Attention, Money and the Future of the Internet (Gerd Leonhard at Internet Hungary)

Attention, Money and the Future of the Internet ‣ Futurist ‣ Strategist ‣ Author & Blogger www.mediafuturist.com twitter.com/gleonhard

www.mediafuturist.com What I do: www.twitter.com/gleonhard

Was... Is...

A Mobile, Engaged, Connected Culture

Imagine what this will do to your life... b i le o d M e im e r -T a l h a S e R l ia o c e o id S V

Social Media and Citizens Action Social media has created a drastic increase in transparency, and reduced citizens’ response time to hours instead of days or weeks

Soon: the Mobile becomes ‘The Internet’

Source: Slideshare

The Success Formula: Content - Context - Connectivity - Community - Convenience +++

The irreversible shift in Content & Media Co munity omnterf Con nv en C I ien ace texte c Content Timeliness Curation Content

And another pricing logic! Price Users 100 75 50 25 0 Was Will be

It used to be... “Option” “Extra” Default

Soon: The New Premium The new Normal

Content is first a Service & an Experience - and only then (maybe) a Product.

From Stuff to Bits (1)

Content is only ~20% of the Cost Thanks to Flickr.com/alextorrenegra

From Physical to Digital From Fixed to Mobile From Consumers to Users From Top-Down to Social From One-Way to Interactive

How commerce has changed Transaction Transaction Trust Dominance Audience Attention Masses + Attraction & Money = Attention Reach

What we can learn from Tripadvisor

Now, Conversation beats Monolog

A new Marketing Paradigm emerges

How will this make money? Behavior, habit & culture changes always come first Monetization is a possible consequence (not a starting point) Every large and engaged audience can be turned into money.

Social Media beats eMail, Video beats Search

Stop Pushing Start Pulling

In Content, we must now reinvent how get paid! Source: Universal McCann

Why I have spend $1000+ on iStockphoto • Good quality images • Finding the right photo is quick and easy • The rights (licenses) are cleared • The price is right (well... mostly) • I don’t pay just for the content - I pay for ease of use, peace of mind, the interface, service & curation...!

Free gets you to a place where you can get paid. Quote by Fred Wilson, Union Square Ventures www.avc.com

‘Feels Like Free’ Content >> Paid Services

Crucial: Sharing generates Income

The Future: Creators Going Direct

Convergence is finally real Telecom TV Advertising Internet Mobile Media

n ? a tio u c E d of u r e u t e F T h

The Art of Attention-Getting

Engagement not Interruption

Advertising / Branding / Marketing 2.0: Interruption costs Money Engagement costs Control

Summary 1. Attract the right people by publishing relevant content 2. Get and hold their Attention, build Trust 3. Think Followers not Users 4. Offer added values to convert followers into $$

Thanks for your time email me at gerd@mediafuturist.com twitter.com/gleonhard facebook: gleonhard more presentations at www.mediafuturist.com

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Attention, Money and the Future of the Internet (Gerd Leonhard at Internet Hungary)

by Gerd Leonhard on Oct 13, 2009

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Attention, Money and the Future of the Internet (Gerd Leonhard at Internet Hungary) — Presentation Transcript