How the Entertainment Industry is Switching from Push to Pull Marketing
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This document discusses how the entertainment industry is shifting from traditional "push" marketing strategies to more collaborative "pull" strategies leveraging social and networked media. It notes that terms like "social media" are evolving to refer more broadly to real-time, user-driven, engaged media. The document advocates focusing on building relationships with followers by offering valuable, transparent content rather than strictly trying to push products and control information. It suggests the future will involve more open, collaborative models that blend online and offline experiences in real-time across multiple platforms and devices.
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How the Entertainment Industry is Switching from Push to Pull Marketing
- 1. Social Media: how the Entertainment Industry is switching from Push to Pull Gerd Leonhard www.mediafuturist.com twitter.com/gleonhard
- 2. The term Social Media is really kind of an artifact, a mere construct. Better: Networked Media. Real-Time Media. User-driven Media. Engaged Media.
- 3. We are very much at the beginning...
- 4. Our ‘Networked World’ is still very nascent Source: IdiotsofAnts.com ... and often rather confusing!
- 5. Why is this Social Media Stuff important?
- 6. Social Media will soon beat eMail, Video may well beat Search
- 7. Involve your ‘tribes’ & followers
- 8. From a long time ago....
- 9. Money Conversion Attention Merit, Quality & Uniqueness
- 11. Networked Media
- 12. “Tribal Relationships” 150 tribe members + 1000 real fans + ++ +
- 13. Online and Offline are converging
- 14. “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
- 16. Was... Is...
- 17. Some of my weapons of choice Typepad 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!
- 18. Social Media is “Customer Relationship Management”
- 19. It all starts with this:
- 20. The Consequences of ‘Closed’...?!
- 21. What does the Future hold - and how will we adapt to it? Source: seekingalpha.com
- 22. “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”
- 23. A big Challenge: Open Internet vs Closed Minds? Rupert Mudoch via AllThingsD.com
- 25. Mobile Social Networked Real-Time In Control
- 27. *but Control ≠ Money Egosystem Ecosystem
- 28. User Interfaces make all the difference The computer is work. The iPhone is ... kind of work. The iPad / Tablet is... not work
- 29. Flighty Immersive Immersive...2.0
- 30. Expect more of this: Real-Life + Mobile + Internet Imagine what this could do for personalized, engaged, conversational marketing Source: Wikitude / Youtube
- 31. Old
- 32. New
- 33. Old
- 34. New Hat tip to Brian Solis TNN: Twitter News Network
- 35. Welcome to Communication 2.0 De-centralized Mobile Cross-Media Interactive Real-Time
- 36. Our entire media & communications infrastructure - the “Extension of Man” (McLuhan) - is becoming Real-Time
- 38. Now: “Stage Experiences” Source: HBR.org
- 39. Source: Flickr Desert Diva
- 40. The ‘Open/amap’ challange Source: Slideshare (cc)
- 41. Hybrid Models in many variations
- 42. Get rid of Push Marketing Top-down Domination Plays Expensive watering-cans Uni-directional marketing Interrupting consumers Shout: buy buy buy 100% control everything
- 43. A new Marketing Paradigm emerges
- 44. People as well as Brands are becoming... sh ers P u b li Broad caste rs M edia C ont ent
- 45. Twitter Examples
- 46. Summary 1. Attract the right people by publishing relevant content 2. Get and hold their Attention, build Trust 3. Think Followers not Users 4. Offer added values to convert followers into $$
- 49. Now is a good time! email me at gerd@mediafuturist.com twitter.com/gleonhard Facebook: gleonhard more presentations at www.mediafuturist.com Thanks for listening!