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Future of Digital Engagement

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Presentation given to 7-Eleven on 18th November around the Future of Digital Engagement. Presented in conjunction with Leo Burnett Melbourne. …

Presentation given to 7-Eleven on 18th November around the Future of Digital Engagement. Presented in conjunction with Leo Burnett Melbourne.

Covers four key areas:
1. History of the Internet (timeline)
2. Australian online behaviour
3. 3 Game changers (Google, Apple and Social Networks)
4. Key take outs (summary)

Published in: Business

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  • 1. Future of Digital Engagement Friday, 19 November 2010
  • 2. Before we start.... Friday, 19 November 2010
  • 3. Digital Quiz Friday, 19 November 2010
  • 4. Digital Quiz 1. How many Australian’s access Facebook from their mobile last month? Friday, 19 November 2010
  • 5. Digital Quiz 1. How many Australian’s access Facebook from their mobile last month? 3,800,000 (9,800,000 from the web, 25mins a day) Friday, 19 November 2010
  • 6. Digital Quiz 1. How many Australian’s access Facebook from their mobile last month? 3,800,000 (9,800,000 from the web, 25mins a day) Friday, 19 November 2010
  • 7. Digital Quiz 1. How many Australian’s access Facebook from their mobile last month? 3,800,000 (9,800,000 from the web, 25mins a day) 2. What was the most popular search term in 2009? Friday, 19 November 2010
  • 8. Digital Quiz 1. How many Australian’s access Facebook from their mobile last month? 3,800,000 (9,800,000 from the web, 25mins a day) 2. What was the most popular search term in 2009? Michael Jackson (followed by Twitter) Friday, 19 November 2010
  • 9. Digital Quiz 1. How many Australian’s access Facebook from their mobile last month? 3,800,000 (9,800,000 from the web, 25mins a day) 2. What was the most popular search term in 2009? Michael Jackson (followed by Twitter) Friday, 19 November 2010
  • 10. Digital Quiz 1. How many Australian’s access Facebook from their mobile last month? 3,800,000 (9,800,000 from the web, 25mins a day) 2. What was the most popular search term in 2009? Michael Jackson (followed by Twitter) 3. How many searches do consumers do before buying insurance? Friday, 19 November 2010
  • 11. Digital Quiz 1. How many Australian’s access Facebook from their mobile last month? 3,800,000 (9,800,000 from the web, 25mins a day) 2. What was the most popular search term in 2009? Michael Jackson (followed by Twitter) 3. How many searches do consumers do before buying insurance? 6.5 searches Friday, 19 November 2010
  • 12. What this session is about? 1. What is the Internet? 2. Australian’s Online Habits 3. Game Changers 4. Key Take Outs 5 mins 20 mins 5 mins35 mins Friday, 19 November 2010
  • 13. What this session is about? 1. What is the Internet? 2. Australian’s Online Habits 3. Game Changers 4. Key Take Outs 5 mins 20 mins 5 mins35 mins Questions welcomed throughout, but we also have some time at the end Friday, 19 November 2010
  • 14. 1. What is the Internet? 1. What is the Internet? 2. Australian’s Online Habits 3. Game Changers 4. Key Take Outs Friday, 19 November 2010
  • 15. 1. What is the Internet? 1. What is the Internet? 2. Australian’s Online Habits 3. Game Changers 4. Key Take Outs Friday, 19 November 2010
  • 16. Look backwards to Look forward Friday, 19 November 2010
  • 17. Quick history of the Internet “Oh My God What Happened and What Should I Do?- Innovative Thunder Friday, 19 November 2010
  • 18. Quick history of the Internet 1969 Internet was Born 1971 First eMail 1983 First Mobile 1990 DSL Born 1990 Internet on Phone 1993 China’s Golden Shield 1994/95 Yahoo! 1994 First Banner Sold 1997/98 CD’s Sold 1998 Napster1995 eBay 1989 WWW Born “Oh My God What Happened and What Should I Do?- Innovative Thunder Friday, 19 November 2010
  • 19. Quick history of the Internet “Oh My God What Happened and What Should I Do?- Innovative Thunder Friday, 19 November 2010
  • 20. Quick history of the Internet 1998 Google 2000 Google Ads 2000 File Sharing 2000 .Com Bubble 2001 iTunes 2001 iPod 2003 MySpace 2003 Skype 2004 UTMS High Speed Mobile Web 2004 Facebook 2005 Murdoch buys MySpace $580M “Oh My God What Happened and What Should I Do?- Innovative Thunder Friday, 19 November 2010
  • 21. Quick history of the Internet “Oh My God What Happened and What Should I Do?- Innovative Thunder Friday, 19 November 2010
  • 22. Quick history of the Internet 2005 YouTube 2006 Online Travel 2006 Google buys YouTube 2006 YouTube Opens up 2006 Tweeting 2007 Google Books 2007 iPhone & iTouch 2008 1/8 Married Couples met online in USA 2009 Dell Sells $6M via Twitter 2010 “Oh My God What Happened and What Should I Do?- Innovative Thunder Friday, 19 November 2010
  • 23. Quick history of the Internet 2005 YouTube 2006 Online Travel 2006 Google buys YouTube 2006 YouTube Opens up 2006 Tweeting 2007 Google Books 2007 iPhone & iTouch 2008 1/8 Married Couples met online in USA 2009 Dell Sells $6M via Twitter 2010 “Oh My God What Happened and What Should I Do?- Innovative Thunder Internet is constantly undergoing change - it’s important to stay on top of it! Friday, 19 November 2010
  • 24. 2. What are Australian’s doing online? 1. What is the Internet? 2. Australian’s Online Habits 3. Game Changers 4. Key Take Outs Friday, 19 November 2010
  • 25. 2. What are Australian’s doing online? 1. What is the Internet? 2. Australian’s Online Habits 3. Game Changers 4. Key Take Outs Friday, 19 November 2010
  • 26. 11 Australian’s online in 2009 & 2010 Of Australian internet users have home broadband 98%Of Australians are online 84% Spent online every week, by the average Australian internet user 17.6 hrs Have used a mobile to access the internet 36% Have made a purchase online96% 20 hrs Of video uploaded to YouTube every minute Nielsen Online Internet and Technology Report 2009-10 Friday, 19 November 2010
  • 27. !"#$%&'(%")!%"$&(*!&+$%,(-(.+$%,(/010( Friday, 19 November 2010
  • 28. Australian’s eCommerce spend Source: eMarketer Australian Online Report, April 2010 & Nielsen Internet Technology Report, 2009 – 2010 (April 2010) Friday, 19 November 2010
  • 29. Australian’s eCommerce spend Australian’s eCommerce spend in 2009 $18.5 billion Source: eMarketer Australian Online Report, April 2010 & Nielsen Internet Technology Report, 2009 – 2010 (April 2010) Friday, 19 November 2010
  • 30. What are females doing online? Friday, 19 November 2010
  • 31. What are females doing online? Longer tail terms More specific & more queries Convert from trusted brand terms 1/3 check facebook before bathroom 25mins on facebook a day Staying in touch with family & friends Enquiring about products Friday, 19 November 2010
  • 32. What are females doing online? Longer tail terms More specific & more queries Convert from trusted brand terms 1/3 check facebook before bathroom 25mins on facebook a day Staying in touch with family & friends Enquiring about products Digital advocacy & trusting opinions Friday, 19 November 2010
  • 33. What are males doing online? Friday, 19 November 2010
  • 34. What are males doing online? Generic terms Fewer searchers Land at review sites Streaming videos & downtime activity Sport is key early in the week & on weekends Friday, 19 November 2010
  • 35. What are males doing online? Influenced, but make their own decision Generic terms Fewer searchers Land at review sites Streaming videos & downtime activity Sport is key early in the week & on weekends Friday, 19 November 2010
  • 36. What’s happening by age group? Friday, 19 November 2010
  • 37. What’s happening by age group? 16yrs 50yrs+ FUNCTIONAL Travel Government Paying bills DOWNTIME Social networking Instant Messenger Downloading 98% 97% 91% 81% 76% 61% 98% 89% 83% 74% 51% 49% 99% 90% 62% 52% 43% 24% COMMUNICATIONCHANNELS Friday, 19 November 2010
  • 38. What’s happening by age group? 16yrs 50yrs+ FUNCTIONAL Travel Government Paying bills DOWNTIME Social networking Instant Messenger Downloading 98% 97% 91% 81% 76% 61% 98% 89% 83% 74% 51% 49% 99% 90% 62% 52% 43% 24% COMMUNICATIONCHANNELS All ages & genders are getting more & more comfortable communicating online. Friday, 19 November 2010
  • 39. Digital channels continue to grow Newspapers Broadcast TV Magazines Broadcast Radio Eight Track 1970 Friday, 19 November 2010
  • 40. Digital channels continue to grow Newspapers Broadcast TV Magazines Broadcast Radio Eight Track 1970 Newspapers Broadcast TV Magazines Broadcast Radio Cassette Tapes Walkman VCR Cable TV Personal Computer Console Video Games PC Video Games 1990 Newspapers Magazines Broadcast TV Email Radio CD Player Cable TV Personal Computer Satellite Television Internet Mobile Phone DVD Players Satellite Radio MP3 Players Tivo Slingbox iPod Blogs Online Video Mobile Internet Console Video Games PC Video Games MMORP Games Mobile Games Download Movies Podcasts Instant Messaging Social Networks SMS Mobile Video 2010 Friday, 19 November 2010
  • 41. Digital channels continue to grow Newspapers Broadcast TV Magazines Broadcast Radio Eight Track 1970 Newspapers Broadcast TV Magazines Broadcast Radio Cassette Tapes Walkman VCR Cable TV Personal Computer Console Video Games PC Video Games 1990 Newspapers Magazines Broadcast TV Email Radio CD Player Cable TV Personal Computer Satellite Television Internet Mobile Phone DVD Players Satellite Radio MP3 Players Tivo Slingbox iPod Blogs Online Video Mobile Internet Console Video Games PC Video Games MMORP Games Mobile Games Download Movies Podcasts Instant Messaging Social Networks SMS Mobile Video 2010 Friday, 19 November 2010
  • 42. Digital channels continue to grow Newspapers Broadcast TV Magazines Broadcast Radio Eight Track 1970 Newspapers Broadcast TV Magazines Broadcast Radio Cassette Tapes Walkman VCR Cable TV Personal Computer Console Video Games PC Video Games 1990 Newspapers Magazines Broadcast TV Email Radio CD Player Cable TV Personal Computer Satellite Television Internet Mobile Phone DVD Players Satellite Radio MP3 Players Tivo Slingbox iPod Blogs Online Video Mobile Internet Console Video Games PC Video Games MMORP Games Mobile Games Download Movies Podcasts Instant Messaging Social Networks SMS Mobile Video 2010 More channels, same marketing budgets Friday, 19 November 2010
  • 43. Newspapers decreasing, Digital increasing Friday, 19 November 2010
  • 44. Multi-tasking is becoming the norm • 74% of Australian Internet users say that for at least half the amount of time they are online at home, they also have the television on. Source: ninemsn Media Usage Study 2009 Friday, 19 November 2010
  • 45. Multi-tasking is becoming the norm • 74% of Australian Internet users say that for at least half the amount of time they are online at home, they also have the television on. Source: ninemsn Media Usage Study 2009 2% of people remember a URL on a TVC 67% of people are driven to search, due to ATL (TV & Press) Friday, 19 November 2010
  • 46. GIO: encouraging search on TVC Friday, 19 November 2010
  • 47. GIO: encouraging search on TVC GIO already incorporating ‘search box’ into TVC & press ads Friday, 19 November 2010
  • 48. Consumers are using search for deals Friday, 19 November 2010
  • 49. Consumers are using search for deals Friday, 19 November 2010
  • 50. Search results display content Friday, 19 November 2010
  • 51. Search results display content Friday, 19 November 2010
  • 52. What are we are doing on our mobile? Source: Nielsen Internet Technology Report, 2009 – 2010 (April 2010) Friday, 19 November 2010
  • 53. What are we are doing on our mobile? Source: Nielsen Internet Technology Report, 2009 – 2010 (April 2010) Friday, 19 November 2010
  • 54. Jargon time out Questions Thoughts Friday, 19 November 2010
  • 55. 3. Game Changers Three game changes: Google, Apple & Social 1. What is the Internet? 2. Australian’s Online Habits 3. Game Changers 4. Key Take Outs Friday, 19 November 2010
  • 56. 3. Game Changers Three game changes: Google, Apple & Social 1. What is the Internet? 2. Australian’s Online Habits 3. Game Changers 4. Key Take Outs Friday, 19 November 2010
  • 57. 3 Black Swans in the digital world Friday, 19 November 2010
  • 58. 3 Black Swans in the digital world Friday, 19 November 2010
  • 59. 1. GOOGLE DOMINATION Friday, 19 November 2010
  • 60. Google domination • Started in 2000 in a garage in Palo Alto CA • Mission to organise / classify the world’s information Friday, 19 November 2010
  • 61. Google domination • Started accepting advertising in 2002 • Used Yahoo!’s ad technology to monetize users • Single minded focus = consumer & user experience • 2009 Revenue of circa $27 billion • 2009 Net Income of circa $8 billion • In 8yrs = world’s largest media company Friday, 19 November 2010
  • 62. • In AU Google’s Search Revenue > $1billion • 20% growth year-on-year • Australia has highest market-share globally • Dominated by Financial Services, Travel, IT&T • Most competitive vertical - Credit Cards Google domination Friday, 19 November 2010
  • 63. Google domination Friday, 19 November 2010
  • 64. Google domination Friday, 19 November 2010
  • 65. Google domination Friday, 19 November 2010
  • 66. Google domination Friday, 19 November 2010
  • 67. Google domination Friday, 19 November 2010
  • 68. Google domination Friday, 19 November 2010
  • 69. Search in AU 91% 9% Google Yahoo 69% 19% 12% Google Yahoo Bing Friday, 19 November 2010
  • 70. 2. STEVE JOBS & APPLE Friday, 19 November 2010
  • 71. Apple rebirth • Founded Apple in late 1970’s • Sent into exile 1985 • Returned in 1996 • Reinstated as CEO 1997 • 1997 forward has had an un-compromised vision to dominate the industry • Has led thinking, product, innovation ever since Friday, 19 November 2010
  • 72. Apple rebirth • Steve Jobs (PERSONALLY) fundamental changed human behaviour: • Computing • Entertainment - Music, Video, TV • Mobility • Communications & Advertising • Speed of Knowledge Ubiquitous computing regardless of device or location Friday, 19 November 2010
  • 73. A rebel with a cause... “I want to put a ding in the universe....” “...Why join the navy if you can be a pirate?....” Friday, 19 November 2010
  • 74. Snubbed their nose at Industry “I want to put a ding in the universe....” Friday, 19 November 2010
  • 75. Snubbed their nose at Industry “I want to put a ding in the universe....” Friday, 19 November 2010
  • 76. Reinvented the Computer “I want to put a ding in the universe....” “...Why join the navy if you can be a pirate?....” Friday, 19 November 2010
  • 77. Reinvented the Computer “I want to put a ding in the universe....” “...Why join the navy if you can be a pirate?....” Friday, 19 November 2010
  • 78. Inspired a Generation(al change) “I want to put a ding in the universe....” “...Why join the navy if you can be a pirate?....” Friday, 19 November 2010
  • 79. Inspired a Generation(al change) “I want to put a ding in the universe....” “...Why join the navy if you can be a pirate?....” Friday, 19 November 2010
  • 80. Reinvented Communication “I want to put a ding in the universe....” “...Why join the navy if you can be a pirate?....” Friday, 19 November 2010
  • 81. Reinvented Communication “I want to put a ding in the universe....” “...Why join the navy if you can be a pirate?....” Friday, 19 November 2010
  • 82. Created a Market Place “I want to put a ding in the universe....” “...Why join the navy if you can be a pirate?....” Friday, 19 November 2010
  • 83. Created a Market Place “I want to put a ding in the universe....” “...Why join the navy if you can be a pirate?....” Friday, 19 November 2010
  • 84. RedLaser: Best price finder Friday, 19 November 2010
  • 85. RedLaser: Best price finder Friday, 19 November 2010
  • 86. RedLaser: Best price finder Changes the shopping experience! Friday, 19 November 2010
  • 87. USAA: iPhone cheque depost Friday, 19 November 2010
  • 88. USAA: iPhone cheque depost Friday, 19 November 2010
  • 89. USAA: iPhone cheque depost Technology advancing banking Friday, 19 November 2010
  • 90. SquareUp: eCommerce on the go Friday, 19 November 2010
  • 91. SquareUp: eCommerce on the go Friday, 19 November 2010
  • 92. SquareUp: eCommerce on the go People become the retailers Friday, 19 November 2010
  • 93. CommBank: Virtual Property Guide Friday, 19 November 2010
  • 94. CommBank: Virtual Property Guide Friday, 19 November 2010
  • 95. CommBank: Virtual Property Guide Private information is not so private! Friday, 19 November 2010
  • 96. INSPIRED OTHERS Friday, 19 November 2010
  • 97. Qantas: Check in on the go Friday, 19 November 2010
  • 98. Qantas: Check in on the go Friday, 19 November 2010
  • 99. Qantas: Check in on the go Increase convenience & customer experience Friday, 19 November 2010
  • 100. SOCIAL MEDIA IN AUSTRALIA Friday, 19 November 2010
  • 101. Social Media in Australia Social Media Brands Friends & Family Games Networks Music Sport Geography Mobile Communicate Politics Social Causes Friday, 19 November 2010
  • 102. Australian Social Media 0 7.5 15 22.5 30 21.2 16.92 10.386 Australian Population Internet Population Social Media Population 79.6% 61% nielsen - social media report.Wave 3:2009-2010 Friday, 19 November 2010
  • 103. • Australia’s active SM population 70% • Number 1 globally in SM time - 7:31hrs (vs 6:52 Dec ’09) • Number 1 in Facebook - 8:19 hrs (vs 3:05 Dec ’09) Australian Social Media 1 in 4.5 mins online Globally nielsen - social media report.Wave 3:2009-2010 Friday, 19 November 2010
  • 104. Australian Social Media nielsen - social media report.Wave 3:2009-2010 Friday, 19 November 2010
  • 105. Social Media & Mobile Percentage of AU Popn. - Access Social Media by Mobile Device 100% Year on Year Growth nielsen - social media report.Wave 3:2009-2010 Friday, 19 November 2010
  • 106. Social Media & Mobile 0% 7.5% 15% 22.5% 30% 6% 13% 26% 2007 2008 2009 Percentage of AU Popn. - Access Social Media by Mobile Device 100% Year on Year Growth nielsen - social media report.Wave 3:2009-2010 Friday, 19 November 2010
  • 107. Twitter Popn. Activity - last 12 months Top 10 Au Site - Ever by Traffic Most Engaging of all Social Media Platforms for Brands 16% are Mobile Users nielsen - social media report.Wave 3:2009-2010 Friday, 19 November 2010
  • 108. 53% 54.75% 56.5% 58.25% 60% 54% 59% 56% Followed a Brand Criticised a Brand Recommended a Brand Twitter Popn. Activity - last 12 months Top 10 Au Site - Ever by Traffic Most Engaging of all Social Media Platforms for Brands 16% are Mobile Users nielsen - social media report.Wave 3:2009-2010 Friday, 19 November 2010
  • 109. Social Media & Brands Followed a Brand via SM Published an opinion on a Brand Read an opinion about a Brand nielsen - social media report.Wave 3:2009-2010 Friday, 19 November 2010
  • 110. Social Media & Brands 0% 22.5% 45% 67.5% 90% 34% 45% 86% 2009 Followed a Brand via SM Published an opinion on a Brand Read an opinion about a Brand nielsen - social media report.Wave 3:2009-2010 Friday, 19 November 2010
  • 111. Social Media & Brands % Brand Categories Followed in Social Media nielsen - social media report.Wave 3:2009-2010 Friday, 19 November 2010
  • 112. Social Media & Brands 0% 5% 10% 15% 20% 18% 14% 11% 9% 0.01% Retail / Fashion FMCG Charities Political Parties Retail Banks % Brand Categories Followed in Social Media nielsen - social media report.Wave 3:2009-2010 Friday, 19 November 2010
  • 113. Social Media = a diet staple Friday, 19 November 2010
  • 114. Social Media = a diet staple Friday, 19 November 2010
  • 115. Social Buying Friday, 19 November 2010
  • 116. • Official Company sites are being increasingly shunned by consumers in favour of Social Media brand sites • Video on an official company site is an exception • 45% of consumers who viewed a video on company site bought product (vs 40% who read text only) Important FactsSearch - No. 1 Activity after SM Brand Interactions Friday, 19 November 2010
  • 117. • 25% of search engine results for the worlds top 20 brands are links from UGC or Social Media • 86% of AU Internet users turned to other consumer opinions about brands / products / services • 38% of AU Internet users interacted with a brand via Social Media • 34% of AU Internet users followed / joined a brand Important FactsSearch - No. 1 Activity after SM Brand Interactions nielsen - social media report.Wave 3:2009-2010 Friday, 19 November 2010
  • 118. Important Logos on your site ... Friday, 19 November 2010
  • 119. Important Logos on your site ... Friday, 19 November 2010
  • 120. 4. What are the key take outs? Summary 1. What is the Internet? 2. Australian’s Online Habits 3. Game Changers 4. Key Take Outs Friday, 19 November 2010
  • 121. 4. What are the key take outs? Summary 1. What is the Internet? 2. Australian’s Online Habits 3. Game Changers 4. Key Take Outs Friday, 19 November 2010
  • 122. What are the key take outs? 1. Digital is dominating consumers time, but not with 100% attention 2. Google is the remote control to the Internet – Content is more than just words 3. Consumers are different – Men search broad & make their own decision – Women are specific & trust the judgment of others – Younger downtime, older functional 4. Involving the consumers enhances their experience 5. Innovation can come from operational efficiencies, product or technology Friday, 19 November 2010
  • 123. What are the key take outs? 1. Digital is dominating consumers time, but not with 100% attention 2. Google is the remote control to the Internet – Content is more than just words 3. Consumers are different – Men search broad & make their own decision – Women are specific & trust the judgment of others – Younger downtime, older functional 4. Involving the consumers enhances their experience 5. Innovation can come from operational efficiencies, product or technology Constant change, change & change Friday, 19 November 2010
  • 124. What are the key take outs? Friday, 19 November 2010
  • 125. What are the key take outs? Digital allows you to dip your toe in the water & learn Friday, 19 November 2010
  • 126. Jargon time out Questions Thoughts Friday, 19 November 2010
  • 127. Thank you Want to talk more? Drop me a line: Dominique Hind http://dominiquehind.wordpress.com m: 0403 300 015 Friday, 19 November 2010
  • 128. Thank you Want to talk more? Drop me a line: Dominique Hind http://dominiquehind.wordpress.com m: 0403 300 015 Friday, 19 November 2010