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Future Horizons: 6 Key Digital Trends Organizations Can’t Ignore by Steve Rubel and David Armano

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Steve Rubel and David Armano's presentation for the 2010 Best Practices in Change & Internal Communications Summit.

Published in: Business
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Future Horizons: 6 Key Digital Trends Organizations Can’t Ignore by Steve Rubel and David Armano

  1. 1. Six Digital Trends Organizations Can’t Ignore Curated by David Armano, SVP, and Steve Rubel, SVP, Director of Insights edelmandigital.com
  2. 2. OWNED properties Technologies tend to get all the attention. Yet, they’re fleeting. EARNE D media 2 edelmandigital.com
  3. 3. The trends, however, develop more slowly and they’re often timeless. Focus on the trends, but leverage the technologies. 3 edelmandigital.com
  4. 4. TREND I – DIGITAL MEDIA RELATIVITY Space is infinite, time is finite. Recommendations: • Scale surface area by activating employee thought leaders in digital embassies • Combine paid, owned, earned and social - make them work hard for you • Dayparted engagement edelmandigital.com
  5. 5. TREND I – DIGITAL MEDIA RELATIVITY edelmandigital.com
  6. 6. TREND II – THE “HEADLESS” INTERNET Web sites fade. Mobile apps surge. Recommendations: • Become a curator and a convener, not just a creator • Build relationships with developers to scale your mobile footprint • Embrace experimentation edelmandigital.com
  7. 7. TREND II – THE “HEADLESS” INTERNET edelmandigital.com
  8. 8. TREND III – DIGITAL PRIVACY Privacy is both a communications risk but also an opportunity. Recommendations: • The four M’s of listening: mindfulness, monitoring, measurement and mining • Digital readiness/response • Embrace “supreme transparency” as the norm edelmandigital.com
  9. 9. TREND III – DIGITAL PRIVACY edelmandigital.com
  10. 10. TREND IV – DIGITAL & REAL WORLDS COLLIDE Engagement amplified by coordination between physical, social & digital. Recommendations: • Leverage mobile, RFID code, Augmented reality to converge experience • Incorporate event planning & gestural activity • Bridge “digital divide” edelmandigital.com
  11. 11. TREND IV – DIGITAL & REAL WORLDS COLLIDE Make the experience seamless edelmandigital.com
  12. 12. TREND V – THE SOCIALIZATION OF COMMERCE Buying, selling and social forms of currency influence what we recommend & purchase Recommendations: • Integrate “social layers” into digital commerce • Tap into “collective purchase intelligence” • Collect data for predictive behavior models edelmandigital.com
  13. 13. TREND V – THE SOCIALIZATION OF COMMERCE Connect social graphs with commerce edelmandigital.com
  14. 14. TREND V – THE SOCIALIZATION OF COMMERCE Combine traditional with social currency edelmandigital.com
  15. 15. TREND VI – THE AMOEBA ECONOMY Traditional command and control business disrupted by organic infrastructure, amorphous form & adaptability Recommendations: • Establish “innovation hubs” across organization • Empower enterprise wide collaboration • Encourage a “culture of change” vs. complacency edelmandigital.com
  16. 16. TREND VI – THE AMOEBA ECONOMY Develop platforms which harness the hive edelmandigital.com
  17. 17. TREND VI – THE AMOEBA ECONOMY Develop new ecosystems which foster mutual gain edelmandigital.com
  18. 18. Thank You @edelmandigital 18 edelmandigital.com

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