the new social media contract
Post on 21-Oct-2014
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DESCRIPTION
This presentation details the current landscape of connected apps, websites, banners, and microsites and why its important to have a coherent digital strategy. There is a shift away from one big idea to lots of smaller connected solutions that brings with it user participation.TRANSCRIPT
WHO AM I?HI ALL, MY NAME IS TOM ELDRIDGE
I A M A D I G I T A L S T R A T E G I S T W O R K I N G I N T H E ENTERTAINMENT INDUSTRY, BLOGGER, AND ENTHUSIASTIC USER
INVISIBLE//INK//DIGITAL
“THE NEW SOCIAL MEDIA CONTRACT”
HTTP://INVISIBLEINKDIGITAL.COM
CONTENTS
CURRENT DIGITAL LANDSCAPE
WHAT IS DIGITAL STRATEGY?
WHY HAVE A DIGITAL STRATEGY
DOMINO PIZZA - A CASE STUDY
THE ROLE OF THE DIGITAL STRATEGIST
THE LINK BETWEEN VIEWING, PARTICIPATING AND ADVOCATING
THE SOCIAL MEDIA CONTRACT
LISTEN IN
...AND FEEDBACK
WHAT IS THE CURRENT DIGITAL LANDSCAPE?
AN ARCHIPELAGO OF CONNECTED APPS AND WEBSITES.
BUT THERE IS NO CENTRE, NO ONE BIG IDEA
...JUST LOTS OF SMALL IDEAS
THE KEY IS TO BRING COHERENCE TO A DISORGANISED SOCIAL NETWORK...TO BUILD LINKS BETWEEN THESE DISCONNECTED ISLANDS
WHAT IS DIGITAL STRATEGY
WHAT DOES DIGITAL PLANNING MEAN IN THE DIGITAL AGE?
INSIGHT - WHAT IS THE USER DOING/SEEKING AND HOW CAN A DEVICE OR CHANNEL FULFIL THAT NEED
PARTICIPATION IS KEY (GIVE EXAMPLES OF “PEOPLE POWERED IDEAS”)
THE LINK BETWEEN VIEWING, PARTICIPATING AND ADVOCATING
WHY HAVE A DIGITAL STRATEGY?
THERE IS A NEED TO TIE DIGITAL STRATEGY TO A WORLD WHERE INFORMATION IS CONSTANTLY CHANGING
WITHOUT A MAP AND COMPASS NECESSARY TO MAKE SENSE OF THE CHANGING DIGITAL LANDSCAPE, YOU CAN’T POSSIBLY IMPLEMENT A SUCCESSFUL OUTCOME
DOMINO PIZZA DIGITAL STRATEGY
DOMINO PIZZA HAS A NUMBER OF DIFFERENT DIGITAL CHANNELS
EACH DIGITAL CHANNEL ENGAGES WITH ITS USERS IN DIFFERENT WAYS
MAY 2010 DOMINO’S LAUNCHED ITS UK PROMOTION ON FOURSQUARE, WHICH ENCOURAGES USERS TO CHECK-IN AT ITS OUTLETS
DOMINO PIZZA DIGITAL STRATEGY - THE RESULTS
DOMINO PIZZA’S MATURE DIGITAL STRATEGY IS PAYING OFF
DOMINO PIZZA’S E-COMMERCE UNIT HAD GROWN BY 61.4% IN 2010
DOMINO PIZZA ONLINE SALES NOW ACCOUNTED FOR 32.7% OF ITS OVERALL UK DELIVERED SALES
DIGITAL STRATEGIST - ROLE
THE DIGITAL STRATEGIST OCCUPIES THE RAW SPACE BETWEEN THE ENABLING TECHNOLOGY, THE CREATIVE IDEA, THE BUSINESS GOAL, THE BRAND, AND ULTIMATELY THE USER
DIGITAL STRATEGIST SIT IN THE MIDDLE BETWEEN THE CREATIVE AND THE TECHNICAL TEAMS
CREATIVE TECHNICAL
DIGITAL
STRATEGIST
DIGITAL STRATEGIST - ROLE
DEFINE THE BUSINESS PROBLEM
LISTEN IN
DEFINE THE USERS PROBLEM
ID THE ROLE FOR PARTICIPATION
DEVELOP SOLUTION
ACTION FEEDBACK
THE LINK BETWEEN VIEWING, PARTICIPATING, AND ADVOCATING
THE IMPORTANCE OF USER INSIGHTS CANNOT BE OVERLOOKED
EFFECTIVE IDEAS ARE DRIVEN MORE BY SOCIAL INTERACTION
THE KEY IS HOW PEOPLE PLAY A ROLE TO PARTICIPATE IN AN IDEA
SOCIAL MEDIA CONTRACT
MICRO-SOCIAL INTERACTION REPLACES ‘A BIG IDEA’
UNDERSTANDING ‘THE ROLE OF USERS’ CONTENT’ NEEDS TO BE TAKEN INTO ACCOUNT TO INCREASE THE IMPACT
THE BINDING CONTRACT HOOKS THE USER IN - SKIN IN THE GAME
THE STATIC WEBSITE/APP IS DEAD - THE SOCIAL MEDIA CONTRACT DEMANDS ACTION > REACTION
LISTEN IN...
WHAT DO USERS SAY ABOUT A BRAND RATHER THAN WHAT THE BRAND TELLS THE USER
THE BRAND... LISTEN TO WHAT PEOPLE ARE SAYING AND KNOW WHEN TO JOIN THE CONVERSATION
...AND RESPOND TO FEEDBACK
SCHEDULED ACTIVITIES THAT ENCOURAGE INTERACTION FROM FANS AND FRIENDS
EAR TO THE GROUND AND PLAN OF ACTION TO RESPOND
RINSE AND SPIN - EVALUATING FEEDBACK AND WHEN TO APPLY IT
CREDITS
GARY HAYES & LAUREL PAPWORTH- ONLINE COLLABORATION UNIVERSE
DENIS COLLETTE - DUCKS
ANDREW BECRAFT - LEGO FIGURES
MARK SMICIKLAS - SOCIAL MEDIA IS CHANGING BUSINESS
OVERSOCIALIZED - SOCIAL MEDIA PARTICIPATION CHART
ALL CREDIT DUE TO THE FOLLOWING CREATIVE PEOPLE
MY DIGITAL CRUMBS
HTTP://UK.LINKEDIN.COM/IN/TOMELDRIDGE
HTTP://TWITTER.COM/INVISIBLDIGITL
HTTP://WWW.SLIDESHARE.NET/INVISIBLEINKDIGITAL
HTTP://INVISIBLEINKDIGITAL.COM