PRCA presentation on digital trends 2010

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  • 5 microtrends
  • Common sense? To many. Reverse engineer things to fit the latest fad. It’s still happening, but we’re seeing glimpses of people doing things that make more sense.
  • Burberry trench hit home beginning of the year. Played on the fact that its fans bought the Burberry trench as a statement. Gave them an opportunity to show off, alongside curated content, created an extraordinarily loyal and responsive community to seed new products to.
  • Similarly, though Telegraph Fashion is the site’s most commercially successful channel. Yet was facing competition from online-only magazines, social shopping and online stores broadening their appeal and growing their market share with their own content and collections. Fashion is all about product: this was the bedrock of the new commercial proposition. Made by Many redesigned the site so users could seamlessly read about products, browse through them, and buy them.
  • The first was that Facebook announced it would shut down its Facebook Gift Shop next month, paving the way for the launch of its virtual currency, Facebook Credits, possibly as early as September. Already in beta testing, Facebook Credits will initially allow users to pay for virtual goods such as games, but will eventually let them buy anything, with the network expected to take a 30% cut of all transactions.
  • The second announcement was that Procter & Gamble has started selling its Max Factor brand cosmetics through Facebook as part of what the FMCG giant calls “small-scale direct-to-consumer” initiatives. This follows in the footsteps of Disney in the US, which recently launched a Facebook app allowing people to book tickets for Toy Story 3 without leaving the social network. was that Facebook announced it would shut down its Facebook Gift Shop next month, paving the way for the launch of its virtual currency, Facebook Credits, possibly as early as September. Already in beta testing, Facebook Credits will initially allow users to pay for virtual goods such as games, but will eventually let them buy anything, with the network expected to take a 30% cut of all transactions. The second announcement was that Procter & Gamble has started selling its Max Factor brand cosmetics through Facebook as part of what the FMCG giant calls “small-scale direct-to-consumer” initiatives. This follows in the footsteps of Disney in the US, which recently launched a Facebook app allowing people to book tickets for Toy Story 3 without leaving the social network.
  • alichandra pointed to the experience of these bloggers (which means that they have the knowledge to produce good content), their massive reach, ability to influence other bloggers – and their place as a valuable channel for PRs to pitch.
  • 64% said they’ve been treated less professionally by brand representatives when being pitched to.
  • The second focus for this year, other than the professional bloggers, was that of the ‘mommy’ movement – and the misconceptions associated with that group. After all, only 13% said that they wrote solely about parenting, yet they are actually the most likely demographic to cover brands.
  • Monitoring explosion
  • PRCA presentation on digital trends 2010

    1. 8. Behavioural-led campaigns
    2. 10. E4 created a campaign based on existing Facebook user behaviour. Passive fans - high snackable content that allowed older fans to fill in the gaps. 90,000 comments in under 3 months. Active users - preview content but only viewable when shared reach extended by 133 users per view. 243,259 fans in 80 days.
    3. 13. Product feedback and development
    4. 18. Search as a snapshot
    5. 20. 1.5m page Impressions £45k spend At 0.003ppc
    6. 21. In two months, BP went from spending $57,000 a month to becoming one of Google’s top advertisers, dropping nearly $3.6 million in the month of June alone.
    7. 22. Branded content
    8. 27. Social commerce
    9. 29. Zuckerberg: "if I had to guess social commerce is the next area to really blow up" (in a good way)”
    10. 33. Pro bloggers
    11. 35. <ul><li>“ Bloggers care deeply about product reputation. One third of all bloggers would boycott products based on a bad reputation, asking readers to do same.” </li></ul><ul><li>Richard Jalinchandra, president & CEO of Technorati. </li></ul>
    12. 38. So what’s developing?
    13. 39. The explosion of social media monitoring
    14. 40. Increased regulation
    15. 41. Good old location
    16. 42. Personal crowdsurfing

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