Daina Middleton, Global Head of Business Marketing, Twitter
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DAZE Melbourne 2015: The Power of Participation
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Daina Middleton, Global Head of Business Marketing, Twitter
- 3. PARTICIPATION IS THE NEW PERSUASION THE HISTORY OF COMMUNICATION YOU’RE KIDDING I PREDICT THAT IN 170 YEARS WE’LL BE ABLE TO SEND 140 CHARACTERS AT A TIME
- 4. MARKETING THROUGH PERSUASION IS OVER!
- 5. MARKETING THROUGH PARTICIPATION IS IN
- 6. $486M Gross 1982 STAR WARS FILM 1982 $2B SPACE INVADERS Gross 2014 $240B MINECRAFT Gross 3XTHE REVENUE OF STAR WARS
- 8. D + E + C = P2 THE PARTICIPATION WAY DISCOVER is about relevancy, the human desire for learning and competence. EMPOWER through choice, provide meaningful contributions to the product/service. CONNECT (not just the brand) in meaningful ways. Facilitate interactions, “community” Actions are the Manifestation of Participation We are all Measured on Actions. Actions = Performance!
- 9. Source | Twitter internal, 2014
- 11. @TheEllenShow Ellen DeGeneres If only Bradley's arm was longer. Best photo ever. #oscars pic.twitter.com/ C9U5NOtGap
- 12. @TheEllenShow Ellen DeGeneres If only Bradley's arm was longer. Best photo ever. #oscars 4.2 BILLION ESTIMATED REACH 3.3 BILLION OSCAR IMPRESSIONS 3.4 MILLION RETWEETS Source: Kantar Media News Intelligence, 2014
- 13. You Thought You Were Real-Time Now You Are Real-Time
- 17. 2008: the number of things connected to the internet surpassed the number of people on earth! Source: Cisco!
- 19. 2020: 26 billion connected devices (Gartner); 50 billion (Cisco), 200 billion (Intel), 212 billion (IDC)? ! Source: Cisco!
- 20. Today, .06% of things that could be connected to the Internet currently are, which means 10 billion things out of the 1.5 trillion that exist globally are currently connected.! Source: Cisco!
- 21. With IPv6, we will have 340,282,366,920,938,463,463,374,6 07,431,768,211,456 ! possible Internet addresses. ! (100 for every atom on earth) ! Source: Cisco!
- 22. 2017: The PM market will surpass the PC, tablet, and phone markets combined! ! 82% of companies will have PM applications implemented ! into their business! Source: Cisco!
- 23. 2020: Worldwide, the PW market will grow to $7.1 trillion, compared to $2 trillion today! Source: IDC!
- 24. 2020: 90% of cars will be connected to the internet as compared to 12% today! Source: Jabill!
- 28. THERE ARE MORE THAN 300 TWEETING SHARKS IN AUSTRALIA
- 29. Persuasion Participation Prediction ! 1950’s-1990’s 2000’s-2020 2020-? ! Marketing will be Disrupted Again! Act of doing or believing something :! Act of taking part in something! Act of extrapolating the future from past observations!