1.

2. 3. 75% of online news consumers say they get news forwarded through email or posts on social networking sites.
Pew Research Center, The New News Landscape: Rise of the Internet 3/10
4. 5. 1
How we get information
2
How we engage with one another (and brands)
3
How we make decisions
WHATS CHANGING?
6. We expect well serve one billion Like buttons on the web within 24 hours.
Mark Zuckerberg, April 22, 2010
7. 2OO8:
130 million on Facebook.
Inside Facebook, December 2008
500,000 tweets per quarterwere posted at the end of 2007.
Twitdir
Americans spent more than 4.5 hours per month on smartphones.
M:Metrics, May 2008
8. 2O1O:
500 million on Facebook.
Inside Facebook 2010
4 billion tweets per quarter were posted in Q1 of 2010.
Wikipedia
People in the U.S. spend 2.7 hours per day on the mobile web.
Ruder Finn study, Feb 2010
9. consumer: Its an inadequate term and approaching derogatory.
Bob Johansen, Author, Institute for the Future 2010
10. In 2010, for the first time ever, more people consume news online than from newspapers.
Pew Research, State of the News Media 2011
11. By 2014, its predicted that 43% of people around the globe will have a smartphone and 79% will have a mobile phone.
Pew Research, State of the News Media 2011
12. Online-only sites added almost as many reporters as lost their jobs in print than broadcast.
Pew Research, State of the News Media 2011
13. REAL TIME WEB
E-COMMERCE WEB
SOCIAL WEB
(Re)searching, Shopping, Self-servicing
Feeding, Discovering, Layering
Creating, Sharing, Influencing
CHIEF CONSUMER BEHAVIORS
14. TRADITIONAL BEHAVIORS
SIGN UP FOR LOYALTY/CARD
LOOK AT A CATALOG
CONTACT CUSTOMER SERVICE
SEE AN AD
RECEIVE A MAILER
CALL 1-800
VISIT A STORE
CONSULT SALES REP
THE OLD CONSUMER JOURNEY:Linear, predictable and controlled by the brand
15. ECOMMERCE BEHAVIORS
SOCIAL WEB BEHAVIORS
REAL-TIME WEB BEHAVIORS
PERUSE FAV BLOGGERS POSTS
GET UP TO THE MINUTE REVIEWS
SIGN UP FOR LOYALTY/CARD
USE COMPARISON TOOLS
LOOK AT A CATALOG
CONTACT CUSTOMER SERVICE
SEE AN AD
RECEIVE A MAILER
CALL 1-800
VISIT A STORE
CONSULT SALES REP
CHECK CRAIGS LIST FOR RESALE OPTIONS
INVITE FRIENDS TO CO-SHOP NOW
FOLLOW A PRODUCT
ASK QUESTION VIA LIVE CHAT
SEARCH FOR A PRODUCT
WATCH YOUTUBE VIDEO
SAY THANKS WITH TWIT PAY GIFT
SIGN UP FOR EMAIL
LIKE A PRODUCT FOR LATER OR FEEDBACK
SHOP FROM FRIENDS LEMONADE STAND
FOLLOW THE BRAND ON TWITTER
BROWSE WEB SITE
RESPOND TO CANT RESIST TWITTER AD
SEARCH NETWORK FOR BEST REVIEWS
BUY VIA MOBILE OR FACEBOOK
POST REVIEW, UPLOAD PIC
DISCOVER WHAT PEOPLE ARE BUYING NOW
READ AND RATE REVIEW
VISIT A STORE
GET GEO-TARGTED OFFER ON PHONE
LINK FROM FRIENDS FACEBOOK
BROWSE TAG CLOUDS
REPLENISH VIA PHONE
LINK FROM FRIENDS FACEBOOK
TRACK PURCHASE
REVIEW FAQS
STREAM PURCHASE EXPERIENCE
ASK FRIENDS FOR INSTANT FEEDBACK
CREATE TAGS
SNAP QR CODE FOR MORE INFO
THE NEW CONSUMER JOURNEY:Increasing layers of digital touchpoints and control
16. iCitizen
consumer
17. I CONNECT
Connect and share with people who have similar interests
I AM
Improve companies or the experience of self and others
I MATTER
Seek recognition and some degree of fame/fortune
I CAN
Use digital tools for fun or utility
ELITE
EVERYDAY
STRENGTH OF CLOSE TIES

Expert majority

18. Friends and family 19. Increase trial and conversionSTRENGTH OF WEAK TIES

Vital few

20. Vast networks 21. Build awareness and equity