Slide 1Slide 2Slide 3Slide 4Slide 5Slide 6Slide 7Slide 8Slide 9Slide 10Slide 11Slide 12Slide 13Slide 14An explosion of contact pointsSlide 16Slide 17Slide 18Slide 19Search is the start for everythingSlide 21Consumers are behaving differentlyOnline example: Digital KidsOnline example: Digital ParentsSlide 25Slide 26Slide 27Slide 28Slide 29Slide 30Slide 31Slide 32Slide 38Slide 39Slide 40Slide 41Slide 42Slide 43Slide 44The New Digital WorldImpacts of technological changes in how people relate to media and consume productsNew technology has changed the world foreverGeographical borders compete with globalizationYou belong to tribe of Americans? or Ipod? or Nike's? What defines you?Behavioral boundaries between generations is becoming less radicalYou do not have to be 20 years old to live on your Ipod , to travel around the world, to dive on the web or to practice adventure sportsDifferent cultures intermingle“The Average Joe” loves the funk, the best ballads are mixed, the DJs go to Hollywood ...Consumer good industriesare transformed into service providersNow you not only buy a car: you buy a transport that is insured, has financed and technical assistance for X monthly ...Consumer is saturated of informationA simple New York Times edition contains more information than consumed by Europeans of XVIII century throughout their lives ...Technology is everywhere, in every moment of our livesMuch of today's consumers browse Web, watching TV and talking on Mobile in bed, kitchen or bathroomExcess of choices and"tyranny of the new" is the general ruleH & M changed their collections every 15 days, and average life of a movie is only 3 weeks ...Young people haveincreasing powerToday, the video game industry is bigger than the film industry ...Consumer has power, know to use it and is ready to punish those who do not respect them…… and communication components are becomingincreasingly complexFonte: Piper Jaffray & Co.Source: Piper Jaffray & Co.Newspaper Television Magazine Radio Eight TrackNewspaper Television Magazine Radio Eight Track Cassette tape Walkman VCR TV out Computer (PC) Video Games (Console) PC GamesiPodBlogsOnline videosMobile Internet Video Games Games for PCORP GamesMobile GamesText Messaging (SMS)Video MobileDownload MoviesPodcastsInstant MessagingSocial NetworksNewspaperMagazine E-mail Television Radio CD Player TV out Computer (PC) TV satellite Internet Mobile DVD Players MP3 Players Tivo / DVR Slingbox5 channels5 channels12 channels12 channels30 channels30 channels2 digitais2 digitais23 digitais23 digitaisConsumer attention is fragmentedAn explosion of contact pointsAn explosion of contact pointsSearch is the start for everything•87% of the population use search engines as their primary means of finding sites[1] (making it the top online activity for web users)•Studies at least half of all e-commerce transactions began with a search[2]•Adding search engine advertising to a marketing mix significantly improves reach, allowing advertisers to target groups of high interest for a broad range of products, with different campaigns targeted to different segments (e.g. parents, girls under 12 etc).•Search Engines are the most popular source of traffic for Shopping and Classified sites (accounting for a quarter of all traffic).[3][1] Searchenginewatch[2] Search is brand, WebOptimiser.com[3] “Search is Brand”, WebOptimiser.comDigital evolved in 5 just yearsConsumers are behaving differentlyOnline example: Digital KidsEntertainmentInformationCommunicationGamingOnline example: Digital ParentsEntertainmentInformationCommunicationRetailSource: GOOGLE, 2008We are living a new era in internet1994 1998 2000 2003 2006 2008NUMBER OF INTERNET USERS IN THE WORLD77 MM 400 MM 500 MM 1.000 MM 1.400 MM INFORMATION AND COMMUNICATION ERASTRADE ERA COOPERATION ERAIn this context theSocial Media concept arisesIt is a global phenomenon, regardless socio-economic or cultural circumstances 580 MM OF SOCIAL NETWORKS USERS IN THE WORLD IN 2008 GROWTH OF 25% compared to 2007Source: COMSCORE WORLD METRIX, TOTAL WORLDWIDE AUDIENCE, JUN / 20084,2 h6,3 h3 h2,6 h2 hSource: COMSCORE, Aug/ 2007North AMÉRICALatin AMÉRICAEUROPEÁFRICA andMiddle-EastASIA andPACÍFICAVERAGE OF HOURS IN BROWSER SOCIAS NETWORKS BY MONTH - AUG 20073,4 hGLOBALAVERAGESocial networks have become platforms to organize users experience on the InternetSource: UNIVERSAL MCN WAVE 3.0, MAR/2008PERCENTAGE OF USERS ALREADY interact with COLLABORATIVE TOOLS IN THE WORLD - MAR / 2008WATCH VIDEO ONLINE82,9%481 MMUSERSREADBLOGS72,8%422 MMUSERSVISIT SITES OF PHOTOS63,2%365 MMUSERS57,3%330 MMUSERSCOMMENTS ON BLOGS54,8%319 MMUSERSTRANSFER PHOTOS TO A WEBSITE PHOTO-SHARING52,2%301 MMUSERSLEAVING COMMENTS ON A NEWS SITE45,8%265 MMUSERSDOWNLOAD PODCASTS45,1%261 MMUSERSSTART OWN BLOG38,7%220 MMTRANSFERRING VIDEOS TO VIDEOS SHARING SITE38,5%218 MSIGN A RSS33,7%195MMMANAGE PROFILES IN SOCIAL NETBlogsBlogsWikipediaWikipediaMessengerMessengerVirtual WorldsVirtual WorldsVideos & PhotosVideos & PhotosCommunitiesCommunities Bookmarks BookmarksMicrobloggingMicrobloggingWhat does the social media?Content in multiple PlatformsConnectivity always-on everywhere Customizable ( "I" digital)MeasurableShare is the logicBrands in a Digital WorldWe have a new battleground on which to fight to make our brands famousPeople use brands to helpthem navigate through complexand confusing choicesBrands only have a role if they addsomething to the conversationThe brands whose The brands whose consumersconsumers tell tell the best stories will winthe best stories will winCOPYRIGHT ® 2008 TODOS OS DIREITOS RESERVADOS.Social MediaThus, the importance of digital media for market is undeniableCOPYRIGHT ® 2008 TODOS OS DIREITOS RESERVADOS.Social MediaMore than one information channel digital media helps BRAND building
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