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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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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