The Rise of Consumers as Creative dreamers Meabh Quoirin | Managing Director

3 Motivation 1: Deal better  Co-create = a basic exchange for a better life.  Concierge Living.  Curation. 14% have contributed ideas for the creation of a brand’s NPD, advertising or marketing campaign 65% willing to receive advertising in exchange for free products or services

4 Real-time relations  Add in unilever vip system. Vouchers in exchange for reviews. Best customers selected to co-create.

5 Curate, collaborate, co-create Source: European Social Survey/nVision | Base: 2,000 face-to-face respondents aged 15+, UK, 2011

6 Source: nVision Research | Base: 2,000 online respondents aged 16+, GB, 2012 The People Experts’ review online Family Individuals’ reviews online Friends Contacts on social networks

7 Consumers and experts work together

8 Motivation 2: All about me Source: nVision Research | Base: 1,000 face-to-face respondents aged 16+, GB  Standing up, standing out.  Life is a performance.  Storytelling. I feel the need be more creative % I feel the need to be different from others %

9 Performative leisure Source: nVision Research | Base: 1,966 online respondents aged 16+ who belong to loyalty card schemes, GB, 2011 Source: nVision Research | Base: 2,000 online respondents aged 16+, GB, 2012 Source: nVision Research | Base: 5,000 online respondents aged 16+, GB, 2012 Gen YTotal Like friends to notice my clothes 41%24% I update my profile at least 2/3 times a week Total - 42% 16-24s – 54% I have posted an update while at a live event Total – 40% 16-24s – 54% 81% are interested in doing this in the future “I have set up restrictions to limit who can see my profile page” Total - 63% 16-24s - 70%

10 Source: nVision Research | Base: 2,000 online respondents aged 16+, GB, 2012 “Thinking about your friends, family and contacts on your social networks, please select all the types of information it is important for you that these people take note of. My taste in film/music” “I like it when others acknowledge my posts/ photos/comments on social networking sites” 60% GB social networkers The importance of recognition : share to live

11 Distance matters

12 Storytelling “They want to have an impact on society and be someone that could potentially speak at a TED talk.” USA trendspotter “For sale: baby shoes, never worn” Ernest Hemingway “For sale: baby shoes, never worn” Ernest Hemingway

13 Red chair moments

14 Native Marketing. Look who’s talking.

15 Motivation 3: Native pursuits Source: DMA/Future Foundation/nVision Research | Base: 680 online respondents aged 18+ who use social networking, UK, 2012  Social weaving.  Collaborative marketing. Leisure activities indicate who I am as a person” 45%

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17 Layers of leisurely capital 1 in 3 of those who strongly agree with “leisure activities indicate who I am as a person” update their SN at least once a day 1 in 3 of those who strongly agree with “leisure activities indicate who I am as a person” update their SN at least once a day 35% of those who agree with “leisure activities indicate who I am as a person” update their SN sites 2-3 times a week 35% of those who agree with “leisure activities indicate who I am as a person” update their SN sites 2-3 times a week Several times a day Every or nearly every day 2 or 3 times a week

18 Collaborative 2013 Brand capital Creative’s sake Social capital Social networking Second nature Native is not… Native is

19 2/3 of social interaction now comes via mobile Camelbak Camelbak recruited 26k fans via mobile Aug-Oct in K in 2012