Innovations in communications and social media Of the People, by umsymums32

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									        WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




Innovations in communications and social media
   Of the People, By the People, For the People


                       Presented to:
 The Minnesota Chamber of Commerce Executives Fall Conference

                        September 20, 2007
        David Krejci - Vice President, Interactive & Emerging Media
                               Weber Shandwick
              dkrejci@webershandwick.com 952.346.6158
        WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




What are we talking about today?
„   What is social computing?
„   Why did it happen?
„   Where is it going?
„   How can you play too?


And, who am I?

The interactive and social media geek with you today:
    David Krejci - Weber Shandwick
WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




        What is social computing ….




               http://youtube.com/watch?v=NLlGopyXT_g
           WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




Social computing phenomenon

    ‟ Of the People, By the People, For the People
        „ User Generated Content
        „ Redefining journalism, film,
          entertainment, education, media
    ‟ Power of social networks
        „ Groups of consumers influence the media
        „ This has created a circular stream of news/information
          via blogs, social networking, podcasts and more
                   WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




Who is online?

 Age and Internet Use (*Pew)
 „ Approximately 80% of adults aged 18-40 are online
 „   77.6% of Americans use the internet
 „   66.2% of Americans are connected at home (many more at work)
 „   The average American spends 8.9 hours online each week
 „   Average number of years online? 7.3
 „   48.3% of Americans have high-speed access at home (many more at work)
                           WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




    Life of a 12-24

     Will never read a newspaper but attracted to some magazines
     Will never own a land-line phone
     Will not watch television on someone else’s schedule much longer
     Trusts unknown peers more than experts
     For first time is willing (2005) to pay for digital content. Never before.
     Little interest in the source of information but aggregates the most information.
     Community at the center of internet experience
     Thinks not interested in advertising or affected by brand, but is wrong.
     Everything will move to mobile
     Less interested in television than any generation before
     Wants to move content freely from platform to platform with no restrictions
     Wants to be heard (user generated)
     Uses IM. Thinks email is for their parents (ouch!)




                                                                                          Center for the Digital Future
                         WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




    Life of a 25-54

„      Reads off-line newspapers and magazines
„      Likes mobile for voice (and a few for data) but does not see the world via mobile phones
„      Aggregates information online and uses RSS (though few know the term)
„      Community important for tasks, much less so for social. Will stay put.
„      Trusts experts on factual information but relies heavily on reviews of peers on hotels, electronics, et cetera
„      Create content to share reviews and experiences (not diaries or intimacies)
„      A life shaped by advertising. Brand is everything.
„      Relies heavy on personalized portals for news and financials
„      Cares greatly about sources of news and information online
„      Heavy into email




                                                                                         Center for the Digital Future
                        WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




    Life of a 55+

„      While less likely to be online than any other age group, will go online for very concrete reasons: children or
       grandchildren, loved one in military, healthcare.
„      Want the internet to communicate and share with those they know and love, not for new relationships.
„      Low penetration only a problem for today's over 65s.
„      Internet has little or no impact on their use of traditional media.
„      Heaviest percentage (by far) of those only using email
„      Next to teens, highest interest in medical information. Very likely to take offline action based on online
       information
„      Broadband changes everything, integrates internet into everyday life.
„      Ironically have greatest interest in advertising. Much more likely to read advertisements and watch commercials.




                                                                                        Center for the Digital Future
              WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP



                 Connecting online through social media


Technological advances have given a Gutenberg press to anyone with
   Internet access. This has created …
                     WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




The New Information Ecosystem

 „   The definition of media/information is changing, thanks to
       ‟   Widespread broadband
       ‟   Cheap/free, easy-to-use online publishing tools
       ‟   New distribution channels
       ‟   Mobile devices, such as camera phones
       ‟   New advertising paradigms
 „   There are now two spheres of influence
       ‟   The Mediasphere
       ‟   The Blogosphere
       ‟   And frequent conversations taking place between them
WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




                    Questions?
WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




     Why is connection speed important?
                          WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




Social Networking Tools

 „    Many social networking tools, but we’ll
      focus on the big two…
 „    MySpace builds on independent music and
      party scenes
 „    Facebook was originally designed to mirror
      a college community
 „    The newest social networks on the Internet
      are becoming more focused on niches
      such as travel, art, tennis, soccer, golf,
      cars and even dog owners
                       WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




       MySpace:
MySpace and Facebook                                                Facebook:
       „ #6 Web site in the world*                                  „ #7 Web site in the world**
       „ Customizable CSS                                           „ Networks based on company, region,
       „ Favorite portal for bands                                      high school or college
       „ Embed songs/upload 4 mp3s                                  „ Customizable for $$ (marketing)
       „ Minimum age is 14; profiles with ages set                  „ Minimum age is 4 months old;
          to 14 or 15 years are automatically private.                  profiles are automatically private.
             ‟ Anyone can restrict profiles to friends list         „ Mostly marketing free
               only
       „    Overrun with marketers/ spammers


                                                              *Alexa; **comScore's Media Metrix
             WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




How it can
work
     WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP

How it can bite you
      WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP


Changing Audience Behavior




                                           Mediavorous.com … Rolling Stone, June 28, 2007
                                WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




When you watch TV, do you simultaneously    …




                                  All 18+       18-24   25-34    35-44     45-54         55-64       65+
  Listen to the radio?            4.7%          8.3%    5.7%     5.1%      5.1%          2.5%       2.7%

  Go online?                      26.6%         33.2%   29.7%   27.7%      26.9%     23.9%          18.7%
  Read magazines?                 11.3%         12.4%   11.8%   12.2%      11.4%         11.4%      10.4%

  Read the newspaper?             13.3%         10.7%   11.1%   13.4%      15.2%     15.9%          15.2%

  Read the mail?                  15.5%         14.3%   15.9%   15.0%      17.7%     16.6%          15.2%
  Engage in other activities?     18.2%         23.7%   23.0%   19.2%      17.4%     15.7%          12.6%




                                                                                                 BIGresearch 2006
                               WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




When you watch TV, do you simultaneously…
                                All 18+   18-24      25-34      35-44     45-54         55-64       65+
 Listen to the radio?           4.7%      8.3%       5.7%       5.1%      5.1%          2.5%       2.7%


 Go online?                     26.6%     33.2%     29.7%      27.7%      26.9%     23.9%          18.7%

 Read magazines?                11.3%     12.4%      11.8%     12.2%      11.4%     11.4%          10.4%


 Read the newspaper?            13.3%     10.7%      11.1%     13.4%      15.2%     15.9%          15.2%


 Read the mail?                 15.5%     14.3%      15.9%     15.0%      17.7%     16.6%          15.2%

 Engage in other activities?    18.2%     23.7%     23.0%      19.2%      17.4%     15.7%          12.6%




                                                                                                BIGresearch 2006
                   WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP


              Trend: Estimated Movie Tickets Sold




            Year                 # Movies           # Tickets
            2006                 608*               1,396,868,700

            2005                 545*               1,369,188,600

            2004                 551                1,496,845,800

            2000                 364                1,424,904,700

            1995                 276                1,232,421,100




* MPAA data says there was an increase in the number                  Box Office Mojo, LLC.
of movies from 528 in 2004 to 563 in 2005, and 607 in
2006.


                                                                                Mediavorous.com
WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




          How can I play too?

            Watch and Interact.
                WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




                 News Aggregation vs. Social Media



„ Digg, Reddit, etc. are not newspapers, but they deliver the news
  ‟ they are Aggregators
„ Similar to GoogleNews, stories from news outlets are collected,
  organized and displayed
   ‟ GoogleNews is automated
   ‟ Users are unable to vote on which stories should be highlighted
                          WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP



                          Digg



„   User-powered news aggregation
     ‟   Users submit all stories
     ‟   Users determine what gets on front page by
         “digging it up”
„   There are no editors or reporters We are the
    editors now
     ‟   Digg does influence MSM (recent DVD hack
         story in NYT)
„   Harnesses “The Wisdom of Crowds”
     ‟   The idea that the Many are smarter than the
         Few
„   You can try to game the system but it will
    probably backfire
                        WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




Reddit

 „ Digg clone, but with
   significant differences
         ‟ More suitable for “slow-burn”
           stories that catch on gradually
         ‟ Stories can be voted up or
           down
         ‟ More advanced commenting
           system
                    WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




Flickr


 „ Enables users to upload their own
   photos
         ‟ Users tag their photos to make them
           searchable
         ‟ Meritocracy ‟ the good photos get
           spread around
         ‟ Enables sharing with friends and
           family
         ‟ Helps lessen bandwidth costs
                   WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




YouTube


„ Users upload most of the content and make the site usable by:
      ‟   Tagging videos
      ‟   Ranking videos
      ‟   “Friending” each other
      ‟   Recommending videos
                               WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




Twitter


 Twitter:
 „ Microblogging from cell
   phone/IM
 „ Reporters utilizing format
   for story leads
 „ See what others are
   doing:
          ‟   http://twittermap.co
              m/maps
          ‟   http://twittervision.co
              m/
               WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




Aggregation


 Is somebody aggregating the
    aggregators?

 Yes: http://popurls.com/
                   WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




So, where is it headed?

In the spirit of social computing, I’m going to take another’s words
   and show them to you here …

(Thank you Brad Berens, Editor in Chief for iMedia Communications and author of the
   Mediavorous blog)
             WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




Shared Experience &
the Media Pyramid




            Brad Berens, Editor in Chief for iMedia Communications and author of the Mediavorous blog
                           WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




The Media Pyramid Today
                                                                                                       Same place,
                                                                                                        same time




            Same time



                                                                                                                      Anytime,
                                                                                                                      anyplace



                          Brad Berens, Editor in Chief for iMedia Communications and author of the Mediavorous blog
                           WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




The Media Pyramid Today


                                                                                                         Live events,
                                                                                                            movies


           TV & Radio


                                                                                                                         All on-
                                                                                                                        demand
                                                                                                                         media



                          Brad Berens, Editor in Chief for iMedia Communications and author of the Mediavorous blog
                        WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




Before TV & Radio...
                                                                                                                   Same place,
                                                                                                                    same time




                       Brad Berens, Editor in Chief for iMedia Communications and author of the Mediavorous blog
                              WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




Things in the yellow triangle have a Shared                                            • Unrepeatable
Experience

                                                                                       • Memorable
                                                                                       • Unforgettable
                                                                                                - Woodstock
                                                                                                - The Challenger
                                                                                                - JFK
                                                                                                - Orson’s War of the
                                                                                                Worlds


                             Brad Berens, Editor in Chief for iMedia Communications and author of the Mediavorous blog
                       WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




                                                                                                                  Still mostly the
                                                                                                                  same place &
The Dawn of TV & Radio...                                                                                           same time




                      Brad Berens, Editor in Chief for iMedia Communications and author of the Mediavorous blog
                        WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




                                                                                                                   Live media
As TV & Radio become pervasive...                                                                                    shrinks




                                                                        Electronic media
                                                                         swells quickly


                       Brad Berens, Editor in Chief for iMedia Communications and author of the Mediavorous blog
                         WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




                                                                                                                     All media
VCRs, the internet, DVRs show up...                                                                                 gets bigger




                                                                                On-demand media
                                                                                  begins to rise


                        Brad Berens, Editor in Chief for iMedia Communications and author of the Mediavorous blog
                          WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




Which brings us back to today...

                                                                                                      Same place,
                                                                                                       same time



         Same time



                                                                                                                     Anytime,
                                                                                                                     anyplace



                         Brad Berens, Editor in Chief for iMedia Communications and author of the Mediavorous blog
                          WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




What will tomorrow look like?




                         Brad Berens, Editor in Chief for iMedia Communications and author of the Mediavorous blog
                          WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




What will tomorrow look like?




                         Brad Berens, Editor in Chief for iMedia Communications and author of the Mediavorous blog
                          WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




What will tomorrow look like?




                                                                                                                     But...




                         Brad Berens, Editor in Chief for iMedia Communications and author of the Mediavorous blog
                            WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




People crave connection …




                        Brad Berens, Editor in Chief for iMedia Communications and author of the Mediavorous blog
                           WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




What’s it mean for 2008

     „   Marketers and audiences will start working together to bring back “shared experience" to
         entertainment
     „   iPhone will push us more and more toward mobile everything to create connection and “shared
         experience”




                          Brad Berens, Editor in Chief for iMedia Communications and author of the Mediavorous blog
                          WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




Creating a “Shared Experience”

 What
 „ Empower the target market and their social networks to build an authentic and engaging awareness
      of the Chevy Aveo

 How
 „ Two students on seven different campuses across the nation were selected to live inside the roomy
     interior of a Chevy Aveo for five days.
 „ Through live web cams, blogs, podcasts, and a central campus location, these students lived in full
     view of their campus peers and the world.
 „ Contestants were tasked with leveraging their online social networks (e.g. Facebook, MySpace) to
     reach out to their peers through the medium they know best.
 „ Competing for a Chevy Aveo for themselves, fellow students and their school, the most creative of
     these students entertained study groups, staged football pep fests and even threw parties ‟
     whatever they had to do to show how they “lived large.”
                             WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




So … what happened?

Peer to Peer coverage ‟ where the target market lives!
„     13 separate Facebook groups created to reach 6,538 collective members
„     14 YouTube videos posted by contestants with 4,382 views and counting
„     162 universities, in addition to the 7 in the challenge, were engaged via Facebook
Online coverage
„     Coverage on 93 separate Web sites and blogs
„     More than 150 million online impressions
„     Several often cynical bloggers touted the campaign’s merit
On-campus coverage and Traditional media
„     Every university’s newspaper covered the event, some several times, in addition to
      campus blogs, radio, magazine, and TV coverage across all campuses
„     Business Week (national) as well as local print, TV and radio across all
      participating markets covered the Challenge
WEBER SHANDWICK ‟ INTERACTIVE AND EMERGING MEDIA GROUP




         Thank you for sharing this experience with me.



             Any questions?

								
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