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Managing  Social Momentum Russ Lidstone, CEO How-Do Future of Media Engagement Thursday, 29 th  September 2011 @russlidstone
Digital PR Search Channel strategy Advertising CRM Manchester London Edinburgh Social
“ Senator Obama can’t possibly believe… that he can be elected president of the United States  next year” Christopher Hitchens,  24 Sept 2007 “ Overall risks to the output seems less threatening than six months ago”  IMF, 2007 No one can predict the future  “ Anyone who thinks that the ANC is going to run the government in South Africa is living in cloud-cuckoo land” Margaret Thatcher, 1987 Margaret Thatcher & ANC Leader President Mandela, 1990
1991 vs 2011
Old lines are being blurred
“ Lidstone ’ s calendar of memorable events ” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Frames of reference have changed!
Different and more media 1900 1960 1980 2000 2020 Print 1920 1940 Digital TV Analogue radio Cinema Outdoor Mobile Digital radio Games Internet Analogue  TV Source: Microsoft 0 10 20 30 40 50 60 70 80 90 100 Global media consumption: average hours per week
Different and more media Global media consumption: average hours per week  0 10 20 30 40 50 60 70 80 90 100 1991 2000 2011 Print Digital TV Analogue  TV Internet Source: Microsoft Cinema Outdoor Mobile Digital radio Games Analogue radio
Worldwide internet usage Global media consumption: average hours per week  0 10 20 30 40 50 60 70 80 90 100 1991 2000 2011 Print Digital TV Source: Internet World Stats  Analogue  TV Internet Cinema Outdoor Mobile Digital radio Games Analogue radio Number of users (Millions)
Mobile phone usage Global media consumption: average hours per week  0 10 20 30 40 50 60 70 80 90 100 1991 2000 2011 Print Digital TV Source: UN ITN Analogue  TV Internet Number of users (Millions) Cinema Outdoor Mobile Digital radio Games Analogue radio Number of mobile phone subscriptions (Millions)
UK  “ digital ”  agencies  Global media consumption: average hours per week  0 10 20 30 40 50 60 70 80 90 100 1991 2000 2011 Print Digital TV Source: IPA  Analogue  TV Internet Number of users (Millions) Cinema Outdoor Mobile Digital radio Games Analogue radio Number of mobile phone subscriptions (Millions) Number of agencies
Cannes Lions winning countries & categories  Global media consumption: average hours per week  0 10 20 30 40 50 60 70 80 90 100 1991 2000 2011 Print Digital TV Analogue  TV Internet Number of users (Millions) Cinema Outdoor Mobile Digital radio Games Analogue radio Number of mobile phone subscriptions (Millions) Number of agencies  Source: Cannes Lions  Countries  Categories  Number of countries/categories
The world  Is becoming flat
Peak of inflated expectations Trough of disillusionment  Slope of enlightenment  Plateau of productivity and delivery  1 st  Mover  5 th  Mover  5 th  mover advantage Via Gartner: Hype Cycle TIME  EXCITEMENT
Stella Artois c.1991 Cheap laddish  lagers Seeking the aspirational self Category Brand Consumer A lager of supreme quality and worth REASSURINGLY EXPENSIVE Premium ingredients with  no compromise
Category Brand Consumer Competitive, relevant, truths still count!
Advertising & PR to Managing  Social Momentum Regional Hubs Multi-media Services  Dailies Interactive  Content Communities Conferences  Online  Media  Blogs Pod/Vid  Casts Social Networks Brand Microsite  WIKIS Business Media  Lifestyle Media  Radio TV Broadcast Trade Media  Influencer Relations  Analyst
“ If you don ’ t have a seat at the table you will be on the menu ”
A greater need  for brand humility
Brand is a verb, not a noun Regeneration events Engagement Documentaries PR Print and digital Film Microsite Blog
Entertainment + useful = worth
“ An expert is a man who has stopped thinking ” Frank  Lloyd Wright
@russlidstone Digital PR Search Channel Advertising Social CRM

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Managing Social Momentum: How-Do Future of Media Engagement

  • 1. Managing Social Momentum Russ Lidstone, CEO How-Do Future of Media Engagement Thursday, 29 th September 2011 @russlidstone
  • 2. Digital PR Search Channel strategy Advertising CRM Manchester London Edinburgh Social
  • 3. “ Senator Obama can’t possibly believe… that he can be elected president of the United States next year” Christopher Hitchens, 24 Sept 2007 “ Overall risks to the output seems less threatening than six months ago” IMF, 2007 No one can predict the future “ Anyone who thinks that the ANC is going to run the government in South Africa is living in cloud-cuckoo land” Margaret Thatcher, 1987 Margaret Thatcher & ANC Leader President Mandela, 1990
  • 5. Old lines are being blurred
  • 6.
  • 7. Frames of reference have changed!
  • 8. Different and more media 1900 1960 1980 2000 2020 Print 1920 1940 Digital TV Analogue radio Cinema Outdoor Mobile Digital radio Games Internet Analogue TV Source: Microsoft 0 10 20 30 40 50 60 70 80 90 100 Global media consumption: average hours per week
  • 9. Different and more media Global media consumption: average hours per week 0 10 20 30 40 50 60 70 80 90 100 1991 2000 2011 Print Digital TV Analogue TV Internet Source: Microsoft Cinema Outdoor Mobile Digital radio Games Analogue radio
  • 10. Worldwide internet usage Global media consumption: average hours per week 0 10 20 30 40 50 60 70 80 90 100 1991 2000 2011 Print Digital TV Source: Internet World Stats Analogue TV Internet Cinema Outdoor Mobile Digital radio Games Analogue radio Number of users (Millions)
  • 11. Mobile phone usage Global media consumption: average hours per week 0 10 20 30 40 50 60 70 80 90 100 1991 2000 2011 Print Digital TV Source: UN ITN Analogue TV Internet Number of users (Millions) Cinema Outdoor Mobile Digital radio Games Analogue radio Number of mobile phone subscriptions (Millions)
  • 12. UK “ digital ” agencies Global media consumption: average hours per week 0 10 20 30 40 50 60 70 80 90 100 1991 2000 2011 Print Digital TV Source: IPA Analogue TV Internet Number of users (Millions) Cinema Outdoor Mobile Digital radio Games Analogue radio Number of mobile phone subscriptions (Millions) Number of agencies
  • 13. Cannes Lions winning countries & categories Global media consumption: average hours per week 0 10 20 30 40 50 60 70 80 90 100 1991 2000 2011 Print Digital TV Analogue TV Internet Number of users (Millions) Cinema Outdoor Mobile Digital radio Games Analogue radio Number of mobile phone subscriptions (Millions) Number of agencies Source: Cannes Lions Countries Categories Number of countries/categories
  • 14. The world Is becoming flat
  • 15. Peak of inflated expectations Trough of disillusionment Slope of enlightenment Plateau of productivity and delivery 1 st Mover 5 th Mover 5 th mover advantage Via Gartner: Hype Cycle TIME EXCITEMENT
  • 16. Stella Artois c.1991 Cheap laddish lagers Seeking the aspirational self Category Brand Consumer A lager of supreme quality and worth REASSURINGLY EXPENSIVE Premium ingredients with no compromise
  • 17. Category Brand Consumer Competitive, relevant, truths still count!
  • 18. Advertising & PR to Managing Social Momentum Regional Hubs Multi-media Services Dailies Interactive Content Communities Conferences Online Media Blogs Pod/Vid Casts Social Networks Brand Microsite WIKIS Business Media Lifestyle Media Radio TV Broadcast Trade Media Influencer Relations Analyst
  • 19. “ If you don ’ t have a seat at the table you will be on the menu ”
  • 20. A greater need for brand humility
  • 21. Brand is a verb, not a noun Regeneration events Engagement Documentaries PR Print and digital Film Microsite Blog
  • 23. “ An expert is a man who has stopped thinking ” Frank Lloyd Wright
  • 24. @russlidstone Digital PR Search Channel Advertising Social CRM