Future of Digital                              EngagementTuesday, 1 February 2011
Who am I?Tuesday, 1 February 2011
Before we start....Tuesday, 1 February 2011
Digital QuizTuesday, 1 February 2011
Digital Quiz       1. How many Australian’s access Facebook from their              mobile last month?Tuesday, 1 February ...
Digital Quiz       1. How many Australian’s access Facebook from their              mobile last month?                    ...
Digital Quiz       1. How many Australian’s access Facebook from their              mobile last month?                    ...
Digital Quiz       1. How many Australian’s access Facebook from their              mobile last month?                    ...
Digital Quiz       1. How many Australian’s access Facebook from their              mobile last month?                    ...
Digital Quiz       1. How many Australian’s access Facebook from their              mobile last month?                    ...
Digital Quiz       1. How many Australian’s access Facebook from their              mobile last month?                    ...
Digital Quiz       1. How many Australian’s access Facebook from their              mobile last month?                    ...
What this session is about?             1. What is the   2. Australian’s                                                3....
What this session is about?             1. What is the   2. Australian’s                                                3....
1. What is the Internet?                           1. What is the   2. Australian’s                                       ...
1. What is the Internet?                           1. What is the   2. Australian’s                                       ...
Look backwards to                                Look forwardTuesday, 1 February 2011
Quick history of the Internet                           “Oh My God What Happened and What Should I Do?- Innovative Thunder...
Quick history of the Internet    1969                     1971                1983                         1989           ...
Quick history of the Internet                           “Oh My God What Happened and What Should I Do?- Innovative Thunder...
Quick history of the Internet                           2000               2000                               2000    1998...
Quick history of the Internet                           “Oh My God What Happened and What Should I Do?- Innovative Thunder...
Quick history of the Internet                           2006                    2006                           2006    200...
Quick history of the Internet                           2006                    2006                           2006    200...
the creatorThe first Browser       1990                           The first website                                 1991Si...
the first banner ad           •  When:         October 1994           •  Where:        HotWired           •  Size:        ...
mobile stuff        computer stuff                online is                                      search stuff             ...
Online                                                  advertising    Email                                    Technology...
What does a search engine do?                  •  A user perspective                              Ask a question, get an a...
What is search?              Searcher strategy              combines natural & paid                                       ...
Tuesday, 1 February 2011
Tuesday, 1 February 2011
What is social marketing?                  CRM                           +   PR                                        +  ...
A social marketing consideration                           Where does social marketing fit in a                           ...
Tuesday, 1 February 2011
Print vs Web          •  Mainstream                            •  Online                        Images taken in before    ...
2. What are Australian’s doing online?                           1. What is the   2. Australian’s                         ...
2. What are Australian’s doing online?                           1. What is the   2. Australian’s                         ...
Australian’s online in 2009 & 2010                                                                            Of Australia...
!"#$%&(%")!%"$&(*!&+$%,(-(.+$%,(/010(Tuesday, 1 February 2011
Australian’s eCommerce spend                            Source: eMarketer Australian Online Report, April 2010 &          ...
Australian’s eCommerce spend                                    Australian’s                                    eCommerce ...
What are females doing online?Tuesday, 1 February 2011
What are females doing online?        1/3 check facebook before bathroom           Longer tail terms          Staying in t...
What are females doing online?        1/3 check facebook before bathroom             Longer tail terms          Staying in...
What are males doing online?Tuesday, 1 February 2011
What are males doing online?                 Streaming videos &          Generic terms        Sport is key early in the we...
What are males doing online?                 Streaming videos &             Generic terms        Sport is key early in the...
What’s happening by age group?Tuesday, 1 February 2011
What’s happening by age group?16yrs                                                                                       ...
What’s happening by age group?16yrs                                                                                       ...
kids are growing up online       • The top five online chores for 8-14 year olds:          • 38% share pictures & emails wi...
kids are growing up online       • The top five online chores for 8-14 year olds:          • 38% share pictures & emails wi...
Digital channels continue to grow               1970             Newspapers             Broadcast TV              Magazine...
Digital channels continue to grow               1970                  1990                                    2010        ...
Digital channels continue to grow               1970                  1990                                    2010        ...
Digital channels continue to grow               1970                  1990                                    2010        ...
Newspapers decreasing, Digital increasingTuesday, 1 February 2011
Multi-tasking is becoming the norm       • 74% of Australian Internet users say that for at least         half the amount ...
Multi-tasking is becoming the norm       • 74% of Australian Internet users say that for at least         half the amount ...
GIO: encouraging search on TVCTuesday, 1 February 2011
GIO: encouraging search on TVC                                                    r eady arch                             ...
Consumers are using search for dealsTuesday, 1 February 2011
Consumers are using search for dealsTuesday, 1 February 2011
Search results display contentTuesday, 1 February 2011
Search results display contentTuesday, 1 February 2011
What are we are doing on our mobile?                           Source: Nielsen Internet Technology Report, 2009 – 2010 (Ap...
What are we are doing on our mobile?                           Source: Nielsen Internet Technology Report, 2009 – 2010 (Ap...
Jargon time out                                    Questions                                    ThoughtsTuesday, 1 Februar...
3. Game Changers                                     Three game changes: Google, Apple & Social                           ...
3. Game Changers                                     Three game changes: Google, Apple & Social                           ...
The 2010 Online CelebritiesTuesday, 1 February 2011
3 Black Swans in the digital worldTuesday, 1 February 2011
3 Black Swans in the digital worldTuesday, 1 February 2011
1. GOOGLE DOMINATIONTuesday, 1 February 2011
Google domination            • Started in 2000 in a garage in Palo Alto CA            • Mission to organise / classify the...
Google domination            • Started accepting advertising in 2002            • Used Yahoo!’s ad technology to monetize ...
Google domination            • In AU Google’s Search Revenue > $1billion            • 20% growth year-on-year            •...
Google dominationTuesday, 1 February 2011
Google dominationTuesday, 1 February 2011
Google dominationTuesday, 1 February 2011
Google dominationTuesday, 1 February 2011
Google dominationTuesday, 1 February 2011
Google dominationTuesday, 1 February 2011
Search in AU                    Google         Yahoo   Google         Yahoo     Bing                      9%              ...
2. STEVE JOBS & APPLETuesday, 1 February 2011
Apple rebirth                    • Founded Apple in late 1970’s                    • Sent into exile 1985                 ...
Apple rebirth            • Steve Jobs (PERSONALLY) fundamental changed                    human behaviour:                ...
A rebel with a cause...                           “I want to put a                           ding in the                  ...
Snubbed their nose at Industry                            “I want to put a                            ding in the         ...
Snubbed their nose at Industry                            “I want to put a                            ding in the         ...
Reinvented the Computer                           “I want to put a                           ding in the                  ...
Reinvented the Computer                           “I want to put a                           ding in the                  ...
Inspired a Generation(al change)                           “I want to put a                           ding in the         ...
Inspired a Generation(al change)                           “I want to put a                           ding in the         ...
Reinvented Communication                            “I want to put a                            ding in the               ...
Reinvented Communication                            “I want to put a                            ding in the               ...
Created a Market Place                           “I want to put a                           ding in the                   ...
Created a Market Place                           “I want to put a                           ding in the                   ...
RedLaser: Best price finderTuesday, 1 February 2011
RedLaser: Best price finderTuesday, 1 February 2011
RedLaser: Best price finder                                         ges the                                  C han ping   ...
USAA: iPhone cheque depostTuesday, 1 February 2011
USAA: iPhone cheque depostTuesday, 1 February 2011
USAA: iPhone cheque depost                                           ogy                                        nol g     ...
SquareUp: eCommerce on the goTuesday, 1 February 2011
SquareUp: eCommerce on the goTuesday, 1 February 2011
SquareUp: eCommerce on the go                                                 the                                         ...
CommBank: Virtual Property GuideTuesday, 1 February 2011
CommBank: Virtual Property GuideTuesday, 1 February 2011
CommBank: Virtual Property Guide                                                vate not                                  ...
INSPIRED OTHERSTuesday, 1 February 2011
Qantas: Check in on the goTuesday, 1 February 2011
Qantas: Check in on the goTuesday, 1 February 2011
Qantas: Check in on the go                                         ase                                      cre ce &      ...
SOCIAL MEDIA IN AUSTRALIATuesday, 1 February 2011
Social Media in Australia                                         Games                  Brands                     Commun...
Australian Social Media                                           0              7.5                       15             ...
Australian Social Media            • Australia’s active SM population 70%            • Number 1 globally in SM time - 7:31...
Australian Social Media                              nielsen - social media report. Wave 3:2009-2010Tuesday, 1 February 2011
Social Media & Mobile                 Percentage of AU Popn. - Access                  Social Media by Mobile Device      ...
Social Media & Mobile                 Percentage of AU Popn. - Access                  Social Media by Mobile Device      ...
Twitter Popn. Activity - last 12 months                                                                                   ...
Twitter Popn. Activity - last 12 months                                     53%       54.75%                         56.5%...
Social Media & Brands                           Followed a Brand via SM                           Published an opinion on ...
Social Media & Brands                      0%   22.5%                45%                                    67.5%         ...
Social Media & Brands                           % Brand Categories Followed in Social Media                               ...
Social Media & Brands                              % Brand Categories Followed in Social Media                            ...
Social Media = a diet stapleTuesday, 1 February 2011
Social Media = a diet stapleTuesday, 1 February 2011
Social BuyingTuesday, 1 February 2011
N o. 1 M        h - ter S    arc y af Se it     iv rand ons    t B                                          Important Fact...
o. 1 M            -N rS     a rch afte   Se ity nd                                                          Important Fact...
Important Logos on your site ...Tuesday, 1 February 2011
Important Logos on your site ...Tuesday, 1 February 2011
Performance driven                                                         Search                               advertisin...
4. What are the key take outs?                                                                                 Summary    ...
4. What are the key take outs?                                                                                 Summary    ...
What are the key take outs?       1.     Digital is dominating consumers time, but not with 100% attention       2.     Go...
What are the key take outs?       1.     Digital is dominating consumers time, but not with 100% attention       2.     Go...
What are the key take outs?Tuesday, 1 February 2011
What are the key take outs?                                 igi tal                               D       ou to           ...
Jargon time out                                    Questions                                    ThoughtsTuesday, 1 Februar...
Question to you                           Where would you start with digital?Tuesday, 1 February 2011
Thank you                             Want to talk more? Drop me a line:                                           Dominiq...
Thank you                             Want to talk more? Drop me a line:                                           Dominiq...
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TCC Presentation - Digital 101 (Sydney, AU)

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Presentation given to The Communications Council Summer AdSchool grads on 31st January, 2011.

The presentation covers all things digital and how and what will be important for graduates going to an agency and exploring digital. It builds on my other previous presentation, but also explores more within the digital 101 side.

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Transcript of "TCC Presentation - Digital 101 (Sydney, AU)"

  1. 1. Future of Digital EngagementTuesday, 1 February 2011
  2. 2. Who am I?Tuesday, 1 February 2011
  3. 3. Before we start....Tuesday, 1 February 2011
  4. 4. Digital QuizTuesday, 1 February 2011
  5. 5. Digital Quiz 1. How many Australian’s access Facebook from their mobile last month?Tuesday, 1 February 2011
  6. 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)Tuesday, 1 February 2011
  7. 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)Tuesday, 1 February 2011
  8. 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?Tuesday, 1 February 2011
  9. 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)Tuesday, 1 February 2011
  10. 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)Tuesday, 1 February 2011
  11. 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?Tuesday, 1 February 2011
  12. 12. 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 searchesTuesday, 1 February 2011
  13. 13. What this session is about? 1. What is the 2. Australian’s 3. Game Changers 4. Key Take Outs Internet? Online Habits 5 mins 20 mins 35 mins 5 minsTuesday, 1 February 2011
  14. 14. What this session is about? 1. What is the 2. Australian’s 3. Game Changers 4. Key Take Outs Internet? Online Habits 5 mins 20 mins 35 mins 5 mins s ues tion Q med , w elco out ough o have thr als bu t we time at s ome end theTuesday, 1 February 2011
  15. 15. 1. What is the Internet? 1. What is the 2. Australian’s 3. Game Changers 4. Key Take Outs Internet? Online HabitsTuesday, 1 February 2011
  16. 16. 1. What is the Internet? 1. What is the 2. Australian’s 3. Game Changers 4. Key Take Outs Internet? Online HabitsTuesday, 1 February 2011
  17. 17. Look backwards to Look forwardTuesday, 1 February 2011
  18. 18. Quick history of the Internet “Oh My God What Happened and What Should I Do?- Innovative ThunderTuesday, 1 February 2011
  19. 19. Quick history of the Internet 1969 1971 1983 1989 1990 1990 Internet First First WWW DSL Internet was Born eMail Mobile Born Born on Phone 1993 China’s 1994/95 1994 1997/98 1998 Golden Yahoo! First 1995 CD’s Napster Shield Banner eBay Sold Sold “Oh My God What Happened and What Should I Do?- Innovative ThunderTuesday, 1 February 2011
  20. 20. Quick history of the Internet “Oh My God What Happened and What Should I Do?- Innovative ThunderTuesday, 1 February 2011
  21. 21. Quick history of the Internet 2000 2000 2000 1998 2001 2001 Google File .Com Google iTunes iPod Ads Sharing Bubble 2003 2003 2004 2004 2005 MySpace Skype UTMS Facebook Murdoch High buys Speed MySpace Mobile $580M Web “Oh My God What Happened and What Should I Do?- Innovative ThunderTuesday, 1 February 2011
  22. 22. Quick history of the Internet “Oh My God What Happened and What Should I Do?- Innovative ThunderTuesday, 1 February 2011
  23. 23. Quick history of the Internet 2006 2006 2006 2005 2006 2007 Google Online YouTube YouTube Tweeting Google buys Travel Opens up Books YouTube 2007 2008 iPhone & 1/8 2010 Married 2009 iTouch Couples Dell Sells met $6M via online in Twitter USA “Oh My God What Happened and What Should I Do?- Innovative ThunderTuesday, 1 February 2011
  24. 24. Quick history of the Internet 2006 2006 2006 2005 2006 2007 Google Online YouTube YouTube Tweeting Google buys Travel Opens up Books YouTube et is In tern ly ons tant nge - c cha erg oing nt to 2008 und mporta it! t’s i 2007 i p of 2010 on to iPhone & 1/8 iTouch Married 2009 stay Couples Dell Sells met $6M via online in Twitter USA “Oh My God What Happened and What Should I Do?- Innovative ThunderTuesday, 1 February 2011
  25. 25. the creatorThe first Browser 1990 The first website 1991Sir Tim Berners-LeeTuesday, 1 February 2011
  26. 26. the first banner ad •  When: October 1994 •  Where: HotWired •  Size: 468 x 60 pixels •  Client: AT&T •  Copy: Have you ever clicked your mouse right here? You will.Tuesday, 1 February 2011
  27. 27. mobile stuff computer stuff online is search stuff interactive digital itTuesday, 1 February 2011
  28. 28. Online advertising Email Technology: Marketing RSS Mobile Application marketing Development Social Websites Networks Online Content: Blogs audio, visual, video Online PR Viral Search Engine StrategyTuesday, 1 February 2011
  29. 29. What does a search engine do? •  A user perspective  Ask a question, get an answer •  A search engine perspective  Find all the answers  Give you the best ones…RANKED  Measure the human interaction with it’s logic If you are not the answer, someone else isTuesday, 1 February 2011
  30. 30. What is search? Searcher strategy combines natural & paid SEO SEM Products Brand Offers RetailersTuesday, 1 February 2011
  31. 31. Tuesday, 1 February 2011
  32. 32. Tuesday, 1 February 2011
  33. 33. What is social marketing? CRM + PR + Value = SocialTuesday, 1 February 2011
  34. 34. A social marketing consideration Where does social marketing fit in a marketing context? •  Consumers expect to see commercial messaging on portals & sites. •  BUT on social network sites, without relevance & context, it has the ability to possibly devalue & detract from a brands relevance, stature & esteem.Tuesday, 1 February 2011
  35. 35. Tuesday, 1 February 2011
  36. 36. Print vs Web •  Mainstream •  Online  Images taken in before  Words taken in before words images  Logo, bottom right  Logo, top left  Designed for freshness  Designed for familiarity  Interrupts their life  Visitor chooses to interrupt their life  Trying to make money  Trying to save money TURN EVERYTHING YOU KNOW ON IT S HEADTuesday, 1 February 2011
  37. 37. 2. What are Australian’s doing online? 1. What is the 2. Australian’s 3. Game Changers 4. Key Take Outs Internet? Online HabitsTuesday, 1 February 2011
  38. 38. 2. What are Australian’s doing online? 1. What is the 2. Australian’s 3. Game Changers 4. Key Take Outs Internet? Online HabitsTuesday, 1 February 2011
  39. 39. Australian’s online in 2009 & 2010 Of Australian Spent online every 84% Of Australians are online 98% internet users 17.6 week, by the average have home broadband hrs Australian internet user Have used a Of video uploaded to 36% mobile to access 96% Have made a purchase online 20 YouTube every the internet Nielsen Online Internet and Technology Report 2009-10 hrs minute 24Tuesday, 1 February 2011
  40. 40. !"#$%&(%")!%"$&(*!&+$%,(-(.+$%,(/010(Tuesday, 1 February 2011
  41. 41. Australian’s eCommerce spend Source: eMarketer Australian Online Report, April 2010 & Nielsen Internet Technology Report, 2009 – 2010 (April 2010)Tuesday, 1 February 2011
  42. 42. 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)Tuesday, 1 February 2011
  43. 43. What are females doing online?Tuesday, 1 February 2011
  44. 44. What are females doing online? 1/3 check facebook before bathroom Longer tail terms Staying in touch with family & friends 25mins on facebook a day More specific & more queries Enquiring about products Convert from trusted brand termsTuesday, 1 February 2011
  45. 45. What are females doing online? 1/3 check facebook before bathroom Longer tail terms Staying in touch with family & friends 25mins on facebook a day More specific & more queries Enquiring about products Convert from trusted brand terms Digital advocacy & trusting opinionsTuesday, 1 February 2011
  46. 46. What are males doing online?Tuesday, 1 February 2011
  47. 47. What are males doing online? Streaming videos & Generic terms Sport is key early in the week & downtime activity Fewer searchers on weekends Land at review sitesTuesday, 1 February 2011
  48. 48. What are males doing online? Streaming videos & Generic terms Sport is key early in the week & downtime activity Fewer searchers on weekends Land at review sites Influenced, but make their own decisionTuesday, 1 February 2011
  49. 49. What’s happening by age group?Tuesday, 1 February 2011
  50. 50. What’s happening by age group?16yrs 50yrs+ DOWNTIME FUNCTIONAL Social networking Travel Instant Messenger Government Downloading Paying bills 98% 98% 99% COMMUNICATION CHANNELS 97% 89% 90% 91% 83% 62% 81% 74% 52% 76% 51% 43% 61% 49% 24%Tuesday, 1 February 2011
  51. 51. What’s happening by age group?16yrs 50yrs+ es & ting ll ag get DOWNTIME FUNCTIONAL Social networking A Travel Instant Messenger are re Government Downloading ders & mo gen ore Paying bills m able g fort tin m co98% nica 98% u 99% mm line. COMMUNICATION CHANNELS co 89% n 97% o 90% 91% 83% 62% 81% 74% 52% 76% 51% 43% 61% 49% 24%Tuesday, 1 February 2011
  52. 52. kids are growing up online • The top five online chores for 8-14 year olds: • 38% share pictures & emails with relatives • 38% get movie listings • 36% invitations & party planning stuff • 36% plan vacations/travel • 35% get driving directions • 14% helped their parents prepare their income tax return 30Tuesday, 1 February 2011
  53. 53. kids are growing up online • The top five online chores for 8-14 year olds: • 38% share pictures & emails with relatives • 38% get movie listings • 36% invitations & party planning stuff • 36% plan vacations/travel • 35% get driving directions • 14% helped their parents prepare their income tax t for return rtan ving impo o R eally keting m all mar rward. fo 30Tuesday, 1 February 2011
  54. 54. Digital channels continue to grow 1970 Newspapers Broadcast TV Magazines Broadcast Radio Eight TrackTuesday, 1 February 2011
  55. 55. Digital channels continue to grow 1970 1990 2010 Newspapers Newspapers Newspapers Podcasts Broadcast TV Broadcast TV Magazines Download Movies Magazines Magazines Broadcast TV PC Video Games Broadcast Radio Broadcast Radio Cable TV Blogs Eight Track Cassette Tapes Radio Online Video Walkman CD Player Mobile Video VCR Personal Computer MMORP Games Cable TV Satellite Television Instant Messaging Personal Computer Internet Tivo Console Video Games DVD Players Slingbox PC Video Games Satellite Radio iPod MP3 Players Mobile Internet SMS Console Video Games Email Mobile Games Mobile Phone Social NetworksTuesday, 1 February 2011
  56. 56. Digital channels continue to grow 1970 1990 2010 Newspapers Newspapers Newspapers Podcasts Broadcast TV Broadcast TV Magazines Download Movies Magazines Magazines Broadcast TV PC Video Games Broadcast Radio Broadcast Radio Cable TV Blogs Eight Track Cassette Tapes Radio Online Video Walkman CD Player Mobile Video VCR Personal Computer MMORP Games Cable TV Satellite Television Instant Messaging Personal Computer Internet Tivo Console Video Games DVD Players Slingbox PC Video Games Satellite Radio iPod MP3 Players Mobile Internet SMS Console Video Games Email Mobile Games Mobile Phone Social NetworksTuesday, 1 February 2011
  57. 57. Digital channels continue to grow 1970 1990 2010 Newspapers Newspapers Newspapers Podcasts Broadcast TV Broadcast TV Magazines Download Movies Magazines Magazines Broadcast TV PC Video Games Broadcast Radio Broadcast Radio Cable TV Blogs Eight Track Cassette Tapes Radio Online Video Walkman M ore me CD Player Mobile Video VCR els , sa Personal Computer MMORP Games ch Cable TVann eting ark ts Satellite Television Instant Messaging m Personal Computer ge Internet Tivo bud Console Video Games DVD Players Slingbox PC Video Games Satellite Radio iPod MP3 Players Mobile Internet SMS Console Video Games Email Mobile Games Mobile Phone Social NetworksTuesday, 1 February 2011
  58. 58. Newspapers decreasing, Digital increasingTuesday, 1 February 2011
  59. 59. 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 2009Tuesday, 1 February 2011
  60. 60. 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. r e mbe e rem C p eopl a TV 2% of RL on to aU i ven r e dr L ple a to AT f peo , due 6 7% o arch ess) se & Pr (TV Source: ninemsn Media Usage Study 2009Tuesday, 1 February 2011
  61. 61. GIO: encouraging search on TVCTuesday, 1 February 2011
  62. 62. GIO: encouraging search on TVC r eady arch G IO al ng ‘se i p orat TVC & i ncor ’ into box ess ads prTuesday, 1 February 2011
  63. 63. Consumers are using search for dealsTuesday, 1 February 2011
  64. 64. Consumers are using search for dealsTuesday, 1 February 2011
  65. 65. Search results display contentTuesday, 1 February 2011
  66. 66. Search results display contentTuesday, 1 February 2011
  67. 67. What are we are doing on our mobile? Source: Nielsen Internet Technology Report, 2009 – 2010 (April 2010)Tuesday, 1 February 2011
  68. 68. What are we are doing on our mobile? Source: Nielsen Internet Technology Report, 2009 – 2010 (April 2010)Tuesday, 1 February 2011
  69. 69. Jargon time out Questions ThoughtsTuesday, 1 February 2011
  70. 70. 3. Game Changers Three game changes: Google, Apple & Social 1. What is the 2. Australian’s 3. Game Changers 4. Key Take Outs Internet? Online HabitsTuesday, 1 February 2011
  71. 71. 3. Game Changers Three game changes: Google, Apple & Social 1. What is the 2. Australian’s 3. Game Changers 4. Key Take Outs Internet? Online HabitsTuesday, 1 February 2011
  72. 72. The 2010 Online CelebritiesTuesday, 1 February 2011
  73. 73. 3 Black Swans in the digital worldTuesday, 1 February 2011
  74. 74. 3 Black Swans in the digital worldTuesday, 1 February 2011
  75. 75. 1. GOOGLE DOMINATIONTuesday, 1 February 2011
  76. 76. Google domination • Started in 2000 in a garage in Palo Alto CA • Mission to organise / classify the world’s informationTuesday, 1 February 2011
  77. 77. 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 companyTuesday, 1 February 2011
  78. 78. Google domination • 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 CardsTuesday, 1 February 2011
  79. 79. Google dominationTuesday, 1 February 2011
  80. 80. Google dominationTuesday, 1 February 2011
  81. 81. Google dominationTuesday, 1 February 2011
  82. 82. Google dominationTuesday, 1 February 2011
  83. 83. Google dominationTuesday, 1 February 2011
  84. 84. Google dominationTuesday, 1 February 2011
  85. 85. Search in AU Google Yahoo Google Yahoo Bing 9% 12% 19% 69% 91%Tuesday, 1 February 2011
  86. 86. 2. STEVE JOBS & APPLETuesday, 1 February 2011
  87. 87. 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 sinceTuesday, 1 February 2011
  88. 88. 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 locationTuesday, 1 February 2011
  89. 89. A rebel with a cause... “I want to put a ding in the universe....” “...Why join the navy if you can be a pirate?....”Tuesday, 1 February 2011
  90. 90. Snubbed their nose at Industry “I want to put a ding in the universe....”Tuesday, 1 February 2011
  91. 91. Snubbed their nose at Industry “I want to put a ding in the universe....”Tuesday, 1 February 2011
  92. 92. Reinvented the Computer “I want to put a ding in the universe....” “...Why join the navy if you can be a pirate?....”Tuesday, 1 February 2011
  93. 93. Reinvented the Computer “I want to put a ding in the universe....” “...Why join the navy if you can be a pirate?....”Tuesday, 1 February 2011
  94. 94. Inspired a Generation(al change) “I want to put a ding in the universe....” “...Why join the navy if you can be a pirate?....”Tuesday, 1 February 2011
  95. 95. Inspired a Generation(al change) “I want to put a ding in the universe....” “...Why join the navy if you can be a pirate?....”Tuesday, 1 February 2011
  96. 96. Reinvented Communication “I want to put a ding in the universe....” “...Why join the navy if you can be a pirate?....”Tuesday, 1 February 2011
  97. 97. Reinvented Communication “I want to put a ding in the universe....” “...Why join the navy if you can be a pirate?....”Tuesday, 1 February 2011
  98. 98. Created a Market Place “I want to put a ding in the universe....” “...Why join the navy if you can be a pirate?....”Tuesday, 1 February 2011
  99. 99. Created a Market Place “I want to put a ding in the universe....” “...Why join the navy if you can be a pirate?....”Tuesday, 1 February 2011
  100. 100. RedLaser: Best price finderTuesday, 1 February 2011
  101. 101. RedLaser: Best price finderTuesday, 1 February 2011
  102. 102. RedLaser: Best price finder ges the C han ping s hop nce! xpe rie eTuesday, 1 February 2011
  103. 103. USAA: iPhone cheque depostTuesday, 1 February 2011
  104. 104. USAA: iPhone cheque depostTuesday, 1 February 2011
  105. 105. USAA: iPhone cheque depost ogy nol g Tech cin ad van g ban kinTuesday, 1 February 2011
  106. 106. SquareUp: eCommerce on the goTuesday, 1 February 2011
  107. 107. SquareUp: eCommerce on the goTuesday, 1 February 2011
  108. 108. SquareUp: eCommerce on the go the ome bec s ple iler Peo retaTuesday, 1 February 2011
  109. 109. CommBank: Virtual Property GuideTuesday, 1 February 2011
  110. 110. CommBank: Virtual Property GuideTuesday, 1 February 2011
  111. 111. CommBank: Virtual Property Guide vate not Pri n is atio e! in form rivat so pTuesday, 1 February 2011
  112. 112. INSPIRED OTHERSTuesday, 1 February 2011
  113. 113. Qantas: Check in on the goTuesday, 1 February 2011
  114. 114. Qantas: Check in on the goTuesday, 1 February 2011
  115. 115. Qantas: Check in on the go ase cre ce & In nien r nve me co sto cu nce exp erieTuesday, 1 February 2011
  116. 116. SOCIAL MEDIA IN AUSTRALIATuesday, 1 February 2011
  117. 117. Social Media in Australia Games Brands Communicate Politics Social Friends Networks Media & Family Mobile Geography Music Sport Social CausesTuesday, 1 February 2011
  118. 118. Australian Social Media 0 7.5 15 22.5 30 21.2 Australian Population Internet Population 16.92 79.6% Social Media Population 10.386 61% nielsen - social media report. Wave 3:2009-2010Tuesday, 1 February 2011
  119. 119. Australian Social Media • 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) ins y 5 m ball 4. lo in G 1 ne o nli nielsen - social media report. Wave 3:2009-2010Tuesday, 1 February 2011
  120. 120. Australian Social Media nielsen - social media report. Wave 3:2009-2010Tuesday, 1 February 2011
  121. 121. Social Media & Mobile Percentage of AU Popn. - Access Social Media by Mobile Device 100% Year on Year Growth nielsen - social media report. Wave 3:2009-2010Tuesday, 1 February 2011
  122. 122. Social Media & Mobile Percentage of AU Popn. - Access Social Media by Mobile Device 0% 7.5% 15% 22.5% 30% 2007 6% 100% Year on 2008 13% Year 2009 Growth 26% nielsen - social media report. Wave 3:2009-2010Tuesday, 1 February 2011
  123. 123. Twitter Popn. Activity - last 12 months re % a ile 16 ob M ers Top 10 Au Site - Ever by Traffic Us Most Engaging of all Social Media Platforms for Brands nielsen - social media report. Wave 3:2009-2010Tuesday, 1 February 2011
  124. 124. Twitter Popn. Activity - last 12 months 53% 54.75% 56.5% 58.25% 60% Followed a Brand 54% Criticised a Brand 59% Recommended a Brand re 56% % a ile 16 ob M ers Top 10 Au Site - Ever by Traffic Us Most Engaging of all Social Media Platforms for Brands nielsen - social media report. Wave 3:2009-2010Tuesday, 1 February 2011
  125. 125. 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 3:2009-2010Tuesday, 1 February 2011
  126. 126. Social Media & Brands 0% 22.5% 45% 67.5% 90% 34% 2009 45% 86% Followed a Brand via SM Published an opinion on a Brand Read an opinion about a Brand nielsen - social media report. Wave 3:2009-2010Tuesday, 1 February 2011
  127. 127. Social Media & Brands % Brand Categories Followed in Social Media nielsen - social media report. Wave 3:2009-2010Tuesday, 1 February 2011
  128. 128. Social Media & Brands % Brand Categories Followed in Social Media 0% 5% 10% 15% 20% Retail / Fashion 18% FMCG 14% Charities 11% Political Parties 9% Retail Banks 0.01% nielsen - social media report. Wave 3:2009-2010Tuesday, 1 February 2011
  129. 129. Social Media = a diet stapleTuesday, 1 February 2011
  130. 130. Social Media = a diet stapleTuesday, 1 February 2011
  131. 131. Social BuyingTuesday, 1 February 2011
  132. 132. N o. 1 M h - ter S arc y af Se it iv rand ons t B Important Facts Ac act i In ter • 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)Tuesday, 1 February 2011
  133. 133. o. 1 M -N rS a rch afte Se ity nd Important Facts v s Acti Bra tion rac I nte • 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 nielsen - social media report. Wave 3:2009-2010Tuesday, 1 February 2011
  134. 134. Important Logos on your site ...Tuesday, 1 February 2011
  135. 135. Important Logos on your site ...Tuesday, 1 February 2011
  136. 136. Performance driven Search advertising where to in 2011? Communities want Conversations on consumers content….of value termsTuesday, 1 February 2011
  137. 137. 4. What are the key take outs? Summary 1. What is the 2. Australian’s 3. Game Changers 4. Key Take Outs Internet? Online HabitsTuesday, 1 February 2011
  138. 138. 4. What are the key take outs? Summary 1. What is the 2. Australian’s 3. Game Changers 4. Key Take Outs Internet? Online HabitsTuesday, 1 February 2011
  139. 139. 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 technologyTuesday, 1 February 2011
  140. 140. 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 – nt sta nge Women are specific & trust the judgment of others C on – Younger downtime, older functional c ha ,their experience an 4. Involving the consumers enhancesge ge hoperational efficiencies, product or c 5. Innovation can come from ch an technology &Tuesday, 1 February 2011
  141. 141. What are the key take outs?Tuesday, 1 February 2011
  142. 142. What are the key take outs? igi tal D ou to s y e in low r to al ou r & p y ate di th ew n le arTuesday, 1 February 2011
  143. 143. Jargon time out Questions ThoughtsTuesday, 1 February 2011
  144. 144. Question to you Where would you start with digital?Tuesday, 1 February 2011
  145. 145. Thank you Want to talk more? Drop me a line: Dominique Hind http://dominiquehind.wordpress.com m: 0403 300 015Tuesday, 1 February 2011
  146. 146. Thank you Want to talk more? Drop me a line: Dominique Hind http://dominiquehind.wordpress.com m: 0403 300 015Tuesday, 1 February 2011
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