This document discusses trends in digital media and social networks. It provides statistics on the growth of digital technologies like the number of websites, videos on YouTube, photos on Facebook and more. It then discusses how this has led to a shift in brand ownership and marketing, with engagement and social media becoming more important. Brands need to find ways to intervene helpfully in culture to create value through the interaction of brands and social media.

1. Digital WTF 17.09.09 A presentation to : A nice client [email_address] @nicholasgill

2. First, some scary/exciting* numbers Image: Universal McCann Wavee 4, Source: http://thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/ * Delete as appropriate

3. 1,000,000,000,000 (one trillion) approximate number of unique URLs in Google’s index

4. 70,000,000 number of total videos on YouTube

5. 13 hours amount of video uploaded to YouTube every minute

6. 133,000,000 number of blogs indexed by Technorati since 2002

7. 900,000 average number of blog posts in a 24 hour period

8. 4,000,000,000 Tweets so far… and counting Source: http://popacular.com/gigatweet//

9. 100,000,000 users who log on to Facebook at least once each day (that’s 50% of total FB users)

10. 700,000,000 number of photos added to Facebook monthly It’s the world’s biggest photo repository

11. 1,500,000,000 Apps downloaded for iPhone Average user downloads 10 apps per month

12. 3,000 Average advertising exposure per day Source: Advertising: It's Everywhere, Media Awareness Network

13. 44 hrs activity mashed into 24 hrs by the youth demographic they can do 5 things at once we can only manage 1.8

14. £17.5bn total UK advertising spend Digital 19.2% (£3.3bn) (only £50m in 2001) TV 21.9% Source: Global ad spend trend, Zenith Optimedia March 2009, IAB 2008

15. Print -10% TV -7% Digital +5% (Social media +20%) Source: Global ad spend trend, Zenith Optimedia March 2009, IAB Europe Interact 2009 Digital is now an average 15% of VS&M budget player

19. The 60’s and 70’s were all about products and how to advertise them The 80’s and 90’s were all about brands and their balance sheet value Then it all went digital Now it’s all gone social

21. Trends Content Explosion Fragmentation & distribution Interactivity, participation & control Source: IAB Europe Interact Congress 2009 Content Supply Chain Evolution Real time

22. Brand ownership has fundamentally shifted Source: David Armano

23. Brand ownership has fundamentally shifted Source: David Armano

25. We’re shifting from the imposed model to the chosen model. The shift to online is already a given. It’s the shift WITHIN online that’s important. “ ” L’Oreal Global CMO, March 2009

26. Engagement has already shifted

27. Social media is already culturally accepted Source: Forrester & The Guardian 65% of time spent in social/entertaining space

28. Social Currency

29. entertainment self- empowerment information service or utility connections Source: Saint social currency

30. social currency makes them… Source: Saint … pay attention … come to you … pass it on … interact

31. Detach & distribute

32. The consumer has evolved

33. Shift Marketing research Proposition Advertising Advertising idea Source: Chris Clarke, Global ECD LBi Buy attention

34. Open marketing/ collaboration Proposition Advertise the proof Beta Source: Chris Clarke, Global ECD LBi amplify interest Shift gain interest

35. Do something interesting

36. Intervene helpfully in the culture Creating value, richness and fun by the helpful interplay of brands and culture

37. www. 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

38. Social network activities

39. Source: Universal McCann Wave 4 UK digital profile

40. Your audience is

41. Want to be

42. Do

43. Sharing data Create content Informing opinion Constructing connections Personalising content Building knowledge Identity Development Digital has amplified the process of identity development

44. Realised through Personalisation Self Expression Community Identity Development

45. Only your creativity can save you

52. Sony spent 40% of their time online building anticipation before using traditional media Source: IAB Europe Interact Congress 2009

57. [email_address] @nicholasgill bluurb.wordpress.com