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    THE NEW DIGITAL IMPERATIVE THE NEW DIGITAL IMPERATIVE Presentation Transcript

    • 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

    • 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