EBU Connect: Channel Branding in the Digital Age

Channel branding in the digital ageEBUConnect, 24-25 April 2012, Copenhagen

[email protected]@jcaudron

1zondag 29 april 12

mailto:[email protected]


@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

2zondag 29 april 12

Our Field of Activities

Impact on traditional communication, media, business, ...

Online Media Social MediaMobile & Tablets

Connected TV

3zondag 29 april 12

Our Services

Presentations, Trainings & Workshops

Custom Consulting

Social Media KickStarter

Social Media FireStarter

Public and in-house presentations, trainings or workshops.

Topics: • social media• fixing the media• mobile and tablets • entrepreneurship

A variety of consulting and advisory services, tailored to the specific needs of our clients.

Range: • strategy

development• concept translation• RFP assistance and

vendor selection• boardroom advice• business case

development• change management

A pragmatic, fast and efficient way to kickstart social media strategy in your company.

Format: a limited set of strategy and concept workshops, aimed at rapidly orienting our clients.

The proven methodology to thoroughly prepare any organization for social media:• strategy

development• concepts and

architecture• processes and

workflow• team formation• trainings, coaching• tools, monitoring, ...

4zondag 29 april 12

@jcaudron

Available Now

www.MediaMorgen.com

5zondag 29 april 12

http://www.MediaMorgen.com

http://www.MediaMorgen.com

twitter.com/jcaudron

6zondag 29 april 12

To get this started...

• Who is using?

- Twitter

- Facebook, Google+, ...

- LinkedIn, Plaxo

- Email

- LBS

- Augmented Reality

• Who is using?

- an iPhone

- an Android

- a Blackberry

- a Nokia, Samsung, Sony Ericsson, ...

- a tablet (iPad, Android, ...)

7zondag 29 april 12

@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 ...

8zondag 29 april 12

What are social media?

9zondag 29 april 12

@jcaudron The sky is the limit...

TV

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dio

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nt

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From ... ... to

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& E

xte

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2.0

Social Business

10zondag 29 april 12

@jcaudron


@jcaudron

TransparencyCloseness

ResponsivenessSpeed / Agility

AuthenticityConnectivity


@jcaudron 7.000.000.00013zondag 29 april 12

@jcaudron 7.000.000.000

2.000.000.000


@jcaudron 7.000.000.000

2.000.000.000

1.300.000.000


@jcaudron 7.000.000.000

2.000.000.000

1.300.000.000

5.900.000.000


The Future is ‘Mobile’


@jcaudron

Mobile is the Biggest!

5.9 billion mobile p

hone subs

1 billion were sol

d 2010


@jcaudron

Apple will continue to dominate the market for the next coming years.

Source: Forrester March, 2012


@jcaudron


@jcaudron

Mobile as Second Screens for the World...


So, Traditional Media are Dead?No, but...


@jcaudron

The end of traditional media?

?23zondag 29 april 12

@jcaudron

What might impact TV? Non-linear viewing!

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?


@jcaudron


@jcaudron


@jcaudron

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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”


@jcaudron

NYT, April 22, 2012

NBC -3%CBS -8% ABC -21% Fox -20%

“ratings for people who watch shows when they are first broadcast) have declined for 14 straight quarters"

Jeff Gaspin(former head of entertainment NBC)

“We are seeing the cumulative effect of nonlinear viewing.”


@jcaudron

This all impacts Channel Branding too


@jcaudron

What might impact TV? Direct OTT Distribution!


@jcaudron

Who’s jumping over who?


@jcaudron


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.


@jcaudron

How big should CHANGE be?

What will 15% ad erosion mean for the business?

What will 15% of OTT viewing mean for the business?

What if OTT and Second Screens are mainly owned by Apple, Facebook, Netflix, Zeebox ...?

The “inconvenient truth” is we simply don’t know. But just look at what 4° temperature increase will do to our planet...


How to respond in this new digital age?36zondag 29 april 12

@jcaudron

The Second Screen

What is it?TV enhancements

Targeted advertising & CRM

Social TV

TV-commerce

VOD & linear TV (will it replace the STB?)

Top-dow

n & B

ottom-up

Branding & services (EPG, ...)


@jcaudron

The Second Screen

Who owns it?

The content owner?

The operator/distributor?

The channel?

The media company?

A new challenger?


@jcaudron

The Second Screen

Think about your role in the development of second screen business and branding

The channel?


@jcaudron

Who do you want to be?

OTT

Customer Bypass?

Media Value Chain Shortcutting?


Building Communitiesaround Media Brands


Strong Media Brands Strong Digital Brands

Who’s best at building Media Communities? What will be the Media Love Brands of tomorrow?

Strong OTT potential

About strong media brands


The new “social” paradigm

Content is no longer King

Connection just became the new King


The new “social” paradigm

Yes, media are connecting.

But who’s community is this anyway? Connection just became

the new King44zondag 29 april 12

POS

2 weeks 2 months 2 years

Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites

Websites

Online mediaCampaigns

EmailMarketing

Inte

rac

tio

n

ActivationCampaigns

Duration

Your Destination(info, fun, engagement, loyalty)

Traffic

Conversion offline

Conversion online

Social harvesting

DirectMarketing

Traditional Above Media

PR

Social seeding8


POS


Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites

Websites


EmailMarketing

Inte

rac

tio

n

ActivationCampaigns

Duration


Traffic

Conversion offline

Conversion online

Social harvesting

DirectMarketing


PR

Social seeding8


POS


Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites

Websites


EmailMarketing

Inte

rac

tio

n

ActivationCampaigns

Duration


Traffic

Conversion offline

Conversion online

Social harvesting

DirectMarketing


PR

Social seeding8

(local) relationships

between media brands and media

customers

?

“Masters Of Community”


POS


Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites

Websites


EmailMarketing

Inte

rac

tio

n

ActivationCampaigns

Duration


Traffic

Conversion offline

Conversion online

Social harvesting

DirectMarketing


PR

Social seeding8 In the future,

owning the

community

around a show

will be equally

important to

owning the

(broadcasts)

rights for the

show.


POS


Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites

Websites


EmailMarketing

Inte

rac

tio

n

ActivationCampaigns

Duration


Traffic

Conversion offline

Conversion online

Social harvesting

DirectMarketing


PR

Social seeding8 Media online need to be more

than a website.

They need to be media communities, powered by a rich collection of “social objects” (the brand, the news, people, stories, ...)

The ultimate goal should be to build a named and long-term relationship with each individual media user.

Media companies should use the big social networks, not the other way around.

MEDIA NEED TO OWN THEIR OWN COMMUNITY


POS


Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites

Websites


EmailMarketing

Inte

rac

tio

n

ActivationCampaigns

Duration


Traffic

Conversion offline

Conversion online

Social harvesting

DirectMarketing


PR

Social seeding8 In the future,

owning the

community

around a show

will be equally

important to

owning the

(broadcasts)

rights for the

show.



Linear Near Linear

• Live• Traditional model• IRL ad skipping (toilet,

fridge, ...)• Channel zapping• Live interaction on TV,

SMS, 2nd screen• Advertising• Pay-TV

• Now +/-3H• Hybrid model:

selectively loyal to channel

• Full ad skipping (DVR) & FFWD

• Channel shifting• Shifted interaction

(apps follow the show) via 2nd screen

• Advertising• Pay-TV • Pay-for-service

Up-sell

Pre-run

Pre-run

Re-run

Catalogue

On

De

ma

nd

Starting from channel-logic: Selective, high value, expensive, premium, paid

Starting from channel-logic: High convenience, mainstream, premium, free/paid, advertising

Premium: series, movies, ... NOT necessarily linked to existing channels, paidLong-tail: archive, wide offering, niche offering, both linked and not lined to existing channels, paid

Social T

V Traditional broadcast

and OTT

via T

V and S

TB

Via Second Screens

and other devicesNew TV Mix

How to brand a media channel in this new landscape?

Where do you want to be? Do you want to lead or follow?


Thank You!





Channel branding in the digital ageEBUConnect, 24-25 April 2012, Copenhagen





Technology

EBU Connect: Channel Branding in the Digital Age