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

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

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

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  • 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 "you" http://www.fastcompany.com/magazine/10/brandyou.html (1997) Time Magazine: december 2006

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

  • The social media power shift
    • 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
  • 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.
  • 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)
  • Edward Bernays: the engineering of consent
    • 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 .”
  •  
  • 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
  • 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/
  • Scarce goods
    • 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 “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