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The Digital Citizen
From monologue to dialogue
Martin Walsh
Group Manager Digital Marketing
Microsoft Australia
Consumer Behavior in
Australia has changed…
Starting in 1995 people
became interested in
online content…..
13 Years of Online Content Growth!
0
1,750
3,500
5,250
7,000
1995 1998 2002 2008
# display impressions across the web (millions)
But a few years
ago…..
…people started to become
more interested in each
other…..
Social media sites are mushrooming
Social Media’s Growing Importance
General Internet
Social Media Sites
0%
20%
40%
60%
80%
100%
April 2005 October 2008
Total minutes consumed by Top 100 websites
*On Demand Media explodes; ComScore Networks and Piper Jaffray & Co.
The conversations are powered by:
• Blogs
• Micro blogs
• Online chat
• RSS
• Widgets
• Social Networks
• Social Bookmarks
• Message boards
• Forums
• Podcasts
• Video sharing sites
• Photo sharing sites
• Virtual worlds
• Wikis
(…just to name a few)
The world has also shifted from Passive consumption
to Active participation
More than
4,000,000
articles
> 100,000,000 videos
88% is new and original content
65,000 new videos / day
200,000,000
blogs
THIS FUTURE IS TODAY,
NOT TOMORROW…
By 2010, Millennials / Gen Y-ers
will outnumber Baby Boomers.
They are today’s “digital natives.”
MILLENIALS SPEND
> 16 HOURS / WEEK
ONLINE.
96% OF THEM HAVE
JOINED A SOCIAL NETWORK.
They have an average of
53 online friends.
AND THEY NO LONGER CARE
ABOUT ADVERTISING.
THEY CARE ABOUT
WHAT THEIR FRIENDS
AND PEERS THINK.
THIS IS NOT A FAD.
IT’S A FUNDAMENTAL SHIFT
IN THE WAY WE
COMMUNICATE.
The old communication
model was a monologue
The average person is exposed to
3,000 advertising messages / day.
90%of
people who
can skip TV
ads, do.
People have become less interested in the ads
0%
10%
20%
30%
40%
1995 1998 2002 2008
Click-through rates on display ads
ONLY 14%
OF PEOPLE TRUST
ADVERTISEMENTS.
BUT60%
OF AUSTRALIANS TRUST THE
RECOMMENDATIONS OF
OTHER AUSTRALIANS.
NIELSEN ONLINE CONSUMER GENERATED MEDIA REPORT JAN, 2008
14% vs. 60%
hmm….
We have seen the rise of information democracy
From information asymmetry...
• Information was scarce
• Customers were ill-informed
• Exchanges were monologues
• Marketing was “command-and-control”
… To information democracy
• Information is ubiquitous
• Customers are well-informed
• Exchanges are conversations
• Marketing is “connect-and-collaborate”
The new communication model
is a dialogue
Which means it’s….
TRANSPARENT
INCLUSIVE
AUTHENTIC
VIBRANT
CUSTOMER-DRIVEN
And it’s NOT….
CONTROLLED
ORGANISED
EXCLUSIVE
PRODUCT-DRIVEN
“ON MESSAGE”
“Content is the new democracy
and we the people, are ensuring
that our voices are heard.”
Brian Solis, “The Social Media Manifesto.”
Translation:
THE TRAIN IS LEAVING THE
STATION.
WITH OR WITHOUT
YOU.
HOW DO I GET ON THE
TRAIN
?
“It’s about conversations, and the best
communicators start as the best
listeners.”
Brian Solis, Social Media Manifesto
A.
Listen.
Immerse yourself in the conversations.
(any or all of the above are a good place to start!)
Listening tools
Proprietary
Software
• Tru Cast
• Radian 6
• Seer
• Nielsen Buzz Metrics
• Buzz Logic
• Narrative Network
• Biz360
• Factiva
• Cymfony
Free to
Market
Software
• Technorati
• Alexa
• Nielsen Blog Pulse
• Tube Mogul
• Twittermeter
• YouTube Insight
• Compete
• Many others
Listening - Social Media Monitoring
Remember, messages are not conversations.
B.
Participate.
IT’S A DIALOGUE,
NOT A
MONOLOGUE.
“I absolutely ADORE the
food at that
restaurant.”
“Me too! And isn’t
the hostess stunning
as well?”
C.
Relinquish
control.
REPEAT AFTER ME:
“THE GOAL IS NOT TO CONTROL
THE CONVERSATION.”
THE GOAL IS TO:
ENABLE
INSPIRE
INFLUENCE
&……
D.
Engage!
But develop your strategy
and engagement rules first…
The Australian digital
landscape….
A digital world
Universal McCann Social Media Tracker Wave 3 – Mar 2008
Online activity
nielsen online – Consumer Generated Media Report Jan 2008
What are they doing?
93% research products / services / people
55% visit message board / forum
38% post to message board / forum
48% read a blog
55% rate something / someone
59% send / share a link
Trends
Mobile is bridging the Digital Divide
• 5 billion mobile phone users by 2015. *Nokia report
• 50% of global mobile phone subscribers will go
online with their mobile by 2011. *Informa Telecom
• Mobile will be at the centre of Social Networking and
a key driver for User Generated Content.
• Mobile technology, network and devices are being
designed for new uses rather than voice.
• In many countries like India and Japan, a persons first
connection to the Internet is via their mobile!
Mobile content and services
What are they doing?
41% of Australians access the internet
from their mobile
There is 102% mobile phone
penetration in Australia
35% play games on their mobile
22% watch live TV on their mobile
There is an entire generation growing up
with their mobile being their first
connection to the Internet
Social Media Activities
Universal McCann Social Media Tracker Wave 3 – Mar 2008
Sep 2006 June 2007 Mar 2008
Social Media Activities
Universal McCann Social Media Tracker Wave 3 – Mar 2008
Sep 2006 June 2007 Mar 2008
Social Media Activities
Universal McCann Social Media Tracker Wave 3 – Mar 2008
Social Media Activities
Universal McCann Social Media Tracker Wave 3 – Mar 2008
Social Media Activities
Universal McCann Social Media Tracker Wave 3 – Mar 2008
Social Media Activities
Universal McCann Social Media Tracker Wave 3 – Mar 2008
Sep 2006 June 2007 Mar 2008
Social Media Activities
Universal McCann Social Media Tracker Wave 3 – Mar 2008
Sep 2006 June 2007 Mar 2008
Social Media Activities
Universal McCann Social Media Tracker Wave 3 – Mar 2008
Formula for Obama’s Electoral Victory
Obama vs. McCain
2x
Web site traffic
4x
YouTube viewers
5x
Facebook friends
10x
Online staff
365 Electoral
Votes
66.8 million
popular
votes
Obama by the numbers
Email
• 13 million people on the e-mail list
• Who received 7,000 variations of more than 1 billion e-mails
Donors
• 3 million online donors
• Who contributed 6.5 million times
Social Networks
• 5 million "friends" on more than 15 social networking sites
• 3 million friends on Facebook alone
Web site
• 8.5 million monthly visitors to MyBarackObama.com (at peak)
• 2 million profiles with 400,000 blog posts
• 35,000 volunteer groups that held 200,000 offline events
• 70,000 fundraising hubs that raised $30 million
Video
• Nearly 2,000 official YouTube videos
• Watched more than 80 million times, with 135,000 subscribers
• 442,000 user-generated videos on YouTube
Mobile
• 3 million people signed up for the text messaging program
• Each received 5 to 20 messages per month
Phone calls • 3 million personal phone calls placed in the last four days of the campaign
Lessons from Obama’s Social Media
Campaign
Choose the right
team
Laddering support
through tiers of
engagement
Empowering super
users
Provide source
materials for user-
generated content
Go where the people
are
Use tools people are
familiar with
Ensure people can
find your content
Mobilise supporters
through mobile
devices
Harness analytics to
constantly improve
engagement
activities
Build the online
operation to scale
1. Markets are conversations
2. Talk is cheap
3. Silence is fatal
“The Cluetrain Manifesto.”
In Conclusion
© 2008 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.
The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment
on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation.
MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
Thank you!
mwalsh@microsoft.com

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Technology and politics digital marketing v5

  • 1. The Digital Citizen From monologue to dialogue Martin Walsh Group Manager Digital Marketing Microsoft Australia
  • 3. Starting in 1995 people became interested in online content…..
  • 4. 13 Years of Online Content Growth! 0 1,750 3,500 5,250 7,000 1995 1998 2002 2008 # display impressions across the web (millions)
  • 5. But a few years ago…..
  • 6. …people started to become more interested in each other…..
  • 7. Social media sites are mushrooming
  • 8. Social Media’s Growing Importance General Internet Social Media Sites 0% 20% 40% 60% 80% 100% April 2005 October 2008 Total minutes consumed by Top 100 websites *On Demand Media explodes; ComScore Networks and Piper Jaffray & Co.
  • 9. The conversations are powered by: • Blogs • Micro blogs • Online chat • RSS • Widgets • Social Networks • Social Bookmarks • Message boards • Forums • Podcasts • Video sharing sites • Photo sharing sites • Virtual worlds • Wikis (…just to name a few)
  • 10. The world has also shifted from Passive consumption to Active participation
  • 12. > 100,000,000 videos 88% is new and original content 65,000 new videos / day
  • 14. THIS FUTURE IS TODAY, NOT TOMORROW…
  • 15. By 2010, Millennials / Gen Y-ers will outnumber Baby Boomers.
  • 16. They are today’s “digital natives.”
  • 17. MILLENIALS SPEND > 16 HOURS / WEEK ONLINE.
  • 18. 96% OF THEM HAVE JOINED A SOCIAL NETWORK.
  • 19. They have an average of 53 online friends.
  • 20. AND THEY NO LONGER CARE ABOUT ADVERTISING. THEY CARE ABOUT WHAT THEIR FRIENDS AND PEERS THINK.
  • 21. THIS IS NOT A FAD. IT’S A FUNDAMENTAL SHIFT IN THE WAY WE COMMUNICATE.
  • 22. The old communication model was a monologue
  • 23. The average person is exposed to 3,000 advertising messages / day.
  • 25. People have become less interested in the ads 0% 10% 20% 30% 40% 1995 1998 2002 2008 Click-through rates on display ads
  • 26. ONLY 14% OF PEOPLE TRUST ADVERTISEMENTS.
  • 27. BUT60% OF AUSTRALIANS TRUST THE RECOMMENDATIONS OF OTHER AUSTRALIANS. NIELSEN ONLINE CONSUMER GENERATED MEDIA REPORT JAN, 2008
  • 29. We have seen the rise of information democracy From information asymmetry... • Information was scarce • Customers were ill-informed • Exchanges were monologues • Marketing was “command-and-control” … To information democracy • Information is ubiquitous • Customers are well-informed • Exchanges are conversations • Marketing is “connect-and-collaborate”
  • 30. The new communication model is a dialogue
  • 33. “Content is the new democracy and we the people, are ensuring that our voices are heard.” Brian Solis, “The Social Media Manifesto.”
  • 34. Translation: THE TRAIN IS LEAVING THE STATION. WITH OR WITHOUT YOU.
  • 35. HOW DO I GET ON THE TRAIN ?
  • 36. “It’s about conversations, and the best communicators start as the best listeners.” Brian Solis, Social Media Manifesto
  • 38. Immerse yourself in the conversations. (any or all of the above are a good place to start!)
  • 39. Listening tools Proprietary Software • Tru Cast • Radian 6 • Seer • Nielsen Buzz Metrics • Buzz Logic • Narrative Network • Biz360 • Factiva • Cymfony Free to Market Software • Technorati • Alexa • Nielsen Blog Pulse • Tube Mogul • Twittermeter • YouTube Insight • Compete • Many others
  • 40. Listening - Social Media Monitoring
  • 41. Remember, messages are not conversations.
  • 43. IT’S A DIALOGUE, NOT A MONOLOGUE. “I absolutely ADORE the food at that restaurant.” “Me too! And isn’t the hostess stunning as well?”
  • 45. REPEAT AFTER ME: “THE GOAL IS NOT TO CONTROL THE CONVERSATION.”
  • 46. THE GOAL IS TO: ENABLE INSPIRE INFLUENCE &……
  • 48. But develop your strategy and engagement rules first…
  • 50. A digital world Universal McCann Social Media Tracker Wave 3 – Mar 2008
  • 51. Online activity nielsen online – Consumer Generated Media Report Jan 2008 What are they doing? 93% research products / services / people 55% visit message board / forum 38% post to message board / forum 48% read a blog 55% rate something / someone 59% send / share a link
  • 52. Trends Mobile is bridging the Digital Divide • 5 billion mobile phone users by 2015. *Nokia report • 50% of global mobile phone subscribers will go online with their mobile by 2011. *Informa Telecom • Mobile will be at the centre of Social Networking and a key driver for User Generated Content. • Mobile technology, network and devices are being designed for new uses rather than voice. • In many countries like India and Japan, a persons first connection to the Internet is via their mobile!
  • 53. Mobile content and services What are they doing? 41% of Australians access the internet from their mobile There is 102% mobile phone penetration in Australia 35% play games on their mobile 22% watch live TV on their mobile There is an entire generation growing up with their mobile being their first connection to the Internet
  • 54. Social Media Activities Universal McCann Social Media Tracker Wave 3 – Mar 2008 Sep 2006 June 2007 Mar 2008
  • 55. Social Media Activities Universal McCann Social Media Tracker Wave 3 – Mar 2008 Sep 2006 June 2007 Mar 2008
  • 56. Social Media Activities Universal McCann Social Media Tracker Wave 3 – Mar 2008
  • 57. Social Media Activities Universal McCann Social Media Tracker Wave 3 – Mar 2008
  • 58. Social Media Activities Universal McCann Social Media Tracker Wave 3 – Mar 2008
  • 59. Social Media Activities Universal McCann Social Media Tracker Wave 3 – Mar 2008 Sep 2006 June 2007 Mar 2008
  • 60. Social Media Activities Universal McCann Social Media Tracker Wave 3 – Mar 2008 Sep 2006 June 2007 Mar 2008
  • 61. Social Media Activities Universal McCann Social Media Tracker Wave 3 – Mar 2008
  • 62. Formula for Obama’s Electoral Victory Obama vs. McCain 2x Web site traffic 4x YouTube viewers 5x Facebook friends 10x Online staff 365 Electoral Votes 66.8 million popular votes
  • 63. Obama by the numbers Email • 13 million people on the e-mail list • Who received 7,000 variations of more than 1 billion e-mails Donors • 3 million online donors • Who contributed 6.5 million times Social Networks • 5 million "friends" on more than 15 social networking sites • 3 million friends on Facebook alone Web site • 8.5 million monthly visitors to MyBarackObama.com (at peak) • 2 million profiles with 400,000 blog posts • 35,000 volunteer groups that held 200,000 offline events • 70,000 fundraising hubs that raised $30 million Video • Nearly 2,000 official YouTube videos • Watched more than 80 million times, with 135,000 subscribers • 442,000 user-generated videos on YouTube Mobile • 3 million people signed up for the text messaging program • Each received 5 to 20 messages per month Phone calls • 3 million personal phone calls placed in the last four days of the campaign
  • 64. Lessons from Obama’s Social Media Campaign Choose the right team Laddering support through tiers of engagement Empowering super users Provide source materials for user- generated content Go where the people are Use tools people are familiar with Ensure people can find your content Mobilise supporters through mobile devices Harness analytics to constantly improve engagement activities Build the online operation to scale
  • 65. 1. Markets are conversations 2. Talk is cheap 3. Silence is fatal “The Cluetrain Manifesto.” In Conclusion
  • 66. © 2008 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION. Thank you! mwalsh@microsoft.com

Editor's Notes

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