The social media power The social media power shiftshift

And how consumers and publishers And how consumers and publishers should learn to handle itshould learn to handle it

Clo Willaerts, Mechelen, 14 Oct 2009Clo Willaerts, Mechelen, 14 Oct 2009

Clo Willaerts?Clo Willaerts?

3

Sanoma MagazinesSanoma Magazines

Short history of Short history of publishing & advertisingpublishing & advertising

wall and rock wall and rock paintingspaintings

papyruspapyrus

signs on the streetsigns on the street

town crierstown criers

15th-16th C: handbills15th-16th C: handbills

17th C: weekly 17th C: weekly newspapersnewspapers

Paid advertising as a Paid advertising as a revenue modelrevenue model

June 1836: French newspaper June 1836: French newspaper La PresseLa Presse is the is the first to include paid advertising in its pagesfirst to include paid advertising in its pages

lower its pricelower its price

extend its readership extend its readership

increase its profitabilityincrease its profitability

The formula is soon copied by all titles. The formula is soon copied by all titles.

P.T. BarnumP.T. Barnum

Life of P.T. Barnum Life of P.T. Barnum (1854)(1854)

The Humbugs of the The Humbugs of the World (1865)World (1865)

Struggles and Struggles and Triumphs (1869)Triumphs (1869)

The Art of Money-The Art of Money-Getting (1880)Getting (1880)

Edward Bernays: the Edward Bernays: the engineering of consentengineering of consent

Crystallizing Public Crystallizing Public Opinion (1923) Opinion (1923)

Propaganda (1928)Propaganda (1928)

Engineering of Engineering of consent (1955, consent (1955, contributor)contributor)

Google Video: Google Video: “The “The Century of the Self” Century of the Self”

1992: World Wide Web1992: World Wide Web

QuickTime™ and aTIFF (Uncompressed) decompressor

are needed to see this picture.

1999: Cluetrain 1999: Cluetrain ManifestoManifesto• http://www.cluetrain.com/ • Markets are conversations and the Internet is a facilitator of one of the grandest, most global of those conversations.

• “Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked.”

2004 Soldier blogs2004 Soldier blogs

20042004

QuickTime™ en eenTIFF (ongecomprimeerd)-decompressor

zijn vereist om deze afbeelding weer te geven.

Decentralised publishing Decentralised publishing modelmodel

2005 Dell Hell2005 Dell Hell

2005 Kryptonite 2005 Kryptonite blogstormblogstorm

2006 Transparency terror2006 Transparency terror

2007: the egosphere2007: the egosphere

Shift happensShift happens

power shiftpower shift: who’s : who’s in control of what in control of what gets published?gets published?

money shiftmoney shift: ad : ad spendingsspendings

dividedivide: advertisers : advertisers <-> target group <-> target group formerly known as formerly known as the audiencethe audience

Blind and blockingBlind and blocking

We live in publicWe live in public

Self publishingSelf publishing

Social media revolutionSocial media revolution

QuickTime™ en eenTIFF (ongecomprimeerd)-decompressor

zijn vereist om deze afbeelding weer te geven.

Where's the money?Where's the money?

Economics = the science which studies human behaviour as a relationship between ends and scarce means which have alternative uses. British economist Lionel Robbins, 1932

Abundant goodsAbundant goods

•new products and services•content•connectivity•machine intelligence•the total amount of connections

Source: Gerd Leonhard, http://www.mediafuturist.com/

Scarce goodsScarce goods•trusted opinions•conTEXT & trusted filters•private spaces•human ingenuity & creativity•actual relations (not just connections)

Source: Gerd Leonhard, http://www.mediafuturist.com/

Humo vs social mediaHumo vs social media

2007 liveblogging2007 liveblogging

2007 liveblogging2007 liveblogging

2008 Facebook page2008 Facebook page

Humo page: Humo page: 29,354 fans29,354 fans

Humo “freedom” groupHumo “freedom” group

2009 Twitter2009 Twitter

Thank youThank you

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