This keynote was presented at Digital Outlook 2014, organised by Econsultancy on 2014 Trends for Content & Social. 2014 Trends will bring the creation of real user value back into focus. By understanding the intersection of user needs and brand expertise, value creation can be manifested through understanding Content, Context, and using them to drive Advocacy. 2014 Trends for Content: - Social Intelligence Centers - From Publisher to Activator - From Ego Analytics to Business Metrics 2014 Trends for Context: - Battle of the Feeds - Micro Social, Macro Possibilities - Behaviour > Demographics 2014 Trends for Advocacy: - Passion Points for C.I.A (Celebrities, Influencers, Advocates) - It's not Real if it's not Relevant - Intersection of User Graphs

1. 2014 Trends: Content & Social Keynote
Digital Outlook 2014 by Econsultancy
!
“If you fail to plan, you plan to fail.”
Christel Quek
@ladyxtel
#DigitalOutlook14 | @ladyxtel
Econsultancy.com

2. Constant Evolution & Transformation
evolution/
transformation
“社会化媒体”
society
#DigitalOutlook14 | @ladyxtel
media
Econsultancy.com

3. Where We Began
Chaos & Denial
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Chaos & Hype
Disillusionment
Enlightenment
Econsultancy.com

4. Where We Began
Enlightenment
#DigitalOutlook14 | @ladyxtel
Econsultancy.com

5. Where We Want to Be
REAL
USER
ISSUES
BRAND
EXPERTISE
VA L U E
#DigitalOutlook14 | @ladyxtel
Econsultancy.com

6. Where We Want to Be
REAL
USER
ISSUES
BRAND
EXPERTISE
VA L U E
VA L U E =
#DigitalOutlook14 | @ladyxtel
Content
Context
Advocacy
Econsultancy.com

7. 2014 Trends
Content
SOCIAL INTELLIGENCE
CENTRES
B AT T L E O F T H E F E E D S
!
!
!
!
FROM PUBLISHER TO
A C T I V AT O R
F R O M E G O A N A LY T I C S
TO BUSINESS METRICS
#DigitalOutlook14 | @ladyxtel
Advocacy
Context
MICRO SOCIAL,
MACRO POSSIBILITIES
B E H AV I O U R >
DEMOGRAPHICS
PA S S I O N P O I N T S F O R
C.I.A
!
I F I T ’ S N O T R E L E V A N T,
IT’S NOT REAL
!
INTERSECTION OF
USER GRAPHS
Econsultancy.com

8. 2014 Trends: CONTENT
SOCI AL
I NT EL LIGE NC E
CENTE R S
#DigitalOutlook14 | @ladyxtel
F R O M P UB L I S H E R
T O AC T I VAT O R
F RO M EGO
A NA LY TI CS T O
BU SI NE SS M ETR I CS
Econsultancy.com

9. 2014 Trends: CONTENT
SOCI AL
I NT EL LIGE NC E
CENTE R S
#DigitalOutlook14 | @ladyxtel
ACCUMULATING SOCIAL CAPITAL
THROUGH SOCIAL INTELLIGENCE
Econsultancy.com

10. 2014 Trends: CONTENT
F R OM PU BLI S HER
TO A CT IVAT OR
#DigitalOutlook14 | @ladyxtel
EXPANDING USER CONTENT
REACTIONS TO BRAND CONTENT
Econsultancy.com

11. 2014 Trends: CONTENT
3 C O NT E N T R E A C TI O NS :
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O R GA N I C ( US E R ) CO N T E NT
!
CO L L E C TE D ( U S E R ) C O N T ENT
!
CO L L A B OR ATE D ( B R A N D) CO NT ENT
F R OM PU BLI S HER
TO A CT IVAT OR
#DigitalOutlook14 | @ladyxtel
Econsultancy.com

12. 2014 Trends: CONTENT
Remember : You can’t measure what you didn’t track
FR OM E GO
A NALYTICS T O
B U SINES S MET R ICS
#DigitalOutlook14 | @ladyxtel
fit2fat2fit.com
Econsultancy.com

13. 2014 Trends: CONTENT
C O NT E NT M E T R I C S
!
C O NS U MP T I O N: PA G E V IEWS, VID EO
V I E W S , D OCU M E N T V I E W S, DO WNL O ADS,
E M AI L S UB S CR I P T I ON S A ND SO CIAL
CH AT T E R .
!
FR OM E GO
A NALYTICS T O
B U SINES S MET R ICS
#DigitalOutlook14 | @ladyxtel
S H AR I NG : L IK E , S H AR E S , TWEETS, +1S
AN D P IN S , FO R WA R DS , N U MBER O F
IN B O UN D L I N K S .
Econsultancy.com

14. 2014 Trends: CONTENT
B US I NE S S ME T R I C S
!
L E A D G E NE RAT I O N : F O R M CO MP LET ION
AN D DO W N L O AD S , E M AIL AN D BL OG
S UB S CR I P T IO N S , B L O G C OM MENT S AN D
YO U R C ON V E R S IO N R AT E
!
FR OM E GO
A NALYTICS T O
B U SINES S MET R ICS
#DigitalOutlook14 | @ladyxtel
S AL E S : L O OK AT B O T H O N LINE AND
O F F L IN E S AL E S T HAT AR E IN FLUEN CED B Y
CO N T E N T, F O O T FAL L I N RETAI L ST ORES
Econsultancy.com

15. 2014 Trends: CONTENT
AD VO C AC Y M E T R I C S
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T H O UG H T L E A D E R S H I P : REQ UESTS F OR
S Y N DI CAT I ON O R GU E S T BL OG P OSTS
!
FR OM E GO
A NALYTICS T O
B U SINES S MET R ICS
#DigitalOutlook14 | @ladyxtel
L O YALT Y: ADV O CAT E S , FA NS, F OLL O WER,
R E F E R R AL S & W O R D- OF -M OUTH .
Econsultancy.com

16. 2014 Trends: CONTEXT
BAT T LE O F
THE F EE DS
#DigitalOutlook14 | @ladyxtel
MI C R O S O C I A L ,
MACRO POSSIBILITIES
B EHAVI OU R >
DEM OG RA PHI CS
Econsultancy.com

17. 2014 Trends: CONTEXT
U SE R S WA NT C O NT E N T T H AT IS FA ST,
FO C U SE D , AND F R I C T I O N L ESS
!
I. E . T H E Y D O N ’ T WAN T T O W OR K TO O
HA R D T O UN D E R S TA ND W H AT YO U’R E
T RY I N G T O SAY
BAT T LE O F
THE F EE DS
#DigitalOutlook14 | @ladyxtel
Econsultancy.com

18. 2014 Trends: CONTEXT
“A R E W E D E S I G NI N G C O N TE NT A RO UN D
PA SS I O N P O IN T S , O R C O NTEN T ARO UN D
HO W T H E Y C AN B E R A NK E D?”
BAT T LE O F
THE F EE DS
#DigitalOutlook14 | @ladyxtel
Econsultancy.com

19. 2014 Trends: CONTEXT
M ICRO S OCI A L ,
M AC RO
PO SSIBIL IT I ES
#DigitalOutlook14 | @ladyxtel
Econsultancy.com

20. 2014 Trends: CONTEXT
B EI N G S O C I AL I S B E I N G W HERE PEO PL E
A RE . C L US TE R I NG O NT O MIC RO -S OCIA L
APPS
!
M ICRO S OCI A L ,
M AC RO
PO SSIBIL IT I ES
#DigitalOutlook14 | @ladyxtel
W H ATS AP P ( 35 0 M U SE R S ) , LI N E (3 00 M
U SE R S) , W E C H AT ( 60 0 M US ERS ) A LLOW
FO R P E R S O NAL I S E D , C R E ATI VE DI A LO GU E
Econsultancy.com

21. 2014 Trends: CONTEXT
U N D E R S TA ND I N G AR C H E T YPES &
B EH AVI O UR S H E L P T O S C ALE I N SI GHT S
IN T O A B RA N D NA R R AT I VE W IT H
CO NT E XT
B EH AV IOU R >
D EMOGRA P HICS
#DigitalOutlook14 | @ladyxtel
Econsultancy.com

22. 2014 Trends: CONTEXT
Data
Facts
Structure
Brand
Narrative
B EH AV IOU R >
D EMOGRA P HICS
#DigitalOutlook14 | @ladyxtel
Perspectives
Econsultancy.com

23. 2014 Trends: CONTEXT
Data
Facts
Structure
Brand
Narrative
B EH AV IOU R >
D EMOGRA P HICS
#DigitalOutlook14 | @ladyxtel
Perspectives
Econsultancy.com

24. 2014 Trends: CONTEXT
Data
Facts
Structure
Brand
Narrative
B EH AV IOU R >
D EMOGRA P HICS
#DigitalOutlook14 | @ladyxtel
Perspectives
Econsultancy.com

25. 2014 Trends: CONTEXT
Data
Facts
Structure
Brand
Narrative
B EH AV IOU R >
D EMOGRA P HICS
#DigitalOutlook14 | @ladyxtel
Perspectives
Econsultancy.com

26. 2014 Trends: CONTEXT
Data
Facts
Structure
Brand
Narrative
B EH AV IOU R >
D EMOGRA P HICS
#DigitalOutlook14 | @ladyxtel
Perspectives
Econsultancy.com

27. 2014 Trends: ADVOCACY
PA SSI ON PO IN T S
FO R C .I .A
#DigitalOutlook14 | @ladyxtel
I T ’ S NO T R E A L I F
I T ’ S N OT R E L E VAN T
I NT ER SECT IO N OF
U SER G RA PHS
Econsultancy.com

28. 2014 Trends: ADVOCACY
!
!
C E L E BR I T I E S
I N F L UE N C E R S
PAS SION PO IN T S
FO R C .I .A
#DigitalOutlook14 | @ladyxtel
B R AN D AD V OC AT ES
Econsultancy.com

29. 2014 Trends: ADVOCACY
R EA L T I M E MA R K E T I N G F O C US ES O N
TA CT I C AL C AM PA I G NS , N O T S TR AT EG IC
IN F R AS T R U C T U RE
!
IN VE S T M E NT I N G RO WI N G SOC IAL
IN T E L L I G E NC E + A GI L E C O NT EN T T EA M S
I T ’S NOT RE A L IF
IT’S NO T
REL EVA N T
#DigitalOutlook14 | @ladyxtel
Econsultancy.com

30. 2014 Trends: ADVOCACY
PERSO NA L
G RAP H
S OCI AL
GRA PH
I NT E R EST
GRAP H
B EH AV IO UR
G R AP H
INT E R SECT IO N O F
U SER GRA PHS
#DigitalOutlook14 | @ladyxtel
Econsultancy.com

31. Use Content, Context, & Advocacy to Understand Users
D I SE NG AG ED
US ER
M EA SUR A BLE
INT ER ACT ION S
E N GAGE D,
KN OW LE DG E
GAT HE R E D
onto the route of self improvement, making better decisions
#DigitalOutlook14 | @ladyxtel
Econsultancy.com

32. Water (Users) can weather Rock (Brands)
U S E RS
b ra n d s
n e v e r u n d e re s t ima t e
#DigitalOutlook14 | @ladyxtel
Econsultancy.com

33. And Victory will be Yours!
#DigitalOutlook14 | @ladyxtel
Econsultancy.com