the social media power shift and how consumers and publishers should learn how to handle it
DESCRIPTION
Slides for a guest lecture at KHM, Mechelen on 14 October.TRANSCRIPT
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The social media power The social media power shiftshift
And how consumers and publishers And how consumers and publishers should learn to handle itshould learn to handle it
Clo Willaerts, Mechelen, 14 Oct 2009Clo Willaerts, Mechelen, 14 Oct 2009
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Clo Willaerts?Clo Willaerts?
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3
Sanoma MagazinesSanoma Magazines
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Short history of Short history of publishing & advertisingpublishing & advertising
wall and rock wall and rock paintingspaintings
papyruspapyrus
signs on the streetsigns on the street
town crierstown criers
15th-16th C: handbills15th-16th C: handbills
17th C: weekly 17th C: weekly newspapersnewspapers
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Paid advertising as a Paid advertising as a revenue modelrevenue model
June 1836: French newspaper June 1836: French newspaper La PresseLa Presse is the is the first to include paid advertising in its pagesfirst to include paid advertising in its pages
lower its pricelower its price
extend its readership extend its readership
increase its profitabilityincrease its profitability
The formula is soon copied by all titles. The formula is soon copied by all titles.
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P.T. BarnumP.T. Barnum
Life of P.T. Barnum Life of P.T. Barnum (1854)(1854)
The Humbugs of the The Humbugs of the World (1865)World (1865)
Struggles and Struggles and Triumphs (1869)Triumphs (1869)
The Art of Money-The Art of Money-Getting (1880)Getting (1880)
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Edward Bernays: the Edward Bernays: the engineering of consentengineering of consent
Crystallizing Public Crystallizing Public Opinion (1923) Opinion (1923)
Propaganda (1928)Propaganda (1928)
Engineering of Engineering of consent (1955, consent (1955, contributor)contributor)
Google Video: Google Video: “The “The Century of the Self” Century of the Self”
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1992: World Wide Web1992: World Wide Web
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QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
1999: Cluetrain 1999: Cluetrain ManifestoManifesto• http://www.cluetrain.com/ • Markets are conversations and the Internet is a facilitator of one of the grandest, most global of those conversations.
• “Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked.”
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2004 Soldier blogs2004 Soldier blogs
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20042004
QuickTime™ en eenTIFF (ongecomprimeerd)-decompressor
zijn vereist om deze afbeelding weer te geven.
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Decentralised publishing Decentralised publishing modelmodel
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2005 Dell Hell2005 Dell Hell
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2005 Kryptonite 2005 Kryptonite blogstormblogstorm
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2006 Transparency terror2006 Transparency terror
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2007: the egosphere2007: the egosphere
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Shift happensShift happens
power shiftpower shift: who’s : who’s in control of what in control of what gets published?gets published?
money shiftmoney shift: ad : ad spendingsspendings
dividedivide: advertisers : advertisers <-> target group <-> target group formerly known as formerly known as the audiencethe audience
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Blind and blockingBlind and blocking
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We live in publicWe live in public
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Self publishingSelf publishing
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Social media revolutionSocial media revolution
QuickTime™ en eenTIFF (ongecomprimeerd)-decompressor
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Where's the money?Where's the money?
Economics = the science which studies human behaviour as a relationship between ends and scarce means which have alternative uses. British economist Lionel Robbins, 1932
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Abundant goodsAbundant goods
•new products and services•content•connectivity•machine intelligence•the total amount of connections
Source: Gerd Leonhard, http://www.mediafuturist.com/
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Scarce goodsScarce goods•trusted opinions•conTEXT & trusted filters•private spaces•human ingenuity & creativity•actual relations (not just connections)
Source: Gerd Leonhard, http://www.mediafuturist.com/
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Humo vs social mediaHumo vs social media
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2007 liveblogging2007 liveblogging
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2007 liveblogging2007 liveblogging
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2008 Facebook page2008 Facebook page
Humo page: Humo page: 29,354 fans29,354 fans
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Humo “freedom” groupHumo “freedom” group
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2009 Twitter2009 Twitter
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Thank youThank you
http://www.bnox.behttp://www.bnox.be
http://www.brusselsgirlgeekdinner.behttp://www.brusselsgirlgeekdinner.be
http://www.twitter.com/bnoxhttp://www.twitter.com/bnox
http://www.slideshare.net/bnox/http://www.slideshare.net/bnox/
http://www.linkedin.com/in/clowillaertshttp://www.linkedin.com/in/clowillaerts