The Digital Social Contract

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The Millennials and generation Z together comprise the most engaged, mobile, and enticing consumers of our time, but brands and agencies have largely misunderstood how these coveted digital natives interact.

We have missed a fundamental truth: There is a new social contract emerging—a digital social contract—that, like Rousseau’s original, has been proposed, ratified, and enforced by those it governs—most especially online video creators and their legions of fans who together stand at the apex of the digital revolution.

In OgilvyOne’s latest Red Paper, “The Digital Social Contract”, Ogilvy’s Jeremy Katz and Robert John Davis join with Alta Sparling and Bing Chen from Victorious to uncover the unspoken social rules governing the digital world and explain to brands how to thrive in it.

View the redpaper in the player below, or download via SlideShare here. If you are having trouble seeing the player, please refresh your browser.

About

Rob Davis Executive Director, Content and Social at OgilvyOne in New York. He is a veteran digital executive with a 20-year track record of bringing interactive strategies to market for top consumer, business and media brands. As a visionary whose career has evolved along with the digital industry itself, Rob’s keen sense of understanding “what’s next” keeps him consistently ahead of the curve. Best known for his expertise in video and content marketing, Rob has been an innovator in large-scale content development, social TV, demand generation marketing and customer engagement via content.

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