Ken Chin SOCIAL VELOCITY: Key trends that accelerate user adoption and advocacy online and how they impact your brand

AGENDA SOCIAL VELOCITY FLUID FABLE COLLABORATE DIGITAL WORLDS SUMMARY PARTING THOUGHTS

SOCIAL VELOCITY

FLUID

FABLE

COLLABORATE

DIGITAL WORLDS

SUMMARY

PARTING THOUGHTS

Social Velocity: What is it?

SOCIAL

VELOCITY

Social Velocity: Key Trends

FLUID

FLUID – What it means for your brand The user is the destination, not your website Power has shifted from the Content Provider to the Content Consumer Nuggets of Interaction provide you with a continuum of face time with consumers The ability to move from simply providing marketing to providing timely and relevant information/advice

The user is the destination, not your website

Power has shifted from the Content Provider to the Content Consumer

Nuggets of Interaction provide you with a continuum of face time with consumers

The ability to move from simply providing marketing to providing timely and relevant information/advice

FABLE

The great brands of yesterday told the best stories about themselves. The great brands of today are those whose consumers tell the best stories about the brands. The great brands of tomorrow will be those who help consumers tell THEIR own stories.

The great brands of yesterday told the best stories about themselves. The great brands of today are those whose consumers tell the best stories about the brands. The great brands of tomorrow will be those who help consumers tell THEIR own stories.

FABLE – What it means for your brand Empower consumers to create their own fables by giving users the tools to make this easy If you build your users up, they will build you up Promote their stories – in return, they will promote you There is an opportunity to weave your brand story with your consumers’ stories

Empower consumers to create their own fables by giving users the tools to make this easy

If you build your users up, they will build you up

Promote their stories – in return, they will promote you

There is an opportunity to weave your brand story with your consumers’ stories

COLLABORATE – What it means for your brand Your best ideas will come from your customers and employees Empower consumers to take ownership of your brand; don’t be scared to give control to your users Contribution = Increased ownership and affinity Minimize policing; too much interference leads to distrust Reward contributions and celebrate successes

Your best ideas will come from your customers and employees

Empower consumers to take ownership of your brand; don’t be scared to give control to your users

Contribution = Increased ownership and affinity

Minimize policing; too much interference leads to distrust

Reward contributions and celebrate successes

DIGITAL WORLDS

Average hours per week spent playing Massively Multiplayer Online (MMO) Games vs. TV viewing hours Source: AC Nielsen Source: Daedalus Project Before Playing MMOs After Playing MMOs

Print Ad + Webcam = …

http://www.youtube.com/watch?v=HTYeuo6pIjY

Virtual Worlds, Virtual Marriages…

DIGITAL WORLDS – What it means for your brand Traditional media is declining, but digital worlds are thriving Hybrid models such as augmented reality can work More and more, digital worlds are becoming destinations for consumers; leverage your brand identity there Create compelling experiences by integrating real world and digital properties

Traditional media is declining, but digital worlds are thriving

Hybrid models such as augmented reality can work

More and more, digital worlds are becoming destinations for consumers; leverage your brand identity there

Create compelling experiences by integrating real world and digital properties

Social Velocity: Summary

FLUID - Your users are not standing still and are continually changing; your offerings must adapt to this new paradigm

FABLE - If you help users tell their own tales, they will reward you with greater brand loyalty and affinity

COLLABORATE – Your users and employees have great ideas to be leveraged. Start the conversation.

DIGITAL WORLDS DIGITAL WORLDS – these are real destinations and future generations of consumers are already living in them

Social Velocity allows you to move from being “just” a brand to becoming a living entity users can interact with

Social Velocity: Parting Thoughts

How can you enable consumers to dictate / direct your interactions?

How do you enable collaboration?

How will you align with tomorrow’s customers?

To what degree are you ready to let go?

[email_address] Questions? slideshare.net/MolecularInc