DIGITAL TRENDS 3

صفحه 1:
( REAL )time Real relationships and Real, live experiences relevant information and engagement at the speed of now. beyond advertising. 

صفحه 2:
What could (REAL)time mean for our clients? 

صفحه 3:
o Audiences are mobile- weneed to widen digital touch points and become the enabler&filter for people, - Help them now and help them plan for what they are doing next. 0 To do this will require moving beyonda website-centric modeltoa distributed platform. - Enable customers to engage in the channel they prefer/have available and track them through fragmented journeys witha single identity - Serve only what's relevant in current need state and location oCustomer feedback will be dynamic and real time- the crowd will express what it wants through its behaviour as well as communicating preferences and views. - An ‘opensource’ approach should beconsidered, tailoring our propositions (function and content) toneeds and feedbackin real time oSocial CRM combining social listening tools with CRM systems tied back to company data to track influencer financial value and help us respond to their needs faster. 

صفحه 4:
oCustomers will automatically connect with people they have something in common with, experiences are logged and shared automatically, so we’ll need to only serve up relevant content for people to make better decisions. - Personalise and aggregate their offers and promotions as part of shopping experience, make it easier for them to sharea good deal and not to miss out - Deal expiry alerts in their streams, use networks to share trackable offer codes olf everything is connected then there are increased engagement opportunities: but we need to design accordingly and appropriately. oCan we extend communications to packaging/POS giving thema layer of digital information or utility? oThe increase in digital noise for people will mean that our brand willhaveakey role to carry the relationship. - Hard to competefor share of attention - Human reaction to mask out noise - We needto help them by making sure all interactions and communications have the value exchange firmly in their favour 

صفحه 5:
the won THY PE. ‏سلسم‎ The sky didn’t The trough isn’t ae that disillusioning. fail 

صفحه 6:


صفحه 7:
“Intensify of the largest US-based and European financial institutions have pushed the global financial systemto the brink of systemic meltdown .” Dominique Strauss-Kahn, International Monetary Fund 12 October 2008 

صفحه 8:
‘Spending cuts “could cause strikes on scale of 1970s” Daily Telegraph,1 August 1 2-2 “Help ordinary people or we facea ‏لعي 9 رات‎ 

صفحه 9:
Then this happened. UK total weekly earnings growth: year on year Christmas bonufes disappeared and wage grpwth turned negative for3manths as people reality”. Thena |cautious level of stability returned. The Chartered Institute of Personnel& Development revised its unemployment predicitgns for 2010 from 3.2m to 2.8m 2006 2007 2008 2009 Source:ONS 

صفحه 10:
GDP Growth Forecasts eventurned positive...but led by the new powerhouses of China and India. Difference from 7/09 IMF Forecasts, 10/09 IMF Forecasts Country/Region 2007 2008 2009E 2010E 2009E 2010E USA 2.0% 0.4% -2.7% 1.5% | 0.3% 0.6% Euro zone 2.7 0.7 42 03 | 0.6 0.6 UK 2.6 0.7 aa 8 | -0.2 0.7 China 13.0 9.0 8.5 9.0 | 1.0 0.5 India 9.4 3 5.4 6.4 ۱ 0.0 -0.1 Russia 8.1 5.6 75 15 | -1.0 0.0 Brazil 5.7 Bal -0.7 3.5 | 0.6 1.0 DevelopedMarkets 27 06 -3.4 13 | 0.4 0.7 Emerging Markets 2) 8.3 6.0 1:7 51 | 0.2 0.4 World 52 3.0 -L1 33 | 0.3 0.6 ary Meeker, Morgan Stanley,"Economy+ Internet Trends", International Monetary Fund (IMF)World — Economic Outlook Note: (1) IMF equivalentof “advanced economies”; (2) IMF equivalent of “emerging and 

صفحه 11:
A competition to call time on the plummet. 

صفحه 12:
Even if.we might still be = in the-eye of the storm? Uncertainty as we moveinto 2010means we’re looking backwards more than forward. ‏نز 0 ا‎ that is our anchor. 2 ‏م شر شين‎ rere GOES-12 INFRARED G0: 45UT! 9 AUG O05 UW-CIMSS Meo 

صفحه 13:


صفحه 14:
۱2۳03 money worries... EEE ۲۱۹ ی عملي 5 credit 

صفحه 15:
۲۰۱] 01-1۳0 12-11 J sy scares and... 

صفحه 16:
210-20 of euphoria. (remember that?) But one year on and both the hype and honeymoon are fading memories. How have we changed? 

صفحه 17:
Firstly... 1. Denial 2. Anger 3. Bargaining 4. Depression 5. Acceptance 0١ YOU HERE. 

صفحه 18:
We're rebalancing. 10% UK Household Saving Ratio “It has beena tremendouslesson 4/056 0 in how to live within your means are adding to and separate wants from needs.” emergency fund ‏7ع اقمعع 5.نا‎ Secondly... Resource Interactive research interviews 

صفحه 19:
“90% of the U.S. respondents said that their households had reduced spending asa result of therecession. 45% 00 by necessity, by choice.” McKinsey Quarterly, March 2009 

صفحه 20:
ay ‏أ‎ ۱ ‎appraisals.‏ که( وج ۵1۴6۱۳۵6 اج ۵۶ وا ‎of 18-29 year olds agree with © oO the idea “My generation is 9 being dealt an unfair blow because of this recession.” ‎YOUR AGE GROUP HAS YOUR PARENTS DESTROYED THE HOPES WERE THE SO—CALLED TLL BET IT OF MY ENTIRE “GREATEST GENERATION.” INCLUDES THE GENERATION. 21 I WONDER WHAT YOUR WORD “BAG.” AGE GROUP WILL BE / KNOWN AS. ‎A a digression en ey ‎ ‎ ‎Even if it was often ۳ parents borrowing money to fuela GenerationY spending spree. 

صفحه 21:
The nineties and the noughties promised us that everything would be FASTER, BETTER, CHEAPER HARDER, BETTER, FASTER, STRONGER 

صفحه 22:
Now we won’t believe the hype or the promises, OPPORTUNITY EVERY CROWD HAS A SILVER LINING. because we know you have pay for it eventually. 

صفحه 23:
Issues oftrust& dependancywith the cloud. When Gmail went down in Feburary& September...Count the cost: 25m users, 33% affected;averageof $50 per hour lost productivity, 541 5۲ 06۲ ۳۵۱۷۳ ‏أماوصمع»ة‎ 605. “What's driving usage on the network... are things like video, or audio that keeps playing around the clock. And so we've got to get to those customers andhave them recognise that theyneed to change their pattern, or there will be other things that they are going to have to do to reduce their usage .” Ralph dela Vega, head of wireless at AT&T Even the promises of technology can falter. 

صفحه 24:
But equally we won’t believe DOOM 9 DISASTER, EARTH DEMOLISHED FOR BY-PASS, WORST EVER, HEAD FOR THE HILLS, HYPE. because that didn’t come true either. 

صفحه 25:
So, thirdly. We’ve changed our perspective toa more realistic view. 

#1 ( REAL )time Real relationships and relevant information at the speed of now. & Real, live experiences and engagement beyond advertising. What could mean for our clients? o Audiences are mobile– we need to widen digital touch points and become the enabler&filter for people, - Help them now and help them plan for what they are doing next. o To do this will require moving beyonda website-centric modeltoa distributed platform. - Enable customers to engage in the channel they prefer/have available and track them through fragmented journeys witha single identity - Serve only what’s relevant in current need state and location o Customer feedback will be dynamic and real time– the crowd will express what it wants through its behaviour as well as communicating preferences and views. - An ‘open source’ approach should be considered, tailoring our propositions (function and content) toneeds and feedbackin real time o Social CRM combining social listening tools with CRM systems tied back to company data to track influencer financial value and help us respond to their needs faster. o Customers will automatically connect with people they have something in common with, experiences are logged and shared automatically, so we’ll need to only serve up relevant content for people to make better decisions. - Personalise and aggregate their offers and promotions as part of shopping experience, make it easier for them to sharea good deal and not to miss out - Deal expiry alerts in their streams, use networks to share trackable offer codes o If everything is connected then there are increased engagement opportunities: but we need to design accordingly and appropriately. o Can we extend communications to packaging/POS giving thema layer of digital information or utility? o The increase in digital noise for people will mean that our brand will haveakey role to carry the relationship. - Hard to competefor share of attention - Human reaction to mask out noise - We need to help them by making sure all interactions and communications have the value exchange firmly in their favour #2 The sky didn’t f al l & The trough isn’t that disillusioning. #2 The sky didn’t fall & The trough isn’t that disillusioning. “Intensifying solvency concerns abouta number of the largest US-based and European financial institutions have pushed the global financial system to the brink of systemic meltdown .” Dominique Strauss-Kahn, International Monetary Fund 12 October 2008 'Spending cuts “could cause strikes on scale of 1970s” Daily Telegraph,1 August “Help ordinary people or we facea summer of turmoil” Sunday Express,1March Then this happened. UK total weekly earnings growth: year on year % 8 7 6 Christmas bonuses disappeared and wage growth turned negative for3months as people “accepted reality”. 5 4 3 2 1 0 -1 Thena cautious level of stability returned. The Chartered Institute of Personnel& Development revised its unemployment predicitons for 2010 from 3.2m to 2.8m -2 -3 -4 -5 -6 2006 2007 2008 2009 Source:ONS GDP Growth Forecasts even turned positive…but led by the new powerhouses of China and India. Difference from 7/09 IMF Forecasts IMF Forecasts, 10/09 Country/ Region 2007 2008 2009E 2010E 2009E 2010E USA 2.0% 0.4% -2.7% 1.5% 0.3% 0.6% Euro zone 2.7 0.7 -4.2 0.3 0.6 0.6 UK 2.6 0.7 -4.4 0.9 -0.2 0.7 China 13.0 9.0 8.5 9.0 1.0 0.5 India 9.4 7.3 5.4 6.4 0.0 -0.1 Russia 8.1 5.6 -7.5 1.5 -1.0 0.0 Brazil 5.7 5.1 -0.7 3.5 0.6 1.0 DevelopedMarkets (1) 2.7 0.6 -3.4 1.3 0.4 0.7 Emerging Markets (2) 8.3 6.0 1.7 5.1 0.2 0.4 World 5.2 3.0 -1.1 3.1 0.3 0.6 ry Meeker, Morgan Stanley, “Economy+ Internet Note: (1) IMF Now -4.75 Trends”, International equivalent of “advanced Monetary economies”; (2) Fund IMF (IMF) World equivalent of Economic Outloo “emerging an A competition to call time on the plummet. Even if we might still be in the eye of the storm? Uncertainty as we move into 2010means we’re looking backwards more than forward. And it is recent history that is our anchor. 2009. A year of outrage... ...serious money worries... n o i l l i r t $4 ) n t 5 7 . (£2International IMF) ( The d n u ry F m Moneta of losses fro e estimat nch. u r c t i d the cre ...global health scares and... ...evena bit of euphoria. (remember that?) But one year on and both the hype and honeymoon are fading memories. How have we changed? Firstly... 1. Denial 2. Anger 3. Bargaining 4. Depression 5. Acceptance Source: Kübler-Ross We’re rebalancing. 10% UK Household Saving Ratio 8 6 4 2 0 -2 2004 2005 2006 40% Secondly... 2007 are adding to emergency fund 2008 2009 “It has beena tremendouslesson in how to live within your means and separate wants from needs .” U.S Female, 47 Resource Interactive research interviews “90% of the U.S. respondents said that their households had reduced spending asa result of therecession. McKinsey Quarterly, March 2009 a digression Source: Kelly Mooney, Resource Interactive; It’s not all hairshirts and honest appraisals. of 18-29 year olds agree with the idea “My generation is being dealt an unfair blow because of this recession.” Even if it was often their parents borrowing money to fuela GenerationY spending spree. The nineties and the noughties promised us that everything would be NASA Kanye “I’m gonna let you finish” West Now we won’t believe the hype or the promises, Madoff because we know you have pay for it eventually. of technology can falter. Even the promises Issues oftrust& dependancywith the cloud. When Gmail went down in Feburary& September…Count the cost: 25m users, 33% affected;averageof $50 per hour lost productivity, $415m per hour economiccost... “What's driving usage on the network... are things like video, or audio that keeps playing around the clock. And so we've got to get to those customers andhave them recognise that theyneed to change their pattern, or there will be other things that they are going to have to do to reduce their usage .” Ralph de la Vega, head of wireless at AT&T But equally we won’t believe because that didn’t come true either. So, thirdly. We’ve changed our perspective toa more realistic view.