Collaborative Web, Italy. Next five years scenarios

Slide 1: El tiempo se bifurca perpetuamente hacia innumerables futuros. J.L Borges Social Media 2008 -Betting on the innumerable futures – Milan BarCamp May 10, 2008 Marcello del Bono Marcello del Bono Except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 1

Slide 2: Main question What’s the role of Social media in the Italian Economy in the next five years? Marcello del Bono Except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 2

Slide 3: Where do we start from? - quick assesment - X Marcello del Bono Except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 3

Slide 4: European Economic growth slowing down… Source: Eurostat Marcello del Bono Except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 4

Slide 5: … and Italian Economic Growth almost cancelled Source: Eurostat Marcello del Bono Except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 5

Slide 6: Via http://www.flickr.com/photos/25131367@N05/2455210628/ but interactive marketers in USA plan increasing investments despite recession forecast Marcello del Bono Except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 6

Slide 7: A new political environment (Italy, may 2008) CAMERA SENATO 46,8% Il Popolo della Libertà, 47,3% Il Popolo della Libertà, Lega Nord and Movimento per Lega Nord and Movimento per l'autonomia (340 seats) l'autonomia (168 seats) 37,5% Partito Democratico and 38,0% Partito Democratico and Italia dei Valori (239 seats) Italia dei Valori (130 seats) 5,6% Unione di Centro (36 seats) 5,7% Unione di Centro (3 seats) Source: Ministero dell’interno http://politiche.interno.it/ind_poli.htm Marcello del Bono Except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 7

Slide 8: Two speed Italy Vital and active minorities versus a vast, change- adversed majority not considering any call to action (mucillaggine sociale) Active minorities Change-adversed majorities Biotech and biogenetic research Fears of genetic research Developing international relations, Focus only on the national or local studying abroad, erasmus, area international start-ups Immigration is seen as an opportunity Stop the barbarians to growth Looking for new social cohesion in Individualism organizations, groups, associations, Source: our elaboration on Censis, “Rapporto Annuale 2007” Marcello del Bono Except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 8

Slide 9: Italy’s Innovation attitude SII- Innovation Index Rank 0,8 0,7 EU27 0,6 DK 0,5 DE 0,4 FR 0,3 0,2 IT 0,1 ES 0 2003 2004 2005 2006 2007 • Overall innovation performance below EU average • High efficiency in transforming innovation inputs into Intellectual Property outputs, but a • Lower efficiency in transforming such inputs into Applications outputs Source: Innovation scoreboard 2007 – European commission Marcello del Bono Except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 9

Slide 10: Internet and Broadband penetration Source: Eurostat, European Commission, Eurisko (via www.Gandalf.it) • Broadband penetration 10,1M users, 17,1% of population (EU27 average 20%) • Largest mobile market in EU • Online public services above average (11° position) • 34% regular internet user • 58% of population have no Internet skills Online users (>1 during last 7 days), Italy .000 Marcello del Bono Except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 10

Slide 11: Advertising Investments and Media Usage, Italy Classical Advertising value /GNP percentages Average usage, year 2006 0,7 0,6 Minutes/day Days/Year 0,5 Television 239 61 0,4 Internet 58 15 TV/Internet=4 0,3 0,2 0,1 0 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 ADVertising, Italy 2006 2007 Adv expenses, .OOO Euros Jan/Dec Jan/Dec Var.% TOTAL ADV 8.522.611 8.783.486 3,1 TV 4.598.777 4.653.482 1,2 Press 3.012.439 3.101.542 3,0 RADIO 440.665 476.090 8,0 INTERNET 197.577 281.934 42,7 Source:Nielsen Media Street 196.963 200.649 1,9 TV/Internet research, IAB; FCP; CINEMA (**) 76.190 69.789 -8,4 FIEG =17 Marcello del Bono Except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 11

Slide 12: Social Networks Market size in Italy - still an underdeveloped market - World Region % Multiple accounts 2007 230.000.000 ASIA Pacific 35% Single Users 54.000.000 EMEA 28% Revenues 2007, US$ 965.000.000 North America 25% Revenues 2012, U$S 2.000.000.000 Caribbean Latin America 12% Total 100% SN % Myspace 47,4% North America SNs revenues Facebook 18,2% North America, 2007 241.250.000 Youtube 5,5% North America, 2012 500.000.000 Orkut 2,1% North America Online AD (US$, 2007) 20.800.000.000 Flickr 7,1% SNs/Internet Ratio 1,16% Daily Motion 2,0% Others 17,6% Estimates for Italy Total 100% Online Advertising Revenues 2007, US$ 482.785.000 Soc. Networks Revenues 2007, US$ 5.599.610 Data Source: Datamonitor, eMarketer. Estimates for Italy: our elaboration Marcello del Bono Except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 12

Slide 13: Twitter, microblogging and other animals Worldwide Italy Source: Twitterfacts, Hitwise, Twitter.com Marcello del Bono Except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 13

Slide 14: Building a vision about the italian Social Media Future Marcello del Bono Except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 14

Slide 15: Main drivers Outside-In Companies mindset population The whole Geeks Collaborative tools usage Inside-Out Marcello del Bono Except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 15

Slide 16: Scenario Logic Outside-In Two-speed tango 2.0 Future Companies mindset population The whole Geeks X Today Collaborative tools usage Drowning in the Il Gattopardo past Inside-Out Marcello del Bono Except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 16

Slide 17: About me - Marcello del Bono - He has worked as a Consultant since 1990 in Big 4 consultancies, Media and Television companies and as a free lance. He has an MBA-Master of Business Administration awarded by the SDA Bocconi's School of Management in Milan, a Master in International Marketing and Trade, a Political Science-Economics Degree from the University of Milan. He is also internationally qualified as a Programme Manager and Project Manager. He is looking for digital companies willing to be helped on Marketing and Business Development processes in Italy or across the world. Web www.2pm.it/en Linkedin http://www.linkedin.com/in/marcellodelbono Blog http://ottovas.blogspot.com/ Twitter http://twitter.com/otto_vask e-Mail marcello_delbono @ yahoo.it Marcello del Bono Except where otherwise noted, content on this presentation is licensed under a Creative Commons Attribution 3.0 License 17