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Fibep - The Future of Media in the Digital Age

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  • 1. The Future of Media in the digital age FIBEP, May 10, 2012, Brussels jo@dearmedia.be @jcaudronwoensdag 9 mei 12 1
  • 2. • a digital consulting company • founded in 2009 by Jo Caudron • our mission is to help you finding a new balance between the certainties of your traditional business and the opportunities of innovations in (digital) media • our scope is everything in the digital space, with focus on social, mobile, tablets, location, connected TV, new radio, ... • We work for large European clients @jcaudronwoensdag 9 mei 12 2
  • 3. Our Field of Activities Mobile & Tablets Online Media Social Media Connected TV Impact on traditional communication, media, business, ...woensdag 9 mei 12 3
  • 4. Our Services Presentations, Custom Social Media Social Media Trainings & Consulting FireStarter KickStarter Workshops Public and in-house A variety of consulting The proven A pragmatic, fast and presentations, and advisory services, methodology to efficient way to trainings or tailored to the specific thoroughly prepare kickstart social media workshops. needs of our clients. any organization for strategy in your social media: company. Topics: Range: • strategy • social media • strategy development Format: a limited set • fixing the media development • concepts and of strategy and • mobile and tablets • concept translation architecture concept workshops, • entrepreneurship • RFP assistance and • processes and aimed at rapidly vendor selection workflow orienting our clients. • boardroom advice • team formation • business case • trainings, coaching development • tools, monitoring, ... • change managementwoensdag 9 mei 12 4
  • 5. Available Now www.MediaMorgen.com @jcaudronwoensdag 9 mei 12 5
  • 6. twitter.com/jcaudronwoensdag 9 mei 12 6
  • 7. To get this started... • Who is using? • Who is using? - Twitter - an iPhone - Facebook, Google+, ... - an Android - LinkedIn - a Blackberry - Pinterest, Path, ... - a Nokia, Samsung, Sony - Email Ericsson, ... - LBS - a tablet (iPad, Android, ...) - Augmented Realitywoensdag 9 mei 12 7
  • 8. A short history of everything (in media) Analogue Digital Connected (internet) Social Everything is getting mobile And the mobile eco-system will go to the living room very soon ... @jcaudronwoensdag 9 mei 12 8
  • 9. What are social media?woensdag 9 mei 12 9
  • 10. woensdag 9 mei 12 Radio @jcaudron TV Print Billboards From ... DM Social Media Marketing & Communication Sales The sky is the limit... Service & Support HR ... to IT Social Business PR & External Commun. R&D & Enterprise 2.010
  • 11. @jcaudronwoensdag 9 mei 12 11
  • 12. Transparency Closeness Responsiveness Speed / Agility Authenticity Connectivity @jcaudronwoensdag 9 mei 12 12
  • 13. @jcaudron 7.000.000.000woensdag 9 mei 12 13
  • 14. 2.000.000.000 @jcaudron 7.000.000.000woensdag 9 mei 12 14
  • 15. 1.300.000.000 2.000.000.000 @jcaudron 7.000.000.000woensdag 9 mei 12 15
  • 16. 5.900.000.000 1.300.000.000 2.000.000.000 @jcaudron 7.000.000.000woensdag 9 mei 12 16
  • 17. The Future is ‘Mobile’woensdag 9 mei 12 17
  • 18. Mobile is the Biggest! subs le p hone io n mo b i 2010 5.9 bill so ld were l io n 1 bi l @jcaudronwoensdag 9 mei 12 18
  • 19. Apple will continue to dominate the market for the next coming years. @jcaudron Source: Forrester March, 2012woensdag 9 mei 12 19
  • 20. @jcaudronwoensdag 9 mei 12 20
  • 21. Mobile as Second Screens for the World... @jcaudronwoensdag 9 mei 12 21
  • 22. So, Traditional Media are Dead? No, but...woensdag 9 mei 12 22
  • 23. The end of traditional media? ? @jcaudronwoensdag 9 mei 12 23
  • 24. What might impact TV? Non-linear viewing! 2000-2010 @jcaudronwoensdag 9 mei 12 24
  • 25. What might impact TV? Non-linear viewing! 2010-2011, the big question... So, how big is time shifted viewing? 2,5%, 3%, 5%, higher??? “It’s only a few percent, and it will never exceed 15%, so we are safe...” October 2011 top commercial TV-exec @jcaudronwoensdag 9 mei 12 25
  • 26. What might impact TV? Non-linear viewing! So, what about this march 2011 TV decision? @jcaudronwoensdag 9 mei 12 26
  • 27. @jcaudronwoensdag 9 mei 12 27
  • 28. @jcaudronwoensdag 9 mei 12 28
  • 29. Januari 2012 Source: research DearMedia and Ehsal Management School @jcaudronwoensdag 9 mei 12 29
  • 30. “People have never watched so much TV as today” “TV still works, definitely in times of crisis” “People timeshift to watch more TV, it has no impact on advertising” @jcaudronwoensdag 9 mei 12 30
  • 31. NYT, April 22, 2012 NBC -3% “ratings for people who watch shows when CBS -8% they are first broadcast) have declined for 14 ABC -21% straight quarters" Fox -20% “We are seeing the cumulative effect of nonlinear viewing.” Jeff Gaspin @jcaudron (former head of entertainment NBC)woensdag 9 mei 12 31
  • 32. May 2012 @jcaudronwoensdag 9 mei 12 32
  • 33. It’s official now... @jcaudronwoensdag 9 mei 12 33
  • 34. What might impact TV? Direct OTT Distribution! @jcaudronwoensdag 9 mei 12 34
  • 35. Who’s jumping over who? @jcaudronwoensdag 9 mei 12 35
  • 36. @jcaudronwoensdag 9 mei 12 36
  • 37. What might impact TV? The People! They don’t watch less TV. But they are changing the very nature of the DNA of (commercial) TV. They might even pay for TV, but maybe not to you. They might stay loyal to TV-brands, (near) linear TV, ... but if they run away from your advertising, pay-TV, ... you still have an issue.woensdag 9 mei 12 37
  • 38. TV Tr New ad al iti an ci TV Mix on d Near Linear So Linear al T br T • Live • Now +/-3H O B oa • Traditional model • Hybrid model: ST dc • IRL ad skipping (toilet, selectively loyal to Vi and d channel as fridge, ...) an a • Channel zapping • Full ad skipping (DVR) t Se oth TV • Live interaction on TV, & FFWD co er SMS, 2nd screen • Channel shifting a nd de • • Shifted interaction vi Advertising • Pay-TV (apps follow the show) Sc vic How to brand via 2nd screen re es • Advertising a media en • Pay-TV channel in s • Pay-for-service this new landscape? Up-sell On Demand Pre-run Starting from channel-logic: Selective, high value, expensive, premium, paid Where do you want to be? Re-run Starting from channel-logic: High convenience, mainstream, premium, free/paid, advertising Do you want to lead or Catalogue Premium: series, movies, ... NOT necessarily linked to existing channels, paid Long-tail: archive, wide offering, niche offering, both linked and not lined to existing channels, paid follow?n woensdag 9 mei 12 38
  • 39. About strong media brands Strong OTT potential Strong Media Brands Strong Digital Brands Who’s best at building Media Communities? What will be the Media Love Brands of tomorrow?woensdag 9 mei 12 39
  • 40. The new “social” paradigm Content is no longer King Connection just became the new Kingwoensdag 9 mei 12 40
  • 41. The new “social” paradigm Yes, media are connecting. But who’s community is this anyway? Connection just became the new Kingwoensdag 9 mei 12 41
  • 42. Interactionwoensdag 9 mei 12 High Medium Low 8 Viral Marketing Direct Email Marketing Marketing POS Traffic Traditional Above Media 2 weeks Social Campaigns Online media Campaigns PR Activation Campaigns Conversion 2 months offline Duration Social harvesting Social Websites Websites 2 years Social seeding Your Destination (info, fun, engagement, loyalty) Conversion online 42
  • 43. Interactionwoensdag 9 mei 12 High Medium Low 8 Viral Marketing Direct Email Marketing Marketing POS Traffic Traditional Above Media 2 weeks Social Campaigns Online media Campaigns PR Activation Campaigns Conversion 2 months offline Duration Social harvesting Social Websites Websites 2 years Social seeding Your Destination (info, fun, engagement, loyalty) Conversion online 43
  • 44. Interactionwoensdag 9 mei 12 High Medium Low 8 Viral Marketing Direct Email Marketing Marketing POS Traffic Traditional Above Media 2 weeks PR Social Campaigns Online media Campaigns Activation Campaigns Conversion 2 months offline Duration Social harvesting Social Websites Websites 2 years Social seeding Your Destination (info, fun, engagement, loyalty) Conversion online “Masters Of Community” ? (local) relationships between media brands and media customers 44
  • 45. Interactionwoensdag 9 mei 12 High Medium Low 8 Viral Marketing Direct Email Marketing Marketing POS Traffic Traditional Above Media 2 weeks Social Campaigns Online media Campaigns PR Activation Campaigns Conversion 2 months offline Duration Social harvesting Social Websites Websites 2 years Social seeding Your Destination (info, fun, engagement, loyalty) Conversion online In the future, owning the community around a show will be equally important to owning the (broadcasts) rights for the show. 45
  • 46. Interactionwoensdag 9 mei 12 High Medium Low 8 Viral Marketing POS Email Marketing Direct Marketing Traffic Traditional Above Media 2 weeks Social Campaigns Online media Campaigns PR Activation Campaigns Conversion 2 months offline Duration Social harvesting Social Websites Websites 2 years Social seeding Your Destination (info, fun, engagement, loyalty) Conversion online Media online need to be more than a website. They need to be media communities, powered by a rich collection of “social objects” (the brand, the news, people, stories, ...) The ultimate goal should be to build a named and long-term relationship with each individual media user. Media companies should use the big social networks, not the other way around. MEDIA NEED TO OWN THEIR OWN COMMUNITY 46
  • 47. Interactionwoensdag 9 mei 12 High Medium Low 8 Viral Marketing Direct Email Marketing Marketing POS Traffic Traditional Above Media 2 weeks Social Campaigns Online media Campaigns PR Activation Campaigns Conversion 2 months offline Duration Social harvesting Social Websites Websites 2 years Social seeding Your Destination (info, fun, engagement, loyalty) Conversion online In the future, owning the community around a show will be equally important to owning the (broadcasts) rights for the show. 47
  • 48. woensdag 9 mei 12 48
  • 49. What’s wrong with these images? @jcaudronwoensdag 9 mei 12 49
  • 50. What’s wrong with these images? @jcaudronwoensdag 9 mei 12 50
  • 51. What about newspapers? @jcaudronwoensdag 9 mei 12 51
  • 52. What about newspapers? • Print newspapers are no longer to best “format” to bring the “latest” news • The daily frequency can not compete to online newspapers • They have cannibalized on their own business: free newssites • Classifieds are lost completely • Advertisers believe in online and new advertising formats and are slowly towards online • Yet traditional online advertising does not work as hoped for, is worth less, thus is not compensating for offline loss • Readers are less loyal (subscriptions) and become weekend-consumers @jcaudronwoensdag 9 mei 12 52
  • 53. @jcaudronwoensdag 9 mei 12 53
  • 54. Will new technology help? @jcaudronwoensdag 9 mei 12 54
  • 55. The future of Magazines? @jcaudronwoensdag 9 mei 12 55
  • 56. Fixing Print Print will continue to exist, but digital will rule Expect newspapers and magazines to become similar formats It’s not just about tablets, it’s all you can dream of Find a new balance between slow (destination: deep, quality) and fast (stream: instant, short, quantity) Let go of publication dates, the time is NOW Your inspiration should not be “The Daily”, it should be “Flipboard” @jcaudronwoensdag 9 mei 12 56
  • 57. Source: eMarketer, Dec, 2011, via Econopoliswoensdag 9 mei 12 57
  • 58. @jcaudronwoensdag 9 mei 12 58
  • 59. Things to take away ...woensdag 9 mei 12 59
  • 60. Want to be ready? Be in the cloud Start using social networks Get a decent Get on Twitter smartphone @jcaudron Get a tabletwoensdag 9 mei 12 60
  • 61. me You should be fan of your audience, not the other way around! @jcaudronwoensdag 9 mei 12 61
  • 62. @jcaudronwoensdag 9 mei 12 62
  • 63. Traditional media will have to reinvent themselves! ! @jcaudronwoensdag 9 mei 12 63
  • 64. Start 1 AWARENESSStrategy & Concepts Mobile Strategy 2 DIGITAL STRATEGY Social Media Strategy Inbound (listen) /Outbound (talk) 3 CONCEPTS Destinations / Streams Fix / Mobile FUNCTIONAL SOCIAL MEDIA PLAN The Plan REQUIREMENTS - people & teams (site, portal, apps,Details - tools (monitoring & 4 channels, ...) conversation) - policies & guidelines - training & coaching RFP ASSISTANCENext 5 DEVELOPMENT follow-up CONVERSATION MNGT day2day, guidance, follow-up @jcaudronwoensdag 9 mei 12 64
  • 65. Things to take away Everything is becoming digital, so is your business, whatever it is Social is the next logical step in the path of digital evolution The future of the internet and social will be mobile The future of mobile will be everything Mobile will drive The Cloud You need a plan NOW to start dealing with this Actually, you don’t need a plan, you need to plan (continuously) Embrace the future now, but don’t overdo it ;-) @jcaudronwoensdag 9 mei 12 65
  • 66. Beware of Macro-Myopia* *the trend to overestimate the impact of change on the short term and to underestimate the impact of change on the long term. Don’t say I didn’t warn you ;-) @jcaudronwoensdag 9 mei 12 66
  • 67. DearMedia, twitter.com/DearMedia // twitter.com/jcaudron // twitter.com/dadovanpeteghem linkedin.com/in/JoCaudron // linkedin.com/in/DadoVanPeteghem // linkedin.com/in/FlorencePeres facebook.com/DearMedia youtube.com/DearMedia slideshare.com/DearMedia @jcaudronwoensdag 9 mei 12 67
  • 68. The Future of Media in the digital age FIBEP, May 10, 2012, Brussels jo@dearmedia.be @jcaudronwoensdag 9 mei 12 68