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Communication in the Digital Economy
Week 1: 10 February 2014
Introduction: Disruption,Discontinuity and Change
Robin Croft
Reader in Marketing
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Outline
Personal journey
Old and new
Why is it important?
What is different?
It's about people, right?
What about business?
Summary: social media marketingyourself
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Digital Communicationin the news
Sony to sell Vaio laptop division
Bill Gates steps down from Microsoft
Facebook is 10 years old Tech firms release US surveillance
requests
Apple's iWatchmore rumours
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Personal Journey
Myspace 2006?
YouTube 2008?
Facebook
So... a voyage of discovery
Virtual anthropology
Netnography
Robert Kozinets 2010
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Old and new #1: self
20thcentury business
Market segmentation
Audiences characterizedby similar beliefs,backgrounds, education,etc.
Demographic 'certainties'
built into strategicplanning
Mass markets served bymass marketing
21stcentury thinking
Individuality
Confusion, schizophrenia
Different roles, differentlives
Celebrating diversity
Fragile selvesI am not a target market
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Old and new #2: money
20thcentury business
Money
Selling, marketing Revenue streams
Monetization
Microsoft / Windows
21stcentury thinking
Sharing
Communities, exchangeReciprocity, gift-giving
Performing
Informing
Google / Android
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Old and new #4: access
20thcentury business
IT departments and web
Skills gaps High cost of AV
production
Restricted access to
hardware and software High cost of media
access
21stcentury thinking
Technology democratized
Easy-to-use hardware andediting software
Instant access to a globalaudience
Creative, anarchicLow cost, no cost
platforms
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Old and new #5: time
20thcentury business
Asynchronous
Manage media time
Control events
Craft the message
Restrict access
21stcentury thinking
Synchronous
Do it now, say it now
Global audience
Empowered consumers
Vocal critics but also vocal
advocates
Brand owners and massmedia not believable
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Old and new #6: strategy
20thcentury business
Management,leadership
Strategy
Planned
Controlled
Vision
Experience,expectations
21stcentury thinking
Trusting
Empowering
Creative
Tactical, flexible
Disruptive
Highly measurable
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Old and new #7: space
20thcentury business
Fixed computers
PCs, laptops
Wired connections
Hard drives
Contact lists
Email, telephony
21stcentury thinking
Mobilesmart phonesand tablets
Evolutionary dynamics
24/7 connectivity
Light devices, portable
computingWearable computing
Cloud storage
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Old and new #8: audiences
20thcentury business
Push
Specialistcommunicators
Broadcasting
Didactic (one way)
Controlled, static
Corporate
Reasoned
Audiences
21stcentury thinking
Pull
Citizen journalists
Narrowcasting
Dialectic (two way)
Interactive
Democratic
Opinionated
Communities of trust
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Old and new #9: knowledge
20thcentury business
Expertise
Branded knowledge
Encyclopedias
Journals, books
Newspapers, TV
21stcentury thinking
Wisdom of the crowd
Social learning
Eye witnesses
Experiential expertise
Dialectic learning
Democratizing knowlege
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Old and new #10: listening
20thcentury business
Talking
Market research
CRM systems
Benchmarking
Segmentation, targeting
and positioning
21stcentury thinking
Listening
Real time information
Projective research (real'benefits', likes anddislikes)
Customer engagementClient focus
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Old and new #11: voices
20thcentury business
Telephony
Synchronous
Voice
Stop-what-you're-doing
Get to the point
Call us now!
21stcentury thinking
Multiple devices
Synch or asynch
Text, voice, video,symbols
Multi-tasking
Open-endedconversations
Do you want to talk?
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What have I missed?
Tumblr
Instagram
Pinterest
Snapchat
Foursquare
MySpace
RenRen and Baidu
Orkut
The list goes on...
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Pause to reflect
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What have we learned?
Personal journey
What have we learned?
Why is it important?
What is different?
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Why is it important?
Wikinomics
Audiences
o Co-creators
o Young, educated, connected
o Opinionated, impatient
o
Distrustfulo Global
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Why is it important?
Wikinomics
Audiences
o Co-creators
o Young, educated, connected
o Opinionated, impatient
o
Distrustfulo Global
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What is different?
Need for dialogue, conversation
o Talking, listening, responding
We're all connected in the information age
o Need for openness and honesty
o Citizen journalists
Virtual word-of-mouth
o Lots of it
o Plenty of positives as well as negatives
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What is the same?
Need to engage with an audience
Need to tell a good story, to engage
Stories that inform, educate, amuse Things you need to share
Rise of social media clutter
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Does mobilechange everything?
SMS and email is soooyesterday
What is a PC or laptop for?
Pictures often tell a story better Immediate opinions
Phone as a payment device
o Engagement deviceo Information system
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It's about people, right?
Twiter and Facebook
Empowered audiences
Vocal advocates
However... in political marketing
o European elections, 2009
o
UK parliamentary elections 2010o Welsh referendum 2011
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What about business?
Technology companies, B2B
o Oracle, Intel, Cisco
o Other large component manufacturers
Social media usage
o Promote thought leadership
o Enhance visibility
o Improve internal communication
S i l di
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Social mediamarketing yourself
Protecting your privacy
Building your brand
Having something interesting to say Informing yourself
Building your network
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Blurring boundaries
artists
producers
now
networks
public
work
personal
physical
audiences
consumers
then
networking
private
play
impersonal
virtual
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Conclusion
Not an optiono Customers talk, whether you like it or not
Get it right and...
o Low cost, highly effective publicityo Customers become vocal advocates
However...
o
Everyone is still learning