Dancing with Megaphones The New Rules, Realities, and Hard Data Behind Consumer Control

1. Dancing with MegaphonesThe New Rules, Realities, and Hard Data Behind Consumer Control iMedia Agency Summit December 13, 2010 Phoenix, AZ Pete Blackshaw: CMO, NM Incite, a Nielsen-McKinsey Company Lee Rainie: Director, Pew Internet Project

2. 1 -Dances with megaphones: Lee Rainie Webshots:  lauryn6842

3. Megaphone 1: Internet and Broadband Flickr: Susan Ford Collins

5. 70% 66%

6. Consequences for info ecosystem Volume Velocity Vibrance Valence / Relevance

7. Variety – Explosion of niches

8. Networked creators among internet users • 62% are social networking site users • ~50% share photos • 33% create content tags • 32% contribute rankings and ratings • 30% share personal creations • 26% post comments on sites and blogs • 24% use Twitter / other status update features • 15% have personal website • 15% are content remixers • 14% are bloggers • 4% use location-sharing services

9. Megaphone 2: Mobile connectivity Flickr: Susan Ford Collins

10. Cell phone owners – 85% adults 96% 90% 85% 58%

11. Mobile internet connectors – 57% adults 62% 59% 55%

12. New cell and wireless realities • More than 2/3 of adults and 3/4 of teens use the cloud • Web vs. apps struggle: 35% have apps; 24% use apps • Features used by cell owners • 76% take pictures • 74% are texters (text overtakes talk in frequency in 2009) • 39% browse internet • 34% are email users • 34% record videos • 34% play games • 33% play music • 30% are IM-ers • 7% participate in video calls

13. Consequences for info ecosystem Anywhere Place Presence Any device

14. Anytime media Attention zones Continuous partial attention Deep dives Info-snacking Media zones • Social Immersive Streams Creative / participatory Study

15. Megaphone 3: Social networking Flickr: Susan Ford Collins

17. Consequences for info ecosystemSocial networks as sentries (WOM)

18. Consequences for info ecosystemSocial networks as information evaluators

19. Consequences for info ecosystemSocial networks as forums for action

20. 2 -Dances with megaphones: Pete Blackshaw Webshots:  lauryn6842

21. The Big & Emerging Questions for Brands

22. diverse demanding connected emerging Landscape: Diverse, Demanding, Connected, Emerging

23. Near Term Trends for 2011 What’s Ahead / Next? 23

24. Dramatically More Cross-Platform / Media-Mixing 59% of Americans use TV and the Internet Simultaneously Source: Nielsen Three-Screen Report

25. Channel Preferences Dramatically Diversifying Source: Nielsen Consumer Channel Preference Study ‘09

26. Apps Usage: Gaming & Utility Big Drivers

27. Proliferation of Service Apps, Many Sponsored by Brands Hershey’s Pizza Hut Ben & Jerry’s Kraft Dunkin Donuts Convenient pizza ordering experience Experience B& J through peace, love and ice cream Discover recipes for any occasion. Communicate with co-workers for coffee runs Simulate your favorite choc. milk experience at anytime

28. Social Commerce Ecosystems From Destination-Focused Websites to “Brand Stands”

29. The Recalibration of “Value”…Beyond Price Many consumers shop for more than just price. They’re willing to pay more if they perceive the value of additional benefits received. Value Consumer = Benefits/Price Value Consumer = Price Other New Variables…Corporate Responsibility, “Green”

30. What’s Ahead / Next? Longer Term Trends & Disrupters 30

31. Mobile Phones Will Overtake PCs by 2015 Source: Nielsen

32. Rise of Media Blending (Media Mix Modeling 2.0?) • Nielsen Online Digital Strategic Services , Pete Blackshaw (5, 09)

33. Technology-Driven Retailer Innovation Can BP empower its franchises and/or products around innovation? Source: Company websites; Progressive Grocer & Pittsburgh Post-Gazette

34. Rise of the Organizational War Room: New Listening Models for CRM

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