EBU Connect: Channel Branding in the Digital Age
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The Presentation Jo Caudron gave at the EBU Connect event in Copenhagen. It deals with the way TV is changing in the digital age and what the challenges are for channels.
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EBU Connect: Channel Branding in the Digital Age
- 1. Channel branding in the digital age EBUConnect, 24-25 April 2012, Copenhagen jo@dearmedia.be @jcaudron zondag 29 april 12 1
- 2. • a digital consulting company • founded in 2009 by Jo Caudron • our mission is to help you finding 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 @jcaudron zondag 29 april 12 2
- 3. Our Field of Activities Mobile & Tablets Online Media Social Media Connected TV Impact on traditional communication, media, business, ... zondag 29 april 12 3
- 4. Our Services Presentations, Custom Social Media Social Media Trainings & Consulting FireStarter KickStarter Workshops Public and in-house A variety of consulting The proven A pragmatic, fast and presentations, and advisory services, methodology to efficient way to trainings or tailored to the specific thoroughly prepare kickstart social media workshops. needs of our clients. any organization for strategy in your social media: company. Topics: Range: • strategy • social media • strategy development Format: a limited set • fixing the media development • concepts and of strategy and • mobile and tablets • concept translation architecture concept workshops, • entrepreneurship • RFP assistance and • processes and aimed at rapidly vendor selection workflow orienting our clients. • boardroom advice • team formation • business case • trainings, coaching development • tools, monitoring, ... • change management zondag 29 april 12 4
- 5. Available Now www.MediaMorgen.com @jcaudron zondag 29 april 12 5
- 7. To get this started... • Who is using? • Who is using? - Twitter - an iPhone - Facebook, Google+, ... - an Android - LinkedIn, Plaxo - a Blackberry - Email - a Nokia, Samsung, Sony - LBS Ericsson, ... - Augmented Reality - a tablet (iPad, Android, ...) zondag 29 april 12 7
- 8. A short history of everything (in media) Analogue Digital Connected (internet) Social Everything is getting mobile And the mobile eco-system will go to the living room very soon ... @jcaudron zondag 29 april 12 8
- 9. What are social media? zondag 29 april 12 9
- 10. zondag 29 april 12 Radio @jcaudron 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
- 11. @jcaudron zondag 29 april 12 11
- 12. Transparency Closeness Responsiveness Speed / Agility Authenticity Connectivity @jcaudron zondag 29 april 12 12
- 13. @jcaudron 7.000.000.000 zondag 29 april 12 13
- 14. 2.000.000.000 @jcaudron 7.000.000.000 zondag 29 april 12 14
- 15. 1.300.000.000 2.000.000.000 @jcaudron 7.000.000.000 zondag 29 april 12 15
- 16. 5.900.000.000 1.300.000.000 2.000.000.000 @jcaudron 7.000.000.000 zondag 29 april 12 16
- 17. The Future is ‘Mobile’ zondag 29 april 12 17
- 18. Mobile is the Biggest! subs le p hone io n mo b i 2010 5.9 bill so ld were l io n 1 bi l @jcaudron zondag 29 april 12 18
- 19. Apple will continue to dominate the market for the next coming years. @jcaudron Source: Forrester March, 2012 zondag 29 april 12 19
- 20. @jcaudron zondag 29 april 12 20
- 21. Mobile as Second Screens for the World... @jcaudron zondag 29 april 12 21
- 22. So, Traditional Media are Dead? No, but... zondag 29 april 12 22
- 23. The end of traditional media? ? @jcaudron zondag 29 april 12 23
- 24. What might impact TV? Non-linear viewing! 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? @jcaudron zondag 29 april 12 24
- 25. @jcaudron zondag 29 april 12 25
- 26. @jcaudron zondag 29 april 12 26
- 27. Source: research DearMedia and Ehsal Management School, Januari 2012 @jcaudron zondag 29 april 12 27
- 28. “People have never watched so much TV as today” “TV still works, definitely in times of crisis” “People timeshift to watch more TV, it has no impact on advertising” @jcaudron zondag 29 april 12 28
- 29. NYT, April 22, 2012 NBC -3% “ratings for people who watch shows CBS -8% when they are first broadcast) have ABC -21% declined for 14 straight quarters" Fox -20% “We are seeing the cumulative effect of nonlinear viewing.” Jeff Gaspin @jcaudron (former head of entertainment NBC) zondag 29 april 12 29
- 30. This all impacts Channel Branding too @jcaudron zondag 29 april 12 30
- 31. What might impact TV? Direct OTT Distribution! @jcaudron zondag 29 april 12 31
- 32. Who’s jumping over who? @jcaudron zondag 29 april 12 32
- 33. @jcaudron zondag 29 april 12 33
- 34. 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. zondag 29 april 12 34
- 35. How big should CHANGE be? What will 15% ad erosion mean for the business? What will 15% of OTT viewing mean for the business? What if OTT and Second Screens are mainly owned by Apple, Facebook, Netflix, Zeebox ...? The “inconvenient truth” is we simply don’t know. But just look at what 4° temperature increase will do to our planet... @jcaudron zondag 29 april 12 35
- 36. How to respond in this new digital age? zondag 29 april 12 36
- 37. The Second What is it? Screen TV enhancements Top-down & Bottom-up Branding & services (EPG, ...) Targeted advertising & CRM Social TV TV-commerce VOD & linear TV (will it replace the STB?) @jcaudron zondag 29 april 12 37
- 38. The Second Who owns it? Screen The content owner? The channel? The media company? The operator/distributor? A new challenger? @jcaudron zondag 29 april 12 38
- 39. The Second Think about your role in the development of Screen second screen business and branding The channel? @jcaudron zondag 29 april 12 39
- 40. Customer Bypass? OTT Who do you want to be? Media Value Chain Shortcutting? @jcaudron zondag 29 april 12 40
- 41. Building Communities around Media Brands zondag 29 april 12 41
- 42. About strong media brands Strong OTT potential Strong Media Brands Strong Digital Brands Who’s best at building Media Communities? What will be the Media Love Brands of tomorrow? zondag 29 april 12 42
- 43. The new “social” paradigm Content is no longer King Connection just became the new King zondag 29 april 12 43
- 44. The new “social” paradigm Yes, media are connecting. But who’s community is this anyway? Connection just became the new King zondag 29 april 12 44
- 45. Interaction zondag 29 april 12 High Medium Low 8 Viral Marketing Direct Email Marketing Marketing POS Traffic Traditional Above Media 2 weeks Social Campaigns Online media Campaigns PR Activation Campaigns Conversion 2 months offline Duration Social harvesting Social Websites Websites 2 years Social seeding Your Destination (info, fun, engagement, loyalty) Conversion online 45
- 46. Interaction zondag 29 april 12 High Medium Low 8 Viral Marketing Direct Email Marketing Marketing POS Traffic Traditional Above Media 2 weeks Social Campaigns Online media Campaigns PR Activation Campaigns Conversion 2 months offline Duration Social harvesting Social Websites Websites 2 years Social seeding Your Destination (info, fun, engagement, loyalty) Conversion online 46
- 47. Interaction zondag 29 april 12 High Medium Low 8 Viral Marketing Direct Email Marketing Marketing POS Traffic Traditional Above Media 2 weeks PR Social Campaigns Online media Campaigns Activation Campaigns Conversion 2 months offline Duration Social harvesting Social Websites Websites 2 years Social seeding Your Destination (info, fun, engagement, loyalty) Conversion online “Masters Of Community” ? (local) relationships between media brands and media customers 47
- 48. Interaction zondag 29 april 12 High Medium Low 8 Viral Marketing Direct Email Marketing Marketing POS Traffic Traditional Above Media 2 weeks Social Campaigns Online media Campaigns PR Activation Campaigns Conversion 2 months offline Duration Social harvesting Social Websites Websites 2 years Social seeding Your Destination (info, fun, engagement, loyalty) Conversion online In the future, owning the community around a show will be equally important to owning the (broadcasts) rights for the show. 48
- 49. Interaction zondag 29 april 12 High Medium Low 8 Viral Marketing POS Email Marketing Direct Marketing Traffic Traditional Above Media 2 weeks Social Campaigns Online media Campaigns PR Activation Campaigns Conversion 2 months offline Duration Social harvesting Social Websites Websites 2 years Social seeding Your Destination (info, fun, engagement, loyalty) Conversion online Media online need to be more than a website. They need to be media communities, powered by a rich collection of “social objects” (the brand, the news, people, stories, ...) The ultimate goal should be to build a named and long-term relationship with each individual media user. Media companies should use the big social networks, not the other way around. MEDIA NEED TO OWN THEIR OWN COMMUNITY 49
- 50. Interaction zondag 29 april 12 High Medium Low 8 Viral Marketing Direct Email Marketing Marketing POS Traffic Traditional Above Media 2 weeks Social Campaigns Online media Campaigns PR Activation Campaigns Conversion 2 months offline Duration Social harvesting Social Websites Websites 2 years Social seeding Your Destination (info, fun, engagement, loyalty) Conversion online In the future, owning the community around a show will be equally important to owning the (broadcasts) rights for the show. 50
- 51. zondag 29 april 12 51
- 52. TV Tr New ad al iti an ci TV Mix on d Near Linear So Linear al T br T • Live • Now +/-3H O B oa • Traditional model • Hybrid model: ST dc • IRL ad skipping (toilet, selectively loyal to Vi and d channel as fridge, ...) an a • Channel zapping • Full ad skipping (DVR) t Se oth TV • Live interaction on TV, & FFWD co er SMS, 2nd screen • Channel shifting a nd de • • Shifted interaction vi Advertising • Pay-TV (apps follow the show) Sc vic How to brand via 2nd screen re es • Advertising a media en • Pay-TV channel in s • Pay-for-service this new landscape? Up-sell On Demand Pre-run Starting from channel-logic: Selective, high value, expensive, premium, paid Where do you want to be? Re-run Starting from channel-logic: High convenience, mainstream, premium, free/paid, advertising Do you want to lead or Catalogue Premium: series, movies, ... NOT necessarily linked to existing channels, paid Long-tail: archive, wide offering, niche offering, both linked and not lined to existing channels, paid follow? n zondag 29 april 12 52
- 53. jo@dearmedia.be @jcaudron Thank You! zondag 29 april 12 53
- 54. Channel branding in the digital age EBUConnect, 24-25 April 2012, Copenhagen jo@dearmedia.be @jcaudron zondag 29 april 12 54