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Top 5 Digital Trends For 20142014年五大數字趨勢 I am starting to think marketers and astrologers have more in common than meets the eye. We are both asked to stargaze and look into the future on a regular basis. Every year around this time, I see similar emails from clients and reporters alike, all wanting to know what 2014 holds in store. Luckily, I don’t need the stars to predict what comes next because technology always leaves telltale signs. Here are the Top 5 Digital Trends you can look forward to for 2014. 我開始思考這樣一個問題：營銷人員和占星家之間的共同點比表面上看起來的要多。這兩種人都會要求我們經常性地凝望星空、望向未來。每年的這個時候，我都會收到客戶和記者發來的類似郵件，他們都想知道2014年會發生些什么。幸運的是，我并不需要夜觀星象來預測接下來會發生的事，因為科技總是會留下一些明顯的跡象。以下便是2014年你將可能發現的五大數字趨勢。 1) An Identity Based Eco-System. As a graduate student at the University of Texas at Austin, I did my thesis on Twitter. (No, it wasn’t in 140 characters.) One of the pivotal questions of my thesis was this: Why do people use social networking sites at all? My incorrect hypothesis was that people wanted to connect to each other. My research revealed that this was only the secondary reason. The primary reason was to showcase their own identity. I’ll pause while you give a moment’s thought to the narcissism of society. Then, I’ll urge you to think deeper. We, as humans, have always had an innate need to express ourselves. By that very expression, we further our identity. Smart companies, such as Facebook (with their timeline feature) and Amazon (with their personalized recommendations) are already taking advantage of what I refer to as an Identity Based Eco-System. The digital world of tomorrow, be it consumer or business, will revolve around the individual identity. The companies who want to take advantage of this trend will proactively create ways to harness the idea that showcasing our identity is the most human and primary of desires. 1）基于身份的生態系統。在我還是得克薩斯大學奧斯汀分校研究生的時候，我的論文主題是Twitter（不，這篇論文并非只有140個字）。我論文中討論的一個重要問題是：為什么人們會使用社交網站？我不甚正確的假設是，人們想要彼此進行聯系。但我所做的調研發現，這僅僅是第二重要的原因。第一重要的原因是展示自己的身份。我會在這里頓一頓，給你點時間思考下這個社會的自戀情結。然后，我會敦促你更深入地思考。作為人類的我們總有一種天生的表達自己的需求。通過這種表達，我們進一步深化了自己的身份。聰明的公司，如Facebook（以及他們的時間軸功能）和亞馬遜（以及他們的個性化推薦功能）已經在著手利用我所說的這種“基于身份的生態系統”。明天的數字世界，無論是消費者的還是企業的，都將圍繞著個人身份展開活動。想要利用這一趨勢的公司將會積極主動地創造各種方法，來利用這一觀點：展示我們的身份是最最普遍也是最最基礎的欲望。 2) Content Curation and Aggregation. Remember the movie You’ve Got Mail, with Meg Ryan and Tom Hanks? It was a blockbuster hit and romantic comedy at its best. But, they can never create a remake of that movie. Why? Because no one is that excited to receive email anymore! We have gone from an information hungry to an information overloaded society. However, we still require information on a daily basis – now more than ever. Hence, we see the rise of websites such as Pinterest, Quora, and List.ly. Pinterest is technically nothing more than an organization system for images which already exist, but because we desperately need that system for aggregation, it is a success. 2） 內容管理和聚合。還記得梅格•瑞恩（Meg Ryan）和湯姆•漢克斯（Tom Hanks）主演的電影《電郵情緣》（You’ve Got Mail）嗎？這是一部票房大片，也是浪漫喜劇的巔峰之作。然而，現在再也不可能重拍該片了。為什么？因為沒人會為收到郵件而激動不已了！我們早已經從信息饑渴社會過渡到了信息過量社會。然而，我們仍然每天都需要信息——比以往任何時候都要多。因此，我們看到了諸如Pinterest、Quora和List.ly等網站的興起。Pinterest從技術上來說不過是將早已存在的圖像組織起來而已，但是由于我們非常需要這種聚合系統，它獲得了巨大成功。 3) Video = Device Agnostic. When was the last time you uttered the phrase “I am watching video on television.” Chances are you may watch a video on TV, but you may just as easily be watching it on your tablet or smart phone. Video continues to become device agnostic. (Much to my chagrin, my husband takes advantage of this fact by pausing the episode on TV only to continue it on his tablet at the restaurant. I’ll save the net etiquette for spouses article for later.) From a business standpoint, online video will continue to play a bigger role in the digital space. 3） 視頻=設備不可知。你上一次說“我在電視上看視頻”是什么時候？更可能的是，你會在電視上看視頻，但你也可以很方便地在平板電腦或智能手機上看視屏。視頻持續著其設備不可知的特性。（令我懊惱的是，我丈夫利用了這一事實，他會給電視上播放的劇集按下暫停鍵，為的是稍后在餐廳用平板電腦接著看。有關夫婦間網絡禮儀的事宜，我稍后另外撰文詳述吧。）從商業角度來說，在線視頻將繼續在數字世界中扮演更為重要的角色。 4) The 4 Screen Revolution. The last Super Bowl showcased this trend better than any other event. While people watched the game on TV, they were checking their work email on the computer for the next day, tweeting about the game on their tablet, and texting their friends at the same time. The number of screens we are used to will only increase with time. When I say screen, I don’t necessarily mean a solid box. Google glass would also qualify as a screen. Any surface (tangible or not) which you interact with can be considered a screen. Look for advertising to innovate as the available surfaces, on which to interact, increase. 4）四屏革命。最近一次的超級碗比其他任何活動都要更好地表明了這一趨勢。當人們在電視上觀看比賽時，他們同時還在電腦上查看第二天的工作郵件、用平板電腦發與比賽相關的推文，同時還在給朋友發短信。我們所能習慣的屏幕數量只會隨著時間的推移而增加。我所說的“屏幕”并不一定就是指實實在在的方盒子。谷歌眼鏡也能算是一塊屏幕。你能與之進行互動的任何表面（有形的或是無形的）都可以視作是屏幕。隨著各種可進行互動的表面種類的增加，期待廣告界推出各種創新吧！ 5) Social Literacy Skills Required. Social media literacy will be required by companies for most jobs, but especially for the C-Suite. It expands beyond understanding social platforms to making the digital landscape an inherent part of your professional repertoire. As a skill set, social media literacy will be divided into two areas – personal and organizational. On the personal level, professionals will have to know how to create content, curate relevant information, and connect people and resources. On an organizational level, agility (in thought and strategy), the ability to aggregate multiple points of data for decision making, and authenticity (the real deal, not the perception) will be required. 5）社交網絡能力是必備。公司的大部分招聘職位將要求應聘者擁有社交媒體能力，對高管職位來說尤其如此。這一能力不僅僅是要能理解社交平臺，以使數字能力成為你職業素養中一個固有的部分。社交媒體能力作為一整套技能，將被劃分成兩個層面——個人及組織。在個人層面上，專業人士必須要知道如何創建內容、管理相關信息，并將人和資源聯系在一起。在組織層面上，則要求有靈活性（在思維和戰略上）——整合各方數據以用于決策制定的能力——和真實性（實實在在的交易，而不是想法）。 As I gaze into my digital crystal ball, one thing is certain. 2014 is sure to be an exciting year on the digital front. 當我凝視著我的數字水晶球時，有一件事是肯定的。2014年必將成為數字前沿令人激動的一年。
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8 suggestions for starting a new job新工作新起點：8招讓你做到最好 You just landed your dream job and can't stop pinching yourself. But instead of basking in the glory, you're still caught up with wondering if you can actually pull it off. Constantly second-guessing yourself can make it look like your higher-ups might have made the wrong choice, which is the last impression you want to make around the office. Here are a few tips to stop stressing and enjoy your new success! 新工作上任，也忍不住要虐虐自己。千萬不要一直沉浸在光環之下，總會有人質疑你的能力和水平。但時不時的懷疑自己也會讓人感覺老板選錯了人，我想這肯定是你最不想在辦公室留下的印象吧。下面這些小貼士能讓你擺脫壓力，享受新的成功！ Stop looking over your shoulder 別再干私活啦 When signing your contracts, make sure to find out company policy on using social media while at the office. Hey, it's OK to check your personal email or take a moment to read through texts, but spending office time tweeting takes time away from your job. Make sure to know social media dos and don'ts so you can stop stressing over what's acceptable —and what's not. 簽合同時，確保在辦公室利用社交網絡找到公司的政策。當然，你去檢查自己的私人郵件也沒問題或者是花點時間讀讀信息，但在辦公時間來刷微博似乎就有點不大好了。要知道社交網絡的用處在哪，要做什么，不要做什么，這樣才能游刃有余哦。 Dress with style 合適裝扮 You've got the job and know the company, so it's OK to dress for yourself while at the office. Hey, that doesn't mean showing up in yoga pants is OK (unless you work at a gym!), but sticking with company style and showcasing your personal flair is a great way to feel comfortable while at work. This way you won't be worrying about your wardrobe when you should be focusing on your work. 你得到了這份工作也了解這個公司，所以在辦公時間就要合適的裝扮一下啦。這不意味著你可以穿瑜伽褲來上班（除非你在健身房工作！）但緊隨公司的風格的同時展示個人品味豈不是一舉兩得。專心于工作之外也無需再去擔心衣柜的問題啦。 Stop editing yourself 不要再改正自己的話 Spending time obsessing over spelling errors and grammar mistakes in emails between co-workers can take up tons of time. When writing between those in your team, give things a quick spell-check and reread before sending, but it's OK if there's a mistake here and there. 花時間浪費在修改同事之間郵件里的拼寫語法錯誤真的沒有意義。和自己隊伍里的人聯系，快速檢查拼寫，發送之前再檢查一下，就算有小錯誤也無傷大雅呀。 It's OK to say no 說”不“有什么大不了 Even though you've just started, it's OK to say no if things are getting out of hand. Sure, you want to take everything on to prove you're awesome, but if you burn out, it's hard to recover. Take things slow, be honest with your co-workers, or talk with a manager if you're feeling pressured to do extra work. 即使是信任你也可以對那些無法處理的事情說不。當然你想要做好每件事來證明自己的實力，但一旦你精力透支就很難修復了。慢慢來，對同事坦言相待，或是跟經理說你覺得其他的一些活有點應付不來，感到壓力很大。 Ask questions 問問題 Find a buddy that you feel good to use as your go-to person when unsure about office politics or day-to-day routines. This way you won't build anxiety over what happens at the holiday party. Make sure to let your new friend know how much you appreciate their help —but avoid entering into any office gossip. 找個投緣的小伙伴，對公司政策不確定的時候就去騷擾他吧。這樣節日聚會你也不會對公事過度焦慮。但要讓他們知道你多么感激他們的幫忙。有一點要記住：千萬別卷入辦公室八卦圈哦。 Let things slide 別管郵件 Your email may be pinging away, but if you're working on a deadline or focused on a task, let it go. You don't have to respond to every email the second it arrives in your inbox. And it's totally acceptable to set up an automated email response on the days you're super busy. 哪怕郵件扎了堆，但正在忙于一個任務，馬上要到最后期限了。那也別管。你不需要秒回郵箱里的每封郵件。超忙的時候給郵箱設置一個自動回復也是好辦法。 Leave work at work 只在辦公時間處理工作 In order to be the best you can be, leave work at work. Putting in extra hours during your downtime can get overwhelming, which may lead to unwanted stress at home. Make time to unwind at the end of the day and enjoy catching up on your favorite show or hanging out with friends. You'll feel refreshed in the morning and ready to tackle the day. 要想自己發揮到最好，那么就在辦公時間處理工作吧。加班只會讓你覺得壓力繁重心情郁悶，導致在家里不必要的壓力。好好享受一天的最后時光，看一集你喜歡的電視劇或者和朋友出去玩一玩。你會覺得早上神清氣爽又可以大干一場咯。 Be yourself! 做自己！ The most important thing is to be true to you. No matter your new appointment, the reason you got the job is because you are who you are. Trust your instincts, be honest with yourself, and enjoy your new job. You deserve it! 最重要的事情就是要最好自己。哪怕是新員工，你之所以能得到這份工作就是因為你自己。相信自己的潛力，真誠面對自己，享受新工作，你值得擁有！
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