1. What%Luxury%May%Learn%from%Entertainment
@anninasvensson
Moscow,%April%2nd%2013 #%HUBFORUM

2. TOPICS
•Media Consumption & Multi-
Screen Activity
•The Gen C - A Game Changing
Online Behaviour
•Unleash The Content - Profit from
Growth
•Amplify your Brand & User
Engagement using Video & Social
Media
!!#HUBFORUM 3

3. PwC | Global entertainment and media outlook: 2012–2016
Media Consumption & Multi-Screen Activity
!!#HUBFORUM 4

4. Media Consumption & Multi-Screen Activity
90% of media consumption is made via a screen
10% via «offline» media, i.e radio, magazines and newspapers
90%
10% Activities / Leisure Time per Day / Screen
Smartphone 17mins - 54% communication, 33% entertainment
Tablet 30mins - 63% entertainment, 32% communication
PC 39mins - 40% information, 29% keep up to date
Total time spent in front of screen per day of leisure time : 4.4 hours/day
=> The concept of Digital vs Traditional strategy disappears, content and
communication will be tailored per channel/intent/activity/location
Study Ipsos, Google, Sterling Brands US, Aug 2012
!!#HUBFORUM 5

5. Media Consumption & Multi-Screen Activity
=> Online activity started
or ended on another screen
than the activity started on
Engage with the
audience where they
are and in coherence
with what they are
doing
!!#HUBFORUM 6

6. The Gen C - A Game Changing Online Behaviour
- Connected
- Curators
- Creators
18-24 years / CSP+ / Tech Savvy / Digital
Natives
Rather than a generation - a lifestyle, paving the
way for the mass market
!!#HUBFORUM 7

7. The Gen C - A Game Changing Online Behaviour
Usage indicates
increased demand
for content via
video and social
media!
Gen C - Presence on Social Media (Twitter, Tumblr, Youtube, Facebook)
Source : Pew Research Center March
2013 & Credoc June 2012
!!#HUBFORUM 8

8. The Gen C - A Game Changing Online Behaviour
Over Equipped House Holds inc. Youngsters
2 TVs per Household
86% Video Console
47% Several PCs (vs 32% avg.)
54% Smartphone
The multitude of content
and screens make it
necessary to engage the
Source : Ipsos Junior Connect, septembre 2012 + CREDOC, juin 2012
user differently
!!#HUBFORUM 9

9. The Gen C - A Game Changing Online Behaviour
•550 million users worldwide
2 Billion + videos watched daily
Youtube is now the second largest search engine after Google
The second largest source of online incomes for music right holders (Western Europe)
Coverage 18-24 years: 92%
Gen C entertainment consumption: 2/3 videos are music, video
games or humour
Mobile views now exceed 200M/day
For every 2nd paid video ad => 1 earned view among Youtube’s top 100 advertisers
Source Médiametrie January 2013 & Youtube
!!#HUBFORUM 10

10. Profit from the Growth in M&E – Unleash your Content
!!#HUBFORUM 11

11. Profit from the Growth in M&E – Unleash your Content
•The digital global entertainment & media industry grew by 28% in 2011, forecasted to
represent 37,7% by 2016
•Piracy obliged the entertainment industry to innovate - use their learnings:
•Access, freemium & subscription Models
•Improved User experience & engagement
•Improved technology, devices and ecosystem
•Increased quantity of digital production
•Easy to find, easy to use & share, easy to buy
Source: PwC | Global entertainment and media outlook: 2012–2016
!!#HUBFORUM 12

12. Amplify Brand & User Engagement via Video, Social & 360°
- Extend offline event to online - The TopShop Case - @London Fashionweek
- Digital Savviness - Estée Lauder
- Engagement & Loyalty via Gamification - The Cascada Case by Fanzy
- Online meets Offline - The Karl.com Case by Emakina
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13. The Topshop Case - London Fashion Week February 2013 - Broadcast via G+
Over 4 million views & 200k shares on Google+, Facebook, Pinterest, Twitter, Instagram, and Tumblr
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14. The Cascada Case- Gamification via Fanzy - Create Engagement
Cascada doubled the
rate of likes on
Facebook compensating
her fans
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15. The Estée Lauder Case - Online Savvy
!!#HUBFORUM 16

16. The Karl.com Case - 360° Approach - Offline to Online - Agency Emakina
!!#HUBFORUM 17

17. !!#HUBFORUM 18

18. Thank%you%!
@anninasvensson
Moscow,%April%2nd%2013 #%HUBFORUM

19. FORUM
Moscow
April 2nd 2013
CONNECTING DIGITAL INFLUENCERS
FRENCHWEB.FR
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