Google ThinkBranding - Hamburg - sept 2012

1. OLIVIER GERS Endemol Hamburg – 25th September © Endemol Worldwide Brands 2012 – Olivier Gers

2. …etc Endemol is the largest independent television production company in the world, with subsidiaries and joint ventures in 34 countries. Endemol has a growing library of over 2,300 formats (across genres including entertainment, reality TV, game shows, animation, comedy and drama). Endemol annually produces 10,000 hours of content across genres Endemol is a world leader in Creating, Producing, Distributing and Exploiting entertainment content. © Endemol Worldwide Brands 2012 – Olivier Gers

4. THE FUTURE of communications, marketing and media

5. “The future of communications, marketing and media is SEARCH” © Endemol Worldwide Brands 2012 – Olivier Gers

6. “The future of communications, marketing and media is SOCIAL” © Endemol Worldwide Brands 2012 – Olivier Gers

7. “The future of communications, marketing and media is TWITTER” © Endemol Worldwide Brands 2012 – Olivier Gers

8. “The future of communications, marketing and media is DIGITAL” © Endemol Worldwide Brands 2012 – Olivier Gers

9. “The future of communications, marketing and media is DESIGN” © Endemol Worldwide Brands 2012 – Olivier Gers

10. TRUTH IS… © Endemol Worldwide Brands 2012 – Olivier Gers

11. …NOBODY KNOWS © Endemol Worldwide Brands 2012 – Olivier Gers

12. …NOW WHAT? © Endemol Worldwide Brands 2012 – Olivier Gers

13. DON’T PANIC © Endemol Worldwide Brands 2012 – Olivier Gers

14. WHAT WE KNOW © Endemol Worldwide Brands 2012 – Olivier Gers

15. The rise of social media © Endemol Worldwide Brands 2012 – Olivier Gers

16. © Endemol Worldwide Brands 2012 – Olivier Gers

18. How will we talk to them? © Endemol Worldwide Brands 2012 – Olivier Gers

19. TV 50 years ago - Social © Endemol Worldwide Brands 2012 – Olivier Gers

20. TV 30 years ago © Endemol Worldwide Brands 2012 – Olivier Gers

21. TV 10 years ago © Endemol Worldwide Brands 2012 – Olivier Gers

22. Anti-social © Endemol Worldwide Brands 2012 – Olivier Gers

23. The New Social? © Endemol Worldwide Brands 2012 – Olivier Gers

25. 2006 - FUTURE SCENARIOS AND PREDICTIONS 1. Scenario 1: NapsterVision – ‘Death of traditional TV channels’ 2. Scenario 2: Always On Demand – ‘Time shifting and the death of advertising’ 3. Scenario 3: Primetime Rules – ‘Networks strike back’ © Endemol Worldwide Brands 2012 – Olivier Gers

26. 2006 - SCENARIO 1: NAPSTERVISION ‘Death of traditional TV Channels’ Power shifts to: • Consumers - deciding what, where, when they want to watch • Distribution platforms - computer merges with TV • High penetration of new, mobile devices • Consumers adopt new technologies faster • Content can be downloaded faster • New bespoke content available © Endemol Worldwide Brands 2012 – Olivier Gers

27. On his way home from work Jamie watches the news streamed to his portable video player © Endemol Worldwide Brands 2012 – Olivier Gers

28. The Yahoo programme guide recommends choices for Jamie and offers him the option to download to his phone, TV or PC © Endemol Worldwide Brands 2012 – Olivier Gers

29. Jamie likes one of Yahoo’s choices so much he decides to send it to his friend Bill © Endemol Worldwide Brands 2012 – Olivier Gers

30. 2006 - SCENARIO 2: ON DEMAND ‘Time shifting and the death of advertising’ • Consumers still watch ‘traditional’ programs but: • Use PVRs/VOD for bulk of viewing • Skip advertisements • ‘One stop shopping’: big media conglomerates hold power • New Devices (mobile, PC, tvPods): don’t take viewers away • Advertisers: 75% will cut TV ad spending when PVRs reach 40% penetration - currently 27% (Forrester survey) © Endemol Worldwide Brands 2012 – Olivier Gers

31. Having decided to watch TV Jennie is pleased to see that a new episode of Joey is available for download © Endemol Worldwide Brands 2012 – Olivier Gers

32. With interruptions, Jennie didn’t get a chance to watch her download in one go: she’s glad her purchases last for some time © Endemol Worldwide Brands 2012 – Olivier Gers

33. Even when she gets time to sit down, Jennie enjoys the flexibility to control the start and end times of her viewing © Endemol Worldwide Brands 2012 – Olivier Gers

34. 2006 - SCENARIO 2: ON DEMAND ‘Networks strike back’ • Traditional broadcasters exist but have to adapt to retain audience: • Interactivity: • Prime time shows have participation / interactivity at heart of concept • TV viewer loyalty: • Live viewing rewarded with points system • Targeted advertising: • Advertising highly targeted; homes only see ads that relate to them © Endemol Worldwide Brands 2012 – Olivier Gers

35. Debbie enjoys watching The Apprentice even more when she can join in live chats at the same time © Endemol Worldwide Brands 2012 – Olivier Gers

36. Even if it means missing favorite programs, Debbie will swap channels for a good offer: like double loyalty points for the lottery live © Endemol Worldwide Brands 2012 – Olivier Gers

37. Debbie wonders if there is a connection between the birth of her daughter and the increasing number of child product ads she sees © Endemol Worldwide Brands 2012 – Olivier Gers

40. Olivier Gers © Endemol Worldwide Brands 2012 – Olivier Gers

49. ECOSYSTEM IS WAY TOO COMPLICATED © Endemol Worldwide Brands 2012 – Olivier Gers

50. HOW ARE WE GOING TO SORT IT OUT? © Endemol Worldwide Brands 2012 – Olivier Gers

51. COMMUNITIES DRIVE BRANDS, COMMUNITIES DRIVE TRAFFIC More authority More links More Loyal Users More traffic COMMUNITY Higher repeat visits More useful site Higher levels of interaction More content © Endemol Worldwide Brands 2012 – Olivier Gers

52. UNDERSTAND THAT MOTIVATIONS ARE DIFFERENT AND DON’T TRY TO CONTROL THEM Creating relationships and friendships 40% Someone who cares about the same things they do 38% Entertainment and relaxation 35% Providing a place where they can freely share their opinion 29% and not hold back Providng a sense of community and mutual support 18% Sounding board for someone who cares about their 17% interests Providing access to information and sdvice they could not 15% get anywhere else Opportunity to be involved in a cause they care about 10% Recognition, a place where they can share their intelligence 10% Other 5% © Endemol Worldwide Brands 2012 – Olivier Gers Blog Her/Compass Partners 2008 Social Media Study

53. UNDERSTAND HOW THEY WORK Every community has super-users – high authority, highly active Know who they are © Endemol Worldwide Brands 2012 – Olivier Gers

55. AND ADD VALUE Understand what they are trying to do Create tools and content to help them do it Interact with them, engage with them, respect them © Endemol Worldwide Brands 2012 – Olivier Gers

56. AND IT’S NOT ABOUT TECHNOLOGY TECHNOLOGY CHANGES. HUMANS DON’T. "Over and over again, connecting people with one another is what lasts online. Some folks thought it was about technology, but it's not.“ Seth Godin © Endemol Worldwide Brands 2012 – Olivier Gers

59. MEDIA BRANDS ARE INCREASINGLY DEFINED LESS BY THE PLATFORM AND MORE BY THE COMMUNITY © Endemol Worldwide Brands 2012 – Olivier Gers

60. AND WHAT YOU CAN DO FOR THAT COMMUNITY Be Useful "...journalism is shifting from being a product to a service and, with this, a news outlet shifts from being a final destination to being part of a network." Alfred Hermida, reportr.net © Endemol Worldwide Brands 2012 – Olivier Gers

61. WHAT THIS MEANS – FREE FLOWING CONTENT “Content Ubiquity” Peter Chernin, News Corp Services, applications and content are scalable and portable Platforms that are seamlessly inter-connectable No barriers to interaction - interfaces that get out of the way © Endemol Worldwide Brands 2012 – Olivier Gers

62. CREATE REMARKABLE CONTENT If the web is a mass of conversations, then get talked about Create content and services that are worth passing on Make it as easy as possible for your fans to find it and spread the word © Endemol Worldwide Brands 2012 – Olivier Gers

63. COMMERCIALLY DRIVEN DISTRIBUTED CONTENT LINEAR NETWORKED Scheduled On demand Appointment Whenever, wherever Sit back Participative Messages Experiences Content we think you’d like Content we know you like (because you’ve told us) We control the way it is We allow you to play with it, pass it delivered on 30” Advertising Integrated Marketing © Endemol Worldwide Brands 2012 – Olivier Gers

64. THINK ABOUT HOW YOU MEASURE It’s not only about page impressions Broader use of metrics – users, time spent, interactions, pass-alongs …combined with digital measurement. © Endemol Worldwide Brands 2012 – Olivier Gers

66. ALWAYS INNOVATE Hyper-targeted ads and integrated marketing Content tagging Personalisation of content Implementation of behavioural analytics © Endemol Worldwide Brands 2012 – Olivier Gers http://www.flickr.com/photos/xurble/

69. Thank You! @oliviergers

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