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  • I believe that we are the connected generation.

  • I'm going to spend the next 2 minutes with you to confirm that.

  • It's some thoughts and some ideas that inspired me

  • and I hope they're going to inspire you, so let's crack on.

  • There are 7 billion people on the planet, 50 percent of these, under the age of 30.

  • They have never known life without the internet.

  • What is really interesting to me there is 6 billion mobiles.

  • Out of these 6 billion mobiles, there is 1 billion of them are smartphones.

  • A billion smartphones.

  • What's also intriguing, there is 57 percent of people,

  • rather speak to people digitally than analogue.

  • So picking up the telephone and calling somebody is cliché.

  • In fact if you were to call my desk phone in New York city today,

  • it forwards to a florist in London.

  • I am one of that 57 percent.

  • What's also interesting is 48 percent of us,

  • who have a smartphone have actually bought something.

  • Intriguing.

  • What's really intriguing for me, is there are 2 billion people

  • connected to the internet,

  • and 70% of those people online like to read blogs.

  • Interesting.

  • Things have changed since I grew up in Australia. This is the country I am from.

  • I grew up in that house in that town.

  • I am one of ten kids. That's me on the left.

  • Sweet 17. I'd never been kissed.

  • What's really interesting, is that at that age,

  • that was when freedom and independence

  • and self-expression was positive.

  • Mini moke indeed, my friend. My first car.

  • So when I was able to buy a car,

  • that's when I was able to actually have that freedom of expression.

  • Today the kids are born connected.

  • There is something about them, that's sort of ridiculous.

  • There is a switch they came on and we sort of sometimes wonder

  • whether we can turn it off. This the world of the doer.

  • What is really interesting in my mind is that work and leisure

  • have now blended together to this thing called life.

  • And it's all the same. And we should enjoy that. No doubt.

  • How did we get here? We all started in this fragmentation world

  • of portals, blogs, aggregators and feeds and the rise of the mighty social network.

  • The social network my friend is not new. It's been around for many years,

  • but I don't care about the brands, I care about the themes.

  • These is going to be consistent over the time that we look at social.

  • Conversation, connectedness, openness, community, conversations, participations.

  • This is all we care about when it comes to social.

  • We very quickly move from the information age to the social age.

  • This is the image of the moment for me. (Laughter)

  • Seriously.

  • (Laughter) Indeed.

  • (Applause)

  • You've all seen this poster to your social accounts.

  • This sums up what is going on in social right now.

  • (Laughter)

  • I love the bottom one.

  • I am good at peeing. Awesome.

  • (Laughter)

  • Alright. We are just one click away from our personal, most inner thought.

  • That's the world that we are in today.

  • This idea of self-publishing, that consumers are now publishers, I love that.

  • Personal expression is the new form of entertainment.

  • That's what social really taught us.

  • What do we do online? We consume and share content.

  • The ways that you expect it to. We consume a lot of content.

  • Half the time we share it, half the time we consume it.

  • That's all we are doing online nowadays.

  • However, for brands it's been a land grab for likes.

  • I think likes is a rubbish concept.

  • Back in the day, before you and I could communicate,

  • we'd have to confirm my friend request. That was the skin in the game.

  • Today you can like my shoes, my belt, my pants, my bag

  • before you like me as a whole.

  • So we're going to see all these new verbs come out.

  • So that is going to be in change as well

  • but who is winning in the liking space?

  • Well it's food, entertainment and restaurants. Why?

  • Because they already shop there, they love special deals

  • and they like to be treated like VIPs.

  • So they treat them like VIPs. Intriguing.

  • This is social brand.

  • The country of Sweden said, "You know what,

  • if you are proud to be Swedish,

  • why don't you actually own the Twitter account."

  • The official country account for a week.

  • Love it. This is social brilliant.

  • This is Burberry that said while mountains of people

  • are following us on twitter over the London fashion week.

  • Why don't we do something special for them.

  • So what do they do?

  • They took photographs of the models and tweeted it out

  • before the likes of Anna Wintour got to see them.

  • That's the sort of stuff we are looking for.

  • Sandy. I mean, I live in New York City. My wife and I were victims of this,

  • But what we've all seen is the grownup social.

  • We all rush to the television, the newspapers, the radio.

  • The lights went out.

  • We rush to social. Social kept us informed with family, with close friends

  • and kept the network of social closed. And kept it really unique for us.

  • Digital behaviors have also changed.

  • We have been in the game of entertainment and information for a very long time.

  • The new new is utility, or as I'm calling it, just be useful.

  • Because if you are useful in a brand

  • then people actually participate in your brand more often

  • Please stop calling this thing "the second or third screen."

  • It's clearly the first screen. Nobody walks in here today with a television.

  • So it's really important to understand that this is the future way we are going.

  • This is how you should be interacting with people in my mind.

  • Right, why? If you are thinking about building an app

  • and they will come, those days are well over.

  • It's no longer 2007. Fewer apps are being downloaded,

  • but people are paying more for them.

  • That is really important to think about the way you actually express

  • when it comes to consumers online.

  • We love location.

  • We love mobile for 3 reasons.

  • As marketers we are aware of what they are doing

  • in a context of what they are doing in it

  • and we also love the fact there is all this new data.

  • It is data soaked and there's all sorts of new data

  • that we don’t even know how we're going to express

  • and how we are actually going to report that today.

  • But it's a beautiful environment to think about in the future indeed.

  • You thought the utopian moment of the last 18 months was going to be

  • a term called SoLoMo, Social Local Mobile. Well the reality is, it's HoMo.

  • (Laughter)

  • I could have a lot more fun with this slide. (Laughter)

  • 68% of your mobile minutes are actually spent in the home.

  • So we are doing a lot of mobile mobility

  • in the home with multiple devices. A list bit of this,

  • we have gone from a lean back to a lean in to a lean back. What is that?

  • 25 years we've been sitting on the sofa

  • like this, boing boing boing, a remote controlled TV.

  • Lean in is over the desktop, over the keyboard,

  • humped over our backs. That's the lean in.

  • Lean back is we're back on the sofa, still pointing our remote controlled TV.

  • But now we have a 10 inches something burning a hole on our crotch.

  • That’s the lean back option I'm talking about.

  • Alright. Is it important? Yes.

  • They spend more money than smartphone users.

  • They spend more money than desktop users.

  • This category has only been around for couple of years.

  • They tend to convert higher.

  • So they actually spent higher value. They love it.

  • There is something about the 10-inch.

  • Women rule the world, brothers and sisters, no doubt. (Laughter)

  • But where way men actually have a higher penetration

  • than women today is actually on tablet use.

  • Can I get away with that?

  • Here is the point. Men are actually on top in terms of mobile spend.

  • Finally we are on top of something. Rocking. (Laughter)

  • Here is the deal. When people have a tablet in their hands

  • they have a higher appreciation.

  • There is a differentiation in the way they look at value.

  • So people who now carry a 3-inch device vs. a 10-inch device,

  • there's a high and different appreciation. That’s very worthy to think about.

  • Augmented reality. I think it’s the pants.

  • I think augmented reality is going to be the future,

  • here is an example of it.

  • (Music)

  • Extremely powerful tool.

  • But if you need more convincing check this out.

  • (Laughter)

  • (Video) Ahh! (Laughter) (Applause)

  • So, awesome. You can see the power of where that's going to go for us.

  • Band-Aid, in a limited edition Muppets recently

  • when you wipe over your tablet device, it actually came to life,

  • and you are able to play around with the muppets

  • and kids are able to interact directly with their favourite characters.

  • Toyota recently realized the kids like to be the back seat driver.

  • So to enable that, Toyota built an app that allowed kids

  • to drive the contours of the road that their parents were driving,

  • but in their language. So it's in cartoon.

  • This is the sort of captions we're about when it comes to mobile.

  • People discovery. This is interesting.

  • We sort of think we're tapped out in apps

  • in terms of checking in and being able to actually find out

  • where you are digitally.

  • But there are actually apps now that allow you

  • to find out people who you identify with,

  • who now are leaning into locations that you are at.

  • But that’s not enough.

  • We want to be able to use that to actually introduce ourselves,

  • to use it as an icebreaker.

  • In the real world we wouldn’t call it people discovery,

  • we'd call it stalking.

  • But in the reality of digital it seems like something we can utilize.

  • However, I do think that it's completely overwhelming at the moment.

  • There's lots of media coming out and social is doing a lot of this.

  • Television is still hitting us with a lot of context

  • and then it becomes underwhelming because

  • we can't find what we are looking for.

  • Search doesn't do what it used to do.

  • So I think there is actually too many friends

  • we're probably following too many people,

  • we have too many followers. There is too much noise.

  • With mass confusion out there as consumers

  • and I think that defriend and unfollow will be a trend.

  • (Laughter)

  • But don't be afraid of this.

  • Because the goodness of this, is the reality is that if you can do that,

  • attention is the new currency.

  • It’s not click-through rate but what we want is dwell time.

  • We want people to pay attention to our brand,

  • whenever we interact with them.

  • So that’s the currency that we are looking for in the future.

  • That currency will be delivered in great story telling.

  • That story telling is going to come from content of curating.

  • So these curations of conversations are going to be done

  • by brand and by great consumers

  • who can build that story telling.

  • That’s all we are talking about moving forward

  • We are going to see ads that are going to be harmonious,

  • meaning they're going to be very contextual to the environment that you are in.

  • They are not going to look like ads you see today.

  • They are going to be very environmental,

  • which I think will be very beautiful to see.

  • How is it going to be delivered?

  • It's going to be delivered through conversations,

  • not campaigns, not chatter.

  • That's not the world that we're going to live in.

  • But brands that are remarkable, reactive and relevant,

  • are going to win in this game in my mind.

  • It has to be authentic and it needs to be active

  • and engagement needs to be really authentic.

  • That's all we really care about, the consumers.

  • We are going to see ads that have video,

  • apps, commerce and social embedded in them.

  • So stay with me here for a second.

  • I think the banner ad in the advertising strategy,

  • that we've been spending millions of dollars on

  • to get one click away to a destination, is going to change,

  • because you will be able to embed all of that context inside the ad today.

  • So instead of going outside in, you will go inside out.

  • Your message and your interaction will be in the context of people

  • reading the content and the ad in that context with them.

  • That's what I am talking about in the future of ads. Awesome.

  • Our job, as marketers, is to build liquid content

  • that fills conversations, connections and engagement.

  • That's our whole utopian moment. OK.

  • What else is hot. There are some other things that I think are amazing.