Digital Economy

Digital Economy

How the digital landscape has changed

What does this mean for businesses

What future development do I need to know?

Hello! @tiffanystjames

Twitter: http://twitter.com#!/tiffanystjamesLinked In / Facebook / Skype / FourSquare / Slideshare / Quora…..Tiffany St James

How the digital landscape has changed

The landscape in 2007

Xkcd.com 2007: Sizes based on membership of a community

The landscape in 2010

xkcd.com 2010: Sizes based on social activity in a community

Internet statistics31.5m people access the internet everyday or nearly everyday

9.2m UK people have never accessed the internet

60% are over 65y

Only 1% of 16-24y never accessed the internet

31.5m people access the internet everyday in the UK

Why people use the internet

Source: Global Web Index Oct 2010

74% of households in the UK have broadband access

In 2010, 22% of UK consumers have a smartphone 90% users access the internet or email from their phone

From this…

Infographics are critical to effective modern digital communication

…To this

Infographics are critical to effective modern digital communication

How we now target consumers

What people do online, not what postcode or demographicis playing an increasingly larger role in consumer targeting

Trust in communications

Peer to peer recommendation now at 90%, trust in advertising 14%

% share of revenues for January to June 2010

Total advertisingmarket

£8.1 billion

NOTE * Television includes estimated sponsorship revenuesSource: PwC / Internet Advertising Bureau, The Advertising Association / WARC

A mature channel in the media buying mix

Global spending on social media in 2010 was $3.4billion

Gen Y and their approach

Gen Y are organising the social web in a way that works for them

Starting from now, how many people will have joined Facebook by the end of our event? > The Count

Quick question

Why engaging online is critical

• Is social media a fad?

What does this mean for me?

Social network or online community

Social Networks Online Communities

Source: FreshNetworks

Smart Mobs: Democracy in action?

bit.ly/gKArcx

nyti.ms/e5P1Ul

gawker.com/5733816/

Power to the lobby

Lobbyists will amplify and satirise misconduct or injustice

You will be exposed for not living your brand

Live your brand, and ensure your employees do -or you can be exposed socially, digitally and offline

Showing solidarity - #IAmSpartucus

Social communities will rally against what it sees as injustice

Crowd-sourcing saves lives

Monitoring and outreach has grown up

If you do one thing: listen to what your audiences are saying

The rise of social rank

Social graph comments at #SMWF

“If you want a job in Silicon Valley today you

can forget it if your Klout rank is below 50.” Thomas Power, Chairman, Ecademy

“Developers are more concerned with their

social graph ranking than any other form of

recommendation”

Azeem Azir, Founder, Peer Index

Social reputation will play an increasingly heavier role in talent recruitment, influencer engagement and product development

What should businesses be focusing on?

Have a digital code of conduct

• Be credible

• Be consistent

• Be transparent

• Be relevant

• Be an ambassador for

your organisation

Coca-Cola code of conduct

Core values in the social media community

1. Transparency in every engagement

2. Protection of consumers’ privacy

3. Respect of copyrights, trademarks and other rights

4. Responsibility in use of technology

5. Utilisation of best practices

Have a social media policy

• Purpose

• Principles

• Statement of ethics

• Context for organisation

• Tools and services

• Professional and personal use

Coca-Cola policy

Expectations of personal behaviour in social media

1. Adhere to the Code of Business Conduct

2. You are responsible for your actions

3. Be a “scout” for compliments and criticism

4. Let the subject matter experts respond to negative posts

5. Be conscious when mixing your business and personal lives

Have social media staff guidance

• Before you engage

• Mitigation

• Professional use

• Research

• Outreach

• Ensure...

Engagement benefits • Connecting with like-minded individuals• Peer to peer recommendations• Stimulating the debate of your most interest• Engaging with people in the their spaces• eCRM• Data collation• Product testing• Informing business, brand, product strategy• The financial worth of ‘Likes’

Have an engagement strategy

• What are your business objectives?

• Overarching engagement

• Where does digital and social sit?

• How will your endeavours contribute?

• How will you engage your people

• How will you measure your endeavours?

Television

Microsite Blog

Social Media

Documentaries

Print

Digital

Experiential

Connect your digital and social presences

Source: Euro RSCG London

Rebuttal

Source: FreshNetworks

Principles of successful online engagement

Source: Mark Schmulen GM of Social Media for Constant Contact, Nov 2010 at Monitoring Social Media 2010

7 levels of engagement

Disseminating informationMonitoringGaining insightRespondingDiscussingConsultingCollaborating

Deeper engagement

Monitoring and gaining insight

Responding

Consulting

Collaborating: Pepsi

Appropriate use

• All of the 7 levels of engagement

• Signposting

• Promoting initiatives, awareness, take-up

• Correcting

• Rebuttal

Inappropriate use

• Personal opinions

• Political opinions

• Defensive-behaviour

• Non-disclosure of position

• Calling the company into disrepute

In-house PR

• Corporate rich media production• Digital news and social media monitoring• Digital news and social media outreach• Influencer mapping and blogger outreach• Earned partnerships• Offline PR integration• Digital reputation management • (Pay per click search)

Talent and corporate reputation

Our brand and digital corporate identity are affected byhow our staff feel about working for us

What can we learn from WikiLeaks?

In crisis comms scenarios: Get your facts straight and out first, take responsibility, tell people what your are doing, do it

What does this mean for us?

1 Listen, monitor and gain insights

2 Have processes for your people

3 Get involved in the digital world around you

4 Embrace openess and transparency

5 Engage don’t broadcast

6 Be flexible enough to adapt

Rising opportunities

Data is the new gold

Location data and its applications http://bit.ly/mcbWLY

Incentivising realworld interaction in gaming

Chromaroma : play while you travel http://www.chromaroma.com/

Retail establishments reward FourSquare Mayor’s and Transport for London encourages travel to less busy stations

The rise of apps

Source: Peter Hoey

81 million smartphones sold world-wide in the third quarter 2010

ROI of Point of Sale is here

Digital Out Of Home Media

Age, gender, race recognition

Real time

Automated tailored adverts

Metrics for clients

Display media has become digital, automated and interactive raising many new opportunities for retailers to optimise comms

Augmented reality is here

Enhancing our experience of the physical world has never been easier

Thank you

@tiffanystjames on twitter

I’ll be around for questions all day

Stimulation clients

Digital: • strategy • training programmes • social engagement • amplification