Lecture for Nottingham Trent University Business Marketing Degree, November 2011

1. Nottingham Trent University 15 th November 2011 Susi O’Neill Digital Consultant The digital opportunity: Current and future trends

4. We’re not in Kansas anymore

5. Access over ownership Image

7. Modular, customisable systems

8. Proprietary Systems

9. Customisable web Geocities (1994-2009)

10. Customisable > Generic Web MySpace (2003-2012)

11. Generic web Facebook (2004-present)

12. Rise of the digital native

13. Prosumer (Consumer as producer)

14. People Power

15. Source: Altimeter

17. Comparing Digital Natives...

18. ...With Silver Surfers Forrester: 2009

19. Photo Globalisation

22. The adoption curve

23. Digital marketing adoption Augment & virtual reality 3D Mobile apps Pervasive computing Cloud computing Prosumers Social marketing Web 2.0 Rich media content E-commerce Email marketing Web accessibility Online support Search marketing Website E-Brochure

24. “ Your product will only survive in a crowded marketplace if you stop advertising and start innovating. The old ways of marketing are dead – and being safe is now risky” Seth Godin, Purple Cow

25. Old media: lean back

26. New media – lean forward

27. Web 1.0

29. Marta Strikland

31. The virtuality continuum

32. The virtuality continuum AR Mobile app QR Code Kinect Virtual worlds Second Life 3D Film

33. Augmented reality Esquire Magazine Molson Dry beer Dutch AR safety campaign Google Goggles search

34. Augmented virtuality: gaming Xbox Kinect

35. Virtual reality Clip: Crystal Maze

36. New screens Skinput : human skin data

37. Pervasive computing (The internet of things)

39. The mobile web

40. Location, Location, Location

41. The social web goes mobile

42. Third Spaces

44. The Culture of Now

45. Bid taping Seckilling music?

47. From direct to personalised marketing David Wilcox, The Social Reporter

48. Public is the new default “ People have really gotten comfortable not only sharing more information and different kinds, but more openly and with more people. That social norm is just something that has evolved over time.

49. Public is the new default Mark Zuckerberg, Facebook Founder

50. Your customers on social media

52. Return on investment (direct marketing) Customer interaction End sale Digital activity Metrics: Website traffic from social platforms On site conversion from social marketing Size of network (fans, followers, friends)

53. Return on engagement (relationship marketing) interaction Reduced cost/ Increased sale Conversation Metrics: Website traffic from social platforms Quality of network (relevancy and influence) Volume and percentage of network interaction

54. Sentiment analysis Social Mention

56. We can haz an iPad strategy? Alice in Wonderland

57. The rise in social gaming Farmville: Population 80 Million World of Warcraft: Population: 11 Million

58. Two Screen TV #E mbarrassingBodies

59. Alternative Reality Games Dark Knight Viral

60. Signal to noise ratio

61. Tastemakers Navigating the data overload

62. Tastemakers Gatekeepers Navigating the data overload

63. Tastemakers Gatekeepers Curators Navigating the data overload

64. Career opportunities

65. Tastemakers Gatekeepers Curators Career opportunities Jeremiah Oywang, Social Media Strategist, Altimeter

66. Career opportunities Susan Hallam, Search Engine Marketing, Hallam Internet

67. Career opportunities Pete Cashmore, Blogger/Start-up Entrepreneur Mashable

68. Thank you Susi O’Neill, Digital Consultant www.digitalconsultant.co.uk Twitter @susioneill LinkedIn/Facebook @susioneill email: [email_address]