dns june 2011

The Future of Media

[email protected]

1dinsdag 5 juli 2011

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


We ...

... watch (trends)

... develop digital strategies

... conceptualize great ideas

... define functional details

... implement Social Media teams & ownerships

... roll-out tools for monitoring & conversation

... introduce rules, policies & guidelines

... train & coach your teams

... help you find implementation partners

... follow-up project development

... start, monitor & manage the conversation for you

... start again


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

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 StormMedia Are 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= 11.000.000.000 minutes= 280.000.000 episodes of “Lost”

+200.000 new movies are added DAILY

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

And this is just YouTube ...


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!




poor Creativity

Drivers of change

interruption marketing, 30”,

expandables, splash screens, ...






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

� Cfr. Tivo, Telenet Flexview, ...

� Allowing to skip ads

� And users skip ads more than 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 !





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


7.000.000.00021dinsdag 5 juli 2011

June 2011: Facebook has +670.000.000 members They are planning to reach 1 billion members by 2012That’s +700K users EVERY DAY!There are 4.5 million users in Belgium.


300.000.000 people on Twitter

Today

Jan 2009 Jan 2010


+100 million members in +200 countries


Main access to social media will be via mobile devices.


In Q4 2010 7,3% of all PC’s sold globally, were 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, ...?28dinsdag 5 juli 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


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


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.



Don’t believe me?Watch this...



Transcript- Shat are you doing?

- I am watching...

- Why do you rather watch on

the iPad instead of on TV?

- Because I can choose on this and

because there is more

- And can’t you choose on TV?

- Yes, but it’s not on the iPad

- And you prefer it on the iPad?

- Yes...Don’t believe me?

Watch this...


Will new technology help?


The future of Magazines?


And, THEY don’t listen to radio...


Your Business and the New Media Evolutions...


Social Media to make your company

smarterbetter connectedfastermore human


Leverage the social graph of your company.


What will impact your business?

OK, but what about ...

Twitter.com/DearMedia

Twitter.com/DearMedia

Facebook.com/DearMedia

Youtube.com/DearMedia

Slideshare.com/DearMedia

Flickr.com/DearMedia


Things to take away ...55dinsdag 5 juli 2011

Want to be ready?

Start using social networks

Get on Twitter Get a decent smartphone

Change your view on advertising

Get a tablet56dinsdag 5 juli 2011

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

Sta

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Co

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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 ;-)


FireStarter, bringing Social into your Company


The Future of Media

[email protected]




dns june 2011

Technology