Digital WTF16.09.09
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Digital WTF16.09.09

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    Digital WTF16.09.09 Digital WTF16.09.09 Presentation Transcript

    • Digital WTF 17.09.09 A presentation to : A nice client [email_address] @nicholasgill
    • First, some scary/exciting* numbers Image: Universal McCann Wavee 4, Source: http://thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/ * Delete as appropriate
    • 1,000,000,000,000 (one trillion) approximate number of unique URLs in Google’s index
    • 70,000,000 number of total videos on YouTube
    • 13 hours amount of video uploaded to YouTube every minute
    • 133,000,000 number of blogs indexed by Technorati since 2002
    • 900,000 average number of blog posts in a 24 hour period
    • 4,000,000,000 Tweets so far… and counting Source: http://popacular.com/gigatweet//
    • 100,000,000 users who log on to Facebook at least once each day (that’s 50% of total FB users)
    • 700,000,000 number of photos added to Facebook monthly It’s the world’s biggest photo repository
    • 1,500,000,000 Apps downloaded for iPhone Average user downloads 10 apps per month
    • 3,000 Average advertising exposure per day Source: Advertising: It's Everywhere, Media Awareness Network
    • 44 hrs activity mashed into 24 hrs by the youth demographic they can do 5 things at once we can only manage 1.8
    • £17.5bn total UK advertising spend Digital 19.2% (£3.3bn) (only £50m in 2001) TV 21.9% Source: Global ad spend trend, Zenith Optimedia March 2009, IAB 2008
    • Print -10% TV -7% Digital +5% (Social media +20%) Source: Global ad spend trend, Zenith Optimedia March 2009, IAB Europe Interact 2009 Digital is now an average 15% of VS&M budget player
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      • The 60’s and 70’s were all about products and how to advertise them
      • The 80’s and 90’s were all about brands and their balance sheet value
      • Then it all went digital
      • Now it’s all gone social
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    • Trends Content Explosion Fragmentation & distribution Interactivity, participation & control Source: IAB Europe Interact Congress 2009 Content Supply Chain Evolution Real time
    • Brand ownership has fundamentally shifted Source: David Armano
    • Brand ownership has fundamentally shifted Source: David Armano
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    • We’re shifting from the imposed model to the chosen model. The shift to online is already a given. It’s the shift WITHIN online that’s important. “ ” L’Oreal Global CMO, March 2009
    • Engagement has already shifted
    • Social media is already culturally accepted Source: Forrester & The Guardian 65% of time spent in social/entertaining space
    • Social Currency
    • entertainment self- empowerment information service or utility connections Source: Saint social currency
    • social currency makes them… Source: Saint … pay attention … come to you … pass it on … interact
    • Detach & distribute
    • The consumer has evolved
    • Shift Marketing research Proposition Advertising Advertising idea Source: Chris Clarke, Global ECD LBi Buy attention
    • Open marketing/ collaboration Proposition Advertise the proof Beta Source: Chris Clarke, Global ECD LBi amplify interest Shift gain interest
    • Do something interesting
    • Intervene helpfully in the culture Creating value, richness and fun by the helpful interplay of brands and culture
    • www. 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
    • Social network activities
    • Source: Universal McCann Wave 4 UK digital profile
    • Your audience is
    • Want to be
    • Do
    • Sharing data Create content Informing opinion Constructing connections Personalising content Building knowledge Identity Development Digital has amplified the process of identity development
    • Realised through Personalisation Self Expression Community Identity Development
    • Only your creativity can save you
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    • Sony spent 40% of their time online building anticipation before using traditional media Source: IAB Europe Interact Congress 2009
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    • [email_address] @nicholasgill bluurb.wordpress.com