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
Facebook stream
picture: (c)
Pieter Baert
donderdag 13 mei 2010 5
7. To get this started...
• Who is using? • Who is using?
• Twitter • a Blackberry
• Facebook, Netlog, ... • an iPhone (2G, 3G, 3Gs)
• LinkedIn, Plaxo • an iPad
• Email • a Google Phone (Nexus One)
• Google Wave • an Android
• LBS • a Nokia, Samsung, Sony
Ericsson, ...
• Augmented Reality
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8. What’s your primary news source?
• Radio
• Newspaper
• TV
• Online newspaper
• Magazines
• Mine is ...
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9. Halle Train Crash February ’10
What was the first media-brand
that reported on the crash?
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11. Drivers of change
Content choice
the power of many
advertising Clutter
Social Media
Convenience, Richness & poor Creativity
Control
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13. 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 ...
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14. Drivers of change
advertising Clutter
On average we are exposed to over 3.000 brand impressions each day!
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15. Drivers of change
poor Creativity
interuption marketing, 30”,
expandables, splash screens, ...
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16. 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
• …
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17. 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
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18. Drivers of change
PLACE SHIFTING
Convenience, Richness &
Control
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19. Drivers of change
AUTHORITY SHIFTING
the power of many
Social Media
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20. 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
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22. 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
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39. February 2010: Facebook has
400.000.000 members (and is
making profit) = +700K per day!
donderdag 13 mei 2010 39
40. 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)
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45. Mobile.
Not dead at all.
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46. Worldwide:
6.7bio people
1.7bio are on the internet
that’s like 25%
For Belgium:
10.4mio people
7mio are on the internet
that’s 67,3%
Facebook Worldwide
316mio people
Facebook Belgium:
2.8mio people
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47. 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
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48. 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”
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49. And there’s another one...
Google must have been thinking:
“we can innovate too...”
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51. 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)
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52. 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)
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53. 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)
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54. 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)
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55. Augmented Reality
•Do you know what this is?
•No?
•You are probably using it already ...
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56. Augmented Reality
Everyone has been
using this for years
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57. Augmented Reality
Some might already take it a
next step...
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66. Is TV dead?
Probably
not.
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67. 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, ...)
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72. Looking for a new Media Mix
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73. High Extra-Muros (3th party
Personal Social online real-estate)
Social Relationships
Blogs, sites, ...
Campaigns
Viral
Marketing
Social
seeding Social
Activation harvesting
Campaigns Social Websites
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
2 weeks 2 months 2 years
Duration
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74. “Get Into The Stream”
(freely after Madonna)
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77. 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 ...
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78. 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, ...
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79. The power of “The Stream”
versus
donderdag 13 mei 2010 79
80. But, get
in the
stream
too
It’s OK to be a
destination site
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81. People don’t create news, they
share the news of the publishers
The network is the gatekeeper
Top-down
Bottom-up
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83. 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
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84. At’s about “Social Business”
•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
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85. At’s about “Social Business”
•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
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86. 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
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88. • 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
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