Digital Communication    Javier López-Valcárcel    IED Madrid May 2012
Who is this guy?
Let’s talk!
http://www.youtube.com/watch?v=YmwwrGV_aiE
DIGITAL REVOLUTION What is this about?
DIGITAL REVOLUTION                              Factors                                                      EXPONENTIAL  ...
DIGITAL REVOLUTIONWhat does it change?
Information
CommerceCommerce           The Consumerist
Entertaiment
Community
Community     The Social EraRemember the web   5 years ago?
CommunityThe Social Era: From Google to Facebook
CommunityThe Social Era: From Google to Facebook               Remember email?  Paul Mayne
CommunityThe Social Era: From Vogue to Chicisimo
Communication
Communication
What happened?
CommunicationBrands/Companies    Consumers
Communication                       POWERBrands/Companies   Consumers
1999
Markets are Conversations      (Human Conversations)        Human Voice: open, natural, uncontrived Conversations take pla...
There are no secrets.Thenetworkedmarketkno        ws more   thancompanies do abouttheirownproducts.Andwhetherthenewsisgood...
In this new networked conversationsCompaniessound hollow, flat,literally inhuman.This homogenized "voice"of business -the ...
They need to get a sense of humour             Big values             Humility             Straight talk             Genui...
To join the conversation Ey! You want to make business with us?                     Then come down from your Ivory tower, ...
Yes, I got it.But, how??
How to join the conversation?Where to join the conversation?
How to join the conversation?
How to join the conversation?  1. There are not golden rules
How to join the conversation?               2. Be Yourself          “We cant go on together with suspicious minds”       “...
How to join the conversation?                            3. Be Human       Be interesting                                 ...
How to join the conversation?          4. What is your purpose?                 Before starting anything!!     http://www....
How to join the conversation?                         4. What is their purpose?Converse makes shoes and clothes forindivid...
How to join the conversation?                     5. Be a story    Story Easy to remember, easy to tellBeing a Story = Be...
How to join the conversation?                               5. Be a story        What if I don’t have one?                ...
How to join the conversation?          1. There are not Golden Rules          2. Be yourself          3. Be human         ...
BRRRRREEEAAAAAKKKKKKKKhttp://www.youtube.com/watch?v=z03XmQ5LfLg
Where to join the conversation?         The Village dilemma
Where to join the conversation?   Your place?    Your website     Your emails          …                                 ...
Where to join the conversation?                                    The disco?                                     Social N...
Where to join the conversation?                                                 Go ahead if you’re small/poor but coolGo a...
Where to join the conversation?             A must! Do you really need a webpage?                 All targets     All Cont...
Where to join the conversation?   Really good for engaging       Watch your content or you’ll get invisible!!             ...
Where to join the conversation?            KEY FOR POSTING          - Post frequently          - Short texts          - Go...
Where to join the conversation? Facebook Apps!                  http://www.youtube.com/watch?v=o0D_MYc6m0o
Where to join the conversation?    Link it to sales!                Facebook Ads                        SOCIAL ADVERTISING...
Where to join the conversation?          Little Review?
Where to join the conversation?          Little Review?
Where to join the conversation?                           Microblogging                                 Viral Power    Imm...
Where to join the conversation?                                                                      Microblogging  Person...
Where to join the conversation?      Real and Digital World           http://www.youtube.com/watch?v=fK328bOLbN4
Where to join the conversation?         USE BLOGGERS                         BE A BLOGGER They’ll do SEO for you          ...
Great for design, photo....Really easyMobileNot yet massive
Where to join the conversation?                                                  Your Channel                             ...
Where to join the conversation? The ones you don’t usually think about but can make the difference                        ...
Other resources   DESIGN!!!!   PHOTO!!!                  Pinterest with buying    BUY/SELL
Where to join the conversation?                       TARGETING WOMEN??? Women talk +28% vs. Men 68% of women talk with th...
Some Practice?1. What’s your purpose?What do you believe in?Why are you going to make it?Do you have sexy answers?Can you ...
THANKS!!! Email: javierlvh@gmail.com    Twitter: @javierlvh www.optimismodigital.com
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Digital Communications Javier Lopez Valcarcel IED Madrid May12

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Brief introduction to digital revolution and digital Communications. Including where and how starting conversations in the new social landscape.
Used in IED Madrid in the Fashion Communication Course in may 2012 where I was invited as a guest speaker.

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  • What is it digital revolution???
  • What is it digital revolution???
  • What is it digital revolution???
  • Everybody/everyday connected: how many of you have a smart phone? How many of you had a smart phone 2 years ago?
  • It’s not only that we have access to infinite information, is the way we interact with it (the importance of video), the way information is generated (wikipedia), consumed and shared (send to a friend)
  • Do you remember travel agencys, do you remember waiting hours for tickets for a concert?… those industries have already passed through the digital conversion but there are others that are going through now (fashion),
  • Do you remember travel agencys, do you remember record stores… those industries have already passed through the digital conversion but there are others that are going to pass soon (24 symbols, hipermarkets)
  • It’s changing our relationships, we are closer to each other, something can be spread between us in few days (fotorecueltas), it has change the way we build our relationships and groups (facebook, linkedin…), the way we consum (share this)
  • in such a powerfull way that is changing the way we use internet (from the search era to the social era). Example: do you remember the first times you went to the internet…
  • It’s changing our relationships, we are closer to each other, something can be spread between us in few days (fotorecueltas), it has change the way we build our relationships and groups (facebook, linkedin…), the way we consum (groupon,share) in such a powerfull way that is changing the way we use internet (from the search era to the social era). Example: do you remember the first times you went to the internet…
  • It’s changing our relationships, we are closer to each other, something can be spread between us in few days (fotorecueltas), it has change the way we build our relationships and groups (facebook, linkedin…), the way we consum (groupon,share) in such a powerfull way that is changing the way we use internet (from the search era to the social era). Example: do you remember the first times you went to the internet…
  • It changes everything in the way we communicate. It’s 24x7, it’s worldwide,it’s social, it’s open….
  • People in networked markets have figured out that they get far better information and support from one another than from vendors.
  • Getting a sense of humor does not mean putting some jokes on the corporate web site. Rather, it requires big values, a little humility, straight talk, and a genuine point of view.
  • Getting a sense of humor does not mean putting some jokes on the corporate web site. Rather, it requires big values, a little humility, straight talk, and a genuine point of view.
  • Nobody knows you as you do, but don’t forget that you’re in a market and people want to feel confidence.Don’t feel sorry for wanting to gain money, your consumers know that. Be clear about your business and activities. Be open. Because the network is smart and any kind of doubt about yourself can be very dangerous. If you make a mistake or something doesn’t work don’t worry, it’s normal, that happens. What is not good is when you’re not being natural. For this the best one to make that conversation is you (if your managing the company or the people in your company). It’s important for you to have direct contact with your customers, to know what people want to tell you…
  • Think that you’re talking in a market place, you can build relationships with your customers but based on an common interest.Be interesting: Search your topic to build value on, you’ll be an expert about it. Don’t be too comertial, for 3 emails about common interest you can send a good dealBe constant: You can’t start a conversation and disapear until next campaign. If you start a relation you have to be constant, yo can’t only conect on weekends. You have to plan how to manage you’re contents. Maybe you think that you have many things to say but are you sure??Be modest: things go wrong, you want it or not. If you’re modest and learn from your mistakes you can bukd on them. Be generous: you’re having relations with users, people is reading your blog, shouldn’t they be rewarded? The’ll be your best ambassadors
  • People like storys…. It’s much easy to remember and it’s much easy to tell (you can resume a story in few words). And by being a story you’re being unique, authentic…wich are pretty good values in fashion aren’t they?’
  • People like storys…. It’s much easy to remember and it’s much easy to tell (you can resume a story in few words). And by being a story you’re being unique, authentic…wich are pretty good values in fashion aren’t they?’
  • Find a story! A true story! It’s not so easy! Everything has something special! Example broches: they’re handmade by blabla, the collar, it comes from an african region…,DOLORES CORTÉS
  • Making a party at hopme is havingyoure contents there, showing them, talking about them….
  • Depending on your target you can think in not having a beg page, or maybe having a blog because you can do everything in facebook and you can focus on that!
  • People like acebook apps just think in farm ville… in design/fashion its also very powerfull! What kind of Apps do you imagine?? It can be really powerful!!
  • People like acebook apps just think in farm ville… in design/fashion its also very powerfull! What kind of Apps do you imagine?? It can be really powerful!!
  • People like acebook apps just think in farm ville… in design/fashion its also very powerfull! What kind of Apps do you imagine?? It can be really powerful!!
  • People like acebook apps just think in farm ville… in design/fashion its also very powerfull! What kind of Apps do you imagine?? It can be really powerful!!
  • People like acebook apps just think in farm ville… in design/fashion its also very powerfull! What kind of Apps do you imagine?? It can be really powerful!!
  • People like acebook apps just think in farm ville… in design/fashion its also very powerfull! What kind of Apps do you imagine?? It can be really powerful!!
  • Youtube: you can make video contest
  • Youtube: you can make video contest
  • Youtube: you can makevideo contest
  • Youtube: you can make video contest
  • Youtube: you can make video contest
  • Youtube: you can makevideo contest
  • Digital Communications Javier Lopez Valcarcel IED Madrid May12

    1. 1. Digital Communication Javier López-Valcárcel IED Madrid May 2012
    2. 2. Who is this guy?
    3. 3. Let’s talk!
    4. 4. http://www.youtube.com/watch?v=YmwwrGV_aiE
    5. 5. DIGITAL REVOLUTION What is this about?
    6. 6. DIGITAL REVOLUTION Factors EXPONENTIAL GROWTHEverybody/Everyday conected Production costs Storage costs
    7. 7. DIGITAL REVOLUTIONWhat does it change?
    8. 8. Information
    9. 9. CommerceCommerce The Consumerist
    10. 10. Entertaiment
    11. 11. Community
    12. 12. Community The Social EraRemember the web 5 years ago?
    13. 13. CommunityThe Social Era: From Google to Facebook
    14. 14. CommunityThe Social Era: From Google to Facebook Remember email? Paul Mayne
    15. 15. CommunityThe Social Era: From Vogue to Chicisimo
    16. 16. Communication
    17. 17. Communication
    18. 18. What happened?
    19. 19. CommunicationBrands/Companies Consumers
    20. 20. Communication POWERBrands/Companies Consumers
    21. 21. 1999
    22. 22. Markets are Conversations (Human Conversations) Human Voice: open, natural, uncontrived Conversations take place in a new and powerful way NETWORK Social organization andknowledge exchange emergeMarkets get smarter, more informed, more organized
    23. 23. There are no secrets.Thenetworkedmarketkno ws more thancompanies do abouttheirownproducts.Andwhetherthenewsisgood orbad, theytelleveryone.
    24. 24. In this new networked conversationsCompaniessound hollow, flat,literally inhuman.This homogenized "voice"of business -the sound ofmission statements andbrochures- is seem ascontrived and artificial They need to realize their markets are often laughing. At them.They have to take themselves less seriously
    25. 25. They need to get a sense of humour Big values Humility Straight talk Genuine point of view
    26. 26. To join the conversation Ey! You want to make business with us? Then come down from your Ivory tower, talk and listen to usin this new marketplace Youre invited, but its our world. Take your shoes off at the door. We are immune to advertising. Just forget it.If you want us to talk to you, tell us something. Make it somethinginteresting for a change. Make us laugh!Weve got some ideas for you too: some new tools we need, somebetter service. Stuff wed be willing to pay for. Got a minute?
    27. 27. Yes, I got it.But, how??
    28. 28. How to join the conversation?Where to join the conversation?
    29. 29. How to join the conversation?
    30. 30. How to join the conversation? 1. There are not golden rules
    31. 31. How to join the conversation? 2. Be Yourself “We cant go on together with suspicious minds” “You’re simply the best”
    32. 32. How to join the conversation? 3. Be Human Be interesting Be constant Search your topic and be an expert Don’t forget to plan!! Don’t be too commercial Remember the “who cares rule” LISTEN!! Be generous Before you talk Be modest Make a party with friends and Shit happens! see how popular you get! And they’ll remember it to you Be prepared and learn! http://www.youtube.com/watch?v=ZUG9qYTJMsI
    33. 33. How to join the conversation? 4. What is your purpose? Before starting anything!! http://www.youtube.com/watch?feature=player_embe dded&v=qp0HIF3SfI4#!
    34. 34. How to join the conversation? 4. What is their purpose?Converse makes shoes and clothes forindividuals everywhere who live creatively,optimistically and rebelliously. Since 1908 anduntil-who-knows-when, we exist to provoke,inspire and go along with them—whetherthats on a court, the green or the concrete, ina club, a studio or anywhere else.
    35. 35. How to join the conversation? 5. Be a story Story Easy to remember, easy to tellBeing a Story = Being Authentic = Being Unique Pretty cool values for a fashion brand aren’t they??  Specially when you’re new and no one knows you 
    36. 36. How to join the conversation? 5. Be a story What if I don’t have one? FIND IT!! In your product In how is made In by whom is made Who wears it In your origin Flor NietoIn your brand purpose
    37. 37. How to join the conversation? 1. There are not Golden Rules 2. Be yourself 3. Be human 4. What’s your purpose? 5. Be a story
    38. 38. BRRRRREEEAAAAAKKKKKKKKhttp://www.youtube.com/watch?v=z03XmQ5LfLg
    39. 39. Where to join the conversation? The Village dilemma
    40. 40. Where to join the conversation? Your place? Your website Your emails …   It’s your media The party is expensive Under control The invitations are expensive Branded-Sales It’s Unique
    41. 41. Where to join the conversation? The disco? Social Networks Facebook Tuenti Linkedin … Social Media Youtube Twitter Blogs …   Fast and Cheap There is not “your rules” People is there People is talking Are you cool enough? Google friendly There are others cooler than you
    42. 42. Where to join the conversation? Go ahead if you’re small/poor but coolGo ahead if you’re big/rich and not very cool or smart.Or if you have a really beautiful house or you The rich but cool are also welcome ;-)are very popular Let’s go for the disco!!
    43. 43. Where to join the conversation? A must! Do you really need a webpage? All targets All Content All Countries As customized as you want http://stylophane.com/fbi/
    44. 44. Where to join the conversation? Really good for engaging Watch your content or you’ll get invisible!! Go beyond what you can find on your site or shop People like you! They want to know more about your product, your story, you…
    45. 45. Where to join the conversation? KEY FOR POSTING - Post frequently - Short texts - Good images - Good videos (humans are visual!!) - Engage: ask things, create polls… - Regular dynamics - Learn learn and learn!!!
    46. 46. Where to join the conversation? Facebook Apps! http://www.youtube.com/watch?v=o0D_MYc6m0o
    47. 47. Where to join the conversation? Link it to sales! Facebook Ads SOCIAL ADVERTISING!! Pay per Click Microtargeting - Place - Age - Interest - Your friend likes…
    48. 48. Where to join the conversation? Little Review?
    49. 49. Where to join the conversation? Little Review?
    50. 50. Where to join the conversation? Microblogging Viral Power Immediate Revolution Viral Power
    51. 51. Where to join the conversation? Microblogging Personal/Day to Day Don’t forget the who cares rule! Mobile Deals Media/journalist network Events Corporate communication Crisis Management http://thehighlow.com/2011/03/why-do-big-fashion-brands-tweet-such-small-things/
    52. 52. Where to join the conversation? Real and Digital World http://www.youtube.com/watch?v=fK328bOLbN4
    53. 53. Where to join the conversation? USE BLOGGERS BE A BLOGGER They’ll do SEO for you Great SEO They’ll make content for you Got so much to say? But they’re not journalist! How are you going to bring people to your blog? No press kits No press conferences FREE TIPS! Yes, experiences Read, read and read before writing. Think about stealing with pride? USA-EUROPE Why don’t you start with microblogging? Or try something else….
    54. 54. Great for design, photo....Really easyMobileNot yet massive
    55. 55. Where to join the conversation? Your Channel It will do SEO for you Anything else?? OLD SPICE http://www.youtube.com/watch?v=fD1Wq PGn5Ag Consumer Insights!! Costs. Are you sure you’re so good making videos? FREE TIPS! Be creative (choose how): Useful, funny or emotive (one in a million)
    56. 56. Where to join the conversation? The ones you don’t usually think about but can make the difference It will do SEO for you Upload the F*%#ng photos!! It will do SEO for you Create the F*%#ng page!! It will do SEO for you Upload a F*%#ng presentation!! It will do SEO for you Ask your F*%#ng friend!! Networking Create the F*%#ng group!! Business Contacts
    57. 57. Other resources DESIGN!!!! PHOTO!!! Pinterest with buying BUY/SELL
    58. 58. Where to join the conversation? TARGETING WOMEN??? Women talk +28% vs. Men 68% of women talk with their social circle about their purchase decision More consumption of social tools related with sharing and social interaction While men consumption it’s more related to information and entertainment
    59. 59. Some Practice?1. What’s your purpose?What do you believe in?Why are you going to make it?Do you have sexy answers?Can you build a story? At XXXXX we believe in XXXX and that’s why we XXXX2. Where are you going to have the conversation?Why you choose each channel?What are you going to do in each one? What’s the goal in each one?Which is the relation between them?How are people going to find you?
    60. 60. THANKS!!! Email: javierlvh@gmail.com Twitter: @javierlvh www.optimismodigital.com

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