Future Talking Bibnet

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  • 1. FutureTalking Steering Committee - Q1 March 2008 Denk- en Studiedag 12/2/09
  • 2. FutureTalking = Research 2.0 Company Consumer Consumer Consumer Company Consumer Consumer Consumer Learn from consumers Learn from consumers interactions
  • 3. Eerder onderzoek
  • 4. Dynamics within Social Networks
    • Jo Caudron
    Steering Committee - Q1 Dynamics within social networks March 2008 Jo Caudron
  • 5. What are social networks? Steering Committee - Q1 Dynamics within social networks March 2008 Jo Caudron Blogs Social sites RSS Sharing Mash-ups RIA SOCIAL NETWORKS ARE CONVERSATIONS Powered by Social Media Social Apps Between people People create identities (but companies/brands can also become identities) Not organized Not Controlled
  • 6. Future Talking findings Steering Committee - Q1 Dynamics within social networks March 2008 Jo Caudron Social Belonging Connectivity Convenience Identity Curiosity Major motive: fear of the participation gap Driver to register: because friends are online They want to be able to take part in the conversation, on as many topics as possible Take existing relationships online Find new contacts online Feeling of being connected, to be able to share and exchange Network with as many similar profiles as possible Important motivator to uses social networks Easily make and maintain contacts from home Not time-limited No geographical boundaries Youngsters draw up a profile of themselves, their personality and their interests Appreciation of this profile by the group will increase self-confidence and position in the group Others develop their identity based on how their opinions are accepted in the group Important driver to sign-up is curiosity Just register to have a look Some will become active, others will switch off again
  • 7.
    • The best online social networks are rooted in natural human behavior.
    • Why? Because we learn how to do new things based on what we already know.
    • Its not what they do that differs, Its how they do it. (time, place, nationality and culture, size of groups, )
    Steering Committee - Q1 March 2008 Can brands be friends? Marketing & branding in Social Networks Joeri Van den Bergh | managing partner InSites Consulting | Youth & Trend Expert Finding friends and family Finding new friends Creating groups Showing off, bragging, impressing Sharing experiences, talking, making fun Sharing media (mix-tapes ;-) Playing together Fighting together
  • 8. Generation C
    • Consumers see through marketing strategies, go online and get it 20% cheaper elsewhere.
    • Generation C stands for the community generation:
          • more aware
          • more critical
          • seek knowledge for themselves (search engines, blog sites, chat rooms, social networks,..)
          • sharing is the key idea (peer 2 peer)
    Steering Committee - Q1 March 2008 Can brands be friends? Marketing & branding in Social Networks Joeri Van den Bergh Consumers are very aware, knowledgeable and empowered Consumers are living with their friends in their pockets
  • 9. Generation C
    • The 15 Mb of Fame:
      • People are creating their own content and share it with others on blogs, social networks and other online channels
            • They are always connected!
    • There is a move from monologue (advertiser 2 consumer) to dialogue (many to many)
    Steering Committee - Q1 March 2008 Can brands be friends? Marketing & branding in Social Networks Joeri Van den Bergh Companies that do not join the conversation will soon have no customers to talk to...
  • 10. De kracht van de Generation C Steering Committee - Q1 March 2008 Can brands be friends? Marketing & branding in Social Networks Joeri Van den Bergh
  • 11. FutureTalking - Q2 Steering Committee - Q2 June 2008 Entertainment in the digital era
  • 12. About Content, Ownership & Context Entertainment Jo Caudron Steering Committee - Q2 June 2008 CONTENT OWNERSHIP CONTEXT
  • 13. About Content, Ownership & Context Entertainment Jo Caudron Steering Committee - Q2 June 2008 CONTENT OWNERSHIP CONTEXT Content-brands are no longer one with the format. One brand extents over different formats, driven by the ownership, context of usage, ...
    • Content-brand = Sara
    • Formats =
    • TV-show
    • Online (blog, ...)
    • Books
    • Parfum & other merchandising
    • Events
    • ...
    • all consumed in different contexts, using different devices
  • 14. Entertainment Jo Caudron Steering Committee - Q2 June 2008 CONTENT OWNERSHIP CONTEXT Ownership of the creation and distribution can be corporate but is increasingly getting social Top-down Corporate & central ownership Bottom-up Social & de-central ownership About Content, Ownership & Context
  • 15. Entertainment Jo Caudron Steering Committee - Q2 June 2008 CONTENT OWNERSHIP CONTEXT
    • Context: in school, in the livingroom, in the car, at work, in a pub, ...
    • Each context has practical possibilities & limitations
    • The context of the user defines the ideal device and the ideal content
    • It is NOT THE DEVICE that defines the ideal content!
    • E.g.: in a car
    • traffic & regulations define possibilities & limitations
    • only place for small devices (phones, PDAs, ...)
    • content is only relevant when it is easy to consume, only requires a short attention-span, fast to load, ...
    The context of the user is key in determining the ideal content/format/application About Content, Ownership & Context
  • 16. Entertainment Jo Caudron Steering Committee - Q2 June 2008 CONTENT OWNERSHIP CONTEXT the medium is no longer in a one-on-one relationship with one device TV as a medium is no longer only related to a TV-set , ... Radio as a medium is no longer only related to a radio-device , ... Phone calls are no longer only related to telephone-sets , ... Each medium has a variety of (digital) ways to get consumed. The question here is: when Lost or Prison Break are consumed via PC, as (illegal) download, are we then still talking about TV as a medium? About Content, Ownership & Context
  • 17. From old to new, from books to screens Entertainment Jo Caudron Steering Committee - Q2 June 2008
  • 18. From old to new, from books to screens
    • books will always be there, but in time newspapers and magazines might disappear
    Entertainment Jo Caudron Steering Committee - Q2 June 2008
    • Books are still the preferred leasure reading object
    • The tangible aspect of media (e.g. CDs) is still important
    • they are defined as:
      • emotional and charming
      • esthetically important
      • historically valuable
      • better user experience (reading)
      • Dont fail working (no batteries or wires)
      • relaxing (not PC-driven, no stress)
      • tangible
      • social (?!)
  • 19. From old to new, from books to screens
    • I like reading book but sometimes I feel like Im missing hyperlinks
    Entertainment Jo Caudron Steering Committee - Q2 June 2008
    • For Rational content and Professional use
    • Digital versions (screens, e-books, ...) are preferred
    • more practical to use: search, find, browse
    • ability to quickly scan documents
    • some users mention green arguments: better for the environment
    • less practical (you can not take it to the beach)
  • 20.