relevance marketing - stima jongeren congres
TRANSCRIPT
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Fixing the MediaThe need for Relevance Marketing
March 2012
[email protected]@jcaudron
1maandag 19 maart 12
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@jcaudron
• a digital consulting company
• founded in 2009 by Jo Caudron
• our mission is to help you finding a new balance between the certainties of your traditional business and the opportunities of innovations in (digital) media
• our scope is everything in the digital space, with focus on social, mobile, tablets, location, connected TV, new radio, ...
• We work for large European clients
2maandag 19 maart 12
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@jcaudron
Available Now
www.MediaMorgen.com
3maandag 19 maart 12
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twitter.com/jcaudron
4maandag 19 maart 12
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To get this started...
• Who is using?
- Facebook, Google+, ...
- LinkedIn, Plaxo
- LBS
- Augmented Reality
• Who is using?
- an iPhone
- an Android
- a Blackberry
- a Nokia, Samsung, Sony Ericsson, ...
- a tablet (iPad, Android, ...)
5maandag 19 maart 12
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@jcaudron
A short history of everything (in media)
Analogue Digital
Connected (internet) Social
Everything is getting mobile
And the mobile eco-system will go to the living room very soon ...
6maandag 19 maart 12
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What are social media?
7maandag 19 maart 12
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@jcaudron The sky is the limit...
TV
Ra
dio
Pri
nt
Bill
bo
ard
s
DM
So
cia
l Me
dia
From ... ... to
Sa
les
Ma
rke
tin
g &
Co
mm
un
icat
ion
Se
rvic
e &
Su
pp
ort
HR IT
PR
& E
xte
rna
l Co
mm
un
.
R&
D &
En
terp
rise
2.0
Social Business
8maandag 19 maart 12
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@jcaudron
9maandag 19 maart 12
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@jcaudron
TransparencyCloseness
ResponsivenessSpeed / Agility
Authenticity
10maandag 19 maart 12
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@jcaudron 7.000.000.00011maandag 19 maart 12
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@jcaudron 7.000.000.000
2.000.000.000
12maandag 19 maart 12
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@jcaudron 7.000.000.000
2.000.000.000
1.300.000.000
13maandag 19 maart 12
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@jcaudron 7.000.000.000
2.000.000.000
1.300.000.000
5.900.000.000
14maandag 19 maart 12
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The Future is ‘Mobile’
15maandag 19 maart 12
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@jcaudron
Mobile is the Biggest!
5.9 billion mobile p
hone subs
1 billion were sol
d 2010
16maandag 19 maart 12
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@jcaudron
Google data (january 2012) finds that more consumers in each of these markets now have an internet-capable mobile device than have a desktop or laptop computer
17maandag 19 maart 12
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@jcaudron
Apple will continue to dominate the market for the next coming years.
Source: Forrester March, 2012
18maandag 19 maart 12
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@jcaudron
19maandag 19 maart 12
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@jcaudron
20maandag 19 maart 12
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Understanding the next logical step in the digital evolution
21maandag 19 maart 12
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@jcaudron
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
22maandag 19 maart 12
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@jcaudron
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
23maandag 19 maart 12
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@jcaudron
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
24maandag 19 maart 12
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@jcaudron
Mobile as Second Screens for the World...
25maandag 19 maart 12
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So, Traditional Media are Dead?No, but...
26maandag 19 maart 12
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@jcaudron
The end of traditional media?
?27maandag 19 maart 12
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@jcaudron
What might impact TV? Timeshifting!
How big is time shifted viewing today?• 2,5% (VRT)• 20% (VTM telenovelas)-
30%• 10% (RTL)
It IS growing.
How much loss of advertising can commercial TV digest?
28maandag 19 maart 12
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@jcaudron
29maandag 19 maart 12
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@jcaudron
30maandag 19 maart 12
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@jcaudron
31maandag 19 maart 12
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@jcaudron
32maandag 19 maart 12
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@jcaudron
33maandag 19 maart 12
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@jcaudron
34maandag 19 maart 12
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@jcaudron
35maandag 19 maart 12
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@jcaudron
36maandag 19 maart 12
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@jcaudron
37maandag 19 maart 12
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@jcaudron
VRT VMMa SBS RTL
38maandag 19 maart 12
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@jcaudron
39maandag 19 maart 12
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@jcaudron
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Source: research DearMedia and Ehsal Management School, Januari 2012
40maandag 19 maart 12
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@jcaudron
“People have never watched so much TV as today”
“TV still works, definitely in times of crisis”
“People timeshift to watch more TV, it has no impact on advertising”
41maandag 19 maart 12
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@jcaudron
What might impact TV? Direct OTT Distribution!
42maandag 19 maart 12
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@jcaudron
43maandag 19 maart 12
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@jcaudron
What’s wrong with these images?
44maandag 19 maart 12
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@jcaudron
What’s wrong with these images?
45maandag 19 maart 12
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@jcaudron
What’s wrong with these images?
46maandag 19 maart 12
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@jcaudron
What about newspapers?
47maandag 19 maart 12
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@jcaudron
What about newspapers?• Print newspapers are no longer to
best “format” to bring the “latest” news
• The daily frequency can not compete to online newspapers
• They have cannibalized on their own business: free newssites
• Classifieds are lost completely• Advertisers believe in online and
new advertising formats and are slowly towards online
• Yet traditional online advertising does not work as hoped for, is worth less, thus is not compensating for offline loss
• Readers are less loyal (subscriptions) and become weekend-consumers
48maandag 19 maart 12
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@jcaudron
49maandag 19 maart 12
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@jcaudron
Will new technology help?
50maandag 19 maart 12
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@jcaudron
The future of Magazines?
51maandag 19 maart 12
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@jcaudron
52maandag 19 maart 12
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Marketing in the new digital space.
It’s all about relevance
53maandag 19 maart 12
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Source: eMarketer, Dec, 2011, via Econopolis
54maandag 19 maart 12
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Will we make the old mistakes on
mobile too?
55maandag 19 maart 12
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Source: DearMedia + Ehasal January, 2012
56maandag 19 maart 12
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Display
Search
Classifieds
DM
Relevant Advertising
Irrelevant Advertising
versus
57maandag 19 maart 12
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EXTREMELY irrelevant
58maandag 19 maart 12
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IntroducingRELEVANCE MARKETING
It’s about building respectful relationships with customers, based on
relevant communication, providing
value for both sides, without annoyance or
intrusion.
And it is finally possible today.
Location Based Services(relevant now and here)
(App-)CRM(relevant for who I am)
Peer-Pressure and Peer-Guidance
(because I trust my social network more than I trust
brands)
Brands as Friends(because you tell me stories and provide me with real
value)
Online + Social + Mobile
59maandag 19 maart 12
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IntroducingRELEVANCE MARKETING
Location Based Services(relevant now and here)
(App-)CRM(relevant for who I am)
Peer-Pressure and Peer-Guidance
(because I trust my social network more than I trust
brands)
Brands as Friends(because you tell me stories and provide me with real
value)
Online + Social + Mobile
We will need to build relationships with you, but not just become we want
YOUR data ...
... we need it to create value, relevance, trusted
relations and a community around brands
60maandag 19 maart 12
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The better/longer we know each other, the less we have to push
61maandag 19 maart 12
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big brother versus win/win
62maandag 19 maart 12
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POS
2 weeks 2 months 2 years
Low
Medium
High
ViralMarketing
SocialCampaigns
Social Websites
Personal Social Relationships
Websites
Online mediaCampaigns
EmailMarketing
Inte
rac
tio
n
ActivationCampaigns
Duration
Your Destination(info, fun, engagement, loyalty)
Traffic
Blogs, sites, ...
Conversion offline
Conversion online
Social harvesting
Blogs, sites, ...
DirectMarketing
Traditional Above Media
PR
Social seeding8
63maandag 19 maart 12
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POS
2 weeks 2 months 2 years
Low
Medium
High
ViralMarketing
SocialCampaigns
Social Websites
Personal Social Relationships
Websites
Online mediaCampaigns
EmailMarketing
Inte
rac
tio
n
ActivationCampaigns
Duration
Your Destination(info, fun, engagement, loyalty)
Traffic
Blogs, sites, ...
Conversion offline
Conversion online
Social harvesting
Blogs, sites, ...
DirectMarketing
Traditional Above Media
PR
Social seeding8
(local) relationships
between brands and customers
64maandag 19 maart 12
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Things to take away ...65maandag 19 maart 12
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@jcaudron
Want to be ready?
Start using social networks
Get on Twitter Get a decent smartphone
Be in the cloud
Get a tablet66maandag 19 maart 12
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@jcaudron
You should be fan of your audience, not the other way around!
me
67maandag 19 maart 12
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@jcaudron
68maandag 19 maart 12
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@jcaudron
SOCIAL MEDIA PLAN- people & teams
- tools (monitoring & conversation)
- policies & guidelines- training & coaching
AWARENESS
DIGITAL STRATEGYSocial Media Strategy
CONCEPTSInbound (listen) /Outbound (talk)
Destinations / StreamsFix / Mobile
FUNCTIONALREQUIREMENTS
(site, portal, apps, channels, ...)
RFP ASSISTANCE
DEVELOPMENT follow-up
CONVERSATION MNGTday2day, guidance, follow-up
1
2
3
4
5
Mobile Strategy
Sta
rtS
trat
eg
y &
Co
nc
ep
tsD
eta
ilsN
ext
The Plan
69maandag 19 maart 12
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@jcaudron
Things to take away
Everything is becoming digital, so is your business, whatever it is
Social is the next logical step in the path of digital evolution
The future of the internet and social will be mobile
The future of mobile will be everything
Mobile will drive The Cloud
You need a plan NOW to start dealing with this
Actually, you don’t need a plan, you need to plan (continuously)
Embrace the future now, but don’t overdo it ;-)
70maandag 19 maart 12
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@jcaudron
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 ;-)
71maandag 19 maart 12
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@jcaudron
twitter.com/DearMedia // twitter.com/jcaudron // twitter.com/dadovanpeteghem
facebook.com/DearMedia
youtube.com/DearMedia
slideshare.com/DearMedia
linkedin.com/in/JoCaudron // linkedin.com/in/DadoVanPeteghem // linkedin.com/in/FlorencePeres
DearMedia,
72maandag 19 maart 12
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Fixing the MediaThe need for Relevance Marketing
March 2012
[email protected]@jcaudron
73maandag 19 maart 12