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Jay Byrne MSMW_2012

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Jay Byrne presentation to Malaysia Social Media Week Conference - February 14, 2012 - Kuala Lumpur. v-Fluence Interactive & www.JayByrne.com

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Jay Byrne MSMW_2012

  1. 1. “Keys to Success Online: How Technology Intersects with Consumer Behavior” From Blogs and Beyond into the Cloud Jay Byrne MSMW 20122/13/2012 1
  2. 2. A lot of cool new technology out there2/13/2012 2
  3. 3. How we got here… 800-500 BC Abacus & Counting Boards used in Asia and Babylon2/13/2012 3
  4. 4. 1800 – Punch card loom 1800 – Punch Card Operated Loom2/13/2012 4
  5. 5. 1936 – Z1 mechanical calculator 1936 Z1 Mechanical Calculator2/13/2012 5
  6. 6. 1943 MIT Whirlwind computer 1943 MIT Whirlwind Computer2/13/2012 6
  7. 7. 1972 – IBM personal computer 1974 IBM Personal Computer2/13/2012 7
  8. 8. 1992 IBM Simon – first smart phone 1992 IBM Simon – first smart phone2/13/2012 8
  9. 9. In what year did we see the first blogs? 1994 Mainstream Acceptance 20042/13/2012 9
  10. 10. Technology use and adoption Audience behaviors are the clutch for technology adoption Early Adopters Behaviors Audience behaviors are the clutch for technology adoption Target Audience Technology 2/13/2012 10
  11. 11. Behaviors define Web 1.0, 2.0, 3.0… • Web 1.0 – the Web we • Web 2.0 – emerging new know media and social spaces An interrelated evolution of behaviors, enabled by technology Web 3.0 brings ubiquity, access and omnipresence 2/13/2012 of technology 11
  12. 12. Social media i.d. & evaluationJust because the channel existsdoesn’t mean you have to bethere – participation needs tobe linked to ROI 12
  13. 13. 2.0 awareness leads to 1.0 research/ action The #1 downstream destination from all social platforms is still Google No action (or inability to act) – reduces future engagement likelihood Action by 90 percent
  14. 14. Behavior & digital communications Technologies must be evaluated in the context of base behavioral psychologies – which will are assisted by technology but not significantly altered. Belief formation defined by action Opinion formation space Action: If urgency If relevant maintained and (Destination Targeted and relevant and urgent resistance avoided website) AWARENESS: FIRST CHOICE WORK: EVALUATION: (Topic-linked: (Supplemental, ve news, advertising, soci (General search to rtical search topic al media, and/or peer validate urgency portals to Action: to peer-viral) and need) compare and evaluate options) (Offline) 60-90% online 90% online USA online & off USA 50/50 USA
  15. 15. Four-hits theory of belief formation• Once formed, a belief is difficult or impossible to change• Four (on average) unanswered credible hits = belief• Fewer than four hits = opinion• A hit from one side can be countered by a hit from another• After the first salient hit, a recipient will spend 48 hours in an active information search (or be receptive to shared information)
  16. 16. Risk & resistance • At each phase of belief formation there is “natural resistance” • Conflicting information or well defined multi-sided issues can keep people in “opinion” phase2/13/2012 16
  17. 17. Effective communicationsawareness triggers are risk based Factor Categories: • Health & Safety – Human • Worker 1. Health & Safety • Children/ women Impact factors • Elderly • Other vulnerable • Environment 3. Socio-economic 2. Environmental – Air, water, soil Control/Choice Impact factors Impact factors • Economics & Control – Economics – Freedoms – Choices
  18. 18. Effective communicationsrisk-based theory summary Theory (4 elements) Effect Solutions Trust Determination Enhances or Show you care before you distracts your show you know – empathy message Works in both directions: Frustration or Address risk factors: trust, Risk Perception outrage consumer benefits, control, 1. Use if you are seeking to and fairness (in order) overcome and address resistance to drive your audience to a specific belief Mental Noise forming Blocks communications or enables Clear and concise action (e.g., voting) listening messaging (active listening) 2. Use in reverse to keep people from forming a belief that conflicts communication goals (e.g., votinguse ONLY Negative Dominance Distorts with your Develop and for your opponent positive messages
  19. 19. Sample use of technology by politicians2/13/2012 19
  20. 20. Integration, syndication and amplification • Identify relevant spaces for your audiences • Create appropriate direct and indirect resources • Syndicate your efforts across those and other relevant channels • Monitor and leverage favorable amplification and manage risks
  21. 21. Leading to a common goal (site) End Destination Online or Off-line Where Action Can “Complete” Belief Formation (e.g., Site Visit) 21
  22. 22. Behavior changing technologies• Technologies which can and will impact behaviors: • Mobile and smart appliances • Cloud computing • Augmented reality • Location-based services • Semantic aware applications • Smart objects :2/13/2012 22
  23. 23. Behavior altering technologies - nowMobile Cloud Computing2/13/2012 23
  24. 24. Behavior altering technologies - nextAugmented Reality Location Based Services2/13/2012 24
  25. 25. Behavior altering technologies– comingSemantic Aware Apps Smart Objects2/13/2012 25
  26. 26. Recap of key points• Technology and tools must be applied and measured 1. Visibility against specific goals with an understanding of audience behaviors 2. Usability• Successful engagement is 3. Measurability measured by organization goal conversions – visits, friends, followers, etc… are not the end goal• POD – technology which enables points of decision (consumption) interactions 2/13/2012 26
  27. 27. Thank you www.JayByrne.com Jay.Byrne@v-Fluence.com Twitter @vJayByrne www.v-Fluence.com + USA (314) 880-80002/13/2012 27

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