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
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. 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. 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. 75%
of U.S. Internet users watched an average
of 3h hours of online video during the
month of July 07.
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. 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
20. 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
22. 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'
23. 130 Millions
iPods sold since (forecast including Xmas 07)
because it’s remarkable
because it redefined the way people listen to
24.
25. #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
41. 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
60. 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
66. 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...
73. 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
108. 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
109. 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.
110. But if we integrate
some user-generated
content, who’s
gonna
moderate?
111.
112.
113. 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
114. 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
115. 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
121. Michael Dell is less
concerned with the
ROI of emerging
media and more
concerned with
122. "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
123. 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