The Shift from a Disconnected to a Hyper-Connected World

@AdNerds#FollowFridays Friday, November 20 The Shift from a Disconnected to a Hyper-Connected World. And how to Reach Consumers.

The HYPER- CONNECTED World.

Television Camera Laptop game mobile console remotes There’s no real life and digital life. It’s the same place. Picture by dpup on Flickr

The next generation internet strategy has got nothing to do with the internet.

Purely DISCONNECTED is a DEAD END.

20 magazines: RIP

Disconnected is scrambling to get rid of the ﬁrst syllable.

“It’s time to hit theof paperand reconsider the importance switch and website. ” Pieter Broertjes, Editor in Chief, De Volkskrant

The Basics.

Picture by lorenzodom on Flickr

Pictures by billikidbrand on Flickr

Some Weird Phenomena Picture by XTRAGAL3

Picture by Peter DaSilva for NYT

Whhhhy ?!?

In a Hyper-Connected World, People grow Jumping Brains. Jumping Brain by Emilio Garcia

In a Hyper-Connected World, Google makes sure Everything is Free. TomTom Google Maps Navigation Western Europe World 99,99 € 00,00 €

• Frozen in time • Real Time • One-size-ﬁts-all • Personalized • One-way • Interactive • Linear • Random • Limited Space • Unlimited Space • Static • Moving • Individual • Networks • Paying • Freebies

Analog = Core

$4.99 $2.99

Digital = Core

AdNerds My mum doesn’t have a smart phone

Most obvious digital alternative for Newspapers & Magazines: the Kindle?

3.500 Books, Mags, Docs Built-in Dictionary Wireless Wikipedia Acces Basic Web Browser PUBLICITY Free 3G Downloads Audiobooks

No Rich Graphic Quality Monochrome Text Greyscale Graphics No Animation PUBLICITY No Touch Screen Yet Another Device

PUBLICITY

Can one equip an analog newspaper with online possibilities? Frozen in time One-Size-Fits-All Limited Space One Way Linear Static Individual Paying

Can one equip an analog newspaper with online possibilities? Real Time One-Size-Fits-All Unlimited Space Interactive Linear Moving Network Paying

MOBILE ERY WITH EV RACT, CONT SCAN NOW 1 YEAR N E A FR EE PHO E R CHOIC S OF YOU G THE D IN CLUDIN APP MOBILE

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Welcome Bart Full Article Comments (7) Media (8) Updates (1) Sources Used Share it 13 messages 8 friends

Updates Updates 13.18u Open VLD excuseert Guy Verhofstadt, oud-premier en oud-voorzitter van de Open VLD excuseerde zich zonet openlijk voor de verzamelde pers. related tweet by eveke: Back 13 messages 8 friends

Updates zonet openlijk voor de verzamelde pers. related tweet by eveke: Haha, grappig, de Guy heeft zich zonet al verontschuldigd, in ‘t openbaar! ha! #openvld #deguykanhetniaan #fail 2 comments (0 friends) Back Reply 13 messages 8 friends

Comments Media picture (11) | video (2) Back 13 messages 8 friends

Comments Comments friends (3) | all (7) Ik snap niks meer van die politiek van vandaag. Kunnen die nu niet gewoon samenwerken? Grappig, ik schrijf hier ne comment in nen onbestaanden app, gewoon for the sake of demonstration! Als ge echt iets van politiek snapt, dan zou ge dit niet misbruiken “for the sake of demonstration”, Wouter ;-) Back Add Comment 13 messages 8 friends

Comments Comments friends (3) | all (7) If I choose to leave a reply, the reply is automatically posted on my Facebook Wall, driving my friends to the article on the regular destandaard.be Back Save 13 messages 8 friends

Finally a measurable KPI for Newspapers: the Click Through Rate.

Win a trip to Egypt. Scan and participate immediately!

Contest Thomas Cook friends (3) | all (7) Win a trip to Egypt How many people will participate in this contest? OK More about the trip Thomas Cook Promotions Share it with your friends Back Win a trip to Egypt. 13 messages 8 friends Scan and participate immediately!

But we are still stuck with a one-size-ﬁts-all solution. MOBILE SCAN NOW

But we are still stuck with a one-size-ﬁts-all solution. R GET YOU ER & R, PAP PRINTE LY, FREE P INK SUP NLIMITED &U PHONE CCESS FOR MOBILE A ONLINE ONLY 9 ,95€/m SCAN NOW

Bart Muskala - Friday Nov 20, 13.12u Update proﬁle Politics Belgium - Open VLD - Flanders - US Scan for pics & video and 8 comments (2 by friends) Update (13.11u) Culture Sports Theatre - Ghent - Movies Football # AA Ghent - Tennis # Clijsters Scan for video and 14 comments Scan for video and 83 comments(3 by friends) Related stuff Scan for 13 comments (3 by friends) Scan for pictures, video and 87 comments Friends stuff Friends stuff

Real Time Bart Muskala - Friday Nov 20, 13.12u Update proﬁle Politics Belgium - Open VLD - Flanders - US Scan for pics & video and 8 comments (2 by friends) Update (13.11u) Culture Sports Theatre - Ghent - Movies Football # AA Ghent - Tennis # Clijsters Scan for video and 14 comments Scan for video and 83 comments(3 by friends) Related stuff Scan for 13 comments (3 by friends) Scan for pictures, video and 87 comments Friends stuff Friends stuff

Real Time Bart Muskala - Friday Nov 20, 13.12u Update proﬁle Politics Belgium - Open VLD - Flanders - US Scan for pics & video and 8 comments (2 by friends) Update (13.11u) Personalized Culture Theatre - Ghent - Movies Sports Football # AA Ghent - Tennis # Clijsters Scan for video and 14 comments Scan for video and 83 comments(3 by friends) Related stuff Scan for 13 comments (3 by friends) Scan for pictures, video and 87 comments Friends stuff Friends stuff

Real Time Bart Muskala - Friday Nov 20, 13.12u Update proﬁle Politics Belgium - Open VLD - Flanders - US Scan for pics & video and 8 comments (2 by friends) Update (13.11u) Personalized Culture Theatre - Ghent - Movies Sports Football # AA Ghent - Tennis # Clijsters Scan for video and 14 comments Scan for video and 83 comments(3 by friends) Related stuff Interactive Scan for 13 comments (3 by friends) Scan for pictures, video and 87 comments Friends stuff Friends stuff

Real Time Bart Muskala - Friday Nov 20, 13.12u Update proﬁle Politics Belgium - Open VLD - Flanders - US Scan for pics & video and 8 comments (2 by friends) Update (13.11u) Personalized Culture Theatre - Ghent - Movies Sports Football # AA Ghent - Tennis # Clijsters Scan for video and 14 comments Scan for video and 83 comments(3 by friends) Related stuff Interactive Scan for 13 comments (3 by friends) Scan for pictures, video and 87 comments Friends stuff Friends stuff Paying

Real Time Bart Muskala - Friday Nov 20, 13.12u Update proﬁle Politics Belgium - Open VLD - Flanders - US Unlimited Space Scan for pics & video and 8 comments (2 by friends) Update (13.11u) Personalized Culture Theatre - Ghent - Movies Sports Football # AA Ghent - Tennis # Clijsters Scan for video and 14 comments Scan for video and 83 comments(3 by friends) Related stuff Interactive Scan for 13 comments (3 by friends) Scan for pictures, video and 87 comments Friends stuff Friends stuff Paying

Real Time Bart Muskala - Friday Nov 20, 13.12u Update proﬁle Politics Belgium - Open VLD - Flanders - US Unlimited Space Scan for pics & video and Moving 8 comments (2 by friends) Update (13.11u) Personalized Culture Theatre - Ghent - Movies Sports Football # AA Ghent - Tennis # Clijsters Scan for video and 14 comments Scan for video and 83 comments(3 by friends) Related stuff Interactive Scan for 13 comments (3 by friends) Scan for pictures, video and 87 comments Friends stuff Friends stuff Paying

Real Time Bart Muskala - Friday Nov 20, 13.12u Update proﬁle Politics Belgium - Open VLD - Flanders - US Unlimited Space Scan for pics & video and Moving 8 comments (2 by friends) Update (13.11u) Personalized Culture Theatre - Ghent - Movies Sports Football # AA Ghent - Tennis # Clijsters Scan for video and 14 comments Scan for video and 83 comments(3 by friends) Related stuff Interactive Scan for 13 comments (3 by friends) Scan for pictures, video and 87 comments Friends stuff Friends stuff Network Paying

Bart Muskala - Friday Nov 20, 13.12u Update proﬁle Welcome Bart Politics Belgium - Open VLD - Flanders - US Scan for pics & video and 8 comments (2 by friends) Update (13.11u) Culture Sports Theatre - Ghent - Movies Football # AA Ghent - Tennis # Clijsters Full Article Comments (7) Media (8) Updates (1) Sources Used Share it Scan for video and 14 comments Scan for video and 83 comments(3 by friends) 13 messages 8 friends Related stuff Scan for 13 comments (3 by friends) Scan for pictures, video and 87 comments Friends stuff Friends stuff

The Irony.

Absolutely Hyper-Connected.

The vast majority of popular teen stores really focus on selling a “look”, a speciﬁc image. Customers either buy into the image, or they don’t.

Personal expression is always a part of the equation, our goal was to enable that in a way that also drove business for the department.

facebook store loyalty platform

A Couple of things to CHEW on.

Get your SEO in proper shape. People no longer pay for NEWS and CONTENT, rendering your expensive ofﬂine ads ineffective. DIGITAL must be CO to your communica RE tion strategy. Yes, OFFLINE can still be useful. For the moment, that is. Hyper-Connectivity is NOT about technology. It’s about PEOPLE.

That’s it, for today. adnerds.be followfridays.be

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The Shift from a Disconnected to a Hyper-Connected World

by AdNerds on Nov 24, 2009

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The Shift from a Disconnected to a Hyper-Connected World — Presentation Transcript