communicating in a digital landscape
DESCRIPTION
People are interacting with media, brands, and each other in fundamentally different ways. How can your business stay relevant?TRANSCRIPT
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.
