Fixing the media for IoD / British Chamber of Commerce
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The media are broken, can we fix them?
May 2010
jo@caudron.com
1donderdag 13 mei 2010
twitter.com/jcaudron
2donderdag 13 mei 2010
About Dear MediaDigital Strategy & Innovation
3donderdag 13 mei 2010
About Dear Media
4donderdag 13 mei 2010
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 Facebook stream
picture: (c) Pieter Baert
5donderdag 13 mei 2010
Introduction
6donderdag 13 mei 2010
To get this started...
•Who is using?
• Facebook, Netlog, ...
• LinkedIn, Plaxo
• Google Wave
• LBS
• Augmented Reality
•Who is using?
• a Blackberry
• an iPhone (2G, 3G, 3Gs)
• an iPad
• a Google Phone (Nexus One)
• an Android
• a Nokia, Samsung, Sony Ericsson, ...
7donderdag 13 mei 2010
What’s your primary news source?
• Radio
• Newspaper
• TV
• Online newspaper
•Magazines
•Mine is ...
8donderdag 13 mei 2010
Halle Train Crash February ’10
What was the first media-brand that reported on the crash?
9donderdag 13 mei 2010
The Perfect Storm
10donderdag 13 mei 2010
Content choice
advertising Clutter
poor CreativityConvenience, Richness & Control
the power of manySocial Media
Drivers of change
11donderdag 13 mei 2010
Content choice
Drivers of change
12donderdag 13 mei 2010
Youtube TOP 23 most viewed= 10.000.000.000 minutes= 250.000.000 episodes of Prison Break
+200.000 new movies are added DAILY
Source: http://mediatedcultures.net/ksudigg/?p=163
And this is just Youtube ...
13donderdag 13 mei 2010
advertising Clutter
Drivers of change
On average we are exposed to over 3.000 brand impressions each day!
14donderdag 13 mei 2010
poor Creativity
Drivers of change
interuption marketing, 30”,
expandables, splash screens, ...
15donderdag 13 mei 2010
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
• …
16donderdag 13 mei 2010
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 !
17donderdag 13 mei 2010
Convenience, Richness & Control
Drivers of changePLACE SHIFTING
18donderdag 13 mei 2010
the power of manySocial Media
Drivers of change
AUTHORITY SHIFTING
19donderdag 13 mei 2010
Content choice
advertising Clutter
poor CreativityConvenience, Richness & Control
the power of manySocial Media
Drivers of changeFragmentation
IrritationShift of control and ownership
20donderdag 13 mei 2010
Media 1.0
21donderdag 13 mei 2010
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
22donderdag 13 mei 2010
Examples
23donderdag 13 mei 2010
Blogs
24donderdag 13 mei 2010
Microblogging sites
25donderdag 13 mei 2010
Social Networks
26donderdag 13 mei 2010
Social Networks B2B
27donderdag 13 mei 2010
Video Platforms
28donderdag 13 mei 2010
Photo Platforms
29donderdag 13 mei 2010
Music Platforms
30donderdag 13 mei 2010
Travel Platforms
31donderdag 13 mei 2010
Social Shopping
32donderdag 13 mei 2010
Price comparison - social shopping
33donderdag 13 mei 2010
Co-creation
34donderdag 13 mei 2010
Collaboration
35donderdag 13 mei 2010
Location, Location, Location
36donderdag 13 mei 2010
The sky is the limit...37donderdag 13 mei 2010
Some Numbers
38donderdag 13 mei 2010
February 2010: Facebook has 400.000.000 members (and is making profit) = +700K per day!
39donderdag 13 mei 2010
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
40donderdag 13 mei 2010
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44donderdag 13 mei 2010
Mobile. Not dead at all.
45donderdag 13 mei 2010
For Belgium:10.4mio people7mio are on the internetthat’s 67,3%
Worldwide:6.7bio people1.7bio are on the internetthat’s like 25%
Facebook Belgium:2.8mio people
Facebook Worldwide316mio people
46donderdag 13 mei 2010
Mobile is the Biggest!
5 billion mobile p
hones.
Almost 1 billion
were sold
over the last
year alone!
47donderdag 13 mei 2010
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”
48donderdag 13 mei 2010
And there’s another one...
Google must have been thinking: “we can innovate too...”
49donderdag 13 mei 2010
50donderdag 13 mei 2010
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)
51donderdag 13 mei 2010
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)
52donderdag 13 mei 2010
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)
53donderdag 13 mei 2010
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)
54donderdag 13 mei 2010
•Do you know what this is?
•No?
•You are probably using it already ...
Augmented Reality
55donderdag 13 mei 2010
Augmented Reality
Everyone has been using this for years
56donderdag 13 mei 2010
Augmented Reality
Some might already take it a next step...
57donderdag 13 mei 2010
Augmented Reality - The Future
58donderdag 13 mei 2010
And it’s just the beginning
59donderdag 13 mei 2010
60donderdag 13 mei 2010
So, Traditional Media are dead?
61donderdag 13 mei 2010
Are newspapers dead?
62donderdag 13 mei 2010
63donderdag 13 mei 2010
Traditional media under great pressure
64donderdag 13 mei 2010
Will new technology help?
65donderdag 13 mei 2010
Is TV dead? Probably not.
66donderdag 13 mei 2010
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, ...)
67donderdag 13 mei 2010
68donderdag 13 mei 2010
Radio must be dead too?Nope, not really.
69donderdag 13 mei 2010
They have
NO radio70donderdag 13 mei 2010
71donderdag 13 mei 2010
Looking for a new Media Mix
72donderdag 13 mei 2010
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)
73donderdag 13 mei 2010
“Get Into The Stream”(freely after Madonna)
74donderdag 13 mei 2010
Destination
versus
Stream
75donderdag 13 mei 2010
Destination versus a Stream
versus
76donderdag 13 mei 2010
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 ...
77donderdag 13 mei 2010
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, ...
78donderdag 13 mei 2010
The power of “The Stream”
versus
79donderdag 13 mei 2010
But, get in the stream
too
It’s OK to be a destination site
80donderdag 13 mei 2010
Top-down
Bottom-up
People don’t create news, they share the news of the publishers
The network is the gatekeeper
81donderdag 13 mei 2010
Positive actions require a plan.
82donderdag 13 mei 2010
At’s about “Social Business”
•Social Media can be used for anything
•Marketing (create an audience and interact with it)
• Support (track issues and help people, even if they are not your customers)
• Sales (put your promo’s in the social stream)
•HR (looking for staff? Social Media are a very effective and inexpensive way to search)
•Research (your social graph is a rich source of information, that you can not just search but also inquire)
•Both B2C and B2B
83donderdag 13 mei 2010
At’s about “Social Business”
•Research shows that big brands in social media are big brands in real live
•But small companies can benefit from social media too:
•you really have to be smart, not rich
• in social media, it’s “relevance” that counts, not “decibels”
• if you are willing to engage, you can create personal, working (and profitable) relationships
84donderdag 13 mei 2010
At’s about “Social Business”
•But beware:
•you really have to be transparent. Once you engage in social media, you have to be open an honest as a company.
•you have to be “the real you”. Don’t fake.
• it takes time to build a network and you can not just buy it.
•your staff is the best way to start spreading your messages
•don’t overdo, don’t spam
•It’s ideal to create new, strong and viral relationships
85donderdag 13 mei 2010
Creating a “Social Media Plan”
1 Internal Awareness
2 Goal, objectives, strategy
3 Teams 4 Social Networks & Tools
5 Find Internal Ambassadors
7 Define SM projects
9 Social Seeding8 Roll-Out SM projects
10 Follow-up, measure
11 Engage
6 Social Media Policy
86donderdag 13 mei 2010
87donderdag 13 mei 2010
• 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
Embrace the future!
88donderdag 13 mei 2010
twitter.com/jcaudron
89donderdag 13 mei 2010
The media are broken, can we fix them?
May 2010
jo@caudron.com
90donderdag 13 mei 2010
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