fixing the media dm institute
DESCRIPTION
dm update seminar met Jo Caudron dm institute 9 maart 2012TRANSCRIPT
Fixing The Media
• 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
Available Now
www.MediaMorgen.com
twitter.com/jcaudron
To get this started...
• Who is using?
- Facebook, Google+, ...
- LinkedIn, Plaxo
- LBS
- Augmented Reality
• Who is using?
- an iPhone
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 ...
social
media?
The sky is the limit...
TV
Ra
dio
Pri
nt
Bil
lbo
ard
s
DM
So
cia
l M
ed
ia
From ... ... to
Sa
les
Ma
rke
tin
g &
Co
mm
un
ica
tio
n
Se
rvic
e &
Su
pp
ort
HR
IT
PR
& E
xte
rna
l C
om
mu
n.
R&
D &
En
terp
ris
e 2
.0
Social Business
Transparency
Closeness
Responsiveness
Speed / Agility
Authenticity
Look for the “Eddy Wally” deep inside
CRM
one2one
Customer Care
Market Research
7.000.000.000
7.000.000.000
2.000.000.000
7.000.000.000
2.000.000.000
1.300.000.000
7.000.000.000
2.000.000.000
1.300.000.000
5.900.000.000
The Future is
‘Mobile’
Mobile is the
Biggest!
By 2014 almost 500.000.000 tablets will be sold.
Apple will continue to dominate the market for the next
coming years.
So, Traditional Media are Dead?
No, but...
The end of traditional media?
What might impact TV? Timeshifting!
How big is time shifted
viewing today?
•2,5% (VRT)
•20% (VTM telenovelas)- 30%
•10% (RTL)
It IS growing.
How much loss of advertising
can commercial TV digest?
VRT VMMa SBS RTL
Source: research DearMedia and Ehsal Management School, Januari 2012
“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”
What might impact TV? Direct OTT Distribution!
QuickTime™ en eenH.264-decompressor
zijn vereist om deze afbeelding weer te geven.
The future of TV might not be on TV
What might impact TV? Social and/on the 2nd screen
#mediadebat: +1.250 tweets in less
than 24 hours
What might impact TV? Social and/on the 2nd screen
Second Screens are no
guarantee that people will
watch live TV
And by the way, who will
own them?
What about newspapers?
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
Will new technology help?
The future of
Magazines?
And, THEY don’t listen to radio...
And what about the music industry?
It’s not going well...
It’s not going well...
“Jo, read and feel the horror”
(someone at a very big record label)
Bob Lefsetz
talking on Lady GaGa and the 0,99 sales on
Amazon...
“You can't argue about the price. "Born This Way"
was available at Amazon for 99 cents. And then, just
in case you didn't catch it the first time around, they
repeated the promotion a couple of days later. Only
400,000 odd people took Amazon up on this
offer. Meaning for many, they just don't want to hear
GaGa AT ANY PRICE!”
300.000 subscribers in
Belgium.
In just 4 months.
Building communities
The new online paradigm
Content is no longer King
It’s a commodity
Connection just became
the new King
The new online paradigm
Connection just became
the new King
Yes, you are connecting.
But who’s community is this
anyway?
2 weeks 2 months 2 years
Low
Medium
High
Viral
Marketing
Social
Campaigns
Social Websites
Personal (Social)
Relationships
Websites Direct
Marketing
Online media
Campaigns
Marketing
Inte
rac
tio
n
Activation
Campaigns
Duration
Traditional Above
Media
PR
Your Destination (info, fun, engagement, loyalty)
POS
POS
2 weeks 2 months 2 years
Low
Medium
High
Viral
Marketing
Social
Campaigns
Social Websites
Personal Social
Relationships
Websites
Online media
Campaigns
Marketing
Inte
rac
tio
n
Activation
Campaigns
Duration
Your Destination (info, fun, engagement, loyalty)
Traffic
Social
seeding
Blogs, sites, ...
Direct
Marketing
Traditional Above
Media
PR
POS
2 weeks 2 months 2 years
Low
Medium
High
Viral
Marketing
Social
Campaigns
Social Websites
Personal Social
Relationships
Websites
Online media
Campaigns
Marketing
Inte
rac
tio
n
Activation
Campaigns
Duration
Your Destination (info, fun, engagement, loyalty)
Traffic
Blogs, sites, ...
Conversion
offline Conversion online
Social harvesting
Blogs, sites, ...
Intra-Muros (your own
online real-estate)
Extra-Muros (3th party
online real-estate)
Direct
Marketing
Traditional Above
Media
PR
Social
seeding
POS
2 weeks 2 months 2 years
Low
Medium
High
Viral
Marketing
Social
Campaigns
Social Websites
Personal Social
Relationships
Websites
Online media
Campaigns
Marketing
Inte
rac
tio
n
Activation
Campaigns
Duration
Your Destination (info, fun, engagement, loyalty)
Traffic
Blogs, sites, ...
Conversion
offline Conversion
online
Social
harvesting
Blogs, sites, ...
Intra-Muros (your own
online real-estate)
Extra-Muros (3th party
online real-estate)
Direct
Marketing
Traditional
Above Media
PR
Social
seeding
Show me the money!
It’s all about Relevance
twitter.com/jcaudron
It’s not traditional media that are
dead (although some of them
smell rather funny).
It’s unwanted, irrelevant
interruptions and stupidity that we
are fed up with.
By the way, who came up with that
stupid concept of “Display
Advertising”?
Isn’t all advertising (except radio)
display?
twitter.com/jcaudron
Display
Search
Classifieds
DM
Relevant Advertising
Irrelevant Advertising
versus
twitter.com/jcaudron
EXTREMEL
Y irrelevant
twitter.com/jcaudron
EXTREMEL
Y relevant
twitter.com/jcaudron
Introducing
RELEVANCE MARKETING It’s about building
respectful relationships
with customers, based on
relevant communication,
providing value for both
sides, without annoyance
or intrusion.
And it is finally possible
today.
Location Based
Services
(relevant now and
here)
CRM
(relevant for who I
am)
Peer-Pressure and
Peer-Guidance
(because I trust my
social network more
than I trust brands)
Brands as Friends
(because you tell me
stories and provide
me with real value)
any kind of (creative) format
big brother versus win/win
People Don’t Mind Paying.
But not for content...
People do pay for
• ease-of-use
• convenience (of delivery)
• user experience
• This is all dependent on context
We pay for experiences
• We never paid for news, we paid for newspapers
We pay for experiences
• We never paid for news, we paid for newspapers
• We never paid for movies, we paid for cinema or rental
We pay for experiences
• We never paid for news, we paid for newspapers
• We never paid for movies, we paid for cinema or rental
• We never paid for TV, we pay for “Ooit Gemist”
We pay for experiences
• We never paid for news, we paid for newspapers
• We never paid for movies, we paid for cinema or rental
• We never paid for TV, we pay for “Ooit Gemist”
• We never paid for football, we paid for being in the arena
We pay for experiences
• We never paid for news, we paid for newspapers
• We never paid for movies, we paid for cinema or rental
• We never paid for TV, we pay for “Ooit Gemist”
• We never paid for football, we paid for being in the arena
• We never paid for music, we paid for a CD, or instant availability of ALL
music
We pay for experiences
• We never paid for news, we paid for newspapers
• We never paid for movies, we paid for cinema or rental
• We never paid for TV, we pay for “Ooit Gemist”
• We never paid for football, we paid for being in the arena
• We never paid for music, we paid for a CD, or instant availability of ALL
music
• So we don’t pay for online. Be honest, what online experience is really
worth paying for?
We will pay for experiences
• Create great experiences, convenience of delivery and people will pay (even
for stuff that is also available for free)
QuickTime™ en een-decompressor
zijn vereist om deze afbeelding weer te geven.
What experience do I prefer?
QuickTime™ en een-decompressor
zijn vereist om deze afbeelding weer te geven.
A new relationship between
media, advertisers and
consumers
Fb Money Fb CRM
A New Deal? consumer
advertiser media
real hard-cash Euros
credits to give away
Introducing the
Media Monetization Triangle
twitter.com/jcaudron
The Media
Monetization
Triangle Relevance Marketing
Monetization
of Context
Attention
Exchange
consumer
adver-tiser media
real hard-cash Euros
credits to give away
Things to take away ...
Want to be ready?
Start using social
networks Get on Twitter Get a decent
smartphone
Be in the cloud
Get a tablet
You should be fan of your audience, not the other way around!
me
SOCIAL MEDIA PLAN - people & teams
- tools (monitoring &
conversation)
- policies & guidelines
- training & coaching
AWARENESS
DIGITAL STRATEGY Social Media Strategy
CONCEPTS Inbound (listen) /Outbound (talk)
Destinations / Streams
Fix / Mobile
FUNCTIONAL
REQUIREMENTS
(site, portal, apps,
channels, ...)
RFP ASSISTANCE
DEVELOPMENT follow-up
CONVERSATION MNGT day2day, guidance, follow-up
1
2
3
4
5
Mobile Strategy
Sta
rt
Str
ate
gy
& C
on
ce
pts
D
eta
ils
N
ex
t
The Plan
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 ;-)
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 ;-)
twitter.com/DearMedia // twitter.com/jcaudron // twitter.com/dadovanpeteghem
facebook.com/DearMedia
youtube.com/DearMedia
slideshare.com/DearMedia
linkedin.com/in/JoCaudron // linkedin.com/in/DadoVanPeteghem // linkedin.com/in/FlorencePeres
DearMedia,
