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DigitalWTF?
Southampton Solent University14 April 08
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POST
• Purpose– WTF is digital?
• Outcome– You know what digital is, what’s happening &
how you might go and play in it
• Structure– Informal discussion
• Timing– 1 hour or so
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WTF am I?
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Nice people we work with
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Work that oozes digital goodness | sites
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Work that oozes digital goodness | advertising
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Work that oozes digital goodness | email
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Work that oozes digital goodness | viral/widget
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[When they were BHWG]
12 years man and boy…
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Living the dream…
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So… digital
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How many do you do?
1. I email useful information to colleagues
2. I send photos to friends
3. I use instant messenger
4. I have participated in a peer poll
5. I have submitted a book review to Amazon
6. I have submitted seller feedback to eBay
7. I read or contribute to on-line discussion groups
8. I contribute personal opinions to a website
9. I write my own Blog
10. I create multimedia content and post to the Internet
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“It’s not about mass media, it’s about My
Media”
Farzad Nazem – CTO, Yahoo
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“Traditional advertising doesn’t work.
And companies who don’t get wise to this are going to fail.”
Sergio Zyman, The End of Advertising As We Know It
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Hugh MacLoud, gapingvoid.com
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UK media 30 years ago…
Sources: OfCom
3 TV channels 6 radio stations
3,500 magazine titles
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UK media today...
Sources: OfCom, Wikipedia
250+ TV channels
500+ radio stations
10,000+ magazine titles
+
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39.1m internet users (64.2%)
But not just penetration… broadband drives interactivity
& engagement
Average amount of time spent online increased x4 in last 4
years (20hrs pm)
110% mobile phone penetration
1 billion text messages sent weekly
38% mobile internet usage by 2012
UK media today...
Sources: Yahoo! 2006, eMarketer 2007 & OfCom Q1 2006, International Telecommunications Union and Veronis Suhler Stevenson, Economist 2004, Forrester
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What does this mean?
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3,000
Source: Advertising: It's Everywhere, Media Awareness Network, 2005.
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Always on culture…today’s consumer mashes 44hrs into 24hr
day
Source: Yahoo!/OMD
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Consumers trust their peers more than they trust marketers
90%
70%
45%
Recommendations fromother consumers
Brand websites
TV ads
Sources: Forrester/Intelliseek Research 2006, Yankelovich Monitor 2004/05
Not as overwhelmed by information as they used to be58% 1999
“I’m overwhelmed by all the sources of information avail;able today.”
45% 2004
Want to try before they buy
More and more watching film trailer online before buying ticketsiTunes have shifted record buying. Sample the singles then buy the album.
Pride themselves on seeing through the marketing speak & spin
58% 2005
“It’s important to be seen as somebody who can see through the exaggeration & the hype.”38%
2002
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Implication: consumers are harder to find
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Demographics alone don’t cut it
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The atomisation of the web has made these complexities harder to overcome
Brand “ownership” has fundamentally shifted.Consumers expect to be involved, engaged and invited to collaborate
Sources: David Armano, http://darmano.typepad.com/logic_emotion
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From SHOUTING to conversations
web 1.0 / mass media
web 2.0
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The consumer has evolved…
They have on demand expectations
They want real-time dialogue
They want personal experiences
Sources: Greg Verdino, http://gregverdino.typepad.com/
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Advertising isn’t relevant...
Content that informs, educates and entertains is. In short…
Engagement
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Engagement…
Pop culture
Entertainment
Social networks & communities
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Popular Culture
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UGC (2006)
Sources: http://www.slideshare.net/nschock/web-20-and-the-online-conversation
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Entertainment
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Social Networks & Communities
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Thanks & get in touch with any thoughts
Five by Five4 Grosvenor Square, Southampton, Hampshire, SO15
2BE023 8082 8500
fivebyfivedigital.com
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