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Lecture 2 landscaping and theory scoping
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LANDSCAPING AND THEORY SCOPINGJN2702
@_johnmills
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Last week: recap
Introduced key module themes and assessments
Throughout this course, we’ll consider the new role of marketing in relation to social media, digital platforms and how media organisations traverse this space
Reading last week: Clay Shirky and Gillian Doyle
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Housekeeping
Produce a ‘pitch’ for your assignment 2 subject/client by February 27th
Feedback will be the following week
MIP and last week’s lecture now up on Blackboard
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Key reading points from last week:
Shirky: Social Media and digital platforms have realigned concepts of the crowd, the audience and their potential for collaboration and ‘co-creation’
Shirky: Information can now be shared and
harnessed in new and advantageous ways
Doyle: Media have expanded their businesses horizontally and vertically to be more profitable: social media has become part of this
Doyle: Media companies need to traverse technological disruption to survive
Doyle: Low marginal costs of replication for much media production
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Key themes for this week:
What is marketing?
Origin of marketing and advertising ‘platforms’
An overview of (some of the) available platforms and how they perform
How theorists have articulated the ‘now’ and the ‘future’
The role of the audience/consumer and how it’s changed in the face of digital expansion
Assets and revenue streams
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So, what is marketing?
“the action or business of promoting and selling products or services, including market research and advertising.”
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To start: multiple platforms = products and money?
Thinking back to Mark Deuze’s concepts of ‘Life in Media’, how do we see media organisations use the range of technologies that they have available to them?
How do media organisations ‘monetize’ the platform or attract value from it
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TV Global penetration
Expanding range of digital channels offers a niche advantage
Moving to online and replay (iPlayer, 4OD, TeVo)
Offers advertisers a ‘live’ advantage and mass viewership Superbowl ($4million for 30 seconds) LiveAid (Global audience of 1.9 billion people) Royal Weddings (24.5 million people watched on BBC) Saturday Night TV (X-Factor, Strictly, etc) Seasonally adjusted
Captivated audience
Online expansion (to be covered in a future slide… Convergence and multiplatform)
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Radio
90% of population listen to radio each week
Offers a unique, non-visual media experience
Caters for a range of niche markets ranging across geographic output (e.g. Preston FM) and specific demographics
Media spend on radio hit £23.7m
Expansion into the real of podcasting and digital download (more on that later)
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Global perspectives (last week)
Challenges for UK Newspapers
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Print continued
70 to 80 per cent of Newspaper income is generated through advertising
Donica Mensing, Newspaper Research Journal
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Beyond falling subscriptions
Some Newspapers are tackling this issue with marketing campaigns – check the FT example
Using data, analytics and big data to ensure products are formed and targeted correctly (more of this in the coming weeks)
Magazines offer a distinct niche advantage – check this post for more info
Many media organisations are looking to provide converged content across a number of platforms (see Economist, later)
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Billboard and Outdoor display Spans billboards,
digital signage, posters and transit displays
Worth $10bn in the US (Ibis World)
Outdoor and digital screen-based advertising worth $3.17bn in 2013 – (PQ Media)
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Online Spend: Digital advertising worth £3bn
Spend: Grew 17.5% in first half of 2013 (UK Internet Advertising bureau)
Journalism traffic: All local newspaper groups saw an increase in web traffic during first half of 2013 (Audit Bureau of Circulation
Market share: Facebook has 16% of all online ad revenue
Market share: Google has 32% of all online add revenue
Alternative ad platforms: eg addiply gaining traction
Expansion of Social Media as a source for dissemination
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Mobile reach and tablets
Mobile growth – including tablets, is growing exponentially – 1.8 billion mobiles in 2013, 184 million tablets
Mobile advertising on Facebook worth53% of sales and worth more than £1.7bn
News and media orgs developing mobile and tablet friendly interfaces (apps and responsive/adaptive design)
Provides opportunity to consume, share and produce on the move
Mobile networks becoming increasingly advanced (4g)
Convergence: Mobiles accessing info, such as radio, via their mobile
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So, multiplatform existence
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Multiplatform, platform
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The emergence of the platforms MySpace (value:
$35million ($580 million in 2005)
Facebook (value: more than $1bn)
YouTube (value: $45.7bn)
eBay (value: $39.3bn)
Amazon (value: $119bn)
Twitter (value: $1.7bn)
Wordpress (value:? )
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How do media organisations respond?Case study – The Economist
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External advertising, too…
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d
Brainstorm! Map your own social media presence, and tell
us who you ‘engage’ with and why?
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d
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d
Brainstorm! Choose a media publisher and brainstorm
it’s ‘assets’
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Diversification
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The creation of a Brave New World: Web 2.0
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Web 2.0
A phrase popularised by Tim O’Reilly
Refers to an interactive engagement with web users
Creates new economic models around web-content
Summarises the ability to curate an online community (and potentially extract value from them)
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The audience…they say hi!
c
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d
Brainstorm! Generate a list of which web 2.0 companies
you know of, and how you engage with them
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Leveraging the power of the platform: marketplace
Anderson: The Longtail
Tapscott: The Net Generation
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Anderson: The Long Tail
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Tapscott: Digital futures: Society and business The Net Generation (otherwise known
as digital natives) are increasingly affecting online behaviours
The concept of the ‘prosumer’, the wiki-workplace and peer production/mass collaboration
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Key concepts from today
The proliferation of multiplatform world The continuation of major publication outputs Major publishers are ‘converging’ their
content Publishers can monetize a range of assets Web 2.0: a new way of structuring the web Harnessing the power of the crowd The creation of expansive and varied revenue
streams
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Next week
Marketing in media, in practice
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Next week’s reading
Key texts…
The End of Marketing As We Know It – Sergio Zymann
The New Rules of Marketing and PR – David Meerman Scott
Some additional info
Media Management: A casebook approach – George Sylvie – (chapters on marketing and management)
Background and landscaping
Social Media for Journalists – Knight and Cook (Chapter 13)
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Two week from now: seminar: Prep a presentation Research and present, what you
feel, is a successful example of a company (could be media, could be other) that takes advantage of web2.0 technologies
Explain how they ‘market’ themselves
If possible, tie in to some of the theory I’ve highlighted in this course – Could be Zymann, Shirky, Doyle, Tapscott (although there’s lots of cross-over here)
10 minutes: examples, and why you feel it’s a good/bad/indifferent
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Flickr credits Zoriah – Zoriah Cairo Egypt hotel view city lanscape my life 2 20081230_256 beedieu – Watching TV n_willsey – Billboard near Piazza San Marco, Venice Italy CaptPiper – Sam reading in the Badlands icedsoul photography .:teymur madjderey - "now you really|' 401(K) 2013 – money cogdogblog – Radio Free Strawberry Leo Reynolds – Print shop USASOC News Service – soldiers conduct freefall training in Yuma, Ariz hdzimmermann – Internet craftapalooza – owl mobile Leonard John Matthews – is he talking to me Leonard John Matthews – If you're not confused hayley.bailey – Nesting dolls