DIGITAL TRENDS

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But first ’ a quick pin “There is no reas wanta compute! Ken Olson, president, of Digital Equipment Co i a isa 59 mar 0 r maybe five computer: iomas Watson, chairman of IBM, 1943 5 ۳ pe: ‏لا حت‎ the ‏كنا‎ ۱۷ weigh no more than 1.5 tons.” Popular Mechanics, forecasting 3 ۰ the march of science, 1949 ۳ Ee ‏مج‎ > | A ۹ 0 02 0 0 iPhone is going to get any significant market share. No chance.” ۱۳۵ =f] Leal ea a BL Oe Od 

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the (REAL)time won THYPE. GOODcause 0 (۱)۱۹۸- causeGOOD a Playful ۵ 

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(REAL )time سسلسم Now. 

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So whatis happening now? a sare talking 7 ۷ > stream >: \ ime search, expectations. 

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million month ‏لام‎ 

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‎People using technology to share‏ ™ ی ‎live-streams what they do, buy, think, and watch‏ ۳ یت ۳۹ ‎ ‎9 more and more information. are we dealing with it? 0 

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2 No, it’snota joke. “The GScreen Spacebook was designed to help you get more doneina mobile environment” Maybe not... More seriously, we’re looking to practically integrate the increasing infomation overload into our lives via technology filters like Real-time search. a digression ‎syn‏ ۲ ماع اعم ‎Ee‏ ‎۳ ‎۰ ae 3 0 ne 0 ‏ل‎ ‏وم اط‎ 2۳ ۲ never V ‎els) 

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3 What is so different about real-time search v. normal search? 3 rida ac Fe O Relevancy is important, but timeliness [5 cata) eT] olla O It is getting an idea of what people are talking about or interested in now. O The potential is to combine: - on-the-spot peer reviews - recommendations - discovery - offers and time sensitive calls to action - social media connections/referrals -instant information updates. How are people already approaching real-time search? O Bing& Google are already working on integrating Twitter into their search results. O “We don’t know enough about what kinds of queries people would issue against real-time data to know how monetizable it is.” Marissa Mayer, Google 

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ret ace) ۵ ‏ده‎ ‎nama David J Carr focation London oF Interactive creative arc strategy and stuff Head of Interactive af Chemistry Twitter API Status hy =a uot i ‏مت‎ You're looking ata map of mentions. Esc usar i connected to tne people ane hashtage they mentioned the mest in recert tweets. Click a node te exper its negnnomae. Retweet } | About Ss #socialmedia 4 umobile And people are exploring new(ish) tools Mentionmap maps the topics of conversation heating up in your social graph. ® astorisg 

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Practical approaches to search and other real-time trends... Temporal cues in your search query ‏یت هرت یات ات رت ریت۰ ده‎ change the priority of your results e.g. If you search for “snow conditions at your favorite ski resort, you'll find updates from other users who are there and sharing the latest and greatest information.” Real-time online collaboration O A Business benefit of the real-time trend O Part of the shift from batch analytics and waterfall processes, to real-time analytics and agile processes. O Using Google Wave and add-ons like SAP's Gravity. O Enable groups of people to collaborate on projects without the cost or infrastructure investment ofa Sharepoint-type solution. 

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twitter.zappos. بي Hey there! TWELPFORCE is using Twitter. Twitter is a free service that lets you keep in touch with people through the exchange of quick, frequent answers to one simple question: What's happening? Join today to start receiving TWELPFORCE's tweets. TWELPFORCE @lilbigvince Stop by your local store, and they should be able to provide you with some type of 0۳۵۵۲ ۵0۶ Send an email w/deralls to eon cesta om 30 9 ea ok futher It yur tm not entirely clear on what youre asking, {fant to know i they sold any unis? the sale vas moved. I believe that i a misprint. Should have a correction ممأ -۵۵۱ظ o Reacting and responding to questions and © 8 sto aa ‏تت‎ 6 issues ‏ری‎ and Tals ۷ #twelpforce: 13,000 queries in the first two months. ‎oEngaging in real human conversations.‏ تت © ‎rvi‏ مد 

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يي ل ۱ ۷۵ 0۵0 ۳۵۸؟ < > ‏ت۱۵‎ ‎you’re thinking... 1 first direct first direct Toking Por PC ees ‏ا‎ Me SUbIedWeD hed ee Satisfaction guaranteed £100 If you like us... 10 £144,039 £200 If you don't 24 7 5 0 ل+23|-7إللاة مإ60|8مة 

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Brands stimulating and ‏كه سس‎ aggregating streams of relevant conversations and associated content. ۱ Platforms for entering and harnessing the dialogue that is already happening. ‎BRANDY \‏ ’ 0 0۳5۲۱۱ | پم لا ‏7د لنت اسان ۷۲ ۱ ‎ 

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facebook Woody TOM aa void 0۸۵۱۳۲ ۷/۸۲۲ ۲0 ۲ ۷۵ TO LEARN HOW TO GET A FREE BURGER. betes ‏ا‎ 91 Time sensitive offers 7 forgot to register your email, Friday's designed for life-streams fgg you alta caret Cz THEY'RE COOL LIKE THAT!!! Just click on the tab that says LAST ٩00۴ ‏کر ۵ شم رهم‎ by 10/6 cause there won't be another O Integrated into real-time experience witha sense of NOW. O Urgency because traditional marketing campaigns chancel! (More info: (like TV progs) now can be filtered and time shifted http:/bit.ly/1RsTae) (and even forgotten as our content collection piles up). 4 ho ‎ee SL 2431 comments +5527 people‏ اي 0 لا ‎ ‎ 

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‘The next phase of media, I’ve been thinking, will be after the page and after the site. Media can’texpect us to go to it all the time. Media has to come to us. Media must insinuate itself into our streams 

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What does it means ‏بي‎ ‎for the site owners? Decreased server costs with 1 a fewer page refreshes and DB ‏م‎ calls as sites move from ~, 3 & | نام عممداوعم مغ ومألامم lytics nightmare. Wiest estes ‏ا‎ Cams KOLO ٩ ‏فا ر‎ 7 eons oO Ora 1 ۳ 0 uu tell which 50۳0۲ [ ۹ ۱ ‏انا‎ Tare Ma) (els 1 } Pas ce: Ted Roden New York 1 —_—— is 1 

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demand MEDIA ۲۲۲ ۰ ‏0و ع‎ BRANDS etd ‘ABOUTUS era oem ee ee SHARE A SENSE OF HUMOR ‏موه و جر‎ re 4 came 0 REE demand | MEDIA MAKES IT POSSIBLE "fal oP A Every day Demand Media makes It possible for people to create and pub! le content, for millions of Internet communities, and for thousands of wabsites to grow with social media features their audiences want. DEMAND STUDIOS DEMAND BRANDS DEMAND PRODUCTS 2ه د د نه محم حجن 35 Content is rapidly ane down the stream by 4,000 articles/videos a day. “Low quality”, high search visibility “farmed” content. 

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#2 (REAL)time NOW 3. 2°22 Sm" IMPLICATION expectation culture? 

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[Part 1] (p s lu a w fe di ns s io es gr ) But first a quick pinch of salt... “There is no reason anyone would wanta computer in their home.” Ken Olson, president, chairman and founder of Digital Equipment Corp. 1977 “I think there isa world market for maybe five computers.” Thomas Watson, chairman of IBM, 1943 “There’s no chance the iPhone is going to get any significant market share. No chance.” Steve Ballmer, MSFT CEO 2007 “Computers in the future may weigh no more than 1.5 tons.” Popular Mechanics, forecasting the march of science, 1949 #1 ( REAL )time now. & live. #1 ( REAL )time now. & live. So what is happening now? g n i k l a t e r a e l , p s o e m p a f e r o t s s t e Lo m i t l a e R , h . . c . r t a u e s abo e m . i s t n l o a i t a Re t c e p x e e m i t Real wh y? % 9 1 net r e t n i of ter t i w T us e y e h t y a s are h s w o n o t ic e v users r e s s, e r v l e e h s t or ano about them ut others. s bo a s e t update da p u e e o r to s nternet 3 . 27 mill i o n ual n n a n a h t i ts w e e y a w t d n o per i l l i b 10 f o e t ra tweets ru n 40 k o o b e c Fa n o i l l a i m m o r f ay d a s e. a te c d n p e u i d status ion-plus au ill m 0 35 0 0 8 million by onth m a s e t a rs d e p s u U s M I d statu n A l Mai o o h Ya +65 5 5 –6 4 4 5 –5 4 u l ts d a e f o nl i n o s e us e d g e A v a h wh o 18- 24 pdated u r o Twitter online s a s tatu 2% 4% 5% 10% 20% 3 5 –4 4 19% 2 5 –3 4 1 8 –2 4 And American Life Project, Facebook, Yahoo, Pingdom r e v e n e v ’ e w s n a a s e ’ e m r e y h g t o t l a o h n t h e . c r w a Te o w n a g e r n i o n m e p g p n a i h t been u s b g i r n t i n h t o f c o t y l o l e v i t c a e r ’ e An d w “live-streams” People using technology to share what they do, buy, think, and watch ...creating more and more information. How are we dealing with it? a digression ? No, it’snota joke. “The GScreen Spacebook was designed to help you get more doneina mobile environment” Maybe not... ." r e o f m o r p l d he yn s g n i n t o t r i u o Ge ra t y b i r v we s m n o t a n a u "P h n yo it e h d w n fi g n to y l feeli n o c i ty ) e i t h s , t a l e l p i — b o euro N m ( g . n a ll t a v i b r a ti d te a r b i v never ? More seriously, we’re looking to practically integrate the increasing infomation overload into our lives via technology filters like Real-time search. What is so different about real-time search v. normal search? o Relevancy is important, but timeliness is the essential part. o It is getting an idea of what people are talking about or interested in now. o The potential is to combine: - on-the-spot peer reviews - recommendations - discovery - offers and time sensitive calls to action - social media connections/referrals - instant information updates. hatic p e r ts a e e w t nal e o h i t t f a %o ue" vers l 5 n a 5 o . v c 0 o 4 .55% are ass along nal o 37 % have "pelf-promotio o 8.7 5% are s am o 5.8 5% are sp s. o 3.7 % are new o 3.6 How are people already approaching real-time search? o Bing& Google are already working on integrating Twitter into their search results. o “We don’t know enough about what kinds of queries people would issue against real-time data to know how monetizable it is.” Marissa Mayer, Google And people are exploring new(ish) tools Mentionmap maps the topics of conversation heating up in your social graph. Practical approaches to search and other real-time trends... Temporal cues in your search query determine the relevance of time and change the priority of your results e.g. If you search for “snow conditions at your favorite ski resort, you’ll find updates from other users who are there and sharing the latest and greatest information.” Real-time online collaboration o A Business benefit of the real-time trend. o Part of the shift from batch analytics and waterfall processes, to real-time analytics and agile processes. o Using Google Wave and add-ons like SAP’s Gravity. o Enable groups of people to collaborate on projects without the cost or infrastructure investment ofa Sharepoint-type solution. 15 Technologytrends for Enterprise Architects to watch, Forrester; Google Real-time customer service o Visible staff involvement in problem resolution. o Reacting and responding to questions and issues quickly and transparently, #twelpforce: 13,000 queries in the first two months. o Engaging in real human conversations. Real-time dialog ue campaigns Brands stimulating and aggregating streams of relevant conversations and associated content. Platforms for entering and harnessing the dialogue that is already happening. BRA ND DESTIN AT ION FLASH M IC ROSITE * li e d a p m i ay s w ps, l e a t s n t tinatio ithout nex -user ” s e D * w e nd d “ n e m r finite e the te li k a b it Time sensitive offers designed for life-streams o Integrated into real-time experience witha sense of NOW. o Urgency because traditional marketing campaigns (like TV progs) now can be filtered and time shifted (and even forgotten as our content collection piles up). NB: Facebook have changed the rules...again. “The next phase of media, I’ve been thinking, will be after the page and after the site. Media can’t expect us to go to it all the time. Media has to come to us. Media must insinuate itself into our streams .” Jeff Jarvis Real-time eCommerce o As retailers move closer to real-time inventory management, it increases the possibility of more widespread dynamic demand led pricing. o Consumers can be alerted about price changes as they happen. o They can even group together to negotiate bulk discounts. e: What does it means for the site owners? More time on site but fewer page views. Decreased server costs with fewer page refreshes and DB calls as sites move from polling to real-time push. Advertising analytics nightmare. 8 hours=1 pageview but 100’s of opportunities to see an ad? How can you tell which story in the stream was read and which was missed? Ted Roden New York Times If you tap intoa “live-stream” of first or second hand experiences and thoughts, how can control the flow and tell what is relevant? t n e t n co f o n ti o a s is i l t a a n h o s w r y pe l n o c i t g n in w o h Sema s and g n i r a filte u. s o e y d i o v t o t pr b relevan e a ta d w s c w i t llo n a a t a m h t e ss o “The s framework r c a ed s n o u e m r m d co an d d n e a r a e h s i s rp r ). e t C n 3 to be e W ( , s” i on t e i a r c i a l d p n ap ou b y t i n commu is m a re t s e e h h t t t t a o h t s n e i s i a n t g a Reco ta and “d a still d r insight. UL F G N I o EAN M T truth” M OS ≠ T al c C EN E o R v by . ” M OS T d d e e k n ijac cer h n o t c e g ly r t ’ e n v o o “ D r o y t i minor Source: Richard MacManus, Content is rapidly pushed down the stream by 4,000 articles/videos a day. “Low quality”, high search visibility “farmed” content. Lots of people, saying lots of different things, all expectinga response, now. They’re waiting. How do you deal with expectation culture? CMO Customer listening Customer participation and design Customer operations , n g i s e d er m o t s s s u e n re c i e s h w u b l cture u a r i t s c Soew business ected to busineusssgroup nn foc an o c ”. e e s l m i i p t o k l c e a a nd p a re a feedb e k a i t l a “ d R, s P , e y s r g s o o e l l hno proc gita c i e d t f o g nd n a i m n i s g i b l n i a m t t co en ip a c m i t t r s, r t a a c p p u m d t o o r p abou g No c n i s i n g i g des i s in advert g is about s. e c n i n t e e i r k r ma expe d n a s service Sources: David Armano, Dachis Group, R Domin o’s Piz za an y o ne ? ea t a e r c i ll w . c t n. o i ch e t n c u a a e l n, al r o i t i t c g i a d ible s Ev e ry i v d l ic an b t u n p “ a t in s l op e to v e e s d n o o t e sp r t s. e eeds l d t n i u p o a r s w in o PR e n ” s e p i ag sh n n a o i t m a l t re ju s t o n ns e o i u t g a o s l i an dia g r o t d en i n l a c s o t n in ti o a d c i e t n a u r ? g m e e l t m o o n r I c o d ic e e v r n i e b s / m p i o as a c r relationsh e m o t s u c