TCC Presentation - Digital 101 (Sydney, AU)

transcript

Future of Digital Engagement

Tuesday, 1 February 2011

Who am I?

Before we start....

Digital Quiz

1. How many Australian’s access Facebook from their mobile last month?

Digital Quiz

3,800,000 (9,800,000 from the web, 25mins a day)

Digital Quiz

2. What was the most popular search term in 2009?

Digital Quiz

2. What was the most popular search term in 2009? Michael Jackson (followed by Twitter)

Digital Quiz

3. How many searches do consumers do before buying insurance?

Digital Quiz

3. How many searches do consumers do before buying insurance?

6.5 searches

What this session is about?

1. What is the Internet?

2. Australian’s Online Habits 3. Game Changers 4. Key Take Outs

5 mins 20 mins 5 mins35 mins

What this session is about?

5 mins 20 mins 5 mins35 mins

Questions

welcomed

throughout,

but we also have

some time at

the end

Look backwards to Look forward

Quick history of the Internet

“Oh My God What Happened and What Should I Do?- Innovative Thunder

1969Internet was Born

1971First eMail

1983First Mobile

1990DSLBorn

1990Interneton Phone

1993China’sGolden Shield

1994/95Yahoo!

1994First Banner Sold

1997/98CD’sSold

1998Napster1995

1989WWWBorn

1998Google

2000GoogleAds

2000File Sharing

2000.ComBubble

2001iTunes

2001iPod

2003MySpace

2003Skype

2004UTMSHigh SpeedMobile Web

2004Facebook

2005Murdoch buys MySpace $580M

2005YouTube

2006OnlineTravel

2006Google buys YouTube

2006YouTubeOpens up

2006Tweeting

2007Google Books

2007iPhone & iTouch

20081/8 Married Couples met online in USA

2009Dell Sells $6M via Twitter

2005YouTube

2006OnlineTravel

2006Google buys YouTube

2006YouTubeOpens up

2006Tweeting

2007Google Books

2007iPhone & iTouch

20081/8 Married Couples met online in USA

2009Dell Sells $6M via Twitter

Internet is

constantly

undergoing change -

it’s important to

stay on top of it!

The first Browser 1990

the creator

The first website 1991

Sir Tim Berners-Lee

the first banner ad

•  When: October 1994 •  Where: HotWired •  Size: 468 x 60 pixels •  Client: AT&T •  Copy:

Have you ever clicked your mouse right here? You will.

online is

digital interactive

computer stuff

search stuff

mobile stuff

Online

Online advertising Email

Marketing

Mobile marketing

Websites

Online PR Search Engine

Strategy

Content: audio, visual,

Social Networks

Application Development

Technology: RSS

What does a search engine do?

•  A user perspective ─ Ask a question, get an answer

•  A search engine perspective ─ Find all the answers ─ Give you the best ones…RANKED ─ Measure the human interaction with it’s logic

If you are not the answer, someone else is

What is search?

SEO SEM

Products

Offers

Retailers

Searcher strategy

combines natural & paid

What is social marketing?

CRM PR Value Social =++

A social marketing consideration

Where does social marketing fit in a marketing context?

•  Consumers expect to see commercial messaging on portals & sites.

•  BUT on social network sites, without relevance & context, it has the ability to possibly devalue & detract from a brands relevance, stature & esteem.

Print vs Web

•  Mainstream ─ Images taken in before

words ─ Logo, bottom right ─ Designed for freshness ─ Interrupts their life

─ Trying to make money

•  Online ─ Words taken in before

images ─ Logo, top left ─ Designed for familiarity ─ Visitor chooses to

interrupt their life ─ Trying to save money

TURN EVERYTHING YOU KNOW ON IT’S HEAD

2. What are Australian’s doing online?

Australian’s online in 2009 & 2010

Of Australian internet users have home broadband

98% Of Australians are online

84% Spent online every week, by the average Australian internet user

17.6 hrs

Have used a mobile to access the internet

36% Have made a purchase online 96% 20

hrs Of video uploaded to YouTube every minute

Nielsen Online Internet and Technology Report 2009-10

!"#$%&'(%")!%"$&(*!&+$%,(-(.+$%,(/010(

Australian’s eCommerce spend

Source: eMarketer Australian Online Report, April 2010 & Nielsen Internet Technology Report, 2009 – 2010 (April 2010)

Australian’s eCommerce spend

Australian’s eCommerce

spend in 2009

$18.5 billion

Source: eMarketer Australian Online Report, April 2010 & Nielsen Internet Technology Report, 2009 – 2010 (April 2010)

What are females doing online?

Longer tail terms More specific & more queries

Convert from trusted brand terms

1/3 check facebook before bathroom25mins on facebook a day

Staying in touch with family & friendsEnquiring about products

Longer tail terms More specific & more queries

Convert from trusted brand terms

1/3 check facebook before bathroom25mins on facebook a day

Staying in touch with family & friendsEnquiring about products

Digital advocacy & trusting opinions

What are males doing online?

Generic termsFewer searchers

Land at review sites

Streaming videos & downtime activity

Sport is key early in the week & on weekends

Influenced, but make their own decision

Generic termsFewer searchers

Land at review sites

Streaming videos & downtime activity

Sport is key early in the week & on weekends

What’s happening by age group?

16yrs 50yrs+

FUNCTIONALTravel

Government Paying bills

DOWNTIMESocial networkingInstant Messenger

Downloading

24%COM

16yrs 50yrs+

FUNCTIONALTravel

Government Paying bills

DOWNTIMESocial networkingInstant Messenger

Downloading

24%COM

All ages &

genders are getting

more & more

comfortable

communicating

online.

kids are growing up online

• The top five online chores for 8-14 year olds: • 38% share pictures & emails with relatives • 38% get movie listings • 36% invitations & party planning stuff • 36% plan vacations/travel • 35% get driving directions• 14% helped their parents prepare their income tax

return

kids are growing up online

• The top five online chores for 8-14 year olds: • 38% share pictures & emails with relatives • 38% get movie listings • 36% invitations & party planning stuff • 36% plan vacations/travel • 35% get driving directions• 14% helped their parents prepare their income tax

return

Really important for

all marketing moving

forward.

Digital channels continue to grow

Newspapers

Broadcast TV

Magazines

Broadcast Radio

Eight Track

Newspapers

Broadcast TV

Magazines

Broadcast Radio

Eight Track

Newspapers

Broadcast TV

Magazines

Broadcast Radio

Cassette Tapes

Walkman

Cable TV

Personal Computer

Console Video Games

PC Video Games

Newspapers

Magazines

Broadcast TV

CD Player

Cable TV

Personal Computer

Satellite Television

Internet

Mobile Phone

DVD Players

Satellite Radio

MP3 Players

Slingbox

Online Video

Mobile Internet

Console Video Games

PC Video Games

MMORP Games

Mobile Games

Download Movies

Podcasts

Instant Messaging

Social Networks

Mobile Video

Newspapers

Broadcast TV

Magazines

Broadcast Radio

Eight Track

Newspapers

Broadcast TV

Magazines

Broadcast Radio

Cassette Tapes

Walkman

Cable TV

Personal Computer

Console Video Games

PC Video Games

Newspapers

Magazines

Broadcast TV

CD Player

Cable TV

Personal Computer

Internet

Mobile Phone

DVD Players

Satellite Radio

MP3 Players

Slingbox

Online Video

Mobile Internet

Console Video Games

PC Video Games

MMORP Games

Mobile Games

Download Movies

Podcasts

Instant Messaging

Social Networks

Mobile Video

Newspapers

Broadcast TV

Magazines

Broadcast Radio

Eight Track

Newspapers

Broadcast TV

Magazines

Broadcast Radio

Cassette Tapes

Walkman

Cable TV

Personal Computer

Console Video Games

PC Video Games

Newspapers

Magazines

Broadcast TV

CD Player

Cable TV

Personal Computer

Internet

Mobile Phone

DVD Players

Satellite Radio

MP3 Players

Slingbox

Online Video

Mobile Internet

Console Video Games

PC Video Games

MMORP Games

Mobile Games

Download Movies

Podcasts

Instant Messaging

Social Networks

Mobile Video

channels, same

marketing

budgets

Newspapers decreasing, Digital increasing

Multi-tasking is becoming the norm

• 74% of Australian Internet users say that for at least half the amount of time they are online at home, they also have the television on.

Source: ninemsn Media Usage Study 2009

Multi-tasking is becoming the norm

• 74% of Australian Internet users say that for at least half the amount of time they are online at home, they also have the television on.

Source: ninemsn Media Usage Study 2009

2% of people remember

a URL on a TVC

67% of people are driven to

search, due to ATL

(TV & Press)

GIO: encouraging search on TVC

GIO already

incorporating ‘search

box’ into TVC &

press ads

Consumers are using search for deals

Search results display content

What are we are doing on our mobile?

Source: Nielsen Internet Technology Report, 2009 – 2010 (April 2010)

What are we are doing on our mobile?

Source: Nielsen Internet Technology Report, 2009 – 2010 (April 2010)

Jargon time outQuestionsThoughts

3. Game ChangersThree game changes: Google, Apple & Social

The 2010 Online Celebrities

3 Black Swans in the digital world

1. GOOGLE DOMINATION

Google domination• Started in 2000 in a garage in Palo Alto CA

• Mission to organise / classify the world’s information

Google domination• Started accepting advertising in 2002

• Used Yahoo!’s ad technology to monetize users

• Single minded focus = consumer & user experience

• 2009 Revenue of circa $27 billion

• 2009 Net Income of circa $8 billion

• In 8yrs = world’s largest media company

• In AU Google’s Search Revenue > $1billion

• 20% growth year-on-year

• Australia has highest market-share globally

• Dominated by Financial Services, Travel, IT&T

• Most competitive vertical - Credit Cards

Google domination

Search in AU

Google Yahoo

Google Yahoo Bing

2. STEVE JOBS & APPLE

Apple rebirth • Founded Apple in late 1970’s

• Sent into exile 1985

• Returned in 1996

• Reinstated as CEO 1997

• 1997 forward has had an un-compromised vision to dominate the industry

• Has led thinking, product, innovation ever since

Apple rebirth • Steve Jobs (PERSONALLY) fundamental changed

human behaviour:

• Computing

• Entertainment - Music, Video, TV

• Mobility

• Communications & Advertising

• Speed of Knowledge

Ubiquitous computing regardless of device or location

A rebel with a cause...

“I want to put a ding in the universe....”

“...Why join the navy if you can be a pirate?....”

Snubbed their nose at Industry

Reinvented the Computer

Inspired a Generation(al change)

Reinvented Communication

Created a Market Place

RedLaser: Best price finder

Changes the

shopping

experience!

USAA: iPhone cheque depost

Technology

advancing

banking

SquareUp: eCommerce on the go

People become the

retailers

CommBank: Virtual Property Guide

Private

information is not

so private!

INSPIRED OTHERS

Qantas: Check in on the go

Increase

convenience &

customer

experience

SOCIAL MEDIA IN AUSTRALIA

Social Media in Australia

Social Media

Brands

Friends & Family

Networks

Music Sport

GeographyMobile

Communicate Politics

Social Causes

Australian Social Media

0 7.5 15 22.5 30

10.386

Australian Population

Internet Population

Social Media Population

nielsen - social media report. Wave 3:2009-2010

• Australia’s active SM population 70%

• Number 1 globally in SM time - 7:31hrs (vs 6:52 Dec ’09)

• Number 1 in Facebook - 8:19 hrs (vs 3:05 Dec ’09)

1 in 4.5 mins

online Globally

Social Media & Mobile

Percentage of AU Popn. - Access Social Media by Mobile Device

100% Year on Year

Growth

Social Media & Mobile

0% 7.5% 15% 22.5% 30%

Percentage of AU Popn. - Access Social Media by Mobile Device

100% Year on Year

Growth

Twitter Popn. Activity - last 12 months

Top 10 Au Site - Ever by TrafficMost Engaging of all Social Media Platforms for Brands

16% are

Mobile

53% 54.75% 56.5% 58.25% 60%

Followed a Brand

Criticised a Brand

Recommended a Brand

Twitter Popn. Activity - last 12 months

Top 10 Au Site - Ever by TrafficMost Engaging of all Social Media Platforms for Brands

16% are

Mobile

Social Media & Brands

Followed a Brand via SMPublished an opinion on a Brand Read an opinion about a Brand

0% 22.5% 45% 67.5% 90%

Followed a Brand via SMPublished an opinion on a Brand Read an opinion about a Brand

% Brand Categories Followed in Social Media

0% 5% 10% 15% 20%

Retail / Fashion

Charities

Political Parties

Retail Banks

% Brand Categories Followed in Social Media

Social Media = a diet staple

Social Buying

• Official Company sites are being increasingly shunned by consumers in favour of Social Media brand sites

• Video on an official company site is an exception

• 45% of consumers who viewed a video on company site bought product (vs 40% who read text only)

Important Facts Search - No. 1

Activity after SM

Interactions

• 25% of search engine results for the worlds top 20 brands are links from UGC or Social Media

• 86% of AU Internet users turned to other consumer opinions about brands / products / services

• 38% of AU Internet users interacted with a brand via Social Media

• 34% of AU Internet users followed / joined a brand

Important Facts Search - N

Activity after SM

Interactions

Important Logos on your site ...

where to in 2011?

Performance driven advertising Search

Communities want content….of value

Conversations on consumers terms

4. What are the key take outs?Summary

What are the key take outs?

1. Digital is dominating consumers time, but not with 100% attention2. Google is the remote control to the Internet– Content is more than just words

3. Consumers are different– Men search broad & make their own decision

– Women are specific & trust the judgment of others

– Younger downtime, older functional

4. Involving the consumers enhances their experience5. Innovation can come from operational efficiencies, product or

technology

1. Digital is dominating consumers time, but not with 100% attention2. Google is the remote control to the Internet– Content is more than just words

3. Consumers are different– Men search broad & make their own decision

– Women are specific & trust the judgment of others

– Younger downtime, older functional

4. Involving the consumers enhances their experience5. Innovation can come from operational efficiencies, product or

technology

Constant

change, change

& change

Digital

allows you to

dip your toe in

the water &

Jargon time outQuestionsThoughts

Question to youWhere would you start with digital?

Thank youWant to talk more? Drop me a line:

Dominique Hindhttp://dominiquehind.wordpress.com

m: 0403 300 015

Thank youWant to talk more? Drop me a line:

Dominique Hindhttp://dominiquehind.wordpress.com

m: 0403 300 015

TCC Presentation - Digital 101 (Sydney, AU)

Business