emerging business models & brands - peter giles
DESCRIPTION
A presentation from Peter Giles given at LAMPs 3rd residential in Perth, Australia in 2006TRANSCRIPT
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
Emerging Business Models
Building brands
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
Media is now global
Diverse communities linked by the internet
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
Fragmentation of audiences
Mass audience Global niche audiences
Hundreds of audiences of millions
Millions of audiences of hundreds *
* Tony Surtees - Director, Santa Clara Group
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
Programs/Books/Films/Games
Properties
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
23 million blogs worldwide - doubling every five months - American Life
Increasingly consumers use media simultaneously - they fit up to 44 hours of activity into one day
The Cross Media World
Free to Air TV
Mobile Phones
Mobile Games/Media/Pods
Water Cooler
Public Space
Wireless laptops
CinemaDVD
Print Media
Office PC
Games Console
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
Access to a global audience is a big opportunity
Challenges- Being visible on the global stage- Creating strong brands- Being relevant on the global stage- Accessing revenue streams
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
The successes so far?
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
BIG
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
BIGBlockbusters
FeaturesPeter Jackson - Lord of the RingsWachowski Brothers - The Matrix Franchise
DocumentaryMichael Moore - Fahrenheit 911
TVLost, The Apprentice, Big Brother
GamesLara Croft, Resident Evil
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
small
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
MusicThe Arctic Monkeys
AnimationJibjabHappy Tree Friends
DocumentaryOutfoxedSupersize me
Blogs/VLOGSDrudge Report, Baghdad Blogger, Crikey.comRocketboom
small
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
The Long Tail
August 2005
Playground of the Converged Producer
Peter Giles, LAMP, August 2005
First published 1989 First published 1999
August 2005
Playground of the Converged Producer
Peter Giles, LAMP, August 2005
Chris Anderson, wired Magazine, Nov 2004
The Long Tail - Niche Products
August 2005
Playground of the Converged Producer
Peter Giles, LAMP, August 2005
Chris Anderson, wired Magazine, Nov 2004
The Long Tail - Niche Products
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
Chris Anderson, Editor of WiredInterview for The Economist
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
Everyone is now a media producer
Our jobs are under threat
Our new creative challenge is to aggregrate, activate and measure audiences/users
Create frameworks which invite contribution
Our future as curators/facilitators rather than sole creative source
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
Harnessing the creative power of your audience/users to extend your reach
Wikipedia, YouTube, MySpace, Flickr
A contributing audience has a sense of ownership and loyalty
Every post that mentions your brand grows your brand
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
Starwars
LEGO
What do these brands have in common?
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
Two brands that are competitors in kid’s toys, games and merchandise
Fan filmmaking history
Promoting merchandise through fan films, gaming and brand partnership
LEGO STARWARS
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
User generated content can help you build your brand
The more active your users, the more visible and findable your brand
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
Why is Google valued so highly?
In a world of billions of channels of content the ability to find what you want becomes a
valuable commodity
Findability* Ability to be located in a sea of content
* Navigation of the system * Navigation of the property* Consistency of branding
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
Successful brands must be findable
Carefully select your property name
Carefully select meta tags - descriptions for search engines to find you
- Google it, who comes up on top of the list?- consider the strengths and weaknesses of your
opponents- is the domain name available?- why just one domain name?
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
Create a blog and regularly submit posts
2 x 250 words min per week (This will draw search engine bots and get you a higher
search engine ranking)
Search engine optimisation
Look at your server logs - this is feedback from your users
More links to you means higher page rank
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
Establishing a brand
A brand brings consistency to disparate content
A brand has longevity beyond a single ‘project’
A brand is about building a business
Who are your customers?
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
21st Century Brands
Should recruit active users to help build presence
Should be findable
Should build partnerships with other brands
Should be easily and quickly understood
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
The four M’s of a successful service
Movement ManagementMonetisation Measurement
Ken Rutkowski - Ken Radio Broadcasting
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
The four M’s of a successful service
Movement ManagementMonetisation Measurement
Ken Rutkowski - Ken Radio Broadcasting
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
TV ratings are notoriously inaccurate
The internet allows accurate measurement of user behaviour
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
YOUR CONTENT
Upstream
Downstream
Affiliates
Syndication
Pay per click/sale
Income per click
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
small
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
small
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
small
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
RSS FeedsREALLY SIMPLE SYNDICATION
Subscribing to updates
Content that finds you
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
What are the Business Models?
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
What are the Business Models?
Advertising vs. Subscription
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
What are the Business Models?
Advertising vs. Subscription
A combination of methods
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
StreamedVideo with Ads
egs. AOL/TW In2TV US Network ABCCBS Innertube
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
Jibjab
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
Emerging cross media business models
Subscription - pay for download
Streaming internet TV services with ads
Branded content and embedded advertising
Syndication and affiliates
Don’t forget Direct to consumer
August 2005Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
Direct to consumer
Sanity records - digital media downloads to ipod at point of sale
Niche DVD content at point of sale/at events
Make content available for download at wifi points (internet cafes)
iTunes gift cards - consider retail billing system for downloads