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A Brief Overview of a Possible Digital Near Future
 

A Brief Overview of a Possible Digital Near Future

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Digital has impacted our lives. ...

Digital has impacted our lives.
The presentation aims to explain how we can use digital devices and tools for our own good.
Future is Now! The tools are there, things are going fast! And only the fittest and most versatile will survive! :)

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    A Brief Overview of a Possible Digital Near Future A Brief Overview of a Possible Digital Near Future Presentation Transcript

    • A Brief Overview of a Possible Digital Near Future Antoine Dubuquoy 09/11/2009
    • Summary #1 About screens and Internet #2 A whole World becoming Digital #3 When Media turned Social #4 What's Next?
        • Chapter #1
        • About screens and Internet
    • How many…
        • Internet users in the world?
        • People have broadband access?
        • Computers worldwide?
        • Search requests worldwide in July 09?
        • Internet users shop online?
        • Stunning, uh?
    • 1,7 Billion Internet users! Source: www.internetworldstats.com
    • 304 Million broadband subscribers Source: www.internetworldstats.com
    • Source: http://www.c-i-a.com 1,2 Billion PCs in use
    • 113 Billion search requests Source: ComScore
    • 86% shop online Source: http://www.journaldunet.com
    • Talking about screens, have you ever heard about SiSoMo?
        • The Future on Screen
        • Kevin Roberts, CEO Saatchi & Saatchi ‏
        • How many screens are we exposed to every day? (TV, pda, smartphone, computer, videogame console, ATM, movie theater, iPod...) - each with its own SiSoMo level
        • Like it or not, screens are everywhere (at home, outdoor, on board, in store…) ‏
    • Ever tried to live without screens or Internet?
        • How do you feel when:
          • Computer is broken?
          • Connection is down?
          • Company mainframe not working?
          • No GSM, 3G, GPRS connection?
          • Be honest...
        • If you've answered 4x« Miserable », you MUST admit you CANNOT live without it!
          • And you freak out when the screen is empty
    •  
    • A new challenge for the screens
      • Before
        • Collective
        • Passive
      • Today
        • Interactive
        • Individual
        • Multiple
    • Today’s reality
      • Touching the screen… to interact…
    • Until… no physical screen
        • Chapter #2
        • A whole World becoming Digital
    • Do you want to know about my digital life?
        • You have no choice, I'm standing in front of you AND I'm holding the mic!
        • Computer and I met in '94
        • I brought it home in '96
        • We started surfing on the Web in '97 (26k connection speed, internet shrieking noise, patience...) ‏
        • I played Tomb Raider AND got the cheatcodes on the Internet... (and drivers, and freewares, etc, etc…) ‏
        • 2 Gb disk was huge
    • Do you want to know… (Part 2) ‏
        • I didn't join a startup in '99, though VERY tempted
        • Bubble bust in '01 
        • Purchased stuff online including a Dell computer
        • Downloaded music…
        • Broadband at home
        • “ Web 2.0” appears in ‘04
        • Joined all possible social networks
        • Beta-tested all possible services
        • Opened a blog in '05
        • Sold my scooter on eBay
    • Do you want to know… (Part 3) ‏
        • Started blogging about new media in '06
        • Interviewed ASW founder by e-mail
        • Interviewed Pandora founder on the phone
        • Started building my digital ID
        • Joined an American in-game advertising start-up
        • ...
      • Stop! I think you've got enough of egocasting!! 
    • What’s egocasting?
        • From broadcasting to narrowcasting...
        • Targeted communication
        • « I don't want 10,000 channels, I just want the channel I want to watch » (Nicholas Negroponte – MIT) ‏
        • Web 2.0 (Tim O'Reilly)
        • Anybody becomes a producer
        • I can talk to the world about any topic
        • And the whole world can respond
        • Narrowcasting ignites conversation
        • But is this only a geek thing?
    • BTW, do you speak geek?
        • Any idea what this means?
          • IMHO
          • WTF?
          • lol , o/, :) ‏
          • WOW
          • PWNED
          • IRL
          • FRAGGED ‏
          • GIYF = “Google is your friend”
          • n00b [ˈnuːbɪ]
          • RUT? Afk!
        • Make an effort, your kids can do it!
      Source: http://geekdictionary.computing.net This is NOT me!
    • Is « geekitude » a fate?
        • Digital natives vs immigrants? (eg Gen Y vs You) ‏
        • Kids born with a keyboard and a gamepad in hand
        • IT is not a topic for kids, it's just obvious
        • Ever tried to live with teenagers when Internet connection is down?
        • Ever opened a computer, just for fun?
        • Ever tried to manage a home wifi computer network?
        • No doubt, it has become a a necessity !
    • A quick focus on Generation Y
      • 13 to 31 years old (some say it starts at 5!) ‏
      • 100% connected, Internet, screens, mp3, mobile, wireless…
      • Born for multitasking
      • Trust their friends, not brands
      • TV is no longer their media
      • Political and social consciousness
      • Grab news from multiple sources
      • Mash-up generation
      Source: www.sachachua.com
    • Intermission: «  How to tell if you are a geek?  »
    • BTW… ;) ‏
    • Internet Gurus* Wall of Fame
        • Chris Anderson – The Long Tail Theory / Free
        • Seth Godin – Permission Marketing
        • Vinton Cerf – Pilgrim Father (and Google’s Chief Internet Evangelist) ‏
        • Tim O'Reilly – Web 2.0
        • Andrew Keen – The Cult of the Amateur
        • Jeff Jarvis – What would Google Do?
        • Robert Scoble – Scobleizer
        • Tim Berners-Lee – God?
      * probably geeks…
    • Conversation time! Is blogging time-consuming?
        • Definitely yes. But...
        • Think yourself as a brand ...
        • Blogging to build-up your image
        • Blogging is just about starting conversations
        • And meeting people IRL
        • And getting more Google results!
        • And sharing experience
        • And becoming an expert
    • DMCA: Digital Millenium Copyright Act - 1998
    • Ever thought being on Twitter?
        • 140 characters micro-blogging device
        • RT, #hashtags, #fail
        • Search and datamining device
        • Participate to your own personal branding plan
        • 10% of users generate 90% of tweets
        • Fashionable until the next big thing is launched
        • Friendfeed, Seesmic, etc...
        • Let's try it now!!! (Live tweet experience) ‏
    • And what about Facebook?
        • You're sure it's a loss of time
        • First, it’s just looking at yourself in a mirror
        • But it's also about networking
        • 250,000,000 fans can't be (totally) wrong
        • The 6 degrees theory – friends of friends
        • Just read the terms of use!
        • And tune-up the right settings...
    • BTW… it’s NOT just for kids and teenagers… Source: http://123socialmedia.com
    • What’s the use of social media?
        • Self expression + Discovery + Conversation
        • Sooooo, YOU just need to:
        • Learn the rules
        • Use them for your own benefit
        • Be connected
        • Share
        • The more you give, the more you'll get in return
        • Engage
        • And never forget…
    • Intermission #1
        • “ On the Internet,
        • nobody knows
        • you're a dog”
        • (The New Yorker) ‏
        • One of, if not THE
        • cornerstone of digital
        • identity and personal
        • branding
    • Intermission#2 About social media ADHD = Attention-deficit Hyperactivity Disorder
    • How I ruined the music industry?
        • There came Napster in 1999 and it's followers…
        • “ Citius, Altius, Fortius ” – Harder, Better, Faster, Stronger…
        • Somes figures: CD sales vs MP3 downloads:
        • CD = 65% US music sales 1 st half 2009 / Digital downloads = CD sales in 2010
        • iTunes: 69% digital sales in 2009
        • Even Lars Ulrich has downloaded Death Magnetic before it's release...
        • Ever tried BitTorrent? µTorrent, Vuze? (BTW, it's illegal!) ‏
        • Ever wanted to get bootlegs? Rarities?
        • What about Radiohead, NIN?
    • What’s the cost of all this Free stuff?
        • Chris Anderson's Freeconomics
        • How expensive Free stuff is?
        • Cheap and Free = the penny gap
        • The different models:
            • Freemium
            • Advertising
            • Cross-subsidies
            • Zero marginal cost
            • Gift economy
    • What about the value chain?
        • Digital has shaken the traditional value chains
        • People can access thousands of items
        • People can compare prices
        • Distribution costs close to zero
        • The end of Pareto principle? (80-20 rule) ‏
        • The Long Tail Theory, does it really work?
        • Can pay-for and free business models coexist?
        • Why should I pay for something I can get for free?
        • What consequences for the media?
    • Michael Porter and the Internet…
      • “ The value chain requires a comparison of all the skills and resources the firm uses to perform each activity.”
      • Virtual Value Chain includes information as part of the competitive skills of the corporation (Rayport & Sviokla) ‏
    • A short focus on the Long Tail
      • A product will always find a buyer
      • A content will always find a user
      • The emergence of thousands of niches
      • Each niche will have it’s own Long Tail
    • Digital has definitely changed our lives
        • No turning back
        • Adapt or die
        • Survival of the fittest (Darwin...) ‏
        • Chapter #3
        • When Media turned Social
    • Some cornestones…
      • #1 Markets are conversations
      • #2 Markets consist of human beings, not demographic sectors
      • #6 The Internet is enabling conversations among human beings that were simply not possible in the era of mass media
      • #10 Markets are getting smarter, more informed, more organized…
      • #25 Companies need to come down from their Ivory Tower and talk to the people with whom they hope to create relationship
      • # 29 Elvis said it best: « We can’t go on together with suspicious minds »
      • (in « The Cluetrain Manifesto » – 1999) ‏
    • How brands become social?
        • Multiply touchpoints
        • Engage with consumers
        • Take the risk of conversation
        • Get feedback
        • Gather information
        • No more « I can't get no satisfaction »
        • Measure consumer satisfaction
        • Improve products
    • A few case studies…
      • Lego  Brand advocacy
        • Use your fans as promoters of your brand
        • Cherish them, treat them, love them,
        • they’ll love you in return!
        • Involve them in the creative process
      • Southwest Airlines  Nuts about Southwest
          • http://www.youtube.com/user/NutsAboutSouthwest Youtube
          • http://www.flickr.com/people/nutsaboutsouthwest/ Flickr
          • http://www.blogsouthwest.com/ Blog
      • Skittles  Forget the corporate web site, dive into social media
    • Focus on Skittles Homepage
    • Marketing 2.0 insight
      • Net Promoter Score  Focus on your core customers and fans
    • Do media need to turn social?
        • Media used to teach the truth
        • From the one way model
          • to the conversation model
        • OpEds, contributors…
        • Growing competition
        • of Millions of other voices
        • Forum threads and Godwin Laws...
    • How can media reach new users?
        • Multiply touchpoints
        • Media need to adapt to multiple channels
            • Paper
            • Web
            • Mobile devices
            • Screens
            • Digg-likes
            • Feed readers
        • Accept UGC:
            • Branded blog platform
            • Forums
            • Chats
            • Fan pages
            • Twitter
    • Social media pros & cons: lol time vs #fail time
        • #iranelection vs #MJ
        • The day Twitter's business plan landed on TechCrunch
        • The day Twitter and Facebook got hacked
        • VDM ...
        • Springbreak pics on FB and your professional future
        • Google finds and stores everything and claims « Be no evil »...
        • Big Bro's time?
    • Are you ready to be a producer?
        • Don't hate the Media, be the Media (Jello Biafra) ‏
        • Huge increase of available contents:
            • Pictures
            • Videos
            • Text
            • Games
            • Porn
            • Music
            • Etc…
        • No boundaries
        • New paradigm: everybody is a producer and a consumer
        • The best and the worst is available
        • Do it yourself!
        • Be aware of your power!
        • Go for it!
        • Chapter #4
        • What's next?
    • Idea#1: Catch the Zeitgeist
        • World has changed and will never be the same
        • You gotta make with it
        • Adapt! Use the tools!
        • Do your own datamining:
            • Google alerts
            • Twitter search
            • Feedreader (blogs, media...) ‏
            • Netvibes, iGoogle
    • Idea#2: Build your own digital ID
        • Brand yourself
        • Be ready for engagement
        • Engage
        • Regroup
        • Being a fan of Nutella and Arcade Fire means something
        • No need to have a name to be identified in the digital world (freaky, uh?) ‏
    • Idea#3: Think community
        • As a brand, as a marketer, you have to consider communities, not only target groups
        • As a media owner, you sell a community of users sharing common values and interests
        • Community has a value that can be monetized with care
        • Don't kill the geeks that lays golden bytes or threads
        • Work on your promoters, make money with them, love them, they’ll love you!
    • Idea#4: Think new territories
        • Brand marketers have dozens of new possibilities, Zillions of touchpoints
        • We shifted from a 5 media world to something more experimental and unstable
        • I know that I don't know anything (Socrates) ‏
        • Be curious
        • Think out of the box!
    • Idea#5: What else?
        • Cloud computing
        • Behavioral targeting
        • Branding vs performance
        • Beyond the CTR, what about CPE?
        • Scalable, accountable, lovable, applicable?
        • Digital world: where the wild things are!
    • Idea#6: The future is unwritten
        • Come as you are, choice is yours, don't be late (Nirvana) ‏
        • Be a technophile or a luddite?
    • That’s all!
      • Thanks for your attention!
      • Contact:
        • Antoine Dubuquoy
        • [email_address]
        • Twitter: dubuc64
        • www.dubucsblog.com
        • www.in-game.info