Fixing the media var
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VAR April 1, 2010
Fixing the MediaIn Search of a New Media Mix
1zondag 25 april 2010
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twitter.com/jcaudron
#JO@VAR
2zondag 25 april 2010
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About Dear MediaDigital Strategy & Innovation
3zondag 25 april 2010
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4zondag 25 april 2010
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About me...• Founding Partner of Dear Media
• Active in interactive since 1993 (Dear Media, ONE Agency, theOriginals, tvAgency, xCA, The Reference, ...)
• Not a Digital NativeNot a Digital Immigrant, but a Digital Architect
• http://jocaudron.me (for the personal stuff)
• http://www.linkedin.com/in/jocaudron (for the boring stuff)
• www.twitter.com/jcaudron (to get in my stream)
• http://www.facebook.com/jocaudron (we might even become friends ;-)
• Become fan of Dear Media on www.facebook.com/dearmedia and get the daily social media news in your stream
picture: (c) Pieter Baert
5zondag 25 april 2010
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Introduction
6zondag 25 april 2010
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To get this started...
• Who is using?
• Facebook, Netlog, ...
• LinkedIn, Plaxo
• Google Wave
• LBS
• Augmented Reality
• Who is using?
• a Blackberry
• an iPhone (2G, 3G, 3Gs)
• a Google Phone
• an Android
• a Nokia, Samsung, Sony Ericsson, ...
7zondag 25 april 2010
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Halle Train Crash February ’10
What was the first media-brand that reported on the crash?
8zondag 25 april 2010
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And...
9zondag 25 april 2010
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The Perfect Storm
10zondag 25 april 2010
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Content choice
advertising Clutter
poor CreativityConvenience, Richness & Control
the power of manySocial Media
Drivers of change
11zondag 25 april 2010
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Content choice
Drivers of change
12zondag 25 april 2010
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Youtube TOP 23 most viewed= 10.000.000.000 minutes= 250.000.000 episodes of Prison Break
+200.000 new movies are added DAILY
Source: http://mediatedcultures.net/ksudigg/?p=163
And this is just Youtube ...
13zondag 25 april 2010
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advertising Clutter
Drivers of change
On average we are exposed to over 3.000 brand impressions each day!
14zondag 25 april 2010
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poor Creativity
Drivers of change
interuption marketing, 30”,
expandables, splash screens, ...
15zondag 25 april 2010
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Convenience, Richness & Control
Drivers of change
Media are losing their
traditional “push” power.
Viewers are taking
control, deciding
what they want to
watch, when, and
how.Pull strategy
• On demand
• Timeshifting
• Ad skipping
• Online content
• Games
• User generated content
• …
16zondag 25 april 2010
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Convenience, Richness & Control
Drivers of changeTIMESHIFTING
Cfr. Tivo, Telenet Flexview, ...
Allowing to skip ads
And users skip ads more then you like
User behavior is shifting towards more control (what, how, when). They are just waiting for DVR’s.
And this can hurt TV business !
17zondag 25 april 2010
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Convenience, Richness & Control
Drivers of changePLACE SHIFTING
18zondag 25 april 2010
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the power of manySocial Media
Drivers of change
AUTHORITY SHIFTING
19zondag 25 april 2010
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Content choice
advertising Clutter
poor CreativityConvenience, Richness & Control
the power of manySocial Media
Drivers of changeFragmentation
IrritationShift of control and ownership
20zondag 25 april 2010
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Media 1.0
21zondag 25 april 2010
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SOCIAL OBJECTThe Flower is the (potential) social
object
The mainstream media are the smell of the flower
The bee is “spreading the word” and has the real power
Level I: Sites, blogs, feeds, widgetsLevel II: Closed networks (Facebook, Netlog, ...)Level III: Through individuals (e-mail, Twitter, ...)
Media 2.0
22zondag 25 april 2010
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Examples
23zondag 25 april 2010
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Blogs
24zondag 25 april 2010
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Microblogging sites
25zondag 25 april 2010
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Social Networks
26zondag 25 april 2010
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Social Networks B2B
27zondag 25 april 2010
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Video Platforms
28zondag 25 april 2010
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Photo Platforms
29zondag 25 april 2010
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Music Platforms
30zondag 25 april 2010
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Travel Platforms
31zondag 25 april 2010
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Social Shopping
32zondag 25 april 2010
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Price comparison - social shopping
33zondag 25 april 2010
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Co-creation
34zondag 25 april 2010
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Collaboration
35zondag 25 april 2010
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The sky is the limit...36zondag 25 april 2010
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Some Numbers
37zondag 25 april 2010
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February 2010: Facebook has 400.000.000 members (and is making profit) = +700K per day!
38zondag 25 april 2010
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150.000 people on Twitter (estimated)
TODAY: 3Mio in Belgium +300.000 users in Belgium from September ’09 to November ’09! -> 28% of the population.
TODAY: 3Mio in Belgium are on Netlog
39zondag 25 april 2010
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40zondag 25 april 2010
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14’/day according to Nielsen
41zondag 25 april 2010
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total amount of tweets, worldwide
42zondag 25 april 2010
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So, Traditional Media are dead?Are they really? Don’t think so.
43zondag 25 april 2010
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Are newspapers dead?
44zondag 25 april 2010
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45zondag 25 april 2010
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Newspapers (print edition) under great pressure
46zondag 25 april 2010
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Will new technology help?
47zondag 25 april 2010
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Is TV dead? Probably not.
48zondag 25 april 2010
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iDTV (and advertising)• it’s interactive
• iDTV is for most people not really interactive
• the “red button” today mainly is an extension of the overall TV-experience
• real interactive apps (interactive advertising, gaming, walled garden apps, ...) have limited (no?) success. Only exception is televoting.
• Does this have to do with context?
• it’s digital
• more channels
• better quality of sound and image
• HD
• it’s TV (context!)
• apparently the features that are rated as interesting and appealing are extensions of the TV-watching experience.
• Interaction is only important when it comes down to “being in control of TV” (EPG, timeshifting => ad avoidance, on demand, ...)
49zondag 25 april 2010
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The future of TV might not be on TV
Source: Cisco, June 2008Lost S05E06 NLSubs
50zondag 25 april 2010
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The future of TV might not be on TV
51zondag 25 april 2010
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Social TV
52zondag 25 april 2010
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Radio must be dead too?Nope, not at all.
53zondag 25 april 2010
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The power of Radio
• Radio has characteristics that make it hard to “copy” or push out of the market or by-pass
• local content: news, services, ... adapted to the hour of the day
• trust between “voice” and “listener”: gatekeeper
• there is an existing community of listeners and the station (much more than with TV)
• radio is no jukebox
• Yet, other initiatives are going after the attention of the listener
54zondag 25 april 2010
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Radio and Internet go together• Radio is the ideal “secondary”
medium: it mixes well with other activities like working or surfing
• This makes a perfect match between
• radio to push people to online
• online to capture and activate the audience
• Radio is very “social” medium, with a great potential to convert the offline community into an online community
• Young people continue to listen to the radio (cfr. FM-tuners in latest iPods)
55zondag 25 april 2010
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Print Magazines, Dead and Burried?
56zondag 25 april 2010
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State of Magazines
•They too are having an “identity crisis”
•But the situation is more like with radio and not as bad as with newspapers
•Still, what will the future bring?
57zondag 25 april 2010
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The future of Magazines?
58zondag 25 april 2010
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Mobile. Not dead at all.
59zondag 25 april 2010
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Mobile is the Biggest!
5 billion mobile p
hones.
Almost 1 billion
were sold
over the last
year alone!
60zondag 25 april 2010
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Mobile is Finally Here
•For 10 years, mobile internet really sucked
•One disruptive player (Apple) changed the game entirely with a new mobile paradigm (iPhone) challenging all other mobile hardware/software providers
• to create more than just a phone
• to raise the level of consumer experience
• to create a new eco-system where lot’s off money can be made (content - tools - services)
•Soon, 100% of the market will be “iPhonized”
61zondag 25 april 2010
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And there’s another one...
Google must have been thinking: “we can innovate too...”
62zondag 25 april 2010
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Mobile + social + real-world = future
iPhone app -> LBS wine store
Internet of Things: scanning/tagging product
More info, rating, social reviews
Tag to my digital assets (I’ll buy later or elsewhere or online)
63zondag 25 april 2010
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Mobile + social + real-world = future
iPhone app -> LBS wine store
Internet of Things: scanning/tagging product
More info, rating, social reviews
Tag to my digital assets (I’ll buy later or elsewhere or online)
64zondag 25 april 2010
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Mobile + social + real-world = future
iPhone app -> LBS wine store
Internet of Things: scanning/tagging product
More info, rating, social reviews
Tag to my digital assets (I’ll buy later or elsewhere or online)
65zondag 25 april 2010
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Mobile + social + real-world = future
iPhone app -> LBS wine store
Internet of Things: scanning/tagging product
More info, rating, social reviews
Tag to my digital assets (I’ll buy later or elsewhere or online)
66zondag 25 april 2010
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And it’s just the beginning
67zondag 25 april 2010
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68zondag 25 april 2010
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69zondag 25 april 2010
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Looking for a new Media Mix
70zondag 25 april 2010
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Traditional Media Interactive Media Social Media
Once we started the digital and interactive revolution,we knew that this had to evolve into a model,
where people would not just settle for 24/7 self-service and interactivity (to just buy more stuff),
but that they would claim what their part in the conversation.You can not give people remote controls and expect them to NOT zap away.
Social is here to stay!
Social is here to stay!Social is here to stay!
71zondag 25 april 2010
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2 weeks 2 months 2 years
Low
Medium
High
ViralMarketing
SocialCampaigns
Social Websites
Personal Social Relationships
Websites
Advertising
DirectMarketing Online media
Campaigns
EmailMarketing
Inte
ract
ion
Build
Traffic
Activation
Engagement
POS
ActivationCampaigns
Duration
flower
smell
“contact”
spread the word
=Social Network
Broadcasting
PR
72zondag 25 april 2010
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2 weeks 2 months 2 years
Low
Medium
High
ViralMarketing
SocialCampaigns
Social Websites
Personal Social Relationships
Websites
Advertising
DirectMarketing Online media
Campaigns
EmailMarketing
Inte
ract
ion
POS
ActivationCampaigns
Duration
Broadcasting
PR
Social Site(info, fun, engagement, loyalty)
73zondag 25 april 2010
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2 weeks 2 months 2 years
Low
Medium
High
ViralMarketing
SocialCampaigns
Social Websites
Personal Social Relationships
Websites
Advertising
DirectMarketing Online media
Campaigns
EmailMarketing
Inte
ract
ion
POS
ActivationCampaigns
Duration
Broadcasting
PR
Social Site(info, fun, engagement, loyalty)
Traffic
Social seeding
Blogs, sites, ...
74zondag 25 april 2010
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2 weeks 2 months 2 years
Low
Medium
High
ViralMarketing
SocialCampaigns
Social Websites
Personal Social Relationships
Websites
Advertising
DirectMarketing Online media
Campaigns
EmailMarketing
Inte
ract
ion
POS
ActivationCampaigns
Duration
Broadcasting
PR
Social Site(info, fun, engagement, loyalty)
Traffic
Social seeding
Blogs, sites, ...
Conversion offline
Conversion online
Social harvesting
Blogs, sites, ...
Intra-Muros (your own online real-estate)
Extra-Muros (3th party online real-estate)
75zondag 25 april 2010
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2 weeks 2 months 2 years
Low
Medium
High
ViralMarketing
SocialCampaigns
Social Websites
Personal Social Relationships
Websites
Advertising
DirectMarketing Online media
Campaigns
EmailMarketing
Inte
ract
ion
POS
ActivationCampaigns
Duration
Broadcasting
PR
Social Site(info, fun, engagement, loyalty)
Traffic
Social seeding
Blogs, sites, ...
Conversion offline
Conversion online
Social harvesting
Blogs, sites, ...
76zondag 25 april 2010
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2 weeks 2 months 2 years
Low
Medium
High
ViralMarketing
SocialCampaigns
Social Websites
Personal Social Relationships
Websites
Advertising
DirectMarketing Online media
Campaigns
EmailMarketing
Inte
ract
ion
POS
ActivationCampaigns
Duration
Broadcasting
PR
Social Site(info, fun, engagement, loyalty)
Traffic
Social seeding
Blogs, sites, ...
Conversion offline
Conversion online
Social harvesting
Blogs, sites, ...
77zondag 25 april 2010
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2 weeks 2 months 2 years
Low
Medium
High
ViralMarketing
SocialCampaigns
Social Websites
Personal Social Relationships
Websites
Advertising
DirectMarketing Online media
Campaigns
EmailMarketing
Inte
ract
ion
POS
ActivationCampaigns
Duration
Broadcasting
PR
Social Site(info, fun, engagement, loyalty)
Traffic
Social seeding
Blogs, sites, ...
Conversion offline
Conversion online
Social harvesting
Blogs, sites, ...
78zondag 25 april 2010
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2 weeks 2 months 2 years
Low
Medium
High
ViralMarketing
SocialCampaigns
Social Websites
Personal Social Relationships
Websites
Advertising
DirectMarketing Online media
Campaigns
EmailMarketing
Inte
ract
ion
POS
ActivationCampaigns
Duration
Broadcasting
PR
Social Site(info, fun, engagement, loyalty)
Traffic
Social seeding
Blogs, sites, ...
Conversion offline
Conversion online
Social harvesting
Blogs, sites, ...
79zondag 25 april 2010
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2 weeks 2 months 2 years
Low
Medium
High
ViralMarketing
SocialCampaigns
Social Websites
Personal Social Relationships
Websites
Advertising
DirectMarketing Online media
Campaigns
EmailMarketing
Inte
ract
ion
POS
ActivationCampaigns
Duration
Broadcasting
PR
Social Site(info, fun, engagement, loyalty)
Traffic
Social seeding
Blogs, sites, ...
Conversion offline
Conversion online
Social harvesting
Blogs, sites, ...
80zondag 25 april 2010
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2 weeks 2 months 2 years
Low
Medium
High
ViralMarketing
SocialCampaigns
Social Websites
Personal Social Relationships
Websites
Advertising
DirectMarketing Online media
Campaigns
EmailMarketing
Inte
ract
ion
POS
ActivationCampaigns
Duration
Broadcasting
PR
Social Site(info, fun, engagement, loyalty)
Traffic
Social seeding
Blogs, sites, ...
Conversion offline
Conversion online
Social harvesting
Blogs, sites, ...
81zondag 25 april 2010
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“Get Into The Stream”(freely after Madonna)
82zondag 25 april 2010
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Destination
versus
Stream
83zondag 25 april 2010
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Destination versus a Stream
versus
84zondag 25 april 2010
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Destination
•The traditional way of thinking
•“Come to us, we will show you”
•They are in control of: programming, advertising, presentation, comments, ...
•They used to be closed and afraid to share ...
85zondag 25 april 2010
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Stream
•The new paradigm: status updates create the “live web”
•It comes to you, depending on who/what you want to follow
•Driven by Twitter, Facebook, Google Reader, ...
•Filtered by yourself, allowing your peers to be your gatekeeper
•Open, open, open, ...
86zondag 25 april 2010
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The power of “The Stream”
87zondag 25 april 2010
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The power of “The Stream”
88zondag 25 april 2010
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The power of “The Stream”
versus
89zondag 25 april 2010
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But, get in the stream
too
It’s OK to be a destination site
90zondag 25 april 2010
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Positive actions require a plan.
91zondag 25 april 2010
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At’s about “Social Business”
•Social Media can be used for anything
• Marketing (create an audience and interact with it)
• Support (track issues and help people, even if they are not your customers)
• Sales (put your promo’s in the social stream)
• HR (looking for staff? Social Media are a very effective and inexpensive way to search)
• Research (your social graph is a rich source of information, that you can not just search but also inquire)
•Both B2C and B2B
92zondag 25 april 2010
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At’s about “Social Business”
•Research shows that big brands in social media are big brands in real live
•But small companies can benefit from social media too:
•you really have to be smart, not rich
•in social media, it’s “relevance” that counts, not “decibels”
•if you are willing to engage, you can create personal, working (and profitable) relationships
93zondag 25 april 2010
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At’s about “Social Business”
•But beware:
•you really have to be transparent. Once you engage in social media, you have to be open an honest as a company.
•you have to be “the real you”. Don’t fake.
•it takes time to build a network and you can not just buy it.
•your staff is the best way to start spreading your messages
•don’t overdo, don’t spam
•It’s ideal to create new, strong and viral relationships
94zondag 25 april 2010
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Creating a “Social Media Plan”
1 Internal Awareness
2 Goal, objectives, strategy
3 Teams 4 Social Networks & Tools
5 Find Internal Ambassadors
7 Define SM projects
9 Social Seeding8 Roll-Out SM projects
10 Follow-up, measure
11 Engage
6 Social Media Policy
95zondag 25 april 2010
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• The media-landscape has changed with the arrival of digital, the internet, social, mobile, ...
• Traditional media must adapt to this new reality
• It’s not a threat, is an opportunity. Embrace to new possibilities, • as they reflect what the audience
is actually doing (not what we think they are doing)
• they are very powerful
• It’s a matter of finding a new balance between• traditional and new• top-down and bottom-up• talking and listening
Embrace the future!
96zondag 25 april 2010
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twitter.com/jcaudron
97zondag 25 april 2010
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Fixing the MediaIn Search of a New Media Mix
VAR April 1, 2010
98zondag 25 april 2010