What’s More Important Than The Next Big

Thing? 5 Mega-Trends For The Digital

Future of Business & PR

Dr. William J. Ward aka DR4WARDSocial Media Professor

1.  Change & Acceleration – Everything is Beta now.

Spread of Earthquake Related Tweets -

5.8 mag earthquake Epicenter VA

Aug. 23, 2011

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Twitter, faster than earthquakes

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100,000 times as much ram as Apollo Guidance Computer

1000+ times faster than the computer used to land the orbiter on the moon

16 million colors vs calculator-like display of the AGC

2.  Visual & Text – Less is more.

1,000 Pages

1,000 Words

140 Characters

555 Million Users

11.7 Million Users

3.  Integration & Convergence - Internal and external change, transmedia storytelling.

"At Ford, social media is bigger than advertising," - Matt VanDyke, Director U.S. Marketing CommunicationsFord Motor Co. January 12, 2012

What is MyWalmart.com•Online Community where associates connect, interact & engage•For Walmart Associates Only•Blend of social media and useful information and tools

Traffic Stats• 1.2 million registered users• 12.3 million page views in Feb. 2011• 85% of users return to site 3X or more per week• Mobile accounts for 50% of traffic

What internal partners do they attract?

• Marketing• Associate Brands• Operations • Benefits • HR • Payroll • Community Outreach• Corporate Communications• Walmart Foundation• Sustainability • Training

Social now spans all agency disciplines with Social@Ogilvy February 13, 2012

Transmedia: The Intersection of the Digital and Physical Worlds

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4.  Networking & Curation - The filter for discovery, organizing &

sharing 

Every day, we create 2.5 quintillion bytes of data — so much that 90% of the data in the world today has been created in the last two years alone. ~ IBM

Value

Noise

5.  "Big Data" – Analytics and Metrics to measure & reward

“2011 Bonus Multiplier.” - Larry Page, Google CEO

• All employees will need to get behind Google’s new social strategy

• Even employees not directly involved in building its social products are expected to contribute by testing and reporting feedback.

• If Google’s social strategy fails, employee bonuses would shrink by 25% If it succeeds, they’ll be 25 % larger.

How do they keep employees coming back?

• Build trust through reliable, consistent communication.

• Stay relevant by focusing on key topics for associates.

• Simplify lives through access to tools and resources.

• Acknowledge associates thoughts, opinions, and experiences.

ROI?

• Reduce Call Center Volume • Quicker Response• Increase Employee Satisfaction

What’s More Important Than The Next Big Thing?

5 Mega-Trends For The Digital Future of Business & PR

1. Change & Acceleration – Everything is Beta now.

2.   Visual & Text – Less is more.

3.   Integration & Convergence – Internal and external change, transmedia storytelling.

4.   Networking & Curation - The filter for discovery, organizing & sharing 

5.   "Big Data" – Analytics and Metrics to measure & reward

A Paradox?

Stay Thirsty, my friends

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Dr. William J. Ward aka DR4WARDSocial Media Professor

@DR4WARD