Demand Media: From Do-it-Yourself to Create-it-Yourself
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Demand Media has recently acquired Creativebug. Together we're leading the growing create-it-yourself movement with high-quality video workshops delivered by a-list instructors - whenever and wherever people want to express their creativity.
Transcript of Demand Media: From Do-it-Yourself to Create-it-Yourself
Do-it-Yourself
3/22/2013 2
It starts with a NEED.
That leads to EDUCATION.
A SKILL is mastered.
Create-it-Yourself
3/22/2013 3
It starts with a DESIRE.
That leads to EDUCATION.
A SKILL is mastered.
A CREATIVE EXPRESSION is made.
3/22/2013 4
There’s a Movement from DIY to CIY
From
Fixing
Utilitarian
Doer
Get the job done
Checking a box on a list
To
Creating
Meaningful
Artisan
Unique expression
Moving away from the box
3/22/2013 5
There’s a March away from the Mall…
3/22/2013 6
To a Unique Expression of Yourself
7
1) IBIS Capital, Global e-Learning Investment Review, January 2013
2) Craft & Hobby Association, CHA Attitude & Usage Study Update, June 2011. Includes workshops, commerce, etc.
3) Based on “The State of Specialty NeedleArts 2010” report by Hart Business Research
Global eLearning
Market
$91B1
U.S. Crafts
Market
$30B2
Total Addressable Market = ~ $3 billion.(3)
Movement Creates Opportunity
3/22/2013 8
People want to Learn. Create. Express.
Why?
3/22/2013 9
Do-it-yourself has become a way of life.
-More than 100 million people access Content for Real Life every month through
Demand Media
There’s a movement to go a step further to create-it-yourself.
~20% of Demand Media page views are craft related
-Interest in our craft content has been growing 20+% every year
3/22/2013 10
People now have FREEDOM to EXPRESS themselves.
They have the POWER to make themselves seen and heard.
They have CONFIDENCE in their ability to CREATE.
3/22/2013 11
We See a Cultural Shift
From
Copying celebrity looks…
Focusing on out-of-home
(expensive) entertainment
activities…
Hosting a party… Interest in miscellaneous parties (e.g., picnics,
pool parties) was down 11% from 2010-2012
To
Creating a unique personal style
Doing more things at home as a family
Sharing a celebration in more
meaningful ways Interest in meaningful events (e.g., anniversary
parties, baby showers) was up 14% from 2010-
2012
Source: Demand Media internal data
The Path to CIY
3/22/2013 12
Mass Consumption Do-it-yourself Create-it-yourself
• Economics of scale called for mass
production & consumption
• Limited options and availability
• “Any color you like as long as it’s
black”
• The Internet opened access to new
storefronts that provide materials
• Global shipping meant delivery to/from
anywhere
• Digital content that is practical,
instructional emerged
• Broadband access made it possible
to access materials and see video
instruction anytime
• Mobile access made it possible to
access materials and see video
instruction anywhere
• Social media enabled expression and
validation
The Path to eLearning
3/22/2013 13
Libraries
Limited topics, inventory, availability,
accessibility
Classrooms
Limited courses, capacity, instructors
Video eLearning
Endless choice of topics
Access anytime
Access anywhere
We Sit at a Convergence Point
3/22/2013 14
Paid Content +
Video Monetization +
Contemporary Crafting Enthusiasm
It All Starts With Inspiration…
Contemporary
Crafting
Ecosystem
…and That Comes from
Content for Real Life…
3/22/2013 16
…From the Best in their Fields 46 A-list Instructors Across 5 Categories
3/22/2013 17
Anna Maria Horner Nashville, TN
Designer & Author
“Making something
with your hands
becomes a record of
that period of time.”
Click for more.
Liesl Gibson NY, New York
Sewing Pattern & Fabric
Designer
"Life is hard.
Sewing is easy.“
Click for more.
Kaffe Fassett London
Quilt Designer
“There’s something
wonderful about the
beginning of an idea.”
Click for more.
Melanie Falick Beacon, NY
Maker & Publishing Director
“This is how we tell
our stories.”
Click for more.
We’re Adding Creativebug’s
Proven Paid Content Platform
3/22/2013 18
5 main
categories
Subscriptions & a la Carte
~150 video
workshops from
46 experts
With Modular Video Courses
3/22/2013 19
Self-paced
viewing &
learning
3/22/2013 20
+
Leading the CIY Movement
People are demanding
Convenience
Instruction
Expression
Inspiration
Self-discovery
We are giving them
Content that can be owned
and accessed on their
schedule
World-renowned experts
Broad variety of courses
Rich, detailed video
Content for Real Life
