View
1.524
Download
0
Category
Tags:
Preview:
DESCRIPTION
Citation preview
Steering Committee - Q1
March 2008
FutureTalking
Denk- en Studiedag12/2/09
Steering Committee - Q1
ONDERWERP March 2008
SPREKER
CompanyCompany
ConsumerConsumer ConsumerConsumer
ConsumerConsumer
CompanyCompany
ConsumerConsumer ConsumerConsumer
ConsumerConsumer
“Learn from consumers” “Learn from consumer’s interactions”
FutureTalking = Research 2.0
Steering Committee - Q1
ONDERWERP March 2008
SPREKER
Eerder onderzoek
Steering Committee - Q1
Dynamics within social networks March 2008
Jo Caudron
Dynamics within Social Networks
Jo Caudron
Steering Committee - Q1
Dynamics within social networks March 2008
Jo Caudron
SOCIAL NETWORKS
ARE CONVERSATIONS Powered by
Social Media
Social Apps
BlogsSocial sitesRSSSharing Mash-upsRIA
Between people People create identities (but companies/brands can also become
identities)
What are social networks?
Not organizedNot Controlled
Steering Committee - Q1
Dynamics within social networks March 2008
Jo Caudron
Future Talking findings
Social Belonging Connectivity Convenience Identity Curiosity
Major motive: fear of the “participation gap”
Driver to register: “because friends are
online”
They want to be able to take part in the
conversation, on as many topics as possible
Take existing relationships online
Find new contacts online
Feeling of being connected, to be able to
share and exchange
Network with as many similar profiles as
possible
Important motivator to uses social networks
Easily make and maintain contacts from home
Not time-limited
No geographical boundaries
Youngsters draw up a profile of themselves,
their personality and their interests
Appreciation of this profile by the group will
increase self-confidence and position in the group
Others develop their identity based on how
their opinions are accepted in the group
Important driver to sign-up is curiosity
Just register to have a look
Some will become active, others will switch off
again
Steering Committee - Q1
March 2008Can brands be friends?Marketing & branding in Social Networks
Joeri Van den Bergh | managing partner InSites Consulting | Youth & Trend Expert
The best online social networks are rooted in natural human behavior.
Why? Because we learn how to do new things based on what we already know.
It’s not what they do that differs, It’s how they do it. (time, place, nationality and culture, size of groups, …)
Finding friends and family
Finding new friends
Creating groups
Showing off, bragging, impressing
Sharing experiences, talking, making fun
Sharing media (mix-tapes ;-)
Playing together
Fighting together
…
Steering Committee - Q1
March 2008Can brands be friends?Marketing & branding in Social Networks
Joeri Van den Bergh
Generation C• “Consumers see through marketing strategies, go online and get it 20%
cheaper elsewhere.”
• Generation C stands for the community generation:- more aware- more critical- seek knowledge for themselves (search engines, blog sites, chat
rooms, social networks,..)- sharing is the key idea (peer 2 peer)
Consumers are very aware, knowledgeable and empowered
“Consumers are living with their friends in their pockets”
Steering Committee - Q1
March 2008Can brands be friends?Marketing & branding in Social Networks
Joeri Van den Bergh
Generation C• The “15 Mb of Fame”:
People are creating their own content and share it with others
on blogs, social networks and other online channels
»They are always connected!
• There is a move from monologue (advertiser 2 consumer) to dialogue (many to many)“Companies that do not join the conversation
will soon have no customers to talk to...”
Steering Committee - Q1
March 2008Can brands be friends?Marketing & branding in Social Networks
Joeri Van den Bergh
De kracht van de Generation C
Steering Committee - Q2
June 2008
FutureTalking - Q2
Entertainment in the digital era
Entertainment
Jo Caudron Steering Committee - Q2
June 2008
About Content, Ownership & Context
CONTENT OWNERSHIP CONTEXT
Entertainment
Jo Caudron Steering Committee - Q2
June 2008
About Content, Ownership & Context
CONTENT OWNERSHIP CONTEXT
Content-brands are no longer “one with the format”.
One brand extents over different formats, driven by the ownership,
context of usage, ...
Content-brand = SaraFormats =•TV-show•Online (blog, ...)•Books•Parfum & other merchandising•Events•...all consumed in different contexts, using different devices
Entertainment
Jo Caudron Steering Committee - Q2
June 2008
CONTENT OWNERSHIP CONTEXT
Ownership of the creation and distribution can be corporate but is increasingly
getting social
Top-downCorporate & central ownership
Bottom-upSocial & de-central ownership
About Content, Ownership & Context
Entertainment
Jo Caudron Steering Committee - Q2
June 2008
CONTENT OWNERSHIP CONTEXT
Context: in school, in the livingroom, in the car, at work, in a pub, ...
Each context has practical possibilities & limitations
The context of the user defines the ideal device and the ideal contentIt is NOT THE DEVICE that defines the ideal content!
E.g.: in a car•traffic & regulations define possibilities & limitations•only place for small devices (phones, PDA’s, ...)•content is only relevant when it is easy to consume, only requires a short attention-span, fast to load, ...
The context of the user is key in determining the ideal
content/format/application
About Content, Ownership & Context
Entertainment
Jo Caudron Steering Committee - Q2
June 2008
CONTENT OWNERSHIP CONTEXT
the medium is no longer in a one-on-one relationship with one device
TV as a medium is no longer only related to a TV-set, ...Radio as a medium is no longer only related to a radio-device, ...Phone calls are no longer only related to telephone-sets, ...
Each medium has a variety of (digital) ways to get consumed.The question here is: when Lost or Prison Break are consumed via PC, as (illegal) download, are we then still talking about TV as a medium?
About Content, Ownership & Context
Entertainment
Jo Caudron Steering Committee - Q2
June 2008
From old to new, from books to screens
Entertainment
Jo Caudron Steering Committee - Q2
June 2008
From old to new, from books to screens• “books will always be there, but in time newspapers and magazines
might disappear” • Books are still the preferred leasure reading object
• The tangible aspect of media (e.g. CD’s) is still important
• they are defined as:
emotional and charming
esthetically important
historically valuable
better user experience (reading)
Don’t fail working (no batteries or wires)
relaxing (not PC-driven, no stress)
tangible
social (?!)
Entertainment
Jo Caudron Steering Committee - Q2
June 2008
From old to new, from books to screens• “I like reading book but sometimes I feel like I’m missing hyperlinks”
For Rational content and Professional use
•Digital versions (screens, e-books, ...) are preferred
•more practical to use: search, find, browse
•ability to quickly scan documents
•some users mention “green” arguments: better for the environment
•less practical (“you can not take it to the beach”)
Entertainment
Jo Caudron Steering Committee - Q2
June 2008
From old to new, from books to screens• The physical Library
historically, places with large quantities of content available
but libraries also fulfill a social function for our community
• a trip to a library is considered fun, relaxing, ...
• they are (slowly) growing into meeting places with a social dimension
• digital media and its “instant availability” over the net, is missing the social function that people associate with borrowing a book from the library
Can link the virtual world back to the real world
Steering Committee - Q2
June 2008
Digital LifestylePresentations
“Easier-life”“Complicated”
On one hand people associate technology with an
easier life
But on the other hand they experience technology as
complicated
People are convinced that technology can make their lives more
easy
(e.g. Domotica, internet shopping, universal devices, wireless connections,...)
Technology evolves constantly and therefore it’s difficult to catch up all
the time
(e.g. Installing new devices, handling of new software applications,...)
“Independence”
“Dependence”
Technology leads to independence because it can facilitate several daily tasks
But people are still careful when it comes to fully trusting technology
In fact, this independence can lead to a certain level of freedom
(e.g. you don’t have to worry about putting on the heating, because it starts automatically)
Technology is not always reliable and sometimes we become too
dependent on technology(e.g. If the internet connection goes down, a lot
of commercial activities are put on hold...)
But what can be done to neutralize these
fields of tension?
How can we make technology less complicated?
Focus on essentialsKeep it simple & understandable
Strip complexity
Intuitive technology!
Purpose drivenInformational awareness
Beyond technology for technology
Educational(e.g. courses, e-learning, training
sessions, informational campaigns...)
Information toolsManuals
Interactive websites
Personal & Customized customer service
SHIFT in WORK – Part IOnce upon a time...
off Home off Work
SHIFT in WORK – Part IAnno 2009
Checking the digital
planning SMS’ing a collegue
Video conference /
email handling / ..
Reading emails in the
traffic jam
Finishing a report through
the VPN
Apart from new working places, also the in-betweens are being
covered today
Mobile Working• Before, work was centered on 1 place
• The Internet enabled distance working, and therefore created new work atmospheres
E.g. libraries, airports, ...
• Today, by the rise of the mobile Internet also the ‘In Betweens’ are becoming possible workplaces
Information @ work...• There is a lot of information available, much more than before and it’s available by
the speed of light !
• In fact, there is TOO much Emails, intranet, blogs, knowlegde databases, text messages, tweets, ...
• Information is virtually anywhere !!• We suffer from information overload
Information overload• Sorting through information is time-consuming
• The current perception is that everyone needs to sort his files systematically for himself:
Every employee wages his own struggle against the overload
The results of this struggle depend on the effort of the employee
People feel in-betweentwo era’s
CONNECTION
SECURITYFREEDOM
INFORMATION
CONNECTION
SECURITYFREEDOM
INFORMATION
0.0
1.0
Office 0.0Workspaces were clearly
defined
All data was clearly defined by its proximity and tangibility
- Anno 2009 - Office 2.0
You can work anywhere & anytime you want
Data is intangible, everywhere and nowhere
3.0
The digital evolution (and its never ending possibilities) leaves people looking for systems, rules, to create order in the information-
chaos.
Office1.0Growing efficiency through
technology usage (e.g. office software, gsm, email,...)
synchronizing2.0
?
Recommended