Annina Svensson - What Luxury May Learn from Entertainment - HUBFORUM MOSCOW 2013
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Annina Svensson - What Luxury May Learn from Entertainment - HUBFORUM MOSCOW 2013

on

  • 309 views

 

Statistics

Views

Total Views
309
Views on SlideShare
309
Embed Views
0

Actions

Likes
0
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Annina Svensson - What Luxury May Learn from Entertainment - HUBFORUM MOSCOW 2013 Presentation Transcript

  • 1. What%Luxury%May%Learn%from%Entertainment @anninasvenssonMoscow,%April%2nd%2013 #%HUBFORUM
  • 2. TOPICS •Media Consumption & Multi- Screen Activity •The Gen C - A Game Changing Online Behaviour •Unleash The Content - Profit from Growth •Amplify your Brand & User Engagement using Video & Social Media!!#HUBFORUM 3
  • 3. PwC | Global entertainment and media outlook: 2012–2016 Media Consumption & Multi-Screen Activity!!#HUBFORUM 4
  • 4. Media Consumption & Multi-Screen Activity 90% of media consumption is made via a screen 10% via «offline» media, i.e radio, magazines and newspapers 90% 10% Activities / Leisure Time per Day / Screen Smartphone 17mins - 54% communication, 33% entertainment Tablet 30mins - 63% entertainment, 32% communication PC 39mins - 40% information, 29% keep up to date Total time spent in front of screen per day of leisure time : 4.4 hours/day => The concept of Digital vs Traditional strategy disappears, content and communication will be tailored per channel/intent/activity/location Study Ipsos, Google, Sterling Brands US, Aug 2012!!#HUBFORUM 5
  • 5. Media Consumption & Multi-Screen Activity => Online activity started or ended on another screen than the activity started on Engage with the audience where they are and in coherence with what they are doing!!#HUBFORUM 6
  • 6. The Gen C - A Game Changing Online Behaviour - Connected - Curators - Creators 18-24 years / CSP+ / Tech Savvy / Digital Natives Rather than a generation - a lifestyle, paving the way for the mass market!!#HUBFORUM 7
  • 7. The Gen C - A Game Changing Online Behaviour Usage indicates increased demand for content via video and social media! Gen C - Presence on Social Media (Twitter, Tumblr, Youtube, Facebook) Source : Pew Research Center March 2013 & Credoc June 2012!!#HUBFORUM 8
  • 8. The Gen C - A Game Changing Online Behaviour Over Equipped House Holds inc. Youngsters 2 TVs per Household 86% Video Console 47% Several PCs (vs 32% avg.) 54% Smartphone The multitude of content and screens make it necessary to engage the Source : Ipsos Junior Connect, septembre 2012 + CREDOC, juin 2012 user differently!!#HUBFORUM 9
  • 9. The Gen C - A Game Changing Online Behaviour •550 million users worldwide 2 Billion + videos watched daily Youtube is now the second largest search engine after Google The second largest source of online incomes for music right holders (Western Europe) Coverage 18-24 years: 92% Gen C entertainment consumption: 2/3 videos are music, video games or humour Mobile views now exceed 200M/day For every 2nd paid video ad => 1 earned view among Youtube’s top 100 advertisers Source Médiametrie January 2013 & Youtube!!#HUBFORUM 10
  • 10. Profit from the Growth in M&E – Unleash your Content!!#HUBFORUM 11
  • 11. Profit from the Growth in M&E – Unleash your Content •The digital global entertainment & media industry grew by 28% in 2011, forecasted to represent 37,7% by 2016 •Piracy obliged the entertainment industry to innovate - use their learnings: •Access, freemium & subscription Models •Improved User experience & engagement •Improved technology, devices and ecosystem •Increased quantity of digital production •Easy to find, easy to use & share, easy to buy Source: PwC | Global entertainment and media outlook: 2012–2016!!#HUBFORUM 12
  • 12. Amplify Brand & User Engagement via Video, Social & 360° - Extend offline event to online - The TopShop Case - @London Fashionweek - Digital Savviness - Estée Lauder - Engagement & Loyalty via Gamification - The Cascada Case by Fanzy - Online meets Offline - The Karl.com Case by Emakina!!#HUBFORUM 13
  • 13. The Topshop Case - London Fashion Week February 2013 - Broadcast via G+ Over 4 million views & 200k shares on Google+, Facebook, Pinterest, Twitter, Instagram, and Tumblr!!#HUBFORUM 14
  • 14. The Cascada Case- Gamification via Fanzy - Create Engagement Cascada doubled the rate of likes on Facebook compensating her fans!!#HUBFORUM 15
  • 15. The Estée Lauder Case - Online Savvy!!#HUBFORUM 16
  • 16. The Karl.com Case - 360° Approach - Offline to Online - Agency Emakina!!#HUBFORUM 17
  • 17. !!#HUBFORUM 18
  • 18. Thank%you%! @anninasvenssonMoscow,%April%2nd%2013 #%HUBFORUM
  • 19. FORUM Moscow April 2nd 2013CONNECTING DIGITAL INFLUENCERS FRENCHWEB.FR LE MAGAZINE DES PROFESSIONNELS DU NET