Small is the New Big

Slide 1: Small is the New Big Understanding how the fracturing of media creates new opportunities for brands to create a deeper relationship with consumers people. ADC Young Masters “Digital Media” | May 16th, 2008 | Jeremy Abbett

Slide 2: “ Brands today cannot be sustained by what in the past has been called advertising… everything a brand does that connects to the consumer is media. Lee Clow TBWA Chiat/Day © Jeremy Abbett

Slide 3: Profound shifts in consumer behavior, technology and media © Jeremy Abbett

Slide 4: Profound shift in consumer behavior © Jeremy Abbett

Slide 5: Baby Boomers vs. Millennials Baby Boomers Millennials D.O.B. 1946 and 1964 D.O.B. 1980 and 2000 © Jeremy Abbett

Slide 6: Defining Values Individual Fixed social groups Pessimists Critical Private Hierarchical Ordered Baby Boomers Millennials D.O.B. 1946 and 1964 D.O.B. 1980 and 2000 © Jeremy Abbett

Slide 7: Defining Values Individual Social Fixed social groups Flexible social groups Pessimists Optimists Critical Accepting Private Sharing Hierarchical Flat Ordered Reject borders Baby Boomers Millennials D.O.B. 1946 and 1964 D.O.B. 1980 and 2000 © Jeremy Abbett via Zeus Jones

Slide 8: © Jeremy Abbett

Slide 10: Consumer behaviour is now about active participation and not passive consumption © Jeremy Abbett

Slide 11: Profound shift in technology © Jeremy Abbett

Slide 12: Four Eras of Computing © Jeremy Abbett

Slide 13: Mainframe Era, 1960 © Jeremy Abbett

Slide 14: Personal Computer Era, 1980 © Jeremy Abbett

Slide 15: Mobility Era, 2000 © Jeremy Abbett

Slide 16: Ubiquity Era, 2020+ © Jeremy Abbett

Slide 17: Four Eras of Computing © Jeremy Abbett

Slide 18: Moore’s Law Moore's Law describes an important trend in the history of computer hardware: that the number of transistors that can be inexpensively placed on an integrated circuit is increasing exponentially, doubling approximately every two years. © Jeremy Abbett

Slide 19: As price falls processing power rises © Jeremy Abbett

Slide 22: Depicts 426,000 cell phones, equal to the number of cell phones retired in the US every day. © Jeremy Abbett

Slide 23: Communications technologies historically have had broad appeal for consumers © Jeremy Abbett

Slide 25: “ The most human our thing about us is technology. Marshall McLuhan © Jeremy Abbett

Slide 26: As the price-barrier to technology falls so does the barrier to entry. © Jeremy Abbett

Slide 27: Profound shift in media © Jeremy Abbett

Slide 29: Top 10 Advertisers in Traditional Media © Jeremy Abbett

Slide 30: The periodical planted the seeds of democracy © Jeremy Abbett

Slide 31: Radio created a celebrity-oriented society © Jeremy Abbett

Slide 32: Television homogenized the culture © Jeremy Abbett

Slide 35: Profound Shift in Media Web Media Radio Television Descending Media Ascending Media Mobile Digital Media OOH Print © Jeremy Abbett

Slide 36: Information is no longer an object that has to be transported © Jeremy Abbett

Slide 37: A fundamental shift in publishing © Jeremy Abbett

Slide 38: A fundamental shift in radio © Jeremy Abbett

Slide 39: A fundamental shift in broadcasting © Jeremy Abbett

Slide 40: “ Technology is away shifting power from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control. Rupert Murdoch Wired, July 2006 © Jeremy Abbett

Slide 41: Media is now a triathlon: consume, produce and share © Jeremy Abbett

Slide 42: Profound shifts: 1. Consumer behavior is about active participation 2. The barrier to technology is falling 3. Media is a triathlon: consume, produce and share © Jeremy Abbett

Slide 43: The Rise of Micro © Jeremy Abbett

Slide 44: Profound shift in consumer behavior People want to actively participate © Jeremy Abbett

Slide 45: If someone searches for you on the Web and comes up empty-handed, do you exist? © Jeremy Abbett

Slide 46: Distributed Identity “ Online identity is a distributed construct, with different - elements - professional, personal, different interests, etc. represented in different ways on different platforms. - F. Yakob © Jeremy Abbett

Slide 48: jeremy.abbett.net © Jeremy Abbett

Slide 49: www.facebook.com © Jeremy Abbett

Slide 50: www.twitter.com/jeremytai © Jeremy Abbett

Slide 51: www.youtube.com/user/jeremytai © Jeremy Abbett

Slide 52: jeremytai.muxtape.com © Jeremy Abbett

Slide 53: www.barackobama.com © Jeremy Abbett

Slide 54: www.modernista.com © Jeremy Abbett

Slide 58: Profound shift in technology Accessibility is no longer an issue © Jeremy Abbett

Slide 59: Software and Hardware © Jeremy Abbett

Slide 60: www.popurls.com © Jeremy Abbett

Slide 61: pipes.yahoo.com © Jeremy Abbett

Slide 62: maps.google.com © Jeremy Abbett

Slide 63: www.friendfeed.com/jeremytai © Jeremy Abbett

Slide 76: “Interesting things happen along borders - transitions - not in the middle where everything is the same.” Neal Stephenson “Snow Crash” © Jeremy Abbett

Slide 77: Interesting Early Majority Late Majority 34% 34% Early Adopters 13.5% Innovators Laggards 2.5% 16% Time Adoption cycle of products and services. Distribution of different types of people. © Jeremy Abbett

Slide 78: The Rise of Micro 1.People will participate if it’s built-in 2.Developing technology is becoming easier 3.Media creation is a part of our daily lives © Jeremy Abbett

Slide 85: Bibliography/Sources You have 30 minutes/day http://friendfeed.com/jeremytai http://www.popurls.com http://marketing.alltop.com/ You have more than 30 minutes/day © Jeremy Abbett

Slide 86: Bibliography/Sources 2. http://www.flickr.com/ 3. http:// 4. http://www.facebook.com/ photos/ www.edwardhann.co.uk/ event.php?eid=11999072270 14565640@N06/1581003185/ images/idp/top.jpg 5. http://www.flickr.com/ 10. http://www.flickr.com/ 11. http://www.flickr.com/ photos/ photos/ photos/jeremytai/1841475339 23065375@N05/2235529346/ aliciaenelpaisdelasmaravillas/ http://thecobrasnake.com/ 2293715229/ © Jeremy Abbett partyphotos/tonedef/ tonedef095.html

Slide 87: Bibliography/Sources 15. http://www.flickr.com/ 13. http://www.flickr.com/ 14. http://www.flickr.com/ photos/kowitz/847992535/ photos/cote/54408562/ photos/puckman/247365323/ 20. http:// 16. http://citywall.org/pages/ 19. http:// www.chrisjordan.com/ about www.applematters.com/article/ current_set2.php how_much_cheaper_is_the_ipod _going_to_get/ © Jeremy Abbett

Slide 88: Bibliography/Sources 25. http:// 26. http://www.flickr.com/ 27. http://www.banksy.co.uk/ www.collectionscanada.gc.ca/ photos/venky7/2157804173/ outdoors/images/landscapes/ innis-mcluhan/index-f.html rats/solittletosay.jpg 36. http://www.flickr.com/ 37. http://www.flickr.com/ 38. http://www.flickr.com/ photos/stewart/461099066/ photos/redjar/114152524/ photos/styrheim/370695350// http://www.flickr.com/photos/ tartanpodcast/150237767/ © Jeremy Abbett

Slide 89: Bibliography/Sources 39. http://www.flickr.com/ 40. http://www.wired.com/ 41. http://www.flickr.com/ photos/creepysleepy/ wired/archive/14.07/ photos/ 2189869670/ murdoch_pr.html 8622063@N04/2111663455/ http://www.flickr.com/photos/ jahlovely/2359408507/ 43. http://toxi.co.uk/blog/ 48. http://www.flickr.com/ 109.. http:// 2007/04/breaking-silence-audi- photos/anyaka/638853314/ www.kyotoprize.org/ tt-new-shoots.htm prizewinners_2004.htm © Jeremy Abbett

Slide 90: Bibliography/Sources 110.. http://www.flickr.com/ 111.. http://www.flickr.com/ 112.. http://www.flickr.com/ photos/malota/350658762/in/ photos/bs/2140429230/ photos/ photostream/ 8622063@N04/2111663455/ ap your precia h ow tio S n Click hereh 114. http:// wklondon.typepad.com/ welcome_to_optimism/ 2006/07/fail_harder.html © Jeremy Abbett

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