The document discusses 10 ideas for the new decade in digital marketing. It begins with an introduction noting how social and digital media have become mainstream over the last decade. The introduction outlines 4 key themes seen across the 10 essays: 1) the shift to digital is global and pervasive, 2) engagement is migrating to mobile, 3) companies are just beginning to embrace engagement, and 4) the future involves using data intelligently while respecting privacy. The document then provides short summaries of each of the 10 essays addressing emerging trends in digital marketing for the new decade.
When considering that more than half of Americans is now carrying a computer in his/her pocket, many technologists and marketers have blindly rushed to address mobility as it leads us to who-knows-where. So much of desktop behavior such as email and the web have followed us here, while incumbent text messaging and a newfound lust for apps is chewing away at time spent on the device. Through all of this prescriptive technology, it is critical to respect and understand that liberation from the desktop carries with it disruptions from the offline world and traditional media. These observances and some telling data are included in this first edition of the Edelman Mobility Quarterly.
The 2012 Roundtable on Institutional Innovation convened leaders to explore how organizations can stay atop today’s constant technological advancement. In the current economic environment, growth and underemployment are two outstanding national, indeed international, problems. While technological advances and globalization are often cited as instigators of the current plight, they are also beacons of hope for the future. Connecting the Edges concludes that by integrating the core of an organization with the edge, where innovation is more likely to happen, we can create dynamic, learning networks.
Google Think Insights: Give Them Something to Talk About: Brian Solis on the ...Brian Solis
"Word of mouth has always had the power to make — or break — a brand. Author and digital analyst Brian Solis has studied the compound effect these interactions can have on brand perceptions. He spoke to us about how brands inspire people to share meaningful product experiences."
Relationship Economics: How to improve employee and customer relationships wi...Brian Solis
How genuine communication and engagement in social media helps businesses grow relationships with employees and customers while improving the bottom line
When considering that more than half of Americans is now carrying a computer in his/her pocket, many technologists and marketers have blindly rushed to address mobility as it leads us to who-knows-where. So much of desktop behavior such as email and the web have followed us here, while incumbent text messaging and a newfound lust for apps is chewing away at time spent on the device. Through all of this prescriptive technology, it is critical to respect and understand that liberation from the desktop carries with it disruptions from the offline world and traditional media. These observances and some telling data are included in this first edition of the Edelman Mobility Quarterly.
The 2012 Roundtable on Institutional Innovation convened leaders to explore how organizations can stay atop today’s constant technological advancement. In the current economic environment, growth and underemployment are two outstanding national, indeed international, problems. While technological advances and globalization are often cited as instigators of the current plight, they are also beacons of hope for the future. Connecting the Edges concludes that by integrating the core of an organization with the edge, where innovation is more likely to happen, we can create dynamic, learning networks.
Google Think Insights: Give Them Something to Talk About: Brian Solis on the ...Brian Solis
"Word of mouth has always had the power to make — or break — a brand. Author and digital analyst Brian Solis has studied the compound effect these interactions can have on brand perceptions. He spoke to us about how brands inspire people to share meaningful product experiences."
Relationship Economics: How to improve employee and customer relationships wi...Brian Solis
How genuine communication and engagement in social media helps businesses grow relationships with employees and customers while improving the bottom line
Inspiration truly does come in all shapes, sizes and forms – as evident from the stories shared with us by 25 Global Social Business Leaders. Their stories help us better understand how organizations are using social business practices to build a more engaged workforce and develop stronger, more collaborative relationships.
While diverse, all their stories embody personal journeys with one common thread: All of these leaders used social business strategies, technologies, and practices to make a significant impact on their business and community. Through the joint efforts of IBM and the EIU we were able to bring the stories of the 25 Inspiring Global Social Business Leaders to life – giving them a platform to be heard.
The Change Manifesto: Leading Transformation & Captivating Communities Brian Solis
A free ebook...At the center of any revolution is the burning desire to bring about change. But it always comes down to people, shared experiences, and a common ambition. And it is people who need one another for leadership, support, and inspiration. What’s missing from the equation is your vision and leadership.
This document is a property of Microsoft Corporation.
Microsoft is defining a connected and forward-looking enterprise, the successful enterprise of the future.
Insights: Interviews on the Future of Social Media - Edited by Anil Dash & Gi...Brian Solis
This book was created as an exclusive reward for backers
of ThinkUp in the fall of 2013. The interviews
documented here took place over the span of several
months, but have been edited as lightly as possible to
best capture the energy and inspiration of the
interviewees.
The book’s first goal is to help members get more value out of using ThinkUp. More deeply, we hope these interviews reveal the thought involved in creating technology that is meaningful, built on ideas thatemerge over years or even decades of work.
Digital Darwinism and the Dawn of Generation CBrian Solis
We live in an era where connectedness is becoming a way of life. With the pervasiveness of smartphones, tablets, online access, and social networks, it’s easy to see, for better or worse, how we’re becoming an always-on society. This is where our story begins.
This guide will help you develop your own evolutionary approach to marketing—one that more effectively shapes, steers and guides every customer experience. It takes a whole new approach to meet the needs of the plugged-in customers of Generation C.
Read this ebook to find out how to survive and thrive in this new era of connected consumerism by getting to know all about Generation C, and finding out how their behavior is changing our society as a whole as well as the way we do business.
Connecting And Engaging Teams In A Distributed WorkforceCitrix Online
This new Future of Work white paper explores the growth of today's distributed workforce and how to effectively manage distributed teams and workers to achieve optimum productivity, engagement and performance.
A look at how people think, feel and react to digital campaigns. How do people experience digital as architecture? How does emotion affect a medium that is both still and moving? And how can we utilise people's feelings and turn them into action?
Back in 2013 the McKinsey Global Institute published a report entitled Disruptive technologies: Advances that will transform life, business, and the global economy. The report identified 12 technologies that could drive truly massive economic transformations and disruptions in the coming years. The report also looks at exactly how these technologies could change our world, as well as their benefits and challenges, and offers guidelines to help leaders from businesses and other institutions respond. The Report estimated that, together, applications of the 12 technologies discussed in the report could have a potential economic impact between $14 trillion and $33 trillion a year in 2025.
The potential benefits of the technologies discussed in the report are tremendous—but so are the challenges of preparing for their impact. If business and government leaders wait until these technologies are exerting their full influence on the economy, it will be too late to capture the benefits or react to the consequences.
Disruptive Technologies examined the current challenges and opportunities brought by such innovation whilst providing delegates the opportunity to test technologies via live demonstrations.
Service design consultancy Fjord presents its annual trends predictions, showcasing 10 trends that will shape digital services in 2013. This year’s report forecasts the major shifts that will impact the way we work and live, and offers practical advice to help business leaders interpret the opportunities that lie ahead.
Digital Brands & Live Experiences: Connecting with Your Audience IRLPBJS
For brands that exist solely in the realm of zeros and ones, connecting with users in real life can seem like a big leap – one digital brands must take if they want to build lasting consumer relationships. Why? With a fresh awareness of the consequences of ultra-personalized media “bubbles,” consumers are grappling with their digital choices, which also affects their perception of brands they only interact with through digital devices. The result is an environment where the pull of live experiences, where digital brands can hybridize their consumer relationships, is becoming stronger -- and more important than ever.
In this paper, we outline and explore:
- The cultural landscape digitally native brands inhabit
- Consumer, tech and marketing trends
- The benefits digital brands can gain through meeting their audiences offline
- How digital brands can make meaningful real-life connections
by John Bell, Global Managing Director, Social@Ogilvy.
The following is a plan describing a simple and practical way for business leaders to think about gaining the benefits of social behaviors (and the technologies supporting those behaviors).
In many ways the promise of a ‘social business’ is to get us back to what we care about — people working together to create something of greater value than they could have if they had remained unconnected and apart.
Pas 1 ni 10, mais 26 vagues d'innovations technologiques qui sont en train de secouer l'économie, la société et l'humanité toute entière...
Découvrez cette analyse très complète de Brian Solis, l'analyste en chef de Altimeter Group.
26 Disruptive & Technology Trends 2016 - 2018Brian Solis
Introducing the “26 Disruptive Technology Trends for 2016 – 2018.” In this report, we’ll explore some of the disruptive trends that are affecting pretty much everything over the next few years at least those that I’m following. It’s not just tech, though. The report is organized by socioeconomic and technological impact.
Obviously, this is not an exhaustive list of every technology and societal trend bringing about disruption on planet Earth. What follows thought definitely affects the evolution of digital Darwinism, the evolution of society and technology and its impact on behavior, expectations and customs.
Inspiration truly does come in all shapes, sizes and forms – as evident from the stories shared with us by 25 Global Social Business Leaders. Their stories help us better understand how organizations are using social business practices to build a more engaged workforce and develop stronger, more collaborative relationships.
While diverse, all their stories embody personal journeys with one common thread: All of these leaders used social business strategies, technologies, and practices to make a significant impact on their business and community. Through the joint efforts of IBM and the EIU we were able to bring the stories of the 25 Inspiring Global Social Business Leaders to life – giving them a platform to be heard.
The Change Manifesto: Leading Transformation & Captivating Communities Brian Solis
A free ebook...At the center of any revolution is the burning desire to bring about change. But it always comes down to people, shared experiences, and a common ambition. And it is people who need one another for leadership, support, and inspiration. What’s missing from the equation is your vision and leadership.
This document is a property of Microsoft Corporation.
Microsoft is defining a connected and forward-looking enterprise, the successful enterprise of the future.
Insights: Interviews on the Future of Social Media - Edited by Anil Dash & Gi...Brian Solis
This book was created as an exclusive reward for backers
of ThinkUp in the fall of 2013. The interviews
documented here took place over the span of several
months, but have been edited as lightly as possible to
best capture the energy and inspiration of the
interviewees.
The book’s first goal is to help members get more value out of using ThinkUp. More deeply, we hope these interviews reveal the thought involved in creating technology that is meaningful, built on ideas thatemerge over years or even decades of work.
Digital Darwinism and the Dawn of Generation CBrian Solis
We live in an era where connectedness is becoming a way of life. With the pervasiveness of smartphones, tablets, online access, and social networks, it’s easy to see, for better or worse, how we’re becoming an always-on society. This is where our story begins.
This guide will help you develop your own evolutionary approach to marketing—one that more effectively shapes, steers and guides every customer experience. It takes a whole new approach to meet the needs of the plugged-in customers of Generation C.
Read this ebook to find out how to survive and thrive in this new era of connected consumerism by getting to know all about Generation C, and finding out how their behavior is changing our society as a whole as well as the way we do business.
Connecting And Engaging Teams In A Distributed WorkforceCitrix Online
This new Future of Work white paper explores the growth of today's distributed workforce and how to effectively manage distributed teams and workers to achieve optimum productivity, engagement and performance.
A look at how people think, feel and react to digital campaigns. How do people experience digital as architecture? How does emotion affect a medium that is both still and moving? And how can we utilise people's feelings and turn them into action?
Back in 2013 the McKinsey Global Institute published a report entitled Disruptive technologies: Advances that will transform life, business, and the global economy. The report identified 12 technologies that could drive truly massive economic transformations and disruptions in the coming years. The report also looks at exactly how these technologies could change our world, as well as their benefits and challenges, and offers guidelines to help leaders from businesses and other institutions respond. The Report estimated that, together, applications of the 12 technologies discussed in the report could have a potential economic impact between $14 trillion and $33 trillion a year in 2025.
The potential benefits of the technologies discussed in the report are tremendous—but so are the challenges of preparing for their impact. If business and government leaders wait until these technologies are exerting their full influence on the economy, it will be too late to capture the benefits or react to the consequences.
Disruptive Technologies examined the current challenges and opportunities brought by such innovation whilst providing delegates the opportunity to test technologies via live demonstrations.
Service design consultancy Fjord presents its annual trends predictions, showcasing 10 trends that will shape digital services in 2013. This year’s report forecasts the major shifts that will impact the way we work and live, and offers practical advice to help business leaders interpret the opportunities that lie ahead.
Digital Brands & Live Experiences: Connecting with Your Audience IRLPBJS
For brands that exist solely in the realm of zeros and ones, connecting with users in real life can seem like a big leap – one digital brands must take if they want to build lasting consumer relationships. Why? With a fresh awareness of the consequences of ultra-personalized media “bubbles,” consumers are grappling with their digital choices, which also affects their perception of brands they only interact with through digital devices. The result is an environment where the pull of live experiences, where digital brands can hybridize their consumer relationships, is becoming stronger -- and more important than ever.
In this paper, we outline and explore:
- The cultural landscape digitally native brands inhabit
- Consumer, tech and marketing trends
- The benefits digital brands can gain through meeting their audiences offline
- How digital brands can make meaningful real-life connections
by John Bell, Global Managing Director, Social@Ogilvy.
The following is a plan describing a simple and practical way for business leaders to think about gaining the benefits of social behaviors (and the technologies supporting those behaviors).
In many ways the promise of a ‘social business’ is to get us back to what we care about — people working together to create something of greater value than they could have if they had remained unconnected and apart.
Pas 1 ni 10, mais 26 vagues d'innovations technologiques qui sont en train de secouer l'économie, la société et l'humanité toute entière...
Découvrez cette analyse très complète de Brian Solis, l'analyste en chef de Altimeter Group.
26 Disruptive & Technology Trends 2016 - 2018Brian Solis
Introducing the “26 Disruptive Technology Trends for 2016 – 2018.” In this report, we’ll explore some of the disruptive trends that are affecting pretty much everything over the next few years at least those that I’m following. It’s not just tech, though. The report is organized by socioeconomic and technological impact.
Obviously, this is not an exhaustive list of every technology and societal trend bringing about disruption on planet Earth. What follows thought definitely affects the evolution of digital Darwinism, the evolution of society and technology and its impact on behavior, expectations and customs.
Another social media framework, this time from the 1-to-1 customer management experts Peppers & Rogers. Good insights with focus on business applications & customer experiences.
Organizational Change Management: A Make or Break Capability for Digital SuccessCognizant
To realize the full benefits of digital transformation programs, businesses must manage the impact of digital change on their operational structure, culture and employees.
One of a few very well researched and written reports on social media. The writers align social to various elements of the customer journey ensuring context throughout. So good stats in here too. Worth the read. [I've made a few highlights to the areas I believe are most pertinent].
Social businesses are arguably the next generation of business; a new model of operating, and interacting. They are businesses where success is based on the participation of all, rather than the outputs of a few. Strategists Maggie...
Digital Life - Understanding the opportunity for growth onlineTNS
Our goal is to make this complex environment simpler to navigate, cutting through the clutter to develop precise strategies, channels and content that inform your marketing plans, and make digital a key part of your growth strategy.
This report contains just a small snapshot of our findings, but please do get in touch with us to understand more about the opportunity that digital presents in your market or category.
http://www.tnsdigitallife.com
Case Study: How Dell Converts Social Media Analytics Benefits into Strategic ...Dana Gardner
Transcript of a BriefingsDirect podcast on how social media can create a gold mine of information for businesses of all sizes and how proper analytics and response can created a competitive advantage.
Internet matters: The Net’s sweeping impact on growth,jobs, and prosperity ( ...Julius Trujillo
The Internet contributed 7 percent of growth over the past 15 years and 11 percent over the past five in the G8 as well as South Korea,Sweden, Brazil, China, and India.
Social Media and Mobile Internet Use Among Teens And Young AdultsJulius Trujillo
These surveys of teens and adults reveal a decline in blogging among teens and young adults and a modest rise among adults 30 and older. Although 12-17 teens do not use Twitter in large numbers, high school-aged girls show the greatest enthusiasm for the application.
Find out how today’s teens and twentysomethings are reshaping the USA at: www.pewresearch.org/millennial
The top 10 brands are the same as last year -- but some are heading up, while others have seen worsening scores. Coca-Cola, IBM, Microsoft, GE, Nokia, McDonald's, Google, Toyota, Intel, and Disney are on top. Of those, Coca-Cola, IBM, McDonald's, and Google are the only brands that have seen their brand value improve versus 2008.
DoubleClick give us an important data on what types of rich media are being served. They have conducted real live brand surveys to study the brand metrics that matter to advertisers such as brand awareness, brand favorability, message association, and intent to purchase.
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024Albert Hoitingh
In this session I delve into the encryption technology used in Microsoft 365 and Microsoft Purview. Including the concepts of Customer Key and Double Key Encryption.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
Enhancing Performance with Globus and the Science DMZGlobus
ESnet has led the way in helping national facilities—and many other institutions in the research community—configure Science DMZs and troubleshoot network issues to maximize data transfer performance. In this talk we will present a summary of approaches and tips for getting the most out of your network infrastructure using Globus Connect Server.
Essentials of Automations: The Art of Triggers and Actions in FMESafe Software
In this second installment of our Essentials of Automations webinar series, we’ll explore the landscape of triggers and actions, guiding you through the nuances of authoring and adapting workspaces for seamless automations. Gain an understanding of the full spectrum of triggers and actions available in FME, empowering you to enhance your workspaces for efficient automation.
We’ll kick things off by showcasing the most commonly used event-based triggers, introducing you to various automation workflows like manual triggers, schedules, directory watchers, and more. Plus, see how these elements play out in real scenarios.
Whether you’re tweaking your current setup or building from the ground up, this session will arm you with the tools and insights needed to transform your FME usage into a powerhouse of productivity. Join us to discover effective strategies that simplify complex processes, enhancing your productivity and transforming your data management practices with FME. Let’s turn complexity into clarity and make your workspaces work wonders!
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
Le nuove frontiere dell'AI nell'RPA con UiPath Autopilot™UiPathCommunity
In questo evento online gratuito, organizzato dalla Community Italiana di UiPath, potrai esplorare le nuove funzionalità di Autopilot, il tool che integra l'Intelligenza Artificiale nei processi di sviluppo e utilizzo delle Automazioni.
📕 Vedremo insieme alcuni esempi dell'utilizzo di Autopilot in diversi tool della Suite UiPath:
Autopilot per Studio Web
Autopilot per Studio
Autopilot per Apps
Clipboard AI
GenAI applicata alla Document Understanding
👨🏫👨💻 Speakers:
Stefano Negro, UiPath MVPx3, RPA Tech Lead @ BSP Consultant
Flavio Martinelli, UiPath MVP 2023, Technical Account Manager @UiPath
Andrei Tasca, RPA Solutions Team Lead @NTT Data
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdfPaige Cruz
Monitoring and observability aren’t traditionally found in software curriculums and many of us cobble this knowledge together from whatever vendor or ecosystem we were first introduced to and whatever is a part of your current company’s observability stack.
While the dev and ops silo continues to crumble….many organizations still relegate monitoring & observability as the purview of ops, infra and SRE teams. This is a mistake - achieving a highly observable system requires collaboration up and down the stack.
I, a former op, would like to extend an invitation to all application developers to join the observability party will share these foundational concepts to build on:
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
In his public lecture, Christian Timmerer provides insights into the fascinating history of video streaming, starting from its humble beginnings before YouTube to the groundbreaking technologies that now dominate platforms like Netflix and ORF ON. Timmerer also presents provocative contributions of his own that have significantly influenced the industry. He concludes by looking at future challenges and invites the audience to join in a discussion.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
2. “The bigger opportunity for clients, we believe, is to identify the global
societal and technological trends that are reshaping how we think, act
and buy - and to pivot into them early. Trends today tend to develop
more slowly and are harder to see, allowing clients to take a more
thoughtful, thorough and systematic approach.” - Steve Rubel
3. Introduction
During the last decade, we’ve seen social and digital In the following pages you will find 10 essays on such
media move from being purely the domain of tech-savvy trends written by some of the smartest thinkers in digital
types into a mainstream phenomenon. All you need to marketing. These ideas, when looked at together, reveal
do is consider one statistic: Twitter was mentioned on four key themes:
television nearly 20,000 times in 2009, according to
SnapStream. As a result, companies are investing in it • The shift to digital technologies by both consumers
and – slowly – seeing results. and marketers is now global and pervasive across all
aspects of our life and growing daily.
Given the hype, much attention has turned to guessing
what will become “the next Twitter.” It’s ample fodder • Our engagement with each other is migrating rapidly
for tech and marketing pundits, the media and clients from computer to handset.
- especially at the beginning of a new year and a new
decade. • Companies (and organized interests) are just
beginning to wake up to the engagement imperative
However, in many ways this is the wrong question to ask. - and how to fund and develop it over time.
Where once it was hard to sleuth out emerging platforms
like Twitter, YouTube and Facebook before they grew, now • And finally, the future is about carefully using the data
they just seem to surface out of nowhere. You’ll know the people generate to make smarter decisions, while
next Twitter when you see it. adhering to concerns over privacy.
The bigger opportunity for clients, we believe, is to identify We hope you enjoy our 10 ideas for the new decade. We
the global societal and technological trends that are welcome you to challenge us on our thinking. After all,
reshaping how we think, act and buy - and to pivot into that’s the only way we can grow.
them early. Trends today tend to develop more slowly
and are harder to see, allowing clients to take a more Steve Rubel
thoughtful, thorough and systematic approach. Senior Vice President, Director of Insights
steve.rubel@edelman.com
January 4, 2010
New York, NY
4. Back to Reality
For all the hoopla around the explosion of social media, one
would think the industry would have developed, agreed upon
and socialized a standardized approach to measuring its impact.
Yes, the Interactive Advertising Bureau has agreed upon core
metrics that quantify things like friends and followers. Yes, there
have been countless blog posts and conference panels on the
topic. However, as one client so rightly expressed last fall, when
you strip away the hype, what we’ve nailed is how to measure
outputs, not outcomes.
commitment to funding meaningful social media measurement;
Proving – and perhaps more importantly, being able to predict and the fact that Facebook (with its 350+ million citizens) remains
with a fair degree of accuracy – the return of each client’s a largely closed environment. It’s up to agencies to drive the first
investment in the social space is the only thing standing between and brands to drive the second.
the discipline being a drop in the ad budget bucket and 20
percent or more of any brand’s total communications spending. What Facebook ultimately does is anyone’s guess, but there are
countless geek entrepreneurs out there who claim to have found
The pundits out there will no doubt take issue with my claim workarounds. If I were Facebook’s CEO for a day, I’d take one
that this isn’t already possible and being done. To some degree, look at my balance sheet, steal a quick glance at Google’s and
they’re right. The basic toolset required to get us to ROI exists opt for opening up.
and is being effectively deployed by a handful of companies.
Intuit and Lego are two prime examples, but they’re the Now, back to reality.
exceptions. We need new rules.
Yes, social media has gone from sideline novelty to cultural
I believe that there are three essential elements missing: a CRM ubiquity. We’re now about to see it become a business driver.
mindset regarding media spend and content development; a
Money flows to things that produce results. And we can prove it.
By Rick Murray
President, Edelman Digital
5. Disruptive-Proof Businesses
Over the last two years, businesses have tightened belts, cut
spending and some have gone out of business altogether due to
the economy. But there is another threat that many organizations
face which will likely remain, even as the cycle of recession
begins to fade - disruption. Many business models are simply not
disruption proof.
The media industry has been turned upside down partially as
a result of technologies which empower anyone to act like a
journalist. Newspapers have seen their classified cash cows
cannibalized by free or low-cost services such as Craigslist. will need to become more connected and in tune with their
customers, employees and partners than ever before.
Web designers who once charged premium fees for their
services now compete with Wordpress or other do-it-yourself Disruption-proof businesses will need to become better at
services. predicting possible outcomes and adapting quickly to changes
in their environment before their business models become
The music industry has been upended, with record stores going disrupted. Listening tools and “real-time” focus groups on
out of business as a result of the iTunes ecosystem and digital social networks will make meaning from the data. These will
file swapping. become increasingly essential for enabling an organization to
stay informed, while internally they will improve how their own
The advertising industry has been thrown into chaos by employees share information and collaborate.
technology which empowers the consumers to skip over ads
and demand value in place of messaging. In 2010 and beyond, technologies and the human behavior it
influences will continue to disrupt — but organizations who learn
Disruption fueled by technology, such as a younger generation to adapt quickly will thrive.
that lives more digitally, and other global trends will force
businesses to re-assess how they spend media dollars and
influence the creation of new products and services. This will
gradually trickle down into every facet of an organization, forcing By David Armano
Senior Vice President, Edelman Digital
changes in job descriptions, demands and skills. In an effort to
become a disruption-proof business, brands and organizations
6. The Valley of Abandonment
This is the year when businesses finally take social media beyond
just one-time marketing programs and campaigns and up-level
their involvement toward a more sustained, serious relationship.
In short, we’re moving up from flirting to going steady.
In our love lives, relationships are a lot of work - keeping
them alive and meaningful are even more so. Much the same,
corporations, large and small, are seeing value in reshaping how
marketing dollars are being allocated by reversing the model
they’ve become used to – a start-and-stop campaign approach
– to one that’s on all the time. of Abandonment. The problem is that a company has to later
invest more in re-engaging stakeholders, and the cost here
Note that this does not mean that campaigns are dead. They will ends up being higher than if they had simply kept the
live on as part of a more fluid engagement structure. conversation going.
Let’s look at it another way: Savvy Fortune 500 companies are starting to fill in the Valley of
Abandonment with ongoing engagement programs that touch
Some guys like to seduce a new girl every night at their local an alphabet soup of departments such as HR, PR, CSR, CRM,
bar. It may be fun for them, but the drinks get pretty expensive. customer service, operations and marketing.
Relationships are more meaningful and more cost-effective in
the long-run because the “maintenance” costs are easier on the Take Best Buy, for example. Its Twelpforce program has
wallet than a series of seduction tactics (I’ll leave it to authors unleashed more than 2,000 employees on Twitter, enabling
Levitt and Dubner to elaborate on the analogy in their next book, them to offer tech support to customers around the clock and
Super-Duper Freakonomics.) in the open. Best Buy doesn’t stop there – the company’s Loop
marketplace also crowdsources operational improvement ideas
A campaign model in the social space is the same. Often it ends from employees and gets them funded.
up leaving customers, fans or advocates in what I call the Valley
Best Buy is a prime example of a company that has
By Sylvain Perron wholeheartedly embraced ongoing social media engagement in
General Manager, Edelman Digital Canada
its operational DNA. Look for others to do the same in 2010.
7. Location, Location, Location
Over the past decade, we’ve seen an evolution in social Foursquare has experienced dramatic growth last year and is
networking platforms. They have progressed from tools for finite, now available worldwide.
asynchronous communications with acquaintances (Classmates.
com), to one-to-one and broadcast messaging (MySpace), So what does this mean for business?
to real-time interactions and now constant updates (Twitter,
Facebook). All the while, we’ve also seen an explosion in mobile At its simplest level, Foursquare gives businesses a way to
processing power and mass-market penetration of smartphones recognize and reward their best customers through loyalty
equipped with GPS (Global Positioning System.) programs. More than 200 companies are offering promotions
to Foursquare users.
Until very recently, however, these were disconnected events.
Social networking services had not harnessed the power of Foursquare also is an opportunity for broader consumer
location-based services in a way that truly resonated with engagement and sentiment tracking. While the level of data
consumers. Loopt, Brightkite, Whrrl and Buzzd all tried, but they currently available within the site is still relatively modest, as the
were unable to reach critical mass. Arguably, they were too early. service grows it is sure to evolve as a real-time decision support
tool. For example, if a user finds himself wandering through
However, another key reason these services did not catch on a relatively unfamiliar neighborhood after dinner, he/she can
was that they lacked an essential element: fun. Enter Foursquare, immediately query other venues in the neighborhood when in the
which launched in early 2009. mood for a coffee or after-dinner drink.
Foursquare allows a user to import his/her friends from a variety In the new year, user-generated content will help guide more
of existing networks, including Facebook, Twitter and Gmail. In of our decisions, putting even more emphasis on the need for
addition to providing the ability to “alert” friends to one’s current distributed businesses like retailers, in particular, to focus on
location via a special mobile application, Foursquare introduced positive customer experience.
the concept of earning a variety of badges for behaviors. Users
can enter new locations manually and share tips (such as
“order the Pei King Duck”). Moreover, regulars at certain venues,
restaurants, pubs, or other retail locations can earn the title
of Mayor.
By Michael Wiley
Managing Director, Midwest, Edelman Digital
This added gaming element seems to be the missing link that
mobile social networking needed to catch on with consumers.
8. Asian Mobile Marketing
Goes Off the Hook
After years of hype, massive consumer adoption of social media
is giving marketers a reason to get excited about Asia’s mobile
Internet prospects for 2010.
Micro-blogging services like Twitter evolved from a niche tool
into a key brand marketing vehicle. Meanwhile, social networking
growth (and not just Facebook) has been phenomenal.
are coming equipped or are being hacked and fitted with SIM
cards for mobile Internet access.
However, it’s mobile that’s the shining star.
Finally, the intersection between social networking, gaming
A desire for access is accelerating the sales of smartphones.
and mobile is also fueling growth. Local social networks such
According to Pyramid Research, smartphones will climb from
as Cyworld (Korea), Mixi and RenRen.com (China) have been
16 percent of global handset sales in 2009 to 37 percent by
battling to hatch the next big casual gaming phenomenon to
2014 – with China expected to become the number one market
Asia’s highly sought-after youth market. The ongoing roll-out of
this year.
3G wireless across Asia will only drive increased demand in 2010
for mobile Internet among the masses.
In Japan, 70 percent of Mixi users already access the social
network via mobile devices. Twitter Japan is seeing similar results
However, with all the growth, what’s key here is that marketing
as it rolls out its platform and paid-for service model.
on people’s handsets requires a different psychology.
The iPhone was a game-changer for China. This was not
In order to relevantly engage with customers, Asian marketers
because it was a big seller - it wasn’t. What the iPhone did was
must innately understand how the convergence of social media,
create major consumer demand for mobile Internet access and
mobile broadband access and smartphone usage alters the local
related services/devices. Dopod, Meizu and many other local
market information landscape. This includes where people get
manufacturers were spurred to release products to meet this
their content, how they want to consume it and how they share
demand. Even handheld gaming units (akin to the iPod Touch)
it. Success will require deep research, insight and tenacity, but
the potential rewards are huge.
By John Kerr
Director, Southeast Asia
It’s time to get going – the big mobile show may finally be here.
9. Be Now or You Will Be Never
The media used to be our most credible source of information.
It was the only way companies could deliver a message without
the hard-sell of an ad. Readers automatically trusted the news
since journalists often just corroborate our own world views.
But the Web has brought new ways of communicating. Anyone
with a cell phone and an Internet connection can produce news,
even become relevant and trustful. More importantly, Twitter
and live streaming tools like Qik turned communication into
something unfettered and instantaneous. Web time is “real time”
– and more and more it’s the traditional “trusted” media that are on Orkut, Brazil’s largest social network, and grew to more than
slow to react. 5,000 members, and more than 500 blogs re-published news
from online portals.
With each major news event there are millions who are
experiencing their “Kanye West moment” for the first time; when It is almost impossible to control the velocity and reach of news
we realize that the more authoritative sources we once trusted these days. Events, TV shows, movie premieres, accidents,
are sometimes too slow. scandals, elections – they are all commented on by people
online. As communicators, we need to be prepared to address
When West, a rapper, jumped onstage during the MTV Video issues and react quickly and intelligently.
Music Awards and interrupted singer Taylor Swift’s acceptance
speech, the reaction was immediate. There were more than
5,000 tweets in the first five seconds. As the show went
on, more than 50,000 people published about the incident,
according to MTV.
My own “Kanye moment” came during the aftermath of the
Air France AF447 crash off the coast of Brazil. Edelman Brazil
posted on Twitter all the statements put out by the airliner and
monitored the web to measure the repercussion. Hours later, By Thiane Loureiro
Regional Director, Edelman Digital Latin America
there were already more than 1,000 re-tweets (people spreading
the news via their own Twitter accounts). A community opened
10. The New Morning Paper
Habits are evolving. We first replaced our local morning paper
with online news sites like the New York Times or aggregators
like the Yahoo home page. But now another shift is underway.
Our first login is an early morning look at Twitter or Facebook via
mobile phones. We now learn about breaking news stories like
increased violence in Iran or Tiger’s indiscretions first from our
friends’ Tweets and status posts – not from Matt Lauer.
The data illustrates the trend. Akamai, which analyzes Internet
traffic, says usage starts to rocket at around 6 a.m. on the
East Coast. The most trafficked hours are between 8 a.m.
Is it ironic that even when we aren’t quite ready to grumble up
and 11 a.m. Verizon Wireless reported that the number of text
a “good morning” to our families, we are ready to join our social
messages sent between 7 a.m. and 10 a.m. jumped by 50
party online for the hottest news? That’s what’s on my mind as
percent in July 2009, compared with a year earlier.
we start 2010.
Journalists too are starting their day with social media.
Mashable’s study on journalists’ social media habits found that
the pros use social media as “personal news aggregator[s].”
At the crack of dawn, they check their Facebook and Twitter
accounts to see what stories friends and other media are posting
and which topics they are discussing.
By Cricket Wardein
Executive Vice President, Managing Director,
Edelman Digital West
11. Converging Divergence
The web is nothing if not infinitely complex. Every time you
peel back a layer or explore something new, you find a whole
community, with complexity and dynamics all its own.
At the same time, Google has become everyone’s “home page.”
Google accounts for nearly nine out of every 10 searches, from
basic factoids to new products and emerging communities.
To connect with people successfully online, we must embrace
both the “convergence” of search as well as the “divergence”
of the modern Web and understand how they complement
each other.
The way forward is simpler than we might think at first. By
pursuing a strategy of dispersing our web presence, we can
also improve performance in Google and therefore address
convergence, too.
Consider this: social networks like Facebook, Flickr and
YouTube are really “mini webs” unto themselves. So, just
as you have a traditional Website to ensure a basic Web
presence – and hopefully a good deal more – you can also
have a presence in online communities, or what we also refer
to as “digital embassies.”
Establishing “digital embassies” like this has direct online visibility
benefits. For example, cross linking between your embassies can
improve your search results, thereby raising your profile
and generating more conversation about your brand, issue By Marshall Manson
Director of Digital Strategy, Edelman Europe
or product.
12. Journalism Strikes Back
“The Media is Dying” is a popular Twitter channel that tracks Former Florida Sun-Sentinel reporter Jerry Lower took a loan
layoffs and the financial struggles battering traditional news against his house to start The Coastal Star, an offline and online
media. The tweets read like epitaphs, whether it’s impending newspaper serving the Delray Beach area. His paper is turning a
doom at The Associated Press; London’s Observer, the world’s profit, as is Health News Florida, a niche news site run by former
oldest Sunday paper, closing; or the Tribune Company shrinking Orlando Sentinel reporter Carol Gentry.
papers to save on newsprint.
Pierre Omidyar, an investor who backed early citizen journalism
The reality is, however, that while news became bigger than ever startups Backfence and Bayosphere, is launching a non-profit
this past decade, journalism got smaller. “Content” replaced news service in Hawaii staffed with professional journalists. Think
stories; aggregators replaced reporters; and being first replaced of it as a “public radio” model that requires reporters to rely on
being accurate. their communities for stories and financial support.
Yet the tide is turning. In 2010, journalism strikes back. The Chicago Tribune has also gone “hyper local.” ChicagoNow is
a blog hub with more than 120 local bloggers who are experts in
According to a study by the National Newspaper Association, 86 the minutia of daily civic life that only a taxpaying resident could
million Americans still read local newspapers every week, and 60 love. The bloggers are paid five dollars per 1,000 page views and
percent say the newspaper is their primary source of information are encouraged to comment and interact with the community.
about their community.
The long-term viability of these ventures depends on making the
Local news is the accelerator that will ignite journalism’s stories unique. News site “pay walls” won’t matter if consumers
resurgence. People will support it, and advertisers will pay for it. can find the same information somewhere else for free.
ESPN didn’t launch a Los Angeles-focused web site because of
Kobe Bryant, but because there are millions of advertising dollars Actually, people don’t find news anymore so much as news finds
up for grabs. them, via customized “streams” on computers, mobile phones,
e-readers and other devices.
The news industry layoffs put well-trained journalists on the
market. These seasoned reporters, joined by younger J-school Look for traditional news organizations to get into those
grads with Flip cameras and iPhones, are already reshaping the streams and stock them with fresh stories (and learn how to
media landscape.
13. get paid for doing so). And look for more journalists to serve
as news “curators,” like Robert Quigley of the Austin-American
Statesman, who uses Twitter to find the best local information to
share with readers.
Finally, let’s not forget citizen journalists. One only needs to
remember the iconic images of the London Underground
bombings in 2005, the first-hand reports of the Virginia Tech
massacre in 2007, or the tweets about the Iranian elections in
2009 to be convinced of their lasting impact.
Citizen journalism will continue to be effective and necessary,
but individuals don’t need to learn how to be journalists for the
profession to survive. Instead, journalists this year will learn how
to become better citizens, re-connect with their communities and
earn back the public’s trust.
By Gary Goldhammer
Senior Vice President, Digital Strategy & Development
14. The Data Decade
Last year, according to former Amazon.com Chief Scientist As millions of us enter text in little white boxes - be it on Amazon,
Andreas Weigend, more data was generated by individuals than Google, Twitter Facebook or elsewhere - the machines are
in the entire history of mankind through 2008. However, you ain’t building vast data warehouses that recognize patterns. This
seen nothing yet. Just wait until you see how we use it. means high-value information is surfaced before we even ask.
“Google’s true holy grail is understanding, anticipating and
With the dawn of the new year, we’re entering the Data Decade. serving our intent,” pundit Jeff Jarvis wrote in the Guardian.
We’re in the early days of a massive trend where content,
people, products and services find us via our personal and Machines are already subconsciously helping us make decisions.
aggregate data footprints, rather than our seeking them out. The experience is entirely personal. No two people see the
Already, this is changing the way we live, work and play; and it same web.
holds huge promise in making marketing communications far
more efficient and effective. Mint.com offers advice on saving money based on others’ input.
Google serves up personalized search results based on previous
But before we can look forward, it’s important to consider the queries. And there’s more. The International Herald Tribune noted
brief 15-year history of the consumer Internet and the two trends that many are taking to “self-tracking.”
that preceded the Data Decade.
“Bedposted.com” quantifies your sexual encounters. Kibotzer.
The 1990s were all about browsing. In the dial-up days, we com quantifies your progress toward goals like losing weight.
would navigate from site to site - either to fulfill a certain goal or Withings, a French firm, says it makes “a Wi-Fi-enabled weighing
just for serendipity (remember “surfing” the Web?) Thinker Om scale that sends readings to your computer to be graphed.”
Malik calls this The Destination Web Era.
Journalists are getting into the act as well. AOL, Demand Media
With the rise of Google, however, that all changed. In the 2000s, and Associated Content are building out giant networks of sites
millions ditched their bookmarks in favor of just “Googling.” that automatically assign content to writers based on their search
Search became an integral part of our global culture. keyword popularity - yes, our data footprints. In some cases, this
totals 4,000 new items per day.
The browse and search paradigms have a flaw in that they are
both driven by intent. We need to know what we want. However,
we often don’t know what we don’t know. But that’s going
to change.
15. In short, everything is becoming measurable and annotated.
The war for attention is being shaped by machines. Therefore,
the solution for marketing communications professionals, just like
in the Terminator movies, is to fight machines with machines.
What does this mean?
First, we all need to become more data driven. Marketing is still
far too rooted in creative hunches. We need to adopt some of
the mentality that pervades cultures like Google and Facebook.
Every decision and program should be based on data and facts,
while respecting consumer privacy.
Second, professionals at every level need a do-it-yourself
mentality when it comes to research. Many tools for gathering
incredible data, research and insights are free and easy to use.
Finally, every program should be considered a work-in-progress.
Launch early and iterate often based on the data. Marketing is
in perpetual beta, and data is our constant companion.
By Steve Rubel
Senior Vice President, Director of Insights