Video version of this: http://allegoriedesign.com/?p=363 Detailed Description: Marketers have believed that content must be given away to attract customers to buy something else the company offers. After all, with Google systematically giving away content across the web, there has been far too much out there for free to be able to charge for the same product. Google's search engine has become the main source to find new information online. This is starting to change though. By giving away content for free, people can't make money producing it anymore and the quality has decreased. Publishers able to provide a better product than can be found for free have an opportunity to charge for the content itself. At the same time, social media has become mainstream and people have began to rely more on what their friends' recommendations than what Google's search engine produces. Only excellent, high quality content will provide the necessary value to charge for it and only the best content will be shared through social networks.

1. TREND 3 OF 7:
SOCIAL SEARCH AND A SHIFT
BACK TO USER PAID CONTENT
Saturday, December 1, 2012

2. Giving away content
that isnʼt worth consuming
doesnʼt offer value just
because itʼs free.
@MrobertsOnline
Saturday, December 1, 2012

3. Social search technology is being integrated to
include results from Facebook, Twitter and
Google+ to improve relevance.
I care more about what my friend thinks than
what Google shows me.
People are starting on social platforms now.
@MrobertsOnline
Saturday, December 1, 2012

4. Digital Content & Subscriptions is the fastest
growing retail e-commerce category in 2011
with a 26% growth rate.
Made up by downloaded subscriptions,
music, movies, TV shows and e-books.
Propelled by tablets and e-readers. Category
growth will accelerate as these devices enter
the mainstream.
@MrobertsOnline
Saturday, December 1, 2012

5. Publishers vs. Product Companies
Inbound Marketing vs. Paid Content
Napster vs. iTunes
Free Blog vs. Paid App
@MrobertsOnline
Saturday, December 1, 2012

6. Newspapers were forced to sell to
everyone. Now social is the distribution and
a niche strategy is crucial. The niche
increases relevance and value. People pay
for value.
@MrobertsOnline
Saturday, December 1, 2012

7. 1
Print went wide
instead of deep
due to distribution
costs
@MrobertsOnline
Saturday, December 1, 2012

8. 1
Print went wide
instead of deep
due to distribution
costs
2 Google
systematically
gave away
content
@MrobertsOnline
Saturday, December 1, 2012

9. 1
Print went wide
instead of deep
due to distribution
costs
3 Publishers couldnʼt
make money anymore
2 Google
systematically
gave away
content
@MrobertsOnline
Saturday, December 1, 2012

10. 1
Print went wide
instead of deep
due to distribution
costs
3 Publishers couldnʼt
make money anymore
4 Inbound
2 Google marketing
systematically takes off
gave away
content
@MrobertsOnline
Saturday, December 1, 2012

11. 1
Print went wide
instead of deep
due to distribution 5 Appleʼs model
costs
takes off
3 Publishers couldnʼt
make money anymore
4 Inbound
2 Google marketing
systematically takes off
gave away
content
@MrobertsOnline
Saturday, December 1, 2012

12. 1
Print went wide
instead of deep
due to distribution 5 Appleʼs model
costs
takes off
3 Publishers couldnʼt
make money anymore
4 Inbound 6 Apple sells 100
2 Google marketing million internet
systematically takes off connected
gave away devices
content
@MrobertsOnline
Saturday, December 1, 2012

13. 90% of devices 50% of devices
accessed internet access internet
here 3-4 years ago here now
Googleʼs main 1-5% of
business searches
@MrobertsOnline
Saturday, December 1, 2012

14. Weʼve found other ways to find what we want
Trip Advisor Realtor.com
LinkedIn GoodReads.com
Yelp Spotify
Match.com Pinterest
Weather Email Maps
@MrobertsOnline
Saturday, December 1, 2012

15. These now make up
half of searches
15 Billion apps have
been downloaded
App usage (47.6%) beats
out mobile browser usage
(47.5%) for the first time
@MrobertsOnline
Saturday, December 1, 2012

16. Last 3
years
Google vs. Apple
@MrobertsOnline
Saturday, December 1, 2012

17. Last 3
years
Google vs. Apple
Content Paid, copyrighted,
commoditization, vs. professional
open source content
@MrobertsOnline
Saturday, December 1, 2012

18. Last 3
years
Google vs. Apple
Content Paid, copyrighted,
commoditization, vs. professional
open source content
Marginally
Commoditized vs.
differentiated content
@MrobertsOnline
Saturday, December 1, 2012

19. Next 3
years
Marginally Highly
differentiated vs. differentiated
content content
@MrobertsOnline
Saturday, December 1, 2012

20. Next 3
years
Marginally Highly
differentiated vs. differentiated
content content
HTML 5 makes this
possible for big and
small alike
@MrobertsOnline
Saturday, December 1, 2012

21. Some inspiration, ideas and research from:
Jeremiah Owyang ComScore
Thomas Baekdal Altimiter Group
McKinsey Richard Bartel
Gabe Zicherman Roger McNamee
@MrobertsOnline
Saturday, December 1, 2012

22. Saturday, December 1, 2012

23. Questions?
Mike Roberts
562.481.1117
Roberts.SanDiego@gmail.com
Blog: www.AllegorieDesign.com
@MrobertsOnline
www.linkedin.com/in/mrobertsonline/
Saturday, December 1, 2012