Post on 01-Nov-2014
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www.mediafuturist.com
Gerd Leonhard
gerd@mediafuturist.com
www.mediafuturist.com Digital Opportunities
Presentation at Effie 2008 Athens June 11 (2)
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My mission: help you with the Puzzle
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What are you going to do about the Future...?
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Yes - it has taken much longer but...
www.mediafuturist.com This really didn’t take very long!
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Source:Don TapscottWikinomics
Blog
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Now: Disruption by
The People Formerly Known as Consumers
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www.mediafuturist.com Creating - Sharing - Connecting
www.mediafuturist.com The ever increasing battle for attention
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Endless choice and countless options - how will you get attention?
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Meanwhile...
This will show up everywhere - Advertising will need to become
Valued Content that People WANT to see!
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Marketing 2.0 is Pulling not Pushing
www.mediafuturist.com Start broadcasting your brand
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The web powers the global trend towards free and open
Both “Open” as well as “Free” are a great Challenge and Opportunity for
Brands, Marketers and Content Creators
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We are going to see ‘free’ music, TV and video in return for people paying
attention to new types of advertising
www.mediafuturist.com Such as
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In this world....
...being different becomes crucial, and Cultural Identity
matters more than ever!
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“Choice not Control”Contro
l
www.mediafuturist.com We urgently need to get used to Having Less Control
TRUST Conversation Merit
"When The winds of change are blowing, some people are building shelters, and others are building windmills." Chinese Proverb
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Control versus User Empowerment - a clear outcome
www.mediafuturist.com The New York Times Example
The paid wall went down - traffic went up. And then?
Openness forces you to be more inventive
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Your opportunity as a Brand
Provide “Choice” - not ControlProvide Real Meaning & Context - not sheer Volume
Provide Sharing - not Walls
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Many Traditional roles will be up for discussion
Anarchy: from Greek: ἀναρχία anarchía, "without ruler"
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And a lot will depend....Culture ... UI!
www.mediafuturist.com Some thoughts• Prepare for the digital flood that will arrive in Greece, too - now is
a good time to stake out your role
• Pretend to be 16 again!
• Reinvent and disrupt your company before you are re-invented
by others
• If you own content: participate or be participated
• Forget about ‘Consumers’ - think Users, and engage them
• Embrace technology but don’t make it imperative just because it
exists elsewhere
• Again: it is not (just) about cool technology but about
new cultural practices!
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A unique Greek opportunity: Digital Tourism?
Export greek culture to a global audience
Market Greece online
Have conversations about Greece and attract business & visitors
Launch Greek companies that can sell worldwide
The people of Greece enjoy a high standard of living. Greece ranks 24th in the 2006 HDI, 22nd on The Economist's 2005 world-wide quality-of-life index
Today, the service industry (74.4%) makes up the largest, most vital and fastest-growing sector of the Greek economy, followed by industry (20.6%) and agriculture (5.1%).
The tourism industry is a major source of foreign exchange earnings and revenue accounting for 15% of Greeceʼs total GDP and employing 659,719 people (or 16.5% of total employment)
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GreekTube anyone...?
http://www.forbes.com/technology/forbes/2008/0616/050.htmlThirty-eight percent of the video streamed on the Web now comes from YouTube, according to ComScoreYouTube will upload 600 years' worth of video this yearAn ad on the YouTube home page now costs $175,000 a day
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Some Key Trends
Now, good storytelling becomes even more important
(but it’s cross-media!!)
The Kids are the authorities now
Now some of us are starting to trust ‘Strangers Like Me’
‘Users’ are taking Control everywhere
Paying for Content with ‘Attention to Advertising’ is here
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The Culture of “Sharing” and Participation
www.mediafuturist.com Henry Jenkins, director of the MIT Comparative Media Studies Program: "In a hunting society, children [People] play with bows and arrows. In an
information society, children [People] play with information.”
Photo via http://flickr.com/photos/sherlock77/
Gathered by www.mediafuturist.com
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Support your entrepreneurs!
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Use Blogs, Wikis and build your own Social Networks for Work Purposes, too
IBM has it’s own social network (Beehive): 30.000 people
BT has 16.000 people working together in Wikis and Vlogs
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Brands that influence Culture get Attention
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Privacy is a major issue now - but
The potential evils of an Open Network - of ‘Too
Much Freedom’ - will always pale beside those of
a Closed, Controlled and Authoritarian Network
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Thanks for listening!Gerd Leonhard
gerd@mediafuturist.com
www.mediafuturist.com
Download this pdf later today at www.mediafuturist.com
The beginning is the most important part of the work. Plato, The Republic