New Media Part 1
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Transcript of New Media Part 1
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This presentation is brought to you by
www.digiredo.nl
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New Media Masterclasspart 1
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New technologies and communication methods in the
context of their effects on the established mainstream mediaWikipedia
“”
New Media:
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The traditional marketing model is being challenged, and (CMOs) can foresee a day when it will no longer work
McKinsey Quarterly, 2005, Number 2
“”
Futurelab
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uniquely individualized info delivered to infinite number of people
all players involved share control over content
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User Generated Media
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Blogging
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Train blog
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Pets
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The blog of death
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Jihad blog
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American Jihad blog
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Podcasting
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iTunes store
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Gordon ‘F’ Ramsay
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Wine Australia
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French Maid TV
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Wikipedia
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Choose your hotel...
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...based on other guests’ advice
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MySpace
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Second Life
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Skoeps
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> 9,000,000
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> 9,000,000
30,000 - 1,500,000
> 3,000,000
> 22,000,000
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Nielsen Rating Nov 6-12, 2006
> 55,000,000(posted April ‘06)
22.3 mln 22.0 mln 20,8 mln
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200,000,000 blogs
Almost 4,000,000 articles(10 languages)
> 80,000,000 profiles
1.5 million residents
>100,000,000 videos(65,000/day)
5,000,000 songs /day
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The Long TailPopularity
Products
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We are creating
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We are selecting
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We are changing
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Anything AnyhowAnywhere- -
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The Good Ole Days of Corporate Media
Central editorial control
Government regulation (censorship)
One-way communication
Limited channels of information
We will decide what you want & need
Futurelab
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1980
2005
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• % of adult evennig viewers that remembers brand in ad just watched:
• A US hour of prime time TV carried 21 minutes of advertising, Late Night network shows like Leno or Letterman carry 31:27
• US: People with PVR’s watch 12% more TV, yet 90% of them adskip (Germany : 88.2%)
• Germany: 78.2% are irritated by advertising, only 24% actually still watches it
• 54% of US consumers avoids products & services which “overwhelm” with advertising
• China: 85% stop watching TV during commercial breaks. More than half change the channel, while the rest do housework, eat, chat or use the bathroom
BRANDS
CONSU
MER
S
2000 9%1965 35%
Sources: Big Six, GfK Marktforschung, Yankelovich Partners, McKinsey & Co.
Futurelab
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76%Yankelowich
Futurelab
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People trust people
Who do we trust?
“My friends,their friends...
...and all those we collectively respect”
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People trust people
Source %In-store Sales Associate 49
In-store demonstration 36
Word-of-mouth from family & friends 33Newspaper Coupons 25
Internet 21
Product/Company Information 16Retailer information 14
Other 14Magazines 4
TV 4
Radio 3
Source: CMO Council’s Retail Fluency Report, 2005
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People trust people
Edelman trust barometer %Academic 62
Doctor or similar 62
Person like yourself/peer 61
Financial Analyst 58
NGO Rep 58Accountant 53
Lawyer 36
Regular employee 33CEO 29
Union 19
Entertainer 17
PR person 16
0%
10%
20%
30%
40%
50%
60%
70%
2003 2004 2005 2006
33%
51%55%
61%
Person like yourself or a peer
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2,000,000 BC 1,000 AD 1980 AD
Information Age
Writing
4,000 BC
PrintSpeech
Storytelling
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Brands have to become storytellers, and then…
...let it go
Futurelab
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