lecture 2 landscaping and theory scoping

LANDSCAPING AND THEORY SCOPINGJN2702

@_johnmills

Last week: recap

Introduced key module themes and assessments

Throughout this course, we’ll consider the new role of marketing in relation to social media, digital platforms and how media organisations traverse this space

Reading last week: Clay Shirky and Gillian Doyle

Housekeeping

Produce a ‘pitch’ for your assignment 2 subject/client by February 27th

Feedback will be the following week

MIP and last week’s lecture now up on Blackboard

Key reading points from last week:

Shirky: Social Media and digital platforms have realigned concepts of the crowd, the audience and their potential for collaboration and ‘co-creation’

Shirky: Information can now be shared and

harnessed in new and advantageous ways

Doyle: Media have expanded their businesses horizontally and vertically to be more profitable: social media has become part of this

Doyle: Media companies need to traverse technological disruption to survive

Doyle: Low marginal costs of replication for much media production

Key themes for this week:

What is marketing?

Origin of marketing and advertising ‘platforms’

An overview of (some of the) available platforms and how they perform

How theorists have articulated the ‘now’ and the ‘future’

The role of the audience/consumer and how it’s changed in the face of digital expansion

Assets and revenue streams

So, what is marketing?

“the action or business of promoting and selling products or services, including market research and advertising.”

To start: multiple platforms = products and money?

Thinking back to Mark Deuze’s concepts of ‘Life in Media’, how do we see media organisations use the range of technologies that they have available to them?

How do media organisations ‘monetize’ the platform or attract value from it

TV Global penetration

Expanding range of digital channels offers a niche advantage

Moving to online and replay (iPlayer, 4OD, TeVo)

Offers advertisers a ‘live’ advantage and mass viewership Superbowl ($4million for 30 seconds) LiveAid (Global audience of 1.9 billion people) Royal Weddings (24.5 million people watched on BBC) Saturday Night TV (X-Factor, Strictly, etc) Seasonally adjusted

Captivated audience

Online expansion (to be covered in a future slide… Convergence and multiplatform)

Radio

90% of population listen to radio each week

Offers a unique, non-visual media experience

Caters for a range of niche markets ranging across geographic output (e.g. Preston FM) and specific demographics

Media spend on radio hit £23.7m

Expansion into the real of podcasting and digital download (more on that later)

Print

Global perspectives (last week)

Challenges for UK Newspapers

Print continued

70 to 80 per cent of Newspaper income is generated through advertising

Donica Mensing, Newspaper Research Journal

Beyond falling subscriptions

Some Newspapers are tackling this issue with marketing campaigns – check the FT example

Using data, analytics and big data to ensure products are formed and targeted correctly (more of this in the coming weeks)

Magazines offer a distinct niche advantage – check this post for more info

Many media organisations are looking to provide converged content across a number of platforms (see Economist, later)

Billboard and Outdoor display Spans billboards,

digital signage, posters and transit displays

Worth $10bn in the US (Ibis World)

Outdoor and digital screen-based advertising worth $3.17bn in 2013 – (PQ Media)

Online Spend: Digital advertising worth £3bn

Spend: Grew 17.5% in first half of 2013 (UK Internet Advertising bureau)

Journalism traffic: All local newspaper groups saw an increase in web traffic during first half of 2013 (Audit Bureau of Circulation

Market share: Facebook has 16% of all online ad revenue

Market share: Google has 32% of all online add revenue

Alternative ad platforms: eg addiply gaining traction

Expansion of Social Media as a source for dissemination

Mobile reach and tablets

Mobile growth – including tablets, is growing exponentially – 1.8 billion mobiles in 2013, 184 million tablets

Mobile advertising on Facebook worth53% of sales and worth more than £1.7bn

News and media orgs developing mobile and tablet friendly interfaces (apps and responsive/adaptive design)

Provides opportunity to consume, share and produce on the move

Mobile networks becoming increasingly advanced (4g)

Convergence: Mobiles accessing info, such as radio, via their mobile

So, multiplatform existence

Multiplatform, platform

The emergence of the platforms MySpace (value:

$35million ($580 million in 2005)

Facebook (value: more than $1bn)

YouTube (value: $45.7bn)

eBay (value: $39.3bn)

Amazon (value: $119bn)

Twitter (value: $1.7bn)

Wordpress (value:? )

How do media organisations respond?Case study – The Economist

External advertising, too…

d

Brainstorm! Map your own social media presence, and tell

us who you ‘engage’ with and why?

d

d

Brainstorm! Choose a media publisher and brainstorm

it’s ‘assets’

Diversification

The creation of a Brave New World: Web 2.0

Web 2.0

A phrase popularised by Tim O’Reilly

Refers to an interactive engagement with web users

Creates new economic models around web-content

Summarises the ability to curate an online community (and potentially extract value from them)

The audience…they say hi!

c

d

Brainstorm! Generate a list of which web 2.0 companies

you know of, and how you engage with them

Leveraging the power of the platform: marketplace

Anderson: The Longtail

Tapscott: The Net Generation

Anderson: The Long Tail

Tapscott: Digital futures: Society and business The Net Generation (otherwise known

as digital natives) are increasingly affecting online behaviours

The concept of the ‘prosumer’, the wiki-workplace and peer production/mass collaboration

Key concepts from today

The proliferation of multiplatform world The continuation of major publication outputs Major publishers are ‘converging’ their

content Publishers can monetize a range of assets Web 2.0: a new way of structuring the web Harnessing the power of the crowd The creation of expansive and varied revenue

streams

Next week

Marketing in media, in practice

Next week’s reading

Key texts…

The End of Marketing As We Know It – Sergio Zymann

The New Rules of Marketing and PR – David Meerman Scott

Some additional info

Media Management: A casebook approach – George Sylvie – (chapters on marketing and management)

Background and landscaping

Social Media for Journalists – Knight and Cook (Chapter 13)

Two week from now: seminar: Prep a presentation Research and present, what you

feel, is a successful example of a company (could be media, could be other) that takes advantage of web2.0 technologies

Explain how they ‘market’ themselves

If possible, tie in to some of the theory I’ve highlighted in this course – Could be Zymann, Shirky, Doyle, Tapscott (although there’s lots of cross-over here)

10 minutes: examples, and why you feel it’s a good/bad/indifferent

Flickr credits Zoriah – Zoriah Cairo Egypt hotel view city lanscape my life 2 20081230_256  beedieu – Watching TV   n_willsey – Billboard near Piazza San Marco, Venice Italy    CaptPiper – Sam reading in the Badlands  icedsoul photography .:teymur madjderey - "now you really|'  401(K) 2013 – money  cogdogblog – Radio Free Strawberry   Leo Reynolds – Print shop   USASOC News Service – soldiers conduct freefall training in Yuma, Ariz  hdzimmermann – Internet   craftapalooza – owl mobile   Leonard John Matthews – is he talking to me   Leonard John Matthews – If you're not confused  hayley.bailey – Nesting dolls