Digital Economy
-
Upload
tiffany-st-james -
Category
Business
-
view
31.866 -
download
0
description
Transcript of Digital Economy
![Page 1: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/1.jpg)
Digital Economy
How the digital landscape has changed
What does this mean for businesses
What future development do I need to know?
![Page 2: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/2.jpg)
Hello! @tiffanystjames
Twitter: http://twitter.com#!/tiffanystjamesLinked In / Facebook / Skype / FourSquare / Slideshare / Quora…..Tiffany St James
![Page 3: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/3.jpg)
How the digital landscape has changed
![Page 4: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/4.jpg)
The landscape in 2007
Xkcd.com 2007: Sizes based on membership of a community
![Page 5: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/5.jpg)
The landscape in 2010
xkcd.com 2010: Sizes based on social activity in a community
![Page 6: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/6.jpg)
Internet statistics31.5m people access the internet everyday or nearly everyday
9.2m UK people have never accessed the internet
60% are over 65y
Only 1% of 16-24y never accessed the internet
31.5m people access the internet everyday in the UK
![Page 7: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/7.jpg)
Why people use the internet
Source: Global Web Index Oct 2010
74% of households in the UK have broadband access
![Page 8: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/8.jpg)
In 2010, 22% of UK consumers have a smartphone 90% users access the internet or email from their phone
![Page 9: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/9.jpg)
From this…
Infographics are critical to effective modern digital communication
![Page 10: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/10.jpg)
…To this
Infographics are critical to effective modern digital communication
![Page 11: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/11.jpg)
How we now target consumers
What people do online, not what postcode or demographicis playing an increasingly larger role in consumer targeting
![Page 12: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/12.jpg)
Trust in communications
Peer to peer recommendation now at 90%, trust in advertising 14%
![Page 13: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/13.jpg)
% share of revenues for January to June 2010
Total advertisingmarket
£8.1 billion
NOTE * Television includes estimated sponsorship revenuesSource: PwC / Internet Advertising Bureau, The Advertising Association / WARC
A mature channel in the media buying mix
Global spending on social media in 2010 was $3.4billion
![Page 14: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/14.jpg)
Gen Y and their approach
Gen Y are organising the social web in a way that works for them
![Page 15: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/15.jpg)
Starting from now, how many people will have joined Facebook by the end of our event? > The Count
Quick question
![Page 16: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/16.jpg)
Why engaging online is critical
• Is social media a fad?
![Page 17: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/17.jpg)
What does this mean for me?
![Page 18: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/18.jpg)
Social network or online community
Social Networks Online Communities
Source: FreshNetworks
![Page 19: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/19.jpg)
Smart Mobs: Democracy in action?
bit.ly/gKArcx
nyti.ms/e5P1Ul
gawker.com/5733816/
![Page 20: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/20.jpg)
Power to the lobby
Lobbyists will amplify and satirise misconduct or injustice
![Page 21: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/21.jpg)
You will be exposed for not living your brand
Live your brand, and ensure your employees do -or you can be exposed socially, digitally and offline
![Page 22: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/22.jpg)
![Page 23: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/23.jpg)
Showing solidarity - #IAmSpartucus
Social communities will rally against what it sees as injustice
![Page 24: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/24.jpg)
Crowd-sourcing saves lives
![Page 25: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/25.jpg)
Monitoring and outreach has grown up
If you do one thing: listen to what your audiences are saying
![Page 26: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/26.jpg)
The rise of social rank
![Page 27: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/27.jpg)
Social graph comments at #SMWF
“If you want a job in Silicon Valley today you
can forget it if your Klout rank is below 50.” Thomas Power, Chairman, Ecademy
“Developers are more concerned with their
social graph ranking than any other form of
recommendation”
Azeem Azir, Founder, Peer Index
Social reputation will play an increasingly heavier role in talent recruitment, influencer engagement and product development
![Page 28: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/28.jpg)
What should businesses be focusing on?
![Page 29: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/29.jpg)
Have a digital code of conduct
• Be credible
• Be consistent
• Be transparent
• Be relevant
• Be an ambassador for
your organisation
![Page 30: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/30.jpg)
Coca-Cola code of conduct
Core values in the social media community
1. Transparency in every engagement
2. Protection of consumers’ privacy
3. Respect of copyrights, trademarks and other rights
4. Responsibility in use of technology
5. Utilisation of best practices
![Page 31: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/31.jpg)
Have a social media policy
• Purpose
• Principles
• Statement of ethics
• Context for organisation
• Tools and services
• Professional and personal use
![Page 32: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/32.jpg)
Coca-Cola policy
Expectations of personal behaviour in social media
1. Adhere to the Code of Business Conduct
2. You are responsible for your actions
3. Be a “scout” for compliments and criticism
4. Let the subject matter experts respond to negative posts
5. Be conscious when mixing your business and personal lives
![Page 33: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/33.jpg)
Have social media staff guidance
• Before you engage
• Mitigation
• Professional use
• Research
• Outreach
• Ensure...
![Page 34: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/34.jpg)
Engagement benefits • Connecting with like-minded individuals• Peer to peer recommendations• Stimulating the debate of your most interest• Engaging with people in the their spaces• eCRM• Data collation• Product testing• Informing business, brand, product strategy• The financial worth of ‘Likes’
![Page 35: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/35.jpg)
Have an engagement strategy
• What are your business objectives?
• Overarching engagement
• Where does digital and social sit?
• How will your endeavours contribute?
• How will you engage your people
• How will you measure your endeavours?
![Page 36: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/36.jpg)
Television
Microsite Blog
Social Media
Documentaries
Digital
Experiential
Connect your digital and social presences
Source: Euro RSCG London
![Page 37: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/37.jpg)
Rebuttal
Source: FreshNetworks
![Page 38: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/38.jpg)
Principles of successful online engagement
Source: Mark Schmulen GM of Social Media for Constant Contact, Nov 2010 at Monitoring Social Media 2010
![Page 39: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/39.jpg)
7 levels of engagement
Disseminating informationMonitoringGaining insightRespondingDiscussingConsultingCollaborating
Deeper engagement
![Page 40: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/40.jpg)
Monitoring and gaining insight
![Page 41: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/41.jpg)
Responding
![Page 42: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/42.jpg)
Consulting
![Page 43: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/43.jpg)
Collaborating: Pepsi
![Page 44: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/44.jpg)
Appropriate use
• All of the 7 levels of engagement
• Signposting
• Promoting initiatives, awareness, take-up
• Correcting
• Rebuttal
![Page 45: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/45.jpg)
Inappropriate use
• Personal opinions
• Political opinions
• Defensive-behaviour
• Non-disclosure of position
• Calling the company into disrepute
![Page 46: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/46.jpg)
In-house PR
• Corporate rich media production• Digital news and social media monitoring• Digital news and social media outreach• Influencer mapping and blogger outreach• Earned partnerships• Offline PR integration• Digital reputation management • (Pay per click search)
![Page 47: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/47.jpg)
Talent and corporate reputation
Our brand and digital corporate identity are affected byhow our staff feel about working for us
![Page 48: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/48.jpg)
What can we learn from WikiLeaks?
In crisis comms scenarios: Get your facts straight and out first, take responsibility, tell people what your are doing, do it
![Page 49: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/49.jpg)
What does this mean for us?
1 Listen, monitor and gain insights
2 Have processes for your people
3 Get involved in the digital world around you
4 Embrace openess and transparency
5 Engage don’t broadcast
6 Be flexible enough to adapt
![Page 50: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/50.jpg)
Rising opportunities
![Page 51: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/51.jpg)
Data is the new gold
Location data and its applications http://bit.ly/mcbWLY
![Page 52: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/52.jpg)
Incentivising realworld interaction in gaming
Chromaroma : play while you travel http://www.chromaroma.com/
Retail establishments reward FourSquare Mayor’s and Transport for London encourages travel to less busy stations
![Page 53: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/53.jpg)
The rise of apps
Source: Peter Hoey
81 million smartphones sold world-wide in the third quarter 2010
![Page 54: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/54.jpg)
ROI of Point of Sale is here
Digital Out Of Home Media
Age, gender, race recognition
Real time
Automated tailored adverts
Metrics for clients
Display media has become digital, automated and interactive raising many new opportunities for retailers to optimise comms
![Page 55: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/55.jpg)
Augmented reality is here
Enhancing our experience of the physical world has never been easier
![Page 56: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/56.jpg)
Thank you
@tiffanystjames on twitter
I’ll be around for questions all day
![Page 57: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/57.jpg)
Stimulation clients
![Page 58: Digital Economy](https://reader033.fdocuments.in/reader033/viewer/2022061221/54be509e4a795955748b45c8/html5/thumbnails/58.jpg)
Digital: • strategy • training programmes • social engagement • amplification