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Digital Outlook (Econsultancy) Keynote: 2014 Trends for Content & Social

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Christel Quek
Christel Quek

This keynote was presented at Digital Outlook 2014, organised by Econsultancy on 2014 Trends for Content & Social. 2014 Trends will bring the creation of real user value back into focus. By understanding the intersection of user needs and brand expertise, value creation can be manifested through understanding Content, Context, and using them to drive Advocacy. 2014 Trends for Content: - Social Intelligence Centers - From Publisher to Activator - From Ego Analytics to Business Metrics 2014 Trends for Context: - Battle of the Feeds - Micro Social, Macro Possibilities - Behaviour > Demographics 2014 Trends for Advocacy: - Passion Points for C.I.A (Celebrities, Influencers, Advocates) - It's not Real if it's not Relevant - Intersection of User Graphs

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2014 Trends: Content & Social Keynote Digital Outlook 2014 by Econsultancy ! “If you fail to plan, you plan to fail.” Christel Quek @ladyxtel #DigitalOutlook14 | @ladyxtel Econsultancy.com
Constant Evolution & Transformation evolution/ transformation “社会化媒体” society #DigitalOutlook14 | @ladyxtel media Econsultancy.com
Where We Began Chaos & Denial #DigitalOutlook14 | @ladyxtel Chaos & Hype Disillusionment Enlightenment Econsultancy.com
Where We Began Enlightenment #DigitalOutlook14 | @ladyxtel Econsultancy.com
Where We Want to Be REAL USER ISSUES BRAND EXPERTISE VA L U E #DigitalOutlook14 | @ladyxtel Econsultancy.com
Where We Want to Be REAL USER ISSUES BRAND EXPERTISE VA L U E VA L U E = #DigitalOutlook14 | @ladyxtel Content Context Advocacy Econsultancy.com
2014 Trends Content SOCIAL INTELLIGENCE CENTRES B AT T L E O F T H E F E E D S ! ! ! ! FROM PUBLISHER TO A C T I V AT O R F R O M E G O A N A LY T I C S TO BUSINESS METRICS #DigitalOutlook14 | @ladyxtel Advocacy Context MICRO SOCIAL, MACRO POSSIBILITIES B E H AV I O U R > DEMOGRAPHICS PA S S I O N P O I N T S F O R C.I.A ! I F I T ’ S N O T R E L E V A N T, IT’S NOT REAL ! INTERSECTION OF USER GRAPHS Econsultancy.com
2014 Trends: CONTENT SOCI AL I NT EL LIGE NC E CENTE R S #DigitalOutlook14 | @ladyxtel F R O M P UB L I S H E R T O AC T I VAT O R F RO M EGO A NA LY TI CS T O BU SI NE SS M ETR I CS Econsultancy.com
2014 Trends: CONTENT SOCI AL I NT EL LIGE NC E CENTE R S #DigitalOutlook14 | @ladyxtel ACCUMULATING SOCIAL CAPITAL THROUGH SOCIAL INTELLIGENCE Econsultancy.com
2014 Trends: CONTENT F R OM PU BLI S HER TO A CT IVAT OR #DigitalOutlook14 | @ladyxtel EXPANDING USER CONTENT REACTIONS TO BRAND CONTENT Econsultancy.com
2014 Trends: CONTENT 3 C O NT E N T R E A C TI O NS : ! O R GA N I C ( US E R ) CO N T E NT ! CO L L E C TE D ( U S E R ) C O N T ENT ! CO L L A B OR ATE D ( B R A N D) CO NT ENT F R OM PU BLI S HER TO A CT IVAT OR #DigitalOutlook14 | @ladyxtel Econsultancy.com
2014 Trends: CONTENT Remember : You can’t measure what you didn’t track FR OM E GO A NALYTICS T O B U SINES S MET R ICS #DigitalOutlook14 | @ladyxtel fit2fat2fit.com Econsultancy.com
2014 Trends: CONTENT C O NT E NT M E T R I C S ! C O NS U MP T I O N: PA G E V IEWS, VID EO V I E W S , D OCU M E N T V I E W S, DO WNL O ADS, E M AI L S UB S CR I P T I ON S A ND SO CIAL CH AT T E R . ! FR OM E GO A NALYTICS T O B U SINES S MET R ICS #DigitalOutlook14 | @ladyxtel S H AR I NG : L IK E , S H AR E S , TWEETS, +1S AN D P IN S , FO R WA R DS , N U MBER O F IN B O UN D L I N K S . Econsultancy.com
2014 Trends: CONTENT B US I NE S S ME T R I C S ! L E A D G E NE RAT I O N : F O R M CO MP LET ION AN D DO W N L O AD S , E M AIL AN D BL OG S UB S CR I P T IO N S , B L O G C OM MENT S AN D YO U R C ON V E R S IO N R AT E ! FR OM E GO A NALYTICS T O B U SINES S MET R ICS #DigitalOutlook14 | @ladyxtel S AL E S : L O OK AT B O T H O N LINE AND O F F L IN E S AL E S T HAT AR E IN FLUEN CED B Y CO N T E N T, F O O T FAL L I N RETAI L ST ORES Econsultancy.com
2014 Trends: CONTENT AD VO C AC Y M E T R I C S ! T H O UG H T   L E A D E R S H I P : REQ UESTS F OR S Y N DI CAT I ON O R GU E S T BL OG P OSTS ! FR OM E GO A NALYTICS T O B U SINES S MET R ICS #DigitalOutlook14 | @ladyxtel L O YALT Y: ADV O CAT E S , FA NS, F OLL O WER, R E F E R R AL S & W O R D- OF -M OUTH . Econsultancy.com
2014 Trends: CONTEXT BAT T LE O F THE F EE DS #DigitalOutlook14 | @ladyxtel MI C R O S O C I A L , MACRO POSSIBILITIES B EHAVI OU R > DEM OG RA PHI CS Econsultancy.com
2014 Trends: CONTEXT U SE R S WA NT C O NT E N T T H AT IS FA ST, FO C U SE D , AND F R I C T I O N L ESS ! I. E . T H E Y D O N ’ T WAN T T O W OR K TO O HA R D T O UN D E R S TA ND W H AT YO U’R E T RY I N G T O SAY BAT T LE O F THE F EE DS #DigitalOutlook14 | @ladyxtel Econsultancy.com
2014 Trends: CONTEXT “A R E W E D E S I G NI N G C O N TE NT A RO UN D PA SS I O N P O IN T S , O R C O NTEN T ARO UN D HO W T H E Y C AN B E R A NK E D?” BAT T LE O F THE F EE DS #DigitalOutlook14 | @ladyxtel Econsultancy.com
2014 Trends: CONTEXT M ICRO S OCI A L , M AC RO PO SSIBIL IT I ES #DigitalOutlook14 | @ladyxtel Econsultancy.com
2014 Trends: CONTEXT B EI N G S O C I AL I S B E I N G W HERE PEO PL E A RE . C L US TE R I NG O NT O MIC RO -S OCIA L APPS ! M ICRO S OCI A L , M AC RO PO SSIBIL IT I ES #DigitalOutlook14 | @ladyxtel W H ATS AP P ( 35 0 M U SE R S ) , LI N E (3 00 M U SE R S) , W E C H AT ( 60 0 M US ERS ) A LLOW FO R P E R S O NAL I S E D , C R E ATI VE DI A LO GU E Econsultancy.com
2014 Trends: CONTEXT U N D E R S TA ND I N G AR C H E T YPES & B EH AVI O UR S H E L P T O S C ALE I N SI GHT S IN T O A B RA N D NA R R AT I VE W IT H CO NT E XT B EH AV IOU R > D EMOGRA P HICS #DigitalOutlook14 | @ladyxtel Econsultancy.com
2014 Trends: CONTEXT Data Facts Structure Brand Narrative B EH AV IOU R > D EMOGRA P HICS #DigitalOutlook14 | @ladyxtel Perspectives Econsultancy.com
2014 Trends: CONTEXT Data Facts Structure Brand Narrative B EH AV IOU R > D EMOGRA P HICS #DigitalOutlook14 | @ladyxtel Perspectives Econsultancy.com
2014 Trends: CONTEXT Data Facts Structure Brand Narrative B EH AV IOU R > D EMOGRA P HICS #DigitalOutlook14 | @ladyxtel Perspectives Econsultancy.com
2014 Trends: CONTEXT Data Facts Structure Brand Narrative B EH AV IOU R > D EMOGRA P HICS #DigitalOutlook14 | @ladyxtel Perspectives Econsultancy.com
2014 Trends: CONTEXT Data Facts Structure Brand Narrative B EH AV IOU R > D EMOGRA P HICS #DigitalOutlook14 | @ladyxtel Perspectives Econsultancy.com
2014 Trends: ADVOCACY PA SSI ON PO IN T S FO R C .I .A #DigitalOutlook14 | @ladyxtel I T ’ S NO T R E A L I F I T ’ S N OT R E L E VAN T I NT ER SECT IO N OF U SER G RA PHS Econsultancy.com
2014 Trends: ADVOCACY ! ! C E L E BR I T I E S I N F L UE N C E R S PAS SION PO IN T S FO R C .I .A #DigitalOutlook14 | @ladyxtel B R AN D AD V OC AT ES Econsultancy.com
2014 Trends: ADVOCACY R EA L T I M E MA R K E T I N G F O C US ES O N TA CT I C AL C AM PA I G NS , N O T S TR AT EG IC IN F R AS T R U C T U RE ! IN VE S T M E NT I N G RO WI N G SOC IAL IN T E L L I G E NC E + A GI L E C O NT EN T T EA M S I T ’S NOT RE A L IF IT’S NO T REL EVA N T #DigitalOutlook14 | @ladyxtel Econsultancy.com
2014 Trends: ADVOCACY PERSO NA L G RAP H S OCI AL GRA PH I NT E R EST GRAP H B EH AV IO UR G R AP H INT E R SECT IO N O F U SER GRA PHS #DigitalOutlook14 | @ladyxtel Econsultancy.com
Use Content, Context, & Advocacy to Understand Users D I SE NG AG ED US ER M EA SUR A BLE INT ER ACT ION S E N GAGE D, KN OW LE DG E GAT HE R E D onto the route of self improvement, making better decisions #DigitalOutlook14 | @ladyxtel Econsultancy.com
Water (Users) can weather Rock (Brands) U S E RS b ra n d s n e v e r u n d e re s t ima t e #DigitalOutlook14 | @ladyxtel Econsultancy.com
And Victory will be Yours! #DigitalOutlook14 | @ladyxtel Econsultancy.com

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Digital Outlook (Econsultancy) Keynote: 2014 Trends for Content & Social

  • 1. 2014 Trends: Content & Social Keynote Digital Outlook 2014 by Econsultancy ! “If you fail to plan, you plan to fail.” Christel Quek @ladyxtel #DigitalOutlook14 | @ladyxtel Econsultancy.com
  • 2. Constant Evolution & Transformation evolution/ transformation “社会化媒体” society #DigitalOutlook14 | @ladyxtel media Econsultancy.com
  • 3. Where We Began Chaos & Denial #DigitalOutlook14 | @ladyxtel Chaos & Hype Disillusionment Enlightenment Econsultancy.com
  • 4. Where We Began Enlightenment #DigitalOutlook14 | @ladyxtel Econsultancy.com
  • 5. Where We Want to Be REAL USER ISSUES BRAND EXPERTISE VA L U E #DigitalOutlook14 | @ladyxtel Econsultancy.com
  • 6. Where We Want to Be REAL USER ISSUES BRAND EXPERTISE VA L U E VA L U E = #DigitalOutlook14 | @ladyxtel Content Context Advocacy Econsultancy.com
  • 7. 2014 Trends Content SOCIAL INTELLIGENCE CENTRES B AT T L E O F T H E F E E D S ! ! ! ! FROM PUBLISHER TO A C T I V AT O R F R O M E G O A N A LY T I C S TO BUSINESS METRICS #DigitalOutlook14 | @ladyxtel Advocacy Context MICRO SOCIAL, MACRO POSSIBILITIES B E H AV I O U R > DEMOGRAPHICS PA S S I O N P O I N T S F O R C.I.A ! I F I T ’ S N O T R E L E V A N T, IT’S NOT REAL ! INTERSECTION OF USER GRAPHS Econsultancy.com
  • 8. 2014 Trends: CONTENT SOCI AL I NT EL LIGE NC E CENTE R S #DigitalOutlook14 | @ladyxtel F R O M P UB L I S H E R T O AC T I VAT O R F RO M EGO A NA LY TI CS T O BU SI NE SS M ETR I CS Econsultancy.com
  • 9. 2014 Trends: CONTENT SOCI AL I NT EL LIGE NC E CENTE R S #DigitalOutlook14 | @ladyxtel ACCUMULATING SOCIAL CAPITAL THROUGH SOCIAL INTELLIGENCE Econsultancy.com
  • 10. 2014 Trends: CONTENT F R OM PU BLI S HER TO A CT IVAT OR #DigitalOutlook14 | @ladyxtel EXPANDING USER CONTENT REACTIONS TO BRAND CONTENT Econsultancy.com
  • 11. 2014 Trends: CONTENT 3 C O NT E N T R E A C TI O NS : ! O R GA N I C ( US E R ) CO N T E NT ! CO L L E C TE D ( U S E R ) C O N T ENT ! CO L L A B OR ATE D ( B R A N D) CO NT ENT F R OM PU BLI S HER TO A CT IVAT OR #DigitalOutlook14 | @ladyxtel Econsultancy.com
  • 12. 2014 Trends: CONTENT Remember : You can’t measure what you didn’t track FR OM E GO A NALYTICS T O B U SINES S MET R ICS #DigitalOutlook14 | @ladyxtel fit2fat2fit.com Econsultancy.com
  • 13. 2014 Trends: CONTENT C O NT E NT M E T R I C S ! C O NS U MP T I O N: PA G E V IEWS, VID EO V I E W S , D OCU M E N T V I E W S, DO WNL O ADS, E M AI L S UB S CR I P T I ON S A ND SO CIAL CH AT T E R . ! FR OM E GO A NALYTICS T O B U SINES S MET R ICS #DigitalOutlook14 | @ladyxtel S H AR I NG : L IK E , S H AR E S , TWEETS, +1S AN D P IN S , FO R WA R DS , N U MBER O F IN B O UN D L I N K S . Econsultancy.com
  • 14. 2014 Trends: CONTENT B US I NE S S ME T R I C S ! L E A D G E NE RAT I O N : F O R M CO MP LET ION AN D DO W N L O AD S , E M AIL AN D BL OG S UB S CR I P T IO N S , B L O G C OM MENT S AN D YO U R C ON V E R S IO N R AT E ! FR OM E GO A NALYTICS T O B U SINES S MET R ICS #DigitalOutlook14 | @ladyxtel S AL E S : L O OK AT B O T H O N LINE AND O F F L IN E S AL E S T HAT AR E IN FLUEN CED B Y CO N T E N T, F O O T FAL L I N RETAI L ST ORES Econsultancy.com
  • 15. 2014 Trends: CONTENT AD VO C AC Y M E T R I C S ! T H O UG H T   L E A D E R S H I P : REQ UESTS F OR S Y N DI CAT I ON O R GU E S T BL OG P OSTS ! FR OM E GO A NALYTICS T O B U SINES S MET R ICS #DigitalOutlook14 | @ladyxtel L O YALT Y: ADV O CAT E S , FA NS, F OLL O WER, R E F E R R AL S & W O R D- OF -M OUTH . Econsultancy.com
  • 16. 2014 Trends: CONTEXT BAT T LE O F THE F EE DS #DigitalOutlook14 | @ladyxtel MI C R O S O C I A L , MACRO POSSIBILITIES B EHAVI OU R > DEM OG RA PHI CS Econsultancy.com
  • 17. 2014 Trends: CONTEXT U SE R S WA NT C O NT E N T T H AT IS FA ST, FO C U SE D , AND F R I C T I O N L ESS ! I. E . T H E Y D O N ’ T WAN T T O W OR K TO O HA R D T O UN D E R S TA ND W H AT YO U’R E T RY I N G T O SAY BAT T LE O F THE F EE DS #DigitalOutlook14 | @ladyxtel Econsultancy.com
  • 18. 2014 Trends: CONTEXT “A R E W E D E S I G NI N G C O N TE NT A RO UN D PA SS I O N P O IN T S , O R C O NTEN T ARO UN D HO W T H E Y C AN B E R A NK E D?” BAT T LE O F THE F EE DS #DigitalOutlook14 | @ladyxtel Econsultancy.com
  • 19. 2014 Trends: CONTEXT M ICRO S OCI A L , M AC RO PO SSIBIL IT I ES #DigitalOutlook14 | @ladyxtel Econsultancy.com
  • 20. 2014 Trends: CONTEXT B EI N G S O C I AL I S B E I N G W HERE PEO PL E A RE . C L US TE R I NG O NT O MIC RO -S OCIA L APPS ! M ICRO S OCI A L , M AC RO PO SSIBIL IT I ES #DigitalOutlook14 | @ladyxtel W H ATS AP P ( 35 0 M U SE R S ) , LI N E (3 00 M U SE R S) , W E C H AT ( 60 0 M US ERS ) A LLOW FO R P E R S O NAL I S E D , C R E ATI VE DI A LO GU E Econsultancy.com
  • 21. 2014 Trends: CONTEXT U N D E R S TA ND I N G AR C H E T YPES & B EH AVI O UR S H E L P T O S C ALE I N SI GHT S IN T O A B RA N D NA R R AT I VE W IT H CO NT E XT B EH AV IOU R > D EMOGRA P HICS #DigitalOutlook14 | @ladyxtel Econsultancy.com
  • 22. 2014 Trends: CONTEXT Data Facts Structure Brand Narrative B EH AV IOU R > D EMOGRA P HICS #DigitalOutlook14 | @ladyxtel Perspectives Econsultancy.com
  • 23. 2014 Trends: CONTEXT Data Facts Structure Brand Narrative B EH AV IOU R > D EMOGRA P HICS #DigitalOutlook14 | @ladyxtel Perspectives Econsultancy.com
  • 24. 2014 Trends: CONTEXT Data Facts Structure Brand Narrative B EH AV IOU R > D EMOGRA P HICS #DigitalOutlook14 | @ladyxtel Perspectives Econsultancy.com
  • 25. 2014 Trends: CONTEXT Data Facts Structure Brand Narrative B EH AV IOU R > D EMOGRA P HICS #DigitalOutlook14 | @ladyxtel Perspectives Econsultancy.com
  • 26. 2014 Trends: CONTEXT Data Facts Structure Brand Narrative B EH AV IOU R > D EMOGRA P HICS #DigitalOutlook14 | @ladyxtel Perspectives Econsultancy.com
  • 27. 2014 Trends: ADVOCACY PA SSI ON PO IN T S FO R C .I .A #DigitalOutlook14 | @ladyxtel I T ’ S NO T R E A L I F I T ’ S N OT R E L E VAN T I NT ER SECT IO N OF U SER G RA PHS Econsultancy.com
  • 28. 2014 Trends: ADVOCACY ! ! C E L E BR I T I E S I N F L UE N C E R S PAS SION PO IN T S FO R C .I .A #DigitalOutlook14 | @ladyxtel B R AN D AD V OC AT ES Econsultancy.com
  • 29. 2014 Trends: ADVOCACY R EA L T I M E MA R K E T I N G F O C US ES O N TA CT I C AL C AM PA I G NS , N O T S TR AT EG IC IN F R AS T R U C T U RE ! IN VE S T M E NT I N G RO WI N G SOC IAL IN T E L L I G E NC E + A GI L E C O NT EN T T EA M S I T ’S NOT RE A L IF IT’S NO T REL EVA N T #DigitalOutlook14 | @ladyxtel Econsultancy.com
  • 30. 2014 Trends: ADVOCACY PERSO NA L G RAP H S OCI AL GRA PH I NT E R EST GRAP H B EH AV IO UR G R AP H INT E R SECT IO N O F U SER GRA PHS #DigitalOutlook14 | @ladyxtel Econsultancy.com
  • 31. Use Content, Context, & Advocacy to Understand Users D I SE NG AG ED US ER M EA SUR A BLE INT ER ACT ION S E N GAGE D, KN OW LE DG E GAT HE R E D onto the route of self improvement, making better decisions #DigitalOutlook14 | @ladyxtel Econsultancy.com
  • 32. Water (Users) can weather Rock (Brands) U S E RS b ra n d s n e v e r u n d e re s t ima t e #DigitalOutlook14 | @ladyxtel Econsultancy.com
  • 33. And Victory will be Yours! #DigitalOutlook14 | @ladyxtel Econsultancy.com
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