Can We Fix the Broken Media

The media are broken,
can we fix them?
Bibliotheek Wetteren
March 2010

jo@caudron.com

woensdag 10 maart 2010 1

About Dear Media


About Dear Media
Digital Strategy & Innovation for:


About me...
• Founding Partner of Dear Media
• Active in interactive since 1993 (Dear Media, ONE Agency,
theOriginals, tvAgency, xCA, The Reference, ...)
• Not a Digital Native
Not a Digital Immigrant, but a Digital Architect
• http://jocaudron.me
(for the personal stuff)
• http://www.linkedin.com/in/jocaudron
(for the boring stuff)
• www.twitter.com/jcaudron
(to get in my stream)
• http://www.facebook.com/jocaudron
(we might even become friends ;-)
• Become fan of Dear Media on www.facebook.com/
dearmedia and get the daily social media news in your
stream
picture: (c)
Pieter Baert

Introduction


To get this started...
• Who is using? • Who is using?
• Twitter • a Blackberry
• Facebook, Netlog, ... • an iPhone (2G, 3G, 3Gs)
• LinkedIn, Plaxo • a Google Phone
• Email • an Android
• Google Wave • a Nokia, Samsung, Sony
Ericsson, ...
• LBS
• Augmented Reality


What’s your primary news source?
• Radio
• Newspaper
• TV
• Online newspaper
• Magazines

• Mine is ...


What’s your primary news source?
• Radio
• Newspaper
• TV
• Online newspaper
• Magazines

• Mine is ...

Where is your Twitter Wall?


Halle Train Crash February ’10
What was the ﬁrst media-brand
that reported on the crash?


And...


The Perfect Storm


Drivers of change

Content choice

the power of many
advertising Clutter
Social Media

Convenience, Richness & poor Creativity
Control


Drivers of change

Content choice


120.000.000 viewers x 6 = 620.000.000 min = 15mio “Prison Break”
episodes

Youtube TOP 23 most viewed
= 10.000.000.000 minutes
= 250.000.000 episodes of Prison Break

+200.000 new movies are added DAILY

Source: http://mediatedcultures.net/ksudigg/?p=163

And this is just Youtube ...


Drivers of change

advertising Clutter


Drivers of change

advertising Clutter

On average we are exposed to over 3.000 brand impressions each day!


Drivers of change

poor Creativity

interuption marketing, 30”,
expandables, splash screens, ...


Drivers of change

Convenience, Richness &
Control


Drivers of change

Media are losing their
traditional “push” power.

Control


Drivers of change

Viewers are taking

Media are losing their control, deciding

traditional “push” power. what they want to
watch, when, and

how.

Control


Drivers of change

Viewers are taking

Media are losing their control, deciding

traditional “push” power. what they want to
watch, when, and

how.
Pull strategy
• On demand
• Timeshifting
• Ad skipping
• Online content

Convenience, Richness & • Games
• User generated content

Control
• …


Drivers of change
TIMESHIFTING

 Cfr. Tivo, Telenet Flexview, ...

 Allowing to skip ads
 And users skip ads more then 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 !

Control


Drivers of change
PLACE SHIFTING

Control


Drivers of change

AUTHORITY SHIFTING

the power of many
Social Media


Drivers of change
Fragmentation

Content choice

the power of many
advertising Clutter
Social Media

Convenience, Richness & poor Creativity
Control

Irritation
Shift of control and ownership


Media 1.0


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, widgets
Level II: Closed networks (Facebook, Netlog, ...)
Level III: Through individuals (e-mail, Twitter, ...)

Media 2.0


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, widgets
Level II: Closed networks (Facebook, Netlog, ...)
Level III: Through individuals (e-mail, Twitter, ...)

Media 2.0


Examples


Social Networks


Microblogging sites


Blogs


Video Platforms


Photo Platforms


Travel Platforms


Price comparison - social shopping


Co-creation


Collaboration


The sky is the limit...

Some Numbers


February 2010: Facebook has
400.000.000 members (and is
making proﬁt) = +700K per day!


TODAY: 3Mio in Belgium
+300.000 users in Belgium from
September ’09 to November ’09! ->
28% of the population.

TODAY: 3Mio in Belgium are on
Netlog

150.000 people on Twitter
(estimated)


So, Traditional Media are dead?


Are newspapers dead?


Traditional media under great pressure


Is TV dead?
Probably
not.


iDTV (and advertising)
• it’s interactive

• iDTV is for most people not really interactive

• the “red button” today mainly is an extension of the overall TV-experience

• real interactive apps (interactive advertising, gaming, walled garden
apps, ...) have limited (no?) success. Only exception is televoting.

• Does this have to do with context?

• it’s digital

• more channels

• better quality of sound and image

• HD

• it’s TV (context!)

• apparently the features that are rated as interesting and appealing are
extensions of the TV-watching experience.

• Interaction is only important when it comes down to “being in control of
TV” (EPG, timeshifting => ad avoidance, on demand, ...)


The future of TV might not be on TV

Lost S05E06 NLSubs
Source: Cisco, June 2008


The future of TV might not be on TV


Radio must be dead too?
Nope, not really.


Radio is not dead
• Like magazines, radio has characteristics that make it harder to
“copy” push out of the market or by-pass

• local content: news, services, ... adapted to the hour of the day
• trust between “voice” and “listener”: gatekeeper
• there is an existing community of listeners and the station (much more
than with TV)

• radio is no jukebox
• Yet, other initiatives are going after the attention of the listener


Mobile.
Not dead at all.


Mobile is the
Biggest!

p ho nes.
mo bile so ld
5 bi llion were
bi llion n e!
os t 1 r alo
Alm las t yea
o ve r the


Mobile is Finally Here
• For 10 years, mobile internet really sucked
• One disruptive player (Apple) changed the
game entirely with a new mobile paradigm
(iPhone) challenging all other mobile
hardware/software providers

• to create more than just a phone
• to raise the level of consumer experience
• to create a new eco-system where lot’s off
money can be made (content - tools - services)

• Soon, 100% of the market will be “iPhonized”

And there’s another one...
Google must have been thinking:
“we can innovate too...”


Mobile + social + real-world = future

iPhone app -> LBS wine store

Internet of Things: scanning/
tagging product

More info, rating, social reviews

Tag to my digital assets (I’ll buy
later or elsewhere or online)




tagging product




Augmented Reality
•Do you know what this is?
•No?
•You are probably using it already ...


Augmented Reality
Everyone has been
using this for years


Augmented Reality

Some might already take it a
next step...


Augmented Reality - The Future


And it’s just the
beginning


Can you just ignore Social Media?


Why are companies NOT using SM?

Is this the right way to go?


Why are companies NOT using SM?
• Lack of information => ignorance
• Ignorance => fear
• No idea of the current size,
growth, impact, potential,
value, ...
• Decissionmakers are often too old
themselves to understand the
importance of this rapid change

• But they are locking-out reality
and the future of online
communication!


Why Allow Social Media?
• Social Media are changing the way we
• live
• work
• get informed
• ...
• Do you want to deprive your staff access to phone, internet or
mail?
• If not:
• why limit access to a highly efﬁcient and powerful source of
communication and information?
• why push your staff into “stealth mode”. They will do it anyway!

• Because you simply can not switch it off!
• Remember Iran?
• Primary access to social sites in the very near future will be via mobile devices
(often not part of your infrastructure)
• It’s part of people’s lives


SHIFT in WORK -> “Weisure”

Traditionally

off Home off Work



Today



Today

Checking
the digital
planning



Today

Checking
the digital
planning SMS’ing a
collegue



Today
Video
conference
Checking / email
the digital handling / ..
planning SMS’ing a
collegue



Today
Video
conference
Checking Reading
/ email
the digital emails in
handling / ..
planning SMS’ing a the trafﬁc
collegue jam



Today
Video Finishing a
conference report
Checking Reading
/ email through the
the digital emails in
handling / .. VPN
planning SMS’ing a the trafﬁc
collegue jam


• Social Media are a huge opportunity to
• market your company, products, services
• to attract employees
• to tap into an unseen source of information and knowledge
• You just have to understand how it works, and how you can use it
without disturbing your normal activities


The media are broken,
can we fix them?
Bibliotheek Wetteren
March 2010

jo@caudron.com


Can We Fix the Broken Media

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