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Digital Review Sept 2011


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An overview of What's New in the digital space in September 2011.

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Digital Review Sept 2011

  1. 1. New things in DigitalSeptember 2011
  2. 2. Digital quiz •  What are most people searching on their mobiles? –  Location based activities •  What time are most people using their mobiles for search? –  Late afternoon/evening •  What is the biggest %, by age group, of Australian’s on facebook? –  24 – 34yrs2
  3. 3. 1. What’s new?Social, technology & mobile
  4. 4. What is social marketing? Social = CRM + PR + Value (dialogue) (push) (exclusive) Basic social4
  5. 5. Before considering dialogue, you must have a base Phase 1: Acquisition Phase 2: RM UE NCE FL R E IN MO Number Initial – 6mths Ongoing Time5
  6. 6. The most important element of social ou are If y g to g oin ou t, y tar to s ne ed inu e co nt6
  7. 7. What are the different types of networks? Image Video Friends ore than M just ook Writing Sharing b faceShopping Professional Interest7
  8. 8. What are people doing on facebook?8
  9. 9. Facebook is the biggest image library9
  10. 10. When are people looking at shared content? It is nt orta imp t cut to ge gh t hrou y.10 qu ickl
  11. 11. What are the different types of networks?11
  12. 12. What is Klout? •  A network that measures top content influences across the following services: –  Twitter –  Facebook –  Foursquare o goa l is t y –  YouTube The tand wh –  Blogger un ders one is –  Instagram s ome ial, in flu ent hat – in to w o –  Tumblr ards & wh reg nt, –  Flickr te con influen ce. they12
  13. 13. Klo ut? uses junkies Who ogy ol nt wa Techn le who . &p eop he know l t ia t o be in her soc . ot re It ’s an out the k ne twor13
  14. 14. Klout – What’s new? •  Klout have introduced +k –  Allows users to rate someone as influential to them in regards to a specific topic. –  Currently, topics are pre-determined by the Klout algorithm, but it is expected Klout will allow users to add their own topics. 114
  15. 15. What does this mean for brands? •  Klout may allow brands to monitor who is influential within the social community with regards to a specific industry, or alternatively, with regards to a specific product. •  The opportunity would then be to target those particular consumers with content & develop relationships. •  Potential to discover brand advocates & influencers.15
  16. 16. facebook are the new Google •  They change things when people are comfortable with them: –  Ability to remove commenting –  Competition rules –  25 likes to start create a domain –  Subscription features.16
  17. 17. Facebook subscribe •  Until now, users could only see user posts if they were friends, or if they liked a page. •  Facebook has just launched a “subscribe” button that performs the following functions2: –  Allows you to choose exactly what you can see from others into your news feed –  Subscribe to people who are not your friends –  Allow others to subscribe to your updates.17
  18. 18. Facebook subscribe18
  19. 19. Facebook subscribe19
  20. 20. Facebook subscribe – what does it mean? •  What will the implications be? –  More publically available data on facebook –  Improvements in facebook search functionality –  Facebook is beginning to act more & more like a blog or full website, providing consumers with everything that they need •  The functionality is not yet available for pages, but there are definitely implications for business / brand pages. •  It is unclear whether the fact that someone “subscribes” will appear on the user’s wall or in friends’ news feeds – STALKER WATCH.20
  21. 21. What does this mean for brands? •  Consumers will now be utilising brand pages like blogs / news feeds. s ent i Cont g to goin ey to me k ng. beco ythi ever21
  22. 22. Google + •  Google’s latest foray into the social sphere, launched in June 2011 as an alternative networking platform. •  Centred around making every existing Google product socially compatible, ensuring that you don’t have to log into different services to share your photos, upload video or let others know le what you’re up to 3. Goog their ding n le expa – Goog e h l reac & Goog t Buzz weren’ e Wav ht, so rig ill ully+w22 hopef e. b
  23. 23. The rise of Google + Facebook took 2.5 years to reach Google + 18 million users. took just 21 days.23
  24. 24. So what’s the difference? •  Sharing online is more like sharing in real life. –  Different things with different people. –  “circles” of friends / associates can be created - much like segmenting a database.24
  25. 25. So what’s the difference? •  “Hangouts” allow for video calling specific or circles of friends.25
  26. 26. So what’s the difference? •  “Huddles” allow for group chat – particularly useful as part of the mobile offering.26
  27. 27. So what’s the difference? •  “Sparks” are topics of interest to you. –  Notify Sparks & it will send you things it thinks you might like.27
  28. 28. Are people using Google+? ill ok is st Fa cebo people’s pa rt of ur – it o be havi time to e wil l tak e to + g chan28
  29. 29. What’s in it for brands? •  Brand roll out is slated for the end of 2011. –  Integration with Google advertising products. –  Superior data and analytics. –  Improved search. –  Will integrate with Google Apps. •  Ways in which brands might use Google +. –  If circles become public & subscribable, customers could sign up for specific channels. –  Ability to segment users & possibly use as focus or test groups. –  Enhanced SEO as Google+ will potentially have premium results.29
  30. 30. 1. What’s new? Social Web Trends30
  31. 31. Walk down memory lane…. Remember when Apple announced ý that it’s mobile devices would no longer support flash?31
  32. 32. Windows 8 •  Microsoft have announced that they will be following in the steps of Apple. Windows 8 for mobile devices will not support plugins… including Flash32
  33. 33. What does this mean for brands? •  Flash headers or elements utilised in any sites will not function on mobile devices at all in future.33
  34. 34. Social is a big factor in Off page SEO On Off Better page page SEO The n eed to be p resent in social is reasing... inc34
  35. 35. 2. What’s happening?Consumer & industry trends
  36. 36. Mobile •  Mobile is becoming one of the most talked about areas in the digital industry. •  It is important to remember that “Mobile” isn’t only about applications… Mobile = Marketing + Apps + Website36
  37. 37. What is a mobile device? Smart Other Mobile = + Tablets + phones devices37
  38. 38. What are the different types of OS? le e& App G oogl finitely e are d o watch t ones involved & be ith... w38
  39. 39. Mobile growth 52% 8x faster growth rate than of our population desktop computing at has the same point in development4. a smartphone - 2nd highest usage rate in the world4. Market Share IOS: 42% 1st billion Android: 29% downloads of Android - but growing 4x as fast4. apps took 2 years. The last billion took 60 days4.39
  40. 40. Mobile & motherhood •  Mothers are 18% more likely than general public to have a smart phone which they are using all day everyday7. –  37% of media time on phone –  Snacking on content is high –  Respond well to mobile ads •  46% have taken action after seeing an ad on their phone. e the Mobiles ar – place to be ent se arch, cont d & simplifie web.40
  41. 41. Mobile & the home #1mobile usage location 44% of us go to bed is in the home. with our phones in arms reach. Nearly HALF of users are ‘dual- screening.’41
  42. 42. 42
  43. 43. Why mobile? 2. It is immediate 1. It 3. It entertains connects us us locally Mobile is more than a phone43
  44. 44. 1. Mobile entertains us 75% of people use smartphones in off-time at work. 125 years 60% use them on of Angry Birds are their daily commute. played every day. 37% of Australia’s mobile data traffic is related to video. Predicted to be 200 million 69% by 2015. playbacks a day on YouTube.44
  45. 45. 2. Mobile is immediate 11% of all travel enquiries are made via mobile 82% of people booked within 1 day of departure vs 45% on desktop 58% were within 35km of their hotel45
  46. 46. Young people love shopping on mobile46
  47. 47. 3. Mobile connects us locally 66% of local searches are from a mobile. Half of these result in an action. Smartphones enable communication & connect us.47
  48. 48. What about other mobile usage?Other uses for your mobile
  49. 49. What else is happening on mobile? Search Social Content49
  50. 50. When are people searching on their mobile? •  Consumer searches on the mobile differ to that of desktop search: –  66% of mobile searches have a local intent –  Mobile search numbers peak at night, on weekends & leading up to holidays e People ar sea rching on t the go & a night. 50
  51. 51. Mobile & Social •  37% of users access social media through their mobile5. •  47% of female users have social networking featured on their phone6. –  30% say it’s their most valued feature. •  More than twice as many people over the age of 55 visited social networking sites on their mobile than last year6.51
  52. 52. Mobile & Social •  Consumers aged 16-34 have indicated that they liked checking out brands on social media sites. •  25% of the same age group interacted with content from a brand’s facebook page at least once a day, compared to 17% of older adults. C onsumers o ex pect you t n be present o social – whatever is52 form that
  53. 53. How is this relevant?What are the implications for brands?
  54. 54. Mobile & brands •  The purpose of a search via a mobile device needs to be considered: ser Smart Phones Tablets When a u an comes to •  On-the-go •  At home are site what •  Quick info •  In depth ng research they hopi to see? •  Most visits to brand sites via mobile will be: –  From the home –  With local intent. •  It is important that the level of content provided takes this into consideration.54
  55. 55. Key take outsWhat do we need to do?
  56. 56. What are the things to think about? •  Social –  Is this an area in which your brand is interested in investigating? –  Requires dedicated monitoring to ensure all customer queries are answered. •  Mobile –  It will be important for 2012 that we think about how to build landing pages & sites for both PC & mobile. More and more searches are coming from mobile devices. •  Simplified content. •  Easily accessible contact details.56
  57. 57. Thank you.e: hello@withcollective.comw: withcollective.comf:
  58. 58. References 1. Top-K-Recipients 2. BREAKING-Facebook-Announces-New-Subscribe- Button.aspx 3. google-android-iphone-apps 4.  ThinkMobile conference, Google, Thursday, 7th September, 2011. 5. Compelling-Social-Media-Stats-Marketers-Should- Know-Data.aspx 6.  Nielson Social Media Report: Q3 2011 7.