TCC Presentation - Digital 101 (Sydney, AU)

Future of Digital
Engagement

Tuesday, 1 February 2011

Who am I?


Before we start....


Digital Quiz


Digital Quiz

1. How many Australian’s access Facebook from their
mobile last month?


Digital Quiz

mobile last month?
3,800,000 (9,800,000 from the web, 25mins a day)


Digital Quiz

mobile last month?

2. What was the most popular search term in 2009?


Digital Quiz

mobile last month?

Michael Jackson (followed by Twitter)


Digital Quiz

mobile last month?


3. How many searches do consumers do before buying
insurance?


Digital Quiz

mobile last month?


3. How many searches do consumers do before buying
insurance?
6.5 searches


What this session is about?

1. What is the 2. Australian’s
3. Game Changers 4. Key Take Outs
Internet? Online Habits

5 mins 20 mins 35 mins 5 mins


What this session is about?


5 mins 20 mins 35 mins 5 mins

s
ues tion
Q med ,
w elco out
ough o have
thr als
bu t we time at
s ome end
the


1. What is the Internet?



Look backwards to
Look forward


Quick history of the Internet

“Oh My God What Happened and What Should I Do?- Innovative Thunder



1969 1971 1983 1989 1990 1990
Internet First First WWW DSL Internet
was Born eMail Mobile Born Born on Phone

1993
China’s 1994/95 1994 1997/98 1998
Golden Yahoo! First 1995 CD’s Napster
Shield Banner eBay Sold
Sold




2000 2000 2000
1998 2001 2001
Google File .Com
Google iTunes iPod
Ads Sharing Bubble

2003 2003 2004 2004 2005
MySpace Skype UTMS Facebook Murdoch
High buys
Speed MySpace
Mobile $580M
Web


2006 2006 2006
2005 2006 2007
Google Online YouTube
YouTube Tweeting Google
buys Travel Opens up
Books
YouTube

2007 2008
iPhone & 1/8 2010
Married 2009
iTouch
Couples Dell Sells
met $6M via
online in Twitter
USA “Oh My God What Happened and What Should I Do?- Innovative Thunder


2006 2006 2006
2005 2006 2007
Google Online YouTube
YouTube Tweeting Google
buys Travel Opens up
Books
YouTube
et is
In tern ly
ons tant nge -
c cha
erg oing nt to
2008 und mporta it!
t’s i
2007
i p of 2010
on to
iPhone & 1/8
iTouch Married 2009
stay
Couples Dell Sells
met $6M via
online in Twitter
USA “Oh My God What Happened and What Should I Do?- Innovative Thunder

the creator

The first Browser
1990

The first website
1991
Sir Tim Berners-Lee


the first banner ad

•  When: October 1994
•  Where: HotWired
•  Size: 468 x 60 pixels
•  Client: AT&T
•  Copy:
Have you ever clicked your mouse right here? You will.


mobile stuff computer stuff

online is
search stuff
interactive
digital
it


Online
advertising Email
Technology:
Marketing
RSS
Mobile
Application marketing
Development

Social Websites
Networks Online

Content: Blogs
audio, visual,
video
Online PR
Viral Search
Engine
Strategy


What does a search engine do?

•  A user perspective
 Ask a question, get an answer

•  A search engine perspective
 Find all the answers
 Give you the best ones…RANKED
 Measure the human interaction with it’s logic

If you are not the answer, someone else is


What is search?
Searcher strategy
combines natural & paid

SEO SEM

Products
Brand
Offers
Retailers


What is social marketing?

CRM
+ PR
+ Value
= Social


A social marketing consideration

Where does social marketing fit in a
marketing context?

•  Consumers expect to see commercial messaging
on portals & sites.
•  BUT on social network sites, without relevance &
context, it has the ability to possibly devalue &
detract from a brands relevance, stature &
esteem.


Print vs Web

•  Mainstream •  Online
 Images taken in before  Words taken in before
words images
 Logo, bottom right  Logo, top left
 Designed for freshness  Designed for familiarity
 Interrupts their life  Visitor chooses to
interrupt their life
 Trying to make money  Trying to save money

TURN EVERYTHING YOU KNOW ON IT S HEAD


2. What are Australian’s doing online?



Australian’s online in 2009 & 2010

Of Australian Spent online every
84% Of Australians are
online 98% internet users 17.6 week, by the average
have home
broadband
hrs Australian internet
user

Have used a Of video uploaded to
36% mobile to access
96%
Have made a
purchase online
20 YouTube every
the internet
Nielsen Online Internet and Technology Report 2009-10
hrs minute

24


!"#$%&'(%")!%"$&(*!&+$%,(-(.+$%,(/010(


Australian’s eCommerce spend

Source: eMarketer Australian Online Report, April 2010 &
Nielsen Internet Technology Report, 2009 – 2010 (April 2010)


Australian’s eCommerce spend

Australian’s
eCommerce
spend in
2009

$18.5 billion
Source: eMarketer Australian Online Report, April 2010 &
Nielsen Internet Technology Report, 2009 – 2010 (April 2010)


What are females doing online?



1/3 check facebook before bathroom Longer tail terms Staying in touch with family & friends
25mins on facebook a day More specific & more queries Enquiring about products
Convert from trusted brand terms



1/3 check facebook before bathroom Longer tail terms Staying in touch with family & friends
25mins on facebook a day More specific & more queries Enquiring about products
Convert from trusted brand terms

Digital advocacy & trusting opinions


What are males doing online?



Streaming videos & Generic terms Sport is key early in the week &
downtime activity Fewer searchers on weekends
Land at review sites



Streaming videos & Generic terms Sport is key early in the week &
downtime activity Fewer searchers on weekends
Land at review sites

Influenced, but make their
own decision


What’s happening by age group?



16yrs 50yrs+

DOWNTIME FUNCTIONAL
Social networking Travel
Instant Messenger Government
Downloading Paying bills

98% 98% 99%
COMMUNICATION CHANNELS

97% 89% 90%

91% 83% 62%

81% 74% 52%

76% 51% 43%

61% 49% 24%



16yrs 50yrs+

es & ting
ll ag get
DOWNTIME FUNCTIONAL
Social networking
A Travel
Instant Messenger are re Government
Downloading ders & mo
gen ore
Paying bills

m able g
fort tin
m
co98% nica
98%
u 99%
mm line.
COMMUNICATION CHANNELS

co 89% n
97%
o 90%

91% 83% 62%

81% 74% 52%

76% 51% 43%

61% 49% 24%


kids are growing up online

• The top ﬁve online chores for 8-14 year olds:
• 38% share pictures & emails with relatives
• 38% get movie listings
• 36% invitations & party planning stuff
• 36% plan vacations/travel
• 35% get driving directions
• 14% helped their parents prepare their income tax
return

30


kids are growing up online

• The top ﬁve online chores for 8-14 year olds:
• 38% share pictures & emails with relatives
• 38% get movie listings
• 36% invitations & party planning stuff
• 36% plan vacations/travel
• 35% get driving directions
• 14% helped their parents prepare their income tax
t for
return rtan ving
impo o
R eally keting m
all mar rward.
fo

30


Digital channels continue to grow
1970
Newspapers

Broadcast TV

Magazines

Broadcast Radio

Eight Track


1970 1990 2010
Newspapers Newspapers Newspapers Podcasts

Broadcast TV Broadcast TV Magazines Download Movies

Magazines Magazines Broadcast TV PC Video Games

Broadcast Radio Broadcast Radio Cable TV Blogs

Eight Track Cassette Tapes Radio Online Video

Walkman CD Player Mobile Video

VCR Personal Computer MMORP Games

Cable TV Satellite Television Instant Messaging

Personal Computer Internet Tivo

Console Video Games DVD Players Slingbox

PC Video Games Satellite Radio iPod

MP3 Players Mobile Internet

SMS Console Video Games

Email Mobile Games

Mobile Phone Social Networks


1970 1990 2010
Newspapers Newspapers Newspapers Podcasts

Broadcast TV Broadcast TV Magazines Download Movies

Magazines Magazines Broadcast TV PC Video Games

Broadcast Radio Broadcast Radio Cable TV Blogs

Eight Track Cassette Tapes Radio Online Video

Walkman
M ore me CD Player Mobile Video

VCR
els , sa
Personal Computer MMORP Games

ch
Cable TVann eting
ark ts
Satellite Television Instant Messaging

m
Personal Computer
ge
Internet Tivo

bud
Console Video Games DVD Players Slingbox

PC Video Games Satellite Radio iPod

MP3 Players Mobile Internet

SMS Console Video Games

Email Mobile Games

Mobile Phone Social Networks


Newspapers decreasing, Digital increasing


Multi-tasking is becoming the norm

• 74% of Australian Internet users say that for at least
half the amount of time they are online at home, they
also have the television on.

Source: ninemsn Media Usage Study 2009


Multi-tasking is becoming the norm

• 74% of Australian Internet users say that for at least
half the amount of time they are online at home, they
also have the television on.

r
e mbe
e rem C
p eopl a TV
2% of RL on to
aU i ven
r e dr L
ple a to AT
f peo , due
6 7% o arch ess)
se & Pr
(TV

Source: ninemsn Media Usage Study 2009


GIO: encouraging search on TVC


GIO: encouraging search on TVC

r eady arch
G IO al ng ‘se
i
p orat TVC &
i ncor ’ into
box ess ads
pr


Consumers are using search for deals


Search results display content


What are we are doing on our mobile?

Source: Nielsen Internet Technology Report, 2009 – 2010 (April 2010)


Jargon time out
Questions
Thoughts


3. Game Changers
Three game changes: Google, Apple & Social



The 2010 Online Celebrities


3 Black Swans in the digital world


1. GOOGLE DOMINATION


Google domination
• Started in 2000 in a garage in Palo Alto CA

• Mission to organise / classify the world’s information


Google domination
• Started accepting advertising in 2002

• Used Yahoo!’s ad technology to monetize users

• Single minded focus = consumer & user experience

• 2009 Revenue of circa $27 billion

• 2009 Net Income of circa $8 billion

• In 8yrs = world’s largest media company


Google domination
• In AU Google’s Search Revenue > $1billion

• 20% growth year-on-year

• Australia has highest market-share globally

• Dominated by Financial Services, Travel, IT&T

• Most competitive vertical - Credit Cards


Google domination


Search in AU

Google Yahoo Google Yahoo Bing
9% 12%

19%

69%
91%


2. STEVE JOBS & APPLE


Apple rebirth
• Founded Apple in late 1970’s

• Sent into exile 1985

• Returned in 1996

• Reinstated as CEO 1997

• 1997 forward has had an un-compromised vision
to dominate the industry
• Has led thinking, product, innovation ever since


Apple rebirth
• Steve Jobs (PERSONALLY) fundamental changed
human behaviour:
• Computing

• Entertainment - Music, Video, TV

• Mobility

• Communications & Advertising

• Speed of Knowledge

Ubiquitous computing regardless of device or location


A rebel with a cause...

“I want to put a
ding in the
universe....”
“...Why join the
navy if you can be a
pirate?....”


Snubbed their nose at Industry

“I want to put a
ding in the
universe....”


Reinvented the Computer

“I want to put a
ding in the
universe....”
“...Why join the
pirate?....”


Inspired a Generation(al change)

“I want to put a
ding in the
universe....”
“...Why join the
pirate?....”


Reinvented Communication

“I want to put a
ding in the
universe....”
“...Why join the
pirate?....”


Created a Market Place

“I want to put a
ding in the
universe....”
“...Why join the
pirate?....”


RedLaser: Best price finder


RedLaser: Best price finder

ges the
C han ping
s hop nce!
xpe rie
e


USAA: iPhone cheque depost


USAA: iPhone cheque depost

ogy
nol g
Tech cin
ad van g
ban kin


SquareUp: eCommerce on the go


SquareUp: eCommerce on the go

the
ome
bec s
ple iler
Peo reta


CommBank: Virtual Property Guide


CommBank: Virtual Property Guide

vate not
Pri n is
atio e!
in form rivat
so p


INSPIRED OTHERS


Qantas: Check in on the go


Qantas: Check in on the go

ase
cre ce &
In
nien r
nve me
co sto
cu nce
exp erie


SOCIAL MEDIA IN AUSTRALIA


Social Media in Australia

Games Brands
Communicate Politics

Social Friends
Networks
Media & Family

Mobile
Geography

Music
Sport

Social
Causes


Australian Social Media

0 7.5 15 22.5 30

21.2
Australian Population

Internet Population
16.92 79.6%

Social Media Population
10.386 61%

nielsen - social media report. Wave 3:2009-2010


• Australia’s active SM population 70%

• Number 1 globally in SM time - 7:31hrs (vs 6:52 Dec ’09)

• Number 1 in Facebook - 8:19 hrs (vs 3:05 Dec ’09)

ins y
5 m ball
4. lo
in G
1 ne
o nli



Social Media & Mobile
Percentage of AU Popn. - Access
Social Media by Mobile Device

100% Year on
Year
Growth



Social Media & Mobile
Percentage of AU Popn. - Access
Social Media by Mobile Device
0% 7.5% 15% 22.5% 30%

2007 6% 100% Year on
2008
13% Year
2009
Growth
26%



Twitter Popn. Activity - last 12 months

re
% a ile
16 ob
M ers
Top 10 Au Site - Ever by Traffic Us
Most Engaging of all Social Media Platforms for Brands



Twitter Popn. Activity - last 12 months

53% 54.75% 56.5% 58.25% 60%

Followed a Brand 54%

Criticised a Brand
59%

Recommended a Brand re
56%
% a ile
16 ob
M ers
Top 10 Au Site - Ever by Traffic Us
Most Engaging of all Social Media Platforms for Brands



Social Media & Brands

Followed a Brand via SM
Published an opinion on a Brand
Read an opinion about a Brand




0% 22.5% 45% 67.5% 90%

34%

2009 45%

86%

Followed a Brand via SM
Published an opinion on a Brand
Read an opinion about a Brand




% Brand Categories Followed in Social Media




% Brand Categories Followed in Social Media

0% 5% 10% 15% 20%

Retail / Fashion 18%

FMCG 14%

Charities 11%

Political Parties 9%

Retail Banks
0.01%



Social Media = a diet staple


Social Buying


N o. 1 M
h - ter S
arc y af
Se it
iv rand ons
t B
Important Facts
Ac act
i
In ter

• Official Company sites are being increasingly
shunned by consumers in favour of Social Media
brand sites

• Video on an official company site is an exception

• 45% of consumers who viewed a video on company
site bought product (vs 40% who read text only)


o. 1 M
-N rS
a rch afte
Se ity nd
Important Facts
v s
Acti Bra tion
rac
I nte

• 25% of search engine results for the worlds top 20
brands are links from UGC or Social Media
• 86% of AU Internet users turned to other consumer
opinions about brands / products / services
• 38% of AU Internet users interacted with a brand via
Social Media
• 34% of AU Internet users followed / joined a brand



Important Logos on your site ...


Performance driven
Search
advertising

where to in 2011?

Communities want Conversations on consumers
content….of value terms


4. What are the key take outs?
Summary



What are the key take outs?

1. Digital is dominating consumers time, but not with 100% attention
2. Google is the remote control to the Internet
– Content is more than just words
3. Consumers are different
– Men search broad & make their own decision
– Women are specific & trust the judgment of others
– Younger downtime, older functional
4. Involving the consumers enhances their experience
5. Innovation can come from operational efficiencies, product or
technology



1. Digital is dominating consumers time, but not with 100% attention
2. Google is the remote control to the Internet
– Content is more than just words
3. Consumers are different
– Men search broad & make their own decision
– nt
sta nge
Women are specific & trust the judgment of others
C on
– Younger downtime, older functional
c ha
,their experience
an
4. Involving the consumers enhancesge ge
hoperational efficiencies, product or
c
5. Innovation can come from ch an
technology &



igi tal
D ou to
s y e in
low r to
al
ou r &
p y ate
di
th ew n
le ar


Question to you
Where would you start with digital?


Thank you
Want to talk more? Drop me a line:

Dominique Hind
http://dominiquehind.wordpress.com
m: 0403 300 015


TCC Presentation - Digital 101 (Sydney, AU)

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