speech for my client levi´s at their annual digital seminar for all european markets

1. DIGITAL LANDSCAPE 3 rd December 2009, Paris Kai Platschke, Client Partner LSEMA, Duke/Razorfish

2. 04// INSPIRATIONS 02// FEED 05// SOCIAL 03// TRENDS

3. FEED

4. THE 2009 RAZORFISH FEED REPORT August 2009 1,000 U.S. consumers 50.5% female 49.5% male 4 major age groups 10 major U.S. metros

5. YOU HAVE TO BUILD YOUR BRAND ONLINE. YOU HAVE NO CHOICE.

7. BRAND CULTURE OR FAN CULTURE 2009 IS THE YEAR OF THE FAN

9. ACTIONS SPEAK LOUDER THAN ADVERTISING DO SOMETHING. DO NOT JUST STAND FOR SOMETHING

11. BOTTOMLINE DIGITAL BRAND EXPERIENCE CREATES CUSTOMERS

13. DIGITAL PRIMACY IF YOU ARE 45 YEARS OLD OR YOUNGER, YOU SPEND SIGNIFICANTLY MORE TIME USING THE INTERNET THAN WATCHING TELEVISION. DIGITAL FLUENCY SPEAKING THE DIGITAL LANGUAGE  THE NEW MAINSTREAM

15. THE END.

16. TRENDS

17. MULTI PLATFORM DISTRIBUTION

18. MOBILE MARKETING

19. COLLABORATIVE MARKETING

21. BRAND CONTENT Webisodes with more than 60 000 views per episode.

22. DATA VIZ Sprint created this amusing futuristic dashboard ., saying thing like “Your hair has grown 5 millionths of centimeter in the last second”. It's got tickers for eggs being produced, emails being sent, spam emails being received, recent news from The New York Times, CNN, top Google searches of the day, and most importantly, seconds until doughnut day. http://crisisofcredit.com/

23. THE INTERNET OF THINGS Do It Yourself:  A tagged DVD case launches the movie website.  Your coffee mug starts your e-mail application.  Touching a tagged photo initiates a call to that person.

24. SOCIAL CONSUMPTION

25. INSPIRATIONS

26. Location Based Networking Service: Brightkite Augmented Reality Browser: Layar Supported Phone: iPhone sehen Benefit: Where have my friends taken pictures? Put camera on any spot and see social network info desplayed in real time.

27. Cooperation partners: Hasbro Google Task: Create an online-version of the classic game „Monopoly“ to promote the new line extension „Monopoly City Streets“ Idea: Google-Maps-Mashup Benefit: Play with your friends on real maps, buy, sell and build on every street in the world.

28. Who? Udorse What? Tool for Facebook, which allows users to tag brands in pictures (e.g. hotel brand in holiday pics, coke on the table, etc.) Benefit: If someone buys from the tagged brand after klicking the link, the user who set the link gets a provision via PayPal. First Partners: Armani and American Apparel.

29. What? Marketingcampaign Who? Castrol Idea: Connect billboards with cameras, which are connected to central database and detect cars by registration plates. Benefit: The billboard tells the drivers which motor oil is the correct one for their car (Insight: They never know!)

30. Who? Vivox What? Voice-Chat-System for Facebook which can be used by 3rd parties and be integrated into other FB apps Benefit: FB users can finally have high quality voice conversations online

31. Who? Obscura Digital Where? Hard Rock Café in Las Vegas What? Their largest Multi-User Interface Multitouch Wall (5,5m) Benefit: Up to 6 users at the same time, interacting with 100 fotos and videos. Special: Even sound is given individually depending on users´ locations

32. Product: "GloPos" is an intelligent software-algorithm Idea: Find my location with any GSM- or CDMA-network mobile phone without using GPS or WLAN. Benefit: Can even be used withing buildings and underground. Meaningful: Every phone can do this. Huge potential for location based services!

33. What? "Hoccer" is an application for Google Android Idea: Send and receive data via a „throw“ movement How: Data will be send to the "Hoccer„ server – reccipient has then 5 sec time to catch and start download.

34. Who? Microsoft What? New patent for well known captcha procedure Idea: Give it a marketing use! How: Instead of numbers/ letters the user has to repete content of an adverstising banner.

35. What? iPhone-Application from Stylight Use-Case: Take picture of clothes and find them again in online shops. How: Application is linked to databases of partner online shops. Add on: If same piece of clothing not available, tool proposes a similar one and it let´s you compare prices of different shops.

36. Who? ecoATM What? The first recycling-machines for mobile phones in shopping malls How? Put the mobile under a scanner, which will check its status and then offer a voucher for shopping in the mall of same value.

37. SOCIAL

38. OVERALL FINDINGS SOCIAL MEDIA NETWORKS ACROSS EUROPE

39. Source: European Benchmark Survey, Q2 2008 & 2009 Base: 13,834 EU online adults 2009 (2008) FR Online adults 13% (13%) 20% (23%) 6% (7%) 25% (9%) 51% (54%) 39% (42%) UK Online adults 16% (15%) 21% (20%) 6% (5%) 39% (28%) 50% (49%) 36% (42%) Germany online adults 9% (11%) 13% (14%) 4% (4%) 22% (17%) 39% (38%) 50% (53%) Spain Online adults 16% (14%) 22% (22%) 8% (9%) 24% (11%) 56% (57%) 37% (38%) Italy Online adults 25% (22%) 26% (22%) 7% (8%) 34% (11%) 53% (53%) 35% (41%) Users CREATORS CRITICS COLLECTOR JOINERS SPECTATOR INACTIVES ONLINE USER DECLINATION JOINERS RISING HIGH ONLY 1 YEAR DIFFERENCE

40. Percentage of online Europeans who use a social networking sites (Joiners) Base: 16,912 European online adults Source: European Technographics ® Benchmark Survey, Q2 2009 RED IS UNDER 35 JOINERS OVER EU POLAND, SPAIN LOW END SWEDEN, UK, NL TOP

41. UK France Germany Spain Italy Base: 13,076 European online adults (16+) Source: European Technographics ® Media, Marketing, And Social Computing Online Survey, Q3 2008 & Q3 2009 “ How often do you visit the following Web sites?” -- monthly and more 2009 2008 RED IS 2009 FB BIG GROWTH IN ALL MARKETS SPECIAL ROLE OF GERMANY

42. Source: European Technographics ® Media and Marketing Online Study Q3 2009 Base:12,123 European online adults “ Which of the following do you do at least weekly online?” LONG ONES = VIDEO SOUTH USERS MOST ACTIVE

43. LOCAL INDIVIDUALITIES SOCIAL MEDIA IS A LOCAL THING

44. GERMANY: MORE THAN FB

45. FRANCE: SOCIAL+/TWITTER- “ Which of the following do you do at least monthly online?”

47. THANK YOU