A look at the evolution of digital media and its future, including social media, search, and technology, is found in this presentation.

1. Bridgestone Americas Tire Operations National Sales Meeting Delray Beach, FL January 5, 2011 Presented by Jeff Adelson-Yan, Co-Founder & Managing Partner The New New Media

2. The Shift to Digital Media In 1993 __________ pages existed on the worldwide web.1 50 77,200,000 Today, ____________ pages are being indexed on Google alone for the term “tire”.2 1United Nations Data, 1994 2Google, December 16, 2010

3. The Shift to Digital Media There are 76.1 billion searches conducted each month.1 To whom did we pose questions BG? 1Google, 2010

4. How the world searched – 2010 year in review Source: Google, 2010

5. The earliest days (ARPANET) Source: Wikipedia, 2010

6. Mosaic

7. Dotcom boom/bust

8. Video-streaming Fee-based subscriptions Segmented content Pop-up ads Electronic billing Geo-location software Porn’s contributions Sources: USA TODAY research, Adult Video News, Nielsen/NetRatings, Reuters

9. Social media #1 online activity Sources: USA TODAY research, Adult Video News, Nielsen/NetRatings, Reuters

10. What is Social Media? word of mouth

11. Origins of “Social Media” 1995

12. So what has changed?

13. Communication Blogs: WordPress, LiveJournal, TypePad, Blogger Microblogging: Twitter, Plurk, Pownce Social Networking: Facebook, LinkedIn, MySpace, Orkut, Hi5 Events: Upcoming.org, Meetup.com

14. Collaboration Wikis: Wikipedia, WikiMapia Social Book Marking: Google Reader, StumbleUpon Social News: Digg, Reddit, Mixx Opinions: Yelp

15. Multimedia Photo Sharing: Flickr, Zoomr, Photobucket Video Sharing: YouTube, Veoh, Blip.tv Livecasting: Skype, Justin.tv, Ustream.tv Audio and Music Sharing: Last.fm, ccMixter

16. Alain de Botton AKA Writer-in-residence at Heathrow Terminal 5

18. 4 seconds / NYTimes

20. A practical use

21. A customer service tool

22. Facebook: Bermuda Tourism

23. Tracking break-ups on Facebook Source: Facebook, 2010

25. Low interaction with others

27. Moderate interaction with others

29. Highly active on site high interaction with others

30. Seeks uniqueness and differentiation

31. Will not buy what others are buying Sources: Sunil Gupta, Harvard Business School

32. Be among first 3,000 to “check in” and save

34. 2 Billion videos viewed per day

37. #1 Album on Charts around the World

38. Amazon.com’s best-selling Album in pre-sales

39. Best opening sales week for a female/SoundScan10MM Viewers

40. “Frenemy”

41. Framework for “Social” “Tell me and I’ll forget; show me and I may remember; involve meand I’ll understand.” -Chinese Proverb

42. The new Media Landscape Fans Haters Bought Advertising Sponsorships PR Earned All things Social Blogs, Emoticons, Feedback, Posts, Ratings, Reviews, Shares, Tweets, Videos, Wikis Strangers Interested Parties Owned Your Website(s) LinkedIn Profile YouTube Channel Your Customers

43. The new New Media High Earned REACH Bought Owned Low High CONTROL

44. Would you give up some control? …to be more in-demand

45. “You’ve got to ask yourself one question” 25% of Search Results For the World’s Top 20 brands are Links to user-generated content 34%_of_bloggers_post_opinions_about_products reviews of your brand Source: Marketing Vox and Nielsen BuzzMetrics SES Magazine June 8 page 24-25

46. Yesterday’s media one-dimensional

47. Today’s Media fragmented

48. Today’s consumer in control

49. Looking ahead…

50. No CD’s or DVD’s by 2015

51. iPad Only Magazine

52. iAd

53. In-game

54. We are content consumers and creators

55. 3 exabytes (3.0x10ˆ19) “Data is the most consumed product and it affects all others.”-J. Walker Smith 3 exabytes created every 48 hours = all info created through 2003

57. social

58. semantic

60. Smart Paper

61. The future mobile search

62. The NEW mobile [data capture = remarketing] Special Offer

63. More mobile Highlights of the Mobile Year in Review 2010 Video Massive increase in apps downloaded FIVE BILLION appsdownloaded — up from 300 million in 2009 Whopping expansion of location-based services FIVE MILLION Foursquare users — up from 200,000 usersin 2009 Surge in mobile social media platforms 347% growth in Twitter mobile usage 200 MILLION mobile Facebook Users 100 MILLION YouTube videos played on mobile devices everyday Ongoing explosion in data traffic 3,000% growth in one carrier’s data traffic since 2008 3,339: average number of texts sent per month by US teens. 77 MILLION: number of smartphones shipped in the fall of 2010. Source: MobileFuture.org Year In Review. 2010

64. NFC Payment Systems (Near-Field Communication

65. Mobile Wallet (RFID Chip/Taipei's MRT)

66. In-Auto Advertising

67. In-auto advertising

68. “Snapshot” from Progressive

69. Privacy

70. Privacy is now an Action Item No longer default option

71. Likes German Sedans Does most shopping during evening hours Researches “safest car seats” Why advertisers are concerned User ID: x2u83jyz442 Information Profile: Determines audience target The ad variables that are delivered

72. Dynamic ad messaging User ID: x2u83jyz442 You can have hundreds, thousands, or millions of variables in 1 single ad

73. Limited Shelf Space

74. The Long-Tail

75. The Long-Tail

76. Ok, so what does it all mean?

77. New Breed: Recession Shoppers Savvy

78. Not everyone will be happy (they never are)

79. Brand Hijacking Source: Twitter 2010 10x

80. Be a “listening” brand

81. Be authentic

82. The future of Media

83. Challenge HIPPO’s *Highest Paid Person’s Opinions

84. Reject faith-based decisions

85. Make evidence-based decisions

86. “Hits = How idiots track success.” Source: Avinash Kaushik

87. They click, they click me not 0.1% Banner Ad 3.5% Paid Search Ad Source: comScore 2010

89. Revenue

90. ROAS

92. Understanding data is key “Advertising is merely one of many channels that creates the opportunity for data collection.” Then: Advertising to drive sales. Now: Advertising to gather data; using data to drive sales and improve everything.

93. The future of ad spending? Source: Morgan Stanley, 2010

94. Questions? Thank you!