Jennifer Wilson - The Project Factory


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  • More than seven out of ten women (73%) have ditched traditional, paper address books for their cell phones to keep track of contacts Nearly three-quarters of females surveyed look at their cell phone rather than their watch, to get the time (74%) More than one out of three single mobile females have had a friend call them to interrupt a date (34%) Single mobile females are not only using their cell phones to make calls, but they are using them to avoid calls, too 40 percent of respondents have faked technical difficulties to avoid someone they were not interested in dating Nearly four out of ten (39%) single women have suffered from "text shame:" sending a text message and then waking up the next morning realizing that they said something they shouldn't have Nearly half of the survey respondents prefer to flirt with someone they are interested in via text message when they are away from them (48%). 78 percent of females surveyed prefer to give their cell phone number to someone they are attracted to
  • Jennifer Wilson - The Project Factory

    1. 2. Over time Over a single day Source: Nielsen Internet and Technology Report
    2. 3. Base: Australians Online
    3. 4. Multitasking
    4. 5. <ul><li>Neilsen-Online report stated: </li></ul><ul><li>84% use some form of Web 2.0 to share content </li></ul><ul><li>83% consume Consumer Generated Media </li></ul><ul><li>77% comment on or create CGM (comfortable) </li></ul><ul><li>78% download audio or video content </li></ul><ul><li>69% upload video or audio content </li></ul><ul><li>Peer recommendation is the single largest influence on their take up (and where they go) </li></ul><ul><li>40% need more time to participate more </li></ul><ul><li>Needing faster internet was a low barrier (15%) </li></ul>26 th Feb 2008 CONSUMER GENERATED MEDIA: EVOLUTION OR REVOLUTION?
    5. 10. <ul><li>If there are 30k shows and over 500 channels on Joost… </li></ul><ul><li>And if ten hours of video loads every minute on youTube … </li></ul><ul><li>How do we decide what to watch, read, engage? </li></ul><ul><ul><li>We rely on recommendations and referrals to tell us what we should be engaged with </li></ul></ul><ul><ul><li>Our community is the source of recommendations </li></ul></ul><ul><ul><li>Social networks have key functions: communication, finding, sharing, tagging, recommending, playing </li></ul></ul>
    6. 11. Effect of Marketing Communications to purchase decisions: 29% Effect of word-of-mouth (recommendation) to purchase decisions: 71% Source: Xtract Ltd. Brand person person person person person person person Brand person
    7. 12. <ul><li>The (mostly) Read-Only Web </li></ul><ul><li>Companies </li></ul><ul><li>Owning content/home pages </li></ul><ul><li>HTML, Portals </li></ul><ul><li>Web Forms </li></ul><ul><li>Dictionaries (taxonomy) </li></ul><ul><li>Netscape </li></ul><ul><li>Page Views </li></ul><ul><li>Advertising </li></ul><ul><li>The Read/Write Web </li></ul><ul><li>Communities </li></ul><ul><li>User Generated Content </li></ul><ul><li>XML, RSS </li></ul><ul><li>Web applications </li></ul><ul><li>Tagging (“folksonomy”) </li></ul><ul><li>Google </li></ul><ul><li>Cost per click </li></ul><ul><li>Word of mouth </li></ul>Based upon work by Marta Strickland. Organic
    8. 13. <ul><li>Long Tail </li></ul><ul><ul><li>The recognition of the importance (and value) or niche </li></ul></ul><ul><li>Collaboration </li></ul><ul><ul><li>We could work with others, even those we don’t know </li></ul></ul><ul><li>User Generated Content </li></ul><ul><ul><li>We are all creative, all have a voice, can be heard </li></ul></ul><ul><li>Social Media </li></ul><ul><ul><li>Let me tell you what I like. What do you like? </li></ul></ul><ul><li>Social Networking </li></ul><ul><ul><li>Find friends, share and discover. New communication (and a new way of changing the commercial world) </li></ul></ul><ul><li>Engagement </li></ul><ul><ul><li>Lean Forward as opposed to sit back. Non-linear consumption </li></ul></ul>
    9. 17. <ul><li>Games </li></ul><ul><li>Mobile </li></ul><ul><ul><li>As eBooks readers </li></ul></ul><ul><li>Graphic novels (mobile?) </li></ul><ul><li>Mash-up tools </li></ul><ul><li>Participatory drama </li></ul><ul><li>Video </li></ul><ul><ul><li>sometimes in game worlds </li></ul></ul><ul><ul><ul><li>with you as the character </li></ul></ul></ul><ul><li>Virtual worlds </li></ul><ul><li>Interactive stories </li></ul>
    10. 18. <ul><li>Find your audience </li></ul><ul><ul><li>Generate it yourself if you have to </li></ul></ul><ul><ul><li>Learn how to use social media to the max </li></ul></ul><ul><ul><li>Take the shortcuts </li></ul></ul><ul><li>Determine your distribution </li></ul><ul><ul><li>Is it on your own site? Can you afford this? </li></ul></ul><ul><ul><li>Can you make money from using another site? Which one? </li></ul></ul><ul><li>Determine your commercial model </li></ul><ul><ul><li>Advertising only looks easy. Hard and worst payer </li></ul></ul><ul><ul><li>Subscription, upgrade, transaction – all easier </li></ul></ul>
    11. 19. <ul><li>Digital can be a great way of generating audience through promotional strategies </li></ul><ul><li>It can also be in intrinsic part of the story </li></ul><ul><li>It can also be another story in its own right </li></ul><ul><ul><li>Adding value to the linear story on another screen </li></ul></ul><ul><ul><li>Back story, prequel, deeper investigation, alternate </li></ul></ul><ul><li>Game can play a part here </li></ul><ul><li>If you want to tell really rich stories </li></ul><ul><ul><li>Tell them across multiple platforms </li></ul></ul><ul><ul><li>Same, linked or even different stories </li></ul></ul>
    12. 20. Eric Schmidt CEO Google 13 August 2008
    13. 21. <ul><li>13% regard it as their best friend (2/3rd would be emotionally affected if we lost it) </li></ul><ul><li>14% of us answer it during sex* </li></ul><ul><li>Almost 90% would take it to the toilet with them (and too many are willing to answer it there!) </li></ul><ul><li>28% of us send sexually explicit SMS messages </li></ul><ul><li>23% have dumped a partner via SMS </li></ul><ul><li>Mobile is our most important connection: 70% would refuse to lend a phone to a friend for a day </li></ul><ul><li>20%+ of the youth market disposable income is spend on mobile and related services </li></ul>* Unless you’re in the USA, where it is closer to 35%
    14. 22. <ul><li>22m mobile phones </li></ul><ul><li>9m 3G handsets </li></ul><ul><li>35% rich media devices </li></ul><ul><li>Est. 3% iPhone </li></ul>
    15. 25. <ul><li>Marshall McLuhan </li></ul>
    16. 26. [email_address] +61 414 59 58 57 @JenWilsonSydney