The document discusses the rise of online video and social media. It notes that online video viewing has increased dramatically, with over 800 billion views delivered by one video distribution network. It also discusses how social media has changed content discovery and distribution, with content now spreading virally from one-to-many across social networks rather than through traditional one-to-one or one-to-many broadcast models. The document suggests that these trends are transforming businesses and industries as companies look to own their media distribution and tell stories through digital content and social engagement.

1. The internet as a
social phenomenon
Astana, May 2012

2. An introduction to goviral
History:
- Founded in 2005
- Online video distribution for
brands
- Introduced CPV to market
- Acquired by Aolin 2011 for $96,7m
- 8 Offices, 3 partners
- Poland, Japan, Australia
26,000+ 40,000+ 22 800,000,000+
Network: videos active publishing delivered
- 40.000 publishing partners launched publishers verticals views
- 1 million people engaged per day
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4. “Content marketing is marketers becoming
publishers; owning the media instead of renting
it. It’s about attracting and retaining customers by
creating and curating valuable, compelling and
relevant content to maintain or change behavior.”
- Joe Pulizzi, Content Marketing Institute

5. What are users doing?
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6. The biggest countries in the world
1,33bn
1,17bn 900mn
850mn
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7. A world in need of curation
Index search has peaked
90% 10%
2008
50% 50%
201
1
Source: TEDx Santa Cruz:Roger McNamee – Distribution and Engagement presentation
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8. Online video is a new mainstream channel
“Thinking about the internet, which of the following have you ever done?”
4b
2b
1b
100 m
2006 2009 2010 2011
Views per day
Source: Universal MacCann’s Wave 6 study
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9. From physical to digital viewing
Physical Online
*Billions of units
3.4
2.6 2.4
1.4
2011 2012
Source:Emarketer, 2012
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10. New forms of contentareemerging
60-600 sec
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11. Video and social are soulmates
+100 million
Users take a social action
on YouTube
75%
(likes, shares, comments, e
tc) every week
+ 150 years
Of YouTube video are watched
100%
every day on Facebook
(up 2.5x year/year)
35%
+ 500 tweets
120%
per minute containing a 100%
YouTube link, 6 new sessions
on average per link. (up 3x y/y)
Source: Youtube, 2011

12. How social reallyworks!
Discovery
One to one One to Many
Echo
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13. The Daily Me
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14. What is always on?
60 hours of content to Youtube
400.000 people will log in to Facebook
100.000 new tweets will be posted
The Apple store in NYC is
open 24/7 - 365 days a year.
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15. The value chain is doubling
Area
Production Distribution Audience
2000
Advertising Broadcast Destination
2012
Services Syndication On-demand
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16. Implications for
business
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17. Broadband penetration, 2004-2010
Broadband penetration
90%
80% Increasing broadband penetration has been OECD 2010:
70% the single most determining +60%
60% factor in fuelling the online content revolution
50%
40%
30%
20% OECD 2004:
10%
10%
2004 2005 2006 2007 2008 2009 2010
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18. Immediate global distribution
Definition of social
50m in 50 days media?
Digital infrastructure that
50m in 35 days accelerates the velocity
of distribution
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19. Borders and Amazon
+50%
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20. Nike as a media company
Facebook pages for brands &
athletes, Youtube
channels, Instagram, Twitter, websites and
apps
Nike reaches over 100m people, making it
one of the biggest media companies in the
world.
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21. ”The
greatthingaboutestablishing a
relationship to consumers is
thatyounever have to advertise
to themagain”
Stefan Olander
Head of digital sports at Nike

22. Nike: From products to services
Products Retail & media Design
Eco System
Digital services Storytelling
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23. Nike+ Fuel band
Nike Fuelband
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24. Next step – the internet of things
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26. laws for a social world
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27. #2
From renting to owning media
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28. #2
Every company is a software company
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29. #3
Bridge the real and the digital world
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