Web2 Infection Session

Digital Infection 1

Today…

• Some boring but essential stuff to make you sound clever

• Some big macro societal trends

• Who is online?

• What are the implications for all of us?

UK online households

Source: Continental Research Autumn Internet Report 2008

% o

f U

K H

ouse

hold

s

26%31%

41%

50% 50%56%

62%

2000 2001 2002 2003 2004 2005 2006

72%

2007

Over 85% broadband

-5

-7-8 -8 -8

-14

-18

-12

-15

-21-22

-12

-27

-13

-4-5 -5

-7

-10

-13

-20

-2

-5 -5

-2

-4

-8

-18

-30

-25

-20

-15

-10

-5

0

Use gamesconsoles

Listen toradio

Readmagazines

Real localnewspaper

Watch video /DVD

Readnational

newspaper

Watch TV

All Individuals 15-24 years old 25-44 year old 46-65 years old

Source: Ofcom research April 2006

It’s becoming harder and harder to reach consumers through traditional media channels

Reduced consumption resulting from homes online with broadband

%

Some need to know stats

70% of 16-24 year olds are using social networking sites

A new blog is created every second (71million worldwide) – 4m UK bloggers

The internet has overtaken radio as the second most consumed medium after TV

Internet expenditure has overtaken advertising national newspapers

The UK now leads the world for share of advertising spend (12%) online as the global average is currently 5.8%Google’s ad

revenue is more than Channel 4’s

And ITV’s

What is Web 2.0?

Are brands really spendingmoney on this?

Are people really doing stuff like this?

Read Web

Read-Write Web

Thinking Web

Macro Societal Trends

We believe that…

www.gapingvoid.com

One World

CONTROL

We see three macro-trends

“I want it, when I wantit, where I want it”

CONTROL PARTICIPATION

We see three macro-trends

“I want it, when I wantit, where I want it”

“I have a POV and want to share it”

CONTROL PARTICIPATION TRANSPARENCY

We see three macro-trends

“I want it, when I wantit, where I want it”

“I have a POV and want to share it”

“Just tell it to me straight, don’t hide

stuff”

Target Audience Definition

“Like many of you, I’m a digital immigrant. I wasn’t weaned on the web, nor coddled on a computer.

Instead, I grew up in a highly centralized world where news and

information were tightly controlled by a few proprietors, who deemed to tell us what we could and should know. My two young daughters, on the other

hand, will be digital natives....

http://en.wikipedia.org/wiki/Digital_native

Like it or not we are all Digital Immigrants

Implications for the way in which we approach comms are massive

What’s new - Speed

http://thirdrate.com/kryptonite_files/2.mov

Picked up by Metafiler and spread within days across thousands of bogs and websites

A video is created and posted online showing how this is done 1 million downloads

Picked up New York Times, CNN, BBC etc

One post on one message board, alerting people to the fact that theselocks could be opened with a Bic pen (170,000 see posting)

14th Sept 17th Sept 17th Sept 23rd Sept

Kryptonite had to offer a free exchange on every $100 lock

Over 400,000 have been exchanged

They have just settled a class action law suit

What’s new - Scale

$4 billion wiped off the Apple share price

What’s new - Stored

The internet pickles in aspic…Google never forgets…

Web Mapping can help

‘i phone’ web map run after Apple conference announcement of iphone

‘ice phone’ web map run Jan 12th

It’s important for brands to think about HOW they behave in the digital space:

Mapping The New Rules for Brand Behaviour

It’s critical to understand the digital “Value Exchange”

In the off-line world the “value exchange” is well accepted

(TV, print, radio etc)

What do people get in exchange forengaging and interacting with brands

in the digital space?

How can a brand’s presence in the digital space enhance the user

experience and provide something of real value?

People are angry about perceived brand “intrusion” into the digital world

1. Be Useful

It is digital branded experiences?

Based out of active consumer insight

2. Be Honest

Brands who faked it…

When brands try to initiate debates by pretending that they are real grassroots consumers, it is fake grassroots activity and it is called astro-turfing.

Brands such as PSP, MTV, Wal Mart and Microsoft have all been recently burnt by astro-turfing. Bloggers are quick to pounce as are traditional media outlets.

3. Be Inclusive

Being inclusive online means engaging your target audience so that they feel that they have “ownership” of the brand too

Three Things To Remember Going Forward

1. MACRO TRENDS– Control– Participation– Transparency

2. IT’S ALL ABOUT VALUE - How are we addressing The Value Exchange

3. ENGAGEMENT/BEHAVIOUR RULES– Be Useful– Be Honest– Be Inclusive

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