Things change

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Things change
Over time
Over a single day
Source Nielsen Internet and Technology Report
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Base Australians Online
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Multitasking
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Attention is Shifting

• Neilsen-Online report stated
• 84 use some form of Web 2.0 to share content
• 83 consume Consumer Generated Media
• 77 comment on or create CGM (comfortable)
• 78 download audio or video content
• 69 upload video or audio content
• Peer recommendation is the single largest
  influence on their take up (and where they go)
• 40 need more time to participate more
• Needing faster internet was a low barrier (15)

26th Feb 2008 CONSUMER GENERATED MEDIA EVOLUTION
OR REVOLUTION?
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The need for Community

• If there are 30k shows and over 500 channels on
  Joost
• And if ten hours of video loads every minute on
  youTube
• How do we decide what to watch, read, engage?
• We rely on recommendations and referrals to tell
  us what we should be engaged with
• Our community is the source of recommendations
• Social networks have key functions
  communication, finding, sharing, tagging,
  recommending, playing

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Why is Community Relevant?
Effect of Marketing Communications to purchase
decisions 29
Effect of word-of-mouth (recommendation) to
purchase decisions 71
Source Xtract Ltd.
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Web 1.0 -gt Web 2.0

• The (mostly) Read-Only Web
• Companies
• Owning content/home pages
• HTML, Portals
• Web Forms
• Dictionaries (taxonomy)
• Netscape
• Page Views
• Advertising

• The Read/Write Web
• Communities
• User Generated Content
• XML, RSS
• Web applications
• Tagging (folksonomy)
• Google
• Cost per click
• Word of mouth

Based upon work by Marta Strickland. Organic
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Going social

• Long Tail
• The recognition of the importance (and value) or
  niche
• Collaboration
• We could work with others, even those we dont
  know
• User Generated Content
• We are all creative, all have a voice, can be
  heard
• Social Media
• Let me tell you what I like. What do you like?
• Social Networking
• Find friends, share and discover. New
  communication(and a new way of changing the
  commercial world)
• Engagement
• Lean Forward as opposed to sit back. Non-linear
  consumption

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New forms of Search
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More recently, the rise of visual
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Digital all its forms.

• Games
• Mobile
• As eBooks readers
• Graphic novels (mobile?)
• Mash-up tools
• Participatory drama
• Video
• sometimes in game worlds
• with you as the character
• Virtual worlds
• Interactive stories

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Three keys things in digital

• Find your audience
• Generate it yourself if you have to
• Learn how to use social media to the max
• Take the shortcuts
• Determine your distribution
• Is it on your own site? Can you afford this?
• Can you make money from using another site? Which
  one?
• Determine your commercial model
• Advertising only looks easy. Hard and worst payer
• Subscription, upgrade, transaction all easier

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Embedded or promotion?

• Digital can be a great way of generating audience
  through promotional strategies
• It can also be in intrinsic part of the story
• It can also be another story in its own right
• Adding value to the linear story on another
  screen
• Back story, prequel, deeper investigation,
  alternate
• Game can play a part here
• If you want to tell really rich stories
• Tell them across multiple platforms
• Same, linked or even different stories

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We can make more money in mobile than we do in
the desktop eventually and the reason is the
mobile computer is more targeted. Think about it
you carry your phone, and your phone knows all
about youwe can do a very, very targeted ad.
Over time we will make more money from mobile
advertising.

• Eric Schmidt CEO Google 13 August 2008

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But what does it mean to us?

• 13 regard it as their best friend (2/3rd would
  be emotionally affected if we lost it)
• 14 of us answer it during sex
• Almost 90 would take it to the toilet with them
  (and too many are willing to answer it there!)
• 28 of us send sexually explicit SMS messages
• 23 have dumped a partner via SMS
• Mobile is our most important connection 70
  would refuse to lend a phone to a friend for a
  day
• 20 of the youth market disposable income is
  spend on mobile and related services

Unless youre in the USA, where it is closer to
35
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The market is broad
Is it worth the bother?

• 22m mobile phones
• 9m 3G handsets
• 35 rich media devices
• Est. 3 iPhone

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Augmenting reality
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Augmenting reality (as play)
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It is impossible for man to look straight at the
present, he is so terrified by it. We stand on
the stern of the ship looking at the wake and
saying, "We're in very troubled waters.

• Marshall McLuhan

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Jennifer Wilson

• jennifer_at_theprojectfactory.com
• 61 414 59 58 57
• _at_JenWilsonSydney