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INTO THE LIFESTREAM
Andy Lark, VP Global Marketing & Online
Twitter / Facebook / Google: [email protected]
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
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…
7
8
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
11
(BETWEEN INDONESIA & THE USA)
>300m Users
Authority has changed…
14
15
Are You Feeling Lucky…
16
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…
23
but the clock is ticking…
Some things haven’t changed…
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Into the
Lifestream
INTO THE LIFE STREAM
26
BRAND WARS ATTENTION WARS
THEIR STREAM YOUR STREAM
JOURNALIST CROWD
AGENCY CONTENT
OPAQUE TRANSPARENT
ADVERTSING RECOMMENDERS
MEDIA AUTHORITY COMMUNITY EXPERTISE
MEDIA SPHERE CHAOSPHERE
27
THE LIFE STREAM IS EVERYWHERE
28
THE HYPER CONNECTED
LIFESTREAM
30
CONNECTIONS IN THE CLOUD
31
RESISTANCE IS FUTILE
32
Revolution in
Progress
CONTENT IS THE BUSINESS
33
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
38
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
43
DELL
CONFID
ENTIAL
44
INFLUENCE IS
MOVING TO THE
EDGE
45
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It’s not how many awards you get…
It’s how many
recommenders you
have!
47
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
50
51
No matter how blatant or irrelevant your message was,
people used to listen…
