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Image powered social web

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This is a document put together by Paul Gilbert, Digital Director at OMD Sydney, it takes a look at the growing trend for visually driven social communication - know as the image powered social web- …

This is a document put together by Paul Gilbert, Digital Director at OMD Sydney, it takes a look at the growing trend for visually driven social communication - know as the image powered social web- brought about by mobile devices, and the effect this is having the publisher landscape and how brands communicate and reflect this trend.
As is fitting, it's very visually led but the story should be clear. It was put together for a Telcos client, hence the focus on tech brands in the case studies, and certain sections have been amended to avoid client confidentiality issues. Enjoy

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  • 1. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 IMAGE POWERED SOCIAL WEB August 2013
  • 2. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 Please note, some of this document has been amended and altered to protect client interests
  • 3. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 3
  • 4. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 Contents It‟s bigger than you think it is What has changed? How are brands reacting? What can we do? Summary and questions
  • 5. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 Understanding conversational currency We need to understand how people, brands and publishers are communicating in order to influence the conversation. We need to understand what has the currency to travel
  • 6. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 It‟s bigger than you think
  • 7. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 We used to enjoy the moment…
  • 8. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 Source: Internet Trends D11 conference, KPCB, May 2013 Now we capture it…
  • 9. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 It can be a mobilizer and call to action too
  • 10. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
  • 11. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
  • 12. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 500m a day
  • 13. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 How many active monthly users?
  • 14. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 100m with 40m photos uploaded every day Est. 1m Australian users
  • 15. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 How many posts are there per day?
  • 16. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 77m posts globally 1.7m Australian users
  • 17. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 How many photos per day?
  • 18. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 150m+ 27% of all photo uploads globally
  • 19. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 No sign that it‟s on the wane Source: Internet Trends D11 conference, KPCB, May 2013
  • 20. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 Trend becoming increasingly diverse Source: Internet Trends D11 conference, KPCB, May 2013
  • 21. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 Video still a key currency, it‟s now just getting shorter…
  • 22. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 Perhaps we shouldn‟t be surprised
  • 23. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 Perhaps we shouldn‟t be surprised
  • 24. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 Perhaps we shouldn‟t be surprised
  • 25. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 Power of images to document & record, to communicate more clearly than most of us can in words, to move us emotionally that makes imagery a cornerstone of how we „speak‟ as a species.
  • 26. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 The cause What has changed?
  • 27. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 Tech convergence has enabled proliferation
  • 28. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 We thrive on being connected, sharing passions & moments Data source: Yellow social media report, May 2013 Q. What devices do you use to access social media network sites? Facebook stats from Nielsen netview
  • 29. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 “EVERYDAY, MORE PHOTOS ARE TAKEN WITH THE IPHONE THAN WITH ANY OTHER CAMERA”
  • 30. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 Samsung launch compact „smart‟ cameras that allow you to share as their main USP
  • 31. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 The effect on the publisher landscape
  • 32. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 It‟s big business
  • 33. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 It‟s changing how sites look 2007 Facebook newsfeed
  • 34. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 It‟s changing how sites look 2007 Facebook newsfeed
  • 35. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 It‟s changing how sites look 2007 Facebook newsfeed 40% Of people‟s time on Facebook is spent on the newsfeed
  • 36. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 It‟s changing how sites look 2007 Facebook newsfeed 40% Of people‟s time on Facebook is spent on the newsfeed 65% Of Likes happen in the newsfeed 45% of comments happen in The newsfeed
  • 37. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 It‟s changing how sites look
  • 38. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 It‟s changing how sites look
  • 39. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 It‟s changing how we discover September last year, Pinterest was shown to be the 4th largest organic traffic driver in the world In Q1 2013 it sent more traffic to e- commerce sites than it did during the Christmas period of 2012
  • 40. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 „Native advertising‟ is the future Blurring lines between what is content and what is advertising… Content delivered in the context of the user experience defined by the site/device. Instead of display banners: photos on instagram, promoted posts on Facebook, tweets, videos on Vine
  • 41. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 How are brands reacting?
  • 42. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 Ad interaction and engagement is changing
  • 43. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 Amex- exclusivity has rewards 'Follow American Express for instant access to exclusive experiences, news and rewards through our lens.„ Why it's a great account: This financial company provides its 20,000 + followers with backstage access to AmEx-sponsored events, such as concerts, fashion shows, and the U.S. Open.
  • 44. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 GE- geek heaven GE This feed features the ground- breaking research and technology that GE has been developing since the days of Edison. Why it's a great account: you wouldn‟t expect a huge tech and energy conglomerate to post much interesting stuff. But its beautiful take on tech at work has gained it over 130,000 followers and a lot of industry praise
  • 45. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 Skype- capturing the emotion of connection Why it's a great account: Skype is a tech enabler but they are trying to give it a human face because they understand there is beauty in connecting people
  • 46. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 Intel- curation perfection
  • 47. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 What we can do What more can we do?
  • 48. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 It‟s what our customers do
  • 49. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 We are the enabler
  • 50. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 Section removed for obvious potential to compromise client strategies and interests
  • 51. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 Summary & questions
  • 52. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 How does this link to sales? Red bull space jump!!!!!!!!!!!
  • 53. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 How we discover: the new social search language
  • 54. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 Summary 1. There is a significant change in the way consumers behave brought about by one device, the smartphone 2. The digital landscape has changed as a result of this 3. We, like other brands, are adapting with it 4. It is now, and should be, a fundamental part of our ongoing social strategy 5. It‟s an exciting time, and as the enabler there are great opportunities for us to harness this change
  • 55. | p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 55