Media Convergence<br />March 23, 2011<br />Christy Belden, Vice-President Media + Marketing<br />
Christy Belden<br />2<br />Vice President, Media + Marketing, LeapFrog Interactive<br />Experience: 11 years<br />	The Cou...
LeapFrog Interactive<br />3<br />Twitter: @LFI<br />		#marketing<br />		#mediaconvergence<br />		#digitalmedia<br />Facebo...
Agenda<br />+ Convergence Theory Defined<br />+ Convergence Theory History<br />+ Convergence Theory Changes<br />+ Media ...
Convergence Defined<br />Convergence: n. [kuhn-vur-juhns] – the merging of distinct technologies, industries, or devices i...
Convergence Defined<br />6<br />
Convergence Defined<br />“the flow of content across multiple media platforms, the cooperation between multiple media indu...
Convergence Defined<br />8<br />Unite<br />Group<br />Combine<br />Confluence<br />Meeting<br />Consolidate<br />Mass<br /...
Convergence Defined<br />Convergence Culture<br />“where old and new media intersect, where grassroots and corporate media...
Convergence Defined<br />Convergence Culture<br />									-<br />10<br />
Convergence Defined<br />Convergence Culture<br />									-<br />11<br />
Convergence Defined<br />Three Principles of Convergence<br />+ Entertainment – content across all different platforms and...
Convergence Defined<br />History of Convergence<br />13<br />
Convergence Defined<br />Convergence Defined<br />14<br />People<br />Media<br />
What’s New?<br />15<br />
Media Statistics<br />16<br />Source: eMarketer.com<br />
Media Statistics<br />17<br />Time Shifted TV Viewing Up 13% in Q4 2010<br />Source: MarketingCharts.com<br />
Media Statistics<br />18<br />Source: MarketingCharts.com<br />
Media Statistics<br />19<br />Source: http://www.seomoz.org/blog/whats-the-future-of-mobile-search-and-seo<br />
Channel Implementation<br />TV <br />20<br />+ “Home Center”<br />+ Media Content<br />+ Events<br />+ DVR. Tivo<br />+ St...
Channel Implementation<br />Laptop <br />21<br />+ “Workhorse”<br />+ Central repository of content, media<br />+ Work lif...
Channel Implementation<br />Mobile Cellphone<br />22<br />+ “Everywhere”<br />+  Media content any time, any where<br />+ ...
Channel Implementation<br />Tablet <br />23<br />+ “The New Home Entertainment”<br />+  Serves media, gaming, content<br /...
Case Study<br />Pepsi Refresh Project<br />24<br />
Case Study<br />Disney<br />25<br />
Case Study<br />NCAA CBS March Madness<br />26<br />
Convergence Execution<br />Who is your audience and how do you find them? <br />+ Demographics<br />+ Psychographics<br />...
Executing Convergence Theory<br />Steps to take<br />+ Plan, Plan, Plan<br />+ Vendor<br />+ Execute<br />28<br />Digital<...
Any Questions?<br />29<br />
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Media Convergence in a Digital World, by LeapFrog Interactive

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Christy Belden’s presentation will explore the convergence of information across platforms, including discussion of the latest innovation for broadcasting marketing messages to target audiences. Belden will discuss the theory of media convergence and how new technologies are shaping audience expectation. She will also speak about the evolving behaviors for media consumption, best practices and benefits of utilizing multiple digital technologies to broadcast marketing messages. Prepared by Brittany Burdoine-Lewis.

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Media Convergence in a Digital World, by LeapFrog Interactive

  1. 1. Media Convergence<br />March 23, 2011<br />Christy Belden, Vice-President Media + Marketing<br />
  2. 2. Christy Belden<br />2<br />Vice President, Media + Marketing, LeapFrog Interactive<br />Experience: 11 years<br /> The Courier-Journal<br /> University of Louisville<br /> SEMPO Certified<br /> Google AdWords Individually Certified<br />Christy knows marketing. PPC, SEO, social media, email, mobile, traditional—she’s been there and done that. She continues to build a deep well of experience and is always in touch with the trends and strategies that provide a solid return on clients’ investments.<br />
  3. 3. LeapFrog Interactive<br />3<br />Twitter: @LFI<br /> #marketing<br /> #mediaconvergence<br /> #digitalmedia<br />Facebook: www.facebook.com/LeapFrogInteractiveAgency<br />Blog: www.leapfroginteractive.com/blog<br />
  4. 4. Agenda<br />+ Convergence Theory Defined<br />+ Convergence Theory History<br />+ Convergence Theory Changes<br />+ Media Statistics<br />+ Channel Implementation<br />+ Case Study<br />+ Convergence Execution<br />4<br />
  5. 5. Convergence Defined<br />Convergence: n. [kuhn-vur-juhns] – the merging of distinct technologies, industries, or devices into a unified whole.<br />5<br />
  6. 6. Convergence Defined<br />6<br />
  7. 7. Convergence Defined<br />“the flow of content across multiple media platforms, the cooperation between multiple media industries and the migratory behavior of media audiences who will go almost anywhere in search of the kinds of experiences they want.”<br />- Henry Jenkins, Director of Comparative Media Studies Program at MIT<br />7<br />
  8. 8. Convergence Defined<br />8<br />Unite<br />Group<br />Combine<br />Confluence<br />Meeting<br />Consolidate<br />Mass<br />Merging<br />Assembly<br />Aggregate<br />Union<br />
  9. 9. Convergence Defined<br />Convergence Culture<br />“where old and new media intersect, where grassroots and corporate media collide, where the power of the media producer and the power of the consumer interact in unpredictable ways.”<br /> -Convergence Culture: Where Old and New Media Collide<br />9<br />
  10. 10. Convergence Defined<br />Convergence Culture<br /> -<br />10<br />
  11. 11. Convergence Defined<br />Convergence Culture<br /> -<br />11<br />
  12. 12. Convergence Defined<br />Three Principles of Convergence<br />+ Entertainment – content across all different platforms and media<br />+ Social Culture – the new ways we interact with the culture<br />+ Marketing – utilize the above to create new marketing strategies and brand experiences for the consumers<br />12<br />
  13. 13. Convergence Defined<br />History of Convergence<br />13<br />
  14. 14. Convergence Defined<br />Convergence Defined<br />14<br />People<br />Media<br />
  15. 15. What’s New?<br />15<br />
  16. 16. Media Statistics<br />16<br />Source: eMarketer.com<br />
  17. 17. Media Statistics<br />17<br />Time Shifted TV Viewing Up 13% in Q4 2010<br />Source: MarketingCharts.com<br />
  18. 18. Media Statistics<br />18<br />Source: MarketingCharts.com<br />
  19. 19. Media Statistics<br />19<br />Source: http://www.seomoz.org/blog/whats-the-future-of-mobile-search-and-seo<br />
  20. 20. Channel Implementation<br />TV <br />20<br />+ “Home Center”<br />+ Media Content<br />+ Events<br />+ DVR. Tivo<br />+ Stream Netflix, Pandora<br />+ Google TV. Apple TV<br />
  21. 21. Channel Implementation<br />Laptop <br />21<br />+ “Workhorse”<br />+ Central repository of content, media<br />+ Work life revolves around the medium<br />
  22. 22. Channel Implementation<br />Mobile Cellphone<br />22<br />+ “Everywhere”<br />+ Media content any time, any where<br />+ Media “on the go”<br />+ Instant communication<br />
  23. 23. Channel Implementation<br />Tablet <br />23<br />+ “The New Home Entertainment”<br />+ Serves media, gaming, content<br />+ Use at home in place of laptop<br />+ On the go information and media <br />
  24. 24. Case Study<br />Pepsi Refresh Project<br />24<br />
  25. 25. Case Study<br />Disney<br />25<br />
  26. 26. Case Study<br />NCAA CBS March Madness<br />26<br />
  27. 27. Convergence Execution<br />Who is your audience and how do you find them? <br />+ Demographics<br />+ Psychographics<br />+ Habits<br />+ Viewership<br />+ Media Devices<br />+ Break down audiences as small as possible<br />27<br />
  28. 28. Executing Convergence Theory<br />Steps to take<br />+ Plan, Plan, Plan<br />+ Vendor<br />+ Execute<br />28<br />Digital<br />Media<br />Traditional Media<br />
  29. 29. Any Questions?<br />29<br />

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