5. About me...
• Founding Partner of Dear Media
• Active in interactive since 1993 (Dear Media, ONE Agency,
theOriginals, tvAgency, xCA, The Reference, ...)
• Not a Digital Native
Not a Digital Immigrant, but a Digital Architect
• http://jocaudron.me
(for the personal stuff)
• http://www.linkedin.com/in/jocaudron
(for the boring stuff)
• www.twitter.com/jcaudron
(to get in my stream)
• http://www.facebook.com/jocaudron
(we might even become friends ;-)
• Become fan of Dear Media on www.facebook.com/
dearmedia and get the daily social media news in your
stream
picture: (c)
Pieter Baert
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7. What’s the real purpose of media?
• To put it bluntly: media only exist as a means of transportation
• To bring messages across
• from advertisers to consumers
• from lobbyists to masses
• from governments to citizens
• from ... to ...
• It is ...
• ... not the advertising filling the space between content
• ... the content (news, entertainment, fun, ...) that is filling the space between intelligently
engineered and smartly crafted messages
• In order to keep this model alive, media HAVE to function top-down, in a highly controlled
world full of gatekeepers
• What if this models breaks down?
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8. To get this started...
• Who is using? • Who is using?
• Twitter • a Blackberry
• Facebook, Netlog, ... • an iPhone (2G, 3G, 3Gs)
• LinkedIn, Plaxo • a Google Phone
• Email • an Android
• Google Wave • a Nokia, Samsung, Sony
Ericsson, ...
• LBS
• Augmented Reality
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9. The World We Live In Today ...
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15. SOCIAL OBJECT
The Flower is the (potential) social
object
The mainstream media are the
smell of the flower
The bee is “spreading the word”
and has the real power
Level I: Sites, blogs, feeds, widgets
Level II: Closed networks (Facebook, Netlog, ...)
Level III: Through individuals (e-mail, Twitter, ...)
Media 2.0
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16. Social Objects: content, media,
the dynamics of services, ...
social objects for Text, Pictures,Video, Blogs,
Twitter Tweets, Live feeds, Geo-data,
applications, ...
professional media
BOTTOM-UP (User-generated)
Beehive
TOP-DOWN (central ownership)
Social Features
Rating
Tagging
Sharing (STAF, STAN)
Commenting
Grouping
Social Bookmarking
Aggretation ...
Youtube, FlickR, ...
Flower Syndication
Twitter, Facebook, ...
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19. Microblogging sites
• 140 characters
• Short-form status updates
• Asynchronous model (you
follow me, I don’t follow you)
• Connecting people instantly,
the live web
• Increasingly shifting from
nonsense to value
• More a niche product
compared to e.g. Facebook
(and will probably stay that
way)
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34. Destination
•The traditional way of thinking
•“Come to us, we will show you”
•They are in control of:
programming, advertising,
presentation, comments, ...
•They used to be closed and afraid
to share ...
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35. Stream
• The new paradigm: status
updates create the “live web”
• It comes to you, depending on
who/what you want to follow
• Driven by Twitter, Facebook,
Google Reader, ...
• Filtered by yourself, allowing
your peers to be your gatekeeper
• Open, open, open, ...
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36. The power of “The Stream”
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37. The power of “The Stream”
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39. Bottom-up, creating a
new power-balance. The
network as the new
gatekeeper.
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40. People don’t create news, they
share the news of the publishers
The network is the gatekeeper
Top-down
Bottom-up
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41. The new rules for media:
being a destination and being in The Stream
Social Site
SMS Twitter Radio (Facebook) Site, paper, TV E-zine Magazine Site
instant, semi-instant, regularly often (12h) news, 24h news + insights, archive, long-tail
breaking news breaking news breaking what’s insights, 1w reports, 1w/
(important) (important or news happening 1m
not) around you?
• Build GOOD destination sites (because that is • Allow others to share and (re)distribute your
where people eventually will still “land”) headlines (and link them to your own site)
• Get into the stream of your audience: create a • Be open, open, open, ... and have a solution for
social media delivery strategy (a central plan each step in the stream
and decentralized execution: everyone needs to
go social), but remember: it’s about connecting
people to people!
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42. twitter.com/jcaudron
follow me for breaking media innovation news ;-)
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