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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
Its not about technology Its 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
#jesuischarlie
http://srogers.cartodb.com/viz/123be814-96bb-11e4-aec1-0e9d821ea90d/embed_map
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 cant agree and were 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 its 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
Its 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
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 friendsMary
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
Selling without selling
Extreme Customer Centricity
Technology =
Facilitator
Selling without selling
Extreme Customer Centricity
Technology =
Facilitator
Selling without selling
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 childrens hospital
dont 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
Selling without selling
Extreme Customer Centricity
Technology =
Facilitator
Selling without selling
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
Whats 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! Im a mum and can be stunning.
She looks awesome!!! Be inspired ladies. Not easy but achievable
social media can be hard!
#fail #fail
to predict the audiences receptivity to pay sufficient attention to detail
#susanalbumparty
Technology =
Facilitator
Social Media
Internet
Extreme Customer Centricity
Technology =
Facilitator
Selling without selling
Extreme Customer Centricity
Technology =
Facilitator
Selling without selling
Selling without selling
Content
Content
Its not about your product Its about your story
although simply the best shit might do
Josha Bell, world top violin player is ignored in the wrong setting
Content
Content
a good story adds value is an inspiration in the right context
Content
its not about products its about sharing inspriring stories
Content
and this works in every industry
Content
and this works in every industry yes, every industry!
Content
Content
Content
Content does not equal campaign
Reac
h
Time
Content
Content does not equal campaign
Reac
h
Time
campaign
campaign
content
content
content
Content
Content does not equal campaign
Content
Content does not equal campaign
Content
Its about sharing!
Content
Content
3year
Content
30min
Content
whats your content stategy?
Content
Mar
ket
need
uniqueness of the content
avoid niche
competition focus
content quadrant
Extreme Customer Centricity
Technology =
Facilitator
Selling without selling
welcome to the digital world
welcome to the digital world
digital offline + digital online
where you only have one customer relationship
where you only have one customer relationship
where you only have one customer relationship
when offline and digital are not viewed as two seperated worlds, you create one
customer relationship
welcome to the digital world
combine old philosophies with new technologies
combine old philosophies with new technologies
combine old philosophies with new technologies
as a customer you only have one relationship with Apple, online and offline
customer relationship
welcome to the digital world
with a digital first customer relationship
welcome to the digital world
with a digital first customer relationship
but
when everyrelationship
becomes digital
when everyrelationship
becomes digitaldigital becomes a commodity
73%want real people to deal with
when something becomes scarce
it becomes valuable
so people will become scarce
but valuable
Die Fast
Digital Transformation
Hum
an T
rans
form
atio
n
Die Fast Fighter markets
Digital Transformation
Hum
an T
rans
form
atio
n
Die Fast
Strong today, not enough tomorrow
Digital Transformation
Hum
an T
rans
form
atio
n
Die Fast Fighter markets
Strong today, not enough tomorrow
When digital becomes human
Digital Transformation
Hum
an T
rans
form
atio
n
customer relationship of the future
customer relationship of the future
1. create a digital first relationship with your customer
customer relationship of the future
customer relationship of the future
Citizin M hotel has no reception
customer relationship of the future
Citizin M hotel has small, connected and design rooms
customer relationship of the future
1. create a digital first relationship with your customer
2. rethink the human side of business
customer relationship of the future
Citizin M hotel has the biggest bar and living room to meet people
73%people love people
humansadd value
no computer ever invented a better computer
computers personalize humans make it personal
computers predict humans surprise
computers confirm humans smile
computers deliver humans over-deliver
customer relationship of the future
the ultimate digital relationship
customer relationship of the future
the ultimate digital relationship + the ultimate human relationship
customer relationship of the future
the digital relationship adds
automation + data
operationalexcellence
on-demand
services & products
ultimate convenien
ce
customer relationship of the future
the human relationship
adds
empathy + creativity + passion
emotionalconnection
the most personal
experience
awesome companies
to buy from
customer relationship of the future
the digital relationship adds
the human relationship
adds
automation + data empathy + creativity + passion
operationalexcellence
emotionalconnection
on-demand
services & products
ultimate convenien
ce
the most personal
experience
awesome companies
to buy from
customer relationship of the future
the digital relationship adds
the human relationship
adds
automation + data empathy + creativity + passion
operationalexcellence
emotionalconnection
on-demand
services & products
ultimate convenien
ce
the most personal
experience
awesome companies
to buy from
customer intimacy
she understoodwhat I was talking about
she didnt!
Digital Culture Socialnomics