Social Media & Building an Entertainment Brand Online:

From Push to Pull

www.mediafuturist.comtwitter.com/gleonhard

Crucial: Foresight • Imagination

Better: Networked Media.Real-Time Media.

User-driven Media.Engaged Media.

Not ‘Social Media’ -

Social Business

Broadcast | Centralized | One-Way | Push Media

Networked Media

The world is connecting at a

very rapid pace.

The world is connecting at a very rapid pace.

The other 3 Billion (O3B) are comingWikipedia: By allowing direct connection to core networks and 3G Cellular/

WiMAX towers, the O3b Networks system will completely change the economics of telecommunications infrastructure in the world's fastest-

growing markets for communications services

Because we are all connected, soon,

‘Going Direct’ becomes

the New Normal

A connected Audience is dramatically different

Source: Scholz & Friends: Dramatic Shifts (Youtube)

Source: Elektrischer Reporter (ZDF)

Think

Web & Mobile

Native

A connected Audience is about Trust not Control

Expect radical fragmentation

Aggregate & shape the fragments

The demise of the Watering Can

A huge shift in ‘Getting Attention’

Think: Funnel • Think: Magnet

• Create a magnetic brand• Turn attraction into transaction• Engage - never enrage• “Free gets you to the place where

you can ask to get paid”• Stop the monologs, start the

conversations - *send + receive!

Like...

The Future of TV:

Send and

Receive

Complete TV & Web Convergence

Source: Slideshare Network

Become a Connector - not just a Director

*Inspired by Kevin Roberts Saatchi & Saatchi

The ‘TeleWeb’

Social Networks are the next

Broadcasters

Facebook TV...?

Prepare for total convergence

•Listen to, and watch your kids•TV is push, Web is pull: start

mixing and blending, now•Use the best of both worlds•Reduce time spend on making

‘faster horses’• It’s not linear - it’s explosive

Trans-Media Storytelling becomes the Standard

Source: www.thecarbonado.com/blog/2009

Send and Receive, and Filter

Set up the conversation channels

• Blog about what’s important to you• Share content that’s around your

core offering (audio, images, video) and your People, syndicate it widely

• Become part of, or better, host, the conversation

• Open up to the audience

Do you have a Digital Ambassador?

Do you have this on your website?

Are you squashing people’s interest?

Or are you getting them where they already are?

Social Media is CRM

(Customer Relationship Management)

Mobile first.

The Mobile Consumption of - and the Conversation

around - Digital Goods is the

#1 Growth Story

of the next Decade

MobileSocial

NetworkedReal-Time

User in Control

Mobile + Social + Going Direct

‘Real Money’ from The Networks

0

50

100

150

Today 2011 2012 2013 2014 2020

The Networks The Networked‘Real Money’ from ‘The Networked’

What really matters is Liquidity

Reality Check: Control

Interruption costs money- Engagement costs Control

The Consequences of Total Control?

Social Business: Keywords & Summary

When you’re out and about...With(in) & around your tribe

Strangers & ‘People Like Me’At the right time, right placeWith complete transparency

Users in control, always$$ because they trust you

email me at gerd@mediafuturist.comtwitter.com/gleonhardfacebook: gleonhardwww.gerdtube.net

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