DIGITAL TRENDS

DIGITAL TRENDS

اسلاید 1: (plus a few digressions)[Part 1]

اسلاید 2: aquickpinchofsalt...Butfirst“Ithinkthereisaworldmarketformaybefivecomputers.”ThomasWatson,chairmanofIBM,1943“There’snochancetheiPhoneisgoingtogetanysignificantmarketshare.Nochance.”SteveBallmer,MSFTCEO2007“Computersinthefuturemayweighnomorethan1.5tons.”PopularMechanics,forecastingthemarchofscience,1949“Thereisnoreasonanyonewouldwantacomputerintheirhome.”KenOlson,president,chairmanandfounderofDigitalEquipmentCorp.1977

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اسلاید 4: (REAL)timenow.live.&#1

اسلاید 5: (REAL)timenow.live.&#1

اسلاید 6: Sowhatishappeningnow?Lotsofpeoplearetalkingstreams,about...Real-timeReal-timesearch,Real-timeexpectations.why?

اسلاید 7: 19%ofinternetusersnowsaytheyuseTwitteroranotherservicetoshareupdatesaboutthemselves,ortoseeupdatesaboutothers.27.3millionannualtweetsrunperratedaywithanof10billiontweets40millionFacebookstatusupdatesadayaudience.froma350million-plus800millionstatusYahooupdatesamonthbyMailAndIMUsersSources:PewInternetAndAmericanLifeProject,Facebook,Yahoo,PingdomAgesofonlineadultshaveupdated18-24Twitterwhousedorastatusonline+6555–6445–5435–4425–3418–2420%19%10%2%4%5%

اسلاید 8: Technologymeanswe’veneverbeenmoreawarethatthere’salotAndofwe’rethingshappeningnow.activelycontributing

اسلاید 9: Peopleusingtechnologytosharewhattheydo,buy,think,andwatch“live-streams”...creatingmoreandmoreinformation.Howarewedealingwithit?

اسلاید 10: No,it’snotajoke.“TheGScreenSpacebookwasdesignedtohelpyougetmoredoneinamobileenvironment”Maybenot...Moreseriously,we’relookingtopracticallyintegratetheincreasinginfomationoverloadintoourlivesviatechnologyfilterslikeReal-timesearch.??Phantomvibrationsyndrome.—thefeelingwhenyouansweryourvibratingmobile,onlytofinditnevervibratedatall.(Neuroplasticity)Gettinghelpforadigression

اسلاید 11: Whatissodifferentaboutreal-timesearchv.normalsearch?Howarepeoplealreadyapproachingreal-timesearch?oBing&GooglearealreadyworkingonintegratingTwitterintotheirsearchresults.o“Wedon’tknowenoughaboutwhatkindsofqueriespeoplewouldissueagainstreal-timedatatoknowhowmonetizableitis.”MarissaMayer,GoogleoRelevancyisimportant,buttimelinessistheessentialpart.oItisgettinganideaofwhatpeoplearetalkingaboutorinterestedinnow.oThepotentialistocombine:-on-the-spotpeerreviews-recommendations-discovery-offersandtimesensitivecallstoaction-socialmediaconnections/referrals-instantinformationupdates.o40.55%ofarethetweetsarephatico37.55%conversationalo8.7%5.85%havepassself-promotionalalongvalueoareo3.75%arespamo3.6%arenews.

اسلاید 12: Andpeopleareexploringnew(ish)toolsMentionmapmapsthetopicsofconversationheatingupinyoursocialgraph.

اسلاید 13: Real-timeonlinecollaborationooABusinessbenefitofthereal-timetrend.Partoftheshiftfrombatchanalyticsandwaterfallprocesses,toreal-timeanalyticsandagileprocesses.oUsingGoogleWaveandadd-onslikeSAP’sGravity.oEnablegroupsofpeopletocollaborateonprojectswithoutthecostorinfrastructureinvestmentofaSharepoint-typesolution.Temporalcuesinyoursearchquerydeterminetherelevanceoftimeandchangethepriorityofyourresultse.g.Ifyousearchfor“snowconditionsatyourfavoriteskiresort,you’llfindupdatesfromotheruserswhoarethereandsharingthelatestandgreatestinformation.”Practicalapproachestosearchandotherreal-timetrends...Sources:Top15TechnologytrendsforEnterpriseArchitectstowatch,Forrester;Google

اسلاید 14: Real-timecustomerserviceoVisiblestaffinvolvementinproblemresolution.oReactingandrespondingtoquestionsandissuesquicklyandtransparently,#twelpforce:13,000queriesinthefirsttwomonths.oEngaginginrealhumanconversations.

اسلاید 15: Real-timedialogcampaignsue

اسلاید 16: Brandsstimulatingandaggregatingstreamsofrelevantconversationsandassociatedcontent.Platformsforenteringandharnessingthedialoguethatisalreadyhappening.BRADESTINIONFLASHMROSITENDATIC**Destinationalwaysimpliedafiniteendlikewithoutnextsteps,abittheterm“end-user”

اسلاید 17: Timesensitiveoffersdesignedforlife-streamsooIntegratedintoreal-timeexperiencewithasenseofNOW.Urgencybecausetraditionalmarketingcampaigns(likeTVprogs)nowcanbefilteredandtimeshifted(andevenforgottenasourcontentcollectionpilesup).NB:Facebookhavechangedtherules...again.

اسلاید 18: “Thenextphaseofmedia,I’vebeenthinking,willbeafterthepageandafterthesite.Mediacan’texpectustogotoitallthetime.Mediahastocometous.Mediamustinsinuateitselfintoourstreams.”JeffJarvis

اسلاید 19: Real-timeeCommerceoAsretailersmoveclosertoreal-timeinventorymanagement,itincreasesthepossibilityofmorewidespreaddynamicdemandledpricing.oConsumerscanbealertedaboutpricechangesastheyhappen.oTheycanevengrouptogethertonegotiatebulkdiscounts.

اسلاید 20: Whatdoesitmeansforthesiteowners?Moretimeonsitebutfewerpageviews.Advertisinganalyticsnightmare.8hours=1pageviewbut100’sofopportunitiestoseeanad?Howcanyoutellwhichstoryinthestreamwasreadandwhichwasmissed?DecreasedservercostswithfewerpagerefreshesandDBcallsassitesmovefrompollingtoreal-timepush.Source:TedRodenNewYorkTimes

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اسلاید 22: Ifyoutapintoa“live-stream”offirstorsecondhandexperiencesandthoughts,howcancontroltheflowandtellwhatisrelevant?Semanticpersonalisationofcontent-showingfilteringandonlywhatisrelevanttoyou.“Thesemanticwebprovidesacommonframeworkthatallowsacrossdatatoapplication,communitybesharedandenterprisereusedand(W3C).boundaries”Recognisethatthestreamisandstilltruth”data“dataisnottheorinsight.MOSTRECENT≠MOSTMEANINGFULDon’tminoritygethijackedbyvocalor“overlyconcerned”.

اسلاید 23: Contentisrapidlypusheddownthestreamby4,000articles/videosaday.“Lowquality”,highsearchvisibility“farmed”content.Source:RichardMacManus,RRW

اسلاید 24: Lotsofpeople,sayinglotsofdifferentthings,allexpectingaresponse,now.They’rewaiting.Howdoyoudealwithexpectationculture?

اسلاید 25: Socialbusinessdesign,afeedbacknewbusinessstructurewherecustomerisconnectedtobusinessprocesses“likeareal-timefocusgroupcombiningtechnology,dataandpeople”.NocompartmentalismofdigitalorPR,andadvertisingisaboutparticipatingmarketingisaboutexperiences.designingproducts,servicesandCMOCustomerparticipationanddesignCustomerCustomerlisteningoperationsSources:DavidArmano,DachisGroup,Razorfish

اسلاید 26: Everyaction,launchetc.willcreateainstantandneedsvisibledigitalreaction.oPRtoindevelop“publicrelationships”rapidresponsetodialoguenotjustmanagenewsoutlets.oasIntegratedintoclientorganisationsacustomercombinedcommunicationsandrelationship/servicerole?Domino’sPizzaanyone?