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Technology -
DigitalNow 2009
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Written by Renato Cruz Sogueco
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Friday, 17 April 2009 13:30 |
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Quick links: Check out the DigitalNow Blog or DigitalNow Live!
From the DigitalNow brochure on Peter Hirshberg keynote:
"The Rise of the Audience
The audience is up to something. An international phenomenon has emerged: people are creating their own content, learning from one another and gaining power. This global audience is breaking news stories, building communities, influencing brands and changing the way we get information.
Bloggers now have authoritative voices and the most popular types of media (television, radio, news, movies) are being created and consumed in ways that undermine one-way forms of communication. The demand side is supplying itself, a shift that has profound impacts on news, mainstream media and entertainment.
Peter Hirshberg is at the epicenter of the noisy, connected world of online conversation. He is changing our thinking about marketing, branding and customer relationships. Using original and historical clips from computing and television, Peter examines examples of the clashes between the two cultures going back 50 years. He shares a look at why we are where we are and insights about what to do next."
Again, my RAW notes . . .
Tweebase.com "mobcasting" audience is impresario. With Tivo, you set the schedule or with Hulu. Editorial power has shifted to power. Audience is now producer. We didn't expect it.
Hollywood didn't expect that it would create content and amuse itself. 64 percent of young people created content for each other. Today's audience don't think of themselves as an audience.
Audience is in "cahoots" when you get them together, they get smart. Til 01 internet was about pages. We put it into use for the previous medium. Now it's about people - web 2.0.
2005 Forbes - Attack of the Blogs. 2007 social networking - newsweek. Then the following year, they elected Obama with it. Associations touch all this. We are the press. Struggling to be heard. Are brands. Are orgs who traditions are changing.
The Press
Bloggers caused a fundamental change. CBS example - "unseated" due to blogs. Andrew Heyward - world of overwhelming perspectives. Dell. Bad customer service a few years ago. If you blog, they'll find you. Build computers discussed out in the blogosphere. Marketwatch - blend of UGC and own content. Curate the community and bring them in. The inconceivable becomes what you do to thrive. Can't make blogs go away. Immediate reaction to audience being in control was defensive.
Denial anger acceptance - typical reactions.
Nike Plus. Technical device. Runners are a community and check online. Nike sees visits three times a week. Lowered advertising costs but promoted community. They were replacing media.
Lego. B2b strategy for mindstorms. Many enthusiastic fans but many reversed engineered. Sue customers and help them? Help them! Always an inspired leader that pushes these concepts. Jake McKee - in charge of adult lego toys. What did you learn? Culture is that we're on the inside so we know more. Even the dumbest customer knows much more than the smartest lego executive.
As people follow you, brands that create movement, cares in causes to believe in will do better. Lauder. Protocol has been worked out. Companies are starting to understand this. Also, the darndest things happen. You can control what the customers will do - satires of ads! How do you interact with that?
Simply recipes. Recipe on Jello, started a huge thread. If you were the manufacturer of jello, of course this is the place you want to be. How do you stitch these two together. Go to technorati, people talk about jello 600 times a day! Hit technorati and chart what people are talking about.
Blogosphere - more than a 100 milion. Falls into three buckets
26,000 with more than 1000 inbound links. Top blogs tend to be broadcast. Middle - 100k with 50 inbound links - topical experts. Bidirectional as well. If they're talking how do we engage? You listen.
What is digital? It's a mindset. A new way to relate with customers/members. How do we live in a web 2.0 world? Customer is in control. Your story must become your story - like campfire. Marketers must take seat around virtual campfire. Create story that people want to share. How can brand be meaningful. The Website - conversation is happening elsewhere. Reimagine the site - clear notion of it's relationship with the "edge" make it a hub for conversation. Syndicate - then move it back to the edge. Strategy to invite people in.
Social tech is about marketing, its about how you do business.
Bestbuy. Emergent. Change comes from the bottom. Average age is 22. Why were customers having hooking up HDTVs? Put all employees in social network. Nature of employees became connected. They were serving their employees. Employees began solving problems for themselves. Video contest for the 401k. enrollment percentage to 18 percent to 47 percent. Employees talked about 401k in their voice. Took them seriously. Gave them the voice. HR should do that right? Not necessarily.
ASpace - CIA. Facebook for intelligence types. How do we modify unpredictable change. How do we change big organization? Open source. Lot of stuff out there that we can take advantage. Intellipedia, CIA wiki. Collaborative way to keeps tabs on what's going on in intelligence world.
Goldcorp. Take all of geological data and ask everyone where is the gold? Smartest people don't necessarily work for you, they are out there.
Blanchard. Link between customers and employees is where you find the value.
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Last Updated on Monday, 22 November 2010 18:47 |
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