"Fixing the Media" EMS top seminar

EMS Top Seminar Fixing the Media... April 2011 jo@dearmedia.bemaandag 2 mei 2011 1

Don’t believe anything you will hear or see in the next hour!maandag 2 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 Baertmaandag 2 mei 2011 3

maandag 2 mei 2011 4

twitter.com/jcaudronmaandag 2 mei 2011 5

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, ...)maandag 2 mei 2011 6

The Perfect Storm Media Consumption is Changingmaandag 2 mei 2011 7

Drivers of change Content choice the power of many Social Media advertising Clutter Convenience, Richness & Control poor Creativitymaandag 2 mei 2011 8

Drivers of change Content choicemaandag 2 mei 2011 9

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 ...maandag 2 mei 2011 10

Drivers of change advertising Clutter On average we are exposed to over 3.000 brand impressions each day!maandag 2 mei 2011 11

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 Creativitymaandag 2 mei 2011 12

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 • …maandag 2 mei 2011 13

Drivers of change TIMESHIFTING Convenience, Richness & Controlmaandag 2 mei 2011 14

Drivers of change PLACE SHIFTING Convenience, Richness & Controlmaandag 2 mei 2011 15

Drivers of change AUTHORITY SHIFTING the power of many Social Mediamaandag 2 mei 2011 16

Drivers of change Fragmentation Content choice the power of many Social Media advertising Clutter Convenience, Richness & Control poor Creativity Irritation Shift of control and ownershipmaandag 2 mei 2011 17

7.000.000.000maandag 2 mei 2011 18

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.maandag 2 mei 2011 19

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 2014maandag 2 mei 2011 22

The Future of Computing is NOT on PC’s Shift towards tablets, smartphones, ...?maandag 2 mei 2011 23

So, Traditional Media are Dead?maandag 2 mei 2011 24

The future of TVmaandag 2 mei 2011 25

The future of TV might not be on TVmaandag 2 mei 2011 26

The future of TV might not be on TVmaandag 2 mei 2011 28

Will new technology help?maandag 2 mei 2011 30

The future of Magazines?maandag 2 mei 2011 31

They have NO radiomaandag 2 mei 2011 32

Understanding the next logical step in the digital evolutionmaandag 2 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 Openmaandag 2 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 Openmaandag 2 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 Openmaandag 2 mei 2011 36

High Personal (Social) Social Relationships Campaigns Viral Marketing Activation Campaigns Social Websites Interaction Medium Email Marketing Online media Direct Campaigns Websites Marketing PR Traditional Low Above Media 2 weeks 2 months 2 years Durationmaandag 2 mei 2011 37

High Personal (Social) Social Relationships Campaigns Viral Marketing Activation Campaigns Social Websites Interaction Medium Email Your Destination Marketing (info, fun, engagement, loyalty) Online media Direct Campaigns Websites Marketing PR Traditional Low Above Media 2 weeks 2 months 2 years Durationmaandag 2 mei 2011 38

High Personal Social Social Relationships Blogs, sites, ... Campaigns Viral Marketing Social seeding Activation Campaigns Social Websites Interaction Medium Email Your Destination Marketing (info, fun, engagement, loyalty) Online media Direct Campaigns Websites Marketing Trafﬁc PR Traditional Low Above Media 2 weeks 2 months 2 years Durationmaandag 2 mei 2011 39

High Extra-Muros (3th party Personal Social online real-estate) Social Relationships Blogs, sites, ... Campaigns Viral Marketing Social harvesting Social seeding Activation Campaigns Social Websites Interaction Medium Email Your Destination Intra-Muros (your own (info, fun, engagement, loyalty) Marketing online real-estate) Online media Direct Campaigns Websites Marketing Conversion ofﬂine Trafﬁc Conversion PR online Traditional Low Above Media 2 weeks 2 months 2 years Durationmaandag 2 mei 2011 40

Interaction 8maandag 2 mei 2011 High Medium Low Viral Marketing Email Marketing Direct Marketing Trafﬁc Traditional Above Media 2 weeks Social Campaigns Online media Campaigns PR Activation Campaigns Conversion 2 months ofﬂine Duration Personal Social Social Relationships Blogs, sites, ... harvesting Social Websites Social seeding Your Destination (info, fun, engagement, loyalty) Websites 2 years Conversion online Extra-Muros (3th party online real-estate) Intra-Muros (your own online real-estate) 41

Want to be ready? Change your view on advertising Start using social networks Get a decent Get on Twitter smartphone Get a tabletmaandag 2 mei 2011 42

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 ;-)maandag 2 mei 2011 43

EMS Top Seminar Fixing the Media April 2011 jo@dearmedia.bemaandag 2 mei 2011 44

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"Fixing the Media" EMS top seminar

by jcaudron on May 02, 2011

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"Fixing the Media" EMS top seminar — Presentation Transcript