Slides used in presentation for EMS Management School presentation on April 29.

1. EMS Top Seminar
Fixing the Media...
April 2011
jo@dearmedia.be
maandag 2 mei 2011 1

2. Don’t believe anything
you will hear or see in
the next hour!
maandag 2 mei 2011 2

3. About us...
• Founding Partner of Dear Media, a digital media consulting
company (www.dearmedia.be)
• 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
maandag 2 mei 2011 3

4. maandag 2 mei 2011 4

5. twitter.com/jcaudron
maandag 2 mei 2011 5

6. To get this started...
• Who is using? • Who is using?
- Twitter - an iPhone (2G, 3G, 3Gs, 4G)
- Facebook, Netlog, ... - an Android
- LinkedIn, Plaxo - a Blackberry
- Email - a Nokia, Samsung, Sony
- LBS Ericsson, ...
- Augmented Reality - a tablet (iPad 1, iPad 2,
Android, ...)
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7. The Perfect Storm
Media Consumption is Changing
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8. Drivers of change
Content choice
the power of many
Social Media advertising Clutter
Convenience, Richness & Control poor Creativity
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9. Drivers of change
Content choice
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10. Youtube TOP 20 most viewed videos
= 11.000.000.000 minutes
= 280.000.000 episodes of e.g. “Lost”
+2.000.000 new movies are added
DAILY
And this is just Youtube ...
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11. Drivers of change
advertising Clutter
On average we are exposed to over 3.000 brand impressions each day!
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12. Drivers of change
Traditional formats do not work
in the digital space (interuption
marketing, 30”, expandables,
splash screens, ...)
And the work less in the
traditional space.
poor Creativity
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13. 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 & Control • Games
• User generated content
• …
maandag 2 mei 2011 13

14. Drivers of change
TIMESHIFTING
Convenience, Richness & Control
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15. Drivers of change
PLACE SHIFTING
Convenience, Richness & Control
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16. Drivers of change
AUTHORITY SHIFTING
the power of many
Social Media
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17. Drivers of change
Fragmentation
Content choice
the power of many
Social Media advertising Clutter
Convenience, Richness & Control poor Creativity
Irritation
Shift of control and ownership
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18. 7.000.000.000
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19. December 2010: Facebook has 600.000.000 members
They are planning to reach 1 billion members by 2012
That’s +650K users EVERY DAY!
There are 4.5 million users in Belgium.
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21. maandag 2 mei 2011 21

22. 300
225
In Q4 2010 7,3% of all PC’s sold globally, where iPads ...
(source: IDC). 150
By 2014 almost 500.000.000 tablets will be sold.
75
Apple will continue to dominate the market for the next
coming years. 0
2010 2011 2012 2013 2014
maandag 2 mei 2011 22

23. The Future of Computing is NOT on PC’s
Shift towards tablets, smartphones, ...?
maandag 2 mei 2011 23

24. So, Traditional Media are Dead?
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25. The future of TV
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26. The future of TV might not be on TV
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27. maandag 2 mei 2011 27

28. The future of TV might not be on TV
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29. maandag 2 mei 2011 29

30. Will new technology help?
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31. The future of
Magazines?
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32. They have
NO radio
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33. Understanding the next logical step in the
digital evolution
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34. Semantic Web
Machine-to-machine
Decentralized (machine-driven)
Artificial Intelligence Web 3.0 The Internet of Things
RFID & tagging
Sharing, Tagging, “favoriting” Location Based Services
Content Curation
Bottom-up
Decentralized (user-driven) The Life Web (micro-blogging)
Participative
Sharing, Tagging, “favoriting”, curation, … Web 2.0 Social Networks (Facebook, …)
Dynamic & Rich Experiences
Interaction with others
Anything, Anytime, Anyplace (mobile, …): shift of Youtube, Flickr, …
time, place and authority
Blogs
Top-down Portals
Centrally owned
Consumption-oriented Web 1.0 Sites
Static information Life Event Structure
Interactive Services
Monolithic Modular Atomic
Closed Open
maandag 2 mei 2011 34

35. Semantic Web
Machine-to-machine
Decentralized (machine-driven)
Artificial Intelligence Web 3.0 The Internet of Things
RFID & tagging
Sharing, Tagging, “favoriting” Location Based Services
Content Curation
Bottom-up
Decentralized (user-driven) The Life Web (micro-blogging)
Participative
Sharing, Tagging, “favoriting”, curation, … Web 2.0 Social Networks (Facebook, …)
Dynamic & Rich Experiences
Interaction with others
Anything, Anytime, Anyplace (mobile, …): shift of Youtube, Flickr, …
time, place and authority
Blogs
Top-down Portals
Centrally owned
Consumption-oriented Web 1.0 Sites
Static information Life Event Structure
Interactive Services
Monolithic Modular Atomic
Closed Open
maandag 2 mei 2011 35

36. Semantic Web
Machine-to-machine
Decentralized (machine-driven)
Artificial Intelligence Web 3.0 The Internet of Things
RFID & tagging
Sharing, Tagging, “favoriting” Location Based Services
+Tag
Content Curation
Bottom-up Evolution of Navigation
Decentralized (user-driven) The +Ask (micro-blogging)
Life Web
Participative
Sharing, Tagging, “favoriting”, curation, … Web 2.0 Social Networks (Facebook, …)
Dynamic & Rich Experiences
Interaction with others
Anything, Anytime, Anyplace (mobile, …): shift of +Search
Youtube, Flickr, …
time, place and authority
Blogs
Top-down Portals
Browse
Centrally owned
Consumption-oriented Web 1.0 Sites
Static information Life Event Structure
Interactive Services
Monolithic Modular Atomic
Closed Open
maandag 2 mei 2011 36

37. High
Personal (Social)
Social Relationships
Campaigns
Viral
Marketing
Activation
Campaigns Social Websites
Interaction
Medium
Email
Marketing
Online media
Direct Campaigns
Websites
Marketing
PR
Traditional
Low Above Media
2 weeks 2 months 2 years
Duration
maandag 2 mei 2011 37

38. High
Personal (Social)
Social Relationships
Campaigns
Viral
Marketing
Activation
Campaigns Social Websites
Interaction
Medium
Email Your Destination
Marketing (info, fun, engagement, loyalty)
Online media
Direct Campaigns
Websites
Marketing
PR
Traditional
Low Above Media
2 weeks 2 months 2 years
Duration
maandag 2 mei 2011 38

39. High
Personal Social
Social Relationships
Blogs, sites, ...
Campaigns
Viral
Marketing
Social
seeding
Activation
Campaigns Social Websites
Interaction
Medium
Email Your Destination
Marketing (info, fun, engagement, loyalty)
Online media
Direct Campaigns
Websites
Marketing
Traffic
PR
Traditional
Low Above Media
2 weeks 2 months 2 years
Duration
maandag 2 mei 2011 39

40. High Extra-Muros (3th party
Personal Social online real-estate)
Social Relationships
Blogs, sites, ...
Campaigns
Viral
Marketing Social
harvesting Social
seeding
Activation
Campaigns Social Websites
Interaction
Medium
Email Your Destination Intra-Muros (your own
(info, fun, engagement, loyalty)
Marketing online real-estate)
Online media
Direct Campaigns
Websites
Marketing Conversion
offline
Traffic Conversion
PR online
Traditional
Low Above Media
2 weeks 2 months 2 years
Duration
maandag 2 mei 2011 40

41. Interaction
8
maandag 2 mei 2011
High
Medium
Low
Viral
Marketing
Email
Marketing
Direct
Marketing
Traffic
Traditional
Above Media
2 weeks
Social
Campaigns
Online media
Campaigns
PR
Activation
Campaigns
Conversion
2 months
offline
Duration
Personal Social
Social
Relationships
Blogs, sites, ...
harvesting
Social Websites
Social
seeding
Your Destination
(info, fun, engagement, loyalty)
Websites
2 years
Conversion
online
Extra-Muros (3th party
online real-estate)
Intra-Muros (your own
online real-estate)
41

42. Want to be ready?
Change your view on advertising
Start using
social networks Get a decent
Get on Twitter
smartphone
Get a tablet
maandag 2 mei 2011 42

43. 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 ;-)
maandag 2 mei 2011 43

44. EMS Top Seminar
Fixing the Media
April 2011
jo@dearmedia.be
maandag 2 mei 2011 44