CAPITALISING ON THE MICRO MOMENT ECONOMY · capitalising on the micro moment economy london .13...
Transcript of CAPITALISING ON THE MICRO MOMENT ECONOMY · capitalising on the micro moment economy london .13...
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CAPITALISING ON THE MICRO MOMENT ECONOMY
LONDON . 13 JUNE 2017HANNAH CHASTON, SOCIAL DIRECTOR
DIGBY LEWIS, HEAD OF PLATFORMS & DISTRIBUTION
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This is A STORY ABOUT CHANGE…
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Things have never changed so fast before…
…and will never change so slowly again.
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It will cost $35k… …and you won’t have to drive it
This is the most advanced car the world has seen
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The internet is gone
The world’s biggest tech company is a fashion business
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PRINT IS ALREADY YESTERDAY’S NEWS
The Sun’s front page on 19 April, after the election was announced, and on 9 June.
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This is TELEVISION
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The internet IS DISAPPEARING
quartz.com data: LIRNEasia
Internet users and Facebook users per 100 people
0
12.5
25
37.5
50
Myanmar Indonesia Phillipines Thailand
Internet users Facebook users
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“I want to know…”“I want to go…”
“I want to do…”
“I want to buy…”
MICRO MOMENT DRIVERS
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79% of smartphone owners check their device within 15 minutes of waking up
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33% of Americans would rather give up sex than lose their smartphones
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Dopamine
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made for messengers
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MESSENGER apps continue to
dominate
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Who needs
words?
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Media to be consumed media to communicate
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BECOME PART OF THE EXPERIENCE
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turn 15 seconds into 15 minutes
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social media is a time waster
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platforms are battling for our time
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creating exciting opportunity
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CONTEXT, WHAT CONTEXT?
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Confidential © 2016 32
TWO Algorithms define our information flow…The web is increasingly dominated by peer-driven, algorithmic media… …and search is now being matched by social referrals
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Content SHOULD MEET PEOPLE WHERE THEY ALREADY SPEND THEIR TIME
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“Nearly 40% of Twitter users say they’ve made a purchase as a direct result of a Tweet from an influencer.”
Source: Twitter “70% of teenage YouTube subscribers say they relate to YouTubers more than to
traditional celebrities.”
Source: Google
85% of users surveyed find visual UGC more influential than brand photos or videos Source: Offerpop
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EARN THE RIGHT TO BE IN THE NEWS FEED
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Confidential © 2016 39
198M
237M
270M
334M
376M
Jan 2015 April 2015 July 2015 Oct 2015 Jan 2016
Global monthly active users (mobile adblocking browsers)
Reuters Institute, June 2016
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HOW FAR DO WE scroll?
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We scroll further each working week than the height of this well-known landmark
96m
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SMARTPHONE USERS WILL SCROLL BETWEEN 200-250 TIMES A DAY THAT’S EQUATES TO 22 METRES PER DAY
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Video on !is different to "
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Made for mobile
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Techniques to hook in the viewer, and keep them interested
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win at micromoments!
1. make for messengers
2. turn 15 seconds into 15 minutes
3. context, what context?
4. earn the right to be in the feed