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Fixing the MediaKHMechelenMarch 2010
1zaterdag 20 maart 2010
twitter.com/jcaudron
#JO@KHM
2zaterdag 20 maart 2010
About Dear Media
3zaterdag 20 maart 2010
About Dear Media
Digital Strategy & Innovation for:
4zaterdag 20 maart 2010
About me...• Founding Partner of Dear Media
• Active in interactive since 1993 (Dear Media, ONE Agency, theOriginals, tvAgency, xCA, The Reference, ...)
• Not a Digital NativeNot a Digital Immigrant, but a Digital Architect
• http://jocaudron.me (for the personal stuff)
• http://www.linkedin.com/in/jocaudron (for the boring stuff)
• www.twitter.com/jcaudron (to get in my stream)
• http://www.facebook.com/jocaudron (we might even become friends ;-)
• Become fan of Dear Media on www.facebook.com/dearmedia and get the daily social media news in your stream
picture: (c) Pieter Baert
5zaterdag 20 maart 2010
Introduction
6zaterdag 20 maart 2010
To get this started...
•Who is using?
• Facebook, Netlog, ...
• LinkedIn, Plaxo
• Google Wave
• LBS
• Augmented Reality
•Who is using?
• a Blackberry
• an iPhone (2G, 3G, 3Gs)
• a Google Phone
• an Android
• a Nokia, Samsung, Sony Ericsson, ...
7zaterdag 20 maart 2010
What’s your primary news source?
• Radio
• Newspaper
• TV
• Online newspaper
•Magazines
•Mine is ...
Where is your Twitter Wall?
8zaterdag 20 maart 2010
Halle Train Crash February ’10
What was the first media-brand that reported on the crash?
9zaterdag 20 maart 2010
And...
10zaterdag 20 maart 2010
The Perfect Storm
11zaterdag 20 maart 2010
Content choice
advertising Clutter
poor CreativityConvenience, Richness & Control
the power of manySocial Media
Drivers of change
12zaterdag 20 maart 2010
Content choice
Drivers of change
13zaterdag 20 maart 2010
120.000.000 viewers x 6 = 620.000.000 min = 15mio “Prison Break” episodes
14zaterdag 20 maart 2010
Youtube TOP 23 most viewed= 10.000.000.000 minutes= 250.000.000 episodes of Prison Break
Every minute, 24HOURS of content is uploaded
Source: http://mediatedcultures.net/ksudigg/?p=163
And this is just Youtube ...
15zaterdag 20 maart 2010
advertising Clutter
Drivers of change
On average we are exposed to over 3.000 brand impressions each day!
16zaterdag 20 maart 2010
poor Creativity
Drivers of change
interuption marketing, 30”,
expandables, splash screens, ...
17zaterdag 20 maart 2010
Convenience, Richness & Control
Drivers of change
Media are losing their
traditional “push” power.
Viewers are taking
control, deciding
what they want to
watch, when, and
how.Pull strategy
• On demand
• Timeshifting
• Ad skipping
• Online content
• Games
• User generated content
• …
18zaterdag 20 maart 2010
Convenience, Richness & Control
Drivers of changeTIMESHIFTING
Cfr. Tivo, Telenet Flexview, ...
Allowing to skip ads
And users skip ads more then you like
User behavior is shifting towards more control (what, how, when). They are just waiting for DVR’s.
And this can hurt TV business !
19zaterdag 20 maart 2010
Convenience, Richness & Control
Drivers of changePLACE SHIFTING
20zaterdag 20 maart 2010
the power of manySocial Media
Drivers of change
AUTHORITY SHIFTING
21zaterdag 20 maart 2010
Content choice
advertising Clutter
poor CreativityConvenience, Richness & Control
the power of manySocial Media
Drivers of changeFragmentation
IrritationShift of control and ownership
22zaterdag 20 maart 2010
Media 1.0
23zaterdag 20 maart 2010
SOCIAL OBJECTThe Flower is the (potential) social
object
The mainstream media are the smell of the flower
The bee is “spreading the word” and has the real power
Level I: Sites, blogs, feeds, widgetsLevel II: Closed networks (Facebook, Netlog, ...)Level III: Through individuals (e-mail, Twitter, ...)
Media 2.0
24zaterdag 20 maart 2010
Examples
25zaterdag 20 maart 2010
Blogs
26zaterdag 20 maart 2010
Microblogging sites
27zaterdag 20 maart 2010
Social Networks
28zaterdag 20 maart 2010
Social Networks B2B
29zaterdag 20 maart 2010
Video Platforms
30zaterdag 20 maart 2010
Photo Platforms
31zaterdag 20 maart 2010
Music Platforms
32zaterdag 20 maart 2010
Travel Platforms
33zaterdag 20 maart 2010
Social Shopping
34zaterdag 20 maart 2010
Price comparison - social shopping
35zaterdag 20 maart 2010
Co-creation
36zaterdag 20 maart 2010
Collaboration
37zaterdag 20 maart 2010
The sky is the limit...38zaterdag 20 maart 2010
Some Numbers
39zaterdag 20 maart 2010
February 2010: Facebook has 400.000.000 members (and is making profit) = +700K per day!
40zaterdag 20 maart 2010
150.000 people on Twitter (estimated)
TODAY: 3Mio in Belgium +300.000 users in Belgium from September ’09 to November ’09! -> 28% of the population.
TODAY: 3Mio in Belgium are on Netlog
41zaterdag 20 maart 2010
42zaterdag 20 maart 2010
43zaterdag 20 maart 2010
44zaterdag 20 maart 2010
45zaterdag 20 maart 2010
So, Traditional Media are dead?
46zaterdag 20 maart 2010
47zaterdag 20 maart 2010
Are newspapers dead?
48zaterdag 20 maart 2010
49zaterdag 20 maart 2010
Traditional media under great pressure
50zaterdag 20 maart 2010
Is TV dead? Probably not.
51zaterdag 20 maart 2010
iDTV (and advertising)• it’s interactive
• iDTV is for most people not really interactive
• the “red button” today mainly is an extension of the overall TV-experience
• real interactive apps (interactive advertising, gaming, walled garden apps, ...) have limited (no?) success. Only exception is televoting.
• Does this have to do with context?
• it’s digital
• more channels
• better quality of sound and image
• HD
• it’s TV (context!)
• apparently the features that are rated as interesting and appealing are extensions of the TV-watching experience.
• Interaction is only important when it comes down to “being in control of TV” (EPG, timeshifting => ad avoidance, on demand, ...)
52zaterdag 20 maart 2010
The future of TV might not be on TV
Source: Cisco, June 2008Lost S05E06 NLSubs
53zaterdag 20 maart 2010
The future of TV might not be on TV
54zaterdag 20 maart 2010
Social TV
55zaterdag 20 maart 2010
Radio must be dead too?Nope, not really.
56zaterdag 20 maart 2010
Radio is not dead
• Like magazines, radio has characteristics that make it harder to “copy” push out of the market or by-pass
• local content: news, services, ... adapted to the hour of the day
• trust between “voice” and “listener”: gatekeeper
• there is an existing community of listeners and the station (much more than with TV)
• radio is no jukebox
•Yet, other initiatives are going after the attention of the listener
57zaterdag 20 maart 2010
Print Magazines, dead and burried?
58zaterdag 20 maart 2010
State of Magazines
•They too are having an “identity crisis”
•But the situation is more like with radio and not as bad as with newspapers
•Still, what will the future bring?
59zaterdag 20 maart 2010
The future of Magazines?
60zaterdag 20 maart 2010
Mobile. Not dead at all.
61zaterdag 20 maart 2010
Mobile is the Biggest!
5 billion mobile p
hones.
Almost 1 billion
were sold
over the last
year alone!
62zaterdag 20 maart 2010
Mobile is Finally Here
•For 10 years, mobile internet really sucked
•One disruptive player (Apple) changed the game entirely with a new mobile paradigm (iPhone) challenging all other mobile hardware/software providers
• to create more than just a phone
• to raise the level of consumer experience
• to create a new eco-system where lot’s off money can be made (content - tools - services)
•Soon, 100% of the market will be “iPhonized”
63zaterdag 20 maart 2010
And there’s another one...
Google must have been thinking: “we can innovate too...”
64zaterdag 20 maart 2010
Mobile + social + real-world = future
iPhone app -> LBS wine store
Internet of Things: scanning/tagging product
More info, rating, social reviews
Tag to my digital assets (I’ll buy later or elsewhere or online)
65zaterdag 20 maart 2010
Mobile + social + real-world = future
iPhone app -> LBS wine store
Internet of Things: scanning/tagging product
More info, rating, social reviews
Tag to my digital assets (I’ll buy later or elsewhere or online)
66zaterdag 20 maart 2010
Mobile + social + real-world = future
iPhone app -> LBS wine store
Internet of Things: scanning/tagging product
More info, rating, social reviews
Tag to my digital assets (I’ll buy later or elsewhere or online)
67zaterdag 20 maart 2010
Mobile + social + real-world = future
iPhone app -> LBS wine store
Internet of Things: scanning/tagging product
More info, rating, social reviews
Tag to my digital assets (I’ll buy later or elsewhere or online)
68zaterdag 20 maart 2010
And it’s just the beginning
69zaterdag 20 maart 2010
70zaterdag 20 maart 2010
71zaterdag 20 maart 2010
Augmented Reality
72zaterdag 20 maart 2010
•Do you know what this is?
•No?
•You are probably using it already ...
Augmented Reality
73zaterdag 20 maart 2010
Augmented Reality
Everyone has been using this for years
74zaterdag 20 maart 2010
Augmented Reality
Some might already take it a next step...
75zaterdag 20 maart 2010
Augmented Reality - The Future
76zaterdag 20 maart 2010
Augmented Reality - Today
77zaterdag 20 maart 2010
Looking for a new Media Mix
78zaterdag 20 maart 2010
Old Media Interactive Media Social Media
Once we started the digital and interactive revolution,we knew that this had to evolve into a model,
where people would not just settle for 24/7 self-service and interactivity (to just buy more stuff),
but that they would claim what their part in the conversation.You can not give people remote controls and expect them to NOT zap away.
Social is here to stay!
Social is here to stay!Social is here to stay!
79zaterdag 20 maart 2010
2 weeks 2 months 2 years
Low
Medium
High
ViralMarketing
SocialCampaigns
Social Websites
Personal Social Relationships
Websites
Advertising
DirectMarketing Online media
Campaigns
EmailMarketing
Inte
ract
ion
Build
Traffic
Activation
Engagement
POS
ActivationCampaigns
Duration
flower
smell
“contact”
spread the word
=Social Network
Broadcasting
PR
80zaterdag 20 maart 2010
2 weeks 2 months 2 years
Low
Medium
High
ViralMarketing
SocialCampaigns
Social Websites
Personal Social Relationships
Websites
Advertising
DirectMarketing Online media
Campaigns
EmailMarketing
Inte
ract
ion
POS
ActivationCampaigns
Duration
Broadcasting
PR
Social Site(info, fun, engagement, loyalty)
81zaterdag 20 maart 2010
2 weeks 2 months 2 years
Low
Medium
High
ViralMarketing
SocialCampaigns
Social Websites
Personal Social Relationships
Websites
Advertising
DirectMarketing Online media
Campaigns
EmailMarketing
Inte
ract
ion
POS
ActivationCampaigns
Duration
Broadcasting
PR
Social Site(info, fun, engagement, loyalty)
Traffic
Social seeding
Blogs, sites, ...
82zaterdag 20 maart 2010
2 weeks 2 months 2 years
Low
Medium
High
ViralMarketing
SocialCampaigns
Social Websites
Personal Social Relationships
Websites
Advertising
DirectMarketing Online media
Campaigns
EmailMarketing
Inte
ract
ion
POS
ActivationCampaigns
Duration
Broadcasting
PR
Social Site(info, fun, engagement, loyalty)
Traffic
Social seeding
Blogs, sites, ...
Conversion offline
Conversion online
Social harvesting
Blogs, sites, ...
Intra-Muros (your own online real-estate)
Extra-Muros (3th party online real-estate)
83zaterdag 20 maart 2010
“Get Into The Stream”(freely after Madonna)
84zaterdag 20 maart 2010
Destination
versus
Stream
85zaterdag 20 maart 2010
Destination versus a Stream
versus
86zaterdag 20 maart 2010
Destination
•The traditional way of thinking
•“Come to us, we will show you”
•They are in control of: programming, advertising, presentation, comments, ...
•They used to be closed and afraid to share ...
87zaterdag 20 maart 2010
Stream
•The new paradigm: status updates create the “live web”
• It comes to you, depending on who/what you want to follow
•Driven by Twitter, Facebook, Google Reader, ...
•Filtered by yourself, allowing your peers to be your gatekeeper
•Open, open, open, ...
88zaterdag 20 maart 2010
The power of “The Stream”
89zaterdag 20 maart 2010
The power of “The Stream”
90zaterdag 20 maart 2010
The power of “The Stream”
versus
91zaterdag 20 maart 2010
• The media-landscape has changed with the arrival of digital, the internet, social, mobile, ...
• Traditional media must adapt to this new reality
• It’s not a threat, is an opportunity. Embrace to new possibilities, • as they reflect what the audience
is actually doing (not what we think they are doing)
• they are very powerful
• It’s a matter of finding a new balance between• traditional and new• top-down and bottom-up• talking and listening
Conclusions
92zaterdag 20 maart 2010
twitter.com/jcaudron
93zaterdag 20 maart 2010
Fixing the MediaKHMechelenMarch 2010
94zaterdag 20 maart 2010