Dancing with MegaphonesThe New Rules, Realities, and Hard Data Behind Consumer Control<br />iMedia Agency Summit <br />Dec...
1 -Dances with megaphones: Lee Rainie<br />Webshots:  lauryn6842<br />
Megaphone 1:<br />Internet and Broadband <br />Flickr: Susan Ford Collins<br />
70% <br />66% <br />
Consequences for info ecosystem<br />Volume<br />Velocity<br />Vibrance<br />Valence /<br />Relevance<br />
Variety – Explosion of niches<br />
Networked creators among internet users<br /><ul><li> 62% are social networking site users
 ~50% share photos
 33% create content tags
 32% contribute rankings and ratings
 30% share personal creations
 26% post comments on sites and blogs
 24% use Twitter / other status update features
 15% have personal website
 15% are content remixers
 14% are bloggers
 4% use location-sharing services</li></li></ul><li>Megaphone 2:<br />Mobile connectivity<br />Flickr: Susan Ford Collins<...
Cell phone owners – 85% adults<br />96% <br />90% <br />85% <br />58% <br />
Mobile internet connectors – 57% adults<br />62% <br />59% <br />55% <br />
New cell and wireless realities<br />More than 2/3 of adults and 3/4 of teens use the cloud<br />Web vs. apps struggle: 35...
Consequences for info ecosystem<br />Anywhere <br />Presence<br />Place<br />Any device<br />
Anytime media<br />Attention zones<br />Continuous partial attention<br />Deep dives<br />Info-snacking<br />Media zones<b...
Megaphone 3:<br />Social networking<br />Flickr: Susan Ford Collins<br />
Consequences for info ecosystemSocial networks as sentries (WOM)<br />
Consequences for info ecosystemSocial networks as information evaluators<br />
Consequences for info ecosystemSocial networks as forums for action<br />
2 -Dances with megaphones: Pete Blackshaw<br />Webshots:  lauryn6842<br />
The Big & Emerging Questions for Brands <br />1<br />
diverse<br />demanding<br />emerging<br />connected<br />Landscape: Diverse, Demanding, Connected, Emerging<br />
What’s Ahead / Next?<br />Near Term Trends for 2011<br />23<br />
Dramatically More Cross-Platform / Media-Mixing<br />59% of Americans use TV and the Internet Simultaneously<br />Source: ...
Channel Preferences Dramatically Diversifying<br />Source: Nielsen Consumer Channel Preference Study ‘09<br />
Apps Usage: Gaming & Utility Big Drivers<br />
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iMedia December Agency Summit: Dancing with Megaphones

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Dancing with megaphones

Keynote:
Lee Rainie, Director, Pew Internet Project

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iMedia December Agency Summit: Dancing with Megaphones

  1. 1. Dancing with MegaphonesThe New Rules, Realities, and Hard Data Behind Consumer Control<br />iMedia Agency Summit <br />December 13, 2010<br />Phoenix, AZ<br />Pete Blackshaw: CMO, NM Incite, a Nielsen-McKinsey Company <br />Lee Rainie: Director, Pew Internet Project<br />
  2. 2. 1 -Dances with megaphones: Lee Rainie<br />Webshots:  lauryn6842<br />
  3. 3. Megaphone 1:<br />Internet and Broadband <br />Flickr: Susan Ford Collins<br />
  4. 4.
  5. 5. 70% <br />66% <br />
  6. 6. Consequences for info ecosystem<br />Volume<br />Velocity<br />Vibrance<br />Valence /<br />Relevance<br />
  7. 7. Variety – Explosion of niches<br />
  8. 8. Networked creators among internet users<br /><ul><li> 62% are social networking site users
  9. 9. ~50% share photos
  10. 10. 33% create content tags
  11. 11. 32% contribute rankings and ratings
  12. 12. 30% share personal creations
  13. 13. 26% post comments on sites and blogs
  14. 14. 24% use Twitter / other status update features
  15. 15. 15% have personal website
  16. 16. 15% are content remixers
  17. 17. 14% are bloggers
  18. 18. 4% use location-sharing services</li></li></ul><li>Megaphone 2:<br />Mobile connectivity<br />Flickr: Susan Ford Collins<br />
  19. 19. Cell phone owners – 85% adults<br />96% <br />90% <br />85% <br />58% <br />
  20. 20. Mobile internet connectors – 57% adults<br />62% <br />59% <br />55% <br />
  21. 21. New cell and wireless realities<br />More than 2/3 of adults and 3/4 of teens use the cloud<br />Web vs. apps struggle: 35% have apps; 24% use apps<br />Features used by cell owners<br />76% take pictures<br />74% are texters (text overtakes talk in frequency in 2009)<br />39% browse internet<br />34% are email users<br />34% record videos<br />34% play games<br />33% play music<br />30% are IM-ers<br />7% participate in video calls<br />
  22. 22. Consequences for info ecosystem<br />Anywhere <br />Presence<br />Place<br />Any device<br />
  23. 23. Anytime media<br />Attention zones<br />Continuous partial attention<br />Deep dives<br />Info-snacking<br />Media zones<br />Social<br />Immersive<br />Streams<br />Creative / participatory<br />Study<br />
  24. 24. Megaphone 3:<br />Social networking<br />Flickr: Susan Ford Collins<br />
  25. 25.
  26. 26. Consequences for info ecosystemSocial networks as sentries (WOM)<br />
  27. 27. Consequences for info ecosystemSocial networks as information evaluators<br />
  28. 28. Consequences for info ecosystemSocial networks as forums for action<br />
  29. 29. 2 -Dances with megaphones: Pete Blackshaw<br />Webshots:  lauryn6842<br />
  30. 30. The Big & Emerging Questions for Brands <br />1<br />
  31. 31. diverse<br />demanding<br />emerging<br />connected<br />Landscape: Diverse, Demanding, Connected, Emerging<br />
  32. 32. What’s Ahead / Next?<br />Near Term Trends for 2011<br />23<br />
  33. 33. Dramatically More Cross-Platform / Media-Mixing<br />59% of Americans use TV and the Internet Simultaneously<br />Source: Nielsen Three-Screen Report<br />
  34. 34. Channel Preferences Dramatically Diversifying<br />Source: Nielsen Consumer Channel Preference Study ‘09<br />
  35. 35. Apps Usage: Gaming & Utility Big Drivers<br />
  36. 36. Proliferation of Service Apps, Many Sponsored by Brands<br />Hershey’s<br />Pizza Hut<br />Ben & Jerry’s<br />Kraft<br />Dunkin Donuts<br />Convenient pizza ordering experience<br />Experience B& J through peace, love and ice cream<br />Discover recipes for any occasion. <br />Communicate with co-workers for coffee runs<br />Simulate your favorite choc. milk experience at anytime<br />
  37. 37. Social Commerce Ecosystems <br />From Destination-Focused Websites <br />to “Brand Stands”<br />
  38. 38. The Recalibration of “Value”…Beyond Price <br />Many consumers shop for more than just price. They’re willing to pay more if they perceive the value of additional benefits received.<br />Value Consumer = Benefits/Price<br />Value Consumer = Price<br />Other New Variables…Corporate Responsibility, “Green”<br />
  39. 39. What’s Ahead / Next?<br />Longer Term Trends & Disrupters<br />30<br />
  40. 40. Mobile Phones Will Overtake PCs by 2015<br />Source: Nielsen<br />
  41. 41. Rise of Media Blending (Media Mix Modeling 2.0?)<br /><ul><li>Nielsen Online Digital Strategic Services , Pete Blackshaw (5, 09)</li></li></ul><li>Technology-Driven Retailer Innovation<br />Can BP empower its franchises and/or products around innovation?<br />Source: Company websites; Progressive Grocer & Pittsburgh Post-Gazette<br />
  42. 42. Rise of the Organizational War Room: New Listening Models for CRM<br />
  43. 43. The end<br />Contact info for us<br />

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