The Future of Media…in the Social Era Thin Air Summit Denver Colorado Nov 2008 Jeremiah Owyang Senior Analyst Forrester Research

Jello Used with creative commons attribution rights http://www.flickr.com/photos/m104/1121271794/

Jello

Shish Kabob Image used with creative commons attribution http://www.flickr.com/photos/pennypisswater/500268648/

Shish Kabob

Use with Creative Commons Attributions Rights http://www.flickr.com/photos/earlg/182538685/

Media is undergoing dramatic changes from shape, size, and power.

The Social Web Pervasive Small Multi Form To To To Broadcast Big One Form

Jello Used with creative commons attribution rights http://www.flickr.com/photos/m104/1121271794/

Jello

Like Jello, media becomes amorphous and can take many shapes

Like Jello, media becomes amorphous and can take many shapes

News Article RSS

RSS

To Tweets

To aggregation (Friendfeed)

And then spreads to other forms

And spreads to other locations

Amorphous Content will take many different shapes Even without your consent Content will be quoted, linked, trackbacked, shared

Content will take many different shapes

Even without your consent

Content will be quoted, linked, trackbacked, shared

Community Examples?

Shish Kabob Image used with creative commons attribution http://www.flickr.com/photos/pennypisswater/500268648/

Shish Kabob

Like Shish Kabob, media becomes bite sized –no longer just steak

Like Shish Kabob, media becomes bite sized –no longer just steak

The Attention Crash

Twitter: fastest growing social network

Bite Sized Content

Media Snacking

Content plays to short form Attention span reduced Content shorter, faster Snipetts over long form

Attention span reduced

Content shorter, faster

Snipetts over long form

Community Examples?

Use with Creative Commons Attributions Rights http://www.flickr.com/photos/earlg/182538685/

Like currency, media becomes pervasive , the transfer of power.

Like currency, media becomes pervasive , the transfer of power.

Any which can be accessed on mobile

Extends to TV

Japanese Phones ready for creation and consumption

iPhone Take your applications with you http://www.flickr.com/photos/williamhook/2830319467/

Take your applications with you

Enable content to change formats

Prepare for cross medium Widgets are a stepping stone for mobile –and vice versa Creative Commons http://www.flickr.com/photos/dantaylor/308441357/

Widgets are a stepping stone for mobile –and vice versa

Like Currency, Media is Pervasive Content is all around us: Created Shared Remixed Reproduced

Content is all around us:

Created

Shared

Remixed

Reproduced

Community Examples?

Social: We become, create, share and modify all media

Social: We become, create, share and modify all media

Creators Publish a blog related to business Publish online demos/rich media apps Upload videos, audio, or podcasts Upload photos, images, or presentations Author articles, case studies, whitepapers I blog because I have something important to share

Publish a blog related to business

Publish online demos/rich media apps

Upload videos, audio, or podcasts

Upload photos, images, or presentations

Author articles, case studies, whitepapers

Critics I speak out about the products I love or hate Post ratings/reviews Comment on business blog or group page Comment on online forums Contribute to/edit articles in a wiki/forum Give a reference or testimonial

Post ratings/reviews

Comment on business blog or group page

Comment on online forums

Contribute to/edit articles in a wiki/forum

Give a reference or testimonial

Collectors I’m a technology and organization nut – everything has a place, everything in it’s place. Use RSS feeds Add labels or tags to Web pages, article, etc. Publish favorites lists Download a widget for my desktop or mobile device

Use RSS feeds

Add labels or tags to Web pages, article, etc.

Publish favorites lists

Download a widget for my desktop or mobile device

Joiners Networking is how I get business done Maintain profile on a social networking site Visit social networking sites Recommend someone on networking site Use personal portal/content sites for work

Maintain profile on a social networking site

Visit social networking sites

Recommend someone on networking site

Use personal portal/content sites for work

Spectators I use the Internet to get the job done, so I have more time for running my business. Read business blogs Watch videos posted by firms Listen to podcasts, audio Read online forums Read customer ratings/reviews Attend Webinars, Webcasts Attend virtual trade shows

Read business blogs

Watch videos posted by firms

Listen to podcasts, audio

Read online forums

Read customer ratings/reviews

Attend Webinars, Webcasts

Attend virtual trade shows

Inactives Don’t acknowledge using any social technologies I rely on my personal contacts for business advice.

Don’t acknowledge using any social technologies

Creators Critics Collectors Joiners Spectators Inactives The ladder of participation Base: US online consumers Source: NACTAS Q2 2007 North American Social Technographics online survey and NACTAS Q4 2006 Youth online survey Adults Youth 18% 39% 25% 43% 12% 14% 25% 58% 48% 66% 44% 26%

Adoption increase from 2007-2008

Age is also a major driver of adoption Base: US online consumers Source: NACTAS Q2 2007 North American Social Technographics online survey NACTAS Q4 2006 Youth online survey Percent of each generation in each Social Technographics category

How do you we respond?

How do you we respond?

Embrace Shape Changing Allow for content to take many different forms Enable content to be ‘lifted’ and shared Use creative commons

Allow for content to take many different forms

Enable content to be ‘lifted’ and shared

Use creative commons

Go bite sized! Allow content to be in snack format Allow long form content to also be converted to short form Video/podcasts add chapters Embrace widgets, embeds, and sharing

Allow content to be in snack format

Allow long form content to also be converted to short form

Video/podcasts add chapters

Embrace widgets, embeds, and sharing

Embrace rapid spread If information is power, then media is currency. Allow content to quickly flow through your properties Aggregate Link out

If information is power, then media is currency.

Allow content to quickly flow through your properties

Aggregate

Link out

Enable content to be social

Case Study Internet Usage in United States United States Population: 303,824,646 Internet Usage: 220,141,969 Penetration rate: 72.5% Growth from 2000-2008: 130.9% Stats from Internet WorldStats (Census, Nielson)

Internet Usage in United States United States Population: 303,824,646 Internet Usage: 220,141,969 Penetration rate: 72.5% Growth from 2000-2008: 130.9% Stats from Internet WorldStats (Census, Nielson)

Case Study Facebook Obama: 2,379,102 supporters McCain: 620,359 supporters Obama has 380% more supporters than McCain MySpace Obama: Friends: 833,161 McCain: Friends: 217,811 Obama has 380% more supporters than McCain

Facebook Obama: 2,379,102 supporters McCain: 620,359 supporters

Obama has 380% more supporters than McCain

MySpace Obama: Friends: 833,161 McCain: Friends: 217,811

Obama has 380% more supporters than McCain

Case Study YouTube Obama: 1792 videos uploaded since Nov 2006, Subscribers: 114,559 (uploads about 4 a day), Channel Views: 18,413,110 McCain: 329 videos uploaded since Feb 2007 (uploads about 2 a day), Subscribers: 28,419, Channel Views: 2,032,993 Obama has 403% more subscribers than McCain Obama has 905% more viewers than McCain Twitter Obama: @barackobama has 112,474 followers McCain: @JohnMcCain (is it real?) 4,603 followers Obama has 240 times more followers in Twitter than McCain

YouTube Obama: 1792 videos uploaded since Nov 2006, Subscribers: 114,559 (uploads about 4 a day), Channel Views: 18,413,110 McCain: 329 videos uploaded since Feb 2007 (uploads about 2 a day), Subscribers: 28,419, Channel Views: 2,032,993

Obama has 403% more subscribers than McCain Obama has 905% more viewers than McCain

Twitter Obama: @barackobama has 112,474 followers McCain: @JohnMcCain (is it real?) 4,603 followers

Obama has 240 times more followers in Twitter than McCain

Summary Like Jello, media becomes amorphous and can take many shapes Like Shish Kabob, media becomes bite sized –no longer just steak Like money, media becomes pervasive , the currency of power. We become, create, share and modify all media

Like Jello, media becomes amorphous and can take many shapes

Like Shish Kabob, media becomes bite sized –no longer just steak

Like money, media becomes pervasive , the currency of power.

We become, create, share and modify all media

To be successful, embrace multi-mediums, make content bite sized, and allow it to spread.

5 Bonus Tips to Succeeding with Social Media

5 Bonus Tips to Succeeding with Social Media

Pay yourself first Before you check email Read up and educate yourself Blog and support your own portable brand

Before you check email

Read up and educate yourself

Blog and support your own portable brand

Synthesize Everything is an input Catalog content Create drafts, work on them slowly

Everything is an input

Catalog content

Create drafts, work on them slowly

Creative tips Aggregate content Create digests Create lists Talk about who’s been hired

Aggregate content

Create digests

Create lists

Talk about who’s been hired

Develop and Editorial Calendar Develop a regular rhythm for content. Find out the ‘breathing pattern’ of your market: certain posts do better on weekdays, weekends

Develop a regular rhythm for content.

Find out the ‘breathing pattern’ of your market: certain posts do better on weekdays, weekends

Create with passion Passion is the key, create on content you truly care about, the rest won’t matter.

Passion is the key, create on content you truly care about, the rest won’t matter.

Q&A

Thank You Jeremiah Owyang Senior Analyst Social Computing for the Interactive Marketer Forrester Research Email: [email_address] Blog: web-strategist.com/blog Twitter: @jowyang

Jeremiah Owyang

Senior Analyst

Social Computing for the Interactive Marketer

Forrester Research

Email: [email_address]

Blog: web-strategist.com/blog

Twitter: @jowyang