The Digital Social Contract

November 1, 2019  marks the 4th anniversary of the release of “The Digital Social Contract,” a look at advertising in the world of online video stars and their hyper-engaged audiences. It is still as relevant as ever.


You may download “The Digital Social Contract” free as a PDF from http://www.slideshare.net/OgilvyWW/the-digital-social-contract-54664482/


It is also available as an audio book at: https://soundcloud.com/ogilvydanmark/sets/the-digital-social-contract


About the Book


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 “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.



Reviews

Greg Jarboe wrote on Tubular Insights:


I haven’t read such hard-hitting criticism of the industry from someone working at an agency since I read Ogilvy on Advertising back in 1985. The authors don’t pull their punches. And, as a result, they’d earned my trust by Page 13. Then, they went on to explain the way we were, the way we are, today’s digital social contract, and the way we can be.


Read the rest at: https://tubularinsights.com/video-marketing-not-about-marketers/


Tubefilter says:


Over the past couple years, we’ve shared dozens of documents that analyze the growth of the online video industry and advise marketers about the best practices they can employ to take advantage of said growth. I don’t think any of those documents, however, have been as thorough as “The Digital Social Contract,” a new paper from marketing agency Ogilvy and mobile community platform Victorious that breaks down the online video industry, instructs readers how to harness its power, and provides a list of the most influential digital content creators.

Read the rest at http://www.tubefilter.com/2015/11/05/victorious-ogilvy-digital-social-contract/



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