The Future of Media in the Social Era

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The Future of Media in the Social Era - Presentation Transcript

  1.  
  2. The Future of Media…in the Social Era Thin Air Summit Denver Colorado Nov 2008 Jeremiah Owyang Senior Analyst Forrester Research
    • Jello
    Used with creative commons attribution rights http://www.flickr.com/photos/m104/1121271794/
    • Shish Kabob
    Image used with creative commons attribution http://www.flickr.com/photos/pennypisswater/500268648/
  3. Use with Creative Commons Attributions Rights http://www.flickr.com/photos/earlg/182538685/
  4. Media is undergoing dramatic changes from shape, size, and power.
  5. The Social Web Pervasive Small Multi Form To To To Broadcast Big One Form
    • Jello
    Used with creative commons attribution rights http://www.flickr.com/photos/m104/1121271794/
    • Like Jello, media becomes amorphous and can take many shapes
  6.  
  7. News Article
    • RSS
  8. To Tweets
  9. To aggregation (Friendfeed)
  10. And then spreads to other forms
  11. And spreads to other locations
  12. Amorphous
    • Content will take many different shapes
    • Even without your consent
    • Content will be quoted, linked, trackbacked, shared
  13. Community Examples?
    • Shish Kabob
    Image used with creative commons attribution http://www.flickr.com/photos/pennypisswater/500268648/
    • Like Shish Kabob, media becomes bite sized –no longer just steak
  14. The Attention Crash
  15. Twitter: fastest growing social network
  16. Bite Sized Content
  17. Media Snacking
  18.  
  19.  
  20. Content plays to short form
    • Attention span reduced
    • Content shorter, faster
    • Snipetts over long form
  21. Community Examples?
  22. Use with Creative Commons Attributions Rights http://www.flickr.com/photos/earlg/182538685/
    • Like currency, media becomes pervasive , the transfer of power.
  23. Any which can be accessed on mobile
  24. Extends to TV
  25. Japanese Phones ready for creation and consumption
  26.  
  27.  
  28. iPhone
    • Take your applications with you
    http://www.flickr.com/photos/williamhook/2830319467/
  29. Enable content to change formats
  30. Prepare for cross medium
    • Widgets are a stepping stone for mobile –and vice versa
    Creative Commons http://www.flickr.com/photos/dantaylor/308441357/
  31. Like Currency, Media is Pervasive
    • Content is all around us:
    • Created
    • Shared
    • Remixed
    • Reproduced
  32. Community Examples?
    • Social: We become, create, share and modify all media
  33. Creators
    • Publish a blog related to business
    • Publish online demos/rich media apps
    • Upload videos, audio, or podcasts
    • Upload photos, images, or presentations
    • Author articles, case studies, whitepapers
    I blog because I have something important to share
  34. Critics I speak out about the products I love or hate
    • Post ratings/reviews
    • Comment on business blog or group page
    • Comment on online forums
    • Contribute to/edit articles in a wiki/forum
    • Give a reference or testimonial
  35. Collectors I’m a technology and organization nut – everything has a place, everything in it’s place.
    • Use RSS feeds
    • Add labels or tags to Web pages, article, etc.
    • Publish favorites lists
    • Download a widget for my desktop or mobile device
  36. Joiners Networking is how I get business done
    • Maintain profile on a social networking site
    • Visit social networking sites
    • Recommend someone on networking site
    • Use personal portal/content sites for work
  37. Spectators I use the Internet to get the job done, so I have more time for running my business.
    • Read business blogs
    • Watch videos posted by firms
    • Listen to podcasts, audio
    • Read online forums
    • Read customer ratings/reviews
    • Attend Webinars, Webcasts
    • Attend virtual trade shows
  38. Inactives
    • Don’t acknowledge using any social technologies
    I rely on my personal contacts for business advice.
  39. Creators Critics Collectors Joiners Spectators Inactives The ladder of participation Base: US online consumers Source: NACTAS Q2 2007 North American Social Technographics online survey and NACTAS Q4 2006 Youth online survey Adults Youth 18% 39% 25% 43% 12% 14% 25% 58% 48% 66% 44% 26%
  40. Adoption increase from 2007-2008
  41. Age is also a major driver of adoption Base: US online consumers Source: NACTAS Q2 2007 North American Social Technographics online survey NACTAS Q4 2006 Youth online survey Percent of each generation in each Social Technographics category
    • How do you we respond?
  42. Embrace Shape Changing
    • Allow for content to take many different forms
    • Enable content to be ‘lifted’ and shared
    • Use creative commons
  43. Go bite sized!
    • Allow content to be in snack format
    • Allow long form content to also be converted to short form
      • Video/podcasts add chapters
    • Embrace widgets, embeds, and sharing
  44. Embrace rapid spread
    • If information is power, then media is currency.
    • Allow content to quickly flow through your properties
      • Aggregate
      • Link out
  45. Enable content to be social
  46. Case Study
    • Internet Usage in United States United States Population: 303,824,646 Internet Usage: 220,141,969 Penetration rate: 72.5% Growth from 2000-2008: 130.9% Stats from  Internet WorldStats (Census, Nielson)
  47. Case Study
    • Facebook Obama: 2,379,102 supporters McCain: 620,359 supporters
      • Obama has 380% more supporters than McCain
    • MySpace  Obama: Friends: 833,161 McCain: Friends: 217,811
      • Obama has 380% more supporters than McCain
  48. Case Study
    • YouTube Obama: 1792 videos uploaded since Nov 2006, Subscribers: 114,559 (uploads about 4 a day), Channel Views: 18,413,110 McCain: 329 videos uploaded since Feb 2007 (uploads about 2 a day), Subscribers: 28,419, Channel Views: 2,032,993
      • Obama has 403% more subscribers than McCain Obama has 905% more viewers than McCain
    • Twitter Obama: @barackobama has 112,474 followers McCain: @JohnMcCain (is it real?) 4,603 followers
      • Obama has 240 times more followers in Twitter than McCain
  49. Summary
    • Like Jello, media becomes amorphous and can take many shapes
    • Like Shish Kabob, media becomes bite sized –no longer just steak
    • Like money, media becomes pervasive , the currency of power.
    • We become, create, share and modify all media
  50. To be successful, embrace multi-mediums, make content bite sized, and allow it to spread.
    • 5 Bonus Tips to Succeeding with Social Media
  51. Pay yourself first
    • Before you check email
    • Read up and educate yourself
    • Blog and support your own portable brand
  52. Synthesize
    • Everything is an input
    • Catalog content
    • Create drafts, work on them slowly
  53. Creative tips
    • Aggregate content
    • Create digests
    • Create lists
    • Talk about who’s been hired
  54. Develop and Editorial Calendar
    • Develop a regular rhythm for content.
    • Find out the ‘breathing pattern’ of your market: certain posts do better on weekdays, weekends
  55. Create with passion
    • Passion is the key, create on content you truly care about, the rest won’t matter.
  56. Q&A
  57. Thank You
    • Jeremiah Owyang
    • Senior Analyst
    • Social Computing for the Interactive Marketer
    • Forrester Research
    • Email: [email_address]
    • Blog: web-strategist.com/blog
    • Twitter: @jowyang

+ jeremiah_owyangjeremiah_owyang, 2 years ago

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