Media Convergence

March 23, 2011Christy Belden, Vice-President Media +

Marketing

2Christy Belden

Vice President, Media + Marketing, LeapFrog Interactive

Experience: 11 yearsThe Courier-JournalUniversity of LouisvilleSEMPO CertifiedGoogle AdWords Individually Certified

Christy knows marketing. PPC, SEO, social media, email, mobile, traditional—she’s been there and done that. She continues to build a deep well of experience and is always in touch with the trends and strategies that provide a solid return on clients’ investments.

3LeapFrog Interactive

Twitter: @LFI#marketing#mediaconvergence#digitalmedia

Facebook: www.facebook.com/LeapFrogInteractiveAgency

Blog: www.leapfroginteractive.com/blog

4Agenda

+ Convergence Theory Defined+ Convergence Theory History+ Convergence Theory Changes+ Media Statistics+ Channel Implementation+ Case Study+ Convergence Execution

5Convergence Defined

Convergence: n. [kuhn-vur-juhns] – the merging of distinct technologies, industries, or devices into a unified whole.

6Convergence Defined

7Convergence Defined

“the flow of content across multiple media platforms, the cooperation between multiple media industries and the migratory behavior of media audiences who will go almost anywhere in search of the kinds of experiences they want.”

- Henry Jenkins,

Director of Comparative Media Studies Program at MIT

8Convergence Defined

Confluence

Merging

Meeting

Union

Assembly

Combine

Unite

Mass

Aggregate

Consolidate

Group

9Convergence Defined

Convergence Culture

“where old and new media intersect, where grassroots and corporate media collide, where the power of the media producer and the power of the consumer interact in unpredictable ways.”

-Convergence Culture: Where Old and New Media Collide

10Convergence Defined

Convergence Culture

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11Convergence Defined

Convergence Culture

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12Convergence Defined

Three Principles of Convergence

+ Entertainment – content across all different platforms and media+ Social Culture – the new ways we interact with the culture+ Marketing – utilize the above to create new marketing strategies and brand experiences for the consumers

13Convergence Defined

History of Convergence

14Convergence Defined

Convergence Defined

Media

People

15What’s New?

16Media Statistics

Source: eMarketer.com

17Media Statistics

Time Shifted TV Viewing Up 13% in Q4 2010

Source: MarketingCharts.com

18Media Statistics

Source: MarketingCharts.com

19Media Statistics

Source: http://www.seomoz.org/blog/whats-the-future-of-mobile-search-and-seo

20Channel Implementation

TV

+ “Home Center”+ Media Content+ Events+ DVR. Tivo+ Stream Netflix, Pandora+ Google TV. Apple TV

21Channel Implementation

Laptop

+ “Workhorse”+ Central repository of content, media+ Work life revolves around the medium

22Channel Implementation

Mobile Cellphone

+ “Everywhere”+ Media content any time, any where+ Media “on the go”+ Instant communication

23Channel Implementation

Tablet

+ “The New Home Entertainment”+ Serves media, gaming, content+ Use at home in place of laptop+ On the go information and media

24Case Study

Pepsi Refresh Project

25Case Study

Disney

26Case Study

NCAA CBS March Madness

27Convergence Execution

Who is your audience and how do you find them?

+ Demographics+ Psychographics+ Habits+ Viewership+ Media Devices+ Break down audiences as small as possible

28Executing Convergence Theory

Steps to take

+ Plan, Plan, Plan+ Vendor+ Execute

Traditional Media

DigitalMedia

29

Any Questions?