Digital Outlook (Econsultancy) Keynote: 2014 Trends for Content & Social

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2014 Trends: Content & Social Keynote Digital Outlook 2014 by Econsultancy

!“If you fail to plan, you plan to fail.”

#DigitalOutlook14 | @ladyxtel

Christel Quek @ladyxtel

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“社会化媒体” mediasociety

evolution/ transformation


Constant Evolution & Transformation

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Chaos & Denial Chaos & Hype Disillusionment Enlightenment

Where We Began


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Enlightenment

Where We Began


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Where We Want to Be


VA L U E

R E A L U S E R I S S U E S

B R A N D E X P E RT I S E

Econsultancy.com#DigitalOutlook14 | @ladyxtel

VA L U E

R E A L U S E R I S S U E S

B R A N D E X P E RT I S E

Content Context AdvocacyVA L U E =

Where We Want to Be


Content Context Advocacy

2014 Trends

S O C I A L I N T E L L I G E N C E C E N T R E S !F R O M P U B L I S H E R T O A C T I VAT O R !F R O M E G O A N A LY T I C S T O B U S I N E S S M E T R I C S

B AT T L E O F T H E F E E D S !M I C R O S O C I A L , M A C R O P O S S I B I L I T I E S !B E H AV I O U R > D E M O G R A P H I C S

PA S S I O N P O I N T S F O R C . I . A !I F I T ’ S N O T R E L E VA N T, I T ’ S N O T R E A L !I N T E R S E C T I O N O F U S E R G R A P H S

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2014 Trends: CONTENT

SOCIAL INTELLIGENCE

CENTERS

FROM PUBLISHER TO ACTIVATOR

FROM EGO ANALYTICS TO

BUSINESS METRICS


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SOCIAL INTELLIGENCE

CENTERS


ACCUMULATING SOCIAL CAPITAL THROUGH SOCIAL INTELLIGENCE


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EXPANDING USER CONTENT REACTIONS TO BRAND CONTENT


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3 CONTENT REACTIONS: !ORGANIC (USER) CONTENT !COLLECTED (USER) CONTENT !COLLABORATED (BRAND) CONTENT


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BUSINESS METRICS


Remember : You can’t measure what you didn’t track


fit2fat2fit.com

http://fit2fat2fit.com

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BUSINESS METRICS


CONTENT METRICS !CONSUMPTION: PAGE VIEWS, VIDEO VIEWS, DOCUMENT VIEWS, DOWNLOADS, EMAIL SUBSCRIPTIONS AND SOCIAL CHATTER. !SHARING: LIKE, SHARES, TWEETS, +1S AND PINS, FORWARDS, NUMBER OF INBOUND LINKS.


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BUSINESS METRICS


BUSINESS METRICS !LEAD GENERATION: FORM COMPLETION AND DOWNLOADS, EMAIL AND BLOG SUBSCRIPTIONS, BLOG COMMENTS AND YOUR CONVERSION RATE !SALES: LOOK AT BOTH ONLINE AND OFFLINE SALES THAT ARE INFLUENCED BY CONTENT, FOOTFALL IN RETAIL STORES


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BUSINESS METRICS


ADVOCACY METRICS !THOUGHT LEADERSHIP: REQUESTS FOR SYNDICATION OR GUEST BLOG POSTS !LOYALTY: ADVOCATES, FANS, FOLLOWER, REFERRALS & WORD-OF-MOUTH.


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BATTLE OF THE FEEDS

MICRO SOCIAL, MACRO POSSIBILITIES

BEHAVIOUR > DEMOGRAPHICS


2014 Trends: CONTEXT

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BATTLE OF THE FEEDS


USERS WANT CONTENT THAT IS FAST, FOCUSED, AND FRICTIONLESS !I .E. THEY DON’T WANT TO WORK TOO HARD TO UNDERSTAND WHAT YOU’RE TRYING TO SAY


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BATTLE OF THE FEEDS


“ARE WE DESIGNING CONTENT AROUND PASSION POINTS, OR CONTENT AROUND HOW THEY CAN BE RANKED?”


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MICRO SOCIAL, MACRO

POSSIBILITIES



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MICRO SOCIAL, MACRO

POSSIBILITIES


BEING SOCIAL IS BEING WHERE PEOPLE ARE. CLUSTERING ONTO MICRO-SOCIAL APPS !WHATSAPP (350M USERS), LINE (300M USERS), WECHAT (600M USERS) ALLOW FOR PERSONALISED, CREATIVE DIALOGUE


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UNDERSTANDING ARCHETYPES & BEHAVIOURS HELP TO SCALE INSIGHTS INTO A BRAND NARRATIVE WITH CONTEXT


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DataFacts

Structure

Perspectives

Brand Narrative


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DataFacts

Structure

Perspectives

Brand Narrative


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DataFacts

Structure

Perspectives

Brand Narrative


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DataFacts

Structure

Perspectives

Brand Narrative


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DataFacts

Structure

Perspectives

Brand Narrative


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PASSION POINTS FOR C.I .A

IT’S NOT REAL IF IT’S NOT RELEVANT

INTERSECTION OF USER GRAPHS


2014 Trends: ADVOCACY


PASSION POINTS FOR C.I .A

!!

CELEBRITIES

INFLUENCERS

BRAND ADVOCATES


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IT’S NOT REAL IF IT’S NOT

RELEVANT


REAL TIME MARKETING FOCUSES ON TACTICAL CAMPAIGNS, NOT STRATEGIC INFRASTRUCTURE !INVESTMENT IN GROWING SOCIAL INTELLIGENCE + AGILE CONTENT TEAMS


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INTERSECTION OF USER GRAPHS


PERSONAL GRAPH

SOCIAL GRAPH

INTEREST GRAPH

BEHAVIOUR GRAPH


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Use Content, Context, & Advocacy to Understand Users


M E A S U R A B L E I N T E R AC T I O N S

D I S E N G AG E D U S E R

E N G AG E D, K N O W L E D G E

G AT H E R E D

onto the route of self improvement, making better decisions

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Water (Users) can weather Rock (Brands)


USERS

brands

never underestimate


And Victory will be Yours!

Business

Digital Outlook (Econsultancy) Keynote: 2014 Trends for Content & Social