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Digital WTF16.09.09
- 1. Digital WTF 17.09.09 A presentation to : A nice client [email_address] @nicholasgill
- 2. First, some scary/exciting* numbers Image: Universal McCann Wavee 4, Source: http://thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/ * Delete as appropriate
- 3. 1,000,000,000,000 (one trillion) approximate number of unique URLs in Google’s index
- 4. 70,000,000 number of total videos on YouTube
- 5. 13 hours amount of video uploaded to YouTube every minute
- 6. 133,000,000 number of blogs indexed by Technorati since 2002
- 7. 900,000 average number of blog posts in a 24 hour period
- 8. 4,000,000,000 Tweets so far… and counting Source: http://popacular.com/gigatweet//
- 9. 100,000,000 users who log on to Facebook at least once each day (that’s 50% of total FB users)
- 10. 700,000,000 number of photos added to Facebook monthly It’s the world’s biggest photo repository
- 11. 1,500,000,000 Apps downloaded for iPhone Average user downloads 10 apps per month
- 12. 3,000 Average advertising exposure per day Source: Advertising: It's Everywhere, Media Awareness Network
- 13. 44 hrs activity mashed into 24 hrs by the youth demographic they can do 5 things at once we can only manage 1.8
- 14. £17.5bn total UK advertising spend Digital 19.2% (£3.3bn) (only £50m in 2001) TV 21.9% Source: Global ad spend trend, Zenith Optimedia March 2009, IAB 2008
- 15. Print -10% TV -7% Digital +5% (Social media +20%) Source: Global ad spend trend, Zenith Optimedia March 2009, IAB Europe Interact 2009 Digital is now an average 15% of VS&M budget player
- 19. The 60’s and 70’s were all about products and how to advertise them The 80’s and 90’s were all about brands and their balance sheet value Then it all went digital Now it’s all gone social
- 21. Trends Content Explosion Fragmentation & distribution Interactivity, participation & control Source: IAB Europe Interact Congress 2009 Content Supply Chain Evolution Real time
- 22. Brand ownership has fundamentally shifted Source: David Armano
- 23. Brand ownership has fundamentally shifted Source: David Armano
- 25. We’re shifting from the imposed model to the chosen model. The shift to online is already a given. It’s the shift WITHIN online that’s important. “ ” L’Oreal Global CMO, March 2009
- 26. Engagement has already shifted
- 27. Social media is already culturally accepted Source: Forrester & The Guardian 65% of time spent in social/entertaining space
- 28. Social Currency
- 29. entertainment self- empowerment information service or utility connections Source: Saint social currency
- 30. social currency makes them… Source: Saint … pay attention … come to you … pass it on … interact
- 32. The consumer has evolved
- 33. Shift Marketing research Proposition Advertising Advertising idea Source: Chris Clarke, Global ECD LBi Buy attention
- 34. Open marketing/ collaboration Proposition Advertise the proof Beta Source: Chris Clarke, Global ECD LBi amplify interest Shift gain interest
- 36. Intervene helpfully in the culture Creating value, richness and fun by the helpful interplay of brands and culture
- 37. www. 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
- 39. Source: Universal McCann Wave 4 UK digital profile
- 40. Your audience is
- 41. Want to be
- 42. Do
- 43. Sharing data Create content Informing opinion Constructing connections Personalising content Building knowledge Identity Development Digital has amplified the process of identity development
- 44. Realised through Personalisation Self Expression Community Identity Development
- 45. Only your creativity can save you
- 52. Sony spent 40% of their time online building anticipation before using traditional media Source: IAB Europe Interact Congress 2009