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  • 1. Digital WTF 17.09.09 A presentation to : A nice client [email_address] @nicholasgill
  • 2. 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
  • 3. 1,000,000,000,000 (one trillion) approximate number of unique URLs in Google’s index
  • 4. 70,000,000 number of total videos on YouTube
  • 5. 13 hours amount of video uploaded to YouTube every minute
  • 6. 133,000,000 number of blogs indexed by Technorati since 2002
  • 7. 900,000 average number of blog posts in a 24 hour period
  • 8. 4,000,000,000 Tweets so far… and counting Source: http://popacular.com/gigatweet//
  • 9. 100,000,000 users who log on to Facebook at least once each day (that’s 50% of total FB users)
  • 10. 700,000,000 number of photos added to Facebook monthly It’s the world’s biggest photo repository
  • 11. 1,500,000,000 Apps downloaded for iPhone Average user downloads 10 apps per month
  • 12. 3,000 Average advertising exposure per day Source: Advertising: It's Everywhere, Media Awareness Network
  • 13. 44 hrs activity mashed into 24 hrs by the youth demographic they can do 5 things at once we can only manage 1.8
  • 14. £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
  • 15. 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
  • 16.  
  • 17.  
  • 18.  
  • 19.
    • 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
  • 20.  
  • 21. Trends Content Explosion Fragmentation & distribution Interactivity, participation & control Source: IAB Europe Interact Congress 2009 Content Supply Chain Evolution Real time
  • 22. Brand ownership has fundamentally shifted Source: David Armano
  • 23. Brand ownership has fundamentally shifted Source: David Armano
  • 24.  
  • 25. 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
  • 26. Engagement has already shifted
  • 27. Social media is already culturally accepted Source: Forrester & The Guardian 65% of time spent in social/entertaining space
  • 28. Social Currency
  • 29. entertainment self- empowerment information service or utility connections Source: Saint social currency
  • 30. social currency makes them… Source: Saint … pay attention … come to you … pass it on … interact
  • 31. Detach & distribute
  • 32. The consumer has evolved
  • 33. Shift Marketing research Proposition Advertising Advertising idea Source: Chris Clarke, Global ECD LBi Buy attention
  • 34. Open marketing/ collaboration Proposition Advertise the proof Beta Source: Chris Clarke, Global ECD LBi amplify interest Shift gain interest
  • 35. Do something interesting
  • 36. Intervene helpfully in the culture Creating value, richness and fun by the helpful interplay of brands and culture
  • 37. www. 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
  • 38. Social network activities
  • 39. Source: Universal McCann Wave 4 UK digital profile
  • 40. Your audience is
  • 41. Want to be
  • 42. Do
  • 43. Sharing data Create content Informing opinion Constructing connections Personalising content Building knowledge Identity Development Digital has amplified the process of identity development
  • 44. Realised through Personalisation Self Expression Community Identity Development
  • 45. Only your creativity can save you
  • 46.  
  • 47.  
  • 48.  
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  • 50.  
  • 51.  
  • 52. Sony spent 40% of their time online building anticipation before using traditional media Source: IAB Europe Interact Congress 2009
  • 53.  
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  • 55.  
  • 56.  
  • 57. [email_address] @nicholasgill bluurb.wordpress.com