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)

From Stuff to Bits (2)

From Stuff to Bits (3)

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