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

1. Digital Age
Changes, challenges
opportunities for communication
professionals
Zigurds Zaķis
INSTINCT (BBDO Group Russia)
http://zz.typepad.com/LV

2. The spread (and availability) of
Internet and digital
technologies
is the biggest development in the
history of mankind since industrial
revolution

3. tirgus placis?
http://www.flickr.com/photos/georgeaugustine/2116513291/

4. 1448
I. Printing Press

5. Opregte Haarlemsche Courant, 1656 - 1942 New York Times, §

6. Alexander Graham Bell's 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. 1901
4. Broadcast

11. 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

12. 1995
Source: http://www.flickr.com/photos/giginger/75541830/

13. Interactivity
Two-way
Dynamic
Participation

15. Everybody is (can be) publisher (media)

16. 1/100+
via @plnnrz
One idea adapted to many channels? Not viable anymore

18. The Process in Mass Media Age
Media
deciding early which media will we use
iden6fying lead media
Idea
strongly media focused
Campaign
1960s ‐ 2008

19. Digital Age
Idea
Media Mix
Owned Earned
(permanent) Purchased (permanent)
(campaigns)
Campaign
Campaign Campaign
Campaign Campaign
Campaign
Transmedia Storytelling

21. 7
changes
influencing our job

22. 1.
broadband
(internet)
at home

23. The single biggest change
influencing our job
Rapidly increasing number
of broadband internet users at home!

24. Source: http://www.flickr.com/photos/jenpix/2290647480/sizes/o/

25. Source: http://www.flickr.com/photos/aderowbotham/81475981/
Multitasking

26. Constant Partial Attention
Economy

28. Abundance
of information
Critical Skills:
(To Find)
To Choose
To Evaluate
To Use
To Develop
To Learn

29. + + =

30. Find anything
Share anything
Ignore anything,
That is not interesting or valuable
for me

31. 2.
Search
And abundance of
information

32. I have seen an ad ...
I have heard some good references ...
I am intrigued!
Or I need to solve a problem ...
Now what ???

33. Step 0
of any digital strategy!
Getting your
“Now-What” right

34. Anno 1998.
Launched Adwords in 2003
a . The most powerful computing infrastructure on the planet

35. ‘’’’
‘
‘ Google Adwords
SEO

37. How does your
Brand looks
in digital environment?
Hundreds of free-of-charge or low-budget opportunities
Hundreds of tools available

38. Source for “Social Systems”: David Armano, http://darmano.typepad.com

42. 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?

43. 3.
Video
Show, don’t tell

45. 7’463’000’000

46. 78’000’000 videos (March, 2008)
2’400’000’000 search queries
80% - Customer created content

47. vs. 78’000’000 videos @ YouTube ...

50. http://www.sedinkjole.no/

52. 4.
Social platforms

53. from: connecting (Being Together)

54. to: Sharing, Creating, Developing,
Collaborating

55. 27/08/2009 - 426’718 entries in Russian

58. Three types of digital platforms
II.
I. “Earned
“Owned Digital
Digital Media”
Media”
III.
“Paid
Digital
Media”

59. Think
Social Platforms
rather than
Social Media

62. tirgus placis?

63. Participation
Listening
sharing
Maintaining conversations
Being honest
Creating value

64. +

65. 2+1

66. "The magic of social media
is not what happens in social media,
but
what happens outside of it,
because of it"
Paul Isakson

67. “It is not
what you say that matters,
it what you do”

68. 5.
The Age of Mass
Creativity

69. Creative self-expression was privilege

70. Not Anymore

71. Tools Platforms
to record, create, edit, publish to learn, grow, share, publish

72. Customize
or
Create your version of product

73. Improve product or service

74. Submit content

75. Submit content

76. Customer Created
Ads for Superbowl
Doritos (2007)
http://www.youtube.com/watch?v=3YJbbA_4TfQ

77. falling production costs
Growing demand
for superior experience
(idea + using the channel in right way + quality of production)

78. 6.
Mobile

79. iPhone AppStore
July, 2008

80. 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/her
Samsung Wave II Sony Ericsson XPeria X8 Sony Ericsson A8
Nov 2010 2010, June Q4 2010

81. 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 2010
DELL 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

82. 2010/2011: Tablets
Russia: MTS + Huawei (Nov 2010) Beeline (Dec 2010)
7”, Android, <$500 7”, Android, <$500

83. Mobile: ApplicaOons
CreaOng Value to Customer

85. Mobile: Retail ApplicaOons (iPhone)
BeQer Christmas List Coupon Sherpa
Organizing 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 product's barcode and Lets users download any mall's 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

86. 7.
Real-time,
always ON

87. The main
consequence
for agencies and
marketers

89. The
customer
Message We

91. + + =

92. Find anything
Share anything
Ignore anything,
That is not interesting or valuable
for me

93. Push is dead!
The
customer
Message We

94. Welcome to the age of PULL!

95. The age of PULL:
What pulls?

96. The
customer
?

97. Banners?
rarely ....

102. What pulls?

103. 1.
Create content
that customer
seeks out and share

104. Great
Storytelling

105. Create Experience
Video
Multimedia
Aesthetics + Functionality

106. Social Currency
Something worth talk about
Something worth to share with friends
Great content is social currency

107. 2.
Create value
Make his life better, easier, richer

108. Involve customer
Unleash their creative potential
Collaboration
Collective intelligence

109. Customization and
personlization

110. 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

111. Be Deep and Meaningful
“It is not what you say that
matters, it what you do”

112. What really pulls?

113. 15
minutes
break!