Image powered social web

| p. Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013

IMAGE POWERED SOCIAL WEB August 2013


Please note, some of this document has been amended and altered to protect client interests


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Contents

It‟s bigger than you think it is

What has changed?

How are brands reacting?

What can we do?

Summary and questions


Understanding conversational currency

We need to understand how people, brands and publishers are

communicating in order to influence the conversation.

We need to understand what has the

currency to travel


It‟s bigger than you think


We used to enjoy the moment…


Source: Internet Trends D11 conference, KPCB, May 2013

Now we capture it…


It can be a mobilizer and call to action too




500m a day


How many active monthly users?


100m

with 40m photos uploaded every day Est. 1m Australian users


How many posts are there per day?


77m posts globally

1.7m Australian users


How many photos per day?


150m+

27% of all photo uploads globally


No sign that it‟s on the wane



Trend becoming increasingly diverse



Video still a key currency, it‟s now just getting shorter…


Perhaps we shouldn‟t be surprised






Power of images to document & record, to communicate more clearly than most of us can in

words, to move us emotionally that makes imagery a cornerstone of how we „speak‟ as a species.


The cause

What has changed?


Tech convergence has enabled proliferation


We thrive on being connected, sharing passions & moments

Data source: Yellow social media report, May 2013 Q. What devices do you use to access social media network sites?

Facebook stats from Nielsen netview


“EVERYDAY, MORE PHOTOS ARE TAKEN WITH THE IPHONE THAN WITH ANY OTHER CAMERA”


Samsung launch compact „smart‟ cameras that allow you to share as their main USP


The effect on the publisher landscape


It‟s big business


It‟s changing how sites look

2007 Facebook newsfeed







40%

Of people‟s time on Facebook is spent

on the newsfeed




40%

Of people‟s time on Facebook is spent

on the newsfeed

65% Of Likes happen in the

newsfeed

45%

of comments happen in The newsfeed






It‟s changing how we discover

September last year, Pinterest was shown to be the 4th largest organic traffic driver in the world In Q1 2013 it sent more traffic to e-commerce sites than it did during the Christmas period of 2012


„Native advertising‟ is the future

Blurring lines between what is content and what is advertising…

Content delivered in the context of the user

experience defined by the site/device. Instead of display banners: photos on

instagram, promoted posts on Facebook, tweets, videos on Vine


How are brands reacting?


Ad interaction and engagement is changing


Amex- exclusivity has rewards

'Follow American Express for instant access to exclusive experiences, news and rewards through our lens.„ Why it's a great account: This financial company provides its 20,000 + followers with backstage access to AmEx-sponsored events, such as concerts, fashion shows, and the U.S. Open.


GE- geek heaven

GE This feed features the ground-breaking research and technology that GE has been developing since the days of Edison. Why it's a great account: you wouldn‟t expect a huge tech and energy conglomerate to post much interesting stuff. But its beautiful take on tech at work has gained it over 130,000 followers and a lot of industry praise


Skype- capturing the emotion of connection

Why it's a great account: Skype is a tech enabler but they are trying to give it a human face because they understand there is beauty in connecting people


Intel- curation perfection


What we can do

What more can we do?


It‟s what our customers do


We are the enabler


Section removed for obvious potential to compromise client strategies and interests


Summary & questions


How does this link to sales?

Red bull space jump!!!!!!!!!!!


How we discover: the new social search language


Summary

1. There is a significant change in the way consumers behave brought about by one device, the smartphone

2. The digital landscape has changed as a result of this

3. We, like other brands, are adapting with it

4. It is now, and should be, a fundamental part of our ongoing social strategy

5. It‟s an exciting time, and as the enabler there are great opportunities for us to harness this change

| p. Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 55

Technology

Image powered social web