New Media and
The Rise of the Crowd
Lanre Aina
Business Analyst, Google
10/15/11
1
Understanding New Media
2
3
The Implications of New Media
New Media in Business
4
The Future of Media
2
Understanding New Media
Google Confidential and Proprietary
3
What is New Media?
Any form of media with the following characteristics:
• Interaction is defined by Many:Many
• Provide on-demand access to Content
• Anywhere (not bound by geography)
• On any digital device
• With interactive user-feedback
• And creative participation & community formation
around media content
4
The Evolution of Media
Media is always new
J.Gutenberg’s
Print-Press
1930
Computer Sold
1951
ARPANET
1914 1923
Motion Picture –
Charlie Chaplin
Television
Cross continental
1843 1895
Telephone
long distance
electric telegraph
line by S.Morse
Moving Picture
1st Photograph
1455
1830
1st
1st
The US release control of the Internet
Lumiere
Brothers
Home
Computer
1969 1976
W
W
W
was
born
1994
Interaction defined by: 1:1 and 1:Many
5
The Revolution of Media
Media is always new
Web 2.0
Web 1.0 45million Users +
W
W
W
1994
250,000 Websites
Web 0.5
BBS
Characterized by bulletin board systems,
brochureware, digital duplication or
versioning, interactivity, read only web
1:Many
Truly interactive, 2-way
digital Many:Many
conversation, Read and
Write Web
6
Augmented Reality
7
The Implications of New Media
Google Confidential and Proprietary
8
The Implication of New Media
• A gradual fading away of geographic boundaries making
physical location less significant for social relationships.
• Users have evolved from just being consumers to participators.
• Democratization of the creation, publishing, distributing and
consumption of media content.
• The rise of the amateur class as a result of the lowered bar of
entry and transaction cost
• The birth of pseudo-cultures and online paradigms. For
example, the fact that information wants to be free.
• Cannibalisation of traditional media.
9
New Media in Business
Google Confidential and Proprietary
10
Understanding the Consumer
11
New Media Cases: Process Integration
12
What are Nigerians searching for online?
Entertainment
Society
News & Current Events
Computers & Electronics
Lifestyles
Nigeria
Ghana
USA
Reference
Sports
Internet
Health
Telecommunications
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
Nigeria User Search Behavior vs. Ghana vs. USA
16.0%
New Media Cases: Entrepreneurs
Naija Boyz
Michelle Phan
• More than 470 million total upload views
• Over 1.6million subscriber
14
New Media Cases: Online Marketing
Campaigns
Nike HyperDunks
Derivative Video
• More than 16 million views in aggregate
• Original video generated less than 40 %
of overall reach
• 40% derivative videos
• Placement increased campaign by 200%
15
New Media Cases: Looking Within
Local Context – Local Stories
N-Reports
Backyard Boyz
16
New Media in Business
Regardless of media, good business comes down to a simple
process of :
• Identifying customers
• Learning what they want or need
• Feeling their challenge
• Learning how they communicate with one another, and
• Observing how they discover and share information
• Keeping their attention by keeping your brand top of mind –
Attention Economics
17
The Future of New Media
Google Confidential and Proprietary
18
Current Statistics are staggering
Social gamers will buy
$6 billion in virtual
new member joins
goods by 2013. movie
LinkedIn every
goers buy only $2.5
The Ford Explorer billion in real goods
second
launch on Facebook
generated more traffic
than the superbowl
1
10
million people
If Wikipedia were made
joined G+ in the first
into a book it would be
week
2.25 million pages long
If Facebook was a
country it would be the
e-readers have
3rd largest in the
world
surpassed book sales
Access
Cables have landed
Google Confidential and Proprietary
Increasing trend among Nigerian Customers
www.yourOpenBook.org
Google Confidential and Proprietary
22
Thank You!
lanre@google.com
Google Confidential and Proprietary
23
- Pay Per Click Advertising Networks
(Internet Advertising Model – Where Advertisers
bid for keywords). For example, Google AdWords,
Yahoo Search Marketing, Microsoft Ad Center
- Cost Per Click Ad Networks (Google Adsense)
- In-Text Advertising
- Cost Per Action CPA Ads.
- Selling Products Online (E-commerce, Classifieds)
- Direct Banner Advertising (Job boards, etc.)
- RSS Feeds Ads
- Premium Content
- Organizing Conferences
- Donations
- Selling Ebooks, Templates
- Audio Ads
- Mentoring Programs