Trends That Matter

Trends That Matter, Online Influence and Other Stuff
Neville Hobson
Head of Social Media Europe
WCG London
www.wcgworld.com
September 21, 2010

http://twitter.com/jangles

http://www.gapingvoid.com/Moveable_Type/archives/2007_05.html

Media Consumption Is Changing
Contents are proprietary and confidential.

Does This Really Work?

Life of a 15-29 year old
Email is for parents
SMS is the way to chat
Content is on-demand and mobile
Don’t read newspapers
Mobile phone is the central device
The internet is social
Trust peers more than experts
In 2009, the University of Manchester instituted an SMS text service that allows students to communicate with each other and with professors

SMS: A Simple Technology Changing How We Communicate
Industry creates SMS in the 90s
Nokia starts SMS for information services and over the air service profiling
Nobody Cares
Year 2000 – Consumers Take Over
Europe leads as ringtones drive interest
$1bn market created
New user language
Year 2006 – Twitter is formed
SMS online
E-Commerce begins via Twitter

Top 10 Online Influence Areas

Why Video is Becoming the Favourite Place to Learn
2005: YouTube created by three former PayPal employees
High growth of broadband and fibre-optic access
Bigger pipes, easier to view video
Why video learning is so important
Visual info can improve understanding of spoken words as much as sixfold (Baylor)
The brain uses images to clarify ideas; interact with images to create engagement; and augment memory with persistent and evolving views (TED 09)
A new prime time now exists: 9pm to 1am (local)
Highest rate of video viewing around world

Language: customers speak online in their first language
10 languages reach 95% of the world’s population
Location: Facebook, Twitter, forums
Time of Day: Low volume during day, high volume in evenings
A Tectonic Shift is Occurring
Where and When Conversations Occur
The new prime time is 9pm to 1am around the world

The Top Countries Online Worldwide

Europe Online

We Know the Trends…But How Can We Really Capitalize On Them?

In Summary…
Listen – know your customer’s world online with precision
Learn – make it easy to have all news at your fingertips
Focus on actionable insights – what exactly can inform your strategy
Identify who drives share of conversation – know the exact rank order of each influencer online
Expand your reach with a clear focus – launch a new way to add value and engage with your customers/ communities

Thank You
Neville HobsonHead of Social Media, EuropeWCG
25 Southampton Buildings, London WC2A 1AL, UKdirect+44 7824 33 7000 skype nevonskype
twitter@janglesemailnhobson@wcgworld.com
blog.wcgworld.com

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Trends That Matter

by Neville Hobson on Sep 22, 2010

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