Y&R Creative Conference
Singapore Sept 07
Movements, Observations & Discussions

: observers of the new world
we explore the cultural
b-side
behavior on how people create,
consume & share media across
the globe & how these social
media communities & networks
are transforming the marketing
and media world today

the digital era
content,applications,
media, open source,
web & mobile 2.0,
social networking, b-side
blogs, vlogs, online
gaming, virtual
worlds, web and
mobile TV

2010
those born between 1980
& 2000, will outnumber
both Baby Boomers & Gen-
b-side
Xers will be the most
significant consumer
sector for the media &
entertainment
industries.

instant messaging/
email/ social networks/
chat rooms/ iPods/ PSP/
mobile phones/ MP3
players/ P2P networks/
handheld devices/ DVR/
video games/ game
consoles/ next b-side
generation communities/
widgets/ blogs/ vlogs/
3D virtual worlds/
online gaming/ web and
mobile TV

Social Networking
Shift
New Media

Consumer Control
Where the media landscape was once
dominated by TV, now many of those ad
dollars have been redistributed to
other forms of media.
60%
More than of consumers are in
time-shifted environments, and an
92%
estimated of TV ads are being
skipped over.
(* Maria Mandel, Executive Director of digital innovation for Ogilvy Interactive *)

TV Viewing To Fall 30%
in 5 Years
• It suggests that over the next 5 years
linear television viewing may fall by
20-30%, to be replaced largely by the
increased use of on-demand services.
• A similar pattern is anticipated for
audio programming.
(* Ofcom *)

Internet Users Increase

Where are Consumers
spending their time?

New Media Gets More
Marketing Money
73%
• Some of marketers now
allocate up to 20% of
their budget for new &
emerging media
(* American Advertising Federation study, BrandWeek *)

Where is the Online $
$$ going?
Current Planned

Where is the Social
Media $$$ going?
Friends' brand mentions hold a lot more weight than
standard ads, which is what attracts marketers to
social networks.

SOCIAL NETWORK REVENUES
will more than double this year
to as much as $1 billion from
$400 million in 2006,
\"so far, little
advertising can be
found on them.”
(* Source: IDC *)

Brands & Social Networks
11.5%
• The top 20 social networks grew by
from January 2007 to February 2007.
6.5%
• They account for of all Internet
visits. Myspace, continues to be the big daddy.
They have 8x the market share of their closes
competitor
(*Source: Hitwise *)

Social Networking
2007 Trend
50%
•
Nearly of brand marketers plan to
use social networking in their campaigns
during the next year.
• That is up from the previous year, when
38% of brand marketers said they had
no such plans.
(* Jupiter Research *)

Community <P>articipation

1% <P>articipation Rule
• “If you get a group of
100 people online then 1
9
will create content,
will interact & <P> and
the other 90 will just
view it”
(* Source: The Guardian Unlimited *)

The 5th <P> of Marketing
• Social media makes relationships
easier to create and maintain
because of participation, and
participation is the
future of marketing
(* Source: Peter Kim, Forrester Research, advocates that participation be added to
the well-established four Ps of marketing (produce, price, place and promotion *)

Word Of <P> Mouth
• Research firm, Big Research
15,000
polled people and
asked them to rate the influence
of media on their decision
making.
• WOM (Social Networking) was #1.

The 4 ‘F’s of
Citizen Marketing
•Filters
•Fanatics
•Facilitators
•Firecrackers
(* Source: Ben McConnell and Jackie Huba *)

Filters
• The Filters are human wire services. They
collect brand stories and then package
this information into a stream of
observations.
• Filters maintain a steady objectivity
like traditional news, but some Filters
cross over into analysis.
• Their work could be called amateur brand
journalism.
(* Source: Ben McConnell and Jackie Huba *)

Fanatics
• The Fanatics are true believers and
evangelists. They love to analyze the
progress of a brand
• The Fanatics praise great work -- but
they will also criticize mistakes in
full view of the world
• Fanatics want to contribute and add
value, they want to contribute and
often do so, even if the company isn't
listening
(* Source: Ben McConnell and Jackie Huba *)

Facilitators
• Facilitators are community creators.
Facilitators are like the mayors of
online towns, and some online communities
exceed the populations of small cities
• Facilitators create online communities
mostly for fans to connect with other
fans and offer support
• The size or demographics of some
Facilitator-created communities becomes
attractive enough to interest advertisers
(* Source: Ben McConnell and Jackie Huba *)

Firecrackers
• Firecrackers are the one-hit wonders &
attract considerable attention because
they have created a song, animation,
video, or novelty that generates a lot
of interest
• They may disappear as quickly as they
arrived, the Firecrackers can have a
measurable impact on a slice of culture
or business
(* Source: Ben McConnell and Jackie Huba *)

Citizen Content
• The people are the message because their role
as publishers or broadcasters hoists them
above the boundaries that one-way media
communicators have erected around themselves
• They are not the balcony standers of one-way
media, concealed behind walls of
organizational privacy.
• Participation is their medium and their
platform.
(* Source: Ben McConnell and Jackie Huba *)

•the future of
advertising is about
engaging your
customers as co-
creators, rather than
expecting them to
passively consume.
Pete Cashmore, Mashable Blog

The Landscape
Social Media (web2.0)

Mainstream &
Large Scale
Networks

The Global Champion
MySpace has become a cultural phenomenon. The site’s standout feature is the freedom it
provides to users - you can add slideshows, pictures, custom designs and much more.

“MYSPACE HAS A NETWORK OF
200,153,508 PEOPLE,
YESTERDAY…”
More than 69.6 million people logged onto MySpace in July07
(* comScore Media Metrix *)

“Myspace has an equivalent
number of users to make it the
11th biggest country in the
world...”
neil perkins,
only dead fish swim in the water

The Most Exciting
Bebo is the most “exciting” social network right now. With a massive user base in the UK and a site that
actually works, they are in 3rd position behind Myspace and Facebook

The Peoples Choice
Strong presence outside of the US, Top 10 sites visited by internet users in the Philippines (5)
and Indonesia (9); 39% of the sites traffic comes from the Philippines.

The Competition
Vox, is an outstanding blog platform. We were bowled over by it when it launched in Oct06

The Fastest Growth
Growth massive since opening platform to all and over 500% in past 6 months,
30.6 million logged in in July 07 (* comScore Media Metrix *)

The Chinese Challengers

Photo Sharing

The Popular Player
An impressive platform - complete with customizable homepages, messaging, networks of
friends, bookmarking, stat tracking, photo rating and a whole lot more.

The Photo Innovator
One of the biggest innovators this year has been Zooomr, which has added features at a
tremendous pace

The Multi-Media Player
You can’t fault Twango on features - they’ve got everything. And the more you
use the site, the more neat features you spot

The Image Leader
one of the early innovators & current leader in the photo-
sharing space

Video Sharing

The King of Video

MetaCafe

Revver

Gotuit

Stupid Videos

Stupid Videos

Jumpcut - Video Editing
a free online location where you can use all your media, create great looking movies and publish
to anyone you choose

Grouper - Video Editing

Sony + Grouper = Crackle

Tudou.com
1st of it’s kind in China - Apr 2005

tudou.com, 56.com, mofile.com,
5show.com, pomoho.com, uume.com,
6rooms.com... 150 similar services

Widgets & Add-ons

More than 239 million
widgets were used on the
Web last month (Aug07)
(* Source: comScore Media Metrix *)

75% of Facebook members have
adopted at least one widget
\"The ecosystem is growing
quickly,\"
Dave Morin, Facebook's senior platform manager.

The Funny One
Zingfu, has also achieved success by allowing users to create funny images of themselves
and their friends & post it to their Myspace page

Your Personal Radio
http://www.slacker.com/
Slacker has unveiled a MySpace widget allowing you to embed your own customized station onto your MySpace page

The Webcam Pioneer
Stickam’s live webcams are a killer idea, consumers can add live videoconferencing to their Web sites

The Music Remixer
With this interactive widget, other users can remix the song you’ve created from your JamStudio account. You can change several levels of
instrumentals in the song, including the guitar, piano, bass, drums, and more.

The Avatar Leader
The avatar service has a huge, dedicated user base consisting largely of teens.

The Winning Slide
Slide.com has been the most talked-about widgets in 2006 & is most impressive as it
gives users the freedom to express themselves.

Social-networking sites are
\"big gathering places where
you can talk,\"
said Max Levchin,
CEO of Slide.

Rocking-On Leader
Holding the number 1 spot for slideshows on Facebook, RockYou widgets Horoscope and Slideshow are both
in the top ten Facebook applications. RockYou has pulled in 200K new users in May07

\"People want to show off what
their tastes are,\"
“You want to accessorize to
show off who you are.\"
Jia Shen, co-founder and CTO, RockYou

Music

Your Personal Radio
Pandora is an excellent internet radio service

Chinese Pandora

Well Connected
ReverbNation is a social network connecting fans, artists and venues.

Music Junkies
MOG is a social network aimed squarely at music junkies

I Like This...
considered to be the leading musical social network by many, many users

I Like This...
It now has about 7 million users on Facebook and focuses more on Facebook members than users on its own site

\"A user on Facebook is more
valuable to us than a user on our
own Web site,\"
\"The same person can do cooler
things on Facebook than on our Web
site because they can integrate
more social experiences.\"
Ali Partovi, CEO, iLike

Apple too...
Use My iTunes to share your top reviews, favorite artists, and new music, movies,
and TV shows from the iTunes Store with anyone who visits your site

Killer Recommendations
Last.fm killer features that make a good service even better

China Recommends
8Box and Douban have recommendation engines that learn your music tastes

Anywhere.fm
Maybe a few more…
www.anywhere.fm
www.amiestreet.com
www.radio2-0.com www.meemix.com
www.goombah.com
www.jamnow.com
www.flotones..com

• People are using numerous digital means
to communicate, and brands can and
should be part of that conversation.
(* Maria Mandel *)

The End
\"In today's world, you have to get
them to invite you in and agree to
interact with your brand\"
(* Maria Mandel *)

: observers of the new world
b-side
www.b-side.com.sg
www.poolatwork.com

The RIGHTCLICKA Project
A Digital Music Journey

“HI, MY NAME IS PAUL TAN,
I’M PART OF A GROUP CALLED
POOL
AND I AM 1% OF THE RULE.”
WWW.MYSPACE.COM/PAULOFPOOL

“POOL IS A CREATIVE,
ANALYTICAL & STRATEGIC
GROUP OF CURISTS WHO
LOVE TO HELP OTHERS
DISCOVER THE WONDERFUL
WORLD OF NEW MEDIA.”
WWW.POOLATWORK.COM
WWW.POOLATWORK.BLOGSPOT.COM

“USER GENERATED CONTENT
AND
WHAT WE’VE DONE WITH IT.”

RIGHTCLICKA IS AN UNDERGROUND MUSIC PLATFORM THAT BRINGS
TOGETHER THE HOTTEST MUSIC TALENT ON THE TIPPING POINT WITH
A SOCIAL ONLINE COMMUNITY EXPRESSED THRU A SERIES
OF EVENTS FOR SELECTED OPINION LEADERS & PARTY ANIMALS

“FILTER, FANATIC &
FACILITATOR - THE RISE OF
RIGHTCLICKA IN 5 EASY
STEPS “

STEP 1: RESEARCH
“HANG OUT WITH LIKE MINDED
PEOPLE & HEAR THEM
COMPLAIN NON-STOP ABOUT
HOW BAD MUSIC IS THESE
DAYS.”

STEP 2: CREATE
“CREATE BRAND, START
BLOGGING AND SOCIAL
NETWORKING TO AGGREGATE
THE CONTENT SO THEY
START LISTENING TO YOU.”

STEP 3: LINK
“REMEMBER TO USE THE
MOST RIDICULOUS URL.”
WWW.RIGHTCLICKMIXTAPES.BLOGSPOT.COM

STEP 4: PARTICIPATE
“BE THE 1% AND MAKE AS
MANY TALENTED 9% FRIENDS
AS POSSIBLE…THE 90% WILL
FOLLOW.”

NOW GOOGLE:
RIGHTCLICKA

“RIGHTCLICKA NOW RECEIVES
MIXES FROM EVERYWHERE
EXCEPT URANUS!”

STEP 5: GROW
“TOUCH YOUR COMMUNITY
ON / OFFLINE.”

SUPPORTED BY

IT’S ALL ABOUT THE
ARTISTS (CONTENT).

RIGHTCLICKA PRESENTS…
RIGHTCLICKA@ O3.05 GALLERY HOTEL, FRIDAY, 27.07.2007, 10.30PM - LATE
FOR A VERY EXCLUSIVE INVITED 200 PEOPLE ONLY

“The Fort Knox Five have had a huge impact on
the international funk and breaks scene over
the past couple of years. With the release of
five critically acclaimed singles on their own
independent label, Fort Knox Recordings, the FK5
have been thrust into the spotlight and caught
the attention of music lovers around the
world.”.

FORT KNOX FIVE SHOUT OUTS
• “caught jon.h at halo this weekend. shit was fucking incredible. “ – k to tha, USA
• “Fantatstic set you guys played last Saturday night @ Supperclub San Francisco” – Q to the DF, SF,
USA
• “your funk sounds everyday at Ibiza sonica radio - Igor Marijuán, Ibiza, Spain
• “Big up, Belgium salutes ya, aye aye SIR” - Societe Anonyme. Antwerp, Belgium
•
• “hey, saw you at Audio in Brighton a few weeks back. Top night” – The Heath Robinson Machine,
Birghton, UK
• “I'll keep on checkin' your releases & your label. Keep on bringin' us tunez!!!!” – Mr Crumbone,
Belgium
“u guys make me feel all funky!! “ – NDW, Australia
•

FORT KNOX FIVE: RECENT PROJECTS
• REMIX: Tito Puente, Louis Armstrong, Tower of Power, A Skillz and Krafty Kuts, Dynamo
Productions, and Mo'Horizons…
• PRODUCE: Afrika Bambaataa, to produce four tracks on his recent album \"Dark Matter\" on Tommy
Boy Records
•
• Urb Magazine Next 100
• Featured on the Hotel Costes Sept Compilation
• Toured with Gwen Stefani, and the Black Eyed Peas
• 2006, the Fort Knox Five released the New Gold Standard Vol 1
• MAY 2007: FORT KNOX FIVE - REMINTED RELEASED ON CD

“This album is seamlessly mixed, its relentless pace determined not to
let your feet rest for one second. The Washington D.C. foursome of
Fort Knox Five has rounded up tunes from, among others, Ursula
1000,Nickodemus, Krafty Kuts and Dynamo Productions. Apart from glueing all
the tracks together rather incredibly, invisibly well, FK5 has also \"reminted“
each one. Latin beats, brassy horns, phat basslines and punchy breaks
supersize some already mean tunes. And don't forget double dollops of wah
guitars for that extra funk flavour. Slip this into the sound system at your next
party, then race to the dancefloor, 'cos it's gonna fill up very quickly. “

TOUR DATES
Jun 29 200710:00P APT with Fort Knox Five & Ursula 1000 New York, New York
Jun 30 200711:00P ESL Weekly @ Mandalay Bay with Fort Knox Five Las Vegas, Nevada
Jul 6 20078:00P Volt Festival with The Prodigy, Fort Knox Five, and more Sopron, Hungary
Jul 13 20079:00P Fort Knox Fridaze @ Mosaic with Fort Knox Five & Rex Riddem Baltimore, Maryland
Jul 14 200711:00P Make It Funky! with Fort Knox Five Toronto, Ontario
Jul 20 200711:00P Club Via with Fort Knox Five & Shortfiction Seoul
Jul 21 200711:00 PVinyl Underground with Fort Knox Five & Shortfiction Busan
Jul 26 200710:00P Bali with Fort Knox Five, Shortfiction, and Mr Fudge Bali
Jul 27 200711:00P Fort Knox Five @ RIGHTCLICKA Singapore
Aug 3 200710:00P Fort Knox Fridaze HNL Edition @ Next Door with Fort Knox Five Honolulu, Hawaii
Aug 4 200710:00P HiFi with Fort Knox Five, AliB, and Mama Miche Calgary, Alberta
Aug 5 200710:00P Dirty Beats @ Tommy Africa's with Fort Knox Five Whistler, British Columbia
Aug 7 200710:00P Royal Hotel with Fort Knox Five, AliB & Mama Miche Fernie, British Columbia
Aug 11 200711:00P Shambhala Music Festival with Fort Knox Five vs Thunderball Salmo, British Columbia
Aug 25 200711:00P ESL Weekly @ Mandalay Bay with Fort Knox Five Las Vegas, Nevada
Aug 28 200712:00A Opulent Temple with Fort Knox Five Burning Man, Playa, Nevada
Aug 30 20079:00P Root Society with Fort Knox Five, FreqNasty, and Bassnectar Burning Man, Playa, Nevada
Sep 1 200711:00P ESL Weekly @ Mandalay Bay with Fort Knox Five Las Vegas, Nevada
Sep 21 200710:00P Pier 17 with Fort Knox Five and Turntables on the Hudson New York, New York

HEY! HAVEN’T I SEEN YOU
SOMEWHERE BEFORE?
CREATE?

RIGHTCLICKA IS…
A SOCIAL MEDIA MUSIC PLATFORM - DJS/ ONLINE MUSIC MAGAZINE / RADIO / PODCAST / CONCIERGE

INTERACTIVE ONLINE MUSIC MAGAZINE
WITH ENGAGED COMMUNITY OF DJS & FANS

VIRAL STREAMING MUSIC WIDGETS & FLYER ART

MUSIC CONCIERGE

GETTING MOBILE
ZAPCODES THAT LINK TO RIGHTCLICKA WAPSITE FOR PROMO MUSIC DOWNLOADS

RIGHTCLICKA’S GLOBAL MYSPACE COMMUNITY: DESIGNERS, DJS,
FASHION DAWGS, PARTY ANIMALS, MOVERS & SHAKERS
RIGHTCLICKA IS WHAT THE OPINION LEADERS/ TASTE MAKERS LISTEN TO…

RIGHTCLICKA SHOUT OUTS - THEY LOVE US!
• “…you've made me a RightClick addict already!” – Ju, Bangkok, Thailand
• “Love them phat mixes dude, you just get it guy and keep them coming!” – Wildcard, Singapore
• “...Can't sit still in office...” – Curly, Singapore
• “Eh your mixes are wadda wadda wicked...” – Belle, UK
• “nice sound paul!! i'm a fan of ya blog!!!! big up from berlin, pow! pow!! pow!!!” – Adam Port, Berlin
• “...Thanks, as always, for helping spread the word. Always hitting your site for new stuff to hear,”
– Bridge & Causeway, New York
• “Hey man. Safe . DJ, Producer, Remixer and Bootlegger(shhhhh...) at your service. Ehehehehe” – DJ
Tisso, UK

“I AM NOW A MUSIC OPINION
LEADER IN A COMMUNITY OF
OPINION LEADERS N MY
COMMUNITY LISTENS TO ME
WHEN IT COMES TO MUSIC.”

WEEKLY COMMUNICATION - EMAIL/ RSS

WEEKLY COMMUNICATION - MYSPACE
MYSPACE BULLETINS AND PROFILE PAGE COMMENTS

FISHING IN CLUB FORUM COMMUNITY

MYSPACE COMMUNITY SNOWBALL EFFECT
EACH OF THE 200 INVITED OPINION LEADER HAS AT LEAST
200 FRIENDS, SOME MORE, SOME LESS, SOME KNOW EACH
OTHER - TOTAL ONLINE COMMUNITY EXPOSURE IS APPROX
40,000

HOW I DID IT
FREE!

BLOGGER - PUBLISHING

FLICKR -
PARTY IMAGE STORAGE

PHOTOBUCKET -
FLYER IMAGE STORAGE

SLIDE - DISPLAY

PODOMATIC - MP3 STORAGE

DIVSHARE - MP3 STORAGE

ODEO - EMBED MUSIC PLAYER

GCAST - EMBED STREAMING RADIO

FEEDBLITZ- EMAIL ALERTS/ RSS

SPRINGWIDGETS -
EMBED FLYER ART

SPRINGWIDGETS -
EMBED FLYER ART

MYSPACETV - VIDEO STORAGE

GOOGLE ANALYTICS
- TRACKING

“DON’T FORGET THE OLD
SCHOOL.”

OTHER USUAL PROMOTIONAL ACTIVITIES
• E-Flyers to Music/ Design/ Fashion Database
• Physical Flyers at targeted shops and spaces
• SMS Reminders
• Youth Magazines PR – Flag / Juice/ IS
• Radio Mentions - LUSH99.5
• Physical Word Of Mouth
• Free Fort Knox Five promo mix
• After Event Photo Album Widgets

“GIVE OUT COLLECTIBLES &
MEMORABILIA
NOT DOOR GIFTS.”

MERCHANDISE
• Stickers
• Decals
• Buttons
• Promo CDs
• Silk Screens Posters

DETAILS
ARTIST
www.myspace.com/fortknoxfive
www.fortknoxrecordings.com
COMMUNITY
www.myspace.com/paulofpool
www.myspace.com/idnworld
www.poolatwork.blogspot.com
www.rightclickmixtapes.blogspot.com
www.rightclicka.com
PRESENTERS
www.mtv-asia.com
www.idnworld.com
www.lumina.com.sg
www.poolatwork.com

CONCLUSION
If you have a great idea (RESEARCH), share it with
Visionaries
Content is still King but (CREATE) Desirable Content is God
Use all the free community tools and applications because
that’s what everyone else is using and is familiar with
(LINK)
Be an active part (PARTICIPATE) of your social
environments
Always share & reward (GROW) your community

THANK YOU. SEE YOU ON MYSPACE

LOOKING FOR LIKE MINDED SPONSORS
WHO WOULD LIKE TO JOIN THE POOL 
QUESTIONS? TALK TO PAUL N BRIAN.