Digital Bridges creates High Performance Organisations by unlocking the Business Value of Technology & the Web

Digital Bridges creates

High Performance Organisations

by unlocking the

Business Value of

Technology & the Web

The Relationship between Behaviour and Technology Technology Adoption Modelling How do people relate to their world? When do we use which web technologies? How do we consume information? Modern Communication Creating Value Semantics Engaging with audiences

Technology Adoption Modelling

How do people relate to their world?

When do we use which web technologies?

How do we consume information?

Modern Communication

Creating Value

Semantics

Engaging with audiences

Technology Adoption Modelling Useful – Understand audiences’ purpose Easy to use - Understand audience’s demographics Look Good - Understand the audience’s psychographics

How do people relate to their world?

How do people relate to their world? Visual

How do people relate to their world? Auditory

How do people relate to their world? Kinaesthetic

Digital Engagement Social Media Audience can change/contribute to the content Dialogue Create Awareness Educate Call to Action Equivalent of PR Streaming Media Audience receives content and make judgements on it Audience is exposed to the content Create Awareness Call to Action Equivalent of Advertising

Social Media

Audience can change/contribute to the content

Dialogue

Create Awareness

Educate

Call to Action

Equivalent of PR

Streaming Media

Audience receives content and make judgements on it

Audience is exposed to the content

Create Awareness

Call to Action

Equivalent of Advertising

Information Consumption Snack Consumption Chat vs. Letter Writing Real time vs. Time diffused Approach The Modern Business Communicator Business Audience Audience Audience

Snack Consumption

Chat vs. Letter Writing

Real time vs. Time diffused Approach

The Modern Business Communicator

Business Audience

Audience Audience

Modern Communication Directed Hierarchical vs. Networking and Collaborative Hofstede: Low High Power Distance Individualism vs. Collectivism Masculinity vs. Femininity Low vs. High Uncertainty Avoidance Long vs. Short-term Orientation Creating communication Architectures and Frameworks

Directed Hierarchical vs. Networking and Collaborative

Hofstede:

Low High Power Distance

Individualism vs. Collectivism

Masculinity vs. Femininity

Low vs. High Uncertainty Avoidance

Long vs. Short-term Orientation

Creating communication Architectures and Frameworks

Creating Audience Value Value-based decision making Fit-for-Purpose decision making Convenience decision making

Value-based decision making

Fit-for-Purpose decision making

Convenience decision making

Semantics Meaning of Language Semantic web - making it possible for the web to understand and satisfy the requests of people to use the web content. Impacts Search: Tags – dictated by the author Taxonomies – closed group agreement Folksonomies - audience agreement

Meaning of Language

Semantic web - making it possible for the web to understand and satisfy the requests of people to use the web content.

Impacts Search:

Tags – dictated by the author

Taxonomies – closed group agreement

Folksonomies - audience agreement

Engaging with Audiences Social Technographics Classifies people according to how they use social technologies We can quantify the number of online consumers within these groups Forrester Research

Social Technographics

Classifies people according to how they use social technologies

We can quantify the number of online consumers within these groups

Forrester Research

Groups Creators Critics Collectors Joiners Spectators Inactives

Creators

Critics

Collectors

Joiners

Spectators

Inactives

Creators Behaviour Creators make social content go They upload videos, create blogs etc Behaviour Triggers Publish a blog Publish your own web programmes Upload a video you created Write articles and stories and post them

Behaviour

Creators make social content go

They upload videos, create blogs etc

Behaviour Triggers

Publish a blog

Publish your own web programmes

Upload a video you created

Write articles and stories and post them

Critics Behaviour Respond to content from others Post reviews, comment on blogs, participate in forums and edit wiki articles Triggers Post ratings and reviews of products and services Comment on someone else’s blog Comment on streaming media Participate in on-line forums Contribute to or edit wiki

Behaviour

Respond to content from others

Post reviews, comment on blogs, participate in forums and edit wiki articles

Triggers

Post ratings and reviews of products and services

Comment on someone else’s blog

Comment on streaming media

Participate in on-line forums

Contribute to or edit wiki

Collectors Behaviour Organise content for themselves and others Use RSS feeds, tags, share and voting sites like Digg.com Triggers Use RSS Feeds Add tags to web pages or photos “ Vote” for websites on-line Share

Behaviour

Organise content for themselves and others

Use RSS feeds, tags, share and voting sites like Digg.com

Triggers

Use RSS Feeds

Add tags to web pages or photos

“ Vote” for websites on-line

Share

Joiners Behaviour Connect in social websites like MySpace and Facebook Triggers Maintain profile on social networking site Visit social networking site

Behaviour

Connect in social websites like MySpace and Facebook

Triggers

Maintain profile on social networking site

Visit social networking site

Spectators Behaviour Consume content including blogs, user generated videos, podcasts, forums or reviews Triggers Read blogs Watch videos from other users Listen to podcasts Read online forums Read customer ratings/reviews

Behaviour

Consume content including blogs, user generated videos, podcasts, forums or reviews

Triggers

Read blogs

Watch videos from other users

Listen to podcasts

Read online forums

Read customer ratings/reviews

Inactives Behaviour Inactives neither create nor participate in consuming social content of any kind Triggers None

Behaviour

Inactives neither create nor participate in consuming social content of any kind

Triggers

None

Thinking Frameworks for web Portals Access information, view streaming media and use multiple systems in the same place Content management Search through structured and unstructured data for hidden knowledge Collaborate Profiles, wikis, IM, blogs

Formula for website success B = V × C × L Where B = amount of business done by the site V = unique visitors coming to the site C = conversion rate (the percentage of visitors who become customers) the concept of conversion applies to any site where there is something you want users to do L = loyalty rate (the degree to which customers return to conduct repeat business)

B = V × C × L

Where

B = amount of business done by the site

V = unique visitors coming to the site

C = conversion rate (the percentage of visitors who become customers) the concept of conversion applies to any site where there is something you want users to do

L = loyalty rate (the degree to which customers return to conduct repeat business)

Strategy Processes Environmental Scanning Business Model Interrogation User Requirements Analysis Revenue Modelling Strategy Development Process Mapping Functional Specification Brand Architecture

Environmental Scanning

Business Model Interrogation

User Requirements Analysis

Revenue Modelling

Strategy Development

Process Mapping

Functional Specification

Brand Architecture

Community Management Avatar Content Architecture and Generation Blogs and Streaming Media Forum Management Digital Events, competitions etc. Trends Revenue Generation AdWords, Subscriptions, eBusiness

Avatar

Content Architecture and Generation

Blogs and Streaming Media

Forum Management

Digital Events, competitions etc.

Trends

Revenue Generation

AdWords, Subscriptions, eBusiness

Thank you Contact Kate Elphick [email_address]