THE NEW DIGITAL IMPERATIVE

THE NEW DIGITAL IMPERATIVE MIKE KARAM  digital strategist  noappforthat.com  twi:er.com/mikekaram  slideshare.net/mikekaram 

DIGITAL IS NOT ABOUT TECHNOLOGY  IT’S ABOUT  HUMAN BEHAVIOR  AND  TECHNOLOGIES SEAMLESS INTEGRATION   IN OUR EVERY DAY LIFE 

WHICH IS GIVING US  ACCESS TO PEOPLE   IN A COMPLETELY DIFFERENT WAY 

BUT IT HAS TO BE CHEAP ENOUGH AND  UBIQUITOUS  TO HAVE THE GREATEST IMPACT 

‐ Helge Tennø   www.180360720.no  Image: Life,  on images.google.com  

THE WEB IS NO LONGER A DESTINATION  WHERE WE BUY ATTENTION…IT HAS SHIFTED  TO A  SOCIAL ARENA  WHERE WE HAVE TO  EARN ATTENTION

Photo: Hedi Slimane 

WE’VE MOVED FROM THE DESTINATION WEB   TO THE  SOCIAL WEB 

era of social rela?onships  start: 1995  maturity: 2003‐2007  era of social func?onality  start: 2007  maturity: 2010‐2012  era of social coloniza?on  start: 2009  maturity: 2011  era of social context  THE ERA OF  start: 2010  maturity: 2012  THE SOCIAL WEB  era of social commerce  start: 2011  maturity: 2013  2006  2007  2008  2009  2010  2011  2012  2013  Photo: Hedi Slimane  source: forrester research, inc 

IN THIS NEW ERA, BRANDS MUST PROVIDE  VALUE  AND  UTILITY IN ORDER TO BUILD  MEANINFUL  RELATIONSHIPS  IN DIGITAL PLACES  [UTILITY] ADDING SOMETHING TO AN EXPERIENCE, MAKING IT BETTER, ENHANCING IT  OR ADDING NEW CONCEPTS TO IT ‐ MAKING LIFE EASIER  

NOW THAT WE KNOW THE WEB HAS SHIFTED  FROM A DESTINATION TO A SOCIAL PLACE, LETS  TAKE A LOOK AT  SOCIAL MEDIA, THE TERM  EVERYONE IS TALKING ABOUT THESE DAYS…  AND FOR GOOD REASON 

WHAT IS SOCIAL MEDIA ANYWAY

SOCIAL MEDIA is media designed to be disseminated through social   interacaon, created using highly accessible and scalable publishing techniques. Social   Media uses Internet and web‐based technologies to transform broadcast media   monologues [one to many] into social media dialogues [many to many]  An arena where  connec?ons, conversa?ons, listening,   sharing [and now commerce]  take place.  Source: Wikipedia  Photo: Hedi Slimane 

Social media isn’t one thing…  it’s lots of diﬀerent things.   .   Photo: ﬂickr.com/mikekaram 

.                          For the first ame in history you don’t have to be   If people are interested in it they will find it,  a corporaaon to say and distribute what you  and all of a sudden you are a publisher,  think. You can talk, share, create and distribute  content [at almost no cost] to the world.   or a medium, or a  media brand.  .    ‐  Faris Yakob, farisyakob.typepad.com  Photo:  flickr.com/apoptopic 

        It’s the nature  of your ac?vity  that is important,   not your choice   Photo: Hedi Slimane  of technology.  ‐ www.180360720.no  Helge Tennø  

BEHAVIORS OCCURING IN SOCIAL MEDIA

RELATIONSHIPS  [a connecaon, associaaon, or involvement   with another person] As people, we are  fundamentally social.  Photo:Hedi Slimane 

CONVERSATIONS  [the informal exchange of  ideas by spoken words]  Lots of people are talking.    They’re not only talking one to one, they are talking  one to many…   which fundamentally   changes how rela?onships work.  ‐  Faris Yakob  farisyakob.typepad.com  Photo:Hedi Slimane 

“A CONVERSATION IS MORE THAN JUST  THE EXCHANGE OF VOCABULARY  LANGUAGE BETWEEN TWO OR MORE  PEOPLE. RATHER A CONVERSATION IS A  RICH EXCHANGE OF IDEAS THROUGH  SEVERAL LANGUAGES EXPRESSED  SYNCHRONOUSLY AND CONSCIOUSLY,  SUBCONSCIOUYSLY OR UNCONSCIOUSLY  BETWEEN IDENTITIES.”  ‐ Helge Tennø   www.180360720.no  Photo:Hedi Slimane 

PEOPLE DON’T TALK   IN ORDER TO SHARE  STUFF, THEY  SHARE    STUFF IN ORDER TO HAVE  SOMETHING TO TALK ABOUT  Photo:Hedi Slimane 

“THE SOCIAL WEB TODAY IS NOT THE  FUTURE OF THE CONVERSATION.   THE FUTURE OF THECONVERSATION   IS EVERYWHERE,  AS DIGITAL IS  EVERYWHERE AND MARKETING IS  EVERYWHERE. AND OUR FUTURE  FRIENDS ARE IDENTITIES, WHICH  MIGHT AS WELL BE PEOPLE AS  OBJECTS.”   ‐ Helge Tennø   www.180360720.no  Photo:Hedi Slimane 

NOTHING IS TRUE UNTIL ITS BEEN RECORDED                                         ‐ Virginia Woolf‐English Novelist      we are constantly recording and                       propaga?ng ourselves  for the world to see.  Photo:Hedi Slimane 

PHATIC COMMUNICATION   [conversaaonal speech used to  communicate sociability more than  informaaon]  The establishment and reinforcement   of  social bonds  (i.e. small talk, poke).  A pulse  on the network that keeps                                                                                                            the relaaonship alive. If  the pulse                                                                                           stops, the relaaonship will die.  ‐  Faris Yakob  farisyakob.typepad.com  Photo: ﬂickr.com/mikekaram 

TRUST   [reliance on the integrity,  strength, ability, surety, etc., of  a person or thing]  We rely on the social web to inform our decisions.  We trust a stranger wriang a blog in another part of  the world, more than we trust a TV commercial or  established expert.  Photo:Hedi Slimane 

publish a blog  24%  publish your own web pages  CREATORS  upload video you created  upload audio/music you created  write aracles and post them  33%  update status on a social networking site  CONVERSATIONALISTS  post updates on Twi:er   post raangs/reviews of products or services  37%  comment on someone else’s blog  CRITICS  contribute to online forums  contribute to/edit aracles in wiki 20%  use rss feeds  COLLECTORS  add “tags” to pgs/photos  59%  maintain social proﬁles  JOINEARS  visit social networking sites  read blogs  70%  listen to podcasts  SPECTATORS  watch video from other users  read online forums / tweets  read customer raaons / reviews  59%  INACTIVES  none of the above  Source: January 2010 “Introducing The New Social Technographics®”   * US online adults 

A GUIDE TO THE SOCIAL PLATFORMS

THE ULTIMATE COMMUNITY  Photo:Hedi Slimane 

Facebook is the ulamate  social networking site where users can add friends, send them   msgs, update their status / noafy friends about what’s on their mind . Users can join   networks and groups organized by city, workplace and school ‐ users can also create   groups for things they like and become a fan of brands, universiaes, etc.   Facebook is the biggest social plaYorm worldwide  with over  400 million   ac?ve users ‐  paving the way for next era of the social web.  Photo:Hedi Slimane 

“IF I TELL MY FACEBOOK  FRIENDS ABOUT YOUR BRAND,  IT’S NOT BECAUSE I LIKE YOUR   BRAND, BUT RATHER BECAUSE   I LIKE MY FRIENDS ”                    ‐ Mike Arauz,   ‐ Strategist at Undercurrent 

images: jessesaves, youtube.com  Photo:Hedi Slimane 

A RIVER OF DATA RUSHING BY  [you just have to dip your toe in]  Photo:Hedi Slimane 

Twi:er is a  social networking  and micro‐blogging service that enables its users  to send   and read messages known as tweets. Tweets are text‐based posts of up to 140   characters displayed on the author’s proﬁle pg and delivered to the author’s subscribers   who are known a followers. Senders can restrict delivery to those in their circle of   friends or, by default, allow open access.   Twi:er is an essen?al tool for some of today’s biggest brands,   universiaes, small business  and even your own personal brand.   Photo:Hedi Slimane 

“TWITTER IS MORE LIKE AN INFORMATION NETWORK VS. A SOCIAL  NETWORK – IT TELLS PEOPLE WHAT THEY CARE ABOUT AS IT IS HAPPENING  IN THE WORLD”                     ‐ Evan Williams, CEO, of Twi:er  Photo:Hedi Slimane 

LANGUAGE  TWEET:    a message sent via Twi:er, or the sending of a message via Twi:er  RETWEET (RT):  forwarding of someone else’s tweet  #HASTAG:   a way to group ‘like’ tweets  TWITTERVIEW:   an interview conducted on Twi:er  TWEETUP:   a meeang of Twi:er users oﬄine  TWEEPLE:   people who use Twi:er  TWITTERATI:   the a‐list tweeple everyone wants to follow, including many celebs  Photo:Hedi Slimane 

[number of tweets  on twi:er per day] Nov. ‘09   Image: jessesaves.youtube.com  Photo:Hedi Slimane 

[twi:er hits 10 billion tweets] March 4, ‘10   image: jessesaves, youtube.com  Photo:Hedi Slimane 

THE PORTAL TO THE WORLD  Photo:Hedi Slimane 

YouTube launched in 2006 as a  video sharing site, where users can upload and   share user generated video content; including movie clips, TV clips, and      music videos, as well           as amateur content such as video blogging and   short original videos.   Most of the content on YouTube has been uploaded by individuals, although media   corps (i.e. CBS, BBC) oﬀer some of their material via the site, as part of the YouTube   partnership program.   Source: Wikipedia  Photo:Hedi Slimane 

“VIDEO CONTENT SHARED ONLINE OFTEN BECOME THE BASIS OF PERSONAL   COMMUNICATION – THE SOLE REASON FOR AN EMAIL, A MSG ON A SOCIAL  NETWORKING SITE, OR A CONTRIBUTINO TO A BLOG”                     ‐ Microsou, 3 Screens Report 

Photo:Hedi Slimane  images: jessesaves, youtube.com 

Photo:Hedi Slimane  Images: jessesaves, youtube.com 

A VISUAL CONVERSATION   Photo:Hedi Slimane 

Flickr is an image hos?ng site and social community  built  around peoples’ passion for photos.  image: ﬂicker.com/tarotasTc  image: jessesaves, youtube.com  It's a repository of creaavity organized organically.    It's countless stories intertwined by visual conversa?on.   Photo:Hedi Slimane 

LOCATION. LOCATION. LOCATION.  Photo:Hedi Slimane 

Foursquare is a loca?on based social plaYorm that allows people to ﬁnd new   ways to connect, explore and experience people and places along the way.   They surpassed 500,000 registered users, and had its biggest day ever   March 11, ‘10 with more than 275,000 acave “check‐ins”  [“check‐in” is foursquare  speak for lewng  people know where  you are]  Photo: Hedi Slimane 

BEHAVIORS TO ENGAGE IN SOCIAL MEDIA

1  Social media is a market research tool.   People right now are talking about your  brand in real ame, across all kinds of  plaxorms.  LISTEN and RESPOND.  Photo: ﬂickr.com/mikekaram 

PEOPLE EXPECT   THEIR VOICE   TO BE HEARD  Photo: Cesar Casier 

3  Social networks require content, or  communiaes to form around…they  need things.   [ﬂickr is a community of people who  like pictures, and the pictures are the  objects around which the community  forms]   crea?ng social objects is a good way to  inspire conversa?ons ‐ it brings people  together and gives them something to  do.  Photo: ﬂickr.com/mikekaram 

“THE KEY IS TO PRODUCE SOMETHING THAT BOTH PULLS PEOPLE  TOGETHER AND GIVES THEM SOMETHING TO DO  …I DON’T HAVE TO  CONTROL THE CONVERSATION TO BENEFIT FROM THEIR INTEREST ”                                              ‐ Henry Jenkins, author of “Convergence Culture”                            and ComparaTve Media Studies Program Director at MIT       Photo: Hedi Slimane 

4  Brands must give an honest non‐biased  opinion or truth when posang content.  They must be transparent.   Meaning, I am who I say I am and my  reason for posang does not have any  hidden agendas.    Photo: ﬂickr.com/mikekaram 

5  Play a role and join the conversa?on.   You may not be able to control what  people say, but you can inspire   and ignite conversaaon –paracipate with  an authenac point‐of‐view.    Photo: ﬂickr.com/mikekaram 

DEFINING YOUR SOCIAL MEDIA STRATEGY

INFORM + IDENTIFY  know how your  BEHAVIOR  audience behaves on  the social web  deﬁne objecaves and  OBJECTIVES  what you want to  accomplish  decide which plaxorm and  PLATFORM  technologies to use  (each plaorm has a role) 

BUILD THE COMMUNITY  LET YOUR AUDIENCE CONNECT  AND SHARE:  Pros:  + authenac way to use the social web  + inexpensive to operate  Cons:  + takes a lot of work to manage   + the crowd can turn on you if you’re unresponsive  Make sure:  + you set expectaaons  + what does success look like? 

ENEGERGIZE PASSIONATE PEOPLE +  DEPLOY CONTENT  IT’S ABOUT INSPIRING INDIVIDUALS TO  CARRY YOUR CONTENT INTO THE PLACES  THEY TALK, CONECT, AND CREATE:  Pros:  + builds relaaonships with inﬂuencers  + enables social ampliﬁed reach  Cons:  + scale is limited to personal networks  + opens you up for back‐lash  Make sure:  + you are transparent (don’t hide the negaaves)  + content is shareable and open for comments  + you have a POV 

IGNITE CONVERSATIONS  IN A WORLD OF SHARING, BRANDS MUST  IGNITE CONVERSATIONS, NOT  INTERUPT THEM.    Pros:  + increases credibility  + builds community and fans  Cons:  + opens you up for back‐lash  Make sure:  + you are transparent  + you have a POV 

PROVIDE VALUE + UTILITY  GIVE PEOPLE SOMEHTING THEY NEED  AND PROVIDE VALUE  Pros:  + creates conversaaon   + builds brand percepaons and experiences   Cons:  + can be diﬃcult to do  + tends to be long‐term commitment  Make sure:  + you test before you go live 

MEASURE + REPORT + OPTIMIZE   MEASURING / REPORTING ANALYTICS AND  OPTIMIZING IS KEY TO SUCCESS:   Pros:  + allows you to understand and shape behavior  + gives you benchmarks for future social “stuff”   Cons:  + can be difficult to do  + tends to be long‐term commitment  Make sure you:  + define social currency / social roi 

INFORM + IDENTIFY  BUILD THE COMMUNITY  ENERGIZE PASSIONATE PEOPLE +  DEPLOY CONTENT  IGNITE CONVERSATIONS   PROVIDE VALUE + UTILITY  MEASURE + REPORT + OPTIMIZE 

THX MIKE KARAM  digital strategist  noappforthat.com  twi:er.com/mikekaram  slideshare.net/mikekaram 

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THE NEW DIGITAL IMPERATIVE

by Mike Karam

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