Практика создания win-win-win платформ

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Артем Жиганов, руководитель отдела планирования Red Keds

Text of Практика создания win-win-win платформ

  • 1. Digital : win-win-win Red Keds14 2013

2. 1. , 2. 3. 4. Win-win-win 5. Digital Red Keds, 2013 3. Digital Red Keds, 2013 4. Digital Red Keds, 2013 5. Digital Red Keds, 2013 6. Digital Red Keds, 2013 7. Digital Red Keds, 2013 8. Digital Red Keds, 2013 9. cloud social mobile dataDigital Red Keds, 2013 10. / Digital Red Keds, 2013 11. + Digital Red Keds, 2013 12. > -: lean/agile ()Digital Red Keds, 2013 13. > -: co-creation DIY Digital Red Keds, 2013 14. ?Digital Red Keds, 2013 15. ?Digital Red Keds, 2013 16. -DIGITAL: DIGITAL: Digital Red Keds, 2013 17. :: //Digital Red Keds, 2013 18. Digital Red Keds, 2013 19. Digital Red Keds, 2013 20. Digital Red Keds, 2013 21. Digital Red Keds, 2013 22. Digital Red Keds, 2013 23. Digital Red Keds, 2013 24. : (value) Digital Red Keds, 2013 25. Wired is good for you http://www.wired.com/techbiz/it/magazine/16-03/ff_free?currentPage=allhttp://www.amazon.com/Free-Future-Radical-Price-ebook/dp/B002DYJR4GDigital Red Keds, 2013 26. Win-win-win = , , , / , Digital Red Keds, 2013 27. Digital Red Keds, 2013 28. 1: Voto LatinoWHAT:With mobile tech and grassroots savvy, Dawson and Kumar encourage participation from a growingconstituencyHOW CAN SMALL CHANGES DRIVE RESULTS?Dawson: "Whenever we do voter registration, we ask, Why havent you voted before? The response isoften, No ones asked us. Its not about telling people what to do--its about sharing what they can do."Kumar: "By simply sending young Latinos texts on Election Day, participation increased close to 8%."IN WHAT WAY CAN YOU HUMANIZE POLITICS?Kumar: "We did a telenovela spoof so people could see themselves in it. It was very over the top.Rosario was about to get married to Wilmer Valderrama, but she learned he wasnt registered to vote."Dawson: "My sister tells me, Did you know that hes not registered?! and Im like, I dont even knowyou! to Wilmer."HOW CAN TECH BE BETTER LEVERAGED IN POLITICS?Kumar: "We have to spend a lot of our time getting people to register to vote, which we do withtechnology, but what should be happening is secretaries of state should allow everyone to registeronline."http://www.fastcompany.com/most-creative-people/2012/rosario-dawson-maria-teresa-kumar Digital Red Keds, 2013 29. 1: Voto Latinohttp://www.votolatino.org . . , .Digital Red Keds, 2013 30. 1: Voto Latino YT , (, ). Black Eyed Peas.http://www.youtube.com/votolatinoDigital Red Keds, 2013 31. 2: Charity MilesDigital Red Keds, 2013 32. 3: Plus 3 NetworkDigital Red Keds, 2013 33. 4: It Gets BetterDigital Red Keds, 2013 34. 4: It Gets Betterhttp://knowyourmeme.com/memes/it-gets-better-projectDigital Red Keds, 2013 35. 5: AmEx SmallBusiness SaturdayThe campaign saw AmEx give small stores aroundAmerica a digital toolkit to help them participate in theday, with instructions on how to build specialFacebook pages, YouTube video ads and Foursquaredeals enticing shoppers back onto Main Street.The idea really took off when President Obama getbehind it, taking his daughters to a bookstore near the White House and tweeting about it. , ( , , ) , Digital Red Keds, 2013 36. : Digital Red Keds, 2013 37. (): , . > , ( ). / 37 38. : "" , ? / 38 39. BOUGHT MEDIA OWNED MEDIAEARNED MEDIA- (, , , etc.)Display (VK/OK/FB + Twitter/ Pinterest/Tumblr/Instagram) Ambient (?)( /. )POSM(, , . 2, etc.) (, , , etc.) / 39 40. ( ) , . , "" , ( ). , ( ). , iOS/Android. , : . , /, : , , etc. - /.- , .. - (.) - (.) " " " (.- ... " (. ).). / 40 41. (1/2) , . . / . : , , , , , , , etc. + 1) 2) (. . ) ; " ", - , , etc. ( ) / 41 42. (2/2) 30 (?) . "" , . , ( " ", . ). "", !: (e.g., ID), ? 5 10 " " + 300 + 500 100 + 1000 + / 42 43. () , . : "" , . , , ? , , , , (?)? , etc."" (e.g., ) , Google/FB FB/VK, ( ? + "" + HH.ru.) , Misc / 43 44. - , . : . , (= ). Misc Noize MC Pussy Riot (?) - , , " " .., , ( ). : - /, Noize MC , . / 44 45. , , : : , , .. ( , "" - e.g., ) (i.e., ), : , "", , etc. -, , "" e.g., . / 45 46. ! az@redkeds.com@steyr_ssg69Digital Red Keds, 2013