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Fixing The Media #Fleet09
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Fixing The Media #Fleet09

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  • Check out the Dear Media website (http://www.dearmedia.be/home/2009/11/20/my-presentation-at-the-fleet09-event.html) for a full Twitter transcript of the event.

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  • 1. The media are broken, can we fix them? IBBT-FLEET Eindconferentie 20 november 2009 jo@caudron.com vrijdag 20 november 2009 1
  • 2. About Dear Media vrijdag 20 november 2009 2
  • 3. About Dear Media Digital Strategy & Innovation for: vrijdag 20 november 2009 3
  • 4. 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 vrijdag 20 november 2009 4
  • 5. Introduction vrijdag 20 november 2009 5
  • 6. To get this started... • Who is using? • Who has? • Twitter • a Blackberry • Facebook, Netlog, ... • an iPhone (2G, 3G, 3Gs) • LinkedIn, Plaxo • an Android • Email • a Nokia, Samsung, Sony Ericsson, ... • Google Wave • LBS • Augmented Reality vrijdag 20 november 2009 6
  • 7. What’s your primary news source? • Radio • Newspaper • TV • Online newspaper • Magazines • Mine is ... Where is your Twitter Wall? vrijdag 20 november 2009 7
  • 8. The Perfect Storm vrijdag 20 november 2009 8
  • 9. Drivers of change Content choice the power of many advertising Clutter Social Media Convenience, Richness & poor Creativity Control vrijdag 20 november 2009 9
  • 10. Drivers of change Content choice vrijdag 20 november 2009 10
  • 11. 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 ... vrijdag 20 november 2009 11
  • 12. Drivers of change advertising Clutter poor Creativity interuption marketing, 30”, On average we are exposed to over expandables, splash screens, ... 3.000 brand impressions each day! vrijdag 20 november 2009 12
  • 13. 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 • … vrijdag 20 november 2009 13
  • 14. 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 vrijdag 20 november 2009 14
  • 15. Drivers of change PLACE SHIFTING Convenience, Richness & Control vrijdag 20 november 2009 15
  • 16. Drivers of change AUTHORITY SHIFTING the power of many Social Media vrijdag 20 november 2009 16
  • 17. 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 vrijdag 20 november 2009 17
  • 18. Media 1.0 vrijdag 20 november 2009 18
  • 19. 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 vrijdag 20 november 2009 19
  • 20. Social Objects: content, media, the dynamics of services, ... social objects for Text, Pictures,Video, Blogs, Twitter Tweets, Live feeds, Geo-data, applications, ... professional media BOTTOM-UP (User-generated) Beehive TOP-DOWN (central ownership) Social Features Rating Tagging Sharing (STAF, STAN) Commenting Grouping Social Bookmarking Aggretation ... Youtube, FlickR, ... Flower Syndication Twitter, Facebook, ... vrijdag 20 november 2009 20
  • 21. Social Media Distribution traditional media social media Sender Seeder Traditional reach Mobile Print TV Web TV a group of often engaged consumers of your brands/ Receiver Receiver products who engage in Social reach Receiver conversations with you and Receiver Receiver amongst themselves + and - Receiver Receiver Receiver “harvest the potential of the cloud” vrijdag 20 november 2009 21
  • 22. The future is social! vrijdag 20 november 2009 22
  • 23. Social is Huge October 2009: Facebook has 316.000.000 members (and is making profit) vrijdag 20 november 2009 23
  • 24. Social is Huge +200.000 users in Belgium from September ’09 to October ’09! -> 26,5% of the population. 100.000 people on Twitter vrijdag 20 november 2009 24
  • 25. Getting into the “social stream” ... The “Live Web” vrijdag 20 november 2009 25
  • 26. Stream Destination versus vrijdag 20 november 2009 26
  • 27. Destination versus a Stream versus vrijdag 20 november 2009 27
  • 28. 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 ... •They could keep content exclusive and charge for it vrijdag 20 november 2009 28
  • 29. 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, ... vrijdag 20 november 2009 29
  • 30. The new rules for (print) media Social Site SMS Twitter (Facebook) Site E-zine Magazine Site instant, semi-instant, often (12h) news, 24h news + insights, insights, reports, archive, long-tail breaking news breaking news what’s happening 7d 1m (important) (important or not) around you? • Build GOOD destination sites (because that is • Allow others to share and (re)distribute your where people will eventually still “land”) headlines (and link them to your own site) • Get into the stream of your audience: create a • Share and (re)distribute content of others social media delivery strategy (a central plan and decentralized execution: everyone needs to • Be open, open, open, ... and have a solution for go social), but remember: it’s about connecting each step in the stream people to people! vrijdag 20 november 2009 30
  • 31. TV is also changing vrijdag 20 november 2009 31
  • 32. Who’s your competitor? Print is getting rich. Everyone is playing in everyone’s market. And the real compition is NOT local! vrijdag 20 november 2009 32
  • 33. The future of TV might not be on TV Lost S05E06 NLSubs Source: Cisco, June 2008 vrijdag 20 november 2009 33
  • 34. The future of TV might not be on TV vrijdag 20 november 2009 34
  • 35. The future of TV might not be on TV vrijdag 20 november 2009 35
  • 36. vrijdag 20 november 2009 36
  • 37. The media are broken, can we fix them? IBBT-FLEET Eindconferentie 20 november 2009 jo@caudron.com vrijdag 20 november 2009 37