7. 1972 – IBM personal computer
1974 IBM Personal
Computer
2/13/2012 7
8. 1992 IBM Simon – first smart phone
1992 IBM Simon –
first smart phone
2/13/2012 8
9. In what year did we see the first blogs?
1994
Mainstream Acceptance 2004
2/13/2012 9
10. Technology use and adoption
Audience behaviors are the
clutch for technology adoption
Early Adopters
Behaviors
Audience behaviors are the
clutch for technology adoption
Target Audience
Technology
2/13/2012 10
11. Behaviors define Web 1.0, 2.0, 3.0…
• Web 1.0 – the Web we • Web 2.0 – emerging new
know media and social spaces
An interrelated
evolution of
behaviors, enabled by
technology
Web 3.0 brings
ubiquity,
access and
omnipresence
2/13/2012
of technology 11
12. Social media i.d. & evaluation
Just because the channel exists
doesn’t mean you have to be
there – participation needs to
be linked to ROI
12
13. 2.0 awareness leads to 1.0 research/ action
The #1 downstream
destination from all
social platforms is
still Google
No action (or inability to
act) – reduces future
engagement likelihood Action
by 90 percent
14. Behavior & digital communications
Technologies must be evaluated in the context of base behavioral psychologies
– which will are assisted by technology but not significantly altered.
Belief formation defined by action
Opinion formation space
Action:
If urgency
If relevant maintained and (Destination
Targeted and relevant and urgent resistance avoided website)
AWARENESS: FIRST CHOICE WORK:
EVALUATION:
(Topic-linked: (Supplemental, ve
news, advertising, soci (General search to rtical search topic
al media, and/or peer validate urgency portals to Action:
to peer-viral) and need) compare and
evaluate options) (Offline)
60-90% online
90% online
USA
online & off USA
50/50
USA
15. Four-hits theory of belief formation
• Once formed, a belief is difficult or impossible to
change
• Four (on average) unanswered credible hits =
belief
• Fewer than four hits = opinion
• A hit from one side can be countered by a hit
from another
• After the first salient hit, a recipient will spend 48
hours in an active information search (or be
receptive to shared information)
16. Risk & resistance
• At each phase of
belief formation there
is “natural resistance”
• Conflicting
information or well
defined multi-sided
issues can keep
people in “opinion”
phase
2/13/2012 16
17. Effective communications
awareness triggers are risk based
Factor Categories:
• Health & Safety
– Human
• Worker 1. Health & Safety
• Children/ women Impact factors
• Elderly
• Other vulnerable
• Environment 3. Socio-economic
2. Environmental
– Air, water, soil Control/Choice
Impact factors
Impact factors
• Economics & Control
– Economics
– Freedoms
– Choices
18. Effective communications
risk-based theory summary
Theory (4 elements) Effect Solutions
Trust Determination Enhances or Show you care before you
distracts your show you know – empathy
message
Works in both directions:
Frustration or Address risk factors: trust,
Risk Perception
outrage consumer benefits, control,
1. Use if you are seeking to and fairness (in order)
overcome and address
resistance to drive your audience to a specific belief
Mental Noise forming Blocks communications or enables Clear and concise
action (e.g., voting)
listening messaging (active listening)
2. Use in reverse to keep people from forming a belief
that conflicts communication goals (e.g., votinguse ONLY
Negative Dominance Distorts with your Develop and for your
opponent positive messages
19. Sample use of technology by politicians
2/13/2012 19
20. Integration, syndication and amplification
• Identify relevant spaces
for your audiences
• Create appropriate direct
and indirect resources
• Syndicate your efforts
across those and other
relevant channels
• Monitor and leverage
favorable amplification
and manage risks
21. Leading to a common goal (site)
End Destination
Online or Off-line
Where Action
Can “Complete”
Belief Formation
(e.g., Site Visit)
21
22. Behavior changing technologies
• Technologies which can and will impact behaviors:
• Mobile and smart appliances
• Cloud computing
• Augmented reality
• Location-based services
• Semantic aware applications
• Smart objects :
2/13/2012 22
26. Recap of key points
• Technology and tools must
be applied and measured 1. Visibility
against specific goals with
an understanding of
audience behaviors
2. Usability
• Successful engagement is 3. Measurability
measured by organization
goal conversions – visits,
friends, followers, etc… are
not the end goal
• POD – technology which
enables points of decision
(consumption) interactions
2/13/2012 26
27. Thank you
www.JayByrne.com
Jay.Byrne@v-Fluence.com
Twitter @vJayByrne
www.v-Fluence.com
+ USA (314) 880-8000
2/13/2012 27
Flexible screens (will enhance the Internet of Things/Smart objects): http://gizmodo.com/5273364/flexible-oled-screens-are-really-coming-nowTelepresence (will accelerate augmented reality into the home via VOIP and related applications) : http://en.wikipedia.org/wiki/Telepresence and http://www.cisco.com/en/US/netsol/ns669/networking_solutions_solution_segment_home.htmlData visualization (will be used to enhance and access cloud computing content): http://www.smashingmagazine.com/2010/09/11/25-useful-data-visualization-and-infographics-resources/
800 to 500 BC – Abacus/ Counting Boards in use in Asia and Babylon1500 – first watch (Germany)1642 – France adding machine1804 – First automate loom operated by punch cards1888 – Burroughs adding machine with printer1936 – Z1 Mechanical calculator1943 – MIT Whirlwind computer1974 – IBM 5100 series “personal computer”2008 – Smart phone
800 to 500 BC – Abacus/ Counting Boards in use in Asia and Babylon1500 – first watch (Germany)1642 – France adding machine1804 – First automate loom operated by punch cards1888 – Burroughs adding machine with printer1936 – Z1 Mechanical calculator1943 – MIT Whirlwind computer1974 – IBM 5100 series “personal computer”2008 – Smart phone
800 to 500 BC – Abacus/ Counting Boards in use in Asia and Babylon1500 – first watch (Germany)1642 – France adding machine1804 – First automate loom operated by punch cards1888 – Burroughs adding machine with printer1936 – Z1 Mechanical calculator1943 – MIT Whirlwind computer1974 – IBM 5100 series “personal computer”2008 – Smart phone
800 to 500 BC – Abacus/ Counting Boards in use in Asia and Babylon1500 – first watch (Germany)1642 – France adding machine1804 – First automate loom operated by punch cards1888 – Burroughs adding machine with printer1936 – Z1 Mechanical calculator1943 – MIT Whirlwind computer1974 – IBM 5100 series “personal computer”2008 – Smart phone
800 to 500 BC – Abacus/ Counting Boards in use in Asia and Babylon1500 – first watch (Germany)1642 – France adding machine1804 – First automate loom operated by punch cards1888 – Burroughs adding machine with printer1936 – Z1 Mechanical calculator1943 – MIT Whirlwind computer1974 – IBM 5100 series “personal computer”2008 – Smart phone
800 to 500 BC – Abacus/ Counting Boards in use in Asia and Babylon1500 – first watch (Germany)1642 – France adding machine1804 – First automate loom operated by punch cards1888 – Burroughs adding machine with printer1936 – Z1 Mechanical calculator1943 – MIT Whirlwind computer1974 – IBM 5100 series “personal computer”2008 – Smart phone
www.v-Fluence.com
While many today focus on the latest whiz-bang application, it’s critical to acknowledge that people use the Internet with well researched and defined behaviors. The behaviors, which can significantly influence opinion and belief formation linked to actions, do not take place in the isolation of a single channel or tactic. Understanding how traditional Web 1.0 behaviors such as search and e-mail are being extended to emerging Web 2.0 activities such as blogging, social networking, multi-media sharing, etc… as specifically relates to your goals is the distinction v-Fluence brings to the table.Web 1.0: Web sites, news portals, search engines, email listservs (distribution lists), interactive online survey and calculator tools, etc…Web 2.0: Blogs, social networks, micro-blogs (twitter), Multi-media indexes (YouTube), Widgets, etc…Web 1.0 and 2.0 distinctions are primarily behavioral. Web 1.0 behavior is about proactively seeking and collecting, while 2.0 is about establishing your interests through profiles and behavior which then allows content to find you.
Social media elements include content sharing, recommendations, applications and networking platforms. We also identified the most influential (visible) bloggers and social media participants in each space for monitoring and potential outreach purposes.
www.v-Fluence.com
Adapted from the Daniel Yankelovich model of opinion to belief to action process (cite: http://www.annenberg.northwestern.edu/pubs/violence/viol5.htm )We overlay the psychological tenets of converting awareness to commitment with well researched online information gathering behaviors to evaluate and model online environments and associated technologies from the perspective of how related issues will be influenced. Emerging technologies are enhancing, not replacing, these behaviors – in some cases shortening processes but rarely elminiated core components.
With 70+ property sites and other development sites, using integrated common page templates for “about us” MBS corporate pages, news and “Other MBS Communities” pages we created search visibility enhancing links to/from all sites – elevating individual site visibility against brand, local and quality attribute inquiries.Adding layers of common social media resources provides additional opportunities for content positioning – specifically: Image & video content via a commonly shared YouTube channel and flickr photo stream. Search results for corporate and individual brands now display video and image results. “Local” results were enhanced by common Google maps and Google profiles for the corporate and property brand and development project locations. “News” results for corporate and across all locations are positioned and reinforced via common corporate micro-blogging (Twitter) feed using search-enhancing tactics. Location-based profiles on Google Maps, Yahoo! and Bing and optimized for mobile users enhanced with foursquare “owned” locations (existing properties and properties in “development” phases). Corporate and advocacy affinity networks established via profiles on LinkedIn and Care2 networks. Local brand affinity networks established via Facebook profiles and groups specific to individual properties.
The hallmarks of an effective online campaign include effective (usable, accessible and visible) content validated by relevant influencers and shared via compelling audience-specific tactics.
www.v-Fluence.comhttp://www.nmc.org/horizon
www.v-Fluence.com
www.v-Fluence.com
Early semantic application examples:Pandora (March 2010) had 48 million users who listened to an average 11.8 hours per monthNetflix (Jan 2010) has 14 million subscribers now downloading more content than consuming via mailed disks.Semantic aware applications allow meaning to be inferred from content and context. The promise of these semantic-aware applications is to help us see connections that already exist, but that are invisible to current search algorithms because they are embedded in the context of the information on the web. http://horizon.nmc.org/wiki/Semantic-Aware_Appshttp://www.trueknowledge.com/Smart objects are the link between the virtual world and the real – facilitating the concept of “the Internet of things.” A smart object “knows” about itself — where and how it was made, what it is for, who owns it and how they use it, what other objects in the world are like it — and about its environment. Smart objects can report on their exact location and current state (full or empty, new or depleted, recently used or not). Whatever the technology that embeds the capacity for attaching information to an object — and there are many — the result is a connection between a physical object and a rich store of contextual information. Think of doing a web search that reveals not pages of content, but the location, description, and context of actual things in the real world. http://wp.nmc.org/horizon2009/chapters/smart-objects/http://www.sciencedaily.com/releases/2008/04/080408120106.htmhttp://www.rfidjournal.com/article/articleview/4326/2/1/The vision for the future of smart object technology is a world of interconnected items in which the line between physical object and digital information is blurred. Applications that tap into “the Internet of things,” as this vision is called, would assist users in finding articles in the physical world in the same way that Internet search engines help locate content on the web. Reference materials, household goods, sports equipment: an actual instance of anything a person might need would be discoverable using search tools on computers or mobile devices. Further, while looking at an object, a prospective buyer could call up reviews, suggestions for alternate or related purchases, videos of the item being used, and more, as well as finding out whether something similar lay forgotten in the garage back home