presentatie jonathan marks
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Presentatie van Jonathan Marks tijdens het 4e H-Lab van The Future NowTRANSCRIPT
The Changing Face of Media 2013
The Haarlem ReshuffleThe story so far...and what might happen next!
Slide 1 of 2074. Did you have appointments this Wednesday afternoon?Haarlem September 11th 2013
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Who on earth is Jonathan Marks?
Jonathan Markswww.jonathanmarks.com
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RNW Programme Director 1992 - 2003
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In other words
RNW is a catalyst for important public debate where conversations on important issues are muffled by government, prejudice, taboos or belief
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RNW - Relevant Narratives Worldwide
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How to use metaphors...
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Inspiration to build a digital guild
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Critical Distance
We maintain an active archive of projects, learning from the past, mixing in modern ideas to help build a creative future.
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Silicon Polder Triangle
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Start with Why!
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Worst form of punishment
isolation
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Very dangerous for communities
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Isolated communities….
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Some thoughts for todayThe future is hybrid. Every company is a media company, but not every company can tell engaging stories.Strong storytellers will be remembered ( and make money!)
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We grew up in a linear worldbut now its exponential
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The Future of Media, Marketing and Advertising
Nigeria/India: not if but when :)Wednesday, 25 September 13
Key trends in Africa and Asia
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Key trends in Africa and Asia
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Mobile Broadband: huge habit & budget shifts - not if but when!
It’s the new broadcast...
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Mobile Devices are becoming our external brains
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Why others fail…..
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Look Sideways!
• Publishers & the Public getting better than broadcasters at understanding how people use information
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Lessons learned on other platforms
Profits from Pay-TV industry from HBO, AMC etc show there’s high value in collections of epic series. High cost, high value becomes “ unmissable” content that people will do anything to get hold of. And around this content, all kinds of discussions start on-air and on-line.
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The Public IS participating far more than before.Old picture was thought to be 90-9-1 rule
90%
9%
1% Passive Contributors Creators
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Within 6 years Digital Participation is Mainstream
23%
60%
17%
Passive (only 11% not interested)Light & quick contributorsIntense creators and sharers of some sort
Impact of smart phones & tablets are clear
Sources: Holly Goodier BBCEricsson Consumerlab
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Social Media - Shifting Context
How do we adapt to more visual storytelling?
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Social Media - Shifting Context
How to tell engaging stories across a mix of relevant platforms. Social media is not an island.
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Audience is trusting new sources
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The$Public$says$they$are$overwhelmed$with$these$aspects
The$size$of$each$box$indicates$the$amount$of$content$pushed$towards$the$public
While$explaining$they$cannot$easily$find$these$aspects$of$the$story
Global$Study$by$AP$in$2008
in United States, United Kingdom and India
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THEY SEARCH FOR INSIGHTS, BUT IT‘S FRUSTRATINGLY DIFFICULT
http://www.ap.org/newmodel.pdf
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THEY SEARCH FOR INSIGHTS, BUT IT‘S FRUSTRATINGLY DIFFICULT
http://www.ap.org/newmodel.pdf
Participants in this study did show signs shallow and erratic news
consumption. People wanted more depth and were trying to find it.Unfortunately their attempts to
substantiate and validate stories were not actually getting them anything new.
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How long is the story accessible?
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SOURCE: REUTERS
Important information is vanishing because people
assume that once published its always on-line. A lot of
broadcast content vanishes after 7 days.
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Photo by Zanthia - http://flic.kr/p/bpXtEx
A love-hate relationship between us and the users of our data?
I need your data
I need your ______
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Permission requires ‘Liking’
Photo by karola riegler photography - http://flic.kr/p/8XTgjY
Wednesday, 25 September 13
Permission requires ‘Liking’
Photo by karola riegler photography - http://flic.kr/p/8XTgjY
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The End of InterruptionWednesday, 25 September 13
Radical consumer empowerment: be better or be gone.
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Radical consumer empowerment: be better or be gone.
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Emerging Platforms..• Radio, TV, the Web, and.........mobile
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How can we keep up?
Does anyone know what’s happening??
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Cross Media View 2013
Audio Visuals (graphics &
video)
Text
Radio TV
So much easier to explain to others...
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People on Facebook1More than 1 billion active users250% of our active users log on to Facebook in any given day3Average user has 130 friends4People spend over 700 billion minutes per month on Facebook
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Social and Traditional Networks Integrating in Clever Ways
Flipboard for video: It’s all about quick and easy accessWednesday, 25 September 13
Life-cycle of contentIn several countries we’re moving to a production model which means separating shelf life of content from its distribution date. This applies to factual documentaries, features, keynotes and drama.
When commissioning, 80% of the money goes to production, 20% to marketing, tagging, archiving the content to make it findable for an agreed time (10 years).
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Questions & Comments & Discussion
http://www.theinternetofthings.eu/
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Questions & Comments & Discussion
http://www.theinternetofthings.eu/
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Thanks for watching.....
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