social shock: leading in today's digital, social, and mobile world

Social shock redux:Today’s digital, social, and mobile worldPerry Hewitt :: January 2014

social shock: [soh-shuhl shok] the rapid shifts and collisions in people’s online behavior

resulting from digital technology advances and adoption

mobile

social

beyond the screen

visual

apps

fast and ephemeralMOOCs

email

TRENDS :

mobile

7.1B

6.5B owncell phones

4.1B owntoothbrushes

Mobile is eating the world.

– Benedict Evans

“What’s the mobile use case?”

implications & impact

Mobile is personal and intimate – never a shared device – with unique capabilities to leverage.

Internet is always with your audience – so information will be delivered instantly.

The expectation is that everything – websites, media files – is optimized for mobile.

Mobile apps are exploding in both downloads and share of time spent.

Design conventions from mobile are creeping into desktop web interface design.

TRENDS :

social

“Why people use social media: a uses and gratifications approach”

1. social interaction2. information seeking3. pass time4. entertainment5. relaxation6. communicatory utility7. convenience utility8. expression of opinion9. information sharing10. surveillance/knowledge about others

http://www.emeraldinsight.com/journals.htm?articleid=17090758

http://pewinternet.org/Reports/2013/Social-Media-Update/Main-Findings.aspx

http://pewinternet.org/Reports/2013/social-networking-sites/Findings/Social-networking-sites.aspx

http://www.journalism.org/2013/11/14/news-use-across-social-media-platforms/

implications & impact

Focus on ways to listen to your audiences and identify influencers.

Anticipate and watch for technical and cultural changes in social platforms, and then develop and optimize accordingly.

Recognize news distribution possibilities, and refine content as needed.

Beyond “should we?” and official accounts, recognize that the third wave of participatory social media is here.

TRENDS :

visual

http://www.dailymail.co.uk/news/article-2011051/Black-macaque-takes-self-portrait-Monkey-borrows-photographers-camera.html

rise of the selfie

Creators: 54% of adult internet users who post original photos or videos online that they themselves have created Curators: 47% of adult internet users who take photos or videos that they have found online and repost them on sites designed for sharing images with many people

0% 10% 20% 30% 40% 50% 60%

20132012

http://www.pewinternet.org/Reports/2013/Photos-and-videos/Main-Findings.aspx

video illuminating

http://www.youtube.com/watch?v=xJis9TSw1rE

video storytelling

http://www.youtube.com/watch?v=iMK33cGjBIg&list=PL2SOU6wwxB0syTRtslTvAzur6jQUtWiG-&index=2

visual apps dominate

implications & impact

Show don’t tell wherever possible: create and curate visual content.

Watch the different specifications – a little optimization can go a long way.

Measure to see what resonates. Re-purpose existing visual assets for

new channels, e.g., event videos YouTube Instagram.

TRENDS :

beyond the screen

http://gizmodo.com/google-just-bought-nest-for-3-2-billion-1500503899

http://www.kohler.com/numi/

implications & impact

Embrace the COPE model so that your content is more flexible and less dependent on devices.

Consider digital experiences beyond the screen. Are there ways to fuel connection through participation in quantified self activities?

Explore immersive experiences for events and development.

DIGITAL STRATEGY @ HARVARD

approach

Communicate and amplify Harvard’s mission of excellence in teaching, learning, and research while making the University and its contributions relatable and relevant in an always-on world

Enable communications and engagement approaches to live digitally, and often digital-first to enrich our constituents’ experience of Harvard

build amplify

aggregate curate

COPEship

measure iterate

mobile data

social video

desktopmobiletablet

desktopmobiletablet

April-June 2013

Sept-Nov 2013

built for mobile, social

collapsing nav

social in margin

planned social and engagement

news-driven social and engagement

2,783 shares10,489 likes321 comments1,300,480 people saw post

events-driven social and engagement

55

Image goes here

develop and share best practices

balance control and influence

launch, listen, iterate, re-launch

recognize the magic happens at the intersection of the message and the medium

aggregate and syndicate content to amplify reach

use data to inform decision-making

experiment, and fail forward

parting thoughts

build amplify

aggregate

curate

COPEship

measure iterate

mobile data

social video

thank you

Perry Hewitt@perryhewitt

perryhewitt.com