Media Owners time to Innovate - Ditch Advertising & Become a Platform

43
Making media more valuable Building better businesses The Co-Creation Consultancy
  • date post

    17-Oct-2014
  • Category

    Business

  • view

    3.671
  • download

    2

description

Traditional advertising online doesn't work for media owners, brands or the consumer. It is time media owners innovate and become a platform for insight and action. Here is how..

Transcript of Media Owners time to Innovate - Ditch Advertising & Become a Platform

Page 1: Media Owners time to Innovate - Ditch Advertising & Become a Platform

Making media more valuableBuilding better businessesThe Co-Creation Consultancy

Page 2: Media Owners time to Innovate - Ditch Advertising & Become a Platform

• We are• What’s changed• Media Innovation

Page 3: Media Owners time to Innovate - Ditch Advertising & Become a Platform

We are...• We are a crowd of experienced researchers, planners,

brand strategists, web developers, traditional and social media specialists

• We use co-creation techniques to deliver insight, innovation and rapid outcomes for organisations

• We aim to make your media space more valuable to all stakeholders; including the advertiser, the audience, and most importantly you

• We achieve this at significantly reduced cost thanks to our long experience and deep expertise in the latest social technologies and co-creation processes

Page 4: Media Owners time to Innovate - Ditch Advertising & Become a Platform

• We are• What’s changed• Media Innovation

Page 5: Media Owners time to Innovate - Ditch Advertising & Become a Platform

Ad spend is down and the economy is only part of the story.

Page 6: Media Owners time to Innovate - Ditch Advertising & Become a Platform

So

rry

bu

t..

Page 7: Media Owners time to Innovate - Ditch Advertising & Become a Platform

CommercialEditorialSalesResearch

Alarm Bells ringing

Increasing Problem

Dept. knock on effect

Page 8: Media Owners time to Innovate - Ditch Advertising & Become a Platform

All Ad inventory is impacted. Only social media Ads are significantly up e.g. Facebook

Page 9: Media Owners time to Innovate - Ditch Advertising & Become a Platform

But that’s just money chasing eyeballs

Page 10: Media Owners time to Innovate - Ditch Advertising & Become a Platform

est. 0.07% Average CTR = #FAIL

Page 11: Media Owners time to Innovate - Ditch Advertising & Become a Platform

Low CTR = Spam

Page 12: Media Owners time to Innovate - Ditch Advertising & Become a Platform

Why?

Page 13: Media Owners time to Innovate - Ditch Advertising & Become a Platform

Top reasons to go online:

#1 Social Media#2 Porn#3 Check Email#4 Research#5 Buy Stuff

AKA People

Page 14: Media Owners time to Innovate - Ditch Advertising & Become a Platform

‘Everything has an open comment box’

All media is becoming social media Reason #1

Page 15: Media Owners time to Innovate - Ditch Advertising & Become a Platform

‘Everything is sharable’

All media is becoming social media Reason #2

Page 16: Media Owners time to Innovate - Ditch Advertising & Become a Platform

In Social Media unlike in Broadcast Media nobody is looking at the stage they are looking at one another.

Advertisers are using increasingly extreme creative and technological methods to get attention but #failing

I like cheese I hate cheese

I like your tie

Page 17: Media Owners time to Innovate - Ditch Advertising & Become a Platform

• 71% of sales come from Friend Recommendation• Not banners, buttons or MPUs• Behavioural targeting is not THE answer

Page 18: Media Owners time to Innovate - Ditch Advertising & Become a Platform

Technology has got better and better yet the advertising model continues to fail us. Digital has just exposed this and Social Media exaggerated it.The losers are the media owner, the advertiser and the user. EVERYBODY

Page 19: Media Owners time to Innovate - Ditch Advertising & Become a Platform

The whole Internet is Betaand Beta is invitingPart of what you doshould be beta too right?

Try out new methods of generating revenues and brining value to all parties with us.

Page 20: Media Owners time to Innovate - Ditch Advertising & Become a Platform

• We advise brands to use their ad money on more productive means of user engagement

• Media owners can help make this possible and retain the client spend

• We aim to help the world’s big media owners create a ‘new Beta way’ with alternative revenue streams that deliver a greater value

• With them we can truly help brands be less wasteful, more efficient and more relevant

Page 21: Media Owners time to Innovate - Ditch Advertising & Become a Platform

Inviting the right people and their peers to

something they find valuable and exclusive

‘new way’ Step 1

Page 22: Media Owners time to Innovate - Ditch Advertising & Become a Platform

... where there is No Advertising.

A place where brands must bring a value.

A social value – one that can be shared.

In exchange they get to talk with your audiences, build communities

a) Ask questions.

b) Pitch ideas and win support‘new way’ Step 2

Page 23: Media Owners time to Innovate - Ditch Advertising & Become a Platform

Som

ethi

ng th

at ru

ns P

aral

lel Som

ething that runs Parallel

You can run this alongside ‘business as usual’

Page 24: Media Owners time to Innovate - Ditch Advertising & Become a Platform

• We are• What’s changed• Media Innovation Solution - Beta

Page 25: Media Owners time to Innovate - Ditch Advertising & Become a Platform

Lets go

and explore the ‘NEW WAY’

Page 26: Media Owners time to Innovate - Ditch Advertising & Become a Platform

• You got great content

In an age of oversupply you still have something that people want.. Great Content

Page 27: Media Owners time to Innovate - Ditch Advertising & Become a Platform

THAT draws people

Page 28: Media Owners time to Innovate - Ditch Advertising & Become a Platform

But CONTENT

ISN’T KING

‘’If I sent you to a desert island and gave you the choice of taking your friends or your movies, you’d choose your friends

If you chose the movies, we’d call you a sociopath.

Conversation is King. Content is just something to talk about.’’

Cory Doctorow / Boing Boing

Page 29: Media Owners time to Innovate - Ditch Advertising & Become a Platform

It’s the best conversation starter there is

Content IS a ‘social currency’

It’s value can be shared &

Page 30: Media Owners time to Innovate - Ditch Advertising & Become a Platform

And it’s in those conversations, and through that sharing, that people reveal so much about themselves.

Page 31: Media Owners time to Innovate - Ditch Advertising & Become a Platform

Your Platform

Your content

User

Their Journey

Less Destination more Junction

Page 32: Media Owners time to Innovate - Ditch Advertising & Become a Platform

People give access to groups of people

Page 33: Media Owners time to Innovate - Ditch Advertising & Become a Platform

We can help you understand where your content sits within the social universe beyond your platform to increase value-add.

Page 34: Media Owners time to Innovate - Ditch Advertising & Become a Platform

Now look at things differently:By having great content you have earned access to people.

By letting them take your content away you have earned access to their friends.

This gives you rich social data and a powerful platform.

Page 35: Media Owners time to Innovate - Ditch Advertising & Become a Platform

What can you do with this data and platform that is more valuable than advertising?

Page 36: Media Owners time to Innovate - Ditch Advertising & Become a Platform
Page 37: Media Owners time to Innovate - Ditch Advertising & Become a Platform
Page 38: Media Owners time to Innovate - Ditch Advertising & Become a Platform

That which we create we embrace

We can’t stop talking about

We choose over all else

Page 39: Media Owners time to Innovate - Ditch Advertising & Become a Platform

Anti-sweat shopsSensitive

Liberal

Cynical

So be a platform: For Consumer Insight...

Page 40: Media Owners time to Innovate - Ditch Advertising & Become a Platform

1.Action

2.Group Action

3. Inspired Crowd

Platform

Or be a platform: for Action (beyond just your own spaces).

!

Page 41: Media Owners time to Innovate - Ditch Advertising & Become a Platform

By already having the basis for such a platform you save clients time & money in trying to build one themselves. You guarantee scale.

Page 42: Media Owners time to Innovate - Ditch Advertising & Become a Platform

Fix / Act

Offer the Full PackagePurposeDiscover

Introduce

Surface

Co-creation P

rocess

for a fixed price.

Page 43: Media Owners time to Innovate - Ditch Advertising & Become a Platform

What are you waiting for?Contact:

Jamie Burke CEO 90:10 [email protected]

David Cushman Head of [email protected]