digital wtf16.09.09

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Digital WTF17.09.09 A presentation to:

A nice client

nick.gill@fivebyfivedigital.com@nicholasgill

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

1,000,000,000,000 (one trillion)

approximate number of unique URLs in Google’s index

70,000,000

number of total videos on YouTube

13 hours

amount of video uploaded to YouTube every minute

133,000,000

number of blogs indexed by Technorati since 2002

900,000

average number of blog posts in a 24 hour period

4,000,000,000

Tweets so far… and counting

Source: http://popacular.com/gigatweet//

100,000,000

users who log on to Facebook at least once each day(that’s 50% of total FB users)

700,000,000

number of photos added to Facebook monthly

It’s the world’s biggest photo repository

1,500,000,000

Apps downloaded for iPhone

Average user downloads 10 apps per month

3,000

Average advertising exposure per day

Source: Advertising: It's Everywhere, Media Awareness Network

44 hrs

activity mashed into 24 hrs by the youth demographic

they can do 5 things at once

we can only manage 1.8

£17.5bn total UK advertising spendDigital 19.2% (£3.3bn) (only £50m in 2001)TV 21.9%

Source: Global ad spend trend, Zenith Optimedia March 2009, IAB 2008

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

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

Trends

ContentExplosion

Fragmentation &distribution

Interactivity,participation &

control

Source: IAB Europe Interact Congress 2009

Content SupplyChain Evolution

Real time

Brand ownership has fundamentally shifted

Source: David Armano

Brand ownership has fundamentally shifted

Source: David Armano

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

Engagement has already shifted

Social media is already culturally accepted

Source: Forrester & The Guardian

65% of time spent in social/entertaining space

Social Currency

entertainment

self-empowerment

information

service or utility

connections

social currency

Source: Saint

…pay attention …come to you

…pass it on …interact

social currencymakes them…

Source: Saint

Detach & distribute

The consumer has evolved

Marketingresearch

Proposition AdvertisingAdvertising idea

Source: Chris Clarke, Global ECD LBi

Buy attention

Shift

Open marketing/collaboration

PropositionAdvertisethe proof

Beta

Source: Chris Clarke, Global ECD LBi

amplify interest

Shift

gain interest

Do something interesting

Intervene helpfully in the culture

Creating value, richness and fun by the helpful interplay of brands and culture

1992

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www.

Social network activities

Source: Universal McCann Wave 4

UK digital profile

Your audience is

Want to be

Do

Sharingdata

Createcontent

Informingopinion

Constructingconnections

Personalisingcontent

Buildingknowledge

IdentityDevelopment

Digital has amplified the process of identity development

PersonalisationSelf ExpressionCommunity

IdentityDevelopment

Realised through

Only your creativity can save you

Sony spent 40% of their time online building anticipation before using traditional media

Source: IAB Europe Interact Congress 2009

nick.gill@fivebyfivedigital.com

@nicholasgill

bluurb.wordpress.com