Berlin / 28 June 2012

jonathan.kopp@ketchum.com

@jonathankopp

Jonathan KoppPartner & Global Director

Communicating in the

Era of the Social Web

New Challenges, New Opportunities

A Matter of Perspective

Scared

Excited

The Era of the “Social Web”

Social networking = 19% of the world’s time online. (25% of US time online)

• 3X growth since 2007• Meanwhile, an 8% drop in email in the US• 59% drop in email among US 12-17 year olds

• Blow up the old model.• Re-think all aspects of marketing &

communications.– Content creation– Distribution– Consumption– Success metrics 4

IT’S TIME FOR A RADICAL RE-

THINK

Aim higher. Core Elements of Social Design:

1. Identity: our own institutional & individual sense of self & how we are perceived by our communities.

2. Conversation: the engagement & interaction we have with our various communities.

3. Community: the people we know & trust who help us succeed & cause change to happen.

Note: arrows flow in both directions, from inside out & outside in.

2. Conversation

1. Identity

3. Community

“Social By Design”

Credit: Facebook

Our Entire Web Experience

is Now People Centered

Credit: Matt Hehman, Facebook

10’s 00’s90’s

Browse Search Discover

Search is Reorganizing Around People

Connections Trump Borders

What’s your “livehood?”

Images Trump Words

9What’s Your Image Strategy?

100 billion photos on Facebook, alone!

37% of teens regularly video chatwith each other.

Videos Trump Pics

• 35 million hours of video on the web• 48 hours of video posted to YouTube every minute• 200 billion online videos viewed monthly

• Impact of mobility:– Videos on PCs = 2 minutes per view– iPad videos = 5 minutes per view

Boost Engagement with Interactive Video

www.interlude.fm www.youtube.com/user/ToyotaUSA

Posting commercials online doesn’t make them web videos!

The Social Web is Disrupting Entire Industries

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SHOPPING INFORMATION

HOTELS & HOSPITALITY STATIONARY

MUSIC PHOTOGRAPHY

CHARITY

Businesses Are Reorganizing Around People

“SOCIAL BUSINESS”

Customer ServiceInstantaneous, proactive & responsive issue resolution

for posted messages.

Human ResourcesPosting open jobs; fielding position inquiries; internal comms & community building

Corporate CommunicationsThought-leadership, issue positioning, investor relations, CSR, community relations, crisis management

Community Engagement2-way dialogue with analysts, reporters,

bloggers, activists, etc. interested in discussing

company or industry topics

Commerce & PromotionalDrive consideration & consumption through promotions, coupons & contests

Content PlatformPopulate with news,

photo / video & other content

regarding company

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43% of CNN’s traffic is from social networks, like FB & Twitter

NY Times is down to a daily print &

digital subscriber base of 1.6M

While 5.4M people follow @nytimes on Twitter

The Social Web Is Disrupting the

News

65% of US 18–29 year olds citethe Internet as #1 news source.

Expanded Notion of “Media”Includes New Influencers

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BLOGGERSYOUTUBE PERSONALITIES

technorati.com/blogs/top100/ ; youtube.com

(2 million+ subscribers)

395,000 average primetime viewership.Smallest audience in 20 years.

News. Curated By Us. Filtered By Us.Fed by the Social Web.

news.me flipboard editions

“Traditional ideas about what is opinion and what is news, what is advertising and what is editorial, and the separation between content makers and consumers, are evaporating….

[C]onsumers will decide where the line is drawn, not those of us who are vested by belief or self-interest in the old order.”

– David Carr, 17 June 2012

Social Emerging as the Starting Distribution Point

For Content

Welcome to the Interest Graphtime to move beyond demographics credit: assetmap

Real Time Social Analytics(Demand Real Time Response)

Social Commerce

The New (Measurable) Purchase Funnel 21

GamificationDrivesEngagement(and Sales)

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M-Commerce

Mobile Is No Longer Enough: “SoLoMo”

Forget Screens: Every Surface is Media1. GPS-enabled 2. Image recognition

4. Scan 5. Future3. Hologram

Better Yet, Make It Real.

• 3D printers for less than smartphones• 8 colors (and more!)• From DIY “makers” to mass market• Fujifilm considering 3D print kiosks

Discussion

JonathanKopp @jonathankopp