3. About us...
• Founding Partner of Dear Media, a digital media consulting
company (www.dearmedia.be)
• 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
Facebook stream
picture: (c)
Pieter Baert
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5. To get this started...
• Who is using? • Who is using?
- Twitter - an iPhone (2G, 3G, 3Gs, 4G)
- Facebook, Netlog, ... - an Android
- LinkedIn, Plaxo - a Blackberry
- Email - a Nokia, Samsung, Sony
- LBS Ericsson, ...
- Augmented Reality - a tablet (iPad 1, iPad 2,
Android, ...)
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6. The Perfect Storm
Media Consumption is Changing
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7. Drivers of change
Content choice
the power of many
Social Media advertising Clutter
Convenience, Richness & Control poor Creativity
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9. Youtube TOP 20 most viewed videos
= 11.000.000.000 minutes
= 280.000.000 episodes of e.g. “Lost”
+2.000.000 new movies are added
DAILY
And this is just Youtube ...
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10. Drivers of change
advertising Clutter
On average we are exposed to over 3.000 brand impressions each day!
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11. Drivers of change
Traditional formats do not work
in the digital space (interuption
marketing, 30”, expandables,
splash screens, ...)
And the work less in the
traditional space.
poor Creativity
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12. 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 & Control • Games
• User generated content
• …
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13. Drivers of change
TIMESHIFTING
Convenience, Richness & Control
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14. Drivers of change
PLACE SHIFTING
Convenience, Richness & Control
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15. Drivers of change
AUTHORITY SHIFTING
the power of many
Social Media
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16. Drivers of change
Fragmentation
Content choice
the power of many
Social Media advertising Clutter
Convenience, Richness & Control poor Creativity
Irritation
Shift of control and ownership
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18. 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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20. December 2010: Facebook has 600.000.000 members
They are planning to reach 1 billion members by 2012
That’s +650K users EVERY DAY!
There are 4.5 million users in Belgium.
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23. 300
225
In Q4 2010 7,3% of all PC’s sold globally, where iPads ...
(source: IDC). 150
By 2014 almost 500.000.000 tablets will be sold.
75
Apple will continue to dominate the market for the next
coming years. 0
2010 2011 2012 2013 2014
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24. The Future of Computing is NOT on PC’s
Shift towards tablets, smartphones, ...?
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34. Semantic Web
Machine-to-machine
Decentralized (machine-driven)
Artificial Intelligence Web 3.0 The Internet of Things
RFID & tagging
Sharing, Tagging, “favoriting” Location Based Services
Content Curation
Bottom-up
Decentralized (user-driven) The Life Web (micro-blogging)
Participative
Sharing, Tagging, “favoriting”, curation, … Web 2.0 Social Networks (Facebook, …)
Dynamic & Rich Experiences
Interaction with others
Anything, Anytime, Anyplace (mobile, …): shift of Youtube, Flickr, …
time, place and authority
Blogs
Top-down Portals
Centrally owned
Consumption-oriented Web 1.0 Sites
Static information Life Event Structure
Interactive Services
Monolithic Modular Atomic
Closed Open
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35. Semantic Web
Machine-to-machine
Decentralized (machine-driven)
Artificial Intelligence Web 3.0 The Internet of Things
RFID & tagging
Sharing, Tagging, “favoriting” Location Based Services
Content Curation
Bottom-up
Decentralized (user-driven) The Life Web (micro-blogging)
Participative
Sharing, Tagging, “favoriting”, curation, … Web 2.0 Social Networks (Facebook, …)
Dynamic & Rich Experiences
Interaction with others
Anything, Anytime, Anyplace (mobile, …): shift of Youtube, Flickr, …
time, place and authority
Blogs
Top-down Portals
Centrally owned
Consumption-oriented Web 1.0 Sites
Static information Life Event Structure
Interactive Services
Monolithic Modular Atomic
Closed Open
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36. Semantic Web
Machine-to-machine
Decentralized (machine-driven)
Artificial Intelligence Web 3.0 The Internet of Things
RFID & tagging
Sharing, Tagging, “favoriting” Location Based Services
+Tag
Content Curation
Bottom-up Evolution of Navigation
Decentralized (user-driven) The +Ask (micro-blogging)
Life Web
Participative
Sharing, Tagging, “favoriting”, curation, … Web 2.0 Social Networks (Facebook, …)
Dynamic & Rich Experiences
Interaction with others
Anything, Anytime, Anyplace (mobile, …): shift of +Search
Youtube, Flickr, …
time, place and authority
Blogs
Top-down Portals
Browse
Centrally owned
Consumption-oriented Web 1.0 Sites
Static information Life Event Structure
Interactive Services
Monolithic Modular Atomic
Closed Open
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37. 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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38. 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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39. 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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40. 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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42. First the bad news...
• Study from Forrester and GSI Commerce
• Based on data by online retailers
• Conclusions
- less than 2% of orders were the result of shoppers coming
from a social network
- Buying things from retailers is maybe 10th on the list of
things they want to do on Facebook
- somewhat effective for distributing news about short-term
deals
• So what did we expect? Facebook as the Walhalla for
advertising, selling, ...?
• People do not come to Facebook to see YOU, let alone to
buy from you...
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43. Next the good news
• Social & mobile are not about short-term advertising
• Social & mobile are is about building long-term relationships
• Social & mobile are about translating the trust-based relationship
between people, into positive value for your brands and products
- subtle
- recommendations based
• Social & mobile are about connecting to your audience, listening to the
market, responding to questions, helping them with their problems
• Social & mobile are all about brand utility
• (r)etailers that can master this, will benefit from social and mobile media
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50. Want to be ready?
Change your view on advertising
Start using
social networks Get a decent
Get on Twitter
smartphone
Get a tablet
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51. Beware of Macro-Myopia*
*the trend to overestimate the impact of change on the short term
and to underestimate the impact of change on the long term.
Don’t say I didn’t warn you ;-)
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52. Captains of Retail
... and the New Digital Media
May 2011
jo@dearmedia.be
vrijdag 13 mei 2011 52
