Fixing the media VAR

VAR April 1, 2010

[email protected]

Fixing the MediaIn Search of a New Media Mix

1zondag 25 april 2010

mailto:[email protected]


twitter.com/jcaudron

#JO@VAR


About Dear MediaDigital Strategy & Innovation



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 stream

picture: (c) Pieter Baert


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




Introduction


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)

• a Google Phone

• an Android

• a Nokia, Samsung, Sony Ericsson, ...


Halle Train Crash February ’10

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


And...


The Perfect Storm


Content choice

advertising Clutter

poor CreativityConvenience, Richness & Control

the power of manySocial Media

Drivers of change


keynote:/Users/bert/Documents/_ONE/Marketing/One%20Presentation%200.3.key?id=BGSlide-0





































Content choice

Drivers of change


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 ...


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

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

advertising Clutter

Drivers of change

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




poor Creativity

Drivers of change

interuption marketing, 30”,

expandables, splash screens, ...






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

• …





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 !





Drivers of changePLACE SHIFTING





Drivers of change

AUTHORITY SHIFTING




Content choice

advertising Clutter

poor CreativityConvenience, Richness & Control


Drivers of changeFragmentation

IrritationShift of control and ownership































































Media 1.0


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


Examples


Blogs


Microblogging sites


Social Networks


Social Networks B2B


Video Platforms


Photo Platforms


Music Platforms


Travel Platforms


Social Shopping


Price comparison - social shopping


Co-creation


Collaboration


The sky is the limit...36zondag 25 april 2010

Some Numbers


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


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



14’/day according to Nielsen


total amount of tweets, worldwide


So, Traditional Media are dead?Are they really? Don’t think so.


Are newspapers dead?



Newspapers (print edition) under great pressure


Will new technology help?


Is TV dead? Probably not.


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, ...)


The future of TV might not be on TV

Source: Cisco, June 2008Lost S05E06 NLSubs


The future of TV might not be on TV


Social TV


Radio must be dead too?Nope, not at all.


The power of Radio

• Radio has characteristics that make it hard to “copy” or push out of the market or by-pass

• local content: news, services, ... adapted to the hour of the day

• trust between “voice” and “listener”: gatekeeper

• there is an existing community of listeners and the station (much more than with TV)

• radio is no jukebox

• Yet, other initiatives are going after the attention of the listener


Radio and Internet go together• Radio is the ideal “secondary”

medium: it mixes well with other activities like working or surfing

• This makes a perfect match between

• radio to push people to online

• online to capture and activate the audience

• Radio is very “social” medium, with a great potential to convert the offline community into an online community

• Young people continue to listen to the radio (cfr. FM-tuners in latest iPods)


Print Magazines, Dead and Burried?


State of Magazines

•They too are having an “identity crisis”

•But the situation is more like with radio and not as bad as with newspapers

•Still, what will the future bring?


The future of Magazines?


Mobile. Not dead at all.


Mobile is the Biggest!

5 billion mobile p

hones.

Almost 1 billion

were sold

over the last

year alone!


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”


And there’s another one...

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


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)




















And it’s just the beginning




Looking for a new Media Mix


Traditional Media Interactive Media Social Media

Once we started the digital and interactive revolution,we knew that this had to evolve into a model,

where people would not just settle for 24/7 self-service and interactivity (to just buy more stuff),

but that they would claim what their part in the conversation.You can not give people remote controls and expect them to NOT zap away.

Social is here to stay!

Social is here to stay!Social is here to stay!


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

Build

Traffic

Activation

Engagement

POS

ActivationCampaigns

Duration

flower

smell

“contact”

spread the word

=Social Network

Broadcasting

PR



Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites


Websites

Advertising


Campaigns

EmailMarketing

Inte

ract

ion

POS

ActivationCampaigns

Duration

Broadcasting

PR

Social Site(info, fun, engagement, loyalty)



Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites


Websites

Advertising


Campaigns

EmailMarketing

Inte

ract

ion

POS

ActivationCampaigns

Duration

Broadcasting

PR


Traffic

Social seeding

Blogs, sites, ...



Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites


Websites

Advertising


Campaigns

EmailMarketing

Inte

ract

ion

POS

ActivationCampaigns

Duration

Broadcasting

PR


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)



Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites


Websites

Advertising


Campaigns

EmailMarketing

Inte

ract

ion

POS

ActivationCampaigns

Duration

Broadcasting

PR


Traffic

Social seeding

Blogs, sites, ...

Conversion offline

Conversion online

Social harvesting

Blogs, sites, ...



Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites


Websites

Advertising


Campaigns

EmailMarketing

Inte

ract

ion

POS

ActivationCampaigns

Duration

Broadcasting

PR


Traffic

Social seeding

Blogs, sites, ...

Conversion offline

Conversion online

Social harvesting

Blogs, sites, ...



Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites


Websites

Advertising


Campaigns

EmailMarketing

Inte

ract

ion

POS

ActivationCampaigns

Duration

Broadcasting

PR


Traffic

Social seeding

Blogs, sites, ...

Conversion offline

Conversion online

Social harvesting

Blogs, sites, ...



Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites


Websites

Advertising


Campaigns

EmailMarketing

Inte

ract

ion

POS

ActivationCampaigns

Duration

Broadcasting

PR


Traffic

Social seeding

Blogs, sites, ...

Conversion offline

Conversion online

Social harvesting

Blogs, sites, ...



Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites


Websites

Advertising


Campaigns

EmailMarketing

Inte

ract

ion

POS

ActivationCampaigns

Duration

Broadcasting

PR


Traffic

Social seeding

Blogs, sites, ...

Conversion offline

Conversion online

Social harvesting

Blogs, sites, ...



Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites


Websites

Advertising


Campaigns

EmailMarketing

Inte

ract

ion

POS

ActivationCampaigns

Duration

Broadcasting

PR


Traffic

Social seeding

Blogs, sites, ...

Conversion offline

Conversion online

Social harvesting

Blogs, sites, ...


“Get Into The Stream”(freely after Madonna)


Destination

versus

Stream


Destination versus a Stream

versus


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 ...


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, ...


The power of “The Stream”





versus


But, get in the stream

too

It’s OK to be a destination site


Positive actions require a plan.


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



•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



•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


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


• 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!


twitter.com/jcaudron


Fixing the MediaIn Search of a New Media Mix

VAR April 1, 2010

[email protected]




Fixing the media VAR

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