Image Powered Social Web Trends

| p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013
IMAGE POWERED SOCIAL
WEB
August 2013

Please note, some of this document has been
amended and altered to protect client interests

| p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 3

Contents
It‟s bigger than you think it is
What has changed?
How are brands reacting?
What can we do?
Summary and questions

Understanding conversational currency
We need to understand how people,
brands and publishers are
communicating in order to influence
the conversation.
We need to understand what has the
currency to travel

It‟s bigger
than you
think

We used to enjoy the moment…

Source: Internet Trends D11 conference, KPCB, May 2013
Now we capture it…

It can be a mobilizer and call to action
too

500m a day

How many active monthly users?

100m
with 40m photos uploaded every day
Est. 1m Australian users

How many posts are there per day?

77m posts globally
1.7m Australian users

How many photos per day?

150m+
27% of all photo uploads globally

No sign that it‟s on the wane

Trend becoming increasingly diverse

Video still a key currency, it‟s now just
getting shorter…

Perhaps we shouldn‟t be surprised

Power of images to document & record, to
communicate more clearly than most of us can in
words, to move us emotionally that makes imagery
a cornerstone of how we „speak‟ as a species.

The cause
What has
changed?

Tech convergence has enabled
proliferation

We thrive on being connected, sharing
passions & moments
Data source: Yellow social media report, May 2013
Q. What devices do you use to access social media network sites?
Facebook stats from Nielsen netview

“EVERYDAY, MORE PHOTOS ARE
TAKEN WITH THE IPHONE THAN
WITH ANY OTHER CAMERA”

Samsung launch
compact „smart‟
cameras that allow
you to share as their
main USP

The effect
on the
publisher
landscape

It‟s big business

It‟s changing how sites look
2007
Facebook
newsfeed

2007
Facebook
newsfeed
40%
Of people‟s time
on Facebook is spent
on the newsfeed

2007
Facebook
newsfeed
40%
Of people‟s time
on Facebook is spent
on the newsfeed
65%
Of Likes happen in the
newsfeed
45%
of comments happen in
The newsfeed

It‟s changing how we discover
September last year, Pinterest was
shown to be the 4th largest organic traffic
driver in the world
In Q1 2013 it sent more traffic to e-
commerce sites than it did during the
Christmas period of 2012

„Native advertising‟ is the future
Blurring lines between what is content and
what is advertising…
Content delivered in the context of the user
experience defined by the site/device.
Instead of display banners: photos on
instagram, promoted posts on Facebook,
tweets, videos on Vine

How are
brands
reacting?

Ad interaction and engagement is
changing

Amex- exclusivity has rewards
'Follow American Express for
instant access to exclusive
experiences, news and rewards
through our lens.„
Why it's a great account: This
financial company provides its
20,000 + followers with backstage
access to AmEx-sponsored events,
such as concerts, fashion shows,
and the U.S. Open.

GE- geek heaven
GE This feed features the ground-
breaking research and technology that
GE has been developing since the days
of Edison.
Why it's a great account: you
wouldn‟t expect a huge tech and
energy conglomerate to post much
interesting stuff. But its beautiful take
on tech at work has gained it over
130,000 followers and a lot of industry
praise

Skype- capturing the emotion of
connection
Why it's a great account: Skype
is a tech enabler but they are
trying to give it a human face
because they understand there is
beauty in connecting people

Intel- curation perfection

What we can do
What more can
we do?

It‟s what our customers do

We are the enabler

Section removed for obvious potential to
compromise client strategies and interests

Summary &
questions

How does this link to sales?
Red bull space jump!!!!!!!!!!!

How we discover: the new social
search language

Summary
1. There is a significant change in the way consumers behave
brought about by one device, the smartphone
2. The digital landscape has changed as a result of this
3. We, like other brands, are adapting with it
4. It is now, and should be, a fundamental part of our ongoing
social strategy
5. It‟s an exciting time, and as the enabler there are great
opportunities for us to harness this change

| p.Communications Trends – Image powered social web 2013 | OMD Proprietary & Confidential 2013 55

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