Avoiding ADHD: Engaging Consumers in a Multi-Screen World

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How do you reach the distracted consumer? With most people now reporting that they watch television accompanied by one or more other "screens" (smartphones, tablets, laptops, etc.), getting the attention of consumers is more important-- and more difficult-- than ever. This presentation looks at how to use social media to grab consumers' attention and hold on to it.

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Avoiding ADHD: Engaging Consumers in a Multi-Screen World

  1. 1. 1 AVOIDING ADHD* ENGAGING CONSUMERS IN A MULTI-SCREEN WORLD * ATTENTION DEFICIT HOMEVIEWER DISASTERS
  2. 2. 2
  3. 3. Social Media:Technologies that facilitate conversations
  4. 4. 4 not to scale USENET 1979 listserv Napster flickr 1986 1999 2004 pneumatic post 1865 SecondLife 2003postal servicePersia, 550BC The Palace radio ARPANET Wikipedia 1994 twitter 1891 1969 2001 The WELL Facebook 2006 1985 Friendster 2003 2002 @ MySpace YouTube email Third Voice 2003 2005 1966 BBS IRC 1999 1978 1988 telephone del.icio.us ~1890 2003 telegraph France, 1792 MUD1 Blogger 1978 1999 CompuServe MoveOn 1969 1998 digg epinions 2004 1999 A (somewhat incomplete) Timeline of Social Media
  5. 5. 5Why does social media matter?
  6. 6. 6It’s not just“the kids”who aredoing it.
  7. 7. 7
  8. 8. 8=
  9. 9. 9=
  10. 10. 10=
  11. 11. 11 1950
  12. 12. 12 Source: Nielsen Social Media Report 2012
  13. 13. 13 Source: Nielsen Social Media Report 2012
  14. 14. 14 Source: Nielsen Social Media Report 2012
  15. 15. 15“In the U.S. alone, total minutes spent on social networking siteshas increased 83 percent year-over-year. In fact, total minutesspent on Facebook increased nearly 700 percent year-over-year, growing from 1.7 billion minutes in April 2008 to 13.9billion in April 2009, making it the No. 1 social networking sitefor the month.” 26,428 Person-Years! Source: Nielsen Social Media Report 2012
  16. 16. 16Everybody’s Doing it
  17. 17. 17 2013 RSW/US Agency-Marketer Business Report
  18. 18. 18
  19. 19. 19http://www.cable360.net/ct/news/people/27235.html
  20. 20. 20
  21. 21. 21
  22. 22. 22
  23. 23. 23Huh?
  24. 24. 24Multiple Screens!
  25. 25. 25 25 2005
  26. 26. 26 26 33% of web traffic* *at peak, Sandvine 2011 report
  27. 27. source: Google/ipsos/Sterling 2012 27 90% of our media interactions are screen-based
  28. 28. source: Google/ipsos/Sterling 2012 28 38% with smartphones
  29. 29. 29source: Google/ipsos/Sterling 2012
  30. 30. 30http://gigaom.com/2012/08/29/multi-screen-mania-how-our-devices-work-together/
  31. 31. Social TV31
  32. 32. 32
  33. 33. 33Living in Themulti-screenuniverse
  34. 34. 34
  35. 35. 35
  36. 36. 36 36 media = content, not technology
  37. 37. 37http://googlemobileads.blogspot.com/2012/08/navigating-new-multi-screen-world.html
  38. 38. 38Tablets challenge PCs
  39. 39. 39
  40. 40. 40Mobile is the new desktop
  41. 41. 41Content Creation Content Consumption
  42. 42. 42
  43. 43. 43
  44. 44. 44
  45. 45. 45
  46. 46. 46(how to)
  47. 47. 47responsive design
  48. 48. 48GetComplimentary
  49. 49. 49
  50. 50. 50
  51. 51. 51(most popular TV showamong women, as of2/26/2013 according toAdWeek)
  52. 52. 52DRIVE ACTIONoffer something
  53. 53. 53trialscontentappscouponsevaluationsinformationadviceguidesetc.
  54. 54. 54Think Dayparting
  55. 55. 55 Understand “Community” Community: people who share something in common
  56. 56. 56 Intimacy and Media responsiveness more •location-based •telemarketing •video chat •twitter •spam •texting •Facebook •virtual tour •email •web site less more self disclosure k) •blogging ris d an y( ac t im in •mass media less •memoir 1 (Based on Reis & Shaver’s interpersonal process model of intimacy, 1988)
  57. 57. 57 To Boldly Go...
  58. 58. 58 27 years...
  59. 59. 59 Launch Refine Measure Analyze
  60. 60. 60
  61. 61. 61Let’s talk! Sean Carton sean.carton@idfive.com www.idfive.com

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