Digital AgeChanges, challenges

opportunities for communication

professionals

Zigurds ZaķisINSTINCT (BBDO Group Russia)

http://zz.typepad.com/LV

The spread (and availability) of

Internet and digital

technologies

is the biggest development in the

history of mankind since industrial

revolution

tirgus placis?

http://www.flickr.com/photos/georgeaugustine/2116513291/

1448

I. Printing Press

Opregte Haarlemsche Courant, 1656 - 1942 New York Times, §

Alexander Graham Bell's first telephone.

Voice sounds were transmitted for the first timeon June 3, 1875

2. Telephone

Kineskops, 1888Fonogrāfs, 1877 Mikrofons, 1877

3. Recorded media

1901

4. Broadcast

Mass Media Age:

main characteristics

• Mass communication (Broad-cast)

• One-Direction communication

• Limited number of choices

• Limited opportunities of self-expressing

• A lack of co-operation opportunities

Source: http://www.flickr.com/photos/giginger/75541830/

1995

Interactivity

Two-way

Dynamic

Participation

Everybody is (can be) publisher (media)

via @plnnrz

1/100+One idea adapted to many channels? Not viable anymore

Media

Idea

Campaign

1960s‐2008

TheProcessinMassMediaAge

decidingearlywhichmediawillweuseiden6fyingleadmedia

stronglymediafocused

Idea

MediaMix

Earned(permanent)Purchased

(campaigns)

Owned(permanent)

Campaign

CampaignCampaign

Campaign

CampaignCampaign

TransmediaStorytelling

DigitalAge

7 changes

influencing our job

1. broadband

(internet)

at home

The single biggest change

influencing our job

Rapidly increasing number

of broadband internet users at home!

Source: http://www.flickr.com/photos/jenpix/2290647480/sizes/o/

Source: http://www.flickr.com/photos/aderowbotham/81475981/

Multitasking

Constant Partial Attention

Economy

Abundanceof information

Critical Skills:

(To Find)

To Choose

To Evaluate

To Use

To Develop

To Learn

+ + =

Find anything

Share anything

Ignore anything,That is not interesting or valuable

for me

2.

Search And abundance of

information

I have seen an ad ...

I have heard some good references ...

I am intrigued!

Or I need to solve a problem ...

Now what ???

Step 0 of any digital strategy!

Getting your

“Now-What” right

.aAnno 1998.

Launched Adwords in 2003 The most powerful computing infrastructure on the planet

‘’’’‘

‘

SEO

Google Adwords

How does your

Brand looks

in digital environment?

Hundreds of free-of-charge or low-budget opportunities

Hundreds of tools available

Source for “Social Systems”: David Armano, http://darmano.typepad.com

How could we reach them/him/her ?

How do they find us?

Why do they find us?

Why do they care?

Why they will return?

3. VideoShow, don’t tell

7’463’000’000

78’000’000 videos (March, 2008)

2’400’000’000 search queries

80% - Customer created content

vs. 78’000’000 videos @ YouTube ...

http://www.sedinkjole.no/

4. Social platforms

from: connecting (Being Together)

to: Sharing, Creating, Developing,Collaborating

27/08/2009 - 426’718 entries in Russian

III. “Paid

Digital

Media”

I. “Owned

Digital

Media”

II. “Earned

Digital

Media”

Three types of digital platforms

Think

Social Platforms

rather than

Social Media

tirgus placis?

Participation

Listening

sharing

Maintaining conversations

Being honest

Creating value

+

2+1

"The magic of social media

is not what happens in social media,

but

what happens outside of it,

because of it"

Paul Isakson

“It is not

what you say that matters,

it what you do”

5.The Age of Mass

Creativity

Creative self-expression was privilege

Not Anymore

Toolsto record, create, edit, publish

Platformsto learn, grow, share, publish

Customizeor

Create your version of product

Improve product or service

Submit content

Submit content

Customer CreatedAds for Superbowl

Doritos (2007)

http://www.youtube.com/watch?v=3YJbbA_4TfQ

falling production costs

Growing demand

for superior experience(idea + using the channel in right way + quality of production)

6. Mobile

iPhone AppStoreJuly, 2008

iPhone4(June2010)

Sony Ericsson XPeria X82010, June

Sony Ericsson A8Q4 2010

Nokia N8Oct, 2010

HTCDesire(May2010)

Samsung Wave IINov 2010

2010/2011:Frommobilephonestomobiledevicesonmassscale

Morethanjustaphone

Morecapableandconvenient

Alwayswithhim/her

VIA: http://www.nytimes.com/interactive/technology/personaltech/2010-tablet-computer-comparison.html?ref=technology

iPad(April2010)9,7”,iOS,40’000Apps,300’000iPhoneapps

$500‐850,sold7.5mln

HPSlate(October2010)8,9”,Windows7

$800

DELLStreak(August2010)5”,Android,100’000Apps

$550

SamsungGalaxyTab7”,Android,100’000+Apps

$400‐600,sold1mln+@Dec2010

2010/2011:Tablets

VerydifferentkindofexperienceFrombrowsingtoapplicaOons

Russia:MTS+Huawei(Nov2010)7”,Android,<$500

2010/2011:Tablets

Beeline(Dec2010)7”,Android,<$500

Mobile:ApplicaOons

CreaOngValuetoCustomer

BeQerChristmasListOrganizingyourholidayshopping

GiTmeisterGibgivingadvice

ShoppingGoddessAnonlinecommunityofshopperswhosharetheirproductreviewsandsecretstogecnggreatdeals

TGIBlackFriday

ScanditTakeaphotoofaproduct'sbarcodeandScanditwillofferpricecomparisonsandreviewsoftheproduct.

CouponSherpaCouponaggregator

YowzaAloca6on‐basedcouponapp

OverwhelmingOffers

ShopkickPromoteusersforphysicallyvisitastoreandcheckingin.

FastMallLetsusersdownloadanymall'smapanduseinterac6venaviga6ontogetaroundthemall.

businessinsider.com/15-phone-apps-that-make-holiday-shopping-easier-2010-11

Mobile:RetailApplicaOons(iPhone)

7. Real-time, always ON

The main

consequence

for agencies and

marketers

Message We

Thecustomer

Source: http://www.flickr.com/photos/zach_manchester/2600077403/sizes/l/

+ + =

Find anything

Share anything

Ignore anything,That is not interesting or valuable

for me

Message We

Thecustomer

Push is dead!

Welcome to the age of PULL!

The age of PULL:

What pulls?

?

Thecustomer

Banners?rarely ....

What pulls?

1.Create content that customer

seeks out and share

Great

Storytelling

Create Experience

Video

Multimedia

Aesthetics + Functionality

Social Currency

Something worth talk about

Something worth to share with friends

Great content is social currency

2.Create value

Make his life better, easier, richer

Involve customer

Unleash their creative potential

Collaboration

Collective intelligence

Customization and personlization

Be Deep and Meaningful

“The days of making funny things

that may or may not have and effect

on the clients business are ending”

Jeff Benjamin

Interactive Creative director

Crispin Porter + Bogusky

via: http://paulisakson.typepad.com/planning/2008/03/the-future-of-m.html

Be Deep and Meaningful

“It is not what you say that

matters, it what you do”

What really pulls?

15 minutes break!