Web2 Infection Session

Digital Infection 1

Today…

Some boring but essential stuff to make you sound clever

Some big macro societal trends

Who is online?

What are the implications for all of us?

UK online households Source: Continental Research Autumn Internet Report 2008 % of UK Households 26% 31% 41% 50% 50% 56% 62% 2000 2001 2002 2003 2004 2005 2006 72% 2007 Over 85% broadband

Source: Ofcom research April 2006 It’s becoming harder and harder to reach consumers through traditional media channels Reduced consumption resulting from homes online with broadband %

Some need to know stats 70% of 16-24 year olds are using social networking sites A new blog is created every second (71million worldwide) – 4m UK bloggers The internet has overtaken radio as the second most consumed medium after TV Internet expenditure has overtaken advertising national newspapers The UK now leads the world for share of advertising spend (12%) online as the global average is currently 5.8% Google’s ad revenue is more than Channel 4’s And ITV’s What is Web 2.0? Are brands really spending money on this? Are people really doing stuff like this? Read Web Read-Write Web Thinking Web

Macro Societal Trends

We believe that… www.gapingvoid.com

One World

We see three macro-trends CONTROL “ I want it, when I want it, where I want it”

We see three macro-trends CONTROL PARTICIPATION “ I want it, when I want it, where I want it” “ I have a POV and want to share it”

We see three macro-trends CONTROL PARTICIPATION TRANSPARENCY “ I want it, when I want it, where I want it” “ I have a POV and want to share it” “ Just tell it to me straight, don’t hide stuff”

Target Audience Definition

“ Like many of you, I’m a digital immigrant . I wasn’t weaned on the web, nor coddled on a computer. Instead, I grew up in a highly centralized world where news and information were tightly controlled by a few proprietors, who deemed to tell us what we could and should know. My two young daughters, on the other hand, will be digital natives....

Like it or not we are all Digital Immigrants http://en.wikipedia.org/wiki/Digital_native

Implications for the way in which we approach comms are massive

What’s new - Speed http://thirdrate.com/kryptonite_files/2.mov Picked up by Metafiler and spread within days across thousands of bogs and websites A video is created and posted online showing how this is done 1 million downloads Picked up New York Times, CNN, BBC etc One post on one message board, alerting people to the fact that these locks could be opened with a Bic pen (170,000 see posting) 14 th Sept 17 th Sept 17 th Sept 23 rd Sept Kryptonite had to offer a free exchange on every $100 lock Over 400,000 have been exchanged They have just settled a class action law suit

What’s new - Scale $4 billion wiped off the Apple share price

What’s new - Stored The internet pickles in aspic…Google never forgets…

Web Mapping can help

‘ i phone’ web map run after Apple conference announcement of iphone

‘ ice phone’ web map run Jan 12th

It’s important for brands to think about HOW they behave in the digital space: Mapping The New Rules for Brand Behaviour

It’s critical to understand the digital “ Value Exchange ” In the off-line world the “value exchange” is well accepted (TV, print, radio etc) What do people get in exchange for engaging and interacting with brands in the digital space? How can a brand’s presence in the digital space enhance the user experience and provide something of real value ?

People are angry about perceived brand “intrusion” into the digital world

1. Be Useful

It is digital branded experiences? Based out of active consumer insight

2. Be Honest

Brands who faked it… When brands try to initiate debates by pretending that they are real grassroots consumers, it is fake grassroots activity and it is called astro-turfing. Brands such as PSP, MTV, Wal Mart and Microsoft have all been recently burnt by astro-turfing. Bloggers are quick to pounce as are traditional media outlets.

3. Be Inclusive

Being inclusive online means engaging your target audience so that they feel that they have “ownership” of the brand too

Three Things To Remember Going Forward