8. WE HAVE TO CHANGE together with them What brands say about themselves FROM TO What consumers say about brands The Digital Democracy changed the means for Brands to connect to their audience
9. WE HAVE TO CHANGE together with them Digital channels and technologies What brands say about themselves Creating media Messages FROM TO Digital lives and behaviors What consumers say about brands Creating new experiences Show and tell Involvement and understanding Too many people still think of digital as being a channel, or a media or it’s about devices such as the iPhone… The fact is that the world becomes largely digital and the lives we lead are digital
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12. WE HAVE TO CHANGE together with them Digital channels and technologies What brands say about themselves Creating media Messages FROM TO Digital lives and behaviors What consumers say about brands Creating new experiences Show and tell Involvement and understanding It’s not the time to show and tell anymore… It’s time to Involve and engage!
Yeah, the way in which brands have to communicate to their audience has changed. And The Digital Democracy changed the means for Brands to connect to their audience. And if we want to be on the board tomorrow We should to together with it We should to change from Digital channels and technologies to Digital lives and behaviors Too many people still think of digital as being a channel, or a media or it’s about devices such as the iPhone… The fact is that the world becomes largely digital and the lives we lead are digital. Digital is closer that we think. Digital with us everywhere We should to change from What brands say about themselves to What consumers say about brands We’ve always trying to craft a message that Brands want people to hear … But the fact is that people don’t want to listen us anymore, they desire listen to each other Today Digital technologies in general and the social media in particular gives them the ability to influence themselves to their brands’ perception We should to change from the point when we Create media Messages to Creating new experiences Actually Social media become just tools and platforms for sharing and communicating Today’s consumers not only engage and interact with branded messages, but also reshape and distribute these messages through their social environments And if brand want to be accepted into this scenario, we should think how we could add value to this communication, and try to enrich it by creating new experiences Now it’s not time to show and tell anymore… It’s time to Involve and engage
Yeah, the way in which brands have to communicate to their audience has changed. And The Digital Democracy changed the means for Brands to connect to their audience. And if we want to be on the board tomorrow We should to together with it We should to change from Digital channels and technologies to Digital lives and behaviors Too many people still think of digital as being a channel, or a media or it’s about devices such as the iPhone… The fact is that the world becomes largely digital and the lives we lead are digital. Digital is closer that we think. Digital with us everywhere We should to change from What brands say about themselves to What consumers say about brands We’ve always trying to craft a message that Brands want people to hear … But the fact is that people don’t want to listen us anymore, they desire listen to each other Today Digital technologies in general and the social media in particular gives them the ability to influence themselves to their brands’ perception We should to change from the point when we Create media Messages to Creating new experiences Actually Social media become just tools and platforms for sharing and communicating Today’s consumers not only engage and interact with branded messages, but also reshape and distribute these messages through their social environments And if brand want to be accepted into this scenario, we should think how we could add value to this communication, and try to enrich it by creating new experiences Now it’s not time to show and tell anymore… It’s time to Involve and engage
Yeah, the way in which brands have to communicate to their audience has changed. And The Digital Democracy changed the means for Brands to connect to their audience. And if we want to be on the board tomorrow We should to together with it We should to change from Digital channels and technologies to Digital lives and behaviors Too many people still think of digital as being a channel, or a media or it’s about devices such as the iPhone… The fact is that the world becomes largely digital and the lives we lead are digital. Digital is closer that we think. Digital with us everywhere We should to change from What brands say about themselves to What consumers say about brands We’ve always trying to craft a message that Brands want people to hear … But the fact is that people don’t want to listen us anymore, they desire listen to each other Today Digital technologies in general and the social media in particular gives them the ability to influence themselves to their brands’ perception We should to change from the point when we Create media Messages to Creating new experiences Actually Social media become just tools and platforms for sharing and communicating Today’s consumers not only engage and interact with branded messages, but also reshape and distribute these messages through their social environments And if brand want to be accepted into this scenario, we should think how we could add value to this communication, and try to enrich it by creating new experiences Now it’s not time to show and tell anymore… It’s time to Involve and engage
Yeah, the way in which brands have to communicate to their audience has changed. And The Digital Democracy changed the means for Brands to connect to their audience. And if we want to be on the board tomorrow We should to together with it We should to change from Digital channels and technologies to Digital lives and behaviors Too many people still think of digital as being a channel, or a media or it’s about devices such as the iPhone… The fact is that the world becomes largely digital and the lives we lead are digital. Digital is closer that we think. Digital with us everywhere We should to change from What brands say about themselves to What consumers say about brands We’ve always trying to craft a message that Brands want people to hear … But the fact is that people don’t want to listen us anymore, they desire listen to each other Today Digital technologies in general and the social media in particular gives them the ability to influence themselves to their brands’ perception We should to change from the point when we Create media Messages to Creating new experiences Actually Social media become just tools and platforms for sharing and communicating Today’s consumers not only engage and interact with branded messages, but also reshape and distribute these messages through their social environments And if brand want to be accepted into this scenario, we should think how we could add value to this communication, and try to enrich it by creating new experiences Now it’s not time to show and tell anymore… It’s time to Involve and engage
Yeah, the way in which brands have to communicate to their audience has changed. And The Digital Democracy changed the means for Brands to connect to their audience. And if we want to be on the board tomorrow We should to together with it We should to change from Digital channels and technologies to Digital lives and behaviors Too many people still think of digital as being a channel, or a media or it’s about devices such as the iPhone… The fact is that the world becomes largely digital and the lives we lead are digital. Digital is closer that we think. Digital with us everywhere We should to change from What brands say about themselves to What consumers say about brands We’ve always trying to craft a message that Brands want people to hear … But the fact is that people don’t want to listen us anymore, they desire listen to each other Today Digital technologies in general and the social media in particular gives them the ability to influence themselves to their brands’ perception We should to change from the point when we Create media Messages to Creating new experiences Actually Social media become just tools and platforms for sharing and communicating Today’s consumers not only engage and interact with branded messages, but also reshape and distribute these messages through their social environments And if brand want to be accepted into this scenario, we should think how we could add value to this communication, and try to enrich it by creating new experiences Now it’s not time to show and tell anymore… It’s time to Involve and engage
So, actually we know that the digital environment has changed. Let’s look on this changes from the point of Evolution of web
So, first of all talking about internet evolution we should say several words about 3 pillars in which any successful web-site based on: content, design, usabilitty When users come to web they pay attention to 3 these basic elements And they could liked this site even if they liked one of them: They could find kind of unique/interessting content O к they could be amazed by its brilliant design Or they could find any new tools and features which could help them and simplify some of their tasks So, You can reach the success by being successful just at one of this pillar The main question is How to be successful in it ?
So, lets talk about evolution of web in terms of development from web 1.0 to web 3.0 Talking about web 1.0 we could characterize this 1-st stage by next points: Te creators of content were Professional developers And users were just readers So, it was a time than developers aspire to strengthen vertical connection On the next transitional stage they strived to get any kind of feedback
But several years ago new Era of Internet evolution began. The Era of web 2.0 This stage characterized by next issues: Users become so-creators of content And readers become so-writers Transition to this stage mainly caused the development of technologies, which favours the huge breakthrough in usability of web The technologies such as Ajax, Wiki, Torrent, Tags and tag clouds, widgets give new opportunities to developments and usual users With development of web 2.0 Increase the involvement of users, in terms of: Self-Expression Communication Personalized information And this stage characterized by Development of horizontal connection between users and peers It’s promoted the growth of Community, social networks and blogging
So, for right understanding What’s that Web 2.0 let’s have a look on the great examples of its usage: Wikipedia- one of the biggest pillar of web 2.0 Today, many experts consider that Wikipedia overshadows The Encyclopaedia Britannica. English version of wikipedia actually consists almost of 3 millions articles News2.ru It’s the new stage of news-sites. So, On traditional news-sites the editors decide what’s the main news of the day and what people should know about it. In News2.ru users decide themselves what will be really interesting for them MYSPACE It’s a mix of virtual dating website, file’s hosting and on-line blog but with huge number of extra features ( you can exchange mp3, download videos, chat with your friends, look for new friends, etc . ) Ideal environment for self-promotion (actually there are dozens examples how users through their profile became the stars in real life) Podbop Podbop provides a simple, revolutionary way to discover concerts worldwide. You can find which shows and concerts are coming in your city, after that you have ability to listen mp3s of these bands and get information and links to mp3s of similar bands N etvibes Your on-line desktop with a list of different widgets: you can see the weather forecast most popular videos on youtube Photos on Flickr And upcomming messages of your twitter and facebook F lickr The biggest photo storage Q uintura The new stage of searching web-site. Due to the tag clouds tool you can easily find everything what you need and all similar things N ow.Sprint Due to the tool of different widgets you have ability to know almost everything what’s going on right now in the world Wikimapia It’s a hybrid of wikipedia and google maps. Now you can not only find the building which you are looking for, but also find out what people thin/know about this place
Yeah, Web 2.0 is a second Era of internet evolution But today people already start to talk about WEB 3.0 So, The conception of Web 3.0 directly linked with the idea of social recommended services Users filter content themselves and recommend the most valuable of it to each other It’s time of Maximize personification So this stage characterized by Creatng social recommended services
So, let’s have a look on several examples of realization WEB 3.0 concept Imho.net It’s an example of social recommended service: You can, for example, estimate several movies which you like and get recommendations which next movie you should watch Or Last.fm Where you can estimate your favorite songs. Service automatically finds people with the similar marks and gives you their recommendations
