Collaboration and Tales of Digital Culture from the Social@Scale summit by Sprinklr

collaboration anD othEr exPloraTions in dIgitaL culTure

by tarA @miSsrogUe hunT soCial diGital leadEr,

wow

Tweet to: @missrogue

The first Web 2.0 Conference, popularizing the term Web 2.0 is celebrating its 10 year anniversary this year.



That’s when this guy seemed to rule the world. Nobody thought it could be beat.


Just a few of the darlings of the early Web 2.0 era.


In 2006, a funny little service without vowels launched. Everyone thought it was the stupidest thing they’ve ever hear of.

I knew it was going to be big on August 2, 2006, when after a small tremor, people on Twitter checked in on each other ON Twitter first, before anything else.


Of course, we all know how the rest of the story goes. Twitter has been the go-to source for many earthquakes, tsunamis, revolutions, billboard hashtags and more!


Mobile usage is growing in leaps and bounds.

56% of Canadians own a smart phone…

growing 20% a year.


11

THE SITUATION


The speed of technology change.


The speed of cultural change.


“thE web iSn’T aboUt thE Tools or tHe teChnoloGy, it iS About the CultuRe.”


Just one growing, culture: Beauty YouTubers


>45,000 Non-bRand RelatEd beAuty VloggeRs oN youtuBe.


~75 Hours wortH of BeautY conTent UploaDed eAch dAy.


700MILLION Views per Month iN 2013 (Up froM 300mm iN 2010)

beAuty VideoS got


Kandee Johnson has over 2.1 million subscribers


2.1 miLlion Subs!!

However, Revlon’s channel has under 11,000 subscribers.


11,000 Subs…

And FYI, for context, The Mean Kitty has 357,131 subscribers.


357,000 Subs!!

Why?

mosT brAnds ApproAch sOcial & DigitAl as toolS and platForms.


crEatorS + commUnity membErs aPproaCh sociAl…Um soCially. thEy enTer tO conneCt, whicH leaDs to them selliNg.

Tweet to: @missrogue https://www.youtube.com/watch?v=JuBwHhRvCJY

We crave connection. The social web has fed that need. Now we demand it from everyone.


"I want them to know that I'm human, that I have flaws, and I want to be relatable, which is why I still film in my bedroom and haven't upgraded to a studio. I want them to feel like we're having a sleepover.” Miss Lynn, 300k Subs


diGital is a cultUral Change.

soCial Is an approaCh, not A plaTform. Tweet to: @missrogue

WHAT IS DIGITAL

CULTURE? Tweet to: @missrogue

rulE #1. thEre iS no maSs.

https://www.flickr.com/photos/looking4poetry/4980253218 Tweet to: @missrogue

Nature Valley + the awesome anime discovery.

h;p://www.buzzfeed.com/ryanhatesthis/nature-‐valley-‐anime-‐twi;er


There is no mass, there are people with various interests, some of which overlap at times.


[as an aside, there is no ONE digital culture…but there is a shift in approach that has emerged

because of the social web]


rulE #2. liSteniNg is more valuAble Than TalkiNg.


25%

75%

Talking Listening


opportunity liSteniNg is wherE you’Ll finD


Tweet to: @missrogue https://twitter.com/Arbys/statuses/427614008946855936

PresentaFon Title – Date

rulE #3. whEn yoU see a paraDe, get In frOnt of It!


collaboration rocks!

Oli White – 400k subscribers

Grace Helbig – 1.8MM subscribers


thinkwithgoogle.com/research-studies/youtube-brand-playbook.html

3 ruleS for collAboratiOn: 1.  Influence that’s transactional is fleeting. You can’t

buy influence, but you can certainly build a relationship with it.

2.  These relationships are symbiotic. The new saying goes: to go faster, go together, to go further, go together.

3.  Don’t be “that guy” that crashes the party and just talks about himself. You’re more likely to be heard if you listen first (see previous rule)


rulE #4. trUst iS the most valuAble CurrenCy. to earn *and* Give.

https://www.flickr.com/photos/mbiddulph/4632335032/


3 peopLe thaT *yOu* must learN to Trust befoRe yoU can earn It:

youR CustoMers

youR EmploYees yoUrselF


organically amplified

whEn yoU deePly uNdersTand A Digtal cultuRe, and PartiCipatE witH the flow of it, your messAge wIll bE


rulE #5. inveSt in the Long teRm.

https://www.flickr.com/photos/aidanmorgan/5588594181 Tweet to: @missrogue

Luxy Hair is the #1 Consumer Goods Brand Channel and number 4 overall – with 1.8 million subscribers. It’s a weekly, long term investment and they’ve never had to buy

advertising. Just consistent great content + engagement.


Tweet to: @missrogue https://www.youtube.com/user/LuxyHair

questions?


tara hunt @missrogue

Social digital leader, MSLGROUP

[email protected]

647-200-2767

Internet

Collaboration and Tales of Digital Culture from the Social@Scale summit by Sprinklr