A presentation for Share Friday, how the world of communications has changed over time, how cross-media and structured content can manage today's complexity. And how Greek mythology helps.

1. Είναι Ελληνικά σε Μένα

2. • A Brief History
• Mobile Everywhere
• Network of Networks
• Delivering Cross-Media
• It’s Greek to Me

3. Map of the Ancient Silk Road
•Journeys open humankind to accelerating
information, knowledge, progress

4. The Silk Road Journey
• YEARS via Walking
o Marco Polo’s Journeys
o Traveled Silk Road routes
between 1260 to 1269 and
1271 to 1295
o Venice to Beijing on land is
approximately 10000 km
o Few traveled the entire way

5. The Silk Road Journey
• MONTHS via the Sea
o Mediterranean Sea,
Red Sea and Indian
Ocean
o About 9000 nautical
miles one way
o Portuguese reached
the East by sea via
Atlantic in 1498

6. The Silk Road Journey
• WEEKS via the
Mechanical Horse
o Railroad tracks not
completed until 1900
o Truck and automobile
still predominant for
trade

7. The Silk Road Journey
• DAY via Aircraft
o First China Clipper
flights in 1935
o Daily Flights between
Italy and Beijing today
o 12 to 14 hour flight
time

8. The NEW Silk Road
• HOURS via Wired
o First telegraph line across
the English Channel in 1850
o First 36 channel transatlantic
cable in 1955
o Now 1.263 billion phones
worldwide
o Approx 18 per 100 inhabitants
globally

9. The NEW Silk Road
• MINUTES via Wireless
o Terrestrial wireless
requires microwave
towers every 25 miles
o Satellite relay 0.25 of a
second to reach and
return from the satellite
o Carries only 1 percent of
international traffic due to
limited bandwidth

10. The NEW Silk Road
• SECONDS via Fiber Optics
o Internet Protocol
o 100 km between repeaters
o First transatlantic cable
installed in 1988
o Submarine cables carry
terabits per second vs.
megabytes per second via
satellite

11. The NEW Silk Road
• UBIQUITOUS via Wireless Devices
o 5 billion mobile subscriptions
o 75 phones per 100 inhabitants
globally
o Approaching 10 billion by 2014
o Outpacing all other forms of
connection
o 4G and LTE

12. Subscriber types per 100 inhabitants

13. Device Evolution

14. Over 1 Each!

15. Communication Innovation
• Between wireless device penetration,
transcontinental fiber optic cable, IP connectivity,
and cloud services
o Two people can talk any time, anywhere, on demand
o Drastically reduced time and cost of messaging
o Human interaction increases geometrically
o World Wide Web of Networks and Interconnections
o Anyone can now learn anything from anyone at
anytime

16. Internet Diagram based on the
January 15, 2005 data

17. 500+ Million Active Users

18. Each Reaches About
150 Others…

19. And They Reach 150 More

20. My Social Graph

21. Humans:
The Ultimate Network of Networks

22. Mass Marketing Bubble

23. Shift Happens

24. From Everyone – To Audience of 1

25. Strategy
Create Once-Distribute Everywhere

26. Create
message
Roadmaps
to strategically
engage

27. Define and Track
Touchpoints
for measuring ROI

28. Layered Complexity

29. Data > XML > Transforms

30. Structured Content
1. Photo 1. 3. Universal High-Back Seat
2. Thumbnail
4. Black, water resistant
3. Title/Headline cordura fabric is suitable for
4. Subhead/Status both cap and non-cab
5. Summary/Miniblog environment.
6. Part # 5. Features: Lumbar support,
7. Price adjustable armrests and
upper backrest, adjustable
ball bearing slides, backrest
reclines and folds forward.
Accepts operator pressure
2.
switches
6. TS4270
7. $219.95

31. Print Catalog

32. Featured Product

33. Direct Mail

34. Direct Email

35. RSS Feed

36. Facebook

37. Twitter

38. AdWord
Shoup Featured Product
TS4270 - Universal High-Back Seat: Black, water
resistant cordura fabric $219.95 ea.
ShoupParts.com/TS4270

39. eCommerce Page

40. Mobile Commerce

41. Structured Content
Distribution

42. ICARUS Structured Content

43. Standarized Container

44. Είναι Ελληνικά σε Μένα
(it’s greek to me)
Ἴκαρος (Icarus)
Δαίδαλος (Daedalus)
Ύδρα (Hydra)

45. ICARUS

46. DAEDALUS

47. HYDRA
Linear Grid Cloud

48. Web-to-Everything

49. TAKE AWAYS
• Shift Happens – Faster Than Ever
• Cross-Media Delivers
o Consistency of Corporate Messaging
o Flexibility of Delivery Channels
o Simultaneous Deployment Across Media
o Scalable Reuse of Creative Content
o Lower Overall Costs
• Learn Greek