The document discusses several topics related to digital media and consumer behavior: 1. It summarizes findings from previous research on dynamics within social networks, noting key motivations for using social media like social belonging, connectivity, and identity. 2. It describes Generation C consumers as more aware, critical, and empowered due to their online connections and sharing of user-generated content. 3. It discusses how the context of media consumption is becoming more important than the device, and how content ownership is increasingly social and decentralized.

1. FutureTalking Steering Committee - Q1 March 2008 Denk- en Studiedag 12/2/09

2. FutureTalking = Research 2.0 Company Consumer Consumer Consumer Company Consumer Consumer Consumer “ Learn from consumers” “ Learn from consumer’s interactions”

3. Eerder onderzoek

4. Dynamics within Social Networks Jo Caudron Steering Committee - Q1 Dynamics within social networks March 2008 Jo Caudron

5. What are social networks? Steering Committee - Q1 Dynamics within social networks March 2008 Jo Caudron Blogs Social sites RSS Sharing Mash-ups RIA SOCIAL NETWORKS ARE CONVERSATIONS Powered by Social Media Social Apps Between people People create identities (but companies/brands can also become identities) Not organized Not Controlled

6. Future Talking findings Steering Committee - Q1 Dynamics within social networks March 2008 Jo Caudron Social Belonging Connectivity Convenience Identity Curiosity Major motive: fear of the “participation gap” Driver to register: “because friends are online” They want to be able to take part in the conversation, on as many topics as possible Take existing relationships online Find new contacts online Feeling of being connected, to be able to share and exchange Network with as many similar profiles as possible Important motivator to uses social networks Easily make and maintain contacts from home Not time-limited No geographical boundaries Youngsters draw up a profile of themselves, their personality and their interests Appreciation of this profile by the group will increase self-confidence and position in the group Others develop their identity based on how their opinions are accepted in the group Important driver to sign-up is curiosity Just register to have a look Some will become active, others will switch off again

7. The best online social networks are rooted in natural human behavior. Why? Because we learn how to do new things based on what we already know. It’s not what they do that differs, It’s how they do it. (time, place, nationality and culture, size of groups, …) Steering Committee - Q1 March 2008 Can brands be friends? Marketing & branding in Social Networks Joeri Van den Bergh | managing partner InSites Consulting | Youth & Trend Expert Finding friends and family Finding new friends Creating groups Showing off, bragging, impressing Sharing experiences, talking, making fun Sharing media (mix-tapes ;-) Playing together Fighting together …

8. Generation C “ Consumers see through marketing strategies, go online and get it 20% cheaper elsewhere.” Generation C stands for the community generation: more aware more critical seek knowledge for themselves (search engines, blog sites, chat rooms, social networks,..) sharing is the key idea (peer 2 peer) Steering Committee - Q1 March 2008 Can brands be friends? Marketing & branding in Social Networks Joeri Van den Bergh Consumers are very aware, knowledgeable and empowered “ Consumers are living with their friends in their pockets”

9. Generation C The “15 Mb of Fame”: People are creating their own content and share it with others on blogs, social networks and other online channels They are always connected! There is a move from monologue (advertiser 2 consumer) to dialogue (many to many) Steering Committee - Q1 March 2008 Can brands be friends? Marketing & branding in Social Networks Joeri Van den Bergh “ Companies that do not join the conversation will soon have no customers to talk to...”

10. De kracht van de Generation C Steering Committee - Q1 March 2008 Can brands be friends? Marketing & branding in Social Networks Joeri Van den Bergh

11. FutureTalking - Q2 Steering Committee - Q2 June 2008 Entertainment in the digital era

12. About Content, Ownership & Context Entertainment Jo Caudron Steering Committee - Q2 June 2008 CONTENT OWNERSHIP CONTEXT

13. About Content, Ownership & Context Entertainment Jo Caudron Steering Committee - Q2 June 2008 CONTENT OWNERSHIP CONTEXT Content-brands are no longer “one with the format”. One brand extents over different formats, driven by the ownership, context of usage, ... Content-brand = Sara Formats = TV-show Online (blog, ...) Books Parfum & other merchandising Events ... all consumed in different contexts, using different devices

14. Entertainment Jo Caudron Steering Committee - Q2 June 2008 CONTENT OWNERSHIP CONTEXT Ownership of the creation and distribution can be corporate but is increasingly getting social Top-down Corporate & central ownership Bottom-up Social & de-central ownership About Content, Ownership & Context

15. Entertainment Jo Caudron Steering Committee - Q2 June 2008 CONTENT OWNERSHIP CONTEXT Context: in school, in the livingroom, in the car, at work, in a pub, ... Each context has practical possibilities & limitations The context of the user defines the ideal device and the ideal content It is NOT THE DEVICE that defines the ideal content! E.g.: in a car traffic & regulations define possibilities & limitations only place for small devices (phones, PDA’s, ...) content is only relevant when it is easy to consume, only requires a short attention-span, fast to load, ... The context of the user is key in determining the ideal content/format/application About Content, Ownership & Context

16. Entertainment Jo Caudron Steering Committee - Q2 June 2008 CONTENT OWNERSHIP CONTEXT the medium is no longer in a one-on-one relationship with one device TV as a medium is no longer only related to a TV-set , ... Radio as a medium is no longer only related to a radio-device , ... Phone calls are no longer only related to telephone-sets , ... Each medium has a variety of (digital) ways to get consumed. The question here is: when Lost or Prison Break are consumed via PC, as (illegal) download, are we then still talking about TV as a medium? About Content, Ownership & Context

17. From old to new, from books to screens Entertainment Jo Caudron Steering Committee - Q2 June 2008

18. From old to new, from books to screens “ books will always be there, but in time newspapers and magazines might disappear” Entertainment Jo Caudron Steering Committee - Q2 June 2008 Books are still the preferred leasure reading object The tangible aspect of media (e.g. CD’s) is still important they are defined as: emotional and charming esthetically important historically valuable better user experience (reading) Don’t fail working (no batteries or wires) relaxing (not PC-driven, no stress) tangible social (?!)

19. From old to new, from books to screens “I like reading book but sometimes I feel like I’m missing hyperlinks” Entertainment Jo Caudron Steering Committee - Q2 June 2008 For Rational content and Professional use Digital versions (screens, e-books, ...) are preferred more practical to use: search, find, browse ability to quickly scan documents some users mention “green” arguments: better for the environment less practical (“you can not take it to the beach”)

20. From old to new, from books to screens The physical Library historically, places with large quantities of content available but libraries also fulfill a social function for our community a trip to a library is considered fun, relaxing, ... they are (slowly) growing into meeting places with a social dimension digital media and its “instant availability” over the net, is missing the social function that people associate with borrowing a book from the library Can link the virtual world back to the real world Entertainment Jo Caudron Steering Committee - Q2 June 2008

21. Steering Committee - Q2 June 2008 Digital Lifestyle Presentations

22. “ Easier-life ” “ Complicated ” On one hand people associate technology with an easier life But on the other hand they experience technology as complicated People are convinced that technology can make their lives more easy (e.g. Domotica, internet shopping, universal devices, wireless connections,...) Technology evolves constantly and therefore it’s difficult to catch up all the time (e.g. Installing new devices, handling of new software applications,...)

23. “ Independence ” “ Dependence ” Technology leads to independence because it can facilitate several daily tasks But people are still careful when it comes to fully trusting technology In fact, this independence can lead to a certain level of freedom (e.g. you don’t have to worry about putting on the heating, because it starts automatically) Technology is not always reliable and sometimes we become too dependent on technology (e.g. If the internet connection goes down, a lot of commercial activities are put on hold...)

24. But what can be done to neutralize these fields of tension?

25. How can we make technology less complicated?

26. Focus on essentials Keep it simple & understandable Strip complexity Intuitive technology! Purpose driven Informational awareness Beyond technology for technology Educational (e.g. courses, e-learning, training sessions, informational campaigns...) Information tools Manuals Interactive websites Personal & Customized customer service

28. SHIFT in WORK – Part I Once upon a time... off Home off Work

29. SHIFT in WORK – Part I Anno 2009 Checking the digital planning SMS’ing a collegue Video conference / email handling / .. Reading emails in the traffic jam Finishing a report through the VPN

30. Apart from new working places, also the in-betweens are being covered today

31. Mobile Working Before, work was centered on 1 place The Internet enabled distance working , and therefore created new work atmospheres E.g. libraries, airports, ... Today, by the rise of the mobile Internet also the ‘In Betweens’ are becoming possible workplaces

32. Information @ work... There is a lot of information available, much more than before and it’s available by the speed of light ! In fact, there is TOO much Emails, intranet, blogs, knowlegde databases, text messages, tweets, ... Information is virtually anywhere !! We suffer from information overload

33. Information overload Sorting through information is time-consuming The current perception is that everyone needs to sort his files systematically for himself: Every employee wages his own struggle against the overload The results of this struggle depend on the effort of the employee

34. People feel in-between two era’s

35. CONNECTION SECURITY FREEDOM INFORMATION

36. CONNECTION SECURITY FREEDOM INFORMATION

37. 0.0 1.0 Office 0.0 Workspaces were clearly defined All data was clearly defined by its proximity and tangibility - Anno 2009 - Office 2.0 You can work anywhere & anytime you want Data is intangible, everywhere and nowhere 3.0 The digital evolution (and its never ending possibilities) leaves people looking for systems, rules, to create order in the information-chaos. Office1.0 Growing efficiency through technology usage (e.g. office software, gsm, email,...) 2.0 ? synchronizing