The document presents insights from Bridgestone Americas' national sales meeting, highlighting the evolution of digital media and its impact on consumer behavior and marketing strategies. It discusses the explosive growth of social media, mobile applications, and user-generated content, emphasizing the need for brands to adapt to these changes and engage authentically with consumers. Data-driven decision-making and understanding the significance of analytics in advertising are highlighted as crucial for future success.

1. Bridgestone Americas Tire Operations National Sales MeetingDelray Beach, FLJanuary 5, 2011Presented by Jeff Adelson-Yan, Co-Founder & Managing PartnerThe New New Media

2. The Shift to Digital MediaIn 1993 __________ pages existed on the worldwide web.15077,200,000Today, ____________ pages are being indexed on Google alone for the term “tire”.21United Nations Data, 19942Google, December 16, 2010

3. The Shift to Digital MediaThere are 76.1 billion searches conducted each month.1To whom did we pose questions BG?1Google, 2010

4. How the world searched – 2010 year in reviewSource: Google, 2010

5. The earliest days (ARPANET)Source: Wikipedia, 2010

6. Mosaic

7. Dotcom boom/bust

8. Video-streaming Fee-based subscriptionsSegmented contentPop-up ads Electronic billingGeo-location softwarePorn’s contributionsSources: USA TODAY research, Adult Video News, Nielsen/NetRatings, Reuters

9. Social media #1 online activitySources: USA TODAY research, Adult Video News, Nielsen/NetRatings, Reuters

10. What is Social Media?word of mouth

11. Origins of “Social Media”1995

12. So what has changed?

13. CommunicationBlogs: WordPress, LiveJournal, TypePad, BloggerMicroblogging: Twitter, Plurk, PownceSocial Networking: Facebook, LinkedIn, MySpace, Orkut, Hi5Events: Upcoming.org, Meetup.com

14. CollaborationWikis:Wikipedia, WikiMapiaSocial Book Marking:Google Reader, StumbleUponSocial News:Digg, Reddit, MixxOpinions:Yelp

15. MultimediaPhoto Sharing: Flickr, Zoomr, PhotobucketVideo Sharing: YouTube, Veoh, Blip.tvLivecasting: Skype, Justin.tv, Ustream.tvAudio and Music Sharing: Last.fm, ccMixter

16. Alain de BottonAKA Writer-in-residence at Heathrow Terminal 5

17. Source: PC World, April 2010Tweet Explosion1,500% YOY growth

18. 4 seconds / NYTimes

19. 60% InternationalThe power of the Tweet

20. A practical use

21. A customer service tool

22. Facebook: Bermuda Tourism

23. Tracking break-ups on FacebookSource: Facebook, 2010

24. Social “Influencers”Given: People influence other people. But who are the most influential?LOW Not well connected

25. Low interaction with others

26. Unaffected by social pressure to buy MODERATE Moderately connected

27. Moderate interaction with others

28. Motivated by social pressure to buy (Keeping up with the Joneses)HIGH Very well connected

29. Highly active on site high interaction with others

30. Seeks uniqueness and differentiation

31. Will not buy what others are buying Sources: Sunil Gupta, Harvard Business School

32. Be among first 3,000 to “check in” and save

33. Source: YouTube/Google, Inc. December 13, 2010’ comScore VideoMetrix 2009YouTube24 Hours of video uploaded per minute

34. 2 Billion videos viewed per day

35. 26% Market share of video marketWe now spend as much time online as we do watching TV

36. A familiar face? Online 347MM+ views

37. #1 Album on Charts around the World

38. Amazon.com’s best-selling Album in pre-sales

39. Best opening sales week for a female/SoundScan10MM Viewers

40. “Frenemy”

41. Framework for “Social”“Tell me and I’ll forget; show me and I may remember; involve meand I’ll understand.”-Chinese Proverb

42. The new Media LandscapeFansHatersBoughtAdvertisingSponsorshipsPREarnedAll things Social Blogs, Emoticons, Feedback, Posts, Ratings, Reviews, Shares, Tweets, Videos, WikisStrangersInterested PartiesOwnedYour Website(s)LinkedIn ProfileYouTube Channel Your Customers

43. The new New MediaHighEarnedREACHBoughtOwnedLowHighCONTROL

44. Would you give up some control?…to be more in-demand

45. “You’ve got to ask yourself one question”25% of Search ResultsFor the World’s Top 20 brands areLinks to user-generated content34%_of_bloggers_post_opinions_about_productsreviews of your brandSource: Marketing Vox and Nielsen BuzzMetrics SES Magazine June 8 page 24-25

46. Yesterday’s mediaone-dimensional

47. Today’s Mediafragmented

48. Today’s consumerin control

49. Looking ahead…

50. No CD’s or DVD’s by 2015

51. iPad Only Magazine

52. iAd

53. In-game

54. We are content consumers and creators

55. 3 exabytes (3.0x10ˆ19)“Data is the most consumed product and it affects all others.”-J. Walker Smith3 exabytes created every 48 hours= all info created through 2003

56. Continual evolution of search real-time

57. social

58. semantic

59. instantThe NEW mobile search

60. Smart Paper

61. The future mobile search

62. The NEW mobile[data capture = remarketing]Special Offer

63. More mobileHighlights of the Mobile Year in Review 2010 VideoMassive increase in apps downloadedFIVE BILLION appsdownloaded — up from 300 million in 2009Whopping expansion of location-based servicesFIVE MILLION Foursquare users — up from 200,000 usersin 2009Surge in mobile social media platforms347% growth in Twitter mobile usage200 MILLION mobile Facebook Users100 MILLION YouTube videos played on mobile devices everydayOngoing explosion in data traffic3,000% growth in one carrier’s data traffic since 20083,339: average number of texts sent per month by US teens.77 MILLION: number of smartphones shipped in the fall of 2010. Source: MobileFuture.org Year In Review. 2010

64. NFC Payment Systems (Near-Field Communication

65. Mobile Wallet (RFID Chip/Taipei's MRT)

66. In-Auto Advertising

67. In-auto advertising

68. “Snapshot” from Progressive

69. Privacy

70. Privacy is now an Action ItemNo longer default option

71. Likes German SedansDoes most shopping during evening hoursResearches “safest car seats”Why advertisers are concernedUser ID: x2u83jyz442Information Profile:Determines audience targetThe ad variables that are delivered

72. Dynamic ad messagingUser ID: x2u83jyz442You can have hundreds, thousands, or millions of variables in 1 single ad

73. Limited Shelf Space

74. The Long-Tail

75. The Long-Tail

76. Ok, so what does it all mean?

77. New Breed: Recession ShoppersSavvy

78. Not everyone will be happy (they never are)

79. Brand HijackingSource: Twitter 201010x

80. Be a “listening” brand

81. Be authentic

82. The future of Media

83. Challenge HIPPO’s*Highest Paid Person’s Opinions

84. Reject faith-based decisions

85. Make evidence-based decisions

86. “Hits = How idiots track success.”Source: Avinash Kaushik

87. They click, they click me not0.1% Banner Ad3.5% Paid Search AdSource: comScore 2010

88. Measure meaningful stuff; ignore the rest “Not everything that can be counted counts, and not everything that counts can be counted.” -Albert Einstein.New Customers

89. Revenue

90. ROAS

91. ROIData defines your marketing mix“Half the money I spend on advertising is wasted; the trouble is, I don't know which half.”-John Wannamaker

92. Understanding data is key“Advertising is merely one of many channels that creates the opportunity for data collection.” Then: Advertising to drive sales.Now: Advertising to gather data; using data to drive sales and improve everything.

93. The future of ad spending?Source: Morgan Stanley, 2010

94. Questions? Thank you!