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These slides are from a Powerhouse Factories webinar held on May, 16, 2012. These slides detail the evolution of the social graph, casual activism and the implications of technology driving consumer choices through data-driven insight. Robert Migliara, Neal Mabee and Taylor Wiegert discussed: 1) How the maturing social graph may require a shift in marketers’ social media efforts. 2) The social and cultural changes related to the rise of "casual" activism. 3) The implications of technologies that curate and pre-select consumer choice through data driven insight. 4) How these trends impact marketers and their brands. For more information, contact webinar AT powerhousefactories.com or visit powerhousefactories.com.
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SOCIAL MEDIA TRENDS5.16.2012
CULTURE-LED, DATA-FED BRAND BUILDING
AGENDA
๏Presentation framework
๏Trends
» The evolution of the social graph
» The rise of data-driven choice
» Activism going casual
๏Key takeaways
CULTURE-LED, DATA-FED BRAND BUILDING
PRESENTATION FRAMEWORK
CULTURE-LED, DATA-FED BRAND BUILDING
OBJECTIVES
CULTURE-LED, DATA-FED BRAND BUILDING
OBJECTIVES
๏Share three key trends driven by social media
CULTURE-LED, DATA-FED BRAND BUILDING
OBJECTIVES
๏Share three key trends driven by social media
๏Provide direction on where things are going, not the platform of the day
CULTURE-LED, DATA-FED BRAND BUILDING
OBJECTIVES
๏Share three key trends driven by social media
๏Provide direction on where things are going, not the platform of the day
๏ Identify trend-driven marketing opportunities
CULTURE-LED, DATA-FED BRAND BUILDING
WHAT IS A TREND?
CULTURE-LED, DATA-FED BRAND BUILDING
WHAT IS A TREND?
๏ A general direction in which something is developing or changing
CULTURE-LED, DATA-FED BRAND BUILDING
WHAT IS A TREND?
๏ A general direction in which something is developing or changing
๏A distinct and identifiable movement that is unique from what else is happening
CULTURE-LED, DATA-FED BRAND BUILDING
WHAT IS A TREND?
๏ A general direction in which something is developing or changing
๏A distinct and identifiable movement that is unique from what else is happening
๏Combining existing behavior in new ways
CULTURE-LED, DATA-FED BRAND BUILDING
WHAT IS A TREND?
๏ A general direction in which something is developing or changing
๏A distinct and identifiable movement that is unique from what else is happening
๏Combining existing behavior in new ways
๏Three kinds of trends:
CULTURE-LED, DATA-FED BRAND BUILDING
WHAT IS A TREND?
๏ A general direction in which something is developing or changing
๏A distinct and identifiable movement that is unique from what else is happening
๏Combining existing behavior in new ways
๏Three kinds of trends:» Emerging (1 year)
CULTURE-LED, DATA-FED BRAND BUILDING
WHAT IS A TREND?
๏ A general direction in which something is developing or changing
๏A distinct and identifiable movement that is unique from what else is happening
๏Combining existing behavior in new ways
๏Three kinds of trends:» Emerging (1 year)» Changes in lifestyle (1 - 5 years)
CULTURE-LED, DATA-FED BRAND BUILDING
WHAT IS A TREND?
๏ A general direction in which something is developing or changing
๏A distinct and identifiable movement that is unique from what else is happening
๏Combining existing behavior in new ways
๏Three kinds of trends:» Emerging (1 year)» Changes in lifestyle (1 - 5 years)» Long-term societal shifts (5-10 years)
CULTURE-LED, DATA-FED BRAND BUILDING
THREE PERSPECTIVES
๏Social media
๏Data & analytics
๏Culture
Social
Data & Analytics
Culture
CULTURE-LED, DATA-FED BRAND BUILDING
THE EVOLUTION OF THE SOCIAL GRAPH
CULTURE-LED, DATA-FED BRAND BUILDING
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social
Graph
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social
Graph
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social
Graph
Of!ineMovesOnline
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social
Graph
Of!ineMovesOnline
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social
Graph
Of!ineMovesOnline Life is
Easier
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social
Graph
Of!ineMovesOnline Life is
Easier
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social
Graph
Of!ineMovesOnline Life is
Easier
FacebookGoes
Mainstream
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social
Graph
Of!ineMovesOnline Life is
Easier
FacebookGoes
Mainstream
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social
Graph
Of!ineMovesOnline Life is
Easier
FacebookGoes
Mainstream
LocationGraph
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social
Graph
Of!ineMovesOnline Life is
Easier
FacebookGoes
Mainstream
LocationGraph
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social
Graph
Of!ineMovesOnline Life is
Easier
FacebookGoes
Mainstream
LocationGraph
Of!ineContext
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social
Graph
Of!ineMovesOnline Life is
Easier
FacebookGoes
Mainstream
LocationGraph
Of!ineContext
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social
Graph
Of!ineMovesOnline Life is
Easier
FacebookGoes
Mainstream
LocationGraph
Of!ineContext
AmbientLocation-BasedSocial Networks
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social
Graph
Of!ineMovesOnline Life is
Easier
FacebookGoes
Mainstream
LocationGraph
Of!ineContext
AmbientLocation-BasedSocial Networks
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social
Graph
Of!ineMovesOnline Life is
Easier
FacebookGoes
Mainstream
LocationGraph
Of!ineContext
AmbientLocation-BasedSocial Networks
PassiveSharing
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social
Graph
Of!ineMovesOnline Life is
Easier
FacebookGoes
Mainstream
LocationGraph
Of!ineContext
AmbientLocation-BasedSocial Networks
PassiveSharing
Interests
Location
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social
Graph
Of!ineMovesOnline Life is
Easier
FacebookGoes
Mainstream
LocationGraph
Of!ineContext
AmbientLocation-BasedSocial Networks
PassiveSharing
Interests
Location
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social
Graph
Of!ineMovesOnline Life is
Easier
FacebookGoes
Mainstream
LocationGraph
Of!ineContext
AmbientLocation-BasedSocial Networks
PassiveSharing
Interests
Location
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social
Graph
Of!ineMovesOnline Life is
Easier
FacebookGoes
Mainstream
LocationGraph
Of!ineContext
AmbientLocation-BasedSocial Networks
PassiveSharing
OnlineMovesOf!ine
Interests
Location
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social
Graph
Of!ineMovesOnline Life is
Easier
FacebookGoes
Mainstream
LocationGraph
Of!ineContext
AmbientLocation-BasedSocial Networks
PassiveSharing
OnlineMovesOf!ine
Interests
Location
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social
Graph
Of!ineMovesOnline Life is
Easier
FacebookGoes
Mainstream
LocationGraph
Of!ineContext
AmbientLocation-BasedSocial Networks
PassiveSharing
OnlineMovesOf!ine
DataInvestment
Payoff
Interests
Location
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social
Graph
Of!ineMovesOnline Life is
Easier
FacebookGoes
Mainstream
LocationGraph
Of!ineContext
AmbientLocation-BasedSocial Networks
PassiveSharing
OnlineMovesOf!ine
DataInvestment
Payoff
Interests
Location
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social
Graph
Of!ineMovesOnline Life is
Easier
FacebookGoes
Mainstream
LocationGraph
Of!ineContext
AmbientLocation-BasedSocial Networks
PassiveSharing
OnlineMovesOf!ine
DataInvestment
Payoff
NewRelationships
Interests
Location
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social
Graph
Of!ineMovesOnline Life is
Easier
FacebookGoes
Mainstream
LocationGraph
Of!ineContext
AmbientLocation-BasedSocial Networks
PassiveSharing
OnlineMovesOf!ine
DataInvestment
Payoff
NewRelationships
Interests
Location
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social
Graph
Of!ineMovesOnline Life is
Easier
FacebookGoes
Mainstream
LocationGraph
Of!ineContext
AmbientLocation-BasedSocial Networks
PassiveSharing
OnlineMovesOf!ine
DataInvestment
Payoff
NewRelationships
BrandFacilitation
Interests
Location
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social
Graph
Of!ineMovesOnline Life is
Easier
FacebookGoes
Mainstream
LocationGraph
Of!ineContext
AmbientLocation-BasedSocial Networks
PassiveSharing
OnlineMovesOf!ine
DataInvestment
Payoff
NewRelationships
BrandFacilitation
Interests
Location
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social
Graph
Of!ineMovesOnline Life is
Easier
FacebookGoes
Mainstream
LocationGraph
Of!ineContext
AmbientLocation-BasedSocial Networks
PassiveSharing
OnlineMovesOf!ine
DataInvestment
Payoff
NewRelationships
BrandFacilitation
Vertical toHorizontal
Interests
Location
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social
Graph
Of!ineMovesOnline Life is
Easier
FacebookGoes
Mainstream
LocationGraph
Of!ineContext
AmbientLocation-BasedSocial Networks
PassiveSharing
OnlineMovesOf!ine
DataInvestment
Payoff
NewRelationships
BrandFacilitation
Vertical toHorizontal
Interests
Location
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social
Graph
Of!ineMovesOnline Life is
Easier
FacebookGoes
Mainstream
LocationGraph
Of!ineContext
AmbientLocation-BasedSocial Networks
PassiveSharing
OnlineMovesOf!ine
DataInvestment
Payoff
NewRelationships
BrandFacilitation
Vertical toHorizontal
More DataInvestment
Interests
Location
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social
Graph
Of!ineMovesOnline Life is
Easier
FacebookGoes
Mainstream
LocationGraph
Of!ineContext
AmbientLocation-BasedSocial Networks
PassiveSharing
OnlineMovesOf!ine
DataInvestment
Payoff
NewRelationships
BrandFacilitation
Vertical toHorizontal
More DataInvestment
Interests
Location
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social
Graph
Of!ineMovesOnline Life is
Easier
FacebookGoes
Mainstream
LocationGraph
Of!ineContext
AmbientLocation-BasedSocial Networks
PassiveSharing
OnlineMovesOf!ine
DataInvestment
Payoff
NewRelationships
BrandFacilitation
Vertical toHorizontal
More DataInvestment
More DataAvailable
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social
Graph
Of!ineMovesOnline
FacebookGoes
Mainstream
Life isEasier
LocationGraph
AmbientLocation-BasedSocial Networks
PassiveSharing
Interests
Location
Of!ineContext
OnlineMovesOf!ine
DataInvestment
Payoff
NewRelationships
More DataInvestment
BrandFacilitation
Vertical toHorizontal
More DataAvailable
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social
Graph
Of!ineMovesOnline
FacebookGoes
Mainstream
Life isEasier
LocationGraph
AmbientLocation-BasedSocial Networks
PassiveSharing
Interests
Location
Of!ineContext
OnlineMovesOf!ine
DataInvestment
Payoff
NewRelationships
More DataInvestment
BrandFacilitation
Vertical toHorizontal
UnderstandMotivations& Location
More DataAvailable
CULTURE-LED, DATA-FED BRAND BUILDING
TAKEAWAYS
CULTURE-LED, DATA-FED BRAND BUILDING
TAKEAWAYS
๏Everything is interconnected
CULTURE-LED, DATA-FED BRAND BUILDING
TAKEAWAYS
๏Everything is interconnected
» The “Facebook Killer” phenomenon is coming to an end
CULTURE-LED, DATA-FED BRAND BUILDING
TAKEAWAYS
๏Everything is interconnected
» The “Facebook Killer” phenomenon is coming to an end
» Opportunity to integrate social into existing channels
CULTURE-LED, DATA-FED BRAND BUILDING
TAKEAWAYS
๏Everything is interconnected
» The “Facebook Killer” phenomenon is coming to an end
» Opportunity to integrate social into existing channels
๏Social friction is fading with social technologies
CULTURE-LED, DATA-FED BRAND BUILDING
TAKEAWAYS
๏Everything is interconnected
» The “Facebook Killer” phenomenon is coming to an end
» Opportunity to integrate social into existing channels
๏Social friction is fading with social technologies
๏Brands are not the focus but part of the overall experience
CULTURE-LED, DATA-FED BRAND BUILDING
TAKEAWAYS
๏Everything is interconnected
» The “Facebook Killer” phenomenon is coming to an end
» Opportunity to integrate social into existing channels
๏Social friction is fading with social technologies
๏Brands are not the focus but part of the overall experience
» Opportunity to facilitate peer-to-peer connectivity through a brand context
CULTURE-LED, DATA-FED BRAND BUILDING
RISE OF DATA-DRIVEN CHOICE
CULTURE-LED, DATA-FED BRAND BUILDING
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social Graph
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social Graph
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social Graph
Stacking ofTechnology
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social Graph
Stacking ofTechnology
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social Graph
Stacking ofTechnology
BIG DATAis People
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social Graph
Stacking ofTechnology
BIG DATAis People
Online Music &
Video
OnlineShopping& Banking
MobileSearch
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social Graph
Stacking ofTechnology
BIG DATAis People
Data PersonaTwitter
Shutter!y
Online Music &
Video
OnlineShopping& Banking
MobileSearch
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social Graph
Stacking ofTechnology
BIG DATAis People
Data PersonaTwitter
Shutter!y
Online Music &
Video
OnlineShopping& Banking
MobileSearch
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social Graph
Stacking ofTechnology
BIG DATAis People
Data PersonaTwitter
Shutter!y
Data Driven Choice
Online Music &
Video
OnlineShopping& Banking
MobileSearch
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social Graph
Stacking ofTechnology
BIG DATAis People
Data PersonaTwitter
Shutter!y
Data Driven Choice
Online Music &
Video
OnlineShopping& Banking
MobileSearch
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social Graph
Stacking ofTechnology
BIG DATAis People
Data PersonaTwitter
Shutter!y
Data Driven Choice
KindleSocialSelling
ContentCurationPandora
Online Music &
Video
OnlineShopping& Banking
MobileSearch
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social Graph
Stacking ofTechnology
BIG DATAis People
Data PersonaTwitter
Shutter!y
Data Driven Choice
KindleSocialSelling
ContentCurationPandora
Online Music &
Video
OnlineShopping& Banking
MobileSearch
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social Graph
Stacking ofTechnology
BIG DATAis People
Data PersonaTwitter
Shutter!y
Data Driven Choice
KindleSocialSelling
ContentCurationPandora
Bene"ciary
Online Music &
Video
OnlineShopping& Banking
MobileSearch
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social Graph
Stacking ofTechnology
BIG DATAis People
Data PersonaTwitter
Shutter!y
Data Driven Choice
KindleSocialSelling
ContentCurationPandora
Bene"ciary
FreeModel
Online Music &
Video
OnlineShopping& Banking
MobileSearch
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social Graph
Stacking ofTechnology
BIG DATAis People
Data PersonaTwitter
Shutter!y
Data Driven Choice
KindleSocialSelling
ContentCurationPandora
Bene"ciary
Users
GoogleFacebook
FreeModel
Online Music &
Video
OnlineShopping& Banking
MobileSearch
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social Graph
Stacking ofTechnology
BIG DATAis People
Data PersonaTwitter
Shutter!y
Data Driven Choice
KindleSocialSelling
ContentCurationPandora
Bene"ciary
Users
GoogleFacebook
FreeModel Symbiosis
Online Music &
Video
OnlineShopping& Banking
MobileSearch
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social Graph
Stacking ofTechnology
BIG DATAis People
Data PersonaTwitter
Shutter!y
Data Driven Choice
KindleSocialSelling
ContentCurationPandora
Bene"ciary
Users
GoogleFacebook
Users
GoogleFacebook
FreeModel Symbiosis
Online Music &
Video
OnlineShopping& Banking
MobileSearch
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social Graph
Stacking ofTechnology
BIG DATAis People
Data PersonaTwitter
Shutter!y
Data Driven Choice
KindleSocialSelling
ContentCurationPandora
Bene"ciary
Users
GoogleFacebook
Users
GoogleFacebook
FreeModel Symbiosis
Ad Revenue
Model
Online Music &
Video
OnlineShopping& Banking
MobileSearch
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social Graph
Stacking ofTechnology
BIG DATAis People
Data PersonaTwitter
Shutter!y
Data Driven Choice
KindleSocialSelling
ContentCurationPandora
Bene"ciary
Users
GoogleFacebook
Users
GoogleFacebook
Users
GoogleFacebook
FreeModel Symbiosis
Ad Revenue
Model
Online Music &
Video
OnlineShopping& Banking
MobileSearch
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social Graph
Stacking ofTechnology
BIG DATAis People
Data PersonaTwitter
Shutter!y
Data Driven Choice
KindleSocialSelling
ContentCurationPandora
Bene"ciary
Users
GoogleFacebook
Users
GoogleFacebook
Users
GoogleFacebook
FreeModel Symbiosis
Ad Revenue
Model
Online Music &
Video
OnlineShopping& Banking
MobileSearch
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social Graph
Stacking ofTechnology
BIG DATAis People
Data PersonaTwitter
Shutter!y
Data Driven Choice
KindleSocialSelling
ContentCurationPandora
Bene"ciary
Users
GoogleFacebook
Users
GoogleFacebook
Users
GoogleFacebook
Privacy
FreeModel Symbiosis
Ad Revenue
Model
Online Music &
Video
OnlineShopping& Banking
MobileSearch
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social Graph
Stacking ofTechnology
BIG DATAis People
Data PersonaTwitter
Shutter!y
Data Driven Choice
KindleSocialSelling
ContentCurationPandora
Bene"ciary
Users
GoogleFacebook
Users
GoogleFacebook
Users
GoogleFacebook
Privacy
FreeModel Symbiosis
Ad Revenue
Model
Online Music &
Video
OnlineShopping& Banking
MobileSearch
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social Graph
Stacking ofTechnology
BIG DATAis People
Data PersonaTwitter
Shutter!y
Data Driven Choice
KindleSocialSelling
ContentCurationPandora
Bene"ciary
Users
GoogleFacebook
Users
GoogleFacebook
Users
GoogleFacebook
Privacy
IPO
FreeModel Symbiosis
Ad Revenue
Model
Online Music &
Video
OnlineShopping& Banking
MobileSearch
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social Graph
Stacking ofTechnology
BIG DATAis People
Data PersonaTwitter
Shutter!y
Data Driven Choice
KindleSocialSelling
ContentCurationPandora
Bene"ciary
Users
GoogleFacebook
Users
GoogleFacebook
Users
GoogleFacebook
Privacy
IPO
FreeModel Symbiosis
Ad Revenue
Model
Online Music &
Video
OnlineShopping& Banking
MobileSearch
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social Graph
Stacking ofTechnology
BIG DATAis People
Data PersonaTwitter
Shutter!y
Data Driven Choice
KindleSocialSelling
ContentCurationPandora
Bene"ciary
Users
GoogleFacebook
Users
GoogleFacebook
Users
GoogleFacebook
Privacy
IPO
InvoluntaryCapture
Online Music &
Video
OnlineShopping& Banking
MobileSearch
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social Graph
Stacking ofTechnology
BIG DATAis People
Data PersonaTwitter
Shutter!y
Data Driven Choice
KindleSocialSelling
ContentCurationPandora
Bene"ciary
Users
GoogleFacebook
Users
GoogleFacebook
Users
GoogleFacebook
Privacy
IPO
InvoluntaryCapture
FreeModel Symbiosis
Ad Revenue
Model
Online Music &
Video
OnlineShopping& Banking
MobileSearch
CULTURE-LED, DATA-FED BRAND BUILDING
Evolution of the Social Graph
Stacking ofTechnology
BIG DATAis People
Data PersonaTwitter
Shutter!y
Data Driven Choice
KindleSocialSelling
ContentCurationPandora
Bene"ciary
Users
GoogleFacebook
Users
GoogleFacebook
Users
GoogleFacebook
Users
GoogleFacebook
Privacy
IPO
InvoluntaryCapture
FreeModel Symbiosis
Ad Revenue
Model
ConsumerControl
CULTURE-LED, DATA-FED BRAND BUILDING
TAKEAWAYS
CULTURE-LED, DATA-FED BRAND BUILDING
TAKEAWAYS
๏Consumers are seeking life optimization
CULTURE-LED, DATA-FED BRAND BUILDING
TAKEAWAYS
๏Consumers are seeking life optimization
» Merge customer data with social signals and consumer behavior to deliver more relevant recommendations
CULTURE-LED, DATA-FED BRAND BUILDING
TAKEAWAYS
๏Consumers are seeking life optimization
» Merge customer data with social signals and consumer behavior to deliver more relevant recommendations
๏Mobile technology has merged shopping and social behavior online
CULTURE-LED, DATA-FED BRAND BUILDING
TAKEAWAYS
๏Consumers are seeking life optimization
» Merge customer data with social signals and consumer behavior to deliver more relevant recommendations
๏Mobile technology has merged shopping and social behavior online
» Social connections and products are now merged, constantly available and constantly cross-referencing
CULTURE-LED, DATA-FED BRAND BUILDING
ACTIVISM GOING CASUAL
CULTURE-LED, DATA-FED BRAND BUILDING
CULTURE-LED, DATA-FED BRAND BUILDING
Activism
CULTURE-LED, DATA-FED BRAND BUILDING
Activism
CULTURE-LED, DATA-FED BRAND BUILDING
Social Media
Activism
CULTURE-LED, DATA-FED BRAND BUILDING
Social Media
Activism
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
Off-Line
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
Off-Line
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
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CULTURE-LED, DATA-FED BRAND BUILDING
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Activism
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How?Facilitation
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Technology
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CULTURE-LED, DATA-FED BRAND BUILDING
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Activism
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HighEngagement
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Cultural/HistoricalBaggage
How?Facilitation
Technology
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CULTURE-LED, DATA-FED BRAND BUILDING
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Activism
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HighEngagement
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Cultural/HistoricalBaggage
How?Facilitation
Technology
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CULTURE-LED, DATA-FED BRAND BUILDING
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Activism
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HighEngagement
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Cultural/HistoricalBaggage
How?Facilitation
Technology
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Activism
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HighEngagement
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Cultural/HistoricalBaggage
How?Facilitation
Technology
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Activism
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HighEngagement
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How?Facilitation
Technology
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Activism
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How?Facilitation
Technology
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Activism
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HighEngagement
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How?Facilitation
Technology
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Activism
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HighEngagement
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How?Facilitation
Technology
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Activism
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HighEngagement
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How?Facilitation
Technology
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CULTURE-LED, DATA-FED BRAND BUILDING
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Activism
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HighEngagement
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How?Facilitation
Technology
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CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
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Activism
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Cultural/HistoricalBaggage
How?Facilitation
Technology
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IntegrationText toDonate
SocialMedia
ConstantConnection
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Activism
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HighEngagement
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Cultural/HistoricalBaggage
How?Facilitation
Technology
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IntegrationText toDonate
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Activism
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How?Facilitation
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Activism
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Cultural/HistoricalBaggage
How?Facilitation
Technology
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Activism
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HighEngagement
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How?Facilitation
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HighEngagement
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How?Facilitation
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Activism
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HighEngagement
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How?Facilitation
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How?Facilitation
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Activism
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Cultural/HistoricalBaggage
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Activism
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How?Facilitation
Technology
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Types ofParticipation
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
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SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
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Net!ixOmni-
ChannelMktg.
Types ofParticipation
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
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SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
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Access
Net!ixOmni-
ChannelMktg.
Types ofParticipation
TraditionalActivism
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
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SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
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Net!ixOmni-
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Types ofParticipation
TraditionalActivism
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
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SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
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SharingAdvocacy
Access
Net!ixOmni-
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Types ofParticipation
TraditionalActivism
BlendedActivism
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
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SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
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Net!ixOmni-
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Types ofParticipation
TraditionalActivism
BlendedActivism
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
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SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
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SharingAdvocacy
Access
Net!ixOmni-
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Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
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SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
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SharingAdvocacy
Access
Net!ixOmni-
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Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
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SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
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SharingAdvocacy
Access
Net!ixOmni-
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Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
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SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
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SharingAdvocacy
Access
Net!ixOmni-
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Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
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SocialMedia
IntegrationText toDonate
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ConstantConnection
EliminatesBarrier to
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SharingAdvocacy
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Net!ixOmni-
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Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
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SocialMedia
IntegrationText toDonate
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ConstantConnection
EliminatesBarrier to
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Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
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SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
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SharingAdvocacy
Access
Net!ixOmni-
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Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
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SocialMedia
IntegrationText toDonate
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ConstantConnection
EliminatesBarrier to
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Net!ixOmni-
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Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
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SocialMedia
IntegrationText toDonate
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ConstantConnection
EliminatesBarrier to
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Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
BofADebitFee
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
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SocialMedia
IntegrationText toDonate
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ConstantConnection
EliminatesBarrier to
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SharingAdvocacy
Access
Net!ixOmni-
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Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
BofADebitFee
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
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SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
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SharingAdvocacy
Access
Net!ixOmni-
ChannelMktg.
Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
BofADebitFee
BroadSpectrum ofEngagement
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
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SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
Engage
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SharingAdvocacy
Access
Net!ixOmni-
ChannelMktg.
Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
BofADebitFee
BroadSpectrum ofEngagement
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
Mobile
SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
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DrivesParticipation
SharingAdvocacy
Access
Net!ixOmni-
ChannelMktg.
Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
BofADebitFee
BroadSpectrum ofEngagement
Everyoneis an
Activist
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
Mobile
SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
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DrivesParticipation
SharingAdvocacy
Access
Net!ixOmni-
ChannelMktg.
Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
BofADebitFee
BroadSpectrum ofEngagement
Everyoneis an
Activist
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
Mobile
SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
Engage
DrivesParticipation
SharingAdvocacy
Access
Net!ixOmni-
ChannelMktg.
Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
BofADebitFee
BroadSpectrum ofEngagement
Everyoneis an
Activist
Risks
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
Mobile
SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
Engage
DrivesParticipation
SharingAdvocacy
Access
Net!ixOmni-
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Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
BofADebitFee
BroadSpectrum ofEngagement
Everyoneis an
Activist
Risks
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
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SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
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Access
Net!ixOmni-
ChannelMktg.
Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
BofADebitFee
BroadSpectrum ofEngagement
Everyoneis an
Activist
Risks Dilemmas
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
Mobile
SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
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DrivesParticipation
SharingAdvocacy
Access
Net!ixOmni-
ChannelMktg.
Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
BofADebitFee
BroadSpectrum ofEngagement
Everyoneis an
Activist
Risks Dilemmas
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
Mobile
SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
Engage
DrivesParticipation
SharingAdvocacy
Access
Net!ixOmni-
ChannelMktg.
Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
BofADebitFee
BroadSpectrum ofEngagement
Everyoneis an
Activist
Risks
Opportunities
Dilemmas
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
Mobile
SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
Engage
DrivesParticipation
SharingAdvocacy
Access
Net!ixOmni-
ChannelMktg.
Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
BofADebitFee
BroadSpectrum ofEngagement
Everyoneis an
Activist
Risks
Opportunities
Dilemmas
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
Mobile
SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
Engage
DrivesParticipation
SharingAdvocacy
Access
Net!ixOmni-
ChannelMktg.
Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
BofADebitFee
BroadSpectrum ofEngagement
Everyoneis an
Activist
Risks
Alienation
Opportunities
Dilemmas
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
Mobile
SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
Engage
DrivesParticipation
SharingAdvocacy
Access
Net!ixOmni-
ChannelMktg.
Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
BofADebitFee
BroadSpectrum ofEngagement
Everyoneis an
Activist
Risks
Alienation
Opportunities
Dilemmas
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
Mobile
SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
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DrivesParticipation
SharingAdvocacy
Access
Net!ixOmni-
ChannelMktg.
Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
BofADebitFee
BroadSpectrum ofEngagement
Everyoneis an
Activist
Risks
Alienation
ValuesAlignment
Opportunities
Dilemmas
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
Mobile
SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
Engage
DrivesParticipation
SharingAdvocacy
Access
Net!ixOmni-
ChannelMktg.
Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
BofADebitFee
BroadSpectrum ofEngagement
Everyoneis an
Activist
Risks
Alienation
ValuesAlignment
Opportunities
Dilemmas
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
Mobile
SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
Engage
DrivesParticipation
SharingAdvocacy
Access
Net!ixOmni-
ChannelMktg.
Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
BofADebitFee
BroadSpectrum ofEngagement
Everyoneis an
Activist
Risks
Alienation
ValuesAlignment
GoDaddy
Opportunities
Dilemmas
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
Mobile
SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
Engage
DrivesParticipation
SharingAdvocacy
Access
Net!ixOmni-
ChannelMktg.
Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
BofADebitFee
BroadSpectrum ofEngagement
Everyoneis an
Activist
Risks
Alienation
ValuesAlignment
GoDaddy
Opportunities
Dilemmas
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
Mobile
SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
Engage
DrivesParticipation
SharingAdvocacy
Access
Net!ixOmni-
ChannelMktg.
Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
BofADebitFee
BroadSpectrum ofEngagement
Everyoneis an
Activist
Risks
Alienation
ValuesAlignment
GoDaddy SOPA
Opportunities
Dilemmas
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
Mobile
SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
Engage
DrivesParticipation
SharingAdvocacy
Access
Net!ixOmni-
ChannelMktg.
Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
BofADebitFee
BroadSpectrum ofEngagement
Everyoneis an
Activist
Risks
Alienation
ValuesAlignment
GoDaddy SOPA
Opportunities
Dilemmas
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
Mobile
SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
Engage
DrivesParticipation
SharingAdvocacy
Access
Net!ixOmni-
ChannelMktg.
Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
BofADebitFee
BroadSpectrum ofEngagement
Everyoneis an
Activist
Risks
Alienation
ValuesAlignment
Susan G.Komen
GoDaddy SOPA
Opportunities
Dilemmas
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
Mobile
SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
Engage
DrivesParticipation
SharingAdvocacy
Access
Net!ixOmni-
ChannelMktg.
Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
BofADebitFee
BroadSpectrum ofEngagement
Everyoneis an
Activist
Risks
Alienation
ValuesAlignment
Susan G.Komen
GoDaddy SOPA
Opportunities
Dilemmas
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
Mobile
SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
Engage
DrivesParticipation
SharingAdvocacy
Access
Net!ixOmni-
ChannelMktg.
Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
BofADebitFee
BroadSpectrum ofEngagement
Everyoneis an
Activist
Risks
Alienation
ValuesAlignment
Susan G.Komen
PlannedParenthood
GoDaddy SOPA
Opportunities
Dilemmas
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
Mobile
SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
Engage
DrivesParticipation
SharingAdvocacy
Access
Net!ixOmni-
ChannelMktg.
Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
BofADebitFee
BroadSpectrum ofEngagement
Everyoneis an
Activist
Risks
Alienation
ValuesAlignment
Susan G.Komen
PlannedParenthood
GoDaddy SOPA
Opportunities
Dilemmas
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
Mobile
SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
Engage
DrivesParticipation
SharingAdvocacy
Access
Net!ixOmni-
ChannelMktg.
Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
BofADebitFee
BroadSpectrum ofEngagement
Everyoneis an
Activist
Risks
Alienation
ValuesAlignment
Susan G.Komen
PlannedParenthood
GoDaddy SOPA
BrandDamage
Opportunities
Dilemmas
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
Mobile
SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
Engage
DrivesParticipation
SharingAdvocacy
Access
Net!ixOmni-
ChannelMktg.
Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
BofADebitFee
BroadSpectrum ofEngagement
Everyoneis an
Activist
Risks
Alienation
ValuesAlignment
Susan G.Komen
PlannedParenthood
GoDaddy SOPA
BrandDamage
Opportunities
Dilemmas
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
Mobile
SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
Engage
DrivesParticipation
SharingAdvocacy
Access
Net!ixOmni-
ChannelMktg.
Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
BofADebitFee
BroadSpectrum ofEngagement
Everyoneis an
Activist
Risks
Alienation
ValuesAlignment
Susan G.Komen
PlannedParenthood
GoDaddy SOPA
BrandDamage
Opportunities
Dilemmas MassParticipation
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
Mobile
SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
Engage
DrivesParticipation
SharingAdvocacy
Access
Net!ixOmni-
ChannelMktg.
Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
BofADebitFee
BroadSpectrum ofEngagement
Everyoneis an
Activist
Risks
Alienation
ValuesAlignment
Susan G.Komen
PlannedParenthood
GoDaddy SOPA
BrandDamage
Opportunities
Dilemmas MassParticipation
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
Mobile
SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
Engage
DrivesParticipation
SharingAdvocacy
Access
Net!ixOmni-
ChannelMktg.
Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
BofADebitFee
BroadSpectrum ofEngagement
Everyoneis an
Activist
Risks
Alienation
ValuesAlignment
Susan G.Komen
PlannedParenthood
GoDaddy SOPA
BrandDamage
Opportunities
Dilemmas MassParticipation Saturation
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
Mobile
SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
Engage
DrivesParticipation
SharingAdvocacy
Access
Net!ixOmni-
ChannelMktg.
Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
BofADebitFee
BroadSpectrum ofEngagement
Everyoneis an
Activist
Risks
Alienation
ValuesAlignment
Susan G.Komen
PlannedParenthood
GoDaddy SOPA
BrandDamage
Opportunities
Dilemmas MassParticipation Saturation
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
Mobile
SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
Engage
DrivesParticipation
SharingAdvocacy
Access
Net!ixOmni-
ChannelMktg.
Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
BofADebitFee
BroadSpectrum ofEngagement
Everyoneis an
Activist
Risks
Alienation
ValuesAlignment
Susan G.Komen
PlannedParenthood
GoDaddy SOPA
BrandDamage
Opportunities
Dilemmas MassParticipation Saturation
LooseAf"liation
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
Mobile
SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
Engage
DrivesParticipation
SharingAdvocacy
Access
Net!ixOmni-
ChannelMktg.
Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
BofADebitFee
BroadSpectrum ofEngagement
Everyoneis an
Activist
Risks
Alienation
ValuesAlignment
Susan G.Komen
PlannedParenthood
GoDaddy SOPA
BrandDamage
Opportunities
Dilemmas MassParticipation Saturation
LooseAf"liation
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
Mobile
SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
Engage
DrivesParticipation
SharingAdvocacy
Access
Net!ixOmni-
ChannelMktg.
Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
BofADebitFee
BroadSpectrum ofEngagement
Everyoneis an
Activist
Risks
Alienation
ValuesAlignment
Susan G.Komen
PlannedParenthood
GoDaddy SOPA
BrandDamage
Opportunities
Dilemmas MassParticipation
?
Saturation
LooseAf"liation
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
Mobile
SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
Engage
DrivesParticipation
SharingAdvocacy
Access
Net!ixOmni-
ChannelMktg.
Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
BofADebitFee
BroadSpectrum ofEngagement
Everyoneis an
Activist
Risks
Alienation
ValuesAlignment
Susan G.Komen
PlannedParenthood
GoDaddy SOPA
BrandDamage
Opportunities
Dilemmas MassParticipation
?
Saturation
LooseAf"liation
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
Casual Activism
Social Media
Activism
On-Line
Off-Line
HighEngagement
LowEngagement
Cultural/HistoricalBaggage
How?Facilitation
Technology
Web
Mobile
SocialMedia
IntegrationText toDonate
SocialMedia
ConstantConnection
EliminatesBarrier to
Engage
DrivesParticipation
SharingAdvocacy
Access
Net!ixOmni-
ChannelMktg.
Types ofParticipation
TraditionalActivism
BlendedActivism
CasualActivism
ArabSpring
OccupyMovement
Kony2012
BofADebitFee
BroadSpectrum ofEngagement
Everyoneis an
Activist
Risks
Alienation
ValuesAlignment
Susan G.Komen
PlannedParenthood
GoDaddy SOPA
BrandDamage
OpportunitiesPassionTapping
Dilemmas MassParticipation
?
Saturation
LooseAf"liation
Tools
Means
CULTURE-LED, DATA-FED BRAND BUILDING
KEY TAKEAWAYS
CULTURE-LED, DATA-FED BRAND BUILDING
KEY TAKEAWAYS
๏Consumers are taking more stands, brands can/should when relevant
» Opportunity exists for brands to align with relevant consumer interests
CULTURE-LED, DATA-FED BRAND BUILDING
KEY TAKEAWAYS
๏Consumers are taking more stands, brands can/should when relevant
» Opportunity exists for brands to align with relevant consumer interests
๏Brands are not in control of the implications of casual activism
» Accept and prepare for the consequences of taking a position
CULTURE-LED, DATA-FED BRAND BUILDING
KEY TAKEAWAYS
๏Consumers are taking more stands, brands can/should when relevant
» Opportunity exists for brands to align with relevant consumer interests
๏Brands are not in control of the implications of casual activism
» Accept and prepare for the consequences of taking a position
๏ Increased online activity results in increased offline activity
CULTURE-LED, DATA-FED BRAND BUILDING
OVERALL TAKEAWAYS
CULTURE-LED, DATA-FED BRAND BUILDING
WHAT DOES IT ALL MEAN?
CULTURE-LED, DATA-FED BRAND BUILDING
WHAT DOES IT ALL MEAN?
๏Moving to an age of ecosystems
» Time to embrace the complexity of the disconnect
» No longer managing channels
CULTURE-LED, DATA-FED BRAND BUILDING
WHAT DOES IT ALL MEAN?
๏Moving to an age of ecosystems
» Time to embrace the complexity of the disconnect
» No longer managing channels
๏Evolution lives and dies by the device
» The tools and the means drive or hinder progress
CULTURE-LED, DATA-FED BRAND BUILDING
WHAT DOES IT ALL MEAN?
๏Moving to an age of ecosystems
» Time to embrace the complexity of the disconnect
» No longer managing channels
๏Evolution lives and dies by the device
» The tools and the means drive or hinder progress
๏ It all comes down to data
CULTURE-LED, DATA-FED BRAND BUILDING
QUESTIONS
CULTURE-LED, DATA-FED BRAND BUILDING
SEE YOU NEXT TIME
๏Upcoming trends presentations
» August 15 @ 2:00 PM
» October 24 @ 2:00 PM
๏Questions?
» Contact [email protected]
CULTURE-LED, DATA-FED BRAND BUILDING
THANK YOU
๏Taylor Wiegert
๏Neal Mabee
๏Robert Migliara
