introducing digital engagment

8/13/2019 Introducing Digital Engagment

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Communication in the Digital Economy

Week 1: 10 February 2014

Introduction: Disruption,Discontinuity and Change

Robin Croft

Reader in Marketing


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Outline

Personal journey

Old and new

Why is it important?

What is different?

It's about people, right?

What about business?

Summary: social media marketingyourself


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Digital Communicationin the news

Sony to sell Vaio laptop division

Bill Gates steps down from Microsoft

Facebook is 10 years old Tech firms release US surveillance

requests

Apple's iWatchmore rumours


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Personal Journey

Myspace 2006?

YouTube 2008?

Facebook

So... a voyage of discovery

Virtual anthropology

Netnography

Robert Kozinets 2010


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Old and new #1: self

20thcentury business

Market segmentation

Audiences characterizedby similar beliefs,backgrounds, education,etc.

Demographic 'certainties'

built into strategicplanning

Mass markets served bymass marketing

21stcentury thinking

Individuality

Confusion, schizophrenia

Different roles, differentlives

Celebrating diversity

Fragile selvesI am not a target market


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Old and new #2: money


Money

Selling, marketing Revenue streams

Monetization

Microsoft / Windows


Sharing

Communities, exchangeReciprocity, gift-giving

Performing

Informing

Google / Android


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Old and new #4: access


IT departments and web

Skills gaps High cost of AV

production

Restricted access to

hardware and software High cost of media

access


Technology democratized

Easy-to-use hardware andediting software

Instant access to a globalaudience

Creative, anarchicLow cost, no cost

platforms


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Old and new #5: time


Asynchronous

Manage media time

Control events

Craft the message

Restrict access


Synchronous

Do it now, say it now

Global audience

Empowered consumers

Vocal critics but also vocal

advocates

Brand owners and massmedia not believable


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Old and new #6: strategy


Management,leadership

Strategy

Planned

Controlled

Vision

Experience,expectations


Trusting

Empowering

Creative

Tactical, flexible

Disruptive

Highly measurable


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Old and new #7: space


Fixed computers

PCs, laptops

Wired connections

Hard drives

Contact lists

Email, telephony


Mobilesmart phonesand tablets

Evolutionary dynamics

24/7 connectivity

Light devices, portable

computingWearable computing

Cloud storage


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Old and new #8: audiences


Push

Specialistcommunicators

Broadcasting

Didactic (one way)

Controlled, static

Corporate

Reasoned

Audiences


Pull

Citizen journalists

Narrowcasting

Dialectic (two way)

Interactive

Democratic

Opinionated

Communities of trust


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Old and new #9: knowledge


Expertise

Branded knowledge

Encyclopedias

Journals, books

Newspapers, TV


Wisdom of the crowd

Social learning

Eye witnesses

Experiential expertise

Dialectic learning

Democratizing knowlege


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Old and new #10: listening


Talking

Market research

CRM systems

Benchmarking

Segmentation, targeting

and positioning


Listening

Real time information

Projective research (real'benefits', likes anddislikes)

Customer engagementClient focus


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Old and new #11: voices


Telephony

Synchronous

Voice

Stop-what-you're-doing

Get to the point

Call us now!


Multiple devices

Synch or asynch

Text, voice, video,symbols

Multi-tasking

Open-endedconversations

Do you want to talk?


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What have I missed?

Tumblr

Instagram

Pinterest

Snapchat

Foursquare

MySpace

RenRen and Baidu

Orkut

The list goes on...


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Pause to reflect


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What have we learned?

Personal journey

What have we learned?


What is different?


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Wikinomics

Audiences

o Co-creators

o Young, educated, connected

o Opinionated, impatient

o

Distrustfulo Global


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Wikinomics

Audiences

o Co-creators

o Young, educated, connected

o Opinionated, impatient

o

Distrustfulo Global


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What is different?

Need for dialogue, conversation

o Talking, listening, responding

We're all connected in the information age

o Need for openness and honesty

o Citizen journalists

Virtual word-of-mouth

o Lots of it

o Plenty of positives as well as negatives


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What is the same?

Need to engage with an audience

Need to tell a good story, to engage

Stories that inform, educate, amuse Things you need to share

Rise of social media clutter


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Does mobilechange everything?

SMS and email is soooyesterday

What is a PC or laptop for?

Pictures often tell a story better Immediate opinions

Phone as a payment device

o Engagement deviceo Information system


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It's about people, right?

Twiter and Facebook

Empowered audiences

Vocal advocates

However... in political marketing

o European elections, 2009

o

UK parliamentary elections 2010o Welsh referendum 2011


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What about business?

Technology companies, B2B

o Oracle, Intel, Cisco

o Other large component manufacturers

Social media usage

o Promote thought leadership

o Enhance visibility

o Improve internal communication

S i l di


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Social mediamarketing yourself

Protecting your privacy

Building your brand

Having something interesting to say Informing yourself

Building your network


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Blurring boundaries

artists

producers

now

networks

public

work

personal

physical

audiences

consumers

then

networking

private

play

impersonal

virtual


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Conclusion

Not an optiono Customers talk, whether you like it or not

Get it right and...

o Low cost, highly effective publicityo Customers become vocal advocates

However...

o

Everyone is still learning

introducing digital engagment

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