Digital AgeChanges and challenges in

communication

Zigurds Zaķis

INSTINCT

http://zz.typepad.com/Eng

tirgus placis?

http://www.flickr.com/photos/georgeaugustine/2116513291/

Mass Media Age:

main characteristics

• Mass communication (Broad-cast)

• One-Direction communication

• Limited number of choices

• Limited opportunities of self-expressing

• A lack of co-operation opportunities

Source: http://www.flickr.com/photos/giginger/75541830/

1995

Interactivity

Two-way

Dynamic

Participation

via @plnnrz

1/100+One idea adapted to many channels? Not viable anymore

tirgus placis?

?Just Talking? Not enough!

?Just listening? Not enough!

+Participating =

Listening + Talking + Listening + Sharing + Listening + Helping + Listening

2+1

Social platforms:

Real-Time simulation

of market

INTERNET:

IMPLICATIONS

IN OUR LIVES

Source: http://www.flickr.com/photos/jenpix/2290647480/sizes/o/

Source: http://www.flickr.com/photos/aderowbotham/81475981/

Multitasking

Constant Partial Attention

Economy

Abundanceof information

Critical Skills:

(To Find)

To Choose

To Evaluate

To Use

To Develop

To Learn

+ + =

Find anything

Share anything

Ignore anything,That is not interesting or valuable

for me

Message We

Customer

Push is dead!

Source: http://www.flickr.com/photos/zach_manchester/2600077403/sizes/l/

1. Abundance of information

2. Exponentially growing

number of channels

3. From one-to-many to groups

4. Changing models of message distribution

Welcome to the age of PULL!

What pulls?

Banners?rarely ....

What pulls?

1.Create content that customer

seeks out and share

Great

Storytelling

Create ExperienceVideo

Multimedia

Aesthetics + Functionality

Transmedia Experiences

Social Currency

Something worth talk about

Something worth to share with friends

Something worth to participate

Great content is social currency

2.Create value

Make his life better, easier, richer

Creating value =

Making their lives,

better, easier,

more interesting

Be Deep and Meaningful

“The days of making funny things

that may or may not have and effect

on the clients business are ending”

Jeff Benjamin

Interactive Creative director

Crispin Porter + Bogusky

via: http://paulisakson.typepad.com/planning/2008/03/the-future-of-m.html

Talk - Action = Shit

“It is not

what you say that matters,

it what you do”

Few Cases

HBO Voyer Best Buy Twelpforce

Guinness Rugby RFID (2009/10)

Orange Bull (2007) Nike Grid (2010)

Summary

"The magic of social media

is not what happens in social media,

but

what happens outside of it,

because of it"

Paul Isakson

“It is not

what you say that matters,

it what you do”

http://zz.typepad.com/Engl

http://Twitter.com/zz_zigurds