new media part 1
DESCRIPTION
Welcome to our New Media Masterclass part 1 'The rise of New Media'. Bogging, podcasting, YouTube, MySpace, it's all there. The power of User Generated Content. And traditional media has no clue how to respond. The world is changing...forever...TRANSCRIPT
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This presentation is brought to you by
www.digiredo.nl
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New Media Masterclasspart 1
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New technologies and communication methods in the
context of their effects on the established mainstream mediaWikipedia
“”
New Media:
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The traditional marketing model is being challenged, and (CMOs) can foresee a day when it will no longer work
McKinsey Quarterly, 2005, Number 2
“”
Futurelab
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uniquely individualized info delivered to infinite number of people
all players involved share control over content
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User Generated Media
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Blogging
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Train blog
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Pets
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The blog of death
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Jihad blog
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American Jihad blog
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Podcasting
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iTunes store
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Gordon ‘F’ Ramsay
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Wine Australia
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French Maid TV
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Wikipedia
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Choose your hotel...
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...based on other guests’ advice
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MySpace
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Second Life
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Skoeps
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> 9,000,000
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> 9,000,000
30,000 - 1,500,000
> 3,000,000
> 22,000,000
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Nielsen Rating Nov 6-12, 2006
> 55,000,000(posted April ‘06)
22.3 mln 22.0 mln 20,8 mln
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200,000,000 blogs
Almost 4,000,000 articles(10 languages)
> 80,000,000 profiles
1.5 million residents
>100,000,000 videos(65,000/day)
5,000,000 songs /day
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The Long TailPopularity
Products
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We are creating
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We are selecting
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We are changing
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Anything AnyhowAnywhere- -
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The Good Ole Days of Corporate Media
Central editorial control
Government regulation (censorship)
One-way communication
Limited channels of information
We will decide what you want & need
Futurelab
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1980
2005
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• % of adult evennig viewers that remembers brand in ad just watched:
• A US hour of prime time TV carried 21 minutes of advertising, Late Night network shows like Leno or Letterman carry 31:27
• US: People with PVR’s watch 12% more TV, yet 90% of them adskip (Germany : 88.2%)
• Germany: 78.2% are irritated by advertising, only 24% actually still watches it
• 54% of US consumers avoids products & services which “overwhelm” with advertising
• China: 85% stop watching TV during commercial breaks. More than half change the channel, while the rest do housework, eat, chat or use the bathroom
BRANDS
CONSU
MER
S
2000 9%1965 35%
Sources: Big Six, GfK Marktforschung, Yankelovich Partners, McKinsey & Co.
Futurelab
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76%Yankelowich
Futurelab
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People trust people
Who do we trust?
“My friends,their friends...
...and all those we collectively respect”
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People trust people
Source %In-store Sales Associate 49
In-store demonstration 36
Word-of-mouth from family & friends 33Newspaper Coupons 25
Internet 21
Product/Company Information 16Retailer information 14
Other 14Magazines 4
TV 4
Radio 3
Source: CMO Council’s Retail Fluency Report, 2005
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People trust people
Edelman trust barometer %Academic 62
Doctor or similar 62
Person like yourself/peer 61
Financial Analyst 58
NGO Rep 58Accountant 53
Lawyer 36
Regular employee 33CEO 29
Union 19
Entertainer 17
PR person 16
0%
10%
20%
30%
40%
50%
60%
70%
2003 2004 2005 2006
33%
51%55%
61%
Person like yourself or a peer
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2,000,000 BC 1,000 AD 1980 AD
Information Age
Writing
4,000 BC
PrintSpeech
Storytelling
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Brands have to become storytellers, and then…
...let it go
Futurelab
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