David Shing - Recalibrating Digital Conversations - SIC2012
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David Shing - Recalibrating Digital Conversations - SIC2012

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Recalibrating Digital Conversations ...

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 David Shing - Recalibrating Digital Conversations - SIC2012 Presentation Transcript

  • THESEAREAMAZINGTIMES
  • BEFORENOWNEXT
  • 7+PEOPLE
  • 50% PEOPLE
  • <30YEARS
  • 5+MOBILES
  • 2+INTERNET
  • 70% BLOGS
  • 57% TALK
  • SOCIAL23%HALF CONTENT 53%
  • SOCIAL23% 30 CONTENT 53%
  • ACCELERATINGFRAGMENTATIONPORTALS,SEARCH,BLOGS,FEEDS,AGGREGATORS,AND SOCIALNETWORKS
  • RISEOFSOCIALMEDIA SOCIALNETWORKS CONNECTEDNESS WIKIS CONVERSATIONCONTENTCOMMUNITIES BLOGSCONVERSATION COMMUNITY MASSIVELYMULTIPLAYER ONLINEGAME(MMOG) OPENNESS PODCASTS PARTICIPATION
  • TVUSETOSELLONEYEBALLS
  • FLICKTHROUGHCHANNELSTIMESHIFTEDTV
  • TASTESHAVECHANGED
  • CONTRIVEDADVERTISING
  • CURATORSOFCONTENTPRODUCERS,JOURNALISTS,EDITORS,DESIGNERSSEARCH,SOCIAL,SYNDICATION
  • DIGITALBEHAVIORSENTERTAIN+INFORM+PROVIDEUTILITY
  • 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
  • REWIREOURELASTICBRAINS
  • ATTENTIONISTHENEWCURRENCY
  • SIMPLICITY IS THEULTIMATE SOPHISTICATION
  • INSTA-AUDIENCEKINGS OF SIMPLICITY30+
  • LOCATION,LOCATION,LOCATIONSOCIALIDENTITYBROADCASTINGWHEN,WHERE,ANDWHATGOOGLELATITUDE | LOOPT | PLACES | GOWALLA | FOURSQUARE
  • BUT SOMETIMES I ONLY WANT MY FRIENDSTO KNOW WHERE I AM...
  • YOURLIFE ICATION OFGAMIF
  • MOBILEMERITS
  • NEWNESS"MOBILIZATION"OF ONLINECONTENT
  • ORIGINAL REPURPOSED AUDIENCE USER GENERATED
  • VIEWSCOMPLETIONSHARESLIKESCOMMENTS
  • FINANCIAL HOME IMPROVEMENT ENTERTAINMENT AUTOMOTIVE DEPT STORE WIRELESS CPG TRAVEL PHARMA WEBSITES
  • SHARE 7x
  • SECOND-SCREEN COMPANION
  • MOBILE AUGMENTEDREALITY ADVERTISING
  • POWEROFPARTNERSHIP
  • INFORMATION
  • SOCIAL
  • NO,IAMNOTTALKINGABOUTTWITTER,ILITERALLYWANTYOUTOFOLLOWME
  • I WANT TO PEEI PEEDTHIS IS WHERE I PEEWHY AM I PEEING?LOOK AT THIS PEEI AM GOOD AT PEEING
  • SOCIAL, PRIMETIME IN OFFLINE
  • LIKE = DISCOUNTS
  • JEFF PULVER425K+ TWITTER & 4.9K FACEBOOK"BEHIND THE BRAND IS A HUMAN VOICE"
  • JANINE SHEPHERDSOCIAL WEB WORKS @ 200+ FOLLOWERS
  • 9% FACEBOOK3% LINKEDIN0.3% TWITTER
  • LANDGRAB FOR LIKES, YIKES!
  • HOWEVER...
  • OVERWHELMINGUNDER
  • FRIENDSFOLLOWERSFOLLOWING
  • CONFUSIONCONFUSIONCONFUSIONCONFUSIONCONFUSIONCONFUSIONCONFUSIONCONFUSIONCONFUSIONCONFUSIONCONFUSIONCONFUSIONCONFUSIONCONFUSIONCONFUSIONCONFUSIONCONFUSIONCONFUSIONCONFUSIONCONFUS
  • DEFRIENDUNFOLLOW
  • ANDNOW+ONEMORE!
  • IT’SNOTALLJUSTTWITTERANDLEBOOK!COMMUNITIESAREALLABOUTENGAGEMENT
  • 50+x150
  • RYAN NIGAHIGA5.2+ MILLION SUBSCRIBERS
  • WHAT ABOUT ADS?
  • GENERIC-ADVERTISINGINFLUENCE-MARKETING
  • ADS IN MOTIONBEHAVIORAL + ASSUMPTIONSACTION + SPECIFICS
  • MEGAMERCIALS
  • TURNING DATA INTO APPS
  • LEFTBRAINMUSTTURNRIGHT
  • DATA VISUALIZATIONIS HOT
  • EXISTING COMMUNITIES
  • ACTION AND THE PARTICIPATION PLAYGROUND
  • PERSONALIZING PARTICIPATION
  • AS ECONOMIC CONDITIONS CONTINUETO DRAG CONSUMERS WILL INCREASINGLYAPPRECIATE SMALL ACTS OF KINDNESS– EVEN BRANDED ONES
  • 90% AKE AN71% CONFUSED BY MESSAGES LET’S M IMPAC T!
  • ENTERTAINMENT 10% 69% 9%SPORTS CAUSE 5% 4% 3% ARTS FESTIVALS ASSOCIATIONS
  • WHAT’S NEXT?
  • THE REAL KILLER APP WILL BEWHEN YOU CAN POINT GOOGLEGOGGLES AT YOUR DATE AND GETALL THE RED FLAGS THEYRETRYING TO HIDEARIANNA HUFFINGTON
  • CONVERSATIONS, NOT CAMPAIGNSCONVERSATIONS, NOT CHATTER
  • ENTERCURATEDNICHENESS
  • DISCOVERYWHAT IS YOURS?
  • NEIGHBOR HOODS
  • VIDEOAUDIOPHOTOSREAL-TIMEPARTICIPATIONWAY BEYOND COMMENTS
  • FORGET SWIPINGIT’S ABOUT GESTURES
  • EVOLUTION OF NOWMORE TOOLSMORE USEFULMORE FUN
  • SOCIAL UTILITYLIKE WATER,ELECTRICITY
  • + +COMMERCE WILL FEEL LIKE
  • "FRIEND OF A FRIEND"IN SOCIAL DESIGN
  • NOISE AND CHAOSFILTERED OUTWILL BE VALUED(+ PAID FOR)
  • AGGREGATIONOF MULTIPLESOCIALCHANNELS
  • BRILLIANT SOCIAL SEARCH
  • LOQITHE FUTURE IS NOW, MOBILE LOCAL SQUAREALERTS, CROWD-CHEAP PAYMENT, CHASEAUGMENTED REALITY GAMES, HUNCHRECOMMENDATION, SEMANTIC ZEMANTA DIASPORAINTEGRATION , DISTRIBUTED SOCIALNETWORK , PERSONAL TRANSPORT MARTIN
  • REDBLUEYELLOW
  • TECHNOLOGYCONTENTDISTRIBUTION
  • A LOT OF TIMES,PEOPLE DONT KNOWWHAT THEY WANTUNTIL YOU SHOW ITTO THEM
  • ENCOURAGE A REMIX CULTUREFIND THE RIGHT PEOPLEHARNESS THE POWER OF PRE-EXISTING COMMUNITIESPEOPLE STILL TALKBE AMBITIOUS AND COMPELLINGPRODUCER AND CONSUMER SHOULD CO-CREATE
  • 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
  • DAVID.SHING@TEAMAOL.COM | @SHINGY
  • 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