captains of retail

Captains of Retail... and the New Digital Media

May 2011

[email protected]

1vrijdag 13 mei 2011

mailto:[email protected]


Don’t believe anything you will hear or see in

the next hour!


About us...

• Founding Partner of Dear Media, a digital media consulting company (www.dearmedia.be)

• 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 Facebook stream

picture: (c) Pieter Baert


http://www.dearmedia.be

http://www.dearmedia.be

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




twitter.com/jcaudron


To get this started...

• Who is using?

- Twitter

- Facebook, Netlog, ...

- LinkedIn, Plaxo

- Email

- LBS

- Augmented Reality

• Who is using?

- an iPhone (2G, 3G, 3Gs, 4G)

- an Android

- a Blackberry

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

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


The Perfect StormMedia Consumption is Changing


Content choice

advertising Clutter

poor CreativityConvenience, Richness & Control

the power of manySocial Media

Drivers of change


keynote:/Users/bert/Documents/_ONE/Marketing/One%20Presentation%200.3.key?id=BGSlide-0
































Content choice

Drivers of change


Youtube TOP 20 most viewed videos= 11.000.000.000 minutes= 280.000.000 episodes of e.g. “Lost”

+2.000.000 new movies are added DAILY

And this is just Youtube ...


advertising Clutter

Drivers of change

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




poor Creativity

Drivers of change

Traditional formats do not work

in the digital space (interuption

marketing, 30”, expandables,

splash screens, ...)

And the work less in the

traditional space.






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

• …

Convenience, Richness & Control




Drivers of change

TIMESHIFTING





Drivers of change

PLACE SHIFTING






Drivers of change

AUTHORITY SHIFTING




Content choice

advertising Clutter

poor Creativity


Drivers of changeFragmentation

IrritationShift of control and ownership

























Media 1.0


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

Media 2.0


7.000.000.00019vrijdag 13 mei 2011

December 2010: Facebook has 600.000.000 members They are planning to reach 1 billion members by 2012That’s +650K users EVERY DAY!There are 4.5 million users in Belgium.


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, ...?24vrijdag 13 mei 2011

So, Traditional Media are Dead?25vrijdag 13 mei 2011

The future of TV


The future of TV might not be on TV


Will new technology help?


The future of Magazines?


They have

NO radio32vrijdag 13 mei 2011

Understanding the next logical step in the digital evolution


Monolithic Modular Atomic

Closed Open

Web 1.0

Web 2.0

Web 3.0

Life Event Structure

Top-downCentrally ownedConsumption-orientedStatic informationInteractive Services

Bottom-upDecentralized (user-driven)ParticipativeSharing, Tagging, “favoriting”, curation, …Dynamic & Rich ExperiencesInteraction with othersAnything, Anytime, Anyplace (mobile, …): shift of time, place and authority

Semantic WebMachine-to-machineDecentralized (machine-driven)Artificial IntelligenceRFID & taggingSharing, Tagging, “favoriting”

Sites

Portals

The Life Web (micro-blogging)

Social Networks (Facebook, …)

Youtube, Flickr, …

Blogs

The Internet of Things

Content Curation

Location Based Services



Closed Open

Web 1.0

Web 2.0

Web 3.0





Sites

Portals




Blogs


Content Curation




Closed Open

Web 1.0

Web 2.0

Web 3.0





Sites

Portals




Blogs


Content Curation


Browse

+Search

+Ask

+Tag

Evolution of Navigation


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)


Social, Mobile and Retail... How do they ad up?


First the bad news...

• Study from Forrester and GSI Commerce

• Based on data by online retailers

• Conclusions

- less than 2% of orders were the result of shoppers coming from a social network

- Buying things from retailers is maybe 10th on the list of things they want to do on Facebook

- somewhat effective for distributing news about short-term deals

• So what did we expect? Facebook as the Walhalla for advertising, selling, ...?

• People do not come to Facebook to see YOU, let alone to buy from you...


Next the good news

• Social & mobile are not about short-term advertising

• Social & mobile are is about building long-term relationships

• Social & mobile are about translating the trust-based relationship between people, into positive value for your brands and products

- subtle

- recommendations based

• Social & mobile are about connecting to your audience, listening to the market, responding to questions, helping them with their problems

• Social & mobile are all about brand utility

• (r)etailers that can master this, will benefit from social and mobile media


Want to be ready?

Start using social networks

Get on Twitter Get a decent smartphone

Change your view on advertising

Get a tablet50vrijdag 13 mei 2011

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 ;-)


Captains of Retail... and the New Digital Media

May 2011

[email protected]




captains of retail

Business

traditional media

mainstream media

drivers of changeviewers

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