collaboration
anD othEr exPloraTions in dIgitaL culTure
by tarA @miSsrogUe hunT
soCial diGital leadEr,
wow
Tweet to: @missrogue
The first Web 2.0 Conference, popularizing the term Web 2.0 is celebrating its 10 year
anniversary this year.
Tweet to: @m...
That’s when this guy seemed to rule the world. Nobody thought it could be beat.
Tweet to: @missrogue
Just a few of the darlings of the early Web 2.0 era.
Tweet to: @missrogue
In 2006, a funny little service without vowels launched. Everyone thought it was the
stupidest thing they’ve ever hear of.
I knew it was going to be big on August 2, 2006, when after a small tremor, people on
Twitter checked in on each other ON ...
Of course, we all know how the rest of the story goes. Twitter has been the go-to source
for many earthquakes, tsunamis, r...
Mobile usage is growing in leaps and bounds.
56%	
  of	
  
Canadians	
  
own	
  a	
  smart	
  
phone…
growing	
  20%	
  
a...
11	
  
THE SITUATION
Tweet to: @missrogue
The speed of technology change.
Tweet to: @missrogue
The speed of cultural change.
Tweet to: @missrogue
“thE web iSn’T aboUt thE
Tools or tHe teChnoloGy, it iS
About the CultuRe.”
Tweet to: @missrogue
Just one growing, culture: Beauty YouTubers
Tweet to: @missrogue
>45,000Non-bRand RelatEd beAuty VloggeRs oN youtuBe.
Tweet to: @missrogue
~75Hours wortH of BeautY conTent UploaDed eAch dAy.
Tweet to: @missrogue
700MILLION
Views per Month iN 2013 (Up froM 300mm iN 2010)
beAuty VideoS got
Tweet to: @missrogue
Kandee Johnson has over 2.1 million subscribers
Tweet to: @missrogue
2.1
miLlion
Subs!!
However, Revlon’s channel has under 11,000 subscribers.
Tweet to: @missrogue
11,000
Subs…
And FYI, for context, The Mean Kitty has 357,131 subscribers.
Tweet to: @missrogue
357,000
Subs!!
Why?
mosT brAnds ApproAch sOcial &
DigitAl as toolS and platForms.
Tweet to: @missrogue
crEatorS + commUnity membErs aPproaCh sociAl…Um soCially.
thEy enTer tO conneCt, whicH leaDs to them selliNg.
Tweet to: @missroguehttps://www.youtube.com/watch?v=JuBwHhRvCJY
"I want them to know that I'm human, that I have flaws,
and I want to be relatable, which is why I still film in my
bedroo...
diGital is a cultUral Change.
soCial Is an approaCh, not A plaTform.
Tweet to: @missrogue
WHAT IS
DIGITAL
CULTURE?
Tweet to: @missrogue
rulE #1. thEre iS no maSs.
https://www.flickr.com/photos/looking4poetry/4980253218 Tweet to: @missrogue
Nature Valley + the awesome anime discovery.
h;p://www.buzzfeed.com/ryanhatesthis/nature-­‐valley-­‐anime-­‐twi;er	
  
Twe...
There is no mass, there are people with various interests, some of which overlap at times.
Tweet to: @missrogue
[as an aside, there is no ONE digital culture…but
there is a shift in approach that has emerged
because of the social web]...
rulE #2. liSteniNg is more valuAble
Than TalkiNg.
Tweet to: @missrogue
25%
75%
Talking
Listening
Tweet to: @missrogue
opportunity
liSteniNg is wherE you’Ll finD
Tweet to: @missrogue
Tweet to: @missrogue
https://twitter.com/Arbys/statuses/427614008946855936
PresentaFon	
  Title	
  –	
  Date	
  
rulE #3. whEn yoU see a paraDe, get
In frOnt of It!
Tweet to: @missrogue
collaboration rocks!
Oli White –
400k
subscribers
Grace
Helbig –
1.8MM
subscribers
Tweet to: @missrogue
thinkwithgoogle.com/research-studies/youtube-brand-playbook.html
3 ruleS for collAboratiOn:
1.  Influence that’s transactional is fleeting. You can’t
buy influence, but you can certainly ...
rulE #4. trUst iS the most valuAble
CurrenCy. to earn *and* Give.
https://www.flickr.com/photos/mbiddulph/4632335032/
Twee...
3 peopLe thaT *yOu* must learN to
Trust befoRe yoU can earn It:
youR
CustoMers
youR
EmploYees
yoUrselF
Tweet to: @missrogue
organically
amplified
whEn yoU deePly uNdersTand A Digtal cultuRe, and
PartiCipatE witH the flow of it, your messAge wIll b...
rulE #5. inveSt in the Long teRm.
https://www.flickr.com/photos/aidanmorgan/5588594181 Tweet to: @missrogue
Luxy Hair is the #1 Consumer Goods Brand Channel and number 4 overall – with 1.8
million subscribers. It’s a weekly, long ...
Tweet to: @missroguehttps://www.youtube.com/user/LuxyHair
questions?
Tweet to: @missrogue
Collaboration and Tales of Digital Culture from the Social@Scale summit by Sprinklr
Collaboration and Tales of Digital Culture from the Social@Scale summit by Sprinklr
Collaboration and Tales of Digital Culture from the Social@Scale summit by Sprinklr
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Collaboration and Tales of Digital Culture from the Social@Scale summit by Sprinklr

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It’s been 10 years since the Web 2.0 conference launched 2004. We were talking MySpace back then as the behemoth, but there were plenty of emerging social tools: Flickr, Delicious, Blogs, Wikis. And I was a beta tester a few years later on a platform called TWTTR that would go on to become the engine of revolutions around the world. I knew it would be big when we experienced our first ‘twitter quake’.

We’re now in an age where it’s pretty much a given that every business needs a social presence. To not have one would be as ludicrous as not having a webpage…or a phone number even. [A stat about the adoption of online - spending, etc]

Year after year, the technology advances. Today, 30% of the world (and 56% of Americans AND Canadians) are on smart phones and that is growing by 20% each year. MySpace was left in Facebook’s wake years ago and who knows what tomorrow’s hot new platform will be.

And as the technology advances, I get really excited, but I also get really worried. Because the technology is moving quickly, but the culture is not. Or, to be clear, there IS a culture - or rather multiple cultures - that have grown and been catalyzed through the democratization of the web, but not everyone understands what is really going on here:

The web isn’t about the tools or the technology, it is about the culture.

There are 5 new rules for Digital Culture:

1. There is no mass.
2. Listening is more valuable than talking
3. When you see a parade, get in front of it!
4. Trust is the most valuable currency. To earn AND give.
5. Invest in the long term.

I gave this on June 3, 2014, in Toronto, ON, Canada at the Social@Scale Summit hosted by Air Canada, organized by Sprinklr

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Collaboration and Tales of Digital Culture from the Social@Scale summit by Sprinklr

  1. 1. collaboration anD othEr exPloraTions in dIgitaL culTure by tarA @miSsrogUe hunT soCial diGital leadEr,
  2. 2. wow Tweet to: @missrogue
  3. 3. The first Web 2.0 Conference, popularizing the term Web 2.0 is celebrating its 10 year anniversary this year. Tweet to: @missrogue Tweet to: @missrogue
  4. 4. That’s when this guy seemed to rule the world. Nobody thought it could be beat. Tweet to: @missrogue
  5. 5. Just a few of the darlings of the early Web 2.0 era. Tweet to: @missrogue
  6. 6. In 2006, a funny little service without vowels launched. Everyone thought it was the stupidest thing they’ve ever hear of.
  7. 7. I knew it was going to be big on August 2, 2006, when after a small tremor, people on Twitter checked in on each other ON Twitter first, before anything else. Tweet to: @missrogue
  8. 8. Of course, we all know how the rest of the story goes. Twitter has been the go-to source for many earthquakes, tsunamis, revolutions, billboard hashtags and more! Tweet to: @missrogue
  9. 9. Mobile usage is growing in leaps and bounds. 56%  of   Canadians   own  a  smart   phone… growing  20%   a  year.   Tweet to: @missrogue
  10. 10. 11   THE SITUATION Tweet to: @missrogue
  11. 11. The speed of technology change. Tweet to: @missrogue
  12. 12. The speed of cultural change. Tweet to: @missrogue
  13. 13. “thE web iSn’T aboUt thE Tools or tHe teChnoloGy, it iS About the CultuRe.” Tweet to: @missrogue
  14. 14. Just one growing, culture: Beauty YouTubers Tweet to: @missrogue
  15. 15. >45,000Non-bRand RelatEd beAuty VloggeRs oN youtuBe. Tweet to: @missrogue
  16. 16. ~75Hours wortH of BeautY conTent UploaDed eAch dAy. Tweet to: @missrogue
  17. 17. 700MILLION Views per Month iN 2013 (Up froM 300mm iN 2010) beAuty VideoS got Tweet to: @missrogue
  18. 18. Kandee Johnson has over 2.1 million subscribers Tweet to: @missrogue 2.1 miLlion Subs!!
  19. 19. However, Revlon’s channel has under 11,000 subscribers. Tweet to: @missrogue 11,000 Subs…
  20. 20. And FYI, for context, The Mean Kitty has 357,131 subscribers. Tweet to: @missrogue 357,000 Subs!!
  21. 21. Why?
  22. 22. mosT brAnds ApproAch sOcial & DigitAl as toolS and platForms. Tweet to: @missrogue
  23. 23. crEatorS + commUnity membErs aPproaCh sociAl…Um soCially. thEy enTer tO conneCt, whicH leaDs to them selliNg.
  24. 24. Tweet to: @missroguehttps://www.youtube.com/watch?v=JuBwHhRvCJY
  25. 25. We crave connection. The social web has fed that need. Now we demand it from everyone. Tweet to: @missrogue
  26. 26. "I want them to know that I'm human, that I have flaws, and I want to be relatable, which is why I still film in my bedroom and haven't upgraded to a studio. I want them to feel like we're having a sleepover.” Miss Lynn, 300k Subs Tweet to: @missrogue
  27. 27. diGital is a cultUral Change. soCial Is an approaCh, not A plaTform. Tweet to: @missrogue
  28. 28. WHAT IS DIGITAL CULTURE? Tweet to: @missrogue
  29. 29. rulE #1. thEre iS no maSs. https://www.flickr.com/photos/looking4poetry/4980253218 Tweet to: @missrogue
  30. 30. Nature Valley + the awesome anime discovery. h;p://www.buzzfeed.com/ryanhatesthis/nature-­‐valley-­‐anime-­‐twi;er   Tweet to: @missrogue
  31. 31. There is no mass, there are people with various interests, some of which overlap at times. Tweet to: @missrogue
  32. 32. [as an aside, there is no ONE digital culture…but there is a shift in approach that has emerged because of the social web] Tweet to: @missrogue
  33. 33. rulE #2. liSteniNg is more valuAble Than TalkiNg. Tweet to: @missrogue
  34. 34. 25% 75% Talking Listening Tweet to: @missrogue
  35. 35. opportunity liSteniNg is wherE you’Ll finD Tweet to: @missrogue
  36. 36. Tweet to: @missrogue https://twitter.com/Arbys/statuses/427614008946855936
  37. 37. PresentaFon  Title  –  Date   rulE #3. whEn yoU see a paraDe, get In frOnt of It! Tweet to: @missrogue
  38. 38. collaboration rocks! Oli White – 400k subscribers Grace Helbig – 1.8MM subscribers Tweet to: @missrogue
  39. 39. thinkwithgoogle.com/research-studies/youtube-brand-playbook.html
  40. 40. 3 ruleS for collAboratiOn: 1.  Influence that’s transactional is fleeting. You can’t buy influence, but you can certainly build a relationship with it. 2.  These relationships are symbiotic. The new saying goes: to go faster, go together, to go further, go together. 3.  Don’t be “that guy” that crashes the party and just talks about himself. You’re more likely to be heard if you listen first (see previous rule) Tweet to: @missrogue
  41. 41. rulE #4. trUst iS the most valuAble CurrenCy. to earn *and* Give. https://www.flickr.com/photos/mbiddulph/4632335032/ Tweet to: @missrogue
  42. 42. 3 peopLe thaT *yOu* must learN to Trust befoRe yoU can earn It: youR CustoMers youR EmploYees yoUrselF Tweet to: @missrogue
  43. 43. organically amplified whEn yoU deePly uNdersTand A Digtal cultuRe, and PartiCipatE witH the flow of it, your messAge wIll bE Tweet to: @missrogue
  44. 44. rulE #5. inveSt in the Long teRm. https://www.flickr.com/photos/aidanmorgan/5588594181 Tweet to: @missrogue
  45. 45. Luxy Hair is the #1 Consumer Goods Brand Channel and number 4 overall – with 1.8 million subscribers. It’s a weekly, long term investment and they’ve never had to buy advertising. Just consistent great content + engagement. Tweet to: @missrogue
  46. 46. Tweet to: @missroguehttps://www.youtube.com/user/LuxyHair
  47. 47. questions? Tweet to: @missrogue
  48. 48. tara hunt @missrogue Social digital leader, MSLGROUP Tara.hunt@mslgroup.com 647-200-2767

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