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www.mediafuturist.com
Gerd Leonhard
www.mediafuturist.com
Social Media Futures: Engage or be Tivo’ed!
Best of Gerd Leonhard
1Tuesday, July 1, 2008
www.mediafuturist.com
Social Media: We are only at the
Beginning!
The Future will emerge much quicker
than you may think
2Tuesday, July 1, 2008
www.mediafuturist.com
We now live in a Sharing
and Forwarding Culture
3Tuesday, July 1, 2008
www.mediafuturist.com
It is easier to connect and use the Net
Their language is spoken
There is local content that they want
(films, music, news, blogs)
There are relevant, actual people they
want to meet
There are things they want to share
They can feel ‘at home’
They want to be there because everyone
else is, too
C u l t u r e
And increasingly more people engage online because:
4Tuesday, July 1, 2008
www.mediafuturist.com
Today’s Marketing Keywords:Co-Creation. Sharing. Communing.
8Tuesday, July 1, 2008
www.mediafuturist.com
W e a r e h e a d i n g i n t o a B r o a d b a n d C u l t u r e
9Tuesday, July 1, 2008
www.mediafuturist.com
NarrowbandLinear Interactive
Monologs Conversations
Copyright Usage Right
Advertising Ads = Content Professional Creators User & ‘Usator’ Content
Pay with cash Pay with attention
Push Marketing Pull & Attract by Merit
Own & restrict Share
Media...
BOTH
will
CO- EXIST
B r o a d b a n d
10Tuesday, July 1, 2008
www.mediafuturist.com The End of Scarcity changes everything
11Tuesday, July 1, 2008
www.mediafuturist.com
13Tuesday, July 1, 2008
www.mediafuturist.com
Now, People will subscribe to People.
And to Mass Media, too
15Tuesday, July 1, 2008
www.mediafuturist.com
Keywords for mobile communications - and the new ‘Advertising’ that will go with it
Devices feel like a Book
Touch / Draw / Zoom UIs and UXs
Always-on, 4 sure (mashed access)
OS / Software on the network
Very low power consumption
Explosion in location-based services
Technology becomes even more invisible
17Tuesday, July 1, 2008
www.mediafuturist.com
1
2
3
Marketing 2.0: Listen - Broadcast - Pull
18Tuesday, July 1, 2008
www.mediafuturist.com
Brands are Broadcasters
19Tuesday, July 1, 2008
www.mediafuturist.com
Imagine: an instant Micro Feed to the ‘People formerly known as Consumers’
twitter.com/gleonhard twitter.com/dailywisdoms
20Tuesday, July 1, 2008
www.mediafuturist.com
Total Control of your own Content, Brand and Services is becoming less and less important -
and some will shift to the Users (fka consumers)
TRUST
TRUST
TRUSTTRUST
Control
21Tuesday, July 1, 2008
www.mediafuturist.com
22Tuesday, July 1, 2008
www.mediafuturist.com The story of the New York Times: Less Control... more Revenues?
23Tuesday, July 1, 2008
www.mediafuturist.com
And finally... the Britannica!
24Tuesday, July 1, 2008
www.mediafuturist.com New trust generators:“The Swarm” + Friends / Family + Viral Stuff + Recommended People
25Tuesday, July 1, 2008
www.mediafuturist.com
Niche swarms <> Niche Marketing
26Tuesday, July 1, 2008
www.mediafuturist.com
So when / how / why do YOU provide information about yourself?
27Tuesday, July 1, 2008
www.mediafuturist.com
Was
Push Marketing is dying.
Everything is converting to Pull.
28Tuesday, July 1, 2008
www.mediafuturist.com
Paying Attention In Return for Getting Free Content
29Tuesday, July 1, 2008
www.mediafuturist.com
Media & Content is
now in the Network
- and so must
Advertising!30Tuesday, July 1, 2008
www.mediafuturist.com
The key to the Future of Advertising: the right blend of Sharing vs Privacy
Explicit Permission to temporarily and safely use
Attention, Sharing & Clickstream-Data in return
for free Content (Media) and Services
31Tuesday, July 1, 2008
www.mediafuturist.com Imagine:You could find users (fka consumers) that are a 95%
match for your product or service, and that have agreed
to pay attention to you
That they would be interested in hearing from you, and
open to discussing your product or service
That they would tell others about your product and
transport your message onward, on your behalf
Markets could really be
Conversations!32Tuesday, July 1, 2008
www.mediafuturist.com
The Mission: Re-defining ‘Advertising’
•Offline and in traditional media, people are skipping and avoiding
ads religiously, print ad reach is declining, radio stagnates
•Online, people’s attention is very very hard to get (and getting
worse) ~ the Attention Deficit Trend is a real challenge
•CPMs in social networks are still terrible (~15 cents USD)
•The web is essentially forcing us to reinvent advertising
•We need Ads that provide VALUE, RELEVANCE, CONTEXT
34Tuesday, July 1, 2008
www.mediafuturist.com
Context: the Future Role of Telcos and Operators:Content, Service and Data Pipes
Media & Content is now in the Network - and so must Advertising!35Tuesday, July 1, 2008
www.mediafuturist.com
Yes: there are problems, too
However: the potential evils of an Open
System - of ‘Too Much Freedom’ - will always
pale beside those of a Closed, Controlled
and Authoritarian System
Privacy becomes almost impossible to maintain
Data & Identity Theft become more common
Continuous Partial Attention is becoming more common
Culture changes as Digital Natives take over
36Tuesday, July 1, 2008
www.mediafuturist.com
Gerd Leonhard
www.mediafuturist.com
Thanks for your time!
www.mediafuturist.com
37Tuesday, July 1, 2008