View
700
Download
1
Category
Preview:
Citation preview
The Future of Media
jo@dearmedia.be
1dinsdag 5 juli 2011
• a digital consulting company, working for European clients
• founded in 2009 by Jo Caudron
• our mission is to help find 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
2dinsdag 5 juli 2011
We ...
... watch (trends)
... develop digital strategies
... conceptualize great ideas
... define functional details
... implement Social Media teams & ownerships
... roll-out tools for monitoring & conversation
... introduce rules, policies & guidelines
... train & coach your teams
... help you find implementation partners
... follow-up project development
... start, monitor & manage the conversation for you
... start again
3dinsdag 5 juli 2011
Jo Caudron
• Founding Partner of Dear Media (www.dearmedia.be)
• Active in interactive since 1993 as (co-)founder of Dear Media, ONE Agency, theOriginals, tvAgency, xCA, The Reference, ...)
• Media thinker, innovator & strategist
• Interested in all things digital, social & mobile, new media & connected TV
• Consultant, Entrepreneur, Speaker, Writer
• Vice-President IAB Belgium
• Contact
• jo@dearmedia.be
• http://jocaudron.me (for the personal stuff)
• http://www.linkedin.com/in/jocaudron (for the business stuff)
• www.twitter.com/jcaudron (for my technology newsfeed)
4dinsdag 5 juli 2011
twitter.com/jcaudron
5dinsdag 5 juli 2011
To get this started...
• Who is using?
- Facebook, Netlog, ...
- LinkedIn, Plaxo
- LBS
- Augmented Reality
• Who is using?
- an iPhone
- an Android
- a Blackberry
- a Nokia, Samsung, Sony Ericsson, ...
- a tablet (iPad 1, iPad 2, Android, ...)
6dinsdag 5 juli 2011
Don’t believe anything you will hear in the
following presentation!
7dinsdag 5 juli 2011
The Perfect StormMedia Are Changing
8dinsdag 5 juli 2011
Content choice
advertising Clutter
poor CreativityConvenience, Richness & Control
the power of manySocial Media
Drivers of change
9dinsdag 5 juli 2011
Content choice
Drivers of change
10dinsdag 5 juli 2011
YouTube TOP 20 most viewed= 11.000.000.000 minutes= 280.000.000 episodes of “Lost”
+200.000 new movies are added DAILY
Source: http://mediatedcultures.net/ksudigg/?p=163
And this is just YouTube ...
11dinsdag 5 juli 2011
advertising Clutter
Drivers of change
On average we are exposed to over 3.000 brand impressions each day!
12dinsdag 5 juli 2011
poor Creativity
Drivers of change
interruption marketing, 30”,
expandables, splash screens, ...
13dinsdag 5 juli 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
14dinsdag 5 juli 2011
Drivers of change
TIMESHIFTING
� Cfr. Tivo, Telenet Flexview, ...
� Allowing to skip ads
� And users skip ads more than you like
� User behavior is shifting towards more control (what, how, when). They are just waiting for DVR’s.
� And this can hurt TV business !
Convenience, Richness & Control
15dinsdag 5 juli 2011
Drivers of change
PLACE SHIFTING
Convenience, Richness & Control
16dinsdag 5 juli 2011
the power of manySocial Media
Drivers of change
AUTHORITY SHIFTING
17dinsdag 5 juli 2011
Content choice
advertising Clutter
poor Creativity
the power of manySocial Media
Drivers of changeFragmentation
IrritationShift of control and ownership
Convenience, Richness & Control
18dinsdag 5 juli 2011
Media 1.0
19dinsdag 5 juli 2011
SOCIAL OBJECT
The Flower is the (potential) social object
The mainstream media are the smell of the flower
The bee is “spreading the word” and has the real power
Level I: Sites, blogs, feeds, widgetsLevel II: Closed networks (Facebook, Netlog, ...)Level III: Through individuals (e-mail, Twitter, ...)
Media 2.0
20dinsdag 5 juli 2011
7.000.000.00021dinsdag 5 juli 2011
June 2011: Facebook has +670.000.000 members They are planning to reach 1 billion members by 2012That’s +700K users EVERY DAY!There are 4.5 million users in Belgium.
22dinsdag 5 juli 2011
300.000.000 people on Twitter
Today
Jan 2009 Jan 2010
23dinsdag 5 juli 2011
+100 million members in +200 countries
24dinsdag 5 juli 2011
25dinsdag 5 juli 2011
Main access to social media will be via mobile devices.
26dinsdag 5 juli 2011
In Q4 2010 7,3% of all PC’s sold globally, were 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
27dinsdag 5 juli 2011
The Future of Computing is NOT on PC’s
Shift towards tablets, smartphones, ...?28dinsdag 5 juli 2011
Understanding the next logical step in the digital evolution
29dinsdag 5 juli 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
30dinsdag 5 juli 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
31dinsdag 5 juli 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
32dinsdag 5 juli 2011
So, Traditional Media are Dead?No, but...
33dinsdag 5 juli 2011
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?
34dinsdag 5 juli 2011
What might impact TV? Direct OTT Distribution!
35dinsdag 5 juli 2011
36dinsdag 5 juli 2011
The future of TV might not be on TV
37dinsdag 5 juli 2011
What might impact TV? The People!
They don’t watch less TV.
But they are changing the very nature of the DNA of (commercial)
TV.
They might even pay for TV, but maybe not to you.
They might stay loyal to TV-brands, (near) linear TV, ...
but if they run away from your advertising, pay-TV, ... you still have
an issue.
38dinsdag 5 juli 2011
What might impact TV? The People!
Don’t believe me?Watch this...
39dinsdag 5 juli 2011
What might impact TV? The People!
Transcript- Shat are you doing?
- I am watching...
- Why do you rather watch on
the iPad instead of on TV?
- Because I can choose on this and
because there is more
- And can’t you choose on TV?
- Yes, but it’s not on the iPad
- And you prefer it on the iPad?
- Yes...Don’t believe me?
Watch this...
40dinsdag 5 juli 2011
41dinsdag 5 juli 2011
Will new technology help?
42dinsdag 5 juli 2011
The future of Magazines?
43dinsdag 5 juli 2011
And, THEY don’t listen to radio...
44dinsdag 5 juli 2011
Your Business and the New Media Evolutions...
45dinsdag 5 juli 2011
Social Media to make your company
smarterbetter connectedfastermore human
46dinsdag 5 juli 2011
Leverage the social graph of your company.
47dinsdag 5 juli 2011
What will impact your business?
OK, but what about ...
Twitter.com/DearMedia
Twitter.com/DearMedia
Facebook.com/DearMedia
Youtube.com/DearMedia
Slideshare.com/DearMedia
Flickr.com/DearMedia
48dinsdag 5 juli 2011
What will impact your business?
49dinsdag 5 juli 2011
What will impact your business?
50dinsdag 5 juli 2011
What will impact your business?
51dinsdag 5 juli 2011
What will impact your business?
52dinsdag 5 juli 2011
What will impact your business?
53dinsdag 5 juli 2011
What will impact your business?
54dinsdag 5 juli 2011
Things to take away ...55dinsdag 5 juli 2011
Want to be ready?
Start using social networks
Get on Twitter Get a decent smartphone
Change your view on advertising
Get a tablet56dinsdag 5 juli 2011
Want to be ready?
Get a Plan
57dinsdag 5 juli 2011
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
58dinsdag 5 juli 2011
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
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 ;-)
59dinsdag 5 juli 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 ;-)
60dinsdag 5 juli 2011
FireStarter, bringing Social into your Company
61dinsdag 5 juli 2011
The Future of Media
jo@dearmedia.be
62dinsdag 5 juli 2011
Recommended