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Digitalmediachannels_digitalworkshop_14sep10

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trends and case studies for digital workshop covering: …

trends and case studies for digital workshop covering:

Search
Social Media
Online Video
Gaming
Mobile

Published in Business
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  • Whatever whenever has driven innovation in how people input their queries
  • Going straight to the source
  • searching for friends and their opinions (Value of friends)
  • Value of real-time, peer to peer sharing
  • Trend is continuing where youtube is starting to experiment with real-time sharing of content. !! Imagine if people begin sharing by live broadcast video. Where checking out someone profile evolves into literally watching the world through his eyes !!
  • Twine: Allows users to collect content by topic in a personalized manner through semantic understandings. Engine continually learns about the user and makes connections and recommendations specific to that individual
  • It is an online service that answers factual queries directly by computing the answer from structured data, rather than providing a list of documents or web pages that might contain the answer as a search engine would.
  • More consumers, who are each DOING MORE
  • http://www.youtube.com/watch?v=cjlnqS0-nMI&p=8FF81AC68BAD8CC1&index=3
  • Why are more people being drawn to these kinds of games?Before where the lonely geek would be drawn towards fantasy worlds but….
  • its games like these which have really taken the world by storm in the last year…WHY? Fantastic video but Two things to get you up to speed:1) That each of these involve very clever psychological tricks design by highly skilled game designers to influence (repeat behaviour) for eg. Club penguin (virtual money), FV and MW (real friends, and back rationalizing)2) They are busting out of the virtual world into the real world. consumers are hunting for real authentic experiences once again . You look at wii/guitar hero, your not playing within the screen, ur entertained by the person playing. And MS achievements, it builds a layer of competition between competitors beyond the game.
  • its games like these which have really taken the world by storm in the last year…WHY? Fantastic video but Two things to get you up to speed:1) That each of these involve very clever psychological tricks design by highly skilled game designers to influence (repeat behaviour) for eg. Club penguin (virtual money), FV and MW (real friends, and back rationalizing)2) They are busting out of the virtual world into the real world. consumers are hunting for real authentic experiences once again . You look at wii/guitar hero, your not playing within the screen, ur entertained by the person playing. And MS achievements, it builds a layer of competition between competitors beyond the game.

Transcript

  • 1. Destination Marketing
    Digital Workshop
    8 September 2010
    Singapore Tourism Board
  • 2. Digital Media Channels
    Search
    Social Media
    Mobile
    Gaming
    Online Video
  • 3. Search
  • 4.
  • 5. Searching for ‘whatever, whenever’ is now the global norm
  • 6. Google Voice
  • 7. Google Goggles
  • 8. Yahoo: Handwriting Search
  • 9. Up until recently the expected search output has been links to documents and websites
    Social and video content results (output) offer new opportunities for brand to create visibility
  • 10. YouTube: Video Search
    2nd largest search engine
  • 11. Facebook: Social Search
    620m searches/mth
  • 12. Twitter: Real-time Search
    Search queries per month
    Google: 88 billion
    (Twitter: 19 billion)
    Yahoo: 9.4 billion
    Bing: 4.1 billion
  • 13. YouTube Live: Real-Time streaming
  • 14. Definition of Search has evolved
    From ‘traditional’ inputs and search results
    To a wide variety of input methods
    And huge spectrum of output
    Capture intent (purchase pathway)
    Deliver based on context & relevancy
  • 15. Spezify: Social Search
  • 16. Twines: Semantic Search
  • 17. Wolfram Alpha: Computational Search
  • 18. Global Market Share
  • 19. Implications
    Capture intent (purchase pathway)
    Deliver based on context & relevancy
    Need to meet them at the point of intent
  • 20. Converse Domaination
    http://vimeo.com/8254341
  • 21. They zoned in on what is most relevant with their audience (beyond their brand)
    They created experiences/products that directly met those needs
    They continued a highly relevant brand engagement (embedding brand in relevance)
    Lessons
  • 22. How are we currently relevant to our audience when they are searching for information?
    - Who are they?
    - What are they doing and where?
    - thinking of travelling
    - when planning
    Questions
  • 23. Social Media
  • 24.
  • 25.
  • 26. Old Spice
    http://www.youtube.com/watch?v=e66XKxT8yDY
  • 27. Branding exercise built on great agency-client relationship
    Huge initial momentum generated by fantastic, traditional ad content and big traditional media spend
    Continuing the momentum with more ad content
    Fan interaction and even more content
    Generates huge search visibility and interest
    Then shut it down after 3 days
    Lessons
  • 28. Dissection
  • 29. What would you do with this fan base now?
    How would you continue the engagement and keep buying the product?
    What if they all started losing interest in the brand?
    How would you make the most out of their inputs?
    Question:
  • 30. Best Buy: Maintaining a community
    http://www.youtube.com/watch?v=-rTzIAWI4Ms
    (-2.50)
  • 31. Dissection
    Hundreds of employees on twitter, informal policy
    Transparency and trust
    Differentiation: Highlight experience stories
    “Dream Support”
    Gleaning information from customers
  • 32. Online Video
  • 33. The growth of online video
  • 34. 2ndlargest search engine in the world
    3rdmost popular website in the world
    2,000,000,000 views a day
    24 hrs of video uploaded every min
  • 35. Why?
    Content Providers
    Consumer
    Technology
  • 36. Content Providers
  • 37. Technology: Convergence Phase 1
    Set-top boxes, game consoles
  • 38. Technology: Convergence Phase 2
    Internet-connected TVs
  • 39. Technology: Demand
    570%
  • 40. Consumer
  • 41. Consumer
    50%
  • 42. Implications
    If people can choose what and when they want to watch
    brand owners need to demonstrate much more sensitivity when approaching these platforms
    How do advertisers insert themselves while not being seen as intrusive?
  • 43. Break.com
  • 44. Break.com
    • Well-defined demographic target (18-34yo men)
    • 45. Branded websites that cater to niches within the target demo
    • 46. Expertise in producing, licensing and distributing content
    • 47. Leverage this content expertise with its ad network muscle
    • 48. Reach of 100 million men worldwide a month
    • 49. fifth-largest video advertising network in the U.S
    • 50. 38th-largest web property in the U.S
  • Break.com
    “We’ve created a vertically integrated machine that’s self-sufficient in the sense that we can produce content, monetize it and distribute it”
    —Keith Richman, CEO, Break Media
  • 51. Break.com
  • 52. Break.com
    http://www.break.com/longtail-content/axe-naughty-to-nice.html
    http://info.break.com/static/live/v1/pages/sponsors/axe-cyb/axe-cyb.html
    http://www.youtube.com/watch?v=-hrYx57939s
  • 53. Lessons
    2,900,000 views from 2 websites (break and youtube)
    Fantastic understanding of target audience built up over time (3 years)
    Leverage on brands benefit to this audience (humor/relationships with girls)
    Fine balance between production and distribution (before assessing the feasibility and desired response of a campaign)
    Brand engagement becomes natural extension of recreational browsing behaviour
  • 54. Questions
    What kind of videos can we create for our audience?
    How do we ensure that they remain relevant?
  • 55. Break.com
    http://www.battleofthecheetos.com/
  • 56. Gaming
  • 57. Evolution of games
  • 58. Evolution of games
  • 59. Types of games
  • 60. Social Gaming
  • 61. Future of Gaming
  • 62. Future of Gaming
  • 63. Future of Gaming
    http://g4tv.com/videos/44277/DICE-2010-Design-Outside-the-Box-Presentation/
    Games creeping into reality (17.29-23.00)
    (26.15)
  • 64. Lessons
    • We are only at the beginning of how brands, technology and consumers are coming together, adjusting then coming closer
    • 65. Gaming beyond entertainment but as a long term retention/loyalty/rewards program
    Social Gaming
  • 66. Mobile
  • 67. Mobile
    http://www.howcast.com/videos/386406-How-To-Unlock-Your-World-With-Foursquare
  • 68. Mobile
    http://www.youtube.com/watch?v=ZfX_ZQag1BM
  • 69. Mobile
    http://www.youtube.com/watch?v=FScddkTMlTc
    (1.40)
  • 70. Questions
    What kind of experience are we aiming to communicate/build for visitors?
    What role do we have in enhancing their experience of Singapore using their mobile?
  • 71. Relevance and benefit
    Digital Media Channels
    Social as a process
    As part of campaign strat
    Building the relationship for future
    Search
    Social Media
    Mobile
    Understanding of audience
    Production/
    Distribution
    Game design
    Retention Strategies
    Gaming
    Online Video