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5 Trends in Digital 5 Trends in Digital MediaMedia
Joakim “Jay” Baage, VP, Content and Joakim “Jay” Baage, VP, Content and Business DevelopmentBusiness Development
Digital Media WireDigital Media Wire
1. WOM Is Best Way To 1. WOM Is Best Way To Spread a Message 2009Spread a Message 2009
76% of consumers don’t believe that 76% of consumers don’t believe that companies tell the truth in companies tell the truth in advertisements, fool us to buy advertisements, fool us to buy producs/services producs/services (Source: Yankelowich)(Source: Yankelowich)
There is one trusted medium left in the There is one trusted medium left in the world - Our friends, their friends, our world - Our friends, their friends, our community of like-minded peoplecommunity of like-minded people
Not New Hype, Just Not New Hype, Just Ignored RealityIgnored Reality
1955 study showed WOM was 7x more 1955 study showed WOM was 7x more effective then newspaper advertising, 5x effective then newspaper advertising, 5x more effective then a personal sales more effective then a personal sales pitchpitch(Source: Katz and Lazarsfeld) (Source: Katz and Lazarsfeld)
2009 technology has allowed us to 2009 technology has allowed us to interact and spread the word virally, interact and spread the word virally, using Web 2.0 technologyusing Web 2.0 technology
Social Media Is WOMSocial Media Is WOM
US connected consumers who have made a purchaseUS connected consumers who have made a purchasebased on a recommendation on a social networking based on a recommendation on a social networking sitesite
(Source: Razorfish Consumer (Source: Razorfish Consumer Experience Report, October 2008)Experience Report, October 2008)
Have made apurchase 48.82%
Have not madea purchase51.18%
Select social media used by Select social media used by US companies 2007 & 2008US companies 2007 & 2008
Social Networking: 27 & 49%Social Networking: 27 & 49% Online Video 24 & 45%Online Video 24 & 45% Blogging 19 & 39%Blogging 19 & 39% Message/Bulletin Boards 33 & 35%Message/Bulletin Boards 33 & 35% Wikis 17 & 27%Wikis 17 & 27% Podcasts 11 & 21%Podcasts 11 & 21% Do not use any 43 & 23%Do not use any 43 & 23%
(Source: The University of Massachusetts Dartmouth Center of (Source: The University of Massachusetts Dartmouth Center of Marketing Research, “Social Media in the Inc. 500”, July 2008)Marketing Research, “Social Media in the Inc. 500”, July 2008)
PlayersPlayers
2. Twitter – hype is over?2. Twitter – hype is over? Traffic rose just 1.47% from April to May, to 19.7 million Traffic rose just 1.47% from April to May, to 19.7 million
unique monthly visitors; traffic to the site grew 752% in unique monthly visitors; traffic to the site grew 752% in 2008, according to Compete2008, according to Compete
Quantcast estimated Twitter had 21.9 million unique Quantcast estimated Twitter had 21.9 million unique visitors in May, down 6% from the prior month visitors in May, down 6% from the prior month
A report from HubSpot analyzed 4.5 million Twitter A report from HubSpot analyzed 4.5 million Twitter accounts and found that a majority of them (54.9%) accounts and found that a majority of them (54.9%) have never sent a single tweet, and 52.7% have no have never sent a single tweet, and 52.7% have no followers at all followers at all
Twitter is currently not monetized, at least not by Twitter is currently not monetized, at least not by Twitter itself, although many bid rumorsTwitter itself, although many bid rumors
Twitter – Social Networking Twitter – Social Networking and Content Distributionand Content Distribution
Twitter – Ways to Make Twitter – Ways to Make moneymoney Dell has revealed that they have made a Dell has revealed that they have made a
total of $2 million in sales thanks directly to total of $2 million in sales thanks directly to @DellOutlet, and a further $1 million in @DellOutlet, and a further $1 million in sales that started on Twitter but were sales that started on Twitter but were completed elsewhere.completed elsewhere.
@DellOutlet and has about 600,000 @DellOutlet and has about 600,000 followers, do the math, that is $5 per followers, do the math, that is $5 per follower, pretty impressive ARPUfollower, pretty impressive ARPU
3. iPhone Apps3. iPhone Apps
Games Have The Most Games Have The Most EngagementEngagement
Swimming Towards The Swimming Towards The TideTide
Only a few (>5%) of Apps are suitable for Only a few (>5%) of Apps are suitable for advertising (enough downloads and long-advertising (enough downloads and long-term users)term users)
Know that only 1% of downloads turn out Know that only 1% of downloads turn out to be long-term usersto be long-term users
Go with Games, Sports and Go with Games, Sports and Entertainment AppsEntertainment Apps
4. Mobile Social4. Mobile Social
US Unique Mobile Social Networking SiteUS Unique Mobile Social Networking Site
Users (millions), Jan 2008 vs Jan 2009Users (millions), Jan 2008 vs Jan 2009
MySpace 1.8 – 5.7MySpace 1.8 – 5.7 Facebook 1.2 – 7.0Facebook 1.2 – 7.0
(Source: Nielsen)(Source: Nielsen)
Facebook 4Facebook 4thth Most Popular Most Popular App App
5. Widgets, Distributed 5. Widgets, Distributed ApplicationsApplications
Portable content, that can be Portable content, that can be posted to social networking posted to social networking profiles and blogs and in that profiles and blogs and in that way shared with friends way shared with friends
Basically allows you to bring Basically allows you to bring the websites, videos and the websites, videos and games with you “mini-games with you “mini-websites”websites”
DMW uses Widgetbox, DMW uses Widgetbox, VodPod, Financial Content , VodPod, Financial Content , Personforce and TwitterPersonforce and Twitter
Slide.comSlide.com LaunchedLaunched
August 2005 August 2005 HeadquartersHeadquarters
San Francisco, California San Francisco, California ReachReach 200+ countries 200+ countries 155+ million unique people/month 155+ million unique people/month
(comScore, combined on/off Facebook (comScore, combined on/off Facebook estimate) estimate)
100 SuperPokes a second 100 SuperPokes a second 5 million sheep thrown a day 5 million sheep thrown a day Major NetworksMajor Networks
Facebook, MySpace, Bebo, Friendster, Facebook, MySpace, Bebo, Friendster, Hi5, Orkut & more Hi5, Orkut & more
AdvertisersAdvertisersStarbucks, Sunkist, Activision, AT&T Starbucks, Sunkist, Activision, AT&T Wireless, Discovery Channel, Estee Wireless, Discovery Channel, Estee Lauder, McDonald's, Lionsgate Films, Lauder, McDonald's, Lionsgate Films, Universal Pictures, Paramount Pictures & Universal Pictures, Paramount Pictures & moremore
But Put In Perspective…But Put In Perspective…
Why Not Bigger Why Not Bigger Investment?Investment?
Why?Why?
33.1% of US marketing executives report 33.1% of US marketing executives report they are never able to measure ROI of they are never able to measure ROI of social media marketing efforts, 25.6% social media marketing efforts, 25.6% hardly ever, and 28.9% only sometimeshardly ever, and 28.9% only sometimes
(Source: Marketing Executives Networking Group (MENG), (Source: Marketing Executives Networking Group (MENG),
November, 2008)November, 2008)
Learn To ListenLearn To Listen
80% of CEOs believe their brand 80% of CEOs believe their brand provides a superior customer experienceprovides a superior customer experience
8% of their customers agree8% of their customers agree
(Source: Bain and Company)(Source: Bain and Company)
You can’t control WOM, You can’t control WOM, only influence itonly influence it
Facilitate conversation Facilitate conversation about your brand, about your brand, product or service product or service
How to control millions How to control millions of inaccurate and of inaccurate and divergent divergent conversations? YOU conversations? YOU DON’T DON’T
Provide value to your Provide value to your consumers through consumers through WOM, show that you WOM, show that you care, don’t push care, don’t push product or serviceproduct or service
Thank YouThank You
Contact: Joakim “Jay” BaageContact: Joakim “Jay” Baage Email: Email: [email protected]@digitalmediawire.com Social Networks:Social Networks:
LinkedIn: joakimbaageLinkedIn: joakimbaageFacebook: baageFacebook: baageTwitter: joakimbaageTwitter: joakimbaageBlogger: Blogger: artsify.blogspot.comartsify.blogspot.comSkype: joakimbaageSkype: joakimbaage
Website: Website: www.dmwmedia.comwww.dmwmedia.com
