11-31

“Technology is technology
only for people who are born
before it was invented.”
Alan Kay, Computer Visionary

“That’s why we don’t argue
about whether the piano is
corrupting music with
technology.”
Seymour Papert

“They’re dumber than we were
at their age.”

“They’re screenagers,
Net addicted, losing their social
skills, and they have no time for
sports or healthy activities.”

“They have no shame.”

“Because they’re parents
have coddled them,
they are adrift in the world and
afraid to choose a path.”

“They steal.”

“They’re bullying friends
online.”

“They’re violent.”

“They have no work ethic and
will be bad employees.”

“This is the latest narcissistic
‘me’ generation.”

“They don’t give a damn.”

1. They prize freedom and freedom of choice.
2. They want to customize things,
make them their own.
3. They’re natural collaborators,
who enjoy a conversation, not a lecture.
4. They’ll scrutinize you and your organization.
5. They insist on integrity.
6. They want to have fun, even at work and at school.
7. Speed is normal.
8. Innovation is part of life.

This generation is giving up
its privacy.

Session 1:
Digital Revolution.

Meritocracy

What would
Google do?

Enterprise 2.0
means turning your
company inside out...
Or waiting for an
innovative startup to do it
for you!

Society has
definitely changed…

AdNeRdS
Given birth by Proximity BBDO

The Little Shop AdNerds
www.thereference.be/thelittleshop www.adnerds.be
8h 4h 05
€ 5.220 € 596
* domain name € 0 * domain name € 16
* hosting € 185/mo * hosting € 15/mo
* build site € 3.000 * build site 4h 05
* costumes €0 * costumes € 400
* photography 8h * photography €0

Revolutions
are rarely bloodless.

“The CD?
It’s dead. Good thing
the music industry is about more
than selling plastic discs.
Today’s artists have
surprising new ways
to reach fans and make a living.”
David Byrne, Talking Heads.

Fund recording sessions
Manufacture product
Distribute product
Market product
Loan and advance money for expenses
(tours, videos, hair and makeup)
Advise and guide artists on their careers
and recordings
Handle the accounting

So with all
these changes,
what happens to
the labels?

Ad Age Marketer of the year 2008.

1.
Social media and
the new rules of marketing
are essential.

2.
Embrace citizen journalists.

3.
Clearly and simply articulate
what you want people to believe.

4.
People don't care about products and services,
instead they care about themselves
and about solving their problems.

5.
Don’t obsess over the competition.

6.
Put your fans first.

7.
People don’t like telemarketing.

8.
Negativity doesn’t sell.

9.
When someone becomes a customer,
they want to talk about it.

10.
Take time for your family.

2.444.384 supporters 627.459 supporters
495.320 wall posts 132.802 wall posts
844.781 friends 219.463 friends
115.623 followers 4.911 followers
506.000 times mentioned 44.800 times mentioned
358.000 video results 191.000 video results
1.819 own videos 330 own videos
73.076 picture results 15.168 picture results
50.218 own pictures has no profile
56.200.000 search results 42.800.000 search results
24.200.000 image results 8.620.000 image results

Boomers Net Generation
22,4 17,4 8-33

In the years to come,
broadcasting won’t be broad
and it won’t be casting.
The dominance of one-way,
passive media consumption
is over.

The Razorfish™ Consumer Experience Report 2008

Respondants who have received Respondants who prefer a certain
an online videoclip from friends type of video advertising format

Clearly this poses another challenge for
publishers, especially broadcast TV
networks. They must adapt as the
centralized analog model is disintegrating
in our new online, networked world.

What can products & services learn
from the Internet?
Web2.0 Electricity1.0

I could imagine a smart garage
where I would plug in my car and
the computer handles it. I could
even make money by cost
shifting.... It solves energy
security, energy prices and job
creation...and by the way,
climate change.
Eric Schmidt - CEO Google

Music industry Gaming
19 NOV US Elections TV 25 NOV
SOCIAL Telephony ONLINE
MEDIA ADVERTISING
Music industry Music industry
02 DEC US Elections US Elections 08 DEC
ING TO Gaming Gaming RTABLE
LISTEN PO
CONS UMERS Telephony WEB
Electricity

Revolution is not
a onetime event.

... so you better
start preparing!
The Digital Natives are there!
And ready to start working for you.
Are you prepared?
How web2.0 is your business?
Are you ready to turn it upside-down?
Dare to ask ‘What would Google do?’

http://proximity.bbdo.be/digitalnatives
http://adnerds.be
http://www.friendfeed.com/bartmuskala
http://www.friendfeed.com/jalgo