12. Some Context: Ryan’s Ten-Cent History of the Web Community-Focused Broadcast Participatory User-Generated Bottom-Up HTML High Threshold of Entry Low Bandwidth Text-Based Collaboration Corporation-Driven Top-Down Data-Driven No entry Flash intros! Text and Images Transaction User-Generated Bottom-Up Standards-Driven Lower Threshold of Entry High Bandwidth Multimedia Interaction 1980’s-1994 1994-2005 2005-Now
13. Web 2.0 and social media are social phenomena above all. Blogs Discussion Boards Forums Chat IMVlogs MoblogsSMS Podcasts MicroblogsPhoto Blogs Prediction Markets RSS CollaborationCollective Intelligence Communities Wikis Recommender Systems MashupsUser-Generated Content VS Social media is made up of people, relationships among people, and things people create and share
14. Agenda The Digital Customer Influence Brand Personality Extend the Business Device Proliferation
15. 5 Ideas to consider Letting customers do the work Harness influencer dynamics Make your brands more human Create new businesses Take digital on the road
19. “If we add up all the time people have spent playing World of Warcraft, it would total approximately 5.93 million years. That’s the same amount of time that homo sapiens has existed.” -- Jane McGonigal, TED 2010
20. Because we took a wrong turn somewhere Most products were originally sold based on a personal relationship in a high-touch environment But busy lifestyles required efficiency and organizations needed the scale The internet brought customership into our homes and offices Mobile took these interactions out of home and gave us even more control over where and when we transacted
21. The more we invested in technology, the more distant we got from our customers
22. The Idea! We spent the last 30 years using technology to separate ourselves from our customers . . . Let’s spend the next 30 using technology to get closer to our customers.
26. 1. Has an experience you have had online ever changed your opinion (either positively or negatively) about a brand or the products and services it offers? 65.3% Yes 34.7% No
27. 2. Has that experience influenced whether or not you purchased a product or service from the brand? 97.1% Yes 2.9% No
28. 3. Have you ever made your first purchase from a brand because of a digital experience (e.g., a web site, microsite, mobile coupon, email)? 64.1% Yes 35.9% No
32. Bottom Line: Digital Is Not Just an Ad Channel Digital is not simply an “awareness” or CRM play, it’s a customer-creation play. The overwhelming majority of consumers who engage with a brand online move from passive “receivers” to advocates almost instantly. Digital is quickly becoming the first and most important customer touchpoint. It’s transforming your customer relationships, whether you like it or not.
33. It’s not about understanding what you can do, it’s about knowing what you should do.
49. 3 IDEA Brand Voices Singular company voice Reflects the brand personality Everybody follows the brand voice Appears in all brand touch points Usually unique to the company Sometimes manifested in a person Used everywhere –signage to ads SIM Voices Multiple, authentic individual voices Transparent and discoverable Engaging and conversational Appears where conversations are Unique to the person not the company Manifested in a real person Used only by real people
55. 3 IDEA 1.0 Strategy & Planning Research & Development Operations Marketing & Sales Corporate Communications Human Resources Customers 2.0 Strategy & Planning Research & Development Operations Marketing & Sales Corporate Communications Human Resources Customers
56.
57. 2.3.10 Governance Documents Workflow, Routing, and Escalation Social Media Governance Charter Community Guidelines Internal Participation Policy Responsibility Matrix One-Page Social Media Orientation Performance Metrics Online Brand Personality Brief Brand Guidelines More: www.socialmediagovernance.com
58.
59. 2.3.10 Business, Marketing. Compliance leadership “I’ve got something to share” Venue host Expert Advisor Friendly promoter Internal and external contributors Active & prominent Social Media participants Compliance and Brand Authority Social Media Governance Board: Participant/Content Creator: Moderator: Curator: Evangelist: Key Contributors: Social Media Leadership Team: Approver: There will be overlap (people will wear more than one hat). A member of the governance board could be a key contributor as a curator for a niche market. A moderator not only can, but should, be a key contributor. ROLES AND RESPONSIBILITIES
65. 4 IDEA Over the next decade, two out of every three companies will face the challenge of their corporate lives: redefining their core business. Buffeted by global competition and facing an uncertain future, more and more executives will realize that they must make fundamental changes in their core even as they continue delivering the goods and services that keep them in business today
I’ve been at Razorfish just a month. What lured me? We recognized early on that digital isn’t just about the web site. Digital is more than a channel. It’s a business dimension—a way of thinking about relationships that creates new opportunities for businesses and customers BOTH.
I’ve been at Razorfish just a month. What lured me? We recognized early on that digital isn’t just about the web site. Digital is more than a channel. It’s a business dimension—a way of thinking about relationships that creates new opportunities for businesses and customers BOTH.
We all know social media is a big deal. The question is, how big? Answer: HUGE. Transformative. But not because of technology.
We all know social media is a big deal. The question is, how big? Answer: HUGE. Transformative. But not because of technology.
We all know social media is a big deal. The question is, how big? Answer: HUGE. Transformative. But not because of technology. That video kind of misleads through all the numbers it throws out—what’s actually interesting is not how much, but what kind.
We all know social media is a big deal. The question is, how big? Answer: HUGE. Transformative. But not because of technology. That video kind of misleads through all the numbers it throws out—what’s actually interesting is not how much, but what kind.
We all know social media is a big deal. The question is, how big? Answer: HUGE. Transformative. But not because of technology.
We all know social media is a big deal. The question is, how big? Answer: HUGE. Transformative. But not because of technology.
Unemployment is extremely high
But we’re talking so much more online.
And WoW is really, really lame. Not just because it’s dorky but because it’s escapist. The good news is that meaningful time online—time spent interacting and communicating, dwarfs that number. It’s incalculable, at least for an English major like me. WoW: 11.5 M users. FB = 500 million and counting. Wow indeed. So, why does all this matter?
Personalization has a way of feeling remarkably impersonal.
And of that 15%, you have to ask, what percentage work in ad agencies?
So how do you get started? There are an overwhelming number of possible approaches, but only one best one for your brand.
Ryan.
Ryan.
Ryan.
All functional areas have the potential to create customers.
