The social media power shift And how consumers and publishers should learn to handle it Clo Willaerts, Mechelen, 14 Oct 2009

And how consumers and publishers should learn to handle it

Clo Willaerts, Mechelen, 14 Oct 2009

Clo Willaerts?

Sanoma Magazines

Short history of publishing & advertising wall and rock paintings papyrus signs on the street town criers 15th-16th C: handbills 17th C: weekly newspapers

wall and rock paintings

papyrus

signs on the street

town criers

15th-16th C: handbills

17th C: weekly newspapers

Paid advertising as a revenue model June 1836: French newspaper La Presse is the first to include paid advertising in its pages lower its price extend its readership increase its profitability The formula is soon copied by all titles.

June 1836: French newspaper La Presse is the first to include paid advertising in its pages

lower its price

extend its readership

increase its profitability

The formula is soon copied by all titles.

P.T. Barnum Life of P.T. Barnum (1854) The Humbugs of the World (1865) Struggles and Triumphs (1869) The Art of Money-Getting (1880)

Life of P.T. Barnum (1854)

The Humbugs of the World (1865)

Struggles and Triumphs (1869)

The Art of Money-Getting (1880)

Edward Bernays: the engineering of consent Crystallizing Public Opinion (1923) Propaganda (1928) Engineering of consent (1955, contributor) Google Video: “The Century of the Self”

Crystallizing Public Opinion (1923)

Propaganda (1928)

Engineering of consent (1955, contributor)

Google Video: “The Century of the Self”

1992: World Wide Web

1999: Cluetrain Manifesto http://www.cluetrain.com/ Markets are conversations and the Internet is a facilitator of one of the grandest, most global of those conversations. “ Their members communicate in language that is natural, open, honest, direct, funny and often shocking . Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked .”

http://www.cluetrain.com/

Markets are conversations and the Internet is a facilitator of one of the grandest, most global of those conversations.

“ Their members communicate in language that is natural, open, honest, direct, funny and often shocking . Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked .”

2004 Soldier blogs

2004

Decentralised publishing model

2005 Dell Hell

2005 Kryptonite blogstorm

2006 Transparency terror

2007: the egosphere

Shift happens power shift : who’s in control of what gets published? money shift : ad spendings divide : advertisers <-> target group formerly known as the audience

power shift : who’s in control of what gets published?

money shift : ad spendings

divide : advertisers <-> target group formerly known as the audience

Blind and blocking

We live in public

Self publishing

Social media revolution

Where's the money? Economics = the science which studies human behaviour as a relationship between ends and scarce means which have alternative uses. British economist Lionel Robbins, 1932

Abundant goods new products and services content connectivity machine intelligence the total amount of connections Source: Gerd Leonhard, http://www.mediafuturist.com/

new products and services

content

connectivity

machine intelligence

the total amount of connections

Source: Gerd Leonhard, http://www.mediafuturist.com/

Scarce goods trusted opinions conTEXT & trusted filters private spaces human ingenuity & creativity actual relations (not just connections) Source: Gerd Leonhard, http://www.mediafuturist.com/

trusted opinions

conTEXT & trusted filters

private spaces

human ingenuity & creativity

actual relations (not just connections)

Source: Gerd Leonhard, http://www.mediafuturist.com/

Humo vs social media

2007 liveblogging

2007 liveblogging

2008 Facebook page Humo page: 29,354 fans

Humo page: 29,354 fans

Humo “freedom” group

2009 Twitter

Thank you http://www.bnox.be http://www.brusselsgirlgeekdinner.be http://www.twitter.com/bnox http://www.slideshare.net/bnox/ http://www.linkedin.com/in/clowillaerts

http://www.bnox.be

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http://www.twitter.com/bnox

http://www.slideshare.net/bnox/

http://www.linkedin.com/in/clowillaerts