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A presentation by Jo Caudron for VAR on April 1. Topic is the changing state of media and the impact of innovations like social and mobile media on traditional media players.

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VAR April 1, 2010

jo@caudron.com

Fixing the MediaIn Search of a New Media Mix

1zondag 25 april 2010

mailto:jo@caudron.com
mailto:jo@caudron.com

twitter.com/jcaudron

#JO@VAR

2zondag 25 april 2010

About Dear MediaDigital Strategy & Innovation

3zondag 25 april 2010

4zondag 25 april 2010

About me...• Founding Partner of Dear Media

• Active in interactive since 1993 (Dear Media, ONE Agency, theOriginals, tvAgency, xCA, The Reference, ...)

• Not a Digital NativeNot 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

5zondag 25 april 2010

http://www.linkedin.com/in/jocaudron
http://www.linkedin.com/in/jocaudron
http://www.twitter.com/jcaudron
http://www.twitter.com/jcaudron
http://www.facebook.com/profile.php?id=650406703&ref=mf
http://www.facebook.com/profile.php?id=650406703&ref=mf
http://www.facebook.com/dearmedia
http://www.facebook.com/dearmedia
http://www.facebook.com/dearmedia
http://www.facebook.com/dearmedia

Introduction

6zondag 25 april 2010

To get this started...

• Who is using?

• Twitter

• Facebook, Netlog, ...

• LinkedIn, Plaxo

• Email

• Google Wave

• LBS

• Augmented Reality

• Who is using?

• a Blackberry

• an iPhone (2G, 3G, 3Gs)

• a Google Phone

• an Android

• a Nokia, Samsung, Sony Ericsson, ...

7zondag 25 april 2010

Halle Train Crash February ’10

What was the first media-brand that reported on the crash?

8zondag 25 april 2010

And...

9zondag 25 april 2010

The Perfect Storm

10zondag 25 april 2010

Content choice

advertising Clutter

poor CreativityConvenience, Richness & Control

the power of manySocial Media

Drivers of change

11zondag 25 april 2010

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Content choice

Drivers of change

12zondag 25 april 2010

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 ...

13zondag 25 april 2010

http://mediatedcultures.net/ksudigg/?p=163
http://mediatedcultures.net/ksudigg/?p=163

advertising Clutter

Drivers of change

On average we are exposed to over 3.000 brand impressions each day!

14zondag 25 april 2010

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poor Creativity

Drivers of change

interuption marketing, 30”,

expandables, splash screens, ...

15zondag 25 april 2010

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Convenience, Richness & Control

Drivers of change

Media are losing their

traditional “push” power.

Viewers are taking

control, deciding

what they want to

watch, when, and

how.Pull strategy

• On demand

• Timeshifting

• Ad skipping

• Online content

• Games

• User generated content

• …

16zondag 25 april 2010

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Convenience, Richness & Control

Drivers of changeTIMESHIFTING

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 !

17zondag 25 april 2010

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Convenience, Richness & Control

Drivers of changePLACE SHIFTING

18zondag 25 april 2010

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the power of manySocial Media

Drivers of change

AUTHORITY SHIFTING

19zondag 25 april 2010

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Content choice

advertising Clutter

poor CreativityConvenience, Richness & Control

the power of manySocial Media

Drivers of changeFragmentation

IrritationShift of control and ownership

20zondag 25 april 2010

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Media 1.0

21zondag 25 april 2010

SOCIAL OBJECTThe 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, widgetsLevel II: Closed networks (Facebook, Netlog, ...)Level III: Through individuals (e-mail, Twitter, ...)

Media 2.0

22zondag 25 april 2010

Examples

23zondag 25 april 2010

Blogs

24zondag 25 april 2010

Microblogging sites

25zondag 25 april 2010

Social Networks

26zondag 25 april 2010

Social Networks B2B

27zondag 25 april 2010

Video Platforms

28zondag 25 april 2010

Photo Platforms

29zondag 25 april 2010

Music Platforms

30zondag 25 april 2010

Travel Platforms

31zondag 25 april 2010

Social Shopping

32zondag 25 april 2010

Price comparison - social shopping

33zondag 25 april 2010

Co-creation

34zondag 25 april 2010

Collaboration

35zondag 25 april 2010

The sky is the limit...36zondag 25 april 2010

Some Numbers

37zondag 25 april 2010

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

38zondag 25 april 2010

150.000 people on Twitter (estimated)

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

39zondag 25 april 2010

40zondag 25 april 2010

14’/day according to Nielsen

41zondag 25 april 2010

total amount of tweets, worldwide

42zondag 25 april 2010

So, Traditional Media are dead?Are they really? Don’t think so.

43zondag 25 april 2010

Are newspapers dead?

44zondag 25 april 2010

45zondag 25 april 2010

Newspapers (print edition) under great pressure

46zondag 25 april 2010

Will new technology help?

47zondag 25 april 2010

Is TV dead? Probably not.

48zondag 25 april 2010

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, ...)

49zondag 25 april 2010

The future of TV might not be on TV

Source: Cisco, June 2008Lost S05E06 NLSubs

50zondag 25 april 2010

The future of TV might not be on TV

51zondag 25 april 2010

Social TV

52zondag 25 april 2010

Radio must be dead too?Nope, not at all.

53zondag 25 april 2010

The power of Radio

• Radio has characteristics that make it hard to “copy” or push out of the market or by-pass

• local content: news, services, ... adapted to the hour of the day

• trust between “voice” and “listener”: gatekeeper

• there is an existing community of listeners and the station (much more than with TV)

• radio is no jukebox

• Yet, other initiatives are going after the attention of the listener

54zondag 25 april 2010

Radio and Internet go together• Radio is the ideal “secondary”

medium: it mixes well with other activities like working or surfing

• This makes a perfect match between

• radio to push people to online

• online to capture and activate the audience

• Radio is very “social” medium, with a great potential to convert the offline community into an online community

• Young people continue to listen to the radio (cfr. FM-tuners in latest iPods)

55zondag 25 april 2010

Print Magazines, Dead and Burried?

56zondag 25 april 2010

State of Magazines

•They too are having an “identity crisis”

•But the situation is more like with radio and not as bad as with newspapers

•Still, what will the future bring?

57zondag 25 april 2010

The future of Magazines?

58zondag 25 april 2010

Mobile. Not dead at all.

59zondag 25 april 2010

Mobile is the Biggest!

5 billion mobile p

hones.

Almost 1 billion

were sold

over the last

year alone!

60zondag 25 april 2010

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”

61zondag 25 april 2010

And there’s another one...

Google must have been thinking: “we can innovate too...”

62zondag 25 april 2010

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)

63zondag 25 april 2010

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)

64zondag 25 april 2010

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)

65zondag 25 april 2010

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)

66zondag 25 april 2010

And it’s just the beginning

67zondag 25 april 2010

68zondag 25 april 2010

69zondag 25 april 2010

Looking for a new Media Mix

70zondag 25 april 2010

Traditional Media Interactive Media Social Media

Once we started the digital and interactive revolution,we knew that this had to evolve into a model,

where people would not just settle for 24/7 self-service and interactivity (to just buy more stuff),

but that they would claim what their part in the conversation.You can not give people remote controls and expect them to NOT zap away.

Social is here to stay!

Social is here to stay!Social is here to stay!

71zondag 25 april 2010

2 weeks 2 months 2 years

Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites

Personal Social Relationships

Websites

Advertising

DirectMarketing Online media

Campaigns

EmailMarketing

Inte

ract

ion

Build

Traffic

Activation

Engagement

POS

ActivationCampaigns

Duration

flower

smell

“contact”

spread the word

=Social Network

Broadcasting

PR

72zondag 25 april 2010

2 weeks 2 months 2 years

Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites

Personal Social Relationships

Websites

Advertising

DirectMarketing Online media

Campaigns

EmailMarketing

Inte

ract

ion

POS

ActivationCampaigns

Duration

Broadcasting

PR

Social Site(info, fun, engagement, loyalty)

73zondag 25 april 2010

2 weeks 2 months 2 years

Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites

Personal Social Relationships

Websites

Advertising

DirectMarketing Online media

Campaigns

EmailMarketing

Inte

ract

ion

POS

ActivationCampaigns

Duration

Broadcasting

PR

Social Site(info, fun, engagement, loyalty)

Traffic

Social seeding

Blogs, sites, ...

74zondag 25 april 2010

2 weeks 2 months 2 years

Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites

Personal Social Relationships

Websites

Advertising

DirectMarketing Online media

Campaigns

EmailMarketing

Inte

ract

ion

POS

ActivationCampaigns

Duration

Broadcasting

PR

Social Site(info, fun, engagement, loyalty)

Traffic

Social seeding

Blogs, sites, ...

Conversion offline

Conversion online

Social harvesting

Blogs, sites, ...

Intra-Muros (your own online real-estate)

Extra-Muros (3th party online real-estate)

75zondag 25 april 2010

2 weeks 2 months 2 years

Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites

Personal Social Relationships

Websites

Advertising

DirectMarketing Online media

Campaigns

EmailMarketing

Inte

ract

ion

POS

ActivationCampaigns

Duration

Broadcasting

PR

Social Site(info, fun, engagement, loyalty)

Traffic

Social seeding

Blogs, sites, ...

Conversion offline

Conversion online

Social harvesting

Blogs, sites, ...

76zondag 25 april 2010

2 weeks 2 months 2 years

Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites

Personal Social Relationships

Websites

Advertising

DirectMarketing Online media

Campaigns

EmailMarketing

Inte

ract

ion

POS

ActivationCampaigns

Duration

Broadcasting

PR

Social Site(info, fun, engagement, loyalty)

Traffic

Social seeding

Blogs, sites, ...

Conversion offline

Conversion online

Social harvesting

Blogs, sites, ...

77zondag 25 april 2010

2 weeks 2 months 2 years

Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites

Personal Social Relationships

Websites

Advertising

DirectMarketing Online media

Campaigns

EmailMarketing

Inte

ract

ion

POS

ActivationCampaigns

Duration

Broadcasting

PR

Social Site(info, fun, engagement, loyalty)

Traffic

Social seeding

Blogs, sites, ...

Conversion offline

Conversion online

Social harvesting

Blogs, sites, ...

78zondag 25 april 2010

2 weeks 2 months 2 years

Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites

Personal Social Relationships

Websites

Advertising

DirectMarketing Online media

Campaigns

EmailMarketing

Inte

ract

ion

POS

ActivationCampaigns

Duration

Broadcasting

PR

Social Site(info, fun, engagement, loyalty)

Traffic

Social seeding

Blogs, sites, ...

Conversion offline

Conversion online

Social harvesting

Blogs, sites, ...

79zondag 25 april 2010

2 weeks 2 months 2 years

Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites

Personal Social Relationships

Websites

Advertising

DirectMarketing Online media

Campaigns

EmailMarketing

Inte

ract

ion

POS

ActivationCampaigns

Duration

Broadcasting

PR

Social Site(info, fun, engagement, loyalty)

Traffic

Social seeding

Blogs, sites, ...

Conversion offline

Conversion online

Social harvesting

Blogs, sites, ...

80zondag 25 april 2010

2 weeks 2 months 2 years

Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites

Personal Social Relationships

Websites

Advertising

DirectMarketing Online media

Campaigns

EmailMarketing

Inte

ract

ion

POS

ActivationCampaigns

Duration

Broadcasting

PR

Social Site(info, fun, engagement, loyalty)

Traffic

Social seeding

Blogs, sites, ...

Conversion offline

Conversion online

Social harvesting

Blogs, sites, ...

81zondag 25 april 2010

“Get Into The Stream”(freely after Madonna)

82zondag 25 april 2010

Destination

versus

Stream

83zondag 25 april 2010

Destination versus a Stream

versus

84zondag 25 april 2010

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 ...

85zondag 25 april 2010

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, ...

86zondag 25 april 2010

The power of “The Stream”

87zondag 25 april 2010

The power of “The Stream”

88zondag 25 april 2010

The power of “The Stream”

versus

89zondag 25 april 2010

But, get in the stream

too

It’s OK to be a destination site

90zondag 25 april 2010

Positive actions require a plan.

91zondag 25 april 2010

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

92zondag 25 april 2010

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

93zondag 25 april 2010

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

94zondag 25 april 2010

Creating a “Social Media Plan”

1 Internal Awareness

2 Goal, objectives, strategy

3 Teams 4 Social Networks & Tools

5 Find Internal Ambassadors

7 Define SM projects

9 Social Seeding8 Roll-Out SM projects

10 Follow-up, measure

11 Engage

6 Social Media Policy

95zondag 25 april 2010

• 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 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

Embrace the future!

96zondag 25 april 2010

twitter.com/jcaudron

97zondag 25 april 2010

Fixing the MediaIn Search of a New Media Mix

VAR April 1, 2010

jo@caudron.com

98zondag 25 april 2010

mailto:jo@caudron.com
mailto:jo@caudron.com

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