This is how media works in a fragmented world! Make use of the possibilities.

1. Media
erwblo@gmail.com
twitter.com/erwblo

2. Trends since the internet

3. Creation
Communication
Collaboration
Personalisation

4. •No scarcity
•Cheap tools
•Everyone consumes media
•Everyone produces media
Creation

5. Creation
•People tell stories on passion, hobby,
family, knowledge
•Organisations tell stories on their
field of expertise, clients etcetera
•Every company is a media company

6. 52 million pictures a day on Instagram

7. 10 years of new videos per day onYouTube

8. •Make available: The Long Tail
•Make findable:‘let’s Google’
•Make your content re usable
•Feed the passion!
What does that mean?

9. •Media is a two way thing
•From information to
communication
Communication

10. •The audience wants
communication with each other
and with organisations
•Make sure your content, your
stories, can be part of their
communication
Communication

11. 1 billion daily users WhatsApp

12. 1.8 billion people a day on Facebook

13. •From publication to conversation
•Use the knowledge of your
audience
•Join the conversation
What does this mean?

14. •The cloud is the computer
•The networked society
•Easier than ever to work together
Collaboration

15. •People like to share knowledge
concerning subjects close to them
•A strong community is valuable
for content, for marketing for
sales

16. 5.5 million articles on Wikipedia

17. 5.000 entries of special animals a day

18. •Be ready
•Be open
•Think about what you want
•Give a reason to join forces
What does this mean?

19. •Everyone is always on line
•Everyone wants content that fits
•Atomize! Distribute.
Personalisation

20. Your homescreen is personal

21. My Spotify is personal

22. •Atomize your content
•Have clever workflows
•Give your audience freedom
•Make crossmedia standard
What does that mean?

23. In practice

24. In general …
• All media become multi media
• Audiences expect their media everywhere
• The competition is everywhere
• The fight is for attention
• Make sure you have added value

25. What?
What is the
story you want
to tell?
Synopsis …
Who?
Who is your
target audience?
Who are they,
how can you
help them?
…
Where?
Where can you
find them and
reach them?
Which media,
which
characteristics
…
How?
How do you tell
your story?
How do you
involve your
audience?
…
When?
What do you
publish where
and when?
Plan …
Media

26. Media
• Specialise; what makes you stand out?
• Start with the story; what do you want to
tell?
• Follow the user; where and how does he
consume?
• Be interactive; give options
• Be communicative; join the conversation

27. Example

28. Fast Moving Targets

29. Media
• What is the story we want to tell?
• Who is our audience?
• Where can we find them and reach them?
• How can we involve them?

30. What?
We explore, explain and distribute innovation.
We monitor trends, tell what they mean and
how people can use them.

31. Who?
The members of our target audience are curious
and busy professionals that are looking for ways
to improve their business or work.

32. Where?
They are everywhere.They are always online.We
want to be where they are. So we use a mix of
media: online, tv, podcasts, books, magazines,
events

33. How?
We involve them in many ways.Via Twitter, via
newsletter, via Facebook, via Slack.We are a
community on innovation.

34. Fast Moving Targets

35. Top Names

36. Live: website / Facebook / digital tv /
interaction via Twitter

37. On demand: website, for readers

38. On demand:YouTube: for viewers

39. On demand: Soundcloud, for
listeners

40. On demand: distributed to relevant
partners

41. On demand: distributed to relevant
partners

42. Extra use: books

43. Extra use: magazine

44. Involve:Twitter, FB, Slack

45. Involve: FMT Workforce

46. Involve: events

47. Summary
• Follow your audience
• Use the power of each medium
• Add value
• Make the sum more than the parts
• Atomise for distribution
• Schedule: manage expectations

48. erwblo@gmail.com
twitter.com/erwblo