Recalibrating Digital Conversations As the digital landscape continues to shift, marketers need to move away from “campaigning” at consumers and toward having “conversations” with them. In the embracing of a more humanized experience, attention is becoming the new currency measured by dwell time and engagement – not just the quick drive-by of a “like” or a “follow.” In what will certainly be a dynamic, energetic and entertaining presentation, get enlightened by a meaningful and insightful look at digital trends, how they are affecting behavior and what’s next on the digital journey roadmap.
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THESE ARE AMAZING TIMES
NOWNEXTBEFORE
7+PEOPLE
50%PEOPLE
<30YEARS
5+MOBILES
2+INTERNET
70%BLOGS
57%TALK
CONTENT
53%
SOCIAL
23%
HALF
CONTENT
53%
SOCIAL
23%
30
ACCELERATING FRAGMENTATIONPORTALS, SEARCH, BLOGS, FEEDS,AGGREGATORS, AND SOCIAL NETWORKS
RISE OF SOCIAL MEDIA
PODCASTSPARTICIPATION
MASSIVELY MULTIPLAYERONLINE GAME (MMOG)OPENNESS
BLOGSCOMMUNITY
SOCIAL NETWORKS CONNECTEDNESS
CONTENT COMMUNITIESCONVERSATION
WIKISCONVERSATION
TV USE TO SELL ON EYEBALLS
FLICK THROUGH CHANNELSTIME SHIFTED TV
TASTES HAVE CHANGED
CONTRIVEDADVERTISING
CURATORS OF CONTENTPRODUCERS, JOURNALISTS, EDITORS, DESIGNERSSEARCH, SOCIAL, SYNDICATION
DIGITAL BEHAVIORSENTERTAIN + INFORM + PROVIDE UTILITY
IT’S NOT ALL JUST TWITTER AND LEBOOK!COMMUNITIES ARE ALL ABOUT ENGAGEMENT
50+ x 150
RYAN NIGAHIGA5.2+ MILLION SUBSCRIBERS
WHAT ABOUT ADS?
GENERIC-ADVERTISINGINFLUENCE-MARKETING
ADS IN MOTIONBEHAVIORAL + ASSUMPTIONSACTION + SPECIFICS
MEGAMERCIALS
INTOTURNING APPSDATA
LEFTBRAINMUSTTURNRIGHT
DATA VISUALIZATIONIS HOT
EXISTING COMMUNITIES
ACTION AND THE PARTICIPATION PLAYGROUND
PERSONALIZING PARTICIPATION
AS ECONOMIC CONDITIONS CONTINUETO DRAG CONSUMERS WILL INCREASINGLY APPRECIATE SMALL ACTS OF KINDNESS– EVEN BRANDED ONES
90%LET’S M
AKE A
N IMPAC
T!
71% CONFUSED BY MESSAGES
69%
10%
9%
5%4%
3%
ENTERTAINMENT
CAUSE
ARTSFESTIVALS
ASSOCIATIONS
SPORTS
WHAT’S NEXT?
THE REAL KILLER APP WILL BE WHEN YOU CAN POINT GOOGLE GOGGLES AT YOUR DATE AND GET ALL THE RED FLAGS THEY'RE TRYING TO HIDEARIANNA HUFFINGTON
CONVERSATIONS, NOT CAMPAIGNSCONVERSATIONS, NOT CHATTER
CURATEDENTER
NICHENESS
DISCOVERYWHAT IS YOURS?
NEIGHBORHOODS
PARTICIPATION
VIDEOAUDIO PHOTOSREAL-TIME
WAY BEYOND COMMENTS
FORGET SWIPINGIT’S ABOUT GESTURES
EVOLUTION OF NOWMORE TOOLSMORE USEFULMORE FUN
LIKE WATER,ELECTRICITY
SOCIAL UTILITY
+ +
COMMERCE WILL FEEL LIKE
"FRIEND OF A FRIEND"IN SOCIAL DESIGN
NOISE AND CHAOSFILTERED OUTWILL BE VALUED(+ PAID FOR)
AGGREGATIONOF MULTIPLESOCIALCHANNELS
BRILLIANT SOCIAL SEARCH
THE FUTURE IS NOW, MOBILE LOCAL ALERTS, CROWD-CHEAP PAYMENT, AUGMENTED REALITY GAMES, RECOMMENDATION, SEMANTIC INTEGRATION , DISTRIBUTED SOCIAL NETWORK , PERSONAL TRANSPORT MARTIN
DIASPORAZEMANTA
HUNCH
LOQI
SQUARE
CHASE
REDBLUEYELLOW
CONTENTDISTRIBUTIONTECHNOLOGY
A LOT OF TIMES,PEOPLE DON'T KNOWWHAT THEY WANTUNTIL YOU SHOW ITTO THEM
ENCOURAGE A REMIX CULTUREFIND THE RIGHT PEOPLEHARNESS THE POWER OF PRE-EXISTING COMMUNITIESPEOPLE STILL TALKBE AMBITIOUS AND COMPELLINGPRODUCER AND CONSUMER SHOULD CO-CREATE