"fixing the media" ems top seminar
DESCRIPTION
Slides used in presentation for EMS Management School presentation on April 29.TRANSCRIPT
EMS Top SeminarFixing the Media...
April 2011
1maandag 2 mei 2011
Don’t believe anything you will hear or see in
the next hour!
2maandag 2 mei 2011
About us...
• Founding Partner of Dear Media, a digital media consulting company (www.dearmedia.be)
• 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 Facebook stream
picture: (c) Pieter Baert
3maandag 2 mei 2011
4maandag 2 mei 2011
twitter.com/jcaudron
5maandag 2 mei 2011
To get this started...
• Who is using?
- Facebook, Netlog, ...
- LinkedIn, Plaxo
- LBS
- Augmented Reality
• Who is using?
- an iPhone (2G, 3G, 3Gs, 4G)
- an Android
- a Blackberry
- a Nokia, Samsung, Sony Ericsson, ...
- a tablet (iPad 1, iPad 2, Android, ...)
6maandag 2 mei 2011
The Perfect StormMedia Consumption is Changing
7maandag 2 mei 2011
Content choice
advertising Clutter
poor CreativityConvenience, Richness & Control
the power of manySocial Media
Drivers of change
8maandag 2 mei 2011
Content choice
Drivers of change
9maandag 2 mei 2011
Youtube TOP 20 most viewed videos= 11.000.000.000 minutes= 280.000.000 episodes of e.g. “Lost”
+2.000.000 new movies are added DAILY
And this is just Youtube ...
10maandag 2 mei 2011
advertising Clutter
Drivers of change
On average we are exposed to over 3.000 brand impressions each day!
11maandag 2 mei 2011
poor Creativity
Drivers of change
Traditional formats do not work
in the digital space (interuption
marketing, 30”, expandables,
splash screens, ...)
And the work less in the
traditional space.
12maandag 2 mei 2011
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
• …
Convenience, Richness & Control
13maandag 2 mei 2011
Drivers of change
TIMESHIFTING
Convenience, Richness & Control
14maandag 2 mei 2011
Drivers of change
PLACE SHIFTING
Convenience, Richness & Control
15maandag 2 mei 2011
the power of manySocial Media
Drivers of change
AUTHORITY SHIFTING
16maandag 2 mei 2011
Content choice
advertising Clutter
poor Creativity
the power of manySocial Media
Drivers of changeFragmentation
IrritationShift of control and ownership
Convenience, Richness & Control
17maandag 2 mei 2011
7.000.000.00018maandag 2 mei 2011
December 2010: Facebook has 600.000.000 members They are planning to reach 1 billion members by 2012That’s +650K users EVERY DAY!There are 4.5 million users in Belgium.
19maandag 2 mei 2011
20maandag 2 mei 2011
21maandag 2 mei 2011
In Q4 2010 7,3% of all PC’s sold globally, where iPads ...(source: IDC).
By 2014 almost 500.000.000 tablets will be sold.
Apple will continue to dominate the market for the next coming years. 0
75
150
225
300
2010 2011 2012 2013 2014
22maandag 2 mei 2011
The Future of Computing is NOT on PC’s
Shift towards tablets, smartphones, ...?23maandag 2 mei 2011
So, Traditional Media are Dead?24maandag 2 mei 2011
The future of TV
25maandag 2 mei 2011
The future of TV might not be on TV
26maandag 2 mei 2011
27maandag 2 mei 2011
The future of TV might not be on TV
28maandag 2 mei 2011
29maandag 2 mei 2011
Will new technology help?
30maandag 2 mei 2011
The future of Magazines?
31maandag 2 mei 2011
They have
NO radio32maandag 2 mei 2011
Understanding the next logical step in the digital evolution
33maandag 2 mei 2011
Monolithic Modular Atomic
Closed Open
Web 1.0
Web 2.0
Web 3.0
Life Event Structure
Top-downCentrally ownedConsumption-orientedStatic informationInteractive Services
Bottom-upDecentralized (user-driven)ParticipativeSharing, Tagging, “favoriting”, curation, …Dynamic & Rich ExperiencesInteraction with othersAnything, Anytime, Anyplace (mobile, …): shift of time, place and authority
Semantic WebMachine-to-machineDecentralized (machine-driven)Artificial IntelligenceRFID & taggingSharing, Tagging, “favoriting”
Sites
Portals
The Life Web (micro-blogging)
Social Networks (Facebook, …)
Youtube, Flickr, …
Blogs
The Internet of Things
Content Curation
Location Based Services
34maandag 2 mei 2011
Monolithic Modular Atomic
Closed Open
Web 1.0
Web 2.0
Web 3.0
Life Event Structure
Top-downCentrally ownedConsumption-orientedStatic informationInteractive Services
Bottom-upDecentralized (user-driven)ParticipativeSharing, Tagging, “favoriting”, curation, …Dynamic & Rich ExperiencesInteraction with othersAnything, Anytime, Anyplace (mobile, …): shift of time, place and authority
Semantic WebMachine-to-machineDecentralized (machine-driven)Artificial IntelligenceRFID & taggingSharing, Tagging, “favoriting”
Sites
Portals
The Life Web (micro-blogging)
Social Networks (Facebook, …)
Youtube, Flickr, …
Blogs
The Internet of Things
Content Curation
Location Based Services
35maandag 2 mei 2011
Monolithic Modular Atomic
Closed Open
Web 1.0
Web 2.0
Web 3.0
Life Event Structure
Top-downCentrally ownedConsumption-orientedStatic informationInteractive Services
Bottom-upDecentralized (user-driven)ParticipativeSharing, Tagging, “favoriting”, curation, …Dynamic & Rich ExperiencesInteraction with othersAnything, Anytime, Anyplace (mobile, …): shift of time, place and authority
Semantic WebMachine-to-machineDecentralized (machine-driven)Artificial IntelligenceRFID & taggingSharing, Tagging, “favoriting”
Sites
Portals
The Life Web (micro-blogging)
Social Networks (Facebook, …)
Youtube, Flickr, …
Blogs
The Internet of Things
Content Curation
Location Based Services
Browse
+Search
+Ask
+Tag
Evolution of Navigation
36maandag 2 mei 2011
2 weeks 2 months 2 years
Low
Medium
High
ViralMarketing
SocialCampaigns
Social Websites
Personal (Social) Relationships
WebsitesDirectMarketing
Online mediaCampaigns
EmailMarketing
Intera
ction
ActivationCampaigns
Duration
Traditional Above Media
PR
37maandag 2 mei 2011
2 weeks 2 months 2 years
Low
Medium
High
ViralMarketing
SocialCampaigns
Social Websites
Personal (Social) Relationships
WebsitesDirectMarketing
Online mediaCampaigns
EmailMarketing
Intera
ction
ActivationCampaigns
Duration
Traditional Above Media
PR
Your Destination(info, fun, engagement, loyalty)
38maandag 2 mei 2011
2 weeks 2 months 2 years
Low
Medium
High
ViralMarketing
SocialCampaigns
Social Websites
Personal Social Relationships
Websites
Online mediaCampaigns
EmailMarketing
Intera
ction
ActivationCampaigns
Duration
Your Destination(info, fun, engagement, loyalty)
Traffic
Social seeding
Blogs, sites, ...
DirectMarketing
Traditional Above Media
PR
39maandag 2 mei 2011
2 weeks 2 months 2 years
Low
Medium
High
ViralMarketing
SocialCampaigns
Social Websites
Personal Social Relationships
Websites
Online mediaCampaigns
EmailMarketing
Intera
ction
ActivationCampaigns
Duration
Your Destination(info, fun, engagement, loyalty)
Traffic
Blogs, sites, ...
Conversion offline
Conversion online
Social harvesting
Blogs, sites, ...
Intra-Muros (your own online real-estate)
Extra-Muros (3th party online real-estate)
DirectMarketing
Traditional Above Media
PR
Social seeding
40maandag 2 mei 2011
2 weeks 2 months 2 years
Low
Medium
High
ViralMarketing
SocialCampaigns
Social Websites
Personal Social Relationships
Websites
Online mediaCampaigns
EmailMarketing
Intera
ction
ActivationCampaigns
Duration
Your Destination(info, fun, engagement, loyalty)
Traffic
Blogs, sites, ...
Conversion offline
Conversion online
Social harvesting
Blogs, sites, ...
Intra-Muros (your own online real-estate)
Extra-Muros (3th party online real-estate)
DirectMarketing
Traditional Above Media
PR
Social seeding8
41maandag 2 mei 2011
Want to be ready?
Start using social networks
Get on Twitter Get a decent smartphone
Change your view on advertising
Get a tablet42maandag 2 mei 2011
Beware of Macro-Myopia*
*the trend to overestimate the impact of change on the short termand to underestimate the impact of change on the long term.
Don’t say I didn’t warn you ;-)
43maandag 2 mei 2011
EMS Top SeminarFixing the Media
April 2011
44maandag 2 mei 2011