Pub GALAXY S4 – Group Play (Share Music)

Want to share music or play games with your friends? With the Samsung Galaxy S4 you can do just that. Group Play is just one of the new social features on the smart phone that everyone is talking about.

With Group Play you can wirelessly share photos and documents, blast music across devices like an integrated speaker system, and host a multiplayer game, like a poker tournament.

So whether you want to get friends together and let them enjoy your music simultaneously or wirelessly connect devices to play games and share photos, the S4 allows you to do it. Essentially it turns a group of Galaxy S4 phones into a complete network.

Speed Summary: FT 2013 Special Report on Digital and Social Media Marketing | Social Commerce Today

Speed Summary: FT 2013 Special Report on Digital and Social Media Marketing | Social Commerce Today.

Here’s a speed summary of the just-published Financial Times 2013 special report on Digital & Social Media Marketing (PDF (FT subscribers only)).

It’s a long report, published in tandem with today’s FT Digital Media conference in London, but we’ve summarised it down to key bullet points for you.  And if that’s too long, here’s the one word summary.

Television.

From ‘second screen’ TV experiences on tablets that boost TV advertising effectiveness to ‘addressable advertising’ (personalised and hyper targeted TV ads delivered digitally) and the shrinking of TV ad slots to fit digital attention spans, the FT paints the future of Digital & Social Media Marketing with television, not instead of it.

So standing atop the $205bn TV advertising mountain is the smartest place to be in digital and social media marketing right now; this makes sense – the secret to success has always been, and always will be, to stand next to the money.

Advertisers look for ways to follow consumers Emily Steel

• The big change in digital marketing is not that marketers have shifted nearly a fifth of their budgets to digital outlets, but that the divide between digital and traditional media is so blurred it may soon disappear.
• Rather than threaten the $205bn television ad business, digital promises to grow it, by helping advertisers understand the messages that will best resonate with a target audience, target the right ad to the right person at the right time, and make it easy for people to share those messages with their social networks, catapulting the brand to the centre of digital chatter.
• Whilst social media has now found its place in the world of digitally enhanced marketing as a strategic insight and targeting tool, mobile media has yet to find its niche; mobile is expected to capture more than 20 per cent of media consumption in the next five years, yet it receives only a minuscule portion of total advertising revenues, and a glut of mobile advertising inventory is causing mobile ad rates to plummet

Media: Watching television no longer rates as passive pastime Andrew Edgecliffe-Johnson

• The average American still spends about five hours a day glued to TV; the smart money in digital is being invested in making TV advertising better
• TV is not dead, it is just evolving into a two screen experience, the TV display and a tablet or smartphone.  “Lean-back” TV experiences, passively consumed from the comfort of the couch, are giving way to ”lean-in” TV experiences, where viewers multitask viewing and interacting on smartphones and tablets
•  A survey by Time Warner’s Medialab found that 65 per cent habitually multitask with a digital device while watching TV. Much of this activity is in social media discussions of TV shows (tripled in the last 12 months), stimulated by TV networks to sell TV advertising space by showing their content is more engaging
• “I have no interest, frankly, in just growing the successes of Twitter and Facebook,”  says Philip Bourchier O’Ferrall, senior vice-president of Viacom International Media Networks: “My number one role … is to drive TV ratings.” To this Nielsen’s SocialGuide found that an 8.4 per cent increase in Twitter volume correlated to a 1 per cent rise in ratings for new shows among viewers aged 18 to 34. But for 35- to 49-year-olds, however, it took a 14 per cent jump in tweets to produce the same 1 per cent ratings bump.
• The rise of second screening is spawning a new generation of specialist second-screen agencies, creating content, data and tools to support the new twin-screen TV advertising industry. Viggle offers loyalty rewards to fans who “check into” shows, GetGlue, a social TV app developer has 3m users who have checked into, rated or reviewed 500m shows, and Bluefin Labs and SocialGuide, purchased by Twitter and TV metrics giant Nielsen respectively, analyse social TV chatter.

Online video: Web of creativity means greater opportunities to boost sales Matthew Garrahan

• The big idea is “addressable advertising“, a fancy name for online ad targeting, and the big opportunity is to turn TV advertising into addressable advertising, using personal data to get the right ad in front of the right person. DirecTV and Dish Network, two satellite operators, and Hulu are already with online addressable TV advertising
• As TV and video consumption moves online, there has been an explosion of professional content to wrap advertising around.  Rapidly expanding audiences are only doing so much to ease the downward trend of advertising CPM (cost per thousand impressions) rates. Down 15% from 2011, eMarketer expects video CPMs to fall a further 30% from  $45 in 2010 to $31.20 in the next four years.
• With more much more content funded only by a little more advertising money (up from $4bn in 2013 to $8bn by 2016), the future will belong to content producers who can produce premium quality original content that consistently attract eyeballs

Networking apps: Agencies scramble to find the next big thing Tim Bradshaw

• Advertisers should focus on trends that lie behind technology, not the technology itself – whether geeky and gimmicky Google Glass or popular networking apps (video, image, chat and data sharing).
• It may be better for advertisers to use Instagram-style posters with comment-style tag-lines in traditional media than to run an Instagram campaign.  Likewise it may be better to shorten TV ads, from the 30-second sport to a 6-second Vine-length video than to run a campaign on Vine itself. “Five seconds is the right length” for a TV ad today say TV ad man Trevor Beattie
• The challenge is to make advertising fit new media expectations set by trends digital; this means becoming masters of short, snappy visual content.
• The opportunity to create trans-media advertising adapted to digital trends.  For example, advertising content from Starbucks, Nike, MTV and Forever 21 is created to be sharable on networking apps such as Instagram. Meanwhile,leave Google Glass to the geeks.

Privacy: Data industry scrutinised over profiling Emily Steel

• Global data brokers such as Acxiom and Datalogix are coming under scrutiny from authorities as they amass consumer data and use it to improve marketing ROI
• Axciom, that collects information about more than 700m people across the world and sells that information to more than 7,000 clients, uses credit card transaction data, primary research, geographic information and other demographic details to improve as targeting and can triple the return on investment of ad campaigns, and boost targeted consumer spending by 50%
• Facebook has integrated Datalogix data into its ad offer, allowing brands to buy ads targeted at people based on their spending habits, for example, people who spend three times more than the national average on children’s cereal. Advertisers can then can tap the Datalogix data to figure out whether or not people who saw the ad end up visiting the store and buying the advertised product.
• Although lawmakers may sympathise with consumer privacy advocates who fear a world where the tracking, collection and selling of personal information creates a so-called “database of ruin” of past financial, sexual, and medical follies/woes, they is a conflict of interests. Politicians deploy the same tracking, analytics, personalisation and targeting technologies as corporations in their election campaigns.

Future of search: Keyword-driven system requires refinement Richard Waters

• Although Google search remains the undisputed king of online advertising, traditional keyword-driven search advertising is set to evolve, with Facebook and Amazon poised to move in
• The future of search is hyper-targeted advertising based not only on search terms, but Amazon / credit card purchase data, Facebook personal data, and mobile location data.

Smartphones: Canny advertisers target your mobile phone Robert Cookson

• After a slow start, mobile advertising is taking off; in the UK, mobile advertising spend more than doubled in 2012 to more than £500m, and in the US, mobile ad spending has become the fastest growing among all media categories as smartphone ownership surged past 50%.
• Nevertheless mobile advertising only represents less than 3 per cent of total ad spend across all media, and currently there is more mobile ad space available than advertising to fill it, resulting in average ad rates (cost per thousand impressions) slumping to well below $1.
• One of the reasons for the slow ramping of mobile advertising is that it has been stuck in a search and display ad rut, serving canned text, static images or dumb videos.  The opportunity is to reinvent mobile advertising with immersive rich-media interactive features. Nuance, a US company that develops speech recognition technology, this month launched a product that allows advertisers to create ads that respond to a user’s voice. And Blismedia recently bought up ad space on smartphones near ad agency offices with an interactive ad that used the gesture control functionality of handsets
• The future potential of mobile advertising lies not only in getting the right message to the right person at the right place at the right time, but in improving the advertising experience.

Real-time marketing: Instant response requires cultural change by brand owners Rob Budden

• The future of marketing is agile marketing, responsive and reactive creative that responds in real time to events with interesting content.  This meanscreating creative in minutes, not months. Coca-cola has committed to doing doing 30 per cent of its marketing in an agile way.
• In agile marketing, time is everything; similar creative placed just hours apart can have vastly different results.  Mondelez (makers of Oreos cookies) and Motel 6 were both quick to create content around this year’s Super Bowl power cut, and both with similar content.  Mondelez took minutes, Motel 6 took hours.  Mondelez’ content was shared more than 15,000 times, Motel 6 less than 30 times.
• Agile marketing requires a mind-shift from brands, brands can no longer get away with telling consumers they are interesting when they want to tell them, they have to be interesting when consumers want to listen

People: Struggle to stay on top of a moveable feast April Dembosky

• A talent war is raging between advertising agencies and tech companies, both are looking for technical talent and marketing strategists – ideally in the same person.
• But what’s required in terms of technical talent and strategic planning is a fast-moving moveable feast, understanding the role of search in the marketing mix used to be key, then it was social media, then apps, and now user experience.
• The talent war is making recruitment difficult, especially for ad agencies who find the allure of the ad exec lifestyle waning. Young talent want to be part of the change, not the old guard, and have a mission to change the world, whilst working in a flat non-hierarchical organisation (with share options).
• Ad agencies are having to adapt and reposition themselves by abandoning the language and corporate paraphernalia of traditional advertising; Aegis media have gone so far as to jettison the terms ‘advertising’ and ‘consumers’

Social network: Facebook measures up for marketers Emily Steel

• Facebook has spent the last year reinventing itself to become more attractive to advertisers and to transform itself from “just being a social media conversation… to being an indispensable media partner”. Ads are now far more prominent in users’ newsfeeds, especially on mobile devices, targeting is better, and advertising metrics have been improved.
• And it looks like it is working; a year after announcing that it would stop announced it would stop buying Facebook ads because of questions over what returns the ads generated, General Motors is back testing Facebook’s new targeting and measurement offerings for a mobile ad campaign promoting its Chevrolet Sonic sedan.
• Developments in Facebook ads have helped Unilever understand how Facebook ads lift sales, spurring big promotions such as a recent campaign in Brazil for Seda hair products. Unilever designed a campaign with mobile ads featuring a soap opera actress. The company credits the campaign with boosting market share.
• Overall, advertisers are expected to spend more than $5.6bn on Facebook advertising this year, up more than 31 per cent from $4.3bn in 2012, according to eMarketer. On mobile alone, Facebook is expected to earn $1.5bn this year, more than three times the $471m it earned in 2012.

Digital et TV : un couple qui booste les ventes de la grande conso – JDN Média

Digital et TV : un couple qui booste les ventes de la grande conso – JDN Média.

Pour qui en doutait encore, l’association du média digital à une campagne TV peut s’avérer très pertinente pour les marques de grande consommation désireuses de booster leurs ventes en magasin. Tel est l’enseignement principal de l’enquête, “Digital Performance”, menée sur 500 campagnes publicitaires de marques grande consommation par le groupe Havas Media.  L’étude fait ainsi ressortir qu’en complément d’une campagne TV, le digital peut générer jusqu’à 25% de ventes supplémentaires par rapport à des plans 100% TV. En outre, le média peut assurer entre 5 et 7% de couverture additionnelle. Un ratio qui peut même s’établir à 10 points sur des cibles plus pointues comme les actifs ou les CSP+.

Les résultats d’une campagne couplant digital et TV pour une marque de grande conso.© Havas Media

L’efficacité du media digital est d’autant plus grande s’il est utilisé en cohérence avec le message de la campagne. Plutôt que d’être utilisé “en silo”, dans une logique déconnectée du reste des moyens de communication, il doit s’intégrer à plein dans le “mix media” de la marque. “Le digital fait vendre non seulement sur son propre canal, mais également dans les magasins réels”, explique ainsi Yves Del Frate, COO Havas Media, illustrant une tendance observée depuis quelques temps déjà, le ROPO, pour “research online, purchase offline”. Exemple, un couplage “branding” TV et “performance” sur le digital peut permettre de développer de véritables synergies. Mais pas que… Le digital peut aussi être propice au développement de mécaniques d’engagement et de brand content. Sites interactifs, opérations Facebook ou campagnes multi-écrans en sont la meilleure illustration.

Impact de la publicité sur les ventes© Havas Media

Ce calcul, tous les annonceurs ne l’ont pas encore intégré. Le digital pèse moins de 10% des investissements dans près de 70% des campagnes grande conso réalisées entre 2011 et 2012, note l’étude. Un ratio qui pointe l’importance de développer des indicateurs adaptés à la mesure d’un ROI le plus exhaustif possible, prenant en compte l’ensemble des coûts induits et l’apport de chaque canal pour pouvoir mesurer plus largement l’impact sur la génération de revenus. Une condition sine qua non pour soutenir les investissements dans le digital.

3 nieuwe talenten bij Havas Media Social

De ontwikkeling van de Sociale activiteiten bij Havas Media was aanzienlijk in 2012 en zal zich verder blijven ontwikkelen in 2013. Het departement, geleid door Mathias Beke, verwelkomt 3 nieuwe talenten. Zo zal Marie Leplae (ex-Social.Lab) het Social Campaign Management team versterken, terwijl Laure-Anne Scieur (ex-Groupon) en Benoît-Xavier Pirson het Content & Community Management team zullen aanvullen vanaf 1 december 2012. 

Het team, nu 9 personen sterk, staat klaar om de drievoudige uitdaging van het beheer van Social Media aan te pakken: het monitoren en het meten van invloed, het beheer van de content en van de communities en de integratie in de “Paid-Owned-Earned” strategie van het merk. Omwille van deze redenen wordt dit geïntegreerd aanbod voor de klanten van Havas Media gecoördineerd door het Strategisch departement onder leiding van Corinne Verstraete. Het draagt ​​bij tot de concretisering van de Paid-Owned-Earned methodologie, ontwikkeld door het agentschap sinds 2010.

Een reeks van nauwkeurige tools wordt gebruikt door Havas Media Social : (1) BAM (door BLiNQ Media) voor het beheer en de optimalisatie van Facebook ads. (2) Socialbakers en Quintly voor het meten van engagement, de mate van respons en de evolutie van de fanbases. (3) Synthesio en Engagor voor het ontdekken van gespreksmogelijkheden, het meten van de e-reputation (volume en gevoel) en de customer care.

« Havas Media biedt een alomvattende aanpak die sociale media integreren in een globaal driedimensionaal communicatieplan. Het agentschap wil zich uiten als extreem aanpasbaar en robuust », Hugues Rey (CEO Havas Media).

Contact Havas Media Belgium :

Hugues Rey

Chief Executive 0fficer

Tel: +32 2 349 15 60  – Mobile Tel: +32 496 26 06 88

Hugues.rey@be.havasmedia.com 

Troonstraat 60 – 1050 Brussel

 

Over Havas Media

Havas Media is de media-afdeling van Havas. Havas Media is aanwezig in meer dan honderd landen met 3200 medewerkers. Havas Media Brussel telt bijna 55 medewerkers die alle aspecten van mediagebruik (Offline en Digital) beheren in de reclamewereld.

[Infographie] Le web social et le mobile au service du e-commerce | FrenchWeb.fr

[Infographie] Le web social et le mobile au service du e-commerce | FrenchWeb.fr.

Le spécialiste du social media marketing Semply Social a publié une infographie sur l’usage de l’Internet mobile en France et particulièrement des médias sociaux sur mobile. Se basant sur diverses études (Ipsos, Médiamétrie, FEVAD, Emarketer, TNS Sofres, etc.), il analyse l’importance que peuvent avoir les médias sociaux mobiles sur l’usage du e-commerce.

Aujourd’hui, plus de 38% des français possèdent un smartphone et 83% d’entre eux se connectent à Internet depuis leur mobile. D’un autre côté, près de 3M de tablettes tactiles ont déjà été vendues en France en 2012.

Les études démontrent que les appareils mobiles poussent leurs propriétaires à utiliser les réseaux sociaux: l’application la plus utilisée sur iPhone est Facebook, 59% des utilisateurs de tablettes y consultent régulièrement les réseaux sociaux, et 50% du trafic généré sur Facebook et Twitter provient d’un téléphone portable ou d’une tablette. Semply Social prévoit même que près de 16M de Français utiliseront leur mobile pour se connecter aux réseaux sociaux, contre 7,5M en 2012.

Etant donné que de plus en plus d’acheteurs se fient aux avis des internautes et de leurs proches avant d’effectuer un achat, l’infographie révèle que 40% des mobinautes se rendent sur Internet en magasin, tandis que 14% utilisent les bornes interactives mises à disposition dans certains commerces.

En ce qui concerne l’acte d’achat:

• 34% des mobinautes et 60% des tablonautes ont déjà effectué au moins une transaction en ligne depuis leur appareil mobile.
• 40% des tablonautes et 22% des mobinautes ont l’habitude de préparer un achat depuis leur tablette tactile.

Cependant, les utilisateurs d’appareils mobiles ont tendance à les utiliser plutôt chez eux qu’à l’extérieur, et s’y rendent pour acheter des produit culturels, des applications, des services, des vêtements et des voyages.

Une dernière tendance se dégage de l’utilisation des réseaux sociaux sur mobile : c’est le « local »: 61% des utilisateurs de Facebook souhaitent y trouver des informations sur leur ville et quartier. Parmi eux:

• 69% s’intéressent aux actualités locales,
• 60% y cherchent des bons plans de proximité,
• 51% s’intéressent aux photos et vidéos.

Top 10 Brands With Highest Social Media Engagement This Week [INFOGRAPHIC]

Top 10 Brands With Highest Social Media Engagement This Week [INFOGRAPHIC].

Samsung topped this week’s chart for brands with the highest social media engagement.

The Korean electronics maker continues to dominate the social landscape, thanks to its recent product launches of the Galaxy S III and Galaxy Note 10.1, according to Starcount. The data aggregator, which tracks metrics from 11 networks to measure social popularity, compiled a top 10 list for this week.

Samsung’s new video for its Galaxy Note tablet garnered 2.5 million hits in a little more than seven days, helping push the company’s total YouTube views to nearly 8 million this week.

In other findings, ecommerce retailer Amazon’s activity surged on Facebook this month, while Red Bull broke 30 million fans on its main account on Sept. 12. As of Saturday, the energy drink company has 31.6 million likes.

Starcount also highlights three brands “to watch,” including chip manufacturer Intel (in 15th place), high-end retailer Burberry (in 33rd place) and shoemaker Converse (in 41st place).

Check out the infographic below, for more. What do you think of these results? Tell us in the comments.

 

Search vs Social Marketing

 

 

10 Ways Social Media Technologies are Adding Value and Productivity | Jeffbullas’s Blog

10 Ways Social Media Technologies are Adding Value and Productivity | Jeffbullas’s Blog.

 

Written by Jeff Bullas 

Social media technologies have touched humanity in a primal way. You only need look at the adoption rates of Facebook and Twitter to realize that the web is indeed connecting human consciousness.

At almost no cost we can connect with like minded tribes globally at scale and speed. We can share ideas and knowledge in words, images and with the virtual face to face technologies of  online video that transcends time and place.

Knowledge transfer is almost instantaneous. It is transforming humanity deeply at the personal and business levels.

Social technologies are unlocking ideas from isolation and allowing them to be free to roam and add value to our lives.

This process is also being accelerated and amplified by the wide adoption of the smart phone.

The potential value of this transformation has been estimated by a study from McKinsey Global Institute as having a value of up to $1.3 trillion across just the 4 industries that they studied.

1. Consumer packaged goods
2. Consumer financial services
3. Professional services
4. Advanced manufacturing

This is just a sample of the potential that awaits globally across many more industries that could benefit from the efficient use of social technologies.

Potential is Largely Untapped

The potential for the enterprise is still largely untapped despite the widespread adoption by consumers as evidenced by the following facts and figures.

• There are 1.5 billion social network users
• 80% of online users interact with social networks regularly
• 70% of companies are using social technologies

Social networks can add value to almost any business but companies that will benefit most from social technologies will have these characteristics.

• High percentage of knowledge workers
• Business success is dependent on brand recognition and consumer perception
• Need to build credibility and trust to sell their products and services
• Digital distribution of products and services
• Experiential or inspirational products and services

The report estimates that consumer goods companies could increase their margins by up to 60% using social technologies through goods that better meet customers needs and improve the productivity of knowledge workers.

Ten Ways Social Technologies Add Value

Across every industry there lies enormous potential to add more value through implementing social technologies from better customer insights, improved marketing to social commerce.

Here are ten ways social technologies are adding value that are revealed by the study from McKinsey.

1. Co-Create Products

Companies using social platforms can crowd source ideas from their consumer community. This could  include product ideas, evaluation of the ideas by the crowd and the continuing modification and evolution of the products and services to produce a better product that better meets needs. It could include consumers submitting designs.

2. Demand Forecasting

Through multiplying the the potential sources of information about demand, companies can obtain more accurate and granular data. This could lead to better inventory control and better placement of stock where local demand is higher. The buzz from social networks can help pinpoint where the first responders are and allow staff to redirect additional stock to the highest buzz spots.

3. Distributing Business Processes

Companies such as TomTom and Google Maps are using inout from users to locate and qualify mapping errors and the latest updates to road networks. TomTom is even now adding crowdsourced  real time traffic flow to its service that provides the latest data on traffic jams and accidents provided by users from their cars.

4. Market Research

Market research can be costly and take months but now you can gather online chatter about your competitors in real time. There are now tools that can measure sentiment as it happens that allows companies to see if the latest feedback about a product is positive or negative. Brand health can be now checked by the “Chatter” tone online.

5. Marketing Communications

Marketing interaction was limited in the past to snail mail and was costly and slow. Now we have communication that is effectively close to zero cost and provides feedback in minutes. You can see what types of marketing communications are engaging and what aren’t. Online customer communities are being created by the savvy enterprise with Adobe’s forums having one million members.

6. Lead Generation

Sales opportunities required telemarketing and expensive advertising to make the phone ring. B2B companies are now discovering the power of social networks to attract customers and drive inbound inquiries. Displaying a companies expertise via blogs and online whitepapers and ebooks are transforming how professional services companies market their business. Software companies such as Hubspot have created online tools that allow companies to become much more efficient with their marketing.

7. Social Commerce

All of us listen to the recommendations of friends and family and social commerce allows companies to make it easy for their consumers to share what they have bought or “like”. This amplifies the marketing message and also improves conversion for online stores.

8. Customer Care

Companies such as SouthWest Airlines use channels like Twitter to respond to potential PR issues that are quickly diffused before they turn into public relations disasters. Agencies and larger brands are monitoring social media channels with community managers who monitor social networks such as Facebook to turn customer care problems into opportunities to impress customers with the speed of the response.

9. Collaboration

Social technologies are improving organisational performance by making collaboration and co-creation efficient both internally and with external suppliers and partners. This reduces time spent in face to face meeting and ensuring that best practice is followed and shared. Companies such as 37Signals uses social technologies to run a multimillion dollar company that operates with only 16 employees and is spread across 6 countries.

10. Matching Talents to Roles

Social platforms such as LinkedIn provide insights into people’s skills, passions and interests that provide a more complete picture of a candidate than a one dimensional resume will ever achieve.

Read more at http://www.jeffbullas.com/2012/07/30/10-ways-social-media-technologies-are-adding-value-and-productivity/#2trPmxdYaFxj77VL.99

 

Related articles

• Social Media And The Big Data Explosion (threeminds.organic.com)
• McKinsey Says Social Media Could Add $1.3 Trillion to the Economy (bits.blogs.nytimes.com)
• McKinsey Says Social Media Could Add $1.3 Trillion to the Economy (rant4u.com)
• Minding your digital business: McKinsey Global Survey – McKinsey Quarterly – Business Technology – Strategy (mckinseyquarterly.com)
• $1.3 Trillion from Social, Says McKinsey. BUT . . . . (futureofbiz.org)
• McKinsey Quarterly On B2B Social Media (georgevanantwerp.com)
• The Big Data Impact on Social Media Marketing (windmillnetworking.com)

How Mobile, Social Will Win the 2012 Olympics [INFOGRAPHIC]

How Mobile, Social Will Win the 2012 Olympics [INFOGRAPHIC].

Planning to augment your viewing of this summer’s London Olympics action with a trusty iPad by your side for stat updates, Twitter chatter and other social interaction? Well, thank your lucky pixels — consumer tablets weren’t even a thing for the last Summer Olympics, in 2008.

Smartphone use hadn’t truly taken off back then, either. The increase in mobile technology is sure to have a profound effect on how millions of viewers — and many athletes — experience the 2012 Games. Fans will be able to converse, debate and rave communally as never before because of mobile proliferation and the explosive growth of social media over the past four years.

We recently took a look at how Facebook, Twitter and YouTube have grown since 2008, and the findings were pretty incredible. Facebook celebrated breaking 100 million users at the end of summer, Twitter was still explaining the concept of @ replies to its users and YouTube had just launched its mobile site and pre-roll ads.

The digital marketing agency iProspect recently looked at social growth too, but expanded the lens to include mobile, coverage and viewership numbers as well. Some of iProspect’s social numbers are slightly different than the ones we highlighted — but that’s because just when in 2008 you grab data from delivers different results. Either way, the comparison offers a great snapshot of how much the media landscape has changed since the last Summer Olympics.

iProspects findings, culled from Nielsen, eMarketer and Forrester, are presented in the infographic below. Check it out, then tell us in the comments how mobile and second screen technology will affect your 2012 Olympics experience.

Medias vs Internet : la bataille pour l’attention des consommateurs – Etreintes digitales

Medias vs Internet : la bataille pour l’attention des consommateurs – Etreintes digitales.

Par Marie-Catherine Beuth le 22 mars 2012 9h38 | Réagir

Il y a quelques jours, le Pew Research Center a publié son rapport 2012 sur l’Etat des Médias d’information aux Etats-Unis. Il confirme – ô surprise – que l’économie de la presse écrite ne se porte pas mieux année après année, et que les médias sociaux et les terminaux mobiles sont de nouvelles sources de trafic pour les médias en ligne.

Mais un chapitre, dédié à l’information en ligne, s’intéresse à ce qui s’annonce comme une nouvelle ligne de front dans l’univers numérique : une bataille entre groupes médias et acteurs du Web pour l’attention du consommateur. Chacun a aujourd’hui des atouts à faire valoir, mais va devoir batailler ferme pour arracher la victoire finale. Explications.

Le marché de la publicité en ligne a été raflé par les acteurs technologiques. 

“Facebook et les autres médias sociaux sont des distributeurs supplémentaires de contenus, mais aussi des rivaux sur le marché publicitaire“, constate ainsi le rapport du Pew Research Center.

9% du trafic des sites d’information provient ainsi des réseaux sociaux, en hausse de 57% sur deux ans. C’est désormais près de la moitié de ce que renvoient les moteurs de recherche (21%, en baisse de 9% sur deux ans). Et les chiffres pourraient croître à mesure que les médias lancent des Social Reader sur Facebook et intègrent Twitter à leur stratégie de référencement.

Mais cela renforcera aussi leur poids sur le marché publicitaire, au côté d’autres acteurs issus des technologies, comme Google, Apple, voire Amazon. “Cinq géantstechnologiques captent aujourd’hui plus des deux tiers des recettes publicitaires en ligne“, constate l’étude. Leur part du marché publicitaire en ligne est passé de 63% en 2009 à 68% en 2011.

Et leur poids devrait se renforcer dans le temps : “Avec Google, Facebook et Yahoo! dans le peloton de tête, [ces acteurs] utilisent les données personnelles collectées par Internet pour adresser des publicités à des consommateurs spécifiques (…) dans une mesure bien plus importante que la plupart des groupes médias sont capables“, observe ainsi Pew.

Ce sont donc des nouveaux concurrents, et en plus ils sont féroces !

Mais les marques d’acteurs “historiques” continuent de peser. 

Face à ces ogres, que reste-t-il aux médias “historiques” ? Miser sur la force de leur marque, recommande Pew. “La majorité du trafic des sites d’information vient de leur pages d’accueil, pas des moteurs de recherche ou des médias sociaux“, note ainsi l’étude. Autrement dit : les utilisateurs vont en majorité consulter directement un site d’information dont ils connaissent le nom. Une plus petite proportion (21%) est propulsé sur un site d’information par un moteur de recherche et moins de 10% vient des réseaux sociaux.

Autre signe du “poids de la réputation” : parmi les 25 premiers sites d’infosaméricains (lus par 342 millions d’internautes par mois), les 2/3 sont édités par des médias “traditionnels“. Sur 25 sites, 8 sont des pure-players.

Le tout est de parvenir à faire durer ces marques dans l’univers numérique. Car fin 2010, Internet est passé devant la presse écrite comme source d’information internationale et nationale pour les Américains. Choisi par 4 Américains sur 10 (contre 2 sur 10 pour la presse), le Web reste devancé par la télévision, source d’info pour 6 Américains sur 10.

Quelles stratégies pour entretenir sa marque dans l’ère numérique ?

Le défi va se corser pour les médias historiques à mesure que la consommation numérique d’information va s’intensifier, notamment par le mobile, qui rapporte entre 7 et 11% de trafic supplémentaire aux médias numériques, selon Pew. Par ailleurs, 51% des possesseurs de smartphones disent l’utiliser pour s’informer, un taux qui monte à 56% chez les possesseurs de tablettes.

De même, dans un univers de “Web social”, “le partage génère l’influence“, note Pew. Le poids de Facebook – utilisé par plus d’un internaute américain sur deux – est ainsi considérable. En un mois, ses utilisateurs y passent 7 heures, contre 30 minutes mensuelles sur le site de CNN, champion des sites d’info en matière de temps passé. Le réseau multiplie aussi les initiatives pour convaincre les journalistes de s’en servir comme d’une vitrine personnelle.

Mais une question reste entière : cette intégration des réseaux sociaux va-t-elle attirer des lecteurs plus fidèles sur les sites d’information ou au contraire les éloigner des éditeurs (et de leur précieuse marque média) ?

Enfin, suffira-t-il pour les acteurs technologiques de faire de la publicité toujours plus ciblée sur un périmètre croissant de services gratuits pour capter l’attention des consommateurs ?