The document discusses the transition from mass media to a digital age characterized by interactivity and two-way communication. It emphasizes the importance of creating valuable content that engages users and the need for critical skills to navigate the abundance of information available. The document suggests that successful communication now relies on participation and creating experiences rather than just broadcasting messages.

1. Digital Age
Changes and challenges in
communication
Zigurds Zaķis
INSTINCT
http://zz.typepad.com/Eng

2. tirgus placis?
http://www.flickr.com/photos/georgeaugustine/2116513291/

5. Mass Media Age:
main characteristics
• Mass communication
(Broad-cast)
• One-Direction communication
• Limited number of choices
• Limited opportunities
of self-expressing
• A lack of co-operation
opportunities

7. 1995
Source: http://www.flickr.com/photos/giginger/75541830/

8. Interactivity
Two-way
Dynamic
Participation

10. 1/100+
via @plnnrz
One idea adapted to many channels? Not viable anymore

13. tirgus placis?

14. ?
Just Talking? Not enough!

15. ?
Just listening? Not enough!

16. +
Participating =
Listening + Talking + Listening + Sharing + Listening + Helping + Listening

17. 2+1

18. Social platforms:
Real-Time simulation
of market

19. INTERNET:
IMPLICATIONS
IN OUR LIVES

20. Source: http://www.flickr.com/photos/jenpix/2290647480/sizes/o/

21. Source: http://www.flickr.com/photos/aderowbotham/81475981/
Multitasking

22. Constant Partial Attention
Economy

24. Abundance
of information
Critical Skills:
(To Find)
To Choose
To Evaluate
To Use
To Develop
To Learn

25. + + =

26. Find anything
Share anything
Ignore anything,
That is not interesting or valuable
for me

27. Push is dead!
Customer
Message We

29. 2.
1.
Exponentially growing
Abundance of information
number of channels
3. 4.
From one-to-many to groups Changing models of message distribution

30. Welcome to the age of PULL!

31. What pulls?

32. Banners?
rarely ....

34. What pulls?

35. 1.
Create content
that customer
seeks out and share

36. Great
Storytelling

37. Create Experience
Video
Multimedia
Aesthetics + Functionality
Transmedia Experiences

38. Social Currency
Something worth talk about
Something worth to share with friends
Something worth to participate
Great content is social currency

39. 2.
Create value
Make his life better, easier, richer

40. Creating value =
Making their lives,
better, easier,
more interesting

41. Be Deep and Meaningful
“The days of making funny things
that may or may not have and effect
on the clients business are ending”
Jeff Benjamin
Interactive Creative director
Crispin Porter + Bogusky
via: http://paulisakson.typepad.com/planning/2008/03/the-future-of-m.html

42. Talk - Action = Shit

43. “It is not
what you say that matters,
it what you do”

44. Few Cases

45. HBO Voyer Best Buy Twelpforce
Guinness Rugby RFID Orange Bull (2007) Nike Grid (2010)
(2009/10)

46. Summary

47. "The magic of social media
is not what happens in social media,
but
what happens outside of it,
because of it"
Paul Isakson

48. “It is not
what you say that matters,
it what you do”

49. http://zz.typepad.com/Engl
http://Twitter.com/zz_zigurds