digital wtf version 2 december 2008

Digital WTF?

Southampton Solent Universitynick.gill@fivebyfivedigital.com

bluurb.wordpress.com

December 2008Find this presentation on slideshare.net/bluurb

WTF am I?12 years man and boy…

Living a digital life

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

164 minutes online everyday

Death of TV?

148 minutes watching TV everyday

Sources: Google 2008, UK average media minutes

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

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

Source: Yahoo!/OMD

Social networking is culturally assimilated

People are spending less time on communicationand content sites and more on consumer generated media (+47%),

search (+13%) and entertainment (+8%) sites“ ”Sources: Forrester, 2007 & The Guardian, 2007, study of 14- to 24-year-olds, eMarketer 2007

Yeah, but what do they do on these social networks?

Voyeur

Chatting

Planning

Discovering

Sources: Forrester, 2007

Brand ownership has fundamentally shifted

Consumers expect to be involved,engaged and invited to collaborate

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

The consumer has evolved…

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

They want content thatinforms, educates and entertains

Raised more than$300,000,000 frompublic donations of

less than $200

Source: IAB Engage 2008

1.5m registered on MyBarackObama.comemail campaign to galvanise supporters to raise moneyBuilt opt–in database of 3 million mobile numbers.Facebook co-founder, Chris Hughes, hired early in 2007

Source: IAB Engage 2008

UGC (2006)

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

Starbucks Vs Oxfam

“Starbucks' response is unique in that the

corporation managed Oxfam's unconventional

assault in a very unconventional way, via YouTube. Regardless of

the outcome of this particular incident, the

move on Starbucks' part comes off as unmistakably

in touch with today's communication modes

and methods”

http://slashdot.org/article.pl?sid=07/01/02/2117236&from=rsshttp://www.irwebreport.com/daily/2007/01/08/starbucks-answers-activists-on-youtube/

Other fun stuff

Thanks & get in touch with any thoughts

nick.gill@fivebyfivedigital.com

nr_gill@hotmail.com

bluurb.wordpress.com

twitter.com/nicholasgill

linkedin.com/in/nicholasgill

facebook.com/people/Nicholas_Gill/706150057

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