World Without Media - Mitre Corp.

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Paul Gillin's presentation to Mitre, 2/22/10

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World Without Media - Mitre Corp.

  1. 1. WORLD WITHOUT MEDIA: WHAT WILL FILL THE GAP? PAUL GILLIN MITRE FEBRUARY 22, 2010
  2. 2. THE MEDIA IN COLLAPSE  Small Is the New Big  Less Marketing is More Marketing  Gain Control By Giving Up Control  Publication Is a Beginning, Not an End
  3. 3. THE MEDIA IN COLLAPSE US Magazine Circulations 2001 circ. 2009 circ. Change • % decline in circulation of Woman’s 1.61M 410,000 -74% top 100 newspapers in 2009: Day 10.6 Redbook 556,300 154,600 -72% • Average age of US daily Playboy 522,800 203,200 -71% newspaper reader: 57 Country 380,200 134,900 -64% • Reduction in US newsroom Living staffs since 2001: 45% National 1.65M 591,300 -64% • Growth in NBC prime time Enquirer audience, 2008: -14.3% Reader’s 750,000 270,000 -64% • Age of average network Digest evening news viewer: 63 ESPN 54,350 25,200 -63% Magazine
  4. 4. THE MEDIA WORLD WE KNEW
  5. 5. THE NEW MEDIA LANDSCAPE Marathon I can't find my Shared bread schedule good black pudding w/ http://bit.ly pants. @skydiver at /waCMc Mother's. My life is now complete. I'm at Palm Beach International Airport (PBI, West Palm Beach). Best press http://4sq.com/4GeLz0 photos of 2009 http://om.ly/f How to Write a NhW 1 Minute Video Marketing Script http://ow.ly/17x JE Comparing Top Chef Masters How To Get Well Restaurants Prepared For The #topchef Website Creation. http://is.gd/8q4hN http://bit.ly/aTitVC
  6. 6. EACH DAY… Facebook logs 6 billion minutes of user time (55 minutes per user) YouTube serves one billion video downloads People post 1.4 million blog entries Search engines answer 4.7 billion queries Twitter processes 34 million messages
  7. 7. INTERNET ECLIPSES NEWSPAPERS AS PREFERRED NEWS SOURCE Source: Gallup (Dec., 08)
  8. 8. MEDIA FACTS Direct mail performance is declining Traditional media is contracting Teens watch TV 60% less than their parents Teens are online 600% more than their parents In 1965, 80% consumers could be reached with three 60-second TV spots In 2002, that required 117 TV spots
  9. 9. WE, THE MEDIA
  10. 10. HOW WE SHARE INFLUENCE PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Talk face to face Personal blog Comments on blogs Phone call Social network page Comments on websites Talk face to face Talk to shop worker Widgets Viral emails Phone call Consult a professional Video sharing site Auction websites Talk face to face Talk to shop worker Readers Letters Photo sharing site Wish lists Talk to shop worker Consult a professional Phone in; TV / Radio Chat rooms Ratings on retail sites Readers letters SMS Message boards Reviews on retail sites Phone in; TV / Radio Email Social Bookmarking Price comparison sites Instant Messenger Chat room Social shopping sites Consumer influence channels Source: Universal McCann Erickson
  11. 11. THE NEW JOURNALISM
  12. 12. MASS MEDIA RESPONSE Courtesy Digitas
  13. 13. WHOM DO WE TRUST? Percent who trust each source O ther cons umers 78% C hat/dis cus s ion comments 63% B log s 61% B rand s ites 60% TV/mag az ine 56% R adio 54% S pons ors hips 49% S earch ads 34% B anner ads 26% Source: Nielsen, Oct., 2007
  14. 14. CREDIBILITY THROUGH VALIDATION Source: Elliance, Inc.
  15. 15. BEING VISIBLE  Search Performance  Persistent Links  Content Syndication  Word of Mouth  Targeted Communities  Conversation
  16. 16. NEW INFLUENCERS ARE…  Passionate  Opinionated  Focused  Active  Sharing
  17. 17. THE POWER OF ONE Technorati rank: 714 Google Indexed pages: 3,760 Alex ranking: Top .17% Inbound links: 10,542 Del.icio.us bookmarks: 2,068 New York Times citations: 136 Computerworld citations: 193 Newsletter subscribers: 130,000 Schneier on Security
  18. 18. PUT COMMUNITIES TO WORK Peer Needs Support Definition Viral Product Marketing Architecture Field Iterative Testing Development
  19. 19. SOCIAL NETWORK ESSENTIALS About Me About Others Interests
  20. 20. ONLINE Repurpose media GATHERINGS Announcements Feedback/testing Mailing List
  21. 21. COMMUNITY AS CONTENT By contributing to the body of knowledge, members gain insights they couldn’t learn from experts alone Personal finance Travel planning Local services Travel planning Language education How-to video
  22. 22. NEW REALITIES  Networks connect at gut level  Information spreads faster from below than from above  New trusted brands emerging  Action moves to micro communities  Sharing and linking are essential  Information desert  Information jungle
  23. 23. YOU ARE THE MEDIA
  24. 24. PAYOFF Objectives: Create awareness for new mainframe value proposition Increase mainframe awareness with college students Results: >250,000 views of first episode Blog traffic increased 25x Analyst, Press, Blogger coverage Screened at Chief Sales Officer Summit, Price Waterhouse sales training and other venues
  25. 25. THE WAY WE’RE GOING Emerson Process Management Blog (5,800 inbound links) Indium Solder Bloggers Tinbasher Blog (5,200 online citations, incl. Business Week, Guardian McKinsey Audio and Video Podcasts
  26. 26. PUBLISH EVERYWHERE 44 million 32 million members 400 million members members 1 billion daily 1 million daily views visitors 6 million daily 1.5 million daily visitors visitors 10 million 50 million members members
  27. 27. THANK YOU! Paul Gillin 508-656-0734 paul@gillin.com www.gillin.com Twitter: pgillin Subscribe to my free Available on Amazon or at Available on Amazon or at NewInfluencers.com weekly newsletter at SSMMbook.com gillin.com Coming late 2010: Social Marketing to the Business Customer By Paul Gillin & Eric Schwartzman

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