Pragmatic Disruption of the Status Quo – Key TrendsBob Pearson, President W2O Group – 3/6/2014
Contents are proprietary and confidential.
The shift from the “cloudy” to “never cloudy”
Infrastructure, business and social cloud create the base to innovate from….
The CMO will define the next era
2 Contents are proprietary and confidential.
The shift from “Advertising” to “Storytizing”
Customers help tell the brand’s storyMad Men are now MiddleMen
Brand as publisher to brand as storyteller
3 Contents are proprietary and confidential.
• Contents are proprietary and confidential.
4
Channel-neutralcontent
The shift from “big data” to “forensic analytics”
The big 5 fundamentals – listening, influencers, language, content & channel
The big 3 insights (multi-year, real-time, location-based)
5 Contents are proprietary and confidential.
What if we could hear what is said for all retailers worldwide?
The shift from “smart phones” to “mobile cortex”
300MM patterns in our brains driven by neocortex shape how we digest info
Forensic analytics + our own actions = extension of our neocortex/billions of patterns
7 Contents are proprietary and confidential.
Great ideas are often occurring outside your normal zone of learning
An app that guides you to the right decision and helps you improvewww.sharecare.com/askmd
8 Contents are proprietary and confidential.
The shift from “wearables” to “human data center”
Anything our body does will generate data, matched with all available content on a topic
Actions of our body lead to results on what to do, e.g. Ask MD
9 Contents are proprietary and confidential.
The shift from “DMA & Q scores” to “DNA & IQ Tracking”
Understand influencers by town, city, state, country to build a brand’s DNA for paid/earned
Track people of value from character algorithms to network analysis
10 Contents are proprietary and confidential.
The shift from “who you know” to “custom search engines”
Understand exactly what your customer base does, desires and counts on
Any discrete set of people or things can be turned into a custom search engine
11 Contents are proprietary and confidential.
*From 6,050 physician conversation collected from WCG’s MDigital Twitter Database between 5/12 – 9/12
What Pediatricians Are Talking About….
Your Brand’s Custom Search Engine Will Inform You About the Market
• Index of top customers, resellers, OEMs, influencers shows what they do/like/share
• Redefines how you deliver content/plan next steps
The shift from “paid media” to “smart media”
Companies will have their own trading desksEarned media insights will shape how we use
paidCustomer networks will create new channels by
country by brand
13 Contents are proprietary and confidential.
J M A J
J S
Flight 1/PilotInefficient Media Mix
Content Capsules tested to identify lead content, project
reach of Earned media
Flight 2Optimized Media Mix
Content Capsule adjusted for lead content, media mix
optimized to account for Earned
Flight 3Ideal Media Mix
Content Capsule and media mix fully optimized for best return
PAID EARNED
Earned Media will Innovate Paid Media…..Pivot enables A/B/C/D/E/F
testing
The shift from “passive CRM” to “CRM enablement”
Enable customers to learn the full story via an email, share what they learn with peers and separate those who share vs. those who do
nothing
Move from ½ percent conversion to 5-10% sharing/learning/conversion
15 Contents are proprietary and confidential.
The shift from 1:1 outreach to building media channels by brand
As the 9% becomes empowered, the opportunity to build a new channel worldwide emerges……
16 Contents are proprietary and confidential.
The shift from random outreach of employees to the creation of a company social network
17 Contents are proprietary and confidential.
The shift from e-commerce to precommerce
How channels change in importance over timeMatch up timing with needs of customer
Provide content they want on 1st visitCreate an “agile” 365 content approach
18 Contents are proprietary and confidential.
The shift from responsive design to responsive experience
More than 50% of traffic to your website comes from a phone or tablet
19 Contents are proprietary and confidential.
Is the visit to your channel generic?......
20 Contents are proprietary and confidential.
…..or customized to let your visitor know you know who they are….
21 Contents are proprietary and confidential.
The shift from 86% of clinical trials being delayed to 86% enrolling early
Mass media gives way to highly focused outreach to right patients
Health is transformed as medicine reaches the market earlier
22 Contents are proprietary and confidential.
The shift from data proliferation to global data supply chain
Right data sources for 100+ countries, all languages, private APIs and de-duplication of data
23 Contents are proprietary and confidential.
The shift from solo agencies to channel partners
Who is best in each area and how do we provide best in class service together?
24 Contents are proprietary and confidential.
The new era is here…it is one that isNever Cloudy….
25 Contents are proprietary and confidential.