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DNS june 2011
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DNS june 2011

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  • 1. The Future of Media jo@dearmedia.bedinsdag 5 juli 2011 1
  • 2. • a digital consulting company, working for European clients • founded in 2009 by Jo Caudron • our mission is to help find 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 clientsdinsdag 5 juli 2011 2
  • 3. ... watch (trends) ... develop digital strategies ... conceptualize great ideas ... define functional details ... implement Social Media teams & ownerships ... roll-out tools for monitoring & conversation We ... ... introduce rules, policies & guidelines ... train & coach your teams ... help you find implementation partners ... follow-up project development ... start, monitor & manage the conversation for you ... start againdinsdag 5 juli 2011 3
  • 4. • Founding Partner of Dear Media (www.dearmedia.be) • Active in interactive since 1993 as (co-)founder of Dear Media, ONE Agency, theOriginals, tvAgency, xCA, The Reference, ...) • Media thinker, innovator & strategist • Interested in all things digital, social & mobile, new media & connected TV • Consultant, Entrepreneur, Speaker, Writer • Vice-President IAB Belgium • Contact • jo@dearmedia.be Jo • http://jocaudron.me (for the personal stuff) Caudron • http://www.linkedin.com/in/jocaudron (for the business stuff) • www.twitter.com/jcaudron (for my technology newsfeed)dinsdag 5 juli 2011 4
  • 5. twitter.com/jcaudrondinsdag 5 juli 2011 5
  • 6. To get this started... • Who is using? • Who is using? - Twitter - an iPhone - Facebook, Netlog, ... - an Android - LinkedIn, Plaxo - a Blackberry - Email - a Nokia, Samsung, Sony - LBS Ericsson, ... - Augmented Reality - a tablet (iPad 1, iPad 2, Android, ...)dinsdag 5 juli 2011 6
  • 7. Don’t believe anything you will hear in the following presentation!dinsdag 5 juli 2011 7
  • 8. The Perfect Storm Media Are Changingdinsdag 5 juli 2011 8
  • 9. Drivers of change Content choice the power of many Social Media advertising Clutter Convenience, Richness & Control poor Creativitydinsdag 5 juli 2011 9
  • 10. Drivers of change Content choicedinsdag 5 juli 2011 10
  • 11. YouTube TOP 20 most viewed = 11.000.000.000 minutes = 280.000.000 episodes of “Lost” +200.000 new movies are added DAILY Source: http://mediatedcultures.net/ksudigg/?p=163 And this is just YouTube ...dinsdag 5 juli 2011 11
  • 12. Drivers of change advertising Clutter On average we are exposed to over 3.000 brand impressions each day!dinsdag 5 juli 2011 12
  • 13. Drivers of change poor Creativity interruption marketing, 30”, expandables, splash screens, ...dinsdag 5 juli 2011 13
  • 14. Drivers of change Viewers are taking Media are losing their control, deciding traditional “push” power. what they want to watch, when, and how. Pull strategy • On demand • Timeshifting • Ad skipping • Online content Convenience, Richness & Control • Games • User generated content • …dinsdag 5 juli 2011 14
  • 15. Drivers of change TIMESHIFTING — Cfr. Tivo, Telenet Flexview, ... — Allowing to skip ads — And users skip ads more than 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 ! Convenience, Richness & Controldinsdag 5 juli 2011 15
  • 16. Drivers of change PLACE SHIFTING Convenience, Richness & Controldinsdag 5 juli 2011 16
  • 17. Drivers of change AUTHORITY SHIFTING the power of many Social Mediadinsdag 5 juli 2011 17
  • 18. Drivers of change Fragmentation Content choice the power of many Social Media advertising Clutter Convenience, Richness & Control poor Creativity Irritation Shift of control and ownershipdinsdag 5 juli 2011 18
  • 19. Media 1.0dinsdag 5 juli 2011 19
  • 20. SOCIAL OBJECT The 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, widgets Level II: Closed networks (Facebook, Netlog, ...) Level III: Through individuals (e-mail, Twitter, ...) Media 2.0dinsdag 5 juli 2011 20
  • 21. 7.000.000.000dinsdag 5 juli 2011 21
  • 22. June 2011: Facebook has +670.000.000 members They are planning to reach 1 billion members by 2012 That’s +700K users EVERY DAY! There are 4.5 million users in Belgium.dinsdag 5 juli 2011 22
  • 23. Today 300.000.000 people on Twitter Jan 2009 Jan 2010dinsdag 5 juli 2011 23
  • 24. +100 million members in +200 countriesdinsdag 5 juli 2011 24
  • 25. dinsdag 5 juli 2011 25
  • 26. Main access to social media will be via mobile devices.dinsdag 5 juli 2011 26
  • 27. 300 225 In Q4 2010 7,3% of all PC’s sold globally, were iPads ... (source: IDC). 150 By 2014 almost 500.000.000 tablets will be sold. 75 Apple will continue to dominate the market for the next coming years. 0 2010 2011 2012 2013 2014dinsdag 5 juli 2011 27
  • 28. The Future of Computing is NOT on PC’s Shift towards tablets, smartphones, ...?dinsdag 5 juli 2011 28
  • 29. Understanding the next logical step in the digital evolutiondinsdag 5 juli 2011 29
  • 30. Semantic Web Machine-to-machine Decentralized (machine-driven) Artificial Intelligence Web 3.0 The Internet of Things RFID & tagging Sharing, Tagging, “favoriting” Location Based Services Content Curation Bottom-up Decentralized (user-driven) The Life Web (micro-blogging) Participative Sharing, Tagging, “favoriting”, curation, … Web 2.0 Social Networks (Facebook, …) Dynamic & Rich Experiences Interaction with others Anything, Anytime, Anyplace (mobile, …): shift of Youtube, Flickr, … time, place and authority Blogs Top-down Portals Centrally owned Consumption-oriented Web 1.0 Sites Static information Life Event Structure Interactive Services Monolithic Modular Atomic Closed Opendinsdag 5 juli 2011 30
  • 31. Semantic Web Machine-to-machine Decentralized (machine-driven) Artificial Intelligence Web 3.0 The Internet of Things RFID & tagging Sharing, Tagging, “favoriting” Location Based Services Content Curation Bottom-up Decentralized (user-driven) The Life Web (micro-blogging) Participative Sharing, Tagging, “favoriting”, curation, … Web 2.0 Social Networks (Facebook, …) Dynamic & Rich Experiences Interaction with others Anything, Anytime, Anyplace (mobile, …): shift of Youtube, Flickr, … time, place and authority Blogs Top-down Portals Centrally owned Consumption-oriented Web 1.0 Sites Static information Life Event Structure Interactive Services Monolithic Modular Atomic Closed Opendinsdag 5 juli 2011 31
  • 32. Semantic Web Machine-to-machine Decentralized (machine-driven) Artificial Intelligence Web 3.0 The Internet of Things RFID & tagging Sharing, Tagging, “favoriting” Location Based Services +Tag Content Curation Bottom-up Evolution of Navigation Decentralized (user-driven) The +Ask (micro-blogging) Life Web Participative Sharing, Tagging, “favoriting”, curation, … Web 2.0 Social Networks (Facebook, …) Dynamic & Rich Experiences Interaction with others Anything, Anytime, Anyplace (mobile, …): shift of +Search Youtube, Flickr, … time, place and authority Blogs Top-down Portals Browse Centrally owned Consumption-oriented Web 1.0 Sites Static information Life Event Structure Interactive Services Monolithic Modular Atomic Closed Opendinsdag 5 juli 2011 32
  • 33. So, Traditional Media are Dead? No, but...dinsdag 5 juli 2011 33
  • 34. 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?dinsdag 5 juli 2011 34
  • 35. What might impact TV? Direct OTT Distribution!dinsdag 5 juli 2011 35
  • 36. dinsdag 5 juli 2011 36
  • 37. The future of TV might not be on TVdinsdag 5 juli 2011 37
  • 38. What might impact TV? The People! They don’t watch less TV. But they are changing the very nature of the DNA of (commercial) TV. They might even pay for TV, but maybe not to you. They might stay loyal to TV-brands, (near) linear TV, ... but if they run away from your advertising, pay-TV, ... you still have an issue.dinsdag 5 juli 2011 38
  • 39. What might impact TV? The People! Don’t believe me? Watch this...dinsdag 5 juli 2011 39
  • 40. What might impact TV? The People! Transcript - Shat are you doing? - I am watching... - Why do you rather watch on the iPad instead of on TV? - Because I can choose on this and because there is more - And can’t you choose on TV? - Yes, but it’s not on the iPad - And you prefer it on the iPad? Don’t believe me? Watch this... - Yes...dinsdag 5 juli 2011 40
  • 41. dinsdag 5 juli 2011 41
  • 42. Will new technology help?dinsdag 5 juli 2011 42
  • 43. The future of Magazines?dinsdag 5 juli 2011 43
  • 44. And, THEY don’t listen to radio...dinsdag 5 juli 2011 44
  • 45. Your Business and the New Media Evolutions...dinsdag 5 juli 2011 45
  • 46. Social Media to make your company smarter better connected faster more humandinsdag 5 juli 2011 46
  • 47. Leverage the social graph of your company.dinsdag 5 juli 2011 47
  • 48. What will impact your business? Twitter.com/DearMedia OK, Facebook.com/DearMedia but what Youtube.com/DearMedia about ... Slideshare.com/DearMedia Flickr.com/DearMediadinsdag 5 juli 2011 48
  • 49. What will impact your business?dinsdag 5 juli 2011 49
  • 50. What will impact your business?dinsdag 5 juli 2011 50
  • 51. What will impact your business?dinsdag 5 juli 2011 51
  • 52. What will impact your business?dinsdag 5 juli 2011 52
  • 53. What will impact your business?dinsdag 5 juli 2011 53
  • 54. What will impact your business?dinsdag 5 juli 2011 54
  • 55. Things to take away ...dinsdag 5 juli 2011 55
  • 56. Want to be ready? Change your view on advertising Start using social networks Get a decent Get on Twitter smartphone Get a tabletdinsdag 5 juli 2011 56
  • 57. Want to be ready? Get a Plandinsdag 5 juli 2011 57
  • 58. Start 1 AWARENESS Strategy & Concepts Mobile Strategy 2 DIGITAL STRATEGY Social Media Strategy Inbound (listen) /Outbound (talk) 3 CONCEPTS Destinations / Streams Fix / Mobile FUNCTIONAL SOCIAL MEDIA PLAN The Plan REQUIREMENTS - people & teams (site, portal, apps, Details - tools (monitoring & 4 channels, ...) conversation) - policies & guidelines - training & coaching RFP ASSISTANCE Next 5 DEVELOPMENT follow-up CONVERSATION MNGT day2day, guidance, follow-updinsdag 5 juli 2011 58
  • 59. 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 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 ;-)dinsdag 5 juli 2011 59
  • 60. 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 ;-)dinsdag 5 juli 2011 60
  • 61. FireStarter, bringing Social into your Companydinsdag 5 juli 2011 61
  • 62. The Future of Media jo@dearmedia.bedinsdag 5 juli 2011 62

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