About Mirjana Đuričić


Osim društvenih mreža koje su mi dnevna zanimacija i preko kojih sam stekla dragih ljudi još više, kuvanje i finansije u svakom smislu te reči su moje pasije. Cifre su mi u krvi još od malih nogu i možda ne znam koji je koren od 12654 ali ću zato znati da vam kažem koliko je u zadnjih godinu dana poskupelo mleko u dinarima i procentima. Volim ljude, volim da čitam sve što mi dođe pod ruku i volim životinje - svih vrsta. Volim i vas koji ovo čitate i podržavate mu u nastojanju da budem još bolja.

Posts by Mirjana Đuričić:

Tiffany St James – Lara Croft of digital era

 There are many analogies from government to business. They face similar issues in the use of digital engagement and social media: How can we get our leaders to recognize the worth of our endeavours?


Tiffany St James is the former Head of Public Participation for the UK Government, the first role of its kind in the UK; she trained the UK Civil Service on how to better engage with public online. Beside this Tiffany is also a digital strategist, trainer and international speaker. She aligns corporate objectives and digital people skills with her knowledge of evolving technology.

Tiffany launched social media outreach laboratory for Euro RSCG London in February 2011, one of the UK’s top five advertising agencies, and is retained as their Head of Digital Business Development.

As the former Head of Public Participation of the UK Government, the first role of its kind in the world, Tiffany was the strategic leader on all social media training, tools, skills and capability. She launched data.gov.uk, working with Sir Tim Berners-Lee.

Tiffany was the first Director of Communications for Directgov and designed and delivered national public consultations resulting in policy changes.

BO: How in the world you’ve got into this entire digital stuff?

Tiffany: I was always interested in technology. I had one of the first early home PC’s at 9 years old (a whole smoking hot 1KB of memory!) I was fortunate enough to be in the UK government publishing some of the earliest public consultation papers on the web when the UK Government saw the need for one citizen-facing website, Direct.gov, which I had the great pleasure to help launch. From there it was a natural progression to help with digital launches such as Data.gov and then assist in the strategic direction of social media interaction.

BO: What would you do professionally in another life? What did your parent’s want you to be? 🙂

Tiffany:  My parents wanted me to be happy, but didn’t steer me towards any particular career. They massively encouraged me work hard and get a good education.

In another life I’d like to be Lara Croft, my female action hero – but in work terms I’ve always loved inspiring other people to think differently to further their own horizons, so some kind of coach or Enterprise Angel.

BO: Do you think that all of us must have Facebook, Twitter or some else social network account for making us visible?

Tiffany: Social Rank and Social Reputation is becoming more prevalent. Some tech companies in Silicon Valley won’t employ people with a Klout.com social rank under 50. People with a high social ranking are starting to be offered privileges from travel, hospitality and brands because peer to peer recommendation is more trusted than advertising (90% as opposed to 14%). Essentially it’s personal choice whether you have open networking profiles, and whether you want to be more private or want to use social platforms to increase your visibility.

BO: How does it feel to work for Government?

Tiffany: Working for the UK Government for 8.5 years in the age of earlier use of technology to open data and social media strategy was incredibly valuable experience and a piece of work I am extraordinarily proud of. I had the opportunity to work some of the world’s best minds in technology (Sir Tim Berners-Lee inventor of the worldwide web and professor Nigel Shadbolt Head of Artificial Intelligence in the UK) as well as some of the UK’s brightest coders and programmers for Rewired State – the UKs leading developer network. Andrew Stott who I worked for was awarded a CBE for opening up government data. So to have the opportunity to work with every other government around the world in early use of social media for governments was a fantastic opportunity and the Public Participation Agenda that led had the eye of the world at the time.

BO: Did you use the same approach that you use for companies?

There are many analogies from government to business. They face similar issues in the use of digital engagement and social media: How can we get our leaders to recognize the worth of our endeavours? How can we reassure our teams that letting control of our brand in social spaces is OK? Who should own and manage our social channels? Where should it sit in the business?

Businesses have the added Endeavour of leading people to direct purchase of course but the organizational infrastructure issues are the same.

BO: How much do you know about digital literacy in Serbia? What do you expect to see and to find in our country?

Tiffany: I’m delighted that BlogOpen is in its 5th year and galvanizes the Internet Community across several countries to look at participation which is a great thing to see. My focus is on digital use in government so I’ve been looking with interest about the opportunities your civil service can use to engage people in public social debates and communicate through social channel.

BO: Can you tell us what is the topic that you prepare for BlogOpen 2011. And for whom did you recommend it?

Tiffany: I’ll be talking about Digital Engagement: Citizens and Government which should be of most interest to people working in public sector fields although the strategy of galvanizing individuals for action can be applied to any organization.

BO: What is it that helps you to keep in your hands and mind in everything?

Tiffany: You have to be really interested in your subject matter so that learning the fast changes that happen particularly in digital and social technology is genuinely fascinating and not ‘work’.

Clay Shirky in his fantastic book ‘Here Comes Everybody’ famously quoted ‘It’s not information overload, it’s filter failure’. So focusing on what you can keep abreast of and what you have to recognize that you can’t keep an oversight on is really important.


Tiffany on other conference.

Matt Gierhart: Heavily influenced by packaging

Consumers identify with brands that help add to the story of their life. So there is the expression of who you are.

As Head of Social for OgilvyAction, the global brand activation network of The Ogilvy Group, Matt Gierhart’s main task is exploring what impact social media has on purchase behavior. Matt explores how social media fits within customer activation. He believes that customer-lead understanding of brands and products results in smarter socially-driven marketing campaigns structured for activation.

Above all, Matt is a gifted speaker so we can expect to hear superb masterclass presentation during the BlogOpen conference.
BO: Do customers act differently comparing online and offline shopping?

Matt: Customers do behave in very different ways for online vs offline shopping. When a consumer is shopping online they expect reviews, experiences, suggested alternatives to come to them all at once. In the offline world the science of shopper marketing meets their expectations. Where it get’s interesting is that those consumers who do online and offline shopping for the same product or brand typically have twice the basket size per month. So the sweet spot is understanding how offline and online inform each other. We must remember, consumers don’t think offline or online, they just think about the decision they are about to make.
BO: I came across one conference footage where you talked about how one should not insist on confronting competition, but hear the pulse of customers’ behavior. How does one listen to the pulse?

Matt: We do a form of online listening and augment that with traditional research. This isn’t new to take a look at what people are saying online. What I do think is important that a lot of brands leave out of their online or social listening is understanding consumer behaviour in that category of products. Most brands want to know their reputation, what people are saying about them, but I think it’s much more valuable to know the behaviours that exist around buying a car than just what someone thinks of Ford.
BO: Can somebody’s profile be defined by his shopping habits? Tell me what or how you buy, I`ll tell you who you are?

Matt: There are two sides to this answer. One, we express who we are by the brands we buy. If you walk up to me with a Dior hand bag versus a GAP handbag I have a different perception of you. The same when I open your refrigerator and see organic orange juice versus the cheapest store brand. Consumers identify with brands that help add to the story of their life. So there is the expression of who you are.

The other side is algorithms. E commerce platforms are getting very smart at recommendations. Suggested products are moving from the space of competitor to complimentary and that is having a very powerful result on conversion rates.
BO: What kind of buyer are you? When you see an advertisement, do you pay attention as a buyer or as professional marketer?

Matt: I’m heavily influenced by packaging. I always have been. I love clean design and I often find myself mistrusting a brand when their packaging looks cheap. I also love stories. When I hear a story of a product or a brand, something that is worth repeating I’m much more likely to buy it. As for advertising, I’m a bit boring. Sometimes I chuckle but I find more like entertainment than having anything to do with which product I buy. That said, I do think I buy on emotions, not rational. I don’t do a lot of research, some but not a lot, before purchases
BO:Besides your professional orientation for marketing, you are very much involved in other fields as education or economical development. How much does education and economic growth effect buyers?

Matt: Well my time spent on both those subjects was from a social structural point of view. From that point of view, they are directly linked. There are times when education and economic growth or depression does affect consumer behavior. We work with quite a few value brands that play into that market. I also had a conversation with one of our employees in Greece about the need to build economic sensitivity into everything. The one trend that seems to be radically different over the past 5 years is that consumers are empowered, no matter which economic class. Alternative and cheaper products are always out there. My job is to make the consumer know their empowerment and make sure the brand is respecting it.
BO: In transitional country are buyers or sellers more needed?

Matt: Well, I think sellers. What the Internet has brought to transitional countries is the democratization of choice. Even if they don’t buy foreign brands (particularly Western) they are still competing with them. There is a great case study of a chocolate in Romania (ROM) that was seen as cheap and not as good as some from Western countries. They changed the packaging to an American flag. Romanians protested and when they changed it back (it was all planned) Romanians bought it and fell in love with it again. The chocolate needed to give itself a story to compete with these huge brands of the west. Sellers in transitional countries need to have their story.
BO: To whom would you recommend your lecture on BlogOpen?

Matt: Two main audiences, those attending who run marketing campaigns in regional markets (particularly in transitional or emerging markets) and global brands who have activities trickle down to local markets. I hope to offer a look at some of the trends that are unique to emerging markets in the social technology space. This should give regional offices a chance address the quirks and nuances of the social behaviour in their own culture.

Matt Gierhart on BlogOpen 2011.



Hasan Elahi : from FBI suspect to very interesting project!

Hasan Elahi, professor, artist and US citizen one day was questioned at Detroit Airport on his return home trip, as he was suspected of being a terrorist, of course by mistake. He was released but he had to go thought out a lot of interviews with FBI officials and a lot of stuff that we only watch movies.

Hasan was concerned that this can happen again, any time when he goes on some trip abroad. So, to avoid that he started to share his travel plans with FBI. This was quite complicated so instead of calling them, he started to email them his  trip plans. From all this spawned a whole project, which started with automatized website created in 2002.Tthat basically tracked his life and grew so much that today practically every detail is there.

So, we can now say that his encounter with FBI resulted with real life project. This project is reason why Hasan will be with us on Blog Open 2011. Let`s read what he has to say about all.

BO: Probably you answered this question many times before – how did it start?

HASAN: It all started on June 19, 2002 when I was returning from an exhibition in Dakar, Senegal where I was questioned by the FBI in Detroit. I was asked where I was, who I met with, why I was there, etc.. I was also asked about a storage unit that I had and asked what the contents were. The FBI agent received an erroneous report that I had explosives in there. I think anyone that speaks to me for more than a few seconds realizes I’m no terrorist threat. He let me go and I ended up on my plane home (at that time) back to Tampa saying that the local office would get back in touch with me at a later date and we’d get this cleared up.

BO: How do you consider you future trip in Serbia? Do you have any specific expectation or it s just another trip?

HASAN: In December 2001, I went on a short trip to Ljubljana, Sarajevo, and Belgrade. The differences between the three cities were amazing and all three countries were very much in transition in very different ways. I haven’t been to the region since then and quite a bit has happened in the last ten years. I’ve never been to Novi Sad before, but this trip is a great opportunity to see the changes in Belgrade.

BO: You are keeping your life by discovering your privacy. Is it threatened? What your family and friends think about this?

HASAN: As much of my life is out there publicly, I live an incredibly anonymous and private life. There’s so much information about me out there that it all becomes noise at a certain point… and the noise is growing daily, so I don’t feel threatened at all. When I first started this project, my friends and family were concerned, but now many of my friends share way more information about themselves online than I do.

BO: Do you ever get bored uploading all this information about yourself?

HASAN:  Putting my life on display has become as commonplace as checking my email, voicemail, or my Facebook page. It is something that I have internalized to the point where I don’t even know I’m doing it. But I’m not the only one doing this.

BO: How long will it last? Are you planning to quit?

HASAN: When I first started this project back in late 2003, people thought I was crazy when I said I wanted to create this device that would let everyone know where I was at all times and what I was doing. Not even 8 years later, we have over 750 million people on Facebook doing roughly the same thing each time they update their status. To put that in perspective, if Facebook was a country, it would be the world’s third most populous country after China and India. I’m not the only one doing this anymore.


You can also see whole interview here.