communicating in a digital landscape

Communicatingin a Digital LandscapeMarch 2010 IZZIE ZAHORIAN izziezahorian.com

or

Why You Need to Play in this Sandbox

or

People are interacting in a fundamentally different way

with

media,with

each other,with

brands.with

01

People are interacting with media in fundamentally different ways.

01

Here’s why...01

01a The platforms with which we consume media have changed.

01a The platforms with which we consume media have changed.

Traditional media platforms (newspaper, radio, cable) have been replaced.

01a The platforms with which we consume media have changed.

Traditional media platforms (newspaper, radio, cable) have been replaced.

The new platform of preference is one that is free, democratic, and instantaneous.

Internet

Internet Television

Internet

Internet Radio

Internet

Internet Magazines

Internet

Internet News

01b The manner in which we consume media has changed.

01b The manner in which we consume media has changed.

We are no longer passive spectators.

01b The manner in which we consume media has changed.

We are no longer passive spectators.

We have become active members of the media by rating, commenting, sharing, aggregating, and creating.

01b The manner in which we consume media has changed.

We are no longer passive spectators.

We have become active members of the media by rating, commenting, sharing, aggregating, and creating.

Creating

Aggregating

Sharing

Commenting

Rating

Stages of User Involvement in Digital Media

rating commenting aggregating creating

rating commenting aggregating creating

rating commenting aggregating creating

rating commenting aggregating creating

02

People are interacting with each other in fundamentally different ways.

02

Here’s how...02a

img via markusmolinari.blogspot.com

constant connectivity

140-character snippets

blur between work + social

img via flickr user funkybrownchick

talk with anyone, from anywhere, instantly

Here’s why...02b

The Infiltration of Digital has affected our behaviors and values.

02b

The Infiltration of Digital has affected our behaviors and values.

02b

• instantaneous wealth of information / lack of focus and memory retention

The Infiltration of Digital has affected our behaviors and values.

02b

• instantaneous wealth of information / lack of focus and memory retention

• constant data consumption / decreased attention spans

The Infiltration of Digital has affected our behaviors and values.

02b

• instantaneous wealth of information / lack of focus and memory retention

• constant data consumption / decreased attention spans

• can be authentic / can’t be original

The Infiltration of Digital has affected our behaviors and values.

02b

• instantaneous wealth of information / lack of focus and memory retention

• constant data consumption / decreased attention spans

• can be authentic / can’t be original

• context, not content

The Infiltration of Digital has affected our behaviors and values.

02b

• curation, not creation

The Infiltration of Digital has affected our behaviors and values.

02b

• curation, not creation

• following someone / knowing them

The Infiltration of Digital has affected our behaviors and values.

02b

• curation, not creation

• following someone / knowing them

• information democratization / flattening due to so much stuff

The Infiltration of Digital has affected our behaviors and values.

02b

• curation, not creation

• following someone / knowing them

• information democratization / flattening due to so much stuff

• public identity expression / personal identity loss

img via flickr user batikart

img via flickr user batikart

constant connectivity

img via flickr user batikart lack of human connection

constant connectivity

03

People are interacting with brands in fundamentally different ways.

03

(then)

monologue

BRAND

CONSUMER

(then)(then)

dialoguemonologue

BRAND

CONSUMER

BRAND

CONSUMER

(Hey!People don’twant to be talked at.)

(Hey!People want toparticipate, discuss,to share and be shared with.

CONSUMER CONSUMER

passivelyobserving

BRAND

multilogue

(now)

activelyconversing

BRAND

CONSUMER CONSUMER

multilogue

(now!)

CONSUMER CONSUMER

passivelyobserving

BRAND

(now)

multilogue

Brands must earn the right to engage in multilogue conversation with consumers.

03a

Which means...03a

Which means...03a

Being a good friend.

Which means...03a

Being a good friend.

• Not dictating how people should / should not interact with your brand

Which means...03a

Being a good friend.

• Not dictating how people should / should not interact with your brand

• Listening and reacting to peoples’ needs

Which means...03a

Being a good friend.

• Not dictating how people should / should not interact with your brand

• Listening and reacting to peoples’ needs

• Being responsive when a response is required

Which means...03a

Which means...03a

Being an engaging conversationalist.

Which means...03a

Being an engaging conversationalist.

• Opening up the floor for conversation

Which means...03a

Being an engaging conversationalist.

• Opening up the floor for conversation

• Offering up something worthwhile

Which means...03a

Being an engaging conversationalist.

• Opening up the floor for conversation

• Offering up something worthwhile

• Creating participatory experiences

Once you’ve earned the right of peoples’ attention, the fruits of multilogue conversation are great.

03b

The fruits:03b

The fruits:03b

• giving your brand a human face

The fruits:03b

• giving your brand a human face

• connecting directly and instantly with consumers and their needs

The fruits:03b

• giving your brand a human face

• connecting directly and instantly with consumers and their needs

• removing the middleman: allowing people, not ad men, to build your brand’s future

The fruits:03b

• giving your brand a human face

• connecting directly and instantly with consumers and their needs

• removing the middleman: allowing people, not ad men, to build your brand’s future

• long-lasting brand loyalty

The fruits:03b

• giving your brand a human face

• connecting directly and instantly with consumers and their needs

• removing the middleman: allowing people, not ad men, to build your brand’s future

• long-lasting brand loyalty

• life-long brand advocates

The people have chosen their sandbox.

And if you want to play, then you’d better get in here too.

IZZIE ZAHORIAN izziezahorian.com

Thank you