Fixing the media var

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A presentation by Jo Caudron for VAR on April 1. Topic is the changing state of media and the impact of innovations like social and mobile media on traditional media players.

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Fixing the media var

  1. 1. Fixing the Media In Search of a New Media Mix VAR April 1, 2010 jo@caudron.com zondag 25 april 2010 1
  2. 2. twitter.com/jcaudron #JO@VAR zondag 25 april 2010 2
  3. 3. About Dear Media Digital Strategy & Innovation zondag 25 april 2010 3
  4. 4. zondag 25 april 2010 4
  5. 5. About me... • Founding Partner of Dear Media • Active in interactive since 1993 (Dear Media, ONE Agency, theOriginals, tvAgency, xCA, The Reference, ...) • Not a Digital Native Not a Digital Immigrant, but a Digital Architect • http://jocaudron.me (for the personal stuff) • http://www.linkedin.com/in/jocaudron (for the boring stuff) • www.twitter.com/jcaudron (to get in my stream) • http://www.facebook.com/jocaudron (we might even become friends ;-) • Become fan of Dear Media on www.facebook.com/ dearmedia and get the daily social media news in your stream picture: (c) Pieter Baert zondag 25 april 2010 5
  6. 6. Introduction zondag 25 april 2010 6
  7. 7. To get this started... • Who is using? • Who is using? • Twitter • a Blackberry • Facebook, Netlog, ... • an iPhone (2G, 3G, 3Gs) • LinkedIn, Plaxo • a Google Phone • Email • an Android • Google Wave • a Nokia, Samsung, Sony Ericsson, ... • LBS • Augmented Reality zondag 25 april 2010 7
  8. 8. Halle Train Crash February ’10 What was the first media-brand that reported on the crash? zondag 25 april 2010 8
  9. 9. And... zondag 25 april 2010 9
  10. 10. The Perfect Storm zondag 25 april 2010 10
  11. 11. Drivers of change Content choice the power of many advertising Clutter Social Media Convenience, Richness & poor Creativity Control zondag 25 april 2010 11
  12. 12. Drivers of change Content choice zondag 25 april 2010 12
  13. 13. Youtube TOP 23 most viewed = 10.000.000.000 minutes = 250.000.000 episodes of Prison Break +200.000 new movies are added DAILY Source: http://mediatedcultures.net/ksudigg/?p=163 And this is just Youtube ... zondag 25 april 2010 13
  14. 14. Drivers of change advertising Clutter On average we are exposed to over 3.000 brand impressions each day! zondag 25 april 2010 14
  15. 15. Drivers of change poor Creativity interuption marketing, 30”, expandables, splash screens, ... zondag 25 april 2010 15
  16. 16. Drivers of change Viewers are taking Media are losing their control, deciding traditional “push” power. what they want to watch, when, and how. Pull strategy • On demand • Timeshifting • Ad skipping • Online content Convenience, Richness & • Games • User generated content Control • … zondag 25 april 2010 16
  17. 17. Drivers of change TIMESHIFTING  Cfr. Tivo, Telenet Flexview, ...  Allowing to skip ads  And users skip ads more then you like  User behavior is shifting towards more control (what, how, when). They are just waiting for DVR’s.  And this can hurt TV business ! Convenience, Richness & Control zondag 25 april 2010 17
  18. 18. Drivers of change PLACE SHIFTING Convenience, Richness & Control zondag 25 april 2010 18
  19. 19. Drivers of change AUTHORITY SHIFTING the power of many Social Media zondag 25 april 2010 19
  20. 20. Drivers of change Fragmentation Content choice the power of many advertising Clutter Social Media Convenience, Richness & poor Creativity Control Irritation Shift of control and ownership zondag 25 april 2010 20
  21. 21. Media 1.0 zondag 25 april 2010 21
  22. 22. SOCIAL OBJECT The Flower is the (potential) social object The mainstream media are the smell of the flower The bee is “spreading the word” and has the real power Level I: Sites, blogs, feeds, widgets Level II: Closed networks (Facebook, Netlog, ...) Level III: Through individuals (e-mail, Twitter, ...) Media 2.0 zondag 25 april 2010 22
  23. 23. Examples zondag 25 april 2010 23
  24. 24. Blogs zondag 25 april 2010 24
  25. 25. Microblogging sites zondag 25 april 2010 25
  26. 26. Social Networks zondag 25 april 2010 26
  27. 27. Social Networks B2B zondag 25 april 2010 27
  28. 28. Video Platforms zondag 25 april 2010 28
  29. 29. Photo Platforms zondag 25 april 2010 29
  30. 30. Music Platforms zondag 25 april 2010 30
  31. 31. Travel Platforms zondag 25 april 2010 31
  32. 32. Social Shopping zondag 25 april 2010 32
  33. 33. Price comparison - social shopping zondag 25 april 2010 33
  34. 34. Co-creation zondag 25 april 2010 34
  35. 35. Collaboration zondag 25 april 2010 35
  36. 36. The sky is the limit... zondag 25 april 2010 36
  37. 37. Some Numbers zondag 25 april 2010 37
  38. 38. February 2010: Facebook has 400.000.000 members (and is making profit) = +700K per day! zondag 25 april 2010 38
  39. 39. TODAY: 3Mio in Belgium +300.000 users in Belgium from September ’09 to November ’09! -> 28% of the population. TODAY: 3Mio in Belgium are on Netlog 150.000 people on Twitter (estimated) zondag 25 april 2010 39
  40. 40. zondag 25 april 2010 40
  41. 41. 14’/day according to Nielsen zondag 25 april 2010 41
  42. 42. total amount of tweets, worldwide zondag 25 april 2010 42
  43. 43. So, Traditional Media are dead? Are they really? Don’t think so. zondag 25 april 2010 43
  44. 44. Are newspapers dead? zondag 25 april 2010 44
  45. 45. zondag 25 april 2010 45
  46. 46. Newspapers (print edition) under great pressure zondag 25 april 2010 46
  47. 47. Will new technology help? zondag 25 april 2010 47
  48. 48. Is TV dead? Probably not. zondag 25 april 2010 48
  49. 49. iDTV (and advertising) • it’s interactive • iDTV is for most people not really interactive • the “red button” today mainly is an extension of the overall TV-experience • real interactive apps (interactive advertising, gaming, walled garden apps, ...) have limited (no?) success. Only exception is televoting. • Does this have to do with context? • it’s digital • more channels • better quality of sound and image • HD • it’s TV (context!) • apparently the features that are rated as interesting and appealing are extensions of the TV-watching experience. • Interaction is only important when it comes down to “being in control of TV” (EPG, timeshifting => ad avoidance, on demand, ...) zondag 25 april 2010 49
  50. 50. The future of TV might not be on TV Lost S05E06 NLSubs Source: Cisco, June 2008 zondag 25 april 2010 50
  51. 51. The future of TV might not be on TV zondag 25 april 2010 51
  52. 52. Social TV zondag 25 april 2010 52
  53. 53. Radio must be dead too? Nope, not at all. zondag 25 april 2010 53
  54. 54. The power of Radio • Radio has characteristics that make it hard to “copy” or push out of the market or by-pass • local content: news, services, ... adapted to the hour of the day • trust between “voice” and “listener”: gatekeeper • there is an existing community of listeners and the station (much more than with TV) • radio is no jukebox • Yet, other initiatives are going after the attention of the listener zondag 25 april 2010 54
  55. 55. Radio and Internet go together • Radio is the ideal “secondary” medium: it mixes well with other activities like working or surfing • This makes a perfect match between • radio to push people to online • online to capture and activate the audience • Radio is very “social” medium, with a great potential to convert the offline community into an online community • Young people continue to listen to the radio (cfr. FM-tuners in latest iPods) zondag 25 april 2010 55
  56. 56. Print Magazines, Dead and Burried? zondag 25 april 2010 56
  57. 57. State of Magazines •They too are having an “identity crisis” •But the situation is more like with radio and not as bad as with newspapers •Still, what will the future bring? zondag 25 april 2010 57
  58. 58. The future of Magazines? zondag 25 april 2010 58
  59. 59. Mobile. Not dead at all. zondag 25 april 2010 59
  60. 60. Mobile is the Biggest! p ho nes. mo bile so ld 5 bi llion were bi llion n e! os t 1 r alo Alm las t yea o ve r the zondag 25 april 2010 60
  61. 61. Mobile is Finally Here • For 10 years, mobile internet really sucked • One disruptive player (Apple) changed the game entirely with a new mobile paradigm (iPhone) challenging all other mobile hardware/software providers • to create more than just a phone • to raise the level of consumer experience • to create a new eco-system where lot’s off money can be made (content - tools - services) • Soon, 100% of the market will be “iPhonized” zondag 25 april 2010 61
  62. 62. And there’s another one... Google must have been thinking: “we can innovate too...” zondag 25 april 2010 62
  63. 63. Mobile + social + real-world = future iPhone app -> LBS wine store Internet of Things: scanning/ tagging product More info, rating, social reviews Tag to my digital assets (I’ll buy later or elsewhere or online) zondag 25 april 2010 63
  64. 64. Mobile + social + real-world = future iPhone app -> LBS wine store Internet of Things: scanning/ tagging product More info, rating, social reviews Tag to my digital assets (I’ll buy later or elsewhere or online) zondag 25 april 2010 64
  65. 65. Mobile + social + real-world = future iPhone app -> LBS wine store Internet of Things: scanning/ tagging product More info, rating, social reviews Tag to my digital assets (I’ll buy later or elsewhere or online) zondag 25 april 2010 65
  66. 66. Mobile + social + real-world = future iPhone app -> LBS wine store Internet of Things: scanning/ tagging product More info, rating, social reviews Tag to my digital assets (I’ll buy later or elsewhere or online) zondag 25 april 2010 66
  67. 67. And it’s just the beginning zondag 25 april 2010 67
  68. 68. zondag 25 april 2010 68
  69. 69. zondag 25 april 2010 69
  70. 70. Looking for a new Media Mix zondag 25 april 2010 70
  71. 71. Social is here to stay! Social is here to stay! Social is here to stay! Traditional Media Interactive Media Social Media Once we started the digital and interactive revolution, we knew that this had to evolve into a model, where people would not just settle for 24/7 self-service and interactivity (to just buy more stuff), but that they would claim what their part in the conversation. You can not give people remote controls and expect them to NOT zap away. zondag 25 april 2010 71
  72. 72. High Social Network = Personal Social Social Relationships Campaigns Viral Marketing Activation Campaigns Social Websites Interaction Engagement spread the Medium Email word Marketing Direct Marketing Online media Activation “contact” Campaigns Websites Traffic smell POS PR Advertising Build flower Broadcasting Low 2 weeks 2 months 2 years Duration zondag 25 april 2010 72
  73. 73. High Personal Social Social Relationships Campaigns Viral Marketing Activation Campaigns Social Websites Interaction Medium Email Social Site Marketing (info, fun, engagement, loyalty) Direct Online media Marketing Campaigns Websites POS PR Advertising Broadcasting Low 2 weeks 2 months 2 years Duration zondag 25 april 2010 73
  74. 74. High Personal Social Social Relationships Blogs, sites, ... Campaigns Viral Marketing Social seeding Activation Campaigns Social Websites Interaction Medium Email Social Site Marketing (info, fun, engagement, loyalty) Direct Online media Marketing Campaigns Websites Traffic POS PR Advertising Broadcasting Low 2 weeks 2 months 2 years Duration zondag 25 april 2010 74
  75. 75. High Extra-Muros (3th party Personal Social online real-estate) Social Relationships Blogs, sites, ... Campaigns Viral Marketing Social seeding Social Activation harvesting Campaigns Social Websites Interaction Medium Email Social Site Intra-Muros (your own (info, fun, engagement, loyalty) Direct Marketing online real-estate) Online media Marketing Campaigns Websites Conversion offline Traffic Conversion POS PR online Advertising Broadcasting Low 2 weeks 2 months 2 years Duration zondag 25 april 2010 75
  76. 76. High Personal Social Social Relationships Blogs, sites, ... Campaigns Viral Marketing Social seeding Social Activation harvesting Campaigns Social Websites Interaction Medium Email Social Site Marketing (info, fun, engagement, loyalty) Direct Online media Marketing Campaigns Websites Conversion offline Traffic Conversion POS PR online Advertising Broadcasting Low 2 weeks 2 months 2 years Duration zondag 25 april 2010 76
  77. 77. High Personal Social Social Relationships Blogs, sites, ... Campaigns Viral Marketing Social seeding Social Activation harvesting Campaigns Social Websites Interaction Medium Email Social Site Marketing (info, fun, engagement, loyalty) Direct Online media Marketing Campaigns Websites Conversion offline Traffic Conversion POS PR online Advertising Broadcasting Low 2 weeks 2 months 2 years Duration zondag 25 april 2010 77
  78. 78. High Personal Social Social Relationships Blogs, sites, ... Campaigns Viral Marketing Social seeding Social Activation harvesting Campaigns Social Websites Interaction Medium Email Social Site Marketing (info, fun, engagement, loyalty) Direct Online media Marketing Campaigns Websites Conversion offline Traffic Conversion POS PR online Advertising Broadcasting Low 2 weeks 2 months 2 years Duration zondag 25 april 2010 78
  79. 79. High Personal Social Social Relationships Blogs, sites, ... Campaigns Viral Marketing Social seeding Social Activation harvesting Campaigns Social Websites Interaction Medium Email Social Site Marketing (info, fun, engagement, loyalty) Direct Online media Marketing Campaigns Websites Conversion offline Traffic Conversion POS PR online Advertising Broadcasting Low 2 weeks 2 months 2 years Duration zondag 25 april 2010 79
  80. 80. High Personal Social Social Relationships Blogs, sites, ... Campaigns Viral Marketing Social seeding Social Activation harvesting Campaigns Social Websites Interaction Medium Email Social Site Marketing (info, fun, engagement, loyalty) Direct Online media Marketing Campaigns Websites Conversion offline Traffic Conversion POS PR online Advertising Broadcasting Low 2 weeks 2 months 2 years Duration zondag 25 april 2010 80
  81. 81. High Personal Social Social Relationships Blogs, sites, ... Campaigns Viral Marketing Social seeding Social Activation harvesting Campaigns Social Websites Interaction Medium Email Social Site Marketing (info, fun, engagement, loyalty) Direct Online media Marketing Campaigns Websites Conversion offline Traffic Conversion POS PR online Advertising Broadcasting Low 2 weeks 2 months 2 years Duration zondag 25 april 2010 81
  82. 82. “Get Into The Stream” (freely after Madonna) zondag 25 april 2010 82
  83. 83. Stream Destination versus zondag 25 april 2010 83
  84. 84. Destination versus a Stream versus zondag 25 april 2010 84
  85. 85. Destination •The traditional way of thinking •“Come to us, we will show you” •They are in control of: programming, advertising, presentation, comments, ... •They used to be closed and afraid to share ... zondag 25 april 2010 85
  86. 86. Stream • The new paradigm: status updates create the “live web” • It comes to you, depending on who/what you want to follow • Driven by Twitter, Facebook, Google Reader, ... • Filtered by yourself, allowing your peers to be your gatekeeper • Open, open, open, ... zondag 25 april 2010 86
  87. 87. The power of “The Stream” zondag 25 april 2010 87
  88. 88. The power of “The Stream” zondag 25 april 2010 88
  89. 89. The power of “The Stream” versus zondag 25 april 2010 89
  90. 90. But, get in the stream too It’s OK to be a destination site zondag 25 april 2010 90
  91. 91. Positive actions require a plan. zondag 25 april 2010 91
  92. 92. At’s about “Social Business” • Social Media can be used for anything • Marketing (create an audience and interact with it) • Support (track issues and help people, even if they are not your customers) • Sales (put your promo’s in the social stream) • HR (looking for staff? Social Media are a very effective and inexpensive way to search) • Research (your social graph is a rich source of information, that you can not just search but also inquire) • Both B2C and B2B zondag 25 april 2010 92
  93. 93. At’s about “Social Business” •Research shows that big brands in social media are big brands in real live •But small companies can benefit from social media too: • you really have to be smart, not rich • in social media, it’s “relevance” that counts, not “decibels” • if you are willing to engage, you can create personal, working (and profitable) relationships zondag 25 april 2010 93
  94. 94. At’s about “Social Business” •But beware: • you really have to be transparent. Once you engage in social media, you have to be open an honest as a company. • you have to be “the real you”. Don’t fake. • it takes time to build a network and you can not just buy it. • your staff is the best way to start spreading your messages • don’t overdo, don’t spam •It’s ideal to create new, strong and viral relationships zondag 25 april 2010 94
  95. 95. Creating a “Social Media Plan” 1 Internal Awareness 2 Goal, objectives, strategy 3 Teams 4 Social Networks & Tools 5 Find Internal Ambassadors 6 Social Media Policy 7 Define SM projects 8 Roll-Out SM projects 9 Social Seeding 10 Follow-up, measure 11 Engage zondag 25 april 2010 95
  96. 96. • The media-landscape has changed with the arrival of digital, the internet, social, mobile, ... • Traditional media must adapt to this new reality • It’s not a threat, is an Embrace the future! opportunity. Embrace to new possibilities, • as they reflect what the audience is actually doing (not what we think they are doing) • they are very powerful • It’s a matter of finding a new balance between • traditional and new • top-down and bottom-up • talking and listening zondag 25 april 2010 96
  97. 97. twitter.com/jcaudron zondag 25 april 2010 97
  98. 98. Fixing the Media In Search of a New Media Mix VAR April 1, 2010 jo@caudron.com zondag 25 april 2010 98

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