5 Trends in Digital Media

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5 Trends in Digital Media

• Joakim Jay Baage, VP, Content and Business
  Development
• Digital Media Wire

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1. WOM Is Best Way To Spread a Message 2009

• 76 of consumers dont believe that companies
  tell the truth in advertisements, fool us to buy
  producs/services (Source Yankelowich)
• There is one trusted medium left in the world -
  Our friends, their friends, our community of
  like-minded people

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Not New Hype, Just Ignored Reality

• 1955 study showed WOM was 7x more effective then
  newspaper advertising, 5x more effective then a
  personal sales pitch(Source Katz and
  Lazarsfeld)
• 2009 technology has allowed us to interact and
  spread the word virally, using Web 2.0 technology

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Social Media Is WOM

• US connected consumers who have made a
  purchasebased on a recommendation on a social
  networking site
• (Source Razorfish Consumer
  Experience Report, October 2008)

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Select social media used by US companies 2007
2008

• Social Networking 27 49
• Online Video 24 45
• Blogging 19 39
• Message/Bulletin Boards 33 35
• Wikis 17 27
• Podcasts 11 21
• Do not use any 43 23(Source The University
  of Massachusetts Dartmouth Center of Marketing
  Research, Social Media in the Inc. 500, July
  2008)

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Players
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2. Twitter hype is over?

• Traffic rose just 1.47 from April to May, to
  19.7 million unique monthly visitors traffic to
  the site grew 752 in 2008, according to Compete
• Quantcast estimated Twitter had 21.9 million
  unique visitors in May, down 6 from the prior
  month
• A report from HubSpot analyzed 4.5 million
  Twitter accounts and found that a majority of
  them (54.9) have never sent a single tweet, and
  52.7 have no followers at all
• Twitter is currently not monetized, at least not
  by Twitter itself, although many bid rumors

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Twitter Social Networking and Content
Distribution
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Twitter Ways to Make money

• Dell has revealed that they have made a total of
  2 million in sales thanks directly to
  _at_DellOutlet, and a further 1 million in sales
  that started on Twitter but were completed
  elsewhere.
• _at_DellOutlet and has about 600,000 followers, do
  the math, that is 5 per follower, pretty
  impressive ARPU

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3. iPhone Apps
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Games Have The Most Engagement
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Swimming Towards The Tide

• Only a few (gt5) of Apps are suitable for
  advertising (enough downloads and long-term
  users)
• Know that only 1 of downloads turn out to be
  long-term users
• Go with Games, Sports and Entertainment Apps

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4. Mobile Social

• US Unique Mobile Social Networking Site
• Users (millions), Jan 2008 vs Jan 2009
• MySpace 1.8 5.7
• Facebook 1.2 7.0
• (Source Nielsen)

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Facebook 4th Most Popular App
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5. Widgets, Distributed Applications

• Portable content, that can be posted to social
  networking profiles and blogs and in that way
  shared with friends
• Basically allows you to bring the websites,
  videos and games with you mini-websites
• DMW uses Widgetbox, VodPod, Financial Content ,
  Personforce and Twitter

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Slide.com

• LaunchedAugust 2005
• HeadquartersSan Francisco, California
• Reach
• 200 countries
• 155 million unique people/month (comScore,
  combined on/off Facebook estimate)
• 100 SuperPokes a second
• 5 million sheep thrown a day
• Major NetworksFacebook, MySpace, Bebo,
  Friendster, Hi5, Orkut more
• AdvertisersStarbucks, Sunkist, Activision, ATT
  Wireless, Discovery Channel, Estee Lauder,
  McDonald's, Lionsgate Films, Universal Pictures,
  Paramount Pictures more

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But Put In Perspective
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Why Not Bigger Investment?
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Why?

• 33.1 of US marketing executives report they are
  never able to measure ROI of social media
  marketing efforts, 25.6 hardly ever, and 28.9
  only sometimes
• (Source Marketing Executives Networking Group
  (MENG),
• November, 2008)

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Learn To Listen

• 80 of CEOs believe their brand provides a
  superior customer experience
• 8 of their customers agree
• (Source Bain and Company)

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You cant control WOM, only influence it

• Facilitate conversation about your brand, product
  or service
• How to control millions of inaccurate and
  divergent conversations? YOU DONT
• Provide value to your consumers through WOM, show
  that you care, dont push product or service

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Thank You

• Contact Joakim Jay Baage
• Email jay_at_digitalmediawire.com
• Social NetworksLinkedIn joakimbaageFacebook
  baageTwitter joakimbaageBlogger
  artsify.blogspot.comSkype joakimbaage
• Website www.dmwmedia.com