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Day Two at #CES2014: Smart Thinking (Facebook, Clear Channel) + Cool Stuff!

D2 photo1-2 ad age ipg panel

In an action-packed day of learning from several key partners, I also scored by finally finding the Smart Home, Wearable, and 3D Printing gadgets I came here to see.

First, the learning

My day started at the IPG/AdAge suite, where I attended meetings with key partners Facebook & Clear Channel.  The Facebook panel included Brian Boland, VP, Ads Product Marketing, Facebook; Mark D’Arcy, Director, The Creative Shop, Facebook; Sarah Personette, US President, Universal McCann; Brad Smallwood, VP, Measurement & Insights, Facebook; and Will Plat Higgins, director, Global Partnerships, Facebook.

Key takeaways:

  • Based on Facebook research, 99% of sales for the typical marketer leveraging Facebook are driven by consumers who are not Facebook fans of your brand. Your Fans are key influencers: the key is how you use your fans to influence non-fans.
  • There’s been lots of press recently about how Millennials are abandoning Facebook for other platforms like Snapchat. According to Facebook’s data, that’s not what’s really happening. They see that Millennials are, in fact, still using Facebook, but they are also using more social apps (Snapchat, etc.) too. Ultimately, Millennials get diverted to the newest hot app for a while, but they do end up back on Facebook sooner or later.
  • Two great quotes that serve as reminders of our task as modern marketers for our clients:
    • “Don’t market AT people, market FOR people.”
    • “Successful social marketing helps consumers connect the things that matter to them with the people who matter to them.”

D2 photo2 clear channel w ryan s

Following that was a chat with Bob Pittman & Ryan Seacrest from Clear Channel broadcasting. I was inspired by Pittman’s focus on ad integration into their content properties along with his top-down focus on speed and efficiency in supporting their advertising clients.

Finally, the cool stuff

After those meetings, I hit the exhibit halls again, this time in search of the cool stuff I came to Vegas to see: Wearables, Smart Home advancements, and 3D Printers. Tip for CES Rookies like myself: cool stuff is in the South Hall, away from all of the giant TVs.

Galaxy Gear for BMW, Trek and Smart Homes

Samsung has started to extend the usefulness of its Galaxy Gear line with some impressive partnerships with BMW and Trek. BMW has a big push here this week for its all-electric i3 model, and one feature of the i3 is its integration with Samsung phones and the Galaxy Gear wristwatch. Both allow Samsung Galaxy Gear users to connect with the i3 to check vehicle status, such as if the doors, windows or sunroof are open. It also allows users to send navigation destinations or adjust the climate in the car just by speaking into their Galaxy Gear device. Trek also demo’d a prototype bike that syncs with Galaxy Gear to track a rider’s fitness achievements as they ride. Pretty cool stuff.

D2 photo3 BMW i3 D2 photo4 bike w rider  D2 photo5 exercise bike

 

Samsung is also doing a nice job on the Smart Home front, although their offerings are mostly evolutionary rather than revolutionary. They have several home automation products in market – home security, electricity control, etc. – that sync up and work well via Galaxy device control. They also have a pretty cool refrigerator that houses, essentially, a computer in the door from which you can run a number of useful apps, including a recipe app to help you figure out what to make for dinner. As a guy focused on helping consumers solve that dilemma, and whose kitchen often features an iPad during meal prep time, I found the idea of putting that tool on the fridge useful.

D2 photo6 smart screen d2 photo7 SUPER BOWL RECIPES

 

Watch for connected watches

Once in the South Hall, it wasn’t too hard to spot the large number of vendors sharing their takes on connected watches, something I think is a big growth opportunity in the near future. One that stood out to me was the Filip, a smart locator and phone for kids. It’s a brightly colored rubber watch that has GPS locator functionality and a limited use phone for kids who are a bit too young for a cell phone. As a parent with three boys in this age range, I love the idea – it lets me keep tabs on where they’re at and keeps me connected to them without the threat of monstrous text or app download bills.

3D  4  U?

The other really cool thing I found, which I’m sure makes Sean O’Brien (our Director of Technology & Innovation) jealous, is the MakerBot booth featuring their range of 3D Printers. While I’m not sure I’ll ever be able to support the ChefJet 3D Food Printer (it just seems so wrong), the rest of their product line-up is really promising and really cool. Based on the response to one of my tweets today, the folks back at the agency REALLY want me to bring back some of the 3D printed shoes featured in the booth. I’m now on a mission to make sure we get one of these in the office when we move into our new space.

d2 photo8 MAKERBOT FILAMENT d2 photo9 CHEFJET D2 photo10 3d D2 photo11 shoes crop

I still have one more exhibit hall to see, and plan on hitting that on Day Three before I hop on a plane back to the frozen midwest. As always, follow @cmithun for updates from the floor tomorrow.

 

–This is the third post about CES by Shane Robbins, group account director; find his other observations here:

 

 

 

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