fhv socialnomics _ 20161210

Digital Culture Socialnomics

welcome to the new world

welcome to the new worldwith a new communication paradigm

2001 New York

2005 London

2009 New York

2014 Hawaii

2015 Paris

2015 #brusselslockdown

welcome to the new worldwith a new communication paradigm

dialogue

traditional publishing


social publishing


social publishing

interaction

the web is being rebuild around people


30 minutes 779 295 retweets

Its not about technology Its about behaviour


understanding the social graph

Leonhard EulerSwiss MathematicianGraph Theory

the social graph

is the mapping of everybodyhow they are related, and

how they interact

the social graph

we live in a networked society

the social graph

1

we can have multiple groups of friends

the social graph

2

1 to 1

1 to 1 to many

(1 to 1 to many)n

#jesuischarlie

http://srogers.cartodb.com/viz/123be814-96bb-11e4-aec1-0e9d821ea90d/embed_map

Going viral

Going viralFebruary 25th, 2015

Swiked Guys please help me - is this dress white and gold or blue and black? Me and my friend cant agree and were freaking the f**k out

Going viral

#thedress

Going viral

Going viral

#icebucketchallenge

?Going viral What makes this so viral

Going viral

These are just prerequisatories.Every day marketing campaigns are started which tick all the boxes.

Going viral

Unfortunately its not about creativity,but all about mathematics.

Going viral

Duncan Watts Six degrees. The science of a connected age.

2003

Going viral six degrees. the science of a connected age

6 degrees of separation Milgram,1967

6 degrees of Kevin Bacon www.sixdegrees.org


20085,28 hops


20085,28 hops

20114,74 hops


That moment when everybody claps in synchronicity Information Cascade


Once commenced it becomes self-perpetuating. Information Cascade


Do you need the Internet to create an information cascade?


Do you need the Internet to create an information cascade?

NO, but it can help.


Can you cause an information cascade, (and if so how)?1


Do networks have weak-points, if hit precisely,a small shock would explode like an epidemic?2


Yes!

It has to do with how humans make up their mind.


Other people control (y)our mind

You Other Other Other Other

Other people control our mind

or differently put Other people control our mind

on average people buy 15% of the time, but when someone next to you orders something your chances of buying something rise to 20%


Its all about exceeding the critical threshold


Exceeding the threshold depends on the virality of the message or behavior the number of infected neighbors

BUTwhen the threshold is passed, and the message goes viral

social superpowers

CASE :

CASE :

85% 34y

social superpowers

CASE :

before there was Lumia there was

CASE :

Launch of the new PureView on Nokia Lumia

In an effort to demonstrate the benefits of optical image stabilization (), we produced a video that simulates what we will be able to deliver with OIS. () We should have posted a disclaimer stating this was a representation of OIS only. This was not shot with a Lumia 920. At least, not yet. We apologize for the confusion we created. Heidi Lemmetyineneditor-in-chief of Conversation at Nokia Blog

social superpowers

newmarketing funnel

importance of influence

the strength of weak tiesMark Granovetter

Connected through strong ties

the strength of weak tiesMark Granovetter

Connected through strong ties

c

Connected through weak ties

influence

information

the strength of weak ties

Mary


trusted friendsMary


trusted friends

experts

Mary

newmarketing funnel

importance of influence

c

Celebreties

Publishers

Fans

Friends

Bieber

Blogger

Customer

Mom

Co-worker

Vendor

(girl)friendnew

marketing funnel importance of influence

c

Celebreties

Publishers

Fans

Friends

Bieber

Blogger

Customer

Mom

Co-worker

Vendor

(girl)friend

More Relevance

More Reach

usage of influencer marketing

Yes!No Plans

86%

14%

19% First year

Extreme Customer Centricity

Technology =

Facilitator

Selling without selling

Customer first without compromise

Existing Tesla drivers get the newest features for FREE!

Extreme Customer Centricit

y

Technology =

Facilitator


no mercy for bad behaviour

no mercy for bad behaviour


super hero window cleaners at childrens hospital

dont look for the next big thinglook for 100 small things

one basic rule: angry birds proof

fast

easy

fun

towards extreme simplicity

Check how fast and easy the customer interface of these new style companies is

towards extreme simplicity


Technology =

Facilitator


Technology =

Facilitator

Social Media

Internet

Social Media

Internet

Social Media

Internet

evolution ofconnected devices

20202014

37 billion

1 billion

Social Media

Internet

InternetSocial Media

January 27th, 2015


Facebook was down for 27 minutes


Social Media

Internet

social networking space

ProfessionalNostalgia - Emotion - having fun

PersonalAchievement - Success - Aspiration

We spent time! We invest time!

1234

c

c

Social Media

Internet


Social Media

Internet


Interest/ topic based

real life/ relationship based

permanent

temporary

Social Media

Internet


Interest/ topic based

real life/ relationship based

permanent

temporary

private

public


Social Media

Internet

one to manyone to one

permanent

temporary

Social Media

Internet

social customer care 2010 - 2014

400%Social Media

Internet

2010 2014

social customer care can be hard!

Social Media

Internet

Social Media

Internet


Social Media

Internet

thank you

sorry

Social Media

Internet

6 rules of participation

listenask questions

open personalengagementhonest

thank you

sorry

Internet


Social Media

Whats your reaction?

social media can be hard!


Totale ridiculous photo. At least havesomething realistic Give moms a break.

I prefer running naked with my children


Totale ridiculous photo. At least havesomething realistic Give moms a break.

I prefer running naked with my children

Amazing! Inspiring! Im a mum and can be stunning.

She looks awesome!!! Be inspired ladies. Not easy but achievable


#fail #fail

to predict the audiences receptivity to pay sufficient attention to detail

#susanalbumparty

Technology =

Facilitator

Social Media

Internet


Technology =

Facilitator



Content

Content

Its not about your product Its about your story

although simply the best shit might do

Josha Bell, world top violin player is ignored in the wrong setting

Content

Content

a good story adds value is an inspiration in the right context

Content

its not about products its about sharing inspriring stories

Content

and this works in every industry

Content

and this works in every industry yes, every industry!

Content

Content

Content does not equal campaign

Reac

h

Time

Content


Reac

h

Time

campaign

campaign

content

content

content

Content


Content

Its about sharing!

Content

Content

3year

Content

30min

Content

whats your content stategy?

Content

Mar

ket

need

uniqueness of the content

avoid niche

competition focus

content quadrant


Technology =

Facilitator


welcome to the digital world


digital offline + digital online

where you only have one customer relationship

when offline and digital are not viewed as two seperated worlds, you create one

customer relationship


combine old philosophies with new technologies

as a customer you only have one relationship with Apple, online and offline

customer relationship


with a digital first customer relationship


with a digital first customer relationship

but

when everyrelationship

becomes digital

when everyrelationship

becomes digitaldigital becomes a commodity

73%want real people to deal with

when something becomes scarce

it becomes valuable

so people will become scarce

but valuable

Die Fast

Digital Transformation

Hum

an T

rans

form

atio

n

Die Fast Fighter markets


Hum

an T

rans

form

atio

n

Die Fast

Strong today, not enough tomorrow


Hum

an T

rans

form

atio

n

Die Fast Fighter markets

Strong today, not enough tomorrow

When digital becomes human


Hum

an T

rans

form

atio

n

customer relationship of the future


1. create a digital first relationship with your customer


Citizin M hotel has no reception


Citizin M hotel has small, connected and design rooms


1. create a digital first relationship with your customer

2. rethink the human side of business


Citizin M hotel has the biggest bar and living room to meet people

73%people love people

humansadd value

no computer ever invented a better computer

computers personalize humans make it personal

computers predict humans surprise

computers confirm humans smile

computers deliver humans over-deliver


the ultimate digital relationship


the ultimate digital relationship + the ultimate human relationship


the digital relationship adds

automation + data

operationalexcellence

on-demand

services & products

ultimate convenien

ce


the human relationship

adds

empathy + creativity + passion

emotionalconnection

the most personal

experience

awesome companies

to buy from




adds

automation + data empathy + creativity + passion


emotionalconnection

on-demand

services & products

ultimate convenien

ce

the most personal

experience

awesome companies

to buy from




adds

automation + data empathy + creativity + passion


emotionalconnection

on-demand

services & products

ultimate convenien

ce

the most personal

experience

awesome companies

to buy from

customer intimacy

she understoodwhat I was talking about

she didnt!

fhv socialnomics _ 20161210

Education