Fixing the media var

Fixing the Media
In Search of a New Media Mix
VAR
April 1, 2010

jo@caudron.com

zondag 25 april 2010 1

twitter.com/jcaudron
#JO@VAR


About Dear Media
Digital Strategy & Innovation


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


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


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

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

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 !

Convenience, Richness &
Control


Drivers of change
PLACE SHIFTING

Convenience, Richness &
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


Examples


Blogs


Microblogging sites


Social Networks


Social Networks B2B


Video Platforms


Photo Platforms


Music Platforms


Travel Platforms


Social Shopping


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)


14’/day according to Nielsen


total amount of tweets, worldwide


So, Traditional Media are dead?
Are they really? Don’t think so.


Are newspapers dead?


Newspapers (print
edition) under
great pressure


Will new technology help?


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


Social TV


Radio must be dead too?
Nope, not at all.


The power of Radio
• Radio has characteristics that make it hard to “copy” or 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


Radio and Internet go together
• Radio is the ideal “secondary”
medium: it mixes well with other
activities like working or surﬁng

• This makes a perfect match between
• radio to push people to online
• online to capture and activate the
audience

• Radio is very “social” medium, with
a great potential to convert the
ofﬂine community into an online
community

• Young people continue to listen to
the radio (cfr. FM-tuners in latest
iPods)


Print Magazines,
Dead and Burried?


State of Magazines
•They too are having an “identity crisis”
•But the situation is more like with radio and not as bad as
with newspapers

•Still, what will the future bring?


The future
of
Magazines?


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




And it’s just the
beginning


Looking for a new Media Mix


Social is here
to stay!

Social is here to stay!
Social is here to stay!
Traditional Media Interactive Media Social Media

Once we started the digital and interactive revolution,
we knew that this had to evolve into a model,
where people would not just settle for 24/7 self-service and interactivity (to
just buy more stuff),
but that they would claim what their part in the conversation.
You can not give people remote controls and expect them to NOT zap away.

High
Social Network =
Personal Social
Social Relationships
Campaigns
Viral
Marketing

Activation
Campaigns Social Websites
Interaction

Engagement spread the
Medium
Email word
Marketing
Direct
Marketing
Online media Activation “contact”
Campaigns
Websites
Trafﬁc smell
POS PR
Advertising
Build ﬂower
Broadcasting
Low
2 weeks 2 months 2 years

Duration


High

Personal Social
Campaigns
Viral
Marketing

Activation
Interaction

Medium
Email Social Site
Marketing (info, fun, engagement, loyalty)
Direct
Online media
Marketing
Campaigns
Websites

POS PR
Advertising
Broadcasting
Low

Duration


High

Personal Social
Blogs, sites, ...
Campaigns
Viral
Marketing
Social
seeding
Activation
Interaction

Medium
Email Social Site
Direct
Online media
Marketing
Campaigns
Websites

Trafﬁc
POS PR
Advertising
Broadcasting
Low

Duration


High Extra-Muros (3th party
Personal Social online real-estate)
Blogs, sites, ...
Campaigns
Viral
Marketing
Social
seeding Social
Activation harvesting
Interaction

Medium
Email Social Site Intra-Muros (your own
(info, fun, engagement, loyalty)
Direct
Marketing online real-estate)
Online media
Marketing
Campaigns
Websites
Conversion
ofﬂine
Trafﬁc Conversion
POS PR online

Advertising
Broadcasting
Low

Duration


High

Personal Social
Blogs, sites, ...
Campaigns
Viral
Marketing
Social
seeding Social
Interaction

Medium
Email Social Site
Direct
Online media
Marketing
Campaigns
Websites
Conversion
ofﬂine
Trafﬁc Conversion
POS PR online

Advertising
Broadcasting
Low

Duration


“Get Into The Stream”
(freely after Madonna)


Stream

Destination

versus


Destination versus a Stream

versus


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 ...


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, ...


The power of “The Stream”



versus


But, get
in the
stream
too

It’s OK to be a
destination site

Positive actions
require a plan.


At’s about “Social Business”
• Social Media can be used for anything
• Marketing (create an audience and interact with it)
• Support (track issues and help people, even if they are not your
customers)

• Sales (put your promo’s in the social stream)
• HR (looking for staff? Social Media are a very effective and
inexpensive way to search)

• Research (your social graph is a rich source of information, that you
can not just search but also inquire)

• Both B2C and B2B

•Research shows that big brands in social media are big
brands in real live

•But small companies can beneﬁt from social media too:
• you really have to be smart, not rich
• in social media, it’s “relevance” that counts, not “decibels”
• if you are willing to engage, you can create personal, working
(and proﬁtable) relationships


•But beware:
• you really have to be transparent. Once you engage in social
media, you have to be open an honest as a company.

• you have to be “the real you”. Don’t fake.
• it takes time to build a network and you can not just buy it.
• your staff is the best way to start spreading your messages
• don’t overdo, don’t spam
•It’s ideal to create new, strong and viral relationships

Creating a “Social Media Plan”
1 Internal Awareness

2 Goal, objectives, strategy

3 Teams 4 Social Networks & Tools

5 Find Internal Ambassadors

6 Social Media Policy

7 Deﬁne SM projects

8 Roll-Out SM projects 9 Social Seeding

10 Follow-up, measure

11 Engage

• The media-landscape has changed
with the arrival of digital, the
internet, social, mobile, ...
• Traditional media must adapt to
this new reality
• It’s not a threat, is an
Embrace the future! opportunity. Embrace to new
possibilities,
• as they reﬂect what the audience
is actually doing (not what we
think they are doing)
• they are very powerful
• It’s a matter of ﬁnding a new
balance between
• traditional and new
• top-down and bottom-up
• talking and listening

twitter.com/jcaudron


Fixing the Media
In Search of a New Media Mix
VAR
April 1, 2010

jo@caudron.com


Fixing the media var

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