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Captains of retail
 

Captains of retail

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    Captains of retail Captains of retail Presentation Transcript

    • Captains of Retail ... and the New Digital Media May 2011 jo@dearmedia.bevrijdag 13 mei 2011 1
    • Don’t believe anything you will hear or see in the next hour!vrijdag 13 mei 2011 2
    • About us... • Founding Partner of Dear Media, a digital media consulting company (www.dearmedia.be) • 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 Facebook stream picture: (c) Pieter Baertvrijdag 13 mei 2011 3
    • twitter.com/jcaudronvrijdag 13 mei 2011 4
    • To get this started... • Who is using? • Who is using? - Twitter - an iPhone (2G, 3G, 3Gs, 4G) - Facebook, Netlog, ... - an Android - LinkedIn, Plaxo - a Blackberry - Email - a Nokia, Samsung, Sony - LBS Ericsson, ... - Augmented Reality - a tablet (iPad 1, iPad 2, Android, ...)vrijdag 13 mei 2011 5
    • The Perfect Storm Media Consumption is Changingvrijdag 13 mei 2011 6
    • Drivers of change Content choice the power of many Social Media advertising Clutter Convenience, Richness & Control poor Creativityvrijdag 13 mei 2011 7
    • Drivers of change Content choicevrijdag 13 mei 2011 8
    • Youtube TOP 20 most viewed videos = 11.000.000.000 minutes = 280.000.000 episodes of e.g. “Lost” +2.000.000 new movies are added DAILY And this is just Youtube ...vrijdag 13 mei 2011 9
    • Drivers of change advertising Clutter On average we are exposed to over 3.000 brand impressions each day!vrijdag 13 mei 2011 10
    • Drivers of change Traditional formats do not work in the digital space (interuption marketing, 30”, expandables, splash screens, ...) And the work less in the traditional space. poor Creativityvrijdag 13 mei 2011 11
    • 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 & Control • Games • User generated content • …vrijdag 13 mei 2011 12
    • Drivers of change TIMESHIFTING Convenience, Richness & Controlvrijdag 13 mei 2011 13
    • Drivers of change PLACE SHIFTING Convenience, Richness & Controlvrijdag 13 mei 2011 14
    • Drivers of change AUTHORITY SHIFTING the power of many Social Mediavrijdag 13 mei 2011 15
    • Drivers of change Fragmentation Content choice the power of many Social Media advertising Clutter Convenience, Richness & Control poor Creativity Irritation Shift of control and ownershipvrijdag 13 mei 2011 16
    • Media 1.0vrijdag 13 mei 2011 17
    • 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 2.0vrijdag 13 mei 2011 18
    • 7.000.000.000vrijdag 13 mei 2011 19
    • December 2010: Facebook has 600.000.000 members They are planning to reach 1 billion members by 2012 That’s +650K users EVERY DAY! There are 4.5 million users in Belgium.vrijdag 13 mei 2011 20
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    • 300 225 In Q4 2010 7,3% of all PC’s sold globally, where iPads ... (source: IDC). 150 By 2014 almost 500.000.000 tablets will be sold. 75 Apple will continue to dominate the market for the next coming years. 0 2010 2011 2012 2013 2014vrijdag 13 mei 2011 23
    • The Future of Computing is NOT on PC’s Shift towards tablets, smartphones, ...?vrijdag 13 mei 2011 24
    • So, Traditional Media are Dead?vrijdag 13 mei 2011 25
    • The future of TVvrijdag 13 mei 2011 26
    • The future of TV might not be on TVvrijdag 13 mei 2011 27
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    • Will new technology help?vrijdag 13 mei 2011 30
    • The future of Magazines?vrijdag 13 mei 2011 31
    • They have NO radiovrijdag 13 mei 2011 32
    • Understanding the next logical step in the digital evolutionvrijdag 13 mei 2011 33
    • Semantic Web Machine-to-machine Decentralized (machine-driven) Artificial Intelligence Web 3.0 The Internet of Things RFID & tagging Sharing, Tagging, “favoriting” Location Based Services Content Curation Bottom-up Decentralized (user-driven) The Life Web (micro-blogging) Participative Sharing, Tagging, “favoriting”, curation, … Web 2.0 Social Networks (Facebook, …) Dynamic & Rich Experiences Interaction with others Anything, Anytime, Anyplace (mobile, …): shift of Youtube, Flickr, … time, place and authority Blogs Top-down Portals Centrally owned Consumption-oriented Web 1.0 Sites Static information Life Event Structure Interactive Services Monolithic Modular Atomic Closed Openvrijdag 13 mei 2011 34
    • Semantic Web Machine-to-machine Decentralized (machine-driven) Artificial Intelligence Web 3.0 The Internet of Things RFID & tagging Sharing, Tagging, “favoriting” Location Based Services Content Curation Bottom-up Decentralized (user-driven) The Life Web (micro-blogging) Participative Sharing, Tagging, “favoriting”, curation, … Web 2.0 Social Networks (Facebook, …) Dynamic & Rich Experiences Interaction with others Anything, Anytime, Anyplace (mobile, …): shift of Youtube, Flickr, … time, place and authority Blogs Top-down Portals Centrally owned Consumption-oriented Web 1.0 Sites Static information Life Event Structure Interactive Services Monolithic Modular Atomic Closed Openvrijdag 13 mei 2011 35
    • Semantic Web Machine-to-machine Decentralized (machine-driven) Artificial Intelligence Web 3.0 The Internet of Things RFID & tagging Sharing, Tagging, “favoriting” Location Based Services +Tag Content Curation Bottom-up Evolution of Navigation Decentralized (user-driven) The +Ask (micro-blogging) Life Web Participative Sharing, Tagging, “favoriting”, curation, … Web 2.0 Social Networks (Facebook, …) Dynamic & Rich Experiences Interaction with others Anything, Anytime, Anyplace (mobile, …): shift of +Search Youtube, Flickr, … time, place and authority Blogs Top-down Portals Browse Centrally owned Consumption-oriented Web 1.0 Sites Static information Life Event Structure Interactive Services Monolithic Modular Atomic Closed Openvrijdag 13 mei 2011 36
    • 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)vrijdag 13 mei 2011 37
    • 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)vrijdag 13 mei 2011 38
    • 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)vrijdag 13 mei 2011 39
    • 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)vrijdag 13 mei 2011 40
    • Social, Mobile and Retail... How do they ad up?vrijdag 13 mei 2011 41
    • First the bad news... • Study from Forrester and GSI Commerce • Based on data by online retailers • Conclusions - less than 2% of orders were the result of shoppers coming from a social network - Buying things from retailers is maybe 10th on the list of things they want to do on Facebook - somewhat effective for distributing news about short-term deals • So what did we expect? Facebook as the Walhalla for advertising, selling, ...? • People do not come to Facebook to see YOU, let alone to buy from you...vrijdag 13 mei 2011 42
    • Next the good news • Social & mobile are not about short-term advertising • Social & mobile are is about building long-term relationships • Social & mobile are about translating the trust-based relationship between people, into positive value for your brands and products - subtle - recommendations based • Social & mobile are about connecting to your audience, listening to the market, responding to questions, helping them with their problems • Social & mobile are all about brand utility • (r)etailers that can master this, will benefit from social and mobile mediavrijdag 13 mei 2011 43
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    • Want to be ready? Change your view on advertising Start using social networks Get a decent Get on Twitter smartphone Get a tabletvrijdag 13 mei 2011 50
    • Beware of Macro-Myopia* *the trend to overestimate the impact of change on the short term and to underestimate the impact of change on the long term. Don’t say I didn’t warn you ;-)vrijdag 13 mei 2011 51
    • Captains of Retail ... and the New Digital Media May 2011 jo@dearmedia.bevrijdag 13 mei 2011 52