Paola Peretti - "Digital convergence"

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Text of Paola Peretti - "Digital convergence"

  • 1. DIGITAL MARKETING LAB Advanced SOCIAL MEDIA(Social Network & Digital PR) Paola PerettiASAM Universit Cattolica di Milano -7 Febbraio 2011

2. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 3. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 4. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 5. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 6. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 7. Digital Marketing is importantDigital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 8. THE REAL LIFE SOCIALNETWORKDigital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 9. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 10. Introduction Im going to talk about 6 things in this introduction: Im going to start by talking about how the web is fundamentally changing. The real life social network. How people are connected to each other offline, and what that means for their behaviour online. Relationships. We all have very different relationships with the people in our life and designing for them is very different. Influence. How people influence each other, and how that is driven by the structure of our social network. Identity. Why identity is a cornerstone of the social web. And last not absolutely not least - Privacy. Why its critical to give people control over their data.Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 11. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 12. The web was originally built to link static documents together(left), but evolved to incorporate social media (center), andwere now seeing a web built around people, where theirprofiles and content are moving with them as they visit differentwebsites (right). Digital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 13. The toolbar along the top of the Corriere site is an early exampleof where the web is headed. Sites we visit will have our identityand social network with us, showing us the activity on that sitefrom people in our network.Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 14. Were also seeing a much bigger shift in how people spend theirtime online. People are spending much more time interactingwith other people, and much less time consuming content fromwebsites. This shift is not about any one particular socialnetwork. Its about people connecting to each other online.Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 15. So this shift is much greater than any one social network, andmuch more complicated than deciding where the share thisbuttons go. Almost all the sites and apps we design from nowon will have embedded social features Digital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 16. Its already happening. In the future well know things like who out of our friends hasbought this bag, who has bought this brand, who bought competitor brands, what dopeople think of this brand and well have ways to communicate with them to find outmore. Understanding sociability will become a core requirement for designing online.Almost all of us will need to become skilled in social web design. Marketing Lab AdvancedDigital SOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 17. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 18. The approach is changing The social web, and all social media that operatewithin it, is a way of thinking as opposed to a newchannel. Its not about sales, or ads, or click-throughrates. Its about pursuing relationships and fosteringcommunities of consumers. Its about rethinkinghow you make plans when your customers are in thecenter and in control. Digital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 19. The approach is changingI want to start by telling you a story about GiuliaShe has lots of different groups in her life.Digital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 20. Her friends from where she livedDigital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 21. Friends from where she lives now..Digital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 22. Her family Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 23. Whats happening online Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 24. When you think about building yourstrategy on social network, rememberthat.Digital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 25. Where do you want to put your brandin Giulias life? Define your community BEFORE Build the right personas Be patient, use social network to recruit andthey will come Think that now Giulia doesnt want a ton offriends in the same groupshe wants differentcommunities to be part of it Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 26. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 27. When thinking about how the web is changing, manypeople focus on the technology. People are using technologies every day that didntexist a few years ago. The rapid pace of changemeans that businesses focus on what technology orapplication is coming next. But the people using it dont care about thetechnology; they care about the communication thatthe technology enables.Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 28. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 29. The first is that people often dont know what they are going to do with thethings they build. There are so many Facebook fan pages with hundreds of thousands offollowers yet nothing is happening. So 100,000 people became a fan ofyours on Facebook. Now what? This is the fan page for the magazineseventeen. There are 174,000 fans but no conversation. You need to look at things like Facebook fan pages and think: How is thisgoing to fundamentally improve my relationship with my customers?Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 30. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 31. What is important to remember Focus on what motivates people to use newtechnology. Technologies will come and go,but the fundamental social behavior patternsof people will remain the same. A better long term strategy for business is tounderstand peoples motivations for usingnew technologies, and not the technologiesthemselves. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 32. How to be advanced? How are people connected around your business? Avoid the use of the word friend for connectingpeople. Understand how people describe theirrelationships for the behavior youre trying toencourage. Allow people to create custom names for groups,and allow people to rename the group if it changesover time. Support side conversations. Allow people to forkconversation threads with a smaller number ofpeople.Digital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 33. How to be advanced? DESIGN FOR DIFFERENTTYPES OF RELATIONSHIPSDigital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 34. As digital marketers, the biggestthing we need to think about whendesigning for temporary tieinteractions is trust.TrustDigital Marketing Lab Advanced SOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 35. How can we design in things that help people understandwhether they should trust each other? Here is a nice example from evogear.com. I can start to trust this review because Iknow that the person actually bought the skis hes reviewing.Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PR Peretti Paola Confidential & Proprietary 36. So at the end we can say Knowing which tie youre designing for can really help youprioritize features. Consider how to design for different types of relationships.Something designed for close friends to interact will look a lotdifferent than something designed for friends of friends tointeract, which will look different than something forstrangers to interact. Dont try to design something for all types of relationships.Youll simply end up with a compromised solution foreveryone. Understand which types of relationship ties are mostimportant for what youre creating, and design primarily forthem. Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 37. Some more things What is also important to think and build inadvance: The content being communicated The urgency of reply required The level of privacy required Digital Marketing Lab AdvancedSOCIAL NETWORK E DIGITAL PRPeretti Paola Confidential & Proprietary 38. About di