David Shing - Recalibrating Digital Conversations - SIC2012

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Recalibrating Digital Conversations

As the digital landscape continues to shift, marketers need to move away from “campaigning” at consumers and toward having “conversations” with them. In the embracing of a more humanized experience, attention is becoming the new currency measured by dwell time and engagement – not just the quick drive-by of a “like” or a “follow.” In what will certainly be a dynamic, energetic and entertaining presentation, get enlightened by a meaningful and insightful look at digital trends, how they are affecting behavior and what’s next on the digital journey roadmap.

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David Shing - Recalibrating Digital Conversations - SIC2012

  1. 1. THESEAREAMAZINGTIMES
  2. 2. BEFORENOWNEXT
  3. 3. 7+PEOPLE
  4. 4. 50% PEOPLE
  5. 5. <30YEARS
  6. 6. 5+MOBILES
  7. 7. 2+INTERNET
  8. 8. 70% BLOGS
  9. 9. 57% TALK
  10. 10. SOCIAL23%HALF CONTENT 53%
  11. 11. SOCIAL23% 30 CONTENT 53%
  12. 12. ACCELERATINGFRAGMENTATIONPORTALS,SEARCH,BLOGS,FEEDS,AGGREGATORS,AND SOCIALNETWORKS
  13. 13. RISEOFSOCIALMEDIA SOCIALNETWORKS CONNECTEDNESS WIKIS CONVERSATIONCONTENTCOMMUNITIES BLOGSCONVERSATION COMMUNITY MASSIVELYMULTIPLAYER ONLINEGAME(MMOG) OPENNESS PODCASTS PARTICIPATION
  14. 14. TVUSETOSELLONEYEBALLS
  15. 15. FLICKTHROUGHCHANNELSTIMESHIFTEDTV
  16. 16. TASTESHAVECHANGED
  17. 17. CONTRIVEDADVERTISING
  18. 18. CURATORSOFCONTENTPRODUCERS,JOURNALISTS,EDITORS,DESIGNERSSEARCH,SOCIAL,SYNDICATION
  19. 19. DIGITALBEHAVIORSENTERTAIN+INFORM+PROVIDEUTILITY
  20. 20. MARKETINGLANDSCAPE ATL/PR BTL ONLINE ADS ATL/PR BTL ONLINE ADS REALITY THEWEB PARTNERS RATINGS USERREVIEWS AFFILIATES MODEL BLOGS CALLCENTRE MICROBLOGGING CHAT REVIEWS STORE SOCIAL REMIX TRADITIONAL TAGGING RSS MODEL PODCAST SHARING SALES SALES CONSUMERRESPONSE:BIASEDNOISE CONSUMERRESPONSE:USEFULCONTENT
  21. 21. REWIREOURELASTICBRAINS
  22. 22. ATTENTIONISTHENEWCURRENCY
  23. 23. SIMPLICITY IS THEULTIMATE SOPHISTICATION
  24. 24. INSTA-AUDIENCEKINGS OF SIMPLICITY30+
  25. 25. LOCATION,LOCATION,LOCATIONSOCIALIDENTITYBROADCASTINGWHEN,WHERE,ANDWHATGOOGLELATITUDE | LOOPT | PLACES | GOWALLA | FOURSQUARE
  26. 26. BUT SOMETIMES I ONLY WANT MY FRIENDSTO KNOW WHERE I AM...
  27. 27. YOURLIFE ICATION OFGAMIF
  28. 28. MOBILEMERITS
  29. 29. NEWNESS"MOBILIZATION"OF ONLINECONTENT
  30. 30. ORIGINAL REPURPOSED AUDIENCE USER GENERATED
  31. 31. VIEWSCOMPLETIONSHARESLIKESCOMMENTS
  32. 32. FINANCIAL HOME IMPROVEMENT ENTERTAINMENT AUTOMOTIVE DEPT STORE WIRELESS CPG TRAVEL PHARMA WEBSITES
  33. 33. SHARE 7x
  34. 34. SECOND-SCREEN COMPANION
  35. 35. MOBILE AUGMENTEDREALITY ADVERTISING
  36. 36. POWEROFPARTNERSHIP
  37. 37. INFORMATION
  38. 38. SOCIAL
  39. 39. NO,IAMNOTTALKINGABOUTTWITTER,ILITERALLYWANTYOUTOFOLLOWME
  40. 40. I WANT TO PEEI PEEDTHIS IS WHERE I PEEWHY AM I PEEING?LOOK AT THIS PEEI AM GOOD AT PEEING
  41. 41. SOCIAL, PRIMETIME IN OFFLINE
  42. 42. LIKE = DISCOUNTS
  43. 43. JEFF PULVER425K+ TWITTER & 4.9K FACEBOOK"BEHIND THE BRAND IS A HUMAN VOICE"
  44. 44. JANINE SHEPHERDSOCIAL WEB WORKS @ 200+ FOLLOWERS
  45. 45. 9% FACEBOOK3% LINKEDIN0.3% TWITTER
  46. 46. LANDGRAB FOR LIKES, YIKES!
  47. 47. HOWEVER...
  48. 48. OVERWHELMINGUNDER
  49. 49. FRIENDSFOLLOWERSFOLLOWING
  50. 50. CONFUSIONCONFUSIONCONFUSIONCONFUSIONCONFUSIONCONFUSIONCONFUSIONCONFUSIONCONFUSIONCONFUSIONCONFUSIONCONFUSIONCONFUSIONCONFUSIONCONFUSIONCONFUSIONCONFUSIONCONFUSIONCONFUSIONCONFUS
  51. 51. DEFRIENDUNFOLLOW
  52. 52. ANDNOW+ONEMORE!
  53. 53. IT’SNOTALLJUSTTWITTERANDLEBOOK!COMMUNITIESAREALLABOUTENGAGEMENT
  54. 54. 50+x150
  55. 55. RYAN NIGAHIGA5.2+ MILLION SUBSCRIBERS
  56. 56. WHAT ABOUT ADS?
  57. 57. GENERIC-ADVERTISINGINFLUENCE-MARKETING
  58. 58. ADS IN MOTIONBEHAVIORAL + ASSUMPTIONSACTION + SPECIFICS
  59. 59. MEGAMERCIALS
  60. 60. TURNING DATA INTO APPS
  61. 61. LEFTBRAINMUSTTURNRIGHT
  62. 62. DATA VISUALIZATIONIS HOT
  63. 63. EXISTING COMMUNITIES
  64. 64. ACTION AND THE PARTICIPATION PLAYGROUND
  65. 65. PERSONALIZING PARTICIPATION
  66. 66. AS ECONOMIC CONDITIONS CONTINUETO DRAG CONSUMERS WILL INCREASINGLYAPPRECIATE SMALL ACTS OF KINDNESS– EVEN BRANDED ONES
  67. 67. 90% AKE AN71% CONFUSED BY MESSAGES LET’S M IMPAC T!
  68. 68. ENTERTAINMENT 10% 69% 9%SPORTS CAUSE 5% 4% 3% ARTS FESTIVALS ASSOCIATIONS
  69. 69. WHAT’S NEXT?
  70. 70. THE REAL KILLER APP WILL BEWHEN YOU CAN POINT GOOGLEGOGGLES AT YOUR DATE AND GETALL THE RED FLAGS THEYRETRYING TO HIDEARIANNA HUFFINGTON
  71. 71. CONVERSATIONS, NOT CAMPAIGNSCONVERSATIONS, NOT CHATTER
  72. 72. ENTERCURATEDNICHENESS
  73. 73. DISCOVERYWHAT IS YOURS?
  74. 74. NEIGHBOR HOODS
  75. 75. VIDEOAUDIOPHOTOSREAL-TIMEPARTICIPATIONWAY BEYOND COMMENTS
  76. 76. FORGET SWIPINGIT’S ABOUT GESTURES
  77. 77. EVOLUTION OF NOWMORE TOOLSMORE USEFULMORE FUN
  78. 78. SOCIAL UTILITYLIKE WATER,ELECTRICITY
  79. 79. + +COMMERCE WILL FEEL LIKE
  80. 80. "FRIEND OF A FRIEND"IN SOCIAL DESIGN
  81. 81. NOISE AND CHAOSFILTERED OUTWILL BE VALUED(+ PAID FOR)
  82. 82. AGGREGATIONOF MULTIPLESOCIALCHANNELS
  83. 83. BRILLIANT SOCIAL SEARCH
  84. 84. LOQITHE FUTURE IS NOW, MOBILE LOCAL SQUAREALERTS, CROWD-CHEAP PAYMENT, CHASEAUGMENTED REALITY GAMES, HUNCHRECOMMENDATION, SEMANTIC ZEMANTA DIASPORAINTEGRATION , DISTRIBUTED SOCIALNETWORK , PERSONAL TRANSPORT MARTIN
  85. 85. REDBLUEYELLOW
  86. 86. TECHNOLOGYCONTENTDISTRIBUTION
  87. 87. A LOT OF TIMES,PEOPLE DONT KNOWWHAT THEY WANTUNTIL YOU SHOW ITTO THEM
  88. 88. ENCOURAGE A REMIX CULTUREFIND THE RIGHT PEOPLEHARNESS THE POWER OF PRE-EXISTING COMMUNITIESPEOPLE STILL TALKBE AMBITIOUS AND COMPELLINGPRODUCER AND CONSUMER SHOULD CO-CREATE
  89. 89. KEEPING IT ALL TOGETHER WWW.EVERNOTE.COM WWW.PINTEREST.COM WWW.MOAT.COM AOL EDITIONSWWW.SOCIALMENTION.COM WWW.BUZZFEED.COM WWW.TUMBLR.COM ANY RSS
  90. 90. DAVID.SHING@TEAMAOL.COM | @SHINGY
  91. 91. E*TRADE BABY LOSES EVERYTHING - HTTP;//WWW.YOUTUBE.COM/WATCH?V=AYRPROR9GMKEVIAN BABY - HTTP;//WWW.YOUTUBE.COM/WATCH?V=CX1GOTUA3R4RAY BAN AUGMENTED REALITY - HTTP;//WWW.YOUTUBE.COM/WATCH?V=AGRYJ-2OZ8ILEGO AUGMENTED REALITY - HTTP;//WWW.YOUTUBE.COM/WATCH?V=PGU0N3EL2D0LYNX AUGMENTED REALITY - HTTP;//WWW.YOUTUBE.COM/WATCH?V=RFUUFEQIDPKH&M 3D STORE PROJECTION - HTTP;//WWW.YOUTUBE.COM/WATCH?V=2W6EABEFEZGATOMIC TOM "TAKE ME OUT" ON SUBWAY - HTTP;//WWW.YOUTUBE.COM/WATCH?V=19KBACJ53AK&OB=AV2EDIESEL "I LIKE" - HTTP;//WWW.YOUTUBE.COM/WATCH?V=4OZMBBPYM1KNIKE MUSIC SHOE - HTTP;//WWW.YOUTUBE.COM/WATCH?V=W1HNYPYS7BSUNIQLO COLORTWEET - HTTP;//WWW.UNIQLO.COM/COLORTWEET/#/USER/SHINGY/UNIGLO TRY (USER RATINGS) - HTTP;//WWW.UNIQLO.COM/TRY/DATA VISUALIZATION - HTTP;//VISUAL.LY/GESTURES - HTTP;//WWW.YOUTUBE.COM/WATCH?FEATURE=PLAYER_EMBEDDED&V=VRGWH1KUDT4

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