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

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

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

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

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

Sony spent 40% of their time online building anticipation before using traditional media Source: IAB Europe Interact Congress 2009

[email_address] @nicholasgill bluurb.wordpress.com