Mtv 24 04
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Mtv 24 04 Presentation Transcript

  • 1. HEADING TOWARDS THE FUTURE ASLEEP AT THE WHEEL
  • 2. MTV History
  • 3. VIDEO KILLED THE RADIO STAR
  • 4. MTV Future
  • 5. SOCIAL MEDIA KILLED THE VIDEO STAR
  • 6. – YOU ARE TOO LATE FOR THIS
  • 7. VIACOM IN $ 1BLN COPYRIGHT SUIT VS YOUTUBE – YOU ARE A SORE LOSER
  • 8. …AND TEENS WILL HATE YOU FOR THIS
  • 9. YOU DON‘T UNDERSTAND YOUTH CULTURE ANYMORE
  • 10. EXHIBITIONISM
  • 11. VOYEURISM
  • 12. EXCHANGE
  • 13. YOU ARE LOOSING YOUR HERITAGE
  • 14. … AND YOU DON‘T UNDERSTAND YOUR BUSINESS ANYMORE
  • 15. YOU ARE BUILDING COMMUNITY BRANDS (HUBS)…
  • 16. …AND MANAGE COMMUNITIES
  • 17. …OTHERS ARE CURRENTLY DOING IT BETTER
  • 18. INTEGRATING th
  • 19. …EVEN COKE IS DOING IT BETTER!!!
  • 20. THE MYSPACE PARADOXON
  • 21. …MYSPACE DEPENDS ON YOU AND YOU DON‘T SEE IT
  • 22. …AND YOU ARE PUSHING THE BETTER ONES - *tststs*
  • 23. …ITS TIME TO WAKE UP!
  • 24. IT‘S THE END OF PURE VERTICAL INFLUENCE
  • 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. The Social Network Community Industry
  • 27. Global Trends 2007+!
  • 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. everything
  • 30. Challenges
  • 31. LOT‘S OF FISH IN THE SEA
  • 32. SHRINKING COOLNESS
  • 33. LONGER COMMUNITY GROWTH CYCLES Quelle: Northeastern University
  • 34. INNOVATION GAP FOR 3-4 YEARS
  • 35. ANTHROPOLGY vs. TECHNOLOGY
  • 36. DANGER OF PARA-SOCIAL ABER! GROUP BEHAVIOR
  • 37. CULTURAL DIFFERENCES
  • 38. RESEARCH? ADVERTISING? PR? MARKETING?
  • 39. Opportunities
  • 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. TOP ADVERTISERS SHIFTING BUDGETS INTO SOCIAL NETWORK COMMUNITIES
  • 42. NEW ADVERTISING MODELS
  • 43. NETWORK BASED ADVERTISING CONTEXT
  • 44. AWAKING EUROPEAN COMMUNITY I CLUSTERS V III IV P P S V TLR L II
  • 45. STICKINESS OF COMPETITORS TO COMMUNITY MODELS
  • 46. How did we help the industry lately?
  • 47. EBAY WORLDSHOPPING
  • 48. NIKE GEO-GAMING
  • 49. COCA-COLA ENTERTAINMENT
  • 50. NOKIA MOBILEBLOGGING
  • 51. MACY‘S TAXI COMMUNITY
  • 52. MTV SHAZAM
  • 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. More community members everyday….
  • 55. „The Changing Paradigma“ ons the reas at a re …wh
  • 56. Consumers Learn Source: Spiegel
  • 57. DECENTRALIZATION
  • 58. LOW COST
  • 59. COMPLEXITY
  • 60. CONSUMERS ARE FREE OF BIAS BORN OF THE DESIRE FOR A SALE – THEY BELIEVE MORE IN WHAT OTHER CONSUMERS SAY!
  • 61. …what are social network communities?
  • 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. …main factors?
  • 64. LUCK?
  • 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. No!
  • 67. Community Members/ Shared Interest/ Space of Interaction Networks Motivation Interaction
  • 68. …what is interaction?
  • 69. ONLY ONE-TO-ONE OR FACE-TO-FACE INTERACTION?
  • 70. No!
  • 71. COMMUNICATION IN ONLINE AND OFFLINE ENVIRONMENTS
  • 72. OBSERVATION OF OTHERS
  • 73. …how do social network communities grow?
  • 74. …a little bit of history!
  • 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. 1.004.727.825 Conversations
  • 77. INNER OUTER Quelle: Northeastern University
  • 78. G0 G1 G2 G3+ 18x 1.7x ?? Quelle: Northeastern University
  • 79. …who are the driving members?
  • 80. Connectors? Mavens? Opinion Leaders? Trendsetters? Hubs? Influentials? Alphas? Bees? Sneezers? Heavy Loyals? Lead-Users?
  • 81. THE TRENDSETTER?
  • 82. THE EXPERT?
  • 83. THE HEAVY LOYAL?
  • 84. No!
  • 85. THE LIGHT LOYAL:LUCY!
  • 86. ...?
  • 87. NETWORKS
  • 88. 2 CRITERIA OF NETWORKS ARE IMPORTANT FOR THE FLOW OF INFORMATION! „sparse“ network „dense“ network TIE STRENGTH DENSITY
  • 89. THE STRENGTH OF WEAK TIES Quelle: Hufnagel 2004; Granovetter 1973
  • 90. LUCY‘S MOTIVATION TO INTERACT?
  • 91. PURPOSIVE VALUE?
  • 92. ALTRUISM?
  • 93. SELF-DISCOVERY?
  • 94. ENJOY TALKING?
  • 95. SOCIAL ENHANCEMENT?
  • 96. ENTERTAINMENT?
  • 97. ...what are people really talking about?
  • 98. SURPRISE SECRETS SHOCK
  • 99. ...what could we learn?
  • 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. The ultimate question:
  • 102. WILL OUR INFORMATION REALLY MAKE LUCY LOOK GOOD?
  • 103. …the space of interaction?
  • 104. MOBILE ONLINE OFFLINE
  • 105. …any preferences?
  • 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. …key community success factors?
  • 108. ORGANIC over AMPLIFIED
  • 109. CONVERSATION over ANNOUNCEMENT
  • 110. IDEAS over INVESTMENT
  • 111. LONG TAIL over MASS AUDIENCE
  • 112. SHARE over PROTECT
  • 113. PRESENT over SUBSCRIBE
  • 114. EARLY AVAILBILITY over CORRECTNESS
  • 115. SELECT BY CROWD over EDITOR
  • 116. HONEST VOICE over CORPORATE SPEAK
  • 117. EXPERIENCE over PUBLICATION
  • 118. LINK over PRODUCT
  • 119. …most important…
  • 120. MITWIRKUNGSEFFEKT – HAWTHORNE EFFECT
  • 121. Top myths about social network communities
  • 122. INVITE EVERBODY & ANYBODY
  • 123. No!
  • 124. CONCENTRATE ON YOUR ADVOCATES
  • 125. BLOGS = COMMUNITY
  • 126. No!
  • 127. COMMUNITY = PEOPLE
  • 128. BUILDING COMMUNITIES WITH NEW CUSTOMERS?
  • 129. No!
  • 130. CONCENTRATE ON LIGHT-LOYALS
  • 131. CORPORATE BRANDS ARE THE MAIN DRIVERS FOR COMMUNITY BUILDING?
  • 132. No!
  • 133. CONSUMERS TAKE PART AS COMMUNITY MEMBERS OF THEIR BELOVED SUB-BRANDS
  • 134. COMMODITIES COULD NEVER BECOME COMMUNITIES
  • 135. No!
  • 136. SURE, COMMODITIES CAN BECOME COMMUNITIES community experience service good commodity
  • 137. OBVIOUS NORMS ARE A SIGNAL FOR HEALTHY COMMUNITIES?
  • 138. No!
  • 139. NORMS OFTEN RESULT IN PRESSURE AND REACTANCE OF COMMUNITY MEMBERS!
  • 140. COMPANIES SHOULD SUPPORT COMMUNITIES ACTIVELY AND VISIBLY?
  • 141. No!
  • 142. BE THE SMART MODERATOR- LEAD THE CONVERSATION
  • 143. THERE IS ONLY SPACE FOR JUST ONE BIG COMMUNITY IN THE INDUSTRY?
  • 144. No!
  • 145. COMMUNITY COMPETITION HELPS CONSUMERS TO MAKE DISTINCT DECISIONS
  • 146. COMMUNITIES ARE STRONG AND LAST FOREVER
  • 147. No!
  • 148. STICKINESS TO THE SYSTEM COULD ERODE THE COMMUNITY IN THE LONG RUN
  • 149. COMMUNITY BASHING IS DANGEROUS
  • 150. No!
  • 151. COMMUNITY MEMBERS FIGHT AGAINST BASHING AND KICK INTRUDERS OUT
  • 152. …hmmm
  • 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. STILL FEAR OF THE UNKNOWN?
  • 155. …OR TOO SLOW?
  • 156. …ok, learn from the bad!
  • 157. …ok, learn from the bad!
  • 158. – YOU ARE TOO LATE FOR THIS
  • 159. …got it?
  • 160. Space of Interaction Shared Interest Brand Related Values Interaction Member/Benefits
  • 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. Show me the money! SHOW ME THE MONEY!
  • 163. …first off all we show you what you get!
  • 164. …constantly control!
  • 165. OUR COMMUNITY CONTROL CENTER
  • 166. … some measures we use and invented!
  • 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. COMMUNITY VALUE CREATION INDEX
  • 169. SALES CLIMATE FORECAST
  • 170. …reporting on a daily, weekly, yearly basis!