2013 Digital Trends
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Six ‘Big themes’ including discovery, connectivity, big data and the ever changing screen.
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2013 Digital Trends
- 1. Digital & Social Media Trends January 2013
- 2. There are 6 key digital themes MOBILITY SOCIABILITY DISCOVERY CONNECTIVITY BIG DATA SCREENS
- 3. We live in a cross-platform world
- 4. Most internet traffic is now non-PC • In 2013, sales of smart mobile devices will be 3x PCs and laptops • 80% of twitter usage is on mobile and 50% of all mobile data traffic in the UK is for Facebook • 2013 will see Google mobiles searches surpass PC • YouTube is the second biggest search engine and has grown exponentially. 2.4 billion mobile video users are predicted by 2016
- 5. Two horse race – global ubiquity Mobil platform market share
- 6. Mobility: implications Edit with mobile All content optimised for 1 consumption in mind. mobile Content must be snackable Rich content for high Social & search, video, 2 speed devices & tablets editorial
- 7. There are 6 digital themes MOBILITY MOBILITY SOCIABILITY DISCOVERY DISCOVERY CONNECTIVITY BIG DATA SCREENS SCREENS
- 8. 23% of digital time is now social • Facebook dominates with 50% of all social networking visits and average visit time of 22 minutes. One billion posts per day are made on Facebook • Twitter now 500 million users worldwide. Twitter grew 55% in 2012 and accounted for 15% of all social content sharing • LinkedIn has more than 150 million users • Pinterest now at 15.5 million users • Google+ claims 500 million registered users of whom 235 million are active on a monthly basis • Instagram continues to grow more than 5 million photos uploaded every day
- 9. Internet, social media and mobile penetration around the world 47.7% 37.5% 155.1% 78.6% 65% 106% 69% 54.4% 130% 40.1% 19.9% 68% 38% 18% 103% 42.9% 29.4% 66.2% *data from Internet World Stats
- 10. The role of social media • Promote and „broadcast‟ messages Amplify • Allows for social sharing • Improved search visibility • Deeper conversations Engage • Opportunities for rebuttal • Shows openness & transparency • Track issues Monitor • Identify influencers • Spot opportunities
- 11. Implications for governments • Digital and social are the touch points between citizen and government: 75% of world leaders on Twitter • Public diplomacy is now digital by default, as is true of more and more govt communications • Networks are new players in diplomatic events, disrupting the traditional exercise of power • Foreign ministries need to be alongside those networks to listen, to engage and to understand • Has implications for internal organisation: need to be able to deal with the necessary speed of response
- 12. Sociability: implications Enable key target influencers to Create an eclectic range of content for 1 congregate around the content they communities identify with Leverage platforms where influential Make long-term investment in social 2 targets can share and self-publish capabilities to lock-in operational excellence Create bespoke digital influencer Identify who spends time where and 3 programs follow them
- 13. There are 6 digital themes MOBILITY SOCIABILITY DISCOVERY CONNECTIVITY BIG DATA SCREENS
- 14. Consumers are moving from just searching for content to expecting content to find them • 500 years of YouTube video are watched every day on Facebook • Over 700 YouTube videos are shared on Twitter each minute • But 81% of all web journeys still start on a search page
- 15. Google is your new front page • Do you have enough 'owned' assets, such as microsites and blogs? • Is content being targeted at third- party sites that rank high on Google? • Are press releases and op-eds optimised against search terms? • Is content being adapted for social media? Not all channels are the same - Twitter is best for conversations, while Facebook suits rich media such as photos or video. • Consider PPC and Facebook ads
- 16. Discovery: implications Optimise all content for Integrate content and editorial 1 search engines & strategies to drive the social platforms discovery of content Move from campaign All broadcast/editorial can be planning and creation 2 „double clicked‟ - create to always on findable backstories. influencing
- 17. There are 6 digital themes MOBILITY SOCIABILITY DISCOVERY CONNECTIVITY ADDRESSIBILITY SCREENS
- 18. High speed internet is no longer just tethered to the PC
- 19. 0% 1% 3% 4% 5% 6% 8% 9% 2% 7% 11% 10% 00:00 01:00 02:00 03:00 04:00 05:00 06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 The Guardian is untethered… 17:00 18:00 19:00 20:00 21:00 22:00 23:00 ipad Print Online iphone Facebook m.guardian
- 20. Move from.....
- 21. To.....
- 22. Connectivity: implications Both occasional „big‟ content Devise content engagement 1 experiences and a world of strategies not singular little & lots – test everything campaigns Live engagements through From static to dynamic twitter and facebook, editorial 2 communications innovation through video and multiplatform content „Plugged-in‟ community is How do you create advocacy 3 smaller, but more committed. not just engagement?
- 23. There are 6 digital themes MOBILITY SOCIABILITY DISCOVERY CONNECTIVITY BIG DATA SCREENS
- 24. Role of ‘Big Data’ in campaigning • Data has allowed the hyper-targeting of individuals at a behavioural, passion or special interest points • What social media was to 2008, data- driven campaigning was in the 2012 US Presidential behaviour • Big Data now allows us to understand user intent, and not just customer behaviour
- 25. Impact on media • Hyper-personalised media tailored to the individual consumer. • BBC experimenting video or audio content that‟s customized based on real-time data about the people experiencing it (for example, their location, local weather and news events, etc.). • Addressable advertising now on TV as well as social media • e-book publisher Coliloquy produces novels that morph their story based on reader preferences
- 26. Role of analytics • Tools like Facebook Insights help you quickly understand the size and engagement of your audience • Posting regularly with engaging content gets more people to talk about you with their networks • Volumes can be segmented by territory down to city, time period and you can over lay the news stories that break chronologically • Allows marketeers and campaigners to make informed decision about the activity they undertake. You can test concepts before rolling them out to wider audiences
- 27. ‘Big Data’: implications Use the data available to 1 Move from only mass you to plan and execute communications to 1-2-1 messaging on a micro engagement at scale level Build a data set through which Partners, twitter, Google 2 we understand key analytics stakeholders
- 28. There are 6 digital themes MOBILITY MOBILITY SOCIABILITY SOCIABILITY DISCOVERY DISCOVERY CONNECTIVITY CONNECTIVITY ADDRESSIBILITY ADDRESSIBILITY SCREENS SCREENS
- 29. 90% of all UK media consumption is screen based
- 30. Media consumption no longer tethered • UK - 67% of UK Adults watch TV on non linear platforms (Smartphones, tablets, Xbox, and Catch Up) • Facebook and Twitter use differs according to screen • Context is the key to unlocking the role of each screen • Simultaneous or Sequential screens • The walls between the use of big screens and small screens have collapsed making responses to events and news realtime
- 31. Screens: implications Better align content Platform neutral content with stakeholder 1 strategy consumption habits and sharing behaviours Design content with 2 Become screen aware different screens in mind, mobility, pc, tv
- 32. Summary SOCIABILITY SOCIABILITY DISCOVERY DISCOVERY MOBILITY MOBILITY “A PORTFOLIO OF “FROM SEARCHING “FROM SEARCHING “A PORTFOLIO OF “ALWAYS ON AND FOR CONTENT TOTO FOR CONTENT IT ESTABLISHED: “ALWAYS ON AND CONNECTED” NEWTORKS TO BUILD NEWTORKS TO REPUTAION AND FINDING ME FROM IT FINDING ME CONNECTED” BUILD REPUTAION INFLUENCE” TRIUSTED SOURCES” FROM TRIUSTED AND INFLUENCE” SOURCES” SCREENS SCREENS ADDRESSIBILI “IMULTIPLE SCREENS “IMULTIPLE CONNECTIVITY BIG DATA SCREENSTHE MAKES MAKES “CONTENT ON TY “EXPECTATION OF PROXIMITY TO THE PROXIMITY TO EMERGENT: MULTIPLE PLATFORMS “EXPECTATION OF CONTENT ONLY CONVERSTION AND CONVERSTION RELEVENT TO ME” CONTENT ONLY INFLUENCE EVER AND DEVICES” AND INFLUENCE CLOSER AND RELEVENT TO ME” REALTIME” EVER CLOSER AND REALTIME
Editor's Notes
- Framework we’d like to talk you through today is the following 6 digital trends – mega trends if you likeThey are mobility, sociability, discovery, connectivity, big data and screens
- in countries where internet penetration is lower, then mobile is where the growth is2011 – more smart mobile devices sold than PCs and laptops 80% twitter usage is on mobile and 50% of all mobile data traffic in UK is for FacebookSmartphones in use in the world reached over 1,000 million, according to third quarter figures released by research firm Strategy Analytics Inc. The number of smartphones in use increased by around 330 million from the third quarter of 2011 and by 79 million from the second quarter of this year.It took 16 years to gain the first billion smartphone users, however it is expected that only three years will be needed for that number to double to 2 billion. More smartphone penetration is expected in the future, specially in emerging markets such as China, India and Africa.
- Audiences now have an always-on stream of content & connectivity in their mobile device
- The question now for Corporates and Govts, all organisations is not whether to be on social media but how to do social mediaInformation Minister of a Central Asian Govt told me he prefers TV to social as people cant answer backThe truth is they are answering back in increasing numbers – the difference is if you aren’t absent then you cant participate in the conversation and you become dislocated from your markets
- You’ve seen the stats - social is ubiquitous and mianstreamSocial networking sites now reach 82 percent of the worlds online population, representing 1.2 billion users around the world.Facebook dominates with half of all social network visits – most used platform for charities and cosnumer brandsTwitter – 500m users – channel of choice for corporates and elitesLinked In strong, Pinterest and Instagram growing as is Google +Research Ive seen suggest people are not waiting for the next social network to come alongHappy with digital life as it is
- WorldwidephenomonenMap shows internet, social and mobile penetration in the various continentsInternet World Stas website doesnt include Africa but some work we did last yr shows Twitter and Facebook growing v strongly – largely due to rapd growth in smartphonepentration (leapfrogging PC)Saud Arabia fastest growing Twitter market in world
- Despite that many big corporates and govts struggle to get heads round social and how mest to use itOne framework we often use is a variant of this – an elevator pitch for socialRole is 3 foldAmplification: To deliver messages, ensure social sharing and therefore better visibility in searchEngagement: By disseminating information across multiple social channels, there’s greater capacity for engagement. You can have deeper conversations with your stakeholders, rebut and clarify media statements and demonstrate openness and transparency.Monitoring: Monitoring social channels will enable you to track issues as they happen and identify opportunities for further amplification or more in depth engagement.
- One lessons is we need to be creating content in first place – more than just press releases, PDF reports – obviously, it would be nice to get an oped in the FT or film on the BBC, however, most organisations are sitting on banks of stories and data, find a way of turning it into content and connecting it to the right audiencesGoogle and social media are hungry for content
- Optimise all content for search engines and social platformsMove from being a marketer/publisher to being a storytellerIncreasingly recommendations from influencers from social graphSocial is Directly Tied to Search Results90m+ Google Users See Personalized SERPsSocial Activity Leads to Search Rankings
- A revolution in big data is taking placeData is now allowing much greater targetting of indviduals and influencersWe need to do more work – worked on a campagnwhwre we brought together data from social medis with published data and could see key influencers in their local areaData was the story of the 2012 US election – allowed candidates to target specific interest groups and to predict voting intentions
- Addressible advertising on direct tv in US and Virgin MediaBBC R&D
- Huge amount of analytics avaiable on facebook and GoogleYou can test concepts before rolling them out to wider audiences so called split testing
- Plan for the community, delivered to the individualTailor a brand message and content to individual concernsAddress granular audiences, micro target around a themeShift from a campaign focus to customer experience focusFrom ‘episodic’ marketing to ‘always on’Users expect content to be relevant and personal to themAddressable TV and social media is reshaping marketing spend
- in countries where internet penetration is lower, then mobile is where the growth is2011 – more smart mobile devices sold than PCs and laptops 80% twitter usage is on mobile and 50% of all mobile data traffic in UK is for FacebookSmartphones in use in the world reached over 1,000 million, according to third quarter figures released by research firm Strategy Analytics Inc. The number of smartphones in use increased by around 330 million from the third quarter of 2011 and by 79 million from the second quarter of this year.It took 16 years to gain the first billion smartphone users, however it is expected that only three years will be needed for that number to double to 2 billion. More smartphone penetration is expected in the future, specially in emerging markets such as China, India and Africa.