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 [email protected]/gleonhardfacebook: gleonhardwww.gerdtube.net
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