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Digital & SocialMedia TrendsJanuary 2013
There are 6 key digital themes       MOBILITY     SOCIABILITY   DISCOVERY     CONNECTIVITY    BIG DATA     SCREENS
We live in a cross-platform world
Most internet traffic is now non-PC• In 2013, sales of smart mobile devices will  be 3x PCs and laptops• 80% of twitter us...
Two horse race – global ubiquity           Mobil platform market share
Mobility: implications                                   Edit with mobile         All content optimised for    1          ...
There are 6 digital themes      MOBILITY      MOBILITY      SOCIABILITY   DISCOVERY                                  DISCO...
23% of digital time is now social                      •   Facebook dominates with 50% of all                          soc...
Internet, social media and mobile       penetration around the world                                                      ...
The role of social media               • Promote and ‘broadcast’ messages  Amplify      • Allows for social sharing       ...
Implications for governments• Digital and social are the touch points between citizen and government:  75% of world leader...
Sociability: implications    Enable key target influencers to                                           Create an eclectic...
There are 6 digital themes      MOBILITY     SOCIABILITY   DISCOVERY    CONNECTIVITY    BIG DATA     SCREENS
Consumers are moving from just searching forcontent to expecting content to find them                     •   500 years of...
Google is your new front page•   Do you have enough owned assets,    such as microsites and blogs?•   Is content being tar...
Discovery: implications          Optimise all content for   Integrate content and editorial    1     search engines &     ...
There are 6 digital themes      MOBILITY       SOCIABILITY     DISCOVERY     CONNECTIVITY   ADDRESSIBILITY   SCREENS
High speed internet is no longer justtethered to the PC
11%        0%             1%                  2%                       3%                                   4%            ...
Move from.....
To.....
Connectivity: implications        Both occasional ‘big’ content     Devise content engagement   1    experiences and a wor...
There are 6 digital themes       MOBILITY     SOCIABILITY   DISCOVERY     CONNECTIVITY    BIG DATA     SCREENS
Role of ‘Big Data’ in campaigning• Data has allowed the hyper-targeting  of individuals at a behavioural, passion  or spec...
Impact on media• Hyper-personalised media tailored to  the individual consumer.• BBC experimenting video or audio  content...
Role of analytics•   Tools like Facebook Insights help you    quickly understand the size and    engagement of your audien...
‘Big Data’: implications                                         Use the data available to   1    Move from only mass     ...
There are 6 digital themes       MOBILITY       MOBILITY      SOCIABILITY                     SOCIABILITY     DISCOVERY   ...
90% of all UK media consumption is screenbased
Media consumption no longer tethered• UK - 67% of UK Adults watch TV on  non linear platforms (Smartphones,  tablets, Xbox...
Screens: implications                                    Better align content         Platform neutral content   with stak...
Summary                                    SOCIABILITY                                     SOCIABILITY        DISCOVERY   ...
Portland Digital Trends 2013
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Portland Digital Trends 2013

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Portland Communications summary of the major digital trends as we see them - mobility, sociability, discovery, connectivity, big data and screens. For more information contact mark.flanagan@portland-communications.com

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Portland Digital Trends 2013

  1. 1. Digital & SocialMedia TrendsJanuary 2013
  2. 2. There are 6 key digital themes MOBILITY SOCIABILITY DISCOVERY CONNECTIVITY BIG DATA SCREENS
  3. 3. We live in a cross-platform world
  4. 4. Most internet traffic is now non-PC• In 2013, sales of smart mobile devices will be 3x PCs and laptops• 80% of twitter usage is on mobile and 50% of all mobile data traffic in the UK is for Facebook• 2013 will see Google mobiles searches surpass PC• YouTube is the second biggest search engine and has grown exponentially. 2.4 billion mobile video users are predicted by 2016
  5. 5. Two horse race – global ubiquity Mobil platform market share
  6. 6. Mobility: implications Edit with mobile All content optimised for 1 consumption in mind. mobile Content must be snackable Rich content for high Social & search, video, 2 speed devices & tablets editorial
  7. 7. There are 6 digital themes MOBILITY MOBILITY SOCIABILITY DISCOVERY DISCOVERY CONNECTIVITY BIG DATA SCREENS SCREENS
  8. 8. 23% of digital time is now social • Facebook dominates with 50% of all social networking visits and average visit time of 22 minutes. One billion posts per day are made on Facebook • Twitter now 500 million users worldwide. Twitter grew 55% in 2012 and accounted for 15% of all social content sharing • LinkedIn has more than 150 million users • Pinterest now at 15.5 million users • Google+ claims 500 million registered users of whom 235 million are active on a monthly basis • Instagram continues to grow more than 5 million photos uploaded every day
  9. 9. Internet, social media and mobile penetration around the world 47.7% 37.5% 155.1% 78.6% 65% 106% 69% 54.4% 130% 40.1% 19.9% 68% 38% 18% 103% 42.9% 29.4% 66.2%*data from Internet World Stats
  10. 10. The role of social media • Promote and ‘broadcast’ messages Amplify • Allows for social sharing • Improved search visibility • Deeper conversations Engage • Opportunities for rebuttal • Shows openness & transparency • Track issues Monitor • Identify influencers • Spot opportunities
  11. 11. Implications for governments• Digital and social are the touch points between citizen and government: 75% of world leaders on Twitter• Public diplomacy is now digital by default, as is true of more and more govt communications• Networks are new players in diplomatic events, disrupting the traditional exercise of power• Foreign ministries need to be alongside those networks to listen, to engage and to understand• Has implications for internal organisation: need to be able to deal with the necessary speed of response
  12. 12. Sociability: implications Enable key target influencers to Create an eclectic range of content for1 congregate around the content they communities identify with Leverage platforms where influential Make long-term investment in social2 targets can share and self-publish capabilities to lock-in operational excellence Create bespoke digital influencer Identify who spends time where and3 programs follow them
  13. 13. There are 6 digital themes MOBILITY SOCIABILITY DISCOVERY CONNECTIVITY BIG DATA SCREENS
  14. 14. Consumers are moving from just searching forcontent to expecting content to find them • 500 years of YouTube video are watched every day on Facebook • Over 700 YouTube videos are shared on Twitter each minute • But 81% of all web journeys still start on a search page
  15. 15. Google is your new front page• Do you have enough owned assets, such as microsites and blogs?• Is content being targeted at third- party sites that rank high on Google?• Are press releases and op-eds optimised against search terms?• Is content being adapted for social media? Not all channels are the same - Twitter is best for conversations, while Facebook suits rich media such as photos or video.• Consider PPC and Facebook ads
  16. 16. Discovery: implications Optimise all content for Integrate content and editorial 1 search engines & strategies to drive the social platforms discovery of content Move from campaign All broadcast/editorial can be planning and creation 2 ‘double clicked’ - create to always on findable backstories. influencing
  17. 17. There are 6 digital themes MOBILITY SOCIABILITY DISCOVERY CONNECTIVITY ADDRESSIBILITY SCREENS
  18. 18. High speed internet is no longer justtethered to the PC
  19. 19. 11% 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10%00:0001:0002:0003:0004:0005:0006:0007:0008:0009:0010:0011:0012:0013:0014:0015:0016:00 The Guardian is untethered…17:0018:0019:0020:0021:0022:0023:00 ipad Print Online iphone Facebook m.guardian
  20. 20. Move from.....
  21. 21. To.....
  22. 22. Connectivity: implications Both occasional ‘big’ content Devise content engagement 1 experiences and a world of strategies not singular little & lots – test everything campaigns Live engagements through From static to dynamic twitter and facebook, editorial 2 communications innovation through video and multiplatform content ‘Plugged-in’ community is How do you create advocacy 3 smaller, but more committed. not just engagement?
  23. 23. There are 6 digital themes MOBILITY SOCIABILITY DISCOVERY CONNECTIVITY BIG DATA SCREENS
  24. 24. Role of ‘Big Data’ in campaigning• Data has allowed the hyper-targeting of individuals at a behavioural, passion or special interest points• What social media was to 2008, data- driven campaigning was in the 2012 US Presidential behaviour• Big Data now allows us to understand user intent, and not just customer behaviour
  25. 25. Impact on media• Hyper-personalised media tailored to the individual consumer.• BBC experimenting video or audio content that’s customized based on real-time data about the people experiencing it (for example, their location, local weather and news events, etc.).• Addressable advertising now on TV as well as social media• e-book publisher Coliloquy produces novels that morph their story based on reader preferences
  26. 26. Role of analytics• Tools like Facebook Insights help you quickly understand the size and engagement of your audience• Posting regularly with engaging content gets more people to talk about you with their networks• Volumes can be segmented by territory down to city, time period and you can over lay the news stories that break chronologically• Allows marketeers and campaigners to make informed decision about the activity they undertake. You can test concepts before rolling them out to wider audiences
  27. 27. ‘Big Data’: implications Use the data available to 1 Move from only mass you to plan and execute communications to 1-2-1 messaging on a micro engagement at scale level Build a data set through which Partners, twitter, Google 2 we understand key analytics stakeholders
  28. 28. There are 6 digital themes MOBILITY MOBILITY SOCIABILITY SOCIABILITY DISCOVERY DISCOVERY CONNECTIVITY CONNECTIVITY ADDRESSIBILITY ADDRESSIBILITY SCREENS SCREENS
  29. 29. 90% of all UK media consumption is screenbased
  30. 30. Media consumption no longer tethered• UK - 67% of UK Adults watch TV on non linear platforms (Smartphones, tablets, Xbox, and Catch Up)• Facebook and Twitter use differs according to screen• Context is the key to unlocking the role of each screen• Simultaneous or Sequential screens• The walls between the use of big screens and small screens have collapsed making responses to events and news realtime
  31. 31. Screens: implications Better align content Platform neutral content with stakeholder 1 strategy consumption habits and sharing behaviours Design content with 2 Become screen aware different screens in mind, mobility, pc, tv
  32. 32. Summary SOCIABILITY SOCIABILITY DISCOVERY DISCOVERY MOBILITY MOBILITY “A PORTFOLIO OF “FROM SEARCHING “FROM SEARCHING “A PORTFOLIO OF “ALWAYS ON AND FOR CONTENT TOTO FOR CONTENT ITESTABLISHED: “ALWAYS ON AND CONNECTED” NEWTORKS TO BUILD NEWTORKS TO REPUTAION AND FINDING ME FROM IT FINDING ME CONNECTED” BUILD REPUTAION INFLUENCE” TRIUSTED SOURCES” FROM TRIUSTED AND INFLUENCE” SOURCES” SCREENS SCREENS ADDRESSIBILI “IMULTIPLE SCREENS “IMULTIPLE CONNECTIVITY BIG DATA SCREENSTHE MAKES MAKES “CONTENT ON TY “EXPECTATION OF PROXIMITY TO THE PROXIMITY TOEMERGENT: MULTIPLE PLATFORMS “EXPECTATION OF CONTENT ONLY CONVERSTION AND CONVERSTION RELEVENT TO ME” CONTENT ONLY INFLUENCE EVER AND DEVICES” AND INFLUENCE CLOSER AND RELEVENT TO ME” REALTIME” EVER CLOSER AND REALTIME

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