The document discusses the evolving landscape of digital communication and how brands must adapt to new rules in a digital world. It emphasizes the importance of understanding consumer interactions and relationships, using examples like Justin Bieber's successful engagement with his fans. Ultimately, the text encourages brands to adopt a new digital vocabulary and behaviors to remain relevant and connect effectively with their audiences.

1. Do you speak uberdigital?
Bieber’s fans approved.
CREDITS: http://img.metro.co.uk By Isabelle Quevilly, March 2012

2. Digital it is.
Let’s face it: now that everything is digital-enabled, we have an
entire new set of rules and communications to define.
The uberdigital world is just starting and it is going to be even
more complex and more exciting! People don’t engage with brands
on facebook, they don’t click on banner ads, they don’t watch TV...
That’s fantastic.
We have room to start over again. Let’s dream.
CREDITS: DEMANDAJ ON FLICKR

3. That dude knows
how to talk to them.

4. Nothing is funnier than making fun of
him. But what if he seriously gets it?

5. You go Justin!
2.317.600.000 views on Youtube
17.393.261 followers on Twitter
765.000 followers on Instagram
40.300.000 fans on Facebook

6. I’m not sure about the haircut either...
But...Youtube wishes him Happy Birthday!!! And his fans get
together to get him 18.000.000 fans for his 18th birthday. On their
own. No campaign is asking them to do so.
He has built the love. He speaks their language. He’s the same guy
from day 1 on Youtube to the big rock star, still the same
proximity, the same language. He’s not faking it.
What can we learn from him?

7. Brand comms 2012
Are you establishing relationships and networks of influence
around your brand? Have you built circles around your
consumers, your products, your stores, your providers, your
employees? Multiplying circles of influences also known as building
a brand ecosystem - for buzz word addicts - will help create ripple
effects from one to another.
A plan like this requires a serious understanding of how to
establish those connections and how to maintain them. Here are
some directions on how to do it by adopting a real digital
vocabulary and accurate digital behaviours.
The one people adopt and use. Not brands.
CREDITS: MASSYGO ON FLICKR

8. Know their signs
As part of your brand communication strategy, you have identified
different crowds to work with overtime. There are your existing
customers, your potential new customers and their influencers.
You probably have different set of actions with each of them
already but do you have a good understanding of how they talk to
each other?
Do you know what the type of information they exchange
together? How do you show them affection, care... you know, these
things people do when they are in any kind of relationship. Do you
know the jokes that make them laugh?
CREDITS: TOMIKA DAVIS ON FLICKR

9. Because Justin does!
CREDITS: NEVER SAY NEVER - SCREENGRAB

10. Let’s learn from him*
*Can’t believe I just wrote that!
I am not a fan BTW.

11. Words are over.

12. Texting is not about texting
Had a chat with friends about teenagers’ texting behaviors
recently. In fact, if you look at how they use text messages you will
realize that it is all about emoticons.
Like emoticons about emoticons about emoticons. There are no
words in their world.
CREDITS: ONE DAY CLOSER ON FLICKR

13. Acronyms lead the game in digital

14. Yes, we aged :)

15. How they speak on facebook:

16. How they speak on Twitter:

17. A picture is worth a thousand words.
SOURCE: http://www.documentingreality.com

18. How can your brand talk the right language?

19. 1.Talk w/ pictures
http://www.justinbieberneversaynever.com/show-us-how-u-smile

20. 2 . Comment w/emoticons

21. 3. Tag w/ their tags

22. 5. Use the signs

23. It has changed.
This is just an example of course, but what the Bierber’s
community tells us is true to every community your brand needs
to tap into. The surfers, the runners, the teachers, the advertisers,
the at-home moms.
At eh end of the day, we are social animals belonging to
communities. We communicate with each other through signs, acts
and behaviors that your brand must understand and appropriate to
communicate with us. Digital has changed the game as brands must
adopt these to be relevant, because they are sitting next to
consumers. In TV you could do your big story telling, now you have
to adapt to the post-digital language, where everything is digital.
CREDITS: TOMIKA DAVIS ON FLICKR

24. @DigitalPlanner
This deck is made to help the advertising community
think different. It will hopefully start conversations and
sparkle new ideas. It is yours to steal, comment and
share!
Happy birthday Justin!
#bieber4ever #uberdigital
Crafted by Isabelle Quevilly. London. March 2012