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Jay Byrne MSMW_2012

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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 2012 2/13/2012 1
  2. 2. A lot of cool new technology out there 2/13/2012 2
  3. 3. How we got here… 800-500 BC Abacus & Counting Boards used in Asia and Babylon 2/13/2012 3
  4. 4. 1800 – Punch card loom 1800 – Punch Card Operated Loom 2/13/2012 4
  5. 5. 1936 – Z1 mechanical calculator 1936 Z1 Mechanical Calculator 2/13/2012 5
  6. 6. 1943 MIT Whirlwind computer 1943 MIT Whirlwind Computer 2/13/2012 6
  7. 7. 1972 – IBM personal computer 1974 IBM Personal Computer 2/13/2012 7
  8. 8. 1992 IBM Simon – first smart phone 1992 IBM Simon – first smart phone 2/13/2012 8
  9. 9. In what year did we see the first blogs? 1994 Mainstream Acceptance 2004 2/13/2012 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. & evaluation Just because the channel exists doesn’t mean you have to be there – participation needs to be 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” phase 2/13/2012 16
  17. 17. Effective communications awareness 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 communications risk-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 politicians 2/13/2012 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 - now Mobile Cloud Computing 2/13/2012 23
  24. 24. Behavior altering technologies - next Augmented Reality Location Based Services 2/13/2012 24
  25. 25. Behavior altering technologies– coming Semantic Aware Apps Smart Objects 2/13/2012 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) 880-8000 2/13/2012 27

Editor's Notes

  • These materials represent the views of the author and do not necessarily reflect the opinions or views of the groups to which they were presented or any client or partner of v-Fluence Interactive Public Relations Inc. They may only be reproduced with the written permission of v-Fluence Interactive Public Relations.Footnotes and additional references are available upon request.All inquiries are welcomed at info@v-Fluence.com(877) 835-8362◊  Corporate Headquarters: general mail and deliveries to 4579 Laclede Ave #275, St. Louis, Missouri 63108 ◊  Visiting our headquarters offices – 356 North Boyle, 2nd Floor, St. Louis, Missouri 63108◊  Administrative, contracts and billing address: 7770 Regents Road, #113-576, San Diego, CA 92122© v-Fluence Interactive Public Relations, Inc. 2010
  • Flexible screens (will enhance the Internet of Things/Smart objects): http://gizmodo.com/5273364/flexible-oled-screens-are-really-coming-nowTelepresence (will accelerate augmented reality into the home via VOIP and related applications) : http://en.wikipedia.org/wiki/Telepresence and http://www.cisco.com/en/US/netsol/ns669/networking_solutions_solution_segment_home.htmlData visualization (will be used to enhance and access cloud computing content): http://www.smashingmagazine.com/2010/09/11/25-useful-data-visualization-and-infographics-resources/
  • 800 to 500 BC – Abacus/ Counting Boards in use in Asia and Babylon1500 – first watch (Germany)1642 – France adding machine1804 – First automate loom operated by punch cards1888 – Burroughs adding machine with printer1936 – Z1 Mechanical calculator1943 – MIT Whirlwind computer1974 – IBM 5100 series “personal computer”2008 – Smart phone
  • 800 to 500 BC – Abacus/ Counting Boards in use in Asia and Babylon1500 – first watch (Germany)1642 – France adding machine1804 – First automate loom operated by punch cards1888 – Burroughs adding machine with printer1936 – Z1 Mechanical calculator1943 – MIT Whirlwind computer1974 – IBM 5100 series “personal computer”2008 – Smart phone
  • 800 to 500 BC – Abacus/ Counting Boards in use in Asia and Babylon1500 – first watch (Germany)1642 – France adding machine1804 – First automate loom operated by punch cards1888 – Burroughs adding machine with printer1936 – Z1 Mechanical calculator1943 – MIT Whirlwind computer1974 – IBM 5100 series “personal computer”2008 – Smart phone
  • 800 to 500 BC – Abacus/ Counting Boards in use in Asia and Babylon1500 – first watch (Germany)1642 – France adding machine1804 – First automate loom operated by punch cards1888 – Burroughs adding machine with printer1936 – Z1 Mechanical calculator1943 – MIT Whirlwind computer1974 – IBM 5100 series “personal computer”2008 – Smart phone
  • 800 to 500 BC – Abacus/ Counting Boards in use in Asia and Babylon1500 – first watch (Germany)1642 – France adding machine1804 – First automate loom operated by punch cards1888 – Burroughs adding machine with printer1936 – Z1 Mechanical calculator1943 – MIT Whirlwind computer1974 – IBM 5100 series “personal computer”2008 – Smart phone
  • 800 to 500 BC – Abacus/ Counting Boards in use in Asia and Babylon1500 – first watch (Germany)1642 – France adding machine1804 – First automate loom operated by punch cards1888 – Burroughs adding machine with printer1936 – Z1 Mechanical calculator1943 – MIT Whirlwind computer1974 – IBM 5100 series “personal computer”2008 – Smart phone
  • www.v-Fluence.com
  • While many today focus on the latest whiz-bang application, it’s critical to acknowledge that people use the Internet with well researched and defined behaviors. The behaviors, which can significantly influence opinion and belief formation linked to actions, do not take place in the isolation of a single channel or tactic. Understanding how traditional Web 1.0 behaviors such as search and e-mail are being extended to emerging Web 2.0 activities such as blogging, social networking, multi-media sharing, etc… as specifically relates to your goals is the distinction v-Fluence brings to the table.Web 1.0: Web sites, news portals, search engines, email listservs (distribution lists), interactive online survey and calculator tools, etc…Web 2.0: Blogs, social networks, micro-blogs (twitter), Multi-media indexes (YouTube), Widgets, etc…Web 1.0 and 2.0 distinctions are primarily behavioral. Web 1.0 behavior is about proactively seeking and collecting, while 2.0 is about establishing your interests through profiles and behavior which then allows content to find you.
  • Social media elements include content sharing, recommendations, applications and networking platforms. We also identified the most influential (visible) bloggers and social media participants in each space for monitoring and potential outreach purposes.
  • www.v-Fluence.com
  • Adapted from the Daniel Yankelovich model of opinion to belief to action process (cite: http://www.annenberg.northwestern.edu/pubs/violence/viol5.htm )We overlay the psychological tenets of converting awareness to commitment with well researched online information gathering behaviors to evaluate and model online environments and associated technologies from the perspective of how related issues will be influenced. Emerging technologies are enhancing, not replacing, these behaviors – in some cases shortening processes but rarely elminiated core components.
  • With 70+ property sites and other development sites, using integrated common page templates for “about us” MBS corporate pages, news and “Other MBS Communities” pages we created search visibility enhancing links to/from all sites – elevating individual site visibility against brand, local and quality attribute inquiries.Adding layers of common social media resources provides additional opportunities for content positioning – specifically: Image & video content via a commonly shared YouTube channel and flickr photo stream. Search results for corporate and individual brands now display video and image results. “Local” results were enhanced by common Google maps and Google profiles for the corporate and property brand and development project locations. “News” results for corporate and across all locations are positioned and reinforced via common corporate micro-blogging (Twitter) feed using search-enhancing tactics. Location-based profiles on Google Maps, Yahoo! and Bing and optimized for mobile users enhanced with foursquare “owned” locations (existing properties and properties in “development” phases). Corporate and advocacy affinity networks established via profiles on LinkedIn and Care2 networks. Local brand affinity networks established via Facebook profiles and groups specific to individual properties.
  • The hallmarks of an effective online campaign include effective (usable, accessible and visible) content validated by relevant influencers and shared via compelling audience-specific tactics.
  • www.v-Fluence.comhttp://www.nmc.org/horizon
  • www.v-Fluence.com
  • www.v-Fluence.com
  • Early semantic application examples:Pandora (March 2010) had 48 million users who listened to an average 11.8 hours per monthNetflix (Jan 2010) has 14 million subscribers now downloading more content than consuming via mailed disks.Semantic aware applications allow meaning to be inferred from content and context. The promise of these semantic-aware applications is to help us see connections that already exist, but that are invisible to current search algorithms because they are embedded in the context of the information on the web. http://horizon.nmc.org/wiki/Semantic-Aware_Appshttp://www.trueknowledge.com/Smart objects are the link between the virtual world and the real – facilitating the concept of “the Internet of things.” A smart object “knows” about itself — where and how it was made, what it is for, who owns it and how they use it, what other objects in the world are like it — and about its environment. Smart objects can report on their exact location and current state (full or empty, new or depleted, recently used or not). Whatever the technology that embeds the capacity for attaching information to an object — and there are many — the result is a connection between a physical object and a rich store of contextual information. Think of doing a web search that reveals not pages of content, but the location, description, and context of actual things in the real world. http://wp.nmc.org/horizon2009/chapters/smart-objects/http://www.sciencedaily.com/releases/2008/04/080408120106.htmhttp://www.rfidjournal.com/article/articleview/4326/2/1/The vision for the future of smart object technology is a world of interconnected items in which the line between physical object and digital information is blurred. Applications that tap into “the Internet of things,” as this vision is called, would assist users in finding articles in the physical world in the same way that Internet search engines help locate content on the web. Reference materials, household goods, sports equipment: an actual instance of anything a person might need would be discoverable using search tools on computers or mobile devices. Further, while looking at an object, a prospective buyer could call up reviews, suggestions for alternate or related purchases, videos of the item being used, and more, as well as finding out whether something similar lay forgotten in the garage back home
  • www.v-Fluence.com
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