Fixing The Media Kh Mechelen
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Fixing The Media Kh Mechelen Presentation Transcript

  • 1. Fixing the Media KHMechelen March 2010 jo@caudron.com zaterdag 20 maart 2010 1
  • 2. twitter.com/jcaudron #JO@KHM zaterdag 20 maart 2010 2
  • 3. About Dear Media zaterdag 20 maart 2010 3
  • 4. About Dear Media Digital Strategy & Innovation for: zaterdag 20 maart 2010 4
  • 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 zaterdag 20 maart 2010 5
  • 6. Introduction zaterdag 20 maart 2010 6
  • 7. 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 zaterdag 20 maart 2010 7
  • 8. What’s your primary news source? • Radio • Newspaper • TV • Online newspaper • Magazines • Mine is ... Where is your Twitter Wall? zaterdag 20 maart 2010 8
  • 9. Halle Train Crash February ’10 What was the first media-brand that reported on the crash? zaterdag 20 maart 2010 9
  • 10. And... zaterdag 20 maart 2010 10
  • 11. The Perfect Storm zaterdag 20 maart 2010 11
  • 12. Drivers of change Content choice the power of many advertising Clutter Social Media Convenience, Richness & poor Creativity Control zaterdag 20 maart 2010 12
  • 13. Drivers of change Content choice zaterdag 20 maart 2010 13
  • 14. 120.000.000 viewers x 6 = 620.000.000 min = 15mio “Prison Break” episodes zaterdag 20 maart 2010 14
  • 15. Youtube TOP 23 most viewed = 10.000.000.000 minutes = 250.000.000 episodes of Prison Break Every minute, 24HOURS of content is uploaded Source: http://mediatedcultures.net/ksudigg/?p=163 And this is just Youtube ... zaterdag 20 maart 2010 15
  • 16. Drivers of change advertising Clutter On average we are exposed to over 3.000 brand impressions each day! zaterdag 20 maart 2010 16
  • 17. Drivers of change poor Creativity interuption marketing, 30”, expandables, splash screens, ... zaterdag 20 maart 2010 17
  • 18. 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 • … zaterdag 20 maart 2010 18
  • 19. 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 zaterdag 20 maart 2010 19
  • 20. Drivers of change PLACE SHIFTING Convenience, Richness & Control zaterdag 20 maart 2010 20
  • 21. Drivers of change AUTHORITY SHIFTING the power of many Social Media zaterdag 20 maart 2010 21
  • 22. 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 zaterdag 20 maart 2010 22
  • 23. Media 1.0 zaterdag 20 maart 2010 23
  • 24. 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 zaterdag 20 maart 2010 24
  • 25. Examples zaterdag 20 maart 2010 25
  • 26. Blogs zaterdag 20 maart 2010 26
  • 27. Microblogging sites zaterdag 20 maart 2010 27
  • 28. Social Networks zaterdag 20 maart 2010 28
  • 29. Social Networks B2B zaterdag 20 maart 2010 29
  • 30. Video Platforms zaterdag 20 maart 2010 30
  • 31. Photo Platforms zaterdag 20 maart 2010 31
  • 32. Music Platforms zaterdag 20 maart 2010 32
  • 33. Travel Platforms zaterdag 20 maart 2010 33
  • 34. Social Shopping zaterdag 20 maart 2010 34
  • 35. Price comparison - social shopping zaterdag 20 maart 2010 35
  • 36. Co-creation zaterdag 20 maart 2010 36
  • 37. Collaboration zaterdag 20 maart 2010 37
  • 38. The sky is the limit... zaterdag 20 maart 2010 38
  • 39. Some Numbers zaterdag 20 maart 2010 39
  • 40. February 2010: Facebook has 400.000.000 members (and is making profit) = +700K per day! zaterdag 20 maart 2010 40
  • 41. 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) zaterdag 20 maart 2010 41
  • 42. zaterdag 20 maart 2010 42
  • 43. zaterdag 20 maart 2010 43
  • 44. zaterdag 20 maart 2010 44
  • 45. zaterdag 20 maart 2010 45
  • 46. So, Traditional Media are dead? zaterdag 20 maart 2010 46
  • 47. zaterdag 20 maart 2010 47
  • 48. Are newspapers dead? zaterdag 20 maart 2010 48
  • 49. zaterdag 20 maart 2010 49
  • 50. Traditional media under great pressure zaterdag 20 maart 2010 50
  • 51. Is TV dead? Probably not. zaterdag 20 maart 2010 51
  • 52. 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, ...) zaterdag 20 maart 2010 52
  • 53. The future of TV might not be on TV Lost S05E06 NLSubs Source: Cisco, June 2008 zaterdag 20 maart 2010 53
  • 54. The future of TV might not be on TV zaterdag 20 maart 2010 54
  • 55. Social TV zaterdag 20 maart 2010 55
  • 56. Radio must be dead too? Nope, not really. zaterdag 20 maart 2010 56
  • 57. 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 zaterdag 20 maart 2010 57
  • 58. Print Magazines, dead and burried? zaterdag 20 maart 2010 58
  • 59. State of Magazines •They too are having an “identity crisis” •But the situation is more like with radio and not as bad as with newspapers •Still, what will the future bring? zaterdag 20 maart 2010 59
  • 60. The future of Magazines? zaterdag 20 maart 2010 60
  • 61. Mobile. Not dead at all. zaterdag 20 maart 2010 61
  • 62. 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 zaterdag 20 maart 2010 62
  • 63. 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” zaterdag 20 maart 2010 63
  • 64. And there’s another one... Google must have been thinking: “we can innovate too...” zaterdag 20 maart 2010 64
  • 65. 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) zaterdag 20 maart 2010 65
  • 66. 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) zaterdag 20 maart 2010 66
  • 67. 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) zaterdag 20 maart 2010 67
  • 68. 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) zaterdag 20 maart 2010 68
  • 69. And it’s just the beginning zaterdag 20 maart 2010 69
  • 70. zaterdag 20 maart 2010 70
  • 71. zaterdag 20 maart 2010 71
  • 72. Augmented Reality zaterdag 20 maart 2010 72
  • 73. Augmented Reality •Do you know what this is? •No? •You are probably using it already ... zaterdag 20 maart 2010 73
  • 74. Augmented Reality Everyone has been using this for years zaterdag 20 maart 2010 74
  • 75. Augmented Reality Some might already take it a next step... zaterdag 20 maart 2010 75
  • 76. Augmented Reality - The Future zaterdag 20 maart 2010 76
  • 77. Augmented Reality - Today zaterdag 20 maart 2010 77
  • 78. Looking for a new Media Mix zaterdag 20 maart 2010 78
  • 79. Social is here to stay! Social is here to stay! Social is here to stay! Old Media Interactive Media Social Media Once we started the digital and interactive revolution, we knew that this had to evolve into a model, where people would not just settle for 24/7 self-service and interactivity (to just buy more stuff), but that they would claim what their part in the conversation. You can not give people remote controls and expect them to NOT zap away. zaterdag 20 maart 2010 79
  • 80. High Social Network = Personal Social Social Relationships Campaigns Viral Marketing Activation Campaigns Social Websites Interaction Engagement spread the Medium Email word Marketing Direct Marketing Online media Activation “contact” Campaigns Websites Traffic smell POS PR Advertising Build flower Broadcasting Low 2 weeks 2 months 2 years Duration zaterdag 20 maart 2010 80
  • 81. High Personal Social Social Relationships Campaigns Viral Marketing Activation Campaigns Social Websites Interaction Medium Email Social Site Marketing (info, fun, engagement, loyalty) Direct Online media Marketing Campaigns Websites POS PR Advertising Broadcasting Low 2 weeks 2 months 2 years Duration zaterdag 20 maart 2010 81
  • 82. High Personal Social Social Relationships Blogs, sites, ... Campaigns Viral Marketing Social seeding Activation Campaigns Social Websites Interaction Medium Email Social Site Marketing (info, fun, engagement, loyalty) Direct Online media Marketing Campaigns Websites Traffic POS PR Advertising Broadcasting Low 2 weeks 2 months 2 years Duration zaterdag 20 maart 2010 82
  • 83. 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 zaterdag 20 maart 2010 83
  • 84. “Get Into The Stream” (freely after Madonna) zaterdag 20 maart 2010 84
  • 85. Stream Destination versus zaterdag 20 maart 2010 85
  • 86. Destination versus a Stream versus zaterdag 20 maart 2010 86
  • 87. 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 ... zaterdag 20 maart 2010 87
  • 88. 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, ... zaterdag 20 maart 2010 88
  • 89. The power of “The Stream” zaterdag 20 maart 2010 89
  • 90. The power of “The Stream” zaterdag 20 maart 2010 90
  • 91. The power of “The Stream” versus zaterdag 20 maart 2010 91
  • 92. • The media-landscape has changed with the arrival of digital, the internet, social, mobile, ... • Traditional media must adapt to this new reality Conclusions • It’s not a threat, is an 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 zaterdag 20 maart 2010 92
  • 93. twitter.com/jcaudron zaterdag 20 maart 2010 93
  • 94. Fixing the Media KHMechelen March 2010 jo@caudron.com zaterdag 20 maart 2010 94