Making sense of digital (nb)

237
-1

Published on

Providing guidance on understanding digital

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
237
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Making sense of digital (nb)

  1. 1. Making Sense ofDIGITAL 1
  2. 2. What do we mean DIGITAL ?when we say 2
  3. 3. It’s about how we use this new medium the internetcalled 3
  4. 4. So, what is it? It is a NETWORK of NETWORKS 4
  5. 5. Or... A pool of HUMAN KNOWLEDGE & CULTURE 5
  6. 6. It is a MEDIUM unlike any other... And it gives us the freedom to do so much... 6
  7. 7. ted.com wikipedia.org` bing.com google.com` LEARNING 7
  8. 8. abc.net.au/iview Gary Varynerchuk: Wine Library TV on YouTube The Dalai Lama broadcasting on UStreamBROADCASTING 8
  9. 9. http://cgi.ebay.com/LICENSED-SUPREME-EDITION-DARTH-VADER-COSTUME-SET-/250864762165? _trksid=p5197.m7&_trkparms=algo%3DLVI%26itu%3DUCI%26otn%3D1%26po%3DLVI%26ps www.asos.com/au %3D63%26clkid%3D2001498211407752956#ht_1229wt_889 COMMERCE 9
  10. 10. COMMUNICATION 10
  11. 11. http://www.etsy.com/listing/67102423/facebook-like-white-a-pinback-button-set? ref=sr_list_39&ga_search_submit=&ga_search_query=Social +Media&ga_page=2&ga_search_type=handmade&ga_facet=handmadeSOCIAL CONNECTION 11
  12. 12. Anna Wintour Vogue Editor Fashion Blogger, not me... PUBLISHINGthingsboganslike.com 12
  13. 13. store.steampowered.comENTERTAINMENT 13
  14. 14. GEO LOCATION 14
  15. 15. flipboard.com` thedaily.com`STAYING UP TO DATE 15
  16. 16. restaurant review site - urbanspoon.com` movie database - imdb.com social travel guide - trippy.com fashion website - lookbook.nu`GATHER OPINION 16
  17. 17. multi-device file location - dropbox.commusic-sharing social service - turntable.fm pressentatino sharing site - slideshare.net` SHARING 17
  18. 18. blogging platforms tumblr.com squarspace.com wordpress.org SELF EXPRESSIONpodcasting - soiree.com.au 18
  19. 19. And a combination of them all... Google Plus - plus.google.com Democratized Funding Platform - kickstarter.com Community-Based Question & Answer Site - quora.com ecommerce site focussed on community crafts & vintage items - esty.com 19
  20. 20. Why does it change MARKETING? 20
  21. 21. It changes the role for many of the players... Creative Agencies Content Owners generate the BIG IDEA provide the COMPELLING CONTENT Media Buyers Media Aggregator / Distributor provide the TARGET AUDIENCE allows consumer ACCESS CREDIIT: Don Sullivan, Melbourne Business School 21
  22. 22. ... because in the DIGITAL WORLD have things CHANGED web-comedy series created by Felicia Day Editorial website owned by LVMH - nowness.com COMPELLING the BIG IDEA CONTENT comes from can be user (or supplier) the audience generated consumers can ACCESS the TARGET AUDIENCE ANYWHERE, ANYTIME isn’t so easy to TARGET CREDIIT: Don Sullivan, Melbourne Business School 22
  23. 23. And brands are ever more underCONSUMER CONTROL 23
  24. 24. But also provides greatCONSUMER ENDORSEMENT 24
  25. 25. Unlike traditional media,Digital is... A TWO-SIDED CONVERSATION 25
  26. 26. flickr.com - Cookies by compujeramey EASIER TO TRACKACTUAL BEHAVIOUR 26
  27. 27. flickr.com - Day [009] Schedule by Sadie Hernandez NOT TIMECONSTRAINED 27
  28. 28. flickr.com - Easy Access by Kelly1878 ACCESSIBLEANYWHERE, ANYTIME 28
  29. 29. OPEN TO USER CREATION & REINTERPRETATION 29
  30. 30. So, what do we do? flickr.com - pinky and the ger by GerGauss Treat it like any other product... Understand WHO uses it... and WHY... and HOW... and WHEN... 30
  31. 31. DIGITAL BEHAVIOURNew questions in theTWE TRACKER SOCIAL MEDIA USAGE FACEBOOK USAGEBehaviour linked to brand connection! 31
  32. 32. www.fakesteve.net Because once the message leaves our door,it’s NO LONGER UNDER OUR CONTROL 32
  33. 33. flickr.com - Creating the Future for Libraries blank book by The Shifted LibrarianWe do need to ensure that...We can be FOUND We LISTENWe CREATE We INTERACT 33
  34. 34. OUR CHALLENGE“...the web is such a paradigm shift that if itis not in your blood it is very difficult toimagine its power and how to use it forgood” Mitch Joel Founder of Digital Agency, TwistImage 34
  35. 35. PRINCIPLES TO EMBED• Use Digital to support/activate overall Brand and Commercial Strategy (know which consumers to target and how the channel will help build connection, sales, etc)• Know how and what to measure the impact of efforts• Analysis is crucial• Dedicating the time and people to the cause 35

×