The media are broken,
            can we fix them?

            May 2010

            jo@caudron.com


donderdag 13 mei 20...
twitter.com/jcaudron



donderdag 13 mei 2010                          2
About Dear Media
                          Digital Strategy & Innovation




donderdag 13 mei 2010                        ...
About Dear Media




donderdag 13 mei 2010            4
About me...
             •      Founding Partner of Dear Media
             •      Active in interactive since 1993 (Dear ...
Introduction



donderdag 13 mei 2010                  6
To get this started...
             • Who is using?                 • Who is using?
                   • Twitter          ...
What’s your primary news source?
             • Radio
             • Newspaper
             • TV
             • Online new...
Halle Train Crash February ’10
                             What was the first media-brand
                             tha...
The Perfect Storm




donderdag 13 mei 2010           10
Drivers of change

                                            Content choice


                        the power of many
...
Drivers of change

                          Content choice




donderdag 13 mei 2010                      12
Youtube TOP 23 most viewed
                        = 10.000.000.000 minutes
                        = 250.000.000 episodes...
Drivers of change



                                                          advertising Clutter




                On ...
Drivers of change




                                  poor Creativity

                                        interupti...
Drivers of change


                                                                        Viewers are taking

          ...
Drivers of change
                        TIMESHIFTING


                         Cfr. Tivo, Telenet Flexview, ...

     ...
Drivers of change
                        PLACE SHIFTING




                  Convenience, Richness &
                   ...
Drivers of change

                           AUTHORITY SHIFTING



                        the power of many
            ...
Drivers of change
                                                     Fragmentation

                                    ...
Media 1.0

donderdag 13 mei 2010               21
SOCIAL OBJECT
                                The Flower is the (potential) social
                                       ...
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) = +7...
TODAY: 3Mio in Belgium
       +300.000 users in Belgium from
       September ’09 to November ’09! ->
       28% of the po...
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
                      ...
Mobile is the
              Biggest!


                                    p ho nes.
                           mo  bile  ...
Mobile is Finally Here
             • For 10 years, mobile internet really sucked
             • One disruptive player (Ap...
And there’s another one...
             Google must have been thinking:
             “we can innovate too...”




donderda...
donderdag 13 mei 2010   50
Mobile + social + real-world = future

                        iPhone app -> LBS wine store

                        Inter...
Mobile + social + real-world = future

                        iPhone app -> LBS wine store

                        Inter...
Mobile + social + real-world = future

                        iPhone app -> LBS wine store

                        Inter...
Mobile + social + real-world = future

                        iPhone app -> LBS wine store

                        Inter...
Augmented Reality
             •Do you know what this is?
             •No?
             •You are probably using it alread...
Augmented Reality
                                  Everyone has been
                                  using this for yea...
Augmented Reality

                                  Some might already take it a
                                  next s...
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 in...
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
      ...
“Get Into The Stream”
                        (freely after Madonna)




donderdag 13 mei 2010                            ...
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...
Stream
            • The new paradigm: status
                  updates create the “live web”

            • It comes to y...
The power of “The Stream”



                           versus




donderdag 13 mei 2010                     79
But, get
                          in the
                          stream
                             too




It’s OK to...
People don’t create news, they
                        share the news of the publishers

                        The netwo...
Positive actions
            require a plan.




donderdag 13 mei 2010          82
At’s about “Social Business”
             • Social Media can be used for anything
                   • Marketing (create a...
At’s about “Social Business”
             •Research shows that big brands in social media are big
                    bran...
At’s about “Social Business”
             •But beware:
                   • you really have to be transparent. Once you en...
Creating a “Social Media Plan”
                        1   Internal Awareness

                        2   Goal, objective...
donderdag 13 mei 2010   87
• The media-landscape has changed
                                         with the arrival of digital, the
              ...
twitter.com/jcaudron



donderdag 13 mei 2010                          89
The media are broken,
            can we fix them?

            May 2010

            jo@caudron.com


donderdag 13 mei 20...
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Fixing the media for IoD / British Chamber of Commerce

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Fixing the media for IoD / British Chamber of Commerce

  1. 1. The media are broken, can we fix them? May 2010 jo@caudron.com donderdag 13 mei 2010 1
  2. 2. twitter.com/jcaudron donderdag 13 mei 2010 2
  3. 3. About Dear Media Digital Strategy & Innovation donderdag 13 mei 2010 3
  4. 4. About Dear Media donderdag 13 mei 2010 4
  5. 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 Facebook stream picture: (c) Pieter Baert donderdag 13 mei 2010 5
  6. 6. Introduction donderdag 13 mei 2010 6
  7. 7. 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
  8. 8. What’s your primary news source? • Radio • Newspaper • TV • Online newspaper • Magazines • Mine is ... donderdag 13 mei 2010 8
  9. 9. Halle Train Crash February ’10 What was the first media-brand that reported on the crash? donderdag 13 mei 2010 9
  10. 10. The Perfect Storm donderdag 13 mei 2010 10
  11. 11. Drivers of change Content choice the power of many advertising Clutter Social Media Convenience, Richness & poor Creativity Control donderdag 13 mei 2010 11
  12. 12. Drivers of change Content choice donderdag 13 mei 2010 12
  13. 13. 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
  14. 14. Drivers of change advertising Clutter On average we are exposed to over 3.000 brand impressions each day! donderdag 13 mei 2010 14
  15. 15. Drivers of change poor Creativity interuption marketing, 30”, expandables, splash screens, ... donderdag 13 mei 2010 15
  16. 16. 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
  17. 17. 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
  18. 18. Drivers of change PLACE SHIFTING Convenience, Richness & Control donderdag 13 mei 2010 18
  19. 19. Drivers of change AUTHORITY SHIFTING the power of many Social Media donderdag 13 mei 2010 19
  20. 20. 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
  21. 21. Media 1.0 donderdag 13 mei 2010 21
  22. 22. 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
  23. 23. Examples donderdag 13 mei 2010 23
  24. 24. Blogs donderdag 13 mei 2010 24
  25. 25. Microblogging sites donderdag 13 mei 2010 25
  26. 26. Social Networks donderdag 13 mei 2010 26
  27. 27. Social Networks B2B donderdag 13 mei 2010 27
  28. 28. Video Platforms donderdag 13 mei 2010 28
  29. 29. Photo Platforms donderdag 13 mei 2010 29
  30. 30. Music Platforms donderdag 13 mei 2010 30
  31. 31. Travel Platforms donderdag 13 mei 2010 31
  32. 32. Social Shopping donderdag 13 mei 2010 32
  33. 33. Price comparison - social shopping donderdag 13 mei 2010 33
  34. 34. Co-creation donderdag 13 mei 2010 34
  35. 35. Collaboration donderdag 13 mei 2010 35
  36. 36. Location, Location, Location donderdag 13 mei 2010 36
  37. 37. The sky is the limit... donderdag 13 mei 2010 37
  38. 38. Some Numbers donderdag 13 mei 2010 38
  39. 39. February 2010: Facebook has 400.000.000 members (and is making profit) = +700K per day! donderdag 13 mei 2010 39
  40. 40. 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
  41. 41. donderdag 13 mei 2010 41
  42. 42. donderdag 13 mei 2010 42
  43. 43. donderdag 13 mei 2010 43
  44. 44. donderdag 13 mei 2010 44
  45. 45. Mobile. Not dead at all. donderdag 13 mei 2010 45
  46. 46. 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
  47. 47. 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
  48. 48. 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
  49. 49. And there’s another one... Google must have been thinking: “we can innovate too...” donderdag 13 mei 2010 49
  50. 50. donderdag 13 mei 2010 50
  51. 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 51
  52. 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 52
  53. 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 53
  54. 54. 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
  55. 55. Augmented Reality •Do you know what this is? •No? •You are probably using it already ... donderdag 13 mei 2010 55
  56. 56. Augmented Reality Everyone has been using this for years donderdag 13 mei 2010 56
  57. 57. Augmented Reality Some might already take it a next step... donderdag 13 mei 2010 57
  58. 58. Augmented Reality - The Future donderdag 13 mei 2010 58
  59. 59. And it’s just the beginning donderdag 13 mei 2010 59
  60. 60. donderdag 13 mei 2010 60
  61. 61. So, Traditional Media are dead? donderdag 13 mei 2010 61
  62. 62. Are newspapers dead? donderdag 13 mei 2010 62
  63. 63. donderdag 13 mei 2010 63
  64. 64. Traditional media under great pressure donderdag 13 mei 2010 64
  65. 65. Will new technology help? donderdag 13 mei 2010 65
  66. 66. Is TV dead? Probably not. donderdag 13 mei 2010 66
  67. 67. 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
  68. 68. donderdag 13 mei 2010 68
  69. 69. Radio must be dead too? Nope, not really. donderdag 13 mei 2010 69
  70. 70. They have NO radio donderdag 13 mei 2010 70
  71. 71. donderdag 13 mei 2010 71
  72. 72. Looking for a new Media Mix donderdag 13 mei 2010 72
  73. 73. 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
  74. 74. “Get Into The Stream” (freely after Madonna) donderdag 13 mei 2010 74
  75. 75. Stream Destination versus donderdag 13 mei 2010 75
  76. 76. Destination versus a Stream versus donderdag 13 mei 2010 76
  77. 77. 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
  78. 78. 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
  79. 79. The power of “The Stream” versus donderdag 13 mei 2010 79
  80. 80. But, get in the stream too It’s OK to be a destination site donderdag 13 mei 2010 80
  81. 81. 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
  82. 82. Positive actions require a plan. donderdag 13 mei 2010 82
  83. 83. 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
  84. 84. 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
  85. 85. 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
  86. 86. 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
  87. 87. donderdag 13 mei 2010 87
  88. 88. • 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
  89. 89. twitter.com/jcaudron donderdag 13 mei 2010 89
  90. 90. The media are broken, can we fix them? May 2010 jo@caudron.com donderdag 13 mei 2010 90
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