Integrated Digital Strategies Kate Elphick Digital Bridges


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STREAMING MEDIA FOR ORGANISATIONS CONFERENCE 3 & 4 November 2009 The Wanderers Club Johannesburg South Africa

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Integrated Digital Strategies Kate Elphick Digital Bridges

  1. 1. <ul><li>Digital Bridges creates </li></ul><ul><li>High Performance Organisations </li></ul><ul><li>by unlocking the </li></ul><ul><li>Business Value of </li></ul><ul><li>Technology & the Web </li></ul>
  2. 2. The Relationship between Behaviour and Technology <ul><li>Technology Adoption Modelling </li></ul><ul><li>How do people relate to their world? </li></ul><ul><li>When do we use which web technologies? </li></ul><ul><li>How do we consume information? </li></ul><ul><li>Modern Communication </li></ul><ul><li>Creating Value </li></ul><ul><li>Semantics </li></ul><ul><li>Engaging with audiences </li></ul>
  3. 3. Technology Adoption Modelling Useful – Understand audiences’ purpose Easy to use - Understand audience’s demographics Look Good - Understand the audience’s psychographics
  4. 4. How do people relate to their world?
  5. 5. How do people relate to their world? Visual
  6. 6. How do people relate to their world? Auditory
  7. 7. How do people relate to their world? Kinaesthetic
  8. 8. Digital Engagement <ul><li>Social Media </li></ul><ul><li>Audience can change/contribute to the content </li></ul><ul><ul><li>Dialogue </li></ul></ul><ul><li>Create Awareness </li></ul><ul><li>Educate </li></ul><ul><li>Call to Action </li></ul><ul><li>Equivalent of PR </li></ul><ul><li>Streaming Media </li></ul><ul><li>Audience receives content and make judgements on it </li></ul><ul><ul><li>Audience is exposed to the content </li></ul></ul><ul><li>Create Awareness </li></ul><ul><li>Call to Action </li></ul><ul><li>Equivalent of Advertising </li></ul>
  9. 9. Information Consumption <ul><li>Snack Consumption </li></ul><ul><li>Chat vs. Letter Writing </li></ul><ul><ul><li>Real time vs. Time diffused Approach </li></ul></ul><ul><li>The Modern Business Communicator </li></ul><ul><ul><li>Business Audience </li></ul></ul><ul><ul><li>Audience Audience </li></ul></ul>
  10. 10. Modern Communication <ul><li>Directed Hierarchical vs. Networking and Collaborative </li></ul><ul><li>Hofstede: </li></ul><ul><ul><li>Low High Power Distance </li></ul></ul><ul><ul><li>Individualism vs. Collectivism </li></ul></ul><ul><ul><li>Masculinity vs. Femininity </li></ul></ul><ul><ul><li>Low vs. High Uncertainty Avoidance </li></ul></ul><ul><ul><li>Long vs. Short-term Orientation </li></ul></ul><ul><li>Creating communication Architectures and Frameworks </li></ul>
  11. 11. Creating Audience Value <ul><li>Value-based decision making </li></ul><ul><li>Fit-for-Purpose decision making </li></ul><ul><li>Convenience decision making </li></ul>
  12. 12. Semantics <ul><li>Meaning of Language </li></ul><ul><li>Semantic web - making it possible for the web to understand and satisfy the requests of people to use the web content. </li></ul><ul><li>Impacts Search: </li></ul><ul><ul><li>Tags – dictated by the author </li></ul></ul><ul><ul><li>Taxonomies – closed group agreement </li></ul></ul><ul><ul><li>Folksonomies - audience agreement </li></ul></ul>
  13. 13. Engaging with Audiences <ul><li>Social Technographics </li></ul><ul><ul><li>Classifies people according to how they use social technologies </li></ul></ul><ul><li>We can quantify the number of online consumers within these groups </li></ul><ul><ul><ul><ul><ul><li>Forrester Research </li></ul></ul></ul></ul></ul>
  14. 14. Groups <ul><li>Creators </li></ul><ul><li>Critics </li></ul><ul><li>Collectors </li></ul><ul><li>Joiners </li></ul><ul><li>Spectators </li></ul><ul><li>Inactives </li></ul>
  15. 15. Creators <ul><li>Behaviour </li></ul><ul><ul><li>Creators make social content go </li></ul></ul><ul><ul><li>They upload videos, create blogs etc </li></ul></ul><ul><li>Behaviour Triggers </li></ul><ul><ul><li>Publish a blog </li></ul></ul><ul><ul><li>Publish your own web programmes </li></ul></ul><ul><ul><li>Upload a video you created </li></ul></ul><ul><ul><li>Write articles and stories and post them </li></ul></ul>
  16. 16. Critics <ul><li>Behaviour </li></ul><ul><ul><li>Respond to content from others </li></ul></ul><ul><ul><li>Post reviews, comment on blogs, participate in forums and edit wiki articles </li></ul></ul><ul><li>Triggers </li></ul><ul><ul><li>Post ratings and reviews of products and services </li></ul></ul><ul><ul><li>Comment on someone else’s blog </li></ul></ul><ul><ul><li>Comment on streaming media </li></ul></ul><ul><ul><li>Participate in on-line forums </li></ul></ul><ul><ul><li>Contribute to or edit wiki </li></ul></ul>
  17. 17. Collectors <ul><li>Behaviour </li></ul><ul><ul><li>Organise content for themselves and others </li></ul></ul><ul><ul><li>Use RSS feeds, tags, share and voting sites like </li></ul></ul><ul><li>Triggers </li></ul><ul><ul><li>Use RSS Feeds </li></ul></ul><ul><ul><li>Add tags to web pages or photos </li></ul></ul><ul><ul><li>“ Vote” for websites on-line </li></ul></ul><ul><ul><li>Share </li></ul></ul>
  18. 18. Joiners <ul><li>Behaviour </li></ul><ul><ul><li>Connect in social websites like MySpace and Facebook </li></ul></ul><ul><li>Triggers </li></ul><ul><ul><li>Maintain profile on social networking site </li></ul></ul><ul><ul><li>Visit social networking site </li></ul></ul>
  19. 19. Spectators <ul><li>Behaviour </li></ul><ul><ul><li>Consume content including blogs, user generated videos, podcasts, forums or reviews </li></ul></ul><ul><li>Triggers </li></ul><ul><ul><li>Read blogs </li></ul></ul><ul><ul><li>Watch videos from other users </li></ul></ul><ul><ul><li>Listen to podcasts </li></ul></ul><ul><ul><li>Read online forums </li></ul></ul><ul><ul><li>Read customer ratings/reviews </li></ul></ul>
  20. 20. Inactives <ul><li>Behaviour </li></ul><ul><ul><li>Inactives neither create nor participate in consuming social content of any kind </li></ul></ul><ul><li>Triggers </li></ul><ul><ul><li>None </li></ul></ul>
  21. 21. Thinking Frameworks for web Portals Access information, view streaming media and use multiple systems in the same place Content management Search through structured and unstructured data for hidden knowledge Collaborate Profiles, wikis, IM, blogs
  22. 22. Formula for website success <ul><li>B = V × C × L </li></ul><ul><li>Where </li></ul><ul><li>B = amount of business done by the site </li></ul><ul><li>V = unique visitors coming to the site </li></ul><ul><li>C = conversion rate (the percentage of visitors who become customers) the concept of conversion applies to any site where there is something you want users to do </li></ul><ul><li>L = loyalty rate (the degree to which customers return to conduct repeat business) </li></ul>
  23. 24. Strategy Processes <ul><li>Environmental Scanning </li></ul><ul><li>Business Model Interrogation </li></ul><ul><li>User Requirements Analysis </li></ul><ul><li>Revenue Modelling </li></ul><ul><li>Strategy Development </li></ul><ul><li>Process Mapping </li></ul><ul><li>Functional Specification </li></ul><ul><li>Brand Architecture </li></ul>
  24. 25. Community Management <ul><li>Avatar </li></ul><ul><li>Content Architecture and Generation </li></ul><ul><li>Blogs and Streaming Media </li></ul><ul><li>Forum Management </li></ul><ul><li>Digital Events, competitions etc. </li></ul><ul><li>Trends </li></ul><ul><li>Revenue Generation </li></ul><ul><ul><li>AdWords, Subscriptions, eBusiness </li></ul></ul>
  25. 26. Thank you Contact Kate Elphick [email_address]