© 2010 Levelwing. All rights reserved | www.levelwing.com 1
Hi.
© 2010 Levelwing. All rights reserved | www.levelwing.com 2
presentation available at: www.levelwing.com/sema/MediaLandscape [email protected]
© 2010 Levelwing. All rights reserved | www.levelwing.com 3
© 2010 Levelwing. All rights reserved | www.levelwing.com 4
© 2010 Levelwing. All rights reserved | www.levelwing.com 5
www
© 2010 Levelwing. All rights reserved | www.levelwing.com 6
= “I want”
© 2010 Levelwing. All rights reserved | www.levelwing.com 7
“I want”
© 2010 Levelwing. All rights reserved | www.levelwing.com 8
In 1993 __________ pages
existed on the worldwide web.1
1United Nations Data, 1994 2Google, October, 2011
Today, ____________ pages are being indexed on Google alone for the term “auto parts”.2
50
354,000,000
© 2010 Levelwing. All rights reserved | www.levelwing.com 9
The earliest days (ARPANET)
Source: Wikipedia, 2010
© 2010 Levelwing. All rights reserved | www.levelwing.com 10
Mosaic
© 2010 Levelwing. All rights reserved | www.levelwing.com 11
© 2010 Levelwing. All rights reserved | www.levelwing.com 12
Video-streaming
Fee-based subscriptions
Segmented content
Pop-up ads
Electronic billing
Geo-location software
Sources: USA TODAY research, Adult Video News, Nielsen/NetRatings, Reuters
© 2010 Levelwing. All rights reserved | www.levelwing.com 13
Sources: USA TODAY research, Adult Video News, Nielsen/NetRatings, Reuters Source: Erik Qualman, 2011
© 2010 Levelwing. All rights reserved | www.levelwing.com 14
Origins of “Social Media”?
1995 Source: Erik Qualman, 2011
© 2010 Levelwing. All rights reserved | www.levelwing.com 15
The power of the Tweet
© 2010 Levelwing. All rights reserved | www.levelwing.com 16
A practical use
© 2010 Levelwing. All rights reserved | www.levelwing.com 17
A customer service tool
© 2010 Levelwing. All rights reserved | www.levelwing.com 18
Source: YouTube/Google, Inc. December 13, 2010’ comScore VideoMetrix 2009
© 2010 Levelwing. All rights reserved | www.levelwing.com 19
Source: YouTube/Google, Inc. December 13, 2010’ comScore VideoMetrix 2009
© 2010 Levelwing. All rights reserved | www.levelwing.com 20
Source: YouTube/Google, Inc. December 13, 2010’ comScore VideoMetrix 2009
© 2010 Levelwing. All rights reserved | www.levelwing.com 21
Online time equal to watching TV
© 2010 Levelwing. All rights reserved | www.levelwing.com 22
The new Media Landscape
Owned
Your Website(s) LinkedIn Profile
YouTube Channel
Bought
Advertising
Sponsorships PR
Earned
All things Social
Blogs, Emoticons, Feedback, Posts, Ratings, Reviews, Shares, Tweets, Videos, Wikis
Your Customers
Strangers
Interested Parties
Fans
Haters
© 2010 Levelwing. All rights reserved | www.levelwing.com 23
Owned
The new New Media
Earned
Bought
CONTROL
REA
CH
Low
High
High
© 2010 Levelwing. All rights reserved | www.levelwing.com 24
Would you give up some control?
…to be more in-demand
© 2010 Levelwing. All rights reserved | www.levelwing.com 25
Source: Marketing Vox and Nielsen BuzzMetrics SES Magazine June 8 page 24-25
Understanding that…
25% of Search Results For the World’s Top 20 brands are Links to user-generated content 34%_of_bloggers_post_opinions_about_products
my brand
© 2010 Levelwing. All rights reserved | www.levelwing.com 26
“Frenemy”
© 2010 Levelwing. All rights reserved | www.levelwing.com 27
Brand Hijacking
Source: Twitter 2010
© 2010 Levelwing. All rights reserved | www.levelwing.com 28
Shift to “listening” brand
© 2010 Levelwing. All rights reserved | www.levelwing.com 29
So what are you doing in social?
© 2010 Levelwing. All rights reserved | www.levelwing.com 30
© 2010 Levelwing. All rights reserved | www.levelwing.com 31
No CD’s or DVD’s by 2015
Source: Dean Donaldso, 2011
© 2010 Levelwing. All rights reserved | www.levelwing.com 32
In-Auto Advertising Out-Of-Home
© 2010 Levelwing. All rights reserved | www.levelwing.com 33
© 2010 Levelwing. All rights reserved | www.levelwing.com 34
We are content consumers and creators
© 2010 Levelwing. All rights reserved | www.levelwing.com 35
Mobile Exploding US Mobile Queries (Indexed) 100
80
60
40
20
0
2007 2008 2009 2010 2011
4x growth
in past year
Source: Internal Google data, 2011
© 2010 Levelwing. All rights reserved | www.levelwing.com 36
Source: Rei Inamoto, 2011
80% < 1,000 downloads
1% > 1MM downloads
© 2010 Levelwing. All rights reserved | www.levelwing.com 37 Source: ForeSee Results, December 2010
Nearly half of shoppers used their phone to visit competitors’ sites while in a store.
© 2010 Levelwing. All rights reserved | www.levelwing.com 38
Mobile Wallet (RFID Chip/Taipei's MRT)
© 2010 Levelwing. All rights reserved | www.levelwing.com 39
Mobile Wallet
© 2010 Levelwing. All rights reserved | www.levelwing.com 40
Smart Paper
© 2010 Levelwing. All rights reserved | www.levelwing.com 41
The future mobile search
© 2010 Levelwing. All rights reserved | www.levelwing.com 42
Fluid Surface Technology
© 2010 Levelwing. All rights reserved | www.levelwing.com 43
“Snapshot” from Progressive
© 2010 Levelwing. All rights reserved | www.levelwing.com 44
Tracking break-ups on Facebook
Source: Facebook, 2010
© 2010 Levelwing. All rights reserved | www.levelwing.com 45
“Data is the most consumed product and it affects all others.”
- Eric Schmitt 5 exabytes
(5.0x10ˆ19) = all info created
through 2003 5 exabytes created
every 48 hours
© 2010 Levelwing. All rights reserved | www.levelwing.com 46
Reject faith-based decisions
© 2010 Levelwing. All rights reserved | www.levelwing.com 47
Make evidence-based decisions
© 2010 Levelwing. All rights reserved | www.levelwing.com 48
The filter of all filters – Search!
Image Source: Wired magazine
© 2010 Levelwing. All rights reserved | www.levelwing.com 49
© 2010 Levelwing. All rights reserved | www.levelwing.com 50
Parts, Tires, Service & Accessories
4 in 10
Source: Custom Compete, Inc. data, 2011
© 2010 Levelwing. All rights reserved | www.levelwing.com 51
Parts, Tires, Service & Accessories
2 in 10
Source: Custom Compete, Inc. data, 2011
© 2010 Levelwing. All rights reserved | www.levelwing.com 52
Search Was Used Early And Often
42%
12% 10%
31%
Tires
Service
41%
10% 10%
37%
51%
13%
8%
23%
Parts
47%
7% 4%
41%
Accessories
Source: Custom Compete, Inc. data, 2011
• Over a third of users utilized search throughout the research process.
Used beginning Used middle Used at end Used throughout entire process
© 2010 Levelwing. All rights reserved | www.levelwing.com 53
Continual evolution of search
Relevance
© 2010 Levelwing. All rights reserved | www.levelwing.com 54
A more relevant web
Relevance
© 2010 Levelwing. All rights reserved | www.levelwing.com 55
A more relevant web
Relevance
© 2010 Levelwing. All rights reserved | www.levelwing.com 56
A more relevant web
Relevance
© 2010 Levelwing. All rights reserved | www.levelwing.com 57
Image Source: Family Guy, Seth McFarlane
© 2010 Levelwing. All rights reserved | www.levelwing.com 58
9/8/2011 – Google Buys Zagat
58
© 2010 Levelwing. All rights reserved | www.levelwing.com 59
Local Search
59
© 2010 Levelwing. All rights reserved | www.levelwing.com 60
Future of Search?
60
© 2010 Levelwing. All rights reserved | www.levelwing.com 61
Why is this Important?
61
59% of online shoppers customer product reviews have a significant impact on their buying behavior
Source: Marketing Charts, 9/2011
© 2010 Levelwing. All rights reserved | www.levelwing.com 62
Why is this Important?
62
on Yelp ratings…
Source: Michael Luca, 2011
= 9% revenue increase
© 2010 Levelwing. All rights reserved | www.levelwing.com 63
Key takeaways 1. Embrace the chaos & transparency 2. Cheapest customers are found in demand-driven
channels 3. Leverage data & create accountability 4. Test & fail quickly 5. Don’t be a selfish lover
© 2010 Levelwing. All rights reserved | www.levelwing.com 64
Thank you.
Or: email: [email protected] phone: +1 646 216 8334 twitter: @jeffadelsonyan blog: www.AskingSmarterQuestions.com