Fixing the media dm institute

Fixing The Media

jo@dearmedia.be

• a digital consulting company

• founded in 2009 by Jo Caudron

• our mission is to help you finding a

new balance between the certainties

of your traditional business and the

opportunities of innovations in

(digital) media

• our scope is everything in the digital

space, with focus on social, mobile,

tablets, location, connected TV,

new radio, ...

• We work for large European clients

Available Now

www.MediaMorgen.com

twitter.com/jcaudron

To get this started...

• Who is using?

- Twitter

- Facebook, Google+, ...

- LinkedIn, Plaxo

- Email

- LBS

- Augmented Reality

• Who is using?

- an iPhone

A short history of everything (in media)

Analogue Digital

Connected (internet) Social

Everything is getting mobile

And the mobile eco-system will go to the living room very soon ...

social

media?

The sky is the limit...

TV

Ra

dio

Pri

nt

Bil

lbo

ard

s

DM

So

cia

l M

ed

ia

From ... ... to

Sa

les

Ma

rke

tin

g &

Co

mm

un

ica

tio

n

Se

rvic

e &

Su

pp

ort

HR

IT

PR

& E

xte

rna

l C

om

mu

n.

R&

D &

En

terp

ris

e 2

.0

Social Business

Transparency

Closeness

Responsiveness

Speed / Agility

Authenticity

Look for the “Eddy Wally” deep inside

CRM

one2one

Customer Care

Market Research

7.000.000.000

7.000.000.000

2.000.000.000

7.000.000.000

2.000.000.000

1.300.000.000

7.000.000.000

2.000.000.000

1.300.000.000

5.900.000.000

The Future is

‘Mobile’

Mobile is the

Biggest!

By 2014 almost 500.000.000 tablets will be sold.

Apple will continue to dominate the market for the next

coming years.

So, Traditional Media are Dead?

No, but...

The end of traditional media?

What might impact TV? Timeshifting!

How big is time shifted

viewing today?

•2,5% (VRT)

•20% (VTM telenovelas)- 30%

•10% (RTL)

It IS growing.

How much loss of advertising

can commercial TV digest?

VRT VMMa SBS RTL

Source: research DearMedia and Ehsal Management School, Januari 2012

“People have never watched so much TV as today”

“TV still works, definitely in times of crisis”

“People timeshift to watch more TV, it has

no impact on advertising”

What might impact TV? Direct OTT Distribution!

QuickTime™ en eenH.264-decompressor

zijn vereist om deze afbeelding weer te geven.

The future of TV might not be on TV

What might impact TV? Social and/on the 2nd screen

#mediadebat: +1.250 tweets in less

than 24 hours

What might impact TV? Social and/on the 2nd screen

Second Screens are no

guarantee that people will

watch live TV

And by the way, who will

own them?

What about newspapers?

What about newspapers? • Print newspapers are no longer to

best “format” to bring the “latest”

news

• The daily frequency can not compete

to online newspapers

• They have cannibalized on their

own business: free newssites

• Classifieds are lost completely

• Advertisers believe in online and

new advertising formats and are

slowly towards online

• Yet traditional online advertising

does not work as hoped for, is

worth less, thus is not compensating

for offline loss

• Readers are less loyal

(subscriptions) and become weekend-

consumers

Will new technology help?

The future of

Magazines?

And, THEY don’t listen to radio...

And what about the music industry?

It’s not going well...

It’s not going well...

“Jo, read and feel the horror”

(someone at a very big record label)

Bob Lefsetz

talking on Lady GaGa and the 0,99 sales on

Amazon...

“You can't argue about the price. "Born This Way"

was available at Amazon for 99 cents. And then, just

in case you didn't catch it the first time around, they

repeated the promotion a couple of days later. Only

400,000 odd people took Amazon up on this

offer. Meaning for many, they just don't want to hear

GaGa AT ANY PRICE!”

300.000 subscribers in

Belgium.

In just 4 months.

Building communities

The new online paradigm

Content is no longer King

It’s a commodity

Connection just became

the new King

The new online paradigm

Connection just became

the new King

Yes, you are connecting.

But who’s community is this

anyway?

2 weeks 2 months 2 years

Low

Medium

High

Viral

Marketing

Social

Campaigns

Social Websites

Personal (Social)

Relationships

Websites Direct

Marketing

Online media

Campaigns

Email

Marketing

Inte

rac

tio

n

Activation

Campaigns

Duration

Traditional Above

Media

PR

Your Destination (info, fun, engagement, loyalty)

POS

POS

2 weeks 2 months 2 years

Low

Medium

High

Viral

Marketing

Social

Campaigns

Social Websites

Personal Social

Relationships

Websites

Online media

Campaigns

Email

Marketing

Inte

rac

tio

n

Activation

Campaigns

Duration

Your Destination (info, fun, engagement, loyalty)

Traffic

Social

seeding

Blogs, sites, ...

Direct

Marketing

Traditional Above

Media

PR

POS

2 weeks 2 months 2 years

Low

Medium

High

Viral

Marketing

Social

Campaigns

Social Websites

Personal Social

Relationships

Websites

Online media

Campaigns

Email

Marketing

Inte

rac

tio

n

Activation

Campaigns

Duration

Your Destination (info, fun, engagement, loyalty)

Traffic

Blogs, sites, ...

Conversion

offline Conversion online

Social harvesting

Blogs, sites, ...

Intra-Muros (your own

online real-estate)

Extra-Muros (3th party

online real-estate)

Direct

Marketing

Traditional Above

Media

PR

Social

seeding

POS

2 weeks 2 months 2 years

Low

Medium

High

Viral

Marketing

Social

Campaigns

Social Websites

Personal Social

Relationships

Websites

Online media

Campaigns

Email

Marketing

Inte

rac

tio

n

Activation

Campaigns

Duration

Your Destination (info, fun, engagement, loyalty)

Traffic

Blogs, sites, ...

Conversion

offline Conversion

online

Social

harvesting

Blogs, sites, ...

Intra-Muros (your own

online real-estate)

Extra-Muros (3th party

online real-estate)

Direct

Marketing

Traditional

Above Media

PR

Social

seeding

Show me the money!

It’s all about Relevance

twitter.com/jcaudron

It’s not traditional media that are

dead (although some of them

smell rather funny).

It’s unwanted, irrelevant

interruptions and stupidity that we

are fed up with.

By the way, who came up with that

stupid concept of “Display

Advertising”?

Isn’t all advertising (except radio)

display?

twitter.com/jcaudron

Display

Search

Classifieds

DM

Relevant Advertising

Irrelevant Advertising

versus

twitter.com/jcaudron

EXTREMEL

Y irrelevant

twitter.com/jcaudron

EXTREMEL

Y relevant

twitter.com/jcaudron

Introducing

RELEVANCE MARKETING It’s about building

respectful relationships

with customers, based on

relevant communication,

providing value for both

sides, without annoyance

or intrusion.

And it is finally possible

today.

Location Based

Services

(relevant now and

here)

CRM

(relevant for who I

am)

Peer-Pressure and

Peer-Guidance

(because I trust my

social network more

than I trust brands)

Brands as Friends

(because you tell me

stories and provide

me with real value)

any kind of (creative) format

big brother versus win/win

People Don’t Mind Paying.

But not for content...

People do pay for

• ease-of-use

• convenience (of delivery)

• user experience

• This is all dependent on context

We pay for experiences

• We never paid for news, we paid for newspapers

We pay for experiences

• We never paid for news, we paid for newspapers

• We never paid for movies, we paid for cinema or rental

We pay for experiences

• We never paid for news, we paid for newspapers

• We never paid for movies, we paid for cinema or rental

• We never paid for TV, we pay for “Ooit Gemist”

We pay for experiences

• We never paid for news, we paid for newspapers

• We never paid for movies, we paid for cinema or rental

• We never paid for TV, we pay for “Ooit Gemist”

• We never paid for football, we paid for being in the arena

We pay for experiences

• We never paid for news, we paid for newspapers

• We never paid for movies, we paid for cinema or rental

• We never paid for TV, we pay for “Ooit Gemist”

• We never paid for football, we paid for being in the arena

• We never paid for music, we paid for a CD, or instant availability of ALL

music

We pay for experiences

• We never paid for news, we paid for newspapers

• We never paid for movies, we paid for cinema or rental

• We never paid for TV, we pay for “Ooit Gemist”

• We never paid for football, we paid for being in the arena

• We never paid for music, we paid for a CD, or instant availability of ALL

music

• So we don’t pay for online. Be honest, what online experience is really

worth paying for?

We will pay for experiences

• Create great experiences, convenience of delivery and people will pay (even

for stuff that is also available for free)

QuickTime™ en een-decompressor

zijn vereist om deze afbeelding weer te geven.

What experience do I prefer?

QuickTime™ en een-decompressor

zijn vereist om deze afbeelding weer te geven.

A new relationship between

media, advertisers and

consumers

Fb Money Fb CRM

A New Deal? consumer

advertiser media

real hard-cash Euros

credits to give away

Introducing the

Media Monetization Triangle

twitter.com/jcaudron

The Media

Monetization

Triangle Relevance Marketing

Monetization

of Context

Attention

Exchange

consumer

adver-tiser media

real hard-cash Euros

credits to give away

Things to take away ...

Want to be ready?

Start using social

networks Get on Twitter Get a decent

smartphone

Be in the cloud

Get a tablet

You should be fan of your audience, not the other way around!

me

SOCIAL MEDIA PLAN - people & teams

- tools (monitoring &

conversation)

- policies & guidelines

- training & coaching

AWARENESS

DIGITAL STRATEGY Social Media Strategy

CONCEPTS Inbound (listen) /Outbound (talk)

Destinations / Streams

Fix / Mobile

FUNCTIONAL

REQUIREMENTS

(site, portal, apps,

channels, ...)

RFP ASSISTANCE

DEVELOPMENT follow-up

CONVERSATION MNGT day2day, guidance, follow-up

1

2

3

4

5

Mobile Strategy

Sta

rt

Str

ate

gy

& C

on

ce

pts

D

eta

ils

N

ex

t

The Plan

Things to take away

• Everything is becoming digital, so is your business, whatever it is

• Social is the next logical step in the path of digital evolution

• The future of the internet and social will be mobile

• The future of mobile will be everything

• Mobile will drive The Cloud

• You need a plan NOW to start dealing with this

• Actually, you don’t need a plan, you need to plan (continuously)

• Embrace the future now, but don’t overdo it ;-)

Beware of Macro-Myopia*

*the trend to overestimate the impact of change on the short term

and to underestimate the impact of change on the long term.

Don’t say I didn’t warn you ;-)

twitter.com/DearMedia // twitter.com/jcaudron // twitter.com/dadovanpeteghem

facebook.com/DearMedia

youtube.com/DearMedia

slideshare.com/DearMedia

linkedin.com/in/JoCaudron // linkedin.com/in/DadoVanPeteghem // linkedin.com/in/FlorencePeres

DearMedia,

Fixing The Media

jo@dearmedia.be