10/15/11

New Media andThe Rise of the Crowd

Lanre Aina Business Analyst, Google

2

Understanding New Media

The Implications of New Media

12

3 New Media in Business

The Future of Media4

Google Confidential and Proprietary 3

Understanding New Media

4

What is New Media?

Any form of media with the following characteristics:

• Interaction is defined by Many:Many

• Provide on-demand access to Content

• Anywhere (not bound by geography)

• On any digital device

• With interactive user-feedback

• And creative participation & community formation

around media content

5

The Evolution of MediaMedia is always new

1455

J.Gutenberg’s Print-Press

1830 1895 19301914 1923

1st Photograph

Moving

Picture

Lumiere Brothers

Cross continental

Telephone

Television

Motion P

icture – C

harlie Chaplin

1951 1969 1976 1994

1st long distance electric telegraph line by S.Morse

1843

1st Computer Sold

AR

PA

NE

T

Home Computer

WWWwas born

Interaction defined by: 1:1 and 1:Many

The U

S release control of the Internet

6

The Revolution of Media

Truly interactive, 2-way digital Many:Many conversation, Read and Write Web

1994

WWW

Web 0.5

Web 1.0 45million Users + 250,000 Websites

Web 2.0

Characterized by bulletin board systems, brochureware, digital duplication or versioning, interactivity, read only web 1:Many

Media is always new

BBS

7

Augmented Reality

Google Confidential and Proprietary 8

The Implications of New Media

9

The Implication of New Media• A gradual fading away of geographic boundaries making

physical location less significant for social relationships.

• Users have evolved from just being consumers to participators.

• Democratization of the creation, publishing, distributing and

consumption of media content.

• The rise of the amateur class as a result of the lowered bar of

entry and transaction cost

• The birth of pseudo-cultures and online paradigms. For

example, the fact that information wants to be free.

• Cannibalisation of traditional media.

Google Confidential and Proprietary 10

New Media in Business

11

Understanding the Consumer

12

New Media Cases: Process Integration

What are Nigerians searching for online?

Telecommunications

Health

Internet

Sports

Reference

Lifestyles

Computers & Electronics

News & Current Events

Society

Entertainment

0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0%

USA

Ghana

Nigeria

Nigeria User Search Behavior vs. Ghana vs. USA

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New Media Cases: Entrepreneurs

Michelle PhanNaija Boyz

• More than 470 million total upload views

• Over 1.6million subscriber

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New Media Cases: Online Marketing Campaigns

Nike HyperDunks Derivative Video

• More than 16 million views in aggregate

• Original video generated less than 40 % of overall reach

• 40% derivative videos

• Placement increased campaign by 200%

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New Media Cases: Looking Within

Local Context – Local Stories

N-Reports Backyard Boyz

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New Media in Business

Regardless of media, good business comes down to a simple

process of :

• Identifying customers

• Learning what they want or need

• Feeling their challenge

• Learning how they communicate with one another, and

• Observing how they discover and share information

• Keeping their attention by keeping your brand top of mind –

Attention Economics

Google Confidential and Proprietary 18

The Future of New Media

Current Statistics are staggering

1new member joins LinkedIn every second

10million people

joined G+ in the first week

If Facebook was a country it would be the

3rd largest in the world

The Ford Explorer launch on Facebook generated more traffic than the superbowl

Social gamers will buy $6 billion in virtual goods by 2013. movie goers buy only $2.5 billion in real goods

If Wikipedia were made into a book it would be 2.25 million pages long

e-readers have surpassed book sales

Access

Google Confidential and Proprietary

Cables have landed

Google Confidential and Proprietary 22

Increasing trend among Nigerian Customers

www.yourOpenBook.org

Google Confidential and Proprietary 23

Thank You!

lanre@google.com

- Pay Per Click Advertising Networks (Internet Advertising Model – Where Advertisers bid for keywords). For example, Google AdWords, Yahoo Search Marketing, Microsoft Ad Center

- Cost Per Click Ad Networks (Google Adsense)

- In-Text Advertising

- Cost Per Action CPA Ads.

- Selling Products Online (E-commerce, Classifieds)

- Direct Banner Advertising (Job boards, etc.)

- RSS Feeds Ads

- Premium Content

- Organizing Conferences

- Donations

- Selling Ebooks, Templates

- Audio Ads

- Mentoring Programs