Media Owners time to Innovate - Ditch Advertising & Become a Platform
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17-Oct-2014 -
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Transcript of Media Owners time to Innovate - Ditch Advertising & Become a Platform
Making media more valuableBuilding better businessesThe Co-Creation Consultancy
• We are• What’s changed• Media Innovation
We are...• We are a crowd of experienced researchers, planners,
brand strategists, web developers, traditional and social media specialists
• We use co-creation techniques to deliver insight, innovation and rapid outcomes for organisations
• We aim to make your media space more valuable to all stakeholders; including the advertiser, the audience, and most importantly you
• We achieve this at significantly reduced cost thanks to our long experience and deep expertise in the latest social technologies and co-creation processes
• We are• What’s changed• Media Innovation
Ad spend is down and the economy is only part of the story.
So
rry
bu
t..
CommercialEditorialSalesResearch
Alarm Bells ringing
Increasing Problem
Dept. knock on effect
All Ad inventory is impacted. Only social media Ads are significantly up e.g. Facebook
But that’s just money chasing eyeballs
est. 0.07% Average CTR = #FAIL
Low CTR = Spam
Why?
Top reasons to go online:
#1 Social Media#2 Porn#3 Check Email#4 Research#5 Buy Stuff
AKA People
‘Everything has an open comment box’
All media is becoming social media Reason #1
‘Everything is sharable’
All media is becoming social media Reason #2
In Social Media unlike in Broadcast Media nobody is looking at the stage they are looking at one another.
Advertisers are using increasingly extreme creative and technological methods to get attention but #failing
I like cheese I hate cheese
I like your tie
• 71% of sales come from Friend Recommendation• Not banners, buttons or MPUs• Behavioural targeting is not THE answer
Technology has got better and better yet the advertising model continues to fail us. Digital has just exposed this and Social Media exaggerated it.The losers are the media owner, the advertiser and the user. EVERYBODY
The whole Internet is Betaand Beta is invitingPart of what you doshould be beta too right?
Try out new methods of generating revenues and brining value to all parties with us.
• We advise brands to use their ad money on more productive means of user engagement
• Media owners can help make this possible and retain the client spend
• We aim to help the world’s big media owners create a ‘new Beta way’ with alternative revenue streams that deliver a greater value
• With them we can truly help brands be less wasteful, more efficient and more relevant
Inviting the right people and their peers to
something they find valuable and exclusive
‘new way’ Step 1
... where there is No Advertising.
A place where brands must bring a value.
A social value – one that can be shared.
In exchange they get to talk with your audiences, build communities
a) Ask questions.
b) Pitch ideas and win support‘new way’ Step 2
Som
ethi
ng th
at ru
ns P
aral
lel Som
ething that runs Parallel
You can run this alongside ‘business as usual’
• We are• What’s changed• Media Innovation Solution - Beta
Lets go
and explore the ‘NEW WAY’
• You got great content
In an age of oversupply you still have something that people want.. Great Content
THAT draws people
But CONTENT
ISN’T KING
‘’If I sent you to a desert island and gave you the choice of taking your friends or your movies, you’d choose your friends
If you chose the movies, we’d call you a sociopath.
Conversation is King. Content is just something to talk about.’’
Cory Doctorow / Boing Boing
It’s the best conversation starter there is
Content IS a ‘social currency’
It’s value can be shared &
And it’s in those conversations, and through that sharing, that people reveal so much about themselves.
Your Platform
Your content
User
Their Journey
Less Destination more Junction
People give access to groups of people
We can help you understand where your content sits within the social universe beyond your platform to increase value-add.
Now look at things differently:By having great content you have earned access to people.
By letting them take your content away you have earned access to their friends.
This gives you rich social data and a powerful platform.
What can you do with this data and platform that is more valuable than advertising?
That which we create we embrace
We can’t stop talking about
We choose over all else
Anti-sweat shopsSensitive
Liberal
Cynical
So be a platform: For Consumer Insight...
1.Action
2.Group Action
3. Inspired Crowd
Platform
Or be a platform: for Action (beyond just your own spaces).
!
By already having the basis for such a platform you save clients time & money in trying to build one themselves. You guarantee scale.
Fix / Act
Offer the Full PackagePurposeDiscover
Introduce
Surface
Co-creation P
rocess
for a fixed price.
What are you waiting for?Contact:
Jamie Burke CEO 90:10 [email protected]
David Cushman Head of [email protected]