The internet as a social phenomenon

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A brief view of the social world today and the route companies should take...

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The internet as a social phenomenon

  1. 1. The internet as asocial phenomenonAstana, May 2012
  2. 2. An introduction to goviralHistory:- Founded in 2005- Online video distribution forbrands- Introduced CPV to market- Acquired by Aolin 2011 for $96,7m- 8 Offices, 3 partners- Poland, Japan, Australia 26,000+ 40,000+ 22 800,000,000+Network: videos active publishing delivered- 40.000 publishing partners launched publishers verticals views- 1 million people engaged per day5/20/2012 2
  3. 3. “Content marketing is marketers becomingpublishers; owning the media instead of rentingit. It’s about attracting and retaining customers bycreating and curating valuable, compelling andrelevant content to maintain or change behavior.”- Joe Pulizzi, Content Marketing Institute
  4. 4. What are users doing?5/20/2012 5
  5. 5. The biggest countries in the world 1,33bn 1,17bn 900mn 850mn5/20/2012 6
  6. 6. A world in need of curation Index search has peaked90% 10% 2008 50% 50% 201 1 Source: TEDx Santa Cruz:Roger McNamee – Distribution and Engagement presentation5/20/2012 7
  7. 7. Online video is a new mainstream channel “Thinking about the internet, which of the following have you ever done?” 4b 2b 1b100 m 2006 2009 2010 2011 Views per day Source: Universal MacCann’s Wave 6 study 5/20/2012 8
  8. 8. From physical to digital viewing Physical Online *Billions of units 3.4 2.6 2.4 1.4 2011 2012 Source:Emarketer, 20125/20/2012 9
  9. 9. New forms of contentareemerging 60-600 sec5/20/2012 10
  10. 10. Video and social are soulmates+100 millionUsers take a social actionon YouTube 75%(likes, shares, comments, etc) every week+ 150 yearsOf YouTube video are watched 100%every day on Facebook(up 2.5x year/year) 35%+ 500 tweets 120%per minute containing a 100%YouTube link, 6 new sessionson average per link. (up 3x y/y) Source: Youtube, 2011
  11. 11. How social reallyworks! DiscoveryOne to one One to Many Echo 5/20/2012 12
  12. 12. The Daily Me5/20/2012 13
  13. 13. What is always on? 60 hours of content to Youtube 400.000 people will log in to Facebook 100.000 new tweets will be posted The Apple store in NYC is open 24/7 - 365 days a year.5/20/2012 14
  14. 14. The value chain is doubling Area Production Distribution Audience 2000 Advertising Broadcast Destination 2012 Services Syndication On-demand5/20/2012 15
  15. 15. Implications for business5/20/2012 16
  16. 16. Broadband penetration, 2004-2010 Broadband penetration 90% 80% Increasing broadband penetration has been OECD 2010: 70% the single most determining +60% 60% factor in fuelling the online content revolution 50% 40% 30% 20% OECD 2004: 10% 10% 2004 2005 2006 2007 2008 2009 20105/20/2012 17
  17. 17. Immediate global distribution Definition of social50m in 50 days media? Digital infrastructure that 50m in 35 days accelerates the velocity of distribution 5/20/2012 18
  18. 18. Borders and Amazon +50%5/20/2012 19
  19. 19. Nike as a media company Facebook pages for brands & athletes, Youtube channels, Instagram, Twitter, websites and apps Nike reaches over 100m people, making it one of the biggest media companies in the world.5/20/2012 20
  20. 20. ”Thegreatthingaboutestablishing arelationship to consumers isthatyounever have to advertiseto themagain”Stefan OlanderHead of digital sports at Nike
  21. 21. Nike: From products to services Products Retail & media Design Eco System Digital services Storytelling5/20/2012 22
  22. 22. Nike+ Fuel band Nike Fuelband5/20/2012 23
  23. 23. Next step – the internet of things5/20/2012 24
  24. 24. laws for a social world5/20/2012 26
  25. 25. #2 From renting to owning media5/20/2012 27
  26. 26. #2 Every company is a software company5/20/2012 28
  27. 27. #3 Bridge the real and the digital world5/20/2012 29

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