Portland Digital Trends 2013

Digital & Social
Media Trends
January 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 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

Two horse race – global ubiquity

Mobil platform market share

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

There are 6 digital themes

MOBILITY
DISCOVERY

SCREENS

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

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

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

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

Sociability: implications

Enable key target influencers to
Create an eclectic range of content for
1 congregate around the content they
communities
identify with

Leverage platforms where influential Make long-term investment in social
2 targets can share and self-publish capabilities to lock-in operational
excellence

Create bespoke digital influencer Identify who spends time where and
3 programs follow them

Consumers are moving from just searching for
content 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

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

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



CONNECTIVITY ADDRESSIBILITY SCREENS

High speed internet is no longer just
tethered to the PC

11%

0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
00:00
01:00
02:00
03:00
04:00
05:00
06:00
07:00
08:00
09:00
10:00
11:00
12:00
13:00
14:00
15:00
16:00
The Guardian is untethered…

17:00
18:00
19:00
20:00
21:00
22:00
23:00
ipad
Print

Online

iphone

Facebook
m.guardian

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?

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

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

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

‘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


MOBILITY
MOBILITY SOCIABILITY
SOCIABILITY DISCOVERY
DISCOVERY

CONNECTIVITY
CONNECTIVITY ADDRESSIBILITY
ADDRESSIBILITY SCREENS
SCREENS

90% of all UK media consumption is screen
based

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

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

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 IT
ESTABLISHED: “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 TO
EMERGENT: 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

Portland Digital Trends 2013

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