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New Media Masterclass
part 1

New Media:
“ New technologies and communication methods in the
”
context of their effects on the established mainstream media
Wikipedia

Futurelab
“ The traditional marketing model is being challenged, and (CMOs) can
foresee a day when it will no longer work ”
McKinsey Quarterly, 2005, Number 2

uniquely individualized info delivered to infinite number of people
all players involved share control over content

User Generated Media

Blogging

Train blog

Pets

The blog of death

Jihad blog

American Jihad blog

Podcasting

iTunes store

Gordon ‘F’ Ramsay

Wine Australia

French Maid TV

Wikipedia

Choose your hotel...

...based on other guests’ advice

MySpace

Second Life

Skoeps

> 9,000,000

> 9,000,000
30,000 - 1,500,000
> 3,000,000
> 22,000,000

> 55,000,000
(posted April ‘06)
22.3 mln 22.0 mln 20,8 mln
Nielsen Rating Nov 6-12, 2006

1.5 million
residents
Almost 4,000,000 articles
(10 languages)
> 80,000,000 profiles
5,000,000 songs /day
>100,000,000 videos
200,000,000 blogs
(65,000/day)

The Long Tail
Popularity
Products

We are creating

We are selecting

We are changing

Anything - Anywhere - Anyhow

The Good Ole Days
of Corporate Media
We will decide what you want & need
Central editorial control
Government regulation (censorship)
One-way communication
Limited channels of information
Futurelab

1980
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• % of adult evennig viewers that remembers brand in ad just watched:
BRANDS
1965 35%
2000 9%
• A US hour of prime time TV carried 21 minutes of advertising, Late Night network
shows like Leno or Letterman carry 31:27
• US: People with PVR’s watch 12% more TV, yet 90% of them adskip
CONSUMERS
(Germany : 88.2%)
• Germany: 78.2% are irritated by advertising, only 24% actually still watches it
• 54% of US consumers avoids products & services which “overwhelm” with advertising
• China: 85% stop watching TV during commercial breaks. More than half change the
channel, while the rest do housework, eat, chat or use the bathroom
Futurelab
Sources: Big Six, GfK Marktforschung, Yankelovich Partners, McKinsey & Co.

Futurelab
76%
Yankelowich

Who do we trust?
“My friends,
their friends...
...and all those we collectively respect”
People trust people

People trust people
Source %
In-store Sales Associate 49
In-store demonstration 36
Word-of-mouth from family & friends 33
Newspaper Coupons 25
Internet 21
Product/Company Information 16
Retailer information 14
Other 14
Magazines 4
TV 4
Radio 3
Source: CMO Council’s Retail Fluency Report, 2005

People trust people
Edelman trust barometer %
Person like yourself or a peer
Academic 62 70%
Doctor or similar 62 61%
60%
55%
51%
50%
Person like yourself/peer 61
40%
Financial Analyst 58
33%
30%
NGO Rep 58
Accountant 53 20%
Lawyer 36 10%
Regular employee 33 0%
CEO 29 2003 2004 2005 2006
Union 19
Entertainer 17
PR person 16

Information
Age
Speech Writing Print
2,000,000 BC 4,000 BC 1,000 AD 1980 AD
Storytelling

Brands have to become storytellers,
and then…
Futurelab
...let it go