Keynote speech from Cannes Lions 2015

1. @Cheil_Worldwide
THE NEXT TEN YEARS OF
Peter Kim Chief Digital Officer @peterkim

2. @peterkim
LETS GO BACK TO THE EARLY DAYS

3. 2005
@peterkim

4. 2 0 0 5
LIVERPOOL WINS CHAMPIONS LEAGUE
Image: Bob Thomas, Getty Images
@peterkim

5. 2 0 0 5
“W” STARTS SECOND TERM
@peterkim

6. 2 0 0 5
TWO CYBER GRAND PRIX WINNERS
@peterkim

7. ALSO IN 2005
@peterkim

8. A R O U N D T H AT T I M E
is starting at Harvard
@peterkim

9. A R O U N D T H AT T I M E
is being started on top of a San Mateo pizzeria
@peterkim

10. A R O U N D T H AT T I M E
is a beta service at a podcasting company
@peterkim

11. The convergence of trends in three key areas:
T E C H N O L O G Y
W H AT WA S G O I N G O N ?
S O C I E T Y E C O N O M Y
@peterkim

12. T E C H N O L O G Y
0%
7%
14%
21%
28%
35%
42%
49%
56%
63%
70%
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
5%7%
10%
15%
23%
28%30%
37%38%
41%
34%
66%
63%
55%
47%
42%
33%
24%
16%
11%
6%
3%
Broadband Dial-up
Source: Pew Internet & American Life Project @peterkim

13. T E C H N O L O G Y
H A R D D R I V E C O S T P E R G I G A B Y T E 1 9 8 0 - 2 0 1 0
$0.01
$0.10
$1.00
$10.00
$100.00
$1,000.00
$10,000.00
$100,000.00
$1,000,000.00
$10,000,000.00
1980 1985 1990 1995 2000 2005 2010
@peterkim

14. S O C I E T Y
© 1998 Paramount Pictures. All rights reserved.
ART IMITATES LIFE IMITATES ART
@peterkim

15. S O C I E T Y
MILLENNIALS COME OF AGE
Image courtesy at Business Insider Australia
@peterkim

16. E C O N O M Y
POST-DOT-COM BUBBLE
@peterkim

17. E C O N O M Y
600
700
800
900
1,000
1,100
1,200
1,300
1,400
1,500
1,600
2000 2001 2002 2003 2004 2005
S & P 5 0 0
2 0 0 0 - 2 0 0 5
@peterkim

18. B U T B R A N D S W E R E N ’ T C O N V I N C E D
@peterkim

19. UNDERSTAND THE TECHNOLOGY
STAGE 1
@peterkim

20. S TA G E 1 H O W D O E S I T W O R K ?
BOWIECHICK:
SOCIAL MEDIA
CAN DRIVE SALES
@peterkim

21. S TA G E 1 H O W D O E S I T W O R K ?
COMCAST CARES:
SOCIAL MEDIA
FOR CUSTOMER
SERVICE
@peterkim

22. S TA G E 1 H O W D O E S I T W O R K ?
MOTRIN MOMS:
SOCIAL MEDIA
CAN MAKE OR BREAK
A BRAND’S REPUTATION
@peterkim

23. CONNECT TO SOCIETY
STAGE 2
@peterkim

24. S TA G E 2 H O W D O W E E N G A G E ?
ENTERTAINMENT - MAKE ME LAUGH
ROSHAMBULL
REDBULL
@peterkim

25. S TA G E 2 H O W D O W E E N G A G E ?
EMOTION - MAKE ME CRY
EVOLUTION
DOVE
@peterkim

26. S TA G E 2 H O W D O W E E N G A G E ?
EGO - MAKE ME RICH AND FAMOUS
MICHELLE PHAN
MAKEUP ARTIST
@peterkim

27. MAKE THE ECONOMICS WORK
STAGE 3
@peterkim

28. S TA G E 3 H O W D O W E M O N E T I Z E ?
• DELL OUTLET: DRIVE PEOPLE TO E-COMMERCE
• VIRGIN AMERICA: FLASH SALE + CHARITY
@peterkim

29. 2015
@peterkim

30. T E C H N O L O G Y
@peterkim

31. S O C I E T Y
16.1M viewers
25.1M TWEETS
Source: Nielsen @peterkim

32. E C O N O M Y
S & P 5 0 0
0
500
1,000
1,500
2,000
2,500
2000 2005 2010 2015
@peterkim

33. ALL GOOD, RIGHT?
@peterkim

34. THINK AGAIN
BRANDS MAY HAVE FIGURED IT ALL OUT
BUT THE GAME HAS CHANGED
@peterkim

35. T H E T E C H N O L O G Y I S T O O E A S Y
@peterkim

36. S O C I E T Y I S S E L F - I E A B S O R B E D
@peterkim

37. T H E E C O N O M I C S A R E B L E A K
@peterkim

38. S T I L L S T U C K I N 2 0 0 5 ?
@peterkim

39. SO HOW CAN BRANDS SUCCEED?
@peterkim

40. 2025
@peterkim

41. IN THE NEXT TEN YEARS,
SOCIAL MEDIA WILL BE
@peterkim

42. 1 . G O N E
@peterkim

43. 2 . S H O P PA B L E
@peterkim

44. 3 . S N A C K A B L E
@peterkim

45. 4 . A U T O M AT E D
@peterkim

46. 5 . C O N N E C T I V E
@peterkim

47. 6 . F I LT E R E D
Source: New York Times @peterkim

48. 7 . I N T E G R AT E D
@peterkim

49. 8 . C H I N E S E
Rank Country % Global GDP Growth
1 U.S. 42%
2 Japan 16%
- EU 15%
3 China 8%
Economies with Largest Contribution to Global Economic Growth
2000 to 20101990 to 2000
Rank Country % Global GDP Growth
- EU 25%
1 China 15%
2 U.S. 15%
3 Brazil 5%
@peterkim

50. 8 . C H I N E S E
Predicted Economies with Largest Contribution to Global Economic Growth
2010 to 2020
Rank Country
Incremental GDP
(billions of US$)
% Global GDP Growth
1 China 32,909 31%
2 U.S. 10,207 16%
- EU 7,524 15%
3 India 1,931 8%
@peterkim

51. 8 . C H I N E S E
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
2000 2010 2011 2012 2013
Alibaba "Singles Day" US "Cyber Monday"
Sales
($billions)
Source: Bloomberg Industries, comScore, Adobe
Largest Annual E-commerce Day
@peterkim

52. 8 . C H I N E S E
R I S E O F C H I N E S E T E C H C O M PA N I E S
A S O F D E C E M B E R , 1 9 9 5 A S O F M AY, 2 0 1 5
#3 Alibaba
#6 Tencent
#8 Baidu
#11 JD.com
Source: KPCB Internet Trends 2015 - Code Conference @peterkim

53. B E Y O N D T H E G R E AT F I R E WA L L
8 . C H I N E S E
@peterkim

54. 9 . S U B C U TA N E O U S
@peterkim

55. 1 0 . E M P O W E R I N G
@peterkim

56. WHAT IT MEANS
@peterkim

57. W H A T I T M E A N S F O R C O N S U M E R S
E N J O Y T H E R I D E
TECHNOLOGY: CONTINUALLY EVOLVING
SOCIETY: RECONNECT FOR MEANING
ECONOMY: WHAT GOES UP MUST COME DOWN
@peterkim

58. W H A T I T M E A N S F O R B R A N D S
C H A N G E T O E N G A G E
TECHNOLOGY: EMBRACE YOUR INNER TECH GEEK
SOCIETY: THINK OUTSIDE OF THE BORDER
ECONOMY: PAY TO PLAY
@peterkim

59. W H A T I T M E A N S F O R A G E N C I E S
T H E D E A L I N ’ S D O N E
TURN ON, TUNE IN, CASH OUT
YOUR SOCIAL MEDIA REVENUE WILL DISAPPEAR
TRENDS RENDER TRADITIONAL MODELS INEFFECTIVE
@peterkim

60. THANK YOU
감사합니다
@peterkim