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Media Convergence
 

Media Convergence

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Presentation given to the AdFed Luncheon Series in Louisville, KY on March 23, 2010.

Presentation given to the AdFed Luncheon Series in Louisville, KY on March 23, 2010.

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    Media Convergence Media Convergence Presentation Transcript

    • Media Convergence
      March 23, 2011
      Christy Belden, Vice-President Media + Marketing
    • Christy Belden
      2
      Vice President, Media + Marketing, LeapFrog Interactive
      Experience: 11 years
      The Courier-Journal
      University of Louisville
      SEMPO Certified
      Google AdWords Individually Certified
      Christy knows marketing. PPC, SEO, social media, email, mobile, traditional—she’s been there and done that. She continues to build a deep well of experience and is always in touch with the trends and strategies that provide a solid return on clients’ investments.
    • LeapFrog Interactive
      3
      Twitter: @LFI
      #marketing
      #mediaconvergence
      #digitalmedia
      Facebook: www.facebook.com/LeapFrogInteractiveAgency
      Blog: www.leapfroginteractive.com/blog
    • Agenda
      + Convergence Theory Defined
      + Convergence Theory History
      + Convergence Theory Changes
      + Media Statistics
      + Channel Implementation
      + Case Study
      + Convergence Execution
      4
    • Convergence Defined
      Convergence: n. [kuhn-vur-juhns] – the merging of distinct technologies, industries, or devices into a unified whole.
      5
    • Convergence Defined
      6
    • Convergence Defined
      “the flow of content across multiple media platforms, the cooperation between multiple media industries and the migratory behavior of media audiences who will go almost anywhere in search of the kinds of experiences they want.”
      - Henry Jenkins, Director of Comparative Media Studies Program at MIT
      7
    • Convergence Defined
      8
      Unite
      Group
      Combine
      Confluence
      Meeting
      Consolidate
      Mass
      Merging
      Assembly
      Aggregate
      Union
    • Convergence Defined
      Convergence Culture
      “where old and new media intersect, where grassroots and corporate media collide, where the power of the media producer and the power of the consumer interact in unpredictable ways.”
      -Convergence Culture: Where Old and New Media Collide
      9
    • Convergence Defined
      Convergence Culture
      -
      10
    • Convergence Defined
      Convergence Culture
      -
      11
    • Convergence Defined
      Three Principles of Convergence
      + Entertainment – content across all different platforms and media
      + Social Culture – the new ways we interact with the culture
      + Marketing – utilize the above to create new marketing strategies and brand experiences for the consumers
      12
    • Convergence Defined
      History of Convergence
      13
    • Convergence Defined
      Convergence Defined
      14
      People
      Media
    • What’s New?
      15
    • Media Statistics
      16
      Source: eMarketer.com
    • Media Statistics
      17
      Time Shifted TV Viewing Up 13% in Q4 2010
      Source: MarketingCharts.com
    • Media Statistics
      18
      Source: MarketingCharts.com
    • Media Statistics
      19
      Source: http://www.seomoz.org/blog/whats-the-future-of-mobile-search-and-seo
    • Channel Implementation
      TV
      20
      + “Home Center”
      + Media Content
      + Events
      + DVR. Tivo
      + Stream Netflix, Pandora
      + Google TV. Apple TV
    • Channel Implementation
      Laptop
      21
      + “Workhorse”
      + Central repository of content, media
      + Work life revolves around the medium
    • Channel Implementation
      Mobile Cellphone
      22
      + “Everywhere”
      + Media content any time, any where
      + Media “on the go”
      + Instant communication
    • Channel Implementation
      Tablet
      23
      + “The New Home Entertainment”
      + Serves media, gaming, content
      + Use at home in place of laptop
      + On the go information and media
    • Case Study
      Pepsi Refresh Project
      24
    • Case Study
      Disney
      25
    • Case Study
      NCAA CBS March Madness
      26
    • Convergence Execution
      Who is your audience and how do you find them?
      + Demographics
      + Psychographics
      + Habits
      + Viewership
      + Media Devices
      + Break down audiences as small as possible
      27
    • Executing Convergence Theory
      Steps to take
      + Plan, Plan, Plan
      + Vendor
      + Execute
      28
      Digital
      Media
      Traditional Media
    • Any Questions?
      29