new(ish) media - and what's next?

www.apparent.com.au | content in the context of the audience

New Media Where are we and where are we going?

Areas we’ll cover

Ø  Content

Ø  Data

Ø  Customer centricity

Ø  Channel fragmentation

Ø  Message delivery

Ø  Privacy implications

Ø  Staying on top of everything…..

5 things to ponder….

purpose.

What is new media?

Launched - February 2004

Created - February 2005

Launched - June 2011

Launched – May 2003

Launched – September 2011

First tweet – July 15, 2006

Those not so fortunate….

AC Nielsen “reveals 73% of internet-connected Australians

are using some sort of social networking site, and many do

so to communicate with their friends about their opinions

on certain brands.”

We measure social media in old media

terms - reach and frequency – the focus

is on likes, re-tweets, followers, and

recommendations. We need to define

success not by social media volume, but

rather by customer value and

engagement….

The importance is focusing on the customer and not the channel…. it starts with, and ends with, the audience.

Behaviour is T- shaped – broad, shallow with some depth…..

Audience, channel and content integration

Generates brand equity within platforms and drives word-of-mouth within community – assisting

growth of community

Brand equity and word of mouth within community

Members of community become engaged customers

Awareness & sales

Content Idea that has value for community

Content idea

Choose the relevant platforms

deliver idea

YouTube

Google+

Pinterest

Facebook

Blog

Consider a range of relevant platforms

to share idea

LinkedIn

Twitter

YouTube

Facebook

Blog

But there’s something happening…..

Fatigue

The result? Every channel fails

Fearing the audience “switch-off”

The future is in the data

What day now includes what time..

http://blog.bitly.com/post/9887686919/you-just-shared-a-link-how-long-will-people-pay

Distribution of half-lifes over four different referrer types. Facebook, twitter and direct link (links shared via email, instant messengers etc.) half lifes follow a strikingly similar distribution.

Implications of proposed new privacy legislation

•  New bill includes a prohibition on direct and digital marketing that will restrict the way businesses can

communicate with their customers through both traditional marketing channels as well as digital

channels such as online and social media.

•  Also will require opt‐outs to be included in marketing and advertising messages

•  “Imagine a world where twitter messages include an opt‐out?”

•  Interestingly, the review of the privacy act started six years ago at a time when Facebook and Twitter

didn’t even exist….

•  Could have significant impact on marketers and the direct to customer marketing activities.

So, what’s next?

2. Digital Omnivores

3. Gesture controlled devices

4. Mobile….

Mobile growth…

Source: http://www.digitalbuzzblog.com/2011-mobile-statistics-stats-facts-marketing-infographic/

…goes on…

Source: http://www.digitalbuzzblog.com/2011-mobile-statistics-stats-facts-marketing-infographic/

…and on…

Source: http://www.digitalbuzzblog.com/2011-mobile-statistics-stats-facts-marketing-infographic/

…and on…

Source: http://www.digitalbuzzblog.com/2011-mobile-statistics-stats-facts-marketing-infographic/

5. Audience identification

Interest graphs

http://gigaom.com/cloud/the-personalized-web-is-just-an-interest-graph-away/

Social graph & Interest graph

http://www.digitaleyemedia.com/blog/social-graph-enhanced-by-interest-graph.html

How to keep up

Content “snacking” – where are your sources?

Thanks

phil@apparent.com.au twitter.com/phillipsmith twitter.com/weareapparent facebook.com/weareapparent