We are all media companies now

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Keynote preso for Digital Top Talent in Moscow March 2011. How companies can push the boundaries of media creation to become true entertainment companies, and expand their business opportunities.

Keynote preso for Digital Top Talent in Moscow March 2011. How companies can push the boundaries of media creation to become true entertainment companies, and expand their business opportunities.

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  • http://www.youtube.com/watch?v=vtgtogRobQE&feature=related

Transcript

  • 1. We are all media companies now!Engaging consumers through entertainment
  • 2. It is all about
  • 3. Online Experience = Entertain =
  • 4. !"#$%&(&)&$(*$+,&$ !"#$%& $ !"#$-"(*$+,&$ #(()*+"%&
  • 5. Why community matters ? The Numbers•  Member communities reach more internet users (66.8%) than email (65.1%)*•  By 2010 over 60% of Fortune 1000 companies will have some form of online community deployed for CRM purposes **•  Fastest growing sector for Internet use is communities (5.4% in a year) ."#/0&12$Nielsen Global Faces - **Gartner Group – Business Impact of Social Computing on CRM) $
  • 6. Consumer who “belong” also “create”
  • 7. They help you -businesses- reach your goals ,-./0& & 123/.2&24526020& & 51-3/.2&7-12& Source: Delloite
  • 8. They help you become CREDIBLE 8$9*!:9$;*"&<&=#*;!"&:$9>;!& .#(:9*%&?&9*&"$)!"& Source: Delloite
  • 9. Companies understood it… Source: The global social Media Checkup- Burson Marsteller
  • 10. Well, kind of… By 2010 more than half of companies that haveestablished an online community will fail to manage itas an agent of change, ultimately eroding customervalue” Gartner Group
  • 11. Why?
  • 12. @&3&4*(*5$ 6%-&07)&8$ 9&:(047"*$
  • 13. ;&+<8$="">$ %40?$ $
  • 14. 3 types of media B4/*&:$ 6A*&:$$ @4(:$$
  • 15. 3 types of media: Evolution @48+$ @/&8&*+$ C#+#/&$ B4/*&:$ B4/*&:$ B4/*&:$6A*&:$$ 6A*&:$$ 6A*&:$$ @4(:$$ @4(:$$ @4(:$$
  • 16. What if Philips worked like UniversalStudios ?
  • 17. 3#7H F4>G4(5*$D*4E8(8$ 0,4**&$ F"*0&G+$ 0"*+&*+$
  • 18. 1- Analysis: Where people talk, and whatthey talk about?
  • 19. 3- Multi-channel content -B*;A&& 59+A&& -B*;A&& -B*;A&& 29$*;A& 29$*;A& 59+A&&
  • 20. Product selector
  • 21. Corporate site
  • 22. Relevant social media
  • 23. What if Red Bull does do drinksanymore?
  • 24. I/4*:$ J&A$D*4E8(8$ G"8(7"*(*5$ "GG"/+#*(7&8$
  • 25. 1- Analysis of 3 key brand elements 2KH)!+E+"%& 2*I#%&B+"D&J$+;*A!& 0;HJM;!";;(& CD9"&9$;& CD9"&A$+E;!& 0;*!;&#J&G;H#*F+*F& %#)&A;;:H%& %#)$& :9!!+#*9";& $;!#)$;& 9G#)"@& ;*F+*;@& CD9"&%#)&9*&G;& G;!"&+*&"D;&B#$HA& 9"@& 5$#E+A;&2*;$F%& 1;B9$A+*F&;K:;$+;*;& C#$L&D9$A;$&
  • 26. 1- Analysis of 3 key brand elements 2KH)!+E+"%& 2*I#%&B+"D&J$+;*A!& 0;HJM;!";;(& CD9"&9$;& CD9"&A$+E;!& 0;*!;&#J&G;H#*F+*F& %#)&A;;:H%& %#)$& :9!!+#*9";& $;!#)$;& 9G#)"@& ;*F+*;@& CD9"&%#)&9*&G;& G;!"&+*&"D;&B#$HA& 9"@& 5$#E+A;&2*;$F%& 1;B9$A+*F&;K:;$+;*;& C#$L&D9$A;$&
  • 27. People RedBullare engaged is engaged
  • 28. New Business opportunities K&:I#$:"(*5$>"%(&$ G,"*&8$L$
  • 29. Is this just for large corporations, with alot of marketing money?
  • 30. F/&4+&:$M$E&4/8$45"$I"58$4*:$&0">>&/0&$8(+&8$N"/$A">&*$J"AO$ $H$PQ3$>"*+,E$#*(R#&$)(8(+"/8$ $H$STQ$G&"G&$ $H$UTQQ3$5/"88$/&+4($84&8$
  • 31. Content is kingAll about entertainmentBe a story teller..and don’t forget: @& 3&4*(*5$ 6%-&07)&8$ 9&:(047"*$
  • 32. Thank you ! gilles@dg2all.com @domartini
  • 33. Credits•  Slide 2, 8 – 12: Chess Media Group•  Slide 18 - 21 & 23: Jack Morton Worldwide•  Slide 28 – 33: Philips•  Slide 39: Red Bull•  All documents are in the public domain