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2014 Trends: Content & Social Keynote
Digital Outlook 2014 by Econsultancy
!

“If you fail to plan, you plan to fail.”

Ch...
Constant Evolution & Transformation

evolution/
transformation

“社会化媒体”
society
#DigitalOutlook14 | @ladyxtel

media
Econs...
Where We Began

Chaos & Denial

#DigitalOutlook14 | @ladyxtel

Chaos & Hype

Disillusionment

Enlightenment

Econsultancy....
Where We Began

Enlightenment

#DigitalOutlook14 | @ladyxtel

Econsultancy.com
Where We Want to Be

REAL
USER
ISSUES

BRAND
EXPERTISE
VA L U E

#DigitalOutlook14 | @ladyxtel

Econsultancy.com
Where We Want to Be

REAL
USER
ISSUES

BRAND
EXPERTISE
VA L U E

VA L U E =
#DigitalOutlook14 | @ladyxtel

Content

Contex...
2014 Trends
Content

SOCIAL INTELLIGENCE
CENTRES

B AT T L E O F T H E F E E D S

!

!

!

!

FROM PUBLISHER TO
A C T I V ...
2014 Trends: CONTENT

SOCI AL
I NT EL LIGE NC E
CENTE R S
#DigitalOutlook14 | @ladyxtel

F R O M P UB L I S H E R
T O AC T...
2014 Trends: CONTENT

SOCI AL
I NT EL LIGE NC E
CENTE R S
#DigitalOutlook14 | @ladyxtel

ACCUMULATING SOCIAL CAPITAL
THROU...
2014 Trends: CONTENT

F R OM PU BLI S HER
TO A CT IVAT OR
#DigitalOutlook14 | @ladyxtel

EXPANDING USER CONTENT
REACTIONS ...
2014 Trends: CONTENT
3 C O NT E N T R E A C TI O NS :

!

O R GA N I C ( US E R ) CO N T E NT

!

CO L L E C TE D ( U S E ...
2014 Trends: CONTENT
Remember : You can’t measure what you didn’t track

FR OM E GO
A NALYTICS T O
B U SINES S MET R ICS
#...
2014 Trends: CONTENT
C O NT E NT M E T R I C S

!

C O NS U MP T I O N: PA G E V IEWS, VID EO
V I E W S , D OCU M E N T V ...
2014 Trends: CONTENT
B US I NE S S ME T R I C S

!

L E A D G E NE RAT I O N : F O R M CO MP LET ION
AN D DO W N L O AD S ...
2014 Trends: CONTENT

AD VO C AC Y M E T R I C S

!

T H O UG H T   L E A D E R S H I P : REQ UESTS F OR
S Y N DI CAT I ON...
2014 Trends: CONTEXT

BAT T LE O F
THE F EE DS
#DigitalOutlook14 | @ladyxtel

MI C R O S O C I A L ,
MACRO POSSIBILITIES

...
2014 Trends: CONTEXT
U SE R S WA NT C O NT E N T T H AT IS FA ST,
FO C U SE D , AND F R I C T I O N L ESS

!

I. E . T H E...
2014 Trends: CONTEXT

“A R E W E D E S I G NI N G C O N TE NT A RO UN D
PA SS I O N P O IN T S , O R C O NTEN T ARO UN D
H...
2014 Trends: CONTEXT

M ICRO S OCI A L ,
M AC RO
PO SSIBIL IT I ES
#DigitalOutlook14 | @ladyxtel

Econsultancy.com
2014 Trends: CONTEXT
B EI N G S O C I AL I S B E I N G W HERE PEO PL E
A RE . C L US TE R I NG O NT O MIC RO -S OCIA L
APP...
2014 Trends: CONTEXT

U N D E R S TA ND I N G AR C H E T YPES &
B EH AVI O UR S H E L P T O S C ALE I N SI GHT S
IN T O A ...
2014 Trends: CONTEXT

Data

Facts

Structure

Brand
Narrative
B EH AV IOU R >
D EMOGRA P HICS
#DigitalOutlook14 | @ladyxte...
2014 Trends: CONTEXT

Data

Facts

Structure

Brand
Narrative
B EH AV IOU R >
D EMOGRA P HICS
#DigitalOutlook14 | @ladyxte...
2014 Trends: CONTEXT

Data

Facts

Structure

Brand
Narrative
B EH AV IOU R >
D EMOGRA P HICS
#DigitalOutlook14 | @ladyxte...
2014 Trends: CONTEXT

Data

Facts

Structure

Brand
Narrative
B EH AV IOU R >
D EMOGRA P HICS
#DigitalOutlook14 | @ladyxte...
2014 Trends: CONTEXT

Data

Facts

Structure

Brand
Narrative
B EH AV IOU R >
D EMOGRA P HICS
#DigitalOutlook14 | @ladyxte...
2014 Trends: ADVOCACY

PA SSI ON PO IN T S
FO R C .I .A
#DigitalOutlook14 | @ladyxtel

I T ’ S NO T R E A L I F
I T ’ S N ...
2014 Trends: ADVOCACY
!

!

C E L E BR I T I E S
I N F L UE N C E R S

PAS SION PO IN T S
FO R C .I .A
#DigitalOutlook14 |...
2014 Trends: ADVOCACY
R EA L T I M E MA R K E T I N G F O C US ES O N
TA CT I C AL C AM PA I G NS , N O T S TR AT EG IC
IN...
2014 Trends: ADVOCACY

PERSO NA L
G RAP H

S OCI AL
GRA PH

I NT E R EST
GRAP H

B EH AV IO UR
G R AP H

INT E R SECT IO N...
Use Content, Context, & Advocacy to Understand Users

D I SE NG AG ED
US ER

M EA SUR A BLE
INT ER ACT ION S

E N GAGE D,
...
Water (Users) can weather Rock (Brands)

U S E RS

b ra n d s
n e v e r u n d e re s t ima t e
#DigitalOutlook14 | @ladyxt...
And Victory will be Yours!

#DigitalOutlook14 | @ladyxtel

Econsultancy.com
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Digital Outlook (Econsultancy) Keynote: 2014 Trends for Content & Social

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This keynote was presented at Digital Outlook 2014, organised by Econsultancy on 2014 Trends for Content & Social.

2014 Trends will bring the creation of real user value back into focus. By understanding the intersection of user needs and brand expertise, value creation can be manifested through understanding Content, Context, and using them to drive Advocacy.

2014 Trends for Content:
- Social Intelligence Centers
- From Publisher to Activator
- From Ego Analytics to Business Metrics

2014 Trends for Context:
- Battle of the Feeds
- Micro Social, Macro Possibilities
- Behaviour > Demographics

2014 Trends for Advocacy:
- Passion Points for C.I.A (Celebrities, Influencers, Advocates)
- It's not Real if it's not Relevant
- Intersection of User Graphs

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Transcript of "Digital Outlook (Econsultancy) Keynote: 2014 Trends for Content & Social"

  1. 1. 2014 Trends: Content & Social Keynote Digital Outlook 2014 by Econsultancy ! “If you fail to plan, you plan to fail.” Christel Quek @ladyxtel #DigitalOutlook14 | @ladyxtel Econsultancy.com
  2. 2. Constant Evolution & Transformation evolution/ transformation “社会化媒体” society #DigitalOutlook14 | @ladyxtel media Econsultancy.com
  3. 3. Where We Began Chaos & Denial #DigitalOutlook14 | @ladyxtel Chaos & Hype Disillusionment Enlightenment Econsultancy.com
  4. 4. Where We Began Enlightenment #DigitalOutlook14 | @ladyxtel Econsultancy.com
  5. 5. Where We Want to Be REAL USER ISSUES BRAND EXPERTISE VA L U E #DigitalOutlook14 | @ladyxtel Econsultancy.com
  6. 6. Where We Want to Be REAL USER ISSUES BRAND EXPERTISE VA L U E VA L U E = #DigitalOutlook14 | @ladyxtel Content Context Advocacy Econsultancy.com
  7. 7. 2014 Trends Content SOCIAL INTELLIGENCE CENTRES B AT T L E O F T H E F E E D S ! ! ! ! FROM PUBLISHER TO A C T I V AT O R F R O M E G O A N A LY T I C S TO BUSINESS METRICS #DigitalOutlook14 | @ladyxtel Advocacy Context MICRO SOCIAL, MACRO POSSIBILITIES B E H AV I O U R > DEMOGRAPHICS PA S S I O N P O I N T S F O R C.I.A ! I F I T ’ S N O T R E L E V A N T, IT’S NOT REAL ! INTERSECTION OF USER GRAPHS Econsultancy.com
  8. 8. 2014 Trends: CONTENT SOCI AL I NT EL LIGE NC E CENTE R S #DigitalOutlook14 | @ladyxtel F R O M P UB L I S H E R T O AC T I VAT O R F RO M EGO A NA LY TI CS T O BU SI NE SS M ETR I CS Econsultancy.com
  9. 9. 2014 Trends: CONTENT SOCI AL I NT EL LIGE NC E CENTE R S #DigitalOutlook14 | @ladyxtel ACCUMULATING SOCIAL CAPITAL THROUGH SOCIAL INTELLIGENCE Econsultancy.com
  10. 10. 2014 Trends: CONTENT F R OM PU BLI S HER TO A CT IVAT OR #DigitalOutlook14 | @ladyxtel EXPANDING USER CONTENT REACTIONS TO BRAND CONTENT Econsultancy.com
  11. 11. 2014 Trends: CONTENT 3 C O NT E N T R E A C TI O NS : ! O R GA N I C ( US E R ) CO N T E NT ! CO L L E C TE D ( U S E R ) C O N T ENT ! CO L L A B OR ATE D ( B R A N D) CO NT ENT F R OM PU BLI S HER TO A CT IVAT OR #DigitalOutlook14 | @ladyxtel Econsultancy.com
  12. 12. 2014 Trends: CONTENT Remember : You can’t measure what you didn’t track FR OM E GO A NALYTICS T O B U SINES S MET R ICS #DigitalOutlook14 | @ladyxtel fit2fat2fit.com Econsultancy.com
  13. 13. 2014 Trends: CONTENT C O NT E NT M E T R I C S ! C O NS U MP T I O N: PA G E V IEWS, VID EO V I E W S , D OCU M E N T V I E W S, DO WNL O ADS, E M AI L S UB S CR I P T I ON S A ND SO CIAL CH AT T E R . ! FR OM E GO A NALYTICS T O B U SINES S MET R ICS #DigitalOutlook14 | @ladyxtel S H AR I NG : L IK E , S H AR E S , TWEETS, +1S AN D P IN S , FO R WA R DS , N U MBER O F IN B O UN D L I N K S . Econsultancy.com
  14. 14. 2014 Trends: CONTENT B US I NE S S ME T R I C S ! L E A D G E NE RAT I O N : F O R M CO MP LET ION AN D DO W N L O AD S , E M AIL AN D BL OG S UB S CR I P T IO N S , B L O G C OM MENT S AN D YO U R C ON V E R S IO N R AT E ! FR OM E GO A NALYTICS T O B U SINES S MET R ICS #DigitalOutlook14 | @ladyxtel S AL E S : L O OK AT B O T H O N LINE AND O F F L IN E S AL E S T HAT AR E IN FLUEN CED B Y CO N T E N T, F O O T FAL L I N RETAI L ST ORES Econsultancy.com
  15. 15. 2014 Trends: CONTENT AD VO C AC Y M E T R I C S ! T H O UG H T   L E A D E R S H I P : REQ UESTS F OR S Y N DI CAT I ON O R GU E S T BL OG P OSTS ! FR OM E GO A NALYTICS T O B U SINES S MET R ICS #DigitalOutlook14 | @ladyxtel L O YALT Y: ADV O CAT E S , FA NS, F OLL O WER, R E F E R R AL S & W O R D- OF -M OUTH . Econsultancy.com
  16. 16. 2014 Trends: CONTEXT BAT T LE O F THE F EE DS #DigitalOutlook14 | @ladyxtel MI C R O S O C I A L , MACRO POSSIBILITIES B EHAVI OU R > DEM OG RA PHI CS Econsultancy.com
  17. 17. 2014 Trends: CONTEXT U SE R S WA NT C O NT E N T T H AT IS FA ST, FO C U SE D , AND F R I C T I O N L ESS ! I. E . T H E Y D O N ’ T WAN T T O W OR K TO O HA R D T O UN D E R S TA ND W H AT YO U’R E T RY I N G T O SAY BAT T LE O F THE F EE DS #DigitalOutlook14 | @ladyxtel Econsultancy.com
  18. 18. 2014 Trends: CONTEXT “A R E W E D E S I G NI N G C O N TE NT A RO UN D PA SS I O N P O IN T S , O R C O NTEN T ARO UN D HO W T H E Y C AN B E R A NK E D?” BAT T LE O F THE F EE DS #DigitalOutlook14 | @ladyxtel Econsultancy.com
  19. 19. 2014 Trends: CONTEXT M ICRO S OCI A L , M AC RO PO SSIBIL IT I ES #DigitalOutlook14 | @ladyxtel Econsultancy.com
  20. 20. 2014 Trends: CONTEXT B EI N G S O C I AL I S B E I N G W HERE PEO PL E A RE . C L US TE R I NG O NT O MIC RO -S OCIA L APPS ! M ICRO S OCI A L , M AC RO PO SSIBIL IT I ES #DigitalOutlook14 | @ladyxtel W H ATS AP P ( 35 0 M U SE R S ) , LI N E (3 00 M U SE R S) , W E C H AT ( 60 0 M US ERS ) A LLOW FO R P E R S O NAL I S E D , C R E ATI VE DI A LO GU E Econsultancy.com
  21. 21. 2014 Trends: CONTEXT U N D E R S TA ND I N G AR C H E T YPES & B EH AVI O UR S H E L P T O S C ALE I N SI GHT S IN T O A B RA N D NA R R AT I VE W IT H CO NT E XT B EH AV IOU R > D EMOGRA P HICS #DigitalOutlook14 | @ladyxtel Econsultancy.com
  22. 22. 2014 Trends: CONTEXT Data Facts Structure Brand Narrative B EH AV IOU R > D EMOGRA P HICS #DigitalOutlook14 | @ladyxtel Perspectives Econsultancy.com
  23. 23. 2014 Trends: CONTEXT Data Facts Structure Brand Narrative B EH AV IOU R > D EMOGRA P HICS #DigitalOutlook14 | @ladyxtel Perspectives Econsultancy.com
  24. 24. 2014 Trends: CONTEXT Data Facts Structure Brand Narrative B EH AV IOU R > D EMOGRA P HICS #DigitalOutlook14 | @ladyxtel Perspectives Econsultancy.com
  25. 25. 2014 Trends: CONTEXT Data Facts Structure Brand Narrative B EH AV IOU R > D EMOGRA P HICS #DigitalOutlook14 | @ladyxtel Perspectives Econsultancy.com
  26. 26. 2014 Trends: CONTEXT Data Facts Structure Brand Narrative B EH AV IOU R > D EMOGRA P HICS #DigitalOutlook14 | @ladyxtel Perspectives Econsultancy.com
  27. 27. 2014 Trends: ADVOCACY PA SSI ON PO IN T S FO R C .I .A #DigitalOutlook14 | @ladyxtel I T ’ S NO T R E A L I F I T ’ S N OT R E L E VAN T I NT ER SECT IO N OF U SER G RA PHS Econsultancy.com
  28. 28. 2014 Trends: ADVOCACY ! ! C E L E BR I T I E S I N F L UE N C E R S PAS SION PO IN T S FO R C .I .A #DigitalOutlook14 | @ladyxtel B R AN D AD V OC AT ES Econsultancy.com
  29. 29. 2014 Trends: ADVOCACY R EA L T I M E MA R K E T I N G F O C US ES O N TA CT I C AL C AM PA I G NS , N O T S TR AT EG IC IN F R AS T R U C T U RE ! IN VE S T M E NT I N G RO WI N G SOC IAL IN T E L L I G E NC E + A GI L E C O NT EN T T EA M S I T ’S NOT RE A L IF IT’S NO T REL EVA N T #DigitalOutlook14 | @ladyxtel Econsultancy.com
  30. 30. 2014 Trends: ADVOCACY PERSO NA L G RAP H S OCI AL GRA PH I NT E R EST GRAP H B EH AV IO UR G R AP H INT E R SECT IO N O F U SER GRA PHS #DigitalOutlook14 | @ladyxtel Econsultancy.com
  31. 31. Use Content, Context, & Advocacy to Understand Users D I SE NG AG ED US ER M EA SUR A BLE INT ER ACT ION S E N GAGE D, KN OW LE DG E GAT HE R E D onto the route of self improvement, making better decisions #DigitalOutlook14 | @ladyxtel Econsultancy.com
  32. 32. Water (Users) can weather Rock (Brands) U S E RS b ra n d s n e v e r u n d e re s t ima t e #DigitalOutlook14 | @ladyxtel Econsultancy.com
  33. 33. And Victory will be Yours! #DigitalOutlook14 | @ladyxtel Econsultancy.com
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