ppt教程

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I AM THE MEDIA
Alain Thys, Marketing3 – Nov. 29,2006
Attribution-NonCommercial 2.0 Belgium
/licenses/by-nc/2.0/be/
Ceci n’est pas (just) about social media
July 2006
(cc) Lynette Webb, 2006
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The biggest player is
The long, long, long, long, long tail
1-200,000
1,000-200,000
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(cc) Lynette Webb, 2006
Xu Jing Lei 56,750/million 1,000-4,000 comments per article
Every Citizen is a Reporter
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In which (semi-)amateurs start to “play for real”
YouTube TOP 3 (20 nov 2006) Evolution of Dance Pokemon Theme Music 35.7 MM 17.3
Other
Magazines TV Radio
14
4 4 3
Source: CMO Council’s Retail Fluency Report, 2005
People Trust Humans
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This is not a “new hype” just an ignored reality
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“Your contract with the network when you get the show is that you’re going to watch the spots … Any time you skip a commercial … you’re actually stealing the programming”
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The traditional marketing model is being challenged, and (CMOs) can foresee a day when it will no longer work.
McKinsey Quarterly, 2005, Number 2 FUTURELAB
61% 51% 33% 55%
2003
2004
2005
2006
Most influential information sources in purchasing electronic goods? (TOP 3)
Source In-store Sales Associate In-store demonstration Word-of-mouth from family & friends Newspaper Coupons Internet Product/Company Information Retailer information % 49 36 33 25 21 16 14
•
•
Big Six study (US): People with PVR’s watch 12% more TV, yet 90% of them adskip (Germany : 88.2%)
CONSUMERS RESPONSE
•
• •
78.2% of Germans are irritated by advertising, only 24% actually still watches it (GfK Marktforschung)
Illustration based on anonymised examples
GRPs => Awareness => Karma => €€€
Source: Mediafuture SARL
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76%
of consumers don’t believe that companies tell the truth in advertisements
NEWS MEDIA
BBC Newlsline Ticker CNN New York Times Drudge Report Washington Post Reuters Online Guardian Unlimited Al Jazeera Wall Street Journal Le Monde The Huffington Post The Economist Daily Kos (State of theNation) Crooks&Liars (John Amato) 19,550 /million 18,600 8,740 4,210 3,755 3,680 2,985 2,925 1,995 990 959 740 722 525
33,347,000 profiles
1.5 million residents
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In which (semi-)amateurs start to “play for real”
Blogs vs. Mainstream News Media : Early days, yet traffic is growing
22.0 20.8
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For video, please check /
In which (semi-)amateurs start to “play for real”
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While online media play catchup with traditional outlets
Quick Change Artists
12.7
Nielsen Rating – Nov 6- Nov 12
1.
2. 3.
Desperate Housewives
Dancing With the Stars CSI: Crime Scene Investigation
ABC
ABC CBS
22.3 million
Edelman Trust Barometer, 2006
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People Trust People
When forming an opinion of a company, how credible would the information be from …
Edelman Trust Barometer 2006 % Academic Doctor or similar Person like yourself/peer A person like yourself or a peer Financial Analyst NGO Rep Accountant Lawyer Regular employee CEO Union Entertainer PR person Blogger 62 62 61 58 58 53 36 33 29 19 17 16 15 FUTURELAB
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Response
There is no apparent link between advertising awareness and GRP weight
Romania China/Shanghai Philippines India
Australia
Top Graph = ad awareness - Bottom Graph = GRP Weight
We will decide what you want & need
• • • •
Central editorial control Government regulation (censorship) One-way communication Limited channels of information
14,463,346 auctions
21 Nov 2006
200,000,000 blogs
Almost 4,000,000 articles (10 languages)
>100,000,000 videos (65,000/day)
“The workers should appropriate the means of production”
Jamie Kellner, CEO of Turner Broadcasting, April 2002
(cc) Lynette Webb, 2006
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Yet then the power shifted
Anytime - Any Place - Any Way
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This Presentation
WHILE YOU WERE SLEEPING
WHERE DO WE GO FROM HERE?
BRANDS AS STORYTELLERS
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Part 1:
While you were sleeping
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The Good Ole Days of Corporate Media
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While institutional trust is eroding
Blind Faith Collectivism Command
Reasoned Faith Elective Collectivism Contract