The world is being transformed before our eyes. Open them and you can see a vibrant digital world. The changing of the guard between old world habits and new innovative thought. This is creating new opportunity for words like thrive, prosperity and alive like bright colors on a dark canvas. Positive change comes from chaos.
As Anaïs Nin wrote, “In chaos, there is fertility.”
Throughout world history we have seen many booms and busts in significant magnitudes. For the first time in history we have seen a robust transformation of information and large data sets. This has given almost anyone in the world with access to smart phone, computer and laptop the ability to communicate with some of the brightest and intellectual minds with a single key stroke.
Technology is creating new terms like social entrepreneurship, networked life, social network analysis, social influence marketing and new uses to the word convergence.
For example, you can meet key scientists responsible for studying social networks via Coursera www.coursera.org (an online educational technology company) like:
- Dr. Michael Kearns – Coursera course, title “Networked Life” – University of Pennsylvania – Professor and National Center Chair Department of Computer and Information Science ~ University of Pennsylvania
- Dr. Lada Adamic – Coursera course, title “Social Network Analysis” – Associate professor, School of Information & Center for the Study of Complex Systems ~ EECS University of Michigan
- Dr. Ed H. Chi – Met via a Google hangout as a guest on Coursera course title “Social Network Analysis” ~ Dr. Ed H. Chi is a Staff Research Scientist at Google (embedded in Google+) focusing on HCI and Social Computing
What is a networked life? or Social Network Analysis? In summary, it is the study of edges (coauthorship relationships) and vertices or nodes (a collection of individuals or entities) and how they connect were we begin to see the hidden architecture and value of social media where it can be used to predict branding a product or service, key business & financial trends and even global virus outbreaks.
In branding a business all the creative elements may be in place, however without the proper social network architecture of edges and nodes the value of the brand will remain constant. Leveraging a social network with the proper strategy we can increase the value of a brand when combined with the proper context and content.
The proper strategy can create a song which whispers the hidden treasure of your brand.
The future belongs to those connecting key influencers collapsing the six degrees of separation opening up communication to key decision makers of influence. The product of a social network of influence combined with your brand can result in an exponential mathematical movement of both brand awareness and value.
There are many moving parts in understanding digital architecture. A nice responsive website, proper SEO and design are part of the equation like that of a hub in a wheel being the center piece of your strategy. Creative social engagement and connecting the proper nodes with edges is what gives the brand value by the delivery of context and content stimulating demand. This is where the “ROI” rests, having your brand being distributed across the a concentrated network of higher probability conversions.
The word for the right context is called “convergence” where we unite art, science, and spirituality. Building these connections is one of the most important aspects of creative thinking. Combining the proper context, content and images can be extremely powerful.
The creative dot connector recognizes this value and seeks to maximize a brand’s value through creating the proper edges with key nodes/vertices of influence to maximize the value of a brand like that of these scientists.
The proper digital architecture & strategy to build a brand in todays digital world includes:
- Structurally sound responsive website
- Proper SEO
- Unique design which enhances your brand image
- Blog – Creative new original content & context
- Proper SEM
- Social engagement across all major social channels (Google+, Facebook, Twitter & LinkedIn) with creative content & context
- Convergence where we unite art, science, and spirituality to enhance creative thought connecting on an intimate level
We can all learn a lot from some of the masters throughout history. As Leonardo da Vinci wrote, “Principles for the Development of a Complete Mind: Study the science of art. Study the art of science. Develop your senses- especially learn how to see. Realize that everything connects to everything else.”
A dot connector can see the light through the forrest. Connecting the proper dots (ie) nodes/vertices with edges we can meet many interesting creative curators, writers, decision makers and people of influence who can share the value of your brand.
Dorie Clark is a marketing strategist who teaches at Duke University’s Fuqua School of Business. Learn more about her new book, Reinventing You: Define Your Brand, Imagine Your Future (Harvard Business Review Press), and follow her on Twitter @dorieclark
~ Opportunity is often inconvenient ~ Strengths spread just as fears do ~ As you fix the problem you won’t have to fix the blame ~ Holding onto your anger is like clutching a vibrating pole. The harder you clench, the more every part of your being vibrates in reaction ~ Think well of yourself. The subconscious can’t take a joke ~ Forgive all who have offended you, not for them, but for yourself
Kare Anderson has spoken at over 100 hospitals including Providence Healthcare, Mayo Clinic and Cedar Sinai. She’s presented at over 300 healthcare-related conferences including MGMA, Merck, and AHRA. Kare’s an Emmy-winning former NBC and Wall Street Journal reporter turned public speaker, strategist and “Connective Behavior” columnist for Forbes and Huffington She is the highest-rated, non-branded speaker at Novartis Speakers Bureau. Her methods for communicating to connect have been adopted by three Kaiser Permanente Regions, Hill Rom and intake at Walter Reed Hospital. In her custom presentations she applies trust-building and empathic communication techniques to healthcare situations as diverse as doctor/patient visits, nurse/doctor teamwork and hospital change management. Her other clients are as diverse as SAP, San Diego Padres and The Skoll Foundation. Anderson is a Phi Beta Kappa graduate of Stanford University and Coro Fellow with a Certificate for Practicing Journalists from the London School of Economics. She was the communication coach for nine medical firms. She won her Emmy for her TV series on medical heroes. Kare is a founding board member of Annie’s Homegrown, and serves on several advisory boards including Watermark, TEDxMarin, Raynforest, Gloopt and KlabLab. She is the author of Moving From Me to We, Getting What You Want, Walk Your Talk, and Resolving Conflict Sooner. As David Rockefeller Jr. said after hearing Kare speak, “She forever changes how you see yourself and your world.”
Peter Gregg – Executive Mentoring & Leadership Coach with companies like Everwise and Charterprinciple.com ~ Designed Sears social care strategy from the group up for the entire company
“It’s no secret that lead generation has forced a fundamental change for marketers. Traditional techniques are no longer making the grade. The balance of power has shifted from promotion to information. And not just any information will do. It has to be relevant. We know this. But how do we adjust?” by Sandra Zoratti
Steven Krohn – Nominated to be top fifty people to follow in 2014 on Google+
Can you see the light where these vertices and edges meet?
Comments, ideas and intellectual thoughts are welcome.
Publishing written in Santa Barbara CA