People 3.0: Leadership Beyond Barriers TedxChumash was a phenomenal event organized by Jacky Lopez, Founder of the Central Coast Women’s Network. Speakers included Dr. Mark Juretic, Mathew Linden and Blake Irving -Yahoo EVP of Product Development
They say internet marketers work 20 hours a day so they can make money in their sleep.
“Guilty”
But hopefully in those 20 hours a day I’ve learnt some things that I’d absolutely love to share with you. Of course I can’t cover 20 hours a day in 15 minutes but what i would love to share with you right now is my passion and fascination with this space. I’m working in 4 related niche markets right now but Twittrafficpro has been a particularly fascinating project because
1.its given me the opportunity to engage with some brilliant and creative people
2. its opened my eyes to the possibilities in this mobile, local, social real-time space – try saying that fast five times:)
So today I’m going to talk about 140 Characters and the internets impact on offline consumer behavior.
But before I get started on that lets give a big hand to Jacky for putting this remarkable event together, for bringing such brilliant people into one room to share and reflect on ideas worth spreading. A BIG HAND.
We know something is happening.. and we’re beginning to sense what it is…
We’re speeding up
We are accelerating development with widespread digitalization, broadband internet, environmental and energy breakthroughs, medical advancements –
Our technology is speeding up… lifestyle, work, arts and entertainment, the pace of innovation and change — it’s all speeding up.
And this was something that James Gleick noted in 1999
How are all these changes affecting you and me and him and her…
We know the way we consume the web will look very different in a few years
So for example:
How many of you are on Facebook?
How many were on Facebook five years ago
It took radio 38 years to reach 50 million users. Facebook had over 100 million users in less than 9 months. The iphone had over a billion app downloads in 9 months.
How many people have smart phones in this room? or should I ask … Or should I ask . . . Who doesn’t have a smartphone?
We are at the beginning of the beginning with –
Exciting pocket computers and tablets
Ubiquitous connectivity
Culture of participation/sharing: “tweets, updates, tips”
Geotagged data, matched with places
The Cloud: my content on any device
cool stuff like augmented reality
Now we
use these devices to help make decisions – I was speaking with a 65 year old man recently who was really excited about his iphone because he uses it to make decisions about what he can eat to stay on track with his weight loss plan
We can take the Internet with us
are Influenced by opinions and recommendations of others to find deals, discounts, incentives
The implications are huge!
Think about it – The convergence of Mobile, Local, Social and Real time Search – all these connected so we get geotagged data at crucial decision making moments.
What does that mean?
It means we can become brand evangelists. You can quickly see without calling which Starbucks coffee your friends are hanging out at, and maybe even get Starbucks to pay you for letting your friends know where you are hanging out.
It means for example in real time we can see what events are happening in an area and the sentiment around it with tweets from real people in our community
So we’d get a sense of what an exciting place this is to be tonight and definitely make sure we don’t miss out next year – anyone tweeting?
So with all this talk about the world wide web – Local? Who cares?
Well, let me tell you something – if search were a marathon local is the last mile and mobile is the last yard to the finish line.
96 % of transactions still happen offline
But lets imagine this – what’s your favorite store – Shout it out someone (Trader Joes)
What your favorite product in that store? (Coffee)
Ok great – Trader Joes is having a sale. You’ve been a loyal customer. You happen to be walking right past Trader Joes as they are having a sale on that special Kenyan arabica you’ve been meaning to try out. You had no intention of going into Trader Joes but you were interested in getting that coffee when it went on sale. Right as you are walking by you get a txt letting you know about that sale, along with 3 reviews from your friends… just in time.
In 140 Characters… ok, 160 that’s an SMS… in real-time.
Do you see now how mobile, local, social and real-time converged – of course that’s just scratching the surface. There are lots of other exciting applications for this technology. My point right now is local is about driving that point of sale – whether its for coffee or shoes or your favorite charity or a soccer game or.. whatever.
Where does the world wide web come in?…
We’ve just seen a glimpse –
Off line purchases increasingly web influenced – 80-90% will do online research before purchasing, bring in the possibility of recommendations from friends… and the implications are endless
It’s all about making those decisions online so we can then go do offline.
Let’s take a slightly closer look at each of those…
Mobile – Mobile Buyers actively looking – Iphone proved that as you can tell by most users addiction to the iphone store – and that means the leads could potentially be better. A word of caution tho’ we’ve noticed most people who’ve had success use mobile in tandem with online and print
Social – Facebook has such precise targeting: you can literally target people by demographic, Geographic location and, Interest… and my guess is the new open graph social will facilitates recommendations by friends.
And then, let’s talk about real time
Twitter has over 300,000 new users sign up per day. Receives 180 million unique visitors per month , Basically go into the Twitter search engine, type any question and you’ll get a plethora of responses from real people in real time.
So when people ask me why they need to understand this wave, I often say it’s not why buddy, its when…
Thanks for your time, it’s been a blast and feel free to reach me with question or comments on my website – wandia.info
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