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


Constant Evolution & Transformation

Econsultancy.com

Chaos & Denial Chaos & Hype Disillusionment Enlightenment

Where We Began


Econsultancy.com

Enlightenment

Where We Began


Econsultancy.com

Where We Want to Be


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


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


Econsultancy.com

SOCIAL INTELLIGENCE

CENTERS


ACCUMULATING SOCIAL CAPITAL THROUGH SOCIAL INTELLIGENCE


Econsultancy.com



EXPANDING USER CONTENT REACTIONS TO BRAND CONTENT


Econsultancy.com



3 CONTENT REACTIONS: !ORGANIC (USER) CONTENT !COLLECTED (USER) CONTENT !COLLABORATED (BRAND) CONTENT


Econsultancy.com


BUSINESS METRICS


Remember : You can’t measure what you didn’t track


fit2fat2fit.com

http://fit2fat2fit.com

Econsultancy.com


BUSINESS METRICS


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.


Econsultancy.com


BUSINESS METRICS


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


Econsultancy.com


BUSINESS METRICS


ADVOCACY METRICS !THOUGHT LEADERSHIP: REQUESTS FOR SYNDICATION OR GUEST BLOG POSTS !LOYALTY: ADVOCATES, FANS, FOLLOWER, REFERRALS & WORD-OF-MOUTH.


Econsultancy.com

BATTLE OF THE FEEDS

MICRO SOCIAL, MACRO POSSIBILITIES

BEHAVIOUR > DEMOGRAPHICS


2014 Trends: CONTEXT

Econsultancy.com

BATTLE OF THE FEEDS


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


Econsultancy.com

BATTLE OF THE FEEDS


“ARE WE DESIGNING CONTENT AROUND PASSION POINTS, OR CONTENT AROUND HOW THEY CAN BE RANKED?”


Econsultancy.com

MICRO SOCIAL, MACRO

POSSIBILITIES



Econsultancy.com

MICRO SOCIAL, MACRO

POSSIBILITIES


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


Econsultancy.com



UNDERSTANDING ARCHETYPES & BEHAVIOURS HELP TO SCALE INSIGHTS INTO A BRAND NARRATIVE WITH CONTEXT


Econsultancy.com



DataFacts

Structure

Perspectives

Brand Narrative


Econsultancy.com



DataFacts

Structure

Perspectives

Brand Narrative


Econsultancy.com



DataFacts

Structure

Perspectives

Brand Narrative


Econsultancy.com



DataFacts

Structure

Perspectives

Brand Narrative


Econsultancy.com



DataFacts

Structure

Perspectives

Brand Narrative


Econsultancy.com

PASSION POINTS FOR C.I .A

IT’S NOT REAL IF IT’S NOT RELEVANT

INTERSECTION OF USER GRAPHS


2014 Trends: ADVOCACY


PASSION POINTS FOR C.I .A

!!

CELEBRITIES

INFLUENCERS

BRAND ADVOCATES


Econsultancy.com

IT’S NOT REAL IF IT’S NOT

RELEVANT


REAL TIME MARKETING FOCUSES ON TACTICAL CAMPAIGNS, NOT STRATEGIC INFRASTRUCTURE !INVESTMENT IN GROWING SOCIAL INTELLIGENCE + AGILE CONTENT TEAMS


Econsultancy.com

INTERSECTION OF USER GRAPHS


PERSONAL GRAPH

SOCIAL GRAPH

INTEREST GRAPH

BEHAVIOUR GRAPH


Econsultancy.com

Use Content, Context, & Advocacy to Understand Users


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)


USERS

brands

never underestimate


And Victory will be Yours!

Digital Outlook (Econsultancy) Keynote: 2014 Trends for Content & Social

Business