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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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