Digital natives jan 2011

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Digital immersion presentation for FMCG brand marketers

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Digital natives jan 2011

  1. 1. The digital native: we’re a GROWN force Clare O’Brien, MD, CDA Monday 17th January, 2011
  2. 2. The audience and their space Digital native: Were a GROWN force | 2 CDA © 2011
  3. 3. The Internet has grown fromhaving fewer pages than peoplewho live in Canada in 1998, to upto 20 pages for every single personon Earth today. 200 million YouTube videos Source: The Business Financial Post, January 2011 viewed daily (up x3 since Jan 2011) Source: YouTube.com, Jan 2011 July 21st, 2010 >> 1 billion FaceBook users by Oct 2011? Digital native: Were a GROWN force Economist, July 2010 Source: The | 3 CDA © 2011
  4. 4. Digital native: Were a GROWN force | 4 CDA © 2011
  5. 5. Digital native: Were a GROWN force | 5 CDA © 2011
  6. 6. Digital native: Were a GROWN force | 6 CDA © 2011
  7. 7. Digital native: Were a GROWN force | 7 CDA © 2011
  8. 8. Sharing is valuable currency Digital native: Were a GROWN force | 8 CDA © 2011
  9. 9. Users who visit YouTube or Facebook brandpages specifically looking for productinformation are 50% more likely to sharethe information they find with their friendsand family. Digital native: Were a GROWN force | 9 CDA © 2011
  10. 10. Why do users Like or Share brands?Why share brand videos… Why ‘like’ a brand… Was a cool video 56% Get more product info 29% Hear about/receive Make friends laugh 40% special offers 27%Want to spread the word 26% Want to spread the word 20% Want to encourage Want to encourage friends/family to 16% friends/family to 15% become fan/customer become fan/customer Find/share content Impress friends 12% from brand w/friends 15% Encourage friends to Impress friends 9% subscribe to channel 11% Digital native: Were aQ6bb. Sample = 1,426 users of YouTube who have shared brand videos GROWN force1,878 users of Facebook respectively who have ’liked’ a brand Q6b. Sample = | CDA © 2011 1
  11. 11. Digital native: Were a GROWN force | 11 CDA © 2011
  12. 12. Changing the brand relationship Digital native: Were a GROWN force | 12 CDA © 2011
  13. 13. “You can no longer tell andsell. You really need to engage,connect and collaborate. Youneed to innovate with yourconsumers. The consumer isour boss,” Roisin Donnelly, corporate marketing director and head of marketing for P&G in the UK and Ireland Digital native: Were a GROWN force | 13 CDA © 2011
  14. 14. Digital native: Were a GROWN force | 14 CDA © 2011
  15. 15. member content generatesTop site sections (fter Jamie’s recipes)60% of page views Unique page views Books/TV: 46K Homepage: 147K Video: 33K News: 12K Photos: 3K Forums: 246K Member recipes: 92K Blogs: 12K Gardening: 5K 2011 Priority: Continue to encourage visitors to contribute to the site Digital native: Were a GROWN force | 15 CDA © 2011 * Data from 4 to 11 December 2010. Jamie’s recipes are the largest single section on the site: 1.8M unique page views during this week.
  16. 16. Digital native: Were a GROWN force | 16 CDA © 2011
  17. 17. Call centreStoreWebsite Digital native: Were a GROWN force | 17 CDA © 2011
  18. 18. Listening & respondingDigital native: Were a GROWN force | 18 CDA © 2011
  19. 19. Digital native: Were a GROWN force | Source: whatsnextblog.com 19 CDA © 2011
  20. 20. Digital native: Were a GROWN force | 20 CDA © 2011
  21. 21. Digital native: Were a GROWN force | 21 CDA © 2011
  22. 22. A fan named Johannes S. Beals tweeted,“Can U Ask my girlfriend to marry me? Hername is Angela A. Hutt-Chamberlin” to OldSpice. The following video popped up onYouTube within an hour, and Old Spicetweeted it at Beals. Digital native: Were a GROWN force | 22 CDA © 2011
  23. 23. oops! 3 weeksDigital native: Were a GROWN force | 23 CDA © 2011
  24. 24. Semantic [W 3.0] stuff that’s really important (open / linked data) Digital native: Were a GROWN force | 24 CDA © 2011
  25. 25. Digital native: Were a GROWN force | 25 CDA © 2011
  26. 26. Digital native: Were a GROWN force | 26 CDA © 2011
  27. 27. Digital native: Were a GROWN force | 28 CDA © 2011
  28. 28. Digital native: Were a GROWN force | 29 CDA © 2011
  29. 29. Digital native: Were a GROWN force | 30 CDA © 2011
  30. 30. When brandsand contentproducersbecome one Digital native: Were a GROWN force | 31 CDA © 2011
  31. 31. Thank you Clare O’Brien, CDA www.webwordsworking.co.uk T: +44 20 8948 7636© M: +44 7850 922 076 Twitter: clareob Digital native: Were a GROWN force | 32 CDA © 2011

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