Digital Wtf 14.04.08
-
Upload
nicholas-gill-bluurbwordpresscom -
Category
Technology
-
view
1.197 -
download
2
description
Transcript of Digital Wtf 14.04.08
![Page 1: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/1.jpg)
Copyright 2008 | fivebyfivedigital.com
DigitalWTF?
Southampton Solent University14 April 08
![Page 2: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/2.jpg)
Copyright 2008 | fivebyfivedigital.com
POST
• Purpose– WTF is digital?
• Outcome– You know what digital is, what’s happening &
how you might go and play in it
• Structure– Informal discussion
• Timing– 1 hour or so
![Page 3: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/3.jpg)
Copyright 2008 | fivebyfivedigital.com
WTF am I?
![Page 4: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/4.jpg)
Copyright 2008 | fivebyfivedigital.com
Nice people we work with
![Page 5: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/5.jpg)
Copyright 2008 | fivebyfivedigital.com
Work that oozes digital goodness | sites
![Page 6: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/6.jpg)
Copyright 2008 | fivebyfivedigital.com
Work that oozes digital goodness | advertising
![Page 7: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/7.jpg)
Copyright 2008 | fivebyfivedigital.com
Work that oozes digital goodness | email
![Page 8: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/8.jpg)
Copyright 2008 | fivebyfivedigital.com
Work that oozes digital goodness | viral/widget
![Page 9: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/9.jpg)
Copyright 2008 | fivebyfivedigital.com
[When they were BHWG]
12 years man and boy…
![Page 10: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/10.jpg)
Copyright 2008 | fivebyfivedigital.com
Living the dream…
![Page 11: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/11.jpg)
Copyright 2008 | fivebyfivedigital.com
So… digital
![Page 12: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/12.jpg)
Copyright 2008 | fivebyfivedigital.com
How many do you do?
1. I email useful information to colleagues
2. I send photos to friends
3. I use instant messenger
4. I have participated in a peer poll
5. I have submitted a book review to Amazon
6. I have submitted seller feedback to eBay
7. I read or contribute to on-line discussion groups
8. I contribute personal opinions to a website
9. I write my own Blog
10. I create multimedia content and post to the Internet
![Page 13: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/13.jpg)
Copyright 2008 | fivebyfivedigital.com
“It’s not about mass media, it’s about My
Media”
Farzad Nazem – CTO, Yahoo
![Page 14: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/14.jpg)
Copyright 2008 | fivebyfivedigital.com
“Traditional advertising doesn’t work.
And companies who don’t get wise to this are going to fail.”
Sergio Zyman, The End of Advertising As We Know It
![Page 15: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/15.jpg)
Copyright 2008 | fivebyfivedigital.com
Hugh MacLoud, gapingvoid.com
![Page 16: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/16.jpg)
Copyright 2008 | fivebyfivedigital.com Sources: http://www.slideshare.net/darmano/2006-in-your-words
![Page 17: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/17.jpg)
Copyright 2008 | fivebyfivedigital.com
UK media 30 years ago…
Sources: OfCom
3 TV channels 6 radio stations
3,500 magazine titles
![Page 18: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/18.jpg)
Copyright 2008 | fivebyfivedigital.com
UK media today...
Sources: OfCom, Wikipedia
250+ TV channels
500+ radio stations
10,000+ magazine titles
+
![Page 19: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/19.jpg)
Copyright 2008 | fivebyfivedigital.com
39.1m internet users (64.2%)
But not just penetration… broadband drives interactivity
& engagement
Average amount of time spent online increased x4 in last 4
years (20hrs pm)
110% mobile phone penetration
1 billion text messages sent weekly
38% mobile internet usage by 2012
UK media today...
Sources: Yahoo! 2006, eMarketer 2007 & OfCom Q1 2006, International Telecommunications Union and Veronis Suhler Stevenson, Economist 2004, Forrester
![Page 20: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/20.jpg)
Copyright 2008 | fivebyfivedigital.com
What does this mean?
![Page 21: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/21.jpg)
Copyright 2008 | fivebyfivedigital.com
3,000
Source: Advertising: It's Everywhere, Media Awareness Network, 2005.
![Page 22: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/22.jpg)
Copyright 2008 | fivebyfivedigital.com
Always on culture…today’s consumer mashes 44hrs into 24hr
day
Source: Yahoo!/OMD
![Page 23: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/23.jpg)
Copyright 2008 | fivebyfivedigital.com
Consumers trust their peers more than they trust marketers
90%
70%
45%
Recommendations fromother consumers
Brand websites
TV ads
Sources: Forrester/Intelliseek Research 2006, Yankelovich Monitor 2004/05
Not as overwhelmed by information as they used to be58% 1999
“I’m overwhelmed by all the sources of information avail;able today.”
45% 2004
Want to try before they buy
More and more watching film trailer online before buying ticketsiTunes have shifted record buying. Sample the singles then buy the album.
Pride themselves on seeing through the marketing speak & spin
58% 2005
“It’s important to be seen as somebody who can see through the exaggeration & the hype.”38%
2002
![Page 24: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/24.jpg)
Copyright 2008 | fivebyfivedigital.com
Implication: consumers are harder to find
![Page 25: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/25.jpg)
Copyright 2008 | fivebyfivedigital.com
Demographics alone don’t cut it
![Page 26: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/26.jpg)
Copyright 2008 | fivebyfivedigital.com
The atomisation of the web has made these complexities harder to overcome
Brand “ownership” has fundamentally shifted.Consumers expect to be involved, engaged and invited to collaborate
Sources: David Armano, http://darmano.typepad.com/logic_emotion
![Page 27: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/27.jpg)
Copyright 2008 | fivebyfivedigital.com
![Page 28: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/28.jpg)
Copyright 2008 | fivebyfivedigital.com
From SHOUTING to conversations
web 1.0 / mass media
web 2.0
![Page 29: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/29.jpg)
Copyright 2008 | fivebyfivedigital.com
The consumer has evolved…
They have on demand expectations
They want real-time dialogue
They want personal experiences
Sources: Greg Verdino, http://gregverdino.typepad.com/
![Page 30: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/30.jpg)
Copyright 2008 | fivebyfivedigital.com
Advertising isn’t relevant...
Content that informs, educates and entertains is. In short…
Engagement
![Page 31: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/31.jpg)
Copyright 2008 | fivebyfivedigital.com
Engagement…
Pop culture
Entertainment
Social networks & communities
![Page 32: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/32.jpg)
Copyright 2008 | fivebyfivedigital.com
Popular Culture
![Page 33: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/33.jpg)
Copyright 2008 | fivebyfivedigital.com
UGC (2006)
Sources: http://www.slideshare.net/nschock/web-20-and-the-online-conversation
![Page 34: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/34.jpg)
Copyright 2008 | fivebyfivedigital.com
![Page 35: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/35.jpg)
Copyright 2008 | fivebyfivedigital.com
![Page 36: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/36.jpg)
Copyright 2008 | fivebyfivedigital.com
![Page 37: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/37.jpg)
Copyright 2008 | fivebyfivedigital.com
![Page 38: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/38.jpg)
Copyright 2008 | fivebyfivedigital.com
![Page 39: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/39.jpg)
Copyright 2008 | fivebyfivedigital.com
![Page 40: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/40.jpg)
Copyright 2008 | fivebyfivedigital.com
![Page 41: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/41.jpg)
Copyright 2008 | fivebyfivedigital.com
Entertainment
![Page 42: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/42.jpg)
Copyright 2008 | fivebyfivedigital.com
![Page 43: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/43.jpg)
Copyright 2008 | fivebyfivedigital.com
![Page 44: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/44.jpg)
Copyright 2008 | fivebyfivedigital.com
![Page 45: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/45.jpg)
Copyright 2008 | fivebyfivedigital.com
![Page 46: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/46.jpg)
Copyright 2008 | fivebyfivedigital.com
Social Networks & Communities
![Page 47: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/47.jpg)
Copyright 2008 | fivebyfivedigital.com
![Page 48: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/48.jpg)
Copyright 2008 | fivebyfivedigital.com
![Page 49: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/49.jpg)
Copyright 2008 | fivebyfivedigital.com
![Page 50: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/50.jpg)
Copyright 2008 | fivebyfivedigital.com
![Page 51: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/51.jpg)
Copyright 2008 | fivebyfivedigital.com
![Page 52: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/52.jpg)
Copyright 2008 | fivebyfivedigital.com
![Page 53: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/53.jpg)
Copyright 2008 | fivebyfivedigital.com
![Page 54: Digital Wtf 14.04.08](https://reader036.fdocuments.net/reader036/viewer/2022062312/55491e61b4c9059f4c8b6ca1/html5/thumbnails/54.jpg)
Copyright 2008 | fivebyfivedigital.com
Thanks & get in touch with any thoughts
Five by Five4 Grosvenor Square, Southampton, Hampshire, SO15
2BE023 8082 8500
fivebyfivedigital.com
Copyright 2008 | fivebyfivedigital.com
bluurb.wordpress.com
twitter.com/nicholasgilllinkedin.com/in/nicholasgill
facebook.com/people/Nicholas_Gill/706150057