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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.

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