Social Media: From Push to Pull, Building an Entertainment Brand Online (MIPTV 2010)

Social Media & Building an Entertainment Brand Online: From Push to Pull www.mediafuturist.com twitter.com/gleonhard

Crucial: Foresight • Imagination

Better: Networked Media. Real-Time Media. User-driven Media. Engaged Media.

Not ‘Social Media’ - Social Business

Broadcast | Centralized | One-Way | Push Media

Networked Media

The world is connecting at a very rapid pace.

The other 3 Billion (O3B) are coming Wikipedia: By allowing direct connection to core networks and 3G Cellular/ WiMAX towers, the O3b Networks system will completely change the economics of telecommunications infrastructure in the world's fastest- growing markets for communications services

Because we are all connected, soon, ‘Going Direct’ becomes the New Normal

A connected Audience is dramatically different Source: Scholz & Friends: Dramatic Shifts (Youtube) Source: Elektrischer Reporter (ZDF)

Think Web & Mobile Native

A connected Audience is about Trust not Control

Expect radical fragmentation Aggregate & shape the fragments

The demise of the Watering Can

A huge shift in ‘Getting Attention’

Think: Funnel • Think: Magnet • Create a magnetic brand • Turn attraction into transaction • Engage - never enrage • “Free gets you to the place where you can ask to get paid” • Stop the monologs, start the conversations - *send + receive!

Like...

The Future of TV: Send and Receive

Complete TV & Web Convergence Source: Slideshare Network

Become a Connector - not just a Director *Inspired by Kevin Roberts Saatchi & Saatchi

The ‘TeleWeb’

Social Networks are the next Broadcasters

Facebook TV...?

Prepare for total convergence • Listen to, and watch your kids • TV is push, Web is pull: start mixing and blending, now • Use the best of both worlds • Reduce time spend on making ‘faster horses’ • It’s not linear - it’s explosive

Trans-Media Storytelling becomes the Standard Source: www.thecarbonado.com/blog/2009

Send and Receive, and Filter

Set up the conversation channels • Blog about what’s important to you • Share content that’s around your core offering (audio, images, video) and your People, syndicate it widely • Become part of, or better, host, the conversation • Open up to the audience

Do you have a Digital Ambassador?

Do you have this on your website?

Are you squashing people’s interest?

Or are you getting them where they already are?

Social Media is CRM (Customer Relationship Management)

Mobile first.

The Mobile Consumption of - and the Conversation around - Digital Goods is the #1 Growth Story of the next Decade

Mobile Social Networked Real-Time User in Control

Mobile + Social + Going Direct

The Networks The Networked ‘Real Money’ from The Networks ‘Real Money’ from ‘The Networked’ 150 100 50 0 Today 2011 2012 2013 2014 2020

What really matters is Liquidity

Reality Check: Control

Interruption costs money- Engagement costs Control

The Consequences of Total Control?

Social Business: Keywords & Summary When you’re out and about... With(in) & around your tribe Strangers & ‘People Like Me’ At the right time, right place With complete transparency Users in control, always $$ because they trust you

Thanks for your attention! App Store: “Media Futurist” email me at gerd@mediafuturist.com twitter.com/gleonhard facebook: gleonhard www.gerdtube.net

twitter.com/gleonhard What I do facebook: gleonhard www.gerdtube.net

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Social Media: From Push to Pull, Building an Entertainment Brand Online (MIPTV 2010)

by Gerd Leonhard on Apr 15, 2010

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Social Media: From Push to Pull, Building an Entertainment Brand Online (MIPTV 2010) — Presentation Transcript