The New Normal: 12 Driving Forces in Communications

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Fenton's Lisa Witter and Parker Blackman present The New Normal: 12 Driving Forces in Communications

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  • PB
  • How many of you have seen this video? Just indicative of how we communicate today. 22 million views. People create, post, share content; they are their own media.
  • THERE IS SO MUCH GOING ON OUT THERE THAT IT CAN FEEL OVERWHELMING. ANYONE EVER FEEL OVERWHELMED? AN IMPORTANT PART OF OUR THINKING WE WANT TO SHARE TODAY IS THAT IT DOESN’T HAVE TO BE OVERWHELMING AND THAT WE CAN AND NEED TO GET A HANDLE ON THIS BECAUSE ITS NOT GOING AWAY. HOW MANY OF YOU HAVE AN IPHONE? TWITTER ACCOUNT? FACEBOOK? A KINDLE OR IPAD?
  • IN FACT, IF YOU’RE GOOD AT DINNER PARTY CONVERSATION WITH YOUR FRIENDS, YOU CAN BE GOOD AT SOCIAL MEDIA. ITS NOT THAT DIFFERENT, JUST A DIFFERENT CONTEXT.
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  • BROADBAND ACCESS WAS LIMTED
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  • NOT SO MUCH ABOUT EVERY GRANTEE MAKING CONTENT OR CAN YOU POOL CONTENT FOR GRANTEES TO SHARE HAVE TO HIRE PEOPLE WHO KNOW HOW TO MEASURE THINGS AND IT HAS TO BE BUILT INTO WHAT YOU DO CREATE AND FIND THE COMMUNITIES WHERE PEOPLE SPEND TIME; TAP INTO IT
  • GO ONLINE AND ASK FOR AN ORGANIZATION AND SHOW HOW THIS WORKS
  • PERHAPS AN INTERNAL AUDIT ABOUT WHAT CAPACITY YOUR STAFF HAS – WHO IS ON TWITTER, FACEBOOK, ETC.
  • SKOLL EDGE A GOOD EXAMPLE OF CREATING AND PUTTING OUT CONTENT. YOU CAN HAVE YOUR OWN MEDIA, OWN CHANNEL, ETC.
  • FIND THE POCKETS OF PASSION ON YOUR ISSUES OR ON RELATED ISSUES AND TAP INTO IT.
  • HAVE TO GET COMFORTABLE WITH IT. CAN’T CONTROL EVERYTHING. NEVER HAD CONTROL REALLY SO GET USED TO IT AND EMBRACE THE CONVERSATION. PARTICULARLY IMPORTANT BECAUSE YOU HAVE TO HAVE FRIENDS BEFORE YOU NEED THEM, NOT ONLY WHEN YOU NEED THEM.
  • TRY THINGS, EXPERIMENT AND LEARN FROM IT. BUT HAVE TO GET OUT THERE AND TRY IT. TIME FOR A FAILURE CONFERENCE!! EVERYONE COMES AND EMBRACES AND TALKS ABOUT FAILURE
  • ARE YOU ON FACEBOOK, IS IT PART OF YOUR WORK LIFE. DON’T HAVE TO BE ON ALL BUT PICK ONE OR TWO AND REALLY DEDICATE TIME EACH DAY. IF NOT IN THE FLOW CAN’T SEE HOW OR IF YOU MAKE IT WORK
  • KEEP FINGER ON THE PULSE; WE DON’T KNOW ALL THE ANSWERS AND WE WON’T. SO WE NEED TO SHARE, LEARN TOGETHER, ASK QUESTIONS, ETC.
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  • The New Normal: 12 Driving Forces in Communications

    1. 1. THE NEW NORMAL: 12 DRIVING FORCES IN COMMUNICATIONS <ul><li>Lisa Witter, Chief Strategy Officer </li></ul><ul><li>Parker Blackman, Chief Operating Officer </li></ul><ul><li>With Eli Pariser as collaborator </li></ul>
    2. 3. <ul><li>2020 </li></ul>The Future
    3. 5. Five Years Ago
    4. 6. Five Years Ago
    5. 7. Five Years Ago
    6. 8. Five Years Ago
    7. 9. Five Years Ago
    8. 10. Five Years Ago
    9. 11. Five Years Ago
    10. 12. Five Years Ago
    11. 13. Change Happens Fast
    12. 14. <ul><li>Mobile: Internet Everywhere </li></ul><ul><li>Globalized Net </li></ul><ul><li>Information Overload and Curation </li></ul><ul><li>Personalization and Filtering </li></ul><ul><li>Broadcast to Bi/Multi-Directional </li></ul><ul><li>The end of journalism? </li></ul><ul><li>Fragmentation by Affiliation </li></ul><ul><li>Convergence </li></ul><ul><li>Micro-Targeting and ROI Advertising </li></ul><ul><li>Transparency as a Value </li></ul><ul><li>Feedback is Instant </li></ul><ul><li>Authenticity/Voice/Uniqueness as a Value </li></ul>Driving Forces
    13. 15. Mobile: Internet Everywhere
    14. 16. <ul><li>“ Actionability everywhere” </li></ul>Mobile: Internet Everywhere
    15. 17. <ul><li>Expect top US news sites to also be top world sites. </li></ul><ul><li>Expect top non-US sites to also be top world sites. </li></ul>Globalized Net
    16. 18. <ul><li>“ In 2010, more data will be generated by individuals than in the entire history of mankind through 2009.” </li></ul><ul><li>– Google presentation </li></ul>Information Overload
    17. 19. <ul><li>Data and analytics, design help sort </li></ul>Information Overload
    18. 20. <ul><li>Curation is key </li></ul>Information Overload
    19. 21. Information Overload
    20. 22. <ul><li>More saturation and repetition, less premium hits. </li></ul><ul><li>And you need a choir doing it for you. </li></ul>Information Overload
    21. 23. <ul><li>Filter Bubble! </li></ul>Personalization and Filtering
    22. 24. <ul><li>Content moves when it’s stimulating. </li></ul><ul><ul><li>Violence </li></ul></ul><ul><ul><li>Shame/Humiliation </li></ul></ul><ul><ul><li>Gossip </li></ul></ul><ul><ul><li>Sex </li></ul></ul><ul><ul><li>Drugs </li></ul></ul><ul><ul><li>Rock ‘n’ Roll </li></ul></ul>Personalization and Filtering
    23. 25. <ul><li>“ If we’re not careful, we’re going to develop the psychological equivalent of obesity. We’ll find ourselves consuming content that is least beneficial for ourselves or society as a whole.” – Danah Boyd </li></ul>Personalization and Filtering
    24. 26. <ul><li>“ Personalized Stories?” </li></ul>Personalization and Filtering
    25. 27. <ul><li>Shift from distribution-based information economy to attention-based information economy . </li></ul><ul><li>Share-ability matters. </li></ul>Broadcast  Bi/multi-directional
    26. 28. <ul><li>End of the newspaper? Model no longer works. </li></ul>The End of Journalism?
    27. 29. The End of Journalism? ZERO … is the number of journalists still working if the current trend continues.
    28. 30. The End of Journalism? ZERO … is the number of subscribers to the Los Angeles Times in eight years if it keeps losing them at the rate of the last five years.
    29. 31. Fragmentation by Affiliation
    30. 32. <ul><li>Ever-more-niche media communities. </li></ul>Fragmentation by Affiliation
    31. 33. <ul><li>Decline of the “general interest intermediary.” </li></ul>Fragmentation by Affiliation
    32. 34. <ul><li>Downfall of big “public symbols?” </li></ul>Fragmentation by Affiliation
    33. 35. <ul><li>Everything on one device </li></ul><ul><li>Integration of print, video, audio, and interactive media </li></ul>Convergence
    34. 36. <ul><li>Written vs. Visual </li></ul>Convergence
    35. 37. <ul><li>Microtargeting, contextual advertising goes mainstream. </li></ul><ul><li>Advertizing goes local. Targeting by where you are. </li></ul>Advertising Goes Micro
    36. 38. <ul><li>Focus on ROI + metrics. </li></ul>Advertising Goes Micro
    37. 39. <ul><li>People expect open data from businesses, governments. </li></ul>Transparency as a Value
    38. 40. <ul><li>With Twitter, blogs, Facebook you get instant feedback and “boomerang expression.” </li></ul>Transparency as a Value
    39. 41. <ul><li>Uniqueness, voice, authenticity , sincerity at a premium in a marketing-saturated culture. </li></ul>Authenticity as a Value
    40. 42. “ Gaming the System”
    41. 43. TwitterBingMurdoch, Inc. Don’t Assume the Internet will be Democratic
    42. 44. There is a “Boomer Rift”
    43. 45. <ul><li>Importance of storytelling. </li></ul>What won’t change?
    44. 46. <ul><li>How stories are told </li></ul><ul><li>Where they’re told – and to whom </li></ul><ul><li>How they move </li></ul><ul><li>What kind of relationships are important </li></ul>What will change?
    45. 47. <ul><li>Tell your own story. </li></ul><ul><li>Tell them over time. </li></ul><ul><li>Run campaigns. </li></ul><ul><li>Cheap variations. </li></ul><ul><li>More consumer focused — more sexy and fun. </li></ul>What to do?
    46. 48. <ul><li>Mainstream media relationships. </li></ul>What won’t change?
    47. 49. <ul><li>The need for frames and compelling messaging. </li></ul>What won’t change?
    48. 50. <ul><li>New core competencies </li></ul><ul><ul><li>Content (be your own media) </li></ul></ul><ul><ul><li>Calculation </li></ul></ul><ul><ul><li>Community </li></ul></ul>Implications for You
    49. 51. <ul><li>Listening as a virtue </li></ul>Implications for You
    50. 52. <ul><li>Everyone is on the communications team </li></ul>Implications for You
    51. 53. <ul><li>Be your own media </li></ul>Implications for You
    52. 54. <ul><li>Embrace “tribal” marketing </li></ul>Implications for You
    53. 55. <ul><li>Loss of control </li></ul>Implications for You
    54. 56. <ul><li>Prepare for and learn from failure </li></ul>Implications for You
    55. 57. <ul><li>You, personally, should invest in understanding how this changes us as people. </li></ul>Implications for You
    56. 58. <ul><li>Don’t assume that we know the future because we’re living in the present . </li></ul>Implications for You
    57. 59. THANK YOU <ul><li>Lisa Witter, Chief Strategy Officer </li></ul><ul><li>Parker Blackman, Chief Operating Officer </li></ul>

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