My presentation at MIPTV 2010, on social media and TV / film brands online, see details at http://gerd.fm/9i6QEU and http://www.mipworld.com/en/miptv/ for videos

1. Social Media & Building an
Entertainment Brand Online:
From Push to Pull
www.mediafuturist.com
twitter.com/gleonhard

2. Crucial: Foresight • Imagination

3. Better:
Networked Media.
Real-Time Media.
User-driven Media.
Engaged Media.

4. Not ‘Social Media’ -
Social Business

5. Broadcast | Centralized |
One-Way | Push Media

6. Networked Media

7. The world is connecting at a
very rapid pace.

8. The world is connecting at a very rapid pace.

9. The other 3 Billion (O3B) are coming
Wikipedia: 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

10. Because we are all connected, soon,
‘Going Direct’
becomes
the New Normal

11. A connected Audience is dramatically different
Source: Scholz & Friends: Dramatic Shifts (Youtube)
Source: Elektrischer Reporter (ZDF)

12. Think
Web & Mobile
Native

13. A connected Audience is about Trust not Control

14. Expect radical fragmentation
Aggregate & shape the fragments

15. The demise of the Watering Can

16. A huge shift in ‘Getting Attention’

17. 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!

18. Like...

19. The Future of TV:
Send and
Receive

20. Complete TV & Web Convergence
Source: Slideshare Network

21. Become a
Connector -
not just a Director
*Inspired by Kevin Roberts Saatchi & Saatchi

22. The ‘TeleWeb’

23. Social Networks are
the next
Broadcasters

24. Facebook TV...?

25. 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

27. Trans-Media Storytelling becomes the Standard
Source: www.thecarbonado.com/blog/2009

28. Send and Receive, and Filter

29. 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

30. Do you have a Digital Ambassador?

31. Do you have this on your website?

32. Are you squashing people’s interest?

33. Or are you getting them where they already are?

34. Social Media is
CRM
(Customer Relationship Management)

36. Mobile
first.

37. The Mobile Consumption of
- and the Conversation
around - Digital Goods is the
#1 Growth Story
of the next Decade

39. Mobile
Social
Networked
Real-Time
User in Control

40. Mobile + Social + Going Direct

41. The Networks The Networked
‘Real Money’ from The Networks ‘Real Money’ from ‘The Networked’
150
100
50
0
Today 2011 2012 2013 2014 2020

42. What really matters is Liquidity

44. Reality Check: Control

45. Interruption costs money- Engagement costs Control

46. The Consequences of Total Control?

48. Social Business: Keywords & Summary
When you’re out and about...
With(in) & around your tribe
Strangers & ‘People Like Me’
At the right time, right place
With complete transparency
Users in control, always
$$ because they trust you

49. Thanks for your attention!
App Store: “Media Futurist”
email me at gerd@mediafuturist.com
twitter.com/gleonhard
facebook: gleonhard
www.gerdtube.net

50. twitter.com/gleonhard
What I do facebook: gleonhard
www.gerdtube.net