19. And a combination of them all...
Google Plus - plus.google.com Democratized Funding Platform - kickstarter.com
Community-Based Question & Answer Site - quora.com ecommerce site focussed on community crafts & vintage items - esty.com
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21. It changes the role for many of the players...
Creative Agencies Content Owners
generate the BIG IDEA provide the COMPELLING CONTENT
Media Buyers Media Aggregator / Distributor
provide the TARGET AUDIENCE allows consumer ACCESS
CREDIIT: Don Sullivan, Melbourne Business School
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22. ... because in the
DIGITAL WORLD have
things
CHANGED
web-comedy series created by Felicia Day
Editorial website owned by LVMH - nowness.com
COMPELLING
the BIG IDEA CONTENT
comes from can be user (or supplier)
the audience generated
consumers can ACCESS
the TARGET AUDIENCE ANYWHERE, ANYTIME
isn’t so easy to TARGET
CREDIIT: Don Sullivan, Melbourne Business School
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30. So, what do we do?
flickr.com - pinky and the ger by GerGauss
Treat it like any other product...
Understand WHO uses it... and WHY...
and HOW... and WHEN...
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31. DIGITAL BEHAVIOUR
New questions in the
TWE TRACKER SOCIAL MEDIA USAGE
FACEBOOK USAGE
Behaviour linked to brand connection!
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32. www.fakesteve.net
Because once the message leaves our door,
it’s NO LONGER UNDER OUR CONTROL
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33. flickr.com - Creating the Future for Libraries blank book by The Shifted Librarian
We do need to ensure that...
We can be FOUND We LISTEN
We CREATE We INTERACT
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34. OUR CHALLENGE
“...the web is such a paradigm shift that if it
is not in your blood it is very difficult to
imagine its power and how to use it for
good”
Mitch Joel
Founder of Digital Agency, TwistImage
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35. PRINCIPLES TO EMBED
• Use Digital to support/activate overall Brand and
Commercial Strategy (know which consumers to
target and how the channel will help build connection,
sales, etc)
• Know how and what to measure the impact of efforts
• Analysis is crucial
• Dedicating the time and people to the cause
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