Relevance Marketing - Stima jongeren congres

Fixing the MediaThe need for Relevance Marketing

March 2012

[email protected]@jcaudron

1maandag 19 maart 12

mailto:[email protected]


@jcaudron

• 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


@jcaudron

Available Now

www.MediaMorgen.com


http://www.MediaMorgen.com

http://www.MediaMorgen.com

twitter.com/jcaudron


To get this started...

• Who is using?

- Twitter

- Facebook, Google+, ...

- LinkedIn, Plaxo

- Email

- LBS

- Augmented Reality

• Who is using?

- an iPhone

- an Android

- a Blackberry

- a Nokia, Samsung, Sony Ericsson, ...

- a tablet (iPad, Android, ...)


@jcaudron

A short history of 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 ...


What are social media?


@jcaudron The sky is the limit...

TV

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From ... ... to

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2.0

Social Business


@jcaudron


@jcaudron

TransparencyCloseness

ResponsivenessSpeed / Agility

Authenticity


@jcaudron 7.000.000.00011maandag 19 maart 12

@jcaudron 7.000.000.000

2.000.000.000


@jcaudron 7.000.000.000

2.000.000.000

1.300.000.000


@jcaudron 7.000.000.000

2.000.000.000

1.300.000.000

5.900.000.000


The Future is ‘Mobile’


@jcaudron

Mobile is the Biggest!

5.9 billion mobile p

hone subs

1 billion were sol

d 2010


@jcaudron

Google data (january 2012) finds that more consumers in each of these markets now have an internet-capable mobile device than have a desktop or laptop computer


@jcaudron

Apple will continue to dominate the market for the next coming years.

Source: Forrester March, 2012


@jcaudron


Understanding the next logical step in the digital evolution


@jcaudron

Monolithic Modular Atomic

Closed Open

Web 1.0

Web 2.0

Web 3.0

Life Event Structure

Top-downCentrally ownedConsumption-orientedStatic informationInteractive Services

Bottom-upDecentralized (user-driven)ParticipativeSharing, Tagging, “favoriting”, curation, …Dynamic & Rich ExperiencesInteraction with othersAnything, Anytime, Anyplace (mobile, …): shift of time, place and authority

Semantic WebMachine-to-machineDecentralized (machine-driven)Artificial IntelligenceRFID & taggingSharing, Tagging, “favoriting”

Sites

Portals

The Life Web (micro-blogging)

Social Networks (Facebook, …)

Youtube, Flickr, …

Blogs

The Internet of Things

Content Curation

Location Based Services


@jcaudron


Closed Open

Web 1.0

Web 2.0

Web 3.0





Sites

Portals




Blogs


Content Curation



@jcaudron


Closed Open

Web 1.0

Web 2.0

Web 3.0





Sites

Portals




Blogs


Content Curation


Browse

+Search

+Ask

+Tag

Evolution of Navigation


@jcaudron

Mobile as Second Screens for the World...


So, Traditional Media are Dead?No, but...


@jcaudron

The end of traditional media?

?27maandag 19 maart 12

@jcaudron

What might impact TV? 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?


@jcaudron


@jcaudron

VRT VMMa SBS RTL


@jcaudron


@jcaudron

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Source: research DearMedia and Ehsal Management School, Januari 2012


@jcaudron

“People have never watched 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”


@jcaudron

What might impact TV? Direct OTT Distribution!


@jcaudron


@jcaudron

What’s wrong with these images?


@jcaudron



@jcaudron

What about newspapers?


@jcaudron

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


@jcaudron


@jcaudron

Will new technology help?


@jcaudron

The future of Magazines?


@jcaudron


Marketing in the new digital space.

It’s all about relevance


Source: eMarketer, Dec, 2011, via Econopolis


Will we make the old mistakes on

mobile too?


Source: DearMedia + Ehasal January, 2012


Display

Search

Classifieds

DM

Relevant Advertising

Irrelevant Advertising

versus


EXTREMELY irrelevant


IntroducingRELEVANCE MARKETING

It’s about building respectful relationships with customers, based on

relevant communication, providing

value for both sides, without annoyance or

intrusion.

And it is finally possible today.

Location Based Services(relevant now and here)

(App-)CRM(relevant for who I am)

Peer-Pressure and Peer-Guidance

(because I trust my social network more than I trust

brands)

Brands as Friends(because you tell me stories and provide me with real

value)

Online + Social + Mobile


IntroducingRELEVANCE MARKETING

Location Based Services(relevant now and here)

(App-)CRM(relevant for who I am)

Peer-Pressure and Peer-Guidance

(because I trust my social network more than I trust

brands)

Brands as Friends(because you tell me stories and provide me with real

value)

Online + Social + Mobile

We will need to build relationships with you, but not just become we want

YOUR data ...

... we need it to create value, relevance, trusted

relations and a community around brands


The better/longer we know each other, the less we have to push


big brother versus win/win


POS

2 weeks 2 months 2 years

Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites

Personal Social Relationships

Websites

Online mediaCampaigns

EmailMarketing

Inte

rac

tio

n

ActivationCampaigns

Duration

Your Destination(info, fun, engagement, loyalty)

Traffic

Blogs, sites, ...

Conversion offline

Conversion online

Social harvesting

Blogs, sites, ...

DirectMarketing

Traditional Above Media

PR

Social seeding8


POS

2 weeks 2 months 2 years

Low

Medium

High

ViralMarketing

SocialCampaigns

Social Websites

Personal Social Relationships

Websites

Online mediaCampaigns

EmailMarketing

Inte

rac

tio

n

ActivationCampaigns

Duration

Your Destination(info, fun, engagement, loyalty)

Traffic

Blogs, sites, ...

Conversion offline

Conversion online

Social harvesting

Blogs, sites, ...

DirectMarketing

Traditional Above Media

PR

Social seeding8

(local) relationships

between brands and customers


Things to take away ...65maandag 19 maart 12

@jcaudron

Want to be ready?

Start using social networks

Get on Twitter Get a decent smartphone

Be in the cloud

Get a tablet66maandag 19 maart 12

@jcaudron

You should be fan of your audience, not the other way around!

me


@jcaudron


@jcaudron

SOCIAL MEDIA PLAN- people & teams

- tools (monitoring & conversation)

- policies & guidelines- training & coaching

AWARENESS

DIGITAL STRATEGYSocial Media Strategy

CONCEPTSInbound (listen) /Outbound (talk)

Destinations / StreamsFix / Mobile

FUNCTIONALREQUIREMENTS

(site, portal, apps, channels, ...)

RFP ASSISTANCE

DEVELOPMENT follow-up

CONVERSATION MNGTday2day, guidance, follow-up

1

2

3

4

5

Mobile Strategy

Sta

rtS

trat

eg

y &

Co

nc

ep

tsD

eta

ilsN

ext

The Plan


@jcaudron

Things to take away

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 ;-)


@jcaudron

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.

Don’t say I didn’t warn you ;-)


@jcaudron

twitter.com/DearMedia // twitter.com/jcaudron // twitter.com/dadovanpeteghem

facebook.com/DearMedia

youtube.com/DearMedia

slideshare.com/DearMedia

linkedin.com/in/JoCaudron // linkedin.com/in/DadoVanPeteghem // linkedin.com/in/FlorencePeres

DearMedia,


http://twitter.com/DearMedia

http://twitter.com/DearMedia

http://twitter.com/jcaudron

http://twitter.com/jcaudron

http://twitter.com/dadovanpeteghem

http://twitter.com/dadovanpeteghem

http://facebook.com/DearMedia

http://facebook.com/DearMedia

http://youtube.com/DearMedia

http://youtube.com/DearMedia

http://slideshare.com/DearMedia

http://slideshare.com/DearMedia

http://linkedin.com/in/JoCaudron

http://linkedin.com/in/JoCaudron

http://linkedin.com/in/DadoVanPeteghem

http://linkedin.com/in/DadoVanPeteghem

http://linkedin.com/in/FlorencePeres

http://linkedin.com/in/FlorencePeres

Fixing the MediaThe need for Relevance Marketing

March 2012

[email protected]@jcaudron




Relevance Marketing - Stima jongeren congres

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