Lecture 2   landscaping and theory scoping
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Lecture 2 landscaping and theory scoping






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    Lecture 2   landscaping and theory scoping Lecture 2 landscaping and theory scoping Presentation Transcript

    • Last week: recap  Introduced key module themes and assessments  Throughout this course, we’ll consider the new role of marketing in relation to social media, digital platforms and how media organisations traverse this space  Reading last week: Clay Shirky and Gillian Doyle
    • Housekeeping  Produce a ‘pitch’ for your assignment 2 subject/client by February 27th  Feedback will be the following week  MIP and last week’s lecture now up on Blackboard
    • Key reading points from last week:  Shirky: Social Media and digital platforms have realigned concepts of the crowd, the audience and their potential for collaboration and ‘co-creation’  Shirky: Information can now be shared and harnessed in new and advantageous ways  Doyle: Media have expanded their businesses horizontally and vertically to be more profitable: social media has become part of this  Doyle: Media companies need to traverse technological disruption to survive  Doyle: Low marginal costs of replication for much media production
    • Key themes for this week:  What is marketing?  Origin of marketing and advertising ‘platforms’  An overview of (some of the) available platforms and how they perform  How theorists have articulated the ‘now’ and the ‘future’  The role of the audience/consumer and how it’s changed in the face of digital expansion  Assets and revenue streams
    • So, what is marketing? “the action or business of promoting and selling products or services, including market research and advertising.”
    • To start: multiple platforms = products and money?  Thinking back to Mark Deuze’s concepts of ‘Life in Media’, how do we see media organisations use the range of technologies that they have available to them?  How do media organisations ‘monetize’ the platform or attract value from it
    • TV  Global penetration  Expanding range of digital channels offers a niche advantage  Moving to online and replay (iPlayer, 4OD, TeVo)  Offers advertisers a ‘live’ advantage and mass viewership      Superbowl ($4million for 30 seconds) LiveAid (Global audience of 1.9 billion people) Royal Weddings (24.5 million people watched on BBC) Saturday Night TV (X-Factor, Strictly, etc) Seasonally adjusted  Captivated audience  Online expansion (to be covered in a future slide… Convergence and multiplatform)
    • Radio  90% of population listen to radio each week  Offers a unique, non-visual media experience  Caters for a range of niche markets ranging across geographic output (e.g. Preston FM) and specific demographics  Media spend on radio hit £23.7m  Expansion into the real of podcasting and digital download (more on that later)
    • Print  Global perspectives (last week)  Challenges for UK Newspapers
    • Print continued 70 to 80 per cent of Newspaper income is generated through advertising DonicaMensing, Newspaper Research Journal
    • Beyond falling subscriptions  Some Newspapers are tackling this issue with marketing campaigns – check the FT example  Using data, analytics and big data to ensure products are formed and targeted correctly (more of this in the coming weeks)  Magazines offer a distinct niche advantage – check this post for more info  Many media organisations are looking to provide converged content across a number of platforms (see Economist, later)
    • Billboard and Outdoor display  Spans billboards, digital signage, posters and transit displays  Worth $10bn in the US (Ibis World)  Outdoor and digital screen-based advertising worth $3.17bn in 2013 – (PQ Media)
    • Online  Spend: Digital advertising worth £3bn  Spend: Grew 17.5% in first half of 2013 (UK Internet Advertising bureau)  Journalism traffic: All local newspaper groups saw an increase in web traffic during first half of 2013 (Audit Bureau of Circulation  Market share: Facebook has 16% of all online ad revenue  Market share: Google has 32% of all online add revenue  Alternative ad platforms: egaddiply gaining traction  Expansion of Social Media as a source for dissemination
    • Mobile reach and tablets  Mobile growth – including tablets, is growing exponentially – 1.8 billion mobiles in 2013, 184 million tablets  Mobile advertising on Facebook worth53% of sales and worth more than £1.7bn  News and media orgs developing mobile and tablet friendly interfaces (apps and responsive/adaptive design)  Provides opportunity to consume, share and produce on the move  Mobile networks becoming increasingly advanced (4g)  Convergence: Mobiles accessing info, such as radio, via their mobile
    • So, multiplatform existence
    • Multiplatform, platform
    • The emergence of the platforms  MySpace (value: $35million ($580 million in 2005)  Facebook (value: more than $1bn)  YouTube (value: $45.7bn)  eBay (value: $39.3bn)  Amazon (value: $119bn)  Twitter (value: $1.7bn)  Wordpress (value:? )
    • How do media organisations respond? Case study – The Economist
    • External advertising, too…
    •  d Brainstorm! Map your own social media presence, and tell us who you ‘engage’ with and why?
    •  d
    •  d Brainstorm! Choose a media publisher and brainstorm it’s ‘assets’
    • Diversification
    • The creation of a Brave New World: Web 2.0
    •  A phrase popularised by Tim O’Reilly  Refers to an interactive Web 2.0 engagement with web users  Creates new economic models around web-content  Summarises the ability to curate an online community (and potentially extract value from them)
    •  c The audience …they say hi!
    •  d Brainstorm! Generate a list of which web 2.0 companies you know of, and how you engage with them
    • Leveraging the power of the platform: marketplace  Anderson: The Longtail  Tapscott: The Net Generation
    • Anderson: The Long Tail
    • Tapscott: Digital futures: Society and business  The Net Generation (otherwise known as digital natives) are increasingly affecting online behaviours  The concept of the ‘prosumer’, the wiki- workplace and peer production/mass collaboration
    • Key concepts from today        The proliferation of multiplatform world The continuation of major publication outputs Major publishers are ‘converging’ their content Publishers can monetize a range of assets Web 2.0: a new way of structuring the web Harnessing the power of the crowd The creation of expansive and varied revenue streams
    • Next week  Marketing in media, in practice
    • Next week’s reading Key texts…  The End of Marketing As We Know It – Sergio Zymann  The New Rules of Marketing and PR – David Meerman Scott Some additional info  Media Management: A casebook approach – George Sylvie – (chapters on marketing and management) Background and landscaping  Social Media for Journalists – Knight and Cook (Chapter 13)
    • Two week from now: seminar: Prep a presentation  Research and present, what you feel, is a successfulexample of a company (could be media, could be other) that takes advantage of web2.0 technologies  Explain how they ‘market’ themselves  If possible, tie in to some of the theory I’ve highlighted in this course – Could be Zymann, Shirky, Doyle, Tapscott (although there’s lots of cross-over here)  10 minutes: examples, and whyyou feel it’s a good/bad/indifferent
    • Flickr credits  Zoriah – Zoriah Cairo Egypt hotel view city lanscape my life 2 20081230_256  beedieu – Watching TV  n_willsey – Billboard near Piazza San Marco, Venice Italy  CaptPiper – Sam reading in the Badlands  icedsoul photography .:teymur madjderey - "now you really|'  401(K) 2013 – money  cogdogblog – Radio Free Strawberry  Leo Reynolds – Print shop  USASOC News Service – soldiers conduct freefall training in Yuma, Ariz  hdzimmermann – Internet  craftapalooza – owl mobile  Leonard John Matthews – is he talking to me  Leonard John Matthews – If you're not confused  hayley.bailey – Nesting dolls