Our aim today• Have lots of fun• Use our imagination• Think sideways• Find people online• Research audiences• Reassure ourselves that all this work is worthwhile
Communications rules for this lecture• You MUST use Twitter ▫ Tell your friends where you are ▫ Comment of what you find out ▫ Talk about the lecture and lecturer• You MUST use Facebook ▫ Because it’s there ▫ Because the photos you put on Facebook will help you remember.• Did you blog about the bits of this lecture you find cool? Of course you did.
A simple task• Identifying and targeting consumer media; platforms, channels and tactics. ▫ The story of a handbag Your client makes top of the range handbags Who would you target to place your stories about their products?
Niche In conversation SharingThe new media E(mail) communication Facebook users in Portugal: 4,581,040
Where do we find the constituents• We look for common values ▫ One way is to use Google’s Adwords. ▫ See what words (values) attach to your brand
The values attachingto ‘handbag’organiser hooksdesigner blackpatent charmsnavyAs if by magic, thewords found in Googlethat do not include themakers or the wordhandbag still take us tosites about handbags!
Is Grunig out of date?• The constituency does not have to be very engaged but does have similar values• The big issue is often remote from the values common between the individual and audience• There is no segmentation in messaging ‘everyone can see everything’• Publics of one and in this instant only is now common.• Public of millions is meaningless.
How to ask questions of yourconstituents Try Survey Monkey The winner.... Google Surveys The samples get big
But where do I go to join theparty? • Many more • More to come • Many surprises
The nature of communication – theinternet of things• Apps• Widgets Nicole Scherzinger, formerly of• Dresses Pussycat Dolls fame, stepped• Glasses out on Thursday night wearing• Video games a Twitter Dress, an electronic-• Smart cards powered frock that displayed• Location tracking real tweets in real time.• Embedded communication
Putting the new constituents and newplatforms together – case study
It’s not what you have been taught. It has changed.• How do you segment constituencies (publics?, stakeholders? Socio-economic groups?)• Which media do segments use?• What is the media?• To what extent are platforms part of the message and audience selection?• To what extent are platforms and channels user centric (does your mum use a wii?).• Traditional paid-for has a role (e.g. paid search and web advertising)
In the meantime all this stuff istranslating into economic activity• The research Is it for Portugal?
When the rest of the economy is....er...• UK is a leader. Where it goes, so too will the rest of Europe.• Total U.K. Internet traffic is expected to increase by an average of 37 percent every year between 2010 and 2015.• The U.K. Internet ecosystem is worth £82 billion a year• Every £1 spent on Internet connectivity—mobile and fixed broadband networks—currently supports £5 in wider revenue for the U.K. ecosystem.• Of the total £82 billion U.K. Internet economy, £37 billion is in the Internet value chain and £45 billion in the e-commerce it supports. The value chain is 2.6 percent of the countrys GDP, while e-commerce is a further 3.1 percent.• 2011 data showed that Portugal is catching up very fast.
Meanwhile Portugal BOOOOMs!• Internet retailing continued to grow in 2011, reaching €401 million.• The amount spent per person on internet purchases increased by 23%,• Internet retailing widened its consumer base• The level of confidentiality and security for online payment remained an important concern amongst Portuguese consumers.• However, internet retailing in Portugal is experiencing dynamic development, with an increasing number of Portuguese shopping online on a regular basis.• The main factors which attract consumers to this channel are convenience of shopping and competitive prices.• Six million consumers online (55.2% of population)• The number of internet users in Portugal is rising, which is also helping to boost sales.
What we have learned• The way we consume information is changing• There are now many more media outlets and many are online• The audience is not in nice segments anymore• People cluster round values – which we can find using Google tools (among others)• We can find where consumers and opinion formers are by researching values.• Opinion and Consumer research is now possible and inexpensive online.• This is all possible because we can interrogate (Big Data)• The internet is escaping the PC and we now have the beginnings of the ‘Internet of Things’.• All this activity is making the internet bigger and more important• It is driving our economies.• Portugal is Boooooming online!
Our aim today• Have lots of fun• Use our imagination• Think sideways• Find people online• Research audiences• Reassure ourselves that all this work is worthwhile• Yup... We did all that!