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Supporting slides of my presentation in Art Director Club Russia (ADCR) Campus. In fact, a modification of ideas from few of my previous digital presentations adapted to particual audience and task.
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Digital AgeChanges and challenges in
communication
Zigurds Zaķis
INSTINCT
http://zz.typepad.com/Eng
tirgus placis?
http://www.flickr.com/photos/georgeaugustine/2116513291/
Mass Media Age:
main characteristics
• Mass communication (Broad-cast)
• One-Direction communication
• Limited number of choices
• Limited opportunities of self-expressing
• A lack of co-operation opportunities
Source: http://www.flickr.com/photos/giginger/75541830/
1995
Interactivity
Two-way
Dynamic
Participation
via @plnnrz
1/100+One idea adapted to many channels? Not viable anymore
tirgus placis?
?Just Talking? Not enough!
?Just listening? Not enough!
+Participating =
Listening + Talking + Listening + Sharing + Listening + Helping + Listening
2+1
Social platforms:
Real-Time simulation
of market
INTERNET:
IMPLICATIONS
IN OUR LIVES
Source: http://www.flickr.com/photos/jenpix/2290647480/sizes/o/
Source: http://www.flickr.com/photos/aderowbotham/81475981/
Multitasking
Constant Partial Attention
Economy
Abundanceof information
Critical Skills:
(To Find)
To Choose
To Evaluate
To Use
To Develop
To Learn
+ + =
Find anything
Share anything
Ignore anything,That is not interesting or valuable
for me
Message We
Customer
Push is dead!
Source: http://www.flickr.com/photos/zach_manchester/2600077403/sizes/l/
1. Abundance of information
2. Exponentially growing
number of channels
3. From one-to-many to groups
4. Changing models of message distribution
Welcome to the age of PULL!
What pulls?
Banners?rarely ....
What pulls?
1.Create content that customer
seeks out and share
Great
Storytelling
Create ExperienceVideo
Multimedia
Aesthetics + Functionality
Transmedia Experiences
Social Currency
Something worth talk about
Something worth to share with friends
Something worth to participate
Great content is social currency
2.Create value
Make his life better, easier, richer
Creating value =
Making their lives,
better, easier,
more interesting
Be Deep and Meaningful
“The days of making funny things
that may or may not have and effect
on the clients business are ending”
Jeff Benjamin
Interactive Creative director
Crispin Porter + Bogusky
via: http://paulisakson.typepad.com/planning/2008/03/the-future-of-m.html
Talk - Action = Shit
“It is not
what you say that matters,
it what you do”
Few Cases
HBO Voyer Best Buy Twelpforce
Guinness Rugby RFID (2009/10)
Orange Bull (2007) Nike Grid (2010)
Summary
"The magic of social media
is not what happens in social media,
but
what happens outside of it,
because of it"
Paul Isakson
“It is not
what you say that matters,
it what you do”
http://zz.typepad.com/Engl
http://Twitter.com/zz_zigurds
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