Steve Rubel @ Next08

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  • + mjamesno Mark Normand 2 years ago
    http://presentationslides.blogspot.com
  • + Peter1970 Peter1970 2 years ago
    if you want to see all videos of next 08 :

    Visit: www.exxplain.com
  • + Lally Lally 2 years ago
    Thanks, Steve. Once again you are moving the needle and making it easier for organizations indoctinated to MASS marketing adapt to the current realities.
  • + galileorm galileorm 2 years ago
    Really interesting slideshow. Will embed on my blog pages. I would be interested to see more on the social web, social networking side of things with the introduction of Google’s Friend Connect.
  • + guestefe459 guestefe459 2 years ago
    Interesting perspective Steve. Maybe it’s about time we had you on the podcast again.
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Steve Rubel @ Next08 - Presentation Transcript

    • Steve Rubel
    • SVP, Director of Insights
    • Edelman Digital
    • [email_address]
    Next 08 Marketing Trends: Open Files
  1. In the Beginning, There Was Mass
  2. But Now, Mass is Dying
  3. Because Mass Looks Like This…
  4. But Micro Looks Like This…
  5. Micro Rising: Technographic Picture Forrester Research
  6. Micro Rising: Trust Picture 2003 2008 “ Person like you” 36% 58% CEO 14% 36% Academic 43% 56% Regular employee 26% 39% Decline of authority figures
  7. Open Files
  8.  
  9.  
  10.  
  11. Faint Signals: The Cut & Paste Web
    • Trends:
      • Information, entertainment and all web content is becoming portable
    • Insights/Actions:
      • Make sure that every digital program allows information to be consumed/engage with wherever the individual wants to engage with it
  12. Faint Signals: The Cut & Paste Web
  13. Faint Signals: The Cut & Paste Web
  14.  
  15. Faint Signals: Attention Crash
    • Trends:
      • The number of inputs we have as individuals has exceeded what we are capable of managing
      • “ Humans can’t scale” - Hugh McLeod
    • Insights/Actions:
      • Chunk it down - keep it simple and use storytelling
  16. Faint Signals: Attention Crash
  17. Faint Signals: Digital Curation
  18. Faint Signals: Digital Curators
    • Trends:
      • Every niche will be addressed with depth and breadth
      • However, the Attention Crash will force people to follow their interests more deeply, while maintaining a cursory level of knowledge in macro issues
    • Insights/Actions:
      • The Internet is giving rise to “digital curators”
      • These can be brands, media companies, individuals who are expert in separating junk from art
      • Become a curator in a niche before it is met
  19. Faint Signals: Digital Curation
  20. Faint Signals: Super Crunching
  21. Faint Signals: Super Crunching
    • Trends:
      • The digital space is the most addressable media and marketing platform - ever
      • However, many marketers are not “quants” and data is largely under utilized
    • Insights/Actions:
      • Data mining and visualization reduce risk, make marketing more efficient and measurable
      • Google is becoming the “operating system” for marketing. Immerse yourself in these tools and mine the “databases of intent”
  22. Faint Signals: Super Crunching
  23. Faint Signals: Collaboration
  24. Conversational Line Controlled Open Communication Participation Line Collaboration Open Communication Open Collaboration Controlled Collaboration Controlled Communication
  25. Conversational Line Controlled Open Communication Participation Line Collaboration Advertising Public Relations Viral Video Ideagoras Corp Blogs Community Engagement Co-created Ads
  26. Faint Signals: Collaboration
    • Trends:
      • The web is not just a platform for communication, but for collaboration
      • Major marketers like Starbucks and Dell are beginning to tap into the power of mass collaboration
    • Insights/Actions:
      • Evaluate where your audience sits in this paradigm
      • Create programs that map to their online patterns and integrate the right mix of tactics from the quadrants
  27. Faint Signals: Collaboration
  28. Watch List
  29. Watch List: Living Room 2.0
  30. Watch List: Living Room 2.0
    • Trends:
      • As the living room connects to the Internet we’re entering a new Golden Age of Television
      • Right now, however, very few people have IPTV devices like Apple TV or XBox Live
      • It remains to be seen if this is going mainstream
    • Insights/Actions:
      • Buy one/more of these devices and experiment
      • Consider branded programming like HD podcasts
  31. Watch List: Geek Marketers
  32. Watch List: Geek Marketers
    • Trends:
      • Some companies are hiring in-house experts who guide the company toward becoming more digital
      • These professionals are “cross-trained” in talking technology and marketing, which often don’t mix
    • Insights/Actions:
      • Consider hiring a geek marketer/digital evangelist
  33. Hallucinations
  34.  
  35. Hallucinations: Digital Nomads
    • Trends:
      • Some knowledge workers are going independent, traveling the world and working from anywhere
      • They utilize web applications, wikis, virtual assistants and more, while designing a lifestyle of their dreams
      • It’s conceivable that in the future corporations will be more virtual than they are today
  36. Hallucinations: Data Leaking
  37. Hallucinations: Data Leaking
    • Trends:
      • Technology innovation in the consumer Internet outpaces what corporations can do
      • Workers, especially Gen Y, expect the same tools in the office that they easily have at home
      • Work and corporate information is migrating to social networks and other online platforms
  38. Open Files
    • Faint Signals:
      • The Cut & Pate Web
      • Attention Crash
      • Digital Curation
      • Super Crunchers
      • Collaboration
    • Watch List:
      • Living Room 2.0
      • Geek Marketers
    • Hallucinations:
      • Digital Nomads
      • Data Leaking
    • Steve Rubel
    • SVP, Director of Insights
    • Edelman Digital
    • [email_address]
    Next 08 Marketing Trends: Open Files

+ Steve RubelSteve Rubel, 2 years ago

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