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New media virtual_lecture
Virtual Lecture discusses new media in marketing, advertising, and PR. It defines new media as new ways of communicating, socializing, finding knowledge, and entertainment through technologies like blogs, social networks, videos, and more. New media are important because of their widespread adoption, especially among young people, and ability to provide consumer insights. Key features of new media include user-generated content, open communities, collective intelligence, and providing democratic platforms for self-expression.
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New media virtual_lecture
- 1. Virtual Lecture New Mediain Marketing, Advertising and PR: The background Robin Croft, Bedfordshire Business School University of Bedfordshire Revised February 2011
- 2. Outline This virtual lecture What are the new media? Why are they important? What are they like?
- 3. New media…new ways Newways of communicating Blogging, instant messaging, virtual worlds, MMS SMS and email are SO last year! New ways of socialising For example through social networks such as Facebook, Bebo, Myspace Or virtual online communities such as Second Life New ways of finding knowledge For example Blogs for unbiased views or ordinary people, Wikipedia for pooled expertise, Google searches, checking prices through Amazon and eBay New ways of entertainment For example watching and sharing videos on Youtube, listening to your own customised radio channel (streaming radio) New ways of doing business E-commerce: consumers are used to buying, now they are getting into selling through eBay and Amazon Financial transactions Business start-ups: low start-up costs, no market research, no strategy… just small ideas Of all of these, having fun… A new generation which doesn’t take itself seriously
- 4. The new media Socialsoftware In order of importance, Facebook, Myspace, Bebo sharing Pictures (Flickr), music (LastFM, Spotify), video (Youtube) New money Virtual money being earned and spent on simulations such as Second Life Alternative digital payment methods like PayPal Using mobile devices as payment tools in developing markets where there is little access to banks or credit Tagging and streaming Using technology to keep track of what we see, to share pages with friends, to get notifications as pages are updated Wikis Not just Wikipedia, but any site that enables users to adapt and contribute Light devices The mobile phone, PDA, MP3 player, handheld PC – they are all digital devices and increasingly are carrying out more than one function
- 5. Why are NMimportant? Some numbers Youtube sold to Google for $1.65 billion Myspace sold to News Corporation for $580 million Skype sold to Ebay for $2.6 billion Google worth over $40 billion Bebo sold to AOL for $850 million – Bebo was just 3 years old Limitless growth? 235 million Google searches per day China has360 million internet users, but this is still only about a quarter of the country, which has 703 million mobile phone users Kenya has 3.4 million internet users, but 17.5 million mobile phone users Providing information is also gathering data (clickstream) Consumer research insights The whole promise of direct marketing – the real value of information The user base… see next page
- 6. New media, newmarkets Extensive 350 million FaceBook users worldwide (including 19 million in UK alone), 11 million in France and 4.3 million in Germany. Total of 108 million active users in Europe Qzone in China has 376 million users. Facebook has only 1.4 million in the country 125 million MySpace users worldwide, but still level with FaceBook in US 45 million Bebo users worldwide 7.3 million UK Myspace users, 110 m worldwide Young, fun-loving Typically under 24, communicating differently, bored by TV and mass media Intelligent, sceptical Typically degree-level, distrusting of companies, brands, politicians, media Affluent, global Settling down later, more disposable income, hedonistic New young, large middle class in China, India, Pakistan and other places Very attractive target market – but how to reach them? Mobile, wireless In mature markets users don’t want to be tied to the PC, but need to stay in touch In developing economies there is often no cable-based comms infrastructure or reliable electrical supply Geeky, and geeks are now cool Tribal Users defining themselves by their music and tastes, and by membership of virtual communities – young people especially through music
- 7. Multimedia Sources click hereto view a BBC Newsnight piece showing how in Kenya the mobile phone is used to access the internet, to send cash, to keep business moving... The music business is going virtual and digital: click here for link BBC report on how digital is changing everything Music and everything on the move: click here to watch a BBC report on developments in multimedia
- 8. New ways tostay in touch Advertising ineffectiveness Rising costs of media and production Declining audiences, fragmented Sceptical consumers (Old) media clutter Fragmented media, multiple channels, ambient advertising Internet information overload Both the number of pages available and the amount on each – where do we start and who do we trust? Memory and fatigue problems. Hence tagging systems such as Bluedot Fast changing environment Largely driven by broadband – there is so much more we can do now, but it is users and audiences customising the technology, not companies. Hence need for RSS Media environment has its own dynamic Unpredictable because user-driven The future is here already… High speed broadband, still getting better in UK, penetration increasing in all major markets Mobile broadband GPS and Bluetooth technologies embedded in social networks, alerting us when friends are nearby
- 9. New media convergence Powerof hand-held devices Enabling more applications such as computing, internet, telephony, music, video, GPS Devices get smaller, more portable, more efficient Cost of mobile devices Based on reducing manufacturing/component costs and increasing market sizes Global potential, emerging markets Portability and lifestyles I want it now, I want to be in touch, I want to be in control Electricity and infrastructures Solar chargers in developing countries more dependable than electricity Culture Importance of family/community/tribe Voice and conversation valued in a digital age Customisation New generation wants their own individuality on mass-market technology User-driven, content-rich Connectivity Need for 24/7 connectivity Whatever, whenever
- 10. Multimedia sources Click hereto watch BBC report on new technology: consumer adoption is more rapid than ever Connectivity is the future, according to Microsoft. Click here to watch 3 separate BBC news articles from the Consumer Electronics Show and to hear what Bill Gates believes New battleground is the digital living room: click here for BBC article and links to 3 broadcasts Click here to watch BBC broadcast about mobile internet Click here for text article from BBC about enhanced mobile internet Nicknamed New Youtube, a new web-based service promises video on demand, via broadband not broadcast. Click here to watch BBC item on this Click here to listen to Guardian correspondent talking about the new Apple iPhone
- 11. Economic drivers ofNM Power of hardware Increasing incrementally, in PCs, PDAs, handhelds, mobiles (Moore's Law) Devices can get smaller and more energy-efficient Broadband Power and speed increasing in most markets Mobile broadband suits developing markets – cheap, reliable, quick, flexible Availability of broadband means that users start doing new things with the technology – a major driver of Web 2.0 applications. It’s not just that the platforms are available, it is that we now have the bandwidth to make possible (for example) streaming video and Voip which previously was out of the question Cost reduction Hardware costs halving each year Connection to broadband – price reductions, price wars Bigger audiences www now 10 times bigger than 1998 And in emerging markets there are often 4 times more mobile devices
- 12. Key features ofnew media Communities Open to all – also called Me Media Closed – our group, our tribe Collective intelligence Building ideas and consensus on Blogs Collective/collaborative knowledge of Wikis Free, open source The original principles of the internet, no proprietary tools Collective intelligence improves the tools Often the new users are kids who can’t/won’t pay out for new software tools No entry barriers based on cost Democratic New Web 2.0 applications mean users can produce creative applications in minutes – no special IT skills needed Blogging is becoming an important part of political protest SMS has been used to mobilise large anti-government and anti-war protests Providing platforms and tools Blank canvases for users to express themselves on Range of tools to customise applications
- 13. New media content Rich Pictures, sounds, movies New open source software enables us to edit and digitise our personal media and then share it on the web Tools provided with new digital devices (cameras, mobiles, PCs, MP3 players) to make uploading and downloading easy User-generated Two-way connectivity Customising the space Often looks chaotic – but that is the authenticity More of everything More information to more people in more ways – this is Google’s unofficial vision statement Blogs not splogs Software used by companies crudely to infiltrate blogs with brand messages (spam + blog = splog) Counter-software developed to identify and delete splogs There are 200 million blogs worldwide – with about 50 million active
- 14. What’s new innew media? Connectivity staying in touch 24/7 Watching/listening where you want on the device of your choice Tagging finding your stuff in a cluttered media environment Socialising With your tribe Just hanging out in cyberspace Fun, cool, authentic Users can spot the commercial messages English is just another language Only 30% of Wikipedia pages are in English Other languages part of democratisation Young users customise language anyway – slang and new forms such as txtng Filters Interactivity – don’t show me this ever again – this is spam Streams Update me as your pages update through RSS streams Freedom to express yourself within limits, don’t hurt anyone Away from control of parents, teachers, authorities
- 15. Business development inNM Small ideas Creativity grows incrementally, not in a linear fashion Paradox of creativity, moving forward quickly but cautiously No strategy no planning no market research Ideas tested in real time Flexible and pragmatic response Accidents Chance meetings in Sillicon Valley coffee houses Nurturing and seeding Trialling the ideas with small groups Ideas spreading out naturally Small start-up costs Lowering costs of hardware and connectivity Small entry and exit barriers Tipping Points (Malcolm Gladwell) Point at which adoption gains its own momentum When we all want to be a part of that piece of action Maybe this creates ‘first mover advantage?’
- 16. Multimedia sources Click hereto listen to how Hewlett-Packard sees the blurring of boundaries between home and work Cisco believes that broadband access is revolutionising the creative process and putting the power into the hands of users: click here for their podcast on the subject Launching a new media product is often about reaching online opinion leaders. Here expert Idil Cakim talks about the process
- 17. Tools of newmedia – how is it done? Enabling technologies Web 2.0 applications easy to use by complete novices Giving scope to the imagination and creativity of users Emphasis away from corporate web developers to users themselves Companies provide the platforms and the tools – users do the creative development Pragmatism Providers are watching, listening, learning Real-time research Facilitating more of what is popular, dropping facilities that are not used Understanding the space – what are people able to do with the platform and tools? the ecosystem – how everything relates to everything else
- 18. NM: before andafter Old New The Internet Web 2.0 E-commerce Socialising Searching Interactivity Seeking out Web authoring Connectivity (2- Audiences way) Email Citizens’ media Control Reach Rich content Policies, norms
- 19. Language of newmedia Democratising Experiences, culture, creativity Finding (fragmented) communities of like-minded people Open media landscape Not dominated by companies, systems or technologies No boundaries, no barriers Leaning back, leaning forward Inviting audiences to become participants Wisdom of the crowds Collective intelligence drives knowledge Trusting friends and communities more than companies, brands, governments Sharing good experiences, feeling better about negative ones through ranting
- 20. New media: Web2.0 What is Web 2.0? Wide ranging article on new media here in Guardian Click here for video interviews with ‘web revolutionaries’, part of Guardian feature
- 21. New Media: enhancedsearch engines Web 2.0 is freedom: what about censorship in searching? Articles from Guardian, click here and here Click here for first of two BBC World Service radio programmes about Google Click here for second of two BBC World Service articles about Google Examples google.co.uk
- 22. New Media: onlineclassifieds and auctions Click here to listen to Guardian interview with Craig Newmark, founder of Craigslist Examples www.ebay.co.uk www.bid.tv good example of enhanced web presence working with interactive TV www.craigslist.com
- 23. New Media: socialnetworking sites Click here to listen to Guardian interview with the founders of Bebo (before they sold to AOL) Examples www.bebo.com www.myspace.com www.facebook.com
- 24. New media: taggingand streaming Click here to listen to Guardian interview with Joshua Schachter of Del.icio.us on tagging What is an RSS feed? Do I need one? Guardian Interview here with Dick Costolo of Feed Burner Examples http://del.icio.us/ http://www.feedburner.com/
- 25. New media: filesharing Click here to listen to Guardian interview with Flickr founders, Caterina Fake and Stewart Butterfield. Flickr is now part of Yahoo (2005). It was originally designed as part of an online multi-user game. It hosts 4 billion user-generated pictures. Examples: http://www.flickr.com/
- 26. New media: digitaldownloads Click here for Guardian article on Last.fm Examples http://www.napster.com/ now subscription, legal, download http://www.apple.com/itunes/ http://www.last.fm/ an online ‘radio station’ which you customise to your own tastes http://music.yahoo.com/launchcast another online, customisable music channel
- 27. New media: blogs Clickhere for Guardian article on Digg, sharing blogging experiences Click here for Guardian interview with David L Sifry, founder of Technorati (blog search engine) Better ways of writing? Guardian interview with Sam Schillace here 1999, the beginning of blogs: click here for interview with Evan Williams in Guardian Blogging and blocking splogs: interview with Matt Mullenweg here in Guardian More about splogging in Guardian, click here Examples: http://www.technorati.com/ search the 55 million blogs worldwide
- 28. New media: collectiveintelligence Click here to listen to Guardian interview with Tariq Krim, founder of Netvibes Click here to listen to Guardian interview with Wikipedia’s Jimmy Wales Spam problems make Wikipedia an internet black hole? Click here for Guardian article Examples: www.wikipedia.org (a non-profit organisation)
- 29. New media: Voip Voiceover the internet protocol Examples: http://www.skype.com/
- 30. Conclusion: it’s allnew… Technologies Audiences Platforms Cultures Language Ways of thinking Business models