Emerging Business Models & Brands - Peter Giles

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

Emerging Business Models

Building brands

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

Media is now global

Diverse communities linked by the internet

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

Fragmentation of audiences

Mass audience Global niche audiences

Hundreds of audiences of millions

Millions of audiences of hundreds *

* Tony Surtees - Director, Santa Clara Group

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

Programs/Books/Films/Games

Properties

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

23 million blogs worldwide - doubling every five months - American Life

Increasingly consumers use media simultaneously - they fit up to 44 hours of activity into one day

The Cross Media World

Free to Air TV

Mobile Phones

Mobile Games/Media/Pods

Water Cooler

Public Space

Wireless laptops

CinemaDVD

Print Media

Office PC

Games Console

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

Access to a global audience is a big opportunity

Challenges- Being visible on the global stage- Creating strong brands- Being relevant on the global stage- Accessing revenue streams

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

The successes so far?

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

BIG

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

BIGBlockbusters

FeaturesPeter Jackson - Lord of the RingsWachowski Brothers - The Matrix Franchise

DocumentaryMichael Moore - Fahrenheit 911

TVLost, The Apprentice, Big Brother

GamesLara Croft, Resident Evil

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

small

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

MusicThe Arctic Monkeys

AnimationJibjabHappy Tree Friends

DocumentaryOutfoxedSupersize me

Blogs/VLOGSDrudge Report, Baghdad Blogger, Crikey.comRocketboom

small

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

The Long Tail

August 2005

Playground of the Converged Producer

Peter Giles, LAMP, August 2005

First published 1989 First published 1999

August 2005

Playground of the Converged Producer

Peter Giles, LAMP, August 2005

Chris Anderson, wired Magazine, Nov 2004

The Long Tail - Niche Products

August 2005

Playground of the Converged Producer

Peter Giles, LAMP, August 2005

Chris Anderson, wired Magazine, Nov 2004

The Long Tail - Niche Products

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

Chris Anderson, Editor of WiredInterview for The Economist

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

Everyone is now a media producer

Our jobs are under threat

Our new creative challenge is to aggregrate, activate and measure audiences/users

Create frameworks which invite contribution

Our future as curators/facilitators rather than sole creative source

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

Harnessing the creative power of your audience/users to extend your reach

Wikipedia, YouTube, MySpace, Flickr

A contributing audience has a sense of ownership and loyalty

Every post that mentions your brand grows your brand

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

Starwars

LEGO

What do these brands have in common?

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

Two brands that are competitors in kid’s toys, games and merchandise

Fan filmmaking history

Promoting merchandise through fan films, gaming and brand partnership

LEGO STARWARS

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

User generated content can help you build your brand

The more active your users, the more visible and findable your brand

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

Why is Google valued so highly?

In a world of billions of channels of content the ability to find what you want becomes a

valuable commodity

Findability* Ability to be located in a sea of content

* Navigation of the system * Navigation of the property* Consistency of branding

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

Successful brands must be findable

Carefully select your property name

Carefully select meta tags - descriptions for search engines to find you

- Google it, who comes up on top of the list?- consider the strengths and weaknesses of your

opponents- is the domain name available?- why just one domain name?

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

Create a blog and regularly submit posts

2 x 250 words min per week (This will draw search engine bots and get you a higher

search engine ranking)

Search engine optimisation

Look at your server logs - this is feedback from your users

More links to you means higher page rank

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

Establishing a brand

A brand brings consistency to disparate content

A brand has longevity beyond a single ‘project’

A brand is about building a business

Who are your customers?

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

21st Century Brands

Should recruit active users to help build presence

Should be findable

Should build partnerships with other brands

Should be easily and quickly understood

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

The four M’s of a successful service

Movement ManagementMonetisation Measurement

Ken Rutkowski - Ken Radio Broadcasting

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

The four M’s of a successful service

Movement ManagementMonetisation Measurement

Ken Rutkowski - Ken Radio Broadcasting

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

TV ratings are notoriously inaccurate

The internet allows accurate measurement of user behaviour

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

YOUR CONTENT

Upstream

Downstream

Affiliates

Syndication

Pay per click/sale

Income per click

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

small

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

small

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

small

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

RSS FeedsREALLY SIMPLE SYNDICATION

Subscribing to updates

Content that finds you

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

What are the Business Models?

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

What are the Business Models?

Advertising vs. Subscription

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

What are the Business Models?

Advertising vs. Subscription

A combination of methods

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

StreamedVideo with Ads

egs. AOL/TW In2TV US Network ABCCBS Innertube

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

Jibjab

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

Emerging cross media business models

Subscription - pay for download

Streaming internet TV services with ads

Branded content and embedded advertising

Syndication and affiliates

Don’t forget Direct to consumer

August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

Direct to consumer

Sanity records - digital media downloads to ipod at point of sale

Niche DVD content at point of sale/at events

Make content available for download at wifi points (internet cafes)

iTunes gift cards - consider retail billing system for downloads