View
581
Download
5
Category
Preview:
DESCRIPTION
Portland Communications summary of the major digital trends as we see them - mobility, sociability, discovery, connectivity, big data and screens. For more information contact mark.flanagan@portland-communications.com
Citation preview
Digital & Social
Media Trends
January 2013
There are 6 key digital themes
SOCIABILITY DISCOVERY
CONNECTIVITY BIG DATA SCREENS
MOBILITY
We live in a cross-platform world
• In 2013, sales of smart mobile devices will be 3x PCs and laptops
• 80% of twitter usage is on mobile and 50% of all mobile data traffic in the UK is for Facebook
• 2013 will see Google mobiles searches surpass PC
• YouTube is the second biggest search engine and has grown exponentially. 2.4 billion mobile video users are predicted by 2016
Most internet traffic is now non-PC
Mobil platform market share
Two horse race – global ubiquity
Mobility: implications
1 All content optimised for
mobile
Edit with mobile
consumption in mind.
Content must be snackable
2 Rich content for high
speed devices & tablets
Social & search, video,
editorial
There are 6 digital themes
SOCIABILITY DISCOVERY
CONNECTIVITY BIG DATA SCREENS
MOBILITY SOCIABILITY DISCOVERY
SCREENS
MOBILITY
• Facebook dominates with 50% of all social networking visits and average visit time of 22 minutes. One billion posts per day are made on Facebook
• Twitter now 500 million users worldwide. Twitter grew 55% in 2012 and accounted for 15% of all social content sharing
• LinkedIn has more than 150 million users
• Pinterest now at 15.5 million users
• Google+ claims 500 million registered users of whom 235 million are active on a monthly basis
• Instagram continues to grow more than 5 million photos uploaded every day
23% of digital time is now social
Internet, social media and mobile penetration around the world
78.6%
65%
106%
42.9% 29.4% 66.2%
69% 54.4% 130%
47.7% 37.5% 155.1%
40.1% 19.9% 68%
38% 18% 103%
*data from Internet World Stats
The role of social media
• Promote and ‘broadcast’ messages
• Allows for social sharing
• Improved search visibility Amplify
• Deeper conversations
• Opportunities for rebuttal
• Shows openness & transparency Engage
• Track issues
• Identify influencers
• Spot opportunities Monitor
• Digital and social are the touch points between citizen and government: 75% of world leaders on Twitter
• Public diplomacy is now digital by default, as is true of more and more govt communications
• Networks are new players in diplomatic events, disrupting the traditional exercise of power
• Foreign ministries need to be alongside those networks to listen, to engage and to understand
• Has implications for internal organisation: need to be able to deal with the necessary speed of response
Implications for governments
Sociability: implications
1 Enable key target influencers to
congregate around the content they
identify with
Create an eclectic range of content for
communities
2 Leverage platforms where influential
targets can share and self-publish
Make long-term investment in social
capabilities to lock-in operational
excellence
3 Create bespoke digital influencer
programs
Identify who spends time where and
follow them
There are 6 digital themes
SOCIABILITY DISCOVERY
CONNECTIVITY BIG DATA SCREENS
MOBILITY
• 500 years of YouTube video are watched every day on Facebook
• Over 700 YouTube videos are shared on Twitter each minute
• But 81% of all web journeys still start on a search page
Consumers are moving from just searching for
content to expecting content to find them
• Do you have enough 'owned' assets, such as microsites and blogs?
• Is content being targeted at third-party sites that rank high on Google?
• Are press releases and op-eds optimised against search terms?
• Is content being adapted for social media? Not all channels are the same - Twitter is best for conversations, while Facebook suits rich media such as photos or video.
• Consider PPC and Facebook ads
Google is your new front page
Discovery: implications
1
Optimise all content for
search engines &
social platforms
Integrate content and editorial
strategies to drive the
discovery of content
2
Move from campaign
planning and creation
to always on
influencing
All broadcast/editorial can be
‘double clicked’ - create
findable backstories.
There are 6 digital themes
CONNECTIVITY ADDRESSIBILITY
SOCIABILITY DISCOVERY
SCREENS
MOBILITY
High speed internet is no longer just
tethered to the PC
The Guardian is untethered…
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
11%
00
:00
01
:00
02
:00
03
:00
04
:00
05
:00
06
:00
07:0
0
08
:00
09:0
0
10
:00
11:0
0
12
:00
13:0
0
14
:00
15:0
0
16
:00
17:0
0
18
:00
19:0
0
20
:00
21:0
0
22
:00
23
:00
Online
m.guardian
iphone
ipad
Move from.....
To.....
Connectivity: implications
1
Both occasional ‘big’ content
experiences and a world of
little & lots – test everything
Devise content engagement
strategies not singular
campaigns
2 From static to dynamic
communications
Live engagements through
twitter and facebook, editorial
innovation through video and
multiplatform content
3 ‘Plugged-in’ community is
smaller, but more committed.
How do you create advocacy
not just engagement?
There are 6 digital themes
SOCIABILITY DISCOVERY
CONNECTIVITY BIG DATA SCREENS
MOBILITY
• Data has allowed the hyper-targeting
of individuals at a behavioural, passion
or special interest points
• What social media was to 2008, data-
driven campaigning was in the 2012
US Presidential behaviour
• Big Data now allows us to understand
user intent, and not just customer
behaviour
Role of ‘Big Data’ in campaigning
• Hyper-personalised media tailored to the individual consumer.
• BBC experimenting video or audio content that’s customized based on real-time data about the people experiencing it (for example, their location, local weather and news events, etc.).
• Addressable advertising now on TV as well as social media
• e-book publisher Coliloquy produces novels that morph their story based on reader preferences
Impact on media
• Tools like Facebook Insights help you quickly understand the size and engagement of your audience
• Posting regularly with engaging content gets more people to talk about you with their networks
• Volumes can be segmented by territory down to city, time period and you can over lay the news stories that break chronologically
• Allows marketeers and campaigners to make informed decision about the activity they undertake. You can test concepts before rolling them out to wider audiences
Role of analytics
‘Big Data’: implications
1
Move from only mass
communications to 1-2-1
engagement at scale
Use the data available to
you to plan and execute
messaging on a micro
level
2
Build a data set through which
we understand key
stakeholders
Partners, twitter, Google
analytics
There are 6 digital themes
SOCIABILITY DISCOVERY
CONNECTIVITY ADDRESSIBILITY SCREENS
MOBILITY SOCIABILITY DISCOVERY
CONNECTIVITY ADDRESSIBILITY SCREENS
MOBILITY
90% of all UK media consumption is screen based
• UK - 67% of UK Adults watch TV on non linear platforms (Smartphones, tablets, Xbox, and Catch Up)
• Facebook and Twitter use differs according to screen
• Context is the key to unlocking the role of each screen
• Simultaneous or Sequential screens
• The walls between the use of big screens and small screens have collapsed making responses to events and news realtime
Media consumption no longer tethered
Screens: implications
1 Platform neutral content
strategy
Better align content
with stakeholder
consumption habits and
sharing behaviours
2 Become screen aware
Design content with
different screens in
mind, mobility, pc, tv
Summary
MOBILITY “ALWAYS ON AND
CONNECTED”
SOCIABILITY “A PORTFOLIO OF
NEWTORKS TO
BUILD REPUTAION
AND INFLUENCE”
DISCOVERY “FROM SEARCHING
FOR CONTENT TO
IT FINDING ME
FROM TRIUSTED
SOURCES”
CONNECTIVITY “CONTENT ON
MULTIPLE PLATFORMS
AND DEVICES”
ADDRESSIBILI
TY “EXPECTATION OF
CONTENT ONLY
RELEVENT TO ME”
SCREENS “IMULTIPLE
SCREENS MAKES
THE PROXIMITY TO
CONVERSTION
AND INFLUENCE
EVER CLOSER AND
REALTIME
ESTABLISHED:
EMERGENT:
MOBILITY “ALWAYS ON AND
CONNECTED”
SOCIABILITY “A PORTFOLIO OF
NEWTORKS TO BUILD
REPUTAION AND
INFLUENCE”
DISCOVERY “FROM SEARCHING
FOR CONTENT TO IT
FINDING ME FROM
TRIUSTED SOURCES”
BIG DATA “EXPECTATION OF
CONTENT ONLY
RELEVENT TO ME”
SCREENS “IMULTIPLE SCREENS
MAKES THE
PROXIMITY TO
CONVERSTION AND
INFLUENCE EVER
CLOSER AND
REALTIME”
Recommended