social media: from push to pull, building an entertainment brand online (miptv 2010)
DESCRIPTION
My presentation at MIPTV 2010, on social media and TV / film brands online, see details at http://gerd.fm/9i6QEU and http://www.mipworld.com/en/miptv/ for videosTRANSCRIPT
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Social Media & Building an Entertainment Brand Online:
From Push to Pull
www.mediafuturist.comtwitter.com/gleonhard
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Crucial: Foresight • Imagination
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Better: Networked Media.Real-Time Media.
User-driven Media.Engaged Media.
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Not ‘Social Media’ -
Social Business
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Broadcast | Centralized | One-Way | Push Media
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Networked Media
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The world is connecting at a
very rapid pace.
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The world is connecting at a very rapid pace.
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The other 3 Billion (O3B) are comingWikipedia: By allowing direct connection to core networks and 3G Cellular/
WiMAX towers, the O3b Networks system will completely change the economics of telecommunications infrastructure in the world's fastest-
growing markets for communications services
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Because we are all connected, soon,
‘Going Direct’ becomes
the New Normal
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A connected Audience is dramatically different
Source: Scholz & Friends: Dramatic Shifts (Youtube)
Source: Elektrischer Reporter (ZDF)
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Think
Web & Mobile
Native
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A connected Audience is about Trust not Control
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Expect radical fragmentation
Aggregate & shape the fragments
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The demise of the Watering Can
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A huge shift in ‘Getting Attention’
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Think: Funnel • Think: Magnet
• Create a magnetic brand• Turn attraction into transaction• Engage - never enrage• “Free gets you to the place where
you can ask to get paid”• Stop the monologs, start the
conversations - *send + receive!
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Like...
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The Future of TV:
Send and
Receive
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Complete TV & Web Convergence
Source: Slideshare Network
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Become a Connector - not just a Director
*Inspired by Kevin Roberts Saatchi & Saatchi
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The ‘TeleWeb’
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Social Networks are the next
Broadcasters
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Facebook TV...?
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Prepare for total convergence
•Listen to, and watch your kids•TV is push, Web is pull: start
mixing and blending, now•Use the best of both worlds•Reduce time spend on making
‘faster horses’• It’s not linear - it’s explosive
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Trans-Media Storytelling becomes the Standard
Source: www.thecarbonado.com/blog/2009
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Send and Receive, and Filter
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Set up the conversation channels
• Blog about what’s important to you• Share content that’s around your
core offering (audio, images, video) and your People, syndicate it widely
• Become part of, or better, host, the conversation
• Open up to the audience
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Do you have a Digital Ambassador?
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Do you have this on your website?
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Are you squashing people’s interest?
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Or are you getting them where they already are?
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Social Media is CRM
(Customer Relationship Management)
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Mobile first.
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The Mobile Consumption of - and the Conversation
around - Digital Goods is the
#1 Growth Story
of the next Decade
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MobileSocial
NetworkedReal-Time
User in Control
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Mobile + Social + Going Direct
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‘Real Money’ from The Networks
0
50
100
150
Today 2011 2012 2013 2014 2020
The Networks The Networked‘Real Money’ from ‘The Networked’
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What really matters is Liquidity
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Reality Check: Control
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Interruption costs money- Engagement costs Control
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The Consequences of Total Control?
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Social Business: Keywords & Summary
When you’re out and about...With(in) & around your tribe
Strangers & ‘People Like Me’At the right time, right placeWith complete transparency
Users in control, always$$ because they trust you
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email me at [email protected]/gleonhardfacebook: gleonhardwww.gerdtube.net
Thanks for your attention!App Store: “Media Futurist”
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What I dotwitter.com/gleonhardfacebook: gleonhardwww.gerdtube.net