*trends in emerging media
3 What’s  changing ? Why is it changing?  Is the change relevant?
3 People  are changing . Content  is changing .  Connections  are changing. (and the need for integration is more importan...
2011 2001 Finding, sharing, converging
 
 
13 hours per week  North American Technographics benchmark study
40 % are time shifting tv  “ Old reliable” is less reliable
content strategic
Steve Rubel
Content appetites have evolved
Content appetites have evolved
 
connections strategic
 
 
which is why playing by the same category communication  rules (defined as typical advertising) is less likely to be succe...
More balance requires more integration  Earned Owned Paid  Earned Paid  2009 2011 Owned
 
What’s the content strategy?
mobile is increasingly the first screen
 
 
 
Morgan Stanley, April 2010
“ Every company should adopt a “mobile first” strategy to get ready for this era.” The idea is to have a mobile platform, ...
2010 Leo Burnett  And Arc Worldwide
Mobile =  Convergence
83 % get more health  info online than anywhere else  Pew, 2010
Over half (55%) of mobile social networkers were found to be women - not teens, who are more likely to use their devices t...
Brand creates value through utility
 
Brand creates value  through utility
Brand sees value and utility, then buys it.
Brand rewards people who seek out their product
Brand gets 2x more recall from iAd over TV spots
2200 9%  2-5 20%
 
 
 
 
 
 
 
 
 
 
 
changing the “prime time” experience
 
 
 
 
 
Lo So Pho Mo
(Lo So Pho Mo) content considerations  are mobile first
mobile first utilities 3M users
mobile first social networks  2M users
mobile first games: 50M users
mobile first customer experiences @ retail
shopper the tech-enabled
 
a chaotic,  unpredictable  evaluation process
the first moment of truth has been redefined
Moments of truth informed by trust
Moments of truth occur at home
Moments of truth on the way to the store
63% say coupon is the  most valuable  form of mobile  marketing.
P&G offering 70 mobile coupons
 
Advocates are 5X more valued than loyal users
Brands have to  accentuate  the positive
A story—literally—on every pak!
video
 
 
social media isn’t people are
How personal is the conversation?
<ul><li>6.2%  =  80% </li></ul>people conversations How big is your brand’s universe?
With millions of people in the  role of publisher , the challenge for brands is how you taste-make.
Who do you want doing the talking?
 
 
 
 
One way to measure the insanity
One way to measure the insanity
What should we be striving for?
 
 
More than 90%  of consumers unsubscribe, “unlike” or stop following brands because of too  frequent, irrelevant  or  borin...
 
 
 
Set goals. Benchmark. Set measureable objectives.
Mobile social network usage will  more than double  between 2010 and 2015
 
 
location  location, location
 
 
 
 
 
advertising
 
 
Viral Video Dynamic Video Live Streaming Hotspotting Mobile Video Sliding Video HD & Fullscreen Custom Video Video Cue Poi...
… and pay close attention to the way devices and context  increase the appeal of advertising
 
integration strategic
More balance requires more integration  Earned Owned Paid  Earned Owned Paid  2009 2011
3 People  are changing . Content  is changing .  Connections  are changing. (and the need for integration is more importan...
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2011 Trends in Emerging Media

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2011 Trends in Emerging Media

  1. 1. *trends in emerging media
  2. 2. 3 What’s changing ? Why is it changing? Is the change relevant?
  3. 3. 3 People are changing . Content is changing . Connections are changing. (and the need for integration is more important than ever)
  4. 4. 2011 2001 Finding, sharing, converging
  5. 7. 13 hours per week North American Technographics benchmark study
  6. 8. 40 % are time shifting tv “ Old reliable” is less reliable
  7. 9. content strategic
  8. 10. Steve Rubel
  9. 11. Content appetites have evolved
  10. 12. Content appetites have evolved
  11. 14. connections strategic
  12. 17. which is why playing by the same category communication rules (defined as typical advertising) is less likely to be successful.  Challenger brands have to be 3.5x more effective to achieve the same growth as a category leader.
  13. 18. More balance requires more integration Earned Owned Paid Earned Paid 2009 2011 Owned
  14. 20. What’s the content strategy?
  15. 21. mobile is increasingly the first screen
  16. 25. Morgan Stanley, April 2010
  17. 26. “ Every company should adopt a “mobile first” strategy to get ready for this era.” The idea is to have a mobile platform, not just a service or an application We need to design for mobile first
  18. 27. 2010 Leo Burnett And Arc Worldwide
  19. 28. Mobile = Convergence
  20. 29. 83 % get more health info online than anywhere else Pew, 2010
  21. 30. Over half (55%) of mobile social networkers were found to be women - not teens, who are more likely to use their devices to text . In fact, teenagers and college students combined account for less mobile social network traffic than their parents. And it's not women from the younger end of the age scale using their mobiles to socialize. The largest segment (36%) consists of 35 to 54 year olds followed by those aged 25 to 34 (34%).
  22. 31. Brand creates value through utility
  23. 33. Brand creates value through utility
  24. 34. Brand sees value and utility, then buys it.
  25. 35. Brand rewards people who seek out their product
  26. 36. Brand gets 2x more recall from iAd over TV spots
  27. 37. 2200 9% 2-5 20%
  28. 49. changing the “prime time” experience
  29. 55. Lo So Pho Mo
  30. 56. (Lo So Pho Mo) content considerations are mobile first
  31. 57. mobile first utilities 3M users
  32. 58. mobile first social networks 2M users
  33. 59. mobile first games: 50M users
  34. 60. mobile first customer experiences @ retail
  35. 61. shopper the tech-enabled
  36. 63. a chaotic, unpredictable evaluation process
  37. 64. the first moment of truth has been redefined
  38. 65. Moments of truth informed by trust
  39. 66. Moments of truth occur at home
  40. 67. Moments of truth on the way to the store
  41. 68. 63% say coupon is the most valuable form of mobile marketing.
  42. 69. P&G offering 70 mobile coupons
  43. 71. Advocates are 5X more valued than loyal users
  44. 72. Brands have to accentuate the positive
  45. 73. A story—literally—on every pak!
  46. 74. video
  47. 77. social media isn’t people are
  48. 78. How personal is the conversation?
  49. 79. <ul><li>6.2% = 80% </li></ul>people conversations How big is your brand’s universe?
  50. 80. With millions of people in the role of publisher , the challenge for brands is how you taste-make.
  51. 81. Who do you want doing the talking?
  52. 86. One way to measure the insanity
  53. 87. One way to measure the insanity
  54. 88. What should we be striving for?
  55. 91. More than 90% of consumers unsubscribe, “unlike” or stop following brands because of too frequent, irrelevant or boring communications
  56. 95. Set goals. Benchmark. Set measureable objectives.
  57. 96. Mobile social network usage will more than double between 2010 and 2015
  58. 99. location location, location
  59. 105. advertising
  60. 108. Viral Video Dynamic Video Live Streaming Hotspotting Mobile Video Sliding Video HD & Fullscreen Custom Video Video Cue Points Green Screen Synched Video Interactive Video Full Screen Video
  61. 109. … and pay close attention to the way devices and context increase the appeal of advertising
  62. 111. integration strategic
  63. 112. More balance requires more integration Earned Owned Paid Earned Owned Paid 2009 2011
  64. 113. 3 People are changing . Content is changing . Connections are changing. (and the need for integration is more important than ever)
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