2013 Digital Trends

Editor's Notes

• #3: Framework we’d like to talk you through today is the following 6 digital trends – mega trends if you likeThey are mobility, sociability, discovery, connectivity, big data and screens
• #4: in countries where internet penetration is lower, then mobile is where the growth is2011 – more smart mobile devices sold than PCs and laptops 80% twitter usage is on mobile and 50% of all mobile data traffic in UK is for FacebookSmartphones in use in the world reached over 1,000 million, according to third quarter figures released by research firm Strategy Analytics Inc. The number of smartphones in use increased by around 330 million from the third quarter of 2011 and by 79 million from the second quarter of this year.It took 16 years to gain the first billion smartphone users, however it is expected that only three years will be needed for that number to double to 2 billion. More smartphone penetration is expected in the future, specially in emerging markets such as China, India and Africa.
• #5: Audiences now have an always-on stream of content & connectivity in their mobile device
• #8: The question now for Corporates and Govts, all organisations is not whether to be on social media but how to do social mediaInformation Minister of a Central Asian Govt told me he prefers TV to social as people cant answer backThe truth is they are answering back in increasing numbers – the difference is if you aren’t absent then you cant participate in the conversation and you become dislocated from your markets
• #9: You’ve seen the stats - social is ubiquitous and mianstreamSocial networking sites now reach 82 percent of the worlds online population, representing 1.2 billion users around the world.Facebook dominates with half of all social network visits – most used platform for charities and cosnumer brandsTwitter – 500m users – channel of choice for corporates and elitesLinked In strong, Pinterest and Instagram growing as is Google +Research Ive seen suggest people are not waiting for the next social network to come alongHappy with digital life as it is
• #10: WorldwidephenomonenMap shows internet, social and mobile penetration in the various continentsInternet World Stas website doesnt include Africa but some work we did last yr shows Twitter and Facebook growing v strongly – largely due to rapd growth in smartphonepentration (leapfrogging PC)Saud Arabia fastest growing Twitter market in world
• #11: Despite that many big corporates and govts struggle to get heads round social and how mest to use itOne framework we often use is a variant of this – an elevator pitch for socialRole is 3 foldAmplification:  To deliver messages, ensure social sharing and therefore better visibility in searchEngagement:  By disseminating information across multiple social channels, there’s greater capacity for engagement. You can have deeper conversations with your stakeholders, rebut and clarify media statements and demonstrate openness and transparency.Monitoring:  Monitoring social channels will enable you to track issues as they happen and identify opportunities for further amplification or more in depth engagement.
• #13: One lessons is we need to be creating content in first place – more than just press releases, PDF reports – obviously, it would be nice to get an oped in the FT or film on the BBC, however, most organisations are sitting on banks of stories and data, find a way of turning it into content and connecting it to the right audiencesGoogle and social media are hungry for content
• #15: Optimise all content for search engines and social platformsMove from being a marketer/publisher to being a storytellerIncreasingly recommendations from influencers from social graphSocial is Directly Tied to Search Results90m+ Google Users See Personalized SERPsSocial Activity Leads to Search Rankings
• #25: A revolution in big data is taking placeData is now allowing much greater targetting of indviduals and influencersWe need to do more work – worked on a campagnwhwre we brought together data from social medis with published data and could see key influencers in their local areaData was the story of the 2012 US election – allowed candidates to target specific interest groups and to predict voting intentions
• #26: Addressible advertising on direct tv in US and Virgin MediaBBC R&D
• #27: Huge amount of analytics avaiable on facebook and GoogleYou can test concepts before rolling them out to wider audiences so called split testing
• #28: Plan for the community, delivered to the individualTailor a brand message and content to individual concernsAddress granular audiences, micro target around a themeShift from a campaign focus to customer experience focusFrom ‘episodic’ marketing to ‘always on’Users expect content to be relevant and personal to themAddressable TV and social media is reshaping marketing spend
• #30: in countries where internet penetration is lower, then mobile is where the growth is2011 – more smart mobile devices sold than PCs and laptops 80% twitter usage is on mobile and 50% of all mobile data traffic in UK is for FacebookSmartphones in use in the world reached over 1,000 million, according to third quarter figures released by research firm Strategy Analytics Inc. The number of smartphones in use increased by around 330 million from the third quarter of 2011 and by 79 million from the second quarter of this year.It took 16 years to gain the first billion smartphone users, however it is expected that only three years will be needed for that number to double to 2 billion. More smartphone penetration is expected in the future, specially in emerging markets such as China, India and Africa.