Social Media: how the
 Entertainment Industry is
switching from Push to Pull

      Gerd Leonhard
     www.mediafuturist.c...
The term
Social Media is really kind of an
  artifact, a mere construct.




      Better:
Networked Media.
Real-Time Medi...
We are very much at the beginning...
Our ‘Networked World’ is still very nascent
              Source: IdiotsofAnts.com




                                  ....
Why is this Social Media Stuff important?
Social
Media will
soon beat
  eMail,
Video may
 well beat
  Search
Involve your ‘tribes’ & followers
From a long time ago....
Money
     Conversion
     Attention
Merit, Quality & Uniqueness
‘Broadcast’ Media
Networked Media
“Tribal Relationships”




150 tribe members + 1000 real fans +   ++   +
Online and Offline are converging
“Trust
is the most important currency
online, so to build it we adhere
   to three principles of open
       information: ...
Was...




         Is...
Some of my weapons of choice
   Typepad for Blogging (Firefox!!!)

   Hootsuite for Firefox (Twitter), Tweetdeck

   Mobil...
Social Media is
“Customer Relationship Management”
It all starts with this:
The Consequences of ‘Closed’...?!
What does the Future
hold - and how will we
      adapt to it?
                  Source: seekingalpha.com
“We can enforce a different future than
that which our customers want”
“We can ignore our users’ emerging
behaviors and mo...
A big Challenge: Open
Internet vs Closed Minds?




             Rupert Mudoch via AllThingsD.com
Mobile
  Social
Networked
Real-Time
In Control
Closed vs Open...
*but
Control ≠ Money
 Egosystem 
Ecosystem
User Interfaces make all the difference
      The computer is work.
   The iPhone is ... kind of work.
  The iPad / Tablet...
Flighty   Immersive   Immersive...2.0
Expect more of this: Real-Life + Mobile + Internet




                       Imagine what this could do for
             ...
Old
New
Old
New
                            Hat tip to Brian Solis

TNN: Twitter News Network
Welcome to Communication 2.0
De-centralized
Mobile
Cross-Media
 Interactive
 Real-Time
Our entire media & communications infrastructure - the
“Extension of Man” (McLuhan) - is becoming Real-Time
Hyper-Competition
 Hyper-Collaboration
Now: “Stage Experiences”   Source: HBR.org
Source: Flickr Desert Diva
The ‘Open/amap’ challange




Source: Slideshare (cc)
Hybrid Models in many variations
Get rid of Push Marketing
        Top-down
    Domination Plays
Expensive watering-cans
Uni-directional marketing
 Interru...
A new Marketing Paradigm emerges
People as well as Brands are becoming...

                                sh ers
                   P u b     li
         ...
Twitter Examples
Summary
1. Attract the right people by
   publishing relevant
   content
2. Get and hold their
   Attention, build Trust
3...
Now is a good time!
email me at gerd@mediafuturist.com

   twitter.com/gleonhard
   Facebook: gleonhard
  more presentatio...
U4 11 Networked Media Leonhard
U4 11 Networked Media Leonhard
U4 11 Networked Media Leonhard
U4 11 Networked Media Leonhard
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U4 11 Networked Media Leonhard

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Presentation on social and 'networked media' by Gerd Leonhard at etma (european television and media management academy). Gerd Leonhard presented this outlook on future media business in March 2010 as part of etma's DLP training programme.

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U4 11 Networked Media Leonhard

  1. 1. Social Media: how the Entertainment Industry is switching from Push to Pull Gerd Leonhard www.mediafuturist.com twitter.com/gleonhard
  2. 2. The term Social Media is really kind of an artifact, a mere construct. Better: Networked Media. Real-Time Media. User-driven Media. Engaged Media.
  3. 3. We are very much at the beginning...
  4. 4. Our ‘Networked World’ is still very nascent Source: IdiotsofAnts.com ... and often rather confusing!
  5. 5. Why is this Social Media Stuff important?
  6. 6. Social Media will soon beat eMail, Video may well beat Search
  7. 7. Involve your ‘tribes’ & followers
  8. 8. From a long time ago....
  9. 9. Money Conversion Attention Merit, Quality & Uniqueness
  10. 10. ‘Broadcast’ Media
  11. 11. Networked Media
  12. 12. “Tribal Relationships” 150 tribe members + 1000 real fans + ++ +
  13. 13. Online and Offline are converging
  14. 14. “Trust is the most important currency online, so to build it we adhere to three principles of open information: value, transparency, and control” Google Senior VP, Product Management Jonathan Rosenberg's essay, The Meaning of Open, published on the Offical Google Blog
  15. 15. Was... Is...
  16. 16. Some of my weapons of choice Typepad for Blogging (Firefox!!!) Hootsuite for Firefox (Twitter), Tweetdeck Mobiles: iPhone, Google Nexus, Blackberry, Nokia E71 Mobile apps: Tweetie, Hootsuite, InstaPaper, FB More apps: LinkedIn, Google Reader, Skype Kindle, Sony, iPhone electronic readers HD Video Camera(s): Kodak, Flip, Phones... The new Apple Tablet!
  17. 17. Social Media is “Customer Relationship Management”
  18. 18. It all starts with this:
  19. 19. The Consequences of ‘Closed’...?!
  20. 20. What does the Future hold - and how will we adapt to it? Source: seekingalpha.com
  21. 21. “We can enforce a different future than that which our customers want” “We can ignore our users’ emerging behaviors and mold them as we see fit” “We need to watch out for what’s good for us, first and foremost” “Our gain needs to be 100% ours - it’s a win-lose world!” “More control = more money”
  22. 22. A big Challenge: Open Internet vs Closed Minds? Rupert Mudoch via AllThingsD.com
  23. 23. Mobile Social Networked Real-Time In Control
  24. 24. Closed vs Open...
  25. 25. *but Control ≠ Money Egosystem  Ecosystem
  26. 26. User Interfaces make all the difference The computer is work. The iPhone is ... kind of work. The iPad / Tablet is... not work
  27. 27. Flighty Immersive Immersive...2.0
  28. 28. Expect more of this: Real-Life + Mobile + Internet Imagine what this could do for personalized, engaged, conversational marketing Source: Wikitude / Youtube
  29. 29. Old
  30. 30. New
  31. 31. Old
  32. 32. New Hat tip to Brian Solis TNN: Twitter News Network
  33. 33. Welcome to Communication 2.0 De-centralized Mobile Cross-Media Interactive Real-Time
  34. 34. Our entire media & communications infrastructure - the “Extension of Man” (McLuhan) - is becoming Real-Time
  35. 35. Hyper-Competition  Hyper-Collaboration
  36. 36. Now: “Stage Experiences” Source: HBR.org
  37. 37. Source: Flickr Desert Diva
  38. 38. The ‘Open/amap’ challange Source: Slideshare (cc)
  39. 39. Hybrid Models in many variations
  40. 40. Get rid of Push Marketing Top-down Domination Plays Expensive watering-cans Uni-directional marketing Interrupting consumers Shout: buy buy buy 100% control everything
  41. 41. A new Marketing Paradigm emerges
  42. 42. People as well as Brands are becoming... sh ers P u b li Broad caste rs M edia C ont ent
  43. 43. Twitter Examples
  44. 44. Summary 1. Attract the right people by publishing relevant content 2. Get and hold their Attention, build Trust 3. Think Followers not Users 4. Offer added values to convert followers into $$
  45. 45. Now is a good time! email me at gerd@mediafuturist.com twitter.com/gleonhard Facebook: gleonhard more presentations at www.mediafuturist.com Thanks for listening!

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