Andy Lark "Into the Lifestream" Presentation

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  • 1. INTO THE LIFESTREAM Andy Lark, VP Global Marketing & Online Twitter / Facebook / Google: kiwilark andy@andylark.com thedailylark.com andylark.blogs.com
  • 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. >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. The landscape has changed…
  • 5. 7
  • 6. 8
  • 7. The medium has changed…
  • 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. (BETWEEN INDONESIA & THE USA) >300m Users
  • 10. Authority has changed…
  • 11. 14
  • 12. Are You Feeling Lucky… 15
  • 13. 16
  • 14. And we’ve changed to…
  • 15. 78% of 18-34YOs have watched TV on the Web…
  • 16. 13 hours of video are uploaded to YouTube every minute 100,000,000 videos viewed per day
  • 17. Growing at a rate of 1382% per year (Source: Twitter Search, Forrester Research)
  • 18. 1 out of every 8 couples married in the U.S. last year met online.
  • 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. Some things haven’t changed… but the clock is ticking… 23
  • 21. 24
  • 22. Into the Lifestream 25
  • 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. THE LIFE STREAM IS EVERYWHERE 27
  • 25. THE HYPER CONNECTED LIFESTREAM 28
  • 26. 29
  • 27. CONNECTIONS IN THE CLOUD 30
  • 28. RESISTANCE IS FUTILE 31
  • 29. Revolution in Progress 32
  • 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. 34
  • 32. 35
  • 33. 36
  • 34. 37
  • 35. MOST FOLLOWERS OF ANY COMPANY ON TWITTER 38
  • 36. OVER 11,000 IDEAS & 280+ IMPLEMENTED 39
  • 37. your fans are often the unofficial leaders of their communities treat them like family
  • 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. www.regeneration.org 42
  • 40. 43
  • 41. 44
  • 42. INFLUENCE IS MOVING TO THE EDGE 45
  • 43. It’s not how many awards you get… It’s how many recommenders you have! 46
  • 44. 47
  • 45. THEIR INFLUENCER 66 MILLION US ADULTS REGULARLY GIVE ONLINE ADVICE ABOUT PRODUCTS OR SERVICES Source: eMarketer 2007
  • 46. AT THE TIPPING POINT 14% of people trust ads 78% of people trust recommendations (Source: Neilsen Global Trust In Advertising Survey, 2007)
  • 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. 51
  • 49. Twitter / Facebook / Goo andy@andylark.com andy_lark@dell.com thedailylark.com andylark.blogs.com 52
  • 50. No matter how blatant or irrelevant your message was, people used to listen…