4. About Dear Media
Digital Strategy & Innovation for:
woensdag 10 maart 2010 3
5. 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
woensdag 10 maart 2010 4
8. 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
woensdag 10 maart 2010 6
9. Whatâs your primary news source?
⢠Radio
⢠Newspaper
⢠TV
⢠Online newspaper
⢠Magazines
⢠Mine is ...
woensdag 10 maart 2010 7
10. Whatâs your primary news source?
⢠Radio
⢠Newspaper
⢠TV
⢠Online newspaper
⢠Magazines
⢠Mine is ...
woensdag 10 maart 2010 7
11. Whatâs your primary news source?
⢠Radio
⢠Newspaper
⢠TV
⢠Online newspaper
⢠Magazines
⢠Mine is ...
Where is your Twitter Wall?
woensdag 10 maart 2010 7
12. Halle Train Crash February â10
What was the ďŹrst media-brand
that reported on the crash?
woensdag 10 maart 2010 8
15. Drivers of change
Content choice
the power of many
advertising Clutter
Social Media
Convenience, Richness & poor Creativity
Control
woensdag 10 maart 2010 11
18. 120.000.000 viewers x 6 = 620.000.000 min = 15mio âPrison Breakâ
episodes
woensdag 10 maart 2010 13
19. 120.000.000 viewers x 6 = 620.000.000 min = 15mio âPrison Breakâ
episodes
woensdag 10 maart 2010 13
20. 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 ...
woensdag 10 maart 2010 14
22. Drivers of change
advertising Clutter
On average we are exposed to over 3.000 brand impressions each day!
woensdag 10 maart 2010 15
23. Drivers of change
poor Creativity
interuption marketing, 30â,
expandables, splash screens, ...
woensdag 10 maart 2010 16
24. Drivers of change
poor Creativity
interuption marketing, 30â,
expandables, splash screens, ...
woensdag 10 maart 2010 16
25. Drivers of change
Convenience, Richness &
Control
woensdag 10 maart 2010 17
26. Drivers of change
Media are losing their
traditional âpushâ power.
Convenience, Richness &
Control
woensdag 10 maart 2010 17
27. Drivers of change
Viewers are taking
Media are losing their control, deciding
traditional âpushâ power. what they want to
watch, when, and
how.
Convenience, Richness &
Control
woensdag 10 maart 2010 17
28. Drivers of change
Viewers are taking
Media are losing their control, deciding
traditional âpushâ 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
⢠âŚ
woensdag 10 maart 2010 17
29. Drivers of change
TIMESHIFTING
ď Cfr. Tivo, Telenet Flexview, ...
ď Allowing to skip ads
ď And users skip ads more then you like
ď User behavior is shifting towards more
control (what, how, when). They are
just waiting for DVRâs.
ď And this can hurt TV business !
Convenience, Richness &
Control
woensdag 10 maart 2010 18
30. Drivers of change
PLACE SHIFTING
Convenience, Richness &
Control
woensdag 10 maart 2010 19
31. Drivers of change
AUTHORITY SHIFTING
the power of many
Social Media
woensdag 10 maart 2010 20
32. Drivers of change
AUTHORITY SHIFTING
the power of many
Social Media
woensdag 10 maart 2010 20
33. 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
woensdag 10 maart 2010 21
35. SOCIAL OBJECT
The Flower is the (potential) social
object
The mainstream media are the
smell of the ďŹower
The bee is âspreading the wordâ
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
woensdag 10 maart 2010 23
36. The Flower is the (potential) social
object
The mainstream media are the
smell of the ďŹower
The bee is âspreading the wordâ
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
woensdag 10 maart 2010 23
50. February 2010: Facebook has
400.000.000 members (and is
making proďŹt) = +700K per day!
woensdag 10 maart 2010 36
51. TODAY: 3Mio in Belgium
+300.000 users in Belgium from
September â09 to November â09! ->
28% of the population.
TODAY: 3Mio in Belgium are on
Netlog
150.000 people on Twitter
(estimated)
woensdag 10 maart 2010 37
61. Is TV dead?
Probably
not.
woensdag 10 maart 2010 47
62. iDTV (and advertising)
⢠itâs interactive
⢠iDTV is for most people not really interactive
⢠the âred buttonâ 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?
⢠itâs digital
⢠more channels
⢠better quality of sound and image
⢠HD
⢠itâs 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 âbeing in control of
TVâ (EPG, timeshifting => ad avoidance, on demand, ...)
woensdag 10 maart 2010 48
63. The future of TV might not be on TV
Lost S05E06 NLSubs
Source: Cisco, June 2008
woensdag 10 maart 2010 49
64. The future of TV might not be on TV
woensdag 10 maart 2010 50
65. Radio must be dead too?
Nope, not really.
woensdag 10 maart 2010 51
66. Radio is not dead
⢠Like magazines, radio has characteristics that make it harder to
âcopyâ push out of the market or by-pass
⢠local content: news, services, ... adapted to the hour of the day
⢠trust between âvoiceâ and âlistenerâ: 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
woensdag 10 maart 2010 52
67. Mobile.
Not dead at all.
woensdag 10 maart 2010 53
68. 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
woensdag 10 maart 2010 54
69. 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 lotâs off
money can be made (content - tools - services)
⢠Soon, 100% of the market will be âiPhonizedâ
woensdag 10 maart 2010 55
70. And thereâs another one...
Google must have been thinking:
âwe can innovate too...â
woensdag 10 maart 2010 56
71. 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 (Iâll buy
later or elsewhere or online)
woensdag 10 maart 2010 57
72. 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 (Iâll buy
later or elsewhere or online)
woensdag 10 maart 2010 58
73. 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 (Iâll buy
later or elsewhere or online)
woensdag 10 maart 2010 59
74. 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 (Iâll buy
later or elsewhere or online)
woensdag 10 maart 2010 60
75. Augmented Reality
â˘Do you know what this is?
â˘No?
â˘You are probably using it already ...
woensdag 10 maart 2010 61
76. Augmented Reality
Everyone has been
using this for years
woensdag 10 maart 2010 62
77. Augmented Reality
Some might already take it a
next step...
woensdag 10 maart 2010 63
85. Can you just ignore Social Media?
woensdag 10 maart 2010 69
86. Why are companies NOT using SM?
Is this the right way to go?
woensdag 10 maart 2010 70
87. 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!
woensdag 10 maart 2010 71
88. 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 efďŹcient and powerful source of
communication and information?
⢠why push your staff into âstealth modeâ. They will do it anyway!
woensdag 10 maart 2010 72
89. Why Allow Social Media?
⢠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)
⢠Itâs part of peopleâs lives
woensdag 10 maart 2010 73
90. SHIFT in WORK -> âWeisureâ
Traditionally
off Home off Work
woensdag 10 maart 2010 74
91. SHIFT in WORK -> âWeisureâ
Traditionally
off Home off Work
woensdag 10 maart 2010 74
92. SHIFT in WORK -> âWeisureâ
Traditionally
off Home off Work
woensdag 10 maart 2010 74
93. SHIFT in WORK -> âWeisureâ
Today
woensdag 10 maart 2010 75
94. SHIFT in WORK -> âWeisureâ
Today
Checking
the digital
planning
woensdag 10 maart 2010 75
95. SHIFT in WORK -> âWeisureâ
Today
Checking
the digital
planning SMSâing a
collegue
woensdag 10 maart 2010 75
96. SHIFT in WORK -> âWeisureâ
Today
Video
conference
Checking / email
the digital handling / ..
planning SMSâing a
collegue
woensdag 10 maart 2010 75
97. SHIFT in WORK -> âWeisureâ
Today
Video
conference
Checking Reading
/ email
the digital emails in
handling / ..
planning SMSâing a the trafďŹc
collegue jam
woensdag 10 maart 2010 75
98. SHIFT in WORK -> âWeisureâ
Today
Video Finishing a
conference report
Checking Reading
/ email through the
the digital emails in
handling / .. VPN
planning SMSâing a the trafďŹc
collegue jam
woensdag 10 maart 2010 75
99. SHIFT in WORK -> âWeisureâ
Today
Video Finishing a
conference report
Checking Reading
/ email through the
the digital emails in
handling / .. VPN
planning SMSâing a the trafďŹc
collegue jam
woensdag 10 maart 2010 75
100. SHIFT in WORK -> âWeisureâ
Today
Video Finishing a
conference report
Checking Reading
/ email through the
the digital emails in
handling / .. VPN
planning SMSâing a the trafďŹc
collegue jam
woensdag 10 maart 2010 75
101. Why Allow Social Media?
⢠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
woensdag 10 maart 2010 76
102. The media are broken,
can we fix them?
Bibliotheek Wetteren
March 2010
jo@caudron.com
woensdag 10 maart 2010 77