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August 2005

Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

Emerging Business Models

Building brands

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August 2005


www.lamp.edu.au

Media is now global

Diverse communitieslinked by the internet

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August 2005


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

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August 2005


www.lamp.edu.au

Programs/Books/Films/Games

Properties

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August 2005


www.lamp.edu.au

23 million blogs worldwide - doubling every fivemonths - 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

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August 2005


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

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August 2005Peter Giles, Perth LAMP, May 2006

www.lamp.edu.au

The successes so far?

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www.lamp.edu.au

BIG

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www.lamp.edu.au

Blockbusters

FeaturesPeter Jackson - Lord of the RingsWachowski Brothers - The Matrix Franchise

Documentary Michael Moore - Fahrenheit 911

TV

Lost, The Apprentice, Big Brother

GamesLara Croft, Resident Evil

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www.lamp.edu.au

small

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www.lamp.edu.au

Music The Arctic Monkeys

AnimationJibjab

Happy Tree Friends

Documentary OutfoxedSupersize me

Blogs/VLOGS Drudge Report, Baghdad Blogger, Crikey.comRocketboom

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www.lamp.edu.au

The Long Tail

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August 2005

Playground of the Converged Producer

Peter Giles, LAMP, August 2005

First published 1989 First published 1999

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August 2005



Chris Anderson, wired Magazine, Nov 2004

The Long Tail -Niche Products

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August 2005



Chris Anderson, wired Magazine, Nov 2004

The Long Tail - Niche Products

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www.lamp.edu.au

Chris Anderson, Editor of Wired Interview for The Economist

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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 thansole creative source

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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 growsyour brand

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www.lamp.edu.au

Two brands that are competitors in kid’stoys, games and merchandise

Fan filmmaking history

Promoting merchandise through fan films,gaming and brand partnership

LEGO STARWARS

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www.lamp.edu.au

User generated content can helpyou build your brand

The more active your users, themore visible and findable your brand

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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 avaluable commodity

Findability

* Ability to be located in a sea of content* Navigation of the system* Navigation of the property* Consistency of branding

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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?

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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 fromyour users

More links to you means higher page rank

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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?

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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

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www.lamp.edu.au

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www.lamp.edu.au

The four M’s of a successful service

Movement

Management

Monetisation

Measurement

Ken Rutkowski - Ken Radio Broadcasting

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www.lamp.edu.au

The four M’s of a successful service

Movement

Management

Monetisation

Measurement

Ken Rutkowski - Ken Radio Broadcasting

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www.lamp.edu.au

TV ratings are notoriously inaccurate

The internet allows accuratemeasurement of user behaviour

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www.lamp.edu.au

YOURCONTENT

Upstream

Downstream

Affiliates

Syndication

Pay per click/sale

Income per click

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www.lamp.edu.au

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www.lamp.edu.au

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www.lamp.edu.au

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www.lamp.edu.au

RSS FeedsREALLY SIMPLE SYNDICATION

Subscribing to updates

Content that finds you

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www.lamp.edu.au

What are the Business Models?

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www.lamp.edu.au


Advertising vs. Subscription

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www.lamp.edu.au


Advertising vs. Subscription

A combination of methods

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www.lamp.edu.au

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www.lamp.edu.au

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www.lamp.edu.au

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www.lamp.edu.au

StreamedVideo with Ads

egs.AOL/TW In2TVUS Network ABCCBS Innertube

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www.lamp.edu.au

Jibjab

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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

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www.lamp.edu.au

Direct to consumer

Sanity records - digital media downloads toipod 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 systemfor downloads

Documents

gileslamp3-1220247003454804-9