Digital natives jan 2011
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Digital immersion presentation for FMCG brand marketers
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Digital natives jan 2011
- 1. The digital native: we’re a GROWN force Clare O’Brien, MD, CDA Monday 17th January, 2011
- 2. The audience and their space Digital native: We're a GROWN force | 2 CDA © 2011
- 3. The Internet has grown from having fewer pages than people who live in Canada in 1998, to up to 20 pages for every single person on 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: We're a GROWN force Economist, July 2010 Source: The | 3 CDA © 2011
- 4. Digital native: We're a GROWN force | 4 CDA © 2011
- 5. Digital native: We're a GROWN force | 5 CDA © 2011
- 6. Digital native: We're a GROWN force | 6 CDA © 2011
- 7. Digital native: We're a GROWN force | 7 CDA © 2011
- 8. Sharing is valuable currency Digital native: We're a GROWN force | 8 CDA © 2011
- 9. Users who visit YouTube or Facebook brand pages specifically looking for product information are 50% more likely to share the information they find with their friends and family. Digital native: We're a GROWN force | 9 CDA © 2011
- 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: We're a Q6bb. 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. Digital native: We're a GROWN force | 11 CDA © 2011
- 12. Changing the brand relationship Digital native: We're a GROWN force | 12 CDA © 2011
- 13. “You can no longer tell and sell. You really need to engage, connect and collaborate. You need to innovate with your consumers. The consumer is our boss,” Roisin Donnelly, corporate marketing director and head of marketing for P&G in the UK and Ireland Digital native: We're a GROWN force | 13 CDA © 2011
- 14. Digital native: We're a GROWN force | 14 CDA © 2011
- 15. member content generates Top 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: We're 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. Digital native: We're a GROWN force | 16 CDA © 2011
- 17. Call centre Store Website Digital native: We're a GROWN force | 17 CDA © 2011
- 18. Listening & responding Digital native: We're a GROWN force | 18 CDA © 2011
- 19. Digital native: We're a GROWN force | Source: whatsnextblog.com 19 CDA © 2011
- 20. Digital native: We're a GROWN force | 20 CDA © 2011
- 21. Digital native: We're a GROWN force | 21 CDA © 2011
- 22. A fan named Johannes S. Beals tweeted, “Can U Ask my girlfriend to marry me? Her name is Angela A. Hutt-Chamberlin” to Old Spice. The following video popped up on YouTube within an hour, and Old Spice tweeted it at Beals. Digital native: We're a GROWN force | 22 CDA © 2011
- 23. oops! 3 weeks Digital native: We're a GROWN force | 23 CDA © 2011
- 24. Semantic [W 3.0] stuff that’s really important (open / linked data) Digital native: We're a GROWN force | 24 CDA © 2011
- 25. Digital native: We're a GROWN force | 25 CDA © 2011
- 26. Digital native: We're a GROWN force | 26 CDA © 2011
- 27. Digital native: We're a GROWN force | 28 CDA © 2011
- 28. Digital native: We're a GROWN force | 29 CDA © 2011
- 29. Digital native: We're a GROWN force | 30 CDA © 2011
- 30. When brands and content producers become one Digital native: We're a GROWN force | 31 CDA © 2011
- 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: We're a GROWN force | 32 CDA © 2011