75% of online news consumers say they get news forwarded through email or posts on social networking sites.<br />—Pew Rese...
1<br />How we get information<br />2<br />How we engage with one another (and brands)<br />3<br />How we make decisions<br...
We expect we’ll serve one billion Like buttons on the web within 24 hours.<br />— Mark Zuckerberg, April 22, 2010<br />
2OO8:<br />130 million on Facebook.<br />—Inside Facebook, December 2008<br />500,000 tweets per quarterwere posted at the...
2O1O: <br />500 million on Facebook. <br />—Inside Facebook 2010<br />4 billion tweets per quarter were posted in Q1 of 20...
con•su•mer: It’s an inadequate term and approaching derogatory.<br />— Bob Johansen, Author, Institute for the Future 2010...
In 2010, for the first time ever, more people consume news online than from newspapers. <br />—Pew Research, State of the ...
By 2014, it’s predicted that 43% of people around the globe will have a smartphone and 79% will have a mobile phone.<br />...
Online-only sites added almost as many reporters as lost their jobs in print than broadcast. <br />—Pew Research, State of...
REAL TIME WEB<br />E-COMMERCE WEB<br />SOCIAL WEB<br />(Re)searching, Shopping, Self-servicing<br />Feeding, Discovering, ...
TRADITIONAL BEHAVIORS <br />SIGN UP FOR LOYALTY/CARD<br />LOOK AT A CATALOG<br />CONTACT CUSTOMER SERVICE<br />SEE AN AD<b...
ECOMMERCE BEHAVIORS <br />SOCIAL WEB BEHAVIORS <br />REAL-TIME WEB BEHAVIORS<br />PERUSE FAV BLOGGERS’ POSTS<br />GET UP T...
iCitizen<br />consumer<br />
“I CONNECT”<br />Connect and share with people who have similar interests<br />“I AM”<br />Improve companies or the experi...
Friends and family
Increase trial and conversion</li></ul>STRENGTH OF WEAK TIES<br /><ul><li>Vital few
Vast networks
Build awareness and equity</li></li></ul><li>NAME:jkrums<br />NOTORIETY:The Miracle on the Hudson Guy<br />NETWORK EFFECT:...
NAME:Emerson Spartz<br />NOTORIETY:Teen MugglenetFounder<br />NETWORK EFFECT:Fans in 183 countries<br />
NAME:Emerson Spartz<br />NOTORIETY:Teen MugglenetFounder<br />NETWORK EFFECT:Fans in 183 countries<br />
NAME:WaelGhonim<br />NOTORIETY:Started Egyptian Revolution<br />NETWORK EFFECT:Through Facebook he rallied a community and...
NAME:WaelGhonim<br />NOTORIETY:Started Egyptian Revolution<br />NETWORK EFFECT:update stats<br />
NAME:Perez Hilton<br />NOTORIETY:Celebrity Blogger<br />NETWORK EFFECT:One of the most visited blogs on the internet<br />
NAME:Perez Hilton<br />NOTORIETY:Celebrity Blogger<br />NETWORK EFFECT:One of the most visited blogs on the internet<br />
The real time web is a current and constant flow of conversations, shared experiences, and geo context.<br />— Resource In...
Authority-based search <br />Social search<br />Streams of conversation<br />Campaigns, periodic updates<br />Nowness, con...
1<br />Expediteaudience insight by monitoring steams, feeds and trends<br />Respondin the flow <br />Prepare for new roles...
1 / STRATEGIES TO WIN IN REAL-TIME  <br />Expedite audience insight by monitoring streams, feeds and trends<br />Multivari...
2 / STRATEGIES TO WIN IN REAL-TIME  <br />Respond in the flow<br />
2 / STRATEGIES TO WIN IN REAL-TIME  <br />Respond in the flow<br />
3 / STRATEGIES TO WIN IN REAL-TIME  <br />Prepare for new roles in story telling<br />Is local news still local if the new...
4 / STRATEGIES TO WIN IN REAL-TIME  <br />Innovate digital experiences with real-time features<br />
CONSUMER TOUCHPOINTS - illustrative<br />DIGITAL ENABLEMENT - illustrative<br />REAL-TIME ENABLEMENT - illustrative<br />5...
LESS LIKE...<br />
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Kiplinger presentation

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The way people consume information has changed, so journalists need to find new ways to connect with their audiences. It's all about being OPEN.

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Kiplinger presentation

  1. 1.
  2. 2.
  3. 3. 75% of online news consumers say they get news forwarded through email or posts on social networking sites.<br />—Pew Research Center, The New News Landscape: Rise of the Internet – 3/10<br />
  4. 4.
  5. 5. 1<br />How we get information<br />2<br />How we engage with one another (and brands)<br />3<br />How we make decisions<br />WHAT’S CHANGING?<br />
  6. 6. We expect we’ll serve one billion Like buttons on the web within 24 hours.<br />— Mark Zuckerberg, April 22, 2010<br />
  7. 7. 2OO8:<br />130 million on Facebook.<br />—Inside Facebook, December 2008<br />500,000 tweets per quarterwere posted at the end of 2007.<br />—Twitdir<br />Americans spent more than 4.5 hours per month on smartphones.<br />—M:Metrics, May 2008<br />
  8. 8. 2O1O: <br />500 million on Facebook. <br />—Inside Facebook 2010<br />4 billion tweets per quarter were posted in Q1 of 2010.<br />—Wikipedia<br />People in the U.S. spend 2.7 hours per day on the mobile web.<br />—Ruder Finn study, Feb 2010<br />
  9. 9. con•su•mer: It’s an inadequate term and approaching derogatory.<br />— Bob Johansen, Author, Institute for the Future 2010<br />
  10. 10. In 2010, for the first time ever, more people consume news online than from newspapers. <br />—Pew Research, State of the News Media 2011 <br />
  11. 11. By 2014, it’s predicted that 43% of people around the globe will have a smartphone and 79% will have a mobile phone.<br />Pew Research, State of the News Media 2011 <br />
  12. 12. Online-only sites added almost as many reporters as lost their jobs in print than broadcast. <br />—Pew Research, State of the News Media 2011 <br />
  13. 13. REAL TIME WEB<br />E-COMMERCE WEB<br />SOCIAL WEB<br />(Re)searching, Shopping, Self-servicing<br />Feeding, Discovering, Layering<br />Creating, Sharing, Influencing<br />CHIEF CONSUMER BEHAVIORS<br />
  14. 14. TRADITIONAL BEHAVIORS <br />SIGN UP FOR LOYALTY/CARD<br />LOOK AT A CATALOG<br />CONTACT CUSTOMER SERVICE<br />SEE AN AD<br />RECEIVE A MAILER<br />CALL 1-800<br />VISIT A STORE<br />CONSULT SALES REP<br />THE OLD CONSUMER JOURNEY:Linear, predictable and controlled by the brand<br />
  15. 15. ECOMMERCE BEHAVIORS <br />SOCIAL WEB BEHAVIORS <br />REAL-TIME WEB BEHAVIORS<br />PERUSE FAV BLOGGERS’ POSTS<br />GET UP TO THE MINUTE REVIEWS<br />SIGN UP FOR LOYALTY/CARD<br />USE COMPARISON TOOLS<br />LOOK AT A CATALOG<br />CONTACT CUSTOMER SERVICE<br />SEE AN AD<br />RECEIVE A MAILER<br />CALL 1-800<br />VISIT A STORE<br />CONSULT SALES REP<br />CHECK CRAIG’S LIST FOR RESALE OPTIONS<br />INVITE FRIENDS TO CO-SHOP NOW<br />FOLLOW A PRODUCT<br />ASK QUESTION VIA LIVE CHAT<br />SEARCH FOR A PRODUCT<br />WATCH YOUTUBE VIDEO<br />SAY THANKS WITH TWIT PAY GIFT<br />SIGN UP FOR EMAIL<br />“LIKE” A PRODUCT FOR LATER OR FEEDBACK<br />SHOP FROM FRIENDS’ LEMONADE STAND<br />FOLLOW THE BRAND ON TWITTER<br />BROWSE WEB SITE<br />RESPOND TO CAN’T RESIST TWITTER AD<br />SEARCH NETWORK FOR BEST REVIEWS<br />BUY VIA MOBILE OR FACEBOOK<br />POST REVIEW, UPLOAD PIC<br />DISCOVER WHAT PEOPLE ARE BUYING NOW<br />READ AND RATE REVIEW<br />VISIT A STORE<br />GET GEO-TARGTED OFFER ON PHONE<br />LINK FROM FRIEND’S FACEBOOK<br />BROWSE TAG CLOUDS<br />REPLENISH VIA PHONE<br />LINK FROM FRIEND’S FACEBOOK<br />TRACK PURCHASE<br />REVIEW FAQS<br />STREAM PURCHASE EXPERIENCE<br />ASK FRIENDS FOR INSTANT FEEDBACK<br />CREATE TAGS<br />SNAP QR CODE FOR MORE INFO<br />THE NEW CONSUMER JOURNEY:Increasing layers of digital touchpoints and control<br />
  16. 16. iCitizen<br />consumer<br />
  17. 17. “I CONNECT”<br />Connect and share with people who have similar interests<br />“I AM”<br />Improve companies or the experience of self and others<br />“I MATTER”<br />Seek recognition and some degree of fame/fortune<br />“I CAN”<br />Use digital tools for fun or utility<br />ELITE<br />EVERYDAY<br />STRENGTH OF CLOSE TIES<br /><ul><li>Expert majority
  18. 18. Friends and family
  19. 19. Increase trial and conversion</li></ul>STRENGTH OF WEAK TIES<br /><ul><li>Vital few
  20. 20. Vast networks
  21. 21. Build awareness and equity</li></li></ul><li>NAME:jkrums<br />NOTORIETY:The Miracle on the Hudson Guy<br />NETWORK EFFECT:107,000 views on twitpic & millions watching the breaking news story <br />
  22. 22. NAME:Emerson Spartz<br />NOTORIETY:Teen MugglenetFounder<br />NETWORK EFFECT:Fans in 183 countries<br />
  23. 23. NAME:Emerson Spartz<br />NOTORIETY:Teen MugglenetFounder<br />NETWORK EFFECT:Fans in 183 countries<br />
  24. 24. NAME:WaelGhonim<br />NOTORIETY:Started Egyptian Revolution<br />NETWORK EFFECT:Through Facebook he rallied a community and ended a regime<br />
  25. 25. NAME:WaelGhonim<br />NOTORIETY:Started Egyptian Revolution<br />NETWORK EFFECT:update stats<br />
  26. 26. NAME:Perez Hilton<br />NOTORIETY:Celebrity Blogger<br />NETWORK EFFECT:One of the most visited blogs on the internet<br />
  27. 27. NAME:Perez Hilton<br />NOTORIETY:Celebrity Blogger<br />NETWORK EFFECT:One of the most visited blogs on the internet<br />
  28. 28.
  29. 29.
  30. 30.
  31. 31. The real time web is a current and constant flow of conversations, shared experiences, and geo context.<br />— Resource Interactive RI:Lab, 2010<br />
  32. 32. Authority-based search <br />Social search<br />Streams of conversation<br />Campaigns, periodic updates<br />Nowness, constant flow<br />Isolated experiences<br />Shared experiences<br />Clickstream awareness<br />Geo-awareness<br />Pages of content<br />BRANDSITES<br />THE REAL-TIMEWEB<br />
  33. 33. 1<br />Expediteaudience insight by monitoring steams, feeds and trends<br />Respondin the flow <br />Prepare for new roles in storytelling<br />Innovate digital experiences with real-time features<br />Integrate conversations, experiences and content<br />2<br />3<br />4<br />5<br />STRATEGIES TO WIN IN REAL-TIME<br />
  34. 34. 1 / STRATEGIES TO WIN IN REAL-TIME <br />Expedite audience insight by monitoring streams, feeds and trends<br />Multivariate Promo Concept Testing<br />Trend Data<br />SEM/Display<br />A/B Promo<br />Concept Testing<br />Mobile<br />Poll<br />CommunityConversation<br />Mobile<br />Targeting/Promo<br />Sentiment<br />Online Poll<br />Volume<br />
  35. 35. 2 / STRATEGIES TO WIN IN REAL-TIME <br />Respond in the flow<br />
  36. 36. 2 / STRATEGIES TO WIN IN REAL-TIME <br />Respond in the flow<br />
  37. 37. 3 / STRATEGIES TO WIN IN REAL-TIME <br />Prepare for new roles in story telling<br />Is local news still local if the news is being consumed and shared by people all over the world?<br />
  38. 38. 4 / STRATEGIES TO WIN IN REAL-TIME <br />Innovate digital experiences with real-time features<br />
  39. 39. CONSUMER TOUCHPOINTS - illustrative<br />DIGITAL ENABLEMENT - illustrative<br />REAL-TIME ENABLEMENT - illustrative<br />5 / STRATEGIES TO WIN IN REAL-TIME <br />Integrate conversations, experiences, and content<br />Resource Interactive Web-and-Spoke Model<br />
  40. 40. LESS LIKE...<br />
  41. 41. MORE LIKE...<br />ALWAYS ON...<br />
  42. 42. We need to move at the speed of culture.<br />— AnamariaIrazabal, Pepsi<br />
  43. 43. thank you.<br />Kelly Mooney<br />kmooney@resource.com<br />

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