The document discusses how to identify and capitalize on emerging trends and the "next big thing" in digital marketing. It provides 10 tips for spotting emerging trends, including being active in new communities to understand them from within, grouping channels by format, listening to consumers, moving quickly when things start trending, interacting with audiences, playing to each channel's strengths, offering incentives for users, testing strategies, keeping an open mind, and paying attention to what consumers are actively engaging with and talking about. While ideas for what may be bigger than Google in 2009 are proposed, like Facebook, YouTube and Twitter, the document emphasizes that consumers will ultimately decide what emerges as the next big thing by their enthusiasm and usage of a new site or

1. What’s Bigger than
Google in 2009?
[and how to spot the next big thing]
Mike Groves
Client Services Director

2. CheezeDMG | Who are we?
• CheezeDMG is an award winning full service
digital direct marketing agency
• Delivering successful digital direct marketing
campaigns since 1999
• Part of DMG the UK’s leading digital
marketing agency group
• We focus on driving sales, revenue, ROI and
profit for our clients
Last year:
• Google Adwords Qualified Company • £320 million of client revenue generated.
• Yahoo Ambassadors • 50 million clicks.
• Microsoft adExcellence Qualified • Over one million keywords.
• Over one billion display impressions
• Members of the IPA
• Members of the DMA
We achieved an average ROI of £20 for every £1
• Members of SEMPO
spent across our client base

3. CheezeDMG | What do we do?
We’re a full service digital direct marketing agency
We specialise in delivering response driven, targeted and measured digital marketing campaigns
We focus on driving sales, revenue, ROI and profit for our clients

4. CheezeDMG | Who do we work with?

5. What’s going to be bigger than Google in 2009?

6. What’s going to be bigger than Google?
• Facebook?
• You Tube?
• Twitter?
• Cuil?
• Wolfram Alpha?
• Or something we’ve not heard of yet?
• Who knows?

7. What defines ‘big’? - When do we pay attention?

8. What defines big?
Is it audience
size?

9. What defines big?
Is it market
share?

10. What defines big?
Is it usage?

11. What defines big?
Is it column
inches?

12. What defines big?
Is it monetisation and
revenue?

13. What is currently ‘big’?

14. What is currently ‘big’?
Top Sites by Brand
Rank: Unique Audience
Unique
Rank Rank
Brand Audience
Feb09 Jan09
(000)
Google 1 31,028 1
MSN/Windows Live 2 23,911 2
BBC 3 19,898 5
Microsoft 4 19,385 3
UK Active Online Universe 35,289,501;
Source: NetView UK, Feb09 (Internet
Applications Included, Home & Work)
Yahoo! 5 18,723 4

15. What is currently ‘big’?
Top Categories
Unique
Rank Rank Rank: Unique Audience
SubCategory Audience
Jan Dec
(000)
Search 1 32,123 1
General Interest Portals
2 30,193 2
& Communities
Software Manufacturers 3 25,315 4
Member Communities 4 25,006 3
UK Active Online Universe
E-mail 5 23,355 5 35,289,501; Source: NetView
UK, Feb09 (Internet Applications
Included, Home & Work)

16. What is currently ‘big’?
Time Spent Online
Search doesn’t make the top 10!
Note: Previous month ranking in between brackets
UK Active Online Universe 35,289,501; Source: NetView UK, Feb09 (Internet Applications Included, Home & Work)

17. Who decides what is ‘big’?

18. Who decides what is big?
YOU!
THE CONSUMER

19. Who decides what is big?
• Google - initial market share grown by usage
and recommendation - not advertising
• MySpace - users
• Facebook - users
• Stumble Upon - users
• Twitter – users
• The next big thing?

20. How can we ensure we spot the next big thing?

21. We can’t be on every new site

22. Ten Tips for Spotting & Harnessing the next ‘big thing’

23. 1. Be in it to win it

24. 1. Be in it to win it
• Pick your channels & join in
• Your business can take a ‘passive’ role in these communities
• Team members can be active without flying the brand flag
• Understanding from within is 10 x more valuable than reading about it from outside

25. 2. Group channels into formats

26. 2. Group channels into formats for better understanding
• Video: 12 Seconds, Phreadz, Seesmic etc…
• Microblogging: Twitter, Jaiku, Plurk, Identi.ca etc…
• ‘Social Networks’: Facebook, Myspace, Bebo,
Twine etc…
• Content: Alltop, digg etc…

27. 3. Listen

28. 3. Listen
• There are some very big hints out there!
• The consumer is already telling us what they
want and what they like
• We need to understand this before we jump in
• Tools like Blogpulse and Radian6 can help gain
an understanding of what people are talking
about
• But you also need to look at the current
‘trending’ topics

29. 4. Move Quickly!

30. 4. Move Quickly
• If something starts trending, get someone to jump on it.
• Being in, will give you greater understanding than watching from the
sidelines
• Remember: you can have a passive presence

31. 5. Interact with your audience

32. 5. Interact with your audience
• If you are on Twitter, plan what you are going to use it for
• Follow others, listen to what they have to say.
• Comment on and engage with others in your stream
• Ask them what they would like to hear
• If you are open, you will learn more and gain more from the channel
than simple broadcasting
• Develop a communications strategy
• Enrich it with your consumers’ opinions
• Ask them what other networks they are on – find out where else they
would like you to be

33. 6. Play to the channel’s strengths

34. 6. Play to the channels strengths
• Facebook users are looking for multimedia content, interaction & dialogue
• YouTube users are looking for engaging content
• Twitter users are looking for the personal angle, the ‘behind the scenes’
• Ensure you take each aspect of your content and maximise to the right channel
• Ultimately not every channel will be right for your brand
• Some channels may surprise you
• Let the actions & results define the strategy, not your personal opinion

35. 6. Play to the channels strengths

36. 7. Offer users a reason to connect

37. 7. Offer users a reason to connect
• Reward your fans or followers….

38. 8. Do your groundwork

39. 8. Do your groundwork
• Think about why you want to be involved
• Listen to / understand consumer opinion?
• Communication / dialogue with key influencers?
• Brand / PR value?
• Sales?
• TEST, TEST, TEST
• Investment should be tempered for each channel
• Establish measurement and evaluation criteria
• Work out how you are going to track your chosen criteria
• Think about what success looks like and agree the criteria for roll out
• Be ready to move quickly

40. 9. Keep an open mind

41. 9. Keep an open mind
• Don’t be afraid to take part
• Don’t be afraid if sometimes you don’t ‘get it’
• Not every channel will be a success
• Some channels may surprise you
• Consumers don’t always do what we expect them to
• The ‘best’ technology doesn’t always win
• Watch, listen and engage and be prepared to go with the flow

42. 10. Pay Attention!

43. 10. Pay Attention!
• It will be the consumer that decides what the
next big thing will be
• They will be so excited they will talk about it
and actively consume it
• If you are connected, engaging and paying
attention you might be able to spot and
harness the next big thing

44. Ten Tips for Spotting & Harnessing the next ‘big thing’
1. Be in it to win it!
2. Group channels into formats
3. Listen
4. Move quickly
5. Interact with your audience
6. Play to the channel’s strengths
7. Offer users a reason to connect
8. Do your groundwork
9. Keep an open mind
10. Pay attention

45. Conclusion
• What’s going to be bigger than Google in 2009?
• The consumer
• What is the next big thing?
• We have some ideas, but we don’t decide
• We have a ‘bundle’ of sites we watch
• But ultimately the consumer decides

46. Connect with us
www.cheezedmg.com Mike.groves@cheezedmg.com
www.cheezedmg.com/blog @cheezedmg
@mikegroves
www.cheezedmg.com/facebook
www.cheezedmg.com/blog
http://www.slideshare.net/cheezedmg