Digital communications in 2010 will see the continued growth of social media platforms like Facebook and Twitter, though their novelty may wear off. Real-time search indexing social media and other sources will become more common. Intranets will open up to external partners and customers. Content will increasingly be freed from web pages and distributed across various platforms. Augmented reality applications will provide additional information to enrich real-world experiences, though the technology remains nascent.

1. Digital
Communication
2010
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2. 5 truths
About Digital
communications

3. 1. Everyone Engages with Everyone
2. Anywhere, Anytime
3. Everyone is Empowered to Share
4. Everyone is a Producer
5. It’s all about Me & You
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4. How do we engage digital based on that Vision ?
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5. LISTEN
Strategy Briefing
Are you listening ?
What are people saying about your
organisation and/or brands ?
How are they engaging with your organisation
and/or brands throught the digital space ?
How do they reach you and reach out to you
and how do they consume your information
and/or communication ?
Who is influencing the perception and
reputation of your brand/organisation ?
Where is the next crisis breweing ?
Who and where are your supporters and how
to they wish to engage with you ?
Who is actually managing your brand ?
The most important thing in communication is to
hear what isn't being said.
Peter Drucker
Imagem por Jonas Christian Hansen
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6. CONNECT How are you connecting ?
Have you established an own presence
strategy ?
Have you begun to explore the «outer» digital
space ?
How do you establish a link between presence,
sharing and engagement ?
How do you evaluate the sucess of your
connection and interaction points ?
How do connect beyond the tradition presence
?
Are you a member of your stakeholders’
communities ?
How do you manage the multitude of online
connection points ?
Imagem por Steve Kay
www.ruiventura.com

7. SHARE What are you sharing ?
Have you reviewed the added value that your
organisation and/or brands can give to the
community ?
Have you outlined what you are able to share
and how you will do so ?
Have you begun to develop a trully multimedia
content development, management and sharing
strategy ?
Who are the sources of your content ?
With what content will you be making a
difference ?
Has your organisation become a content
producer ? Have you ?
We are what we share.
Charles Leadbeater
Imagem por Mr. Kris
www.ruiventura.com

8. ENGAGE How will you engage ?
Have you considered how to engage the new
digitally empowered stakeholders ?
Have you embraced a new bi-direcctional
communications culture ?
Have you begun to engage your colleagues
through and towards social media ?
Have you been accepted by the tribes ?
Do you know what to expect from the online
communities ?
How will you measure your engagement ?
Have you defined your new set of rules in this
brave new world ?
Imagem por Siebuhr
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9. Understanding
The platforms

10. The Art of listening,
Learning and Sharing

16. Digital
Trends
2010
www.ruiventura.com

17. #1
Social
media

19. Facebook was more fun when you got
new friends every day. Now that all
your friends are digitally secured, we
enter the ”same story” stage.
Relax! social media is not going to end
or even slow down in 2010, on the
contrary. But the sheer thrill of
something brand new will start to wear
off.

21. Facebook is like the first couple of wild
parties you went to as a teenager, and now
you’re at the stage where you’re more
likely just out for a dinner with your friends.

23. Social media is growing, and like people
growing means more maturity and more
boring stuff.
Although useful, Twitter is too much like
Tamagotchi. It will grow in certain segments,
but remain a niche service. Those in the
know will have their own parties and lists, but
you can always watch from the sidelines.

25. Or not?
Why?
You continuously check your page to watch pics, click on
links and write status updates to get comments. This is kind
of fatigating.
Why not?
Although its time-waster, the fact is that social media sites
own our network of friends, photos and conversations. Now
its hard to go somewhere and start-over. Just keep feeding
us easier ways to brag, stalk and chat, and we’re in.
Remember: Five years ago we had no YouTube, no
Facebook, no Flickr or Twitter. Things change quickly.

26. #2
RealTime
search

27. This big search trend is on track to reach the business
world in 2010. We live in a demanding society for real-
time information, whether its news headlines, TV
programming or twitter messages. It’s no longer enough
to search archives search must be updated with real-
time information.

28. Both Google and Microsoft have
started indexing Twitter and Facebook
updates in real time.

29. Also increasing is “Social search”. But for this to work,
we have to enter what’s called$ “the semantic web” (i.e.
search 2.5) where different applications share the same
data about your social network. This is needed to ensure
relevancy for each user, whatever the source of the
content.

30. Why?: Microsoft has already struck a deal with both
Twitter and Facebook, and Google is not far behind.
Why not?: How will all this content be ranked?
Using the social graph is harder when you don’t
have direct access to the network. And do we really
want our opinions and gripes to be indexed and
searchable by all?

31. #3
Intranets
Are over
(As we know it)

32. Most new knowledge in companies is brought from the outside
world, through relationships with people in other communities
and organizations.
Yet, most intranets today are designed as closed networks
accessible only to employees.

33. This can result in employees who tend to get more and more similar
in the way they think.
The next generation of intranets will support knowledge networks
that go beyond the company itself, and be opened up to outside
specialists, partners and customers for the mutual exchange of
content and ideas.

34. Why?:
The idea of open enterprise has been with us for some years
– it’s about time that intranets caught up.
Why not?:
There is still a strong need to protect ideas from the prying
eyes of ”outsiders”. The content must be of interest to your
external partners. Some bold first moves are needed but we
really see this grand opening happening within a few years.

35. #4
Content
Leave
home

36. Content elements are increasingly becoming freed from the fading
concept of web pages – they appear in feeds, get embedded in a
variety of social media and are viewed directly in search results.
Where content originates is no longer so important, it is far more
decisive who recommended it to us. That is mostly a good thing; we
can trust the opinions of our friends and the best content can now
bubble up from anywhere and anyone. On the other hand, source
criticism becomes tough, and disinformation and hidden advertising
are even harder to spot.

37. Why?: The syndication of content is a natural and
inevitable consequence of the sharing nature of the
social web and the diminishing reign of The All Mighty
Page . New services offer more efficient notification and
updates, as well as up-stream feedback and
commenting.
Why not?: The original context of the content is still
important to give it meaning, and it’s hard to maintain
content with no home. And what tools will help us
navigate through this bombardment of information?
Google? Twitter? There are still plenty of loose ends.

38. #5
Augmented
reality

39. VR never took off and now we get AR instead, enriching our reality
with virtual services. Examples include mobile applications to serve
as your guide while you stroll through a museum.
AR got off to a slow start, and will remain just hype for some time –
but it has already proven its usefulness especially in geo-location
based services.

40. Why?: The user experience gets better
with added information and this has huge
commercial potential.
Why not?: For some, these services will
only be disturbances to the ”real”
experience.

41. #6
Service
On demand

42. The instant success and fast adoption of streaming services like
music site Spotify is no coincidence. Spotify is faster, simpler and
more user friendly than BitTorrent. Similar services for movies are
next in line, and we believe games will soon be there too.
There are still huge issues related to making money from such
services, but the fact that the industry is finally creating legal
services that outsmart the illegal ones in terms of quality of
content, functionality and user experience is a big step in the right
direction.

43. Why?: With more and more connectivity everywhere,
streaming of media content is the only way to go.
Subscribers are possibly the most difficult customers
you can win – but once they’re in, they’re steady
income (practically) forever.
Why not?: People are extremely reluctant to pay for
anything on the internet. As newspapers have
learned to their pain, there’s always someone else
willing to provide content for free

44. #7
User-friendly
Collaboration
tools

45. Most collaboration tools like SharePoint, Lotus Live and even Google
Wave are still too fresh to set up and use.
In 2009 we saw the breakthrough of simpler tools like Yammer (an
internal Twitter-like service for companies) which encourages more
spontaneous communication and collaboration.
We’ve also started to see more domestic online collaboration as
families move the shared household schedule from the fridge door to
the web. We expect to see lots more tools with added functionality for
collaboration but with the same low threshold for use as Yammer.

46. Why?: As more and more of our lives take place out there in the
ether, people need to also connect online for personal use. But
they need tools that are easier to use than SharePoint and Google
Wave.
Why not?: Collaboration tools are still most relevant in a job
context, where you need the structure and formalism of advanced
tools. Our personal lives are too fragmented and unpredictable for
the effective use of collaboration tools.

47. #8
The New
interface

48. Remember those days when a PC sat on your desk, and your
mobile phone was just a phone? In our gadget-heavy lives loaded
with PCs, netbooks, Kindles, iPhones, PDAs, PSPs, each with an
ever-increasing overlap in functionality and areas of use, the
decision of what tool to use for what purpose is in massive flux.
A lot of tasks could use a device sized somewhere between a PC
and a mobile phone, like reading books and watching movies on
the go. The answer may be tablets: portable devices with bigger
screens than mobile phones have, but which are simpler and
smaller than laptops and netbooks.
Apple will present its tablet tomorrow. Will it be a big iPhone or a
small touch-screen Macbook? Time will tell, but they’ve done it
before.

49. Why?: The PC is too big, the mobile phone too small.
Tougher requirements from demanding mobile phone
users will force change to happen. And people can
once more buy smaller mobile phones.
Why not?: Smaller portable PCs with touch screens,
PDAs and eReaders cover the same need. The
gamut of gadgets is already too rich to squeeze in yet
another.

50. Digital
Trends
2010
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