six digital trends to watch by steve rubel and david armano
DESCRIPTION
This is a slideshow where we identify key digital trends and how your organization needs to plan accordingly for them. We believe these trends are not future gazing but what’s happening at this very moment and that they will cause organizations to adapt to change, adopt new practices and innovate accordingly. Presentation by Steve Rubel and David ArmanoTRANSCRIPT
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SOCIALMEDIAPRESENTATION
CuratedbySteveRubel,DirectorofInsights+DavidArmano,SVPDigital
6DigitalTrendstoWatch
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TechnologiesGetAlltheA/en0on,YetThey’reFlee0ng
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Trends,However,DevelopMoreSlowlyandAreOAenTimeless
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SOCIALMEDIAPRESENTATIONTREND1‐MARKETINGINTHEAGEOF
STREAMS
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THECHALLENGE:THEFIREHOSE
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PEOPLENEEDTOHEARTHINGSMANYTIMESFORITTOSINKIN
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I:ESTABLISHDIGITALEMBASSIESANDEQUIPEMPLOYEESTOBECOMEAMBASSADORS
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II:EMBRACEMULTIPLICITYANDDIVERSITY
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III:USETHEFORCE,DON’TFIGHTIT
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TREND2‐THEGOOGLIZATIONOFMEDIA:BUILDINGADIGITALLYVISIBLEBUSINESS
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QUALITYCONTENTDRIVESDIGITALVISIBILITY
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SOCIALCONNECTIONSDRIVEDIGITALVISIBILITY
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SOCIALMEDIAPRESENTATIONTREND3‐THEDATADECADE:
DIYINSIGHTSANDSITUATIONALAWARENESS
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I:TAPINTOFREETOOLSANDBECOMEDATAJUNKIES
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II:LOOKFORUN‐METNEEDSANDUSETHEDATATOPLANPRODUCTSANDCAMPAIGNS
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II:MAPNETWORKSTOUNDERSTANDHOWTOUSETHEMEFFICIENTLYANDEFFECTIVELY
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TREND4–BusinessBecomesSocial SocialmediaexpandsintothefabricofbusinessfromcommunicaZonstohowconsumersbecomeco‐creatorsandemployeesbecomeadvocates
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I:CONVERTEMPOWEREDINDIVIDUALSTOEMPOWEREDGROUPS&COLLECTIVES
(CharlesSchwabisanEdelmanclient)
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II:INCLUDESTAKEHOLDERSINTOYOURINNOVATIONINITIATIVES
(StarbucksisanEdelmanclient)
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III:ENCOURAGEEMPLOYEESTOADVOCATERESPONSIBLY
(NutroisanEdelmanclient)
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IV:PREPAREEMPLOYEESFORPUBLICENGAGEMENT
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CUSTOMERCARE PR IT MarkeZng
“social media” touches all of these
HR R&D
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V:EMBRACESOCIALBUSINESSBEYONDASINGLEDEPARTMENT
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BUSINESSBECOMESSOCIAL: ACTIONITEMS
• Planforscale(movingbeyondexperiments) • Organizeaccordingly • Integrateexternalwithinternal• Engageemployees• Formalizeguidelines
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TREND5–LOCATION,LOCATION,LOCATION “Whereareyou”isthenewwhatareyoudoing?Mobileandlocalbringthedigitalandrealworldstogether.
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LOCALADDSANOTHERDIMENSIONTOAMBIENTAWARENESS
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POPULARPLATFORMSCRITICALTOMOREMASSADOPTION
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OPPORTUNITIESTOBRINGPHYSICALANDDIGITALWORLDSTOGETHER
(StarbucksisanEdelmanclient)
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LOCATION,LOCATION,LOCATION: ACTIONITEMS
• Integraterealworldeventswithdigitalstrategy • Lookforwaystobringpeopletogetherlocally • Tapinto“gaming”aspectandrewardparZcipaZon&loyalty• DelivervaluethroughincenZves• Experimentwithpilotprograms
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TREND6–PRIVATEBECOMESPUBLICAsnetworkssuchasFacebookbegintoloosentheirprivacyrestricZonsandGenYadvancesintheworkforce,whatoncewasprivatebecomesincreasinglypublic
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“Privacyisnolongerasocialnorm”‐MarkZuckerburg
WEAREINCREASINGLYBECOMINGRESPONSIBLEFOROUROWNPRIVACY
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HOWMUCHDOWEWANTTOSHARE?
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DATAGETSPUTINTOTHESTREAMIFWEALLOWIT
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PRIVATEBECOMESPUBLIC: ACTIONITEMS
• Bepreparedforpublicengagement(socialmediaguidelinesetc.) • CreaterulesofengagementforsocialmediaparZcipaZon • MonitorconversaZonsinallecosystems(owned,paid,earned)• ParZcipateauthenZcally• Harness“socialsharing&broadcasZng”• AssumeallinteracZonsarenowpublic