't scroll much, so app launch time and smoothness aren't critical metrics. What should we track instead?
This talk will introduce you to Interaction Latency, a user-centric mobile performance metric inspired from the Web Vital metric Interaction to Next Paint"" (web.dev/inp). We'll go over why apps need to track this, how to properly implement its tracking (it's tricky!), how to aggregate this metric and what thresholds you should target.
Details of description part II: Describing images in practice - Tech Forum 2024BookNet Canada
This presentation explores the practical application of image description techniques. Familiar guidelines will be demonstrated in practice, and descriptions will be developed “live”! If you have learned a lot about the theory of image description techniques but want to feel more confident putting them into practice, this is the presentation for you. There will be useful, actionable information for everyone, whether you are working with authors, colleagues, alone, or leveraging AI as a collaborator.
Link to presentation recording and transcript: https://bnctechforum.ca/sessions/details-of-description-part-ii-describing-images-in-practice/
Presented by BookNet Canada on June 25, 2024, with support from the Department of Canadian Heritage.
MYIR Product Brochure - A Global Provider of Embedded SOMs & SolutionsLinda Zhang
This brochure gives introduction of MYIR Electronics company and MYIR's products and services.
MYIR Electronics Limited (MYIR for short), established in 2011, is a global provider of embedded System-On-Modules (SOMs) and
comprehensive solutions based on various architectures such as ARM, FPGA, RISC-V, and AI. We cater to customers' needs for large-scale production, offering customized design, industry-specific application solutions, and one-stop OEM services.
MYIR, recognized as a national high-tech enterprise, is also listed among the "Specialized
and Special new" Enterprises in Shenzhen, China. Our core belief is that "Our success stems from our customers' success" and embraces the philosophy
of "Make Your Idea Real, then My Idea Realizing!"
GDG Cloud Southlake #34: Neatsun Ziv: Automating AppsecJames Anderson
The lecture titled "Automating AppSec" delves into the critical challenges associated with manual application security (AppSec) processes and outlines strategic approaches for incorporating automation to enhance efficiency, accuracy, and scalability. The lecture is structured to highlight the inherent difficulties in traditional AppSec practices, emphasizing the labor-intensive triage of issues, the complexity of identifying responsible owners for security flaws, and the challenges of implementing security checks within CI/CD pipelines. Furthermore, it provides actionable insights on automating these processes to not only mitigate these pains but also to enable a more proactive and scalable security posture within development cycles.
The Pains of Manual AppSec:
This section will explore the time-consuming and error-prone nature of manually triaging security issues, including the difficulty of prioritizing vulnerabilities based on their actual risk to the organization. It will also discuss the challenges in determining ownership for remediation tasks, a process often complicated by cross-functional teams and microservices architectures. Additionally, the inefficiencies of manual checks within CI/CD gates will be examined, highlighting how they can delay deployments and introduce security risks.
Automating CI/CD Gates:
Here, the focus shifts to the automation of security within the CI/CD pipelines. The lecture will cover methods to seamlessly integrate security tools that automatically scan for vulnerabilities as part of the build process, thereby ensuring that security is a core component of the development lifecycle. Strategies for configuring automated gates that can block or flag builds based on the severity of detected issues will be discussed, ensuring that only secure code progresses through the pipeline.
Triaging Issues with Automation:
This segment addresses how automation can be leveraged to intelligently triage and prioritize security issues. It will cover technologies and methodologies for automatically assessing the context and potential impact of vulnerabilities, facilitating quicker and more accurate decision-making. The use of automated alerting and reporting mechanisms to ensure the right stakeholders are informed in a timely manner will also be discussed.
Identifying Ownership Automatically:
Automating the process of identifying who owns the responsibility for fixing specific security issues is critical for efficient remediation. This part of the lecture will explore tools and practices for mapping vulnerabilities to code owners, leveraging version control and project management tools.
Three Tips to Scale the Shift Left Program:
Finally, the lecture will offer three practical tips for organizations looking to scale their Shift Left security programs. These will include recommendations on fostering a security culture within development teams, employing DevSecOps principles to integrate security throughout the development
Quantum Communications Q&A with Gemini LLM. These are based on Shannon's Noisy channel Theorem and offers how the classical theory applies to the quantum world.
What Not to Document and Why_ (North Bay Python 2024)Margaret Fero
We’re hopefully all on board with writing documentation for our projects. However, especially with the rise of supply-chain attacks, there are some aspects of our projects that we really shouldn’t document, and should instead remediate as vulnerabilities. If we do document these aspects of a project, it may help someone compromise the project itself or our users. In this talk, you will learn why some aspects of documentation may help attackers more than users, how to recognize those aspects in your own projects, and what to do when you encounter such an issue.
These are slides as presented at North Bay Python 2024, with one minor modification to add the URL of a tweet screenshotted in the presentation.
How Netflix Builds High Performance Applications at Global ScaleScyllaDB
We all want to build applications that are blazingly fast. We also want to scale them to users all over the world. Can the two happen together? Can users in the slowest of environments also get a fast experience? Learn how we do this at Netflix: how we understand every user's needs and preferences and build high performance applications that work for every user, every time.
INDIAN AIR FORCE FIGHTER PLANES LIST.pdfjackson110191
These fighter aircraft have uses outside of traditional combat situations. They are essential in defending India's territorial integrity, averting dangers, and delivering aid to those in need during natural calamities. Additionally, the IAF improves its interoperability and fortifies international military alliances by working together and conducting joint exercises with other air forces.
Are you interested in learning about creating an attractive website? Here it is! Take part in the challenge that will broaden your knowledge about creating cool websites! Don't miss this opportunity, only in "Redesign Challenge"!
Fluttercon 2024: Showing that you care about security - OpenSSF Scorecards fo...Chris Swan
Have you noticed the OpenSSF Scorecard badges on the official Dart and Flutter repos? It's Google's way of showing that they care about security. Practices such as pinning dependencies, branch protection, required reviews, continuous integration tests etc. are measured to provide a score and accompanying badge.
You can do the same for your projects, and this presentation will show you how, with an emphasis on the unique challenges that come up when working with Dart and Flutter.
The session will provide a walkthrough of the steps involved in securing a first repository, and then what it takes to repeat that process across an organization with multiple repos. It will also look at the ongoing maintenance involved once scorecards have been implemented, and how aspects of that maintenance can be better automated to minimize toil.
In this follow-up session on knowledge and prompt engineering, we will explore structured prompting, chain of thought prompting, iterative prompting, prompt optimization, emotional language prompts, and the inclusion of user signals and industry-specific data to enhance LLM performance.
Join EIS Founder & CEO Seth Earley and special guest Nick Usborne, Copywriter, Trainer, and Speaker, as they delve into these methodologies to improve AI-driven knowledge processes for employees and customers alike.
AI_dev Europe 2024 - From OpenAI to Opensource AIRaphaël Semeteys
Navigating Between Commercial Ownership and Collaborative Openness
This presentation explores the evolution of generative AI, highlighting the trajectories of various models such as GPT-4, and examining the dynamics between commercial interests and the ethics of open collaboration. We offer an in-depth analysis of the levels of openness of different language models, assessing various components and aspects, and exploring how the (de)centralization of computing power and technology could shape the future of AI research and development. Additionally, we explore concrete examples like LLaMA and its descendants, as well as other open and collaborative projects, which illustrate the diversity and creativity in the field, while navigating the complex waters of intellectual property and licensing.
Implementations of Fused Deposition Modeling in real worldEmerging Tech
The presentation showcases the diverse real-world applications of Fused Deposition Modeling (FDM) across multiple industries:
1. **Manufacturing**: FDM is utilized in manufacturing for rapid prototyping, creating custom tools and fixtures, and producing functional end-use parts. Companies leverage its cost-effectiveness and flexibility to streamline production processes.
2. **Medical**: In the medical field, FDM is used to create patient-specific anatomical models, surgical guides, and prosthetics. Its ability to produce precise and biocompatible parts supports advancements in personalized healthcare solutions.
3. **Education**: FDM plays a crucial role in education by enabling students to learn about design and engineering through hands-on 3D printing projects. It promotes innovation and practical skill development in STEM disciplines.
4. **Science**: Researchers use FDM to prototype equipment for scientific experiments, build custom laboratory tools, and create models for visualization and testing purposes. It facilitates rapid iteration and customization in scientific endeavors.
5. **Automotive**: Automotive manufacturers employ FDM for prototyping vehicle components, tooling for assembly lines, and customized parts. It speeds up the design validation process and enhances efficiency in automotive engineering.
6. **Consumer Electronics**: FDM is utilized in consumer electronics for designing and prototyping product enclosures, casings, and internal components. It enables rapid iteration and customization to meet evolving consumer demands.
7. **Robotics**: Robotics engineers leverage FDM to prototype robot parts, create lightweight and durable components, and customize robot designs for specific applications. It supports innovation and optimization in robotic systems.
8. **Aerospace**: In aerospace, FDM is used to manufacture lightweight parts, complex geometries, and prototypes of aircraft components. It contributes to cost reduction, faster production cycles, and weight savings in aerospace engineering.
9. **Architecture**: Architects utilize FDM for creating detailed architectural models, prototypes of building components, and intricate designs. It aids in visualizing concepts, testing structural integrity, and communicating design ideas effectively.
Each industry example demonstrates how FDM enhances innovation, accelerates product development, and addresses specific challenges through advanced manufacturing capabilities.
Quality Patents: Patents That Stand the Test of TimeAurora Consulting
Is your patent a vanity piece of paper for your office wall? Or is it a reliable, defendable, assertable, property right? The difference is often quality.
Is your patent simply a transactional cost and a large pile of legal bills for your startup? Or is it a leverageable asset worthy of attracting precious investment dollars, worth its cost in multiples of valuation? The difference is often quality.
Is your patent application only good enough to get through the examination process? Or has it been crafted to stand the tests of time and varied audiences if you later need to assert that document against an infringer, find yourself litigating with it in an Article 3 Court at the hands of a judge and jury, God forbid, end up having to defend its validity at the PTAB, or even needing to use it to block pirated imports at the International Trade Commission? The difference is often quality.
Quality will be our focus for a good chunk of the remainder of this season. What goes into a quality patent, and where possible, how do you get it without breaking the bank?
** Episode Overview **
In this first episode of our quality series, Kristen Hansen and the panel discuss:
⦿ What do we mean when we say patent quality?
⦿ Why is patent quality important?
⦿ How to balance quality and budget
⦿ The importance of searching, continuations, and draftsperson domain expertise
⦿ Very practical tips, tricks, examples, and Kristen’s Musts for drafting quality applications
https://www.aurorapatents.com/patently-strategic-podcast.html
Quality Patents: Patents That Stand the Test of Time
Vivaldi Partners Social Currency 2012 Brand
1. How brands and businesses
can prosper in a digitally
connected world
SOCIAL
CURRENCY
2012
Research Partner: 1
2. Our cover design organizes people in a chain around the globe, illustrating
how social currency is a global concept. The value of social currency lies
in the connections between people, and people to brands and businesses.
The changing tones of the colors symbolize the ebbs and flows of social
behaviors and social processes that drive value for those businesses and brands.
Learn in this report how to build and leverage social currency and profit from it.
2
3. Letter from VPG’s Chief Executive Officer
Erich Joachimsthaler, Ph.D
Vivaldi Partners Group Founder and CEO
What a difference two years can make! When we We believe we are entering a new era of developments
first defined social currency as the degree to which in the evolution of the digital revolution that began
consumers share a brand or information about more than 20 years ago. The proliferation of mobile
a brand with others, little could we have imagined computing devices and the new social technologies
how important social technologies, social media, combine to unleash unimaginable opportunities for
and social networks would become. people to improve their lives.
The research we conducted with consumers in early This alters consumer behaviors forever. Customers
2010 showed that social media can help to drive brand are evermore empowered, enabled, and know how to
equity, realize price premium, and increase loyalty. make use of these technologies to engage or connect
Over the past two years, there have been significant with brands and businesses.
technology changes and widespread adoption of these
technologies by brands and businesses. Marketers In our opinion, an entirely new vision and plan is
have used these developments: required to harness and capitalize the power of these
1) to amplify advertising campaigns technologies. In order to provide senior executives with
2) to create conversations on social channels guidance in this evolving digitally-connected world, we
3) to build communities of influencers to connect conducted several new studies with customers in the
with consumers or customers U.S., Germany, and the U.K. involving over 60 brands
and businesses. We researched several hundred digital
Some successes of these efforts are shown in the and social initiatives.
latest award ceremonies of major industry groups
and case studies of advertising agencies, as reported
by trade press.
But today, it is also clear that using these new
technologies merely for these three purposes more
often underwhelms and disappoints.
3
4. Letter from VPG’s Chief Executive Officer
In the following pages, you will find a snapshot of our In Section 5, we will show how the new social
conclusions organized around several major sections: behaviors drive a new model of building brand
equity, sales, and loyalty.
In Section 2, we will introduce a paradigm-shifting This section explores social processes along
new Social Currency model to build brands and the new Social Currency Wheel, an alternative to
businesses. This new model departs from traditional the traditional brand funnel or customer decision
perspectives of creating competitive advantage. journey. For the first time, to our knowledge, our
We conclude in this section that there is a new way work evaluates the impact of social behaviors
of doing business and building strong brands. of customers on social currency and three
outcomes: consideration, purchase, and loyalty.
In Section 3, we will explore the implications of this
new model on industries and categories. We show We hope this report contributes to a deeper
how companies can adopt these new technologies to understanding and better knowledge of the
challenge existing strategies and business models in opportunities for businesses and brands.
their industries. Vivaldi Partners Group’s global organization is
We conclude in this section that social does not just ready to help you and work with you to jointly
impact communications or marketing, it impacts entire navigate your way into the exciting future that
industries and categories – each in a different way. lies ahead.
In Section 4, we explore how social technologies We are still at the early stages of these significant
impact the value-generating activities of the firm, changes. As Mary Meeker, a Partner of Kleiner,
also known as the traditional value chain. Perkins, Caufield and Byers, remarked in her recent
We evaluate specific functions, including “State of the Internet” report:
innovation, finance, design, and marketing.
“The magnitude of the upcoming change will be
We conclude in this section that there is breakdown stunning – we are still in Spring training”
in the traditional value chain. Social technologies
now put customers at the heart of every step in the
chain. In the extreme, this leads to a reconfiguration
of the entire value chain.
Erich Joachimsthaler
@ejoachimsthaler
4
5. Acknowledgements
There is no easy way to acknowledge everyone who has contributed
to this report. We are lucky to be a part of a community of over 80
extremely talented and smart consultants, strategists, designers,
digital and social media experts at Vivaldi Partners Group.
So many have helped along the way, from conceptualizing our
company’s thinking about brands, business, and social media and
digital strategy, to executing the research and surveys, to designing
and producing the final report.
This report benefited from the experiences and insights of all the
partners and consulting staff at Vivaldi Partners. They helped draw
out the insights in how to build brands in the digitally connected world,
and how the new technologies shape industries and categories.
Our digital teams at Fifth Season worked diligently in collecting and
analyzing hundreds of applications of social technologies and social
media for brands. Their efforts in building the SC100+ site
(www.vivaldipartners.com/vpsocialcurrency) have produced a powerful
resource for understanding how brands are built today.
We would also like to thank our research partner, Respondi, who
helped in designing and executing the surveys across three countries.
Respondi has been an excellent partner in researching consumers’
perceptions and social behaviors around brands.
Thank you!
The Vivaldi Partners Group Digital Team
5
6. Table of Contents
Introducing the Concept of Social Currency // 7
1 - The NEW Social Currency Paradigm of Building Strong Brands & Businesses // 25
2 - Impact of Social Currency: Different Across Industries and Categories // 34
3 - Breaking Down the Traditional Value Chain // 43
4 - Social Currency Wheel: the New Model to Drive Consideration, Purchase and Loyalty // 53
What Now? // 71
Brands Studied in the Social Currency Survey 2012 // 74
SC100+ Social Currency Initiatives // 77
End Notes // 79
Appendix // 84
6
7. Introducing the Concept of Social Currency
Understanding Social Currency
Six Dimensions of Social Behavior
7
8. “In the long history of humankind (...) those
who learned to collaborate and improvise
most effectively have prevailed.”
CHARLES DARWIN /1809-1882/
9. 2009 We first launched the Social Currency Study
2010 at Vivaldi Partners Group
Our interest was to understand how consumers
and customers relate to (or in the words of Charles
Darwin: “collaborate and improvise” with) brands
in the new digital and social world.
We felt that as social networks, social media,
and technologies spread, the world of marketing
and building of strong brands would change.
Hence, the need for the study.
9
10. →
→ →
→
→
We defined Social Currency as:
→
the degree to which customers share a brand
→
→
or information about a brand with others
→
→
→
→ → “Nike+ connects me
to other runners”
→
→
→
→
“I use Nike+“
“I love Nike“
→
→
→
→
“Nike improves
75% of all information online is generated by individuals, according to
my health“ @
a 2011 study by researcher IDC. This source of information directly from
consumers is one of the largest and important that brands and businesses
→
have available to them to achieve competitive advantage today.
10
11. Six Dimensions of Social Currency, the “Social Sixes“
Through a study with thousands of customers, we identified six types
of social behaviors of customers that underlie Social Currency
C O N V E R S A T I O N
I N F O R M A T I O N
A D V O C A C Y
I D E N T I T Y
A F F I L I A T I O N
U T I L I T Y
11
12. Defining the Six Social Behaviors that Drive Social Currency
1
UTILITY Derive value from engaging with brands
and other people
2
Receive from and share with other people
INFORMATION valuable information about brands
3
CONVERSATION Talk about a brand or business to others
4
ADVOCACY Promote or defend a brand or business
5
Connect and become a member of a community
AFFILIATION
of people that is linked to a brand or business
6
Express me, the brand, and my relationship
IDENTITY
with others to others
For illustrative measures of these behaviors, please see the Appendix section
12
13. Assessing the impact of Social Currency
At the customer relationship level, we look at the impact of Social Currency
on three contingencies: Consideration, Purchase, and Loyalty
SOCIAL CURRENCY WHEEL The SC Wheel assumes that customers follow very different
paths towards Consideration, Purchase and Loyalty. These
paths are influenced by the six social behaviors.
IDENTITY UTILITY
AFFILIATION INFORMATION
For example, a customer might convert from merely
79% 38%
41
AW
AR
knowing about a brand to considering the brand among
%
85 %
ADVOCACY LT
Y EN
CONVERSATION
a set of alternatives because he or she hears others
advocating for the brand (see Advocacy at 57%).
YA
ES %
%
46
LO
S
90
to
The six social behaviors explain how customers convert from
to
CO %
ASE
CONVERSATION ADVOCACY
one spoke of the wheel to the next spoke (or contingency).
NSI
56%
57
PURCH
DERATION
In order to facilitate the interpretation of the results across
brands, categories, and industries, we scaled the Social
BRAND X
10 0 %
4 4%
INFORMATION AFFILIATION
Currency dimensions and assigned the highest value to 100.
This allows the evaluation of the impact of Social Currency
on Consideration, Purchase, and Loyalty for a brand in a
98%
43%
UTILITY IDENTITY
given industry or category.
In this illustration, Brand X’s social initiatives primarily drive
%
28
32
%
IDENTITY
19
UTILITY the third spoke, Purchase to Loyalty conversion.
%
28 %
CO 3% 23%
SEINFORMATION
The social behaviors that influence the conversions
NS A
RCH are Information (100%), Utility (98%), Advocacy (90%),
AFFILIATION
ID E
RATION to PU
ADVOCACY CONVERSATION and Affiliation (85%).
We will further elaborate and explain the SC Wheel in
Section 4, page 55.
13
14. Assessing the Impact of Social Currency
From a broader perspective, we look at the response and impact of Social Currency
on Brands, Businesses, Industries & Categories, and Marketing & Communications
ES
EGORI
D CAT IMP
N AC
E SA T
ON
I
TR
US IDENTITY UTILITY
BR
AFFILIATION INFORMATION
ND
79% 38%
AN
AW
% 41 AR
ON I
85
DS
% EN
Y
ADVOCACY LT CONVERSATION
YA
ES %
%
46
LO
S
T
90
to
IMPAC
to
CO %
ASE
CONVERSATION ADVOCACY
NSI
56%
57
PURCH
DERATION
10 0 %
4 4%
INFORMATION AFFILIATION
S
ATION
98%
43%
UTILITY IDENTITY
UNIC
%
28
32
%
IMP
IDENTITY UTILITY
19
MM
%
28 %
CO
AC
SEINFORMATION
3% 23%
NS HA
CO
AFFILIATION
ID E
RATION to PURC
TO
ADVOCACY CONVERSATION
G&
N
US IN
ET
B
IN K
ES A R
S NM
T O
IM PA C
14
15. The Social Sixes are enabled through numerous social
technologies and applications deployed by brands and businesses:
Illustrative Examples:
UTILITY
Burberry makes videos of runways shoppable, inviting fans to order items from the new
collections even before the fashion shows finish.
The Gap worked with Groupon on a deal: $25 for $50 off at Gap. Over 441,000 coupons sold,
giving existing or potential customers the benefit of group purchasing.
Nike FuelBand gives consumers a way to measure physical activity throughout
the day. It motivates users by awarding points and helps people live by the numbers.
INFORMATION
Fab.com provides members with information from their social networks to help in
making online purchases.
Sanofi Aventis’ iBGStar mobile app provides diabetics with information to analyze
their glucose patterns over time and track eating and other activities.
Best Buy’s Twelpforce turned Best Buy employees into customer service agents
over social channels.
CONVERSATION
Old Spice creates conversations with Isaiah Mustafa’s videos on YouTube.
Coca-Cola changed from its emphasis on “Creative Excellence” to “Content Excellence.”
It asks consumers to engage in “dynamic story telling” that is relevant to its business,
brand, or customer interests.
American Express Small Business Saturday launched an initiative and engaged 103
million Americans in receiving $25 dollars when spending $25 dollars at a small business.
15
16. ADVOCACY Illustrative Examples:
Audi A8 targeted design, luxury, technology, and automotive influencers, identified through
Klout, and invited them to test drive. The influencers spread word to their large audiences.
Cree LED Lighting Revolution launched a YouTube campaign of short videos that show success
stories of people converting to LED lighting and also leverages efforts on Twitter and Facebook.
AON, a corporate risk and insurance company, uses net promoter scores (NPS) to identify
(positive) influencers, engages them in providing testimonials and case studies,
and uses this customer-generated content across a wide range of social channels.
AFFILIATION
Sermo is the largest online community exclusive to physicians. It facilitates collaboration
among 125,000 licensed physicians.
Philips Innovation in Light community on LinkedIn is one of the largest B2B networks
delivering community benefits to members (chats, information, connection, etc).
Bombardier crowd-sourced design ideas through the YouRail contest. It created over
60,000 visitors, countless page impressions, and over 5,000 ideas.
IDENTITY
Coach uses Instagram to communicate its core values of classy, trendy, and luxurious.
Detailed images translate these values into product design.
Levi’s Girl created identity-building hype by asking female consumers to create
a video about themselves and advocate why they manifest the brand.
Louis Vuitton invited consumers to check-in at their new store on Bond Street in
London via Foursquare.
16
17. Underlying the Six Dimensions of Social Currency is a well-known
shift towards the new customer environment of today
OLD NEW
Uninvolved Smart
Gullible Discernible
Trusting Questioning
Ignorant In control
Passive Vocal
Obedient Informed
Uninformed Self-reliant
Subservient Media savvy
Targeted Empowered
Connected
17
18. Vivaldi Partners Group
conducted three new studies over the course of the last six months
1 2 3
How do the new social technologies What are the best and most successful What motivates people to engage
impact the behaviors of people applications of social, digital, and mobile and disengage with brands
around brands and businesses? technologies that drive social currency? and businesses on social networks?
Global Consumer Survey Social Currency Initiatives U.S. Social Split-Up Study
Respondents for each country
1,000
Consumers
(no limits on gender or age):
SC 100+
5,000
Consumers
60+
Brands for each country
Note: For the U.S. Social Split-Up Study, refer to our blog: http://vivaldipartners.com/blog/
18
19. Results of the Global Consumer study across three countries
UNITED STATES GERMANY UNITED KINGDOM
ADVOCACY ADVOCACY ADVOCACY
100 100 100
80 80 80
IDENTITY CONVERSATION IDENTITY CONVERSATION IDENTITY CONVERSATION
100 60 100 100 60 100 100 60 100
80 80 80 80 80 80
40 40 40
60 60 60 60 60 60
40 20 40 40 20 40 40 20 40
20 20 20 20 20 20
20 20 20 20 20 20
20 20 20
40 40 40 40 40 40
60 60 60 60 60 60
40 40 40
INFORMATION 80 80 INFORMATION 80 80 INFORMATION 80 80
100 100 100 100 100 100
60 60 60
AFFILIATION AFFILIATION AFFILIATION
80 80 80
100 100 100
UTILITY UTILITY UTILITY
The survey shows that U.S. consumers engage in social behavior with brands more than U.K. or German consumers. Conversation,
Advocacy, and Identity score over 60 percent on average. Information, Utility, and Affiliation are above 50%. In the U.K. and Germany,
all values average below 60 percent. In the three countries, Conversation is the social behavior most frequently driving Social Currency, but
it is striking how Social Currency has been generated through much more than just conversation: the other dimensions are also very important.
Note: Values are percentages, averaged over the survey items that measure each of the six dimensions of Social Currency
19
20. The scope of the Global Consumer study covers 19 industries
ADVOCACY
INDUSTRIES COVERED
Promote or defend IN THE SURVEY
a brand or business
OVERALL 100
1. Airlines
2. Telecommunications
80 3. Automotive
IDENTITY
4. Retail Banking
CONVERSATION
100 60 100
5. Insurance
Express me, the brand, 80
40
80
Talk about a brand or 6. Beer
and my relationship 60 60
with others to others
business to others 7. Online retailers
40 40
20
20
20
8. Utilities
9. Gaming Consoles
20 20 10. Fashion
40
20
40 11. Credit Cards
60
40
60 12. Coffee
80 80 13. Fast Food
INFORMATION AFFILIATION
100 60
100
14. Consumer IT
Receive from and share Connect and become 15. Retailers (diversified)
80
with other people a member of a 16. Smart Phones
valuable information community of people 17. Hotel Chains
100
about brands that is linked to a
brand or business
18. Beverages
UTILITY
19. Consumer Electronics
Derive value from
engaging with brands
and other people
20
21. There are huge differences across industries and categories
AUTOMOTIVE COMMENT: FASHION COMMENT:
ADVOCACY Unsurprisingly, automotive Fashion brands and
100 brands emphasize ADVOCACY businesses have generally
100
conversation and advocacy underleveraged the potential
80
to create social currency. 80 of creating social currency.
CONVERSATION
IDENTITY These typical top-of- IDENTITY CONVERSATION There are exceptions in this
100 60 100 60
80 80
funnel efforts are where 100 100
group (as discussed later
80 80
60
40
60 most of the social media 60
40
60
in this report). The general
40 20 40 investment have apparently 40 20 40
reluctance of fashion brands
20 20 been allocated. As a 20 20
is temporary, and new
high-involvement category, technology developments
20
20
20 automotive brands could 20
20
20 will significantly increase the
40 40 40
60 60
potentially lead far stronger 60
40
opportunities for this group
60
INFORMATION 80
40
80
leverage across social INFORMATION 80
40 in creating social currency.
80
100
60 100 currency dimensions. 100 60 100
AFFILIATION AFFILIATION
80 80
100 100
UTILITY UTILITY
TELECOM COMMENT: INSURANCE COMMENT:
ADVOCACY Across all categories, ADVOCACY Insurance brands and
100 this group of brands have 100 businesses are low on social
leveraged social currency 80
currency, similar to fashion
80
IDENTITY CONVERSATION opportunities well. Consumers IDENTITY CONVERSATION brands, but for different
100
60 100 clearly understand Telecom 100 60 100 reasons. Insurance is generally
80
40
80 as not only services, but 80
40
80 a low-involvement category
60 60 also to include devices like 60 60 relative to fashion and hence
40 20 40
smartphones. Our results 40 20 40
are typically less engaging.
20 20
20
suggest that as a group, 20
However, we see significant
20 20
there is participation in 20
opportunity to increase Utility
20
40 20
40 social media and technology 40
20
40
and Information dimensions.
60
40
60 applications but no 60
40
60 For example, other customers
INFORMATION 80 80 outstanding-performing brands INFORMATION 80 80 are trustworthy sources of
100 60 100 that lead the telco category 100 60 100
financial information and
AFFILIATION in creating a new model of AFFILIATION hence there is contribution that
80 80
connecting with customers social media and technologies
100 or of building brand equity. 100 can make in insurance and
UTILITY UTILITY similar categories as well.
21
22. Impact of Social Currency on Brand Equity
The study shows that Social Currency has significant impact on brand equity
BRAND EQUITY
53%
AWARENESS ASSOCIATIONS LOYALTY QUALITY
Liking: 34%
Not measured
in the survey
Trustworthiness: 35%
Authenticity: 33%
28% 26%
Brand Equity, as conceptualized by Vivaldi Partners’ brand model and as measured by the price premium
consumers are willing to pay, is strongly influenced by Social Currency (53%). Social Currency also drives key
brand associations, including liking, trustworthiness, authenticity, loyalty (28%) and quality perceptions (26%).
Note: Values are squared correlations multiplied by 100, meaning that values describe the proportion of variance in common between two
variables. Read as follows: 53% of the variation in brand equity and Social Currency is common, or 53% of the variance in brand equity can be
explained by Social Currency.
22
23. Results from Analyzing the Social Currency Initiatives in the SC 100+
Our research into the best practices of brands and businesses in applying these new technologies that drive
Social Currency shows primarily three applications:
Social Currency Initiatives
Example:
1
AMPLIFYING
Encouraging people to “like” a brand or business
ADVERTISING on Facebook or building a base of Twitter followers
CAMPAIGNS
2
SC 100+ CREATING Motivating existing customers with product
CONVERSATIONS expertise to support a firm’s customer service
3
Building and maintaining an influencer
BUILDING COM-
community for a brand or business to support
MUNITIES amplification of conversations
23
24. Our Conclusions:
The new social and digital technologies have changed and will continue to change customer behavior
profoundly. Today, all customer behavior is social. The main changes are:
1 There is a new emerging paradigm of how to do business and how to build strong brands. We call this paradigm
the Social Currency Paradigm and we explore its fundamental premises in the next section.
2 Our research shows that most social initiatives have initially focused on marketing, customer service, sales,
and communication functions. While there are successes, we believe the impact of social technologies can be
far greater by holistically and comprehensively looking at how a business’ value-generating activities are changing,
how categories evolve, and how industries configure. Social technologies change entire industries and categories –
each in a different way.
3 We find that there is a breakdown in the traditional value chain. Social technologies now allow businesses
and brands to put customers at the heart of every step in the chain. In the extreme, this leads to a reconfiguration
of the entire value chain. We discuss these changes in more detail in Section 4.
4 We believe that businesses and brands must well understand the social processes that make customers share
a brand or information about a brand with others – that is creating social currency. Social Currency drives
consideration, purchase, and loyalty. Section 5 will provide more detail on a brand by brand comparison.
24
25. The NEW Social Currency Paradigm of Building Strong Brands and Businesses
25
26. “If you don’t like change,
you’re going to like irrelevance even less.”
GENERAL ERIC SHINSEKI,
U.S. ARMY, CHIEF OF STAFF
27. Most firms today approach their business from one of two inside-out paradigms
One is the Product-Benefit Perspective:
HOW PRODUCT - BENEFIT PERSPECTIVE
DIFFERENTIATED
THE OFFERING IS Technology Innovation
New Products
New Applications
Disruptive Innovation
New Technologies
New Product Development
Brand Extension
Design Innovation
Companies apply these approaches in search of differentiation
27
28. Another is the Consumer-Needs Perspective:
CONSUMER-NEEDS PERSPECTIVE
HOW RELEVANT
THE OFFERING IS Consumer Orientation
Segmentation
Customer Delight
Trading Up/ Trading Down
Ethnography, Market Research
Customer Satisfaction
Customer Centricity
Voice of the Customer
Companies apply these approaches in search of relevance
28
29. We believe these two traditional perspectives are limited in today’s
digitally connected world, because they are based on assumptions
that today are merely half-truths
1 Executives view the customer from the inside-out, from the confines of a
company’s existing capabilities and product offerings, ignoring the more
important social processes among consumers or customers
2 Customers are viewed as targets to be managed, controlled, and messaged to with
communications that interrupt and seek customers’ attention
3 Executives see the company as owning the customer and managing the relationship,
assuming that the most important connection is between themselves and customers
4 Marketing’s job is to get attention from customers, sales is in charge of getting or
acquiring customers, and customer service is in charge of retaining customers
5 Customers are the receivers of a product or service that comes out at the end of the
company-optimized value chain and supply chain processes
29
30. We believe companies need to adopt a new perspective and mindset!
What if companies see the world from the outside-in, from the perspective of the
customers’ social context and goals, including social behaviors and processes?
SIX BEHAVIORS
SOCIAL CURRENCY PERSPECTIVE OF SOCIAL CURRENCY
UTILITY
INFORMATION
What if companies focus not just on satisfying CONVERSATION
ADVOCACY
needs, but on improving people’s lives: AFFILIATION
IDENTITY
By helping achieve people’s goals
By improving processes and activities
Making it easier to make decisions
Through products and services,
or anything that really matters
Goal - What a person strives for
In the context of their daily lives Process - What a person must do to
or work-flow processes achieve the goal
Decision making - How a person prioritizes
and makes trade offs
Products and services - What a person
prefers or buys
Context - When and where the person
takes actions
30
31. Case Study:
What if we solve the problems, challenges, frustrations, and points of pain for customers?
Deeply Understanding the Goals People Seek to Achieve - An Illustrative Example
DAILY LIFE EPISODES:
8am - 8:45am Episode 1
AUGUST
9am - 10:15am Episode 2
7 8
1 2
9
3
10
4
11
5
12
6
13 10:15am - 11am Episode 3 Imagine we knew all episodes of goal achievement
14
21
15
22
16
23
17
24
18
25
19
26
20
27
11:30am - 12pm
12pm - 13:30pm
Episode 4
Episode 5 from several hundreds of doctors like Dr. Rahim R.:
how they treat patients and how they search for,
28 29 30 31
learn, and use new medical knowledge.
How Dr. Rahim R. Treats Patients and Seeks New Medical Knowledge We could then harness the power of social
“I was seeing a patient of mine with a nephrotic syndrome
• Prepare for networks, and the new social mobile and
who, in addition to rheumatoid arthritis also had a new
agent called Humira. I was planning to biopsy her and so an upcoming digital technologies to:
wanted to find out more. I Googled Humira and nephrotic appointment
syndrome and found out that Humira is known to cause • To be confident in • Define innovative solutions for doctors
kidney problems and that there are a few case reports out my decisions
there. I used Google because it’s quick, cheap, and dirty. • To make the best • Invent entirely new strategies and ways
You can put in “nephrotic syndrome Humira” and you’ll get use of my time to help doctors
a bunch of links and you say, “Okay, there’s stuff here. I’ll
go to Medline” to read the articles. It might say in the link
what journal it is or the authors, which makes you feel that
• Reliability of • Build brands that truly differentiate
information
these are reliable papers. In fact, I recognized one of
the authors of the papers. It was also useful because I • Known authors • Create entirely new businesses
couldn’t remember the mechanism of Humira, which type of
blocker it was, and so I found that it was a TNF blocker. When • Saving for later
I went to Medline to look it up further, I could go straight
to TNF blocker. And so that helped me discuss with the • Feel successful Tools to track episodes of customers’ daily lives
rheumatologist that we needed a kidney biopsy, this could exist today using various mobile platforms.
be toxicity from the medication that they were using. It turned • Feel knowledgeable Vivaldi Partners Group Lifetracker is one example.
out it wasn’t from the medication, but still - it was very - learned something Others include Real-Time Experience Tracking (RET)
interesting.”
and the Day Reconstruction Method (DRM).
BEHAVIORAL ACTIVITIES UNSPOKEN GOALS NEEDS
31
32. A Social Currency Perspective changes the role
of businesses and brands in creating value to customers
INSIDE-OUT PARADIGMS OUTSIDE-IN PARADIGM
PRODUCT- CUSTOMER-
SOCIAL CURRENCY
BENEFIT NEEDS
PERSPECTIVE
PERSPECTIVE PERSPECTIVE
Role of Social Media and Social Technologies
LIMITED ROLE: MAJOR ROLE:
1 6
Fit Into Their Lives
AMPLIFYING ADVERTISING CAMPAIGNS
5
2 Help Manage Their Lives
1
CREATING CONVERSATIONS 4
Solve Something
Give People Time Back
3 2
3
Enable People
BUILDING COMMUNITIES Deliver Value
32
33. Social currency provides a new perspective
on how to build brands and grow and evolve businesses
It views customers as in control of their relationship with brands or businesses
It views the customer from the outside-in, from the context of daily life or work life, and the goals,
processes, and decisions that people make
It views customers as enabled and empowered by the new social, digital, and mobile technologies
It solves for “What Really Matters” to people and not just what matters to companies and brands
In the following sections, we explore the challenges and issues in adopting this radically new mindset
- the Social Currency perspective - to build strong brands and businesses
33
34. Impact of Social Currency: Different Across Industries and Categories
Health care
Sportswear
Media
34
35. “The greatest danger in times of turbulence
is not the turbulence; it is to act with yesterday’s logic.”
PETER DRUCKER /1909-2005/
36. Social behaviors affect all industries with the new outside-in logic
and the impact of new technologies. I.e., health care:
From: INSIDE-OUT To: OUTSIDE-IN
Selling as many drugs as you can, Improving health care outcomes
as efficiently as possible (pharma), and changing how patients interact with
or getting acute patients faster the system of providers, payers, and other
through the hospital health care professionals
SOCIAL BEHAVIORS
INFORMATION
AFFILIATION
DRUGS, UTILITY
DEVICES,
Businesses IDENTITY
or Patients
HEALTH
SERVICES
ADVOCACY
CONVERSATION An outside-in perspective
An inside-out perspective
of patients as people in
narrows the view of
the context of their daily
businesses and brands
lives broadens the view
in the health care sector
of businesses and brands
36
37. SANOFI-AVENTIS aspires to become the world leader in diabetes
treatment by helping to improve the lives of people living with diabetes
INSIGHT:
• Expansion beyond the narrow cycle of care to encompass patients’ daily lives
• Holistic approach to patient care and disease management
• Collaboration and co-creation of innovation
RESULTS:
Facebook:
SANOFI-AVENTIS enables the daily life activities & goals of patients: Sanofi US ≈ 2,000 likes
Sanofi US Diabetes ≈ 4,000 likes
Websites Twitter:
Sanofi US ≈ 5,250 followers
The DX - an information source about life with diabetes Diabetes Sanofi ≈ 4,300 followers
Diabetapedia - an encyclopedia on diabetes
Lantus Connection - a web portal with support, information, INFORMATION
and advice; exclusively for Lantus users
Go Meals DX Website
Apps
Diabetapedia DOC Friends
iBG Star - an innovative blood glucose meter launched in May 2012
Go Meals - an iPhone nutritional guide, restaurant finder, UTILITY
iBG Star
CONVERSATION
and intake tracker
Products: Diabetes
Amplification APIDRA & LANTUS Co-Stars
Diabetes Hero
DOC Friends - profiling blogs about diabetes-related connections
Nominate a Volunteer - awards contest for outstanding volunteers IDENTITY ADVOCACY
DiabetesMine™ Patient Voices - short video contest on biggest Nominate a
challenges in diabetes care DiabetesMine™ Volunteer
Lantus Connection
OUR SOCIAL CURRENCY VERDICT: AFFILIATION
75% 100% 75% 50% 25% 50%
util info conv adv affi iden
37
38. Or take the sportswear category as it evolves towards health and lifestyle
From To
Applying technology to enhance athletes’ Using new technologies to motivate
performance through better materials, people to achieve their daily goals and
cushioning or fabrics enable activities
SPORTS HEALTH & LIFESTYLE
TECHNOLOGY AGGRESSION EATING EXERCISE
DOMINATION AUTHENTIC LIVING LIFE STRESS RELIEF
ATTRIBUTES ACTIVITIES
COMPETITION ATHLETICS LOOKING GOOD STAYING FIT
PERFORMANCE PHYSICAL HEALTH SOCIALIZING
WINNING FEELING GREAT
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39. NIKE+:
Helping to achieve fitness/health goals by living by the numbers
INSIGHT:
• Helping people set daily goals and measure achievement, beyond enhancing sports performance
• Offering socially-enabled services to motivate people to stick with the process
• Leveraging a major consumer trend - The Quantified Self - to achieve people’s goals, RESULTS:
enhance processes & decisions, and offer products & services Facebook:
Nike ≈ 10,500,000 likes
Nike Running ≈ 1,200,000 likes
Nike+ Fuelband ≈ 30,000 likes
NIKE+ Twitter:
Nike ≈ 650,000 followers
Description: Nike Running ≈ 107,000 followers
shoes communicate with an iPod Nano through Nike Fuel ≈ 80,000 followers
a small oval pod inserted under the shoe liner Instagram:
Nike ≈ 425,000 followers
Features:
after the run, upload distance covered, pace, INFORMATION
and calories burned to Nike+ website for review
Nike+ app
Nike+ Coach
n d
a
NIKE+ FUELBAND
Description: UTILITY
l b CONVERSATION
e
wristband that tracks every move and translates
it into NikeFuel, a count of all daily activities Product:
RUNNING SHOES,
Fu
Features: APPAREL
set daily “activity” goals and see progress on
the band or compete/compare with others IDENTITY ADVOCACY
Nike+ Challenges
OUR SOCIAL CURRENCY VERDICT:
90% 90% 80% 80% 90% 75% AFFILIATION
util info conv adv affi iden
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40. The evolving media environment illustrates how
industries are affected by the new social technologies
Adapted from Imran Kahn’s Perspective on the Evolving Media Environment
ERA Before the Web Early Web 2000s Web Social Web
EXAMPLE Newspaper Portal Site Search Site Social Site
Editor Editor Consumer’s
CURATOR Consumer
Social Graph
FRAGMENTATION Minimal Limited Growing Multiplying
Information
Information
Utility
Utility
SOCIAL Information Conversation
Information Conversation
CURRENCY Utility Advocacy
Advocacy
Identity
Identity
Affiliation
Each evolution of the web has changed the way people find, discover, or learn about information such as, for example, news.
This has created an increasingly fragmented web that gives control to consumers or customers.
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41. For additional examples of our research, consider:
All examples can be found on vivaldipartners.com/vpsocialcurrency
iTunes U Fab.com Square
Skype Dropbox Wikipedia
41
42. Our Conclusions:
1 The new social technologies have a profound impact on the SOCIAL IMPACT
evolution of industries and categories. Examples such as Sanofi-
EVALUATION MATRIX
Aventis or Nike show that the changes will be far more aligned
along the delivery of customer needs or wants that are driven
with the goals, processes, and decisions that matter to people.
TELECOM
2 Barriers to enter industries and categories blur. Nike can quite OIL & GAS HEALTHCARE
possibly become a competitor in the health care space. Square CREDIT CARDS
provides an alternative in the payments industry that is currently RETAIL
FMCG
dominated by the payment networks such as VISA and MasterCard CONSUMER
UTILITIES
or the credit card firm American Express. This illustrates how ELECTRONICS
competition grows among incumbents, and between incumbents STRATEGIC
CHALLENGES FASHION
and non-traditional players.
NEWSPAPER
3 New clusters of competitors will emerge through collaboration
LOGISTICS
and partnership as businesses and brands align their strategies
along customers’ goals, processes, and decision-making.
Skype, for example, becomes an integrated desktop solution
in use with Microsoft Office, and Nokia or Samsung smart phones
are powered by Microsoft Windows mobile operating system. TECHNOLOGICAL
ADVANCES
This provides a competing solution cluster to the Apple ecosystem.
There will be new enabled services, products, and innovations that will
result in more comprehensive brand portfolios that are connected to
provide seamless customer experiences across all possible touch points.
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43. Breaking Down the Traditional Value Chain
Burberry
Glaceau’s Vitamin Water
Bombardier
Pebble
43
44. “Insanity: doing the same thing over
and over again and expecting different results.”
ALBERT EINSTEIN / 1879-1955/
45. While Zara has found retail success
by optimizing the traditional value chain ...
Traditional Value Chain Zara: Success With Optimized Value Chain
Zara has become one of the most successful fashion retailers with 2011
Firm Infrastructure
revenues of Euro 13.8 billion by relentlessly optimizing the traditional value
M A RG
chain. Zara takes just four weeks to turn an idea into merchandise, and
Activities
Human Resource Management
Support
Technology Development items spend two weeks on store shelves. Technically, this makes Zara one
IN
of the fastest retailers.
Procurement
The company relies on business intelligence and analytics to manage
inventory and product distribution based on consumer preferences.
Inbound Operations Outbound Marketing Service Zara has been the subject of numerous business school case studies
M A RG
Logistics Logistics & Sales on supply chain management.
IN
But there are limits to the optimization of anything, even Zara’s value chain.
It is rather difficult for competitors to outperform Zara. However, history
Primary Activities shows the difficulty of maintaining success. For example, DELL had enjoyed
competitive advantage with its built-to-order model for many years. For a
The value chain categorizes a firm into a linear, long time the PC industry was unable to copy it or improve on it. Today DELL
faces major strategic challenges despite an optimized value chain because
sequentially executed, logically aligned set consumer preferences lean toward new devices, like tablets.
of value-generating activities with the objective We believe the fashion industry is undergoing similar consumer preference
changes. Fashion is one of the most social products that exists and social
of capturing superior value to customers technologies will have a significant contribution toward building the future
industry model. Burberry, a fashion house with smaller 2011 revenues of GBP
3.5 billion, leads the way toward this future, as shown in the next case study.
In the best case, the traditional value chain treats customers as bystanders of the set of value-generating
activities. In the worst case scenario, it treats customers as recipients of its output and ignores the
important social behaviors and processes among people.
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46. ... Burberry breaks down the value chain and reconfigures
its business to create a seamless experience
The New Demand-first Value Chain
Demand-first (Front-End) Supply (Back-End)
3 6
Engage Scale
Identity
Conversation
Affiliation 5
2
Prototype Advocacy
Feedback
Utility
Information
4
Design Deliver
1
While Burberry is still operating its back-end operations following the traditional value chain, there are indications that they are reconfiguring
the front-end. We call this value chain the “Demand-first Value Chain” because it creates value in unique ways with a demand-driven front-
end step first. Demand-first front-end involves consumers in an intensive, co-creation effort. The back end step scales the business using
its traditional supply chain and technology infrastructure.
We believe this new value chain reconfiguration is possible today because of the enabling social behaviors of consumers through new social
technologies. Demand-first front-end steps, like the use of competitions to crowd-source ideas, are common practice today. How Burberry
drives toward the New Demand-first Value Chain creates success in building a unified “feeling” and emotional connection for the Burberry
brand anywhere around the world.
46