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The media are broken, can we fix them? May 2010 [email protected] 1 donderdag 13 mei 2010
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Fixing the media for IoD / British Chamber of Commerce

Sep 11, 2014

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Page 1: Fixing the media for IoD / British Chamber of Commerce

The media are broken, can we fix them?

May 2010

[email protected]

1donderdag 13 mei 2010

mailto:[email protected]
mailto:[email protected]
Page 2: Fixing the media for IoD / British Chamber of Commerce

twitter.com/jcaudron

2donderdag 13 mei 2010

Page 3: Fixing the media for IoD / British Chamber of Commerce

About Dear MediaDigital Strategy & Innovation

3donderdag 13 mei 2010

Page 4: Fixing the media for IoD / British Chamber of Commerce

About Dear Media

4donderdag 13 mei 2010

Page 5: Fixing the media for IoD / British Chamber of Commerce

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

http://www.linkedin.com/in/jocaudron
http://www.linkedin.com/in/jocaudron
http://www.twitter.com/jcaudron
http://www.twitter.com/jcaudron
http://www.facebook.com/profile.php?id=650406703&ref=mf
http://www.facebook.com/profile.php?id=650406703&ref=mf
http://www.facebook.com/dearmedia
http://www.facebook.com/dearmedia
http://www.facebook.com/dearmedia
http://www.facebook.com/dearmedia
Page 6: Fixing the media for IoD / British Chamber of Commerce

Introduction

6donderdag 13 mei 2010

Page 7: Fixing the media for IoD / British Chamber of Commerce

To get this started...

•Who is using?

• Twitter

• Facebook, Netlog, ...

• LinkedIn, Plaxo

• Email

• 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

Page 8: Fixing the media for IoD / British Chamber of Commerce

What’s your primary news source?

• Radio

• Newspaper

• TV

• Online newspaper

•Magazines

•Mine is ...

8donderdag 13 mei 2010

Page 9: Fixing the media for IoD / British Chamber of Commerce

Halle Train Crash February ’10

What was the first media-brand that reported on the crash?

9donderdag 13 mei 2010

Page 10: Fixing the media for IoD / British Chamber of Commerce

The Perfect Storm

10donderdag 13 mei 2010

Page 11: Fixing the media for IoD / British Chamber of Commerce

Content choice

advertising Clutter

poor CreativityConvenience, Richness & Control

the power of manySocial Media

Drivers of change

11donderdag 13 mei 2010

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Content choice

Drivers of change

12donderdag 13 mei 2010

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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

http://mediatedcultures.net/ksudigg/?p=163
http://mediatedcultures.net/ksudigg/?p=163
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advertising Clutter

Drivers of change

On average we are exposed to over 3.000 brand impressions each day!

14donderdag 13 mei 2010

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poor Creativity

Drivers of change

interuption marketing, 30”,

expandables, splash screens, ...

15donderdag 13 mei 2010

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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

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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

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Convenience, Richness & Control

Drivers of changePLACE SHIFTING

18donderdag 13 mei 2010

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the power of manySocial Media

Drivers of change

AUTHORITY SHIFTING

19donderdag 13 mei 2010

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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

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Media 1.0

21donderdag 13 mei 2010

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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

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Examples

23donderdag 13 mei 2010

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Blogs

24donderdag 13 mei 2010

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Microblogging sites

25donderdag 13 mei 2010

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Social Networks

26donderdag 13 mei 2010

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Social Networks B2B

27donderdag 13 mei 2010

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Video Platforms

28donderdag 13 mei 2010

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Photo Platforms

29donderdag 13 mei 2010

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Music Platforms

30donderdag 13 mei 2010

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Travel Platforms

31donderdag 13 mei 2010

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Social Shopping

32donderdag 13 mei 2010

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Price comparison - social shopping

33donderdag 13 mei 2010

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Co-creation

34donderdag 13 mei 2010

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Collaboration

35donderdag 13 mei 2010

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Location, Location, Location

36donderdag 13 mei 2010

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The sky is the limit...37donderdag 13 mei 2010

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Some Numbers

38donderdag 13 mei 2010

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February 2010: Facebook has 400.000.000 members (and is making profit) = +700K per day!

39donderdag 13 mei 2010

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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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41donderdag 13 mei 2010

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Mobile. Not dead at all.

45donderdag 13 mei 2010

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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

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Mobile is the Biggest!

5 billion mobile p

hones.

Almost 1 billion

were sold

over the last

year alone!

47donderdag 13 mei 2010

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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

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And there’s another one...

Google must have been thinking: “we can innovate too...”

49donderdag 13 mei 2010

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50donderdag 13 mei 2010

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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

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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

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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

Page 54: Fixing the media for IoD / British Chamber of Commerce

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

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•Do you know what this is?

•No?

•You are probably using it already ...

Augmented Reality

55donderdag 13 mei 2010

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Augmented Reality

Everyone has been using this for years

56donderdag 13 mei 2010

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Augmented Reality

Some might already take it a next step...

57donderdag 13 mei 2010

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Augmented Reality - The Future

58donderdag 13 mei 2010

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And it’s just the beginning

59donderdag 13 mei 2010

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60donderdag 13 mei 2010

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So, Traditional Media are dead?

61donderdag 13 mei 2010

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Are newspapers dead?

62donderdag 13 mei 2010

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Traditional media under great pressure

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Will new technology help?

65donderdag 13 mei 2010

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Is TV dead? Probably not.

66donderdag 13 mei 2010

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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

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Radio must be dead too?Nope, not really.

69donderdag 13 mei 2010

Page 70: Fixing the media for IoD / British Chamber of Commerce

They have

NO radio70donderdag 13 mei 2010

Page 71: Fixing the media for IoD / British Chamber of Commerce

71donderdag 13 mei 2010

Page 72: Fixing the media for IoD / British Chamber of Commerce

Looking for a new Media Mix

72donderdag 13 mei 2010

Page 73: Fixing the media for IoD / British Chamber of Commerce

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

Page 74: Fixing the media for IoD / British Chamber of Commerce

“Get Into The Stream”(freely after Madonna)

74donderdag 13 mei 2010

Page 75: Fixing the media for IoD / British Chamber of Commerce

Destination

versus

Stream

75donderdag 13 mei 2010

Page 76: Fixing the media for IoD / British Chamber of Commerce

Destination versus a Stream

versus

76donderdag 13 mei 2010

Page 77: Fixing the media for IoD / British Chamber of Commerce

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

Page 78: Fixing the media for IoD / British Chamber of Commerce

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

Page 79: Fixing the media for IoD / British Chamber of Commerce

The power of “The Stream”

versus

79donderdag 13 mei 2010

Page 80: Fixing the media for IoD / British Chamber of Commerce

But, get in the stream

too

It’s OK to be a destination site

80donderdag 13 mei 2010

Page 81: Fixing the media for IoD / British Chamber of Commerce

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

Page 82: Fixing the media for IoD / British Chamber of Commerce

Positive actions require a plan.

82donderdag 13 mei 2010

Page 83: Fixing the media for IoD / British Chamber of Commerce

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

Page 84: Fixing the media for IoD / British Chamber of Commerce

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

Page 85: Fixing the media for IoD / British Chamber of Commerce

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

Page 86: Fixing the media for IoD / British Chamber of Commerce

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

Page 87: Fixing the media for IoD / British Chamber of Commerce

87donderdag 13 mei 2010

Page 88: Fixing the media for IoD / British Chamber of Commerce

• 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

Page 89: Fixing the media for IoD / British Chamber of Commerce

twitter.com/jcaudron

89donderdag 13 mei 2010

Page 90: Fixing the media for IoD / British Chamber of Commerce

The media are broken, can we fix them?

May 2010

[email protected]

90donderdag 13 mei 2010

mailto:[email protected]
mailto:[email protected]

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