SlideShare une entreprise Scribd logo
1  sur  40
Télécharger pour lire hors ligne
THE PYRAMID  OF ONLINE MEDIA CONSUMPTION
from spectator… to player:  what are the consumption patterns?
Entire audience Active  minority
Spectator Player Entire audience Active  minority
I take a look Short visits. Non-targeted profiles,  onlookers,  "stray" internet users Spectator Player
Shorter visits focused on images  (photo & video) Spectator Player I take a look I consume
Shorter visits, targeted, focused on text. Spectator Player I read I take a look I consume
reach Spectator Player I read I take a look I consume
This content is useful to me. I store it one way or another:  1.0 (bookmarks)  or 2.0 (Delicious, Digg…) Spectator Player I read I take a look I keep I consume
I advertise the content   to people around me  (orally, by email,  through social networks…) Spectator Player I read I take a look I keep I share I consume
I vote for articles, take part in surveys  on the site… Spectator Player I read I take a look I keep I share I rate I consume
Long visits, comments posted, participation in forums. Regular profiles,  experts,  activists, enthusiasts. Spectator Player I read I take a look I keep I share I rate I comment I consume
I read I take a look I keep I share I rate I propose I consume I affect the editorial line: write to authors,  suggest topics,  post new threads in forums, moderate… Spectator Player I comment
audience Spectator Player I read I take a look I keep I share I rate I propose I consume I comment
In brief…
Spectator audience reach Player I read I take a look I keep I share I rate I propose I consume I comment
Relationship between individuals and the media
I read I take a look I keep I share I rate I propose I consume I comment
Distraction I read I take a look I keep I share I rate I propose I consume I comment
Distraction Active consumption I read I take a look I keep I share I rate I propose I consume I comment
Distraction Involvement Active consumption I read I take a look I keep I share I rate I propose I consume I comment
Distraction Participation Involvement Active consumption I read I take a look I keep I share I rate I propose I consume I comment
Distraction Participation I’m  on   the site Involvement Active consumption I read I take a look I keep I share I rate I propose I consume I comment
Distraction Participation I’m  on   the site I  use  the site Involvement Active consumption I read I take a look I keep I share I rate I propose I consume I comment
Distraction Participation I’m  on   the site I  use  the site I’m  in  the site Involvement Active consumption I read I take a look I keep I share I rate I propose I consume I comment
What effects explain the various stages  of the pyramid?
Spectator I read I take a look I keep I share I rate I propose I consume I comment Player
Spectator SEO Buzz Media coverage  Advertising I read I take a look I keep I share I rate I propose I consume I comment Player
Spectator P2P recommendations Loyalty Media coverage Identification SEO Buzz Media coverage  Advertising I read I take a look I keep I share I rate I propose I consume I comment Player
Spectator Strong identification Activism Expertise Passion P2P recommendations Loyalty Media coverage Identification SEO Buzz Media coverage  Advertising I read I take a look I keep I share I rate I propose I consume I comment Player
The virtuous circle of online media
Positioning
Positioning Content Editorial strategy Resources  Monitoring
Positioning Content Recruitment SEO Buzz Media Advertising Editorial strategy Resources  Monitoring
Positioning Content Recruitment SEO Buzz Media Advertising Editorial strategy Resources  Monitoring  Repetition Passive audience (distraction)
Positioning Content Recruitment Network effect SEO Buzz Media Advertising Editorial strategy Resources  Monitoring  Repetition Passive audience (distraction) Active audience
Positioning Content Recruitment Network effect SEO Buzz Media Advertising Editorial strategy Resources  Monitoring  Repetition Passive audience (distraction) Loyalty Active audience Involved audience
Positioning Content Recruitment Participating audience Network effect SEO Buzz Media Advertising Editorial strategy Resources  Monitoring  Repetition Passive audience (distraction) Involved audience Identification Loyalty Active audience
Positioning Content Recruitment Loyalty Active audience Involved audience Participating audience Network effect Identification SEO Buzz Media Advertising Editorial strategy Resources  Monitoring  Feedback Repetition Passive audience (distraction)
i-e-on.com

Contenu connexe

Plus de i&e

Réputation des entreprises du CAC 40 - édition 2012
Réputation des entreprises du CAC 40 - édition 2012 Réputation des entreprises du CAC 40 - édition 2012
Réputation des entreprises du CAC 40 - édition 2012 i&e
 
Camp rh 2 livre blanc
Camp rh 2 livre blancCamp rh 2 livre blanc
Camp rh 2 livre blanci&e
 
Réputation des entreprises du CAC 40 - édition 2011
Réputation des entreprises du CAC 40 - édition 2011Réputation des entreprises du CAC 40 - édition 2011
Réputation des entreprises du CAC 40 - édition 2011i&e
 
I&e et les nouveaux risques d’opinion
I&e et les nouveaux risques d’opinionI&e et les nouveaux risques d’opinion
I&e et les nouveaux risques d’opinioni&e
 
I&e marques et blogueurs
I&e marques et blogueursI&e marques et blogueurs
I&e marques et blogueursi&e
 
Reputation des entreprises du CAC 40 - édition 2010
Reputation des entreprises du CAC 40 - édition 2010Reputation des entreprises du CAC 40 - édition 2010
Reputation des entreprises du CAC 40 - édition 2010i&e
 
voeux i&e
voeux i&evoeux i&e
voeux i&ei&e
 

Plus de i&e (7)

Réputation des entreprises du CAC 40 - édition 2012
Réputation des entreprises du CAC 40 - édition 2012 Réputation des entreprises du CAC 40 - édition 2012
Réputation des entreprises du CAC 40 - édition 2012
 
Camp rh 2 livre blanc
Camp rh 2 livre blancCamp rh 2 livre blanc
Camp rh 2 livre blanc
 
Réputation des entreprises du CAC 40 - édition 2011
Réputation des entreprises du CAC 40 - édition 2011Réputation des entreprises du CAC 40 - édition 2011
Réputation des entreprises du CAC 40 - édition 2011
 
I&e et les nouveaux risques d’opinion
I&e et les nouveaux risques d’opinionI&e et les nouveaux risques d’opinion
I&e et les nouveaux risques d’opinion
 
I&e marques et blogueurs
I&e marques et blogueursI&e marques et blogueurs
I&e marques et blogueurs
 
Reputation des entreprises du CAC 40 - édition 2010
Reputation des entreprises du CAC 40 - édition 2010Reputation des entreprises du CAC 40 - édition 2010
Reputation des entreprises du CAC 40 - édition 2010
 
voeux i&e
voeux i&evoeux i&e
voeux i&e
 

The pyramid of online media consumption