Fixing The Media VBO - March 29, 2010

VBO March 29, 2010

[email protected]

Fixing the MediaIn Search of a New Media Mix

1woensdag 31 maart 2010

mailto:[email protected]


About Dear Media


About Dear Media

Digital Strategy & Innovation for:


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?


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...34woensdag 31 maart 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





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



Traditional media under great pressure


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


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”


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




Can you just ignore Social Media?


Why are companies NOT using SM?

Is this the right way to go?


Why are companies NOT using SM?

•Lack of information => ignorance• Ignorance => fear•No idea of the current size,

growth, impact, potential, value, ...

•Decissionmakers are often too old themselves to understand the importance of this rapid change

•But they are locking-out reality and the future of online communication!


Why Allow Social Media?

• Social Media are changing the way we

• live

• work

• get informed

• ...

• Do you want to deprive your staff access to phone, internet or mail?

• If not:

• why limit access to a highly efficient and powerful source of communication and information?

• why push your staff into “stealth mode”. They will do it anyway!


Why Allow Social Media?• Because you simply can not switch it off!

• Remember Iran?

• Primary access to social sites in the very near future will be via mobile devices (often not part of your infrastructure)

• It’s part of people’s lives


SHIFT in WORK -> “Weisure”

Traditionally

off Home off Work


Checking the digital planning SMS’ing a

collegue

Video conference

/ email handling / ..

Reading emails in the traffic

jam

Finishing a report

through the VPN

SHIFT in WORK -> “Weisure”

Today


Why Allow Social Media?

• Social Media are a huge opportunity to

• market your company, products, services

• to attract employees

• to tap into an unseen source of information and knowledge

• You just have to understand how it works, and how you can use it without disturbing your normal activities


Positive action requires a plan.


It’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


13/07/09

After 24H, on the Dear Media site


13/07/09

-500 followers (13/07)

1200

0 fans (01/10)

275


The power of my network

versus


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

Conclusions


twitter.com/jcaudron


VBO March 29, 2010

[email protected]

Fixing the MediaIn Search of a New Media Mix




Fixing The Media VBO - March 29, 2010

Documents

lbs wine storeinternet

scanningtagging

dear media

controlthe

social media

social reviewstag

2010jocaudron

digital assets