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A seminar presentation by Daemon Group outlining how an organisation could approach digital media and begin to take their stakeholder engagement from communication to conversation.
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Web 2.0: From Communication to Conversation
www.daemondigital.com© Daemon Group 2008
Internet usage
15.3 million web userspenetration >50%
Global web population exceeds 1.3 billionMobile phone subscribers by 2010 – 4 billion
www.daemondigital.com© Daemon Group 2008
www.daemondigital.com© Daemon Group 2008
Internet usage and penetration
0
50
100
150
200
250
300
350
400
450
Asia
Europ
e
N Am
erica
S Am
erica
Africa
Mid
Eas
t
Austra
lasia
0%
10%
20%
30%
40%
50%
60%
70%
80%
N Am
erica
Austra
lasia
Europ
e
S Am
erica Asia
Mid
Eas
t
Africa
Source: www.internetworldstats.com
INTERNET USAGEMillions of users
INTERNET PENETRATIONPercentage of population
www.daemondigital.com© Daemon Group 2008
Time taken to penetrate to 50 million users
13 years
38 years
4 years
Radio
TV
Web
www.daemondigital.com© Daemon Group 2008
The corporate website
is where good content goes to die.
www.daemondigital.com© Daemon Group 2008
Web 2.0 and social media
www.daemondigital.com© Daemon Group 2008
What are the main Web 2.0 applications
• Blogs
• Mashups
• Podcasting
• RSS
• Social networking
• Widgets
• Wikis
www.daemondigital.com© Daemon Group 2008
Four categories of online social networks*
PEOPLE BASEDLinkedin
SPECIAL INTERESTWikipedia
VIRTUAL WORLDSSecond Life
CONTENT BASEDYouTube
*Source: Datamonitor analysis, 2008
www.daemondigital.com© Daemon Group 2008
There are 37 million registered users of Facebook
www.daemondigital.com© Daemon Group 2008
There are 106 million registered users of MySpace
www.daemondigital.com© Daemon Group 2008
If MySpace were a countryit would be the 11th largest in the world
(between Japan and Mexico)
www.daemondigital.com© Daemon Group 2008
The average MySpace page
is visited
30 times each day
www.daemondigital.com© Daemon Group 2008
Globally one new blog is created every second of every day
www.daemondigital.com© Daemon Group 2008
STEP ONE STEP TWO
12 September ‘04
First posting on blog
23 September ‘04
Product recall and settlement of lawsuit
www.daemondigital.com© Daemon Group 2008
Australia’s generational profile
Source: McCrindle Research and the ABS, 2008
www.daemondigital.com© Daemon Group 2008
Digital natives and digital immigrants
www.daemondigital.com© Daemon Group 2008
Welcome to Generation C
The web population as a whole
Consumers 55%
Prosumers 30%
Producers 15%
Generation C
Producers 1%
Prosumers 1%
Consumers 90%
www.daemondigital.com© Daemon Group 2008
77% of 16-29 years olds would rather live without TV than live without the internetNew Paradigm, 2008
Image: Terry’s Chop Shop
www.daemondigital.com© Daemon Group 2008
Share of population which uses social networking
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
65+
55 - 64
45 - 54
35 - 44
25 - 34
18 - 24
www.daemondigital.com© Daemon Group 2008
Australian membership of online social networks
0 2 4 6 8 10 12 14
2007
2012
4.8 million
11.5 million
www.daemondigital.com© Daemon Group 2008
Digital engagement strategy
© Daemon Group 2008
www.daemondigital.com© Daemon Group 2008
www.daemondigital.com© Daemon Group 2008
Digital engagement strategy
© Daemon Group 2008
www.daemondigital.com© Daemon Group 2008
www.daemondigital.com© Daemon Group 2008
Digital engagement strategy
© Daemon Group 2008
www.daemondigital.com© Daemon Group 2008
People use social media to improve their lives*
• Convenience
– 66% research product purchases
• Health
– 61% research health related issues
• Connectivity
– 40% use social networking to make new friends
– 100% communicate with friends every time they go online
– 53% get to know people better online
– 51% are more open on Instant Messenger
*Source: Circuits of Cool/Digital Playground, July 2007
www.daemondigital.com© Daemon Group 2008
How do your audience want to review content?
Read? Listen?
Watch?
www.daemondigital.com© Daemon Group 2008
So how can your organisation
go from Communication to
Conversation using the
participative web?
www.daemondigital.com© Daemon Group 2008
www.daemondigital.com© Daemon Group 2008
www.daemondigital.com© Daemon Group 2008
www.daemondigital.com© Daemon Group 2008
Good Morning Amy,
Thank you for contacting Target; unfortunately we are unable to respond to your inquiry because Target does not participate with non-traditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.
Once again thank you for your interest, and have a nice day.
www.daemondigital.com© Daemon Group 2008
www.daemondigital.com© Daemon Group 2008
www.daemondigital.com© Daemon Group 2008
www.daemondigital.com© Daemon Group 2008
www.daemondigital.com© Daemon Group 2008
www.daemondigital.com© Daemon Group 2008
www.daemondigital.com© Daemon Group 2008
www.daemondigital.com© Daemon Group 2008
www.daemondigital.com© Daemon Group 2008
www.daemondigital.com© Daemon Group 2008
www.daemondigital.com© Daemon Group 2008
93% of Chinese kids aged under 14 have at least one friend
online that they have never actually met
www.daemondigital.com© Daemon Group 2008
What’s your favourite thing?
www.daemondigital.com© Daemon Group 2008
www.daemondigital.com