digital age: changes and challenges in communication
Post on 17-Oct-2014
4.594 views
DESCRIPTION
Supporting slides of my presentation in Art Director Club Russia (ADCR) Campus. In fact, a modification of ideas from few of my previous digital presentations adapted to particual audience and task.TRANSCRIPT
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Digital AgeChanges and challenges in
communication
Zigurds Zaķis
INSTINCT
http://zz.typepad.com/Eng
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tirgus placis?
http://www.flickr.com/photos/georgeaugustine/2116513291/
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Mass Media Age:
main characteristics
• Mass communication (Broad-cast)
• One-Direction communication
• Limited number of choices
• Limited opportunities of self-expressing
• A lack of co-operation opportunities
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Source: http://www.flickr.com/photos/giginger/75541830/
1995
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Interactivity
Two-way
Dynamic
Participation
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via @plnnrz
1/100+One idea adapted to many channels? Not viable anymore
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tirgus placis?
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?Just Talking? Not enough!
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?Just listening? Not enough!
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+Participating =
Listening + Talking + Listening + Sharing + Listening + Helping + Listening
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2+1
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Social platforms:
Real-Time simulation
of market
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INTERNET:
IMPLICATIONS
IN OUR LIVES
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Source: http://www.flickr.com/photos/jenpix/2290647480/sizes/o/
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Source: http://www.flickr.com/photos/aderowbotham/81475981/
Multitasking
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Constant Partial Attention
Economy
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Abundanceof information
Critical Skills:
(To Find)
To Choose
To Evaluate
To Use
To Develop
To Learn
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+ + =
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Find anything
Share anything
Ignore anything,That is not interesting or valuable
for me
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Message We
Customer
Push is dead!
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Source: http://www.flickr.com/photos/zach_manchester/2600077403/sizes/l/
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1. Abundance of information
2. Exponentially growing
number of channels
3. From one-to-many to groups
4. Changing models of message distribution
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Welcome to the age of PULL!
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What pulls?
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Banners?rarely ....
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What pulls?
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1.Create content that customer
seeks out and share
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Great
Storytelling
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Create ExperienceVideo
Multimedia
Aesthetics + Functionality
Transmedia Experiences
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Social Currency
Something worth talk about
Something worth to share with friends
Something worth to participate
Great content is social currency
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2.Create value
Make his life better, easier, richer
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Creating value =
Making their lives,
better, easier,
more interesting
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Be Deep and Meaningful
“The days of making funny things
that may or may not have and effect
on the clients business are ending”
Jeff Benjamin
Interactive Creative director
Crispin Porter + Bogusky
via: http://paulisakson.typepad.com/planning/2008/03/the-future-of-m.html
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Talk - Action = Shit
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“It is not
what you say that matters,
it what you do”
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Few Cases
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HBO Voyer Best Buy Twelpforce
Guinness Rugby RFID (2009/10)
Orange Bull (2007) Nike Grid (2010)
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Summary
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"The magic of social media
is not what happens in social media,
but
what happens outside of it,
because of it"
Paul Isakson
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“It is not
what you say that matters,
it what you do”
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http://zz.typepad.com/Engl
http://Twitter.com/zz_zigurds