Gerd Leonhard Effie 2008 Greece Keynote on Digital Media Opportunities

www.mediafuturist.com Gerd Leonhard gerd@mediafuturist.com www.mediafuturist.com Digital Opportunities Presentation at Efﬁe 2008 Athens June 11 (2)

www.mediafuturist.com My mission: help you with the Puzzle

www.mediafuturist.com What are you going to do about the Future...?

www.mediafuturist.com Yes - it has taken much longer but...

This really didn’t take very long! www.mediafuturist.com

www.mediafuturist.com

www.mediafuturist.com Source: Don Tapscott Wikinomics Blog

www.mediafuturist.com Now: Disruption by The People Formerly Known as Consumers

Creating - Sharing - Connecting www.mediafuturist.com

The ever increasing battle for attention www.mediafuturist.com

www.mediafuturist.com Endless choice and countless options - how will you get attention?

www.mediafuturist.com Meanwhile... This will show up everywhere - Advertising will need to become Valued Content that People WANT to see!

www.mediafuturist.com Marketing 2.0 is Pulling not Pushing

Start broadcasting your brand www.mediafuturist.com

www.mediafuturist.com The web powers the global trend towards free and open Both “Open” as well as “Free” are a great Challenge and Opportunity for Brands, Marketers and Content Creators

www.mediafuturist.com We are going to see ‘free’ music, TV and video in return for people paying attention to new types of advertising

Such as www.mediafuturist.com

www.mediafuturist.com In this world.... ...being different becomes crucial, and Cultural Identity matters more than ever!

www.mediafuturist.com ol t r o n C “Choice not Control”

We urgently need to get used to www.mediafuturist.com Having Less Control TRUST Conversation Merit \"When The winds of change are blowing, some people are building shelters, and others are building windmills.\" Chinese Proverb

www.mediafuturist.com Control versus User Empowerment - a clear outcome

The New York Times Example www.mediafuturist.com The paid wall went down - traffic went up. And then? Openness forces you to be more inventive

www.mediafuturist.com Your opportunity as a Brand Provide “Choice” - not Control Provide Real Meaning & Context - not sheer Volume Provide Sharing - not Walls

www.mediafuturist.com Many Traditional roles will be up for discussion Anarchy: from Greek: ἀναρχία anarchía, \"without ruler\"

www.mediafuturist.com And a lot will depend....Culture ... UI!

Some thoughts www.mediafuturist.com • Prepare for the digital flood that will arrive in Greece, too - now is a good time to stake out your role • Pretend to be 16 again! • Reinvent and disrupt your company before you are re-invented by others • If you own content: participate or be participated • Forget about ‘Consumers’ - think Users, and engage them • Embrace technology but don’t make it imperative just because it exists elsewhere • Again: it is not (just) about cool technology but about new cultural practices!

www.mediafuturist.com A unique Greek opportunity: Digital Tourism? The people of Greece enjoy a high standard of living. Greece ranks 24th in the 2006 HDI, 22nd on The Economist's 2005 world-wide quality-of-life index Today, the service industry (74.4%) makes up the largest, most vital and fastest-growing sector of the Greek economy, followed by industry (20.6%) and agriculture (5.1%). The tourism industry is a major source of foreign exchange earnings and revenue accounting for 15% of Greeceʼs total GDP and employing 659,719 people (or 16.5% of total employment) Export greek culture to a global audience Market Greece online Have conversations about Greece and attract business & visitors Launch Greek companies that can sell worldwide

www.mediafuturist.com GreekTube anyone...? Thirty-eight percent of the video streamed on the Web http://www.forbes.com/technology/forbes/2008/0616/050.html now comes from YouTube, according to ComScore YouTube will upload 600 years' worth of video this year An ad on the YouTube home page now costs $175,000 a day

www.mediafuturist.com Some Key Trends Now, good storytelling becomes even more important (but it’s cross-media!!) The Kids are the authorities now Now some of us are starting to trust ‘Strangers Like Me’ ‘Users’ are taking Control everywhere Paying for Content with ‘Attention to Advertising’ is here

www.mediafuturist.com The Culture of “Sharing” and Participation

Henry Jenkins, director of the MIT Comparative Media Studies Program: \"In a www.mediafuturist.com hunting society, children [People] play with bows and arrows. In an information society, children [People] play with information.” Photo via http://ﬂickr.com/photos/sherlock77/ Gathered by www.mediafuturist.com

www.mediafuturist.com Support your entrepreneurs!

www.mediafuturist.com Use Blogs, Wikis and build your own Social Networks for Work Purposes, too IBM has it’s own social network (Beehive): 30.000 people BT has 16.000 people working together in Wikis and Vlogs

www.mediafuturist.com Brands that influence Culture get Attention

www.mediafuturist.com Privacy is a major issue now - but The potential evils of an Open Network - of ‘Too Much Freedom’ - will always pale beside those of a Closed, Controlled and Authoritarian Network

www.mediafuturist.com The beginning is the most important part of the work. Plato, The Republic Thanks for listening! Gerd Leonhard gerd@mediafuturist.com www.mediafuturist.com Download this pdf later today at www.mediafuturist.com

Gerd Leonhard Effie 2008 Greece Keynote on Digital Media Opportunities

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