Google ThinkBranding - Hamburg - sept 2012

OLIVIER GERS

Endemol

Hamburg – 25th September

© Endemol Worldwide Brands 2012 – Olivier Gers

Endemol is the largest independent television production company in the world, with subsidiaries and joint ventures in 34 countries. Endemol has a growing library of over 2,300 formats (across genres including entertainment, reality TV, game shows, animation, comedy and drama). Endemol annually produces 10,000 hours of content across genres Endemol is a world leader in Creating, Producing, Distributing and Exploiting entertainment content.

…etc


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THE FUTURE of communications, marketing and media

“The future of communications, marketing and media is SEARCH”


“The future of communications, marketing and media is SOCIAL”


“The future of communications, marketing and media is TWITTER”


“The future of communications, marketing and media is DIGITAL”


“The future of communications, marketing and media is DESIGN”


TRUTH IS…


…NOBODY KNOWS


…NOW WHAT?


DON’T PANIC


WHAT WE KNOW


The rise of social media




How will we talk to them?


TV 50 years ago - Social


TV 30 years ago


TV 10 years ago


Anti-social


The New Social? © Endemol Worldwide Brands 2012 – Olivier Gers


1. Scenario 1: NapsterVision

– ‘Death of traditional TV channels’

2. Scenario 2: Always On Demand

– ‘Time shifting and the death of advertising’

3. Scenario 3: Primetime Rules

– ‘Networks strike back’

2006 - FUTURE SCENARIOS AND PREDICTIONS


Power shifts to:

• Consumers - deciding what, where, when they want to watch

• Distribution platforms - computer merges with TV

• High penetration of new, mobile devices

• Consumers adopt new technologies faster

• Content can be downloaded faster

• New bespoke content available

2006 - SCENARIO 1: NAPSTERVISION

‘Death of traditional TV Channels’


http://images.google.com/imgres?imgurl=http://www.esignal.com/about/pressroom/images/esignal/Laptop.jpg&imgrefurl=http://www.esignal.com/about/pressroom/screen_shot.asp&h=1372&w=1279&sz=1346&tbnid=b5GSes1fhBQJ:&tbnh=149&tbnw=139&start=7&prev=/images?q=laptop&hl=en&lr=&ie=UTF-8&sa=G

On his way home from work Jamie watches the news streamed to his portable video player


The Yahoo programme guide recommends choices for Jamie and offers him the option to download to his phone, TV or PC


Jamie likes one of Yahoo’s choices so much he decides to send it to his friend Bill


• Consumers still watch ‘traditional’ programs but:

• Use PVRs/VOD for bulk of viewing

• Skip advertisements

• ‘One stop shopping’: big media conglomerates hold power

• New Devices (mobile, PC, tvPods): don’t take viewers away

• Advertisers: 75% will cut TV ad spending when PVRs reach 40% penetration - currently

27% (Forrester survey)

2006 - SCENARIO 2: ON DEMAND

‘Time shifting and the death of advertising’


Having decided to watch TV Jennie is pleased to see that a new episode of Joey is available for download


With interruptions, Jennie didn’t get a chance to watch her download in one go: she’s glad her purchases last for some time


Even when she gets time to sit down, Jennie enjoys the flexibility to control the start and end times of her viewing


• Traditional broadcasters exist but have to adapt to retain audience:

• Interactivity:

• Prime time shows have participation / interactivity at heart of concept

• TV viewer loyalty:

• Live viewing rewarded with points system

• Targeted advertising:

• Advertising highly targeted; homes only see ads that relate to them

2006 - SCENARIO 2: ON DEMAND

‘Networks strike back’


Debbie enjoys watching The Apprentice even more when she can join in live chats at the same time


Even if it means missing favorite programs, Debbie will swap channels for a good offer: like double loyalty points for the lottery live


Debbie wonders if there is a connection between the birth of her daughter and the increasing number of child product ads she sees




Olivier Gers










ECOSYSTEM IS WAY TOO COMPLICATED


HOW ARE WE GOING TO SORT IT OUT?


COMMUNITIES DRIVE BRANDS,

COMMUNITIES DRIVE TRAFFIC

Higher repeat visits

More Loyal Users

Higher levels of interaction More useful site

More content

More traffic

More links

More authority

COMMUNITY


Blog Her/Compass Partners 2008 Social Media Study

UNDERSTAND THAT MOTIVATIONS ARE DIFFERENT

AND DON’T TRY TO CONTROL THEM

Other

Recognition, a place where they can share their intelligence

Opportunity to be involved in a cause they care about

Providing access to information and sdvice they could notget anywhere else

Sounding board for someone who cares about theirinterests

Providng a sense of community and mutual support

Providing a place where they can freely share their opinionand not hold back

Entertainment and relaxation

Someone who cares about the same things they do

Creating relationships and friendships

5%

10%

10%

15%

17%

18%

29%

35%

38%

40%


UNDERSTAND HOW THEY WORK

Every community has super-users – high authority, highly active Know who they are


Act on their feedback

Encourage discussion, be a part of it

LISTEN


Understand what they are trying to do

Create tools and content to help them do it

Interact with them, engage with them, respect them

AND ADD VALUE


"Over and over again, connecting people with one another is what

lasts online. Some folks thought it was about technology,

but it's not.“

Seth Godin

AND IT’S NOT ABOUT TECHNOLOGY

TECHNOLOGY CHANGES. HUMANS DON’T.


WHAT THIS MEANS FOR MEDIA COMPANIES


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Our philosophy

FANS


MEDIA BRANDS ARE INCREASINGLY DEFINED LESS BY THE PLATFORM AND MORE BY THE COMMUNITY


AND WHAT YOU CAN DO FOR THAT COMMUNITY

"...journalism is shifting from being a product to a service and, with this, a news outlet shifts from being a final destination to being part of a network."

Alfred Hermida, reportr.net

Be Useful


WHAT THIS MEANS – FREE FLOWING CONTENT

“Content Ubiquity” Peter Chernin, News Corp

Services, applications and content are scalable and portable

Platforms that are seamlessly inter-connectable

No barriers to interaction - interfaces that get out of the way


Make it as easy as possible for your fans to find it and spread the word

If the web is a mass of conversations, then get talked about

Create content and services that are worth passing on

CREATE REMARKABLE CONTENT


We control the way it is delivered

We allow you to play with it, pass it on

Content we think you’d like Content we know you like (because you’ve told us)

LINEAR

Scheduled On demand

Appointment Whenever, wherever

Sit back Participative

Messages Experiences

NETWORKED

30” Advertising Integrated Marketing

COMMERCIALLY DRIVEN DISTRIBUTED CONTENT


THINK ABOUT HOW YOU MEASURE

It’s not only about page impressions

Broader use of metrics – users, time spent, interactions, pass-alongs

…combined with digital measurement.


ACCEPT UNCERTAINTY

Be flexible

Experiment more

Embrace failure


http://www.flickr.com/photos/xurble/

ALWAYS INNOVATE

Hyper-targeted ads and integrated marketing

Content tagging

Personalisation of content

Implementation of behavioural analytics


AND…


KEEP TRYING


Thank You!

@oliviergers

Google ThinkBranding - Hamburg - sept 2012

Documents

time endemol worldwide

pc endemol worldwide

olivier gers endemolhamburg

tv jennie

reality tv

new social

future ofcommunications

tv high penetration