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Digital Trends | Patrick Collings 2008

Digital Trends | Patrick Collings 2008



This is a presentation on trends underpinning digital strategy that I gave a couple of times at the end of 2008. Like all my presentations, a talking head is needed for many of the slides and the ...

This is a presentation on trends underpinning digital strategy that I gave a couple of times at the end of 2008. Like all my presentations, a talking head is needed for many of the slides and the videos are absent from the PDF version of the presentation. Hopefully, you will still get the general overview and thrust of the presentation.



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    Digital Trends | Patrick Collings 2008 Digital Trends | Patrick Collings 2008 Presentation Transcript

    • Trends underpinning digital brand strategy Patrick Collings Sagacite Brand Agency Cape Town December 2008 by Atzu - http://www.flickr.com/photos/atzu/2860423758/sizes/o/in/set-72157606029559521/
    • i am a digital immigrant
    • 8 trends
    • The flow, not the contours Talking to the listener The art of gliding 15MB is the new 15 minutes The third screen Our virtual reality Always informed everywhere Reassembling the fragmentation
    • The flow, not the contours
    • from mainframe to desktop to internet
    • internet explorer rapidly losing ground to firefox
    • myspace sharing social networking with facebook and others
    • traditional newspapers abandoning the presses for the web
    • mainstream media battling bloggers
    • traditional blogging sharing space with micro blogging
    • altavista was king before google, will cuil manage to dent the colossus
    • understand where your market is going and why it is going, but appreciate that the vehicle for getting there will probably change
    • photo by Oliver Wilke (http://www.flickr.com/photos/counterxattack/2827812861/sizes/o/) Talking to the listener
    • just because you built it does not mean they will find it
    • it’s a big universe out there
    • 1.5bn | 0.3% internet users and the percentage from south africa
    • 51m | 10% internet users in africa and the percentage from south africa
    • 12m | 0.03% active blogs and south africa’s contribution
    • 340m | 0.5% global blog audience and percentage reading south african blogs
    • beware the closed ecosystem
    • they may not find you as you intended them to
    • 1 blog facebook link app 2 digg 3 listing blog article audience rss feed
    • and if they find it, it does not mean they will listen to you
    • few / much many / little
    • if content is king, then relevant content will rule empires
    • but, mostly, it is about having a conversation
    • to talk to your audience you need to understand where they are “listening”, what they are willing to hear and listen to what they have to say
    • The art of gliding
    • you are not inyou think you are control even when
    • GM’s Chevy Tahoe SUV video clip of user generated tahoe “commercials”
    • today, everyone can be a director
    • video clip of user generated polo “commercial”
    • collection of guinness ads
    • video clip of non-sanctioned guinness ad
    • “... they have to keep on consistently building their brands equity so that when a potentially damaging piece of communication does filter out into the world, their brand is strong enough and their consumers are savvy enough to understand its source is the public domain.”
    • your brand does not need you to be online others will put it there
    • invisible
    • small
    • watch it
    • increasingly need to be there
    • empower
    • engage, or not
    • integrate
    • don’t fake it
    • don’t box the demographic
    • 7 = soaring + gliding + influencing
    • accept the loss of complete control and become part of the experience and conversation
    • 15MB is the new 15 minutes video clip of ad men employment ad ipod photo by Вася Артёмов (http://www.flickr.com/photos/78518472@N00/2274202900/)
    • as a society we are becoming more visual “video beats pictures beats text” - trendwatching.com 2008 report
    • what sort of numbers are we talking about
    • five billion videos serves each month by youtube 44 percent of all online video consumption in the U.S.A.
    • embedded video clip of instructional video
    • what about the news media
    • news media is promoting video offline south african media organizations developing plans with video as an integral offering
    • 4 Guidelines
    • you have to be seen
    • integrated part of brand communication
    • parts are greater than the whole
    • must entertain
    • speaking of entertainment
    • branded entertainment the future is inside, not around the edges
    • growth, and projected growth, in product / brand placement in america in usd billions
    • we will increasingly tell our brand stories in video and need to weave our brand inextricably into the frames of the video
    • The third screen photo by Drinksmachine (http://www.flickr.com/photos/drinksmachine/284991196/sizes/o/)
    • 9.5% | 96%
    • the third is first
    • 3,000 3,000 2,250 2,058 1,500 729 750 88 1 12 0 1985 1990 1995 2000 2005 2010 projected growth in mobile phones worldwide (in millions)
    • behind the numbers
    • with us 80% of the day
    • 92% daily use
    • a personal statement
    • more than a phone
    • photo by Mike Rosales (http://www.flickr.com/photos/bullish1974/473425242/sizes/l/)
    • but...
    • 90% of US users don’t want mobile marketing 72% of US users are annoyed by the idea
    • however they don’t mind if it is entertaining it informs they are in control
    • if your digital strategy doesn’t have a mobile component then you need to ask whether you have a digital strategy. if your digital strategy only has a mobile componet then you need to ask whether you have a digital strategy
    • Our virtual reality
    • we have been preparing for virtuality for some time
    • in our philosophy Jean Baudrillard (1929 - 2007)
    • in our literature & films
    • our children brought virtuality home
    • we trade in currencies that we never actually hold
    • we immerse ourselves in the game
    • second life introduced the reality of virtual worlds to many adults
    • video clip of sony home virtual world
    • virtual worlds were the next evolution of the internet
    • they came from september 2006 to june 2008, the number of second life members grew from 800,000 to 14,000,000
    • they played during the same period the number of simultaneous second life users grew from 10,000 to 65,000
    • 1,000,000 to 2,000,000 they paid in the space of 18 months the average value of transactions per day on second life went from $500,000 to between $1m and $2m* * Figure estimated
    • they profited in may 2008 over 59,000 people had a positive linden dollar flow, up from 44,600 in september 2007
    • 32
    • 45
    • North America Western Europe Far East Australasia South America Other
    • great virtual land rush philips c|net adidas mercedes bmw dell mazda microsoft reuters sony bmg vodafone l’oreal ibm mtv
    • what went wrong?
    • limited understanding + flawed strategy + rushed implementation is always going to end in tears
    • life goes on
    • but is it going anywhere... Photo by Tom Olliver (http://www.flickr.com/photos/bigfez/360937737/sizes/o/)
    • google kills virtually thousands
    • thoughts on the future
    • 1 virtual worlds are a nascent technology and may evolve with our children
    • webkinz clubpenguin zwinky neopets imvu barbiegirls gaia habbo redlightcenter kaneva second life unique US visitors in Sept 07, in millions
    • 2 recombinant subset of games and social media unlikely to escape the gravitational pull
    • video games match the connected community of virtual worlds
    • increasingly video games are embracing user generated content
    • $34bn industry worldwide
    • 900 829 675 665 450 502 346 225 0 2006 2007 2008 2009 In-game ad revenue (in millions)
    • prediction virtual worlds will be a subset of games
    • the same applies to social media
    • 3 we use virtuality to enhance our reality
    • society has discover a new layer to its existence
    • 4 avatars are escaping their virtual worlds
    • of 23 million and counting
    • 340 m i l l i o n accounts
    • video clip from beowulf
    • Ray Winstone
    • John Malkovich Anthony Hopkins Angelina Jolie
    • “One of the things our grandchildren will find quaintest about us is that we distinguish the digital from the real, the virtual from the real. In the future, that will become literally impossible. The distinction between cyberspace and that which isn’t cyberspace is going to be unimaginable” William Gibson
    • Always informed everywhere
    • video clip of wikitube
    • user opinion augmented reality geographic reality
    • building on the potential of qr tags, iphone and android are advancing the concept of always informed everywhere
    • Reassembling the fragmentation photo by INTVGene (http://www.flickr.com/photos/intvgene/370973576/sizes/l/)
    • the very nature of internet content is that it exists in parts
    • recombinant culture fractal branding
    • video clip of faris yakob on recombinant culture
    • whether we like it or not, remix is here to stay
    • fractal branding embraces the reality by building the brand communication into the parts
    • video clip of the modernista Web 2.0 website
    • brands must exist in the parts as much as they do in the whole
    • A bit like playing chess photo by Chai Dealo (http://www.flickr.com/photos/chaidealo/706692402/sizes/o/)
    • photo by Ninja Poodles (http://www.flickr.com/photos/ninjapoodles/479254139/sizes/o/ The tail doesn’t wag the dog
    • For ongoing coverage of and commentary on brands in the digital arena please visit the Brand Architect blog at www.collings.co.za Thanks to Faris Yakob for his great insights and thinking which help provide the background for the development on my fractal branding model. Photos are taken from Flickr under a creative commons licence. Thanks to Oliver Wilke for permission to use the crowd shot which introduced the sections titled “Talking to the listener” Patrick Collings patrick@sagacite.co.za +27 (0)83 616 0967