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What’s Next In Media

A few weeks ago, Paul shared an excellent presentation on What’s Next in Marketing & Advertising . I left a comment on his post about how I thought there could be a media and content perspective that would complement it, and he left one back saying he’d love to see it. So I’ve taken him at his word and put something together.

There’s so much that could have gone into this (where would you stop?) but I’ve ended up focusing on the impact of social media – but then the internet is increasingly everywhere and social aspects are affecting all media streams, so I don’t think there’s any harm in that. I’ve used some slides from presentations I’ve already given, and I’ve also added some new ones. None of it feels radically new but it’s good to have it pulled together in one place.

A lot of what I talk about draws on stuff I have written about on this blog, but I’ve also drawn from the thinking of people whose opinions I respect. I’ve tried to credit everything that needs crediting but if I’ve inadvertantly missed anything I’ll happily ammend it (and sorry). Last thing to say I guess is that I think the story here is broader than just media and a lot of what I talk about applies to marketing and advertising as well. Unsurprising I suppose. After all, advertising is but a form of content, no? I hope you enjoy it.

http://static.slideshare.net/swf/ssplayer2.swf?doc=whats-next-in-media-1212594982381264-9

58 responses to “What’s Next In Media”

  1. Mark Earls Avatar
    Mark Earls

    Great stuff, Neil.
    Just one comment: there’s a moment in there when I feel uncomfortable about whether the call to communities isn;t playing to our desire for control despite everything. As if by defining them we’d made things seem less scary.
    Just working myself on something about how we live in “Social Soup” and not communities or networks (thought it’d be much easier if we did): constantly swirling interactions in a world of each other…
    Otherwise, genius.
    And thanks for the name-check
    M

    Reply
  2. Mark Earls Avatar
    Mark Earls

    Great stuff, Neil.
    Just one comment: there’s a moment in there when I feel uncomfortable about whether the call to communities isn;t playing to our desire for control despite everything. As if by defining them we’d made things seem less scary.
    Just working myself on something about how we live in “Social Soup” and not communities or networks (thought it’d be much easier if we did): constantly swirling interactions in a world of each other…
    Otherwise, genius.
    And thanks for the name-check
    M

    Reply
  3. [ paul isakson ] Avatar
    [ paul isakson ]

    A Must Read: What’s Next In Media

    Neil Perkin has posted an excellent presentation on where media is today and where he sees it heading. Take a few minutes to click through the slides, ponder it a bit, and then pass it along to others you know who are trying to sort it all out. And by …

    Reply
  4. [ paul isakson ] Avatar
    [ paul isakson ]

    A Must Read: What’s Next In Media

    Neil Perkin has posted an excellent presentation on where media is today and where he sees it heading. Take a few minutes to click through the slides, ponder it a bit, and then pass it along to others you know who are trying to sort it all out. And by …

    Reply
  5. paul isakson Avatar
    paul isakson

    Brilliant. Great frame-up of what’s going on and how to think about it.
    My only thought, similar to Mark’s, is that the slide about communities and brands might be taken wrong – “Communities Drive Brands, Communities Drive Traffic”
    I see and agree with where you’re taking it in the following slides, but that headline makes me a bit uneasy. Maybe that’s a good thing. Ha. Will definitely think about it more.
    Excellent work.

    Reply
  6. paul isakson Avatar
    paul isakson

    Brilliant. Great frame-up of what’s going on and how to think about it.
    My only thought, similar to Mark’s, is that the slide about communities and brands might be taken wrong – “Communities Drive Brands, Communities Drive Traffic”
    I see and agree with where you’re taking it in the following slides, but that headline makes me a bit uneasy. Maybe that’s a good thing. Ha. Will definitely think about it more.
    Excellent work.

    Reply
  7. Matt Avatar
    Matt

    Good read.
    Couple of questions.
    1) In terms of knowing your community online, I’d imagine the majority of brands exist in relatively low interest categories…soft drink, juice, printers, any retailer, anything public service…what sort of communities should they be tuning into online? I can’t imagine there’s many laundry detergent forums or blogs out there?
    2) In terms of creating something that’s truly remarkable; I think this is something ridiculously difficult for any brand, and I don’t think the scale of difficulty here is ever really acknowledged. Youtube is built on EVERYONE trying to create remarkable things, without commercial intention, so how can brands compete with that? Creating something truly remarkable for a niche?

    Reply
  8. Matt Avatar
    Matt

    Good read.
    Couple of questions.
    1) In terms of knowing your community online, I’d imagine the majority of brands exist in relatively low interest categories…soft drink, juice, printers, any retailer, anything public service…what sort of communities should they be tuning into online? I can’t imagine there’s many laundry detergent forums or blogs out there?
    2) In terms of creating something that’s truly remarkable; I think this is something ridiculously difficult for any brand, and I don’t think the scale of difficulty here is ever really acknowledged. Youtube is built on EVERYONE trying to create remarkable things, without commercial intention, so how can brands compete with that? Creating something truly remarkable for a niche?

    Reply
  9. Paula Thornton Avatar
    Paula Thornton

    Needed to thank you for providing fodder for a Design Pattern I’m working on (in this case collection of design research to inform a design effort around a specific topic).
    For the record, the winning messages were: 9, 43, 46, 55.

    Reply
  10. Paula Thornton Avatar
    Paula Thornton

    Needed to thank you for providing fodder for a Design Pattern I’m working on (in this case collection of design research to inform a design effort around a specific topic).
    For the record, the winning messages were: 9, 43, 46, 55.

    Reply
  11. Angus Avatar
    Angus

    Nice work Neil, thanks for sharing.

    Reply
  12. Angus Avatar
    Angus

    Nice work Neil, thanks for sharing.

    Reply
  13. Asi Avatar
    Asi

    Ace!
    A.

    Reply
  14. Asi Avatar
    Asi

    Ace!
    A.

    Reply
  15. neilperkin Avatar
    neilperkin

    Thanks all for the comments.
    Mark – valid and good point. There is a danger that we try and put too much definition around community, though I think much media has a way to go to understand the fundamentals of how they work. And ultimately, I guess, there are always some connections, whether to people or brands, which are stronger than others. Thanks for the build.
    Paul – thanks (and thanks again for the original inspiration for this). The context is very much a media one. It perhaps looks and sounds slightly neater than it is in reality.
    Matt – Again, the context of this was a media one but I do think that low interest category brands still have the opportunity to use social media in this way through the application of some creative thinking. The creation of brand properties or services is one case in point. I agree that being remarkable isn’t easy, but that’s where great thinking and great people (including probably a lot of the people who I know read this blog!) hopefully come in. The brands that win at this are the ones that prize and prioritise ideas, innovation, culture and creativity.

    Reply
  16. neilperkin Avatar
    neilperkin

    Thanks all for the comments.
    Mark – valid and good point. There is a danger that we try and put too much definition around community, though I think much media has a way to go to understand the fundamentals of how they work. And ultimately, I guess, there are always some connections, whether to people or brands, which are stronger than others. Thanks for the build.
    Paul – thanks (and thanks again for the original inspiration for this). The context is very much a media one. It perhaps looks and sounds slightly neater than it is in reality.
    Matt – Again, the context of this was a media one but I do think that low interest category brands still have the opportunity to use social media in this way through the application of some creative thinking. The creation of brand properties or services is one case in point. I agree that being remarkable isn’t easy, but that’s where great thinking and great people (including probably a lot of the people who I know read this blog!) hopefully come in. The brands that win at this are the ones that prize and prioritise ideas, innovation, culture and creativity.

    Reply
  17. Gavin Heaton Avatar
    Gavin Heaton

    Excellent, Neil. I think the controlling aspect of communities is interesting. It’s like there are a whole series of vortexes within communities that dicatate their velocity … understanding the triggers for these (as an overlay on your circular flow diagram) would bring a whole new dimension to where best to invest. Plenty of food for thought! Thanks.

    Reply
  18. Gavin Heaton Avatar
    Gavin Heaton

    Excellent, Neil. I think the controlling aspect of communities is interesting. It’s like there are a whole series of vortexes within communities that dicatate their velocity … understanding the triggers for these (as an overlay on your circular flow diagram) would bring a whole new dimension to where best to invest. Plenty of food for thought! Thanks.

    Reply
  19. gareth Kay Avatar
    gareth Kay

    very nice, neil. good provocative read. thanks for sharing.

    Reply
  20. gareth Kay Avatar
    gareth Kay

    very nice, neil. good provocative read. thanks for sharing.

    Reply
  21. Michael Avatar
    Michael

    Neil, really great stuff. Delivers very well on Paul’s challenge.
    Something that those who question (and this question comes up often) whether or not communities exist around smaller, low interest brands/products should keep in mind is that they DO NOT need to exist in order for the approach you suggest to work successfully. I would agree with Matt, Tide probably doesn’t have a large community rallying around their brand, BUT there are many communities that rally around relevant passions that Tide can/should be empowering with utility and value – moms quickly come to mind (I know, a bit sexist, but you get my point).
    I don’t believe that what you are suggesting is that the rapid socialization of the web means every brand has to go off and create a community. Community is just one part of it. And community does not need to be “Brand X community” in order to be valuable to Brand X.

    Reply
  22. Michael Avatar
    Michael

    Neil, really great stuff. Delivers very well on Paul’s challenge.
    Something that those who question (and this question comes up often) whether or not communities exist around smaller, low interest brands/products should keep in mind is that they DO NOT need to exist in order for the approach you suggest to work successfully. I would agree with Matt, Tide probably doesn’t have a large community rallying around their brand, BUT there are many communities that rally around relevant passions that Tide can/should be empowering with utility and value – moms quickly come to mind (I know, a bit sexist, but you get my point).
    I don’t believe that what you are suggesting is that the rapid socialization of the web means every brand has to go off and create a community. Community is just one part of it. And community does not need to be “Brand X community” in order to be valuable to Brand X.

    Reply
  23. david cushman Avatar
    david cushman

    Nice work Neil. Have blogged a link to it for others to share.
    http://fasterfuture.blogspot.com/2008/06/whats-next-in-media-dead-fish-bounce.html

    Reply
  24. david cushman Avatar
    david cushman

    Nice work Neil. Have blogged a link to it for others to share.
    http://fasterfuture.blogspot.com/2008/06/whats-next-in-media-dead-fish-bounce.html

    Reply
  25. Nick Burcher Avatar
    Nick Burcher

    Really interesting stuff.
    Social media shouldn’t be thought of as a channel like TV or outdoor though. It seems to have become a catch all phrase to cover everything from blogs to YouTube to social networks. The skills needed to implement a successful blogger outreach campaign are different to those needed to build a Facebook widget and users respond very differently to content depending on the context and environment.
    However, I don’t think you can think of social media as a channel. As you say ‘social media is becoming part of all media streams’ and I think the key is for publishers / advertisers / brands to realise that social media principles should be integral to everything.
    For example, newspapers need to think about more than just catchy headlines or SEO optimised editorial. Allowing users to interact with articles through comments, making it easy for readers to bookmark / circulate favoured articles, as well as distributing content in new ways (eg the Guardian on Twitter, the New York Times on Facebook, Digg etc) have grown in importance.
    From an advertiser perspective rather than running a ‘social media campaign’ or ‘doing something with Web 2.0’, advertisers should be trying to introduce social media principles across their campaigns to make them more interactive and responsive. Being relevant and useful is important and will encourage user interaction, but this should be in the context of the campaign – there is no point trying to build a social network just for the sake of it. Far better to work towards allowing users to interact across your whole campaign rather than just looking at a social media add on.
    Overall all I think the principles behind social media and your presentation (two way communication, openness and sharing) are more important in consumer engagement than the specific opportunities offered by social media constituents. It is more about the opportunities to change organisational approach and strategic thinking, then the opportunity to start marketing your products to bloggers!

    Reply
  26. Nick Burcher Avatar
    Nick Burcher

    Really interesting stuff.
    Social media shouldn’t be thought of as a channel like TV or outdoor though. It seems to have become a catch all phrase to cover everything from blogs to YouTube to social networks. The skills needed to implement a successful blogger outreach campaign are different to those needed to build a Facebook widget and users respond very differently to content depending on the context and environment.
    However, I don’t think you can think of social media as a channel. As you say ‘social media is becoming part of all media streams’ and I think the key is for publishers / advertisers / brands to realise that social media principles should be integral to everything.
    For example, newspapers need to think about more than just catchy headlines or SEO optimised editorial. Allowing users to interact with articles through comments, making it easy for readers to bookmark / circulate favoured articles, as well as distributing content in new ways (eg the Guardian on Twitter, the New York Times on Facebook, Digg etc) have grown in importance.
    From an advertiser perspective rather than running a ‘social media campaign’ or ‘doing something with Web 2.0’, advertisers should be trying to introduce social media principles across their campaigns to make them more interactive and responsive. Being relevant and useful is important and will encourage user interaction, but this should be in the context of the campaign – there is no point trying to build a social network just for the sake of it. Far better to work towards allowing users to interact across your whole campaign rather than just looking at a social media add on.
    Overall all I think the principles behind social media and your presentation (two way communication, openness and sharing) are more important in consumer engagement than the specific opportunities offered by social media constituents. It is more about the opportunities to change organisational approach and strategic thinking, then the opportunity to start marketing your products to bloggers!

    Reply
  27. neilperkin Avatar
    neilperkin

    Thanks guys.
    Gavin – like the thought of ‘vortexes’. Agree with you.
    Michael, Nick – thanks for the builds. Yes, I think it’s about social media thinking running through everything you do. And that this dictates a different approach. Strategic, tonal, everything.

    Reply
  28. neilperkin Avatar
    neilperkin

    Thanks guys.
    Gavin – like the thought of ‘vortexes’. Agree with you.
    Michael, Nick – thanks for the builds. Yes, I think it’s about social media thinking running through everything you do. And that this dictates a different approach. Strategic, tonal, everything.

    Reply
  29. Willem van der Horst Avatar
    Willem van der Horst

    Great presentation, thanks Neil!

    Reply
  30. Willem van der Horst Avatar
    Willem van der Horst

    Great presentation, thanks Neil!

    Reply
  31. Servant of Chaos Avatar
    Servant of Chaos

    What’s Next in Media

    There is some great discussion going on around the nature, role and function of media. Neil Perkin has put together a great deck that digs into the impact of social media, while Craig Wilson looks at the potential of social

    Reply
  32. Servant of Chaos Avatar
    Servant of Chaos

    What’s Next in Media

    There is some great discussion going on around the nature, role and function of media. Neil Perkin has put together a great deck that digs into the impact of social media, while Craig Wilson looks at the potential of social

    Reply
  33. Matt Avatar
    Matt

    It’s a really, really challenging time for anyone working in the communications industry. Like everyone has said, it’s definitely time to think about changes at an organizational level than just a communications level. But we get given communications briefs. Coming back with organizational changes as recommendations or solutions are going to be really hard to make happen. Really hard.
    Even though the discussion is media led at the moment, I’m going to stand by what I said before too. I’m very worried about being able to consistently produce content that is necessary to get the job done. The industry’s success rate is very low at the moment (heck the planet’s success rate is low). For this model of thinking to succeed, it’s important that EVERYONE that has a stake in what gets done understands it and is on board from day 1. Sounds obvious, but I just feel the need to say it anyway.
    All my comments so far sound like I”m being a killjoy, it’s not intended! I’m just trying to imagine taking this to the frontlines.
    Matt

    Reply
  34. Matt Avatar
    Matt

    It’s a really, really challenging time for anyone working in the communications industry. Like everyone has said, it’s definitely time to think about changes at an organizational level than just a communications level. But we get given communications briefs. Coming back with organizational changes as recommendations or solutions are going to be really hard to make happen. Really hard.
    Even though the discussion is media led at the moment, I’m going to stand by what I said before too. I’m very worried about being able to consistently produce content that is necessary to get the job done. The industry’s success rate is very low at the moment (heck the planet’s success rate is low). For this model of thinking to succeed, it’s important that EVERYONE that has a stake in what gets done understands it and is on board from day 1. Sounds obvious, but I just feel the need to say it anyway.
    All my comments so far sound like I”m being a killjoy, it’s not intended! I’m just trying to imagine taking this to the frontlines.
    Matt

    Reply
  35. paul Avatar
    paul

    hi Neil, this is wonderful stuff. Mind if I share on my blog?

    Reply
  36. paul Avatar
    paul

    hi Neil, this is wonderful stuff. Mind if I share on my blog?

    Reply
  37. Charles Frith Avatar
    Charles Frith

    Not easy posting comments on typepad from China but just wanted to thank you for this. Good work.
    [Posted by 221.221.8.123 via http://webwarper.net This is added while posting a message to avoid misuse.
    Try: http://webwarper.net/webwarper.exe Example of viewing: http://webwarper.net/ww/neilperkin.typepad.com/ ]

    Reply
  38. Charles Frith Avatar
    Charles Frith

    Not easy posting comments on typepad from China but just wanted to thank you for this. Good work.
    [Posted by 221.221.8.123 via http://webwarper.net This is added while posting a message to avoid misuse.
    Try: http://webwarper.net/webwarper.exe Example of viewing: http://webwarper.net/ww/neilperkin.typepad.com/ ]

    Reply
  39. Mikej Avatar
    Mikej

    great presentation
    I think Mats comments about control on communities is interesting. I posted the presentation and commented on mats comment here
    http://thingsdonotchangewechange.blogspot.com/2008/06/great-social-media-presentation-from.html
    thanks for using the UM research. Hope it was useful

    Reply
  40. Mikej Avatar
    Mikej

    great presentation
    I think Mats comments about control on communities is interesting. I posted the presentation and commented on mats comment here
    http://thingsdonotchangewechange.blogspot.com/2008/06/great-social-media-presentation-from.html
    thanks for using the UM research. Hope it was useful

    Reply
  41. AdPulp Avatar
    AdPulp

    Social Media Is Counter-Intuitive And Other Neat Slides

    | View | Upload your own [via Neil Perkin]…

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  42. AdPulp Avatar
    AdPulp

    Social Media Is Counter-Intuitive And Other Neat Slides

    | View | Upload your own [via Neil Perkin]…

    Reply
  43. zeroinfluencer Avatar
    zeroinfluencer

    Thanks for including Where are the Joneses?
    Well, saying that, I hope it’s in there as an example of what could be done much better. I’m not saying it was bad, I’m looking to see where the format can be taken next, how it can be refined and see if there are better business deals to be had between brands and production companies, rather than between the agency and the production company.
    Long term comittment from a brand to a production house reduces costs dramatically.

    Reply
  44. zeroinfluencer Avatar
    zeroinfluencer

    Thanks for including Where are the Joneses?
    Well, saying that, I hope it’s in there as an example of what could be done much better. I’m not saying it was bad, I’m looking to see where the format can be taken next, how it can be refined and see if there are better business deals to be had between brands and production companies, rather than between the agency and the production company.
    Long term comittment from a brand to a production house reduces costs dramatically.

    Reply
  45. neilperkin Avatar
    neilperkin

    Thanks all.
    Matt – you’re right to question. I don’t think any of it is easy but I guess the organisational change needs to happen from all sides. The more great examples we get of this kind of thinking (and there are an increasing number) the more easy it becomes.
    Paul – thanks. Don’t mind at all.
    Charles – thanks. Your endorsement means a lot.
    Mike – no problem.
    David – the joneses is a great example of distributed thinking in action so thanks for the inspiration

    Reply
  46. neilperkin Avatar
    neilperkin

    Thanks all.
    Matt – you’re right to question. I don’t think any of it is easy but I guess the organisational change needs to happen from all sides. The more great examples we get of this kind of thinking (and there are an increasing number) the more easy it becomes.
    Paul – thanks. Don’t mind at all.
    Charles – thanks. Your endorsement means a lot.
    Mike – no problem.
    David – the joneses is a great example of distributed thinking in action so thanks for the inspiration

    Reply
  47. Bats Avatar
    Bats

    great presentation Neil – inspired me to get onto this blogging bandwagon!

    Reply
  48. Bats Avatar
    Bats

    great presentation Neil – inspired me to get onto this blogging bandwagon!

    Reply
  49. AdPulp Avatar
    AdPulp

    Uwe Gutschow – MashUp Artist

    | View | Upload your own In the slideshow above, Uwe Gutschow and Don Longfellow from Saatchi & Saatchi LA, have expanded upon Paul Isakson’s earlier work. Neil Perkin also developed a derivative work from Isakson’s original. The Saatchi…

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  50. AdPulp Avatar
    AdPulp

    Uwe Gutschow – MashUp Artist

    | View | Upload your own In the slideshow above, Uwe Gutschow and Don Longfellow from Saatchi & Saatchi LA, have expanded upon Paul Isakson’s earlier work. Neil Perkin also developed a derivative work from Isakson’s original. The Saatchi…

    Reply
  51. Uwe Gutschow Avatar
    Uwe Gutschow

    Awesome preso Neil.
    I’ve done some thinking on communities as well. Will pull that out and share it with everyone.

    Reply
  52. Uwe Gutschow Avatar
    Uwe Gutschow

    Awesome preso Neil.
    I’ve done some thinking on communities as well. Will pull that out and share it with everyone.

    Reply
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  55. ofus Kamas Avatar
    ofus Kamas

    good.

    Reply
  56. ofus Kamas Avatar
    ofus Kamas

    good.

    Reply
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    hellgate london gold

    I like it.

    Reply
  58. hellgate london gold Avatar
    hellgate london gold

    I like it.

    Reply

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