Andy Lark "Into the Lifestream" Presentation

INTO THE LIFESTREAM

Andy Lark, VP Global Marketing & Online

Twitter / Facebook / Google: kiwilarkandy@andylark.comthedailylark.comandylark.blogs.com

TRADITIONAL MARKETINGBUSINESS IS DEAD

2

Collaborative

Workforce

• Life streaming

• Web 2.0

• Millennials

• Consumerization

• “Desktop” follows the user vs. the device

• Emerging vs. Emerged

Consolidation

& Virtualization

• Meet demand with existing assets

• Virtualization

• Industry Consolidation

• Standardization

• Green

Cloud

• ITaaS

• SaaS

• Public Cloud

• Private Cloud

• Hybrid Cloud

Contraction &

Competitiveness

• GDP Decrease

• 1% Spending Decrease

• Discretionary spending declines

• ROI is a prerequisite

• Investment mix is transforming

EVERY SECOND…

4 BABIES

ARE BORN

>4 NEW

BROADBAND

SUBSCRIBERS

2 NEW

BLOGS

CREATED

1.4 MILLION

SPAM

E-MAILS

3.6

MOBILE

PHONES

SOLD

>8

PCs

SOLD

10 MINUTES

OF VIDEO

UPLOADED TO

YOUTUBE

2,970

GOOGLE

SEARCHES

>1 NEW

DOMAIN

REGISTERED

>5 PEOPLE LOG

ON FOR THE

1st TIME

11,574

TEXT

MESSAGES

10 AMERICANS

VISIT AN

ONLINE DATING

SITE

The landscape has changed…

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The medium has changed…

TIME SPENT ON SOCIAL

NETWORKS IS GROWING AT

3X THE OVERALL INTERNET

RATE, ACCOUNTING FOR

~10% OF ALL INTERNET

TIME.

Nielsen, Global Faces & Networked Places, 2009

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(BETWEEN INDONESIA & THE USA)

>300m Users

Authority has changed…

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Are You Feeling Lucky…

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And we’ve changed to…

78% of 18-34YOs have watched TV on the Web…

13 hours of video are uploaded to YouTube every minute

100,000,000 videos viewed per day

Growing at a rate of 1382% per year(Source: Twitter Search, Forrester Research)

1 out of

every 8

couples

married in

the U.S. last

year met

online.

THE TRADITIONAL MARKETING MODEL IS BEING

CHALLENGED... CMOs FORESEE A DAY WHEN IT WILL NO

LONGER WORK.

MCKINSEY QUARTERLY, 2005, NUMBER 2

The End Is Really Near…

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but the clock is ticking…

Some things haven’t changed…

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Into the

Lifestream

INTO THE LIFE STREAM

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BRAND WARS ATTENTION WARS

THEIR STREAM YOUR STREAM

JOURNALIST CROWD

AGENCY CONTENT

OPAQUE TRANSPARENT

ADVERTSING RECOMMENDERS

MEDIA AUTHORITY COMMUNITY EXPERTISE

MEDIA SPHERE CHAOSPHERE

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THE LIFE STREAM IS EVERYWHERE

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THE HYPER CONNECTED

LIFESTREAM

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CONNECTIONS IN THE CLOUD

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RESISTANCE IS FUTILE

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Revolution in

Progress

CONTENT IS THE BUSINESS

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Wine Library

Son of Russian Immigrants starts

reading blogs and forums to find out what wines people

want to know about.

Answers common questions, tells

people to check out his site.

Turns small New York bottle shop

into the world’s biggest online wine

store with a $48 million a year

turnover.

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MOST FOLLOWERS OF ANY

COMPANY ON TWITTER

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OVER 11,000 IDEAS & 280+

IMPLEMENTED

39

your fans are often

the unofficial leaders of their

communitiestreat them like family

ACCEPTED SOLUTIONS EMPOWERS OUR

CUSTOMERS TO SHARE THEIR KNOWLEDGE

TO BENEFIT THE WORLD

Solved button added to Original Post; clicking it will take user to

AS

AS Post Turns Green and logo added

42

www.regeneration.org

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DELL

CONFID

ENTIAL

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INFLUENCE IS

MOVING TO THE

EDGE

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It’s not how many awards you get…

It’s how many

recommenders you

have!

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Source: eMarketer 2007

66US ADULTS REGULARLY GIVE

ONLINE ADVICE ABOUT

PRODUCTS OR SERVICES

MILLION

THEIR INFLUENCER

AT THE TIPPING POINT

14% of people trust ads

78% of people trust recommendations

(Source: Neilsen Global Trust In Advertising Survey, 2007)

Understand your communities

Discover your fans – build new communities

Get passionate about the business you are really in

Aggregate more properties

Engage your customers onlien

Go niche (travelers vs. travelling mums)

Invest in apps

Experience new technology (eBooks)

Strike strategic alliances

SOME PASSING THOUGHTS

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Twitter / Facebook / Google: kiwilarkandy@andylark.comandy_lark@dell.comthedailylark.comandylark.blogs.com

No matter how blatant or irrelevant your message was,

people used to listen…