The New Relevant | Media Hungary | Advertising & Digital Media | Tripylon Media

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I gave this presentation at Media Hungary 2013 in Siofok on May 14th. What does it mean to be “relevant”? We all have our own interpretations. Media landscape has changed and with it our social behavior and perceptions of relevance. This presentation discusses “The New Relevant” and presents a few case studies. Special credits and thanks to: www.Wefilm.nl www.RTL.nl www.C2B.nu www.Froot.nl www.WEBclusive.nl www.klm.nl www.DeCorrespondent.nl www.lays.nl ------ Summary --------------------------------------------------------------------------------------- As a company or brand, what do you do to be successful online? SEO, SEA. apps, mobile websites, games. FB likes, and Twitter follower etc etc...? Your audience doesn’t want channels, apps and websites, they want answers, they want service... All communication will be irrelevant if there is no purpose. Being "relevant" is more than just broadcasting information, it's about the ability to learn and the agility to adapt! See the (R)Elephant!

Technology Business

Sirous Kavehercy |@TripylonMedia |+31626111126
relevant.
the new
Media Hungary 2013, Siófok

“You Press The Button, We Do The Rest.”
1886 1st Consumer Camera
1889 1st Flexible Transparent Film
1975 1st Digital Camera
1986 1st Megapixel Sensor
1993 1st Consumer Digital Camera
2005 1st in U.S. Digital Camera Sales
Filed For Bankruptcy, January 2012
George Eastman, 1888
“Kodak Moment”

Perception Change
iPhone No Longer Cool
iPhone For Old People
Samsung 30% vs. 19% iPhone
Worldwide Smartphone Market Share

staying relevant.
. LEARN
. SPEED
. REACH
. CROWD

De Correspondent
FOCUS ON CONTEXT NOT “NEWS”
NO ADVERTISING
BASED ON JOURNALISM IDEALS
NO POLITICAL BIAS
DIGITAL
GOAL TO REACH
15,000 SUBSCRIBERS @ € 60
NO TARGET GROUPS

24 HOURS:
7,000 SUBS
8 DAYS:
15,000 SUBS & € 1.3 MILLLION
30 DAYS:
18,917 SUBS

“IF YOU ARE ON THE RIGHT TRACK, YOU’LL
GET RUN OVER IF YOU JUST SIT THERE.”
Will Rodgers
2. SPEED

KLM INTRODUCES SOCIAL SEATING
http://youtu.be/eL2lWn7oup4

KLM TO LAUNCH AN ONLINE GAME
http://youtu.be/eZiPI2Tl1P4

KLM ON SOCIAL MEDIA
460,000 TWITTER FANS (GLOBAL ACCOUNT)
3,5 MILLION FACEBOOK FANS
170,000 ENGAGED FACEBOOK FANS

The Voice Of Holland
270,000 UNQ BROWSERS/WK 6 PAGEVIEWS
3,5 MILLION TV VIEWERS
13,8 MILLION VIDEOVIEWS
7,300 AVG LIVE STREAMS
520,000 APP DOWNLOADS
140,000 iTunes DOWNLOADS

The Voice Of Holland
1,9 MILLION VIEWERS ON SECOND SCREEN
40% WEBSITE VIEWS VIA MOBILE
7 SONGS ON iTunes TOP 10 DURING FINALS

NIVEA VIRAL VIDEO MARKETING GERMANY
http://www.wefilm.nl/#/project/nivea-stresstest

NIVEA VIRAL VIDEO MARKETING GERMANY
7,000,000 YOUTUBE VIEWS
18,000 SHARES
340,000 VIEWS ‘THE MAKING OF’

3,500,000 PAGEVIEWS PER MONTH
1,000,000 VISITORS PER MONTH
31,000 FACEBOOK FANS
30,000 TWITTER FOLLOWERS
55% TO 45% RATIO MEN TO WOMEN

30,000 UNIQUE CLICK-THROUGHS
2,000,000 PAGEVIEWS
CAMERA LAUNCH CAMPAIGN
7 PRO PHOTOGRAPHERS

LAY’S CHIPS MAKE THE TASTE COMPETITION NL

LAY’S CHIPS MAKE THE TASTE COMPETITION NL
700,000 SUBMISSIONS
5,800,000 BATTLES
300,000 PARTICIPANTS

BEST WEBSITE OF THE YEAR 2012
(online publishing)
BEST MARKETING BOOK OF 2011
(crowdsourcing)
ACCENTURE INNOVATION AWARD 2012
(crowdfunding)
4 CANNES LION AWARDS, GOLD
SPINAWARDS 2013 (online video)
BEST TV PROGRAM OF THE YEAR 2012
BEST INTERACTIVE WEBSITE 2013

You Do Not Merely Want
To Be Considered Just
The Best Of The Best
You Want To Be
Considered The Only
Ones Who Do What You
Do!
Jerry Garcia, The Greatful Death
Photo: Baron Wolman

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The GAFAisation of Television

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