digital economy
Post on 20-Jan-2015
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Digital Economy
How the digital landscape has changed
What does this mean for businesses
What future development do I need to know?
Hello! @tiffanystjames
Twitter: http://twitter.com#!/tiffanystjamesLinked In / Facebook / Skype / FourSquare / Slideshare / Quora…..Tiffany St James
How the digital landscape has changed
The landscape in 2007
Xkcd.com 2007: Sizes based on membership of a community
The landscape in 2010
xkcd.com 2010: Sizes based on social activity in a community
Internet statistics31.5m people access the internet everyday or nearly everyday
9.2m UK people have never accessed the internet
60% are over 65y
Only 1% of 16-24y never accessed the internet
31.5m people access the internet everyday in the UK
Why people use the internet
Source: Global Web Index Oct 2010
74% of households in the UK have broadband access
In 2010, 22% of UK consumers have a smartphone 90% users access the internet or email from their phone
From this…
Infographics are critical to effective modern digital communication
…To this
Infographics are critical to effective modern digital communication
How we now target consumers
What people do online, not what postcode or demographicis playing an increasingly larger role in consumer targeting
Trust in communications
Peer to peer recommendation now at 90%, trust in advertising 14%
% share of revenues for January to June 2010
Total advertisingmarket
£8.1 billion
NOTE * Television includes estimated sponsorship revenuesSource: PwC / Internet Advertising Bureau, The Advertising Association / WARC
A mature channel in the media buying mix
Global spending on social media in 2010 was $3.4billion
Gen Y and their approach
Gen Y are organising the social web in a way that works for them
Starting from now, how many people will have joined Facebook by the end of our event? > The Count
Quick question
Why engaging online is critical
• Is social media a fad?
What does this mean for me?
Social network or online community
Social Networks Online Communities
Source: FreshNetworks
Smart Mobs: Democracy in action?
bit.ly/gKArcx
nyti.ms/e5P1Ul
gawker.com/5733816/
Power to the lobby
Lobbyists will amplify and satirise misconduct or injustice
You will be exposed for not living your brand
Live your brand, and ensure your employees do -or you can be exposed socially, digitally and offline
Showing solidarity - #IAmSpartucus
Social communities will rally against what it sees as injustice
Crowd-sourcing saves lives
Monitoring and outreach has grown up
If you do one thing: listen to what your audiences are saying
The rise of social rank
Social graph comments at #SMWF
“If you want a job in Silicon Valley today you
can forget it if your Klout rank is below 50.” Thomas Power, Chairman, Ecademy
“Developers are more concerned with their
social graph ranking than any other form of
recommendation”
Azeem Azir, Founder, Peer Index
Social reputation will play an increasingly heavier role in talent recruitment, influencer engagement and product development
What should businesses be focusing on?
Have a digital code of conduct
• Be credible
• Be consistent
• Be transparent
• Be relevant
• Be an ambassador for
your organisation
Coca-Cola code of conduct
Core values in the social media community
1. Transparency in every engagement
2. Protection of consumers’ privacy
3. Respect of copyrights, trademarks and other rights
4. Responsibility in use of technology
5. Utilisation of best practices
Have a social media policy
• Purpose
• Principles
• Statement of ethics
• Context for organisation
• Tools and services
• Professional and personal use
Coca-Cola policy
Expectations of personal behaviour in social media
1. Adhere to the Code of Business Conduct
2. You are responsible for your actions
3. Be a “scout” for compliments and criticism
4. Let the subject matter experts respond to negative posts
5. Be conscious when mixing your business and personal lives
Have social media staff guidance
• Before you engage
• Mitigation
• Professional use
• Research
• Outreach
• Ensure...
Engagement benefits • Connecting with like-minded individuals• Peer to peer recommendations• Stimulating the debate of your most interest• Engaging with people in the their spaces• eCRM• Data collation• Product testing• Informing business, brand, product strategy• The financial worth of ‘Likes’
Have an engagement strategy
• What are your business objectives?
• Overarching engagement
• Where does digital and social sit?
• How will your endeavours contribute?
• How will you engage your people
• How will you measure your endeavours?
Television
Microsite Blog
Social Media
Documentaries
Digital
Experiential
Connect your digital and social presences
Source: Euro RSCG London
Rebuttal
Source: FreshNetworks
Principles of successful online engagement
Source: Mark Schmulen GM of Social Media for Constant Contact, Nov 2010 at Monitoring Social Media 2010
7 levels of engagement
Disseminating informationMonitoringGaining insightRespondingDiscussingConsultingCollaborating
Deeper engagement
Monitoring and gaining insight
Responding
Consulting
Collaborating: Pepsi
Appropriate use
• All of the 7 levels of engagement
• Signposting
• Promoting initiatives, awareness, take-up
• Correcting
• Rebuttal
Inappropriate use
• Personal opinions
• Political opinions
• Defensive-behaviour
• Non-disclosure of position
• Calling the company into disrepute
In-house PR
• Corporate rich media production• Digital news and social media monitoring• Digital news and social media outreach• Influencer mapping and blogger outreach• Earned partnerships• Offline PR integration• Digital reputation management • (Pay per click search)
Talent and corporate reputation
Our brand and digital corporate identity are affected byhow our staff feel about working for us
What can we learn from WikiLeaks?
In crisis comms scenarios: Get your facts straight and out first, take responsibility, tell people what your are doing, do it
What does this mean for us?
1 Listen, monitor and gain insights
2 Have processes for your people
3 Get involved in the digital world around you
4 Embrace openess and transparency
5 Engage don’t broadcast
6 Be flexible enough to adapt
Rising opportunities
Data is the new gold
Location data and its applications http://bit.ly/mcbWLY
Incentivising realworld interaction in gaming
Chromaroma : play while you travel http://www.chromaroma.com/
Retail establishments reward FourSquare Mayor’s and Transport for London encourages travel to less busy stations
The rise of apps
Source: Peter Hoey
81 million smartphones sold world-wide in the third quarter 2010
ROI of Point of Sale is here
Digital Out Of Home Media
Age, gender, race recognition
Real time
Automated tailored adverts
Metrics for clients
Display media has become digital, automated and interactive raising many new opportunities for retailers to optimise comms
Augmented reality is here
Enhancing our experience of the physical world has never been easier
Thank you
@tiffanystjames on twitter
I’ll be around for questions all day
Stimulation clients
Digital: • strategy • training programmes • social engagement • amplification
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