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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 …

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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  • 1. collaboration anD othEr exPloraTions in dIgitaL culTure by tarA @miSsrogUe hunT soCial diGital leadEr,
  • 2. wow Tweet to: @missrogue
  • 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. That’s when this guy seemed to rule the world. Nobody thought it could be beat. Tweet to: @missrogue
  • 5. Just a few of the darlings of the early Web 2.0 era. Tweet to: @missrogue
  • 6. In 2006, a funny little service without vowels launched. Everyone thought it was the stupidest thing they’ve ever hear of.
  • 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. 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. Mobile usage is growing in leaps and bounds. 56%  of   Canadians   own  a  smart   phone… growing  20%   a  year.   Tweet to: @missrogue
  • 10. 11   THE SITUATION Tweet to: @missrogue
  • 11. The speed of technology change. Tweet to: @missrogue
  • 12. The speed of cultural change. Tweet to: @missrogue
  • 13. “thE web iSn’T aboUt thE Tools or tHe teChnoloGy, it iS About the CultuRe.” Tweet to: @missrogue
  • 14. Just one growing, culture: Beauty YouTubers Tweet to: @missrogue
  • 15. >45,000Non-bRand RelatEd beAuty VloggeRs oN youtuBe. Tweet to: @missrogue
  • 16. ~75Hours wortH of BeautY conTent UploaDed eAch dAy. Tweet to: @missrogue
  • 17. 700MILLION Views per Month iN 2013 (Up froM 300mm iN 2010) beAuty VideoS got Tweet to: @missrogue
  • 18. Kandee Johnson has over 2.1 million subscribers Tweet to: @missrogue 2.1 miLlion Subs!!
  • 19. However, Revlon’s channel has under 11,000 subscribers. Tweet to: @missrogue 11,000 Subs…
  • 20. And FYI, for context, The Mean Kitty has 357,131 subscribers. Tweet to: @missrogue 357,000 Subs!!
  • 21. Why?
  • 22. mosT brAnds ApproAch sOcial & DigitAl as toolS and platForms. Tweet to: @missrogue
  • 23. crEatorS + commUnity membErs aPproaCh sociAl…Um soCially. thEy enTer tO conneCt, whicH leaDs to them selliNg.
  • 24. Tweet to: @missrogue
  • 25. We crave connection. The social web has fed that need. Now we demand it from everyone. Tweet to: @missrogue
  • 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. diGital is a cultUral Change. soCial Is an approaCh, not A plaTform. Tweet to: @missrogue
  • 28. WHAT IS DIGITAL CULTURE? Tweet to: @missrogue
  • 29. rulE #1. thEre iS no maSs. Tweet to: @missrogue
  • 30. Nature Valley + the awesome anime discovery. h;p://­‐valley-­‐anime-­‐twi;er   Tweet to: @missrogue
  • 31. There is no mass, there are people with various interests, some of which overlap at times. Tweet to: @missrogue
  • 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. rulE #2. liSteniNg is more valuAble Than TalkiNg. Tweet to: @missrogue
  • 34. 25% 75% Talking Listening Tweet to: @missrogue
  • 35. opportunity liSteniNg is wherE you’Ll finD Tweet to: @missrogue
  • 36. Tweet to: @missrogue
  • 37. PresentaFon  Title  –  Date   rulE #3. whEn yoU see a paraDe, get In frOnt of It! Tweet to: @missrogue
  • 38. collaboration rocks! Oli White – 400k subscribers Grace Helbig – 1.8MM subscribers Tweet to: @missrogue
  • 39.
  • 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. rulE #4. trUst iS the most valuAble CurrenCy. to earn *and* Give. Tweet to: @missrogue
  • 42. 3 peopLe thaT *yOu* must learN to Trust befoRe yoU can earn It: youR CustoMers youR EmploYees yoUrselF Tweet to: @missrogue
  • 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. rulE #5. inveSt in the Long teRm. Tweet to: @missrogue
  • 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. Tweet to: @missrogue
  • 47. questions? Tweet to: @missrogue
  • 48. tara hunt @missrogue Social digital leader, MSLGROUP 647-200-2767