SlideShare a Scribd company logo
collaboration
anD othEr exPloraTions in dIgitaL culTure
by tarA @miSsrogUe hunT
soCial diGital leadEr,
wow
Tweet to: @missrogue
The first Web 2.0 Conference, popularizing the term Web 2.0 is celebrating its 10 year
anniversary this year.
Tweet to: @missrogue
Tweet to: @missrogue
That’s when this guy seemed to rule the world. Nobody thought it could be beat.
Tweet to: @missrogue
Just a few of the darlings of the early Web 2.0 era.
Tweet to: @missrogue
In 2006, a funny little service without vowels launched. Everyone thought it was the
stupidest thing they’ve ever hear of.
I knew it was going to be big on August 2, 2006, when after a small tremor, people on
Twitter checked in on each other ON Twitter first, before anything else.
Tweet to: @missrogue
Of course, we all know how the rest of the story goes. Twitter has been the go-to source
for many earthquakes, tsunamis, revolutions, billboard hashtags and more!
Tweet to: @missrogue
Mobile usage is growing in leaps and bounds.
56%	
  of	
  
Canadians	
  
own	
  a	
  smart	
  
phone…
growing	
  20%	
  
a	
  year.	
  
Tweet to: @missrogue
Collaboration and Tales of Digital Culture from the Social@Scale summit by Sprinklr
11	
  
THE SITUATION
Tweet to: @missrogue
The speed of technology change.
Tweet to: @missrogue
The speed of cultural change.
Tweet to: @missrogue
“thE web iSn’T aboUt thE
Tools or tHe teChnoloGy, it iS
About the CultuRe.”
Tweet to: @missrogue
Just one growing, culture: Beauty YouTubers
Tweet to: @missrogue
>45,000Non-bRand RelatEd beAuty VloggeRs oN youtuBe.
Tweet to: @missrogue
~75Hours wortH of BeautY conTent UploaDed eAch dAy.
Tweet to: @missrogue
700MILLION
Views per Month iN 2013 (Up froM 300mm iN 2010)
beAuty VideoS got
Tweet to: @missrogue
Kandee Johnson has over 2.1 million subscribers
Tweet to: @missrogue
2.1
miLlion
Subs!!
However, Revlon’s channel has under 11,000 subscribers.
Tweet to: @missrogue
11,000
Subs…
And FYI, for context, The Mean Kitty has 357,131 subscribers.
Tweet to: @missrogue
357,000
Subs!!
Why?
mosT brAnds ApproAch sOcial &
DigitAl as toolS and platForms.
Tweet to: @missrogue
crEatorS + commUnity membErs aPproaCh sociAl…Um soCially.
thEy enTer tO conneCt, whicH leaDs to them selliNg.
Tweet to: @missroguehttps://www.youtube.com/watch?v=JuBwHhRvCJY
We crave connection. The social web has fed that need. Now we demand it from
everyone.
Tweet to: @missrogue
"I want them to know that I'm human, that I have flaws,
and I want to be relatable, which is why I still film in my
bedroom and haven't upgraded to a studio. I want them
to feel like we're having a sleepover.” Miss Lynn, 300k Subs
Tweet to: @missrogue
diGital is a cultUral Change.
soCial Is an approaCh, not A plaTform.
Tweet to: @missrogue
WHAT IS
DIGITAL
CULTURE?
Tweet to: @missrogue
rulE #1. thEre iS no maSs.
https://www.flickr.com/photos/looking4poetry/4980253218 Tweet to: @missrogue
Nature Valley + the awesome anime discovery.
h;p://www.buzzfeed.com/ryanhatesthis/nature-­‐valley-­‐anime-­‐twi;er	
  
Tweet to: @missrogue
There is no mass, there are people with various interests, some of which overlap at times.
Tweet to: @missrogue
[as an aside, there is no ONE digital culture…but
there is a shift in approach that has emerged
because of the social web]
Tweet to: @missrogue
rulE #2. liSteniNg is more valuAble
Than TalkiNg.
Tweet to: @missrogue
25%
75%
Talking
Listening
Tweet to: @missrogue
opportunity
liSteniNg is wherE you’Ll finD
Tweet to: @missrogue
Tweet to: @missrogue
https://twitter.com/Arbys/statuses/427614008946855936
PresentaFon	
  Title	
  –	
  Date	
  
rulE #3. whEn yoU see a paraDe, get
In frOnt of It!
Tweet to: @missrogue
collaboration rocks!
Oli White –
400k
subscribers
Grace
Helbig –
1.8MM
subscribers
Tweet to: @missrogue
thinkwithgoogle.com/research-studies/youtube-brand-playbook.html
3 ruleS for collAboratiOn:
1.  Influence that’s transactional is fleeting. You can’t
buy influence, but you can certainly build a
relationship with it.
2.  These relationships are symbiotic. The new saying
goes: to go faster, go together, to go further, go
together.
3.  Don’t be “that guy” that crashes the party and just
talks about himself. You’re more likely to be
heard if you listen first (see previous rule)
Tweet to: @missrogue
rulE #4. trUst iS the most valuAble
CurrenCy. to earn *and* Give.
https://www.flickr.com/photos/mbiddulph/4632335032/
Tweet to: @missrogue
3 peopLe thaT *yOu* must learN to
Trust befoRe yoU can earn It:
youR
CustoMers
youR
EmploYees
yoUrselF
Tweet to: @missrogue
organically
amplified
whEn yoU deePly uNdersTand A Digtal cultuRe, and
PartiCipatE witH the flow of it, your messAge wIll bE
Tweet to: @missrogue
rulE #5. inveSt in the Long teRm.
https://www.flickr.com/photos/aidanmorgan/5588594181 Tweet to: @missrogue
Luxy Hair is the #1 Consumer Goods Brand Channel and number 4 overall – with 1.8
million subscribers. It’s a weekly, long term investment and they’ve never had to buy
advertising. Just consistent great content + engagement.
Tweet to: @missrogue
Tweet to: @missroguehttps://www.youtube.com/user/LuxyHair
questions?
Tweet to: @missrogue
tara hunt
@missrogue
Social digital leader,
MSLGROUP
Tara.hunt@mslgroup.com
647-200-2767

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