Google ThinkBranding - Hamburg - sept 2012

OLIVIER GERS

Endemol

Hamburg – 25th September
© Endemol Worldwide Brands 2012 – Olivier Gers

…etc
Endemol is the largest independent television
production company in the world, with
subsidiaries and joint ventures in 34 countries.

Endemol has a growing library of over 2,300
formats (across genres including entertainment,
reality TV, game shows, animation, comedy and
drama).

Endemol annually produces 10,000 hours of
content across genres

Endemol is a world leader in Creating,
Producing, Distributing and Exploiting
entertainment content.

THE FUTURE
of communications, marketing and media

“The future of
communications,
marketing and media
is SEARCH”


“The future of
communications,
marketing and media
is SOCIAL”


“The future of
communications,
marketing and media
is TWITTER”


“The future of
communications,
marketing and media
is DIGITAL”


“The future of
communications,
marketing and media
is DESIGN”


TRUTH IS…


…NOBODY KNOWS


…NOW WHAT?


DON’T PANIC


WHAT WE KNOW


The rise of social media


How will
we talk to
them?


TV 50 years ago -
Social © Endemol Worldwide Brands 2012 – Olivier Gers

TV 30 years ago

TV 10 years ago

Anti-social

The New Social?

2006 - FUTURE SCENARIOS AND PREDICTIONS

1. Scenario 1: NapsterVision
– ‘Death of traditional TV channels’
2. Scenario 2: Always On Demand
– ‘Time shifting and the death of advertising’
3. Scenario 3: Primetime Rules
– ‘Networks strike back’


2006 - SCENARIO 1: NAPSTERVISION
‘Death of traditional TV Channels’
Power shifts to:
• Consumers - deciding what, where, when they want to watch
• Distribution platforms - computer merges with TV

• High penetration of new, mobile devices
• Consumers adopt new technologies faster
• Content can be downloaded faster
• New bespoke content available


On his way home from work Jamie watches the news
streamed to his portable video player


The Yahoo programme guide recommends choices for Jamie
and offers him the option to download to his phone, TV or PC


Jamie likes one of Yahoo’s choices so much he
decides to send it to his friend Bill


2006 - SCENARIO 2: ON DEMAND
‘Time shifting and the death of advertising’

• Consumers still watch ‘traditional’ programs but:
• Use PVRs/VOD for bulk of viewing
• Skip advertisements
• ‘One stop shopping’: big media conglomerates hold power
• New Devices (mobile, PC, tvPods): don’t take viewers away
• Advertisers: 75% will cut TV ad spending when PVRs reach 40% penetration - currently
27% (Forrester survey)


Having decided to watch TV Jennie is pleased to see that
a new episode of Joey is available for download


With interruptions, Jennie didn’t get a chance to watch her
download in one go: she’s glad her purchases last for some time


Even when she gets time to sit down, Jennie enjoys the
flexibility to control the start and end times of her viewing


2006 - SCENARIO 2: ON DEMAND
‘Networks strike back’

• Traditional broadcasters exist but have to adapt to retain audience:
• Interactivity:
• Prime time shows have participation / interactivity at heart of concept
• TV viewer loyalty:
• Live viewing rewarded with points system
• Targeted advertising:
• Advertising highly targeted; homes only see ads that relate to them


Debbie enjoys watching The Apprentice even more when she
can join in live chats at the same time


Even if it means missing favorite programs, Debbie will swap
channels for a good offer: like double loyalty points for the lottery live


Debbie wonders if there is a connection between the birth of her
daughter and the increasing number of child product ads she sees


Olivier Gers


ECOSYSTEM IS WAY TOO
COMPLICATED


HOW ARE WE GOING
TO SORT IT OUT?

COMMUNITIES DRIVE BRANDS,
COMMUNITIES DRIVE TRAFFIC

More authority

More links More Loyal Users

More traffic COMMUNITY Higher repeat visits

More useful site Higher levels of interaction

More content


UNDERSTAND THAT MOTIVATIONS ARE DIFFERENT
AND DON’T TRY TO CONTROL THEM
Creating relationships and friendships 40%

Someone who cares about the same things they do 38%

Entertainment and relaxation 35%

Providing a place where they can freely share their opinion 29%
and not hold back

Providng a sense of community and mutual support 18%

Sounding board for someone who cares about their 17%
interests
Providing access to information and sdvice they could not 15%
get anywhere else

Opportunity to be involved in a cause they care about 10%

Recognition, a place where they can share their intelligence 10%

Other 5%

Blog Her/Compass Partners 2008 Social Media Study

UNDERSTAND HOW THEY WORK

Every community has super-users – high authority, highly active
Know who they are


LISTEN

Act on their feedback
Encourage discussion, be a part of it


AND ADD VALUE

Understand what they are trying to do
Create tools and content to help them do it
Interact with them, engage with them, respect them


AND IT’S NOT ABOUT TECHNOLOGY

TECHNOLOGY CHANGES.
HUMANS DON’T.
"Over and over again, connecting
people with one another is what
lasts online. Some folks thought it
was about technology,
but it's not.“
Seth Godin


WHAT THIS MEANS FOR
MEDIA COMPANIES


FANS

Our philosophy
58

MEDIA BRANDS ARE INCREASINGLY DEFINED LESS BY
THE PLATFORM AND MORE BY THE COMMUNITY

AND WHAT YOU CAN DO FOR THAT COMMUNITY

Be Useful

"...journalism is shifting from being a product to a service and, with this, a news
outlet shifts from being a final destination to being part of a network."
Alfred Hermida, reportr.net


WHAT THIS MEANS – FREE FLOWING CONTENT
“Content Ubiquity” Peter Chernin, News Corp

Services, applications and content are scalable and portable

Platforms that are seamlessly inter-connectable

No barriers to interaction - interfaces that get out of the way

CREATE REMARKABLE CONTENT
If the web is a mass of conversations, then
get talked about

Create content and services that are worth passing on

Make it as easy as possible for your fans to find it and spread the word

COMMERCIALLY DRIVEN DISTRIBUTED CONTENT
LINEAR NETWORKED

Scheduled On demand

Appointment Whenever, wherever

Sit back Participative

Messages Experiences

Content we think you’d like Content we know you like
(because you’ve told us)

We control the way it is We allow you to play with it, pass it
delivered on

30” Advertising Integrated Marketing


THINK ABOUT HOW YOU MEASURE

It’s not only about page impressions

Broader use of metrics – users, time spent, interactions, pass-alongs
…combined with digital measurement.


ACCEPT UNCERTAINTY

Be flexible
Experiment more
Embrace failure

ALWAYS INNOVATE

Hyper-targeted ads and integrated marketing

Content tagging

Personalisation of content

Implementation of behavioural analytics

http://www.flickr.com/photos/xurble/

AND…


KEEP TRYING


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