Demystifying Digital Candace V9

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Demystifying Digital. An overview to our D2 symposium for clients: …

Demystifying Digital. An overview to our D2 symposium for clients:
http://www.hillandknowlton.co.uk/demystifyingdigitalalert

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  • by EJP Photo http://www.flickr.com/photos/ejpphoto/3859208276/
  • family by Kate Ferrara http://www.flickr.com/photos/watashi/4148681242/
  • family by Kate Ferrara http://www.flickr.com/photos/watashi/4148681242/
  • family by Kate Ferrara http://www.flickr.com/photos/watashi/4148681242/
  • family by Kate Ferrara http://www.flickr.com/photos/watashi/4148681242/
  • http://www.w3.org/History/1989/proposal-msw.html Tim Berners-Lee, CERN March 1989 http://www.ibm.com/developerworks/podcast/dwi/cm-int082206txt.html Berners-Lee: Totally not. Web 1.0 was all about connecting people. It was an interactive space, and I think Web 2.0 is, of course, a piece of jargon, nobody even knows what it means. If Web 2.0 for you is blogs and wikis, then that is people to people. But that was what the Web was supposed to be all along. And in fact, you know, this Web 2.0, quote, it means using the standards which have been produced by all these people working on Web 1.0. It means using the document object model, it means for HTML and SVG, and so on. It's using HTTP, so it's building stuff using the Web standards, plus JavaScript, of course. So Web 2.0, for some people, it means moving some of the thinking client side so making it more immediate, but the idea of the Web as interaction between people is really what the Web is. That was what it was designed to be as a collaborative space where people can interact.
  • http://www.flickr.com/photos/5telios/4303994993/ Detail of the Column of Marcus Aurelius
  • Web 2.0, a phrase coined by (Dale Dougherty? of) O'Reilly Media in 2004, refers to a supposed second generation of Internet-based services—such as social networking sites, wikis, communication tools, and folksonomies—that emphasize online collaboration and sharing among users O'Reilly Media, in collaboration with MediaLive International, used the phrase as a title for a series of conferences Proponents of the Web 2.0 concept say that it differs from early Web development (retrospectively labeled Web 1.0) in that it moves away from static web-sites...towards interaction and...social networks Access to consumer-generated content facilitated by Web 2.0 brings the web closer to Tim Berners-Lee's original concept of the web as a democratic, personal, and DIY medium of communications. Wikipedia http://en.wikipedia.org/wiki/Web_2.0 http://kosmar.de/archives/2005/11/11/the-huge-cloud-lens-bubble-map-web20/
  • http://jcmc.indiana.edu/vol13/issue1/boyd.ellison.html Social Network Sites: Definition, History, and Scholarship danah m. boyd School of Information University of California-Berkeley Nicole B. Ellison Department of Telecommunication, Information Studies, and Media Michigan State University © 2007 Journal of Computer-Mediated Communication
  • http://en.wikipedia.org/wiki/Network_effect In economics and business , a network effect (also called network externality ) is the effect that one user of a good or service has on the value of that product to other people. When network effect is present, the value of a product or service increases as more people use it. The classic example is the telephone. The more people who own telephones, the more valuable the telephone is to each owner. This creates a positive externality because a user may purchase their phone without intending to create value for other users, but does so in any case. Online social networks work in the same way, with sites like MySpace  and Facebook being more useful the more users that join.
  • http://www.flickr.com/photos/nicholas_t/2222229134/in/photostream by Nicholas_T http://www.flickr.com/photos/ajgelado/3069688652/ by ajgelado
  • http://www.flickr.com/photos/nicholas_t/2222229134/in/photostream by Nicholas_T http://www.flickr.com/photos/ajgelado/3069688652/ by ajgelado
  • Proctor & Gamble's Charmin toilet paper brand will launch a global sponsorship for the SitOrSquat website and its accompanying iPhone and BlackBerry app, designed to identify the world's cleanest public restrooms for consumers who are on-the-go. http://www.sitorsquat.com/sitorsquat/home According to P&G, SitOrSquat for iPhone and BlackBerry is a Wiki for recording and accessing bathroom information, including data on where to find bathrooms, changing tables, handicap access and other amenities--users may add new content to the service and provide feedback on featured toilets. So far, SitOrSquat has compiled information on more than 52,000 toilets in 10 countries worldwide--in addition, more than 1,600 users have downloaded the app to their mobile device. http://moconews.net/article/419-charmin-sponsors-sitorsquat-mobile-app-to-help-market-toliet-paper.-rea/ In 2000, it started “Charminizing” public restrooms at fairs, by creating the ‘mobile’ (and we aren’t talking phones) ‘Potty Palooza’ units. It operates 20 “The Charmin Restrooms” in New York City that offer “clean, free and family-friendly stalls.” In a release, Charmin’s Jacques Hagopian said: “SitOrSquat is a perfect partner for Charmin…Charmin understands how difficult it can be for families to find clean public restrooms when they’re out and about and this partnership allows us to continue to help consumers.”

Transcript

  • 1. overview Candace Kuss Director of Planning // Interactive Strategy EMEA
  • 2. Thank you for joining us. Your hosts: the H&K EMEA digital network Kati Sulin [email_address] Candace Kuss candace.kuss @hillandknowlton.com David Ingle [email_address] Paolo Guadagni [email_address] EJP Photo
  • 3. Cedric Gründler Paris Thomas Hahnen Frankfurt Vincenzo Cosenza Digital PR, Rome Nicolò Michetti Digital PR, Milan Gaylene Ravenscroft London Roland Kretzschmar Stockholm David Ingle Dubai & Middle East Michael Renssen Amsterdam Inigo Vinos Digital PR, Madrid Jan Sciegienny Warsaw
  • 4. Content structure and goal H&K iLEAD & breakouts brand case studies technology platforms practical best practice
  • 5. Day 1: www.demystifyingdigital.net #HKD2
    • Welcome: Sally Costerton, CEO, EMEA and Julie Atherton, WW Director, Digital, H&K
    • Keynote Speech: Sir Martin Sorrell, CEO, WPP
    • Demystifying Digital: Candace Kuss, EMEA Interactive Strategy Director, H&K
    • Social goes mobile: Matthew Froggatt, MD, Global Technology Sector, TNS
    • Vive la Difference: Panel discussion on digital across EMEA
    • User Generated Differences: market by market look at Qype: Stephen Taylor, CEO
    • Wikipedia behind the scenes: Insight into world of know-it-alls: Delphine Ménard, Treasurer of Wikimedia France, Wikipedian
    • Why Twitter Matters: Candace Kuss, EMEA Interactive Strategy Director, H&K
    • Tuscany Region: Case Study: Mirko Lalli, Marketing Director, Tuscany Region
    • LinkedIn: The Future of Professional Networking: Kevin Eyres, MD Europe, LinkedIn
  • 6. Day 2: www.demystifyingdigital.net #HKD2
    • Nokia Social Media Strategy: Jussi-Pekka Erkkola, Digital Marketing Manager, Nokia
    • Barilla Case Study: Pepe Moder, Head of Digital, Barilla
    • Women Who Blog panel discussion: moderator: Jory Des Jardins, co-founder BlogHer
    • The iLEAD Framework: a practical way to form your social media strategy: Kati Sulin, EMEA Interactive Strategy Director, H&K
    • Breakout sessions: Digital B2B | Parents Online | Social Consumers
    • Pecha Kucha / Ignite: Fast paced session with 5 speakers x 5 min each
    • Fiat: From Social Media to Sales: Chiara Camandona, Digital Marketing, Fiat
    • BBC: Peter Horrocks, Director of BBC Global News
    • Facebook: Social Changes Everything: Trevor Johnson, Head of Strategy and Planning
    • Looking Forward: Sally Costerton, CEO, H&K EMEA
  • 7. Breakout sessions: Day 2 your choice
  • 8. Breakout sessions: Day 2 Digital B2B Relationships between people have always been at the heart of business. How does the B2B audience use online tools for work (or pleasure) and how might a B2B organization use them to reach B2B buyers more effectively?
  • 9. Breakout sessions: Day 2 Parents Online Many products are sold to adults but designed for kids. So brands seek a way into consumer's hearts via their children. How do moms and dads use the Internet to help them parent and how can brands be helpful as well?
  • 10. Breakout sessions: Day 2 Social Consumers People have always interacted with brands through friends and family. What are online social elements any brand can adapt to fit the growing expectations of digitally empowered consumers who have an extended definition of friends?
  • 11. demystifying
  • 12. 21 YEARS AGO
  • 13. 20 YEARS AGO 21 YEARS AGO
  • 14. © National Geographic Society 2007 5telios NOW WE CAN WRITE OUR OWN HISTORY
  • 15. SELF-PUBLISHING SEARCH Me Media
  • 16. -credit: Markus Angermeier Participation Platforms: software that gets better the more people use it
  • 17. Social Networks © 2007 Journal of Computer-Mediated Communication Social Media (phrase) Web 2.0 (phrase)
  • 18. The Network Effect © 2007 Journal of Computer-Mediated Communication
  • 19. Digital media: a part of the customer journey OFFLINE ONLINE BRAND RELATIONSHIP & BUYING PROCESS
  • 20. SOCIAL ELEMENTS HAVE ALWAYS BEEN PART OF THE BEST EXPERIENCES
  • 21.  
  • 22. HIGHWAYS WEREN’T MADE FOR BILLBOARDS
  • 23. BRANDS CAN PROVIDE A USEFUL SERVICE
  • 24.  
  • 25. THANK YOU [email_address] twitter.com/candacekuss