New Media Part 1

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Welcome to our New Media Masterclass part 1 'The rise of New Media'. Bogging, podcasting, YouTube, MySpace, it's all there. The power of User Generated Content. And traditional media has no clue how to respond. The world is changing...forever...

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New Media Part 1

  1. 1. This presentation is brought to you by www.digiredo.nl
  2. 2. New Media Masterclass part 1
  3. 3. New Media: “ New technologies and communication methods in the ” context of their effects on the established mainstream media Wikipedia
  4. 4. 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
  5. 5. uniquely individualized info delivered to infinite number of people all players involved share control over content
  6. 6. User Generated Media
  7. 7. Blogging
  8. 8. Train blog
  9. 9. Pets
  10. 10. The blog of death
  11. 11. Jihad blog
  12. 12. American Jihad blog
  13. 13. Podcasting
  14. 14. iTunes store
  15. 15. Gordon ‘F’ Ramsay
  16. 16. Wine Australia
  17. 17. French Maid TV
  18. 18. Wikipedia
  19. 19. Choose your hotel...
  20. 20. ...based on other guests’ advice
  21. 21. MySpace
  22. 22. Second Life
  23. 23. Skoeps
  24. 24. > 9,000,000
  25. 25. > 9,000,000 30,000 - 1,500,000 > 3,000,000 > 22,000,000
  26. 26. > 55,000,000 (posted April ‘06) 22.3 mln 22.0 mln 20,8 mln Nielsen Rating Nov 6-12, 2006
  27. 27. 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)
  28. 28. The Long Tail Popularity Products
  29. 29. We are creating
  30. 30. We are selecting
  31. 31. We are changing
  32. 32. Anything - Anywhere - Anyhow
  33. 33. 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
  34. 34. 1980 pgjaehafja;lj j ag’zxcvnghjf af;ghja 2222dgasgkn r’pghj’np’rh’ojfg;’j jgh’aje ahab’aerhjj;a lknlgnar alkrhgoierhg pgjaehafja;lj j ag’zxcvnghjf af;ghja 2222dgasgkn r’pghj’np’rh’ojfg;’j jgh’aje ahab’aerhjj;a lknlgnar alkrhgoierhg pgjaehafja;lj j ag’zxcvnghjf af;ghja 2222dgasgkn r’pghj’np’rh’ojfg;’j jgh’aje ahab’aerhjj;a lknlgnar alkrhgoierhg jasd;fgjooag lahsgoih4gp jasd;fgjooag lahsgoih4gp jasd;fgjooag lahsgoih4gp 2005 pgjaehafja;lj j ag’zxcvnghjf af;ghja 2222dgasgkn r’pghj’np’rh’ojfg;’j jgh’aje ahab’aerhjj;a lknlgnar alkrhgoierhg pgjaehafja;lj j ag’zxcvnghjf af;ghja 2222dgasgkn r’pghj’np’rh’ojfg;’j jgh’aje ahab’aerhjj;a lknlgnar alkrhgoierhg pgjaehafja;lj j ag’zxcvnghjf jasd;fgjooag2222dgasgkn r’pghj’np’rh’ojfg;’jaf;ghja lahsgoih4gp jgh’aje ahab’aerhjj;a lknlgnar alkrhgoierhg pgjaehafja;lj j ag’zxcvnghjf af;ghja 2222dgasgkn r’pghj’np’rh’ojfg;’j jgh’aje ahab’aerhjj;a jasd;fgjooag lknlgnar lahsgoih4gp alkrhgoierhg pgjaehafja;lj j ag’zxcvnghjf af;ghja 2222dgasgkn r’pghj’np’rh’ojfg;’j jgh’aje ahab’aerhjj;a lknlgnar alkrhgoierhg pgjaehafja;lj j ag’zxcvnghjf pgjaehafja;lj j af;ghja 2222dgasgknjooag ’np’rh’ojfg;’j ag’zxcvnghjf jasd;fg af;ghja lahsgoih4gp jgh’ajer’pghj 2222dgasgkn r’pghj’np’rh’ojfg;’j ahab’aerhjj;a jgh’aje ahab’aerhjj;a lknlgnar alkrhgoierhg lknlgnar alkrhgoierhg jasd;fgjooag lahsgoih4gp pgjaehafja;lj j ag’zxcvnghjf af;ghja 2222dgasgkn r’pghj’np’rh’ojfg;’j jgh’aje ahab’aerhjj;a lknlgnar alkrhgoierhg jasd;fgjooag lahsgoih4gp pgjaehafja;lj j ag’zxcvnghjf af;ghja 2222dgasgkn r’pghj’np’rh’ojfg;’j jgh’aje ahab’aerhjj;a lknlgnar alkrhgoierhg jasd;fgjooag lahsgoih4gp jooag ih4gpjasd;fg lahsgo pgjaehafja;lj j ag’zxcvnghjf af;ghja 2222dgasgkn r’pghj’np’rh’ojfg;’j jgh’aje ahab’aerhjj;a jasd;fgjooag lahsgoih4gp lknlgnar alkrhgoierhg pgjaehafja;lj j ag’zxcvnghjf af;ghja 2222dgasgkn r’pghj’np’rh’ojfg;’j jgh’aje ahab’aerhjj;a jasd;fgjooag lahsgoih4gp lknlgnar alkrhgoierhg jasd;fgjooag lahsgoih4gp jasd;fgjooag lahsgoih4gp
  35. 35. • % 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.
  36. 36. Futurelab 76% Yankelowich
  37. 37. Who do we trust? “My friends, their friends... ...and all those we collectively respect” People trust people
  38. 38. 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
  39. 39. 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
  40. 40. Information Age Speech Writing Print 2,000,000 BC 4,000 BC 1,000 AD 1980 AD Storytelling
  41. 41. Brands have to become storytellers, and then… Futurelab ...let it go

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