Mtv 24 04

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Mtv 24 04

  1. 1. HEADING TOWARDS THE FUTURE ASLEEP AT THE WHEEL
  2. 2. MTV History
  3. 3. VIDEO KILLED THE RADIO STAR
  4. 4. MTV Future
  5. 5. SOCIAL MEDIA KILLED THE VIDEO STAR
  6. 6. – YOU ARE TOO LATE FOR THIS
  7. 7. VIACOM IN $ 1BLN COPYRIGHT SUIT VS YOUTUBE – YOU ARE A SORE LOSER
  8. 8. …AND TEENS WILL HATE YOU FOR THIS
  9. 9. YOU DON‘T UNDERSTAND YOUTH CULTURE ANYMORE
  10. 10. EXHIBITIONISM
  11. 11. VOYEURISM
  12. 12. EXCHANGE
  13. 13. YOU ARE LOOSING YOUR HERITAGE
  14. 14. … AND YOU DON‘T UNDERSTAND YOUR BUSINESS ANYMORE
  15. 15. YOU ARE BUILDING COMMUNITY BRANDS (HUBS)…
  16. 16. …AND MANAGE COMMUNITIES
  17. 17. …OTHERS ARE CURRENTLY DOING IT BETTER
  18. 18. INTEGRATING th
  19. 19. …EVEN COKE IS DOING IT BETTER!!!
  20. 20. THE MYSPACE PARADOXON
  21. 21. …MYSPACE DEPENDS ON YOU AND YOU DON‘T SEE IT
  22. 22. …AND YOU ARE PUSHING THE BETTER ONES - *tststs*
  23. 23. …ITS TIME TO WAKE UP!
  24. 24. IT‘S THE END OF PURE VERTICAL INFLUENCE
  25. 25. Transaction Marketing Relationship Marketing Interactional Marketing C B C B C B C Functional Productbenefit Emotional Productbenefit Social Productbenefit + Functional Productbenefit + Emotional Productbenefit + Functional Productbenefit
  26. 26. The Social Network Community Industry
  27. 27. Global Trends 2007+!
  28. 28. Visual Communication Crowd Sourcing Open Innovation Geostreaming Mediafragmentation Live-Research Word-of-Mouth Geo-Communities Ethnic-Communities Marketing 50+Flocks/GreyCommunities Villaging Local Customization Wifi-Communities Social Brand Politics Consumer Generated Media Glocalisation TivO CrossMobile Social Bookmarking Jetrosexual Parasite Kids/Singles Mobile Widgets Third Place Product-Kits Second Life (Mobile-) Tagging s P2P Gameplacement RFID Social Gaming Embedded Branding Planned Spontaneity Earthmarketing Self-Reliance Disruption YouTube- Mobile Communities Web 2.0 Social-Branding Research Dynamic Pricing Mobile Blogging Geo-Gaming Consumer-Control Location Based Services 2.0 Sceptizism Geo-Blogging Info-Overload Mobile-Cocooning 2.0 Business Blurring and Convergence Search for Meaning Brandtainment Retro-Obsolescence Brandience Scienfotainment Dynamic Search Source: Brand Science Institute/ N=1136 Engine Marketing
  29. 29. everything
  30. 30. Challenges
  31. 31. LOT‘S OF FISH IN THE SEA
  32. 32. SHRINKING COOLNESS
  33. 33. LONGER COMMUNITY GROWTH CYCLES Quelle: Northeastern University
  34. 34. INNOVATION GAP FOR 3-4 YEARS
  35. 35. ANTHROPOLGY vs. TECHNOLOGY
  36. 36. DANGER OF PARA-SOCIAL ABER! GROUP BEHAVIOR
  37. 37. CULTURAL DIFFERENCES
  38. 38. RESEARCH? ADVERTISING? PR? MARKETING?
  39. 39. Opportunities
  40. 40. Social Network Community „Ad“ Spending $95 2006 $350 $205 2007 $865 $710 $70 $780 2010 $2150 $90 $2240 Note: Definitions includes general social network sites where social networking is the primary activity, social network offerings, vertical social network devoted to a specific hobby or interest, and social networks created by a marketer that are either stand-alone sites or part of a larger marketer site. In all case, figures include online advertising spending as well as fees paid to social networking ventures for site or profile page development Europe US Convergence Budgets Source: Emarketer/Komjuniti
  41. 41. TOP ADVERTISERS SHIFTING BUDGETS INTO SOCIAL NETWORK COMMUNITIES
  42. 42. NEW ADVERTISING MODELS
  43. 43. NETWORK BASED ADVERTISING CONTEXT
  44. 44. AWAKING EUROPEAN COMMUNITY I CLUSTERS V III IV P P S V TLR L II
  45. 45. STICKINESS OF COMPETITORS TO COMMUNITY MODELS
  46. 46. How did we help the industry lately?
  47. 47. EBAY WORLDSHOPPING
  48. 48. NIKE GEO-GAMING
  49. 49. COCA-COLA ENTERTAINMENT
  50. 50. NOKIA MOBILEBLOGGING
  51. 51. MACY‘S TAXI COMMUNITY
  52. 52. MTV SHAZAM
  53. 53. Puuhh - We are This isn‘t the sort of producing content not social networks thing we show our senior management… We have already got send-to-a-friend e-cards and MTV Overdrive
  54. 54. More community members everyday….
  55. 55. „The Changing Paradigma“ ons the reas at a re …wh
  56. 56. Consumers Learn Source: Spiegel
  57. 57. DECENTRALIZATION
  58. 58. LOW COST
  59. 59. COMPLEXITY
  60. 60. CONSUMERS ARE FREE OF BIAS BORN OF THE DESIRE FOR A SALE – THEY BELIEVE MORE IN WHAT OTHER CONSUMERS SAY!
  61. 61. …what are social network communities?
  62. 62. A community usually refers to a group of people who interact and share certain things as a group, in which intent, belief, resources, preferences, needs, risks and a number of other conditions may be present and common, affecting the identity of the participants and their degree of adhesion.
  63. 63. …main factors?
  64. 64. LUCK?
  65. 65. …let me ring up God knows what we Sumner Redstone... are going to do with MySpace… (July 2006) This thing may be worth $6 billion! (Nov 2006) MONEY?
  66. 66. No!
  67. 67. Community Members/ Shared Interest/ Space of Interaction Networks Motivation Interaction
  68. 68. …what is interaction?
  69. 69. ONLY ONE-TO-ONE OR FACE-TO-FACE INTERACTION?
  70. 70. No!
  71. 71. COMMUNICATION IN ONLINE AND OFFLINE ENVIRONMENTS
  72. 72. OBSERVATION OF OTHERS
  73. 73. …how do social network communities grow?
  74. 74. …a little bit of history!
  75. 75. SELF-REPORT 15% of all conversations involve brands and products 1-DAY PROXIMITY 40% of all conversations are about media Quelle: MIT Media Lab
  76. 76. 1.004.727.825 Conversations
  77. 77. INNER OUTER Quelle: Northeastern University
  78. 78. G0 G1 G2 G3+ 18x 1.7x ?? Quelle: Northeastern University
  79. 79. …who are the driving members?
  80. 80. Connectors? Mavens? Opinion Leaders? Trendsetters? Hubs? Influentials? Alphas? Bees? Sneezers? Heavy Loyals? Lead-Users?
  81. 81. THE TRENDSETTER?
  82. 82. THE EXPERT?
  83. 83. THE HEAVY LOYAL?
  84. 84. No!
  85. 85. THE LIGHT LOYAL:LUCY!
  86. 86. ...?
  87. 87. NETWORKS
  88. 88. 2 CRITERIA OF NETWORKS ARE IMPORTANT FOR THE FLOW OF INFORMATION! „sparse“ network „dense“ network TIE STRENGTH DENSITY
  89. 89. THE STRENGTH OF WEAK TIES Quelle: Hufnagel 2004; Granovetter 1973
  90. 90. LUCY‘S MOTIVATION TO INTERACT?
  91. 91. PURPOSIVE VALUE?
  92. 92. ALTRUISM?
  93. 93. SELF-DISCOVERY?
  94. 94. ENJOY TALKING?
  95. 95. SOCIAL ENHANCEMENT?
  96. 96. ENTERTAINMENT?
  97. 97. ...what are people really talking about?
  98. 98. SURPRISE SECRETS SHOCK
  99. 99. ...what could we learn?
  100. 100. Interaction Interaction Motives Marketing Management Target Groups Purposive Waste of money Altruism Best of luck Self-Discovery Low product/brand involvement Enjoy Talking Difficult to control and stimulate (self-assurance) Social Enhancement Potentially powerful (emotional/cognitive) Entertainment (information incongruence) Hard to conceptualize
  101. 101. The ultimate question:
  102. 102. WILL OUR INFORMATION REALLY MAKE LUCY LOOK GOOD?
  103. 103. …the space of interaction?
  104. 104. MOBILE ONLINE OFFLINE
  105. 105. …any preferences?
  106. 106. + + Coverage s Media 1.0 lo s g e rin t at e Sc ag i tr A rb Web 2.0 Mob 2.0 Time of informational spread +
  107. 107. …key community success factors?
  108. 108. ORGANIC over AMPLIFIED
  109. 109. CONVERSATION over ANNOUNCEMENT
  110. 110. IDEAS over INVESTMENT
  111. 111. LONG TAIL over MASS AUDIENCE
  112. 112. SHARE over PROTECT
  113. 113. PRESENT over SUBSCRIBE
  114. 114. EARLY AVAILBILITY over CORRECTNESS
  115. 115. SELECT BY CROWD over EDITOR
  116. 116. HONEST VOICE over CORPORATE SPEAK
  117. 117. EXPERIENCE over PUBLICATION
  118. 118. LINK over PRODUCT
  119. 119. …most important…
  120. 120. MITWIRKUNGSEFFEKT – HAWTHORNE EFFECT
  121. 121. Top myths about social network communities
  122. 122. INVITE EVERBODY & ANYBODY
  123. 123. No!
  124. 124. CONCENTRATE ON YOUR ADVOCATES
  125. 125. BLOGS = COMMUNITY
  126. 126. No!
  127. 127. COMMUNITY = PEOPLE
  128. 128. BUILDING COMMUNITIES WITH NEW CUSTOMERS?
  129. 129. No!
  130. 130. CONCENTRATE ON LIGHT-LOYALS
  131. 131. CORPORATE BRANDS ARE THE MAIN DRIVERS FOR COMMUNITY BUILDING?
  132. 132. No!
  133. 133. CONSUMERS TAKE PART AS COMMUNITY MEMBERS OF THEIR BELOVED SUB-BRANDS
  134. 134. COMMODITIES COULD NEVER BECOME COMMUNITIES
  135. 135. No!
  136. 136. SURE, COMMODITIES CAN BECOME COMMUNITIES community experience service good commodity
  137. 137. OBVIOUS NORMS ARE A SIGNAL FOR HEALTHY COMMUNITIES?
  138. 138. No!
  139. 139. NORMS OFTEN RESULT IN PRESSURE AND REACTANCE OF COMMUNITY MEMBERS!
  140. 140. COMPANIES SHOULD SUPPORT COMMUNITIES ACTIVELY AND VISIBLY?
  141. 141. No!
  142. 142. BE THE SMART MODERATOR- LEAD THE CONVERSATION
  143. 143. THERE IS ONLY SPACE FOR JUST ONE BIG COMMUNITY IN THE INDUSTRY?
  144. 144. No!
  145. 145. COMMUNITY COMPETITION HELPS CONSUMERS TO MAKE DISTINCT DECISIONS
  146. 146. COMMUNITIES ARE STRONG AND LAST FOREVER
  147. 147. No!
  148. 148. STICKINESS TO THE SYSTEM COULD ERODE THE COMMUNITY IN THE LONG RUN
  149. 149. COMMUNITY BASHING IS DANGEROUS
  150. 150. No!
  151. 151. COMMUNITY MEMBERS FIGHT AGAINST BASHING AND KICK INTRUDERS OUT
  152. 152. …hmmm
  153. 153. As long as we can delete the negative As long as we can Regulatory issues stuff!?!?! delete the negative won‘t let us do this!!! stuff!?!?! They are not like us
  154. 154. STILL FEAR OF THE UNKNOWN?
  155. 155. …OR TOO SLOW?
  156. 156. …ok, learn from the bad!
  157. 157. …ok, learn from the bad!
  158. 158. – YOU ARE TOO LATE FOR THIS
  159. 159. …got it?
  160. 160. Space of Interaction Shared Interest Brand Related Values Interaction Member/Benefits
  161. 161. Does this give us the same ROI as How do we know our advertising? community is working? What‘s our reach with communities?
  162. 162. Show me the money! SHOW ME THE MONEY!
  163. 163. …first off all we show you what you get!
  164. 164. …constantly control!
  165. 165. OUR COMMUNITY CONTROL CENTER
  166. 166. … some measures we use and invented!
  167. 167. Net Promoter ™ Scoring NET PROMTER “How likely are you to recommend to a friend or colleague in the future?” SCORE Extremely Extremely Likely Unlikely 10 9 8 7 6 5 4 3 2 1 0 Promoters Passively Detractors Satisfied • Median Net Promoter™ Score, all industries: 16 • Median Komjuniti Net Promoter™ Score: 31
  168. 168. COMMUNITY VALUE CREATION INDEX
  169. 169. SALES CLIMATE FORECAST
  170. 170. …reporting on a daily, weekly, yearly basis!

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