Guest lecture for 'Interactive and Digital Marketing' 3rd year module at the University of West of England (UWE), Bristol on 26th of September 2014.

1. Interactive and Digital Marketing
26th of September 2014
Digit@l Landscape
Dr Lukasz Piwek

2. EMAIL SEND (every minute)
205 million
SEARCHES (every minute)
2 million
(every minute)
PHOTOS UPLOADED AND SHARED
500 million

3. SALES (every minute)
$83,000
LIKES (every minute)
41,000
TWEETS (every minute)
278,000

4. (2014)
PEOPLE CONNECTED TO INTERNET
2.97 billion
PEOPLE SHOPPING ONLINE (2013)
2.3 billion
ONLINE SALES ARE WORTH (2013)
£588 billion
growing by 19% every year

5. Cost of
International Space Station
$135 bln

7. the Internet!
and digital technology!
have changed !
the (economy) rules
network effect
disruptive digital economy
transformed business models
new criteria for value

8. “When a network effect is present,
the value of a product or service
is dependent on the number of others using it.”
Shapiro & Varian (1999)
Information Rules
network effect
for example!
software distribution and use
social networks
telecommunication
online auctions
1

9. telecommunication

10. PEOPLE WITH SMARTPHONES GLOBALLY
1.8 billion
ADULTS WITH SMARTPHONES IN UK
80%
EVERYONE WILL HAVE SMARTPHONE BY
2025

11. social networks
Twitter hijack

12. Case: #McDStories
Jan 18th 2012
‘Meet the farmers’ campaign with hashtag
1600 negative posts within 1 hour
Hashtag pulled within 2 hours

13. Case: #McDStories

14. Case: #WaitroseReasons
Sept 17th 2012
reasons for shopping in Waitrose

15. Case: #WaitroseReasons

16. Case: #AskBG
Oct 17th 2013
just after large price hike from British Gas

17. Case: #TescoTweets (fail)
Jan 17th 2013
twitted in the middle of horse meat scandal

18. how to respond
to hijack?

19. defend itself
“Last Thursday, we planned to use two different hashtags
during a promoted trend – #meetthefarmers and
#mcdstories. While #meetthefarmers was used for the
majority of the day and successful in raising awareness of
the Supplier Stories campaign, #mcdstories did not go as
planned. We quickly pulled #mcdstories and it was
promoted for less than two hours. Within an hour of pulling
#McDStories the number of conversations about it fell off
from a peak of 1600 to a few dozen. It is also important to
keep those numbers in perspective. There were 72,788
mentions of McDonald's overall that day so the traction
of #McDStories was a tiny percentage (2%) of that. With
all social media campaigns, we include contingency plans
should the conversation not go as planned. The ability to
change midstream helped this small blip from becoming
something larger”.*
*McD Comment to Business Insider

20. engage

21. apologize

22. or employ new social
media manager…
“A British Gas advert for a social media
senior manager, a job that comes with a
salary of up to £60,000, also attracted
attention. The successful candidate, the
advert says, will have a detailed
understanding of Twitter and Facebook
and "implement social media best
practice and innovation”*.
*The Guardian (18/10/13)

23. we have to
rethink
how
messages
reach
consumers?

24. Two-step Communication Model
(adapted from Katz & Lazarfeld, 1955)
brand
marketing mix
elements
brand
messages
influential message
consumer
consumer
consumer
may not be relayed
if counter to norms and values
brand messages and
interpreted meanings

25. brand
marketing mix
elements
brand
messages
influential message
consumer
brand messages and
interpreted meanings
consumer
consumer
may not be relayed
if counter to norms and values
Network Coproduction Model
(adapted from Kozinets, 2010)
direct
influence
interaction

26. Amount sex.com was sold for,
the most expensive
domain name ever
$85 million

27. 2
new !
business !
models

28. 8 out of 10 most
valuable brands are
digital-oriented*
*according to Brand Directory (2014)

29. BRAND VALUE TOP 10
according to Brand Directory (2014)
£64 bln
£49 bln
£42 bln
£38 bln
£33 bln

30. BRAND VALUE TOP 10
according to Brand Directory (2014)
£32 bln
£28 bln
£27 bln
£27 bln
£25 bln

31. 2
new !
business !
models
with example being

32. MONTHLY USERS GLOBALLY (2014)
1.23 billion
17.2% global population
MONTHLY USERS IN UK (2014)
24 million
37.5% UK population
BRAND VALUE (02/2014)
£6.1 billion
56.8% increase from 2013
FOUNDED
2004
REVENUE (BLN $)
(data: Facebook)
8
6
4
2
0
2009 2010 2011 2012 2013

33. FOUNDED
2004
REVENUE (BLN $)
(data: Facebook)
8
6
4
2
0
2009 2010 2011 2012 2013
Product (?)
social network
communication tool
content sharing tool
gaming space
Price (?)
free
advert-based profit
(but you give away your personal data)
Place (?)
virtual, the Internet, web
Promotion (?)
purely based on ‘network effect’

34. digital economy
disrupts !
traditional models
3
with example being!
physical vs digital media industry
“the Patent Wars”
new-wave of corporational acquisitions
long-tail marketplace

35. media industry

36. PHYSICAL vs DIGITAL
ALBUMS SALE IN US
REVENUE IN BILLION U.S. DOLLARS
(data: RIAA)
CD albums
Digital albums
$10b
$5b
$0b
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

37. digital !
era!
losers
games and video rental!
528 stores, 4190 employees!
went completely bust
music & entertainment!
238 stores, 4350 employees!
lost long legal battle against downloads
went bust and nobody wants to buy it now
physical media !
sale tactics
sell CD
sell DVD
rent CD
rent DVD

38. digital media sale tactics
freemium
premium
preview
trial
subscription
digital rental
embedded advertisement
pay-as-you-go
streaming-without-ownership
digital !
era!
winners

39. “the patent wars”

40. Number of patent claims
potentially at stake
in each smartphone
250,000

42. Alternative to “the Patent Wars”?
Tesla Motors are opening their patent portfolio
to accelerate adoption of electric cars.*
*http://www.teslamotors.com/blog/all-our-patent-are-belong-you

43. Alternative to “the Patent Wars”?

44. VALUE OF PLANET MARS
$14,000
VALUE OF PLANET EARTH
$5 quadrillion
according to !
astrophysicist !
Greg Laughlin,!
based on mass,!
age and type

45. corporational!
acquisitions

46. 166 acquisitions
£8.5 bln (2011)
£7.2 bln (2013)
( )
£2.5 bln (2014)
168 acquisitions
£12.5 bln (2011)
£3.2 bln (2014)
£1.65 bln (2006)
49 acquisitions
£19 bln (2014)
£2 bln (2014)
£1 bln (2012)

47. long-tail
marketplace

48. traditional product digital product
average
cost
optimal
units sold
average
cost
long tail
units sold

49. Three forces of emerging !
long tail marketplaces
source: Anderson (2006), p. 57
Democratize production
Long Tail toolmakers/producers
Democratize distribution
Long Tail aggregators
Connect supply and demand
Long Tail filters

50. new criteria!
for value 4
user base first - money later (e.g. )
consumer friendly sales tactics
page views/attention
user demographics
beta versions
crowdsourcing (e.g. )

51. SPEND ON ADVERTISING (2013)
$652.1 mln
SPEND ON ADVERTISING (2013)
$2.5 bln
vs.
PROFIT IN 2013
$35 bln $37 bln
PROFIT IN 2013

52. quick adoption to landscape changes
loss of control (e.g. Twitter hijack)
privacy and data protection
intellectual property chaos
online piracy
challenges

53. (data: Times)
AVERAGE NUMBER OF USERS
PIRATING WORLDWIDE PER DAY
Game of Thrones
Breaking Bad
The Big Bang Theory
Orange is the New Black
True Detective
House of Cards
Masters of Sex
Modern Family
Fargo
Homeland
0 75000 150000 225000 300000

55. One last thing…
Imagine you find a great resource for this course.
!
Write down the names of up to five people on the course
that you'd send it to.
!
Write your name (first and surname) followed by the names !
of these people on a sheet, and hand in please.

56. cyberpsychology!
and consumer!
behaviour
coming first week of December

57. thank you
lukasz.piwek@uwe.ac.uk
@motioninsocial
get those slides on
motioninsocial.com/digital_landscape