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Presentation on social and 'networked media' by Gerd Leonhard at etma (european television and media management academy). Gerd Leonhard presented this outlook on future media business in March 2010 as part of etma's DLP training programme.
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Social Media: how the Entertainment Industry is
switching from Push to Pull
Gerd Leonhard
www.mediafuturist.comtwitter.com/gleonhard
The termSocial Media is really kind of an
artifact, a mere construct.
Better: Networked Media.Real-Time Media.
User-driven Media.Engaged Media.
We are very much at the beginning...
Our ‘Networked World’ is still very nascent
... and often rather confusing!
Source: IdiotsofAnts.com
Why is this Social Media Stuff important?
Social Media will soon beat
eMail, Video may well beat Search
Involve your ‘tribes’ & followers
From a long time ago....
Merit, Quality & Uniqueness
AttentionConversion
Money
‘Broadcast’ Media
Networked Media
“Tribal Relationships”
150 tribe members + 1000 real fans + + + +
Online and Offline are converging
“Trust is the most important currency online, so to build it we adhere
to three principles of open information: value,
transparency, and control” Google Senior VP, Product Management Jonathan Rosenberg's essay, The Meaning of Open, published on the Offical Google Blog
Was...
Is...
Some of my weapons of choiceTypepad for Blogging (Firefox!!!)
Hootsuite for Firefox (Twitter), Tweetdeck
Mobiles: iPhone, Google Nexus, Blackberry, Nokia E71
Mobile apps: Tweetie, Hootsuite, InstaPaper, FB
More apps: LinkedIn, Google Reader, Skype
Kindle, Sony, iPhone electronic readers
HD Video Camera(s): Kodak, Flip, Phones...
The new Apple Tablet!
Social Media is “Customer Relationship Management”
It all starts with this:
The Consequences of ‘Closed’...?!
What does the Future hold - and how will we
adapt to it?Source: seekingalpha.com
“We can enforce a different future than that which our customers want”“We can ignore our users’ emerging behaviors and mold them as we see fit”“We need to watch out for what’s good for us, first and foremost”“Our gain needs to be 100% ours - it’s a win-lose world!”“More control = more money”
A big Challenge: Open Internet vs Closed Minds?
Rupert Mudoch via AllThingsD.com
MobileSocial
NetworkedReal-TimeIn Control
Closed vs Open...
Control ≠ MoneyEgosystem
Ecosystem
*but
User Interfaces make all the difference
The computer is work.The iPhone is ... kind of work.
The iPad / Tablet is... not work
ImmersiveFlighty Immersive...2.0
Expect more of this: Real-Life + Mobile + Internet
Imagine what this could do for personalized, engaged,
conversational marketing
Source: Wikitude / Youtube
Old
New
Old
NewHat tip to Brian Solis
TNN: Twitter News Network
Welcome to Communication 2.0
Real-Time
Interactive
Cross-Media
MobileDe-centralized
Our entire media & communications infrastructure - the “Extension of Man” (McLuhan) - is becoming Real-Time
Hyper-Competition Hyper-Collaboration
Now: “Stage Experiences” Source: HBR.org
Source: Flickr Desert Diva
The ‘Open/amap’ challange
Source: Slideshare (cc)
Hybrid Models in many variations
Get rid of Push MarketingTop-down
Domination PlaysExpensive watering-cansUni-directional marketingInterrupting consumers
Shout: buy buy buy100% control everything
A new Marketing Paradigm emerges
People as well as Brands are becoming...
Broadcasters
Content
Publishers
Media
Twitter Examples
Summary
1.Attract the right people by publishing relevant content
2.Get and hold their Attention, build Trust
3.Think Followers not Users4.Offer added values to
convert followers into $$
email me at gerd@mediafuturist.com
twitter.com/gleonhardFacebook: gleonhardmore presentations at
www.mediafuturist.com
Now is a good time!
Thanks for listening!
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