avoiding adhd: engaging consumers in a multi-screen world

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AVOIDING ADHD*

ENGAGING CONSUMERS IN A MULTI-SCREEN WORLD

* ATTENTION DEFICIT HOMEVIEWER DISASTERS

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Social Media:

Technologies that facilitate conversations

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postal servicePersia, 550BC

telegraphFrance, 1792

radio1891

telephone~1890

ARPANET1969

pneumatic post1865

@@email1966 BBS

1978

USENET1979

MUD11978

CompuServe1969

The WELL1985

IRC1988

The Palace1994

Third Voice1999

Friendster2002

Napster1999

Blogger1999

Facebook2003

YouTube2005

flickr2004

SecondLife2003

twitter2006

Wikipedia2001

epinions1999

MySpace2003

del.icio.us2003

digg2004

A (somewhat incomplete) Timeline of Social Media

not to scale

MoveOn1998

listserv1986

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Why does social media matter?

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It’s not just “the kids” who are doing it.

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=

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=

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=

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1950

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Source: Nielsen Social Media Report 2012

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Source: Nielsen Social Media Report 2012

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Source: Nielsen Social Media Report 2012

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“In the U.S. alone, total minutes spent on social networking sites has increased 83 percent year-over-year. In fact, total minutes spent on Facebook increased nearly 700 percent year-over-year, growing from 1.7 billion minutes in April 2008 to 13.9 billion in April 2009, making it the No. 1 social networking site for the month.”

26,428 Person-Years!

Source: Nielsen Social Media Report 2012

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Everybody’s Doing it

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2013 RSW/US Agency-Marketer Business Report

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http://www.cable360.net/ct/news/people/27235.html

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Huh?

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Multiple Screens!

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2005

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33% of web traffic**at peak, Sandvine 2011 report

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90% of our media interactions are screen-based

source: Google/ipsos/Sterling 2012

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38% with smartphones

source: Google/ipsos/Sterling 2012

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source: Google/ipsos/Sterling 2012

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http://gigaom.com/2012/08/29/multi-screen-mania-how-our-devices-work-together/

3131S

ocia

l TV

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Living in Themulti-screenuniverse

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media = content, not technology

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http://googlemobileads.blogspot.com/2012/08/navigating-new-multi-screen-world.html

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Tablets challenge PCs

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Mobile is the new desktop

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Content Creation Content Consumption

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(how to)

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responsive design

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Get Complimentary

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(most popular TV show among women, as of 2/26/2013 according to AdWeek)

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offer something

DRIVE ACTION

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trials content apps coupons evaluations information advice guides etc.

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Think Dayparting

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Community: people who share something in common

Understand“Community”

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Intimacy and Media

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self disclosure

responsiveness

more

moreless

less

•Facebook

•video chat

•mass media

•blogging

•spam

•email

•memoir

•telemarketing

•texting

intimacy (a

nd risk)

•virtual tour

•location-based

•web site

(Based on Reis & Shaver’s interpersonal process model of intimacy, 1988)

•twitter

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To Boldly Go...

5827 years...

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Launch

Measure

Analyze

Refine

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Let’s talk!

Sean Carton sean.carton@idfive.com www.idfive.com