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STREAMING MEDIA FOR ORGANISATIONS CONFERENCE 3 & 4 November 2009 The Wanderers Club Johannesburg South Africa
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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
