Trends That Matter, Online Influence and Other Stuff

Neville HobsonHead of Social Media EuropeWCG London

www.wcgworld.com

September 21, 2010

http://twitter.com/jangles

http://www.gapingvoid.com/Moveable_Type/archives/2007_05.html

Contents are proprietary and confidential.

Media Consumption Is Changing

Contents are proprietary and confidential.

Does This Really Work?

Life of a 15-29 year old

• Email is for parents

• SMS is the way to chat

• Content is on-demand and mobile

• Don’t read newspapers

• Mobile phone is the central device

• The internet is social

• Trust peers more than experts

Contents are proprietary and confidential.

In 2009, the University of Manchester instituted an

SMS text service that allows students to communicate with each other and with

professors

SMS: A Simple Technology Changing How We Communicate

• Industry creates SMS in the 90s Nokia starts SMS for information services and over the

air service profiling

Nobody Cares

• Year 2000 – Consumers Take Over Europe leads as ringtones drive interest

$1bn market created

New user language

• Year 2006 – Twitter is formed SMS online

E-Commerce begins via Twitter

Contents are proprietary and confidential.

Top 10 Online Influence Areas

Contents are proprietary and confidential.

Why Video is Becoming the Favourite Place to Learn

• 2005: YouTube created by three former PayPal employees High growth of broadband and fibre-optic access

Bigger pipes, easier to view video

• Why video learning is so important Visual info can improve understanding of spoken words

as much as sixfold (Baylor)

The brain uses images to clarify ideas; interact with images to create engagement; and augment memory with persistent and evolving views (TED 09)

• A new prime time now exists: 9pm to 1am (local) Highest rate of video viewing around world

Contents are proprietary and confidential.

• Language: customers speak online in their first language 10 languages reach 95% of the world’s population

• Location: Facebook, Twitter, forums

• Time of Day: Low volume during day, high volume in evenings

A Tectonic Shift is OccurringWhere and When Conversations Occur

The new prime time is 9pm to 1am around the world

The Top Countries Online Worldwide

Contents are proprietary and confidential.

Europe Online

Contents are proprietary and confidential.

We Know the Trends…But How Can We Really Capitalize On Them?

#1 Search is most often the place first impressions are formed

#2 YouTube is now the 2nd largest search engine

#3 <50 influencers drive share of conversation for major topics

#4 Peers look to their colleagues for advice 75% of the time

#5 Media is no longer “offline and online”. It is now just “media”

#6 Consumers like to do three things: share ideas, product knowledge and solutions

#7 Ten areas of online influence drive all content flow

#8 Issues can be discovered and addressed days/weeks before they become public

#9 The questions consumers care about are right in front of us

#10 A new measurement model is required

In Summary…

• Listen – know your customer’s world online with precision

• Learn – make it easy to have all news at your fingertips

• Focus on actionable insights – what exactly can inform your strategy

• Identify who drives share of conversation – know the exact rank order of each influencer online

• Expand your reach with a clear focus – launch a new way to add value and engage with your customers/ communities

Neville HobsonHead of Social Media, Europe

WCG25 Southampton Buildings, London WC2A 1AL, UKdirect +44 7824 33 7000 skype nevonskypetwitter @janglesemail nhobson@wcgworld.comblog.wcgworld.com

Thank You