FHV Socialnomics _ 20161210
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Transcript of FHV Socialnomics _ 20161210
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Digital Culture Socialnomics
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welcome to the new world
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welcome to the new worldwith a new communication paradigm
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2001 New York
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2005 London
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2009 New York
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2014 Hawaii
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2015 Paris
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2015 #brusselslockdown
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2015 #brusselslockdown
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welcome to the new worldwith a new communication paradigm
dialogue
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traditional publishing
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traditional publishing
social publishing
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traditional publishing
social publishing
interaction
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the web is being rebuild around people
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the web is being rebuild around people
30 minutes 779 295 retweets
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the web is being rebuild around people
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the web is being rebuild around people
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the web is being rebuild around people
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Its not about technology Its about behaviour
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the web is being rebuild around people
understanding the social graph
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Leonhard EulerSwiss MathematicianGraph Theory
the social graph
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is the mapping of everybodyhow they are related, and
how they interact
the social graph
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we live in a networked society
the social graph
1
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we can have multiple groups of friends
the social graph
2
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5
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3
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150
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5
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1 to 1
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1 to 1 to many
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(1 to 1 to many)n
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#jesuischarlie
http://srogers.cartodb.com/viz/123be814-96bb-11e4-aec1-0e9d821ea90d/embed_map
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Going viral
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Going viral
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Going viralFebruary 25th, 2015
Swiked Guys please help me - is this dress white and gold or blue and black? Me and my friend cant agree and were freaking the f**k out
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Going viral
#thedress
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Going viral
#thedress
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Going viral
#thedress
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Going viral
#thedress
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Going viral
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Going viral
#icebucketchallenge
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?Going viral What makes this so viral
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?Going viral What makes this so viral
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Going viral
These are just prerequisatories.Every day marketing campaigns are started which tick all the boxes.
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Going viral
Unfortunately its not about creativity,but all about mathematics.
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Going viral
Duncan Watts Six degrees. The science of a connected age.
2003
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Going viral six degrees. the science of a connected age
6 degrees of separation Milgram,1967
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6 degrees of Kevin Bacon www.sixdegrees.org
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Going viral six degrees. the science of a connected age
20085,28 hops
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Going viral six degrees. the science of a connected age
20085,28 hops
20114,74 hops
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Going viral six degrees. the science of a connected age
That moment when everybody claps in synchronicity Information Cascade
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Going viral six degrees. the science of a connected age
Once commenced it becomes self-perpetuating. Information Cascade
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Going viral six degrees. the science of a connected age
Do you need the Internet to create an information cascade?
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Going viral six degrees. the science of a connected age
Do you need the Internet to create an information cascade?
NO, but it can help.
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Going viral six degrees. the science of a connected age
Can you cause an information cascade, (and if so how)?1
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Going viral six degrees. the science of a connected age
Do networks have weak-points, if hit precisely,a small shock would explode like an epidemic?2
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Going viral six degrees. the science of a connected age
Yes!
It has to do with how humans make up their mind.
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Going viral six degrees. the science of a connected age
Other people control (y)our mind
You Other Other Other Other
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Other people control our mind
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or differently put Other people control our mind
on average people buy 15% of the time, but when someone next to you orders something your chances of buying something rise to 20%
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Going viral six degrees. the science of a connected age
Its all about exceeding the critical threshold
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Going viral six degrees. the science of a connected age
Exceeding the threshold depends on the virality of the message or behavior the number of infected neighbors
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BUTwhen the threshold is passed, and the message goes viral
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social superpowers
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CASE :
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CASE :
85% 34y
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social superpowers
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CASE :
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before there was Lumia there was
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CASE :
Launch of the new PureView on Nokia Lumia
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In an effort to demonstrate the benefits of optical image stabilization (), we produced a video that simulates what we will be able to deliver with OIS. () We should have posted a disclaimer stating this was a representation of OIS only. This was not shot with a Lumia 920. At least, not yet. We apologize for the confusion we created. Heidi Lemmetyineneditor-in-chief of Conversation at Nokia Blog
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social superpowers
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social superpowers
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newmarketing funnel
importance of influence
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newmarketing funnel
importance of influence
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the strength of weak tiesMark Granovetter
Connected through strong ties
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the strength of weak tiesMark Granovetter
Connected through strong ties
c
Connected through weak ties
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influence
information
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the strength of weak ties
Mary
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the strength of weak ties
Mary
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the strength of weak ties
trusted friendsMary
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the strength of weak ties
trusted friends
experts
Mary
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the strength of weak ties
trusted friends
experts
Mary
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newmarketing funnel
importance of influence
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newmarketing funnel
importance of influence
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c
Celebreties
Publishers
Fans
Friends
Bieber
Blogger
Customer
Mom
Co-worker
Vendor
(girl)friendnew
marketing funnel importance of influence
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c
Celebreties
Publishers
Fans
Friends
Bieber
Blogger
Customer
Mom
Co-worker
Vendor
(girl)friend
More Relevance
More Reach
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usage of influencer marketing
Yes!No Plans
86%
14%
19% First year
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Digital Culture Socialnomics
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Extreme Customer Centricity
Technology =
Facilitator
Selling without selling
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Extreme Customer Centricity
Technology =
Facilitator
Selling without selling
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Extreme Customer Centricity
Technology =
Facilitator
Selling without selling
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Customer first without compromise
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Existing Tesla drivers get the newest features for FREE!
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Existing Tesla drivers get the newest features for FREE!
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Extreme Customer Centricit
y
Technology =
Facilitator
Selling without selling
no mercy for bad behaviour
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no mercy for bad behaviour
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Extreme Customer Centricity
super hero window cleaners at childrens hospital
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dont look for the next big thinglook for 100 small things
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one basic rule: angry birds proof
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fast
easy
fun
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fast
easy
fun
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fast
easy
fun
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towards extreme simplicity
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Check how fast and easy the customer interface of these new style companies is
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towards extreme simplicity
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towards extreme simplicity
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Extreme Customer Centricity
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Extreme Customer Centricity
Technology =
Facilitator
Selling without selling
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Extreme Customer Centricity
Technology =
Facilitator
Selling without selling
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Technology =
Facilitator
Social Media
Internet
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Social Media
Internet
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Social Media
Internet
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Social Media
Internet
evolution ofconnected devices
20202014
37 billion
1 billion
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Social Media
Internet
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Social Media
Internet
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Social Media
Internet
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Social Media
Internet
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InternetSocial Media
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InternetSocial Media
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January 27th, 2015
InternetSocial Media
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Facebook was down for 27 minutes
InternetSocial Media
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Social Media
Internet
social networking space
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ProfessionalNostalgia - Emotion - having fun
PersonalAchievement - Success - Aspiration
We spent time! We invest time!
1234
c
c
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Social Media
Internet
social networking space
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Social Media
Internet
social networking space
Interest/ topic based
real life/ relationship based
permanent
temporary
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Social Media
Internet
social networking space
Interest/ topic based
real life/ relationship based
permanent
temporary
private
public
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Social Media
Internet
social networking space
Interest/ topic based
real life/ relationship based
permanent
temporary
private
public
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social networking space
Social Media
Internet
one to manyone to one
permanent
temporary
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social networking space
Social Media
Internet
one to manyone to one
permanent
temporary
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social networking space
Social Media
Internet
one to manyone to one
permanent
temporary
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social networking space
Social Media
Internet
one to manyone to one
permanent
temporary
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Social Media
Internet
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InternetSocial Media
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InternetSocial Media
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InternetSocial Media
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social customer care 2010 - 2014
400%Social Media
Internet
2010 2014
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social customer care can be hard!
Social Media
Internet
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Social Media
Internet
social customer care can be hard!
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Social Media
Internet
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Social Media
Internet
thank you
sorry
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Social Media
Internet
6 rules of participation
listenask questions
open personalengagementhonest
thank you
sorry
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Internet
social customer care can be hard!
Social Media
Whats your reaction?
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social media can be hard!
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social media can be hard!
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social media can be hard!
Totale ridiculous photo. At least havesomething realistic Give moms a break.
I prefer running naked with my children
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social media can be hard!
Totale ridiculous photo. At least havesomething realistic Give moms a break.
I prefer running naked with my children
Amazing! Inspiring! Im a mum and can be stunning.
She looks awesome!!! Be inspired ladies. Not easy but achievable
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social media can be hard!
#fail #fail
to predict the audiences receptivity to pay sufficient attention to detail
#susanalbumparty
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Technology =
Facilitator
Social Media
Internet
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Extreme Customer Centricity
Technology =
Facilitator
Selling without selling
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Extreme Customer Centricity
Technology =
Facilitator
Selling without selling
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Selling without selling
Content
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Content
Its not about your product Its about your story
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although simply the best shit might do
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Josha Bell, world top violin player is ignored in the wrong setting
Content
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Content
a good story adds value is an inspiration in the right context
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Content
its not about products its about sharing inspriring stories
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Content
and this works in every industry
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Content
and this works in every industry yes, every industry!
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Content
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Content
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Content
Content does not equal campaign
Reac
h
Time
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Content
Content does not equal campaign
Reac
h
Time
campaign
campaign
content
content
content
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Content
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Content does not equal campaign
Content
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Content does not equal campaign
Content
Its about sharing!
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Content
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Content
3year
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Content
30min
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Content
whats your content stategy?
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Content
Mar
ket
need
uniqueness of the content
avoid niche
competition focus
content quadrant
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Extreme Customer Centricity
Technology =
Facilitator
Selling without selling
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welcome to the digital world
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welcome to the digital world
digital offline + digital online
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where you only have one customer relationship
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where you only have one customer relationship
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where you only have one customer relationship
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when offline and digital are not viewed as two seperated worlds, you create one
customer relationship
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welcome to the digital world
combine old philosophies with new technologies
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combine old philosophies with new technologies
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combine old philosophies with new technologies
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as a customer you only have one relationship with Apple, online and offline
customer relationship
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welcome to the digital world
with a digital first customer relationship
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welcome to the digital world
with a digital first customer relationship
but
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when everyrelationship
becomes digital
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when everyrelationship
becomes digitaldigital becomes a commodity
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73%want real people to deal with
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when something becomes scarce
it becomes valuable
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so people will become scarce
but valuable
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Die Fast
Digital Transformation
Hum
an T
rans
form
atio
n
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Die Fast Fighter markets
Digital Transformation
Hum
an T
rans
form
atio
n
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Die Fast
Strong today, not enough tomorrow
Digital Transformation
Hum
an T
rans
form
atio
n
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Die Fast Fighter markets
Strong today, not enough tomorrow
When digital becomes human
Digital Transformation
Hum
an T
rans
form
atio
n
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customer relationship of the future
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customer relationship of the future
1. create a digital first relationship with your customer
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customer relationship of the future
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customer relationship of the future
Citizin M hotel has no reception
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customer relationship of the future
Citizin M hotel has small, connected and design rooms
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customer relationship of the future
1. create a digital first relationship with your customer
2. rethink the human side of business
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customer relationship of the future
Citizin M hotel has the biggest bar and living room to meet people
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73%people love people
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humansadd value
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no computer ever invented a better computer
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computers personalize humans make it personal
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computers predict humans surprise
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computers confirm humans smile
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computers deliver humans over-deliver
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customer relationship of the future
the ultimate digital relationship
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customer relationship of the future
the ultimate digital relationship + the ultimate human relationship
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customer relationship of the future
the digital relationship adds
automation + data
operationalexcellence
on-demand
services & products
ultimate convenien
ce
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customer relationship of the future
the human relationship
adds
empathy + creativity + passion
emotionalconnection
the most personal
experience
awesome companies
to buy from
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customer relationship of the future
the digital relationship adds
the human relationship
adds
automation + data empathy + creativity + passion
operationalexcellence
emotionalconnection
on-demand
services & products
ultimate convenien
ce
the most personal
experience
awesome companies
to buy from
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customer relationship of the future
the digital relationship adds
the human relationship
adds
automation + data empathy + creativity + passion
operationalexcellence
emotionalconnection
on-demand
services & products
ultimate convenien
ce
the most personal
experience
awesome companies
to buy from
customer intimacy
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she understoodwhat I was talking about
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she didnt!
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Digital Culture Socialnomics