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“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
A lot of cool new technology out there




2/13/2012                                2
How we got here…




            800-500 BC Abacus
            & Counting Boards
            used in Asia and
            Babylon


2/13/2012                       3
1800 – Punch card loom




            1800 – Punch Card
            Operated Loom


2/13/2012                       4
1936 – Z1 mechanical calculator




                1936 Z1 Mechanical
                Calculator

2/13/2012                            5
1943 MIT Whirlwind computer




            1943 MIT Whirlwind
            Computer


2/13/2012                        6
1972 – IBM personal computer




             1974 IBM Personal
             Computer

2/13/2012                        7
1992 IBM Simon – first smart phone




              1992 IBM Simon –
              first smart phone




2/13/2012                            8
In what year did we see the first blogs?




                     1994
            Mainstream Acceptance 2004

2/13/2012                                  9
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
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
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
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
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
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)
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
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
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
Sample use of technology by politicians




2/13/2012                                 19
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
Leading to a common goal (site)




                End Destination
                Online or Off-line
                  Where Action
                Can “Complete”
                Belief Formation
                 (e.g., Site Visit)




                                      21
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
Behavior altering technologies - now


Mobile                    Cloud Computing




2/13/2012                                   23
Behavior altering technologies - next
Augmented Reality         Location Based Services




2/13/2012                                           24
Behavior altering technologies– coming
Semantic Aware Apps      Smart Objects




2/13/2012                                25
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
Thank you

               www.JayByrne.com
            Jay.Byrne@v-Fluence.com

              Twitter @vJayByrne
              www.v-Fluence.com
             + USA (314) 880-8000
2/13/2012                             27

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Jay Byrne MSMW_2012

  • 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. A lot of cool new technology out there 2/13/2012 2
  • 3. How we got here… 800-500 BC Abacus & Counting Boards used in Asia and Babylon 2/13/2012 3
  • 4. 1800 – Punch card loom 1800 – Punch Card Operated Loom 2/13/2012 4
  • 5. 1936 – Z1 mechanical calculator 1936 Z1 Mechanical Calculator 2/13/2012 5
  • 6. 1943 MIT Whirlwind computer 1943 MIT Whirlwind Computer 2/13/2012 6
  • 7. 1972 – IBM personal computer 1974 IBM Personal Computer 2/13/2012 7
  • 8. 1992 IBM Simon – first smart phone 1992 IBM Simon – first smart phone 2/13/2012 8
  • 9. In what year did we see the first blogs? 1994 Mainstream Acceptance 2004 2/13/2012 9
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. Sample use of technology by politicians 2/13/2012 19
  • 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. Leading to a common goal (site) End Destination Online or Off-line Where Action Can “Complete” Belief Formation (e.g., Site Visit) 21
  • 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. Behavior altering technologies - now Mobile Cloud Computing 2/13/2012 23
  • 24. Behavior altering technologies - next Augmented Reality Location Based Services 2/13/2012 24
  • 25. Behavior altering technologies– coming Semantic Aware Apps Smart Objects 2/13/2012 25
  • 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. 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

  1. 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
  2. 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/
  3. 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
  4. 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
  5. 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
  6. 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
  7. 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
  8. 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
  9. www.v-Fluence.com
  10. 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.
  11. 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.
  12. www.v-Fluence.com
  13. 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.
  14. 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.
  15. 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.
  16. www.v-Fluence.comhttp://www.nmc.org/horizon
  17. www.v-Fluence.com
  18. www.v-Fluence.com
  19. 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
  20. www.v-Fluence.com