In this keynote from the recent IMS SF conference, I look at the question of content and scale – on one hand we have big budget campaigns, long-form video, and big data; on the other word of mouth viral campaigns, vine and snapchat, and small data. As innovative brands shift their focus from the former to the later, I explore the impact on how we can create more effective ways to reach and engage customers AND employees, starting with elements of storytelling, and then breaking down 3 goals for this new world: Inform, Connect, Motivate AND the new rules of SMALL data.
14. “The real opportunity is not
big data, but small data. Not
centralized ‘big iron’, but
decentralized data
wrangling.”
Rufus Pollock, Open Knowledge Foundation
Allen Bonde @abonde #IMS13
Been thinking a lot about content and scale – on one hand we have big budget campaigns, long-form video, and big data; on the other word of mouth viral campaigns, vine and snapchat, and small data – what I’d like to share is how I’ve been seeing a shift from the former to the later, and how this impacts how we can create more effective way to reach and engage customers AND employees
Brand = story; business performance or earning call = story; career and workday = story; my story for this talk unfolds in 3 chapters
Goal #1: Be HELPFUL! People pay attention if you’re saying something useful or unique – and you reach them when they are thinking about what you are saying … HOW?
1-Regular, multi-part features; 2-talk-show vscorp video; 3-use industry personalities to tap expertise and social graph
1-Launchpadvs destination; 2-live events; 3-part of product strategy!
1-Use short-form talks (like TED),video, blogs and infographics; 2-online video getting shorter; 3-design for mobile audience; SAYING LESS DOESN”T IMPLY YOU HAVE LESS TO SAY!
Goal #2: Help customers connect with us and each other…
Goal #1: Essence of influence is motivating a behavior –> in digital world content + context drives participation;NO PARTICIPATION OR ACTION = NO ROI! … HOW?
1-Last mile is where value is – via recommendations, dashboards; 2-add social dimension for sharing and insight – 3-impact on in-store, loyalty, targeting
1-Responsive to location, 2-device, 3-huge advertising opportunity
1-Start with user experience and context; 2- adoption drives innovation; 3-good things happen with more users have more insightsApple, Foursquare, Google, Nike; BI tools