Date post: | 17-Oct-2014 |
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Business |
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Future of Digital Engagement
Friday, 19 November 2010
Before we start....
Friday, 19 November 2010
Digital Quiz
Friday, 19 November 2010
Digital Quiz
1. How many Australian’s access Facebook from their mobile last month?
Friday, 19 November 2010
Digital Quiz
1. How many Australian’s access Facebook from their mobile last month?
3,800,000 (9,800,000 from the web, 25mins a day)
Friday, 19 November 2010
Digital Quiz
1. How many Australian’s access Facebook from their mobile last month?
3,800,000 (9,800,000 from the web, 25mins a day)
Friday, 19 November 2010
Digital Quiz
1. How many Australian’s access Facebook from their mobile last month?
3,800,000 (9,800,000 from the web, 25mins a day)
2. What was the most popular search term in 2009?
Friday, 19 November 2010
Digital Quiz
1. How many Australian’s access Facebook from their mobile last month?
3,800,000 (9,800,000 from the web, 25mins a day)
2. What was the most popular search term in 2009? Michael Jackson (followed by Twitter)
Friday, 19 November 2010
Digital Quiz
1. How many Australian’s access Facebook from their mobile last month?
3,800,000 (9,800,000 from the web, 25mins a day)
2. What was the most popular search term in 2009? Michael Jackson (followed by Twitter)
Friday, 19 November 2010
Digital Quiz
1. How many Australian’s access Facebook from their mobile last month?
3,800,000 (9,800,000 from the web, 25mins a day)
2. What was the most popular search term in 2009? Michael Jackson (followed by Twitter)
3. How many searches do consumers do before buying insurance?
Friday, 19 November 2010
Digital Quiz
1. How many Australian’s access Facebook from their mobile last month?
3,800,000 (9,800,000 from the web, 25mins a day)
2. What was the most popular search term in 2009? Michael Jackson (followed by Twitter)
3. How many searches do consumers do before buying insurance?
6.5 searches
Friday, 19 November 2010
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
Friday, 19 November 2010
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
Questions
welcomed
throughout,
but we also have
some time at
the end
Friday, 19 November 2010
1. What is the Internet?
1. What is the Internet?
2. Australian’s Online Habits 3. Game Changers 4. Key Take Outs
Friday, 19 November 2010
1. What is the Internet?
1. What is the Internet?
2. Australian’s Online Habits 3. Game Changers 4. Key Take Outs
Friday, 19 November 2010
Look backwards to Look forward
Friday, 19 November 2010
Quick history of the Internet
“Oh My God What Happened and What Should I Do?- Innovative Thunder
Friday, 19 November 2010
Quick history of the Internet
1969Internet was Born
1971First eMail
1983First Mobile
1990DSLBorn
1990Interneton Phone
1993China’sGolden Shield
1994/95Yahoo!
1994First Banner Sold
1997/98CD’sSold
1998Napster1995
eBay
1989WWWBorn
“Oh My God What Happened and What Should I Do?- Innovative Thunder
Friday, 19 November 2010
Quick history of the Internet
“Oh My God What Happened and What Should I Do?- Innovative Thunder
Friday, 19 November 2010
Quick history of the Internet
1998Google
2000GoogleAds
2000File Sharing
2000.ComBubble
2001iTunes
2001iPod
2003MySpace
2003Skype
2004UTMSHigh SpeedMobile Web
2004Facebook
2005Murdoch buys MySpace $580M
“Oh My God What Happened and What Should I Do?- Innovative Thunder
Friday, 19 November 2010
Quick history of the Internet
“Oh My God What Happened and What Should I Do?- Innovative Thunder
Friday, 19 November 2010
Quick history of the Internet
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
2010
“Oh My God What Happened and What Should I Do?- Innovative Thunder
Friday, 19 November 2010
Quick history of the Internet
2005YouTube
2006OnlineTravel
2006Google buys YouTube
2006YouTubeOpens up
2006Tweeting
2007Google Books
2007iPhone & iTouch
20081/8 Married Couples met online in USA
2009Dell Sells $6M via Twitter
2010
“Oh My God What Happened and What Should I Do?- Innovative Thunder
Internet is
constantly
undergoing change -
it’s important to
stay on top of it!
Friday, 19 November 2010
2. What are Australian’s doing online?
1. What is the Internet?
2. Australian’s Online Habits 3. Game Changers 4. Key Take Outs
Friday, 19 November 2010
2. What are Australian’s doing online?
1. What is the Internet?
2. Australian’s Online Habits 3. Game Changers 4. Key Take Outs
Friday, 19 November 2010
11
Australian’s online in 2009 & 2010
Of Australian internet users have home broadband
98% Of Australians are online
84% Spent online every week, by the average Australian internet user
17.6 hrs
Have used a mobile to access the internet
36% Have made a purchase online 96% 20
hrs Of video uploaded to YouTube every minute
Nielsen Online Internet and Technology Report 2009-10
Friday, 19 November 2010
!"#$%&'(%")!%"$&(*!&+$%,(-(.+$%,(/010(
Friday, 19 November 2010
Australian’s eCommerce spend
Source: eMarketer Australian Online Report, April 2010 & Nielsen Internet Technology Report, 2009 – 2010 (April 2010)
Friday, 19 November 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)
Friday, 19 November 2010
What are females doing online?
Friday, 19 November 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
Friday, 19 November 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
Digital advocacy & trusting opinions
Friday, 19 November 2010
What are males doing online?
Friday, 19 November 2010
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
Friday, 19 November 2010
What are males doing online?
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
Friday, 19 November 2010
What’s happening by age group?
Friday, 19 November 2010
What’s happening by age group?
16yrs 50yrs+
FUNCTIONALTravel
Government Paying bills
DOWNTIMESocial networkingInstant Messenger
Downloading
98%
97%
91%
81%
76%
61%
98%
89%
83%
74%
51%
49%
99%
90%
62%
52%
43%
24%COM
MU
NIC
ATIO
N C
HAN
NEL
S
Friday, 19 November 2010
What’s happening by age group?
16yrs 50yrs+
FUNCTIONALTravel
Government Paying bills
DOWNTIMESocial networkingInstant Messenger
Downloading
98%
97%
91%
81%
76%
61%
98%
89%
83%
74%
51%
49%
99%
90%
62%
52%
43%
24%COM
MU
NIC
ATIO
N C
HAN
NEL
S
All ages &
genders are getting
more & more
comfortable
communicating
online.
Friday, 19 November 2010
Digital channels continue to grow
Newspapers
Broadcast TV
Magazines
Broadcast Radio
Eight Track
1970
Friday, 19 November 2010
Digital channels continue to grow
Newspapers
Broadcast TV
Magazines
Broadcast Radio
Eight Track
1970
Newspapers
Broadcast TV
Magazines
Broadcast Radio
Cassette Tapes
Walkman
VCR
Cable TV
Personal Computer
Console Video Games
PC Video Games
1990
Newspapers
Magazines
Broadcast TV
Radio
CD Player
Cable TV
Personal Computer
Satellite Television
Internet
Mobile Phone
DVD Players
Satellite Radio
MP3 Players
Tivo
Slingbox
iPod
Blogs
Online Video
Mobile Internet
Console Video Games
PC Video Games
MMORP Games
Mobile Games
Download Movies
Podcasts
Instant Messaging
Social Networks
SMS
Mobile Video
2010
Friday, 19 November 2010
Digital channels continue to grow
Newspapers
Broadcast TV
Magazines
Broadcast Radio
Eight Track
1970
Newspapers
Broadcast TV
Magazines
Broadcast Radio
Cassette Tapes
Walkman
VCR
Cable TV
Personal Computer
Console Video Games
PC Video Games
1990
Newspapers
Magazines
Broadcast TV
Radio
CD Player
Cable TV
Personal Computer
Satellite Television
Internet
Mobile Phone
DVD Players
Satellite Radio
MP3 Players
Tivo
Slingbox
iPod
Blogs
Online Video
Mobile Internet
Console Video Games
PC Video Games
MMORP Games
Mobile Games
Download Movies
Podcasts
Instant Messaging
Social Networks
SMS
Mobile Video
2010
Friday, 19 November 2010
Digital channels continue to grow
Newspapers
Broadcast TV
Magazines
Broadcast Radio
Eight Track
1970
Newspapers
Broadcast TV
Magazines
Broadcast Radio
Cassette Tapes
Walkman
VCR
Cable TV
Personal Computer
Console Video Games
PC Video Games
1990
Newspapers
Magazines
Broadcast TV
Radio
CD Player
Cable TV
Personal Computer
Satellite Television
Internet
Mobile Phone
DVD Players
Satellite Radio
MP3 Players
Tivo
Slingbox
iPod
Blogs
Online Video
Mobile Internet
Console Video Games
PC Video Games
MMORP Games
Mobile Games
Download Movies
Podcasts
Instant Messaging
Social Networks
SMS
Mobile Video
2010
More
channels, same
marketing
budgets
Friday, 19 November 2010
Newspapers decreasing, Digital increasing
Friday, 19 November 2010
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
Friday, 19 November 2010
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)
Friday, 19 November 2010
GIO: encouraging search on TVC
Friday, 19 November 2010
GIO: encouraging search on TVC
GIO already
incorporating ‘search
box’ into TVC &
press ads
Friday, 19 November 2010
Consumers are using search for deals
Friday, 19 November 2010
Consumers are using search for deals
Friday, 19 November 2010
Search results display content
Friday, 19 November 2010
Search results display content
Friday, 19 November 2010
What are we are doing on our mobile?
Source: Nielsen Internet Technology Report, 2009 – 2010 (April 2010)
Friday, 19 November 2010
What are we are doing on our mobile?
Source: Nielsen Internet Technology Report, 2009 – 2010 (April 2010)
Friday, 19 November 2010
Jargon time outQuestionsThoughts
Friday, 19 November 2010
3. Game ChangersThree game changes: Google, Apple & Social
1. What is the Internet?
2. Australian’s Online Habits 3. Game Changers 4. Key Take Outs
Friday, 19 November 2010
3. Game ChangersThree game changes: Google, Apple & Social
1. What is the Internet?
2. Australian’s Online Habits 3. Game Changers 4. Key Take Outs
Friday, 19 November 2010
3 Black Swans in the digital world
Friday, 19 November 2010
3 Black Swans in the digital world
Friday, 19 November 2010
1. GOOGLE DOMINATION
Friday, 19 November 2010
Google domination• Started in 2000 in a garage in Palo Alto CA
• Mission to organise / classify the world’s information
Friday, 19 November 2010
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
Friday, 19 November 2010
• 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
Friday, 19 November 2010
Google domination
Friday, 19 November 2010
Google domination
Friday, 19 November 2010
Google domination
Friday, 19 November 2010
Google domination
Friday, 19 November 2010
Google domination
Friday, 19 November 2010
Google domination
Friday, 19 November 2010
Search in AU
91%
9%
Google Yahoo
69%
19%
12%
Google Yahoo Bing
Friday, 19 November 2010
2. STEVE JOBS & APPLE
Friday, 19 November 2010
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
Friday, 19 November 2010
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
Friday, 19 November 2010
A rebel with a cause...
“I want to put a ding in the universe....”
“...Why join the navy if you can be a pirate?....”
Friday, 19 November 2010
Snubbed their nose at Industry
“I want to put a ding in the universe....”
Friday, 19 November 2010
Snubbed their nose at Industry
“I want to put a ding in the universe....”
Friday, 19 November 2010
Reinvented the Computer
“I want to put a ding in the universe....”
“...Why join the navy if you can be a pirate?....”
Friday, 19 November 2010
Reinvented the Computer
“I want to put a ding in the universe....”
“...Why join the navy if you can be a pirate?....”
Friday, 19 November 2010
Inspired a Generation(al change)
“I want to put a ding in the universe....”
“...Why join the navy if you can be a pirate?....”
Friday, 19 November 2010
Inspired a Generation(al change)
“I want to put a ding in the universe....”
“...Why join the navy if you can be a pirate?....”
Friday, 19 November 2010
Reinvented Communication
“I want to put a ding in the universe....”
“...Why join the navy if you can be a pirate?....”
Friday, 19 November 2010
Reinvented Communication
“I want to put a ding in the universe....”
“...Why join the navy if you can be a pirate?....”
Friday, 19 November 2010
Created a Market Place
“I want to put a ding in the universe....”
“...Why join the navy if you can be a pirate?....”
Friday, 19 November 2010
Created a Market Place
“I want to put a ding in the universe....”
“...Why join the navy if you can be a pirate?....”
Friday, 19 November 2010
RedLaser: Best price finder
Friday, 19 November 2010
RedLaser: Best price finder
Friday, 19 November 2010
RedLaser: Best price finder
Changes the
shopping
experience!
Friday, 19 November 2010
USAA: iPhone cheque depost
Friday, 19 November 2010
USAA: iPhone cheque depost
Friday, 19 November 2010
USAA: iPhone cheque depost
Technology
advancing
banking
Friday, 19 November 2010
SquareUp: eCommerce on the go
Friday, 19 November 2010
SquareUp: eCommerce on the go
Friday, 19 November 2010
SquareUp: eCommerce on the go
People become the
retailers
Friday, 19 November 2010
CommBank: Virtual Property Guide
Friday, 19 November 2010
CommBank: Virtual Property Guide
Friday, 19 November 2010
CommBank: Virtual Property Guide
Private
information is not
so private!
Friday, 19 November 2010
INSPIRED OTHERS
Friday, 19 November 2010
Qantas: Check in on the go
Friday, 19 November 2010
Qantas: Check in on the go
Friday, 19 November 2010
Qantas: Check in on the go
Increase
convenience &
customer
experience
Friday, 19 November 2010
SOCIAL MEDIA IN AUSTRALIA
Friday, 19 November 2010
Social Media in Australia
Social Media
Brands
Friends & Family
Games
Networks
Music Sport
GeographyMobile
Communicate Politics
Social Causes
Friday, 19 November 2010
Australian Social Media
0 7.5 15 22.5 30
21.2
16.92
10.386
Australian Population
Internet Population
Social Media Population
79.6%
61%
nielsen - social media report. Wave 3:2009-2010
Friday, 19 November 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)
Australian Social Media
1 in 4.5 mins
online Globally
nielsen - social media report. Wave 3:2009-2010
Friday, 19 November 2010
Australian Social Media
nielsen - social media report. Wave 3:2009-2010
Friday, 19 November 2010
Social Media & Mobile
Percentage of AU Popn. - Access Social Media by Mobile Device
100% Year on Year
Growth
nielsen - social media report. Wave 3:2009-2010
Friday, 19 November 2010
Social Media & Mobile
0% 7.5% 15% 22.5% 30%
6%
13%
26%
2007
2008
2009
Percentage of AU Popn. - Access Social Media by Mobile Device
100% Year on Year
Growth
nielsen - social media report. Wave 3:2009-2010
Friday, 19 November 2010
Twitter Popn. Activity - last 12 months
Top 10 Au Site - Ever by TrafficMost Engaging of all Social Media Platforms for Brands
16% are
Mobile
Users
nielsen - social media report. Wave 3:2009-2010
Friday, 19 November 2010
53% 54.75% 56.5% 58.25% 60%
54%
59%
56%
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
Users
nielsen - social media report. Wave 3:2009-2010
Friday, 19 November 2010
Social Media & Brands
Followed a Brand via SMPublished an opinion on a Brand Read an opinion about a Brand
nielsen - social media report. Wave 3:2009-2010
Friday, 19 November 2010
Social Media & Brands
0% 22.5% 45% 67.5% 90%
34%
45%
86%
2009
Followed a Brand via SMPublished an opinion on a Brand Read an opinion about a Brand
nielsen - social media report. Wave 3:2009-2010
Friday, 19 November 2010
Social Media & Brands
% Brand Categories Followed in Social Media
nielsen - social media report. Wave 3:2009-2010
Friday, 19 November 2010
Social Media & Brands
0% 5% 10% 15% 20%
18%
14%
11%
9%
0.01%
Retail / Fashion
FMCG
Charities
Political Parties
Retail Banks
% Brand Categories Followed in Social Media
nielsen - social media report. Wave 3:2009-2010
Friday, 19 November 2010
Social Media = a diet staple
Friday, 19 November 2010
Social Media = a diet staple
Friday, 19 November 2010
Social Buying
Friday, 19 November 2010
• 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
Brand
Interactions
Friday, 19 November 2010
• 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
o. 1
Activity after SM
Brand
Interactions
nielsen - social media report. Wave 3:2009-2010
Friday, 19 November 2010
Important Logos on your site ...
Friday, 19 November 2010
Important Logos on your site ...
Friday, 19 November 2010
4. What are the key take outs?Summary
1. What is the Internet?
2. Australian’s Online Habits 3. Game Changers 4. Key Take Outs
Friday, 19 November 2010
4. What are the key take outs?Summary
1. What is the Internet?
2. Australian’s Online Habits 3. Game Changers 4. Key Take Outs
Friday, 19 November 2010
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
Friday, 19 November 2010
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
Constant
change, change
& change
Friday, 19 November 2010
What are the key take outs?
Friday, 19 November 2010
What are the key take outs?
Digital
allows you to
dip your toe in
the water &
learn
Friday, 19 November 2010
Jargon time outQuestionsThoughts
Friday, 19 November 2010
Thank youWant to talk more? Drop me a line:
Dominique Hindhttp://dominiquehind.wordpress.com
m: 0403 300 015
Friday, 19 November 2010
Thank youWant to talk more? Drop me a line:
Dominique Hindhttp://dominiquehind.wordpress.com
m: 0403 300 015
Friday, 19 November 2010