Relevance Marketing - Stima jongeren congres

Fixing the Media
The need for Relevance Marketing

March 2012

jo@dearmedia.be
@jcaudron

maandag 19 maart 12 1

• 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

Available Now

www.MediaMorgen.com

@jcaudron

twitter.com/jcaudron


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


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

What are
social media?


Radio

maandag 19 maart 12
@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
8

@jcaudron

Transparency
Closeness
Responsiveness
Speed / Agility
Authenticity

@jcaudron

@jcaudron 7.000.000.000

2.000.000.000
@jcaudron 7.000.000.000

1.300.000.000
2.000.000.000
@jcaudron 7.000.000.000

5.900.000.000
1.300.000.000
2.000.000.000
@jcaudron 7.000.000.000

The Future is
‘Mobile’


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

Google data
(january 2012)
finds that more
consumers in
each of these
markets now have
an internet-
capable mobile
device than have a
desktop or laptop
computer

@jcaudron

Apple will continue to dominate the
market for the next coming years.

@jcaudron Source: Forrester March, 2012


@jcaudron

Understanding the next logical step in the
digital evolution

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
@jcaudron

Semantic Web
Machine-to-machine
RFID & tagging

Content Curation
Bottom-up
Decentralized (user-driven) The Life Web (micro-blogging)
Participative
Anything, Anytime, Anyplace (mobile, …): shift of Youtube, Flickr, …
Blogs

Top-down Portals
Centrally owned

Closed Open
@jcaudron

Semantic Web
Machine-to-machine
RFID & tagging
+Tag
Content Curation
Bottom-up Evolution of Navigation
Decentralized (user-driven) The +Ask (micro-blogging)
Life Web
Participative
Anything, Anytime, Anyplace (mobile, …): shift of +Search
Youtube, Flickr, …
Blogs

Top-down Portals
Browse
Centrally owned

Closed Open
@jcaudron

Mobile as Second
Screens for the World...

@jcaudron

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

The end of traditional media?

?
@jcaudron

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?

@jcaudron

@jcaudron

VRT VMMa SBS RTL

@jcaudron

@jcaudron

Source: research DearMedia and Ehsal Management School, Januari 2012

@jcaudron

“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

What might impact TV? Direct OTT Distribution!

@jcaudron

@jcaudron

What’s wrong with these images?

@jcaudron


@jcaudron

What about newspapers?

@jcaudron

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

@jcaudron

Will new technology help?

@jcaudron

The future of
Magazines?

@jcaudron

@jcaudron

Marketing in the new
digital space.
It’s all about relevance


Source: eMarketer, Dec, 2011, via Econopolis


Will we make the
old mistakes on
mobile too?


Source: DearMedia + Ehasal January, 2012


Search Relevant Advertising
Display
Classiﬁeds
versus
DM
Irrelevant Advertising


EXTREMELY
irrelevant


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


Introducing
RELEVANCE MARKETING We will need to build
relationships with you, but
not just become we want
YOUR data ...
Location Based Services (App-)CRM
(relevant now and here) (relevant for who I am)

Online + Social + Mobile

Peer-Pressure and
Brands as Friends
Peer-Guidance
(because you tell me stories
... we need it to create
(because I trust my social
and provide me with real value, relevance, trusted
network more than I trust
brands)
value) relations and a community
around brands


The better/longer we know each
other, the less we have to push

big brother versus win/win


Interaction

8
High

Medium

Low

maandag 19 maart 12
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
Personal Social
Relationships
Blogs, sites, ...

Social
harvesting

Social Websites

Websites

2 years
Social
seeding

Your Destination
(info, fun, engagement, loyalty)

Conversion
online

63

Interaction

8
High

Medium

Low

maandag 19 maart 12
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
Personal Social
Relationships
Blogs, sites, ...

Social
harvesting

Social Websites

Websites

2 years
Social
seeding

Your Destination
(info, fun, engagement, loyalty)

Conversion
online

(local)
relationships
between brands
and customers

64

Things to take away ...

Want to be ready?

Be in the cloud
Start using
social networks Get a decent
Get on Twitter
smartphone

@jcaudron Get a tablet

me

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

@jcaudron

@jcaudron

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

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

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

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

Fixing the Media
The need for Relevance Marketing

March 2012

jo@dearmedia.be
@jcaudron


Relevance Marketing - Stima jongeren congres

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