collaboration and tales of digital culture from the social@scale summit by sprinklr
TRANSCRIPT
collaboration anD othEr exPloraTions in dIgitaL culTure
by tarA @miSsrogUe hunT soCial diGital leadEr,
wow
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The first Web 2.0 Conference, popularizing the term Web 2.0 is celebrating its 10 year anniversary this year.
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That’s when this guy seemed to rule the world. Nobody thought it could be beat.
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Just a few of the darlings of the early Web 2.0 era.
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In 2006, a funny little service without vowels launched. Everyone thought it was the stupidest thing they’ve ever hear of.
I knew it was going to be big on August 2, 2006, when after a small tremor, people on Twitter checked in on each other ON Twitter first, before anything else.
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Of course, we all know how the rest of the story goes. Twitter has been the go-to source for many earthquakes, tsunamis, revolutions, billboard hashtags and more!
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Mobile usage is growing in leaps and bounds.
56% of Canadians own a smart phone…
growing 20% a year.
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11
THE SITUATION
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The speed of technology change.
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The speed of cultural change.
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“thE web iSn’T aboUt thE Tools or tHe teChnoloGy, it iS About the CultuRe.”
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Just one growing, culture: Beauty YouTubers
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>45,000 Non-bRand RelatEd beAuty VloggeRs oN youtuBe.
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~75 Hours wortH of BeautY conTent UploaDed eAch dAy.
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700MILLION Views per Month iN 2013 (Up froM 300mm iN 2010)
beAuty VideoS got
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Kandee Johnson has over 2.1 million subscribers
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2.1 miLlion Subs!!
However, Revlon’s channel has under 11,000 subscribers.
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11,000 Subs…
And FYI, for context, The Mean Kitty has 357,131 subscribers.
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357,000 Subs!!
Why?
mosT brAnds ApproAch sOcial & DigitAl as toolS and platForms.
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crEatorS + commUnity membErs aPproaCh sociAl…Um soCially. thEy enTer tO conneCt, whicH leaDs to them selliNg.
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We crave connection. The social web has fed that need. Now we demand it from everyone.
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"I want them to know that I'm human, that I have flaws, and I want to be relatable, which is why I still film in my bedroom and haven't upgraded to a studio. I want them to feel like we're having a sleepover.” Miss Lynn, 300k Subs
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diGital is a cultUral Change.
soCial Is an approaCh, not A plaTform. Tweet to: @missrogue
WHAT IS DIGITAL
CULTURE? Tweet to: @missrogue
rulE #1. thEre iS no maSs.
https://www.flickr.com/photos/looking4poetry/4980253218 Tweet to: @missrogue
Nature Valley + the awesome anime discovery.
h;p://www.buzzfeed.com/ryanhatesthis/nature-‐valley-‐anime-‐twi;er
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There is no mass, there are people with various interests, some of which overlap at times.
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[as an aside, there is no ONE digital culture…but there is a shift in approach that has emerged
because of the social web]
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rulE #2. liSteniNg is more valuAble Than TalkiNg.
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25%
75%
Talking Listening
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opportunity liSteniNg is wherE you’Ll finD
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Tweet to: @missrogue https://twitter.com/Arbys/statuses/427614008946855936
PresentaFon Title – Date
rulE #3. whEn yoU see a paraDe, get In frOnt of It!
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collaboration rocks!
Oli White – 400k subscribers
Grace Helbig – 1.8MM subscribers
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thinkwithgoogle.com/research-studies/youtube-brand-playbook.html
3 ruleS for collAboratiOn: 1. Influence that’s transactional is fleeting. You can’t
buy influence, but you can certainly build a relationship with it.
2. These relationships are symbiotic. The new saying goes: to go faster, go together, to go further, go together.
3. Don’t be “that guy” that crashes the party and just talks about himself. You’re more likely to be heard if you listen first (see previous rule)
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rulE #4. trUst iS the most valuAble CurrenCy. to earn *and* Give.
https://www.flickr.com/photos/mbiddulph/4632335032/
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3 peopLe thaT *yOu* must learN to Trust befoRe yoU can earn It:
youR CustoMers
youR EmploYees yoUrselF
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organically amplified
whEn yoU deePly uNdersTand A Digtal cultuRe, and PartiCipatE witH the flow of it, your messAge wIll bE
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rulE #5. inveSt in the Long teRm.
https://www.flickr.com/photos/aidanmorgan/5588594181 Tweet to: @missrogue
Luxy Hair is the #1 Consumer Goods Brand Channel and number 4 overall – with 1.8 million subscribers. It’s a weekly, long term investment and they’ve never had to buy
advertising. Just consistent great content + engagement.
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questions?
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