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THE NEW DIGITAL IMPERATIVE
- 6. ‐ Helge Tennø www.180360720.no Image: Life, on images.google.com
- 10. era of social rela?onships start: 1995 maturity: 2003‐2007 era of social func?onality start: 2007 maturity: 2010‐2012 era of social coloniza?on start: 2009 maturity: 2011 era of social context THE ERA OF start: 2010 maturity: 2012 THE SOCIAL WEB era of social commerce start: 2011 maturity: 2013 2006 2007 2008 2009 2010 2011 2012 2013 Photo: Hedi Slimane source: forrester research, inc
- 11. IN THIS NEW ERA, BRANDS MUST PROVIDE VALUE AND UTILITY IN ORDER TO BUILD MEANINFUL RELATIONSHIPS IN DIGITAL PLACES [UTILITY] ADDING SOMETHING TO AN EXPERIENCE, MAKING IT BETTER, ENHANCING IT OR ADDING NEW CONCEPTS TO IT ‐ MAKING LIFE EASIER
- 15. SOCIAL MEDIA is media designed to be disseminated through social interacaon, created using highly accessible and scalable publishing techniques. Social Media uses Internet and web‐based technologies to transform broadcast media monologues [one to many] into social media dialogues [many to many] An arena where connec?ons, conversa?ons, listening, sharing [and now commerce] take place. Source: Wikipedia Photo: Hedi Slimane
- 16. Social media isn’t one thing… it’s lots of different things. . Photo: flickr.com/mikekaram
- 17. . For the first ame in history you don’t have to be If people are interested in it they will find it, a corporaaon to say and distribute what you and all of a sudden you are a publisher, think. You can talk, share, create and distribute content [at almost no cost] to the world. or a medium, or a media brand. . ‐ Faris Yakob, farisyakob.typepad.com Photo: flickr.com/apoptopic
- 18. It’s the nature of your ac?vity that is important, not your choice Photo: Hedi Slimane of technology. ‐ www.180360720.no Helge Tennø
- 20. RELATIONSHIPS [a connecaon, associaaon, or involvement with another person] As people, we are fundamentally social. Photo:Hedi Slimane
- 21. CONVERSATIONS [the informal exchange of ideas by spoken words] Lots of people are talking. They’re not only talking one to one, they are talking one to many… which fundamentally changes how rela?onships work. ‐ Faris Yakob farisyakob.typepad.com Photo:Hedi Slimane
- 22. “A CONVERSATION IS MORE THAN JUST THE EXCHANGE OF VOCABULARY LANGUAGE BETWEEN TWO OR MORE PEOPLE. RATHER A CONVERSATION IS A RICH EXCHANGE OF IDEAS THROUGH SEVERAL LANGUAGES EXPRESSED SYNCHRONOUSLY AND CONSCIOUSLY, SUBCONSCIOUYSLY OR UNCONSCIOUSLY BETWEEN IDENTITIES.” ‐ Helge Tennø www.180360720.no Photo:Hedi Slimane
- 23. PEOPLE DON’T TALK IN ORDER TO SHARE STUFF, THEY SHARE STUFF IN ORDER TO HAVE SOMETHING TO TALK ABOUT Photo:Hedi Slimane
- 24. “THE SOCIAL WEB TODAY IS NOT THE FUTURE OF THE CONVERSATION. THE FUTURE OF THECONVERSATION IS EVERYWHERE, AS DIGITAL IS EVERYWHERE AND MARKETING IS EVERYWHERE. AND OUR FUTURE FRIENDS ARE IDENTITIES, WHICH MIGHT AS WELL BE PEOPLE AS OBJECTS.” ‐ Helge Tennø www.180360720.no Photo:Hedi Slimane
- 25. NOTHING IS TRUE UNTIL ITS BEEN RECORDED ‐ Virginia Woolf‐English Novelist we are constantly recording and propaga?ng ourselves for the world to see. Photo:Hedi Slimane
- 26. PHATIC COMMUNICATION [conversaaonal speech used to communicate sociability more than informaaon] The establishment and reinforcement of social bonds (i.e. small talk, poke). A pulse on the network that keeps the relaaonship alive. If the pulse stops, the relaaonship will die. ‐ Faris Yakob farisyakob.typepad.com Photo: flickr.com/mikekaram
- 27. TRUST [reliance on the integrity, strength, ability, surety, etc., of a person or thing] We rely on the social web to inform our decisions. We trust a stranger wriang a blog in another part of the world, more than we trust a TV commercial or established expert. Photo:Hedi Slimane
- 28. publish a blog 24% publish your own web pages CREATORS upload video you created upload audio/music you created write aracles and post them 33% update status on a social networking site CONVERSATIONALISTS post updates on Twi:er post raangs/reviews of products or services 37% comment on someone else’s blog CRITICS contribute to online forums contribute to/edit aracles in wiki 20% use rss feeds COLLECTORS add “tags” to pgs/photos 59% maintain social profiles JOINEARS visit social networking sites read blogs 70% listen to podcasts SPECTATORS watch video from other users read online forums / tweets read customer raaons / reviews 59% INACTIVES none of the above Source: January 2010 “Introducing The New Social Technographics®” * US online adults
- 29. A GUIDE TO THE SOCIAL PLATFORMS
- 30. THE ULTIMATE COMMUNITY Photo:Hedi Slimane
- 31. Facebook is the ulamate social networking site where users can add friends, send them msgs, update their status / noafy friends about what’s on their mind . Users can join networks and groups organized by city, workplace and school ‐ users can also create groups for things they like and become a fan of brands, universiaes, etc. Facebook is the biggest social plaYorm worldwide with over 400 million ac?ve users ‐ paving the way for next era of the social web. Photo:Hedi Slimane
- 32. “IF I TELL MY FACEBOOK FRIENDS ABOUT YOUR BRAND, IT’S NOT BECAUSE I LIKE YOUR BRAND, BUT RATHER BECAUSE I LIKE MY FRIENDS ” ‐ Mike Arauz, ‐ Strategist at Undercurrent
- 33. images: jessesaves, youtube.com Photo:Hedi Slimane
- 34. images: jessesaves, youtube.com Photo:Hedi Slimane
- 35. A RIVER OF DATA RUSHING BY [you just have to dip your toe in] Photo:Hedi Slimane
- 36. Twi:er is a social networking and micro‐blogging service that enables its users to send and read messages known as tweets. Tweets are text‐based posts of up to 140 characters displayed on the author’s profile pg and delivered to the author’s subscribers who are known a followers. Senders can restrict delivery to those in their circle of friends or, by default, allow open access. Twi:er is an essen?al tool for some of today’s biggest brands, universiaes, small business and even your own personal brand. Photo:Hedi Slimane
- 37. “TWITTER IS MORE LIKE AN INFORMATION NETWORK VS. A SOCIAL NETWORK – IT TELLS PEOPLE WHAT THEY CARE ABOUT AS IT IS HAPPENING IN THE WORLD” ‐ Evan Williams, CEO, of Twi:er Photo:Hedi Slimane
- 38. LANGUAGE TWEET: a message sent via Twi:er, or the sending of a message via Twi:er RETWEET (RT): forwarding of someone else’s tweet #HASTAG: a way to group ‘like’ tweets TWITTERVIEW: an interview conducted on Twi:er TWEETUP: a meeang of Twi:er users offline TWEEPLE: people who use Twi:er TWITTERATI: the a‐list tweeple everyone wants to follow, including many celebs Photo:Hedi Slimane
- 39. [number of tweets on twi:er per day] Nov. ‘09 Image: jessesaves.youtube.com Photo:Hedi Slimane
- 40. [twi:er hits 10 billion tweets] March 4, ‘10 image: jessesaves, youtube.com Photo:Hedi Slimane
- 41. THE PORTAL TO THE WORLD Photo:Hedi Slimane
- 42. YouTube launched in 2006 as a video sharing site, where users can upload and share user generated video content; including movie clips, TV clips, and music videos, as well as amateur content such as video blogging and short original videos. Most of the content on YouTube has been uploaded by individuals, although media corps (i.e. CBS, BBC) offer some of their material via the site, as part of the YouTube partnership program. Source: Wikipedia Photo:Hedi Slimane
- 43. “VIDEO CONTENT SHARED ONLINE OFTEN BECOME THE BASIS OF PERSONAL COMMUNICATION – THE SOLE REASON FOR AN EMAIL, A MSG ON A SOCIAL NETWORKING SITE, OR A CONTRIBUTINO TO A BLOG” ‐ Microsou, 3 Screens Report
- 46. A VISUAL CONVERSATION Photo:Hedi Slimane
- 47. Flickr is an image hos?ng site and social community built around peoples’ passion for photos. image: flicker.com/tarotasTc image: jessesaves, youtube.com It's a repository of creaavity organized organically. It's countless stories intertwined by visual conversa?on. Photo:Hedi Slimane
- 48. LOCATION. LOCATION. LOCATION. Photo:Hedi Slimane
- 49. Foursquare is a loca?on based social plaYorm that allows people to find new ways to connect, explore and experience people and places along the way. They surpassed 500,000 registered users, and had its biggest day ever March 11, ‘10 with more than 275,000 acave “check‐ins” [“check‐in” is foursquare speak for lewng people know where you are] Photo: Hedi Slimane
- 50. BEHAVIORS TO ENGAGE IN SOCIAL MEDIA
- 51. 1 Social media is a market research tool. People right now are talking about your brand in real ame, across all kinds of plaxorms. LISTEN and RESPOND. Photo: flickr.com/mikekaram
- 52. PEOPLE EXPECT THEIR VOICE TO BE HEARD Photo: Cesar Casier
- 53. 3 Social networks require content, or communiaes to form around…they need things. [flickr is a community of people who like pictures, and the pictures are the objects around which the community forms] crea?ng social objects is a good way to inspire conversa?ons ‐ it brings people together and gives them something to do. Photo: flickr.com/mikekaram
- 54. “THE KEY IS TO PRODUCE SOMETHING THAT BOTH PULLS PEOPLE TOGETHER AND GIVES THEM SOMETHING TO DO …I DON’T HAVE TO CONTROL THE CONVERSATION TO BENEFIT FROM THEIR INTEREST ” ‐ Henry Jenkins, author of “Convergence Culture” and ComparaTve Media Studies Program Director at MIT Photo: Hedi Slimane
- 55. 4 Brands must give an honest non‐biased opinion or truth when posang content. They must be transparent. Meaning, I am who I say I am and my reason for posang does not have any hidden agendas. Photo: flickr.com/mikekaram
- 56. 5 Play a role and join the conversa?on. You may not be able to control what people say, but you can inspire and ignite conversaaon –paracipate with an authenac point‐of‐view. Photo: flickr.com/mikekaram
- 58. INFORM + IDENTIFY know how your BEHAVIOR audience behaves on the social web define objecaves and OBJECTIVES what you want to accomplish decide which plaxorm and PLATFORM technologies to use (each plaorm has a role)
- 59. BUILD THE COMMUNITY LET YOUR AUDIENCE CONNECT AND SHARE: Pros: + authenac way to use the social web + inexpensive to operate Cons: + takes a lot of work to manage + the crowd can turn on you if you’re unresponsive Make sure: + you set expectaaons + what does success look like?
- 60. ENEGERGIZE PASSIONATE PEOPLE + DEPLOY CONTENT IT’S ABOUT INSPIRING INDIVIDUALS TO CARRY YOUR CONTENT INTO THE PLACES THEY TALK, CONECT, AND CREATE: Pros: + builds relaaonships with influencers + enables social amplified reach Cons: + scale is limited to personal networks + opens you up for back‐lash Make sure: + you are transparent (don’t hide the negaaves) + content is shareable and open for comments + you have a POV
- 61. IGNITE CONVERSATIONS IN A WORLD OF SHARING, BRANDS MUST IGNITE CONVERSATIONS, NOT INTERUPT THEM. Pros: + increases credibility + builds community and fans Cons: + opens you up for back‐lash Make sure: + you are transparent + you have a POV
- 62. PROVIDE VALUE + UTILITY GIVE PEOPLE SOMEHTING THEY NEED AND PROVIDE VALUE Pros: + creates conversaaon + builds brand percepaons and experiences Cons: + can be difficult to do + tends to be long‐term commitment Make sure: + you test before you go live
- 63. MEASURE + REPORT + OPTIMIZE MEASURING / REPORTING ANALYTICS AND OPTIMIZING IS KEY TO SUCCESS: Pros: + allows you to understand and shape behavior + gives you benchmarks for future social “stuff” Cons: + can be difficult to do + tends to be long‐term commitment Make sure you: + define social currency / social roi