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Media
erwblo@gmail.com
twitter.com/erwblo
Trends since the internet
Creation
Communication
Collaboration
Personalisation
•No scarcity
•Cheap tools
•Everyone consumes media
•Everyone produces media
Creation
Creation
•People tell stories on passion, hobby,
family, knowledge
•Organisations tell stories on their
field of expertise, clients etcetera
•Every company is a media company
52 million pictures a day on Instagram
10 years of new videos per day onYouTube
•Make available: The Long Tail
•Make findable:‘let’s Google’
•Make your content re usable
•Feed the passion!
What does that mean?
•Media is a two way thing
•From information to
communication
Communication
•The audience wants
communication with each other
and with organisations
•Make sure your content, your
stories, can be part of their
communication
Communication
1 billion daily users WhatsApp
1.8 billion people a day on Facebook
•From publication to conversation
•Use the knowledge of your
audience
•Join the conversation
What does this mean?
•The cloud is the computer
•The networked society
•Easier than ever to work together
Collaboration
•People like to share knowledge
concerning subjects close to them
•A strong community is valuable
for content, for marketing for
sales
5.5 million articles on Wikipedia
5.000 entries of special animals a day
•Be ready
•Be open
•Think about what you want
•Give a reason to join forces
What does this mean?
•Everyone is always on line
•Everyone wants content that fits
•Atomize! Distribute.
Personalisation
Your homescreen is personal
My Spotify is personal
•Atomize your content
•Have clever workflows
•Give your audience freedom
•Make crossmedia standard
What does that mean?
In practice
In general …
• All media become multi media
• Audiences expect their media everywhere
• The competition is everywhere
• The fight is for attention
• Make sure you have added value
What?
What is the
story you want
to tell?
Synopsis …
Who?
Who is your
target audience?
Who are they,
how can you
help them?
…
Where?
Where can you
find them and
reach them?
Which media,
which
characteristics
…
How?
How do you tell
your story?
How do you
involve your
audience?
…
When?
What do you
publish where
and when?
Plan …
Media
Media
• Specialise; what makes you stand out?
• Start with the story; what do you want to
tell?
• Follow the user; where and how does he
consume?
• Be interactive; give options
• Be communicative; join the conversation
Example
Fast Moving Targets
Media
• What is the story we want to tell?
• Who is our audience?
• Where can we find them and reach them?
• How can we involve them?
What?
We explore, explain and distribute innovation.
We monitor trends, tell what they mean and
how people can use them.
Who?
The members of our target audience are curious
and busy professionals that are looking for ways
to improve their business or work.
Where?
They are everywhere.They are always online.We
want to be where they are. So we use a mix of
media: online, tv, podcasts, books, magazines,
events
How?
We involve them in many ways.Via Twitter, via
newsletter, via Facebook, via Slack.We are a
community on innovation.
Fast Moving Targets
Top Names
Live: website / Facebook / digital tv /
interaction via Twitter
On demand: website, for readers
On demand:YouTube: for viewers
On demand: Soundcloud, for
listeners
On demand: distributed to relevant
partners
On demand: distributed to relevant
partners
Extra use: books
Extra use: magazine
Involve:Twitter, FB, Slack
Involve: FMT Workforce
Involve: events
Summary
• Follow your audience
• Use the power of each medium
• Add value
• Make the sum more than the parts
• Atomise for distribution
• Schedule: manage expectations
erwblo@gmail.com
twitter.com/erwblo

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