Trends in Trans-Media: Covering the social web, brand elasticity, audience behavior and various media alchemy

1. • TRENDS IN TRANS-MEDIA
Minedshare
2.10.2009
Keith Gerr: Director of Strategy, Opus Creative
blog.opuscreative.com keith.gerr@opuscreative.com

2. “Among North American Agency CEOs, 62% said
that they think digital will grow this
year, while 39% of non-North American CEOs
said the same.”
About the survey: The survey was conducted during the week of January 12, 2009 among global agency CEOs. Of the
83 CEOs responding, 34 were in North America and 49 were in markets in Europe, Africa, South America, the
Middle East and the Asia-Pacific region. The agencies range in size from $5 million to $500 million in
capitalized billings and are all partner agencies in WPI, a privately held owner-operated advertising and
marketing services agency.

3. Marketers wanna entertain and socialize
with their 09 funds

4. …SHOCKING NEWS…
CMO Council Survey: Only 16% of respondents
said their companies have any routine system
in place for monitoring what people are
saying about them or their brands online
What information could be more important to a
marketer today?
• Social media is simultaneously advertising, customer
service and research
• The tools for brand monitoring are free (Blog Pulse,
Google alerts, TweetBeep, Facebook Lexicon etc.)

5. “Customer
experience is one
of the most
critical
determinants of
brand strength and
business growth.
Yet most
organizations and
senior marketers
suffer from
major blind
spots and gaps
in the way they
interact,
handle and
respond to
customer issues
or problems.”
Donovan Neale-May, CMO
Council executive director

6. People and
the Social
Web

7. 75% of online adults 18-24 have a profile on a social
network site
57% of online adults 25-34 have a profile on a social
network site
30% of online adults 35-44 have one
19% of online 45 to 54 year olds have a profile
10% of online 55 to 64 year olds have a profile
7% of online adults 65+ have a profile

8. “A typical social-networker connects weekly with
an average of 18 people one-to-one, and 110 people
one-to-many” Netpop Research

9. Thoughts on
Audience
Segmentation and
Behavior

12. Generation
Talkin Bout’ Yer
Source: Cultureoffuture.com
Understanding and cross-referencing similarities and
differences between generations helps to focus the
conversation

13. Shift From TV To PC/Handhelds Is On
“A majority of U.S. consumers - aged 14 to 75 -
already see their PCs as more of an entertainment
device than they do TVs.” Deloitte media consumption report
“Savvy consumers
are finding “good
enough” digital
substitutes online
that allow them to
forego subscribing
to pay TV or online
video rental
services.” Eric Auchard,
Reuters
Who’s winning?: YouTube, Hulu, MySpace, NetFlix, Blip.tv

14. Grl sends more than 20,000
txts in 1 month alone
“Thank God
quot;I can text one-
handed, but I
I get free
usually use both
text
because it's
easier,quot;
messagingquot;
said her
father
Source: The Star Press

15. “Amazingly, teens know more
about cell phone models and
wireless plans than their
favorite band or sports team.”
Harris Interactive

16. Brand
Ela stic ity

18. “Choose some colors, write a message and Sharpie makes it
possible for anyone to leave his permanent mark on the side
of the bus stop or the public phone or anywhere else
billboard adverting may be experienced.” coolhunters.net
Sharpie –
Interactive e-
Cast Billboard

19. 3-D Web: Crest Kiss Me

20. Customer Service Intermediary:
GetSatisfaction.com

21. “The Curb team went out into central London—which has been
quick-
unusually wintry these past few days—to deliver a
hit campaign for sports channel and lifestyle brand
Extreme. Over 3,500 imprints were placed on parked cars,
post boxes, walls and other snow-covered surfaces. The
company used a laser-cut stencil to leave sharp imprints.”
Springwise.com

22. Kraft iFood Assistant
is one of the best selling iPhone
apps.
“With its endeavor,
Kraft is pulling off a
rare trick: getting
consumers to pay a one-
time 99-cent fee for
the app and also sit
through ads on it. And
in the process, it's
collecting useful data
for targeting them more
closely.”
AdvertisingAge

23. Otherness

24. Philanthropy 2.0: Ultimate Social Experiment
“a school will be
built for children in
poverty when this
group reaches 1.21
million members.”
“Life Changing
Apparel has provided
funds to
Educate2Escape.org
to carry out this
project.”

25. I am the
new
illegal
alien

26. Head Room
Coolhunters.net

27. quot;Search aided by a social
interaction or a social connection
is a paradigm shift in search --
primarily because it does what
everyone wants: It delivers 'human
context' and therefore increased
relevance. For example, when you ask a friend to
recommend a restaurant, they consider your age, gender,
ethnicity (demographics), where you live, what you both
like in common, and because of your shared demographics,
they give you information only another human could give
you ... shared human contextual information. This type of
search is what the internet was created for ...
connecting people with like interests.quot;
Robb Fujioka, chairman of Fuhu

28. Thanks
Keith Gerr
Director of Strategy, Opus Creative
keith.gerr@opuscreative.com
blog.opuscreative.com