X Media Lab Amsterdam 2009 Keynote by New Medici's Adrian Sexton

“ I’m With the Brand” Multiplatform + Monetization Strategy Adrian Sexton, CEO

Welkom!
What is …
Brand?
Multiplatform Strategy?
Monetization Strategy?
How do/does …
Consumers benefit?
Public Media benefit?
Brands benefit?

What is New Medici?
A Global Media Strategy Advisory
“ Digital cannot be focused on short-term or ‘spot’ growth as revenues are not here yet.”
Long-term business strategy
Building new media businesses and product development with strategic marketing & distribution guidance
Traditional and digital media handshake

Media + Lifestyle
Lifestyle Media is overtaking Big (Entertainment) Media
Media is becoming more niche
It’s no longer about first mover/ consumption
New releases versus Long Tail
Consumers are media exec understudies
Broadcast versus cable in the States
Lifestyle Media is:
Relative
Personalized
Constant touch points
Transition your media to fit lifestyle

Public Service Brands (PSB)

What is Brand?
Per Wikipedia:
A brand is a name or trademark connected with a product or producer. Brands have become increasingly important components of culture and the economy, now being described as "cultural accessories and personal philosophies."

Must-Have Acronyms
Near + Long-Term Planning:
User eXperience (UX)
Organic Platform Portability (OPP)
Quality of Content (Good QC)
Economies of Scalability (EOS)
Competitive Advantage Differentiators (CAD)
User Consumption/ Transaction (UCT)

Social Branding Plug-Ins “ Feet dipping versus skinny dipping”

“The Ten Spot”: Fails!
Short-term strategy
Promotional mirroring only (PMO)
Social media versus Pseudo Media
Patchwork of incongruent channels, services, apps, etc.
Too much “quantity” content (bad QC)
Non-iterative practices
50/50 – 50 minute strategy over 50 year strategy
Un-quantified goals
No real (or unreal) targets
Budgets’ review without resources’ review

Free “Public” Advice
Arianna Huffington : “ADD versus OCD … Traditional media versus new media.”
Publicis CEO : "You must accept the failures with the successes ... you must live dangerously or you cannot succeed!"
Reid Hoffman : “ If you are not embarrassed by the first version of your product, you’ve launched too late. ”

What is Multiplatform Strategy?
Multi-Channel Approach
Organic Growth
Relative and personalized extensions/ touchpoints
Constant analytics – what’s working?
Living CRM

Long-Term Experience Wins
Spotify and/or Voddler
Hulu and/or TV Everywhere
iTunes and/or Netflix

The Power of JVs “ A brain spray of awesomeness!”

Scalable + Refreshable Content Learning from the Publishing World

What is Monetization Strategy?
Value Creation
Holding onto, then mining valuable IP
Carving out rights and formats while building niche audiences
Engaging versus programming consumers
Freemium versus Transactions

Value Disruption versus Value Destruction A fine line to walk …

Original Programming/ IP Game Changers One-hit wonders actually work!

Media Myths
From The Curse of the Mogul :
Growth is Good
Gospel of Going Global
Content is King
Cult of Convergence

Handshake between Traditional and Digital Consumers expect a symbiotic relationship

End Result
User Experience + Multiplatform or Multi-channel Strategy
+ Monetization Strategy
= Brand

Hartelijk Dank
Adrian Sexton
Co-Founder & CEO
NewMedici.com/Advisory
[email_address]
+1 310 200 6455

X Media Lab Amsterdam 2009 Keynote by New Medici's Adrian Sexton

by Adrian Sexton on Nov 17, 2009

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X Media Lab Amsterdam 2009 Keynote by New Medici’s Adrian Sexton — Presentation Transcript

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