The document provides an overview of digital trends from Q4 2012, including key facts and figures, major trends from 2012, and predictions for 2013. Some key points include: in 2012 mobile device use continued to grow significantly; major events like the Olympics and election drove heavy social media usage; crowdsourcing took off through sites like Kickstarter; and visual content like photos and videos will continue gaining prominence in 2013. Brands are also predicted to shift more to content marketing and mobile optimization as people rely more on smartphones.

1. DIGITAL TRENDS
Q4 2012

2. Agenda
• Facts & Figures
• 2012 Key Trends
• 2013 Predicted Trends
@stoneward

3. Facts & Figures
@stoneward

4. Facts & Figures: video
Video works. It just does. Use it.
Online video delivers 10 times
the response rate of static text and graphics.
People stay on websites 5.33 times longer with video.
Product videos make consumers 85% more likely to buy.
source @stoneward

5. Facts & Figures: video
Video works. It just does. Use it.
The human brain absorbs 50% more information through
moving pictures and sound than the next best medium.
People are 75% more likely to watch
video than read print.
YouTube is ranked as the #2 search engine in the world.
source @stoneward

6. Facts & Figures: photos
Instagram keeps beating its own records.
Hurricane Sandy = 10 photo uploads per second
The 2012 Election = over 1 million photos in one day
Thanksgiving = 200 photo uploads per second
source, source, source @stoneward

7. Facts & Figures: photos
Pinterest is a reality marketers must face.
The service engenders enormous loyalty and has
become a daily habit for more than half its users.
38% of U.S. social media users plan to
use Pinterest more often.
70% of the site’s users are women and 64% of the site’s
fans are under the age of 34. In fact, Pinterest is the
third-most widely-used social network for women
18-44 (behind Facebook and Twitter).
source @stoneward

8. Facts & Figures: photos
Pinterest is a reality marketers must face.
The most popular pins?
Food
Arts & Crafts
Fashion
Interior Design
Family-Related Content
Photography
27% of Pinterest users have purchased a product as a
result of seeing it on someone else’s pinboard.
source @stoneward

9. Facts & Figures: facebook
People still use Facebook, despite
increasing frustrations with it.
23% of Facebook’s users check their account at
least five times every single day.
32% of the heaviest adopters of social networks —
those ages 18 to 24 — connect with sites such as
Facebook and Twitter in the bathroom.
source, source @stoneward

10. Facts & Figures: facebook
Though brand engagement on
Facebook is continuing to decrease.
On average, just 6% of fans engage with a
brand's Facebook Page via likes,
comments, polls and other means
source @stoneward

11. Facts & Figures: facebook
Though brand engagement on
Facebook is continuing to decrease.
Many marketers simply don’t know how to create the
kinds of conversations that engage customers.
20 of 50 companies have a 4:1 company to customer
ratio of posts on their Facebook pages.
71% of the company posts were promotional, but only
5% of all posts actually sought to create real
conversation with their customers.
source @stoneward

12. Facts & Figures: google+
Google+ is not going away.
The Google +1 button is used 5 billion times per day.
48% of fortune global 100
companies are now on Google+.
Google+ pages appear in search results for 30% of
brand term searches for brands with G+ pages,
up from 5% in February 2012.
Only 8% of Americans 12+ have a Google+ profile page.
source @stoneward

13. Facts & Figures: google+
Google+ is not going away.
42% of worldwide Google+ users are single;
27% are married.
68% of Google+ users are male,
while 32% of Google+ users are female.
Google+ active users spend over
60 minutes a day across Google products.
Google+ users spend on average
source
12 minutes per day in the Google+. @stoneward

14. Facts & Figures: google+
Google+ is not going away.
Websites using the +1 button generate
3.5x the Google+ visits than sites without the button.
At least 60% of Google+ users log in daily.
At least 80% of Google+ users
engage on a weekly basis.
source @stoneward

15. Facts & Figures: social evolution
Social media is being integrated into all
that we do.
In Hungary, Nike created a Facebook app called “Cheer
Me On” enhance the experience of runners in the
Budapest Half Marathon. The integrated tool connected
runners and their friends by delivering digital “cheers”
and personalized motivational messages.
When runners ran past marked sensors, the RFID chips
on their shoes triggered the digital inspirational
messages on an LED wall so the runner could read
source
them as they went by. @stoneward

16. Facts & Figures: email
Ask people to do something and they
will typically do it:
87% of US online adults
receive opt-in email
sources: Blackbaud, Common Knowledge @stoneward

17. Facts & Figures: email
All ages of people will subscribe to
emails from companies:
• 18-29 years old: 15.6%
• 30-39 years old: 24.4%
• 40-49 years old: 28.2%
• 50-64 years old: 32.9%
• 65+ years old: 31.4%
US population that subscribes to brand emails: 26.1%
sources: Blackbaud, Common Knowledge @stoneward

18. Facts & Figures: email
All ages of people will subscribe to
emails from companies:
20% of opt-in emails are
opened on a mobile device.
Be sure your message is rendering across mobile devices.
sources: Blackbaud, Common Knowledge @stoneward

19. Facts & Figures: email
Putting it into perspective: using email to
build social followers will yield some results.
1000 emails
=
134 FB followers
=
26 Twitter followers
sources: Blackbaud, Common Knowledge @stoneward

20. Facts & Figures: mobile
We are addicted to our mobile phones.
90% of 18-29 year olds sleep with their smartphones
1 in 3 people would rather give up sex than their phone
95% of people use the phone for
something just before going to bed
Half of people check their phones
immediately if they wake up during the night
source @stoneward

21. Facts & Figures: mobile
Mobile technology is converging with more
traditional channels.
Fujitsu has new technology that will enable brands to embed
coupons or URLs into TV commercials, and distribute the
additional information from television
sets directly to viewers’ smart phones. Viewers could scan their
TVs and receive the coupons from 2-3 meters away.
As this technology doesn’t include on-screen prompts,
adaption rate would be directly linked to awareness of the
product, a potential challenge. The strength of the
technology is the potential seamless viewing
experience it could provide to consumers.
source @stoneward

22. Facts & Figures: text messaging
Ask people to do something and they
will typically do it:
23% of US online adults have opted in
to receive text messages
from companies or organizations
sources: Blackbaud, Common Knowledge @stoneward

23. Facts & Figures: text messaging
Who opts-in to text messages?
Males and females have the same rate of opting in to
SMS messages, but females report a significantly more
positive experience:
39.3% vs. 29.4%
Why? Perhaps content driven, women like coupons?
SMS is invasive, so must be carefully crafted.Very personal.
Consider that in messaging, frequency and timing of delivery.
sources: Blackbaud, Common Knowledge @stoneward

24. 2012 Key Trends
@stoneward

25. 2012 Key Trends
It was the year of mobile (again).
In 2012, U.S. consumers spent an average 82
minutes per day on their mobile device, which is
more than double from 2010.
By the end of the year, the number of mobile
devices will exceed the number of people on
Earth. (And by 2016, there will be over 10 billion
mobile devices in use.)
source, source @stoneward

26. 2012 Key Trends
Major events drove social media use into
the numbers that exceeded predictions.
Two major events that happen only once every four years
took center stage across social channels.
For the Olympics in London, NBC streamed the games
through their YouTube channel and Facebook created a page
to track the sports and athletes.
During the run up to the 2012 Presidential Election, Twitter
unveiled the Political Index, Facebook and CNN launched
Real-Time Election Insights, and YouTube streamed the RNC
and DNC through their US Election Hub.
source @stoneward

27. 2012 Key Trends
Social media just continued grow.
Time spent on social networks increased 37%.
Combining all devices, overall time spent on social
networks rose 37% —
the average woman spent 18 hours & 20 minutes/month,
while men spent about 13 hours.
Those ages 18-24 who spend more than 21 hours/month
on social networks, followed by the 25-34 age group at
more than 20 hours.
source @stoneward

28. 2012 Key Trends
source @stoneward

29. 2012 Key Trends
Crowdsourcing really took off.
Funding personal projects through the general
population using the Internet and social media
to gain momentum and spread the word rather
than through VC firms or large individual
investors showed the entrepreneurial spirit and
brought good ideas to life. See Kickstarter and
App.net as samples of success.
@stoneward

30. 2013 Predicted Trends
@stoneward

31. 2013 Predicted Trends
Americans (12 and up) will push 75%
Social Media usage within the next 5 years
@stoneward

32. 2013 Predicted Trends
Sites and sharing will fragment and become niche in
nature. Our parents, grandparents and too many
marketers are on the mass channels like Facebook and
Twitter. We will see migration to closer-knit groups
like Path, Instagram, Medium, Branch and whatever
else comes to the forefront this year.
source @stoneward

33. 2013 Predicted Trends
Because Facebook’s EdgeRank is edging out
branded pages from users’ news streams, brands
will begin migrating those fans to other channels,
possibly even custom, branded communities that
they can own and control.
source @stoneward

34. 2013 Predicted Trends
Content strategists will rule.
Brands will become publishers.
Content strategy will be seen as an integral part of the
marketing planning process as more marketing leaders
look at their content marketing resources and ask if
they are being deployed in the most effective way.
Content marketing supports SEO, pay-per-click, landing
pages and conversion rate optimization, social media
marketing and social media marketing.
source, source @stoneward

35. 2013 Predicted Trends
source @stoneward

36. 2013 Predicted Trends
From Pinterest and Instagram to
SlideShare and YouTube, visual appeal will rule
content creation and curation.
In an era of content overload, users will be
looking for a fresh face and innovative
presentation. Creative graphics, photos, and videos
will capture imagination, and tired infographics will
be replaced with something better.
source @stoneward

37. 2013 Predicted Trends
Responsive web design meets the challenge of not
knowing which screen the user prefers by
providing an optimal viewing experience:
easy reading and navigation with minimum resizing,
panning, or scrolling across a wide range of devices.
Content needs to be structured
in chunks that can be flowed into this architecture.
source @stoneward

38. 2013 Predicted Trends
As more people will be using smart phones as
their primary tool for Internet searches,
businesses and brands will need to make changes
to webpages and more to accommodate slower
connections and/or smaller screens.
source @stoneward

39. 2013 Predicted Trends
Mobile is going to continue to be increasingly important.
Smartphone influence on department store sales is due
to grow from 6.7% in 2012 to 24-27% in 2016.
Of people who research on their mobile device, 39% go
on to purchase on their desktop device and 24% go on
to purchase in store.
Around 30% of consumers use their mobile device in
store to inform purchases through in-store wifi or
scanning barcodes.
source @stoneward

40. 2013 Predicted Trends
Brands will optimize their mobile experiences for retail
buying. See Apple’s new Passbook app, the Square app
now has gift cards and brands are developing mobile
apps just for their stores:
Macy's has added a new feature to its iPhone app that
provides indoor turn-by-turn directions for its massive
flagship location in New York City's Herald Square.
source @stoneward

41. 2013 Predicted Trends
source @stoneward

42. 2013 Predicted Trends
Search will get even more personal, increasing the
relevancy of search results tailored just for you.
The advent of social recommendations in Google+ and
Google Authorship will favor brands with the biggest
engagement who do more than simply promote through
social media, but take customer engagement seriously.
source @stoneward

43. DISCUSSION/
QUESTIONS?
@stoneward

44. THANK YOU.
Emily Reeves, @reeves501
Director of Digital Strategy & Planning
Stone Ward, @stoneward
www.waitingfortheelevator.com