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

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?

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…) ‏

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

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

Before

Collective

Passive

Today

Interactive

Individual

Multiple

Today’s reality Touching the screen… to interact…

Touching the screen… to interact…

Until… no physical screen

Chapter #2 A whole World becoming Digital

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

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

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!! 

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?

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!

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!

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 !

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

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

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…

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?

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

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) ‏

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...

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…

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

“ 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?

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

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?

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) ‏

“ 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

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...) ‏

No turning back

Adapt or die

Survival of the fittest (Darwin...) ‏

Chapter #3 When Media turned Social

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) ‏

#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

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

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

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...

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

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?

#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!

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?

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

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?) ‏

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!

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!

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!

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?

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

Thanks for your attention!

Contact:

Antoine Dubuquoy

[email_address]

Twitter: dubuc64

www.dubucsblog.com

www.in-game.info