fixing the media - dmf2011
TRANSCRIPT
Fixing The Media
1woensdag 12 oktober 11
• a digital consulting company, working for European clients
• founded in 2009 by Jo Caudron
• our mission is to help find 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
2woensdag 12 oktober 11
Jo Caudron
• Founding Partner of Dear Media (www.dearmedia.be)
• Active in interactive since 1993 as (co-)founder of Dear Media, ONE Agency, theOriginals, tvAgency, xCA, The Reference, ...)
• Media thinker, innovator & strategist
• Interested in all things digital, social & mobile, new media & connected TV
• Consultant, Entrepreneur, Speaker, Writer
• Vice-President IAB Belgium
• Contact
• http://jocaudron.me (for the personal stuff)
• http://www.linkedin.com/in/jocaudron (for the business stuff)
• www.twitter.com/jcaudron (for my technology newsfeed)
3woensdag 12 oktober 11
Available from October 2011
Already in pre-order onwww.MediaMorgen.com
4woensdag 12 oktober 11
twitter.com/jcaudron
5woensdag 12 oktober 11
To get this started...
• Who is using?
- Facebook, Netlog, ...
- LinkedIn, Plaxo
- LBS
- Augmented Reality
• Who is using?
- an iPhone
- an Android
- a Blackberry
- a Nokia, Samsung, Sony Ericsson, ...
- a tablet (iPad 1, iPad 2, Android, ...)
6woensdag 12 oktober 11
Don’t believe anything you will hear in the
following presentation!
7woensdag 12 oktober 11
The Perfect Storm
Content Explosion
Time Shifting
Place Shifting
Authority Shifting
Shift of Control
8woensdag 12 oktober 11
WTF are social media?
9woensdag 12 oktober 11
The sky is the limit...
TV
Ra
dio
Pri
nt
Bill
bo
ard
s
DM
So
cia
l Me
dia
From ... ... to
Sa
les
Ma
rke
tin
g &
Co
mm
un
icat
ion
Se
rvic
e &
Su
pp
ort
HR IT
PR
& E
xte
rna
l Co
mm
un
.
R&
D &
En
terp
rise
2.0
Social Business
10woensdag 12 oktober 11
11woensdag 12 oktober 11
7.000.000.00012woensdag 12 oktober 11
7.000.000.000
2.000.000.000
13woensdag 12 oktober 11
7.000.000.000
2.000.000.000
1.300.000.000
14woensdag 12 oktober 11
7.000.000.000
2.000.000.000
1.300.000.000
5.000.000.000
15woensdag 12 oktober 11
The Future is ‘Mobile’
16woensdag 12 oktober 11
Mobile is the Biggest!
5 billion mobile p
hones.
1 billion were sol
d over
the last year
alone!
17woensdag 12 oktober 11
18woensdag 12 oktober 11
In Q4 2010 7,3% of all PC’s sold globally, where iPads ...(source: IDC).
By 2014 almost 500.000.000 tablets will be sold.
Apple will continue to dominate the market for the next coming years. 0
75
150
225
300
2010 2011 2012 2013 2014
19woensdag 12 oktober 11
The Future of Computing is NOT on PC’s
Shift towards tablets, smartphones, ...?20woensdag 12 oktober 11
So, Traditional Media are Dead?No, but...
21woensdag 12 oktober 11
The end of traditional media?
?22woensdag 12 oktober 11
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?
23woensdag 12 oktober 11
What might impact TV? Direct OTT Distribution!
24woensdag 12 oktober 11
25woensdag 12 oktober 11
The future of TV might not be on TV
26woensdag 12 oktober 11
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.
27woensdag 12 oktober 11
Fixing TV TV must mix linear with On Demand
TV must mix and free-to-air with pay-TV
TV must be on all platformsproviding unique, compelling experiences
TV must create a wider offering with more content faster and deeper
TV must create a mix of local and international content and compete with iTunes and the likes
28woensdag 12 oktober 11
What about newspapers?
29woensdag 12 oktober 11
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
30woensdag 12 oktober 11
31woensdag 12 oktober 11
Will new technology help?
32woensdag 12 oktober 11
The future of Magazines?
33woensdag 12 oktober 11
Fixing Print
Let go of publication dates, the time is NOW
Your inspiration should not be “The Daily”, it should be “Flipboard”
Find a new balance between slow (destination: deep, quality) and fast (stream: instant, short, quantity)
Print will continue to exist, but digital will rule
It’s not just about tablets, it’s all you can dream of
Expect newspapers and magazines to become similar formats
34woensdag 12 oktober 11
And, THEY don’t listen to radio...
35woensdag 12 oktober 11
Fixing RadioDon’t be asleep, it’s happening to you too
You don’t have direct competition as “radio” but you do have competition in your core values/features: closeness, community feeling, local, services, ...
Each of your core features is under attack by new market entrants on mobile, social media, ...
Get out of the box to invent new services that go with your core DNA.
36woensdag 12 oktober 11
Is there a future for print and offline media?
37woensdag 12 oktober 11
And what about the music industry?
38woensdag 12 oktober 11
It’s not going well...
39woensdag 12 oktober 11
It’s not going well...
“Jo, read and feel the horror”
(someone at a very big record label)
Bob Lefsetztalking 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!”
40woensdag 12 oktober 11
The new online paradigm
Content is no longer KingIt’s a commodity
Connection just became the new King
41woensdag 12 oktober 11
The new online paradigm
Connection just became the new King
Yes, you are connecting. But who’s community is this anyway?
42woensdag 12 oktober 11
People Don’t Mind Paying.But not for content...
43woensdag 12 oktober 11
We pay for experiences
• We never paid for news, we paid for newspapers
44woensdag 12 oktober 11
We pay for experiences
• We never paid for news, we paid for newspapers
• We never paid for movies, we paid for cinema or rental
45woensdag 12 oktober 11
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
46woensdag 12 oktober 11
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
47woensdag 12 oktober 11
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?
48woensdag 12 oktober 11
We pay for experiences
• Create great experiences, convenience of delivery and people will pay (even for stuff that is also available for free)
49woensdag 12 oktober 11
Things to take away ...50woensdag 12 oktober 11
Want to be ready?
Start using social networks
Get on Twitter Get a decent smartphone
Change your view on advertising
Get a tablet51woensdag 12 oktober 11
Want to be ready?
Get a Plan
52woensdag 12 oktober 11
SOCIAL MEDIA PLAN- people & teams
- tools (monitoring & conversation)
- policies & guidelines- training & coaching
AWARENESS
DIGITAL STRATEGYSocial Media Strategy
CONCEPTSInbound (listen) /Outbound (talk)
Destinations / StreamsFix / Mobile
FUNCTIONALREQUIREMENTS
(site, portal, apps, channels, ...)
RFP ASSISTANCE
DEVELOPMENT follow-up
CONVERSATION MNGTday2day, guidance, follow-up
1
2
3
4
5
Mobile Strategy
Sta
rtS
trat
eg
y &
Co
nc
ep
tsD
eta
ilsN
ext
The Plan
53woensdag 12 oktober 11
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
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 ;-)
54woensdag 12 oktober 11
Beware of Macro-Myopia*
*the trend to overestimate the impact of change on the short termand to underestimate the impact of change on the long term.
Don’t say I didn’t warn you ;-)
55woensdag 12 oktober 11
Fixing The Media
56woensdag 12 oktober 11