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New things in Digital
September 2011
Digital quiz
    •  What are most people searching on their
       mobiles?
       –  Location based activities


    •  What time are most people using their mobiles
       for search?
       –  Late afternoon/evening


    •  What is the biggest %, by age group, of
       Australian’s on facebook?
       –  24 – 34yrs


2
1. What’s new?
Social, technology & mobile
What is social marketing?




    Social   =   CRM              +          PR       +   Value
                 (dialogue)                  (push)       (exclusive)


                              Basic social




4
Before considering dialogue, you must have a base


             Phase 1: Acquisition            Phase 2: RM


                                                             
                                                      UE NCE
                                                  FL
                                           R E IN
                                      MO
    Number




                  Initial – 6mths                      Ongoing

                                    Time

5
The most important element of social


                    ou  are
               If y g to
                 g oin ou
                       t, y
                   tar to
                 s
                    ne ed
                          inu e
                    co nt

6
What are the different types of networks?



            Image    Video                       Friends




                                                             ore than
                                                           M
                                                               just 
                                                                    ook
           Writing
                                       Sharing
                                                                  b
                                                             face



Shopping                Professional                           Interest
7
What are people doing on facebook?




8
Facebook is the biggest image library




9
When are people looking at shared content?




                                             It is nt
                                               orta
                                           imp t cut
                                            to ge gh
                                             t hrou y.
10                                             qu ickl
What are the different types of networks?




11
What is Klout?
     •  A network that measures top content influences
        across the following services:
       –  Twitter
       –  Facebook
       –  Foursquare                               o
                                         goa l is t y
       –  YouTube                  The tand wh
       –  Blogger
                                  un ders one is
       –  Instagram                   s ome ial, in
                                        flu  ent      hat
       –  Last.fm                    in         to w o
       –  Tumblr                         ards & wh
                                    reg nt,
       –  Flickr                           te
                                      con influen      ce.
                                       they
12
Klo ut?
        uses junkies
     Who ogy  ol  nt  wa
     Techn le who         .
      &p   eop he know l
                  t      ia
       t o  be in her soc . 
                 ot       re
        It ’s an out the
                  k
        ne   twor
13
Klout – What’s new?
     •  Klout have introduced +k
       –  Allows users to rate someone as influential to them in
          regards to a specific topic.
       –  Currently, topics are pre-determined by the Klout
          algorithm, but it is expected Klout will allow users to
          add their own topics. 1




14
What does this mean for brands?
     •  Klout may allow brands to monitor who is
        influential within the social community with
        regards to a specific industry, or alternatively,
        with regards to a specific product.

     •  The opportunity would then be to target those
        particular consumers with content & develop
        relationships.

     •  Potential to discover brand advocates &
        influencers.

15
facebook are the new Google
     •  They change things when people are comfortable
        with them:
       –  Ability to remove commenting
       –  Competition rules
       –  25 likes to start create a domain
       –  Subscription features.




16
Facebook subscribe
     •  Until now, users could only see user posts if they
        were friends, or if they liked a page.

     •  Facebook has just launched a “subscribe” button
        that performs the following functions2:
        –  Allows you to choose exactly what you can see from
           others into your news feed
        –  Subscribe to people who are not your friends
        –  Allow others to subscribe to your updates.




17
Facebook subscribe




18
Facebook subscribe




19
Facebook subscribe – what does it mean?
     •  What will the implications be?
        –  More publically available data on facebook
        –  Improvements in facebook search functionality
        –  Facebook is beginning to act more & more like a blog or
           full website, providing consumers with everything that they
           need

     •  The functionality is not yet available for pages, but
        there are definitely implications for business / brand
        pages.

     •  It is unclear whether the fact that someone
        “subscribes” will appear on the user’s wall or in
        friends’ news feeds – STALKER WATCH.

20
What does this mean for brands?
     •  Consumers will now be utilising brand pages like
        blogs / news feeds.




                                                      s
                                                 ent i
                                             Cont g to
                                              goin ey to
                                                me k ng.
                                            beco ythi
                                              ever


21
Google +
     •  Google’s latest foray into the social sphere,
        launched in June 2011 as an alternative
        networking platform.

     •  Centred around making every existing Google
        product socially compatible, ensuring that you
        don’t have to log into different services to share
        your photos, upload video or let others know
                                                           le
        what you’re up to 3.                          Goog their
                                                        ding
                                                        n         le
                                                    expa – Goog e
                                                         h         l
                                                     reac & Goog
                                                                     t
                                                      Buzz weren’
                                                           e
                                                       Wav ht, so
                                                          rig          ill
                                                              ully+w
22
                                                       hopef e. 
                                                               b
The rise of Google +

        Facebook took
        2.5 years to
            reach
                             Google +
       18 million users.
                             took just
                            21 days.

23
So what’s the difference?

     •  Sharing online is more like sharing in real life.
        –  Different things with different people.
        –  “circles” of friends / associates can be created -
           much like segmenting a database.




24
So what’s the difference?
     •  “Hangouts” allow for video calling specific or
        circles of friends.




25
So what’s the difference?
     •  “Huddles” allow for group chat – particularly
        useful as part of the mobile offering.




26
So what’s the difference?
     •  “Sparks” are topics of interest to you.
        –  Notify Sparks & it will send you things it thinks you
           might like.




27
Are people using Google+?




                                                   ill
                                          ok is st
                                 Fa cebo people’s
                                  pa rt of ur – it
                                            o
                                    be havi time to
                                             e
                                   wil l tak e to +
                                              g
                                       chan
28
What’s in it for brands?
     •  Brand roll out is slated for the end of 2011.
        –    Integration with Google advertising products.
        –    Superior data and analytics.
        –    Improved search.
        –    Will integrate with Google Apps.

     •  Ways in which brands might use Google +.
        –  If circles become public & subscribable, customers could
           sign up for specific channels.
        –  Ability to segment users & possibly use as focus or test
           groups.
        –  Enhanced SEO as Google+ will potentially have premium
           results.


29
1. What’s new?




      Social          Web   Trends




30
Walk down memory lane….

     Remember when
     Apple announced




                               ý
         that it’s
     mobile devices
      would no longer
       support flash?




31
Windows 8
     •  Microsoft have announced that they will be
        following in the steps of Apple.


                         Windows 8
                     for mobile devices
                    will not support
                        plugins…
                      including Flash



32
What does this mean for brands?
     •  Flash headers or elements utilised in any sites
        will not function on mobile devices at all in
        future.




33
Social is a big factor in Off page SEO




       On               Off               Better
      page             page                SEO

                              The n eed to be
                                p resent in
                                  social is
                                   reasing...
                                             
                               inc
34
2. What’s happening?
Consumer & industry trends
Mobile
     •  Mobile is becoming one of the most talked about
        areas in the digital industry.

     •  It is important to remember that “Mobile” isn’t
        only about applications…


     Mobile     =   Marketing   +   Apps     +    Website




36
What is a mobile device?




                  Smart                       Other
     Mobile   =            +   Tablets   +
                  phones                     devices




37
What are the different types of OS?




                                le
                       e&  App
                 G oogl finitely
                        e
                   are d o watch
                         t
                    ones involved
                     & be ith...
                         w
38
Mobile growth

          52%                                       8x faster
                                                   growth rate than
      of our population                          desktop computing at
             has                                   the same point in
                                                     development4.
       a smartphone
       - 2nd highest usage
        rate in the world4.

                                                                 Market Share
                                                                        IOS: 42%
                         1st billion                                Android: 29%
                        downloads of Android                    - but growing 4x as fast4.
                         apps took 2 years.

                              The last billion
                              took 60 days4.

39
Mobile & motherhood
     •  Mothers are 18% more likely than general public
        to have a smart phone which they are using all
        day everyday7.
       –  37% of media time on phone
       –  Snacking on content is high
       –  Respond well to mobile ads
          •  46% have taken action after seeing an ad on their phone.

                                                                      e the
                                                           Mobiles ar
                                                                         –
                                                            place to be
                                                                         ent
                                                           se arch, cont
                                                                          d
                                                             & simplifie
                                                                 web.
40
Mobile & the home


     #1mobile
     usage location
                                             44%
                                             of us go to bed
     is in the home.                         with our phones
                                             in arms reach.


                       Nearly   HALF
                       of users are ‘dual-
                           screening.’




41
42
Why mobile?


                      2. It is
                    immediate
          1. It                     3. It
       entertains                connects
           us                    us locally
                     Mobile is
                       more
                      than a
                      phone

43
1. Mobile entertains us
                                                        75% of people
                                                         use smartphones
                                                        in off-time at work.
      125 years                                        60% use them on
     of Angry Birds are                                their daily commute.
      played every day.


                              37%
                      of Australia’s mobile data
                      traffic is related to video.

                           Predicted to be           200 million
                          69% by 2015.               playbacks a day on
                                                          YouTube.



44
2. Mobile is immediate


          11%
     of all travel enquiries
                are
        made via mobile
                                 82%
                                   of people booked
                               within 1 day of departure
                                 vs 45% on desktop

                                                           58%
                                                           were within
                                                            35km of
                                                           their hotel




45
Young people love shopping on mobile




46
3. Mobile connects us locally


          66%
        of local searches
       are from a mobile.

          Half of these
       result in an action.       Smartphones
                                enable communication &
                                      connect us.




47
What about other mobile usage?
Other uses for your mobile
What else is happening on mobile?




        Search      Social     Content




49
When are people searching on their mobile?
     •  Consumer searches on the mobile differ to that
        of desktop search:
       –  66% of mobile searches have a local intent
       –  Mobile search numbers peak at night, on weekends &
          leading up to holidays
                                                                 e
                                                      People ar
                                                     sea rching on
                                                                   t
                                                      the go & a
                                                          night. 




50
Mobile & Social
     •  37% of users access social media
        through their mobile5.
     •  47% of female users have social
        networking featured on their
        phone6.
        –  30% say it’s their most valued
           feature.
     •  More than twice as many people
        over the age of 55 visited social
        networking sites on their mobile
        than last year6.

51
Mobile & Social
     •  Consumers aged 16-34 have indicated that they
        liked checking out brands on social media sites.

     •  25% of the same age group interacted with
        content from a brand’s facebook page at least
        once a day, compared to 17% of older adults.

                                        C onsumers
                                                     o
                                       ex pect you t
                                                     n
                                       be  present o
                                           social –
                                           whatever
                                                    is
52                                       form that
How is this relevant?
What are the implications for brands?
Mobile & brands
     •  The purpose of a search via a mobile device
        needs to be considered:
                                                              ser
                 Smart Phones          Tablets      When a u
                                                               an
                                                    comes to
               •  On-the-go      •  At home                    are
                                                    site what
               •  Quick info     •  In depth                    ng
                                    research         they hopi
                                                        to see?
     •  Most visits to brand sites via mobile will be:
        –  From the home
        –  With local intent.
     •  It is important that the level of content provided
        takes this into consideration.

54
Key take outs
What do we need to do?
What are the things to think about?
     •  Social
        –  Is this an area in which your brand is interested in
           investigating?
        –  Requires dedicated monitoring to ensure all customer
           queries are answered.


     •  Mobile
        –  It will be important for 2012 that we think about how to
           build landing pages & sites for both PC & mobile.
           More and more searches are coming from mobile
           devices.
           •  Simplified content.
           •  Easily accessible contact details.

56
Thank you.
e: hello@withcollective.com
w: withcollective.com
f: facebook.com/withcollective
References
     1.  http://mashable.com/2011/09/15/klout-topic-pages/
         Top-K-Recipients
     2.  http://blog.hubspot.com/blog/tabid/6307/bid/25087/
         BREAKING-Facebook-Announces-New-Subscribe-
         Button.aspx
     3.  http://www.pocket-lint.com/news/40785/what-is-
         google-android-iphone-apps
     4.  ThinkMobile conference, Google, Thursday, 7th
         September, 2011.
     5.  http://blog.hubspot.com/blog/tabid/6307/bid/25083/6-
         Compelling-Social-Media-Stats-Marketers-Should-
         Know-Data.aspx
     6.  Nielson Social Media Report: Q3 2011
     7.  http://www.imediaconnection.com/content/29630


58

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Digital Review Sept 2011

  • 1. New things in Digital September 2011
  • 2. Digital quiz •  What are most people searching on their mobiles? –  Location based activities •  What time are most people using their mobiles for search? –  Late afternoon/evening •  What is the biggest %, by age group, of Australian’s on facebook? –  24 – 34yrs 2
  • 3. 1. What’s new? Social, technology & mobile
  • 4. What is social marketing? Social = CRM + PR + Value (dialogue) (push) (exclusive) Basic social 4
  • 5. Before considering dialogue, you must have a base Phase 1: Acquisition Phase 2: RM UE NCE FL R E IN MO Number Initial – 6mths Ongoing Time 5
  • 6. The most important element of social ou are If y g to g oin ou t, y tar to s ne ed inu e co nt 6
  • 7. What are the different types of networks? Image Video Friends ore than M just ook Writing Sharing b face Shopping Professional Interest 7
  • 8. What are people doing on facebook? 8
  • 9. Facebook is the biggest image library 9
  • 10. When are people looking at shared content? It is nt orta imp t cut to ge gh t hrou y. 10 qu ickl
  • 11. What are the different types of networks? 11
  • 12. What is Klout? •  A network that measures top content influences across the following services: –  Twitter –  Facebook –  Foursquare o goa l is t y –  YouTube The tand wh –  Blogger un ders one is –  Instagram s ome ial, in flu ent hat –  Last.fm in to w o –  Tumblr ards & wh reg nt, –  Flickr te con influen ce. they 12
  • 13. Klo ut? uses junkies Who ogy ol nt wa Techn le who . &p eop he know l t ia t o be in her soc . ot re It ’s an out the k ne twor 13
  • 14. Klout – What’s new? •  Klout have introduced +k –  Allows users to rate someone as influential to them in regards to a specific topic. –  Currently, topics are pre-determined by the Klout algorithm, but it is expected Klout will allow users to add their own topics. 1 14
  • 15. What does this mean for brands? •  Klout may allow brands to monitor who is influential within the social community with regards to a specific industry, or alternatively, with regards to a specific product. •  The opportunity would then be to target those particular consumers with content & develop relationships. •  Potential to discover brand advocates & influencers. 15
  • 16. facebook are the new Google •  They change things when people are comfortable with them: –  Ability to remove commenting –  Competition rules –  25 likes to start create a domain –  Subscription features. 16
  • 17. Facebook subscribe •  Until now, users could only see user posts if they were friends, or if they liked a page. •  Facebook has just launched a “subscribe” button that performs the following functions2: –  Allows you to choose exactly what you can see from others into your news feed –  Subscribe to people who are not your friends –  Allow others to subscribe to your updates. 17
  • 20. Facebook subscribe – what does it mean? •  What will the implications be? –  More publically available data on facebook –  Improvements in facebook search functionality –  Facebook is beginning to act more & more like a blog or full website, providing consumers with everything that they need •  The functionality is not yet available for pages, but there are definitely implications for business / brand pages. •  It is unclear whether the fact that someone “subscribes” will appear on the user’s wall or in friends’ news feeds – STALKER WATCH. 20
  • 21. What does this mean for brands? •  Consumers will now be utilising brand pages like blogs / news feeds. s ent i Cont g to goin ey to me k ng. beco ythi ever 21
  • 22. Google + •  Google’s latest foray into the social sphere, launched in June 2011 as an alternative networking platform. •  Centred around making every existing Google product socially compatible, ensuring that you don’t have to log into different services to share your photos, upload video or let others know le what you’re up to 3. Goog their ding n le expa – Goog e h l reac & Goog t Buzz weren’ e Wav ht, so rig ill ully+w 22 hopef e. b
  • 23. The rise of Google + Facebook took 2.5 years to reach Google + 18 million users. took just 21 days. 23
  • 24. So what’s the difference? •  Sharing online is more like sharing in real life. –  Different things with different people. –  “circles” of friends / associates can be created - much like segmenting a database. 24
  • 25. So what’s the difference? •  “Hangouts” allow for video calling specific or circles of friends. 25
  • 26. So what’s the difference? •  “Huddles” allow for group chat – particularly useful as part of the mobile offering. 26
  • 27. So what’s the difference? •  “Sparks” are topics of interest to you. –  Notify Sparks & it will send you things it thinks you might like. 27
  • 28. Are people using Google+? ill ok is st Fa cebo people’s pa rt of ur – it o be havi time to e wil l tak e to + g chan 28
  • 29. What’s in it for brands? •  Brand roll out is slated for the end of 2011. –  Integration with Google advertising products. –  Superior data and analytics. –  Improved search. –  Will integrate with Google Apps. •  Ways in which brands might use Google +. –  If circles become public & subscribable, customers could sign up for specific channels. –  Ability to segment users & possibly use as focus or test groups. –  Enhanced SEO as Google+ will potentially have premium results. 29
  • 30. 1. What’s new? Social Web Trends 30
  • 31. Walk down memory lane…. Remember when Apple announced ý that it’s mobile devices would no longer support flash? 31
  • 32. Windows 8 •  Microsoft have announced that they will be following in the steps of Apple. Windows 8 for mobile devices will not support plugins… including Flash 32
  • 33. What does this mean for brands? •  Flash headers or elements utilised in any sites will not function on mobile devices at all in future. 33
  • 34. Social is a big factor in Off page SEO On Off Better page page SEO The n eed to be p resent in social is reasing... inc 34
  • 35. 2. What’s happening? Consumer & industry trends
  • 36. Mobile •  Mobile is becoming one of the most talked about areas in the digital industry. •  It is important to remember that “Mobile” isn’t only about applications… Mobile = Marketing + Apps + Website 36
  • 37. What is a mobile device? Smart Other Mobile = + Tablets + phones devices 37
  • 38. What are the different types of OS? le e& App G oogl finitely e are d o watch t ones involved & be ith... w 38
  • 39. Mobile growth 52% 8x faster growth rate than of our population desktop computing at has the same point in development4. a smartphone - 2nd highest usage rate in the world4. Market Share IOS: 42% 1st billion Android: 29% downloads of Android - but growing 4x as fast4. apps took 2 years. The last billion took 60 days4. 39
  • 40. Mobile & motherhood •  Mothers are 18% more likely than general public to have a smart phone which they are using all day everyday7. –  37% of media time on phone –  Snacking on content is high –  Respond well to mobile ads •  46% have taken action after seeing an ad on their phone. e the Mobiles ar – place to be ent se arch, cont d & simplifie web. 40
  • 41. Mobile & the home #1mobile usage location 44% of us go to bed is in the home. with our phones in arms reach. Nearly HALF of users are ‘dual- screening.’ 41
  • 42. 42
  • 43. Why mobile? 2. It is immediate 1. It 3. It entertains connects us us locally Mobile is more than a phone 43
  • 44. 1. Mobile entertains us 75% of people use smartphones in off-time at work. 125 years 60% use them on of Angry Birds are their daily commute. played every day. 37% of Australia’s mobile data traffic is related to video. Predicted to be 200 million 69% by 2015. playbacks a day on YouTube. 44
  • 45. 2. Mobile is immediate 11% of all travel enquiries are made via mobile 82% of people booked within 1 day of departure vs 45% on desktop 58% were within 35km of their hotel 45
  • 46. Young people love shopping on mobile 46
  • 47. 3. Mobile connects us locally 66% of local searches are from a mobile. Half of these result in an action. Smartphones enable communication & connect us. 47
  • 48. What about other mobile usage? Other uses for your mobile
  • 49. What else is happening on mobile? Search Social Content 49
  • 50. When are people searching on their mobile? •  Consumer searches on the mobile differ to that of desktop search: –  66% of mobile searches have a local intent –  Mobile search numbers peak at night, on weekends & leading up to holidays e People ar sea rching on t the go & a night. 50
  • 51. Mobile & Social •  37% of users access social media through their mobile5. •  47% of female users have social networking featured on their phone6. –  30% say it’s their most valued feature. •  More than twice as many people over the age of 55 visited social networking sites on their mobile than last year6. 51
  • 52. Mobile & Social •  Consumers aged 16-34 have indicated that they liked checking out brands on social media sites. •  25% of the same age group interacted with content from a brand’s facebook page at least once a day, compared to 17% of older adults. C onsumers o ex pect you t n be present o social – whatever is 52 form that
  • 53. How is this relevant? What are the implications for brands?
  • 54. Mobile & brands •  The purpose of a search via a mobile device needs to be considered: ser Smart Phones Tablets When a u an comes to •  On-the-go •  At home are site what •  Quick info •  In depth ng research they hopi to see? •  Most visits to brand sites via mobile will be: –  From the home –  With local intent. •  It is important that the level of content provided takes this into consideration. 54
  • 55. Key take outs What do we need to do?
  • 56. What are the things to think about? •  Social –  Is this an area in which your brand is interested in investigating? –  Requires dedicated monitoring to ensure all customer queries are answered. •  Mobile –  It will be important for 2012 that we think about how to build landing pages & sites for both PC & mobile. More and more searches are coming from mobile devices. •  Simplified content. •  Easily accessible contact details. 56
  • 57. Thank you. e: hello@withcollective.com w: withcollective.com f: facebook.com/withcollective
  • 58. References 1.  http://mashable.com/2011/09/15/klout-topic-pages/ Top-K-Recipients 2.  http://blog.hubspot.com/blog/tabid/6307/bid/25087/ BREAKING-Facebook-Announces-New-Subscribe- Button.aspx 3.  http://www.pocket-lint.com/news/40785/what-is- google-android-iphone-apps 4.  ThinkMobile conference, Google, Thursday, 7th September, 2011. 5.  http://blog.hubspot.com/blog/tabid/6307/bid/25083/6- Compelling-Social-Media-Stats-Marketers-Should- Know-Data.aspx 6.  Nielson Social Media Report: Q3 2011 7.  http://www.imediaconnection.com/content/29630 58