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Fixing the media dm institute
DearMedia is a digital consulting company founded in 2009 that helps clients balance their traditional and digital media businesses. The document discusses how various media industries are being disrupted by digital and mobile trends, such as the rise of social media and time-shifting of TV viewing. It argues that relevance and experiences, not content itself, will drive people's willingness to pay for media. Traditional media are not dead but must adapt to remain valuable to audiences.
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Fixing the media dm institute
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- 2. • a digital consulting company • founded in 2009 by Jo Caudron • our mission is to help you finding 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
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- 5. To get thisstarted... • Who is using? - Twitter - Facebook, Google+, ... - LinkedIn, Plaxo - Email - LBS - Augmented Reality • Who is using?
- 6. A short historyof everything (in media) Analogue Digital Connected (internet) Social Everything is getting mobile And the mobile eco-system will go to the living room very soon ...
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- 9. Radio TV Print Billboards From ... DM Social Media The sky is the limit... Marketing & Communication Sales Service & Support HR ... to IT Social Business PR & External Commun. R&D & Enterprise 2.0
- 11. Transparency Closeness Responsiveness Speed / Agility Authenticity
- 13. Look for the“Eddy Wally” deep inside CRM Customer Care one2one Market Research
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- 20. By 2014 almost500.000.000 tablets will be sold. Apple will continue to dominate the market for the next coming years.
- 23. So, Traditional Mediaare Dead? No, but...
- 24. The end oftraditional media?
- 25. What might impactTV? 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?
- 35. VRT VMMa SBS RTL
- 37. Source: research DearMediaand Ehsal Management School, Januari 2012
- 38. “People have neverwatched so much TV as today” “TV still works, definitely in times of crisis” “People timeshift to watch more TV, it has no impact on advertising”
- 39. What might impactTV? Direct OTT Distribution!
- 40. QuickTime™ en een H.264-decompressor zijn vereist om deze afbeelding weer te geven.
- 41. The future ofTV might not be on TV
- 42. What might impactTV? Social and/on the 2nd screen #mediadebat: +1.250 tweets in less than 24 hours
- 43. What might impactTV? Social and/on the 2nd screen And by the way, who will own them? Second Screens are no guarantee that people will watch live TV
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- 46. 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
- 48. Will new technologyhelp?
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- 51. And, THEY don’tlisten to radio...
- 52. And what aboutthe music industry?
- 53. It’s not goingwell...
- 54. It’s not goingwell... “Jo, read and feel the horror” (someone at a very big record label) Bob Lefsetz talking 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!”
- 55. 300.000 subscribers in Belgium. Injust 4 months.
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- 58. The new onlineparadigm Content is no longer King It’s a commodity Connection just became the new King
- 59. The new onlineparadigm Yes, you are connecting. But who’s community is this anyway? Connection just became the new King
- 60. High Personal (Social) Social Relationships Campaigns Viral Marketing Activation Campaigns Social Websites Interaction Medium Email Your Destination Marketing (info, fun, engagement, loyalty) Online media Direct Campaigns Websites Marketing POS PR Traditional Above Low Media 2 weeks 2 months 2 years Duration
- 61. High Personal Social Social Blogs, Relationships sites, ... Campaigns Viral Marketing Social seeding Activation Campaigns Social Websites Interaction Medium Email Your Destination Marketing (info, fun, engagement, loyalty) Online media Direct Campaigns Websites Marketing Traffic POS PR Traditional Above Low Media 2 weeks 2 months 2 years Duration
- 62. High Extra-Muros (3th party Personal Social online real-estate) Social Blogs, Relationships sites, ... Campaigns Viral Marketing Social harvesting Social seeding Activation Campaigns Social Websites Interaction Medium Email Your Destination Intra-Muros (your own Marketing (info, fun, engagement, loyalty) online real-estate) Online media Direct Campaigns Websites Marketing Conversion offline Traffic Conversion online POS PR Traditional Above Low Media 2 weeks 2 months 2 years Duration
- 63. High Extra-Muros (3th party Personal Social online real-estate) Social Blogs, sites, ... Relationships Campaigns Viral Marketing Social Social harvesting seeding Activation Campaigns Interaction Social Websites Intra-Muros (your own Medium Email Your Destination Marketing (info, fun, engagement, loyalty) online real-estate) Online media Direct Campaigns Websites Marketing Conversion offline Traffic Conversion POS PR online Traditional Low Above Media 2 weeks 2 months 2 years Duration
- 66. Show me themoney!
- 67. It’s all aboutRelevance
- 68. It’s not traditionalmedia that are dead (although some of them smell rather funny). It’s unwanted, irrelevant interruptions and stupidity that we are fed up with. By the way, who came up with that stupid concept of “Display Advertising”? Isn’t all advertising (except radio) display? twitter.com/jcaudron
- 69. Search Relevant Advertising Display Classifieds versus DM Irrelevant Advertising twitter.com/jcaudron
- 70. EXTREMEL Y irrelevant twitter.com/jcaudron
- 71. EXTREMEL Y relevant twitter.com/jcaudron
- 72. Introducing RELEVANCE MARKETING It’s about building respectful relationships with customers, based on Location Based relevant communication, CRM Services (relevant for who I (relevant now and am) providing value for both here) sides, without annoyance or intrusion. any kind of (creative) format Peer-Pressure and And it is finally possible Brands as Friends Peer-Guidance (because you tell me today. (because I trust my stories and provide social network more me with real value) than I trust brands) twitter.com/jcaudron
- 74. big brother versuswin/win
- 75. People Don’t MindPaying. But not for content...
- 76. People do payfor • ease-of-use • convenience (of delivery) • user experience • This is all dependent on context
- 77. We pay forexperiences • We never paid for news, we paid for newspapers
- 78. We pay forexperiences • We never paid for news, we paid for newspapers • We never paid for movies, we paid for cinema or rental
- 79. We pay forexperiences • 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”
- 80. We pay forexperiences • 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
- 81. We pay forexperiences • 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
- 82. We pay forexperiences • 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 • So we don’t pay for online. Be honest, what online experience is really worth paying for?
- 83. We will payfor experiences • Create great experiences, convenience of delivery and people will pay (even for stuff that is also available for free)
- 84. What experience doI prefer? QuickTime™ en een QuickTime™ en een -decompressor -decompressor zijn vereist om deze afbeelding weer te geven. zijn vereist om deze afbeelding weer te geven.
- 86. A new relationshipbetween media, advertisers and consumers
- 87. A New Deal? consumer advertiser media credits to give away real hard-cash Euros Fb Money Fb CRM
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- 89. The Media Monetization Triangle Relevance Marketing consumer adver-tiser media credits to give away real hard-cash Euros Monetization Attention of Context Exchange twitter.com/jcaudron
- 91. Things to takeaway ...
- 92. Want to beready? Be in the cloud Start using social networks Get a decent Get on Twitter smartphone Get a tablet
- 93. me You should befan of your audience, not the other way around!
- 95. Start 1 AWARENESS Strategy & Concepts Mobile Strategy 2 DIGITAL STRATEGY Social Media Strategy Inbound (listen) /Outbound (talk) 3 CONCEPTS Destinations / Streams Fix / Mobile FUNCTIONAL SOCIAL MEDIA PLAN The Plan REQUIREMENTS - people & teams (site, portal, apps, Details - tools (monitoring & 4 channels, ...) conversation) - policies & guidelines - training & coaching RFP ASSISTANCE Next 5 DEVELOPMENT follow-up CONVERSATION MNGT day2day, guidance, follow-up
- 96. Things to takeaway • 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 • Mobile will drive The Cloud • 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 ;-)
- 97. Beware of Macro-Myopia* *the trend to overestimate the impact of change on the short term and to underestimate the impact of change on the long term. Don’t say I didn’t warn you ;-)
- 98. DearMedia, twitter.com/DearMedia// twitter.com/jcaudron // twitter.com/dadovanpeteghem linkedin.com/in/JoCaudron // linkedin.com/in/DadoVanPeteghem // linkedin.com/in/FlorencePeres facebook.com/DearMedia youtube.com/DearMedia slideshare.com/DearMedia
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