1. PewInternet.org The State of Digital Marketing in the Networked Age Mid-Atlantic Marketing Summit April 19, 2013 Lee Rainie: Director, Pew Internet Project Email: Lrainie@pewinternet.orgLrainie@pewinternet.org Twitter: @Lrainie

2. The new media ecosystem and the Boston bombing

3. First news – 2:50 p.m. (minute after explosion) Twitter user: @Boston_to_a_T@Boston_to_a_T

4. Breaking the news

5. Live feeds from first responder scanners

6. “I’m fine” sites

7. People finder sites

8. Highlighting the kindness of strangers

9. Places to stay database

10. Real-time fundraising

11. Real-time fundraising and entrepreneurship (Emerson College students)

12. Crowdsourcing the investigation

13. On-the-fly norms debates Does anyone remember Richard Jewell?

14. On-the-fly norms debates

15. Marketing horrors

16. The new arc of breaking news Hong Ku – Visiting Fellow Nieman Journalism Lab working on an app to help journalists discover news on Twitter

17. How new media ecosystem applies to marketers Real time/just-in-time Pervasively generated and consumed Personal Participatory / social Linked Continually edited Multi-platformed Timeless / searchable Shaped by social networks and “algorithmic authority”

18. Networked individualism and the triple revolution

19. Digital Revolution 1: Broadband Internet (85%) 3%

20. Networked creators and curators (among internet users) 69% are social networking site users 59% share photos and videos 46% creators; 41% curators 37% contribute rankings and ratings 33% create content tags 30% share personal creations 26% post comments on sites and blogs 16% use Twitter 14% are bloggers 18% (of smartphone owners) share their locations; 74% get location info and do location sharing

21. Impact on marketing More volume, velocity, and variety of information New pathways to customers Rise of “fifth estate” of civic and community actors (including citizen “vigilantes”) – harder to control message More arguments Collapsed contexts of messaging

22. Revolution 2: Mobile – 89% of adults 51% smartphones / 31% tablets 321.7 Total U.S. population: 315.5 million 2012

23. Apps > 50% of adults

24. Attention zones change – “Continuous partial attention” – Deep dives – Info snacking Real-time, just-in-time searches and availability change process of acquiring and using information – Spontaneous activities – Be “ready for your closeup” Augmented reality highlights the merger of data world and real world Impact on marketing

25. Digital Revolution 3 Social networking – 59% of all adults % of internet users

26. Composition and character of people’s social networks changes AND networks become important channels of … – learning – trust – influence Organizations can become media companies themselves … … and “helper nodes” in people’s networks Impact on marketing

27. More demands for transparency Final thoughts More attempts at hacking, breaking and entering, and messing with you

28. Thank you!