Dynamic Publishing, Transmedia & The Construct of Good_gs.pptx

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Deck of my keynote at Innotech/eMarketing Summit in PDX. A bunch of new material on publishing...

Transcript of Dynamic Publishing, Transmedia & The Construct of Good_gs.pptx

  • Keynote for InnoTech | Portland, OR Presented by Gunther Sonnenfeld 05.06.2010 ------------------------------------------------------------------
  • Companies no longer own brands. People do. People have become media. Brands have become publishers. Agencies have become curators. Media companies are the facilitators.
  • Our relationship to media.
  • Gunther Sonnenfeld & Adam Goldberg 2009
  • The >>>PULL market is creating new service layer BUNDLING in which publishers, networks and content portals are being forced into T-R-A-N-S-I-T-I-O-N as consolidated yet unacquainted entities, who retain different or conicting agendas and most often operate against the tide of INVENTORY and DEMAND.
  • Gunther Sonnenfeld & Adam Goldberg 2009
  • Our relationship to content.
  • Its not information overload (we suffer from), its lter failure. - Clay Shirky
  • Lets be perfectly clear about one thing: Media isnt fragmented. Content is. Source: Columbia University, School of Media Studies
  • Source: Columbia University, School of Media Studies
  • Why we brand content.
  • An interes*ng problem (we face) some marketers arent interested in storytelling. Most storytellers arent interested in marke*ng. - Ivan Askwith, Director of Strategy, Big Spaceship
  • Yet storytelling is the very ber of why we exist. And further, why we make purchases. Stories give us something to believe in, before and after a purchase is made. Or, when we simply cant.
  • Our relationship to technology.
  • PEOPLE are loyal to INFORMATION, not places or_ destinations.
  • ADAPTATION: The ongoing effort to move with markets & behaviors. Adaptive technologies not only have the ability to harvest users, but empower their consumptive & shareable behaviors, as well as bridge the gaps between the two. Adaptive platforms look beyond designations such as 2.0 and 3.0, and focus on cultural value, as well as earned media. DISRUPTION: The often successful attempt to grab A-T-T-E-N-T-I-O-N. Disruptive technologies have the ability to harvest users, but many times lack the ability to keep them engaged. Part of that is a human issue. The other part is the need to bundle paid media and follow inventory demand [or the lack thereof].
  • The Great Technology Paradigm Gunther Sonnenfeld 2009
  • Our relationship to each other.
  • This all tells us that, clearly, we need to change behavior, not just drive it.
  • But rst, we must get real about what our data tells us.
  • So, (for example), we know that online video ad spends are on the rise
  • We also know that video is a better way to activate purchase intent
  • However, most of this content is created by labels, studios and publishers.
  • And guess what? Search has become a social practice. Its literally converging. Which means that all this Hi-Fi content on offer has less and less value.
  • $ .00 The average CPM on YouTube. Two years ago, it was as high as $15 to $20 per. What does this tell us?
  • PEOPLE are more valuable than INVENTORY. Just as the tagline suggests. How ironic.
  • The ... is older than you think, AND doesnt care where content comes from. doesnt want to be told where to consume it. doesnt need to know why it matters.
  • The larger takeaway is that media can no longer determine PAID its own value. But we can. [GAP] EARNED VALUE CREATION [GAP] OWNED (Its all about bridging the gaps)
  • The importance of storytelling.
  • Mindshift: great content is borne out of platforms and experiences, not just campaigns or ad-like objects.
  • IDEAS and messages, like content, can come from ANYWHERE. The key to their ADOPTION is in WHAT THEY actually DO, or, what they SUGGEST they can do, rather than just what they SAY.
  • By productizing stories. (as opposed to just creating stories out of, or for, products).
  • Mindshare: captures the imagination of consumers as people and members of culture; media then adapts or assimilates to their behaviors, passions and desires.
  • STORYMAKING VERSUS STORYTELLING STORYMAKING STORYTELLING INVOLVES INVOLVES THE THE INTERPRETATION OF ACTIVATION OF LEGACY, THAT LEGACY WITHIN THE AND THE BIRTH OF AN CONTEXT OF EXPERIENCE. IDEA.
  • WHAT TRANSMEDIA IS AND CAN BE!
  • Transmedia stories are those which unfold across mul*ple media plaRorms with each new text making a dis*nc*ve and valuable contribu*on to the whole. -Henry Jenkins, Father of Transmedia, Director of the MIT ComparaMve Studies Program "There are short stories and mul*-volume epics; transmedia narra*ve is a way of conveying messages, themes, and stories -- a tool or methodology if you will. We try to dis*nguish transmedia narra*ve implementa*on from standard terminology such as adver*sing campaigns, although the two can co-exist or overlap." - Je Gomez, Transmedia Pioneer, CEO of Starlight Runner Entertainment
  • INTEGRATED MEDIA VERSUS TRANSMEDIA INTEGRATED (linear) < campaign/promoMon > channel TRANSMEDIA (non-linear) campaign/promoMon campaign/promoMon campaign/promoMon campaign/promoMon campaign/promoMon campaign/promoMon narra*ve
  • REDEFINING THE PLANNING " " PROCESS!
  • Gunther Sonnenfeld 2009
  • Gunther Sonnenfeld 2009
  • What if we no longer had to look at media ini*a*ves as separate from BUSINESS SOLUTIONS? Or be[er yet, separate from NEW BUSINESSES?
  • Gunther Sonnenfeld 2009
  • A new breed of storymaker & content curator .