Winter ’08: Shift Happens*
The Trend
What?
damon CREPIN
                       S
                C ANTO
       o livier




luis FREITAS
Social




                                                       Media Aggregator
      Powe
                            ...
Web Site



Webmaster              Web Users
Webmaster




tag

 bla
         Web Site 2.0

                            Web Users




       Users Contributors
Podcasts killed the
radio, internet killed
the papers, youtube is
gonna kill TV:
old media is
dead...
Weekly Hours spent
                             Q4 2004                                Q2 2007




                       ...
Weekly Hours spent
                             Net Users                             Others




                      +1 ...
Online Media Consumed
                                               France                                Germany        ...
75%
of U.S. Internet users watched an average
of 3h hours of online video during the
month of July 07.
IBM online survey:




66%
spend 1 to 4 hours watching TV per day



60%
spend 1 to 4 hours on the Web for
Personal Usage
IBM online survey:




9%
spend 6 hours or more watching TV per
day


19%
spend 6 hours or more on the Web for
Personal Us...
How would a 14-29
rather kill 15
minutes?


           1 %
22%
of 18- to 24-year-olds say they
are watching less TV since they
started using social-networking
sites
new
version
more weblike
abc
news
web edition
higher expectations
       the Internet has heightened
 “I think
 everyone’s expectations of all media.
 People expectchoi...
This will never
pass the
consumer
tests!
mpa    ny's
                n th  e co
      ues   tio               at ight
“I q            sel l into                 w ...
130 Millions
iPods sold since (forecast including Xmas 07)

because it’s remarkable
because it redefined the way people lis...
#1 on Amazon
for 8 consecutive weeks following the
launch in the Health and Personal Care
category, becoming one of the mo...
37.000.000
miles run on December 1st, 2007
15M
sold so far
+103%
sales in 2006



sold
to Coca-Cola
1.4M
sold
2.3
pods sold in 2006
What’s the link between
those über-successful
products?
They’re remarkable
Choice




    Free time
We want
something like
the Dove
movie!
Top 100
Companies
for 17 years running, often landing in the top 10
new way to
measure brand
impact
1. Awareness
 Google rank, Page views, Unique visitors...

2. W.O.M. / Recommendabilityork...
Online piracy
devastates
my business
20M books
sold in the world the first day
Re-defining
intellectual property
We really
need
something
very
aspirational!
Sure...
3.300.000
copies sold in the first 12 days in the US
But...
ma ke sure you offer
added value
 “There are   wonderful opportunities in
 all of this for brands in the creation and
 cur...
People skip ads
anyway.
388,302 views
           YouTube, Dec. 1st 2007
Damon, Olivier C:
any number about that?
13 of the top 30 search
terms
in the UK Search Engines contained the
word “Cadbury” on the week of the video
launch
6,000,...
1282
   participations
Don’t advertise,
transmit a message
                      leave people
 “The important thing is to
 with something: a feel...
I want
more
traffic on
my site.
http://fr.youtube.com/user/cansprofessional
2.4 millions
of copies sold in 5 weeks



Titanium Grand
Cannes Advertising Festival 2007
Fish
w here the fish are!
Social Networks
are just a trend
anyway.
Remember slide
11?


     17%
96%
of U.S. teens and tweens go
online to participate in a
social network at least once a
+3,000%
New users in 6 month for Facebook
UK



+100.000
New users per week for Facebook in
Europe
It’s pretty safe to say...



That Social
Networks are
here to stay!
OK, but it’s a
teenager thing!
Facebook Demographic


                    16%
      41%           12-17
      35+




                      31%
         ...
So, let’s
create
a Social
Network on
our site!
Just ten weeks after
launching its own version
of MySpace, Wal-Mart shut
Forbes Magazine
But...
$15M
in sales by the end of 2007




slide 92
Our consumer
want content
from Pros,
not from other
consumers.
Don’t
underestimate
62% of consumers now read online product
reviews written by other consumers.
82% of those who read rev...
Reviews: a bridge
between On and
Nearly 25% of surveyed Internet users reported
reading online reviews prior to paying
for...
But if we integrate
some user-generated
content, who’s
gonna
moderate?
16%
                                           Negativ




                           84%   Entries




30k+
the micro-sit...
Fear not!
Consumers generally have good
intentions when writing reviews.
90% write reviews in order
to help others make be...
Fear not!
                                                Negative Everytime
Tone of Online                               ...
2  Life,
  nd
MySpace,
Twitter,
Facebook,
Sony’s home...
What’s next?
Michael Dell is less
concerned with the
ROI of emerging
media and more
concerned with
"The learning is now.
You are a pioneer, and
with that comes first-
mover advantage"
Joseph Jaffe, the marketing consultant...
E xperiment
and learn.
It's the only way to understand the real
poten  tial of the platforms in front of us.
Kee  p the si...
That’s scary...
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Transcript of "TheTrendwatch #06"

  1. 1. Winter ’08: Shift Happens*
  2. 2. The Trend What?
  3. 3. damon CREPIN S C ANTO o livier luis FREITAS
  4. 4. Social Media Aggregator Powe Technolog Collective intelligence Sharing platform Open Source Web Semantic Blogs Everyone Mashup Folksonomy Online community Opinion leaders AJAX Personal website RSS Brand XML Meta Tags Institution HTML tv radio All Right reserved computer ipod Document Creative Commons cellphone e-commerce smartphone Audio shop in the shop Legal R&D access point Mobilit Video Agencies long tail era Integrated document mashup User participation multi actor development Interactive document User generated content life integrated consumption Cognitive deduction User Lead Commerce Co-creation Conten R&D Personalizatio Advertising
  5. 5. Web Site Webmaster Web Users
  6. 6. Webmaster tag bla Web Site 2.0 Web Users Users Contributors
  7. 7. Podcasts killed the radio, internet killed the papers, youtube is gonna kill TV: old media is dead...
  8. 8. Weekly Hours spent Q4 2004 Q2 2007 11.5 11.5 7.7 7.4 3.9 1.8 1.7 2.1 2.4 3.3 s 2.5 2.4 3.4 3.5 zi ne aga W ork ma ) M for e ap er et / Cin pe rs s D gP ern DV sp a ose ad in Int ies ( New Pur p io Re ov er nal Rad ng M Pap ers o to V t chi ad ing fo rP ning ingT Wa Re et iste tch ter n L Wa In
  9. 9. Weekly Hours spent Net Users Others +1 11.7 11.2 8.2 6.8 1.7 1.8 1.9 2.7 s z ine 0.5 1.9 2.4 2.7 a s Mag me r a s a pe PCG VD rs ingP y ing ingD ape ad Pla tch sp io R e W a ew Rad e rN g to V Pap nin ingT ad ing L iste tch Re Wa
  10. 10. Online Media Consumed France Germany UK 65% 58% 61% 47% 36% 36% 53% 45% 36% 16% 20% 14% 24% s 16% P res os 12% g de a din . Vi s Re U.G ast g dc hin Po TV W atc g to tc h nin Wa io ad L iste to R g nin L iste
  11. 11. 75% of U.S. Internet users watched an average of 3h hours of online video during the month of July 07.
  12. 12. IBM online survey: 66% spend 1 to 4 hours watching TV per day 60% spend 1 to 4 hours on the Web for Personal Usage
  13. 13. IBM online survey: 9% spend 6 hours or more watching TV per day 19% spend 6 hours or more on the Web for Personal Usage
  14. 14. How would a 14-29 rather kill 15 minutes? 1 %
  15. 15. 22% of 18- to 24-year-olds say they are watching less TV since they started using social-networking sites
  16. 16. new version more weblike
  17. 17. abc news web edition
  18. 18. higher expectations the Internet has heightened “I think everyone’s expectations of all media. People expectchoice, control and the ability to contribute.” Craig DAVIS, JWT Worldwide
  19. 19. This will never pass the consumer tests!
  20. 20. mpa ny's n th e co ues tio at ight “I q sel l into w at ity t o righ t no a b il mar k et sum er t p ri c e. ” co n s cu r r en t he i Pod'
  21. 21. 130 Millions iPods sold since (forecast including Xmas 07) because it’s remarkable because it redefined the way people listen to
  22. 22. #1 on Amazon for 8 consecutive weeks following the launch in the Health and Personal Care category, becoming one of the most successful product launches in
  23. 23. 37.000.000 miles run on December 1st, 2007
  24. 24. 15M sold so far
  25. 25. +103% sales in 2006 sold to Coca-Cola
  26. 26. 1.4M sold
  27. 27. 2.3 pods sold in 2006
  28. 28. What’s the link between those über-successful products? They’re remarkable
  29. 29. Choice Free time
  30. 30. We want something like the Dove movie!
  31. 31. Top 100 Companies for 17 years running, often landing in the top 10
  32. 32. new way to measure brand impact 1. Awareness Google rank, Page views, Unique visitors... 2. W.O.M. / Recommendabilityorks tw Technorati score, mentions in Social Ne (YouTube, Facebook, etc.), reviews in shopping sites... 3. Brand Energy Vision of what the brand tends to be and defend + Perpetual invention to serve this vision + Dynamism in its communication
  33. 33. Online piracy devastates my business
  34. 34. 20M books sold in the world the first day
  35. 35. Re-defining intellectual property
  36. 36. We really need something very aspirational!
  37. 37. Sure...
  38. 38. 3.300.000 copies sold in the first 12 days in the US
  39. 39. But...
  40. 40. ma ke sure you offer added value “There are wonderful opportunities in all of this for brands in the creation and curation of content, services and utility. But the bar is, and should be, very high.” Craig DAVIS, JWT Worldwide
  41. 41. People skip ads anyway.
  42. 42. 388,302 views YouTube, Dec. 1st 2007
  43. 43. Damon, Olivier C: any number about that?
  44. 44. 13 of the top 30 search terms in the UK Search Engines contained the word “Cadbury” on the week of the video launch 6,000,000 views and counting...
  45. 45. 1282 participations
  46. 46. Don’t advertise, transmit a message leave people “The important thing is to with something: a feeling, a bit of content or even get them involved and let them be part of it. As long as it feels like a gift, rather than an intrusion, it’s ok.” Juan CABRAL, Creative Director of Fallon London
  47. 47. I want more traffic on my site.
  48. 48. http://fr.youtube.com/user/cansprofessional
  49. 49. 2.4 millions of copies sold in 5 weeks Titanium Grand Cannes Advertising Festival 2007
  50. 50. Fish w here the fish are!
  51. 51. Social Networks are just a trend anyway.
  52. 52. Remember slide 11? 17%
  53. 53. 96% of U.S. teens and tweens go online to participate in a social network at least once a
  54. 54. +3,000% New users in 6 month for Facebook UK +100.000 New users per week for Facebook in Europe
  55. 55. It’s pretty safe to say... That Social Networks are here to stay!
  56. 56. OK, but it’s a teenager thing!
  57. 57. Facebook Demographic 16% 41% 12-17 35+ 31% 18-24 12% 25-34
  58. 58. So, let’s create a Social Network on our site!
  59. 59. Just ten weeks after launching its own version of MySpace, Wal-Mart shut Forbes Magazine
  60. 60. But...
  61. 61. $15M in sales by the end of 2007 slide 92
  62. 62. Our consumer want content from Pros, not from other consumers.
  63. 63. Don’t underestimate 62% of consumers now read online product reviews written by other consumers. 82% of those who read reviews said that their purchasing decisions have been directly influenced by those reviews. Deloitte & Touche, Oct 07
  64. 64. Reviews: a bridge between On and Nearly 25% of surveyed Internet users reported reading online reviews prior to paying for an offline service!   Online reviews about offline services (restaurants, hotels, automotive...) were a significant purchase influence for approximately 3/4 of review users.
  65. 65. But if we integrate some user-generated content, who’s gonna moderate?
  66. 66. 16% Negativ 84% Entries 30k+ the micro-site attracted more than 620.000 visitors, spending on average more than 9 minutes, and nearly two-thirds of them went
  67. 67. Fear not! Consumers generally have good intentions when writing reviews. 90% write reviews in order to help others make better buying decisions. Nearly 80% write reviews in order to reward a company. BazaarVoice, US users, Aug-Oct 07
  68. 68. Fear not! Negative Everytime Tone of Online or Most Times Feedback for 11% 2% Products and Eq. Split Services on Bazaarvoice. 51% Positive US, Aug-Oct 07 Everytime 36% Positive Most
  69. 69. 2 Life, nd MySpace, Twitter, Facebook, Sony’s home... What’s next?
  70. 70. Michael Dell is less concerned with the ROI of emerging media and more concerned with
  71. 71. "The learning is now. You are a pioneer, and with that comes first- mover advantage" Joseph Jaffe, the marketing consultant who advised Coke on its 2nd Life presence
  72. 72. E xperiment and learn. It's the only way to understand the real poten tial of the platforms in front of us. Kee p the size of the experiment small so th at you have the freedom to explore it. Forrester’s Marketing Blog
  73. 73. That’s scary...
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