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Looking at the bigger picture

In a world that is moving so fast, sometimes it's good to take a pause, stand back and look at the bigger picture. This video looks at just that. Well worth a watch if you haven't seen it. Be prepared to be wowed with some big facts. Did you know....?

CannesLions Day One: Bright lights for TV, Mass customisation and why mobile really IS the big thing

The sun was shining and I was in the dungeon that is the Debussy theatre, snacking on pearls of content. After queuing for rather longer than anticipated to get my mug shot taken, the week kicked off with a seminar from the biggest brand of them all, Coca-Cola. This was followed by sessions from interactive digital agency Schematic, LinkedIn and Razorfish. Top tip: you can watch some of the sessions online here, or read on for my top line digest. 

Mobile is the [next] big thing: Although it has embraced mobile far more than many others, Coca-Cola highlighted that, to date, limitations on a global level mean there has been a strong bias to making use of text. Opportunities are changing fast, however, as the iPhone and other Smartphones provide the chance to be more creative and provide customised experiences to consumers. Moving forward, Coca-Cola sees mobile as one of the major opportunities in building customer loyalty and improving the purchase mechanism. The iPhone Happiness Factory app (one of its most successful campaigns to date) is one of its most recent forays. With the massive development of mobile apps in 2009, I've now doubt this will be a strong theme throughout the week. 

Tangible experiences: The Coca-Cola camp is also working hard to expand its experiential campaigns online ( Happiness Factory) into the real world. Collaboration between technology, marketing and design teams has given birth to the U-vend machine. In what could well spark a new genre of vending machines within the industry, it brings the type of interactive experiences we see online to transform what is currently merely a transactional one. In Japan, consumers have been using their mobiles to purchase a Coke for years now, giving them access to valuable consumer data. The U-vend offers up more than a bottle of coke, enabling consumers to download content and interact with the screen. 

Bright lights for TV: Schematic, a digital agency, provided an enlightening overview of how TV and the ‘ten foot experience’ will be taking cues from digital in the future. Citing research from Ball State University, TV screen activity remains high, but consumers are multi-snacking using computer, TV and mobile devices. In the future it will remain a key form of entertainment, but will become more personalised according to specific consumer requirements and in accordance with location. The touch sensory navigation that will be possible from the TV screen of the future, could well see The Minority Report finally come to life. 

Later on in the day, digital experts Razorfish echoed similar thoughts on the future of TV, delving deeper into the importance of the ten foot experience to consumers. Without one 30 sec spot to their name, Razorfish quoshed the notion that TV would die sometime soon. Showcasing some of their proprietary research on US consumers, they outlined how consumers still rely on the TV experience for entertainment for several key reasons (the DNA of TV). Reasons such as relaxation - zoning out, the watercooler effect, staying in tune with events, social elements: bringing groups together, stimulation and learning new stuff and escapism. It did make me realise how important TV is, but with the web offering so many similar and more exciting possibilities, how long will the halo remain?

It was clear from both Razorfish and Schematic that digital convergence is set to change and enhance the TV experience, bringing the interactiveness of the web to the original Tube screen. In doing so, it will open up the creative possibilities, moving away from the traditions of 30 second ad spot, and giving people greater control to construct their own 'on demand' channel. One wonders though are these developments all a little too late?

 

This guy needs little introduction. In this TED talk, Seth Godin talks about why we should be creating movements through tribes. He points out that we are experiencing a sizeable shift in how ideas are created, highlighting that today, change is not created through money or power, but by the leadership of tribes. By using compelling stories and ideas to connect 'true believers' within different tribes, he believes it is possible to create significant movements and change within society. It's fascinating stuff, but 17 minutes long, so go grab a cuppa and indulge yourself :)

Twitter - a voyage of discovery

Twitter with its 10 million users has been a hot agenda in the media, as the rate of adoption has gone through the roof. Awareness of the microblogging service has undoubtedly reached the masses, but understanding what it does, how it works - from a consumer or business perspective - is perhaps less understood, unless you get stuck in. 

I was giving a few friends the Twitter overview recently and realised it wasn't the easiest thing to explain. After much conversation about RT's, follow friday and other Twitter language, I advised my friends just to get stuck in and have a play, which is basically what I did back in December.

Twitter is not hard to use, it's very simple to set up. It's more of the why?, what do I get from it?, that requires some sort of explanation. Although the many different platforms available (TweetDeck, Tweetie etc..) do also add a slice of complexity to the situation. Most brands would inject a considerable amount of investment into explaining how to use their service, but Twitter has thrived from doing the complete opposite.

In my mind, the beauty of Twitter is the discovery element. Not just connecting with like-minded individuals globally, sharing information, thoughts and learning new stuff, but using different applications and tools to create and enhance your own experience. It's nice not to be guided, to be told how to use something, but to have a variety of options and customise your own way to use Twitter. A great example of ceding control to the user in the most purest form. 

For those who want to know more about Twitter, there are a trillion websites out there covering it, but this visual representation by Applicant.com (full credit to Ritu) speaks volumes. It looks at how Twitter can be used from a business/brand perspective. Be interesting to see one from a consumer perspective if anyone knows of one?

The business of social media

In March, Mashable.com ran a poll on whether social media could be deemed an industry in itself. Of the 921 that voted - at last glance - a high majority (67%) stated that social media was already an industry in its own right. Another 20% said it wasn’t yet but it would be one eventually, and 13% disagreed that it was not an industry. It's an interesting piece and the dialogue in the comments section is well worth a read, representing all corners of the argument.

However we choose to categorise social media, there's no denying it is an important field in its own right, developing fast, and transforming the way people, brands and businesses communicate with each other. Here are some stats to put this into context:

Reach: Numerous studies have been conducted, with some 5,000 alone on Slideshare under 'social media.' To use a few stats from Nielsen Online, member communities (social networks and blogs) had a global active reach of 67% in December 2008, up five percentage points on the previous year. 30% of the world's Internet population are now on Facebook, whilst take-up by older age groups signals mainstream appeal.

Revenue: One of the big question marks around social media is the advertising revenue, which still remains relatively low in comparison to the audience reach. It is no secret that these types of media platforms are still trying to work out the best ways to integrate advertising, although some, like MySpace, appear to be making headway. The fact remains that even in a recession, social media remains a growth area where more marketers are investing. Some of the latest stats from eMarketer put global spend on social networking at reaching $2.4 billion globally in 2009, up 17% on last year. This is still pocket money compared to major media, but by no means insignificant. Forrester's review also finds that social media spend by interactive marketers is set to continue its ascent, albeit at slower growth rates than in recent years.

Events: There is a vast array of social media events around the world. Mashable.com does a great round-up on a weekly basis, but this calendar from Susan Mernit also gives you a good list by month.

Social media analysts/press: Social media and digital content is without doubt a hot topic for traditional trade marketing and media titles. There are also a host of digital media websites and blogs that have cornered the space, providing social media mavens with a seemingly unlimited about of content and advice. There's no five day working week for the likes of Mashable, Venturebeat or All Things D, these guys are on the case 24/7. 

Social media professionals: There are no shortage of social media entrepreneurs, analysts and strategists reading and waiting to help brands, and the list of jobs is growing. Leading by example, social media gurus are serial bloggers, constantly posting blogs and Twittering 24/7, to keep their community of followers updated. On the client-side, Brandweek recently ran an article highlighting companies that are deeply entrenched in social media. Some are building in-house teams, although it wasn't always just about putting ownership into a silo team. Dell, for example, has a team of 40 conducting social media marketing, whilst Coca-Cola stretches this task across its organisation.

The age of entrepreneurs

Web-preneurs, social media entrepreneurs, open entrepreneurs, serial entrepreneurs....These are just a few of the titles I have observed on Twitter, the ever popular and fast-growing microblogging tool. The overall job market may be contracting, but the ability for individuals to create their own brand and set up shop is easier and more accessible than it has ever been, spawning a new generation of micro businesses.

Broadly, there are a few macro-drivers underpinning this shift: falling cost of technology; the proliferation of free open-source applications; availability of cheaper digital data storage (cloud computing); cultural shifts in working life (at home/on-the-go/virtual); and the push by legal/political entities. 

Rising levels of unemployment is also playing a key role. Some consumers are taking greater control of their lives, and those that are losing their jobs are taking the opportunity to go solo, rather than try to rejoin the employed sector. Richard Branson was recently quoted saying that these new entrepreneurs will play a significant role in taking economies through the recession. Mark Penn, author of Microtrends: The Small Forces Behind Tomorrow's Big Changes, talks about how an 'increasingly independent-minded population,' are playing a key role in creating new markets, and are able to have a major impact on society.      

Social media is acting as a major catalyst for entrepreneurial activity. Adoption is growing at a pace, particularly among small businesses. In the UK, a survey of 500 small businesses by O2 found that one-fifth is using Twitter for marketing, networking and customer service, saving on costs in the process. Separate research by Michael Stelzner in the US, finds that businesses with 2-100 employees are the most experienced when it comes to social media, over one-quarter having embraced it for years.

Changing media

MediaGuardian's changing media summit in March brought together professionals from across the media, publishing and broadcast spectrum. There was a prestigious line-up, including Minister of Education Lord Stephen Carter, Google’s brand new MD, Rafat Ali from Paid Content, Emily Bell at the Guardian, plus a host of others, discussing challenges and ideas on how to navigate through these difficult times. The recession and the fallout of advertising revenue has hit media hard, but structurally, this industry has been under pressure for a good few years. Producing great content may well still be the foundation on which the media industry rests its laurels, but it was clear this is far from enough to survive. 

Here are a few sound bytes: 

- Innovate to monetise the business: The difficulty of charging consumers for content online is keenly felt amid a climate where ad revenues have been plummeting. Innovation in the business model is now critical to ensure survival. Online video and mobile were both heralded as being keys to future success.

- The lucky ones: Wall Street Journal, FT.com for having a solid subscription business stream (thanks to niche content) and the likes of The Guardian and BBC for having the backing of trusts and public sector funding.

- Innovators: NYTimes, The Guardian. Both have taken an open approach, enabling API's to be created using their content. Despite, the tough situation in which the NYTimes finds itself, this brand is ahead of its class in terms of multimedia developments.

- 'Open out' and 'open in': There was a great presentation from Matt McAlister at The Guardian, highlighting that media companies must 'open out' as well as 'open in.' In terms of 'opening out,' content companies need to increase their reach on other platforms, networks and websites, to be heard amongst the sheer volume of content. The 'opening in' broadly refers to adopting a more collaborative approach, whereby external partners are brought in, to help the company explore new avenues.

SXSWi 2009 event sketchnotes

If like me you weren't able to make it to the SXSW digital/interactive event over in Texas this month, there's a more engaging way of digesting what was said and done. Check out these drawings from Mike Rohde on Flickr. Advance warning: there are 70+ drawings.

New studies: Razorfish Digital Outlook & Nielsen Online

A couple of new studies emerged on the web this week. Razorfish launched its 5th annual 'Digital Outlook' study and Nielsen Online also released a report 'Global Faces and Networked places.'

Nielsen Online looks at the growing popularity of so-called 'member communities' (referring to social networks and blogs) and the global adoption of this media, which now represents one-tenth of all time spent online. One of its primary conclusions is the global popularity of member communities, ranking fourth across the online sector after search, portals and software applications. Crucially though, they now outrank personal email. 

Another major finding is the rising popularity of member communities among older age groups. The 35-49 and 50-64 age groups are both seeing massive growth and driving the popularity of Facebook - now the 9th most popular brand online. Other recent studies have also emphasised this trend. Independent blog Inside Facebook revealed back in February that women over 55 represented the fastest growing demographic in the US market. iMedia Connection digs deeper and highlights the rising number of 'Moms' on social networks, including Facebook and MySpace, as well as a host of niche sites specifically targeting this lifestyle group. Razorfish itself produced an indepth study Digital Mom earlier this year, and was the recent subject of discussion on NBC. If you're looking for insight on social networking from a generational perspective, Pew Internet Research does a good job in this report.

You can check out the full Nielsen Online report here

Razorfish's Digital Outlook 2009 provides a much more analytical and broader perspective on social media as it relates to the changing nature of advertising and branding. The 180 pages cover an array of angles, pointing to where digital advertising is headed. Central to its theme is the rising importance of building experiences, against the old adage of 'producing great advertising,' and the untold potential of digital in creating those experiences. Its a guiding tool for advertisers and agencies, providing a benchmark on digital spend and strategy, and continuing its theory around Social Influence Marketing. As Razorfish outlines on their Digital Design Blog, the biggest takeaway perhaps is a flattening of spend in social media spend by major advertisers. You can check out the full report on the last link. In short, buckets of insight.

The delights of Twitter

Oh the wonders of social media. I've recently set myself up on Twitter, mainly out of intrigue and experimentation to see what delights it can offer. As someone that is constantly surfing the web, my first thoughts are how refreshingly quick and easy to access insights from around the web, without the feeling of being overloaded. Perhaps Twitterers are more selective in what they send around? Focusing on the most important, groundbreaking trends, as well as the plain humorous. 

Apparently, according to HubSpot, I'm now one of some 5 million fellow Twitters, all busy following and being followed. Already I feel part of something quite different and exciting. Let's face it, poking is a bit passe isn't it. But then, I'm not so sure you can compare Facebook with Twitter as its just so incredibly different. There really is no 'this is me' element (apart from a small profile), because your page is one big chain of conversations. The name of the game is communication, very like other social media, but it's more cosy somehow. I quite liked getting a tip from Razorfish's Mr Schmitt today, sharing a very good post from the NYTimes, which reviews people's opinion on what Obama should focus on in his first year as President (gathered from Facebook). Maybe I would have found that somehere else, but maybe Twitter gave me a faster way to get there.

So how are other brands embracing this new medium? Mashable has compiled an excellent review of the Best 40 brands on Twitter, going into detail in terms of numbers, who takes ownership of it and so forth. Definitely worth checking out for examples, with lots of big brands listed from cars, retail, banking etc...