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Fixing the media for IoD / British Chamber of Commerce
 

Fixing the media for IoD / British Chamber of Commerce

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    Fixing the media for IoD / British Chamber of Commerce Fixing the media for IoD / British Chamber of Commerce Presentation Transcript

    • The media are broken, can we fix them? May 2010 jo@caudron.com donderdag 13 mei 2010 1
    • twitter.com/jcaudron donderdag 13 mei 2010 2
    • About Dear Media Digital Strategy & Innovation donderdag 13 mei 2010 3
    • About Dear Media donderdag 13 mei 2010 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 Facebook stream picture: (c) Pieter Baert donderdag 13 mei 2010 5
    • Introduction donderdag 13 mei 2010 6
    • To get this started... • Who is using? • Who is using? • Twitter • a Blackberry • Facebook, Netlog, ... • an iPhone (2G, 3G, 3Gs) • LinkedIn, Plaxo • an iPad • Email • a Google Phone (Nexus One) • Google Wave • an Android • LBS • a Nokia, Samsung, Sony Ericsson, ... • Augmented Reality donderdag 13 mei 2010 7
    • What’s your primary news source? • Radio • Newspaper • TV • Online newspaper • Magazines • Mine is ... donderdag 13 mei 2010 8
    • Halle Train Crash February ’10 What was the first media-brand that reported on the crash? donderdag 13 mei 2010 9
    • The Perfect Storm donderdag 13 mei 2010 10
    • Drivers of change Content choice the power of many advertising Clutter Social Media Convenience, Richness & poor Creativity Control donderdag 13 mei 2010 11
    • Drivers of change Content choice donderdag 13 mei 2010 12
    • 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 ... donderdag 13 mei 2010 13
    • Drivers of change advertising Clutter On average we are exposed to over 3.000 brand impressions each day! donderdag 13 mei 2010 14
    • Drivers of change poor Creativity interuption marketing, 30”, expandables, splash screens, ... donderdag 13 mei 2010 15
    • 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 • … donderdag 13 mei 2010 16
    • 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 donderdag 13 mei 2010 17
    • Drivers of change PLACE SHIFTING Convenience, Richness & Control donderdag 13 mei 2010 18
    • Drivers of change AUTHORITY SHIFTING the power of many Social Media donderdag 13 mei 2010 19
    • 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 donderdag 13 mei 2010 20
    • Media 1.0 donderdag 13 mei 2010 21
    • 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 donderdag 13 mei 2010 22
    • Examples donderdag 13 mei 2010 23
    • Blogs donderdag 13 mei 2010 24
    • Microblogging sites donderdag 13 mei 2010 25
    • Social Networks donderdag 13 mei 2010 26
    • Social Networks B2B donderdag 13 mei 2010 27
    • Video Platforms donderdag 13 mei 2010 28
    • Photo Platforms donderdag 13 mei 2010 29
    • Music Platforms donderdag 13 mei 2010 30
    • Travel Platforms donderdag 13 mei 2010 31
    • Social Shopping donderdag 13 mei 2010 32
    • Price comparison - social shopping donderdag 13 mei 2010 33
    • Co-creation donderdag 13 mei 2010 34
    • Collaboration donderdag 13 mei 2010 35
    • Location, Location, Location donderdag 13 mei 2010 36
    • The sky is the limit... donderdag 13 mei 2010 37
    • Some Numbers donderdag 13 mei 2010 38
    • February 2010: Facebook has 400.000.000 members (and is making profit) = +700K per day! donderdag 13 mei 2010 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) donderdag 13 mei 2010 40
    • donderdag 13 mei 2010 41
    • donderdag 13 mei 2010 42
    • donderdag 13 mei 2010 43
    • donderdag 13 mei 2010 44
    • Mobile. Not dead at all. donderdag 13 mei 2010 45
    • Worldwide: 6.7bio people 1.7bio are on the internet that’s like 25% For Belgium: 10.4mio people 7mio are on the internet that’s 67,3% Facebook Worldwide 316mio people Facebook Belgium: 2.8mio people donderdag 13 mei 2010 46
    • 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 donderdag 13 mei 2010 47
    • 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” donderdag 13 mei 2010 48
    • And there’s another one... Google must have been thinking: “we can innovate too...” donderdag 13 mei 2010 49
    • donderdag 13 mei 2010 50
    • 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) donderdag 13 mei 2010 51
    • 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) donderdag 13 mei 2010 52
    • 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) donderdag 13 mei 2010 53
    • 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) donderdag 13 mei 2010 54
    • Augmented Reality •Do you know what this is? •No? •You are probably using it already ... donderdag 13 mei 2010 55
    • Augmented Reality Everyone has been using this for years donderdag 13 mei 2010 56
    • Augmented Reality Some might already take it a next step... donderdag 13 mei 2010 57
    • Augmented Reality - The Future donderdag 13 mei 2010 58
    • And it’s just the beginning donderdag 13 mei 2010 59
    • donderdag 13 mei 2010 60
    • So, Traditional Media are dead? donderdag 13 mei 2010 61
    • Are newspapers dead? donderdag 13 mei 2010 62
    • donderdag 13 mei 2010 63
    • Traditional media under great pressure donderdag 13 mei 2010 64
    • Will new technology help? donderdag 13 mei 2010 65
    • Is TV dead? Probably not. donderdag 13 mei 2010 66
    • 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, ...) donderdag 13 mei 2010 67
    • donderdag 13 mei 2010 68
    • Radio must be dead too? Nope, not really. donderdag 13 mei 2010 69
    • They have NO radio donderdag 13 mei 2010 70
    • donderdag 13 mei 2010 71
    • Looking for a new Media Mix donderdag 13 mei 2010 72
    • 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 donderdag 13 mei 2010 73
    • “Get Into The Stream” (freely after Madonna) donderdag 13 mei 2010 74
    • Stream Destination versus donderdag 13 mei 2010 75
    • Destination versus a Stream versus donderdag 13 mei 2010 76
    • 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 ... donderdag 13 mei 2010 77
    • 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, ... donderdag 13 mei 2010 78
    • The power of “The Stream” versus donderdag 13 mei 2010 79
    • But, get in the stream too It’s OK to be a destination site donderdag 13 mei 2010 80
    • People don’t create news, they share the news of the publishers The network is the gatekeeper Top-down Bottom-up donderdag 13 mei 2010 81
    • Positive actions require a plan. donderdag 13 mei 2010 82
    • 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 donderdag 13 mei 2010 83
    • 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 donderdag 13 mei 2010 84
    • 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 donderdag 13 mei 2010 85
    • 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 donderdag 13 mei 2010 86
    • donderdag 13 mei 2010 87
    • • 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 donderdag 13 mei 2010 88
    • twitter.com/jcaudron donderdag 13 mei 2010 89
    • The media are broken, can we fix them? May 2010 jo@caudron.com donderdag 13 mei 2010 90