This document discusses the future of media and how digital technologies are changing the media landscape. It notes that viewers now have more control over what content they watch and when, through on-demand services, time-shifting, and ad-skipping. Social media platforms are growing rapidly in scale and influence. The traditional "push" model of media is giving way to a "pull" model driven by user preferences on mobile devices. Both traditional media companies and all businesses will need to adapt their strategies to harness new opportunities in digital and social media.

1. The Future of Media
jo@dearmedia.be
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2. • a digital consulting company, working for
European clients
• founded in 2009 by Jo Caudron
• our mission is to help find a new balance
between the certainties of your traditional
business and the opportunities of innovations
in (digital) media
• our scope is everything in the digital space, with
focus on social, mobile, tablets, location,
connected TV, new radio, ...
• We work for large European clients
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3. ... watch (trends)
... develop digital strategies
... conceptualize great ideas
... define functional details
... implement Social Media teams & ownerships
... roll-out tools for monitoring & conversation
We ... ... introduce rules, policies & guidelines
... train & coach your teams
... help you find implementation partners
... follow-up project development
... start, monitor & manage the conversation for you
... start again
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4. • Founding Partner of Dear Media (www.dearmedia.be)
• Active in interactive since 1993 as (co-)founder of Dear Media, ONE
Agency, theOriginals, tvAgency, xCA, The Reference, ...)
• Media thinker, innovator & strategist
• Interested in all things digital, social & mobile, new media & connected
TV
• Consultant, Entrepreneur, Speaker, Writer
• Vice-President IAB Belgium
• Contact
• jo@dearmedia.be
Jo • http://jocaudron.me (for the personal stuff)
Caudron • http://www.linkedin.com/in/jocaudron (for the business stuff)
• www.twitter.com/jcaudron (for my technology newsfeed)
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5. twitter.com/jcaudron
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6. To get this started...
• Who is using? • Who is using?
- Twitter - an iPhone
- 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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7. Don’t believe anything
you will hear in the
following presentation!
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8. The Perfect Storm
Media Are Changing
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9. Drivers of change
Content choice
the power of many
Social Media advertising Clutter
Convenience, Richness & Control poor Creativity
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10. Drivers of change
Content choice
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11. YouTube TOP 20 most viewed
= 11.000.000.000 minutes
= 280.000.000 episodes of “Lost”
+200.000 new movies are added DAILY
Source: http://mediatedcultures.net/ksudigg/?p=163
And this is just YouTube ...
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12. Drivers of change
advertising Clutter
On average we are exposed to over 3.000 brand impressions each day!
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13. Drivers of change
poor Creativity
interruption marketing, 30”,
expandables, splash screens, ...
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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 & Control • Games
• User generated content
• …
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15. Drivers of change
TIMESHIFTING
— Cfr. Tivo, Telenet Flexview, ...
— Allowing to skip ads
— And users skip ads more than 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
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16. Drivers of change
PLACE SHIFTING
Convenience, Richness & Control
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17. Drivers of change
AUTHORITY SHIFTING
the power of many
Social Media
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18. 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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19. Media 1.0
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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
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21. 7.000.000.000
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22. June 2011: Facebook has +670.000.000 members
They are planning to reach 1 billion members by 2012
That’s +700K users EVERY DAY!
There are 4.5 million users in Belgium.
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23. Today
300.000.000 people on Twitter
Jan 2009 Jan 2010
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24. +100 million members in +200 countries
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25. dinsdag 5 juli 2011 25

26. Main access to social media will be
via mobile devices.
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27. 300
225
In Q4 2010 7,3% of all PC’s sold globally, were 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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28. The Future of Computing is NOT on PC’s
Shift towards tablets, smartphones, ...?
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29. Understanding the next logical step in the
digital evolution
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30. 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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31. 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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32. 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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33. So, Traditional Media are Dead?
No, but...
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34. What might impact TV? Timeshifting!
How big is time shifted
viewing today?
• 2,5% (VRT)
• 20% (VTM telenovelas)-
30%
• 10% (RTL)
It IS growing.
How much loss of advertising
can commercial TV digest?
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35. What might impact TV? Direct OTT Distribution!
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36. dinsdag 5 juli 2011 36

37. The future of TV might not be on TV
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38. What might impact TV? The People!
They don’t watch less TV.
But they are changing the very
nature of the DNA of (commercial)
TV.
They might even pay for TV, but
maybe not to you.
They might stay loyal to TV-brands,
(near) linear TV, ...
but if they run away from your
advertising, pay-TV, ... you still have
an issue.
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39. What might impact TV? The People!
Don’t believe me?
Watch this...
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40. What might impact TV? The People!
Transcript
- Shat are you doing?
- I am watching...
- Why do you rather watch on
the iPad instead of on TV?
- Because I can choose on this and
because there is more
- And can’t you choose on TV?
- Yes, but it’s not on the iPad
- And you prefer it on the iPad?
Don’t believe me?
Watch this... - Yes...
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41. dinsdag 5 juli 2011 41

42. Will new technology help?
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43. The future of
Magazines?
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44. And, THEY don’t listen to radio...
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45. Your Business and the New
Media Evolutions...
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46. Social Media to
make your
company
smarter
better connected
faster
more human
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47. Leverage
the social graph
of your company.
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48. What will impact your business?
Twitter.com/DearMedia
OK, Facebook.com/DearMedia
but what Youtube.com/DearMedia
about ...
Slideshare.com/DearMedia
Flickr.com/DearMedia
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49. What will impact your business?
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50. What will impact your business?
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51. What will impact your business?
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52. What will impact your business?
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53. What will impact your business?
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54. What will impact your business?
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55. Things to take away ...
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56. 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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57. Want to be ready?
Get a Plan
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58. Start
1 AWARENESS
Strategy & Concepts
Mobile Strategy
2 DIGITAL STRATEGY
Social Media Strategy
Inbound (listen) /Outbound (talk)
3 CONCEPTS Destinations / Streams
Fix / Mobile
FUNCTIONAL SOCIAL MEDIA PLAN
The Plan
REQUIREMENTS - people & teams
(site, portal, apps,
Details
- tools (monitoring &
4 channels, ...) conversation)
- policies & guidelines
- training & coaching
RFP ASSISTANCE
Next
5 DEVELOPMENT
follow-up
CONVERSATION MNGT
day2day, guidance, follow-up
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59. Things to take away
Everything is becoming digital, so is your business, whatever it is
Social is the next logical step in the path of digital evolution
The future of the internet and social will be mobile
The future of mobile will be everything
You need a plan NOW to start dealing with this
Actually, you don’t need a plan, you need to plan (continuously)
Embrace the future now, but don’t overdo it ;-)
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60. 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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61. FireStarter,
bringing
Social into
your
Company
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62. The Future of Media
jo@dearmedia.be
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