The internet as a social phenomenon

Astana, May 2012

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An introduction to goviral

History:- Founded in 2005- Online video distribution for brands- Introduced CPV to market - Acquired by Aol in 2011 for $96,7m- 8 Offices, 3 partners- Poland, Japan, Australia

Network:- 40.000 publishing partners- 1 million people engaged per day

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“Content marketing is marketers becoming publishers; owning the media instead of renting it. It’s about attracting and retaining customers by creating and curating valuable, compelling and relevant content to maintain or change behavior.”

- Joe Pulizzi, Content Marketing Institute

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1What are users

doing?

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The biggest countries in the world

1,17bn1,33bn

900mn 850mn

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2011

50%50%

A world in need of curationIndex search has peaked

Source: TEDx Santa Cruz:Roger McNamee – Distribution and Engagement presentation

200890% 10%

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Source: Universal MacCann’s Wave 6 study

“Thinking about the internet, which of the following have you ever done?”

Online video is a new mainstream channel

2006 2009 2010 2011

Views per day

100 m1 b

2 b

4 b

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From physical to digital viewing

2011 2012

2.6 2.4

1.4

3.4Physical Online

*Billions of units

Source: Emarketer, 2012

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New forms of content are emerging

60-600 sec

Video and social are soulmates

100% 120%

35%

100%

75%

+100 millionUsers take a social action on YouTube (likes, shares, comments, etc) every week+ 150 yearsOf YouTube video are watched every day on Facebook (up 2.5x year/year) + 500 tweets per minute containing a YouTube link, 6 new sessions on average per link. (up 3x y/y)

Source: Youtube, 2011

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How social really works!One to Many

DiscoveryOne to one

Echo

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The Daily Me

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What is always on?

The Apple store in NYC is open 24/7 - 365 days a

year.

60 hours of content to Youtube

400.000 people will log in to Facebook

100.000 new tweets will be posted

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Are

a

Production Distribution Audience

200

02

01 2

The value chain is doubling

Advertising Broadcast Destination

Services On-demandSyndication

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2Implications for

business

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Broadband penetration

50%

40%

30%

20%

10%

60%

2004 2005 2006 2007 2008 2009 2010

OECD 2010: +60%

80%70%

90%

Increasing broadband penetration has been the single most determining factor in fuelling the online content revolution

Broadband penetration, 2004-2010

OECD 2004: 10%

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Immediate global distribution

Definition of social media?

Digital infrastructure that accelerates the

velocity of distribution

50m in 50 days

50m in 35 days

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Borders and Amazon

+50%

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Nike as a media companyFacebook pages for brands & athletes, Youtube channels,

Instagram, Twitter, websites and apps

Nike reaches over 100m people, making it one of the biggest media

companies in the world.

”The great thing about establishing a relationship to consumers is that you never have to advertise to them again”

Stefan OlanderHead of digital sports at Nike

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Nike: From products to servicesProducts Retail & media Design

Eco SystemDigital services Storytelling

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Nike FuelbandNike+ Fuel band

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Next step – the internet of things

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The power of the crowd

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3 laws for a social world

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#2 From renting to owning media

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#2 Every company is a software company

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#3 Bridge the real and the digital world