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Slightly adapted and updated version of Digital Age presentation for BBDO Wordshop class in January 2011
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Digital AgeChanges, challenges
opportunities for communication
professionals
Zigurds ZaķisINSTINCT (BBDO Group Russia)
http://zz.typepad.com/LV
The spread (and availability) of
Internet and digital
technologies
is the biggest development in the
history of mankind since industrial
revolution
tirgus placis?
http://www.flickr.com/photos/georgeaugustine/2116513291/
1448
I. Printing Press
Opregte Haarlemsche Courant, 1656 - 1942 New York Times, §
Alexander Graham Bell's first telephone.
Voice sounds were transmitted for the first timeon June 3, 1875
2. Telephone
Kineskops, 1888Fonogrāfs, 1877 Mikrofons, 1877
3. Recorded media
1901
4. Broadcast
Mass Media Age:
main characteristics
• Mass communication (Broad-cast)
• One-Direction communication
• Limited number of choices
• Limited opportunities of self-expressing
• A lack of co-operation opportunities
Source: http://www.flickr.com/photos/giginger/75541830/
1995
Interactivity
Two-way
Dynamic
Participation
Everybody is (can be) publisher (media)
via @plnnrz
1/100+One idea adapted to many channels? Not viable anymore
Media
Idea
Campaign
1960s‐2008
TheProcessinMassMediaAge
decidingearlywhichmediawillweuseiden6fyingleadmedia
stronglymediafocused
Idea
MediaMix
Earned(permanent)Purchased
(campaigns)
Owned(permanent)
Campaign
CampaignCampaign
Campaign
CampaignCampaign
TransmediaStorytelling
DigitalAge
7 changes
influencing our job
1. broadband
(internet)
at home
The single biggest change
influencing our job
Rapidly increasing number
of broadband internet users at home!
Source: http://www.flickr.com/photos/jenpix/2290647480/sizes/o/
Source: http://www.flickr.com/photos/aderowbotham/81475981/
Multitasking
Constant Partial Attention
Economy
Abundanceof information
Critical Skills:
(To Find)
To Choose
To Evaluate
To Use
To Develop
To Learn
+ + =
Find anything
Share anything
Ignore anything,That is not interesting or valuable
for me
2.
Search And abundance of
information
I have seen an ad ...
I have heard some good references ...
I am intrigued!
Or I need to solve a problem ...
Now what ???
Step 0 of any digital strategy!
Getting your
“Now-What” right
.aAnno 1998.
Launched Adwords in 2003 The most powerful computing infrastructure on the planet
‘’’’‘
‘
SEO
Google Adwords
How does your
Brand looks
in digital environment?
Hundreds of free-of-charge or low-budget opportunities
Hundreds of tools available
Source for “Social Systems”: David Armano, http://darmano.typepad.com
How could we reach them/him/her ?
How do they find us?
Why do they find us?
Why do they care?
Why they will return?
3. VideoShow, don’t tell
7’463’000’000
78’000’000 videos (March, 2008)
2’400’000’000 search queries
80% - Customer created content
vs. 78’000’000 videos @ YouTube ...
http://www.sedinkjole.no/
4. Social platforms
from: connecting (Being Together)
to: Sharing, Creating, Developing,Collaborating
27/08/2009 - 426’718 entries in Russian
III. “Paid
Digital
Media”
I. “Owned
Digital
Media”
II. “Earned
Digital
Media”
Three types of digital platforms
Think
Social Platforms
rather than
Social Media
tirgus placis?
Participation
Listening
sharing
Maintaining conversations
Being honest
Creating value
+
2+1
"The magic of social media
is not what happens in social media,
but
what happens outside of it,
because of it"
Paul Isakson
“It is not
what you say that matters,
it what you do”
5.The Age of Mass
Creativity
Creative self-expression was privilege
Not Anymore
Toolsto record, create, edit, publish
Platformsto learn, grow, share, publish
Customizeor
Create your version of product
Improve product or service
Submit content
Customer CreatedAds for Superbowl
Doritos (2007)
http://www.youtube.com/watch?v=3YJbbA_4TfQ
falling production costs
Growing demand
for superior experience(idea + using the channel in right way + quality of production)
6. Mobile
iPhone AppStoreJuly, 2008
iPhone4(June2010)
Sony Ericsson XPeria X82010, June
Sony Ericsson A8Q4 2010
Nokia N8Oct, 2010
HTCDesire(May2010)
Samsung Wave IINov 2010
2010/2011:Frommobilephonestomobiledevicesonmassscale
Morethanjustaphone
Morecapableandconvenient
Alwayswithhim/her
VIA: http://www.nytimes.com/interactive/technology/personaltech/2010-tablet-computer-comparison.html?ref=technology
iPad(April2010)9,7”,iOS,40’000Apps,300’000iPhoneapps
$500‐850,sold7.5mln
HPSlate(October2010)8,9”,Windows7
$800
DELLStreak(August2010)5”,Android,100’000Apps
$550
SamsungGalaxyTab7”,Android,100’000+Apps
$400‐600,sold1mln+@Dec2010
2010/2011:Tablets
VerydifferentkindofexperienceFrombrowsingtoapplicaOons
Russia:MTS+Huawei(Nov2010)7”,Android,<$500
2010/2011:Tablets
Beeline(Dec2010)7”,Android,<$500
Mobile:ApplicaOons
CreaOngValuetoCustomer
BeQerChristmasListOrganizingyourholidayshopping
GiTmeisterGibgivingadvice
ShoppingGoddessAnonlinecommunityofshopperswhosharetheirproductreviewsandsecretstogecnggreatdeals
TGIBlackFriday
ScanditTakeaphotoofaproduct'sbarcodeandScanditwillofferpricecomparisonsandreviewsoftheproduct.
CouponSherpaCouponaggregator
YowzaAloca6on‐basedcouponapp
OverwhelmingOffers
ShopkickPromoteusersforphysicallyvisitastoreandcheckingin.
FastMallLetsusersdownloadanymall'smapanduseinterac6venaviga6ontogetaroundthemall.
businessinsider.com/15-phone-apps-that-make-holiday-shopping-easier-2010-11
Mobile:RetailApplicaOons(iPhone)
7. Real-time, always ON
The main
consequence
for agencies and
marketers
Message We
Thecustomer
Source: http://www.flickr.com/photos/zach_manchester/2600077403/sizes/l/
+ + =
Find anything
Share anything
Ignore anything,That is not interesting or valuable
for me
Message We
Thecustomer
Push is dead!
Welcome to the age of PULL!
The age of PULL:
What pulls?
?
Thecustomer
Banners?rarely ....
What pulls?
1.Create content that customer
seeks out and share
Great
Storytelling
Create Experience
Video
Multimedia
Aesthetics + Functionality
Social Currency
Something worth talk about
Something worth to share with friends
Great content is social currency
2.Create value
Make his life better, easier, richer
Involve customer
Unleash their creative potential
Collaboration
Collective intelligence
Customization and personlization
Be Deep and Meaningful
“The days of making funny things
that may or may not have and effect
on the clients business are ending”
Jeff Benjamin
Interactive Creative director
Crispin Porter + Bogusky
via: http://paulisakson.typepad.com/planning/2008/03/the-future-of-m.html
Be Deep and Meaningful
“It is not what you say that
matters, it what you do”
What really pulls?
15 minutes break!
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