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@Cheil_Worldwide
THE NEXT TEN YEARS OF
Peter Kim Chief Digital Officer @peterkim
@peterkim
LETS GO BACK TO THE EARLY DAYS
2005
@peterkim
2 0 0 5
LIVERPOOL WINS CHAMPIONS LEAGUE
Image: Bob Thomas, Getty Images
@peterkim
2 0 0 5
“W” STARTS SECOND TERM
@peterkim
2 0 0 5
TWO CYBER GRAND PRIX WINNERS
@peterkim
ALSO IN 2005
@peterkim
A R O U N D T H AT T I M E
is starting at Harvard
@peterkim
A R O U N D T H AT T I M E
is being started on top of a San Mateo pizzeria
@peterkim
A R O U N D T H AT T I M E
is a beta service at a podcasting company
@peterkim
The convergence of trends in three key areas:
T E C H N O L O G Y
W H AT WA S G O I N G O N ?
S O C I E T Y E C O N O M Y
@peterkim
T E C H N O L O G Y
0%
7%
14%
21%
28%
35%
42%
49%
56%
63%
70%
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
5%7%
10%
15%
23%
28%30%
37%38%
41%
34%
66%
63%
55%
47%
42%
33%
24%
16%
11%
6%
3%
Broadband Dial-up
Source: Pew Internet & American Life Project @peterkim
T E C H N O L O G Y
H A R D D R I V E C O S T P E R G I G A B Y T E 1 9 8 0 - 2 0 1 0
$0.01
$0.10
$1.00
$10.00
$100.00
$1,000.00
$10,000.00
$100,000.00
$1,000,000.00
$10,000,000.00
1980 1985 1990 1995 2000 2005 2010
@peterkim
S O C I E T Y
© 1998 Paramount Pictures. All rights reserved.
ART IMITATES LIFE IMITATES ART
@peterkim
S O C I E T Y
MILLENNIALS COME OF AGE
Image courtesy at Business Insider Australia
@peterkim
E C O N O M Y
POST-DOT-COM BUBBLE
@peterkim
E C O N O M Y
600
700
800
900
1,000
1,100
1,200
1,300
1,400
1,500
1,600
2000 2001 2002 2003 2004 2005
S & P 5 0 0
2 0 0 0 - 2 0 0 5
@peterkim
B U T B R A N D S W E R E N ’ T C O N V I N C E D
@peterkim
UNDERSTAND THE TECHNOLOGY
STAGE 1
@peterkim
S TA G E 1 H O W D O E S I T W O R K ?
BOWIECHICK:
SOCIAL MEDIA
CAN DRIVE SALES
@peterkim
S TA G E 1 H O W D O E S I T W O R K ?
COMCAST CARES:
SOCIAL MEDIA
FOR CUSTOMER
SERVICE
@peterkim
S TA G E 1 H O W D O E S I T W O R K ?
MOTRIN MOMS:
SOCIAL MEDIA
CAN MAKE OR BREAK
A BRAND’S REPUTATION
@peterkim
CONNECT TO SOCIETY
STAGE 2
@peterkim
S TA G E 2 H O W D O W E E N G A G E ?
ENTERTAINMENT - MAKE ME LAUGH
ROSHAMBULL
REDBULL
@peterkim
S TA G E 2 H O W D O W E E N G A G E ?
EMOTION - MAKE ME CRY
EVOLUTION
DOVE
@peterkim
S TA G E 2 H O W D O W E E N G A G E ?
EGO - MAKE ME RICH AND FAMOUS
MICHELLE PHAN
MAKEUP ARTIST
@peterkim
MAKE THE ECONOMICS WORK
STAGE 3
@peterkim
S TA G E 3 H O W D O W E M O N E T I Z E ?
• DELL OUTLET: DRIVE PEOPLE TO E-COMMERCE
• VIRGIN AMERICA: FLASH SALE + CHARITY
@peterkim
2015
@peterkim
T E C H N O L O G Y
@peterkim
S O C I E T Y
16.1M viewers
25.1M TWEETS
Source: Nielsen @peterkim
E C O N O M Y
S & P 5 0 0
0
500
1,000
1,500
2,000
2,500
2000 2005 2010 2015
@peterkim
ALL GOOD, RIGHT?
@peterkim
THINK AGAIN
BRANDS MAY HAVE FIGURED IT ALL OUT
BUT THE GAME HAS CHANGED
@peterkim
T H E T E C H N O L O G Y I S T O O E A S Y
@peterkim
S O C I E T Y I S S E L F - I E A B S O R B E D
@peterkim
T H E E C O N O M I C S A R E B L E A K
@peterkim
S T I L L S T U C K I N 2 0 0 5 ?
@peterkim
SO HOW CAN BRANDS SUCCEED?
@peterkim
2025
@peterkim
IN THE NEXT TEN YEARS,
SOCIAL MEDIA WILL BE
@peterkim
1 . G O N E
@peterkim
2 . S H O P PA B L E
@peterkim
3 . S N A C K A B L E
@peterkim
4 . A U T O M AT E D
@peterkim
5 . C O N N E C T I V E
@peterkim
6 . F I LT E R E D
Source: New York Times @peterkim
7 . I N T E G R AT E D
@peterkim
8 . C H I N E S E
Rank Country % Global GDP Growth
1 U.S. 42%
2 Japan 16%
- EU 15%
3 China 8%
Economies with Largest Contribution to Global Economic Growth
2000 to 20101990 to 2000
Rank Country % Global GDP Growth
- EU 25%
1 China 15%
2 U.S. 15%
3 Brazil 5%
@peterkim
8 . C H I N E S E
Predicted Economies with Largest Contribution to Global Economic Growth
2010 to 2020
Rank Country
Incremental GDP
(billions of US$)
% Global GDP Growth
1 China 32,909 31%
2 U.S. 10,207 16%
- EU 7,524 15%
3 India 1,931 8%
@peterkim
8 . C H I N E S E
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
2000 2010 2011 2012 2013
Alibaba "Singles Day" US "Cyber Monday"
Sales
($billions)
Source: Bloomberg Industries, comScore, Adobe
Largest Annual E-commerce Day
@peterkim
8 . C H I N E S E
R I S E O F C H I N E S E T E C H C O M PA N I E S
A S O F D E C E M B E R , 1 9 9 5 A S O F M AY, 2 0 1 5
#3 Alibaba
#6 Tencent
#8 Baidu
#11 JD.com
Source: KPCB Internet Trends 2015 - Code Conference @peterkim
B E Y O N D T H E G R E AT F I R E WA L L
8 . C H I N E S E
@peterkim
9 . S U B C U TA N E O U S
@peterkim
1 0 . E M P O W E R I N G
@peterkim
WHAT IT MEANS
@peterkim
W H A T I T M E A N S F O R C O N S U M E R S
E N J O Y T H E R I D E
TECHNOLOGY: CONTINUALLY EVOLVING
SOCIETY: RECONNECT FOR MEANING
ECONOMY: WHAT GOES UP MUST COME DOWN
@peterkim
W H A T I T M E A N S F O R B R A N D S
C H A N G E T O E N G A G E
TECHNOLOGY: EMBRACE YOUR INNER TECH GEEK
SOCIETY: THINK OUTSIDE OF THE BORDER
ECONOMY: PAY TO PLAY
@peterkim
W H A T I T M E A N S F O R A G E N C I E S
T H E D E A L I N ’ S D O N E
TURN ON, TUNE IN, CASH OUT
YOUR SOCIAL MEDIA REVENUE WILL DISAPPEAR
TRENDS RENDER TRADITIONAL MODELS INEFFECTIVE
@peterkim
THANK YOU
감사합니다
@peterkim

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The Next Ten Years of Social Media

  • 1. @Cheil_Worldwide THE NEXT TEN YEARS OF Peter Kim Chief Digital Officer @peterkim
  • 2. @peterkim LETS GO BACK TO THE EARLY DAYS
  • 4. 2 0 0 5 LIVERPOOL WINS CHAMPIONS LEAGUE Image: Bob Thomas, Getty Images @peterkim
  • 5. 2 0 0 5 “W” STARTS SECOND TERM @peterkim
  • 6. 2 0 0 5 TWO CYBER GRAND PRIX WINNERS @peterkim
  • 8. A R O U N D T H AT T I M E is starting at Harvard @peterkim
  • 9. A R O U N D T H AT T I M E is being started on top of a San Mateo pizzeria @peterkim
  • 10. A R O U N D T H AT T I M E is a beta service at a podcasting company @peterkim
  • 11. The convergence of trends in three key areas: T E C H N O L O G Y W H AT WA S G O I N G O N ? S O C I E T Y E C O N O M Y @peterkim
  • 12. T E C H N O L O G Y 0% 7% 14% 21% 28% 35% 42% 49% 56% 63% 70% 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 5%7% 10% 15% 23% 28%30% 37%38% 41% 34% 66% 63% 55% 47% 42% 33% 24% 16% 11% 6% 3% Broadband Dial-up Source: Pew Internet & American Life Project @peterkim
  • 13. T E C H N O L O G Y H A R D D R I V E C O S T P E R G I G A B Y T E 1 9 8 0 - 2 0 1 0 $0.01 $0.10 $1.00 $10.00 $100.00 $1,000.00 $10,000.00 $100,000.00 $1,000,000.00 $10,000,000.00 1980 1985 1990 1995 2000 2005 2010 @peterkim
  • 14. S O C I E T Y © 1998 Paramount Pictures. All rights reserved. ART IMITATES LIFE IMITATES ART @peterkim
  • 15. S O C I E T Y MILLENNIALS COME OF AGE Image courtesy at Business Insider Australia @peterkim
  • 16. E C O N O M Y POST-DOT-COM BUBBLE @peterkim
  • 17. E C O N O M Y 600 700 800 900 1,000 1,100 1,200 1,300 1,400 1,500 1,600 2000 2001 2002 2003 2004 2005 S & P 5 0 0 2 0 0 0 - 2 0 0 5 @peterkim
  • 18. B U T B R A N D S W E R E N ’ T C O N V I N C E D @peterkim
  • 20. S TA G E 1 H O W D O E S I T W O R K ? BOWIECHICK: SOCIAL MEDIA CAN DRIVE SALES @peterkim
  • 21. S TA G E 1 H O W D O E S I T W O R K ? COMCAST CARES: SOCIAL MEDIA FOR CUSTOMER SERVICE @peterkim
  • 22. S TA G E 1 H O W D O E S I T W O R K ? MOTRIN MOMS: SOCIAL MEDIA CAN MAKE OR BREAK A BRAND’S REPUTATION @peterkim
  • 24. S TA G E 2 H O W D O W E E N G A G E ? ENTERTAINMENT - MAKE ME LAUGH ROSHAMBULL REDBULL @peterkim
  • 25. S TA G E 2 H O W D O W E E N G A G E ? EMOTION - MAKE ME CRY EVOLUTION DOVE @peterkim
  • 26. S TA G E 2 H O W D O W E E N G A G E ? EGO - MAKE ME RICH AND FAMOUS MICHELLE PHAN MAKEUP ARTIST @peterkim
  • 27. MAKE THE ECONOMICS WORK STAGE 3 @peterkim
  • 28. S TA G E 3 H O W D O W E M O N E T I Z E ? • DELL OUTLET: DRIVE PEOPLE TO E-COMMERCE • VIRGIN AMERICA: FLASH SALE + CHARITY @peterkim
  • 30. T E C H N O L O G Y @peterkim
  • 31. S O C I E T Y 16.1M viewers 25.1M TWEETS Source: Nielsen @peterkim
  • 32. E C O N O M Y S & P 5 0 0 0 500 1,000 1,500 2,000 2,500 2000 2005 2010 2015 @peterkim
  • 34. THINK AGAIN BRANDS MAY HAVE FIGURED IT ALL OUT BUT THE GAME HAS CHANGED @peterkim
  • 35. T H E T E C H N O L O G Y I S T O O E A S Y @peterkim
  • 36. S O C I E T Y I S S E L F - I E A B S O R B E D @peterkim
  • 37. T H E E C O N O M I C S A R E B L E A K @peterkim
  • 38. S T I L L S T U C K I N 2 0 0 5 ? @peterkim
  • 39. SO HOW CAN BRANDS SUCCEED? @peterkim
  • 41. IN THE NEXT TEN YEARS, SOCIAL MEDIA WILL BE @peterkim
  • 42. 1 . G O N E @peterkim
  • 43. 2 . S H O P PA B L E @peterkim
  • 44. 3 . S N A C K A B L E @peterkim
  • 45. 4 . A U T O M AT E D @peterkim
  • 46. 5 . C O N N E C T I V E @peterkim
  • 47. 6 . F I LT E R E D Source: New York Times @peterkim
  • 48. 7 . I N T E G R AT E D @peterkim
  • 49. 8 . C H I N E S E Rank Country % Global GDP Growth 1 U.S. 42% 2 Japan 16% - EU 15% 3 China 8% Economies with Largest Contribution to Global Economic Growth 2000 to 20101990 to 2000 Rank Country % Global GDP Growth - EU 25% 1 China 15% 2 U.S. 15% 3 Brazil 5% @peterkim
  • 50. 8 . C H I N E S E Predicted Economies with Largest Contribution to Global Economic Growth 2010 to 2020 Rank Country Incremental GDP (billions of US$) % Global GDP Growth 1 China 32,909 31% 2 U.S. 10,207 16% - EU 7,524 15% 3 India 1,931 8% @peterkim
  • 51. 8 . C H I N E S E 0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 2000 2010 2011 2012 2013 Alibaba "Singles Day" US "Cyber Monday" Sales ($billions) Source: Bloomberg Industries, comScore, Adobe Largest Annual E-commerce Day @peterkim
  • 52. 8 . C H I N E S E R I S E O F C H I N E S E T E C H C O M PA N I E S A S O F D E C E M B E R , 1 9 9 5 A S O F M AY, 2 0 1 5 #3 Alibaba #6 Tencent #8 Baidu #11 JD.com Source: KPCB Internet Trends 2015 - Code Conference @peterkim
  • 53. B E Y O N D T H E G R E AT F I R E WA L L 8 . C H I N E S E @peterkim
  • 54. 9 . S U B C U TA N E O U S @peterkim
  • 55. 1 0 . E M P O W E R I N G @peterkim
  • 57. W H A T I T M E A N S F O R C O N S U M E R S E N J O Y T H E R I D E TECHNOLOGY: CONTINUALLY EVOLVING SOCIETY: RECONNECT FOR MEANING ECONOMY: WHAT GOES UP MUST COME DOWN @peterkim
  • 58. W H A T I T M E A N S F O R B R A N D S C H A N G E T O E N G A G E TECHNOLOGY: EMBRACE YOUR INNER TECH GEEK SOCIETY: THINK OUTSIDE OF THE BORDER ECONOMY: PAY TO PLAY @peterkim
  • 59. W H A T I T M E A N S F O R A G E N C I E S T H E D E A L I N ’ S D O N E TURN ON, TUNE IN, CASH OUT YOUR SOCIAL MEDIA REVENUE WILL DISAPPEAR TRENDS RENDER TRADITIONAL MODELS INEFFECTIVE @peterkim