Social Media: how the Entertainment Industry is

switching from Push to Pull

Gerd Leonhard

www.mediafuturist.comtwitter.com/gleonhard

The termSocial Media is really kind of an

artifact, a mere construct.

Better: Networked Media.Real-Time Media.

User-driven Media.Engaged Media.

We are very much at the beginning...

Our ‘Networked World’ is still very nascent

... and often rather confusing!

Source: IdiotsofAnts.com

Why is this Social Media Stuff important?

Social Media will soon beat

eMail, Video may well beat Search

Involve your ‘tribes’ & followers

From a long time ago....

Merit, Quality & Uniqueness

AttentionConversion

Money

‘Broadcast’ Media

Networked Media

“Tribal Relationships”

150 tribe members + 1000 real fans + + + +

Online and Offline are converging

“Trust is the most important currency online, so to build it we adhere

to three principles of open information: value,

transparency, and control” Google Senior VP, Product Management Jonathan Rosenberg's essay, The Meaning of Open, published on the Offical Google Blog

Was...

Is...

Some of my weapons of choiceTypepad for Blogging (Firefox!!!)

Hootsuite for Firefox (Twitter), Tweetdeck

Mobiles: iPhone, Google Nexus, Blackberry, Nokia E71

Mobile apps: Tweetie, Hootsuite, InstaPaper, FB

More apps: LinkedIn, Google Reader, Skype

Kindle, Sony, iPhone electronic readers

HD Video Camera(s): Kodak, Flip, Phones...

The new Apple Tablet!

Social Media is “Customer Relationship Management”

It all starts with this:

The Consequences of ‘Closed’...?!

What does the Future hold - and how will we

adapt to it?Source: seekingalpha.com

“We can enforce a different future than that which our customers want”“We can ignore our users’ emerging behaviors and mold them as we see fit”“We need to watch out for what’s good for us, first and foremost”“Our gain needs to be 100% ours - it’s a win-lose world!”“More control = more money”

A big Challenge: Open Internet vs Closed Minds?

Rupert Mudoch via AllThingsD.com

MobileSocial

NetworkedReal-TimeIn Control

Closed vs Open...

Control ≠ MoneyEgosystem

Ecosystem

*but

User Interfaces make all the difference

The computer is work.The iPhone is ... kind of work.

The iPad / Tablet is... not work

ImmersiveFlighty Immersive...2.0

Expect more of this: Real-Life + Mobile + Internet

Imagine what this could do for personalized, engaged,

conversational marketing

Source: Wikitude / Youtube

Old

New

Old

NewHat tip to Brian Solis

TNN: Twitter News Network

Welcome to Communication 2.0

Real-Time

Interactive

Cross-Media

MobileDe-centralized

Our entire media & communications infrastructure - the “Extension of Man” (McLuhan) - is becoming Real-Time

Hyper-Competition Hyper-Collaboration

Now: “Stage Experiences” Source: HBR.org

Source: Flickr Desert Diva

The ‘Open/amap’ challange

Source: Slideshare (cc)

Hybrid Models in many variations

Get rid of Push MarketingTop-down

Domination PlaysExpensive watering-cansUni-directional marketingInterrupting consumers

Shout: buy buy buy100% control everything

A new Marketing Paradigm emerges

People as well as Brands are becoming...

Broadcasters

Content

Publishers

Media

Twitter Examples

Summary

1.Attract the right people by publishing relevant content

2.Get and hold their Attention, build Trust

3.Think Followers not Users4.Offer added values to

convert followers into $$

email me at gerd@mediafuturist.com

twitter.com/gleonhardFacebook: gleonhardmore presentations at

www.mediafuturist.com

Now is a good time!

Thanks for listening!