Archive for the Digital media Category

The digital battle is getting serious but who is fighting and why?

Posted in collaboration, Community, Digital business, digital collaboration, Digital media, Digital news, innovation, IT and communication, Web 2.0 on April 5, 2013 by Geir Stene

Painting_Liberty Leading the PeopleIt’s the giants leading on the battle; it amazes me that the rest of us let them rule the ground alone.

It is all about power, owning the value chain and keeping / achieving profits. Who owns the production line ? Who have control over the infrastructure (path of delivery) and who has the strongest grip of the customers?

For some; helping people to improve their lives and decrease their sufferings and problems seems to be a necessary (but undesirable) cost aspect. No wonder people distrust whole countries, corporations and those who want to sell us yet another vacant argument.

Facebook is coming up with a mobile solution, but do not launch a cell phone. IPhone got behind in the innovation race. Kodak is bankrupt. Sony is losing money all over. Many newspapers tries to generate sufficient revenues by hiding behind firewalls. AT&T (and of course Telenor in Norway) are fighting too, they want the free ride of earning on others production of content. Media moguls are on the ground too, armed to their teeth with copyright arguments. North Korea and other nations are accused for running a cyber war. Most nations want some sort of control over the Internet, they say it’s due to fighting crime.

Confused? No need to be embarrassed. Most people are.

The digital revolution is really about who is producing value in the digital era and are able to deliver solutions to people’s problems and fulfilling their desires in the most benefitual way. It can be a revolution FOR the people, but then the people have to wake up.

The question is not about copyrights, VAT, or that the artists will not survive when everything becomes free. It is not about journalism or literature, storytelling, pictures and film as dying crafts. It is really about a new level of democracy, where the value is in delivering real value to people – the market.

For the media industry  it is important to understand this, and at the same time to understand that the real producers of added value (the artists, the storytellers, the journalists and so forth) need to get the fair share of the value produced!

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Behind Facebooks new ”Graph search”

Posted in Community, Digital business, Digital media, innovation, IT and communication, Web 2.0 on January 16, 2013 by Geir Stene

TVscreen_wall_imageIt seems like people aren’t looking under the hood of what this new direction of Facebook really is all about.

What I’ve seen of reactions so far is concerned about the benefit for people searching (and the lack of benefit outside Facebook environment)Forbes is concerned about privacy in their article: “Facebook’s New Social Search”. [ ]

Forget privacy!
I believe that they aren’t looking closely enough. There is no battle of privacy. In fact that battle was lost before it started. Our governments (all over the world) have ensured that in all their new laws “against terrorism”. Forget privacy in the way we used to think about it.

Rather think transparency. And avoid using companies, and internet portals that refuses to be transparent about what they do.

What are they doing?
Google and Facebook are not trying to provide you with a more humane way of finding what you are looking for. They are not fighting over how personalization as the future of search should work.

They are battling to own your “social data”! They want to have as much knowledge about you, your friends and network, and your actions and interactions in any digital way you interact. They want this to profit from it. They want this in order to sell that social information about you to corporations. That enable them to present desired and needed commercial content to as where you are, when you need anything. None of them wants to be transparent!

Good or evil?
On the one hand this is great news, isn’t it? We finally get rid of spam, of disturbing and irritating commercials in our face. No more stupid “news letters”!

It’s a great idea to be presented by the great offer of a healthy lunch, just when you are hungry, and it’s right around the corner from where you stand. Isn’t it?

It’s great when your car breaks down on the highway, that the rescue car & the rental car is on its way, before you have to reach for your cell phone and start searching for the phone number to your insurance company, the rescue car and the rental company. You don’t have to call work and explain the delay or your spouse to complain to her, what shitty life you have.
That is already information delivered e.g. via Facebook status. Your friends and network knows, those who want to offer you help knows. That’s good – isn’t it?

The “evil enemy country” in the world has hacked into all systems and they also know what you think, what your actions are and what perfume you use, and more important, the credit card number and where/when used. Oh that’s maybe not so good, or is it?

Mobile first strategies

Posted in Digital business, Digital media, innovation, Web 2.0 on December 8, 2012 by Geir Stene

8 dec_imageTrend reports have told us for a couple of years now that the use of smart phones increases so dramatically that many businesses need to rethink their strategies.

I believe that the lap top and the web is no longer the first choice. We want to perform actions and do shopping via our phones. The mobile phone has become a multi- tool used for many things, and it is first and foremost a very “personal” tool.

Think about it, I can happily lend the lap top for a moment; but let other people handle my phone? Hummm…

Mobile first is not just about mobile phones, it’s also about tablets. These are two different “gadgets”. Even if both are handy and you can bring them with you – they have different patterns of usage.

However, the mobile solutions greatest advantages are that they are geared towards individual needs. The needs are situational. I choose widget and channel, based on situation – it’s mostly not a shared experience.

“Meet me where I am, in the tool I’m using,  with a solution to the problem I have! »

Simplicity wins every time

Posted in 1, Digital business, Digital media, Web 2.0 on December 7, 2012 by Geir Stene

7.dec_imageIt is really difficult to communicate complex messages in an easy and clear manner.

 

In any event – do just that!

 

 

Keep It Simple Stupid! K.I.S.S.

How do you interact with your online customers?

Posted in 1, Digital business, Digital media, Web 2.0 on December 4, 2012 by Geir Stene

4.desemberIt may be painful when customers tell you what they think of your company or service. But is it really bad for you? When your customers complain, they are committed and will really like to help you – if you let them!

Feedback is a gift and of great value for your business. Do you let that value go to waste? You may turn negative feedback into: New and better products / services, improved customer service, improved communication, better visibility on the web, adjust what activities you focus on  in various  channels etc. All of this is very complicated and expensive for your business to find out by other means.

Invite and participate in dialogues in all the digital channels your customers are active on.

Make use of what you learn and establish internal systems that pick up knowledge, refine it and take action.

Be grateful for criticism and be thankful towards your customers for the help they give you.

What to pay?

Posted in 1, Digital business, Digital media, Web 2.0 on December 3, 2012 by Geir Stene

3.desTell your customers what the prices for your products / services are. It may be cost, time or effort.

You are the only one selling something; the rest of us are buying. A purchase has to be of higher value for the customer than the asking price. Remember to tell the customer what the benefits are. And tell it in simple words.

Focus on the value your customer get, rather than the price tag you set.  

…did you read the tip of 1. and second of December below?

Beyond advertisement?

Posted in 1, Digital business, Digital media, Digital news on October 1, 2012 by Geir Stene

The media industries have to increase their revenues and can do so by rethinking why they are in business. Where would that leave the marketing and advertizing business?

The problems for the media industry finding sustainable business models may very well be with the point of view, from where most media companies are trying to solve the problem. In my opinion this problem is a huge challenge also for the marketing/ advertizing business.

Media companies keep asking: “How to monetize on our content?” That is the wrong question.
Content is an expense, not an income. Editorial (or for that matter user generated) content and commercial content are expenditures. It cost time, resources and money to produce.

Lack of innovation in the business of advertizing and marketing?
The advertizing and marketing business have been fortunate enough working in close relationship with the media industry for decades, without a need for innovation for years. Still the majority of activity and commercial approach on-line seems like a “plain” adoption of print. But we have seen that the business is challenged from various angles:

Nike has implemented a GSM chip in their shoes, registering location, running speed and so forth. This combined with an “app” let people get the data of their jogging pattern and enabled them to share this with co-joggers on a community portal called Nike+(2009).

Ford’s social media strategy is surely shifting from traditional advertizing to make use of social media and monitoring behavior “You need to listen, see how they behave and act similarly” (Scott Monty (Head of Social Media)

Musicnodes is a Norwegian start-up that offers contextual placed music for purchase directly (micro payment). This benefit the artist (higher income per sale), the media where it is displayed (income sharing’s for transactions) and the customer, because they can fetch the music they want, in a freemium/premium model by choice.

All three examples threaten traditional revenues from banner ads. All three examples are mostly driven outside of the traditional marketing and advertisement business.

“Don’t try to bend the spoon. Rather imagine there is no spoon!”
With a perspective where the real value is not in the product, but in benefits for users (and brands) gives media (and advertizement) companies an opportunity to rethink what their offer really is. What added value does one provide?

Furthermore it’s worthwhile to (again) ask the board: “What is the purpose of our business?” – Because: “… it’s not profit. Profit is the result of why this company is in business.” (Simon Sinek)

A purpose for a media company could rather be: “To improve the population’s capability to be an active part of democracy, by providing information and knowledge” For the advertisement business it could be: “solve customer problems, when they have them, where they are and in the most convenient way possible”

In other words: A business that improves people’s ability to take part in the public discourse for media companies, and ease the living for people for the advertizing business. With such a renewed perspective media companies and advertisers will have a whole new landscape of how to reach their goals. One can become a content store, an e-publisher or an online (and offline) knowledge centre, in addition to traditional “media activities”. And if media companies start doing their bit, where would that leave the advertising business, if they don’t start re- thinking?

The marketing and advertisement business will have to get in front of the development we see. In short the whole value chains for the media industry are changing. This leaves advertisers no other alternatives than to take control over the situation and increase their product/ service line far beyond what they used to do.

Cultivate knowledge about your users!
Media companies and the marketing and advertizing business should look closer at what values they are able to create from cultivating knowledge about their users. If so, media companies will be enabled to provide contextual, specific, targeted editorial products to their (singular) users/ commercial customers (brands), in all the channels available: Broadcast, print, web, “pads” and mobile phones. The marketing and advertizing business would get the opportunity to implement a whole new way of doing their business.

This is one way of making use of the term: “Big data“. The more knowledge there is about customers, the more one can monetize on that knowledge.

The key question is: What is the knowledge about our users profile, behavior, actions and location worth, -and for whom? The answers will have to go far beyond content presentation, subscription and advertising models only. “Social media” activities and believing that the “mobile revolution” will be the “savior” is at best a naive approach.

Both the media industry and the marketing/advertising business have to totally change their perspective from where the real values are made and how to monetize on knowledge about their users, far beyond traditional segmentation. They need to know what their customers’ needs and desires are (even before the customers know themselves), and to be able to deliver the answers in the channel/ device at the right time to the right person. The mass market is gone forever. We now have to be able to deliver superb services and products that solve individual, personal felt problems instantly. Tomorrows media companies have to become more than “digital news / entertainment portals? The marketing and advertisement companies that don’t have the answers will have a hard time surviving the next decade.

Who do you believe that will be the ones”owning” the value of customer insight the next decade? The media industry or the advertisement industry?