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Steve Rubel and David Armano's presentation for the 2010 Best Practices in Change & Internal Communications Summit.
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Six Digital Trends Organizations Can’t Ignore
Curated by David Armano, SVP, and Steve Rubel, SVP, Director of Insights
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EARNED
media
OWNEDproperties
Technologies tend to get all the attention. Yet, they’re fleeting.
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The trends, however, develop more slowly and they’re often timeless.
Focus on the trends, but leverage the technologies.
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TREND I – DIGITAL MEDIA RELATIVITY
Recommendations:• Scale surface area by activating employee thought leaders in digital embassies• Combine paid, owned, earned and social - make them work hard for you• Dayparted engagement
Space is infinite, time is finite.
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TREND I – DIGITAL MEDIA RELATIVITY
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TREND II – THE “HEADLESS” INTERNET
Recommendations:• Become a curator and a convener, not just a creator• Build relationships with developers to scale your mobile footprint• Embrace experimentation
Web sites fade. Mobile apps surge.
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TREND II – THE “HEADLESS” INTERNET
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TREND III – DIGITAL PRIVACY
Recommendations:• The four M’s of listening: mindfulness, monitoring, measurement and mining• Digital readiness/response• Embrace “supreme transparency” as the norm
Privacy is both a communications risk but also an opportunity.
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TREND III – DIGITAL PRIVACY
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TREND IV – DIGITAL & REAL WORLDS COLLIDE
Recommendations:• Leverage mobile, RFID code, Augmented reality to converge experience• Incorporate event planning & gestural activity• Bridge “digital divide”
Engagement amplified by coordination between physical, social & digital.
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TREND IV – DIGITAL & REAL WORLDS COLLIDE
Make the experience seamless
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TREND V – THE SOCIALIZATION OF COMMERCE
Recommendations:• Integrate “social layers” into digital commerce• Tap into “collective purchase intelligence”• Collect data for predictive behavior models
Buying, selling and social forms of currency influence what we recommend & purchase
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TREND V – THE SOCIALIZATION OF COMMERCE
Connect social graphs with commerce
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TREND V – THE SOCIALIZATION OF COMMERCE
Combine traditional with social currency
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TREND VI – THE AMOEBA ECONOMY
Recommendations:• Establish “innovation hubs” across organization• Empower enterprise wide collaboration• Encourage a “culture of change” vs. complacency
Traditional command and control business disrupted by organic infrastructure, amorphous form & adaptability
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TREND VI – THE AMOEBA ECONOMY
Develop platforms which harness the hive
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TREND VI – THE AMOEBA ECONOMY
Develop new ecosystems which foster mutual gain
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Thank You@edelmandigital
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