3. About Dear Media
Digital Strategy & Innovation for:
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4. 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
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6. To get this started...
• Who is using? • Who has?
• Twitter • a Blackberry
• Facebook, Netlog, ... • an iPhone (2G, 3G, 3Gs)
• LinkedIn, Plaxo • an Android
• Email • a Nokia, Samsung, Sony
Ericsson, ...
• Google Wave
• LBS
• Augmented Reality
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7. What’s your primary news source?
• Radio
• Newspaper
• TV
• Online newspaper
• Magazines
• Mine is ...
Where is your Twitter Wall?
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9. Drivers of change
Content choice
the power of many
advertising Clutter
Social Media
Convenience, Richness & poor Creativity
Control
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11. 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 ...
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12. Drivers of change
advertising Clutter
poor Creativity
interuption marketing, 30”,
On average we are exposed to over expandables, splash screens, ...
3.000 brand impressions each day!
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13. 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
• …
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14. 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 !
Convenience, Richness &
Control
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15. Drivers of change
PLACE SHIFTING
Convenience, Richness &
Control
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16. Drivers of change
AUTHORITY SHIFTING
the power of many
Social Media
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17. 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
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19. 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
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20. Social Objects: content, media,
the dynamics of services, ...
social objects for Text, Pictures,Video, Blogs,
Twitter Tweets, Live feeds, Geo-data,
applications, ...
professional media
BOTTOM-UP (User-generated)
Beehive
TOP-DOWN (central ownership)
Social Features
Rating
Tagging
Sharing (STAF, STAN)
Commenting
Grouping
Social Bookmarking
Aggretation ...
Youtube, FlickR, ...
Flower Syndication
Twitter, Facebook, ...
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21. Social Media Distribution
traditional media social media
Sender Seeder
Traditional reach
Mobile
Print
TV Web TV
a group of often engaged
consumers of your brands/
Receiver Receiver
products who engage in Social reach
Receiver
conversations with you and
Receiver Receiver amongst themselves + and -
Receiver
Receiver
Receiver
“harvest the potential of the cloud”
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23. Social is Huge
October 2009: Facebook has
316.000.000 members (and is
making profit)
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24. Social is Huge
+200.000 users in Belgium from
September ’09 to October ’09! ->
26,5% of the population.
100.000 people on Twitter
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25. Getting into the
“social stream” ...
The “Live Web”
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28. Destination
•The traditional way of thinking
•“Come to us, we will show you”
•They are in control of:
programming, advertising,
presentation, comments, ...
•They used to be closed and afraid
to share ...
•They could keep content exclusive
and charge for it
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29. Stream
• The new paradigm: status
updates create the “live web”
• It comes to you, depending on
who/what you want to follow
• Driven by Twitter, Facebook,
Google Reader, ...
• Filtered by yourself, allowing
your peers to be your gatekeeper
• Open, open, open, ...
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30. The new rules for (print) media
Social Site
SMS Twitter (Facebook) Site E-zine Magazine Site
instant, semi-instant, often (12h) news, 24h news + insights, insights, reports, archive, long-tail
breaking news breaking news what’s happening 7d 1m
(important) (important or not) around you?
• Build GOOD destination sites (because that is • Allow others to share and (re)distribute your
where people will eventually still “land”) headlines (and link them to your own site)
• Get into the stream of your audience: create a • Share and (re)distribute content of others
social media delivery strategy (a central plan
and decentralized execution: everyone needs to • Be open, open, open, ... and have a solution for
go social), but remember: it’s about connecting each step in the stream
people to people!
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31. TV is also changing
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32. Who’s your competitor?
Print is getting rich.
Everyone is playing in
everyone’s market.
And the real compition is
NOT local!
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33. The future of TV might not be on TV
Lost S05E06 NLSubs
Source: Cisco, June 2008
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34. The future of TV might not be on TV
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35. The future of TV might not be on TV
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