At the end of 2006, Time magazine decided that its person of the year was 'You'
All the You's that create and rate content on heavy hitting sites such as MySpace, Wikipedia and YouTube.
Mass media (TV, Radio, Print, Outdoor) Mass Market (Homogeneous categories) One way traffic No response mechanism Niche Media (Websites, blogs, special interest media) Niche Markets (multiple new categories, products and line extensions) Dialogue Email and all other response media) 1900 - 1990 1990 – Present Naïve Consumer Pass the cornflakes and have a nice day Wary Consumer Cornflakes? Are you mad sugar, fat, carbs – Pass the low GI oats
He laid the groundwork for the World Wide Web in 1980 when he wrote a program called "Enquire" to help him organize his computer files with links.
He later built on the idea and created a network of linked information that would be available to everyone across the Internet.
Youtube by numbers
Google’s amount to purchase YouTube
YouTube’s monthly turnover (starting in Summer 2006)
number of videos served up in June 2006 on YouTube
Average # of hrs spent watching videos on YouTube per US Internet user p/month
YouTube’s market share (N.2 is MySpace, N.3 is MetaCafe)
Age of YouTube’s founder, Steve Chen
Trust in Web 1.0
In the old days (read the 1990's) trust was mostly to do with ecommerce.
How could you trust a website enough to either give your personal details or credit card numbers to buy something?
A whole set of standards was subsequently developed to ensure users trusted your website.
Functions of the New Web
Business (e.g. eBay)
Pleasure (e.g. MySpace, YouTube, Secondlife)
Information (e.g. Wikipedia, Digg)
Classifieds (e.g. Craigslist, Gumtree)
Brands and 2.0 Proceed with caution From www.russelldavies.com
Brands and blogging don’t enjoy a marriage made in heaven
Blogging changes the writer’s behaviour more than it changes the readers’ behaviour
If your brand is going to blog you need to understand what you want to change about it
This is uncomfortable because brands usually like changing consumer behaviour not the other way round
There are no ‘old’ or ‘new’ media – there are communications media and social media
Communications media are the natural habitat of brands
Their use of social media is problematic
Social media demand that you trade control for influence
Unless brands are happy with this they should stay out of social media
Just use it to listen to the conversation
Social media is all about conversation
Brands only have a role if they can make the conversation more interesting
Advertising can’t succeed against the conversation but it can influence and contribute to the conversation
The social media gurus bang on about the stupidity of advertising but really it is a criticism of media
Creative agencies must free themselves from media - they are content creation companies
And increasingly content co-creation companies
Media neutrality must mean just that – we shouldn’t care where our content appears
Maybe media agnostic would be a better term
Media is only interesting as content distribution vehicle. And increasingly it will be free to use.
Social media can’t be measured so lets stop trying
We have to get comfortable with managing the immeasurable
Lets face it the truth is that all good advertising is a leap of faith