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Streams, Stacks, Snacks, Socials, Signals

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Lee Rainie will discuss networked information and the different ways users receive, process, create, and share it. He will describe the ways in which the new media ecosystem has affected the way people learn things and make decisions. And he will share Pew Internet findings about where major media organizations fit into the ecosystem for their audiences.

Publicada em: Marketing, Tecnologia, Negócios
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Streams, Stacks, Snacks, Socials, Signals

  1. 1. 5 MEDIA SPACES WHERE PEOPLE LIVE … AND NUMBER 6 IS ON THE WAY Lee Rainie Director, Pew Internet Project @lrainie / @pewinternet / @pewresearch
  2. 2. A comprehensive and groundbreaking new report released Monday by the Pew Research Center’s Internet and American Life Project has found that only four users of Facebook derive pleasure of any kind from the popular social networking website. According to the report, the remainder of the 950 million people registered with Facebook, despite using the site on a regular basis, take no joy in doing so, and in fact feel a profound sense of hopelessness and despair immediately upon logging in… .... “As it turns out, the vast majority of human beings tend to become depressed when they see the past five years of their life summarized right there in front of them in a sad little timeline,” said lead researcher John Elliott.
  3. 3. THREE REVOLUTIONS AND A FOURTH IS UNDERWAY
  4. 4. FIRST: INTERNET http://bit.ly/1dE8jFV
  5. 5. FIRST: BROADBAND 3% 70% 0% 20% 40% 60% 80% 100% June 2000 April 2001 March 2002 March 2003 April 2004 March 2005 March 2006 March 2007 April 2008 April 2009 May 2010 Aug 2011 April 2012 May 2013 Dial-up Broadband http://bit.ly/N8OznH
  6. 6. SECOND: MOBILE CONNECTIVITY – CELL PHONES http://bit.ly/1dE8jFV
  7. 7. SECOND: MOBILE CONNECTIVITY - SMARTPHONES http://bit.ly/1dE8jFV
  8. 8. SECOND: MOBILE CONNECTIVITY – TABLETS http://bit.ly/OiOIFM 32% 42% 50% 0% 20% 40% 60% 80% 2010 2011 2012 2013 Tablet owners E-reader owners Have either one
  9. 9. THIRD: SOCIAL NETWORKING/MEDIA 61% OF ALL ADULTS % of internet users 9% 89% 7% 78% 6% 60% 1% 43% 0% 20% 40% 60% 80% 100% 2005 2006 2007 2008 2009 2010 2011 2012 2013 18-29 30-49 50-64 65+
  10. 10. The Landscape of Social Media Users (among adults) % of internet users who…. The service is especially appealing to Use Any Social Networking Site 73% Adults ages 18-29, women Use Facebook 71% Women, adults ages 18-29 Use Google+ 31% Higher educated LinkedIn 22% Adults ages 30-64, higher income, higher educated Use Pinterest 21% Women, adults under 50, whites, those with some college education Use Twitter 18% Adults ages 18-29, African-Americans, urban residents Use Instagram 17% Adults ages 18-29, African-Americans, Latinos, women, urban residents Use Tumblr 6% Adults ages 18-29 reddit 6% Men ages 18-29
  11. 11. THIS HAS NETWORKED INFORMATION • Pervasive / portable • Personal via new filters • Participatory/spreadable • Linked • Replicable and editable • Immediate • Timeless / searchable • Given meaning via networks / algorithms
  12. 12. THIS HAS CHANGED SOME BIG STUFF • Information is a “third skin” • We now have “fourth lobe” of external memory • Ridiculously easy to find each other and band together • The transaction costs of sharing are cut to near zero  unpredictable things, including reallocated trust and expertise • More evidence of every human trait
  13. 13. THIS ALSO CHANGES MEDIA SPACES AND CREATES 5 ATTENTION ZONES
  14. 14. 1) STREAMS
  15. 15. HOW IT WORKS • Motive – catching up / checking in / curiosity • Content – news (broad definition), social updates • Device – any / all • Engagement – continuous partial attention / horizontal reading • Influentials – editors, social networks • ~ Mindshare – quarter to a third of media time • Media strategy – apps, Buzzfeed-i-fied, customizable, tagging and saving, compelling surrounding material, spreadable content, entry points through networks, curation by editors, serendipitous encounters
  16. 16. 2) STACKS
  17. 17. HOW IT WORKS • Motive – learning, mastery, productivity • Content – actionable info, how-to sensibility, links and other resources • Device – desktop / laptop • Engagement – full attention – vertical reading • Influentials – trusted brands and known experts (professional and amateur) • ~ Mindshare – quarter to a third of media time • Media strategy – search optimized, cut and paste, FAQs, geared up for participation, feedback friendly
  18. 18. 3) SNACKS
  19. 19. HOW IT WORKS • Motive – killing time, beating boredom • Content – gamified, bite-size headlines, link- dense • Device – smartphone • Engagement – distracted, quick-twitch • Influentials – brands, quality of social network • ~ Mindshare – 5%-10% of media time • Media strategy – apps, predictable and compelling home screen, clear headlines
  20. 20. 4) SOCIALS
  21. 21. HOW IT WORKS • Motive – friend grooming • Content – social, personal, entertaining • Device – all • Engagement – partial, browsing • Influentials – super-networkers / primary nodes in the network • ~ Mindshare – 10% of media time • Media strategy – spreadable content, mediated by network influencers (treat them like traditional influencers), enable participation and feedback
  22. 22. 5) SIGNALS
  23. 23. HOW IT WORKS • Motive – real-time awareness • Content – headlines • Device – smartphone, tablet • Engagement – glancing or galvanized • Influentials – brands • ~ Mindshare – < 5% of media time • Media strategy – scoops, built on insights from user analytics, location-enabled
  24. 24. FOURTH REVOLUTION: THE INTERNET OF THINGS
  25. 25. BODY
  26. 26. HOMES
  27. 27. COMMUNITIES
  28. 28. ENVIRONMENT
  29. 29. STREAMS STACKS SNACKS SOCIALS SIGNALS ???? SYNTHESIZED SPACES
  30. 30. WHY IS THIS IMPORTANT TO PUBLISHERS?
  31. 31. IT CREATES (SYNTHESIZES INFO IN) NEW ATTENTION ZONES • Increases value of relevant information • Increases value of just-in-time queries and provision of real-time information • Increases opportunities for social sharing • Increases potency of linked and actionable information + augmented reality • Increases power of “big data” and predictive analytics • Increases sensitivities about privacy • Increases tension over the “monetization of everything”
  32. 32. THANK YOU

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