OLIVIER GERS

Endemol

Hamburg – 25th September

© Endemol Worldwide Brands 2012 – Olivier Gers

Endemol is the largest independent television production company in the world, with subsidiaries and joint ventures in 34 countries. Endemol has a growing library of over 2,300 formats (across genres including entertainment, reality TV, game shows, animation, comedy and drama). Endemol annually produces 10,000 hours of content across genres Endemol is a world leader in Creating, Producing, Distributing and Exploiting entertainment content.

…etc

© Endemol Worldwide Brands 2012 – Olivier Gers

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THE FUTURE of communications, marketing and media

“The future of communications, marketing and media is SEARCH”

© Endemol Worldwide Brands 2012 – Olivier Gers

“The future of communications, marketing and media is SOCIAL”

© Endemol Worldwide Brands 2012 – Olivier Gers

“The future of communications, marketing and media is TWITTER”

© Endemol Worldwide Brands 2012 – Olivier Gers

“The future of communications, marketing and media is DIGITAL”

© Endemol Worldwide Brands 2012 – Olivier Gers

“The future of communications, marketing and media is DESIGN”

© Endemol Worldwide Brands 2012 – Olivier Gers

TRUTH IS…

© Endemol Worldwide Brands 2012 – Olivier Gers

…NOBODY KNOWS

© Endemol Worldwide Brands 2012 – Olivier Gers

…NOW WHAT?

© Endemol Worldwide Brands 2012 – Olivier Gers

DON’T PANIC

© Endemol Worldwide Brands 2012 – Olivier Gers

WHAT WE KNOW

© Endemol Worldwide Brands 2012 – Olivier Gers

The rise of social media

© Endemol Worldwide Brands 2012 – Olivier Gers

© Endemol Worldwide Brands 2012 – Olivier Gers

© Endemol Worldwide Brands 2012 – Olivier Gers

How will we talk to them?

© Endemol Worldwide Brands 2012 – Olivier Gers

TV 50 years ago - Social

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TV 30 years ago

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TV 10 years ago

© Endemol Worldwide Brands 2012 – Olivier Gers

Anti-social

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The New Social? © Endemol Worldwide Brands 2012 – Olivier Gers

© Endemol Worldwide Brands 2012 – Olivier Gers

1. Scenario 1: NapsterVision

– ‘Death of traditional TV channels’

2. Scenario 2: Always On Demand

– ‘Time shifting and the death of advertising’

3. Scenario 3: Primetime Rules

– ‘Networks strike back’

2006 - FUTURE SCENARIOS AND PREDICTIONS

© Endemol Worldwide Brands 2012 – Olivier Gers

Power shifts to:

• Consumers - deciding what, where, when they want to watch

• Distribution platforms - computer merges with TV

• High penetration of new, mobile devices

• Consumers adopt new technologies faster

• Content can be downloaded faster

• New bespoke content available

2006 - SCENARIO 1: NAPSTERVISION

‘Death of traditional TV Channels’

© Endemol Worldwide Brands 2012 – Olivier Gers

On his way home from work Jamie watches the news streamed to his portable video player

© Endemol Worldwide Brands 2012 – Olivier Gers

The Yahoo programme guide recommends choices for Jamie and offers him the option to download to his phone, TV or PC

© Endemol Worldwide Brands 2012 – Olivier Gers

Jamie likes one of Yahoo’s choices so much he decides to send it to his friend Bill

© Endemol Worldwide Brands 2012 – Olivier Gers

• Consumers still watch ‘traditional’ programs but:

• Use PVRs/VOD for bulk of viewing

• Skip advertisements

• ‘One stop shopping’: big media conglomerates hold power

• New Devices (mobile, PC, tvPods): don’t take viewers away

• Advertisers: 75% will cut TV ad spending when PVRs reach 40% penetration - currently

27% (Forrester survey)

2006 - SCENARIO 2: ON DEMAND

‘Time shifting and the death of advertising’

© Endemol Worldwide Brands 2012 – Olivier Gers

Having decided to watch TV Jennie is pleased to see that a new episode of Joey is available for download

© Endemol Worldwide Brands 2012 – Olivier Gers

With interruptions, Jennie didn’t get a chance to watch her download in one go: she’s glad her purchases last for some time

© Endemol Worldwide Brands 2012 – Olivier Gers

Even when she gets time to sit down, Jennie enjoys the flexibility to control the start and end times of her viewing

© Endemol Worldwide Brands 2012 – Olivier Gers

• Traditional broadcasters exist but have to adapt to retain audience:

• Interactivity:

• Prime time shows have participation / interactivity at heart of concept

• TV viewer loyalty:

• Live viewing rewarded with points system

• Targeted advertising:

• Advertising highly targeted; homes only see ads that relate to them

2006 - SCENARIO 2: ON DEMAND

‘Networks strike back’

© Endemol Worldwide Brands 2012 – Olivier Gers

Debbie enjoys watching The Apprentice even more when she can join in live chats at the same time

© Endemol Worldwide Brands 2012 – Olivier Gers

Even if it means missing favorite programs, Debbie will swap channels for a good offer: like double loyalty points for the lottery live

© Endemol Worldwide Brands 2012 – Olivier Gers

Debbie wonders if there is a connection between the birth of her daughter and the increasing number of child product ads she sees

© Endemol Worldwide Brands 2012 – Olivier Gers

© Endemol Worldwide Brands 2012 – Olivier Gers

© Endemol Worldwide Brands 2012 – Olivier Gers

Olivier Gers

© Endemol Worldwide Brands 2012 – Olivier Gers

© Endemol Worldwide Brands 2012 – Olivier Gers

© Endemol Worldwide Brands 2012 – Olivier Gers

© Endemol Worldwide Brands 2012 – Olivier Gers

© Endemol Worldwide Brands 2012 – Olivier Gers

© Endemol Worldwide Brands 2012 – Olivier Gers

© Endemol Worldwide Brands 2012 – Olivier Gers

© Endemol Worldwide Brands 2012 – Olivier Gers

© Endemol Worldwide Brands 2012 – Olivier Gers

ECOSYSTEM IS WAY TOO COMPLICATED

© Endemol Worldwide Brands 2012 – Olivier Gers

HOW ARE WE GOING TO SORT IT OUT?

© Endemol Worldwide Brands 2012 – Olivier Gers

COMMUNITIES DRIVE BRANDS,

COMMUNITIES DRIVE TRAFFIC

Higher repeat visits

More Loyal Users

Higher levels of interaction More useful site

More content

More traffic

More links

More authority

COMMUNITY

© Endemol Worldwide Brands 2012 – Olivier Gers

Blog Her/Compass Partners 2008 Social Media Study

UNDERSTAND THAT MOTIVATIONS ARE DIFFERENT

AND DON’T TRY TO CONTROL THEM

Other

Recognition, a place where they can share their intelligence

Opportunity to be involved in a cause they care about

Providing access to information and sdvice they could notget anywhere else

Sounding board for someone who cares about theirinterests

Providng a sense of community and mutual support

Providing a place where they can freely share their opinionand not hold back

Entertainment and relaxation

Someone who cares about the same things they do

Creating relationships and friendships

5%

10%

10%

15%

17%

18%

29%

35%

38%

40%

© Endemol Worldwide Brands 2012 – Olivier Gers

UNDERSTAND HOW THEY WORK

Every community has super-users – high authority, highly active Know who they are

© Endemol Worldwide Brands 2012 – Olivier Gers

Act on their feedback

Encourage discussion, be a part of it

LISTEN

© Endemol Worldwide Brands 2012 – Olivier Gers

Understand what they are trying to do

Create tools and content to help them do it

Interact with them, engage with them, respect them

AND ADD VALUE

© Endemol Worldwide Brands 2012 – Olivier Gers

"Over and over again, connecting people with one another is what

lasts online. Some folks thought it was about technology,

but it's not.“

Seth Godin

AND IT’S NOT ABOUT TECHNOLOGY

TECHNOLOGY CHANGES. HUMANS DON’T.

© Endemol Worldwide Brands 2012 – Olivier Gers

WHAT THIS MEANS FOR MEDIA COMPANIES

© Endemol Worldwide Brands 2012 – Olivier Gers

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Our philosophy

FANS

© Endemol Worldwide Brands 2012 – Olivier Gers

MEDIA BRANDS ARE INCREASINGLY DEFINED LESS BY THE PLATFORM AND MORE BY THE COMMUNITY

© Endemol Worldwide Brands 2012 – Olivier Gers

AND WHAT YOU CAN DO FOR THAT COMMUNITY

"...journalism is shifting from being a product to a service and, with this, a news outlet shifts from being a final destination to being part of a network."

Alfred Hermida, reportr.net

Be Useful

© Endemol Worldwide Brands 2012 – Olivier Gers

WHAT THIS MEANS – FREE FLOWING CONTENT

“Content Ubiquity” Peter Chernin, News Corp

Services, applications and content are scalable and portable

Platforms that are seamlessly inter-connectable

No barriers to interaction - interfaces that get out of the way

© Endemol Worldwide Brands 2012 – Olivier Gers

Make it as easy as possible for your fans to find it and spread the word

If the web is a mass of conversations, then get talked about

Create content and services that are worth passing on

CREATE REMARKABLE CONTENT

© Endemol Worldwide Brands 2012 – Olivier Gers

We control the way it is delivered

We allow you to play with it, pass it on

Content we think you’d like Content we know you like (because you’ve told us)

LINEAR

Scheduled On demand

Appointment Whenever, wherever

Sit back Participative

Messages Experiences

NETWORKED

30” Advertising Integrated Marketing

COMMERCIALLY DRIVEN DISTRIBUTED CONTENT

© Endemol Worldwide Brands 2012 – Olivier Gers

THINK ABOUT HOW YOU MEASURE

It’s not only about page impressions

Broader use of metrics – users, time spent, interactions, pass-alongs

…combined with digital measurement.

© Endemol Worldwide Brands 2012 – Olivier Gers

ACCEPT UNCERTAINTY

Be flexible

Experiment more

Embrace failure

© Endemol Worldwide Brands 2012 – Olivier Gers

http://www.flickr.com/photos/xurble/

ALWAYS INNOVATE

Hyper-targeted ads and integrated marketing

Content tagging

Personalisation of content

Implementation of behavioural analytics

© Endemol Worldwide Brands 2012 – Olivier Gers

AND…

© Endemol Worldwide Brands 2012 – Olivier Gers

KEEP TRYING

© Endemol Worldwide Brands 2012 – Olivier Gers

Thank You!

@oliviergers