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Y&R Conference Y&R Conference Presentation Transcript

  • 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, quot;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 quot;The ecosystem is growing quickly,quot; 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 quot;big gathering places where you can talk,quot; 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
  • quot;People want to show off what their tastes are,quot; “You want to accessorize to show off who you are.quot; 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
  • quot;A user on Facebook is more valuable to us than a user on our own Web site,quot; quot;The same person can do cooler things on Facebook than on our Web site because they can integrate more social experiences.quot; 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 quot;In today's world, you have to get them to invite you in and agree to interact with your brandquot; (* 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 quot;Dark Matterquot; 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 quot;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.