The presentation Jo Caudron gave at the #DMF11 conference in Brussels. It deals with the radical change our traditional media are facing due to the impact of mobile, social, digital media.

1. Fixing The Media
jo@dearmedia.be
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2. • a digital consulting company, working for
European clients
• founded in 2009 by Jo Caudron
• our mission is to help find a new balance
between the certainties of your traditional
business and the opportunities of innovations
in (digital) media
• our scope is everything in the digital space, with
focus on social, mobile, tablets, location,
connected TV, new radio, ...
• We work for large European clients
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3. • Founding Partner of Dear Media (www.dearmedia.be)
• Active in interactive since 1993 as (co-)founder of Dear Media, ONE
Agency, theOriginals, tvAgency, xCA, The Reference, ...)
• Media thinker, innovator & strategist
• Interested in all things digital, social & mobile, new media & connected
TV
• Consultant, Entrepreneur, Speaker, Writer
• Vice-President IAB Belgium
• Contact
• jo@dearmedia.be
Jo • http://jocaudron.me (for the personal stuff)
Caudron • http://www.linkedin.com/in/jocaudron (for the business stuff)
• www.twitter.com/jcaudron (for my technology newsfeed)
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4. Available from October 2011
Already in pre-order on
www.MediaMorgen.com
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5. twitter.com/jcaudron
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6. To get this started...
• Who is using? • Who is using?
- Twitter - an iPhone
- Facebook, Netlog, ... - an Android
- LinkedIn, Plaxo - a Blackberry
- Email - a Nokia, Samsung, Sony
- LBS Ericsson, ...
- Augmented Reality - a tablet (iPad 1, iPad 2,
Android, ...)
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7. Don’t believe anything
you will hear in the
following presentation!
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8. The Perfect Storm
Authority Shifting
Shift of
Content Explosion
Place Shifting Control
Time Shifting
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9. WTF are
social media?
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10. Radio
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TV
Print
Billboards
From ...
DM
Social Media
Marketing & Communication
Sales
The sky is the limit...
Service & Support
HR
... to
IT
Social Business
PR & External Commun.
R&D & Enterprise 2.0
10

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12. 7.000.000.000
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13. 2.000.000.000
7.000.000.000
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14. 1.300.000.000
2.000.000.000
7.000.000.000
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15. 5.000.000.000
1.300.000.000
2.000.000.000
7.000.000.000
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16. The Future is
‘Mobile’
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17. Mobile is the
Biggest!
nes.
obile p ho
n m ld o ver
5 billio re so
illio n we n e!
1 b r alo
las t yea
the
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18. woensdag 12 oktober 11 18

19. 300
225
In Q4 2010 7,3% of all PC’s sold globally, where iPads ...
(source: IDC). 150
By 2014 almost 500.000.000 tablets will be sold.
75
Apple will continue to dominate the market for the next
coming years. 0
2010 2011 2012 2013 2014
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20. The Future of Computing is NOT on PC’s
Shift towards tablets, smartphones, ...?
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21. So, Traditional Media are Dead?
No, but...
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22. The end of traditional media?
?
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23. What might impact TV? Timeshifting!
How big is time shifted
viewing today?
• 2,5% (VRT)
• 20% (VTM telenovelas)-
30%
• 10% (RTL)
It IS growing.
How much loss of advertising
can commercial TV digest?
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24. What might impact TV? Direct OTT Distribution!
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26. The future of TV might not be on TV
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27. What might impact TV? The People!
They don’t watch less TV.
But they are changing the very
nature of the DNA of (commercial)
TV.
They might even pay for TV, but
maybe not to you.
They might stay loyal to TV-brands,
(near) linear TV, ...
but if they run away from your
advertising, pay-TV, ... you still have
an issue.
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28. Fixing TV TV must mix linear with On Demand
TV must mix and free-to-air with pay-TV
TV must be on all platforms
providing unique, compelling experiences
TV must create a wider offering with more content
faster and deeper
TV must create a mix of local and
international content and compete with
iTunes and the likes
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29. What about newspapers?
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30. What about newspapers?
• Print newspapers are no longer to
best “format” to bring the “latest”
news
• The daily frequency can not
compete to online newspapers
• They have cannibalized on their
own business: free newssites
• Classifieds are lost completely
• Advertisers believe in online and
new advertising formats and are
slowly towards online
• Yet traditional online advertising
does not work as hoped for, is
worth less, thus is not compensating
for offline loss
• Readers are less loyal
(subscriptions) and become
weekend-consumers
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32. Will new technology help?
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33. The future of
Magazines?
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34. Fixing Print Print will continue to exist, but digital will rule
Expect newspapers and magazines to
become similar formats
It’s not just about tablets, it’s all you can dream of
Find a new balance between slow (destination: deep,
quality) and fast (stream: instant, short, quantity)
Let go of publication dates, the time is NOW
Your inspiration should not be “The Daily”, it
should be “Flipboard”
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35. And, THEY don’t listen to radio...
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36. Fixing Radio
Don’t be asleep, it’s happening to you too
You don’t have direct competition as “radio” but
you do have competition in your core values/
features: closeness, community feeling, local,
services, ...
Each of your core features is under attack by new
market entrants on mobile, social media, ...
Get out of the box to invent new services
that go with your core DNA.
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37. Is there a future for print and offline media?
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38. And what about the music industry?
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39. It’s not going well...
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40. It’s not going well...
“Jo, read and feel the horror”
(someone at a very big record label)
Bob Lefsetz
talking on Lady GaGa and the 0,99 sales on
Amazon...
“You can't argue about the price. "Born This Way"
was available at Amazon for 99 cents. And then, just
in case you didn't catch it the first time around, they
repeated the promotion a couple of days later. Only
400,000 odd people took Amazon up on this offer.
Meaning for many, they just don't want to hear GaGa
AT ANY PRICE!”
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41. The new online paradigm
Content is no longer King
It’s a commodity
Connection just became
the new King
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42. The new online paradigm
Yes, you are connecting.
But who’s community is this
anyway?
Connection just became
the new King
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43. People Don’t Mind Paying.
But not for content...
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44. We pay for experiences
• We never paid for news, we paid for newspapers
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45. We pay for experiences
• We never paid for news, we paid for newspapers
• We never paid for movies, we paid for cinema or rental
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46. We pay for experiences
• We never paid for news, we paid for newspapers
• We never paid for movies, we paid for cinema or rental
• We never paid for TV, we pay for “Ooit Gemist”
• We never paid for football, we paid for being in the arena
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47. We pay for experiences
• We never paid for news, we paid for newspapers
• We never paid for movies, we paid for cinema or rental
• We never paid for TV, we pay for “Ooit Gemist”
• We never paid for football, we paid for being in the arena
• We never paid for music, we paid for a CD, or instant availability of ALL
music
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48. We pay for experiences
• We never paid for news, we paid for newspapers
• We never paid for movies, we paid for cinema or rental
• We never paid for TV, we pay for “Ooit Gemist”
• We never paid for football, we paid for being in the arena
• We never paid for music, we paid for a CD, or instant availability of ALL
music
• So we don’t pay for online. Be honest, what online experience is really
worth paying for?
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49. We pay for experiences
• Create great experiences, convenience of delivery and people will pay (even
for stuff that is also available for free)
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50. Things to take away ...
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51. Want to be ready?
Change your view on
advertising
Start using
social networks Get a decent
Get on Twitter
smartphone
Get a tablet
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52. Want to be ready?
Get a Plan
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53. Start
1 AWARENESS
Strategy & Concepts
Mobile Strategy
2 DIGITAL STRATEGY
Social Media Strategy
Inbound (listen) /Outbound (talk)
3 CONCEPTS Destinations / Streams
Fix / Mobile
FUNCTIONAL SOCIAL MEDIA PLAN
The Plan
REQUIREMENTS - people & teams
(site, portal, apps,
Details
- tools (monitoring &
4 channels, ...) conversation)
- policies & guidelines
- training & coaching
RFP ASSISTANCE
Next
5 DEVELOPMENT
follow-up
CONVERSATION MNGT
day2day, guidance, follow-up
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54. Things to take away
Everything is becoming digital, so is your business, whatever it is
Social is the next logical step in the path of digital evolution
The future of the internet and social will be mobile
The future of mobile will be everything
You need a plan NOW to start dealing with this
Actually, you don’t need a plan, you need to plan (continuously)
Embrace the future now, but don’t overdo it ;-)
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55. Beware of Macro-Myopia*
*the trend to overestimate the impact of change on the short term
and to underestimate the impact of change on the long term.
Don’t say I didn’t warn you ;-)
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56. Fixing The Media
jo@dearmedia.be
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