View
141
Download
1
Category
Preview:
Citation preview
Digital Culture Socialnomics
welcome to the new world
welcome to the new worldwith a new communication paradigm
2001 New York
2005 London
2009 New York
2014 Hawaii
2015 Paris
2015 #brusselslockdown
2015 #brusselslockdown
welcome to the new worldwith a new communication paradigm
dialogue
traditional publishing
traditional publishing
social publishing
traditional publishing
social publishing
interaction
the web is being rebuild around people
the web is being rebuild around people
30 minutes 779 295 retweets
the web is being rebuild around people
the web is being rebuild around people
the web is being rebuild around people
It’s not about technology It’s about behaviour
the web is being rebuild around people
understanding the social graph
Leonhard EulerSwiss MathematicianGraph Theory
the social graph
is the mapping of everybodyhow they are related, and
how they interact
the social graph
we live in a networked society
the social graph
1
we can have multiple groups of friends
the social graph
2
5
3
150
…
5
1 to 1
1 to 1 to many
(1 to 1 to many)n
Going viral
Going viral
Going viralFebruary 25th, 2015
Swiked “Guys please help me - is this dress white and gold or blue and black? Me and my friend can’t agree and we’re freaking the f**k out”
Going viral
#thedress
Going viral
#thedress
Going viral
#thedress
Going viral
#thedress
Going viral
Going viral
#icebucketchallenge
?Going viral What makes this so viral
?Going viral What makes this so viral
Going viral
These are just prerequisatories.Every day marketing campaigns are started which tick all the boxes.
Going viral
Unfortunately it’s not about creativity,but all about mathematics.
Going viral
Duncan Watts Six degrees. The science of a connected age.
2003
Going viral six degrees. the science of a connected age
6 degrees of separation Milgram,1967
6 degrees of Kevin Bacon www.sixdegrees.org
Going viral six degrees. the science of a connected age
20085,28 hops
Going viral six degrees. the science of a connected age
20085,28 hops
20114,74 hops
Going viral six degrees. the science of a connected age
That moment when everybody claps in synchronicity Information Cascade
Going viral six degrees. the science of a connected age
Once commenced it becomes self-perpetuating. Information Cascade
Going viral six degrees. the science of a connected age
Do you need the Internet to create an information cascade?
Going viral six degrees. the science of a connected age
Do you need the Internet to create an information cascade?
NO, but it can help.
Going viral six degrees. the science of a connected age
Can you cause an information cascade, (and if so how)?1
Going viral six degrees. the science of a connected age
Do networks have weak-points, if hit precisely,a small shock would explode like an epidemic?2
Going viral six degrees. the science of a connected age
Yes!
It has to do with how humans make up their mind.
Going viral six degrees. the science of a connected age
“Other people control (y)our mind”
You Other Other Other Other
“Other people control our mind”
or differently put “Other people control our mind”
on average people buy 15% of the time, but when someone next to you orders something your chances of buying something rise to 20%
Going viral six degrees. the science of a connected age
It’s all about exceeding the critical threshold
Going viral six degrees. the science of a connected age
Exceeding the threshold depends on • the virality of the message or behavior • the number of infected neighbors
BUTwhen the threshold is passed, and the message goes viral…
social superpowers
CASE :
CASE :
85%
34y<
social superpowers
CASE :
before there was
Lumia there was
CASE :
Launch of the new
PureView on Nokia Lumia
“In an effort to demonstrate the benefits of optical image stabilization (…), we produced a video that simulates what we will be able to deliver with OIS. (…) We should have posted a disclaimer stating this was a representation of OIS only. This was not shot with a Lumia 920. At least, not yet. We apologize for the confusion we created.” Heidi Lemmetyineneditor-in-chief of Conversation at Nokia Blog
social superpowers
social superpowers
welcome to the new worldwhere tech shapes our way of living
welcome to the new worldwhere tech shapes our way of living
where tech shapes our way of living
welcome to the new world
from healing people to preventing to becoming ill
welcome to the new world
this vending machine will deny you a snack based on your medical record
where tech shapes our way of living
welcome to the new worldwith a changed customer relation
welcome to the new worldwith a changed customer relation
on-demand
services & products
ultimate convenience
the most personal
experience
awesome companies
to buy from
traditional marketing funnel
newmarketing funnel
newmarketing funnelflipping the funnel
AIDA
newmarketing funnelflipping the funnel
AIDA ADIA
newmarketing funnelthe loop principle
newmarketing funnel
importance of influence
newmarketing funnel
importance of influence
the strength of weak tiesMark Granovetter
Connected through strong ties
the strength of weak tiesMark Granovetter
Connected through strong ties
c
Connected through weak ties
influence
information
the strength of weak ties
Mary
the strength of weak ties
Mary
the strength of weak ties
“trusted friends”Mary
the strength of weak ties
“trusted friends”
“experts”
Mary
the strength of weak ties
“trusted friends”
“experts”
Mary
newmarketing funnel
importance of influence
newmarketing funnel
importance of influence
c
Celebreties
Publishers
Fans
Friends
Bieber
Blogger
Customer
Mom
Co-worker
Vendor
(girl)friendnew
marketing funnel importance of influence
c
Celebreties
Publishers
Fans
Friends
Bieber
Blogger
Customer
Mom
Co-worker
Vendor
(girl)friend
More Relevance
More Reach
usage of influencer marketing
Yes!No Plans
86%
14%
19% First year
Digital Culture Socialnomics
Extreme Customer Centricity
Technology =
Facilitator
Extreme Customer Centricity
Technology =
Facilitator
Extreme Customer Centricity
Technology =
Facilitator
Customer first without compromise
Existing Tesla drivers get the newest features for FREE!
Existing Tesla drivers get the newest features for FREE!
Extreme Customer Centricit
y
Technology =
Facilitator
Selling without selling
no mercy for bad behaviour
no mercy for bad behaviour
Extreme Customer Centricity
super hero window cleaners at children’s hospital
don’t look for the next big thinglook for 100 small things
one basic rule: angry birds proof
fast
easy
fun
fast
easy
fun
fast
easy
fun
towards extreme simplicity
Check how fast and easy the customer interface of these new style companies is
towards extreme simplicity
towards extreme simplicity
Extreme Customer Centricity
Extreme Customer Centricity
Technology =
Facilitator
Extreme Customer Centricity
Technology =
Facilitator
Technology =
Facilitator
Social Media
Internet
Social Media
Internet
Social Media
Internet
Social Media
Internet
evolution ofconnected devices
20202014
37 billion
1 billion
Social Media
Internet
Social Media
Internet
Social Media
Internet
Social Media
Internet
InternetSocial Media
InternetSocial Media
January 27th, 2015
InternetSocial Media
Facebook was down for 27 minutes
InternetSocial Media
Social Media
Internet
social networking space
ProfessionalNostalgia - Emotion - having fun
PersonalAchievement - Success - Aspiration
We spent time! We invest time!
1234
c
c
Social Media
Internet
social networking space
Social Media
Internet
social networking space
Interest/ topic based
“real life”/ relationship based
permanent
temporary
Social Media
Internet
social networking space
Interest/ topic based
“real life”/ relationship based
permanent
temporary
private
public
Social Media
Internet
social networking space
Interest/ topic based
“real life”/ relationship based
permanent
temporary
private
public
social networking space
Social Media
Internet
one to manyone to one
permanent
temporary
social networking space
Social Media
Internet
one to manyone to one
permanent
temporary
social networking space
Social Media
Internet
one to manyone to one
permanent
temporary
social networking space
Social Media
Internet
one to manyone to one
permanent
temporary
Social Media
Internet
InternetSocial Media
InternetSocial Media
InternetSocial Media
social customer care 2010 - 2014
400%Social Media
Internet
2010 2014
social customer care can be hard!
Social Media
Internet
Social Media
Internet
social customer care can be hard!
Social Media
Internet
Social Media
Internet
☺ thank you
sorry
Social Media
Internet
6 rules of participation
listenask questions
open personalengagementhonest
☺ thank you
sorry
Internet
social customer care can be hard!
Social Media
What’s your reaction?
social media can be hard!
social media can be hard!
social media can be hard!
Totale ridiculous photo. At least havesomething realistic … Give moms a break.
I prefer running naked with my children
social media can be hard!
Totale ridiculous photo. At least havesomething realistic … Give moms a break.
I prefer running naked with my children
Amazing! Inspiring!… I’m a mum and can be stunning.
She looks awesome!!! Be inspired ladies. Not easy but achievable…
social media can be hard!
social media can be hard!
#fail #fail
to predict the audience’s receptivity to pay sufficient attention to detail
#susanalbumparty
Digital Culture Socialnomics
Recommended