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Christy Belden’s presentation will explore the convergence of information across platforms, including discussion of the latest innovation for broadcasting marketing messages to target audiences. Belden will discuss the theory of media convergence and how new technologies are shaping audience expectation. She will also speak about the evolving behaviors for media consumption, best practices and benefits of utilizing multiple digital technologies to broadcast marketing messages. Prepared by Brittany Burdoine-Lewis.
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Media Convergence
March 23, 2011Christy Belden, Vice-President Media +
Marketing
2Christy Belden
Vice President, Media + Marketing, LeapFrog Interactive
Experience: 11 yearsThe Courier-JournalUniversity of LouisvilleSEMPO CertifiedGoogle AdWords Individually Certified
Christy knows marketing. PPC, SEO, social media, email, mobile, traditional—she’s been there and done that. She continues to build a deep well of experience and is always in touch with the trends and strategies that provide a solid return on clients’ investments.
3LeapFrog Interactive
Twitter: @LFI#marketing#mediaconvergence#digitalmedia
Facebook: www.facebook.com/LeapFrogInteractiveAgency
Blog: www.leapfroginteractive.com/blog
4Agenda
+ Convergence Theory Defined+ Convergence Theory History+ Convergence Theory Changes+ Media Statistics+ Channel Implementation+ Case Study+ Convergence Execution
5Convergence Defined
Convergence: n. [kuhn-vur-juhns] – the merging of distinct technologies, industries, or devices into a unified whole.
6Convergence Defined
7Convergence Defined
“the flow of content across multiple media platforms, the cooperation between multiple media industries and the migratory behavior of media audiences who will go almost anywhere in search of the kinds of experiences they want.”
- Henry Jenkins,
Director of Comparative Media Studies Program at MIT
8Convergence Defined
Confluence
Merging
Meeting
Union
Assembly
Combine
Unite
Mass
Aggregate
Consolidate
Group
9Convergence Defined
Convergence Culture
“where old and new media intersect, where grassroots and corporate media collide, where the power of the media producer and the power of the consumer interact in unpredictable ways.”
-Convergence Culture: Where Old and New Media Collide
10Convergence Defined
Convergence Culture
-
11Convergence Defined
Convergence Culture
-
12Convergence Defined
Three Principles of Convergence
+ Entertainment – content across all different platforms and media+ Social Culture – the new ways we interact with the culture+ Marketing – utilize the above to create new marketing strategies and brand experiences for the consumers
13Convergence Defined
History of Convergence
14Convergence Defined
Convergence Defined
Media
People
15What’s New?
16Media Statistics
Source: eMarketer.com
17Media Statistics
Time Shifted TV Viewing Up 13% in Q4 2010
Source: MarketingCharts.com
18Media Statistics
Source: MarketingCharts.com
19Media Statistics
Source: http://www.seomoz.org/blog/whats-the-future-of-mobile-search-and-seo
20Channel Implementation
TV
+ “Home Center”+ Media Content+ Events+ DVR. Tivo+ Stream Netflix, Pandora+ Google TV. Apple TV
21Channel Implementation
Laptop
+ “Workhorse”+ Central repository of content, media+ Work life revolves around the medium
22Channel Implementation
Mobile Cellphone
+ “Everywhere”+ Media content any time, any where+ Media “on the go”+ Instant communication
23Channel Implementation
Tablet
+ “The New Home Entertainment”+ Serves media, gaming, content+ Use at home in place of laptop+ On the go information and media
24Case Study
Pepsi Refresh Project
25Case Study
Disney
26Case Study
NCAA CBS March Madness
27Convergence Execution
Who is your audience and how do you find them?
+ Demographics+ Psychographics+ Habits+ Viewership+ Media Devices+ Break down audiences as small as possible
28Executing Convergence Theory
Steps to take
+ Plan, Plan, Plan+ Vendor+ Execute
Traditional Media
DigitalMedia
29
Any Questions?
