INTO THE LIFESTREAM
Andy Lark, VP Global Marketing & Online

Twitter / Facebook / Google: kiwilark
andy@andylark.com
theda...
TRADITIONAL MARKETING
  BUSINESS IS DEAD

   Contraction &         Collaborative       Consolidation            Cloud
  Co...
>4 NEW          2 NEW         1.4 MILLION
4 BABIES
             BROADBAND       BLOGS         SPAM
ARE BORN
             S...
The landscape has changed…
7
8
The medium has changed…
TIME SPENT ON SOCIAL
NETWORKS IS GROWING AT
3X THE OVERALL INTERNET
RATE, ACCOUNTING FOR
~10% OF ALL INTERNET
TIME.
Nielse...
(BETWEEN INDONESIA & THE USA)

         >300m Users
Authority has changed…
14
Are You Feeling Lucky…




                         15
16
And we’ve changed to…
78% of 18-34YOs have watched
TV on the Web…
13 hours of video are uploaded to
YouTube every minute

100,000,000 videos viewed per day
Growing at a rate of
1382% per year
(Source: Twitter Search, Forrester Research)
1 out of
every 8
couples
married in
the U.S. last
year met
online.
The End Is Really Near…




   THE TRADITIONAL MARKETING MODEL IS BEING
CHALLENGED... CMOs FORESEE A DAY WHEN IT WILL NO
 ...
Some things haven’t changed…




       but the clock is ticking…




                                   23
24
Into the
 Lifestream

              25
INTO THE LIFE STREAM

   BRAND WARS     ATTENTION WARS

     JOURNALIST   CROWD

        AGENCY    CONTENT

        OPAQUE...
THE LIFE STREAM IS EVERYWHERE




                                27
THE HYPER CONNECTED
LIFESTREAM




                      28
29
CONNECTIONS IN THE CLOUD




                           30
RESISTANCE IS FUTILE




                       31
Revolution in
    Progress

                32
CONTENT IS THE BUSINESS

     Wine Library
    Son of Russian
Immigrants starts
  reading blogs and
 forums to find out
  ...
34
35
36
37
MOST FOLLOWERS OF ANY
COMPANY ON TWITTER




                        38
OVER 11,000 IDEAS & 280+
IMPLEMENTED




                           39
your fans are
           often
   the unofficial
leaders of their
    communities
 treat them like family
ACCEPTED SOLUTIONS EMPOWERS OUR
CUSTOMERS TO SHARE THEIR KNOWLEDGE
TO BENEFIT THE WORLD



                               ...
www.regeneration.org
                       42
43
44
INFLUENCE IS
MOVING TO THE
EDGE
                45
It’s not how many awards you get…

   It’s how many
   recommenders you
   have!


                                    46
47
THEIR INFLUENCER




                          66            MILLION
                          US ADULTS REGULARLY GIVE
  ...
AT THE TIPPING POINT

    14% of people trust ads


       78% of people trust
       recommendations
    (Source: Neilsen...
SOME PASSING THOUGHTS

   Understand your communities
   Discover your fans – build new communities
   Get passionate a...
51
Twitter / Facebook / Goo
andy@andylark.com
andy_lark@dell.com
thedailylark.com
andylark.blogs.com

                    52
No matter how blatant or
irrelevant your message was,
    people used to listen…
Andy Lark "Into the Lifestream" Presentation
Andy Lark "Into the Lifestream" Presentation
Andy Lark "Into the Lifestream" Presentation
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Andy Lark "Into the Lifestream" Presentation

  1. 1. INTO THE LIFESTREAM Andy Lark, VP Global Marketing & Online Twitter / Facebook / Google: kiwilark andy@andylark.com thedailylark.com andylark.blogs.com
  2. 2. TRADITIONAL MARKETING BUSINESS IS DEAD Contraction & Collaborative Consolidation Cloud Competitiveness Workforce & Virtualization • GDP Decrease • Life streaming • Meet demand • ITaaS with existing • 1% Spending • Web 2.0 assets • SaaS • Millennials Decrease • Virtualization • Public Cloud • Discretionary spending • Consumerization • Industry • Private Cloud declines • “Desktop” Consolidation • Hybrid Cloud • ROI is a follows the user • Standardization prerequisite vs. the device • Green • Investment mix is • Emerging vs. transforming Emerged 2
  3. 3. >4 NEW 2 NEW 1.4 MILLION 4 BABIES BROADBAND BLOGS SPAM ARE BORN SUBSCRIBERS CREATED E-MAILS 3.6 10 MINUTES >8 2,970 MOBILE OF VIDEO PCs GOOGLE PHONES UPLOADED TO SOLD SEARCHES SOLD YOUTUBE 10 AMERICANS >1 NEW >5 PEOPLE LOG 11,574 VISIT AN DOMAIN ON FOR THE TEXT ONLINE DATING REGISTERED 1st TIME MESSAGES SITE EVERY SECOND…
  4. 4. The landscape has changed…
  5. 5. 7
  6. 6. 8
  7. 7. The medium has changed…
  8. 8. TIME SPENT ON SOCIAL NETWORKS IS GROWING AT 3X THE OVERALL INTERNET RATE, ACCOUNTING FOR ~10% OF ALL INTERNET TIME. Nielsen, Global Faces & Networked Places, 2009 11
  9. 9. (BETWEEN INDONESIA & THE USA) >300m Users
  10. 10. Authority has changed…
  11. 11. 14
  12. 12. Are You Feeling Lucky… 15
  13. 13. 16
  14. 14. And we’ve changed to…
  15. 15. 78% of 18-34YOs have watched TV on the Web…
  16. 16. 13 hours of video are uploaded to YouTube every minute 100,000,000 videos viewed per day
  17. 17. Growing at a rate of 1382% per year (Source: Twitter Search, Forrester Research)
  18. 18. 1 out of every 8 couples married in the U.S. last year met online.
  19. 19. The End Is Really Near… THE TRADITIONAL MARKETING MODEL IS BEING CHALLENGED... CMOs FORESEE A DAY WHEN IT WILL NO LONGER WORK. MCKINSEY QUARTERLY, 2005, NUMBER 2
  20. 20. Some things haven’t changed… but the clock is ticking… 23
  21. 21. 24
  22. 22. Into the Lifestream 25
  23. 23. INTO THE LIFE STREAM BRAND WARS ATTENTION WARS JOURNALIST CROWD AGENCY CONTENT OPAQUE TRANSPARENT ADVERTSING RECOMMENDERS MEDIA AUTHORITY COMMUNITY EXPERTISE MEDIA SPHERE CHAOSPHERE THEIR STREAM YOUR STREAM 26
  24. 24. THE LIFE STREAM IS EVERYWHERE 27
  25. 25. THE HYPER CONNECTED LIFESTREAM 28
  26. 26. 29
  27. 27. CONNECTIONS IN THE CLOUD 30
  28. 28. RESISTANCE IS FUTILE 31
  29. 29. Revolution in Progress 32
  30. 30. CONTENT IS THE BUSINESS Wine Library Son of Russian Immigrants starts reading blogs and forums to find out what wines people want to know about. Answers common questions, tells people to check out his site. Turns small New York bottle shop into the world’s biggest online wine store with a $48 million a year turnover. 33
  31. 31. 34
  32. 32. 35
  33. 33. 36
  34. 34. 37
  35. 35. MOST FOLLOWERS OF ANY COMPANY ON TWITTER 38
  36. 36. OVER 11,000 IDEAS & 280+ IMPLEMENTED 39
  37. 37. your fans are often the unofficial leaders of their communities treat them like family
  38. 38. ACCEPTED SOLUTIONS EMPOWERS OUR CUSTOMERS TO SHARE THEIR KNOWLEDGE TO BENEFIT THE WORLD Solved button added to Original Post; clicking it will take user to AS AS Post Turns Green and logo added
  39. 39. www.regeneration.org 42
  40. 40. 43
  41. 41. 44
  42. 42. INFLUENCE IS MOVING TO THE EDGE 45
  43. 43. It’s not how many awards you get… It’s how many recommenders you have! 46
  44. 44. 47
  45. 45. THEIR INFLUENCER 66 MILLION US ADULTS REGULARLY GIVE ONLINE ADVICE ABOUT PRODUCTS OR SERVICES Source: eMarketer 2007
  46. 46. AT THE TIPPING POINT 14% of people trust ads 78% of people trust recommendations (Source: Neilsen Global Trust In Advertising Survey, 2007)
  47. 47. SOME PASSING THOUGHTS  Understand your communities  Discover your fans – build new communities  Get passionate about the business you are really in  Aggregate more properties  Engage your customers onlien  Go niche (travelers vs. travelling mums)  Invest in apps  Experience new technology (eBooks)  Strike strategic alliances 50
  48. 48. 51
  49. 49. Twitter / Facebook / Goo andy@andylark.com andy_lark@dell.com thedailylark.com andylark.blogs.com 52
  50. 50. No matter how blatant or irrelevant your message was, people used to listen…

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