The document discusses the future of media in the digital age. It outlines how digital consulting company DearMedia helps clients navigate opportunities in digital and social media. The rise of mobile devices and platforms is transforming traditional media consumption, as audiences now watch TV and engage with content in nonlinear ways. Building strong communities and connections with audiences will be important for media brands in this new landscape.

1. The Future of Media
in the digital age
FIBEP, May 10, 2012, Brussels
jo@dearmedia.be
@jcaudron
woensdag 9 mei 12 1

2. • a digital consulting company
• founded in 2009 by Jo Caudron
• our mission is to help you finding 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
@jcaudron
woensdag 9 mei 12 2

3. Our Field of Activities
Mobile & Tablets
Online Media Social Media
Connected TV
Impact on traditional communication, media, business, ...
woensdag 9 mei 12 3

4. Our Services
Presentations,
Custom Social Media Social Media
Trainings &
Consulting FireStarter KickStarter
Workshops
Public and in-house A variety of consulting The proven A pragmatic, fast and
presentations, and advisory services, methodology to efficient way to
trainings or tailored to the specific thoroughly prepare kickstart social media
workshops. needs of our clients. any organization for strategy in your
social media: company.
Topics: Range: • strategy
• social media • strategy development Format: a limited set
• fixing the media development • concepts and of strategy and
• mobile and tablets • concept translation architecture concept workshops,
• entrepreneurship • RFP assistance and • processes and aimed at rapidly
vendor selection workflow orienting our clients.
• boardroom advice • team formation
• business case • trainings, coaching
development • tools, monitoring, ...
• change management
woensdag 9 mei 12 4

5. Available Now
www.MediaMorgen.com
@jcaudron
woensdag 9 mei 12 5

6. twitter.com/jcaudron
woensdag 9 mei 12 6

7. To get this started...
• Who is using? • Who is using?
- Twitter - an iPhone
- Facebook, Google+, ... - an Android
- LinkedIn - a Blackberry
- Pinterest, Path, ... - a Nokia, Samsung, Sony
- Email Ericsson, ...
- LBS - a tablet (iPad, Android, ...)
- Augmented Reality
woensdag 9 mei 12 7

8. A short history of everything (in media)
Analogue Digital
Connected (internet) Social
Everything is getting mobile
And the mobile eco-system will go to the living room very soon ...
@jcaudron
woensdag 9 mei 12 8

9. What are
social
media?
woensdag 9 mei 12 9

10. woensdag 9 mei 12
Radio
@jcaudron
TV
Print
Billboards
From ...
DM
Social Media
Marketing & Communication
Sales
The sky is the limit...
Service & Support
HR
... to
IT
Social Business
PR & External Commun.
R&D & Enterprise 2.0
10

11. @jcaudron
woensdag 9 mei 12 11

12. Transparency
Closeness
Responsiveness
Speed / Agility
Authenticity
Connectivity
@jcaudron
woensdag 9 mei 12 12

13. @jcaudron 7.000.000.000
woensdag 9 mei 12 13

14. 2.000.000.000
@jcaudron 7.000.000.000
woensdag 9 mei 12 14

15. 1.300.000.000
2.000.000.000
@jcaudron 7.000.000.000
woensdag 9 mei 12 15

16. 5.900.000.000
1.300.000.000
2.000.000.000
@jcaudron 7.000.000.000
woensdag 9 mei 12 16

17. The Future is
‘Mobile’
woensdag 9 mei 12 17

18. Mobile is the
Biggest!
subs
le p hone
io n mo b i 2010
5.9 bill so ld
were
l io n
1 bi l
@jcaudron
woensdag 9 mei 12 18

19. Apple will continue to dominate the
market for the next coming years.
@jcaudron Source: Forrester March, 2012
woensdag 9 mei 12 19

20. @jcaudron
woensdag 9 mei 12 20

21. Mobile as Second
Screens for the World...
@jcaudron
woensdag 9 mei 12 21

22. So, Traditional Media are Dead?
No, but...
woensdag 9 mei 12 22

23. The end of traditional media?
?
@jcaudron
woensdag 9 mei 12 23

24. What might impact TV? Non-linear viewing!
2000-2010
@jcaudron
woensdag 9 mei 12 24

25. What might impact TV? Non-linear viewing!
2010-2011, the big question...
So, how big is time shifted viewing? 2,5%, 3%, 5%, higher???
“It’s only a few
percent, and it will
never exceed 15%, so
we are safe...”
October 2011
top commercial TV-exec
@jcaudron
woensdag 9 mei 12 25

26. What might impact TV? Non-linear viewing!
So, what about this march 2011
TV decision?
@jcaudron
woensdag 9 mei 12 26

27. @jcaudron
woensdag 9 mei 12 27

28. @jcaudron
woensdag 9 mei 12 28

29. Januari 2012
Source: research DearMedia and Ehsal Management School
@jcaudron
woensdag 9 mei 12 29

30. “People have never watched so much TV as today”
“TV still works, definitely in times of crisis”
“People timeshift to watch more TV, it has
no impact on advertising”
@jcaudron
woensdag 9 mei 12 30

31. NYT, April 22, 2012
NBC -3% “ratings for people who watch shows when
CBS -8% they are first broadcast) have declined for 14
ABC -21% straight quarters"
Fox -20%
“We are seeing the
cumulative effect of
nonlinear viewing.”
Jeff Gaspin
@jcaudron (former head of entertainment NBC)
woensdag 9 mei 12 31

32. May 2012
@jcaudron
woensdag 9 mei 12 32

33. It’s official
now...
@jcaudron
woensdag 9 mei 12 33

34. What might impact TV? Direct OTT Distribution!
@jcaudron
woensdag 9 mei 12 34

35. Who’s jumping over who?
@jcaudron
woensdag 9 mei 12 35

36. @jcaudron
woensdag 9 mei 12 36

37. 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.
woensdag 9 mei 12 37

38. TV
Tr
New
ad
al
iti an
ci
TV Mix
on d
Near Linear
So
Linear
al T
br T
• Live • Now +/-3H
O
B
oa
• Traditional model • Hybrid model:
ST
dc
• IRL ad skipping (toilet, selectively loyal to
Vi and
d
channel
as
fridge, ...)
an
a
• Channel zapping • Full ad skipping (DVR)
t
Se oth
TV
• Live interaction on TV, & FFWD
co er
SMS, 2nd screen • Channel shifting
a
nd de
• • Shifted interaction
vi
Advertising
• Pay-TV (apps follow the show)
Sc vic
How to brand via 2nd screen
re es
• Advertising
a media
en
• Pay-TV
channel in
s
• Pay-for-service
this new
landscape? Up-sell
On Demand
Pre-run Starting from channel-logic: Selective, high value, expensive, premium, paid
Where do you
want to be? Re-run Starting from channel-logic: High convenience, mainstream, premium, free/paid, advertising
Do you want
to lead or Catalogue Premium: series, movies, ... NOT necessarily linked to existing channels, paid
Long-tail: archive, wide offering, niche offering, both linked and not lined to existing channels, paid
follow?
n woensdag 9 mei 12 38

39. About strong media brands
Strong OTT
potential
Strong Media Brands Strong Digital Brands
Who’s best at building Media Communities?
What will be the Media Love Brands of tomorrow?
woensdag 9 mei 12 39

40. The new “social” paradigm
Content is no longer King
Connection just became
the new King
woensdag 9 mei 12 40

41. The new “social” paradigm
Yes, media are connecting.
But who’s community is
this anyway? Connection just became
the new King
woensdag 9 mei 12 41

42. Interaction
woensdag 9 mei 12
High
Medium
Low
8 Viral
Marketing
Direct
Email
Marketing
Marketing
POS
Traffic
Traditional
Above Media
2 weeks
Social
Campaigns
Online media
Campaigns
PR
Activation
Campaigns
Conversion
2 months
offline
Duration
Social
harvesting
Social Websites
Websites
2 years
Social
seeding
Your Destination
(info, fun, engagement, loyalty)
Conversion
online
42

43. Interaction
woensdag 9 mei 12
High
Medium
Low
8 Viral
Marketing
Direct
Email
Marketing
Marketing
POS
Traffic
Traditional
Above Media
2 weeks
Social
Campaigns
Online media
Campaigns
PR
Activation
Campaigns
Conversion
2 months
offline
Duration
Social
harvesting
Social Websites
Websites
2 years
Social
seeding
Your Destination
(info, fun, engagement, loyalty)
Conversion
online
43

44. Interaction
woensdag 9 mei 12
High
Medium
Low
8 Viral
Marketing
Direct
Email
Marketing
Marketing
POS
Traffic
Traditional
Above Media
2 weeks
PR
Social
Campaigns
Online media
Campaigns
Activation
Campaigns
Conversion
2 months
offline
Duration
Social
harvesting
Social Websites
Websites
2 years
Social
seeding
Your Destination
(info, fun, engagement, loyalty)
Conversion
online
“Masters Of Community”
?
(local)
relationships
between media
brands and media
customers
44

45. Interaction
woensdag 9 mei 12
High
Medium
Low
8 Viral
Marketing
Direct
Email
Marketing
Marketing
POS
Traffic
Traditional
Above Media
2 weeks
Social
Campaigns
Online media
Campaigns
PR
Activation
Campaigns
Conversion
2 months
offline
Duration
Social
harvesting
Social Websites
Websites
2 years
Social
seeding
Your Destination
(info, fun, engagement, loyalty)
Conversion
online
In the future,
owning the
community
around a show
will be equally
important to
owning the
(broadcasts)
rights for the
show.
45

46. Interaction
woensdag 9 mei 12
High
Medium
Low
8 Viral
Marketing
POS
Email
Marketing
Direct
Marketing
Traffic
Traditional
Above Media
2 weeks
Social
Campaigns
Online media
Campaigns
PR
Activation
Campaigns
Conversion
2 months
offline
Duration
Social
harvesting
Social Websites
Websites
2 years
Social
seeding
Your Destination
(info, fun, engagement, loyalty)
Conversion
online
Media online need to be more
than a website.
They need to be media
communities, powered by a
rich collection of “social
objects” (the brand, the news,
people, stories, ...)
The ultimate goal should be to
build a named and long-term
relationship with each
individual media user.
Media companies should use
the big social networks, not
the other way around.
MEDIA NEED TO OWN
THEIR OWN
COMMUNITY
46

47. Interaction
woensdag 9 mei 12
High
Medium
Low
8 Viral
Marketing
Direct
Email
Marketing
Marketing
POS
Traffic
Traditional
Above Media
2 weeks
Social
Campaigns
Online media
Campaigns
PR
Activation
Campaigns
Conversion
2 months
offline
Duration
Social
harvesting
Social Websites
Websites
2 years
Social
seeding
Your Destination
(info, fun, engagement, loyalty)
Conversion
online
In the future,
owning the
community
around a show
will be equally
important to
owning the
(broadcasts)
rights for the
show.
47

48. woensdag 9 mei 12 48

49. What’s wrong with these images?
@jcaudron
woensdag 9 mei 12 49

50. What’s wrong with these images?
@jcaudron
woensdag 9 mei 12 50

51. What about newspapers?
@jcaudron
woensdag 9 mei 12 51

52. What about newspapers?
• Print newspapers are no longer to
best “format” to bring the “latest”
news
• The daily frequency can not
compete to online newspapers
• They have cannibalized on their
own business: free newssites
• Classifieds are lost completely
• Advertisers believe in online and
new advertising formats and are
slowly towards online
• Yet traditional online advertising
does not work as hoped for, is
worth less, thus is not compensating
for offline loss
• Readers are less loyal
(subscriptions) and become
weekend-consumers
@jcaudron
woensdag 9 mei 12 52

53. @jcaudron
woensdag 9 mei 12 53

54. Will new technology help?
@jcaudron
woensdag 9 mei 12 54

55. The future of
Magazines?
@jcaudron
woensdag 9 mei 12 55

56. Fixing Print Print will continue to exist, but digital will rule
Expect newspapers and magazines to
become similar formats
It’s not just about tablets, it’s all you can dream of
Find a new balance between slow (destination: deep,
quality) and fast (stream: instant, short, quantity)
Let go of publication dates, the time is NOW
Your inspiration should not be “The Daily”, it
should be “Flipboard”
@jcaudron
woensdag 9 mei 12 56

57. Source: eMarketer, Dec, 2011, via Econopolis
woensdag 9 mei 12 57

58. @jcaudron
woensdag 9 mei 12 58

59. Things to take away ...
woensdag 9 mei 12 59

60. Want to be ready?
Be in the cloud
Start using
social networks Get a decent
Get on Twitter
smartphone
@jcaudron Get a tablet
woensdag 9 mei 12 60

61. me
You should be fan of your audience, not the other way around!
@jcaudron
woensdag 9 mei 12 61

62. @jcaudron
woensdag 9 mei 12 62

63. Traditional media will have to reinvent
themselves!
!
@jcaudron
woensdag 9 mei 12 63

64. 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
@jcaudron
woensdag 9 mei 12 64

65. 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
Mobile will drive The Cloud
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 ;-)
@jcaudron
woensdag 9 mei 12 65

66. 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 ;-)
@jcaudron
woensdag 9 mei 12 66

67. DearMedia,
twitter.com/DearMedia // twitter.com/jcaudron // twitter.com/dadovanpeteghem
linkedin.com/in/JoCaudron // linkedin.com/in/DadoVanPeteghem // linkedin.com/in/FlorencePeres
facebook.com/DearMedia
youtube.com/DearMedia
slideshare.com/DearMedia
@jcaudron
woensdag 9 mei 12 67

68. The Future of Media
in the digital age
FIBEP, May 10, 2012, Brussels
jo@dearmedia.be
@jcaudron
woensdag 9 mei 12 68