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BBDO Wordshop Digital Age Jan2011

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Slightly adapted and updated version of Digital Age presentation for BBDO Wordshop class in January 2011

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BBDO Wordshop Digital Age Jan2011

  1. Digital Age Changes, challengesopportunities for communication professionals Zigurds Zaķis INSTINCT (BBDO Group Russia) http://zz.typepad.com/LV
  2. The spread (and availability) ofInternet and digital technologies is the biggest development in thehistory of mankind since industrial revolution
  3. tirgus placis?http://www.flickr.com/photos/georgeaugustine/2116513291/
  4. 1448I. Printing Press
  5. Opregte Haarlemsche Courant, 1656 - 1942 New York Times, §
  6. Alexander Graham Bells first telephone.Voice sounds were transmitted for the first time on June 3, 1875 2. Telephone
  7. Fonogrāfs, 1877 Mikrofons, 1877 Kineskops, 1888 3. Recorded media
  8. 19014. Broadcast
  9. Mass Media Age: main characteristics• Mass communication (Broad-cast)• One-Direction communication• Limited number of choices• Limited opportunities of self-expressing• A lack of co-operation opportunities
  10. 1995Source: http://www.flickr.com/photos/giginger/75541830/
  11. Interactivity Two-way DynamicParticipation
  12. Everybody is (can be) publisher (media)
  13. 1/100+via @plnnrz One idea adapted to many channels? Not viable anymore
  14. The
Process
in
Mass
Media
Age 
Media deciding
early
which
media
will
we
use iden6fying
lead
media Idea strongly
media
focused Campaign1960s
‐
2008
  15. Digital
Age Idea Media
Mix Owned Earned (permanent) Purchased (permanent) (campaigns) Campaign Campaign Campaign Campaign Campaign Campaign Transmedia
Storytelling
  16. 7 changesinfluencing our job
  17. 1.broadband (internet) at home
  18. The single biggest change influencing our job Rapidly increasing numberof broadband internet users at home!
  19. Source: http://www.flickr.com/photos/jenpix/2290647480/sizes/o/
  20. Source: http://www.flickr.com/photos/aderowbotham/81475981/Multitasking
  21. Constant Partial Attention Economy
  22. Abundanceof information Critical Skills: (To Find) To Choose To Evaluate To Use To Develop To Learn
  23. + + =
  24. Find anything Share anythingIgnore anything,That is not interesting or valuable for me
  25. 2.SearchAnd abundance of information
  26. I have seen an ad ...I have heard some good references ... I am intrigued! Or I need to solve a problem ... Now what ???
  27. Step 0 of any digital strategy! Getting your“Now-What” right
  28. Anno 1998. Launched Adwords in 2003a . The most powerful computing infrastructure on the planet
  29. ‘’’’ ‘‘ Google Adwords SEO
  30. How does your Brand looks in digital environment?Hundreds of free-of-charge or low-budget opportunities Hundreds of tools available
  31. Source for “Social Systems”: David Armano, http://darmano.typepad.com
  32. How could we reach them/him/her ? How do they find us? Why do they find us? Why do they care? Why they will return?
  33. 3.VideoShow, don’t tell
  34. 7’463’000’000
  35. 78’000’000 videos (March, 2008) 2’400’000’000 search queries80% - Customer created content
  36. vs. 78’000’000 videos @ YouTube ...
  37. http://www.sedinkjole.no/
  38. 4.Social platforms
  39. from: connecting (Being Together)
  40. to: Sharing, Creating, Developing, Collaborating
  41. 27/08/2009 - 426’718 entries in Russian
  42. Three types of digital platforms II. I. “Earned “Owned Digital Digital Media” Media” III. “Paid Digital Media”
  43. ThinkSocial Platforms rather than Social Media
  44. tirgus placis?
  45. Participation Listening sharingMaintaining conversations Being honest Creating value
  46. +
  47. 2+1
  48. "The magic of social mediais not what happens in social media, butwhat happens outside of it, because of it" Paul Isakson
  49. “It is notwhat you say that matters, it what you do”
  50. 5.The Age of Mass Creativity
  51. Creative self-expression was privilege
  52. Not Anymore
  53. Tools Platformsto record, create, edit, publish to learn, grow, share, publish
  54. Customize orCreate your version of product
  55. Improve product or service
  56. Submit content
  57. Submit content
  58. Customer Created Ads for Superbowl Doritos (2007)http://www.youtube.com/watch?v=3YJbbA_4TfQ
  59. falling production costs Growing demand for superior experience(idea + using the channel in right way + quality of production)
  60. 6.Mobile
  61. iPhone AppStore July, 2008
  62. 2010/2011:
 From
mobile
phones
to
mobile
devices
on
mass
scale iPhone4
 HTC
Desire Nokia N8 (June
2010)
 (May
2010)
 Oct, 2010 More
than
just
a
phone More
capable
and
convenient Always
with
him/herSamsung Wave II Sony Ericsson XPeria X8 Sony Ericsson A8 Nov 2010 2010, June Q4 2010
  63. 2010/2011:
Tablets Very
different
kind
of
experience From
browsing
to
applicaOons iPad
(April
2010)
 9,7”,

iOS,
40’000
Apps,
300’000
iPhone
apps $500‐850,
sold
7.5mln Samsung
Galaxy
Tab
 7”,
Android,
100’000+
Apps $400‐600,
sold
1mln+
@
Dec
2010DELL
Streak
(August
2010)
5”,
Android,
100’000
Apps HP
Slate
(October
2010)
 $550 8,9”,
Windows
7

 $800 VIA: http://www.nytimes.com/interactive/technology/personaltech/2010-tablet-computer-comparison.html?ref=technology
  64. 2010/2011:
TabletsRussia:
MTS
+
Huawei
(Nov
2010)
 Beeline
(Dec
2010)
 7”,
Android,
<$500 7”,
Android,
<$500
  65. Mobile:
ApplicaOonsCreaOng
Value
to
Customer
  66. Mobile:
Retail
ApplicaOons
(iPhone)BeQer
Christmas
List Coupon
SherpaOrganizing
your
holiday
shopping Coupon
aggregator GiTmeister Yowza Gib
giving
advice A
loca6on‐based
coupon
app Shopping
Goddess
 An
online
community
of
shoppers
who
 Overwhelming
Offers share
their
product
reviews
and
secrets
 to
gecng
great
deals Shopkick Promote
users
for
physically
visit
a
store
and
 TGI
Black
Friday checking
in. Scandit FastMall Take
a
photo
of
a
products
barcode
and
 Lets
users
download
any
malls
map
and
use
 Scandit
will
offer
price
comparisons
and
 interac6ve
naviga6on
to
get
around
the
mall. reviews
of
the
product. businessinsider.com/15-phone-apps-that-make-holiday-shopping-easier-2010-11
  67. 7.Real-time,always ON
  68. The main consequencefor agencies and marketers
  69. Thecustomer Message We
  70. + + =
  71. Find anything Share anythingIgnore anything,That is not interesting or valuable for me
  72. Push is dead! Thecustomer Message We
  73. Welcome to the age of PULL!
  74. The age of PULL:What pulls?
  75. The customer?
  76. Banners? rarely ....
  77. What pulls?
  78. 1. Create content that customerseeks out and share
  79. GreatStorytelling
  80. Create Experience Video Multimedia Aesthetics + Functionality
  81. Social Currency Something worth talk about Something worth to share with friends Great content is social currency
  82. 2.Create valueMake his life better, easier, richer
  83. Involve customerUnleash their creative potential Collaboration Collective intelligence
  84. Customization and personlization
  85. Be Deep and Meaningful “The days of making funny things that may or may not have and effect on the clients business are ending” Jeff Benjamin Interactive Creative director Crispin Porter + Bogusky via: http://paulisakson.typepad.com/planning/2008/03/the-future-of-m.html
  86. Be Deep and Meaningful “It is not what you say that matters, it what you do”
  87. What really pulls?
  88. 15minutes break!

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