Blog: Mike Cearley 

Mike Cearley (bio)
SVP, Digital Strategy

Tuesday, 29 November 2011

These are my recap notes from the last session of the day, the closing keynote at CETW. Brought to us by David Berkowitz, VP Emerging Media at 360i. I have been following David for a couple of years as well as his agency, 360i. Every year, they put out Playbooks and Trend Reports for mobile and social and a host of others. While I find them to lack a few things, they are comprehensive and represent a voice from 360i in the market, one that I suspect has paid quite a few dividends. I am always interested to see what he/they have to say because I feel like they are on the forefront of emerging technology and not afraid to get their thoughts out there. So, I was very excited to hear David speak and give this presentation. I don’t know that the audience knew what to do with him. And it was the last session of the last day, an unfortunate slot. He was kind enough to share his presentation via slideshare, so here it is:

10 Mobile Social Trends for 2012 and Beyond: Customer Engagement Technology World 2011 Keynote

View more presentations from David Berkowitz

Here are the 10 trends and a few notes I took with each:

1. Social Fashion – real-time fashion advice

2. Tagging – everyone sees the same things differently so tagging is a way we can make consistent

3. Interactive TV – not necessarily through the TV, but through other channels. Check these apps out, if don’t know/use them already: IntoNow (my personal favorite), Umami, GetGlue

4. Q & A – see Siri.

5. Recommendations – from MY friends. Only relevant-to-me recommendations.

6. Social Context – check this app, Sonar. Kinda creepy, but kinda cool. It shows you those people around you who you have something in common with, be it friends, colleagues, interests, etc.

7. Geo-gaming – like Mafia Wars but in your own real-life neighborhood.

8. Augmented Reality – I like the way he described it. “AR adds a virtual layer over the real world.” Simple, but easy to understand.

9. Near-Field Community – this is about much more than payments. Interacting with objects and places where you are.

10. Facial Recognition

What do you think? Sound about right?

Posted by: Mike Cearley AT 08:51 pm   |  Permalink   |  0 Comments  |  
Friday, 18 November 2011

These are recap notes from the Day 2 Keynote at CETW brought to us by MetLife, specifically in regards to the experience/engagement that they created at the new Jets/Giants stadium. Having been at the new Cowboys stadium and completely underwhelmed by the level of fan engagement through technology, I was impressed by what these guys set out to do from the beginning and what they’ve done up to this point. They’re continuing to push, too.

Speaker: Jeff Damon, VP MetLife

Much of their activation strategy came out of the desire to separate themselves from previous sponsors.

They wanted to deliver an unexpected experience, especially considering what they might otherwise be "known for."

Traditional sponsorships – signage play for brand exposure and awareness, hard to make your brand stand out.

Meadowlands cornerstones – different for 3 primary reasons:

  1. MetLife would be 1 of only 5 sponsors; gave opportunity to stand out to fans
  2. Stadium home to 2 sports teams
  3. Ability to be exclusive brand presence on 3 levels in that humongous stadium

Their goals for this sponsorship:

  1. Enhance brand image
  2. Actively engage fans (note, "actively" – not just put up signs)
  3. Measure engagement
  4. Increase consideration
  5. Provide world-class hospitality

Central philosophy for this effort – "make fans miss MetLife if we weren’t there."

Recipe for fan engagement: environment + activity + technology

Prizes are central to their activity activations – instead of extending all of the perks (tickets, souvenirs, etc.) to senior executives, they want to give those back to the fans.

The key to all of the activations was technology. Engage and capture. (Partnered w/ Sapient Nitro.) Personal swipe cards (Countdown Cards), 62 touch screens throughout stadium, 34 hand-held tablets, some activities tied directly to MetLife’s FB page – all activity tied back to the cards; keeps history.

For the most part, their "signage" (they have exclusive control of the content that shows up on that screen – unlike most, if not all, of the partnerships that exist) is used to advertise their prize campaign. This is good – they’re not advertising MetLife, per se, they’re advertising the experience that they’re giving to the fans.

They’re looking to utilize new technologies, too – for example, Kinect. Mobile app (PocketPass app. – their agency is Crispin, Porter)

Results – 78,000+ measured activations, 36,000+ countdown card sign-up, 32,000+ visits to their website.

Lessons learned:

  1. Enhance gameday experience, don’t interrupt it
  2. Combination of activities and technology works to engage
  3. Teams value fan focus from sponsor

Room for improvement (what they’re learning from and going to improve):

  1. Simplify messages
  2. Don’t underestimate the tailgate
  3. If you build it (online), they won’t (necessarily) come

Questions from audience:

Q: How do we know it impacted sales?

A: Overall a program trying to reach fans in new, different ways. There’s not a straight way to measure that. Measurement is designed to understand how people are engaged in the program.

Q: How do you manage brand ID?

A: Needed to create a new brand – MetLife Central (for sports marketing).

Q: Superbowl in 2014 - significant factor?

A: Challenge w/ Superbowl is an NFL property, not a Jets/Giants property. It’s going to be a challenge. Going to be a great media play for sure, but in terms of fan activation, don’t really know what they can do.

Q: How challenging was it to manage the content that went across all of these screens?

A: (Laughs.) Very challenging. We had network challenges. Lots of lag.

Interesting note – the question of ROI has come up in every session the past two days and even more interesting, no one has given a direct answer. "Depends" is the consistent answer.

This answer always should match back to the objectives. What are the objectives of the initiative? Whatever those are, that’s what you should measure. And there are many ways to measure those things.

Posted by: Mike Cearley AT 11:37 am   |  Permalink   |  0 Comments  |  
Tuesday, 15 November 2011
Brought to us by B. Joseph Pine, author of The Experience Economy & other books – now Infinite Possibility...Note – this dude is a heavy hitter and brought to life a great way of thinking about this wide open space that technology and our world has given to us. This is a post that captures many of his thoughts from his keynote.
Progression of Economic Value – goods and services no longer enough, what consumers are looking for are experiences.

Commodities > Goods > Services > Experiences

What we need now is innovation in experiences.

There is a new digital frontier that changes things today; we need a tool to help us explore the digital frontier.

The known universe – time, space, matter – in Future Perfect (Stan Davis), he says he wants to give new meaning to time, space and matter. This will require profound transformations in the way we think about these three.

When you have matter, you have no-matter. Matter is material things, no-matter is about bits.

If there’s no-matter, then there’s no-space and no-time. No-space is virtual places. No-time is autonomous events. This now is a model about what is possible in today’s digital space. This is what he calls the Multiverse.

This is not a plea to abandon reality. But there is a migration going on. More and more, people are spending their time in virtual worlds through screens.

We can access virtuality through screens of any sorts. Virtuality is an experience that you have through any screen.

You can have virtuality without digital technology. Think about books. Just from words on paper, you can create a world in your mind where that is taking place.

Enchantment – close to Engagement

Reality and Virtuality

Augmented Reality – this is the quintessential reality/virtuality example. It augments what you’re experiencing in the real world by giving you information in a virtual environment, typically on your mobile phone. Using digital technology to enhance the real-world.

Showed a lot of examples of AR – Word Lens – real-time translation of your own language that you see, take a picture of. Pop notes – virtual post-it notes.

Think of AR as a virtual prosthetic.

Augmented Virtuality – interact with the virtual world from the real-world. Augmenting that virtual world. Some material substance that is controlling that environment.

Wii. Kinect.

Look into this company – Personal Space Technologies.

He also showed an example of Hallmark cards that, to me, seem like Augmented Reality (not Virtuality??) He addressed this. So, what’s the difference? Primary experience is either in the real world (reality) or the digital world (virtuality). Interesting. I like it.

Alternate Reality – alternate view of what’s going on in the real-world. Use the world as your playground (ARG’s).

Alternate reality is no time.

World Without Oil – HBR article by the author. We can use Alternate Reality as the new Business Reality.

Physical Virtuality – design experience that becomes real. For example, take a digital picture of a physical space. Then, it turns into a 3D space. Now, use a tool to design how it should look. Then, you can make the furniture. Make it real based on the virtual experience that you have online. Your ideas can become real.

Shapeways. Autodesk. Techshop.

Warped Reality – taking you into the past. Reenactments like the Civil War Adventure Camp. But what about the future? Not reenactment, but preenactment.

Starizon (company) – you determine what experience you want to have happen in the future and then they create it.

Flow – look at this book. “Freedom from the tyranny of time.”

Mirrored Virtuality – real-world experience & time tied into virtual world & time. Anything you can track is an example of this. Look at and you can see what’s going on in the game, real-time via your computer. Tweetdeck – no real world component, but it’s mirroring what’s going on real-time in the Twitterverse.

This is the Multiverse.

Some tips as you think about each one of these components in the Multiverse.
  1. Reality – shift marketing from advertising to marketing experiences.
  2. Augmented Reality – use smartphones to bring messages to customers when and where they most need it. Stop bothering them when they don’t need it.
  3. Alternate Reality – use the real-world as your playground for engagement.
  4. Warped Reality – get customers into the flow. Engage them so much that all time goes away. Or help them envision their future.
  5. Virtual Reailty – shift your marketing dollars from advertisng to virtual marketing experiences.
  6. Augmented Virtuality – use customers' own bodies to control what they experience from you.
  7. Physical Virtuality – mass customize your offerings – not just target your messages – to help your customers realize their dreams.
  8. Mirrored Virtuality – help your customers track what’s important to them in your offering category. And then give them a dashboard.
The best offerings are those that do not live within one of these categories.
Posted by: Mike Cearley AT 09:08 am   |  Permalink   |  0 Comments  |  
Tuesday, 08 November 2011
People want personal. Especially as it relates to the idea of interacting with the physical world around them on a “screen.” This is a key reason that mobile is so powerful in its potential. It can fairly easily turn any place or thing “on” to where it is interactable. And it is the personal screen of personal screens.

The Museum of London has created an interesting experience through mobile and Near Field Communication. For anyone who’s been in a museum, I think we can all agree that the little write-ups on plaques do not provide us with the information we want about particular pieces of art. Docents are THE source of information, but the average person going to a museum does not do so with a docent. Enter Near Field Communication (NFC).

Stations at various pieces of art are equipped with NFC tags. Want to know more about the piece of art? Just tap your phone to the tag. Information given.

This technology and particular experience does allow for users to get a deeper experience of the museum as a whole (receiving vouchers for the gift shops, purchasing prints, even sharing their experience in their social channels) – which is also interesting and useful – but I love the use of this technology to fulfill a deeper need that people truly have around art in museums.

I think this is a perfect use of this technology and the museum provides the right type of physical objects to interact with. This type of experience, through this technology, instantly elevates the standard museum experience. For that, thumbs way up.

Here’s the thing to watch out for though – people go to museums to look at and experience art. Not information about the art on a mobile phone. I think it would be a travesty to walk into a museum and see everyone with their heads down, eyes glued to their mobile phones. Going full-tilt with something like this has the potential to take the emotion out of the experience, and that’s not what we want.

Enabling technologies like that can enhance our everyday, world experience. We just have to be careful to not let it drive our everyday, world experience.
Posted by: Admin AT 08:37 am   |  Permalink   |  0 Comments  |  
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