Social Media & Building an
Entertainment Brand Online:
 From Push to Pull

                www.mediafuturist.com
         ...
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 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 t...
Because we are all connected, soon,

    ‘Going Direct’
            becomes
    the New Normal
A connected Audience is dramatically different


   Source: Scholz & Friends: Dramatic Shifts (Youtube)




              ...
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
• “Fre...
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, no...
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 ...
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...
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 & ‘Pe...
Thanks for your attention!
   App Store: “Media Futurist”




email me at gerd@mediafuturist.com
   twitter.com/gleonhard
...
twitter.com/gleonhard
What I do    facebook: gleonhard
              www.gerdtube.net
Social Media: From Push to Pull, Building an Entertainment Brand Online (MIPTV 2010)
Social Media: From Push to Pull, Building an Entertainment Brand Online (MIPTV 2010)
Social Media: From Push to Pull, Building an Entertainment Brand Online (MIPTV 2010)
Social Media: From Push to Pull, Building an Entertainment Brand Online (MIPTV 2010)
Social Media: From Push to Pull, Building an Entertainment Brand Online (MIPTV 2010)
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Social Media: From Push to Pull, Building an Entertainment Brand Online (MIPTV 2010)

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My presentation at MIPTV 2010, on social media and TV / film brands online, see details at http://gerd.fm/9i6QEU and http://www.mipworld.com/en/miptv/ for videos

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

  1. 1. Social Media & Building an Entertainment Brand Online: From Push to Pull www.mediafuturist.com twitter.com/gleonhard
  2. 2. Crucial: Foresight • Imagination
  3. 3. Better: Networked Media. Real-Time Media. User-driven Media. Engaged Media.
  4. 4. Not ‘Social Media’ - Social Business
  5. 5. Broadcast | Centralized | One-Way | Push Media
  6. 6. Networked Media
  7. 7. The world is connecting at a very rapid pace.
  8. 8. The world is connecting at a very rapid pace.
  9. 9. 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
  10. 10. Because we are all connected, soon, ‘Going Direct’ becomes the New Normal
  11. 11. A connected Audience is dramatically different Source: Scholz & Friends: Dramatic Shifts (Youtube) Source: Elektrischer Reporter (ZDF)
  12. 12. Think Web & Mobile Native
  13. 13. A connected Audience is about Trust not Control
  14. 14. Expect radical fragmentation Aggregate & shape the fragments
  15. 15. The demise of the Watering Can
  16. 16. A huge shift in ‘Getting Attention’
  17. 17. 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!
  18. 18. Like...
  19. 19. The Future of TV: Send and Receive
  20. 20. Complete TV & Web Convergence Source: Slideshare Network
  21. 21. Become a Connector - not just a Director *Inspired by Kevin Roberts Saatchi & Saatchi
  22. 22. The ‘TeleWeb’
  23. 23. Social Networks are the next Broadcasters
  24. 24. Facebook TV...?
  25. 25. 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
  26. 26. Trans-Media Storytelling becomes the Standard Source: www.thecarbonado.com/blog/2009
  27. 27. Send and Receive, and Filter
  28. 28. 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
  29. 29. Do you have a Digital Ambassador?
  30. 30. Do you have this on your website?
  31. 31. Are you squashing people’s interest?
  32. 32. Or are you getting them where they already are?
  33. 33. Social Media is CRM (Customer Relationship Management)
  34. 34. Mobile first.
  35. 35. The Mobile Consumption of - and the Conversation around - Digital Goods is the #1 Growth Story of the next Decade
  36. 36. Mobile Social Networked Real-Time User in Control
  37. 37. Mobile + Social + Going Direct
  38. 38. The Networks The Networked ‘Real Money’ from The Networks ‘Real Money’ from ‘The Networked’ 150 100 50 0 Today 2011 2012 2013 2014 2020
  39. 39. What really matters is Liquidity
  40. 40. Reality Check: Control
  41. 41. Interruption costs money- Engagement costs Control
  42. 42. The Consequences of Total Control?
  43. 43. 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
  44. 44. Thanks for your attention! App Store: “Media Futurist” email me at gerd@mediafuturist.com twitter.com/gleonhard facebook: gleonhard www.gerdtube.net
  45. 45. twitter.com/gleonhard What I do facebook: gleonhard www.gerdtube.net
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