Digital Economy

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Keynote speech for the launch of Bournemouth University Digital Hub July 2011

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  • Lots of Stats. Quite Boring.
  • We know why people use the internet The Global Web Index results out just this month 1 Stay up to date on news and events makes sense 2 The retailers amongst us will to be delighted to know that Research or find products to buy 3 The social networkers amongst us will be villifies by reason 3 to Stay in touch with friends 4 Any video-jugged junkie will know that the internet is a great resources to Research how to do things (and not for work) 5 Research for work sneaks into the Top 5
  • Those digital agency at the Guardian that make difficult things easy to understand
  • The largest and most comprehensive survey of the global digital consumer ever Forrester social technographs
  • INFORMATION COLLABORATION Since the channels for dissemination of information have changed and multiplied, new styles of communication are emerging How will crowd-sourcing influence the breadth and depth of not just educational and news media but other internet content as well? How have social networking sites and YouTube impacted how people experience, share, and create Our trust in communications has changed - The Global Web Index published this month tells us that: A family member of a close friend are the most trusted sources But a good contact on a social network are more credible than your neighbour of the store in which you are making a purchase A blog that you read regularly is more trused than a national newspaper or a television news reader It may be no surprise to some of you that you’ll trust twitter over politicians
  • Digital is no longer an up and coming or growing channel, it is a mature part of the media mix, second only to TV in terms of adspend in the 1 st half of this year
  • Time Magazine http://bit.ly/gKArcx Iranians Protest Election, Tweeps Protest CNN Posted by  JAMES PONIEWOZIK  Monday, June 15, 2009 at 10:03 am 29 Comments  •  Trackback (15) Over the weekend, as protests over the alleged re-election win of Mahmoud Ahmadinejad swelled in Iran, reports on the unrest in the country  leaked out onto Twitter . (Even as the government of that country was evidently restricting access to opposition websites and text-messaging.) But in the Twitterverse,  a separate uprising took place , as tweets marked with the hashtag  #cnnfail  began tearing into the cable-news network for devoting too few resources to the controversy in Iran.  By yesterday, the hashtag revolt began to subside, as CNN—coincidentally or not—increased its on-air coverage of events in Iran. Whether or not Twitter had anything to do with it, the protest did show a few things:  * As much talk as there is about Twitter and other social media supplanting the likes of CNN in covering breaking news, they're really another source rather than a replacement—and Twitter users know that as well as anyone else. Thus, they want—and demand—big news organizations to step up, nimbly and responsively, to cover fast-changing events like this.  * If you follow the streams of tweets on the Iran election, they are unsurprisingly favorable to Mousavi, given that the conversation is dominated by Westerners and the sort of younger, urban Iranians who were Mousavi's base. One source of frustration seemed to be the reluctance of mainstream news organizations, CNN included, to quickly  question the legitimacy of the  vote—something hard to ascertain, however fishy things seemed, because Western news organizations don't have the kind of field polling and research in Iran that they do in, say, New Hampshire. (Outlets like the New York Times also came under fire on Twitter for coverage that readers thought were too credulous of the official results.)  * As Baynewser points out, another failing of CNN's was its  failure to use its own Twitter feed  better. Too busy worried about the competition from   @aplusk ?  * Even if Twitter is not an out-and-out replacement for breaking news coverage by TV, it is determinedly now a big voice in real-time media criticism. If you were following the election story over the weekend, let us know if you thought any outlets did an especially good (or bad) job. Read more:  http://tunedin.blogs.time.com/2009/06/15/iranians-protest-election-tweeps-protest-cnn/#ixzz1BU21YxC1 NY Times Protest in Moldova http://www.nytimes.com/2009/04/08/world/europe/08moldova.html
  • Be credible: Be accurate, fair, thorough Be consistent: Ensure that your communications are consistent in message and tone, pertinent to the appropriate channel and relationship Be transparent: Wherever possible disclose your position as a representative of your organisation Be relevant: engage in useful practicable communications for the best interest of the individuals and groups with which you are communicating Be an ambassador for your organisation: Act in the best interest of your organisation at all times Be credible Be accurate, fair, thorough and transparent. Be consistent Encourage constructive criticism and deliberation. Be cordial, honest and professional at all times. Be responsive When you gain insight, share it where appropriate. Be integrated Wherever possible, align online participation with other offline communications. Be a civil servant Remember that you are an ambassador for your organisation. Wherever possible, disclose your position as a representative of your department or agency
  • Transparency in every social media engagement. The Company does not condone manipulating the social media flow by creating "fake" destinations and posts designed to mislead followers and control a conversation. Every Web site, "fan page", or other online destination that is ultimately controlled by the Company must make that fact known to users and must be authorized according to applicable internal protocols in order to track and monitor the Company's online presence. We also require bloggers and social media influencers to disclose to their readers when we're associating with them, whether by providing them with product samples or hosting them at Company events, and we need to monitor whether they are complying with this requirement. Protection of our consumers' privacy. This means that we should be conscientious regarding any Personally Identifiable Info (PII) that we collect, incl. how we collect, store, use, or share that PII, all of which should be done pursuant to applicable Privacy Policies, laws and IT policies. Respect of copyrights, trademarks, rights of publicity, and other third-party rights in the online social media space, including with regard to user-generated content (UGC). How exactly you do this may depend on your particular situation, so work with your cross-functional teams to make informed, appropriate decisions. Responsibility in our use of technology. We will not use or align the Company with any organizations or Web sites that deploy the use of excessive tracking software, adware, malware or spyware. Utilization of best practices, listening to the online community, and compliance with applicable regulations to ensure that these Online Social Media Principles remain current and reflect the most up-to-date and appropriate standards of behavior. http://www.thecoca-colacompany.com/socialmedia/
  • Be credible: Be accurate, fair, thorough Be consistent: Ensure that your communications are consistent in message and tone, pertinent to the appropriate channel and relationship Be transparent: Wherever possible disclose your position as a representative of your organisation Be relevant: engage in useful practicable communications for the best interest of the individuals and groups with which you are communicating Be an ambassador for your organisation: Act in the best interest of your organisation at all times Be credible Be accurate, fair, thorough and transparent. Be consistent Encourage constructive criticism and deliberation. Be cordial, honest and professional at all times. Be responsive When you gain insight, share it where appropriate. Be integrated Wherever possible, align online participation with other offline communications. Be a civil servant Remember that you are an ambassador for your organisation. Wherever possible, disclose your position as a representative of your department or agency
  • unofficial online activities Adhere to the Code of Business Conduct and other applicable policies. All Company associates, from the Chairman to every intern, are subject to the Company's Code of Business Conduct in every public setting. You are responsible for your actions. Anything you post that can potentially tarnish the Company's image will ultimately be your responsibility. We do encourage you to participate in the online social media space, but urge you to do so properly, exercising sound judgment and common sense. Be a "scout" for compliments and criticism. Even if you are not an official online spokesperson for the Company, you are one of our most vital assets for monitoring the social media landscape. If you come across positive or negative remarks about the Company or its brands online that you believe are important, consider sharing them Let the subject matter experts respond to negative posts. You may come across negative or disparaging posts about the Company or its brands, or see third parties trying to spark negative conversations. Unless you are a certified online spokesperson, avoid the temptation to react yourself. Pass the post(s) along to our official in-market spokespersons Be conscious when mixing your business and personal lives. Online, your personal and business personas are likely to intersect. The Company respects the free speech rights of all of its associates, but you must remember that customers, colleagues and supervisors often have access to the online content you post. Keep this in mind when publishing information online that can be seen by more than friends and family,. Remember NEVER to disclose non-public information of the Company (including confidential information), and be aware that taking public positions online that are counter to the Company's interests might cause conflict. http://www.thecoca-colacompany.com/socialmedia/
  • Be credible: Be accurate, fair, thorough Be consistent: Ensure that your communications are consistent in message and tone, pertinent to the appropriate channel and relationship Be transparent: Wherever possible disclose your position as a representative of your organisation Be relevant: engage in useful practicable communications for the best interest of the individuals and groups with which you are communicating Be an ambassador for your organisation: Act in the best interest of your organisation at all times Be credible Be accurate, fair, thorough and transparent. Be consistent Encourage constructive criticism and deliberation. Be cordial, honest and professional at all times. Be responsive When you gain insight, share it where appropriate. Be integrated Wherever possible, align online participation with other offline communications. Be a civil servant Remember that you are an ambassador for your organisation. Wherever possible, disclose your position as a representative of your department or agency
  • You all seem smart people, so I don’t need to drive home the benefits of managing or being part of on an online community It’s a little context for my slideshare followers (all 5 of them) For individuals Connecting and sharing For businesses Data and engaging people is all very well but It might be useful to know as a brand owner that a Facebook Like was estimated at being worth $136 in July 2010 http://www.emarketer.com/Article.aspx?R=1007761 http://www.bazaarvoice.com/blog/2010/07/01/facebooks-like-button-is-worth-more-than-you-think-if-you-know-where-to-put-it/ We’ll look briefly at 5 or 6 types of online community
  • Be credible: Be accurate, fair, thorough Be consistent: Ensure that your communications are consistent in message and tone, pertinent to the appropriate channel and relationship Be transparent: Wherever possible disclose your position as a representative of your organisation Be relevant: engage in useful practicable communications for the best interest of the individuals and groups with which you are communicating Be an ambassador for your organisation: Act in the best interest of your organisation at all times Be credible Be accurate, fair, thorough and transparent. Be consistent Encourage constructive criticism and deliberation. Be cordial, honest and professional at all times. Be responsive When you gain insight, share it where appropriate. Be integrated Wherever possible, align online participation with other offline communications. Be a civil servant Remember that you are an ambassador for your organisation. Wherever possible, disclose your position as a representative of your department or agency
  • Some work arising from recommendations 1 and 5 of the Power of Information review identified 7 levels of engagement. As you go down the list, the level of engagement gets deeper.
  • MP's expenses crowdsourcing interactive.  We built a quick front end (developed in two days) to enable readers to access and check all the published documents - offers an incredible model for co-creation/collaboration.
  • Digital Economy

    1. 1. Digital Economy How the digital landscape has changed What does this mean for businesses What future development do I need to know?
    2. 2. Hello! @tiffanystjames Twitter: http://twitter.com#!/tiffanystjames Linked In / Facebook / Skype / FourSquare / Slideshare / Quora…..Tiffany St James
    3. 3. How the digital landscape has changed
    4. 4. The landscape in 2007 Xkcd.com 2007: Sizes based on membership of a community
    5. 5. The landscape in 2010 xkcd.com 2010: Sizes based on social activity in a community
    6. 6. Internet statistics 31.5m people access the internet everyday or nearly everyday 9.2m UK people have never accessed the internet 60% are over 65y Only 1% of 16-24y never accessed the internet 31.5m people access the internet everyday in the UK
    7. 7. Why people use the internet Source: Global Web Index Oct 2010 74% of households in the UK have broadband access
    8. 8. In 2010, 22% of UK consumers have a smartphone 90% users access the internet or email from their phone
    9. 9. From this… Infographics are critical to effective modern digital communication
    10. 10. … To this Infographics are critical to effective modern digital communication
    11. 11. How we now target consumers What people do online, not what postcode or demographic is playing an increasingly larger role in consumer targeting
    12. 12. Trust in communications Peer to peer recommendation now at 90%, trust in advertising 14%
    13. 13. <ul><li>% share of revenues for January to June 2010 </li></ul>A mature channel in the media buying mix Total advertising market £8.1 billion NOTE * Television includes estimated sponsorship revenues Source: PwC / Internet Advertising Bureau, The Advertising Association / WARC Global spending on social media in 2010 was $3.4billion
    14. 14. Gen Y and their approach Gen Y are organising the social web in a way that works for them
    15. 15. Starting from now, how many people will have joined Facebook by the end of our event? > The Count Quick question
    16. 16. Why engaging online is critical <ul><li>Is social media a fad? </li></ul>
    17. 17. What does this mean for me?
    18. 18. Social network or online community Source: FreshNetworks Social Networks Online Communities
    19. 19. Smart Mobs: Democracy in action? bit.ly/gKArcx nyti.ms/e5P1Ul gawker.com/5733816/
    20. 20. Power to the lobby Lobbyists will amplify and satirise misconduct or injustice
    21. 21. You will be exposed for not living your brand Live your brand, and ensure your employees do - or you can be exposed socially, digitally and offline
    22. 23. Showing solidarity - #IAmSpartucus Social communities will rally against what it sees as injustice
    23. 24. Crowd-sourcing saves lives
    24. 25. Monitoring and outreach has grown up If you do one thing: listen to what your audiences are saying
    25. 26. The rise of social rank
    26. 27. Social graph comments at #SMWF <ul><li>“ If you want a job in Silicon Valley today you </li></ul><ul><li>can forget it if your Klout rank is below 50.” Thomas Power, Chairman, Ecademy </li></ul><ul><li>“ Developers are more concerned with their </li></ul><ul><li>social graph ranking than any other form of </li></ul><ul><li>recommendation” </li></ul><ul><li>Azeem Azir, Founder, Peer Index </li></ul>Social reputation will play an increasingly heavier role in talent recruitment, influencer engagement and product development
    27. 28. What should businesses be focusing on?
    28. 29. Have a digital code of conduct <ul><li>Be credible </li></ul><ul><li>Be consistent </li></ul><ul><li>Be transparent </li></ul><ul><li>Be relevant </li></ul><ul><li>Be an ambassador for </li></ul><ul><li>your organisation </li></ul>
    29. 30. Coca-Cola code of conduct <ul><li>Core values in the social media community </li></ul><ul><li>Transparency in every engagement </li></ul><ul><li>Protection of consumers’ privacy </li></ul><ul><li>Respect of copyrights, trademarks and other rights </li></ul><ul><li>Responsibility in use of technology </li></ul><ul><li>Utilisation of best practices </li></ul>
    30. 31. Have a social media policy <ul><li>Purpose </li></ul><ul><li>Principles </li></ul><ul><li>Statement of ethics </li></ul><ul><li>Context for organisation </li></ul><ul><li>Tools and services </li></ul><ul><li>Professional and personal use </li></ul>
    31. 32. Coca-Cola policy <ul><li>Expectations of personal behaviour in social media </li></ul><ul><li>Adhere to the Code of Business Conduct </li></ul><ul><li>You are responsible for your actions </li></ul><ul><li>Be a “scout” for compliments and criticism </li></ul><ul><li>Let the subject matter experts respond to negative posts </li></ul><ul><li>Be conscious when mixing your business and personal lives </li></ul>
    32. 33. Have social media staff guidance <ul><li>Before you engage </li></ul><ul><li>Mitigation </li></ul><ul><li>Professional use </li></ul><ul><li>Research </li></ul><ul><li>Outreach </li></ul><ul><li>Ensure... </li></ul>
    33. 34. Engagement benefits <ul><li>Connecting with like-minded individuals </li></ul><ul><li>Peer to peer recommendations </li></ul><ul><li>Stimulating the debate of your most interest </li></ul><ul><li>Engaging with people in the their spaces </li></ul><ul><li>eCRM </li></ul><ul><li>Data collation </li></ul><ul><li>Product testing </li></ul><ul><li>Informing business, brand, product strategy </li></ul><ul><li>The financial worth of ‘Likes’ </li></ul>
    34. 35. Have an engagement strategy <ul><li>What are your business objectives? </li></ul><ul><li>Overarching engagement </li></ul><ul><li>Where does digital and social sit? </li></ul><ul><li>How will your endeavours contribute? </li></ul><ul><li>How will you engage your people </li></ul><ul><li>How will you measure your endeavours? </li></ul>
    35. 36. Television Microsite Blog Social Media Documentaries Print Digital Experiential Connect your digital and social presences Source: Euro RSCG London
    36. 37. Rebuttal Source: FreshNetworks
    37. 38. Principles of successful online engagement Source: Mark Schmulen GM of Social Media for Constant Contact, Nov 2010 at Monitoring Social Media 2010
    38. 39. 7 levels of engagement <ul><ul><li>Disseminating information </li></ul></ul><ul><ul><li>Monitoring </li></ul></ul><ul><ul><li>Gaining insight </li></ul></ul><ul><ul><li>Responding </li></ul></ul><ul><ul><li>Discussing </li></ul></ul><ul><ul><li>Consulting </li></ul></ul><ul><ul><li>Collaborating </li></ul></ul><ul><li>Deeper engagement </li></ul>
    39. 40. Monitoring and gaining insight
    40. 41. Responding
    41. 42. Consulting
    42. 43. Collaborating: Pepsi
    43. 44. Appropriate use <ul><li>All of the 7 levels of engagement </li></ul><ul><li>Signposting </li></ul><ul><li>Promoting initiatives, awareness, take-up </li></ul><ul><li>Correcting </li></ul><ul><li>Rebuttal </li></ul>
    44. 45. Inappropriate use <ul><li>Personal opinions </li></ul><ul><li>Political opinions </li></ul><ul><li>Defensive-behaviour </li></ul><ul><li>Non-disclosure of position </li></ul><ul><li>Calling the company into disrepute </li></ul>
    45. 46. In-house PR <ul><li>Corporate rich media production </li></ul><ul><li>Digital news and social media monitoring </li></ul><ul><li>Digital news and social media outreach </li></ul><ul><li>Influencer mapping and blogger outreach </li></ul><ul><li>Earned partnerships </li></ul><ul><li>Offline PR integration </li></ul><ul><li>Digital reputation management </li></ul><ul><li>(Pay per click search) </li></ul>
    46. 47. Talent and corporate reputation Our brand and digital corporate identity are affected by how our staff feel about working for us
    47. 48. What can we learn from WikiLeaks? In crisis comms scenarios: Get your facts straight and out first, take responsibility, tell people what your are doing, do it
    48. 49. What does this mean for us? 1 Listen, monitor and gain insights 2 Have processes for your people 3 Get involved in the digital world around you 4 Embrace openess and transparency 5 Engage don’t broadcast 6 Be flexible enough to adapt
    49. 50. Rising opportunities
    50. 51. Data is the new gold Location data and its applications http://bit.ly/mcbWLY
    51. 52. Incentivising realworld interaction in gaming Chromaroma : play while you travel http://www.chromaroma.com/ Retail establishments reward FourSquare Mayor’s and Transport for London encourages travel to less busy stations
    52. 53. The rise of apps Source: Peter Hoey 81 million smartphones sold world-wide in the third quarter 2010
    53. 54. ROI of Point of Sale is here Digital Out Of Home Media Age, gender, race recognition Real time Automated tailored adverts Metrics for clients Display media has become digital, automated and interactive raising many new opportunities for retailers to optimise comms
    54. 55. Augmented reality is here Enhancing our experience of the physical world has never been easier
    55. 56. Thank you @tiffanystjames on twitter I’ll be around for questions all day
    56. 57. Stimulation clients
    57. 58. Digital: • strategy • training programmes • social engagement • amplification

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