1.The Future of Mediain the digital ageFIBEP, May 10, 2012, Brusselsjo@dearmedia.be@jcaudronwoensdag 9 mei 12 1

2. a digital consulting company founded in 2009 by Jo Caudron our mission is to help you finding anew balance between the certaintiesof your traditional business and theopportunities of innovations in(digital) media our scope is everything in the digitalspace, with focus on social, mobile,tablets, location, connected TV,new radio, ... We work for large European clients@jcaudronwoensdag 9 mei 122 3. Our Field of Activities Mobile & TabletsOnline MediaSocial MediaConnected TVImpact on traditional communication, media, business, ...woensdag 9 mei 12 3 4. Our Services Presentations,Custom Social MediaSocial MediaTrainings & Consulting FireStarterKickStarterWorkshopsPublic and in-houseA variety of consultingThe proven A pragmatic, fast andpresentations, and advisory services, methodology to efficient way totrainings or tailored to the specific thoroughly prepare kickstart social mediaworkshops. needs of our clients.any organization for strategy in yoursocial media:company.Topics:Range: strategy social media strategy developmentFormat: a limited set fixing the media development concepts and of strategy and mobile and tablets concept translationarchitecture concept workshops, entrepreneurship RFP assistance and processes andaimed at rapidly vendor selection workflow orienting our clients. boardroom advice team formation business case trainings, coaching development tools, monitoring, ... change managementwoensdag 9 mei 12 4 5. Available Nowwww.MediaMorgen.com@jcaudronwoensdag 9 mei 12 5 6. twitter.com/jcaudronwoensdag 9 mei 126 7. To get this started... Who is using? Who is using?- Twitter- an iPhone- Facebook, Google+, ... - an Android- LinkedIn - a Blackberry- Pinterest, Path, ... - a Nokia, Samsung, Sony- EmailEricsson, ...- LBS- a tablet (iPad, Android, ...)- Augmented Realitywoensdag 9 mei 127 8. A short history of everything (in media) AnalogueDigital Connected (internet)Social Everything is getting mobileAnd the mobile eco-system will go to the living room very soon ...@jcaudronwoensdag 9 mei 128 9. What aresocialmedia?woensdag 9 mei 129 10. woensdag 9 mei 12 Radio@jcaudronTV PrintBillboardsFrom ...DM Social Media Marketing & Communication SalesThe sky is the limit... Service & SupportHR... to IT Social BusinessPR & External Commun.R&D & Enterprise 2.010 11. @jcaudronwoensdag 9 mei 12 11 12. Transparency ClosenessResponsiveness Speed / AgilityAuthenticityConnectivity@jcaudronwoensdag 9 mei 1212 13. @jcaudron 7.000.000.000woensdag 9 mei 12 13 14. 2.000.000.000@jcaudron 7.000.000.000woensdag 9 mei 12 14 15. 1.300.000.0002.000.000.000@jcaudron 7.000.000.000woensdag 9 mei 12 15 16. 5.900.000.0001.300.000.0002.000.000.000@jcaudron 7.000.000.000woensdag 9 mei 12 16 17. The Future is Mobilewoensdag 9 mei 1217 18. Mobile is theBiggest!subs le p hone io n mo b i 20105.9 billso ld werel io n1 bi l@jcaudronwoensdag 9 mei 1218 19. Apple will continue to dominate the market for the next coming years.@jcaudronSource: Forrester March, 2012woensdag 9 mei 1219 20. @jcaudronwoensdag 9 mei 12 20 21. Mobile as Second Screens for the World...@jcaudronwoensdag 9 mei 12 21 22. So, Traditional Media are Dead?No, but...woensdag 9 mei 12 22 23. The end of traditional media??@jcaudronwoensdag 9 mei 12 23 24. What might impact TV? Non-linear viewing!2000-2010@jcaudronwoensdag 9 mei 12 24 25. What might impact TV? Non-linear viewing!2010-2011, the big question...So, how big is time shifted viewing? 2,5%, 3%, 5%, higher???Its only a fewpercent, and it willnever exceed 15%, sowe are safe... October 2011 top commercial TV-exec@jcaudronwoensdag 9 mei 1225 26. What might impact TV? Non-linear viewing! So, what about this march 2011 TV decision?@jcaudronwoensdag 9 mei 12 26 27. @jcaudronwoensdag 9 mei 12 27 28. @jcaudronwoensdag 9 mei 12 28 29. Januari 2012 Source: research DearMedia and Ehsal Management School@jcaudronwoensdag 9 mei 1229 30. People have never watched so much TV as today TV still works, definitely in times of crisisPeople timeshift to watch more TV, it hasno impact on advertising@jcaudronwoensdag 9 mei 1230 31. NYT, April 22, 2012NBC -3%ratings for people who watch shows whenCBS -8%they are first broadcast) have declined for 14ABC -21% straight quarters"Fox -20%We are seeing the cumulative effect of nonlinear viewing.Jeff Gaspin@jcaudron (former head of entertainment NBC)woensdag 9 mei 12 31 32. May 2012@jcaudronwoensdag 9 mei 1232 33. Its officialnow...@jcaudronwoensdag 9 mei 12 33 34. What might impact TV? Direct OTT Distribution!@jcaudronwoensdag 9 mei 1234 35. Whos jumping over who?@jcaudronwoensdag 9 mei 12 35 36. @jcaudronwoensdag 9 mei 12 36 37. What might impact TV? The People!They dont watch less TV.But they are changing the verynature 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 havean issue.woensdag 9 mei 12 37 38. TV Tr New ad aliti an ci TV Mix on d Near LinearSo Linear al T br T Live Now +/-3H OB oa Traditional model Hybrid model: STdc IRL ad skipping (toilet,selectively loyal to Vi andd channel as fridge, ...) ana Channel zapping Full ad skipping (DVR)t Se oth TV Live interaction on TV, & FFWD co er SMS, 2nd screen Channel shiftinga nd de Shifted interactionvi Advertising Pay-TV(apps follow the show)Sc vic How to brandvia 2nd screenre es Advertising a mediaen Pay-TV channel in s Pay-for-service this new landscape?Up-sell On Demand Pre-runStarting from channel-logic: Selective, high value, expensive, premium, paid Where do you want to be? Re-run Starting from channel-logic: High convenience, mainstream, premium, free/paid, advertising Do you want to lead or Catalogue Premium: series, movies, ... NOT necessarily linked to existing channels, paidLong-tail: archive, wide offering, niche offering, both linked and not lined to existing channels, paid follow?n woensdag 9 mei 1238 39. About strong media brands Strong OTTpotentialStrong Media BrandsStrong Digital Brands Whos best at building Media Communities? What will be the Media Love Brands of tomorrow?woensdag 9 mei 1239 40. The new social paradigm Content is no longer King Connection just became the new Kingwoensdag 9 mei 12 40 41. The new social paradigmYes, media are connecting.But whos community isthis anyway? Connection just became the new Kingwoensdag 9 mei 12 41 42. Interactionwoensdag 9 mei 12High MediumLow 8ViralMarketingDirectEmail Marketing MarketingPOS Trafc TraditionalAbove Media 2 weeksSocialCampaignsOnline media CampaignsPRActivation CampaignsConversion2 monthsofineDuration Social harvestingSocial WebsitesWebsites2 years Socialseeding Your Destination (info, fun, engagement, loyalty)Conversiononline42 43. Interactionwoensdag 9 mei 12High MediumLow 8ViralMarketingDirectEmail Marketing MarketingPOS Trafc TraditionalAbove Media 2 weeksSocialCampaignsOnline media CampaignsPRActivation CampaignsConversion2 monthsofineDuration Social harvestingSocial WebsitesWebsites2 years Socialseeding Your Destination (info, fun, engagement, loyalty)Conversiononline43 44. Interactionwoensdag 9 mei 12High MediumLow 8ViralMarketingDirectEmail Marketing MarketingPOS Trafc TraditionalAbove Media 2 weeksPRSocialCampaignsOnline media CampaignsActivation CampaignsConversion2 monthsofineDuration Social harvestingSocial WebsitesWebsites2 years Socialseeding Your Destination (info, fun, engagement, loyalty)ConversiononlineMasters Of Community? (local) relationshipsbetween media brands and mediacustomers44 45. Interactionwoensdag 9 mei 12High MediumLow 8ViralMarketingDirectEmail Marketing MarketingPOS Trafc TraditionalAbove Media 2 weeksSocialCampaignsOnline media CampaignsPRActivation CampaignsConversion2 monthsofineDuration Social harvestingSocial WebsitesWebsites2 years Socialseeding Your Destination (info, fun, engagement, loyalty)ConversiononlineIn the future,owning thecommunityaround a showwill be equallyimportant toowning the(broadcasts)rights for theshow.45 46. Interactionwoensdag 9 mei 12High MediumLow 8ViralMarketingPOSEmail MarketingDirect Marketing Trafc TraditionalAbove Media 2 weeksSocialCampaignsOnline media CampaignsPRActivation CampaignsConversion2 monthsofineDuration Social harvestingSocial WebsitesWebsites2 years Socialseeding Your Destination (info, fun, engagement, loyalty)ConversiononlineMedia online need to be morethan a website.They need to be mediacommunities, powered by arich collection of socialobjects (the brand, the news,people, stories, ...)The ultimate goal should be tobuild a named and long-termrelationship with eachindividual media user.Media companies should usethe big social networks, notthe other way around.MEDIA NEED TO OWNTHEIR OWNCOMMUNITY 46 47. Interactionwoensdag 9 mei 12High MediumLow 8ViralMarketingDirectEmail Marketing MarketingPOS Trafc TraditionalAbove Media 2 weeksSocialCampaignsOnline media CampaignsPRActivation CampaignsConversion2 monthsofineDuration Social harvestingSocial WebsitesWebsites2 years Socialseeding Your Destination (info, fun, engagement, loyalty)ConversiononlineIn the future,owning thecommunityaround a showwill be equallyimportant toowning the(broadcasts)rights for theshow.47 48. woensdag 9 mei 12 48 49. Whats wrong with these images?@jcaudronwoensdag 9 mei 12 49 50. Whats wrong with these images?@jcaudronwoensdag 9 mei 12 50 51. What about newspapers?@jcaudronwoensdag 9 mei 1251 52. 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@jcaudronwoensdag 9 mei 12 52 53. @jcaudronwoensdag 9 mei 12 53 54. Will new technology help?@jcaudronwoensdag 9 mei 12 54 55. The future of Magazines?@jcaudronwoensdag 9 mei 1255 56. Fixing Print Print will continue to exist, but digital will ruleExpect newspapers and magazines tobecome similar formats Its not just about tablets, its all you can dream ofFind a new balance between slow (destination: deep,quality) and fast (stream: instant, short, quantity) Let go of publication dates, the time is NOWYour inspiration should not be The Daily, itshould be Flipboard@jcaudronwoensdag 9 mei 1256 57. Source: eMarketer, Dec, 2011, via Econopoliswoensdag 9 mei 1257 58. @jcaudronwoensdag 9 mei 12 58 59. Things to take away ...woensdag 9 mei 12 59 60. Want to be ready?Be in the cloudStart usingsocial networksGet a decentGet on Twitter smartphone@jcaudronGet a tabletwoensdag 9 mei 12 60 61. meYou should be fan of your audience, not the other way around!@jcaudronwoensdag 9 mei 12 61 62. @jcaudronwoensdag 9 mei 12 62 63. Traditional media will have to reinventthemselves! !@jcaudronwoensdag 9 mei 12 63 64. Start1 AWARENESSStrategy & ConceptsMobile Strategy2 DIGITAL STRATEGY Social Media StrategyInbound (listen) /Outbound (talk)3 CONCEPTSDestinations / Streams Fix / MobileFUNCTIONAL SOCIAL MEDIA PLAN The PlanREQUIREMENTS- people & teams (site, portal, apps,Details - tools (monitoring &4 channels, ...)conversation)- policies & guidelines - training & coaching RFP ASSISTANCENext5 DEVELOPMENTfollow-upCONVERSATION MNGTday2day, guidance, follow-up@jcaudronwoensdag 9 mei 12 64 65. Things to take awayEverything is becoming digital, so is your business, whatever it isSocial 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 thisActually, you dont need a plan, you need to plan (continuously) Embrace the future now, but dont overdo it ;-)@jcaudronwoensdag 9 mei 12 65 66. 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.Dont say I didnt warn you ;-)@jcaudronwoensdag 9 mei 1266 67. DearMedia,twitter.com/DearMedia // twitter.com/jcaudron // twitter.com/dadovanpeteghemlinkedin.com/in/JoCaudron // linkedin.com/in/DadoVanPeteghem // linkedin.com/in/FlorencePeresfacebook.com/DearMediayoutube.com/DearMediaslideshare.com/DearMedia@jcaudronwoensdag 9 mei 12 67 68. The Future of Mediain the digital ageFIBEP, May 10, 2012, Brusselsjo@dearmedia.be@jcaudronwoensdag 9 mei 12 68