fipp digital innovators´ summit - berlin, março de 2010
DESCRIPTION
Compilação das principais apresentações do Digital Innovators´ Summit promovido pela FIPP em Berlin - Março/2010.TRANSCRIPT
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Digital Innovators´ SummitBerlin, 1–2 março de 2010
FernandoDiasMartinsContentStuff.com
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Digital Innovators’ SummitFIPP – Berlin – 1 e 2 de Março de 2010
Algumas tendênciasNovos modelos de negócio e novo mix de receitaProdução de ConteúdoConteúdo PagoPublicidadeMídia socialAs novas fábricas de conteúdoCelulares, tablets e novos devicesAlgumas frases
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Algumas tendênciasNos EUA, a adoção e o uso da Internet parou de crescer. Por outro lado, o crescimento do número de sites é gigantesco, o que começará a gerar queda de audiência média por site (TheKnot.com)
Estratégia de multiplicação de sites (TheKnot.com com 285 sites)
Queda na circulação alemã e data projetada para extinção do jornal físico em 2050 (Censhare)
Proliferação das formas de conversação (Censhare)
Crise de páginas de publicidade no mercado de tecnologia, apesar do crescente investimento em marketing nestes setores. E a contração do impresso deve continuar (IDG)
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Novos modelos de negócio e novo mix de receita
Tempos desafiantes (The Guardian)
Mudanças estruturais - Transferência dos classificados para o digital, mídia/conteúdo gratuito, novas plataformas (incluindo celular), social media
Recessão - prolongados declínios publicitários, cortes do setor público
Necessidade de redução da dependência publicitária - o crescimento do online não será suficiente para cobrir as perdas da receita impressa
Criação de novas linhas de receita
Recrutamento, livros, paid apps, microsites, eventos, prêmios, pesquisa (The Guardian)
Serviços em mídias sociais, Lead generation, Vertical ad network, Mkt Svc (IDG)
Seguro, Auto-Escola, Prêmios e Prêmios Verdes (WhatCar?)
E-commerce (incluindo inventário e distribuição), listas-de-casamento (TheKnot)
Conteúdo gerado pelos anunciantes, pesquisas, white papers, diretórios (Centaur)
Estaremos no Brasil prorrogando as ações necessárias em função de não estarmos sendo afetados pela grande recessão de outros mercados? (ContentStuff)
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Produção de ConteúdoCuration + Creation (Future Publishing) - necessidade de aprimorar (e aproveitar) conteúdos gerados pela comunidade, dentro e fora do site
“Conteúdo Mutualisado” - incorporação da visão do leitor (The Guardian)
Maior possibilidade de aproveitamento dos ativos produzidos em várias mídias e plataformas (Haymarket)
O processo de obtenção e tratamento da notícia, assim como a sua entrega se torna multi-canal e mais complexo - é necessário ter input também dos blogs e mídias sociais
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Montag, 1. März 2010
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Conteúdo Pago“Sim! Nós estávamos errados a respeito do conteúdo grátis... e temos que fazer algo a respeito” (Mike Hewitt, mestre de cerimônias)
A solução não deve passar pelo fechamento do conteúdo, como sugere Rupert Murdoch
O modelo de “Freemium”, que ganhou força com Chris Anderson, foi repetido várias vezes ao longo do evento = Continuar entregando conteúdo grátis para uma parcela significativa da audiência, porém incorporar conteúdos (e serviços) premium que possuam valor, sejam relevantes e que, por isso, possam ser cobrados
O conteúdo pago não é apenas a respeito de remunerar o conteúdo digital, mas também de estabilizar a receita do impresso (Press+)
Editores tem falhado em construir experiências de conteúdo que os consumidores estejam dispostos a pagar (The Economist)
Os leitores irão pagar por conteúdo “empacotado”, no digital, assim como o fazem no impresso (The Economist)
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PublicidadeDificuldade de comandar um premium na maior parte do inventário web (comoditização dos espaços publicitários)
Será necessário buscar formas de diferenciar os usuários, além de conteúdo premium para conseguir comandar um valor diferenciado
Número de escolhas para o planejador de mídia aumentou de forma explosiva (NeoOgilvy)
Necessidade das agências de alterarem o planejamento de “content-centric” para “audience-centric” (NeoOgilvy)
Grande necessidade de escala de publicidade no online (Hearst)
Como exemplo, custos de overhead de uma agência para a compra de publicidade em TV é da ordem de 2%, enquanto na Internet é de 28%
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mídia socialNa visão do IDG, não pensam em criar novas redes sociais, e sim aproveitar as existentes - é mais natural
The Economist cita sua rede social - um lugar onde Pessoas de Idéias podem se encontrar e engajar em debates e discussões inteligentes e globais (The Economist)
Apresentação do Wedding Book Gift Registry - aplicativo construído pela The Knot com foco na intermediação entre quem se casa e as grandes redes de varejo - utilizando facebook
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Fábricas de ConteúdoA partir dos conceitos de aplicação de escala, mensuração completa, estatísticas de acesso e receita, projeções de receita por título e entendimento do valor de cada artivo ao longo da vida, a DemandMedia cria e abastece vários sites, com um modelo terceirizado de construção de conteúdo com uma rede de free-lancers
A remuneração por artigo de ˜400 palavras varia entre US$15-20 e US$30/vídeo
Foram mais de 7.000 free-lancers + 650 editores contratados nos últimos 3 meses
Jobs específicos conseguem atrair pessoas com conhecimento do conteúdo e que podem gastar muito menos tempo escrevendo seus artigos, além de não terem que sair à rua para busca de oportunidades de negócio
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Celulares, tablets e novos devices
Há uma preocupação crescente com o peso dos donos das plataformas (notadamente Amazon que fica com 70% da receita dos e-books e não compartilha os dados dos seus leitores)
A receita global da indústria de celulares já é equivalente ao tamanho da indústria global de petróleo
A Bonnier apresentou o “Mag+”, um conceito de publicação da revista no digital que leva em conta a experiência da revista:
Silent Mode, Fluid Motion, Designed Pages, Defined Begin and End, Issue-based delivery, Advertising as Content
No Japão, os celulares já são uma realidade,
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Tabletssãoumnovomeio.Éumanovaformadenarrativadigital.Diferentesconteúdosservemadiferentesplataformas.Énecessáriorepensaraformaqueapresentaremosoconteúdo
nestasplataformas.Étempodereinventarasrevistas.
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Frases
“Construa novos navios, não apenas barcos salva-vidas” (Aaron Purie, citando Husni)“Por que gastamos dólares para caçar
centavos?” (Aaron Purie e vários outros)
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“Não desperdice a recessão. Na
recessão, as coisas boas ficam melhores
e as coisas ruins ficam pior”
Juan SeñorInnovation