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Our customers have always been driven and motivated by ‘human’ behaviours : emotionally driven to fulfil, needs, problems, desires and stimulation. Today technology in media is becoming more ‘human’ in what it is capable of doing and learning In this short section I am going to suggest that maybe the most successful way to navigate an increasingly digital world is via brands equally becoming more human in the way they build relationships with their customers through the opportunities digital media gives us
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Being more human in a digital worldJen Smith
How we think How normal people think
NFC
Social Gaming
A Tube card
Filling in boredom on
the tube
Conversation Platforms
Banter & Bragging
Being more ‘human’ in a digital world’
6 stages to being a human brand in a digital world
Learning to crawl
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2. Ask why?
The Sunshine Aquarium Tokyo
3. Learn how to have a conversation
Everything is connected via digital
If our objective is to build conversations with the consumer – everything should lead to further interaction
4. Be friendly
It’s not ‘doing social’ its having banter about things that go on around you
Being friendly means other people want to play with you
5. Age is irrelevant if you are joined together in a mutual game
A community united around the kitchen being the heart of the home
6. Play the games people are already playing
Trident – orientating communications around what the audience are playing
Be a Human brand in a digital world