3. Values guide our decisions, and our future.
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4. Digital immigrants
‣ Not born in this world
‣ Fascinated with the new
‣ Might learn the language
‣ Might learn the culture
‣ Remembers “the old country”
‣ Nomadic
‣ Explorers
‣ Thirsts for experiences
Källa: Niclas Strandh / Researcher.se
www.disruptivemedia.se
5. ”Mum?
Which were your
favourite sites
when you were
a kid?”
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6. Digital natives
‣ This is everyday stuff
‣ Technology doesn’t fascinate
‣ Focused on usefulness
‣ It’s always been this way
‣ Language & culture are natural
‣ Natives
‣ Critical
‣ Expects the best
Source: Niclas Strandh / Researcher.se
www.disruptivemedia.se
7. digital immigrants VS. digital natives
non-assimilated assimilated
The choice to assimilate in a
No choice is necessary.
digital world is guided by the
Everything is self-evident.
incitament: what’s the use?
Source: Niclas Strandh / Researcher.se
www.disruptivemedia.se
8. VALUES
Analogue values Digital values
control transparency
collective individual
tribe based on
lowest common opinions and
determinator values
Source: Niclas Strandh / Researcher.se
www.disruptivemedia.se
9. Digital immigrants
Analogue values
‣ Negative towards digital progress
‣ Seeks lowest common determinator in the local
‣ Digital - a necessary evil
Source: Niclas Strandh / Researcher.se
www.disruptivemedia.se
10. analogue values
‣ Negative towards digital
progress
‣ Seeks lowest common
determinator in the local
‣ Digital - a necessary evil
digital digital
immigrants natives
digital values Source: Niclas Strandh / Researcher.se
www.disruptivemedia.se
11. Digital immigrants
Digital values
‣ Postive towards digital progress
‣ It’s “new”!
‣ Seeks likeminded regardless of location = tribes
‣ Are facinated with new technology and loves to
try new things
Source: Niclas Strandh / Researcher.se
www.disruptivemedia.se
12. analogue values
‣ Negative towards digital
progress
‣ Seeks lowest common
determinator in the local
‣ Digital - a necessary evil
digital digital
immigrants natives
‣ Postive towards digital
progress
‣ It’s “new”!
‣ Seeks likeminded people
regardless of location = tribes
‣ Are fascinated with new
technology
digital values
Source: Niclas Strandh / Researcher.se
www.disruptivemedia.se
13. Digital natives
Analogue values
‣ Uninterested in digital life - have other interests.
‣ Use social media some times but just as likely
“analogue”
‣ Will use digital media when it’s useful.
Source: Niclas Strandh / Researcher.se
www.disruptivemedia.se
14. analogue values
‣ Negative towards digital ‣ Uninterested in digital life - have
progress other interests.
‣ Use social media some times
‣ Seeks lowest common
but just as likely “analogue”
determinator in the local
‣ Will use digital media when it’s
‣ Digital - a necessary evil
useful.
digital digital
immigrants natives
‣ Postive towards digital
progress
‣ It’s “new”!
‣ Seeks likeminded people
regardless of location = tribes
‣ Are fascinated with new
technology
digital values Source: Niclas Strandh / Researcher.se
www.disruptivemedia.se
15. Digital natives
Digital values
‣ Positive towards a digital life
‣ Experienced & moderately curious of new channels
‣ Life is relations - independent of channel
Source: Niclas Strandh / Researcher.se
www.disruptivemedia.se
16. analogue values
‣ Negative towards digital ‣ Uninterested in digital life - have
progress other interests.
‣ Use social media some times
‣ Seeks lowest common
but just as likely “analogue”
determinator in the local
‣ Will use digital media when it’s
‣ Digital - a necessary evil
useful.
digital digital
immigrants natives
‣ Postive towards digital
‣ Positive towards a digital
progress
life
‣ It’s “new”! ‣ Experienced &
moderately curious of new
‣ Seeks likeminded people
channels
regardless of location = tribes ‣ Life is relations -
independent of channel
‣ Are fascinated with new
technology
digital values Source: Niclas Strandh / Researcher.se
www.disruptivemedia.se
17. analogue values
‣ Control What about
‣ Manipulation businesses?
‣ Ownership
digital digital
immigrants natives
‣ Transparency
‣ Openness
‣ Generosity
digital values Source: Niclas Strandh / Researcher.se
www.disruptivemedia.se
19. ‣ Best selling “secure” lock in Sweden
‣ On YouTube since January 2008
‣ 141,619 views on YouTube
‣ Company aware but silent while working on fix
‣ Current news show breaks news in late October
‣ Scandal a fact
www.disruptivemedia.se
21. “All forms of communication where
the users publish the content.”
Wikipedia
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22. “Social media is a democratization of the content and
understanding of the role people play in the process of
not only consuming and spreading information , but also
in how we share and create content for others to
participate in.
It is a radical change from a mass communication model
to a many-to-many model that have its root in the
conversation between author and audience.”
Wikipedia
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24. WE ARE MEDIA
HOT
Consumer control & engagement
many-to-many
MY MEDIA
one-to-one
NICHE MEDIA SOCIAL
MEDIA
on-to-a few
TRAD. MEDIA
PERSONAL
one-to-many MEDIA
SEGMENTED
MEDIA
MASS MEDIA FREEZING
www.disruptivemedia.se
25. A few types of social media...
‣ Blogs
‣ Lifestreams / microblogs
‣ Wikis
‣ Sharing sites
‣ Podcasts / videoblogs
‣ Social networks
‣ Forums
‣ Virtual worlds
‣ Mash-ups
www.disruptivemedia.se
43. 7 a
good
article
...but outbound
... our
partner, links are also
who ... important
We work with
❖ Boverket
❖ DN
❖ Ericsson
...as a courtesy ❖ Electrolux
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44. Conclusion
Create useful, relevant content
8
that people want to consume –
and let them know it’s there.
Create relationships with the
audience and build trust.
marketing lingo is seldom helpful
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46. Corporate site Blog
Semantic coding no yes
SEO friendly navigation no yes
Web standards no yes
Often updated content no yes
Niched, focused content sometimes usually
Authoritative inbound links rarely often
Outbound links rarely oh yes!
Builds relations with
audience rarely definitely
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47. strategies
to use social media to effectively support
existing business functions
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48. LISTEN
You can now continously monitor your customers
conversations with each other, instead of sporadic
surveys and focus groups.
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49. PARTICIPATE
You can now participate and stimulate the
dialogues your customers have with one another,
not only create an outbound monologue.
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50. ENGAGE
You can now make it easy for enthusiastic
customers to sell to friends through Word-of-Mouth.
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51. SUPPORT
You can now help customers help each other.
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52. DEVELOPMENT
You can now help your clients to work together to
develop ideas that improves your products and
services.
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53. Social media is NOT
‣ mass media
‣ one way communication
‣ lowest common determinator
‣ “professional” and impersonal
‣ finished when the campaign is done
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54. Social media DEMANDS
‣ engagement
‣ continuous activity
‣ dialogue
‣ personality
‣ building a following
www.disruptivemedia.se
55. If you want
‣ control
‣ no difficult questions
‣ run things as you’ve always done
advertise online
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56. If you want to
‣ have a real conversation with the world
around you
‣ turn customers and employees into fans
‣ earn their trust
‣ future-proof your business
engage in social media
www.disruptivemedia.se
