{"id":1124,"date":"2016-04-13T06:38:33","date_gmt":"2016-04-13T06:38:33","guid":{"rendered":"http:\/\/localhost:10151\/uncategorized\/fasten-your-seatbelts-its-going-to-be-an-augmented-social-reality\/"},"modified":"2018-01-17T17:19:13","modified_gmt":"2018-01-17T17:19:13","slug":"fasten-your-seatbelts-its-going-to-be-an-augmented-social-reality","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/thought-leadership\/fasten-your-seatbelts-its-going-to-be-an-augmented-social-reality\/","title":{"rendered":"Fasten Your Seatbelts. It’s Going to be an Augmented Social Reality"},"content":{"rendered":"

Facebook\u00a0<\/em>Messenger\u2019s new bot store\u00a0puts us on the brink of a new augmented social reality in which\u00a0people brands and things will intermingle\u00a0quite happily.<\/em><\/p>\n

At F8 <\/a>today, Facebook announced a new Messenger bot store<\/a>, representing\u00a0\u201ca major new channel for commerce, customer support, and possibly even media.\u201d<\/p>\n

I would argue that the implications are more far-reaching than that. The\u00a0bot store\u00a0will usher in\u00a0a new era of social, in which brands will take on people-like identities and inhabit the same spaces in our lives as friends do. It marks the beginning of an augmented social reality.<\/em><\/p>\n

This augmented social reality<\/em> will feel natural and useful to consumers, and it will be exciting and lucrative for brands. Success will depend on brands knowing their value proposition, and\u00a0acting this out with both\u00a0consistency and restraint. It will hinge entirely on brands\u00a0respecting the first rule of friendship \u2013 trust.<\/p>\n

\u00a0Natural and useful<\/strong><\/p>\n

Brands will develop\u00a0human-like digital identities and establish\u00a0practical and emotional relationships with consumers. They will carry out these relationships in the very channels where consumers today are spending most of their time, and will engage with people through the distinctly human medium of conversation.<\/p>\n

In order to establish an identity in people’s minds,\u00a0brands will need to be clear on their area of specialty. They will need to be subject matter experts, with a predetermined\u00a0role in people\u2019s lives. In the example below from Futures of Text<\/a>\u00a0<\/em>you can see how a service like Foursquare can be drawn into a conversation in a natural way, chiming in, when called up, with some useful expert information. In this instance, Foursquare, like a friend, \u2018knows\u2019 you, including your past history and\u00a0tastes. This context informs a brief but high relevant and actionable communication. It\u2019s hard to think of a higher brand value proposition.<\/p>\n

\"\"<\/p>\n

Exciting and lucrative<\/strong><\/p>\n

This augmented social reality<\/em> is\u00a0poised to become the most exciting and lucrative opportunity for brands yet. We’ve started to see evidence of this\u00a0through an early pilot for Sony Pictures’\u00a0Goosebumps Movie launch back in October.<\/p>\n

Slappy, the main character, got people palpably excited about the movie, sold tickets and grew engagement with the overall Goosebumps franchise, by linking to\u00a0merchandise.<\/p>\n

Personal and scalable<\/strong><\/p>\n

This augmented social reality enables brands to engage in one-to-one relationships with consumers, at infinite scale. In our beta, Slappy maintained 262 individual conversations concurrently, without breaking a sweat. Fans loved their conversations with Slappy so much that a third of them came back for more. Some got so attached that in one case a fan asked Slappy to wish them good luck for their chemotherapy appointment.<\/p>\n

An augmented social reality<\/em> fulfills the direct interaction that fans expect to have with their idols and the brands they love. It replaces the behavior of 30 years ago, when \u201cif you liked someone, you hung the poster form the magazine on your bedroom wall.\u201d (Eyal Pfeifel, co-founder of Imperson).<\/p>\n

\"\"<\/p>\n

(Facebook user missing his friend, Slappy, once the Goosebumps campaign was switched off).<\/em><\/p>\n

Trust is paramount<\/strong><\/p>\n

Earning a place in people\u2019s address books is one thing. Building an enduring relationship that earns their keep, is another. In a way, this is easier for brands than people, as brands have the capacity to\u00a0become the best version of a best\u00a0friend, always available, and never disappointing\u00a0as mortal friends are prone to do.<\/p>\n

This will however require close attention from the architects of these brand personalities. Brands will need to be transparent about their motives and maintain their relationships through virtue of the value they provide, and not by feeding off people’s insecurities and generally abusing their position. Failure to do so will result in the fate of Microsoft’s Tay<\/a>, which serves as an early cautionary tale of what\u00a0can go wrong.<\/p>\n

In the\u00a0new augmented social reality, <\/em>the essence is trust and anticipation of consumers’ desires. Enduring success will rely on a transparent\u00a0relationship, and a great deal of attention to the value that the brand is providing. If done right,\u00a0the\u00a0commercial prospects for brands in this augmented social reality\u00a0<\/em>look quite fantastic.<\/p>\n","protected":false},"excerpt":{"rendered":"

Facebook\u00a0Messenger\u2019s new bot store\u00a0puts us on the brink of a new augmented social reality in which\u00a0people brands and things will intermingle\u00a0quite happily.<\/p>\n","protected":false},"author":44,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-1124","post","type-post","status-publish","format-standard","hentry","category-thought-leadership"],"acf":[],"yoast_head":"\nFasten Your Seatbelts. 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