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The New Social Media Contract
 

The New Social Media Contract

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This presentation details the current landscape of connected apps, websites, banners, and microsites and why its important to have a coherent digital strategy. ...

This presentation details the current landscape of connected apps, websites, banners, and microsites and why its important to have a coherent digital strategy.

There is a shift away from one big idea to lots of smaller connected solutions that brings with it user participation.

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The New Social Media Contract The New Social Media Contract Presentation Transcript

  • WHO AM I? HI ALL, MY NAME IS TOM ELDRIDGE I AM A DIGITAL STRATEGIST WORKING IN THE ENTERTAINMENT INDUSTRY, BLOGGER, AND ENTHUSIASTIC USER
  • INVISIBLE//INK//DIGITAL “THE NEW SOCIAL MEDIA CONTRACT” HTTP://INVISIBLEINKDIGITAL.COM
  • CONTENTS CURRENT DIGITAL LANDSCAPE WHAT IS DIGITAL STRATEGY? WHY HAVE A DIGITAL STRATEGY DOMINO PIZZA - A CASE STUDY THE ROLE OF THE DIGITAL STRATEGIST THE LINK BETWEEN VIEWING, PARTICIPATING AND ADVOCATING THE SOCIAL MEDIA CONTRACT LISTEN IN ...AND FEEDBACK
  • WHAT IS THE CURRENT DIGITAL LANDSCAPE? AN ARCHIPELAGO OF CONNECTED APPS AND WEBSITES. BUT THERE IS NO CENTRE, NO ONE BIG IDEA ...JUST LOTS OF SMALL IDEAS THE KEY IS TO BRING COHERENCE TO A DISORGANISED SOCIAL NETWORK...TO BUILD LINKS BETWEEN THESE DISCONNECTED ISLANDS
  • WHAT IS DIGITAL STRATEGY WHAT DOES DIGITAL PLANNING MEAN IN THE DIGITAL AGE? INSIGHT - WHAT IS THE USER DOING/SEEKING AND HOW CAN A DEVICE OR CHANNEL FULFIL THAT NEED PARTICIPATION IS KEY (GIVE EXAMPLES OF “PEOPLE POWERED IDEAS”) THE LINK BETWEEN VIEWING, PARTICIPATING AND ADVOCATING
  • WHY HAVE A DIGITAL STRATEGY? THERE IS A NEED TO TIE DIGITAL STRATEGY TO A WORLD WHERE INFORMATION IS CONSTANTLY CHANGING WITHOUT A MAP AND COMPASS NECESSARY TO MAKE SENSE OF THE CHANGING DIGITAL LANDSCAPE, YOU CAN’T POSSIBLY IMPLEMENT A SUCCESSFUL OUTCOME
  • DOMINO PIZZA DIGITAL STRATEGY DOMINO PIZZA HAS A NUMBER OF DIFFERENT DIGITAL CHANNELS EACH DIGITAL CHANNEL ENGAGES WITH ITS USERS IN DIFFERENT WAYS MAY 2010 DOMINO’S LAUNCHED ITS UK PROMOTION ON FOURSQUARE, WHICH ENCOURAGES USERS TO CHECK-IN AT ITS OUTLETS
  • DOMINO PIZZA DIGITAL STRATEGY - THE RESULTS DOMINO PIZZA’S MATURE DIGITAL STRATEGY IS PAYING OFF DOMINO PIZZA’S E-COMMERCE UNIT HAD GROWN BY 61.4% IN 2010 DOMINO PIZZA ONLINE SALES NOW ACCOUNTED FOR 32.7% OF ITS OVERALL UK DELIVERED SALES
  • DIGITAL STRATEGIST - ROLE THE DIGITAL STRATEGIST OCCUPIES THE RAW SPACE BETWEEN THE ENABLING TECHNOLOGY, THE CREATIVE IDEA, THE BUSINESS GOAL, THE BRAND, AND ULTIMATELY THE USER DIGITAL STRATEGIST SIT IN THE MIDDLE BETWEEN THE CREATIVE AND THE TECHNICAL TEAMS DIGITAL CREATIVE TECHNICAL STRATEGIST
  • DIGITAL STRATEGIST - ROLE DEFINE THE BUSINESS PROBLEM ACTION FEEDBACK DEVELOP SOLUTION DEFINE THE USERS PROBLEM LISTEN IN ID THE ROLE FOR PARTICIPATION
  • THE IMPORTANCE OF USER INSIGHTS CANNOT BE OVERLOOKED EFFECTIVE IDEAS ARE DRIVEN MORE BY SOCIAL INTERACTION THE KEY IS HOW PEOPLE PLAY A ROLE TO PARTICIPATE IN AN IDEA THE LINK BETWEEN VIEWING, PARTICIPATING, AND ADVOCATING
  • SOCIAL MEDIA CONTRACT MICRO-SOCIAL INTERACTION REPLACES ‘A BIG IDEA’ UNDERSTANDING ‘THE ROLE OF USERS’ CONTENT’ NEEDS TO BE TAKEN INTO ACCOUNT TO INCREASE THE IMPACT THE BINDING CONTRACT HOOKS THE USER IN - SKIN IN THE GAME THE STATIC WEBSITE/APP IS DEAD - THE SOCIAL MEDIA CONTRACT DEMANDS ACTION > REACTION
  • LISTEN IN... WHAT DO USERS SAY ABOUT A BRAND RATHER THAN WHAT THE BRAND TELLS THE USER THE BRAND... LISTEN TO WHAT PEOPLE ARE SAYING AND KNOW WHEN TO JOIN THE CONVERSATION
  • ...AND RESPOND TO FEEDBACK SCHEDULED ACTIVITIES THAT ENCOURAGE INTERACTION FROM FANS AND FRIENDS EAR TO THE GROUND AND PLAN OF ACTION TO RESPOND RINSE AND SPIN - EVALUATING FEEDBACK AND WHEN TO APPLY IT
  • CREDITS ALL CREDIT DUE TO THE FOLLOWING CREATIVE PEOPLE GARY HAYES & LAUREL PAPWORTH- ONLINE COLLABORATION UNIVERSE DENIS COLLETTE - DUCKS ANDREW BECRAFT - LEGO FIGURES MARK SMICIKLAS - SOCIAL MEDIA IS CHANGING BUSINESS OVERSOCIALIZED - SOCIAL MEDIA PARTICIPATION CHART
  • MY DIGITAL CRUMBS HTTP://INVISIBLEINKDIGITAL.COM HTTP://UK.LINKEDIN.COM/IN/TOMELDRIDGE HTTP://TWITTER.COM/INVISIBLDIGITL HTTP://WWW.SLIDESHARE.NET/INVISIBLEINKDIGITAL