The internet as a social phenomenon
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The internet as a social phenomenon
Astana, May 2012
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An introduction to goviral
History:- Founded in 2005- Online video distribution for brands- Introduced CPV to market - Acquired by Aol in 2011 for $96,7m- 8 Offices, 3 partners- Poland, Japan, Australia
Network:- 40.000 publishing partners- 1 million people engaged per day
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“Content marketing is marketers becoming publishers; owning the media instead of renting it. It’s about attracting and retaining customers by creating and curating valuable, compelling and relevant content to maintain or change behavior.”
- Joe Pulizzi, Content Marketing Institute
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1What are users
doing?
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The biggest countries in the world
1,17bn1,33bn
900mn 850mn
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2011
50%50%
A world in need of curationIndex search has peaked
Source: TEDx Santa Cruz:Roger McNamee – Distribution and Engagement presentation
200890% 10%
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Source: Universal MacCann’s Wave 6 study
“Thinking about the internet, which of the following have you ever done?”
Online video is a new mainstream channel
2006 2009 2010 2011
Views per day
100 m1 b
2 b
4 b
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From physical to digital viewing
2011 2012
2.6 2.4
1.4
3.4Physical Online
*Billions of units
Source: Emarketer, 2012
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New forms of content are emerging
60-600 sec
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Video and social are soulmates
100% 120%
35%
100%
75%
+100 millionUsers take a social action on YouTube (likes, shares, comments, etc) every week+ 150 yearsOf YouTube video are watched every day on Facebook (up 2.5x year/year) + 500 tweets per minute containing a YouTube link, 6 new sessions on average per link. (up 3x y/y)
Source: Youtube, 2011
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How social really works!One to Many
DiscoveryOne to one
Echo
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The Daily Me
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What is always on?
The Apple store in NYC is open 24/7 - 365 days a
year.
60 hours of content to Youtube
400.000 people will log in to Facebook
100.000 new tweets will be posted
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Are
a
Production Distribution Audience
200
02
01 2
The value chain is doubling
Advertising Broadcast Destination
Services On-demandSyndication
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2Implications for
business
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Broadband penetration
50%
40%
30%
20%
10%
60%
2004 2005 2006 2007 2008 2009 2010
OECD 2010: +60%
80%70%
90%
Increasing broadband penetration has been the single most determining factor in fuelling the online content revolution
Broadband penetration, 2004-2010
OECD 2004: 10%
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Immediate global distribution
Definition of social media?
Digital infrastructure that accelerates the
velocity of distribution
50m in 50 days
50m in 35 days
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Borders and Amazon
+50%
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Nike as a media companyFacebook pages for brands & athletes, Youtube channels,
Instagram, Twitter, websites and apps
Nike reaches over 100m people, making it one of the biggest media
companies in the world.
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”The great thing about establishing a relationship to consumers is that you never have to advertise to them again”
Stefan OlanderHead of digital sports at Nike
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Nike: From products to servicesProducts Retail & media Design
Eco SystemDigital services Storytelling
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Nike FuelbandNike+ Fuel band
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Next step – the internet of things
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The power of the crowd
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3 laws for a social world
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#2 From renting to owning media
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#2 Every company is a software company
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#3 Bridge the real and the digital world
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