fixing the media - dmf2011

Fixing The Media

[email protected]

1woensdag 12 oktober 11

mailto:[email protected]


• 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


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

• [email protected]

• 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)


http://www.dearmedia.be

http://www.dearmedia.be



http://jocaudron.me

http://jocaudron.me

http://www.linkedin.com/in/jocaudron

http://www.linkedin.com/in/jocaudron

http://www.twitter.com/jcaudron

http://www.twitter.com/jcaudron

Available from October 2011

Already in pre-order onwww.MediaMorgen.com


http://www.MediaMorgen.com

http://www.MediaMorgen.com

twitter.com/jcaudron


To get this started...

• Who is using?

- Twitter

- Facebook, Netlog, ...

- LinkedIn, Plaxo

- Email

- LBS

- Augmented Reality

• Who is using?

- an iPhone

- an Android

- a Blackberry

- a Nokia, Samsung, Sony Ericsson, ...

- a tablet (iPad 1, iPad 2, Android, ...)


Don’t believe anything you will hear in the

following presentation!


The Perfect Storm

Content Explosion

Time Shifting

Place Shifting

Authority Shifting

Shift of Control


WTF are social media?


The sky is the limit...

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5.000.000.000


The Future is ‘Mobile’


Mobile is the Biggest!

5 billion mobile p

hones.

1 billion were sol

d over

the last year

alone!


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


The Future of Computing is NOT on PC’s

Shift towards tablets, smartphones, ...?20woensdag 12 oktober 11

So, Traditional Media are Dead?No, but...


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?


What might impact TV? Direct OTT Distribution!


The future of TV might not be on TV


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.


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


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?


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


And, THEY don’t listen to radio...


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.


Is there a future for print and offline media?


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 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!”


The new online paradigm

Content is no longer KingIt’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?


People Don’t Mind Paying.But not for content...


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 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?



• Create great experiences, convenience of delivery and people will pay (even for stuff that is also available for free)


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


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

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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

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 termand to underestimate the impact of change on the long term.

Don’t say I didn’t warn you ;-)


Fixing The Media

[email protected]


