Glocal Conference - Inside Social Media: Changes in the media landscape and the resulting influences on society and consumer behavior. Aspects of the changing media landscape, especially through the proliferation of digital media (Internet/IPTV) and increasing communication on Social Media platforms. Both societal issues as well as communication policy issues will be covered and a critical outlook on the long-term changes in these trends are given.

1. Changing Media Landscapes and Influences on 
Communication and Consumer Behavior
Oliver T. Hellriegel, October 2009

2. Twitter
#glocal09

3. Oliver T. Hellriegel
 Associate Professor at University of Applied Sciences in
Management and Economics (FOM), Munich and
Nuremberg, Germany
 Strategist and coach in the social media space, consulIng
brands as well as agencies
 Speaker and panelist at conferences
 Formerly CEO of internaIonal agencies, with almost 20
years experience in brand building, new media and
communicaIons

4. CLASSIFICATION 
Changing Media Landscapes and Influences on CommunicaIon and Consumer Behavior ‐ A brief historical review

9. William Talbot
Josef Nièpce

10. © http://www.institut-lumiere.org/
Gebrüder Auguste und Luis Lumière

15. Average Media Usage Time per Day
223 Min.
186 Min.
Usage in minutes per day, based on online users age 14+
Source: ARD/ZDF-Onlinestudie 2008
58 Min.

16. Media Usage in Germany
Total Online Users, Age 14+
TV
10% 6%
Radio
33% 5%
Internet
4% Music
7%
Newspaper
2%
1% Book
39% Magazine
Video
Usage per day, based on online users age 14+
Source: ARD/ZDF-Onlinestudie 2008

17. Average Media Usage Time / 14 – 19 y.
100 Min.
97 Min.
Usage in minutes per day, based on online users age 14 – 19 yrs.
Source: ARD/ZDF-Onlinestudie 2008
120 Min.

18. Media Usage in Germany
Total Online Users, Age 14 – 19 yrs.
2%
TV
21% Radio
25% Internet
7% Newspaper
12%
Music
2%
2% Book
20%
21% Magazine
Video
Usage per day, based on online users age 14 – 19 yrs.
Source: ARD/ZDF-Onlinestudie 2008

19. Online Applications Used in Germany
100
80
60
40
20
0
14‐19 y. 20‐29 y. 30‐49 y. 50+ y.
search engine e‐mail looking for specific offers surfing the net
banking IM chats, newsgroups, forums cummuniIes, social media
download online games Application being used at least once a week, in %, based on online users age 14+
Source: ARD/ZDF-Onlinestudie 2008

20. WHAT? 
What is “Social Media” anyway?

25. “Social Media is people
having conversaHons and
interacHons”

26. The Social Media Landscape

27. Infinite growth?
23,538,791
124,579,479
50,229,156
Unique Visitors. compete.com, Oct. 13, 2009

28. What? 
What about the future?

31. Quelle: Spiegel

33. Professional Usage 
Examples how Companies benefit...

34. Dell

35. Dell

36. BlendTec

37. BlendTec

38. BlendTec – Don’t try this…

39. BlendTec – Try this…

40. Diet Coke und Mentos

41. Diet Coke and Mentos

42. Future Technologies 

43. I use my phone more often, than my wallet

44. Three quarters of the world’s digital messages
sent by mobile

45. Mobile Applications

46. Mobile Applications

47. Mobile Applications

48. NEXT STOP: WEARABLE TECH

49. Mobile technology that’s here today!

50. Not just coupons, mobile coupons

51. Mobile Applications

52. Other opportunities
 Ubiquitous WiFi
 Cloud CompuIng – my stuff no mager where I’m at
 E‐readers/ e‐paper – the savior for the newspaper?

53. Is THAT the future?

54. Questions?! 

55. Oliver T. Hellriegel
o.t.hellriegel@gmail.com
http://www.hellriegel.net
http://twitter.com/oth11
Thank you for the attention!

56. Photo/ Video Credits
 Gutenberg: hgp://upload.wikimedia.org/wikipedia/commons/d/d7/Johannes_Gutenberg.jpg, Gutenberg‐Bible:
hgp://upload.wikimedia.org/wikipedia/commons/b/b7/Gutenberg_Bible_scan.jpg
 Christopher Columbus: hgp://lcweb2.loc.gov/cgi‐bin/query/h?pp/PPALL:@field(NUMBER+@1(cph+3b49587))
 SisIne Chapel: hgp://en.wikipedia.org/wiki/File:God2‐SisIne_Chapel.png
 Joseph Nièpce: hgp://upload.wikimedia.org/wikipedia/commons/d/dd/Joseph_Nicéphore_Niépce.jpg,
hgp://upload.wikimedia.org/wikipedia/commons/5/5c/View_from_the_Window_at_Le_Gras
%2C_Joseph_Nicéphore_Niépce.jpg, William Henry Fox Talbot:
hgp://upload.wikimedia.org/wikipedia/commons/0/00/W_H_F_Talbot.jpg
 Brother Auguste und Luis Lumière: hgp://upload.wikimedia.org/wikipedia/commons/9/93/Fratelli_Lumiere.jpg
 Graham Bell: hgp://upload.wikimedia.org/wikipedia/commons/8/85/1876_Bell_Speaking_into_Telephone.jpg,
Radio: hgp://commons.wikimedia.org/wiki/File:Radio‐old_hg.jpg
 Apollo 11: hgp://commons.wikimedia.org/wiki/File:Apollo11‐Launch‐Tower‐Camera.jpg,
hgp://commons.wikimedia.org/wiki/File:Apollo11_LOGO.JPG
 Media explosion: own screenshot
 All trademarks used are © of associated companies and brands
 What is Social Media: own screenshots

57. Photo/ Video Credits
 Social Media is people...: hgp://www.istockphoto.com
 Social Media landscape: Brian Solis, hgp://theconversaIonprism.com/
 Infinite growth: hgp://compete.com
 The World is Flat: hgp://adecentlife.wordpress.com/2009/05/31/the‐world‐is‐flat‐thomas‐friedman/
 Family: hgp://www.istockphoto.com
 Facebook: own screenshot
 Twiger: own screenshot, hgp://www.flickr.com/photos/gipo/2822853492/sizes/o/,
hgp://www.flickr.com/photos/glass_window/372067960/sizes/o/,
hgp://www.flickr.com/photos/birdfarm/519230710/sizes/o/,
hgp://www.flickr.com/photos/arasmus/3633750008/sizes/o/, hgp://twitpic.com/av3e9, hgp://twitpic.com/auwff
 Dell, BuzzMachine by Jeff Jarvis: hgp://www.buzzmachine.com/, hgp://www.dell.com,
hgp://www.dell.com/twiger, hgp://www.ideastorm.com/
 Blendtec: hgp://blendtec.com, hgp://willitblend.com, hgp://www.youtube.com/watch?v=uL0k_Ub1oDs,
hgp://www.youtube.com/watch?v=SmkanjPULMM
 Diet Coke/ Mentos: hgp://eepybird.com, hgp://revver.com/video/27335/extreme‐diet‐coke‐mentos‐experiments/

58. Photo/ Video Credits
 Phone/ Wallet: http://www.flickr.com/photos/create_up/2655865357/sizes/o/,
http://www.flickr.com/photos/17541857@N05/3517757322/,
http://www.flickr.com/photos/purprin/52371579/sizes/o/
 Digital messages: http://www.emarketer.com
 Portable technologies: http://www.technologyreview.com/
 Mobile applications: hgp://www.technologyreview.com/communicaIons/22493/
 Krau Foods applicaIon: http://www.kraftfoods.com/kf/iFood.aspx
 Location based services: http://www.google.com/mobile/default/latitude.html
 Future: http://www.youtube.com/watch?v=oBaiKsYUdvg
 Oliver T. Hellriegel: © Oliver T. Hellriegel