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            Gerd Leonhard

       gerd@mediafuturist.com

 www.mediafuturist.com
       Digital ...
www.mediafuturist.com




My mission: help you with the Puzzle
www.mediafuturist.com




What are you going to do about the Future...?
www.mediafuturist.com




Yes - it has taken much longer but...
This really didn’t take very long!
                                     www.mediafuturist.com
www.mediafuturist.com
www.mediafuturist.com




  Source:
Don Tapscott
 Wikinomics
    Blog
www.mediafuturist.com



  Now: Disruption by


The People Formerly Known as Consumers
www.mediafuturist.com
www.mediafuturist.com
Creating - Sharing - Connecting
                                  www.mediafuturist.com
www.mediafuturist.com
The ever increasing battle for attention
                                           www.mediafuturist.com
www.mediafuturist.com




Endless choice and countless options -
    how will you get attention?
www.mediafuturist.com


                     Meanwhile...




This will show up everywhere - Advertising will need to beco...
www.mediafuturist.com



Marketing 2.0 is Pulling not Pushing
Start broadcasting your brand
                                www.mediafuturist.com
www.mediafuturist.com




The web powers the global trend towards free and open



  Both “Open” as well as “Free” are a
 ...
www.mediafuturist.com




We are going to see ‘free’ music, TV
and video in return for people paying
    attention to new ...
Such as   www.mediafuturist.com
www.mediafuturist.com




                    In this world....




...being different becomes crucial, and   Cultural Ide...
www.mediafuturist.com




                         ol
                  t    r
               o n
             C
“Choice n...
We urgently need to get used to                              www.mediafuturist.com




    Having Less Control




       ...
www.mediafuturist.com




Control versus User Empowerment - a clear outcome
The New York Times Example                             www.mediafuturist.com




     The paid wall went down - traffic we...
www.mediafuturist.com


     Your opportunity as a Brand

          Provide “Choice” - not Control
Provide Real Meaning & ...
www.mediafuturist.com


Many Traditional roles will be up for discussion




Anarchy: from Greek: ἀναρχία anarchía, quot;w...
www.mediafuturist.com




And a lot will depend....Culture ... UI!
Some thoughts
                                                                www.mediafuturist.com




•   Prepare for th...
www.mediafuturist.com

A unique Greek opportunity: Digital Tourism?
                The people of Greece enjoy a high stan...
www.mediafuturist.com




   GreekTube anyone...?


Thirty-eight percent of the video streamed on the Web
                ...
www.mediafuturist.com




              Some Key Trends

 Now, good storytelling becomes even more important
             ...
www.mediafuturist.com


The Culture of “Sharing” and Participation
Henry Jenkins, director of the MIT Comparative Media Studies Program: quot;In a
                                          ...
www.mediafuturist.com




Support your entrepreneurs!
www.mediafuturist.com




  Use Blogs, Wikis and build your own
 Social Networks for Work Purposes, too



IBM has it’s ow...
www.mediafuturist.com




Brands that influence Culture get Attention
www.mediafuturist.com


Privacy is a major issue now - but




 The potential evils of an Open Network - of ‘Too
Much Free...
www.mediafuturist.com




The beginning is the most important part of the work.
Plato, The Republic



        Thanks for ...
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Gerd Leonhard Effie 2008 Greece Keynote on Digital Media Opportunities

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Futurist Gerd Leonhard on: Why Open is King- new opportunities in a digitally networked economy
We live in very exciting times - change is constant, new opportunities open up every day; while new challenges seem to pick up the pace, as well. Companies that favor an open and user-empowering approach are gaining ground very quickly, while many large media companies and previously ruling brands struggle to make the new paradigms work for themselves.....

Publié dans : Business, Technologie
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Gerd Leonhard Effie 2008 Greece Keynote on Digital Media Opportunities

  1. 1. www.mediafuturist.com Gerd Leonhard gerd@mediafuturist.com www.mediafuturist.com Digital Opportunities Presentation at Effie 2008 Athens June 11 (2)
  2. 2. www.mediafuturist.com My mission: help you with the Puzzle
  3. 3. www.mediafuturist.com What are you going to do about the Future...?
  4. 4. www.mediafuturist.com Yes - it has taken much longer but...
  5. 5. This really didn’t take very long! www.mediafuturist.com
  6. 6. www.mediafuturist.com
  7. 7. www.mediafuturist.com Source: Don Tapscott Wikinomics Blog
  8. 8. www.mediafuturist.com Now: Disruption by The People Formerly Known as Consumers
  9. 9. www.mediafuturist.com
  10. 10. www.mediafuturist.com
  11. 11. Creating - Sharing - Connecting www.mediafuturist.com
  12. 12. www.mediafuturist.com
  13. 13. The ever increasing battle for attention www.mediafuturist.com
  14. 14. www.mediafuturist.com Endless choice and countless options - how will you get attention?
  15. 15. www.mediafuturist.com Meanwhile... This will show up everywhere - Advertising will need to become Valued Content that People WANT to see!
  16. 16. www.mediafuturist.com Marketing 2.0 is Pulling not Pushing
  17. 17. Start broadcasting your brand www.mediafuturist.com
  18. 18. www.mediafuturist.com 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
  19. 19. www.mediafuturist.com We are going to see ‘free’ music, TV and video in return for people paying attention to new types of advertising
  20. 20. Such as www.mediafuturist.com
  21. 21. www.mediafuturist.com In this world.... ...being different becomes crucial, and Cultural Identity matters more than ever!
  22. 22. www.mediafuturist.com ol t r o n C “Choice not Control”
  23. 23. We urgently need to get used to www.mediafuturist.com Having Less Control TRUST Conversation Merit quot;When The winds of change are blowing, some people are building shelters, and others are building windmills.quot; Chinese Proverb
  24. 24. www.mediafuturist.com Control versus User Empowerment - a clear outcome
  25. 25. The New York Times Example www.mediafuturist.com The paid wall went down - traffic went up. And then? Openness forces you to be more inventive
  26. 26. www.mediafuturist.com Your opportunity as a Brand Provide “Choice” - not Control Provide Real Meaning & Context - not sheer Volume Provide Sharing - not Walls
  27. 27. www.mediafuturist.com Many Traditional roles will be up for discussion Anarchy: from Greek: ἀναρχία anarchía, quot;without rulerquot;
  28. 28. www.mediafuturist.com And a lot will depend....Culture ... UI!
  29. 29. Some thoughts www.mediafuturist.com • 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!
  30. 30. www.mediafuturist.com A unique Greek opportunity: Digital Tourism? 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) 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
  31. 31. www.mediafuturist.com GreekTube anyone...? Thirty-eight percent of the video streamed on the Web http://www.forbes.com/technology/forbes/2008/0616/050.html now comes from YouTube, according to ComScore YouTube will upload 600 years' worth of video this year An ad on the YouTube home page now costs $175,000 a day
  32. 32. www.mediafuturist.com 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
  33. 33. www.mediafuturist.com The Culture of “Sharing” and Participation
  34. 34. Henry Jenkins, director of the MIT Comparative Media Studies Program: quot;In a www.mediafuturist.com 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
  35. 35. www.mediafuturist.com Support your entrepreneurs!
  36. 36. www.mediafuturist.com 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
  37. 37. www.mediafuturist.com Brands that influence Culture get Attention
  38. 38. www.mediafuturist.com 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
  39. 39. www.mediafuturist.com The beginning is the most important part of the work. Plato, The Republic Thanks for listening! Gerd Leonhard gerd@mediafuturist.com www.mediafuturist.com Download this pdf later today at www.mediafuturist.com

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