1. Fixing the Media
In Search of a New Media Mix
VBO
March 29, 2010
jo@caudron.com
woensdag 31 maart 2010 1

2. About Dear Media
woensdag 31 maart 2010 2

3. About Dear Media
Digital Strategy & Innovation for:
woensdag 31 maart 2010 3

4. 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 31 maart 2010 4

5. Introduction
woensdag 31 maart 2010 5

6. 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 31 maart 2010 6

7. Halle Train Crash February ’10
What was the first media-brand
that reported on the crash?
woensdag 31 maart 2010 7

8. The Perfect Storm
woensdag 31 maart 2010 8

9. Drivers of change
Content choice
the power of many
advertising Clutter
Social Media
Convenience, Richness & poor Creativity
Control
woensdag 31 maart 2010 9

10. Drivers of change
Content choice
woensdag 31 maart 2010 10

11. 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 31 maart 2010 11

12. Drivers of change
advertising Clutter
On average we are exposed to over 3.000 brand impressions each day!
woensdag 31 maart 2010 12

13. Drivers of change
poor Creativity
interuption marketing, 30”,
expandables, splash screens, ...
woensdag 31 maart 2010 13

14. 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
• …
woensdag 31 maart 2010 14

15. 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
woensdag 31 maart 2010 15

16. Drivers of change
PLACE SHIFTING
Convenience, Richness &
Control
woensdag 31 maart 2010 16

17. Drivers of change
AUTHORITY SHIFTING
the power of many
Social Media
woensdag 31 maart 2010 17

18. 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 31 maart 2010 18

19. Media 1.0
woensdag 31 maart 2010 19

20. 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
woensdag 31 maart 2010 20

21. Examples
woensdag 31 maart 2010 21

22. Blogs
woensdag 31 maart 2010 22

23. Microblogging sites
woensdag 31 maart 2010 23

24. Social Networks
woensdag 31 maart 2010 24

25. Social Networks B2B
woensdag 31 maart 2010 25

26. Video Platforms
woensdag 31 maart 2010 26

27. Photo Platforms
woensdag 31 maart 2010 27

28. Music Platforms
woensdag 31 maart 2010 28

29. Travel Platforms
woensdag 31 maart 2010 29

30. Social Shopping
woensdag 31 maart 2010 30

31. Price comparison - social shopping
woensdag 31 maart 2010 31

32. Co-creation
woensdag 31 maart 2010 32

33. Collaboration
woensdag 31 maart 2010 33

34. The sky is the limit...
woensdag 31 maart 2010 34

35. Some Numbers
woensdag 31 maart 2010 35

36. February 2010: Facebook has
400.000.000 members (and is
making profit) = +700K per day!
woensdag 31 maart 2010 36

37. 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)
woensdag 31 maart 2010 37

38. woensdag 31 maart 2010 38

39. woensdag 31 maart 2010 39

40. woensdag 31 maart 2010 40

41. So, Traditional Media are dead?
Are they really? Don’t think so.
woensdag 31 maart 2010 41

42. woensdag 31 maart 2010 42

43. Traditional media
under great
pressure
woensdag 31 maart 2010 43

44. 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, ...)
woensdag 31 maart 2010 44

45. The future of TV might not be on TV
Lost S05E06 NLSubs
Source: Cisco, June 2008
woensdag 31 maart 2010 45

46. The future of TV might not be on TV
woensdag 31 maart 2010 46

47. Mobile.
Not dead at all.
woensdag 31 maart 2010 47

48. 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 31 maart 2010 48

49. 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”
woensdag 31 maart 2010 49

50. 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)
woensdag 31 maart 2010 50

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)
woensdag 31 maart 2010 51

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)
woensdag 31 maart 2010 52

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)
woensdag 31 maart 2010 53

54. And it’s just the
beginning
woensdag 31 maart 2010 54

55. woensdag 31 maart 2010 55

56. woensdag 31 maart 2010 56

57. Can you just ignore Social Media?
woensdag 31 maart 2010 57

58. Why are companies NOT using SM?
Is this the right way to go?
woensdag 31 maart 2010 58

59. 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 31 maart 2010 59

60. 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 efficient and powerful source of
communication and information?
• why push your staff into “stealth mode”. They will do it anyway!
woensdag 31 maart 2010 60

61. 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)
• It’s part of people’s lives
woensdag 31 maart 2010 61

62. SHIFT in WORK -> “Weisure”
Traditionally
off Home off Work
woensdag 31 maart 2010 62

63. SHIFT in WORK -> “Weisure”
Today
Video Finishing a
conference report
Checking Reading
/ email through the
the digital emails in
handling / .. VPN
planning SMS’ing a the traffic
collegue jam
woensdag 31 maart 2010 63

64. 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 31 maart 2010 64

65. Positive action
requires a plan.
woensdag 31 maart 2010 65

66. It’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
woensdag 31 maart 2010 66

67. It’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
woensdag 31 maart 2010 67

68. It’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
woensdag 31 maart 2010 68

69. 13/07/09
After 24H, on the Dear Media site
woensdag 31 maart 2010 69

70. 13/07/09
1200
-500 followers (13/07)
275
0 fans (01/10)
woensdag 31 maart 2010 70

71. The power of my network
versus
woensdag 31 maart 2010 71

72. 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
woensdag 31 maart 2010 72

73. • The media-landscape has changed
with the arrival of digital, the
internet, social, mobile, ...
• Traditional media must adapt to
this new reality
Conclusions • It’s not a threat, is an
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
woensdag 31 maart 2010 73

74. twitter.com/jcaudron
woensdag 31 maart 2010 74

75. Fixing the Media
In Search of a New Media Mix
VBO
March 29, 2010
jo@caudron.com
woensdag 31 maart 2010 75