It‘s never been easier to be a billionaireor harder to be a millionaire as a digitalecosystem fosters a “winner takesall“ environment. Professor Gallowaywill explore key trends in mediaconsumption, demographics, emergingplatforms and their cumulative effectof business. Specifically, who benefitsfrom the shift and who is on the wrongside of this tectonic shift (i.e., the losers)?
8. Info@L2ThinkTank.com
Web Dead, Internet Thriving
Share of Global Online Time Spent
(2007–2010)
18.0%
16.0%
14.0%
Facebook
12.0%
10.0%
8.0%
YouTube
MSN
6.0%
4.0%
Google
Yahoo
2.0%
0.0%
2007 2008 2009 2010
“The top 10 Web sites accounted for 31% of US page views in 2001, 40%
in 2006, and about 75% in 2010”
--Wired Magazine, August 2010
Source: Mary Meeker, Internet Trends, April 10, 2010
15. Info@L2ThinkTank.com
Powering the Print Industry
Leading Magazine Advertising Category Growth
(Q1 2011 vs. Q1 2012)
+13.2%
+7.1%
-3.8% -3.0% -1.0% -.2%
-5.6% -4.4%
-15.2% -5.5%
-34.6%
Source: Publishers Information Bureau (PIB) with Kantar Media as city MPA, April 4, 2012
24. Info@L2ThinkTank.com
The E-commerce Opportunity
In 2010 68% of affluents
indicated they purchased a product
or service via the internet…
…in 2011 the percentage
jumped to 92%
Source: Affluent Consumers and How they Use the Internet, Social Media, and Mobile Devices, Unity Marketing, November 2011
25. Info@L2ThinkTank.com
A more daunting Giant?
Their favorite websites?
Source: Affluent Consumers and How they Use the Internet, Social Media, and Mobile Devices, Unity Marketing, November 2011
26. Info@L2ThinkTank.com
The New Retail Giants
Percent Reach of Global Internet Users
(June 2011)
North America Europe Asia Pacific Middle East / Africa Latin America
20.4%
16.2%
11.3%
9.7%
Amazon eBay Alibaba Apple
Source: comScore Media Metrix
27. Info@L2ThinkTank.com
Referral Traffic: 2011 Digital IQ Index®: Beauty
Upstream & Downstream Traffic to Beauty Sites
To and From Sephora.com and Amazon.com
(2010 vs. 2011)
36.36%
27.50%
25.45%
22.50%
21.82%
20.00%
17.50%
16.36%
2010 2011 2010 2011 2010 2011 2010 2011
% of Brands % of Brands
for whom the following are a top eight for whom the following are a top eight
source of upstream traffic source of downstream traffic
29. Info@L2ThinkTank.com
Digital IQ Index ®
The only brand audit that benchmarks
the digital performance of brands
Ranks brands
on the following dimensions:
SITE & DIGITAL MARKETING
E-COMMERCE Search, Email,
Display, Innovation
3rd Annual Study Published
MOBILE SOCIAL MEDIA October 11, 2011
32. Info@L2ThinkTank.com
Categorizing Results
Brands parsed into five categories based on Digital IQ score:
140+ Genius: Digital efforts are a point of competitive differentiation
110–139 Gifted: Engaging and brand-enhancing; takes risk
90–109 Average: Predictable, few innovation leaps
70–89 Challenged: Limited innovation, experimentation and engagement
Nascent digital footprint; Investment does not
>70 Feeble: match opportunity
44. Info@L2ThinkTank.com
Shifting Centers of Gravity
People Talking About This: Global Luxury Facebook Pages
(April 2012)
London
v
Paris
Istanbul
Tunis Bangkok
Mexico City, Mexico
Taipai
Kuala Lumpur
54. Info@L2ThinkTank.com
Fragrance: Digital IQ by Ownership
Digital IQ by Ownership Structure: Fragrance IQ
(June 2012)
110
31 108 35
105 30
22 25
100
20
95
90 15
90
10
85 5
80 -
Licensed Owned
n = 39 n = 24
Average Standard Deviation
69. L2 Digital IQ Index®: Beauty (Social Media)
Overall: Beauty Industry
Analysis includes top 55 (Digital IQ Index®: Beauty 2011)
Global Beauty & Skincare
Brands across Channels
To date brands have focused on FB
& Price-point
Facebook: Community Size Growth + Programs + Online Buzz
Facebook: Programming +
Online Buzz
Best Practices
Digital Marketing
Facebook: Engagement
Innovation
Facebook: Global
YouTube
Integration
Limited Digital Marketing
Innovation Twitter
70. Dove has focused on FB fan acquistion
Beauty Industry vs. Dove
(Digital IQ Index®: Beauty 2011)
Facebook Advertising +
Programming Strategy:
Grew from 300k fans to 4.3 MM
Facebook: Community Size fans over 2011
Facebook: Programming +
Online Buzz
Best Practices
Digital Marketing Innovation Facebook: Engagement
However…low
Facebook
engagement
Facebook: Global
YouTube
Integration
Twitter
71. Clarins: Strong Programming Leads to Engagement
Beauty Industry vs. Clarins
(Digital IQ Index®: Beauty 2011)
Facebook: Community Size
Facebook: Programming +
Online Buzz
Best Practices
Primarily organic growth
strategy has resulted in Strong FB engagement rates
180,000 fans in category; Experimenting
with gamification, Facebook
Commerce and Product-
focused content
Digital Marketing Innovation Facebook: Engagement
Facebook: Global
YouTube
Integration
Twitter
72. Lancôme: YouTube Dominance
Beauty Industry vs. Lancôme
(Digital IQ Index®: Beauty 2011)
Facebook: Community Size
Facebook: Programming +
Online Buzz
Best Practices
Digital Marketing Innovation Facebook: Engagement
Facebook: Global
Michelle Phan YouTube
Integration
partnership generates
platform-centric
competitive advantage
Twitter
73. Chanel: Organic Buzz + Long Form Video
Beauty Industry vs. Chanel
(Digital IQ Index®: Beauty 2011)
Facebook: Community Size
Facebook: Programming +
Online Buzz
Underinvestment across Best Practices
the board, but brand
equity equates to huge
organic buzz
Digital Marketing Innovation Facebook: Engagement
Coupling TV
Commercials with Long
Form Video leads to
strong YouTube Facebook: Global
YouTube
engagement Integration
Twitter
74. Clinique: Top Overall Scores
Beauty Industry vs. Clinique
(Digital IQ Index®: Beauty 2011)
Facebook: Community Size
Facebook: Programming +
Online Buzz
Best Practices
Overall #1 aggregate
scores across
dimensions
Digital Marketing Innovation Facebook: Engagement
Facebook: Global
YouTube
Integration
Twitter
75. ELC Demonstrates Enterprise Dominance
Beauty Industry vs. Estée Lauder Company Brands
(Digital IQ Index®: Beauty 2011)
Facebook: Community Size
Facebook: Programming +
Online Buzz
Best Practices
Strong aggregate scores
across dimensions
suggests ELC is fast
follower
Digital Marketing Innovation Facebook: Engagement
The corporation lags in
ELC Brands: FB engagement
Aveda
Bobbi Brown
Clinique
Estée Lauder Facebook: Global
YouTube
MAC Integration
Origins
Smashbox
Twitter
Can we do pull up Google data, and then the bars from the newspaper classifieds data (I want them to guess who has been negatively impacted, then (another click) brink in an icon of newspapers.Please find 2011 data
Can we do pull up Google data, and then the bars from the newspaper classifieds data (I want them to guess who has been negatively impacted, then (another click) brink in an icon of newspapers.Please find 2011 data
Can we do pull up Google data, and then the bars from the newspaper classifieds data (I want them to guess who has been negatively impacted, then (another click) brink in an icon of newspapers.Please find 2011 data
Can we do pull up Google data, and then the bars from the newspaper classifieds data (I want them to guess who has been negatively impacted, then (another click) brink in an icon of newspapers.Please find 2011 data
If we look at the number one city for “buzz” on brands’ Facebook pages, it’s not where you think.For Chanel, it’s TaipeiFor Armani, it’s Mexico CityVuitton, BangkokBurberry, IstanbulAnd so onThe important thing here, is that, Dior doesn’t have a store in Tunis. But people are most talking about the brand there.The world of luxury is shifting from the Northern hemisphere and West, to Southern hemisphere, and East
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--However looking at traffic data from Facebook to popular luxury brand sites you start to see a different picture.--Every brand on this graph has aggregated massive communities – led by Burberry who reached 10 million fans just after the New Year--In September 2012, just 1.9% of traffic to Burberry.com came from the Facebook platform; Fast forward a year and a whopping 29% of traffic comes from Facebook; it is hard to think that a significant percentage of that traffic is not incremental--With search engine marketing costs continuing to skyrocket, Burberry is also likely generating traffic at a fraction of the cost of some of its competitors
The next question out of most executive mouths is whether their Facebook fan base overlaps with people purchasing their products--Analysis by comScore suggests that Burberry fans and friends of fans are 10 times more likely to visit the Burberry website than the average internet user -- suggesting they are more than just advocates
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Topic: Industry obsessed with youth / youth obsessed cultureNotes on image: Image is of ThylaneBlondeau, a 10-year-old French model. Caused a stir this summer when she was photographed in very adult clothes, which appeared in French Vogue. The image on the right is from that issue. There are others.I get what you are trying to do, however this feels disturbing. Switch with pictures of young, but legal models.
Topic: Introducing what centenarians have in commonNotes on image: George Burns (he lived past 100)
Topic: Genes / genetic codeNotes on image: DNA
Topic: LifestyleNotes on image: Okinawan woman. Okinawans have the longest life expectancy in the world. Greatly due to lifestyle – when Okinawans move to other locales/cultures, they lose their longevity.
Can we get image of old people at a dance?
Topic: diving into topic of genes / evolution / source code … then going into the fact that it can be fooled (in the short term)Notes on image: DNA
Topic: Fooling the source code: Exercise/Physical fitness … productivity … again, source code believes you are adding valueNotes on image: Grandma Moses – the pre-eminent American folk artist (prolific) … lived over 100 years.
Topic: Fooling the source code … as long as you’re adding value to the next generation, you get to stick around a little longerNotes on image: family, generationsMaybe images of hunting, gathering, raising children, inventing something, etc.
Topic: source code knows that you’re sharing in a robust way. Humans have the ability to share a level of granularity of no other species. Ultimate socialization of our species is the relationship between mother and child. When women over 40 have children they are more likely to live to 100.Notes on image: mother and child
Topic: Fooling the source code: Fitness. Fitness is a youth serum…fools source code into thinking you are younger than you are.Notes on image: centenarian water skiing
Topic: Fooling the source code: Mental fitness … when you have exceptional periods of concentration (60-90 minutes of intense work and 15 minutes of rest)Notes on image: chess game
Topic: Fooling the source code: Exercise/Physical fitness … the sprinters workout. Sprinter trains at exceptional intensity and then sleeps for 8-9 hours.Notes on image: I can get the name of this sprinter – this is from the olympics.
Have the word “gratitude” fade in on a click of the mouse
Topic: How do you feel gratitude and optimism in these troubled times?Notes on image: Occupy wall street
c
Topic: How do you feel gratitude and optimism in these troubled times?Notes on image: Greek debt crisis
Topic: Despite media images of war and violence….if you look at the data, you are less likely to die at the hands of another man than ever before.Notes on Image: Iraq War
Add this one:http://www.edge.org/3rd_culture/MC11slides/sp-Slide052.jpgAnd this one:http://edge.org/3rd_culture/MC11slides/sp-Slide059.jpg
End
Topic: Fooling the source code: Happiness / Optimism. Centenarians - another commonality – optimistic…Notes on image: glass is half full…