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Fixing the Media KHMechelen March 2010 [email protected] 1 zaterdag 20 maart 2010

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Page 1: Fixing The Media Kh Mechelen

Fixing the MediaKHMechelenMarch 2010

[email protected]

1zaterdag 20 maart 2010

mailto:[email protected]
mailto:[email protected]
Page 2: Fixing The Media Kh Mechelen

twitter.com/jcaudron

#JO@KHM

2zaterdag 20 maart 2010

Page 3: Fixing The Media Kh Mechelen

About Dear Media

3zaterdag 20 maart 2010

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About Dear Media

Digital Strategy & Innovation for:

4zaterdag 20 maart 2010

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About me...• Founding Partner of Dear Media

• Active in interactive since 1993 (Dear Media, ONE Agency, theOriginals, tvAgency, xCA, The Reference, ...)

• Not a Digital NativeNot a Digital Immigrant, but a Digital Architect

• http://jocaudron.me (for the personal stuff)

• http://www.linkedin.com/in/jocaudron (for the boring stuff)

• www.twitter.com/jcaudron (to get in my stream)

• http://www.facebook.com/jocaudron (we might even become friends ;-)

• Become fan of Dear Media on www.facebook.com/dearmedia and get the daily social media news in your stream

picture: (c) Pieter Baert

5zaterdag 20 maart 2010

http://www.linkedin.com/in/jocaudron
http://www.linkedin.com/in/jocaudron
http://www.twitter.com/jcaudron
http://www.twitter.com/jcaudron
http://www.facebook.com/profile.php?id=650406703&ref=mf
http://www.facebook.com/profile.php?id=650406703&ref=mf
http://www.facebook.com/dearmedia
http://www.facebook.com/dearmedia
http://www.facebook.com/dearmedia
http://www.facebook.com/dearmedia
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Introduction

6zaterdag 20 maart 2010

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To get this started...

•Who is using?

• Twitter

• Facebook, Netlog, ...

• LinkedIn, Plaxo

• Email

• Google Wave

• LBS

• Augmented Reality

•Who is using?

• a Blackberry

• an iPhone (2G, 3G, 3Gs)

• a Google Phone

• an Android

• a Nokia, Samsung, Sony Ericsson, ...

7zaterdag 20 maart 2010

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What’s your primary news source?

• Radio

• Newspaper

• TV

• Online newspaper

•Magazines

•Mine is ...

Where is your Twitter Wall?

8zaterdag 20 maart 2010

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Halle Train Crash February ’10

What was the first media-brand that reported on the crash?

9zaterdag 20 maart 2010

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And...

10zaterdag 20 maart 2010

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The Perfect Storm

11zaterdag 20 maart 2010

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Content choice

advertising Clutter

poor CreativityConvenience, Richness & Control

the power of manySocial Media

Drivers of change

12zaterdag 20 maart 2010

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Content choice

Drivers of change

13zaterdag 20 maart 2010

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120.000.000 viewers x 6 = 620.000.000 min = 15mio “Prison Break” episodes

14zaterdag 20 maart 2010

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Youtube TOP 23 most viewed= 10.000.000.000 minutes= 250.000.000 episodes of Prison Break

Every minute, 24HOURS of content is uploaded

Source: http://mediatedcultures.net/ksudigg/?p=163

And this is just Youtube ...

15zaterdag 20 maart 2010

http://mediatedcultures.net/ksudigg/?p=163
http://mediatedcultures.net/ksudigg/?p=163
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advertising Clutter

Drivers of change

On average we are exposed to over 3.000 brand impressions each day!

16zaterdag 20 maart 2010

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poor Creativity

Drivers of change

interuption marketing, 30”,

expandables, splash screens, ...

17zaterdag 20 maart 2010

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Convenience, Richness & Control

Drivers of change

Media are losing their

traditional “push” power.

Viewers are taking

control, deciding

what they want to

watch, when, and

how.Pull strategy

• On demand

• Timeshifting

• Ad skipping

• Online content

• Games

• User generated content

• …

18zaterdag 20 maart 2010

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Convenience, Richness & Control

Drivers of changeTIMESHIFTING

Cfr. Tivo, Telenet Flexview, ...

Allowing to skip ads

And users skip ads more then you like

User behavior is shifting towards more control (what, how, when). They are just waiting for DVR’s.

And this can hurt TV business !

19zaterdag 20 maart 2010

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Convenience, Richness & Control

Drivers of changePLACE SHIFTING

20zaterdag 20 maart 2010

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the power of manySocial Media

Drivers of change

AUTHORITY SHIFTING

21zaterdag 20 maart 2010

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Content choice

advertising Clutter

poor CreativityConvenience, Richness & Control

the power of manySocial Media

Drivers of changeFragmentation

IrritationShift of control and ownership

22zaterdag 20 maart 2010

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Media 1.0

23zaterdag 20 maart 2010

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SOCIAL OBJECTThe Flower is the (potential) social

object

The mainstream media are the smell of the flower

The bee is “spreading the word” and has the real power

Level I: Sites, blogs, feeds, widgetsLevel II: Closed networks (Facebook, Netlog, ...)Level III: Through individuals (e-mail, Twitter, ...)

Media 2.0

24zaterdag 20 maart 2010

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Examples

25zaterdag 20 maart 2010

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Blogs

26zaterdag 20 maart 2010

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Microblogging sites

27zaterdag 20 maart 2010

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Social Networks

28zaterdag 20 maart 2010

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Social Networks B2B

29zaterdag 20 maart 2010

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Video Platforms

30zaterdag 20 maart 2010

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Photo Platforms

31zaterdag 20 maart 2010

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Music Platforms

32zaterdag 20 maart 2010

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Travel Platforms

33zaterdag 20 maart 2010

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Social Shopping

34zaterdag 20 maart 2010

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Price comparison - social shopping

35zaterdag 20 maart 2010

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Co-creation

36zaterdag 20 maart 2010

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Collaboration

37zaterdag 20 maart 2010

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The sky is the limit...38zaterdag 20 maart 2010

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Some Numbers

39zaterdag 20 maart 2010

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February 2010: Facebook has 400.000.000 members (and is making profit) = +700K per day!

40zaterdag 20 maart 2010

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150.000 people on Twitter (estimated)

TODAY: 3Mio in Belgium +300.000 users in Belgium from September ’09 to November ’09! -> 28% of the population.

TODAY: 3Mio in Belgium are on Netlog

41zaterdag 20 maart 2010

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So, Traditional Media are dead?

46zaterdag 20 maart 2010

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47zaterdag 20 maart 2010

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Are newspapers dead?

48zaterdag 20 maart 2010

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Traditional media under great pressure

50zaterdag 20 maart 2010

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Is TV dead? Probably not.

51zaterdag 20 maart 2010

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iDTV (and advertising)• it’s interactive

• iDTV is for most people not really interactive

• the “red button” today mainly is an extension of the overall TV-experience

• real interactive apps (interactive advertising, gaming, walled garden apps, ...) have limited (no?) success. Only exception is televoting.

• Does this have to do with context?

• it’s digital

• more channels

• better quality of sound and image

• HD

• it’s TV (context!)

• apparently the features that are rated as interesting and appealing are extensions of the TV-watching experience.

• Interaction is only important when it comes down to “being in control of TV” (EPG, timeshifting => ad avoidance, on demand, ...)

52zaterdag 20 maart 2010

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The future of TV might not be on TV

Source: Cisco, June 2008Lost S05E06 NLSubs

53zaterdag 20 maart 2010

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The future of TV might not be on TV

54zaterdag 20 maart 2010

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Social TV

55zaterdag 20 maart 2010

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Radio must be dead too?Nope, not really.

56zaterdag 20 maart 2010

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Radio is not dead

• Like magazines, radio has characteristics that make it harder to “copy” push out of the market or by-pass

• local content: news, services, ... adapted to the hour of the day

• trust between “voice” and “listener”: gatekeeper

• there is an existing community of listeners and the station (much more than with TV)

• radio is no jukebox

•Yet, other initiatives are going after the attention of the listener

57zaterdag 20 maart 2010

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Print Magazines, dead and burried?

58zaterdag 20 maart 2010

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State of Magazines

•They too are having an “identity crisis”

•But the situation is more like with radio and not as bad as with newspapers

•Still, what will the future bring?

59zaterdag 20 maart 2010

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The future of Magazines?

60zaterdag 20 maart 2010

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Mobile. Not dead at all.

61zaterdag 20 maart 2010

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Mobile is the Biggest!

5 billion mobile p

hones.

Almost 1 billion

were sold

over the last

year alone!

62zaterdag 20 maart 2010

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Mobile is Finally Here

•For 10 years, mobile internet really sucked

•One disruptive player (Apple) changed the game entirely with a new mobile paradigm (iPhone) challenging all other mobile hardware/software providers

• to create more than just a phone

• to raise the level of consumer experience

• to create a new eco-system where lot’s off money can be made (content - tools - services)

•Soon, 100% of the market will be “iPhonized”

63zaterdag 20 maart 2010

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And there’s another one...

Google must have been thinking: “we can innovate too...”

64zaterdag 20 maart 2010

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Mobile + social + real-world = future

iPhone app -> LBS wine store

Internet of Things: scanning/tagging product

More info, rating, social reviews

Tag to my digital assets (I’ll buy later or elsewhere or online)

65zaterdag 20 maart 2010

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Mobile + social + real-world = future

iPhone app -> LBS wine store

Internet of Things: scanning/tagging product

More info, rating, social reviews

Tag to my digital assets (I’ll buy later or elsewhere or online)

66zaterdag 20 maart 2010

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Mobile + social + real-world = future

iPhone app -> LBS wine store

Internet of Things: scanning/tagging product

More info, rating, social reviews

Tag to my digital assets (I’ll buy later or elsewhere or online)

67zaterdag 20 maart 2010

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Mobile + social + real-world = future

iPhone app -> LBS wine store

Internet of Things: scanning/tagging product

More info, rating, social reviews

Tag to my digital assets (I’ll buy later or elsewhere or online)

68zaterdag 20 maart 2010

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And it’s just the beginning

69zaterdag 20 maart 2010

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Augmented Reality

72zaterdag 20 maart 2010

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•Do you know what this is?

•No?

•You are probably using it already ...

Augmented Reality

73zaterdag 20 maart 2010

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Augmented Reality

Everyone has been using this for years

74zaterdag 20 maart 2010

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Augmented Reality

Some might already take it a next step...

75zaterdag 20 maart 2010

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Augmented Reality - The Future

76zaterdag 20 maart 2010

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Augmented Reality - Today

77zaterdag 20 maart 2010

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Looking for a new Media Mix

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Old Media Interactive Media Social Media

Once we started the digital and interactive revolution,we knew that this had to evolve into a model,

where people would not just settle for 24/7 self-service and interactivity (to just buy more stuff),

but that they would claim what their part in the conversation.You can not give people remote controls and expect them to NOT zap away.

Social is here to stay!

Social is here to stay!Social is here to stay!

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2 weeks 2 months 2 years

Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites

Personal Social Relationships

Websites

Advertising

DirectMarketing Online media

Campaigns

EmailMarketing

Inte

ract

ion

Build

Traffic

Activation

Engagement

POS

ActivationCampaigns

Duration

flower

smell

“contact”

spread the word

=Social Network

Broadcasting

PR

80zaterdag 20 maart 2010

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2 weeks 2 months 2 years

Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites

Personal Social Relationships

Websites

Advertising

DirectMarketing Online media

Campaigns

EmailMarketing

Inte

ract

ion

POS

ActivationCampaigns

Duration

Broadcasting

PR

Social Site(info, fun, engagement, loyalty)

81zaterdag 20 maart 2010

Page 82: Fixing The Media Kh Mechelen

2 weeks 2 months 2 years

Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites

Personal Social Relationships

Websites

Advertising

DirectMarketing Online media

Campaigns

EmailMarketing

Inte

ract

ion

POS

ActivationCampaigns

Duration

Broadcasting

PR

Social Site(info, fun, engagement, loyalty)

Traffic

Social seeding

Blogs, sites, ...

82zaterdag 20 maart 2010

Page 83: Fixing The Media Kh Mechelen

2 weeks 2 months 2 years

Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites

Personal Social Relationships

Websites

Advertising

DirectMarketing Online media

Campaigns

EmailMarketing

Inte

ract

ion

POS

ActivationCampaigns

Duration

Broadcasting

PR

Social Site(info, fun, engagement, loyalty)

Traffic

Social seeding

Blogs, sites, ...

Conversion offline

Conversion online

Social harvesting

Blogs, sites, ...

Intra-Muros (your own online real-estate)

Extra-Muros (3th party online real-estate)

83zaterdag 20 maart 2010

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“Get Into The Stream”(freely after Madonna)

84zaterdag 20 maart 2010

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Destination

versus

Stream

85zaterdag 20 maart 2010

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Destination versus a Stream

versus

86zaterdag 20 maart 2010

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Destination

•The traditional way of thinking

•“Come to us, we will show you”

•They are in control of: programming, advertising, presentation, comments, ...

•They used to be closed and afraid to share ...

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Stream

•The new paradigm: status updates create the “live web”

• It comes to you, depending on who/what you want to follow

•Driven by Twitter, Facebook, Google Reader, ...

•Filtered by yourself, allowing your peers to be your gatekeeper

•Open, open, open, ...

88zaterdag 20 maart 2010

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The power of “The Stream”

89zaterdag 20 maart 2010

Page 90: Fixing The Media Kh Mechelen

The power of “The Stream”

90zaterdag 20 maart 2010

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The power of “The Stream”

versus

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• The media-landscape has changed with the arrival of digital, the internet, social, mobile, ...

• Traditional media must adapt to this new reality

• It’s not a threat, is an opportunity. Embrace to new possibilities, • as they reflect what the audience

is actually doing (not what we think they are doing)

• they are very powerful

• It’s a matter of finding a new balance between• traditional and new• top-down and bottom-up• talking and listening

Conclusions

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twitter.com/jcaudron

93zaterdag 20 maart 2010

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Fixing the MediaKHMechelenMarch 2010

[email protected]

94zaterdag 20 maart 2010

mailto:[email protected]
mailto:[email protected]

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