Portland Digital Trends 2013

Digital & Social

Media Trends

January 2013

There are 6 key digital themes

SOCIABILITY DISCOVERY

CONNECTIVITY BIG DATA SCREENS

MOBILITY

We live in a cross-platform world

• In 2013, sales of smart mobile devices will be 3x PCs and laptops

• 80% of twitter usage is on mobile and 50% of all mobile data traffic in the UK is for Facebook

• 2013 will see Google mobiles searches surpass PC

• YouTube is the second biggest search engine and has grown exponentially. 2.4 billion mobile video users are predicted by 2016

Most internet traffic is now non-PC

Mobil platform market share

Two horse race – global ubiquity

Mobility: implications

1 All content optimised for

mobile

Edit with mobile

consumption in mind.

Content must be snackable

2 Rich content for high

speed devices & tablets

Social & search, video,

editorial

There are 6 digital themes



MOBILITY SOCIABILITY DISCOVERY

SCREENS

MOBILITY

• Facebook dominates with 50% of all social networking visits and average visit time of 22 minutes. One billion posts per day are made on Facebook

• Twitter now 500 million users worldwide. Twitter grew 55% in 2012 and accounted for 15% of all social content sharing

• LinkedIn has more than 150 million users

• Pinterest now at 15.5 million users

• Google+ claims 500 million registered users of whom 235 million are active on a monthly basis

• Instagram continues to grow more than 5 million photos uploaded every day

23% of digital time is now social

Internet, social media and mobile penetration around the world

78.6%

65%

106%

42.9% 29.4% 66.2%

69% 54.4% 130%

47.7% 37.5% 155.1%

40.1% 19.9% 68%

38% 18% 103%

*data from Internet World Stats

The role of social media

• Promote and ‘broadcast’ messages

• Allows for social sharing

• Improved search visibility Amplify

• Deeper conversations

• Opportunities for rebuttal

• Shows openness & transparency Engage

• Track issues

• Identify influencers

• Spot opportunities Monitor

• Digital and social are the touch points between citizen and government: 75% of world leaders on Twitter

• Public diplomacy is now digital by default, as is true of more and more govt communications

• Networks are new players in diplomatic events, disrupting the traditional exercise of power

• Foreign ministries need to be alongside those networks to listen, to engage and to understand

• Has implications for internal organisation: need to be able to deal with the necessary speed of response

Implications for governments

Sociability: implications

1 Enable key target influencers to

congregate around the content they

identify with

Create an eclectic range of content for

communities

2 Leverage platforms where influential

targets can share and self-publish

Make long-term investment in social

capabilities to lock-in operational

excellence

3 Create bespoke digital influencer

programs

Identify who spends time where and

follow them




MOBILITY

• 500 years of YouTube video are watched every day on Facebook

• Over 700 YouTube videos are shared on Twitter each minute

• But 81% of all web journeys still start on a search page

Consumers are moving from just searching for

content to expecting content to find them

• Do you have enough 'owned' assets, such as microsites and blogs?

• Is content being targeted at third-party sites that rank high on Google?

• Are press releases and op-eds optimised against search terms?

• Is content being adapted for social media? Not all channels are the same - Twitter is best for conversations, while Facebook suits rich media such as photos or video.

• Consider PPC and Facebook ads

Google is your new front page

Discovery: implications

1

Optimise all content for

search engines &

social platforms

Integrate content and editorial

strategies to drive the

discovery of content

2

Move from campaign

planning and creation

to always on

influencing

All broadcast/editorial can be

‘double clicked’ - create

findable backstories.


CONNECTIVITY ADDRESSIBILITY


SCREENS

MOBILITY

High speed internet is no longer just

tethered to the PC

The Guardian is untethered…

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Online

m.guardian

iphone

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Move from.....

To.....

Connectivity: implications

1

Both occasional ‘big’ content

experiences and a world of

little & lots – test everything

Devise content engagement

strategies not singular

campaigns

2 From static to dynamic

communications

Live engagements through

twitter and facebook, editorial

innovation through video and

multiplatform content

3 ‘Plugged-in’ community is

smaller, but more committed.

How do you create advocacy

not just engagement?




MOBILITY

• Data has allowed the hyper-targeting

of individuals at a behavioural, passion

or special interest points

• What social media was to 2008, data-

driven campaigning was in the 2012

US Presidential behaviour

• Big Data now allows us to understand

user intent, and not just customer

behaviour

Role of ‘Big Data’ in campaigning

• Hyper-personalised media tailored to the individual consumer.

• BBC experimenting video or audio content that’s customized based on real-time data about the people experiencing it (for example, their location, local weather and news events, etc.).

• Addressable advertising now on TV as well as social media

• e-book publisher Coliloquy produces novels that morph their story based on reader preferences

Impact on media

• Tools like Facebook Insights help you quickly understand the size and engagement of your audience

• Posting regularly with engaging content gets more people to talk about you with their networks

• Volumes can be segmented by territory down to city, time period and you can over lay the news stories that break chronologically

• Allows marketeers and campaigners to make informed decision about the activity they undertake. You can test concepts before rolling them out to wider audiences

Role of analytics

‘Big Data’: implications

1

Move from only mass

communications to 1-2-1

engagement at scale

Use the data available to

you to plan and execute

messaging on a micro

level

2

Build a data set through which

we understand key

stakeholders

Partners, twitter, Google

analytics



CONNECTIVITY ADDRESSIBILITY SCREENS

MOBILITY SOCIABILITY DISCOVERY

CONNECTIVITY ADDRESSIBILITY SCREENS

MOBILITY

90% of all UK media consumption is screen based

• UK - 67% of UK Adults watch TV on non linear platforms (Smartphones, tablets, Xbox, and Catch Up)

• Facebook and Twitter use differs according to screen

• Context is the key to unlocking the role of each screen

• Simultaneous or Sequential screens

• The walls between the use of big screens and small screens have collapsed making responses to events and news realtime

Media consumption no longer tethered

Screens: implications

1 Platform neutral content

strategy

Better align content

with stakeholder

consumption habits and

sharing behaviours

2 Become screen aware

Design content with

different screens in

mind, mobility, pc, tv

Summary

MOBILITY “ALWAYS ON AND

CONNECTED”

SOCIABILITY “A PORTFOLIO OF

NEWTORKS TO

BUILD REPUTAION

AND INFLUENCE”

DISCOVERY “FROM SEARCHING

FOR CONTENT TO

IT FINDING ME

FROM TRIUSTED

SOURCES”

CONNECTIVITY “CONTENT ON

MULTIPLE PLATFORMS

AND DEVICES”

ADDRESSIBILI

TY “EXPECTATION OF

CONTENT ONLY

RELEVENT TO ME”

SCREENS “IMULTIPLE

SCREENS MAKES

THE PROXIMITY TO

CONVERSTION

AND INFLUENCE

EVER CLOSER AND

REALTIME

ESTABLISHED:

EMERGENT:

MOBILITY “ALWAYS ON AND

CONNECTED”

SOCIABILITY “A PORTFOLIO OF

NEWTORKS TO BUILD

REPUTAION AND

INFLUENCE”

DISCOVERY “FROM SEARCHING

FOR CONTENT TO IT

FINDING ME FROM

TRIUSTED SOURCES”

BIG DATA “EXPECTATION OF

CONTENT ONLY

RELEVENT TO ME”

SCREENS “IMULTIPLE SCREENS

MAKES THE

PROXIMITY TO

CONVERSTION AND

INFLUENCE EVER

CLOSER AND

REALTIME”

Portland Digital Trends 2013

Technology

Transcript of Portland Digital Trends 2013