Beyond Digital - danskemedier.dkdanskemedier.dk/wp-content/uploads/02-IBM.pdfGreater digital...
Transcript of Beyond Digital - danskemedier.dkdanskemedier.dk/wp-content/uploads/02-IBM.pdfGreater digital...
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Beyond Digital
Global trends on connecting
media & entertainment to
the future
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Kasper Risbjerg
Social Business Manager @ IBM
@kasperrisbjerg
dk.linkedin.com/in/kasperrisbjerg/
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Greater digital connectedness is here to
stay
• Worldwide, consumers increasingly
expect content on demand wherever
they are – all the time.
• 78% identified themselves as digital
device adopters; of these, more than
half report reading newspapers online.
• “Connected living” is impacting almost
every aspect of our daily lives
• Emotional dependency on technology
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People check their smart phones an average of 34 times per
day
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More video is uploaded to YouTube in
one month than the three major U.S.
networks created in 60 years
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Digital Device Adoption
Early adopter 12%
Mainstream consumer
35% Late adopter 32%
Straggler 21%
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A Tipping Point
“the moment of critical mass, the threshold, the
boiling point, where little things make a big
difference”
- Gladwell
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How connected
consumers want to
consume content
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Viewing on demand
• Over half of early adopters and
mainstream consumers consume
online video such as Hulu and
Netflix
• 71 percent of adults use video on
demand sites. Parents are the
largest user group – not just young
adults
• 81 percent visit sites like YouTube
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Non-linear viewing
• Consumers are increasingly
distracted
• Three-fourths of adults reported
surfing the web while watching TV
• No longer passive consumers of
media
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Mobile access
• The “place-shifting” capability
• +50% of early adopters and
mainstream consumers regularly
access content on their smart
phones or other portable devices
• In 2015: a gap of 780.8 million
mobile devices vs. 479.1 million
PCs
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Social consumption
• Consuming anywhere while
connecting with people everywhere
• Social content consumption have
also reached a critical mass
worldwide
• 41% upload photos
• 44% post messages
• 52% engage in social networking
• 64% text friends
… while watching TV
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Challenges presented by the changing media
landscape
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Content cannibalization is real
• Traditional media and devices are in
decline
• Breaking news is widely available on
their own sites and on social networking
sites
• +2x as many consumers use online
sources for breaking news than printed
newspapers
• Consumers are showing signs of “cord
shaving” – and even “cord cutting”
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Mass audiences are shattering
• Mass audiences are splintering into
behavioral micro-segments
• Age is far less meaningful than before in
differentiating micro-segments
• Contrary to popular belief, not all early
digital adopters are college age
• 65% of consumers aged 55-64 report
surfing the Web and texting with friends
while watching TV
• Same goes for 49% of consumers aged
65+
• 52-75% uses all of digital content services
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Digital revenue streams have
yet to deliver value that is
comparable to traditional models
Ad-supported models have
yielded a substantially lower
return than broadcast TV, for
example
More than two-thirds of early
adopters are willing to pay for
content
Digital revenue
models generate less revenue
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Go beyond digital to deliver customized
experiences
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Act like a B2C company
• Build direct consumer interactions,
where feasible
• Access and aggregate any direct
consumer information you can
• Wring out compelling consumer insights
down to relevant micro-behavioral
segmentation levels.
• Use deep consumer understanding to
tightly pull together the players together
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Target consumers based on their “digital
personalities”
Providing tailored customer experiences
require insightful consumer profiles that
include digital behavioral personas.
• Profiling consumers on their willingness to
access content and their behaviors in
interacting with and immersing in it
• Using historical “structured” behavioral
selections as well as real-time
“unstructured” data to complete the picture.
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Target consumers based on their “digital
personalities”
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Efficiency Experts
• 41% of the global sample
• These consumers see the adoption of
digital devices and services as a way to
make life easier
• “The path of least resistance”
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Content Kings
• 9% of the global sample
• Dedicated gamers, newshounds, movie
buffs, music lovers and TV fans
• Content Kings want an “all-access
pass” to content
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Social Butterflies
• 15% of the global sample
• Social Butterflies cannot imagine not
being able to instantly access any of
their friends, regardless of time or place
• Highly addictive to social media and
their smartphones
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Connected Maestros
• 35% of the global sample
• Connected Maestros combine the
behaviors of Content Kings and Social
Butterflies with even more sophisticated
behaviors
• Connected Maestros, with their “always
on” behaviors, are a window into the
future
• 32% of Connected Maestros are early
adopters compared to < 5% of the other
digital personalities
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Deliver relevant, enhanced experiences
To be relevant, differentiated customer
experiences have enhanced characteristics
• Seamless integration across devices
• Being personal, insightful, relevant and
contextual
• Immersive, with lines blurred between
being a spectator and being a participant
• Social embedded into the content
Consumers say they look forward to
interacting more personally with digital content
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Deliver relevant, enhanced experiences with
Analytics
• A wealth of real-time data is available
• Aggregate a total picture of a consumer’s digital personality,
habits and priorities across touchpoints
• Integrate past and current data to optimize the use of
customer analytics
• Link to advertising based on customer analytics in real-time
• Drive personalized marketing campaigns tailored to a diverse
array of platforms and devices
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Deliver relevant, enhanced experiences with
Social
• Identify content that is attractive to targeted customer segments and engages them in real-time
• Provide instantaneous access to a shared experience with others in the throes of the same content/ experience
• Create communities based on common interests and tailor marketing messages for “viral” travel along pre-existing social networks
• Create and cultivate brand ambassadors to enhance ratings
• Develop exclusive content for social media users as a customer retention strategy
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Connect consumers, content and
monetization
• Consumers want relevant messaging, pricing models that provide choice and flexibility, and a seamless experience across their devices
• New revenue models need to evolve beyond a “one size fits all” mold and offer the relevancy, choice, integration and packaging options consumers demand
• 39% preferred to watch a movie on a website and pay by viewing ads
• 36% preferred a subscription model on tablets
• 36% preferred to pay per use on smartphones
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Expansion of a game developer’s revenue
model
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• What actions are you taking to build consumer and consumer- style interactions and insights?
• How will you identify the digital personalities of your most important and valuable consumers?
• In what ways can your content be transformed into experiences that leverage analytics and social media?
• What sorts of revenue streams are possible and which payment models should you offer?
Looking ahead
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US Open 2012
• Partnership with ESPN and United
States Tennis Association
• 22 years of collecting and delivering
data
• (Predictive) Analytics: real-time updated
statistics, Slam-tracker
• Social: unique profiles, different ways of
interacting
• Accessible everywhere - virtually and
physically
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US Open 2012
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http://ibm.co/11Mh013
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Picture Courtesy Slide 1. - 2. - 3. http://2.bp.blogspot.com/-1hUF6HKY9kI/TgO0wE4NaVI/AAAAAAAAAJU/GSCWyL8VonM/s1600/mac-pc.jpg 4. http://smc219mikeyoo.files.wordpress.com/2011/03/img_0291.jpg 5. http://www.bt.dk/sites/default/files-dk/node-images/940/5/5940199-skorea-entertainment-music-youtube-psy.jpg 6. http://memecrunch.com/meme/3TB3/no-internet-connection/image.png 7. - 8. - 9. - 10. http://gadgetgrocery.com/reviews/wp-content/uploads/apple-ipad-mini-04.png 11. http://gadgetgrocery.com/reviews/wp-content/uploads/apple-ipad-mini-04.png 12. http://gadgetgrocery.com/reviews/wp-content/uploads/apple-ipad-mini-04.png 13. http://gadgetgrocery.com/reviews/wp-content/uploads/apple-ipad-mini-04.png 14. http://gadgetgrocery.com/reviews/wp-content/uploads/apple-ipad-mini-04.png 15. http://gadgetgrocery.com/reviews/wp-content/uploads/apple-ipad-mini-04.png 16. - 17. - 18. http://2.bp.blogspot.com/-1hUF6HKY9kI/TgO0wE4NaVI/AAAAAAAAAJU/GSCWyL8VonM/s1600/mac-pc.jpg 19. - 20. http://stjamesgettysburg.files.wordpress.com/2013/03/reading-newspaper2.jpg & http://images.theage.com.au/2012/05/22/3316414/ipad-art-wide-SPOTIFY2-420x0.jpg 21. - 22. http://swaussie.se/images/2011/coke_169336876.jpg 23. - 24. - 25. - 26. - 27. - 28. - 29. http://www.amsenergy.com/wp-content/uploads/2012/04/experience1.jpeg
30. http://saffrontech.com/wp-content/uploads/sites/4/2012/10/Brain_Complex_data.jpg 31. http://www.gizbot.com/files/2012/01/ill1.jpg 32. http://images.tandf.co.uk/common/jackets/weblarge/978041552/9780415521642.jpg
33. http://www.thefinishers.org/wp-content/uploads/2012/03/horizon1.jpg