Presentation I gave during public session, organized by the Librarby of Wetteren, Belgium.

1. The media are broken,
can we fix them?
Bibliotheek Wetteren
March 2010
jo@caudron.com
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3. About Dear Media
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4. About Dear Media
Digital Strategy & Innovation for:
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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
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7. Introduction
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8. 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
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9. What’s your primary news source?
• Radio
• Newspaper
• TV
• Online newspaper
• Magazines
• Mine is ...
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10. What’s your primary news source?
• Radio
• Newspaper
• TV
• Online newspaper
• Magazines
• Mine is ...
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11. What’s your primary news source?
• Radio
• Newspaper
• TV
• Online newspaper
• Magazines
• Mine is ...
Where is your Twitter Wall?
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12. Halle Train Crash February ’10
What was the first media-brand
that reported on the crash?
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13. And...
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14. The Perfect Storm
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15. Drivers of change
Content choice
the power of many
advertising Clutter
Social Media
Convenience, Richness & poor Creativity
Control
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16. Drivers of change
Content choice
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17. Drivers of change
Content choice
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18. 120.000.000 viewers x 6 = 620.000.000 min = 15mio “Prison Break”
episodes
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19. 120.000.000 viewers x 6 = 620.000.000 min = 15mio “Prison Break”
episodes
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20. 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 ...
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21. Drivers of change
advertising Clutter
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22. Drivers of change
advertising Clutter
On average we are exposed to over 3.000 brand impressions each day!
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23. Drivers of change
poor Creativity
interuption marketing, 30”,
expandables, splash screens, ...
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24. Drivers of change
poor Creativity
interuption marketing, 30”,
expandables, splash screens, ...
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25. Drivers of change
Convenience, Richness &
Control
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26. Drivers of change
Media are losing their
traditional “push” power.
Convenience, Richness &
Control
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27. Drivers of change
Viewers are taking
Media are losing their control, deciding
traditional “push” power. what they want to
watch, when, and
how.
Convenience, Richness &
Control
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28. 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
• …
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29. 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
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30. Drivers of change
PLACE SHIFTING
Convenience, Richness &
Control
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31. Drivers of change
AUTHORITY SHIFTING
the power of many
Social Media
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32. Drivers of change
AUTHORITY SHIFTING
the power of many
Social Media
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33. 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
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34. Media 1.0
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35. 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
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36. 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
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37. Examples
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38. Social Networks
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39. Microblogging sites
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40. Blogs
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41. Video Platforms
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42. Photo Platforms
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43. Travel Platforms
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44. Price comparison - social shopping
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45. Co-creation
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46. Collaboration
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47. The sky is the limit...
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48. Some Numbers
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50. February 2010: Facebook has
400.000.000 members (and is
making profit) = +700K per day!
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51. 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)
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56. So, Traditional Media are dead?
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58. Are newspapers dead?
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60. Traditional media under great pressure
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61. Is TV dead?
Probably
not.
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62. 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, ...)
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63. The future of TV might not be on TV
Lost S05E06 NLSubs
Source: Cisco, June 2008
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64. The future of TV might not be on TV
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65. Radio must be dead too?
Nope, not really.
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66. Radio is not dead
• Like magazines, radio has characteristics that make it harder to
“copy” 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
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67. Mobile.
Not dead at all.
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68. 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
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69. 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”
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70. And there’s another one...
Google must have been thinking:
“we can innovate too...”
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71. 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)
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72. 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)
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73. 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)
woensdag 10 maart 2010 59

74. 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)
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75. Augmented Reality
•Do you know what this is?
•No?
•You are probably using it already ...
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76. Augmented Reality
Everyone has been
using this for years
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77. Augmented Reality
Some might already take it a
next step...
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78. Augmented Reality - The Future
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79. Augmented Reality - The Future
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81. And it’s just the
beginning
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85. Can you just ignore Social Media?
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86. Why are companies NOT using SM?
Is this the right way to go?
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87. Why are companies NOT using SM?
• Lack of information => ignorance
• Ignorance => fear
• No idea of the current size,
growth, impact, potential,
value, ...
• Decissionmakers are often too old
themselves to understand the
importance of this rapid change
• But they are locking-out reality
and the future of online
communication!
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88. Why Allow Social Media?
• Social Media are changing the way we
• live
• work
• get informed
• ...
• Do you want to deprive your staff access to phone, internet or
mail?
• If not:
• why limit access to a highly efficient and powerful source of
communication and information?
• why push your staff into “stealth mode”. They will do it anyway!
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89. Why Allow Social Media?
• Because you simply can not switch it off!
• Remember Iran?
• Primary access to social sites in the very near future will be via mobile devices
(often not part of your infrastructure)
• It’s part of people’s lives
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90. SHIFT in WORK -> “Weisure”
Traditionally
off Home off Work
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91. SHIFT in WORK -> “Weisure”
Traditionally
off Home off Work
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92. SHIFT in WORK -> “Weisure”
Traditionally
off Home off Work
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93. SHIFT in WORK -> “Weisure”
Today
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94. SHIFT in WORK -> “Weisure”
Today
Checking
the digital
planning
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95. SHIFT in WORK -> “Weisure”
Today
Checking
the digital
planning SMS’ing a
collegue
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96. SHIFT in WORK -> “Weisure”
Today
Video
conference
Checking / email
the digital handling / ..
planning SMS’ing a
collegue
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97. SHIFT in WORK -> “Weisure”
Today
Video
conference
Checking Reading
/ email
the digital emails in
handling / ..
planning SMS’ing a the traffic
collegue jam
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98. SHIFT in WORK -> “Weisure”
Today
Video Finishing a
conference report
Checking Reading
/ email through the
the digital emails in
handling / .. VPN
planning SMS’ing a the traffic
collegue jam
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99. SHIFT in WORK -> “Weisure”
Today
Video Finishing a
conference report
Checking Reading
/ email through the
the digital emails in
handling / .. VPN
planning SMS’ing a the traffic
collegue jam
woensdag 10 maart 2010 75

100. SHIFT in WORK -> “Weisure”
Today
Video Finishing a
conference report
Checking Reading
/ email through the
the digital emails in
handling / .. VPN
planning SMS’ing a the traffic
collegue jam
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101. Why Allow Social Media?
• Social Media are a huge opportunity to
• market your company, products, services
• to attract employees
• to tap into an unseen source of information and knowledge
• You just have to understand how it works, and how you can use it
without disturbing your normal activities
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102. The media are broken,
can we fix them?
Bibliotheek Wetteren
March 2010
jo@caudron.com
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