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
© Endemol Worldwide Brands 2012 – Olivier Gers
THE FUTURE of communications, marketing and media
“The future of communications, marketing and media is SEARCH”
© Endemol Worldwide Brands 2012 – Olivier Gers
“The future of communications, marketing and media is SOCIAL”
© Endemol Worldwide Brands 2012 – Olivier Gers
“The future of communications, marketing and media is TWITTER”
© Endemol Worldwide Brands 2012 – Olivier Gers
“The future of communications, marketing and media is DIGITAL”
© Endemol Worldwide Brands 2012 – Olivier Gers
“The future of communications, marketing and media is DESIGN”
© Endemol Worldwide Brands 2012 – Olivier Gers
TRUTH IS…
© Endemol Worldwide Brands 2012 – Olivier Gers
…NOBODY KNOWS
© Endemol Worldwide Brands 2012 – Olivier Gers
…NOW WHAT?
© Endemol Worldwide Brands 2012 – Olivier Gers
DON’T PANIC
© Endemol Worldwide Brands 2012 – Olivier Gers
WHAT WE KNOW
© Endemol Worldwide Brands 2012 – Olivier Gers
The rise of social media
© Endemol Worldwide Brands 2012 – Olivier Gers
© Endemol Worldwide Brands 2012 – Olivier Gers
© Endemol Worldwide Brands 2012 – Olivier Gers
How will we talk to them?
© Endemol Worldwide Brands 2012 – Olivier Gers
TV 50 years ago - Social
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TV 30 years ago
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TV 10 years ago
© Endemol Worldwide Brands 2012 – Olivier Gers
Anti-social
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The New Social? © Endemol Worldwide Brands 2012 – Olivier Gers
© 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
© Endemol Worldwide Brands 2012 – Olivier Gers
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’
© Endemol Worldwide Brands 2012 – Olivier Gers
On his way home from work Jamie watches the news streamed to his portable video player
© Endemol Worldwide Brands 2012 – Olivier Gers
The Yahoo programme guide recommends choices for Jamie and offers him the option to download to his phone, TV or PC
© Endemol Worldwide Brands 2012 – Olivier Gers
Jamie likes one of Yahoo’s choices so much he decides to send it to his friend Bill
© Endemol Worldwide Brands 2012 – Olivier Gers
• 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’
© Endemol Worldwide Brands 2012 – Olivier Gers
Having decided to watch TV Jennie is pleased to see that a new episode of Joey is available for download
© Endemol Worldwide Brands 2012 – Olivier Gers
With interruptions, Jennie didn’t get a chance to watch her download in one go: she’s glad her purchases last for some time
© Endemol Worldwide Brands 2012 – Olivier Gers
Even when she gets time to sit down, Jennie enjoys the flexibility to control the start and end times of her viewing
© Endemol Worldwide Brands 2012 – Olivier Gers
• 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’
© Endemol Worldwide Brands 2012 – Olivier Gers
Debbie enjoys watching The Apprentice even more when she can join in live chats at the same time
© Endemol Worldwide Brands 2012 – Olivier Gers
Even if it means missing favorite programs, Debbie will swap channels for a good offer: like double loyalty points for the lottery live
© Endemol Worldwide Brands 2012 – Olivier Gers
Debbie wonders if there is a connection between the birth of her daughter and the increasing number of child product ads she sees
© Endemol Worldwide Brands 2012 – Olivier Gers
© Endemol Worldwide Brands 2012 – Olivier Gers
© Endemol Worldwide Brands 2012 – Olivier Gers
Olivier Gers
© Endemol Worldwide Brands 2012 – Olivier Gers
© Endemol Worldwide Brands 2012 – Olivier Gers
© Endemol Worldwide Brands 2012 – Olivier Gers
© Endemol Worldwide Brands 2012 – Olivier Gers
© Endemol Worldwide Brands 2012 – Olivier Gers
© Endemol Worldwide Brands 2012 – Olivier Gers
© Endemol Worldwide Brands 2012 – Olivier Gers
© Endemol Worldwide Brands 2012 – Olivier Gers
© Endemol Worldwide Brands 2012 – Olivier Gers
ECOSYSTEM IS WAY TOO COMPLICATED
© Endemol Worldwide Brands 2012 – Olivier Gers
HOW ARE WE GOING TO SORT IT OUT?
© Endemol Worldwide Brands 2012 – Olivier Gers
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
© Endemol Worldwide Brands 2012 – Olivier Gers
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%
© Endemol Worldwide Brands 2012 – Olivier Gers
UNDERSTAND HOW THEY WORK
Every community has super-users – high authority, highly active Know who they are
© Endemol Worldwide Brands 2012 – Olivier Gers
Act on their feedback
Encourage discussion, be a part of it
LISTEN
© Endemol Worldwide Brands 2012 – Olivier Gers
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
© Endemol Worldwide Brands 2012 – Olivier Gers
"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.
© Endemol Worldwide Brands 2012 – Olivier Gers
WHAT THIS MEANS FOR MEDIA COMPANIES
© Endemol Worldwide Brands 2012 – Olivier Gers
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Our philosophy
FANS
© Endemol Worldwide Brands 2012 – Olivier Gers
MEDIA BRANDS ARE INCREASINGLY DEFINED LESS BY THE PLATFORM AND MORE BY THE COMMUNITY
© Endemol Worldwide Brands 2012 – Olivier Gers
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
© Endemol Worldwide Brands 2012 – Olivier Gers
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
© Endemol Worldwide Brands 2012 – Olivier Gers
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
© Endemol Worldwide Brands 2012 – Olivier Gers
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
© Endemol Worldwide Brands 2012 – Olivier Gers
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.
© Endemol Worldwide Brands 2012 – Olivier Gers
ACCEPT UNCERTAINTY
Be flexible
Experiment more
Embrace failure
© Endemol Worldwide Brands 2012 – Olivier Gers
http://www.flickr.com/photos/xurble/
ALWAYS INNOVATE
Hyper-targeted ads and integrated marketing
Content tagging
Personalisation of content
Implementation of behavioural analytics
© Endemol Worldwide Brands 2012 – Olivier Gers
AND…
© Endemol Worldwide Brands 2012 – Olivier Gers
KEEP TRYING
© Endemol Worldwide Brands 2012 – Olivier Gers
Thank You!
@oliviergers