Fixing The Media VBO - March 29, 2010

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Fixing The Media VBO - March 29, 2010

  1. 1. Fixing the Media In Search of a New Media Mix VBO March 29, 2010 jo@caudron.com woensdag 31 maart 2010 1
  2. 2. About Dear Media woensdag 31 maart 2010 2
  3. 3. About Dear Media Digital Strategy & Innovation for: woensdag 31 maart 2010 3
  4. 4. 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 woensdag 31 maart 2010 4
  5. 5. Introduction woensdag 31 maart 2010 5
  6. 6. 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 woensdag 31 maart 2010 6
  7. 7. Halle Train Crash February ’10 What was the first media-brand that reported on the crash? woensdag 31 maart 2010 7
  8. 8. The Perfect Storm woensdag 31 maart 2010 8
  9. 9. Drivers of change Content choice the power of many advertising Clutter Social Media Convenience, Richness & poor Creativity Control woensdag 31 maart 2010 9
  10. 10. Drivers of change Content choice woensdag 31 maart 2010 10
  11. 11. Youtube TOP 23 most viewed = 10.000.000.000 minutes = 250.000.000 episodes of Prison Break +200.000 new movies are added DAILY Source: http://mediatedcultures.net/ksudigg/?p=163 And this is just Youtube ... woensdag 31 maart 2010 11
  12. 12. Drivers of change advertising Clutter On average we are exposed to over 3.000 brand impressions each day! woensdag 31 maart 2010 12
  13. 13. Drivers of change poor Creativity interuption marketing, 30”, expandables, splash screens, ... woensdag 31 maart 2010 13
  14. 14. 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 • … woensdag 31 maart 2010 14
  15. 15. 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 woensdag 31 maart 2010 15
  16. 16. Drivers of change PLACE SHIFTING Convenience, Richness & Control woensdag 31 maart 2010 16
  17. 17. Drivers of change AUTHORITY SHIFTING the power of many Social Media woensdag 31 maart 2010 17
  18. 18. 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 woensdag 31 maart 2010 18
  19. 19. Media 1.0 woensdag 31 maart 2010 19
  20. 20. 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 woensdag 31 maart 2010 20
  21. 21. Examples woensdag 31 maart 2010 21
  22. 22. Blogs woensdag 31 maart 2010 22
  23. 23. Microblogging sites woensdag 31 maart 2010 23
  24. 24. Social Networks woensdag 31 maart 2010 24
  25. 25. Social Networks B2B woensdag 31 maart 2010 25
  26. 26. Video Platforms woensdag 31 maart 2010 26
  27. 27. Photo Platforms woensdag 31 maart 2010 27
  28. 28. Music Platforms woensdag 31 maart 2010 28
  29. 29. Travel Platforms woensdag 31 maart 2010 29
  30. 30. Social Shopping woensdag 31 maart 2010 30
  31. 31. Price comparison - social shopping woensdag 31 maart 2010 31
  32. 32. Co-creation woensdag 31 maart 2010 32
  33. 33. Collaboration woensdag 31 maart 2010 33
  34. 34. The sky is the limit... woensdag 31 maart 2010 34
  35. 35. Some Numbers woensdag 31 maart 2010 35
  36. 36. February 2010: Facebook has 400.000.000 members (and is making profit) = +700K per day! woensdag 31 maart 2010 36
  37. 37. 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) woensdag 31 maart 2010 37
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  41. 41. So, Traditional Media are dead? Are they really? Don’t think so. woensdag 31 maart 2010 41
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  43. 43. Traditional media under great pressure woensdag 31 maart 2010 43
  44. 44. 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, ...) woensdag 31 maart 2010 44
  45. 45. The future of TV might not be on TV Lost S05E06 NLSubs Source: Cisco, June 2008 woensdag 31 maart 2010 45
  46. 46. The future of TV might not be on TV woensdag 31 maart 2010 46
  47. 47. Mobile. Not dead at all. woensdag 31 maart 2010 47
  48. 48. 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 woensdag 31 maart 2010 48
  49. 49. 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” woensdag 31 maart 2010 49
  50. 50. 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) woensdag 31 maart 2010 50
  51. 51. 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) woensdag 31 maart 2010 51
  52. 52. 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) woensdag 31 maart 2010 52
  53. 53. 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) woensdag 31 maart 2010 53
  54. 54. And it’s just the beginning woensdag 31 maart 2010 54
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  57. 57. Can you just ignore Social Media? woensdag 31 maart 2010 57
  58. 58. Why are companies NOT using SM? Is this the right way to go? woensdag 31 maart 2010 58
  59. 59. Why are companies NOT using SM? • Lack of information => ignorance • Ignorance => fear • No idea of the current size, growth, impact, potential, value, ... • Decissionmakers are often too old themselves to understand the importance of this rapid change • But they are locking-out reality and the future of online communication! woensdag 31 maart 2010 59
  60. 60. Why Allow Social Media? • Social Media are changing the way we • live • work • get informed • ... • Do you want to deprive your staff access to phone, internet or mail? • If not: • why limit access to a highly efficient and powerful source of communication and information? • why push your staff into “stealth mode”. They will do it anyway! woensdag 31 maart 2010 60
  61. 61. Why Allow Social Media? • Because you simply can not switch it off! • Remember Iran? • Primary access to social sites in the very near future will be via mobile devices (often not part of your infrastructure) • It’s part of people’s lives woensdag 31 maart 2010 61
  62. 62. SHIFT in WORK -> “Weisure” Traditionally off Home off Work woensdag 31 maart 2010 62
  63. 63. SHIFT in WORK -> “Weisure” Today Video Finishing a conference report Checking Reading / email through the the digital emails in handling / .. VPN planning SMS’ing a the traffic collegue jam woensdag 31 maart 2010 63
  64. 64. Why Allow Social Media? • Social Media are a huge opportunity to • market your company, products, services • to attract employees • to tap into an unseen source of information and knowledge • You just have to understand how it works, and how you can use it without disturbing your normal activities woensdag 31 maart 2010 64
  65. 65. Positive action requires a plan. woensdag 31 maart 2010 65
  66. 66. It’s about “Social Business” • Social Media can be used for anything • Marketing (create an audience and interact with it) • Support (track issues and help people, even if they are not your customers) • Sales (put your promo’s in the social stream) • HR (looking for staff? Social Media are a very effective and inexpensive way to search) • Research (your social graph is a rich source of information, that you can not just search but also inquire) • Both B2C and B2B woensdag 31 maart 2010 66
  67. 67. It’s about “Social Business” •Research shows that big brands in social media are big brands in real live •But small companies can benefit from social media too: • you really have to be smart, not rich • in social media, it’s “relevance” that counts, not “decibels” • if you are willing to engage, you can create personal, working (and profitable) relationships woensdag 31 maart 2010 67
  68. 68. It’s about “Social Business” •But beware: • you really have to be transparent. Once you engage in social media, you have to be open an honest as a company. • you have to be “the real you”. Don’t fake. • it takes time to build a network and you can not just buy it. • your staff is the best way to start spreading your messages • don’t overdo, don’t spam •It’s ideal to create new, strong and viral relationships woensdag 31 maart 2010 68
  69. 69. 13/07/09 After 24H, on the Dear Media site woensdag 31 maart 2010 69
  70. 70. 13/07/09 1200 -500 followers (13/07) 275 0 fans (01/10) woensdag 31 maart 2010 70
  71. 71. The power of my network versus woensdag 31 maart 2010 71
  72. 72. Creating a “Social Media Plan” 1 Internal Awareness 2 Goal, objectives, strategy 3 Teams 4 Social Networks & Tools 5 Find Internal Ambassadors 6 Social Media Policy 7 Define SM projects 8 Roll-Out SM projects 9 Social Seeding 10 Follow-up, measure 11 Engage woensdag 31 maart 2010 72
  73. 73. • 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 woensdag 31 maart 2010 73
  74. 74. twitter.com/jcaudron woensdag 31 maart 2010 74
  75. 75. Fixing the Media In Search of a New Media Mix VBO March 29, 2010 jo@caudron.com woensdag 31 maart 2010 75

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