Digital Outlook (Econsultancy) Keynote: 2014 Trends for Content & Social
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Transcript of Digital Outlook (Econsultancy) Keynote: 2014 Trends for Content & Social
Econsultancy.com
2014 Trends: Content & Social Keynote Digital Outlook 2014 by Econsultancy
!“If you fail to plan, you plan to fail.”
#DigitalOutlook14 | @ladyxtel
Christel Quek @ladyxtel
Econsultancy.com
“社会化媒体” mediasociety
evolution/ transformation
#DigitalOutlook14 | @ladyxtel
Constant Evolution & Transformation
Econsultancy.com
Chaos & Denial Chaos & Hype Disillusionment Enlightenment
Where We Began
#DigitalOutlook14 | @ladyxtel
Econsultancy.com
Where We Want to Be
#DigitalOutlook14 | @ladyxtel
VA L U E
R E A L U S E R I S S U E S
B R A N D E X P E RT I S E
Econsultancy.com#DigitalOutlook14 | @ladyxtel
VA L U E
R E A L U S E R I S S U E S
B R A N D E X P E RT I S E
Content Context AdvocacyVA L U E =
Where We Want to Be
Econsultancy.com#DigitalOutlook14 | @ladyxtel
Content Context Advocacy
2014 Trends
S O C I A L I N T E L L I G E N C E C E N T R E S !F R O M P U B L I S H E R T O A C T I VAT O R !F R O M E G O A N A LY T I C S T O B U S I N E S S M E T R I C S
B AT T L E O F T H E F E E D S !M I C R O S O C I A L , M A C R O P O S S I B I L I T I E S !B E H AV I O U R > D E M O G R A P H I C S
PA S S I O N P O I N T S F O R C . I . A !I F I T ’ S N O T R E L E VA N T, I T ’ S N O T R E A L !I N T E R S E C T I O N O F U S E R G R A P H S
Econsultancy.com
2014 Trends: CONTENT
SOCIAL INTELLIGENCE
CENTERS
FROM PUBLISHER TO ACTIVATOR
FROM EGO ANALYTICS TO
BUSINESS METRICS
#DigitalOutlook14 | @ladyxtel
Econsultancy.com
SOCIAL INTELLIGENCE
CENTERS
#DigitalOutlook14 | @ladyxtel
ACCUMULATING SOCIAL CAPITAL THROUGH SOCIAL INTELLIGENCE
2014 Trends: CONTENT
Econsultancy.com
FROM PUBLISHER TO ACTIVATOR
#DigitalOutlook14 | @ladyxtel
EXPANDING USER CONTENT REACTIONS TO BRAND CONTENT
2014 Trends: CONTENT
Econsultancy.com
FROM PUBLISHER TO ACTIVATOR
#DigitalOutlook14 | @ladyxtel
3 CONTENT REACTIONS: !ORGANIC (USER) CONTENT !COLLECTED (USER) CONTENT !COLLABORATED (BRAND) CONTENT
2014 Trends: CONTENT
Econsultancy.com
FROM EGO ANALYTICS TO
BUSINESS METRICS
#DigitalOutlook14 | @ladyxtel
Remember : You can’t measure what you didn’t track
2014 Trends: CONTENT
fit2fat2fit.com
Econsultancy.com
FROM EGO ANALYTICS TO
BUSINESS METRICS
#DigitalOutlook14 | @ladyxtel
CONTENT METRICS !CONSUMPTION: PAGE VIEWS, VIDEO VIEWS, DOCUMENT VIEWS, DOWNLOADS, EMAIL SUBSCRIPTIONS AND SOCIAL CHATTER. !SHARING: LIKE, SHARES, TWEETS, +1S AND PINS, FORWARDS, NUMBER OF INBOUND LINKS.
2014 Trends: CONTENT
Econsultancy.com
FROM EGO ANALYTICS TO
BUSINESS METRICS
#DigitalOutlook14 | @ladyxtel
BUSINESS METRICS !LEAD GENERATION: FORM COMPLETION AND DOWNLOADS, EMAIL AND BLOG SUBSCRIPTIONS, BLOG COMMENTS AND YOUR CONVERSION RATE !SALES: LOOK AT BOTH ONLINE AND OFFLINE SALES THAT ARE INFLUENCED BY CONTENT, FOOTFALL IN RETAIL STORES
2014 Trends: CONTENT
Econsultancy.com
FROM EGO ANALYTICS TO
BUSINESS METRICS
#DigitalOutlook14 | @ladyxtel
ADVOCACY METRICS !THOUGHT LEADERSHIP: REQUESTS FOR SYNDICATION OR GUEST BLOG POSTS !LOYALTY: ADVOCATES, FANS, FOLLOWER, REFERRALS & WORD-OF-MOUTH.
2014 Trends: CONTENT
Econsultancy.com
BATTLE OF THE FEEDS
MICRO SOCIAL, MACRO POSSIBILITIES
BEHAVIOUR > DEMOGRAPHICS
#DigitalOutlook14 | @ladyxtel
2014 Trends: CONTEXT
Econsultancy.com
BATTLE OF THE FEEDS
#DigitalOutlook14 | @ladyxtel
USERS WANT CONTENT THAT IS FAST, FOCUSED, AND FRICTIONLESS !I .E. THEY DON’T WANT TO WORK TOO HARD TO UNDERSTAND WHAT YOU’RE TRYING TO SAY
2014 Trends: CONTEXT
Econsultancy.com
BATTLE OF THE FEEDS
#DigitalOutlook14 | @ladyxtel
“ARE WE DESIGNING CONTENT AROUND PASSION POINTS, OR CONTENT AROUND HOW THEY CAN BE RANKED?”
2014 Trends: CONTEXT
Econsultancy.com
MICRO SOCIAL, MACRO
POSSIBILITIES
#DigitalOutlook14 | @ladyxtel
2014 Trends: CONTEXT
Econsultancy.com
MICRO SOCIAL, MACRO
POSSIBILITIES
#DigitalOutlook14 | @ladyxtel
BEING SOCIAL IS BEING WHERE PEOPLE ARE. CLUSTERING ONTO MICRO-SOCIAL APPS !WHATSAPP (350M USERS), LINE (300M USERS), WECHAT (600M USERS) ALLOW FOR PERSONALISED, CREATIVE DIALOGUE
2014 Trends: CONTEXT
Econsultancy.com
BEHAVIOUR > DEMOGRAPHICS
#DigitalOutlook14 | @ladyxtel
UNDERSTANDING ARCHETYPES & BEHAVIOURS HELP TO SCALE INSIGHTS INTO A BRAND NARRATIVE WITH CONTEXT
2014 Trends: CONTEXT
Econsultancy.com
BEHAVIOUR > DEMOGRAPHICS
#DigitalOutlook14 | @ladyxtel
DataFacts
Structure
Perspectives
Brand Narrative
2014 Trends: CONTEXT
Econsultancy.com
BEHAVIOUR > DEMOGRAPHICS
#DigitalOutlook14 | @ladyxtel
DataFacts
Structure
Perspectives
Brand Narrative
2014 Trends: CONTEXT
Econsultancy.com
BEHAVIOUR > DEMOGRAPHICS
#DigitalOutlook14 | @ladyxtel
DataFacts
Structure
Perspectives
Brand Narrative
2014 Trends: CONTEXT
Econsultancy.com
BEHAVIOUR > DEMOGRAPHICS
#DigitalOutlook14 | @ladyxtel
DataFacts
Structure
Perspectives
Brand Narrative
2014 Trends: CONTEXT
Econsultancy.com
BEHAVIOUR > DEMOGRAPHICS
#DigitalOutlook14 | @ladyxtel
DataFacts
Structure
Perspectives
Brand Narrative
2014 Trends: CONTEXT
Econsultancy.com
PASSION POINTS FOR C.I .A
IT’S NOT REAL IF IT’S NOT RELEVANT
INTERSECTION OF USER GRAPHS
#DigitalOutlook14 | @ladyxtel
2014 Trends: ADVOCACY
Econsultancy.com#DigitalOutlook14 | @ladyxtel
PASSION POINTS FOR C.I .A
!!
CELEBRITIES
INFLUENCERS
BRAND ADVOCATES
2014 Trends: ADVOCACY
Econsultancy.com
IT’S NOT REAL IF IT’S NOT
RELEVANT
#DigitalOutlook14 | @ladyxtel
REAL TIME MARKETING FOCUSES ON TACTICAL CAMPAIGNS, NOT STRATEGIC INFRASTRUCTURE !INVESTMENT IN GROWING SOCIAL INTELLIGENCE + AGILE CONTENT TEAMS
2014 Trends: ADVOCACY
Econsultancy.com
INTERSECTION OF USER GRAPHS
#DigitalOutlook14 | @ladyxtel
PERSONAL GRAPH
SOCIAL GRAPH
INTEREST GRAPH
BEHAVIOUR GRAPH
2014 Trends: ADVOCACY
Econsultancy.com
Use Content, Context, & Advocacy to Understand Users
#DigitalOutlook14 | @ladyxtel
M E A S U R A B L E I N T E R AC T I O N S
D I S E N G AG E D U S E R
E N G AG E D, K N O W L E D G E
G AT H E R E D
onto the route of self improvement, making better decisions
Econsultancy.com
Water (Users) can weather Rock (Brands)
#DigitalOutlook14 | @ladyxtel
USERS
brands
never underestimate