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Three Digital Trends for the New Decade:
Building marketing strategies that are real-time, highly visible and data-driven

                                 Curated by Steve Rubel, SVP, Director of Insights
                                                                     March 2010
Technologies Get All the Attention, Yet They’re Fleeting




2
Trends, However, Develop More Slowly and Are Often Timeless




3
Focus on the Trends, But Leverage the Technologies




4
MARKETING IN THE AGE OF STREAMS:
 SOCIAL MEDIA PRESENTATION
THE REAL-TIME ENGAGEMENT IMPERATIVE
THE CHALLENGE: THE FIREHOSE
Three digital trends for the new decade by steve rubel
Three digital trends for the new decade by steve rubel
9
10
Three digital trends for the new decade by steve rubel
PEOPLE NEED TO HEAR THINGS MANY TIMES FOR IT TO SINK IN




12
MOST ONLINE ADULTS IN JAPAN USE SOCIAL MEDIA REGULARLY




13
EXPERTS AND EMPLOYEES SHAPE OUR DECISIONS




14
EMPLOYEE ENGAGEMENT IS A KEY TO SOCIAL SUCCESS




15
I: ESTABLISH DIGITAL EMBASSIES AND EQUIP
EMPLOYEES TO BECOME AMBASSADORS




16
ESTABLISH DIGITAL EMBASSIES




17
II: EMBRACE MULTIPLICITY AND DIVERSITY
EMBRACE MULTIPLICITY AND DIVERSITY




19
III: USE THE FORCE, DON’T FIGHT IT
USE THE FORCE, DON’T FIGHT IT




21
THE GOOGLIZATION OF MEDIA:
     BUILDING A DIGITALLY VISIBLE BUSINESS




22
“IN 2009, MORE DATA WILL
     BE GENERATED BY
     INDIVIDUALS THAN IN THE
     ENTIRE HISTORY OF
     MANKIND THROUGH 2008.”

          - ANDREAS WEIGEND,
       FORMER CHIEF SCIENTIST,
                AMAZON.COM




23
24
25
26
• Search engines have a global
                                                   active reach of 86 percent of
 THE SEARCH ENGINE LANDSCAPE:                      all users (Nielsen)
 BY THE NUMBERS
                                                  • Yahoo! enjoys 50% of
                                                   searches in the Japanese
                                                   search market (comScore)
                                                  • Therefore, Google is every
                                                   business’ home page
                                                  • News and streams drive
                                                   searches, searches drive news
                                                   and streams
“Business card as search result” by Jeff McNeil


27
I - PAID SEARCH

28
II – OWNED SEARCH

29
III – EARNED SEARCH

30
IV – SOCIAL SEARCH

31
QUALITY CONTENT DRIVES DIGITAL
 VISIBILITY




32
SOCIAL CONNECTIONS DRIVES DIGITAL
 VISIBILITY
33
THE DATA DECADE:
  SOCIAL MEDIA PRESENTATION
DIY INSIGHTS AND SITUATIONAL AWARENESS
Three digital trends for the new decade by steve rubel
“THE GREAT INFLECTION IS THE
                      MASS DIFFUSION OF LOW-
                      COST, HIGH-POWERED
                      INNOVATION TECHNOLOGIES
                      — FROM HAND-HELD
                      COMPUTERS TO WEB SITES
                      THAT OFFER ANY IMAGINABLE
                      SERVICE — PLUS CHEAP
SOCIAL MEDIA          CONNECTIVITY. THEY ARE
               PRESENTATION
                      TRANSFORMING HOW
                      BUSINESS IS DONE.”

                        - NYT COLUMNIST, THOMAS
                        FRIEDMAN ON THE DO-IT-
                        YOURSELF ECONOMY
I: TAP INTO FREE TOOLS AND
BECOME DATA JUNKIES




 37
II: LOOK FOR UN-MET NEEDS AND USE THE
DATA TO PLAN PRODUCTS AND CAMPAIGNS




 38
II: MAP NETWORKS TO UNDERSTAND HOW TO
USE THEM EFFICIENTLY AND EFFECTIVELY




 39
40
Three Digital Trends for the New Decade:
Building marketing strategies that are real-time, highly visible and data-driven

                                 Curated by Steve Rubel, SVP, Director of Insights
                                                                     March 2010

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