Emerging Business Models Building Brands: WWW - Lamp.edu - Au

www.lamp.edu.
au
Emerging Business Models
Building brands
August 2005
Peter Giles, Perth LAMP, May 2006
www.lamp.edu.au
Media is now global
Diverse communities
linked by the internet
August 2005
www.lamp.edu.au
Fragmentation of audiences
Mass audience Global niche audiences
Hundreds of Millions of
audiences of audiences of
millions hundreds *
* Tony Surtees - Director, Santa Clara Group

August 2005
www.lamp.edu.au
Programs/Books/Films/Games
Properties
August 2005
www.lamp.edu.au
The Cross Media World

Games Console Print Media
23 million blogs worldwide - doubling every five
months - American Life DVD
Office PC Cinema
Increasingly consumers use media simultaneously -
they fit up to 44 hours of activity intoWireless
one daylaptops
Free to Air TV Public Space

Mobile Games/Media/Pods
Mobile Phones
Water Cooler
August 2005
www.lamp.edu.au
Access to a global audience is a big opportunity
Challenges
- Being visible on the global stage
- Creating strong brands
- Being relevant on the global stage
- Accessing revenue streams
August 2005
www.lamp.edu.au
The successes so far?
August 2005
BIG
www.lamp.edu.au
August 2005
BIG
www.lamp.edu.au
Blockbusters
Features
Peter Jackson - Lord of the Rings
Wachowski Brothers - The Matrix Franchise
Documentary
Michael Moore - Fahrenheit 911
TV
Lost, The Apprentice, Big Brother
Games
Lara Croft, Resident Evil
August 2005
www.lamp.edu.au
small
August 2005
www.lamp.edu.au
Music
The Arctic Monkeys
Animation
Jibjab
Happy Tree Friends
small
Documentary
Outfoxed
Supersize me
Blogs/VLOGS
Drudge Report, Baghdad Blogger, Crikey.com
Rocketboom
August 2005
www.lamp.edu.au
The Long Tail
August 2005
Playground of the Converged Producer
First published 1989 First published 1999
August 2005
Peter Giles, LAMP, August 2005
The Long Tail -

Niche Products
Chris Anderson, wired Magazine, Nov 2004
August 2005
The Long Tail - Niche Products
Chris Anderson, wired Magazine, Nov 2004

August 2005
www.lamp.edu.au
Chris Anderson, Editor of Wired

Interview for The Economist
August 2005
www.lamp.edu.au
Everyone is now a media producer
Our jobs are under threat
Our new creative challenge is to aggregrate,

activate and measure audiences/users
Create frameworks which invite contribution
Our future as curators/facilitators rather than

sole creative source
August 2005
www.lamp.edu.au
Harnessing the creative power of your

audience/users to extend your reach
Wikipedia, YouTube, MySpace, Flickr
A contributing audience has a sense of

ownership and loyalty
Every post that mentions your brand grows

your brand
August 2005
www.lamp.edu.au
Starwars
LEGO
What do these brands have

in common?
August 2005
www.lamp.edu.au
Two brands that are competitors in kid’s

toys, games and merchandise
Fan filmmaking history
Promoting merchandise through fan films,

gaming and brand partnership
LEGO STARWARS
August 2005
www.lamp.edu.au
User generated content can help

you build your brand
The more active your users, the

more visible and findable your
brand
August 2005
www.lamp.edu.au
Why is Google valued so highly?
In a world of billions of channels of content the

ability to find what you want becomes a
valuable commodity
Findability
* Ability to be located in a sea of content
* Navigation of the system
* Navigation of the property
* Consistency of branding
August 2005
www.lamp.edu.au
Successful brands must be findable
Carefully select your property name
Carefully select meta tags - descriptions for

search engines to find you
- Google it, who comes up on top of the list?

- consider the strengths and weaknesses of your
opponents
- is the domain name available?
- why just one domain name?
August 2005
www.lamp.edu.au
Create a blog and regularly submit posts
2 x 250 words min per week

(This will draw search engine bots and get you a higher
search engine ranking)
Search engine optimisation
Look at your server logs - this is feedback from

your users
More links to you means higher page rank

August 2005
www.lamp.edu.au
Establishing a brand
A brand brings consistency to disparate
content
A brand has longevity beyond a single ‘project’
A brand is about building a business
Who are your customers?
August 2005
www.lamp.edu.au
21st Century Brands

Should recruit active users to help build
presence
Should be findable
Should build partnerships with other brands
Should be easily and quickly understood
August 2005
www.lamp.edu.au
August 2005
www.lamp.edu.au
The four M’s of a successful service
Movement
Management
Monetisation
Measurement
Ken Rutkowski - Ken Radio Broadcasting
August 2005
www.lamp.edu.au
The four M’s of a successful service
Movement
Management
Monetisation
Measurement
Ken Rutkowski - Ken Radio Broadcasting
August 2005
www.lamp.edu.au
TV ratings are notoriously inaccurate
The internet allows accurate

measurement of user behaviour
August 2005
www.lamp.edu.au
Upstream
Affiliates Pay per click/sale
YOUR
CONTENT
Syndication Income per click
Downstream
August 2005
www.lamp.edu.au
small
August 2005
www.lamp.edu.au
small
August 2005
www.lamp.edu.au
small
August 2005
www.lamp.edu.au
RSS Feeds
REALLY SIMPLE SYNDICATION
Subscribing to updates
Content that finds you
August 2005
www.lamp.edu.au
What are the Business Models?
August 2005
www.lamp.edu.au
Advertising vs. Subscription
August 2005
www.lamp.edu.au
Advertising vs. Subscription
A combination of methods
August 2005
www.lamp.edu.au
August 2005
www.lamp.edu.au
August 2005
www.lamp.edu.au
August 2005
www.lamp.edu.au
Streamed
Video with Ads
egs.
AOL/TW In2TV
US Network ABC
CBS Innertube
August 2005
www.lamp.edu.au
Jibjab
August 2005
www.lamp.edu.au
Emerging cross media business models
Subscription - pay for download
Streaming internet TV services with ads
Branded content and embedded advertising
Syndication and affiliates
Don’t forget Direct to consumer

August 2005
www.lamp.edu.au
Direct to consumer
Sanity records - digital media downloads to

ipod at point of sale
Niche DVD content at point of sale/at events
Make content available for download at wifi

points (internet cafes)
iTunes gift cards - consider retail billing system

for downloads
August 2005

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www.lamp.edu.

Emerging Business Models

Media is now global

Mass audience Global niche audiences

* Tony Surtees - Director, Santa Clara Group

The Cross Media World

Free to Air TV Public Space

Access to a global audience is a big opportunity

The successes so far?

The Long Tail

First published 1989 First published 1999

The Long Tail -

The Long Tail - Niche Products

Chris Anderson, wired Magazine, Nov 2004

Chris Anderson, Editor of Wired

Everyone is now a media producer

Our jobs are under threat

Our new creative challenge is to aggregrate,

Create frameworks which invite contribution

Our future as curators/facilitators rather than

Harnessing the creative power of your

Wikipedia, YouTube, MySpace, Flickr

A contributing audience has a sense of

Every post that mentions your brand grows

What do these brands have

Two brands that are competitors in kid’s

Fan filmmaking history

Promoting merchandise through fan films,

User generated content can help

The more active your users, the

Why is Google valued so highly?

In a world of billions of channels of content the

Successful brands must be findable

Carefully select your property name

Carefully select meta tags - descriptions for

- Google it, who comes up on top of the list?

Create a blog and regularly submit posts

2 x 250 words min per week

Search engine optimisation

Look at your server logs - this is feedback from

More links to you means higher page rank

A brand has longevity beyond a single ‘project’

A brand is about building a business

Who are your customers?

21st Century Brands

Should build partnerships with other brands

Should be easily and quickly understood

The four M’s of a successful service

Ken Rutkowski - Ken Radio Broadcasting

The four M’s of a successful service

Ken Rutkowski - Ken Radio Broadcasting

TV ratings are notoriously inaccurate

The internet allows accurate

Affiliates Pay per click/sale

Content that finds you

What are the Business Models?

What are the Business Models?

Advertising vs. Subscription

What are the Business Models?

Advertising vs. Subscription

Emerging cross media business models

Subscription - pay for download