Engaging in a Hyper connected world

The Emergence of the Digital Brand

Michele Berkhout©

There’s been a shift in power. From businesses as the voice of authority…

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To this..

Empowered citizens who have found their voice!

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Citizens are living in communities

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And community behaviour...

is the really disruptive technology

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Because they are talking and moving in crowds

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Digital has enabled conversations on a one-to-many basis so the circle of influence is large

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And they are addicted to being connected and operating in realtime

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Technology-enabled circle of influence

Digital adoption rate of consumer led applications

and platforms is sky rocketing:

Twitter, Facebook, Augmented Reality,

Touch walls, gesture recognition, ultra-portable

devices – mobility,

Digital television, gaming consoles, personal

computers, netbooks, kindles,

Digital billboards, in-store kiosks

Location based services

The ubiquity of web enables Extreme Social Connection

Conversations are currency of communities

And Sharing creates

leverage and yield

Image Credit: Communication by Lorenzo Stella from The Noun Project

The Hyper-Connected Citizen

“Culture of connectivity”

Not only is 16% of the global information workforce already

“Hyper connected,” more significantly,

another 36% will be joining them soon!

By 2020 there will be 50 billion networked devices

Source: World Economic Forum

Hyper-connected in the ecosystem

Hyper-connected- Proliferation of devices, apps, business process – devices, connectivity applications

Increasingly connected: use blogs & wikis but not social networks

Passive online – experimenting with apps, like IM

Bare bone: email, desktop access and mobile for voice

Source: Hperconnectivity – IDC White paper

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What defines the hyper-connected?

They see Hyperconnectivity as normal with less than a

third thinking of themselves as early adopters of

technology

They tend to work for companies that are also

early adopters and enable their employees to use

advanced tools and solutions

Higher adoption of communication devices and

applications

Happy with their work/life balance, even though they are always on, blurring of

work and life

Found in all countries, all industries but especially

banking and hi tech

All job functions but are above average in IT and

research and development functions, lower than

average in sales

All levels of the corporate ladder, but above average in

management positions

Any age, although 60% are under 35, only 7% over 55

Male or female, but 60% are male

Wired homes – 63% have home Wi-Fi versus the

average of 40%

Early adopters of technology – kindle penetration high

Laptop more NB than wallet or even mobile phone if they had to leave their house for

24 hours

Source: Hperconnectivity – IDC White paper

A Connected Life

Ivan Todorov & Ken Martin

TIME OF DAY

Home Gym Car Work Retail Work Car Home

DEVICES

Smart Phone

Fi tness/Wearable Tech

PC/Tablet

Appl iances - fridge, s tove,

A/C

Car

Console e.g. TV, gaming

Kiosk

Digital billboard

PayWave

.com Tracking app Socia l media Intranet Schedul ing Intranet Socia l media

Socia l media .com Messaging .com

Fitness App

Search

Personal

ass is tant e.g.

Si ri

Navigation Navigation

Messaging Messaging Messaging Search Messaging

Schedul ing Schedul ing Schedul ingPayment

gatewaysSchedul ing Messaging

Location

tracking

Socia l media Socia l mediaProduct

selectorLocation

tracking

Fi tness app

LOCATION/ACTIVITY/

CONTEXT

Digital Platform

Examples

Onl ine

gaming

Broadcast

media

Socia l media

Dynamic

s ignage

Location

tracking

Dynamic

s ignage

A Realtime Life

•Messaging getting faster, spreading faster

•Also more mobile which means location now becomes very important – growth of local economy

•Increase in socialisation – making activities more social with outcomes of collaboration and efficiency,

• Emergence of Collective Intelligence

Source: Hperconnectivity – IDC White paper

Our Stream of Consciousness

Realtime connectivity means the real time web represents a stream of human consciousness – an omni-directional collective intelligence

And that is how businesses are regaining their power

The power dynamic between customer and business is swinging back as enterprises

realise the value of data ecosystems – collecting, listening, analysing and sharing the

information through the value chain

Data Value Chain

Engaging Smarter

Organisations and governments are moving from the social web to the knowledge

web, using realtime information and feedback loops to converse and engage smarter

and leveraging crowd wisdom to solve problems

They are connecting with citizens and markets with stories and social artefacts

around which people can form communities and conversations; these stories are

increasingly location aware and adapt and shift to be contextually relevant

To strengthen the relationships, there must be high engagement value, connection

to social networks and value and relevance in context of each citizen’s location and

activity.

Taking a Knowledge Driven Approach

Use the data, metadata, tools, technologies and processes to contextualise the web

stream

Managing Connectedness

What does all of this connectedness, this addiction to sharing information every

moment of every day, mean for businesses and government?

What decisions will organisations have to make to ensure this “connectedness”

becomes a way to engage and a route to competitive advantage?

The Emergence of Digital Brands

The Digital Brand Model

Digital Brand Definition

Digital Brands engage deeply and authentically with their stakeholders

and can therefore maintain their relevance which makes them

sustainable in constantly evolving ecosystems

Conversations are the currency

Digital Brand

Authentic How you

define yourself

Data Driven How you use information

Immersive & Transparent Stakeholder Engagement

Internal

External

Shareholders Management

staff Special Interest Groups

General Staff

Customer Community (Prospects) Customers

Repeat Customers Advocates

Governments Society Media

Self-aware

Transparent

Integrated

Sensing & Responding

Predictive

Innovative

Economic

Ecological

Participative & Engaged

Receptivity for engagement &

relevance

Analysis & Preparation

Maintaining relevancy

Sustainable Durable, future

proof

Digital Brand Model

Supported by Metrics of Performance

Data Gap Analysis – how well is your data collected, used and integrated through

the value chain

Involvement – Everyone is time poor, so how, why and how many engage where

and when

Interaction – who is saying what to whom?

Intimacy

Spheres of influence – Who are your advocates, influencers and detractors and

what is their reach? What does it take to engage them?

Let’s start a conversation

Michele Berkhout

Michele Berkhout©