The document discusses the changing media landscape and the rise of social media. It notes that traditional media are facing challenges from audience fragmentation, advertising clutter, and the shift to online content and user-generated content. However, some traditional media like radio and magazines may still have advantages from local content and trust. Mobile media have seen huge growth with smartphones. Social media are empowering audiences and changing how information spreads through social objects and networks. The future will likely see more integration of mobile, social media, and augmented reality.
4. About Dear Media
Digital Strategy & Innovation for:
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5. About me...
• Founding Partner of Dear Media
• Active in interactive since 1993 (Dear Media, ONE Agency,
theOriginals, tvAgency, xCA, The Reference, ...)
• Not a Digital Native
Not a Digital Immigrant, but a Digital Architect
• http://jocaudron.me
(for the personal stuff)
• http://www.linkedin.com/in/jocaudron
(for the boring stuff)
• www.twitter.com/jcaudron
(to get in my stream)
• http://www.facebook.com/jocaudron
(we might even become friends ;-)
• Become fan of Dear Media on www.facebook.com/
dearmedia and get the daily social media news in your
stream
picture: (c)
Pieter Baert
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7. To get this started...
• Who is using? • Who is using?
• Twitter • a Blackberry
• Facebook, Netlog, ... • an iPhone (2G, 3G, 3Gs)
• LinkedIn, Plaxo • a Google Phone
• Email • an Android
• Google Wave • a Nokia, Samsung, Sony
Ericsson, ...
• LBS
• Augmented Reality
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8. What’s your primary news source?
• Radio
• Newspaper
• TV
• Online newspaper
• Magazines
• Mine is ...
Where is your Twitter Wall?
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9. Halle Train Crash February ’10
What was the first media-brand
that reported on the crash?
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12. Drivers of change
Content choice
the power of many
advertising Clutter
Social Media
Convenience, Richness & poor Creativity
Control
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14. 120.000.000 viewers x 6 = 620.000.000 min = 15mio “Prison Break”
episodes
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15. Youtube TOP 23 most viewed
= 10.000.000.000 minutes
= 250.000.000 episodes of Prison Break
Every minute, 24HOURS of content is uploaded
Source: http://mediatedcultures.net/ksudigg/?p=163
And this is just Youtube ...
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16. Drivers of change
advertising Clutter
On average we are exposed to over 3.000 brand impressions each day!
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17. Drivers of change
poor Creativity
interuption marketing, 30”,
expandables, splash screens, ...
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18. Drivers of change
Viewers are taking
Media are losing their control, deciding
traditional “push” power. what they want to
watch, when, and
how.
Pull strategy
• On demand
• Timeshifting
• Ad skipping
• Online content
Convenience, Richness & • Games
• User generated content
Control
• …
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19. Drivers of change
TIMESHIFTING
Cfr. Tivo, Telenet Flexview, ...
Allowing to skip ads
And users skip ads more then you like
User behavior is shifting towards more
control (what, how, when). They are
just waiting for DVR’s.
And this can hurt TV business !
Convenience, Richness &
Control
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20. Drivers of change
PLACE SHIFTING
Convenience, Richness &
Control
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21. Drivers of change
AUTHORITY SHIFTING
the power of many
Social Media
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22. Drivers of change
Fragmentation
Content choice
the power of many
advertising Clutter
Social Media
Convenience, Richness & poor Creativity
Control
Irritation
Shift of control and ownership
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24. SOCIAL OBJECT
The Flower is the (potential) social
object
The mainstream media are the
smell of the flower
The bee is “spreading the word”
and has the real power
Level I: Sites, blogs, feeds, widgets
Level II: Closed networks (Facebook, Netlog, ...)
Level III: Through individuals (e-mail, Twitter, ...)
Media 2.0
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40. February 2010: Facebook has
400.000.000 members (and is
making profit) = +700K per day!
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41. TODAY: 3Mio in Belgium
+300.000 users in Belgium from
September ’09 to November ’09! ->
28% of the population.
TODAY: 3Mio in Belgium are on
Netlog
150.000 people on Twitter
(estimated)
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51. Is TV dead?
Probably
not.
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52. iDTV (and advertising)
• it’s interactive
• iDTV is for most people not really interactive
• the “red button” today mainly is an extension of the overall TV-experience
• real interactive apps (interactive advertising, gaming, walled garden
apps, ...) have limited (no?) success. Only exception is televoting.
• Does this have to do with context?
• it’s digital
• more channels
• better quality of sound and image
• HD
• it’s TV (context!)
• apparently the features that are rated as interesting and appealing are
extensions of the TV-watching experience.
• Interaction is only important when it comes down to “being in control of
TV” (EPG, timeshifting => ad avoidance, on demand, ...)
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53. The future of TV might not be on TV
Lost S05E06 NLSubs
Source: Cisco, June 2008
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54. The future of TV might not be on TV
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56. Radio must be dead too?
Nope, not really.
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57. Radio is not dead
• Like magazines, radio has characteristics that make it harder to
“copy” push out of the market or by-pass
• local content: news, services, ... adapted to the hour of the day
• trust between “voice” and “listener”: gatekeeper
• there is an existing community of listeners and the station (much more
than with TV)
• radio is no jukebox
• Yet, other initiatives are going after the attention of the listener
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59. State of Magazines
•They too are having an “identity crisis”
•But the situation is more like with radio and not as bad as
with newspapers
•Still, what will the future bring?
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60. The future
of
Magazines?
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61. Mobile.
Not dead at all.
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62. Mobile is the
Biggest!
p ho nes.
mo bile so ld
5 bi llion were
bi llion n e!
os t 1 r alo
Alm las t yea
o ve r the
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63. Mobile is Finally Here
• For 10 years, mobile internet really sucked
• One disruptive player (Apple) changed the
game entirely with a new mobile paradigm
(iPhone) challenging all other mobile
hardware/software providers
• to create more than just a phone
• to raise the level of consumer experience
• to create a new eco-system where lot’s off
money can be made (content - tools - services)
• Soon, 100% of the market will be “iPhonized”
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64. And there’s another one...
Google must have been thinking:
“we can innovate too...”
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65. Mobile + social + real-world = future
iPhone app -> LBS wine store
Internet of Things: scanning/
tagging product
More info, rating, social reviews
Tag to my digital assets (I’ll buy
later or elsewhere or online)
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66. Mobile + social + real-world = future
iPhone app -> LBS wine store
Internet of Things: scanning/
tagging product
More info, rating, social reviews
Tag to my digital assets (I’ll buy
later or elsewhere or online)
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67. Mobile + social + real-world = future
iPhone app -> LBS wine store
Internet of Things: scanning/
tagging product
More info, rating, social reviews
Tag to my digital assets (I’ll buy
later or elsewhere or online)
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68. Mobile + social + real-world = future
iPhone app -> LBS wine store
Internet of Things: scanning/
tagging product
More info, rating, social reviews
Tag to my digital assets (I’ll buy
later or elsewhere or online)
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69. And it’s just the
beginning
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78. Looking for a new Media Mix
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79. Social is here
to stay!
Social is here to stay!
Social is here to stay!
Old Media Interactive Media Social Media
Once we started the digital and interactive revolution,
we knew that this had to evolve into a model,
where people would not just settle for 24/7 self-service and interactivity (to
just buy more stuff),
but that they would claim what their part in the conversation.
You can not give people remote controls and expect them to NOT zap away.
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80. High
Social Network =
Personal Social
Social Relationships
Campaigns
Viral
Marketing
Activation
Campaigns Social Websites
Interaction
Engagement spread the
Medium
Email word
Marketing
Direct
Marketing
Online media Activation “contact”
Campaigns
Websites
Traffic smell
POS PR
Advertising
Build flower
Broadcasting
Low
2 weeks 2 months 2 years
Duration
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81. High
Personal Social
Social Relationships
Campaigns
Viral
Marketing
Activation
Campaigns Social Websites
Interaction
Medium
Email Social Site
Marketing (info, fun, engagement, loyalty)
Direct
Online media
Marketing
Campaigns
Websites
POS PR
Advertising
Broadcasting
Low
2 weeks 2 months 2 years
Duration
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82. High
Personal Social
Social Relationships
Blogs, sites, ...
Campaigns
Viral
Marketing
Social
seeding
Activation
Campaigns Social Websites
Interaction
Medium
Email Social Site
Marketing (info, fun, engagement, loyalty)
Direct
Online media
Marketing
Campaigns
Websites
Traffic
POS PR
Advertising
Broadcasting
Low
2 weeks 2 months 2 years
Duration
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83. High Extra-Muros (3th party
Personal Social online real-estate)
Social Relationships
Blogs, sites, ...
Campaigns
Viral
Marketing
Social
seeding Social
Activation harvesting
Campaigns Social Websites
Interaction
Medium
Email Social Site Intra-Muros (your own
(info, fun, engagement, loyalty)
Direct
Marketing online real-estate)
Online media
Marketing
Campaigns
Websites
Conversion
offline
Traffic Conversion
POS PR online
Advertising
Broadcasting
Low
2 weeks 2 months 2 years
Duration
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84. “Get Into The Stream”
(freely after Madonna)
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87. Destination
•The traditional way of thinking
•“Come to us, we will show you”
•They are in control of:
programming, advertising,
presentation, comments, ...
•They used to be closed and afraid
to share ...
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88. Stream
• The new paradigm: status
updates create the “live web”
• It comes to you, depending on
who/what you want to follow
• Driven by Twitter, Facebook,
Google Reader, ...
• Filtered by yourself, allowing
your peers to be your gatekeeper
• Open, open, open, ...
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89. The power of “The Stream”
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90. The power of “The Stream”
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91. The power of “The Stream”
versus
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92. • The media-landscape has changed
with the arrival of digital, the
internet, social, mobile, ...
• Traditional media must adapt to
this new reality
Conclusions • It’s not a threat, is an
opportunity. Embrace to new
possibilities,
• as they reflect what the audience
is actually doing (not what we
think they are doing)
• they are very powerful
• It’s a matter of finding a new
balance between
• traditional and new
• top-down and bottom-up
• talking and listening
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