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Digital Age
Changes and challenges in
     communication


          Zigurds Zaķis
            INSTINCT

    http://zz.typ...
tirgus placis?




http://www.flickr.com/photos/georgeaugustine/2116513291/
Mass Media Age:
           main characteristics

•   Mass communication
    (Broad-cast)

•   One-Direction communication
...
1995




Source: http://www.flickr.com/photos/giginger/75541830/
Interactivity
  Two-way
  Dynamic
Participation
1/100+
via @plnnrz
              One idea adapted to many channels? Not viable anymore
tirgus placis?
?
Just Talking? Not enough!
?
Just listening? Not enough!
+
                              Participating =
Listening + Talking + Listening + Sharing + Listening + Helping + Listening
2+1
Social platforms:
Real-Time simulation
     of market
INTERNET:
IMPLICATIONS
 IN OUR LIVES
Source: http://www.flickr.com/photos/jenpix/2290647480/sizes/o/
Source: http://www.flickr.com/photos/aderowbotham/81475981/




Multitasking
Constant Partial Attention
        Economy
Abundance
of information
    Critical Skills:


       (To Find)
      To Choose
     To Evaluate
        To Use
      To ...
+   +   =
Find anything
       Share anything



Ignore anything,
That is not interesting or valuable
              for me
Push is dead!




Customer



                   Message   We
2.
          1.
                               Exponentially growing
Abundance of information
                            ...
Welcome to the age of PULL!
What pulls?
Banners?
 rarely ....
What pulls?
1.
  Create content
   that customer
seeks out and share
Great
Storytelling
Create Experience
              Video
           Multimedia
    Aesthetics + Functionality



Transmedia Experiences
Social Currency

      Something worth talk about
 Something worth to share with friends
    Something worth to participat...
2.
Create value
Make his life better, easier, richer
Creating value =

Making their lives,
  better, easier,
more interesting
Be Deep and Meaningful

   “The days of making funny things
 that may or may not have and effect
  on the clients business...
Talk - Action   = Shit
“It is not
what you say that matters,
     it what you do”
Few Cases
HBO Voyer                        Best Buy Twelpforce




Guinness Rugby RFID          Orange Bull (2007)            Nike G...
Summary
"The magic of social media
is not what happens in social media,
                but
what happens outside of it,
      beca...
“It is not
what you say that matters,
     it what you do”
http://zz.typepad.com/Engl

    http://Twitter.com/zz_zigurds
Digital Age: Changes and Challenges in Communication
Digital Age: Changes and Challenges in Communication
Digital Age: Changes and Challenges in Communication
Digital Age: Changes and Challenges in Communication
Digital Age: Changes and Challenges in Communication
Digital Age: Changes and Challenges in Communication
Digital Age: Changes and Challenges in Communication
Digital Age: Changes and Challenges in Communication
Digital Age: Changes and Challenges in Communication
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Digital Age: Changes and Challenges in Communication

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Supporting slides of my presentation in Art Director Club Russia (ADCR) Campus. In fact, a modification of ideas from few of my previous digital presentations adapted to particual audience and task.

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Transcript of "Digital Age: Changes and Challenges in Communication"

  1. 1. Digital Age Changes and challenges in communication Zigurds Zaķis INSTINCT http://zz.typepad.com/Eng
  2. 2. tirgus placis? http://www.flickr.com/photos/georgeaugustine/2116513291/
  3. 3. Mass Media Age: main characteristics • Mass communication (Broad-cast) • One-Direction communication • Limited number of choices • Limited opportunities of self-expressing • A lack of co-operation opportunities
  4. 4. 1995 Source: http://www.flickr.com/photos/giginger/75541830/
  5. 5. Interactivity Two-way Dynamic Participation
  6. 6. 1/100+ via @plnnrz One idea adapted to many channels? Not viable anymore
  7. 7. tirgus placis?
  8. 8. ? Just Talking? Not enough!
  9. 9. ? Just listening? Not enough!
  10. 10. + Participating = Listening + Talking + Listening + Sharing + Listening + Helping + Listening
  11. 11. 2+1
  12. 12. Social platforms: Real-Time simulation of market
  13. 13. INTERNET: IMPLICATIONS IN OUR LIVES
  14. 14. Source: http://www.flickr.com/photos/jenpix/2290647480/sizes/o/
  15. 15. Source: http://www.flickr.com/photos/aderowbotham/81475981/ Multitasking
  16. 16. Constant Partial Attention Economy
  17. 17. Abundance of information Critical Skills: (To Find) To Choose To Evaluate To Use To Develop To Learn
  18. 18. + + =
  19. 19. Find anything Share anything Ignore anything, That is not interesting or valuable for me
  20. 20. Push is dead! Customer Message We
  21. 21. 2. 1. Exponentially growing Abundance of information number of channels 3. 4. From one-to-many to groups Changing models of message distribution
  22. 22. Welcome to the age of PULL!
  23. 23. What pulls?
  24. 24. Banners? rarely ....
  25. 25. What pulls?
  26. 26. 1. Create content that customer seeks out and share
  27. 27. Great Storytelling
  28. 28. Create Experience Video Multimedia Aesthetics + Functionality Transmedia Experiences
  29. 29. Social Currency Something worth talk about Something worth to share with friends Something worth to participate Great content is social currency
  30. 30. 2. Create value Make his life better, easier, richer
  31. 31. Creating value = Making their lives, better, easier, more interesting
  32. 32. Be Deep and Meaningful “The days of making funny things that may or may not have and effect on the clients business are ending” Jeff Benjamin Interactive Creative director Crispin Porter + Bogusky via: http://paulisakson.typepad.com/planning/2008/03/the-future-of-m.html
  33. 33. Talk - Action = Shit
  34. 34. “It is not what you say that matters, it what you do”
  35. 35. Few Cases
  36. 36. HBO Voyer Best Buy Twelpforce Guinness Rugby RFID Orange Bull (2007) Nike Grid (2010) (2009/10)
  37. 37. Summary
  38. 38. "The magic of social media is not what happens in social media, but what happens outside of it, because of it" Paul Isakson
  39. 39. “It is not what you say that matters, it what you do”
  40. 40. http://zz.typepad.com/Engl http://Twitter.com/zz_zigurds
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