“ I’m With the Brand” Multiplatform + Monetization Strategy Adrian Sexton, CEO
Welkom! <ul><li>What is … </li></ul><ul><ul><li>Brand? </li></ul></ul><ul><ul><li>Multiplatform Strategy? </li></ul></ul><...
What is New Medici? <ul><li>A Global Media Strategy Advisory </li></ul>“ Digital cannot be focused on short-term or ‘spot’...
Media + Lifestyle <ul><li>Lifestyle Media is overtaking Big (Entertainment) Media </li></ul><ul><li>Media is becoming more...
Public Service Brands (PSB)
What is Brand? <ul><li>Per Wikipedia:  </li></ul><ul><li>A  brand  is a name or trademark connected with a product or prod...
Must-Have Acronyms <ul><li>Near + Long-Term Planning: </li></ul><ul><ul><li>User eXperience (UX)  </li></ul></ul><ul><ul><...
Social Branding Plug-Ins “ Feet dipping versus skinny dipping”
“The Ten Spot”: Fails! <ul><li>Short-term strategy </li></ul><ul><li>Promotional mirroring only (PMO) </li></ul><ul><li>So...
Free “Public” Advice <ul><li>Arianna Huffington :  “ADD versus OCD … Traditional media versus new media.” </li></ul><ul><l...
What is Multiplatform Strategy? <ul><li>Multi-Channel Approach </li></ul><ul><li>Organic Growth </li></ul><ul><li>Relative...
Long-Term Experience Wins <ul><li>Spotify and/or Voddler </li></ul><ul><li>Hulu and/or TV Everywhere </li></ul><ul><li>iTu...
The Power of JVs “ A brain spray of awesomeness!”
Scalable + Refreshable Content Learning from the Publishing World
What is Monetization Strategy? <ul><li>Value Creation </li></ul><ul><li>Holding onto, then mining valuable IP </li></ul><u...
Value Disruption versus Value Destruction A fine line to walk …
Original Programming/ IP  Game Changers One-hit wonders actually work!
Media Myths <ul><li>From  The Curse of the Mogul : </li></ul><ul><li>Growth is Good </li></ul><ul><li>Gospel of Going Glob...
Handshake between Traditional and Digital Consumers expect a symbiotic relationship
End Result <ul><li>User Experience  +  Multiplatform or Multi-channel Strategy </li></ul><ul><li>+  Monetization Strategy ...
Hartelijk Dank <ul><ul><li>Adrian Sexton </li></ul></ul><ul><ul><li>Co-Founder & CEO </li></ul></ul><ul><ul><li>NewMedici....
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X Media Lab Amsterdam 2009 Keynote by New Medici's Adrian Sexton

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International keynote by Adrian Sexton of New Medici for X Mediaa lab

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X Media Lab Amsterdam 2009 Keynote by New Medici's Adrian Sexton

  1. 1. “ I’m With the Brand” Multiplatform + Monetization Strategy Adrian Sexton, CEO
  2. 2. Welkom! <ul><li>What is … </li></ul><ul><ul><li>Brand? </li></ul></ul><ul><ul><li>Multiplatform Strategy? </li></ul></ul><ul><ul><li>Monetization Strategy? </li></ul></ul><ul><li>How do/does … </li></ul><ul><ul><li>Consumers benefit? </li></ul></ul><ul><ul><li>Public Media benefit? </li></ul></ul><ul><ul><li>Brands benefit? </li></ul></ul>
  3. 3. What is New Medici? <ul><li>A Global Media Strategy Advisory </li></ul>“ Digital cannot be focused on short-term or ‘spot’ growth as revenues are not here yet.” <ul><li>Long-term business strategy </li></ul><ul><li>Building new media businesses and product development with strategic marketing & distribution guidance </li></ul><ul><li>Traditional and digital media handshake </li></ul>
  4. 4. Media + Lifestyle <ul><li>Lifestyle Media is overtaking Big (Entertainment) Media </li></ul><ul><li>Media is becoming more niche </li></ul><ul><ul><li>It’s no longer about first mover/ consumption </li></ul></ul><ul><ul><li>New releases versus Long Tail </li></ul></ul><ul><ul><li>Consumers are media exec understudies </li></ul></ul><ul><ul><li>Broadcast versus cable in the States </li></ul></ul><ul><li>Lifestyle Media is: </li></ul><ul><ul><li>Relative </li></ul></ul><ul><ul><li>Personalized </li></ul></ul><ul><ul><li>Constant touch points </li></ul></ul><ul><li>Transition your media to fit lifestyle </li></ul>
  5. 5. Public Service Brands (PSB)
  6. 6. What is Brand? <ul><li>Per Wikipedia: </li></ul><ul><li>A brand is a name or trademark connected with a product or producer. Brands have become increasingly important components of culture and the economy, now being described as &quot;cultural accessories and personal philosophies.&quot; </li></ul>
  7. 7. Must-Have Acronyms <ul><li>Near + Long-Term Planning: </li></ul><ul><ul><li>User eXperience (UX) </li></ul></ul><ul><ul><li>Organic Platform Portability (OPP) </li></ul></ul><ul><ul><li>Quality of Content (Good QC) </li></ul></ul><ul><ul><li>Economies of Scalability (EOS) </li></ul></ul><ul><ul><li>Competitive Advantage Differentiators (CAD) </li></ul></ul><ul><ul><li>User Consumption/ Transaction (UCT) </li></ul></ul>
  8. 8. Social Branding Plug-Ins “ Feet dipping versus skinny dipping”
  9. 9. “The Ten Spot”: Fails! <ul><li>Short-term strategy </li></ul><ul><li>Promotional mirroring only (PMO) </li></ul><ul><li>Social media versus Pseudo Media </li></ul><ul><li>Patchwork of incongruent channels, services, apps, etc. </li></ul><ul><li>Too much “quantity” content (bad QC) </li></ul><ul><li>Non-iterative practices </li></ul><ul><li>50/50 – 50 minute strategy over 50 year strategy </li></ul><ul><li>Un-quantified goals </li></ul><ul><li>No real (or unreal) targets </li></ul><ul><li>Budgets’ review without resources’ review </li></ul>
  10. 10. Free “Public” Advice <ul><li>Arianna Huffington : “ADD versus OCD … Traditional media versus new media.” </li></ul><ul><li>Publicis CEO : &quot;You must accept the failures with the successes ... you must live dangerously or you cannot succeed!&quot; </li></ul><ul><li>Reid Hoffman : “ If you are not embarrassed by the first version of your product, you’ve launched too late. ” </li></ul>
  11. 11. What is Multiplatform Strategy? <ul><li>Multi-Channel Approach </li></ul><ul><li>Organic Growth </li></ul><ul><li>Relative and personalized extensions/ touchpoints </li></ul><ul><li>Constant analytics – what’s working? </li></ul><ul><li>Living CRM </li></ul>
  12. 12. Long-Term Experience Wins <ul><li>Spotify and/or Voddler </li></ul><ul><li>Hulu and/or TV Everywhere </li></ul><ul><li>iTunes and/or Netflix </li></ul>
  13. 13. The Power of JVs “ A brain spray of awesomeness!”
  14. 14. Scalable + Refreshable Content Learning from the Publishing World
  15. 15. What is Monetization Strategy? <ul><li>Value Creation </li></ul><ul><li>Holding onto, then mining valuable IP </li></ul><ul><li>Carving out rights and formats while building niche audiences </li></ul><ul><li>Engaging versus programming consumers </li></ul><ul><li>Freemium versus Transactions </li></ul>
  16. 16. Value Disruption versus Value Destruction A fine line to walk …
  17. 17. Original Programming/ IP Game Changers One-hit wonders actually work!
  18. 18. Media Myths <ul><li>From The Curse of the Mogul : </li></ul><ul><li>Growth is Good </li></ul><ul><li>Gospel of Going Global </li></ul><ul><li>Content is King </li></ul><ul><li>Cult of Convergence </li></ul>
  19. 19. Handshake between Traditional and Digital Consumers expect a symbiotic relationship
  20. 20. End Result <ul><li>User Experience + Multiplatform or Multi-channel Strategy </li></ul><ul><li>+ Monetization Strategy </li></ul><ul><li>= Brand </li></ul>
  21. 21. Hartelijk Dank <ul><ul><li>Adrian Sexton </li></ul></ul><ul><ul><li>Co-Founder & CEO </li></ul></ul><ul><ul><li>NewMedici.com/Advisory </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>+1 310 200 6455 </li></ul></ul>

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