C’est arrivé près de chez vous

1. C’est arrivé près de chez vous A dive in cyberculture

2. “When I took office, only high energy physicists had ever heard of what is called the Worldwide Web.... Now even my cat has its own page” Bill Clinton “We live in a world now where your brand equity is essentially the sum of your search results." Max Kalehoff, vice president of marketing, Ford “Online is the ‘Tabasco Sauce’ of a media schedule”. Tom Long, European Marketing Director, Coca-Cola

3. 1. The long tail

4. The long tail A high-amplitude population is followed by a low-amplitude population which gradually "tails off." In many cases, the long tail, can cumulatively outnumber or outweigh the initial portion of the graph

5. “The companies that will prosper will be those that switch out of lowest-common-denominator mode and figure out how to address niches.” Chris Anderson, editor in chief, wired The long tail

6. “the number of book titles available at Amazon.com is over 23 times larger than the number of books on the shelves of a typical Barnes & Noble superstore and 57 times greater than the number of books stocked in a typical large independent bookstore“ Brynjolfsson, Erik, Smith, Michael D. and Hu, Yu (Jeffrey), "Consumer Surplus in the Digital Economy: Estimating the Value of Increased Product Variety at Online Booksellers" (June 2003) The long tail: Amazon example

9. Rhapsody's "power law" demand curve that looks much like any record store's, with huge appeal for the top tracks, tailing off quickly for less popular ones. But a really interesting thing happens once you dig below the top 40,000 tracks, which is about the amount of the fluid inventory of the average real-world record store. The Rhapsody demand, however, keeps going. Not only is every one of Rhapsody's top 100,000 tracks streamed at least once each month, the same is true for its top 200,000, top 300,000, and top 400,000. As fast as Rhapsody adds tracks to its library, those songs find an audience. The long tail: Rhapsody example

10. The long tail

11. Internet (fuzzy) logic’s

12. The “image of thought” since Aristotle’s Logic

13. An alternate “image of thought”… Gilles Deleuze and Félix Guattari used the term “rhizome” to describe theory and research that allows for multiple, non-hierarchical entry and exit points in data representation and interpretation

14. A rhizome has no beginning or end; it is always in the middle, between things, inter-being, intermezzo. The tree is filiations, but the rhizome is alliance, uniquely alliance. The tree imposes the verb "to be," but the fabric of the rhizome is the conjunction, "and... and... and..." This conjunction carries enough forces to shake and uproot the verb "to be."

15. “By placing intelligence at the edges rather than control in the middle of the network, the Internet has created a platform for innovation.” Vinton Cerf, chief internet evangelist, Google

16. But the tree never gives up…

18. Community versus Community of practice

19. Communities • The traditional concept of community refers to a range of social relations operating within specific boundaries or geographic localities. • A virtual community is nearly the same and is based on identity: social, political, ideological, lifestyle, knowledge,... • The difference are speed, determinism/choice and in the activation of the degrees of separation (http://smallworld.columbia.edu/)

24. Even if you’re not online... Page 24 |

25. Internet landscape and the partnerships opportunities

26. And in Belgium What times of the day do you typically…during the week? Source: EIAA Mediascope, December 2005 [Base: All Respondents in Belgium using each type of media]

27. Media consumption in Belgium What times of the day do you typically…during the week? Source: EIAA Mediascope, December 2005 [Base: All Respondents in Belgium using each type of media]

28. Sociodemographics of the surfers Source: BIM

29. Major players • Telco ISP originated: Skynet, Telenet • Media originated: HLN, Nieuwsblad, VRT, skyblogs (Skyrock), DHnet, sanoma,... • Software/OS originated: MSN • Pure players: Yahoo!, Google, rendez-vous, zatte vrienden, Youtube (US)

30. Digital versus traditional media’s • Digital media’s can be compared to “traditional media’s”: Their business rely on: • Building an audience • Valorizing the audience with advertising based models • Digital media’s differ from traditional media’s: • Application based (more and more) • Content is usually archived • Total mobility • Internet also has its own jargon: Long tail, UU, UV, Impressions, CTR, CPM, CPC, jpeg, rich media (flash, HTML, java,...),...

32. What can these portals mean for culture and vice versa?  - Some Mass medias (radios, TVs, newspapers,…) have an interest in profiling themselves on regional markets… Internet players as well • Young medias are looking for PR opportunities • Contests during weekends • Use their tools and they’ll be keen to promote you

33. Co-marketing possibilities Famous Spaces: A Brand and Malibu Spaces

34. Co-marketing possibilities Contest for Artists And Festivals: On MSN.be

35. Co-marketing possibilities Contest for Artists And Festivals: On MSN.be

36. Co-marketing possibilities VIP chats: On Windows Live Messenger

37. Users “in de kijker”

38. Users “in de kijker”

39. Conclusion: 5 tips • Know your (potential) communities of practice • Don’t regard the portals as traditional medias: don’t package • Be aware of your potential versus the promotional efforts you ask • Keep it simple and ‘off the shelve’ • Do.... then ask