dm update seminar met Jo Caudron dm institute 9 maart 2012

1. Fixing The Media
jo@dearmedia.be

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

3. Available Now
www.MediaMorgen.com

4. twitter.com/jcaudron

5. To get this started...
• Who is using?
- Twitter
- Facebook, Google+, ...
- LinkedIn, Plaxo
- Email
- LBS
- Augmented Reality
• Who is using?

6. 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 ...

8. social
media?

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

11. Transparency
Closeness
Responsiveness
Speed / Agility
Authenticity

13. Look for the “Eddy Wally” deep inside
CRM Customer Care
one2one Market Research

14. 7.000.000.000

15. 2.000.000.000
7.000.000.000

16. 1.300.000.000
2.000.000.000
7.000.000.000

17. 5.900.000.000
1.300.000.000
2.000.000.000
7.000.000.000

18. The Future is
‘Mobile’

19. Mobile is the
Biggest!

20. By 2014 almost 500.000.000 tablets will be sold.
Apple will continue to dominate the market for the next
coming years.

23. So, Traditional Media are Dead?
No, but...

24. The end of traditional media?

25. 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?

35. VRT VMMa SBS RTL

37. Source: research DearMedia and Ehsal Management School, Januari 2012

38. “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”

39. What might impact TV? Direct OTT Distribution!

40. QuickTime™ en een
H.264-decompressor
zijn vereist om deze afbeelding weer te geven.

41. The future of TV might not be on TV

42. What might impact TV? Social and/on the 2nd screen
#mediadebat: +1.250 tweets in less
than 24 hours

43. What might impact TV? Social and/on the 2nd screen
And by the way, who will
own them?
Second Screens are no
guarantee that people will
watch live TV

45. What about newspapers?

46. 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

48. Will new technology help?

49. The future of
Magazines?

51. And, THEY don’t listen to radio...

52. And what about the music industry?

53. It’s not going well...

54. It’s not going well...
“Jo, read and feel the horror”
(someone at a very big record label)
Bob Lefsetz
talking on Lady GaGa and the 0,99 sales on
Amazon...
“You can't argue about the price. "Born This Way"
was available at Amazon for 99 cents. And then, just
in case you didn't catch it the first time around, they
repeated the promotion a couple of days later. Only
400,000 odd people took Amazon up on this
offer. Meaning for many, they just don't want to hear
GaGa AT ANY PRICE!”

55. 300.000 subscribers in
Belgium.
In just 4 months.

57. Building communities

58. The new online paradigm
Content is no longer King
It’s a commodity
Connection just became
the new King

59. The new online paradigm
Yes, you are connecting.
But who’s community is this
anyway?
Connection just became
the new King

60. High
Personal (Social)
Social Relationships
Campaigns
Viral
Marketing
Activation
Campaigns Social Websites
Interaction
Medium
Email Your Destination
Marketing (info, fun, engagement, loyalty)
Online media
Direct Campaigns
Websites
Marketing
POS PR
Traditional Above
Low Media
2 weeks 2 months 2 years
Duration

61. High
Personal Social
Social Blogs, Relationships
sites, ...
Campaigns
Viral
Marketing
Social
seeding
Activation
Campaigns Social Websites
Interaction
Medium
Email Your Destination
Marketing (info, fun, engagement, loyalty)
Online media
Direct Campaigns
Websites
Marketing
Traffic
POS PR
Traditional Above
Low Media
2 weeks 2 months 2 years
Duration

62. High
Extra-Muros (3th party
Personal Social online real-estate)
Social Blogs, Relationships
sites, ...
Campaigns
Viral
Marketing Social harvesting
Social
seeding
Activation
Campaigns Social Websites
Interaction
Medium
Email Your Destination Intra-Muros (your own
Marketing (info, fun, engagement, loyalty)
online real-estate)
Online media
Direct Campaigns
Websites
Marketing Conversion
offline
Traffic Conversion online
POS PR
Traditional Above
Low Media
2 weeks 2 months 2 years
Duration

63. High Extra-Muros (3th party
Personal Social online real-estate)
Social Blogs, sites, ...
Relationships
Campaigns
Viral
Marketing Social
Social
harvesting
seeding
Activation
Campaigns
Interaction
Social Websites
Intra-Muros (your own
Medium
Email Your Destination
Marketing (info, fun, engagement, loyalty)
online real-estate)
Online media
Direct Campaigns
Websites
Marketing Conversion
offline
Traffic Conversion
POS PR online
Traditional
Low Above Media
2 weeks 2 months 2 years
Duration

66. Show me the money!

67. It’s all about Relevance

68. It’s not traditional media that are
dead (although some of them
smell rather funny).
It’s unwanted, irrelevant
interruptions and stupidity that we
are fed up with.
By the way, who came up with that
stupid concept of “Display
Advertising”?
Isn’t all advertising (except radio)
display?
twitter.com/jcaudron

69. Search Relevant Advertising
Display
Classifieds versus
DM
Irrelevant Advertising
twitter.com/jcaudron

70. EXTREMEL
Y irrelevant
twitter.com/jcaudron

71. EXTREMEL
Y relevant
twitter.com/jcaudron

72. Introducing
RELEVANCE MARKETING It’s about building
respectful relationships
with customers, based on
Location Based relevant communication,
CRM
Services
(relevant for who I
(relevant now and
am)
providing value for both
here)
sides, without annoyance
or intrusion.
any kind of (creative) format
Peer-Pressure and And it is finally possible
Brands as Friends
Peer-Guidance
(because you tell me today.
(because I trust my
stories and provide
social network more
me with real value)
than I trust brands)
twitter.com/jcaudron

74. big brother versus win/win

75. People Don’t Mind Paying.
But not for content...

76. People do pay for
• ease-of-use
• convenience (of delivery)
• user experience
• This is all dependent on context

77. We pay for experiences
• We never paid for news, we paid for newspapers

78. We pay for experiences
• We never paid for news, we paid for newspapers
• We never paid for movies, we paid for cinema or rental

79. We pay for experiences
• We never paid for news, we paid for newspapers
• We never paid for movies, we paid for cinema or rental
• We never paid for TV, we pay for “Ooit Gemist”

80. We pay for experiences
• We never paid for news, we paid for newspapers
• We never paid for movies, we paid for cinema or rental
• We never paid for TV, we pay for “Ooit Gemist”
• We never paid for football, we paid for being in the arena

81. We pay for experiences
• We never paid for news, we paid for newspapers
• We never paid for movies, we paid for cinema or rental
• We never paid for TV, we pay for “Ooit Gemist”
• We never paid for football, we paid for being in the arena
• We never paid for music, we paid for a CD, or instant availability of ALL
music

82. We pay for experiences
• We never paid for news, we paid for newspapers
• We never paid for movies, we paid for cinema or rental
• We never paid for TV, we pay for “Ooit Gemist”
• We never paid for football, we paid for being in the arena
• We never paid for music, we paid for a CD, or instant availability of ALL
music
• So we don’t pay for online. Be honest, what online experience is really
worth paying for?

83. We will pay for experiences
• Create great experiences, convenience of delivery and people will pay (even
for stuff that is also available for free)

84. What experience do I prefer?
QuickTime™ en een QuickTime™ en een
-decompressor -decompressor
zijn vereist om deze afbeelding weer te geven. zijn vereist om deze afbeelding weer te geven.

86. A new relationship between
media, advertisers and
consumers

87. A New Deal?
consumer
advertiser media
credits to give away
real hard-cash Euros
Fb Money Fb CRM

88. Introducing the
Media Monetization Triangle

89. The Media
Monetization
Triangle Relevance Marketing
consumer
adver-tiser media
credits to give away
real hard-cash Euros
Monetization Attention
of Context Exchange
twitter.com/jcaudron

91. Things to take away ...

92. Want to be ready?
Be in the cloud
Start using social
networks Get a decent
Get on Twitter
smartphone
Get a tablet

93. me
You should be fan of your audience, not the other way around!

95. 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

96. 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 ;-)

97. 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 ;-)

98. 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

99. Fixing The Media
jo@dearmedia.be