emerging social media trends you need to know
DESCRIPTION
Instructors: Rich Harrington & Amy DeLouise The world of social media is constantly changing and presenting new challenges and opportunities. In this session you’ll learn from two experts about the changes happening in technology and behavior. You’ll also gain insight into top trends and learn how to adjust your strategy to make stronger connections with your online audience. This session is fast paced and filled with best practices.TRANSCRIPT
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Emerging Social Media Trends You Need To KnowRichard Harrington | RHED Pixel Amy DeLouise | Brand Strategist & Digital Storyteller
twitter.com/ rhedpixel
twitter.com/ brandbuzz
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Agenda
■ Learn from two experts about the changes happening in technology and behavior
■ Gain insight into top trends
■ Learn how to adjust your strategy to make stronger connections with your online audience
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Amy DeLouise■ Scriptwriter/Director/Producer
■ Brand Consultant
■ Marketing Blogger
■ lynda.com Author
■ Speaker/Facilitator
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Getting In Touch
twitter.com/brandbuzz
www.linkedin.com/in/amydelouise
amydelouise.com
vimeo.com/amydelouise
plus.google.com/+AmyDeLouise
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Richard Harrington■ RHED Pixel — Founder
■ Piqsure — Entrepreneur
■ Photofocus — Publisher
■ Director & Editor
■ Photographer
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Getting In Touch
twitter.com/rhedpixel
facebook.com/RichHarringtonStuff
plus.google.com/+RichardHarrington/
linkedin.com/in/richardharrington
RichardHarrington.com
vimeo.com/rhedpixel
www.pinterest.com/rhedpixel/
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Content Creation Experience
twitter.com/ rhedpixel
twitter.com/ brandbuzz
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Client Roster
■ Apple
■ Adobe Systems
■ Cisco
■ Microsoft
■ National Foundation for Credit Counseling
■ Children’s National Health System
■ Federal Express
■ US Dept. of Agriculture
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Topics Covered■ Technology
■ Photography
■ Design
■ Fashion
■ Health
■ Parenting
■ College Admissions
■ Mobile Computing
■ Education
■ Fundraising
■ Fitness
■ Presentation Skills
■ Employment
■ Travel
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I WanT, wHat I Want,
when I want it!
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Access to the Internet
twitter.com/ rhedpixel
twitter.com/ brandbuzz
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Internet Users in USMen 87%Women 86%
Age 18–29 97%Age 30–49 93%Age 50–64 88%Age 65+ 57%
Source:Pew Internet Life
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Internet Users in USEDUCATIONHigh School Grad 76%Some College 91%College+ 97%
Source:Pew Internet Life
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Internet Users in USINCOMELess than $30,000 77%$30,000–$49,000 85%$50,000–$74,999 93%More than $75,000 99%
Source:Pew Internet Life
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Internet Access is Everywhere % With Internet Access From Any Location (12+)
0
25
50
75
100
1999 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
8988848583828181
7572
6255
50
http://www.edisonresearch.com/Infinite_Dial_2012.pdf
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High-Speed Access at Home % Who Have Broadband/Dial-Up Internet Access at
http://www.edisonresearch.com/Infinite_Dial_2012.pdf
0
25
50
75
100
2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
89868482
7669
58
48
37
2821
881315
20
28
38
48
60
68
78
Dial-Up Broadband
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Top 10 Countries by Number of Internet Users
http://www.edisonresearch.com/Infinite_Dial_2012.pdf
Rank Country Internet Users Population %
1 China 420,000,000 31.8%2 United States 234,372,000 76.3%3 Japan 95,979,000 75.5%4 India 81,000,000 7.0%5 Brazil 72,027,700 36.2%6 Germany 61,973,100 75.3%7 United Kingdom 46,683,900 76.4%8 Russia 45,250,000 32.3%9 France 43,100,134 69.3%
10 South Korea 37,475,800 77.3%
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Top 10 Countries by Percentage of Internet Users
http://www.edisonresearch.com/Infinite_Dial_2012.pdf
Rank Country Internet Users Population %
1 Iceland 285,700 93.2%2 Norway 4,235,800 90.9%3 Greenland 52,000 90.3%4 Sweden 8,085,500 89.2%5 Netherlands 14,304,600 85.6%6 Denmark 4,629,600 84.2%7 Finland 4,382,700 83.5%8 New Zealand 3,500,000 83.1%9 Australia 17,033,826 80.1%
10 Luxembourg 387,000 78.7%
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The Rise in Tablets
TR
EN
D O
NEtwitter.com/
rhedpixeltwitter.com/ brandbuzz
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Tablet Ownership
2012 2013 2014
16%
12%
6%
6%3%
1%
17%14%11%
iPad only Both Non-iPadArbitron
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Personal Electronic Devices (PEDs)
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Tablet Ownership
Pew Internet Life
0%
10%
20%
30%
40%
50%
May-10 May-11 Dec-11 Nov-12 Sep-13 Jan-14
42%
34%
24%
10%8%3%
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E-Reader Ownership
Pew Internet Life
0%
8%
16%
24%
32%
40%
May-10 May-11 Dec-11 Nov-12 Sep-13 Jan-14
32%
24%
19%
10%12%
4%
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Opinion of the Internet
twitter.com/ rhedpixel
twitter.com/ brandbuzz
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Internet is Most Essential Delivery Vehicle % Saying the Internet Is the Most Essential Medium to Their Lives
http://www.edisonresearch.com/Infinite_Dial_2012.pdf
0%
25%
50%
75%
100%
2002 2007 2012
46
33
20
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Internet is Most Essential Delivery Vehicle % Saying the Internet Is the Most Essential Medium to Their Lives
http://www.edisonresearch.com/Infinite_Dial_2012.pdf
0%
25%
50%
75%
100%
12–34 35+
33
68
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Give Up TV Before Smartphones TV or Smartphone – Which would you be more willing to eliminate?
http://www.edisonresearch.com/Infinite_Dial_2012.pdf
Eliminate iPhone or TV
6%
36%58%
Eliminate TV Eliminate iPhone Don’t Know
Eliminate Smartphone or TV
2%
40%
58%
Eliminate TV Eliminate Smartphone Don’t Know
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Why Aren’t People Online?■ 15% of American adults do not use
the internet at all
■ 9% of adults use the internet but not at home
http://www.pewinternet.org/2013/09/25/whos-not-online-and-why/
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Why Aren’t People Online?■ 34% of non-internet users think the
internet is just not relevant to them, saying they are not interested, do not want to use it, or have no need for it.
■ 32% of non-internet users cite reasons tied to their sense that the internet is not very easy to use. These non-users say it is difficult or frustrating to go online.
http://www.pewinternet.org/2013/09/25/whos-not-online-and-why/
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Why Aren’t People Online?■ They are physically unable, or they
are worried about other issues such as spam, spyware, and hackers. This figure is considerably higher than in earlier surveys.
http://www.pewinternet.org/2013/09/25/whos-not-online-and-why/
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Why Aren’t People Online?■ 19% of non-internet users cite the
expense of owning a computer or paying for an internet connection.
■ 7% of non-users cited a physical lack of availability or access to the internet.
http://www.pewinternet.org/2013/09/25/whos-not-online-and-why/
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The Addiction Called Social Media
TR
EN
D T
WOtwitter.com/
rhedpixeltwitter.com/ brandbuzz
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Social Media Outlets■ Twitter
■ Google+
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Creator’s Networks■ Instagram
■ Flickr
■ Vimeo
■ YouTube
■ Vine
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Social Media Usage 2013—2014
Facebook LinkedIn Instagram Google+ Twitter Pinterest Snapchat Vine
9%13%13%
16%17%19%22%
58%
0%3%10%
15%12%12%
17%
58%
2013 2014 Edison Research
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Social Media Usage 2012—2013
Facebook LinkedIn Pinterest Twitter Instagram
17%18%21%22%
71%
13%16%15%
20%
67%
2012 2013 Pew Internet
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Have a Profile on a Social Networking Site
0%
25%
50%
75%
100%
29
43
58
7380
8683
12–17 18-24 25-34 35-44 45-54 55-64 65+
Edison Research
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News Consumptionreddit
Google Plus
Tumblr
YouTube
0 0.25 0.5 0.75 1
13%
13%
20%
29%
30%
47%
52%
62%
Pew Internet
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Information Gatekeepers
twitter.com/ rhedpixel
twitter.com/ brandbuzz
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Information Gatekeepers
■ 1871: Western Union controls 90 percent of U.S. telegraph traffic.
■ 1947: 97 percent of the country’s radio stations are affiliated with one of four national networks.
■ 1969: Viewership for the three nightly network newscasts hits an all-time high, with 50 percent of all American homes tuning in.
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Information Gatekeepers
■ 1997: About half of all American homes with Internet access get it through America Online.
■ 2002: Microsoft Internet Explorer captures 97 percent of the worldwide browser market.
■ 2014: Amazon sells 63 percent of all books bought online—and 40 percent of books overall.
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People Are Looking for Privacy
TR
EN
D T
HR
EEtwitter.com/
rhedpixeltwitter.com/ brandbuzz
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Americans Lack Control
■ 91% of adults agree that consumers have lost control over how personal information is collected and used by companies.
■ 88% of adults “agree” or “strongly agree” that it would be very difficult to remove inaccurate information about them online.
■ 80% of those who use social networking sites say they are concerned about third parties like advertisers or businesses accessing the data they share on these sites.
http://www.pewinternet.org/2014/11/12/public-privacy-perceptions/
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Americans Lack Control
■ 70% of social networking site users say that they are at least somewhat concerned about the government accessing some of the information they share without their knowledge.
■ 80% of adults “agree” that Americans should be concerned about the government’s monitoring of phone calls and internet communications.
■ 64% believe the government should do more to regulate advertisers.
http://www.pewinternet.org/2014/11/12/public-privacy-perceptions/
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Americans Lack Control
■ 61% of adults “disagree” or “strongly disagree” with the statement: “I appreciate that online services are more efficient because of the increased access they have to my personal data.”
■ 55% “agree” or “strongly agree” with the statement: “I am willing to share some information about myself with companies in order to use online services for free.”
http://www.pewinternet.org/2014/11/12/public-privacy-perceptions/
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Americans Feel Insecure
■ 81% feel “not very” or “not at all secure” using social media sites when they want to share private information with another trusted person or organization.
■ 68% feel insecure using chat or instant messages to share private information.
■ 58% feel insecure sending private info via text messages.
http://www.pewinternet.org/2014/11/12/public-privacy-perceptions/
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Americans Feel Insecure
■ 57% feel insecure sending private information via email.
■ 46% feel “not very” or “not at all secure” calling on their cell phone when they want to share private information.
■ 31% feel “not very” or “not at all secure” using a landline phone when they want to share private information.
http://www.pewinternet.org/2014/11/12/public-privacy-perceptions/
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Consider Terms of Service
twitter.com/ rhedpixel
twitter.com/ brandbuzz
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YouTube Statistics
■ 48 hours of video are uploaded every minute, resulting in nearly 8 years of content uploaded every day
■ Over 3 billion videos are viewed a day
■ More video is uploaded to YouTube in one month than the 3 major US networks created in 60 years
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sublicenseable
transferable
without limitation
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Streaming Services are Booming
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SiriusXM■ More than 100 live channels
■ Uninterrupted music, sports, and talk radio
■ Fresh audio experience, every time they board
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Internet Audio Brand AwarenessPandora
iHeartRadio
iTunes Radio
Rhapsody
Spotify
Google Play
Slacker
Radio.com
TuneIn
Last.fm
0 0.25 0.5 0.75 1
8%
10%
14%
14%
24%
28%
40%
47%
48%
70%
The Infinite Dial — Edison Research
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% Who Have Listened to Online Radio in Last Month
0%
10%
20%
30%
40%
50%
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
47%45%
39%34%
27%27%
21%20%21%
15%16%17%
The Infinite Dial — Edison Research
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Online Radio Listening in a Car Via Cell Phone
0%
6%
12%
18%
24%
30%
2010 2011 2012 2013 2014
26%
21%
17%
11%
6%
The Infinite Dial — Edison Research
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% By Age Group Who Have Listened to Online Radio in Last Month
0%
16%
32%
48%
64%
80%
12-24 25-54 55+
21%
50%
75%
The Infinite Dial — Edison Research
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Internet Audio Consumption
Computer
Smartphone
Tablet
TV
Audio System
0 0.25 0.5 0.75 1
2%
12%
34%
66%
67%
The Infinite Dial — Edison Research
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Own TV Connected to Web
49% 51%
Yes No
The Infinite Dial — Edison Research
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Technology Hard to Give Up
0%
10%
20%
30%
40%
50%
60%
Internet Cell Phone Television Email Phone Social Media
10%
17%
34%35%
44%46%
http://www.pewinternet.org/2014/02/27/the-web-at-25-in-the-u-s/
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% Who Have Watched Internet Video Programming From YouTube
0%
13%
25%
38%
50%
Last Month Last Week
37
44
37
45
31
41
28
38
23
34
14
21
712
2007 2008 2009 2010 2011 2012 2013
The Infinite Dial — Edison Research
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Amazon Instant Video■ More than 100,000 movies and
TV episodes
■ Rent or purchase
■ Not limited to Kindle platform
■ Prime Instant Video
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Social Teens Are Mobile
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Teens and Mobile Apps
■ 58% of all teens have downloaded apps to their cell phone or tablet computer.
■ 51% of teen apps users have avoided certain apps due to privacy concerns.
■ 26% of teen apps users have uninstalled an app because they found out it was collecting personal information that they didn’t wish to share.
http://www.pewinternet.org/2013/08/22/teens-and-mobile-apps-privacy/
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Teens and Mobile Apps
■ 46% of teen apps users have turned off location tracking features on their cell phone or in an app because they were worried about the privacy of their information.
■ Among teen apps users, girls are considerably more likely than boys to say they have disabled location tracking features (59% vs. 37%).
http://www.pewinternet.org/2013/08/22/teens-and-mobile-apps-privacy/
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Location Tracking & Teens
http://www.pewinternet.org/2013/08/22/main-findings-3/
Have Turned Off Location Tracking Features.
0%
20%
40%
60%
80%
100%
All App Downloaders Boys Girls Ages 12—13 Ages 14—17
47%46%
59%
37%46%
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Social Teens
■ 94% of teen social media users said they had a Facebook profile
■ 81% said that Facebook is the profile they use most often
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Social Teens
■ 26% of teen social media users use Twitter
■ 7% said Twitter was their main profile
■ 11% of teen social media users use Instagram
■ 3% said Instagram was their main profile
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Smartphones on the Rise
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The Invention of MobileIn 1983, the first commercial wireless call was placed with a Motorola DynaTac.
The phone cost $3,995, weighed over 2.5 pounds, and was 10 inches tall (without the antenna).
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Smartphone Growth
0%
14%
28%
42%
56%
70%
2009 2010 2011 2012 2013 2014
61%
53%
44%
31%
14%10%
160 Million
The Infinite Dial — Edison Research
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Smartphones by Age
0%
0%
1%
1%
1%
12–24 25–54 55+
36%
68%78%
25%
64%68%
19%
53%61%
201220132014
The Infinite Dial — Edison Research
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Passion for a Platform % Who “Love” Platform/Device
iPhone
iPad
Android Phone
iPod
Blackberry
Cell Phone
0 25 50 75 100
32%
36%
46%
49%
53%
66%
The Infinite Dial — Edison Research
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Top Smartphone Platforms 3 Month Avg. Ending Apr. 2014 vs. 3 Month Avg. Ending Jan. 2014
January-14 April-14 Point Change
Total Subscribers 100% 100% N/A
Google 51.7% 52.5% 0.8%
Apple 41.6% 41.4% -0.2%
BlackBerry 3.1% 2.5% -0.6%
Microsoft 3.2% 3.3% 0.1%
Symbian 0.2% 0.2% 0%
Source: comScore MobiLens
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Top 15 Properties1 Google Sites 89.4%2 Facebook 86.6%3 Yahoo Sites 86.2%4 Amazon Sites 69.0%5 AOL, Inc. 56.9%6 Microsoft Sites 52.6%7 Apple Inc. 51.1%8 Turner Digital 46.9%9 Pandora.com 46.5%
10 Wikimedia Foundation Sites 43.7%11 Glam Media 38.0%12 CBS Interactive 37.2%13 eBay 36.8%14 Weather Company, The 34.2%15 Gannett Sites 31.3%
Source: comScore MobiLens
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Top 15 Apps1 Facebook 77.6%2 Google Play 52.4%3 YouTube 49.7%4 Google Search 48.9%5 Pandora Radio 46.4%6 Apple App Suite 45.0%7 Gmail 43.5%8 Google Maps 41.6%9 Yahoo Stocks 30.7%
10 Instagram 27.5%11 Yahoo Weather Widget 27.0%12 Facebook Messenger 24.5%13 Apple Maps 24.2%14 Twitter 22.8%15 The Weather Channel 21.4%
Source: comScore MobiLens
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Cell Phone ActivitiesSend or Receive Text Messages 81%Access the Internet 60%Send or Receive Email 52%Download Apps 50%Location Based Information 49%Listen to Music 48%Video Calls 21%Check In 8%
Source: Pew Internet
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Geolocation Services
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Branded Content is Growing
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Vast Majority Say Commercials Are a Fair Price to Pay For Free Content
5%20%
75%YesNoDon't Know
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Paid for Content
■ 65% of internet users pay.
■ 33% of internet users have paid for digital music online
■ 33% have paid for software
■ 21% have paid for apps for their cell phones or tablet computers
■ 19% have paid for digital games
■ 18% have paid for digital newspaper, magazine, or journal articles or reports
■ 16% have paid for videos, movies, or TV shows
Pew Internet
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Paid for Content
■ 15% have paid for ringtones
■ 12% have paid for digital photos
■ 11% have paid for members-only premium content from a website that has other free material on it
■ 10% have paid for e-books
■ 7% have paid for podcasts
■ 5% have paid for tools or materials to use in video or computer games
Pew Internet
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Podcasting is Back
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What is Podcasting?Podcasting is distributing highly targeted, syndicated programs (shows) over the Internet in an audio or video format that interested audiences can subscribe to.
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Uses for Technology
■ Special interest radio & TV
■ Software training
■ Redistribute existing shows
■ Distance learning
■ Brand extension
■ Public awareness
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What is Podcasting?
■ RSS (Real simple syndication) is the feed that provides subscription based content using XML code.
■ Subscribers can set their software (such as iTunes) to automatically download a new episode when available.
■ Subscribers can build an index of shows and episodes on their computer as well as their portable media devices to watch whenever and wherever they want.
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Benefits of Podcasting
■ Opt-in audience.
■ Time shifting
■ Emerging technology with little competition.
■ Can target and track niche markets.
■ Provides “walk away” brand extension.
■ Viral communications medium... Good content is shared freely.
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Who’s Podcasting?
■ National Public Radio ■ Public Broadcasting Service ■ ABC – CBS – NBC ■ BBC – CNN – Associated Press ■ MTV – ESPN – VH1 – HGTV ■ New York Times ■ Wall Street Journal ■ Washington Post
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Who’s Podcasting?
■ National Geographic ■ Discovery Channel ■ White House ■ The Pentagon ■ National Park Service ■ US Treasury Department ■ Political Candidates
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Podcasting Reach
0%
5%
10%
15%
20%
25%
30%
2006 2007 2008 2009 2010 2011 2012 2013 2014
30%27%
29%
25%23%22%
18%
13%11%
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Podcast Consumption2013
65%
35%
2014
47%53%
PortableComputer
The Infinite Dial — Edison Research
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Vast Majority Say Commercials Are a Fair Price to Pay For Free Content
5%20%
75%YesNoDon't Know
Pew Internet Life
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% Who Have Listened to a Podcast in the Last Month
0%
5%
10%
15%
2008 2009 2010 2011 2012 2013 2014
15%
12%
14%
12%12%11%
9%
The Infinite Dial — Edison Research
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Podcast Consumption
11%
10%
16%
20%
22%
21%
One TwoThree Four or FiveSix to Ten Eleven or More
The Infinite Dial — Edison Research
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7 Rules for Social Media
Some of My Guiding Principals
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Be Genuine
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Be Well-Rounded
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Be Passionate
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Be Respectful
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Be an Expert
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Be Involved
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Be Consistent
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I WanT, wHat I Want,
when I want it!
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Getting In Touch
twitter.com/brandbuzz
www.linkedin.com/in/amydelouise
amydelouise.com
vimeo.com/amydelouise
plus.google.com/+AmyDeLouise
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Getting In Touch
twitter.com/rhedpixel
facebook.com/RichHarringtonStuff
plus.google.com/+RichardHarrington/
linkedin.com/in/richardharrington
RichardHarrington.com
vimeo.com/rhedpixel
www.pinterest.com/rhedpixel/
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Emerging Social Media Trends You Need To KnowRichard Harrington | RHED Pixel Amy DeLouise | Brand Strategist & Digital Storyteller
twitter.com/ rhedpixel
twitter.com/ brandbuzz