digital wtf 14.04.08

DigitalWTF?

Southampton Solent University14 April 08

nick.gill@fivebyfivedigital.combluurb.wordpress.com

• Purpose– WTF is digital?

• Outcome– You know what digital is, what’s happening &

how you might go and play in it

• Structure– Informal discussion

• Timing– 1 hour or so

WTF am I?

Nice people we work with

Work that oozes digital goodness | sites

Work that oozes digital goodness | advertising

Work that oozes digital goodness | email

Work that oozes digital goodness | viral/widget

[When they were BHWG]

12 years man and boy…

Living the dream…

So… digital

How many do you do?

1. I email useful information to colleagues

2. I send photos to friends

3. I use instant messenger

4. I have participated in a peer poll

5. I have submitted a book review to Amazon

6. I have submitted seller feedback to eBay

7. I read or contribute to on-line discussion groups

8. I contribute personal opinions to a website

9. I write my own Blog

10. I create multimedia content and post to the Internet

“It’s not about mass media, it’s about My

Media”

Farzad Nazem – CTO, Yahoo

“Traditional advertising doesn’t work.

And companies who don’t get wise to this are going to fail.”

Sergio Zyman, The End of Advertising As We Know It

Hugh MacLoud, gapingvoid.com

UK media 30 years ago…

Sources: OfCom

3 TV channels 6 radio stations

3,500 magazine titles

UK media today...

Sources: OfCom, Wikipedia

250+ TV channels

500+ radio stations

10,000+ magazine titles

39.1m internet users (64.2%)

But not just penetration… broadband drives interactivity

& engagement

Average amount of time spent online increased x4 in last 4

years (20hrs pm)

110% mobile phone penetration

1 billion text messages sent weekly

38% mobile internet usage by 2012

UK media today...

Sources: Yahoo! 2006, eMarketer 2007 & OfCom Q1 2006, International Telecommunications Union and Veronis Suhler Stevenson, Economist 2004, Forrester

What does this mean?

Source: Advertising: It's Everywhere, Media Awareness Network, 2005.

Always on culture…today’s consumer mashes 44hrs into 24hr

Source: Yahoo!/OMD

Consumers trust their peers more than they trust marketers

Recommendations fromother consumers

Brand websites

TV ads

Sources: Forrester/Intelliseek Research 2006, Yankelovich Monitor 2004/05

Not as overwhelmed by information as they used to be58% 1999

“I’m overwhelmed by all the sources of information avail;able today.”

45% 2004

Want to try before they buy

More and more watching film trailer online before buying ticketsiTunes have shifted record buying. Sample the singles then buy the album.

Pride themselves on seeing through the marketing speak & spin

58% 2005

“It’s important to be seen as somebody who can see through the exaggeration & the hype.”38%

Implication: consumers are harder to find

Demographics alone don’t cut it

The atomisation of the web has made these complexities harder to overcome

Brand “ownership” has fundamentally shifted.Consumers expect to be involved, engaged and invited to collaborate

Sources: David Armano, http://darmano.typepad.com/logic_emotion

From SHOUTING to conversations

web 1.0 / mass media

web 2.0

The consumer has evolved…

They have on demand expectations

They want real-time dialogue

They want personal experiences

Sources: Greg Verdino, http://gregverdino.typepad.com/

Advertising isn’t relevant...

Content that informs, educates and entertains is. In short…

Engagement

Engagement…

Pop culture

Entertainment

Social networks & communities

Popular Culture

UGC (2006)

Sources: http://www.slideshare.net/nschock/web-20-and-the-online-conversation

Entertainment

Social Networks & Communities

Thanks & get in touch with any thoughts

Five by Five4 Grosvenor Square, Southampton, Hampshire, SO15

2BE023 8082 8500

fivebyfivedigital.com

nick.gill@fivebyfivedigital.com

nr_gill@hotmail.com

bluurb.wordpress.com

twitter.com/nicholasgilllinkedin.com/in/nicholasgill

facebook.com/people/Nicholas_Gill/706150057

digital wtf 14.04.08

digital goodness email

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