0
The social media power shift <ul><li>And how consumers and publishers should learn to handle it </li></ul><ul><ul><li>Clo ...
Clo Willaerts?
Sanoma Magazines
Short history of publishing & advertising <ul><li>wall and rock paintings </li></ul><ul><li>papyrus </li></ul><ul><li>sign...
Paid advertising as a revenue model <ul><li>June 1836: French newspaper  La Presse  is the first to include paid advertisi...
P.T. Barnum <ul><li>Life of P.T. Barnum (1854) </li></ul><ul><li>The Humbugs of the World (1865) </li></ul><ul><li>Struggl...
Edward Bernays: the engineering of consent <ul><li>Crystallizing Public Opinion (1923)  </li></ul><ul><li>Propaganda (1928...
1992: World Wide Web
1999: Cluetrain Manifesto <ul><li>http://www.cluetrain.com/   </li></ul><ul><li>Markets are  conversations  and the Intern...
 
2004 Soldier blogs
2004
Decentralised publishing model
2005 Dell Hell
2005 Kryptonite blogstorm
2006 Transparency terror
2007: the egosphere
Shift happens <ul><li>power shift : who’s in control of what gets published? </li></ul><ul><li>money shift : ad spendings ...
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  me...
Abundant goods <ul><li>new products and services </li></ul><ul><li>content </li></ul><ul><li>connectivity </li></ul><ul><l...
Scarce goods <ul><li>trusted opinions </li></ul><ul><li>conTEXT &  trusted filters </li></ul><ul><li>private spaces </li><...
Humo vs social media
2007 liveblogging
2007 liveblogging
2008 Facebook page <ul><li>Humo page:  29,354 fans </li></ul>
Humo “freedom” group
 
 
2009 Twitter
Thank you <ul><li>http://www.bnox.be </li></ul><ul><li>http://www.brusselsgirlgeekdinner.be   </li></ul><ul><li>http://www...
Upcoming SlideShare
Loading in...5
×

The social media power shift and how consumers and publishers should learn how to handle it

1,116

Published on

Slides for a guest lecture at KHM, Mechelen on 14 October.

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,116
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
35
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • 22-10-09
  • KANS: Gebruikers worden publishers . BEDREIGING: Mogelijke spanning tussen volledig vrije interactie met content en merkgebondenheid/merk-bewaking van de magazinesites IBU/MAGAZINESITES: Integratie van user generated content en interactie Introductie online rating en duidelijk maken van verschillende niveaus in content: user generated zonder stempel magazine user generated met stempel magazine Hoogste niveau: publicatie in magazine IBU/VERTICALS: Interactie , user participation en user generated content worden centraler gesteld in functioneel ontwerp nieuwe projecten in functie van relevantie.
  • Tom Peters: the brand called &amp;quot;you&amp;quot; http://www.fastcompany.com/magazine/10/brandyou.html (1997) Time Magazine: december 2006
  • Transcript of "The social media power shift and how consumers and publishers should learn how to handle it"

    1. 1. The social media power shift <ul><li>And how consumers and publishers should learn to handle it </li></ul><ul><ul><li>Clo Willaerts, Mechelen, 14 Oct 2009 </li></ul></ul>
    2. 2. Clo Willaerts?
    3. 3. Sanoma Magazines
    4. 4. Short history of publishing & advertising <ul><li>wall and rock paintings </li></ul><ul><li>papyrus </li></ul><ul><li>signs on the street </li></ul><ul><li>town criers </li></ul><ul><li>15th-16th C: handbills </li></ul><ul><li>17th C: weekly newspapers </li></ul>
    5. 5. Paid advertising as a revenue model <ul><li>June 1836: French newspaper La Presse is the first to include paid advertising in its pages </li></ul><ul><ul><ul><li>lower its price </li></ul></ul></ul><ul><ul><ul><li>extend its readership </li></ul></ul></ul><ul><ul><ul><li>increase its profitability </li></ul></ul></ul><ul><li>The formula is soon copied by all titles. </li></ul>
    6. 6. P.T. Barnum <ul><li>Life of P.T. Barnum (1854) </li></ul><ul><li>The Humbugs of the World (1865) </li></ul><ul><li>Struggles and Triumphs (1869) </li></ul><ul><li>The Art of Money-Getting (1880) </li></ul>
    7. 7. Edward Bernays: the engineering of consent <ul><li>Crystallizing Public Opinion (1923) </li></ul><ul><li>Propaganda (1928) </li></ul><ul><li>Engineering of consent (1955, contributor) </li></ul><ul><li>Google Video: “The Century of the Self” </li></ul>
    8. 8. 1992: World Wide Web
    9. 9. 1999: Cluetrain Manifesto <ul><li>http://www.cluetrain.com/ </li></ul><ul><li>Markets are conversations and the Internet is a facilitator of one of the grandest, most global of those conversations. </li></ul><ul><li>“ 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 .” </li></ul>
    10. 11. 2004 Soldier blogs
    11. 12. 2004
    12. 13. Decentralised publishing model
    13. 14. 2005 Dell Hell
    14. 15. 2005 Kryptonite blogstorm
    15. 16. 2006 Transparency terror
    16. 17. 2007: the egosphere
    17. 18. Shift happens <ul><li>power shift : who’s in control of what gets published? </li></ul><ul><li>money shift : ad spendings </li></ul><ul><li>divide : advertisers <-> target group formerly known as the audience </li></ul>
    18. 19. Blind and blocking
    19. 20. We live in public
    20. 21. Self publishing
    21. 22. Social media revolution
    22. 23. 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
    23. 24. Abundant goods <ul><li>new products and services </li></ul><ul><li>content </li></ul><ul><li>connectivity </li></ul><ul><li>machine intelligence </li></ul><ul><li>the total amount of connections </li></ul><ul><li>Source: Gerd Leonhard, http://www.mediafuturist.com/ </li></ul>
    24. 25. Scarce goods <ul><li>trusted opinions </li></ul><ul><li>conTEXT & trusted filters </li></ul><ul><li>private spaces </li></ul><ul><li>human ingenuity & creativity </li></ul><ul><li>actual relations (not just connections) </li></ul><ul><li>Source: Gerd Leonhard, http://www.mediafuturist.com/ </li></ul>
    25. 26. Humo vs social media
    26. 27. 2007 liveblogging
    27. 28. 2007 liveblogging
    28. 29. 2008 Facebook page <ul><li>Humo page: 29,354 fans </li></ul>
    29. 30. Humo “freedom” group
    30. 33. 2009 Twitter
    31. 34. Thank you <ul><li>http://www.bnox.be </li></ul><ul><li>http://www.brusselsgirlgeekdinner.be </li></ul><ul><li>http://www.twitter.com/bnox </li></ul><ul><li>http://www.slideshare.net/bnox/ </li></ul><ul><li>http://www.linkedin.com/in/clowillaerts </li></ul>
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×