avoiding adhd: engaging consumers in a multi-screen world
DESCRIPTION
How do you reach the distracted consumer? With most people now reporting that they watch television accompanied by one or more other "screens" (smartphones, tablets, laptops, etc.), getting the attention of consumers is more important-- and more difficult-- than ever. This presentation looks at how to use social media to grab consumers' attention and hold on to it.TRANSCRIPT
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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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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
•video chat
•mass media
•blogging
•spam
•memoir
•telemarketing
•texting
intimacy (a
nd risk)
•virtual tour
•location-based
•web site
(Based on Reis & Shaver’s interpersonal process model of intimacy, 1988)
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To Boldly Go...
5827 years...
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Launch
Measure
Analyze
Refine
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