web2 infection session
Post on 13-Sep-2014
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DESCRIPTION
This is a training session that I use internally at VCCP. Its designed as a "foundation" for Web2TRANSCRIPT
Digital Infection 1
Today…
• Some boring but essential stuff to make you sound clever
• Some big macro societal trends
• Who is online?
• What are the implications for all of us?
UK online households
Source: Continental Research Autumn Internet Report 2008
% o
f U
K H
ouse
hold
s
26%31%
41%
50% 50%56%
62%
2000 2001 2002 2003 2004 2005 2006
72%
2007
Over 85% broadband
-5
-7-8 -8 -8
-14
-18
-12
-15
-21-22
-12
-27
-13
-4-5 -5
-7
-10
-13
-20
-2
-5 -5
-2
-4
-8
-18
-30
-25
-20
-15
-10
-5
0
Use gamesconsoles
Listen toradio
Readmagazines
Real localnewspaper
Watch video /DVD
Readnational
newspaper
Watch TV
All Individuals 15-24 years old 25-44 year old 46-65 years old
Source: Ofcom research April 2006
It’s becoming harder and harder to reach consumers through traditional media channels
Reduced consumption resulting from homes online with broadband
%
Some need to know stats
70% of 16-24 year olds are using social networking sites
A new blog is created every second (71million worldwide) – 4m UK bloggers
The internet has overtaken radio as the second most consumed medium after TV
Internet expenditure has overtaken advertising national newspapers
The UK now leads the world for share of advertising spend (12%) online as the global average is currently 5.8%Google’s ad
revenue is more than Channel 4’s
And ITV’s
What is Web 2.0?
Are brands really spendingmoney on this?
Are people really doing stuff like this?
Read Web
Read-Write Web
Thinking Web
Macro Societal Trends
We believe that…
www.gapingvoid.com
One World
CONTROL
We see three macro-trends
“I want it, when I wantit, where I want it”
CONTROL PARTICIPATION
We see three macro-trends
“I want it, when I wantit, where I want it”
“I have a POV and want to share it”
CONTROL PARTICIPATION TRANSPARENCY
We see three macro-trends
“I want it, when I wantit, where I want it”
“I have a POV and want to share it”
“Just tell it to me straight, don’t hide
stuff”
Target Audience Definition
“Like many of you, I’m a digital immigrant. I wasn’t weaned on the web, nor coddled on a computer.
Instead, I grew up in a highly centralized world where news and
information were tightly controlled by a few proprietors, who deemed to tell us what we could and should know. My two young daughters, on the other
hand, will be digital natives....
http://en.wikipedia.org/wiki/Digital_native
Like it or not we are all Digital Immigrants
Implications for the way in which we approach comms are massive
What’s new - Speed
http://thirdrate.com/kryptonite_files/2.mov
Picked up by Metafiler and spread within days across thousands of bogs and websites
A video is created and posted online showing how this is done 1 million downloads
Picked up New York Times, CNN, BBC etc
One post on one message board, alerting people to the fact that theselocks could be opened with a Bic pen (170,000 see posting)
14th Sept 17th Sept 17th Sept 23rd Sept
Kryptonite had to offer a free exchange on every $100 lock
Over 400,000 have been exchanged
They have just settled a class action law suit
What’s new - Scale
$4 billion wiped off the Apple share price
What’s new - Stored
The internet pickles in aspic…Google never forgets…
Web Mapping can help
‘i phone’ web map run after Apple conference announcement of iphone
‘ice phone’ web map run Jan 12th
It’s important for brands to think about HOW they behave in the digital space:
Mapping The New Rules for Brand Behaviour
It’s critical to understand the digital “Value Exchange”
In the off-line world the “value exchange” is well accepted
(TV, print, radio etc)
What do people get in exchange forengaging and interacting with brands
in the digital space?
How can a brand’s presence in the digital space enhance the user
experience and provide something of real value?
People are angry about perceived brand “intrusion” into the digital world
1. Be Useful
It is digital branded experiences?
Based out of active consumer insight
2. Be Honest
Brands who faked it…
When brands try to initiate debates by pretending that they are real grassroots consumers, it is fake grassroots activity and it is called astro-turfing.
Brands such as PSP, MTV, Wal Mart and Microsoft have all been recently burnt by astro-turfing. Bloggers are quick to pounce as are traditional media outlets.
3. Be Inclusive
Being inclusive online means engaging your target audience so that they feel that they have “ownership” of the brand too
Three Things To Remember Going Forward
1. MACRO TRENDS– Control– Participation– Transparency
2. IT’S ALL ABOUT VALUE - How are we addressing The Value Exchange
3. ENGAGEMENT/BEHAVIOUR RULES– Be Useful– Be Honest– Be Inclusive
