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Trends underpinning digital brand strategy
Patrick CollingsSagacite Brand Agency
Cape TownDecember 2008
by Atzu - http://www.flickr.com/photos/atzu/2860423758/sizes/o/in/set-72157606029559521/
i am a digital immigrant
8trends
The flow, not the contours
The art of gliding 15MB is the new 15 minutes
Our virtual reality
Reassembling the fragmentation
Talking to the listener
Always informed everywhere
The third screen
The flow, not the contours
from mainframe to desktop to internet
internet explorer rapidly losing ground to firefox
myspace sharing social networking with facebook and others
traditional newspapers abandoning the presses for the web
mainstream media battling bloggers
traditional blogging sharing space with micro blogging
altavista was king before google, will cuil manage to dent the colossus
understand where your market is going and why it is going, but
appreciate that the vehicle for getting there will probably change
Talking to the listener
photo by Oliver Wilke (http://www.flickr.com/photos/counterxattack/2827812861/sizes/o/)
just because you built it does not mean they will find it
it’s a big universe out there
1.5bn | 0.3%
internet users and the percentage from south africa
51m | 10%
internet users in africa and the percentage from south africa
12m | 0.03%
active blogs and south africa’s contribution
340m | 0.5%
global blog audience and percentage reading south african blogs
the closed ecosystembeware
they may not find you as you intended them to
blogarticle
rssfeed
bloglink
facebookapp
digglisting
audience
1
3
2
and if they find it, it does not
mean they will listen to you
many / little
few / much
if content is king, then relevant content will rule empires
but, mostly, it is about having a conversation
to talk to your audience you need to understand where they are “listening”,
what they are willing to hear and listen to what they have to say
The art of gliding
you are not in controleven when you think you are
GM’s Chevy Tahoe SUV
video clip of user generated tahoe “commercials”
today, everyone can be a director
video clip of user generated polo “commercial”
collection of guinness ads
video clip of non-sanctioned guinness ad
“... they have to keep on consistently building their brands equity so that when a potentially damaging piece of communication does filter out into the world, their brand is strong enough and their consumers are savvy enough to understand its source is the public domain.”
your brand does not need you to be online
others will put it there
invisibleinvisible
small
watch it
increasingly need to be there
empower
engage, or not
integrate
don’t fake it
don’t box the demographic
7 = soaring + gliding + influencing
accept the loss of complete control and become part of the experience
and conversation
ipod photo by Вася Артёмов (http://www.flickr.com/photos/78518472@N00/2274202900/)
15MB is the new 15 minutes
video clip of ad men employment ad
as a society we are becoming more visual
“video beats pictures beats text” - trendwatching.com 2008 report
what sort of numbers are we talking about
five billionvideos serves each month by youtube
44 percentof all online video consumption
in the U.S.A.
embedded video clip of instructional video
what about the news media
news media is promoting video offlinesouth african media organizations developing
plans with video as an integral offering
4Guidelines
you have to be seen
integrated part of brand communication
parts are greater than the whole
must entertain
speaking of entertainment
brandedentertainment
the future is inside, not around the edges
growth, and projected growth, in product / brand placement in america in usd billions
we will increasingly tell our brand stories in video and need to weave
our brand inextricably into the frames of the video
The third screen
photo by Drinksmachine (http://www.flickr.com/photos/drinksmachine/284991196/sizes/o/)
9.5% | 96%
the third is first
0
750
1,500
2,250
3,000
1985 1990 1995 2000 2005 2010
1 12 88
729
2,058
3,000
projected growth in mobile phones worldwide (in millions)
behind the numbers
with us 80% of the day
92% daily use
a personal statement
more than a phone
photo by Mike Rosales (http://www.flickr.com/photos/bullish1974/473425242/sizes/l/)
but...
90% of US users don’t want mobile marketing72% of US users are annoyed by the idea
however they don’t mind if
it is entertaining
it informs
they are in control
if your digital strategy doesn’t have a mobile component then you need to ask
whether you have a digital strategy. if your digital strategy only has a mobile
componet then you need to ask whether you have a digital strategy
Our virtual reality
we have been preparing for virtuality for some time
Jean Baudrillard (1929 - 2007)
in ourphilosophy
in our literature & films
our children brought virtuality homeour children brought virtuality home
we trade incurrenciesthat we neveractually hold
we immerseourselves inthe game
second lifeintroducedthe reality of virtual worlds tomany adults
video clip of sony home virtual world
virtual worlds were the next evolution of the internet
from september 2006 to june 2008, the number of second life members grew from 800,000 to 14,000,000
they came
during the same period the number of simultaneous second life users grew from 10,000 to 65,000
they played
in the space of 18 months the average value of transactions per day on second life went from $500,000 to between $1m and $2m*
they paid
1,000,000 to 2,000,000
* Figure estimated
in may 2008 over 59,000 people had a positive linden dollar flow, up from 44,600 in september 2007
they profited
32
45
North America Western Europe Far EastAustralasia South America Other
great virtual land rushphilips c|net adidas mercedes
bmw dell mazda microsoft reuters sony bmg vodafone l’oreal ibm mtv
what went wrong?
limited understanding + flawed strategy + rushed implementationis always going to end in tears
life goes on
but is itgoing anywhere...
Photo by Tom Olliver (http://www.flickr.com/photos/bigfez/360937737/sizes/o/)
google kills virtually thousands
thoughts on the future
1virtual worlds are a nascent technologyand may evolve with our children
unique US visitors in Sept 07, in millions
barbiegirls
webkinz
clubpenguin
zwinky
neopets
imvu
second life
gaia
habbo
redlightcenter
kaneva
2recombinant subset of
games and social mediaunlikely to escape the gravitational pull
video games match the connected community of virtual worlds
increasingly video games are embracing user generated content
$34bni n d u s t r y w o r l d w i d e
0
225
450
675
900
2006 2007 2008 2009
829
665
502
346
In-game ad revenue (in millions)
virtual worlds will be a subset of gamesprediction
thesame applies to social media
3we use virtuality to enhance our reality
society has discover a new layer to its existence
4avatars are escaping their virtual worlds
of 23 million and counting
340m i l l i o na c c o u n t s
video clip from beowulf
Ray Winstone
John Malkovich Anthony Hopkins Angelina Jolie
“One of the things our grandchildren will find quaintest about us is that we
distinguish the digital from the real, the virtual from the real. In the future, that will
become literally impossible. The distinction between cyberspace and that which isn’t cyberspace is going to be unimaginable”
William Gibson
Always informed everywhere
video clip of wikitube
geographic reality
augmented reality
user opinion
building on the potential of qr tags, iphone and android are advancing the
concept of always informed everywhere
photo by INTVGene (http://www.flickr.com/photos/intvgene/370973576/sizes/l/)
Reassembling the fragmentation
the very nature of internet content is that it exists in parts
recombinant culture
fractal branding
video clip of faris yakob on recombinant culture
whether we like it or not, remix is here to stay
fractal branding embraces the reality by building the brand
communication into the parts
video clip of the modernista Web 2.0 website
brands must exist in the parts as much as they do in the whole
A bit like playing chess
photo by Chai Dealo (http://www.flickr.com/photos/chaidealo/706692402/sizes/o/)
The tail doesn’t wag the dog
photo by Ninja Poodles (http://www.flickr.com/photos/ninjapoodles/479254139/sizes/o/
For ongoing coverage of and commentary on brands in the digital arena please visit the Brand Architect blog at www.collings.co.za
Thanks to Faris Yakob for his great insights and thinking which help provide the background for the development on my fractal branding model.
Photos are taken from Flickr under a creative commons licence. Thanks to Oliver Wilke for permission to use the crowd shot which introduced the sections titled “Talking to the listener”
Patrick [email protected]+27 (0)83 616 0967