Integrated Digital Strategies Kate Elphick Digital Bridges

Digital Bridges creates

High Performance Organisations

by unlocking the

Business Value of

Technology & the Web

The Relationship between Behaviour and Technology

Technology Adoption Modelling

How do people relate to their world?

When do we use which web technologies?

How do we consume information?

Modern Communication

Creating Value

Semantics

Engaging with audiences

Technology Adoption Modelling

Useful – Understand audiences’ purpose

Easy to use- Understand audience’s demographics

Look Good- Understand the audience’s psychographics

How do people relate to their world?

How do people relate to their world?

Visual

How do people relate to their world?

Auditory

How do people relate to their world?

Kinaesthetic

Digital Engagement

Social MediaAudience can change/contribute to the content

Dialogue

Create Awareness

Educate

Call to Action

Equivalent of PR

Streaming MediaAudience receives content and make judgements on it

Audience is exposed to the content

Create Awareness

Call to Action

Equivalent of Advertising

Information Consumption

Snack Consumption

Chat vs. Letter Writing Real time vs. Time diffused Approach

The Modern Business Communicator– Business Audience – Audience Audience

Modern Communication

Directed Hierarchical vs. Networking and Collaborative

Hofstede:– Low High Power Distance– Individualism vs. Collectivism– Masculinity vs. Femininity– Low vs. High Uncertainty Avoidance– Long vs. Short-term Orientation

• Creating communication Architectures and Frameworks

Creating Audience Value

• Value-based decision making

• Fit-for-Purpose decision making

• Convenience decision making

Semantics

• Meaning of Language

• Semantic web - making it possible for the web to understand and satisfy the requests of people to use the web content.

• Impacts Search:– Tags – dictated by the author

– Taxonomies – closed group agreement

– Folksonomies - audience agreement

Engaging with Audiences

• Social Technographics– Classifies people according to how

they use social technologies

• We can quantify the number of online consumers within these groups

Forrester Research

Groups

• Creators

• Critics

• Collectors

• Joiners

• Spectators

• Inactives

Creators

• Behaviour– Creators

make social content go

– They upload videos, create blogs etc

• Behaviour Triggers – Publish a blog– Publish your own web

programmes– Upload a video you created– Write articles and stories and

post them

Critics

• Behaviour– Respond to

content from others

– Post reviews, comment on blogs, participate in forums and edit wiki articles

• Triggers– Post ratings and reviews of

products and services– Comment on someone else’s

blog– Comment on streaming media– Participate in on-line forums– Contribute to or edit wiki

Collectors

• Behaviour– Organise

content for themselves and others

– Use RSS feeds, tags, share and voting sites like Digg.com

• Triggers– Use RSS Feeds– Add tags to web pages or

photos– “Vote” for websites on-line– Share

Joiners

• Behaviour– Connect in

social websites like MySpace and Facebook

• Triggers– Maintain profile on social

networking site– Visit social networking site

Spectators

• Behaviour– Consume

content including blogs, user generated videos, podcasts, forums or reviews

• Triggers– Read blogs– Watch videos from other

users– Listen to podcasts– Read online forums– Read customer

ratings/reviews

Inactives

• Behaviour– Inactives

neither create nor participate in consuming social content of any kind

• Triggers– None

Thinking Frameworks for web

PortalsAccess information,

view streaming media and use

multiple systems in the same place

Content management

Search through structured and

unstructured data for hidden knowledge

CollaborateProfiles, wikis, IM,

blogs

Formula for website successB = V × C × L

Where

• B = amount of business done by the site • V = unique visitors coming to the site • C = conversion rate (the percentage of visitors

who become customers) the concept of conversion applies to any site where there is something you want users to do

• L = loyalty rate (the degree to which customers return to conduct repeat business)

Strategy Processes

• Environmental Scanning

• Business Model Interrogation

• User Requirements Analysis

• Revenue Modelling

• Strategy Development

• Process Mapping

• Functional Specification

• Brand Architecture

Community Management• Avatar• Content Architecture and Generation• Blogs and Streaming Media• Forum Management• Digital Events, competitions etc.• Trends• Revenue Generation

– AdWords, Subscriptions, eBusiness

Thank you

Contact Kate Elphick

katee@digitalbridges.co.za