Portland Digital Trends 2013

  • 534 views
Uploaded on

Portland Communications summary of the major digital trends as we see them - mobility, sociability, discovery, connectivity, big data and screens. For more information contact …

Portland Communications summary of the major digital trends as we see them - mobility, sociability, discovery, connectivity, big data and screens. For more information contact mark.flanagan@portland-communications.com

More in: Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
534
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
15
Comments
0
Likes
2

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Digital & SocialMedia TrendsJanuary 2013
  • 2. There are 6 key digital themes MOBILITY SOCIABILITY DISCOVERY CONNECTIVITY BIG DATA SCREENS
  • 3. We live in a cross-platform world
  • 4. Most internet traffic is now non-PC• In 2013, sales of smart mobile devices will be 3x PCs and laptops• 80% of twitter usage is on mobile and 50% of all mobile data traffic in the UK is for Facebook• 2013 will see Google mobiles searches surpass PC• YouTube is the second biggest search engine and has grown exponentially. 2.4 billion mobile video users are predicted by 2016
  • 5. Two horse race – global ubiquity Mobil platform market share
  • 6. Mobility: implications Edit with mobile All content optimised for 1 consumption in mind. mobile Content must be snackable Rich content for high Social & search, video, 2 speed devices & tablets editorial
  • 7. There are 6 digital themes MOBILITY MOBILITY SOCIABILITY DISCOVERY DISCOVERY CONNECTIVITY BIG DATA SCREENS SCREENS
  • 8. 23% of digital time is now social • Facebook dominates with 50% of all social networking visits and average visit time of 22 minutes. One billion posts per day are made on Facebook • Twitter now 500 million users worldwide. Twitter grew 55% in 2012 and accounted for 15% of all social content sharing • LinkedIn has more than 150 million users • Pinterest now at 15.5 million users • Google+ claims 500 million registered users of whom 235 million are active on a monthly basis • Instagram continues to grow more than 5 million photos uploaded every day
  • 9. Internet, social media and mobile penetration around the world 47.7% 37.5% 155.1% 78.6% 65% 106% 69% 54.4% 130% 40.1% 19.9% 68% 38% 18% 103% 42.9% 29.4% 66.2%*data from Internet World Stats
  • 10. The role of social media • Promote and ‘broadcast’ messages Amplify • Allows for social sharing • Improved search visibility • Deeper conversations Engage • Opportunities for rebuttal • Shows openness & transparency • Track issues Monitor • Identify influencers • Spot opportunities
  • 11. Implications for governments• Digital and social are the touch points between citizen and government: 75% of world leaders on Twitter• Public diplomacy is now digital by default, as is true of more and more govt communications• Networks are new players in diplomatic events, disrupting the traditional exercise of power• Foreign ministries need to be alongside those networks to listen, to engage and to understand• Has implications for internal organisation: need to be able to deal with the necessary speed of response
  • 12. Sociability: implications Enable key target influencers to Create an eclectic range of content for1 congregate around the content they communities identify with Leverage platforms where influential Make long-term investment in social2 targets can share and self-publish capabilities to lock-in operational excellence Create bespoke digital influencer Identify who spends time where and3 programs follow them
  • 13. There are 6 digital themes MOBILITY SOCIABILITY DISCOVERY CONNECTIVITY BIG DATA SCREENS
  • 14. Consumers are moving from just searching forcontent to expecting content to find them • 500 years of YouTube video are watched every day on Facebook • Over 700 YouTube videos are shared on Twitter each minute • But 81% of all web journeys still start on a search page
  • 15. Google is your new front page• Do you have enough owned assets, such as microsites and blogs?• Is content being targeted at third- party sites that rank high on Google?• Are press releases and op-eds optimised against search terms?• Is content being adapted for social media? Not all channels are the same - Twitter is best for conversations, while Facebook suits rich media such as photos or video.• Consider PPC and Facebook ads
  • 16. Discovery: implications Optimise all content for Integrate content and editorial 1 search engines & strategies to drive the social platforms discovery of content Move from campaign All broadcast/editorial can be planning and creation 2 ‘double clicked’ - create to always on findable backstories. influencing
  • 17. There are 6 digital themes MOBILITY SOCIABILITY DISCOVERY CONNECTIVITY ADDRESSIBILITY SCREENS
  • 18. High speed internet is no longer justtethered to the PC
  • 19. 11% 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10%00:0001:0002:0003:0004:0005:0006:0007:0008:0009:0010:0011:0012:0013:0014:0015:0016:00 The Guardian is untethered…17:0018:0019:0020:0021:0022:0023:00 ipad Print Online iphone Facebook m.guardian
  • 20. Move from.....
  • 21. To.....
  • 22. Connectivity: implications Both occasional ‘big’ content Devise content engagement 1 experiences and a world of strategies not singular little & lots – test everything campaigns Live engagements through From static to dynamic twitter and facebook, editorial 2 communications innovation through video and multiplatform content ‘Plugged-in’ community is How do you create advocacy 3 smaller, but more committed. not just engagement?
  • 23. There are 6 digital themes MOBILITY SOCIABILITY DISCOVERY CONNECTIVITY BIG DATA SCREENS
  • 24. Role of ‘Big Data’ in campaigning• Data has allowed the hyper-targeting of individuals at a behavioural, passion or special interest points• What social media was to 2008, data- driven campaigning was in the 2012 US Presidential behaviour• Big Data now allows us to understand user intent, and not just customer behaviour
  • 25. Impact on media• Hyper-personalised media tailored to the individual consumer.• BBC experimenting video or audio content that’s customized based on real-time data about the people experiencing it (for example, their location, local weather and news events, etc.).• Addressable advertising now on TV as well as social media• e-book publisher Coliloquy produces novels that morph their story based on reader preferences
  • 26. Role of analytics• Tools like Facebook Insights help you quickly understand the size and engagement of your audience• Posting regularly with engaging content gets more people to talk about you with their networks• Volumes can be segmented by territory down to city, time period and you can over lay the news stories that break chronologically• Allows marketeers and campaigners to make informed decision about the activity they undertake. You can test concepts before rolling them out to wider audiences
  • 27. ‘Big Data’: implications Use the data available to 1 Move from only mass you to plan and execute communications to 1-2-1 messaging on a micro engagement at scale level Build a data set through which Partners, twitter, Google 2 we understand key analytics stakeholders
  • 28. There are 6 digital themes MOBILITY MOBILITY SOCIABILITY SOCIABILITY DISCOVERY DISCOVERY CONNECTIVITY CONNECTIVITY ADDRESSIBILITY ADDRESSIBILITY SCREENS SCREENS
  • 29. 90% of all UK media consumption is screenbased
  • 30. Media consumption no longer tethered• UK - 67% of UK Adults watch TV on non linear platforms (Smartphones, tablets, Xbox, and Catch Up)• Facebook and Twitter use differs according to screen• Context is the key to unlocking the role of each screen• Simultaneous or Sequential screens• The walls between the use of big screens and small screens have collapsed making responses to events and news realtime
  • 31. Screens: implications Better align content Platform neutral content with stakeholder 1 strategy consumption habits and sharing behaviours Design content with 2 Become screen aware different screens in mind, mobility, pc, tv
  • 32. Summary SOCIABILITY SOCIABILITY DISCOVERY DISCOVERY MOBILITY MOBILITY “A PORTFOLIO OF “FROM SEARCHING “FROM SEARCHING “A PORTFOLIO OF “ALWAYS ON AND FOR CONTENT TOTO FOR CONTENT ITESTABLISHED: “ALWAYS ON AND CONNECTED” NEWTORKS TO BUILD NEWTORKS TO REPUTAION AND FINDING ME FROM IT FINDING ME CONNECTED” BUILD REPUTAION INFLUENCE” TRIUSTED SOURCES” FROM TRIUSTED AND INFLUENCE” SOURCES” SCREENS SCREENS ADDRESSIBILI “IMULTIPLE SCREENS “IMULTIPLE CONNECTIVITY BIG DATA SCREENSTHE MAKES MAKES “CONTENT ON TY “EXPECTATION OF PROXIMITY TO THE PROXIMITY TOEMERGENT: MULTIPLE PLATFORMS “EXPECTATION OF CONTENT ONLY CONVERSTION AND CONVERSTION RELEVENT TO ME” CONTENT ONLY INFLUENCE EVER AND DEVICES” AND INFLUENCE CLOSER AND RELEVENT TO ME” REALTIME” EVER CLOSER AND REALTIME