Connecting the Dots: Socializing Touchpoints

We are now down to the second-to-last video where Chris Beck, founder of 26dottwo (@26dottwo) and I examine the state and future of social media.

In this segment, we outline the importance of connecting offline and online experiences. Brands must now introduce a connected series of touchpoints between traditional and new media programs to define paths and bring desired outcomes to life. However, to connect the brand strategy to the individual requires a personal approach that starts with the “First Mile” and connects in the “Last Mile.”

Social networking is deeply personal as individuals define and personalize their experiences. What they see, share, say and with whom they connect is different for everyone. As such, in order for new media to enliven connections and spark actions, they must speak to and resonate with people emotionally and contextually.

To connect with individuals, we must add behaviorgraphics to our the mix of strategies that examine demographics and psychographics.

Please also read, “Hybrid Theory Manifesto” – a three part series.

This series was filmed at the new video studio at KickLabs SF where I spend time as an entrepreneur in residence.

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Please consider reading, Engage!: It will help you find answers to your questions…


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ABOUT ME

Brian Solis is principal at Altimeter Group, a research firm focused on disruptive technology. A digital analyst, anthropologist, and futurist, Solis has studied and influenced the effects of emerging technology on business, marketing, and culture. Solis is also globally recognized as one of the most prominent thought leaders and published authors in new media. His new book, What's the Future of Business (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold and flourish in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. Prior to End of Business, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.

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