How do you reach the distracted consumer? With most people now reporting that they watch television accompanied by one or more other "screens" (smartphones, tablets, laptops, etc.), getting the attention of consumers is more important-- and more difficult-- than ever. This presentation looks at how to use social media to grab consumers' attention and hold on to it.

1. 1
AVOIDING
ADHD*
ENGAGING
CONSUMERS IN A
MULTI-SCREEN
WORLD
* ATTENTION DEFICIT HOMEVIEWER
DISASTERS

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3. Social Media:
Technologies that facilitate conversations

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not to scale
USENET
1979
listserv Napster flickr
1986 1999 2004
pneumatic post
1865
SecondLife
2003
postal service
Persia, 550BC
The Palace
radio ARPANET Wikipedia
1994 twitter
1891 1969 2001
The WELL Facebook 2006
1985 Friendster 2003
2002
@ MySpace YouTube
email
Third Voice 2003 2005
1966 BBS IRC 1999
1978 1988
telephone
del.icio.us
~1890
2003
telegraph
France, 1792 MUD1
Blogger
1978
1999
CompuServe MoveOn
1969 1998 digg
epinions 2004
1999
A (somewhat incomplete) Timeline of Social Media

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Why does social media matter?

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It’s not just
“the kids”
who are
doing it.

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=

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=

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=

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1950

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Source: Nielsen Social Media Report 2012

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Source: Nielsen Social Media Report 2012

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Source: Nielsen Social Media Report 2012

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“In the U.S. alone, total minutes spent on social networking sites
has increased 83 percent year-over-year. In fact, total minutes
spent on Facebook increased nearly 700 percent year-over-
year, growing from 1.7 billion minutes in April 2008 to 13.9
billion in April 2009, making it the No. 1 social networking site
for the month.”
26,428 Person-Years!
Source: Nielsen Social Media Report 2012

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Everybody’s Doing it

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2013 RSW/US Agency-Marketer Business Report

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http://www.cable360.net/ct/news/people/27235.html

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Huh?

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Multiple Screens!

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2005

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33% of web traffic*
*at peak, Sandvine 2011 report

27. source: Google/ipsos/Sterling 2012
27
90% of our media interactions are screen-based

28. source: Google/ipsos/Sterling 2012
28
38% with smartphones

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source: Google/ipsos/Sterling 2012

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http://gigaom.com/2012/08/29/multi-screen-mania-how-our-devices-work-together/

31. Social TV
31

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Living in The
multi-screen
universe

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36
media = content, not technology

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http://googlemobileads.blogspot.com/2012/08/navigating-new-multi-screen-world.html

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Tablets challenge PCs

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Mobile is the new desktop

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Content Creation Content Consumption

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(how to)

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responsive design

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Get
Complimentary

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(most popular TV show
among women, as of
2/26/2013 according to
AdWeek)

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DRIVE ACTION
offer something

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trials
content
apps
coupons
evaluations
information
advice
guides
etc.

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Think Dayparting

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Understand
“Community”
Community: people who share something in common

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Intimacy and Media
responsiveness
more •location-based
•telemarketing •video chat
•twitter
•spam •texting •Facebook
•virtual tour •email
•web site
less more self disclosure
k)
•blogging
ris
d
an
y(
ac
t im
in
•mass media less •memoir
1
(Based on Reis & Shaver’s interpersonal process model of intimacy, 1988)

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To Boldly Go...

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27 years...

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Launch
Refine
Measure
Analyze

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Let’s talk!
Sean Carton
sean.carton@idfive.com
www.idfive.com