1. Communica8on
in
a
new
era
Digital
media
Amsterdam,
18
May
2010
by:
Iris
van
Opstal
©
2010
Buro
Iris
www.buroiris.nl
info@buroiris.nl
1

2. A SHORT INTRODUCTION
α Director/Owner
at
BURO
IRIS
a
versa'le
and
impassioned
marke'ng
and
communica'on
agency
specialized
in
brand
strategy,
brand
ac'va'on
and
internal
branding
α Head
of
Marke8ng
&
Communica8on
at
Na8onale-­‐Nederlanden
α Manager
Marke8ng
Europe
at
Ernst
&
Young
α Editor
in
chief
PromoTime
Publica8ons
α Winner
of
‘Boer
&
Croon
Innova8on
in
Communica8on
Award
2010’
©
2010
Buro
Iris
www.buroiris.nl
info@buroiris.nl
2

3. CONTENT
α Communica8on
in
a
new
era
α The
most
important
changes
α The
short
term
α The
long
term
α Ques8ons?
©
2010
Buro
Iris
www.buroiris.nl
info@buroiris.nl
3

4. COMMUNICATION IN
A NEW ERA (1)
“ Technology is shifting the power away from the
editors, the publishers, the establishment, the media
elite. Now it’s the people who are in control.
Rupert Murdoch, Global Media Entrepreneur
”
©
2010
Buro
Iris
www.buroiris.nl
info@buroiris.nl
4

5. COMMUNICATION IN
A NEW ERA (2)
©
2010
Buro
Iris
www.buroiris.nl
info@buroiris.nl
5

6. A SMALL IMPRESSION OF THE
POSSIBILITIES…
The
Conversa'on
Prism,
Brian
Solis
©
2010
Buro
Iris
www.buroiris.nl
info@buroiris.nl
6

7. THE MOST IMPORTANT CHANGES
α Speed
of
informa8on
α Worldwide
access
α 24/7
connected
©
2010
Buro
Iris
www.buroiris.nl
info@buroiris.nl
7

8. THE SHORT TERM (1):
CHANGES IN COMMUNICATION
α It’s
all
about
collec8ng
rela8onships
instead
of
a^rac8ng
a
temporary
audience
α It’s
all
about
listening,
then
responding
α It’s
all
about
par8cipa8on
instead
of
sending
informa8on
α It’s
all
about:
 pocketable
distribu8on
 back-­‐channeling
 social
mobility
 consumer
generated
media
©
2010
Buro
Iris
www.buroiris.nl
info@buroiris.nl
8

9. THE SHORT TERM (2):
CHANGES IN COMMUNICATION
α A
new
social
hierarchy
(Forrester
Research,
2008)
©
2010
Buro
Iris
www.buroiris.nl
info@buroiris.nl
9

10. AN EXAMPLE: FEDEX (1)
25.500
photos
More
than
7.500
videos
More
than
500
groups
135
groups
More
than
8.000
par?cipants
©
2010
Buro
Iris
www.buroiris.nl
info@buroiris.nl
10

11. THE LONG TERM:
CHANGES IN SOCIETY
α Digital
na8ves
versus
digital
inhabitants
A
digital
na8ve
is
a
person
for
whom
digital
technologies
already
existed
when
they
were
born,
and
hence
has
grown
up
with
digital
technology
such
as
computers,
the
Internet,
mobile
phones
and
MP3s.
A
digital
immigrant
is
an
individual
who
grew
up
without
digital
technology
and
adopted
it
later.
(Wikipedia)
α Communica8on
is
omnipresent
Everybody
communicates
constantly
with
everybody,
whether
it
is
by
mobile
phone,
mail,
chat,
blog,
Twi^er,
Flickr,
YouTube
or
face-­‐to-­‐face.
People
communicate
just
as
easily
with
friends
and
family
as
with
total
strangers.
α The
power
balance
has
shided
from
companies
and
ins8tu8ons
to
the
individual
and
communi8es.
 A
genera8on
gap
as
never
seen
before…
©
2010
Buro
Iris
www.buroiris.nl
info@buroiris.nl
11

12. SO WHAT’S NEXT?
1. Strategy!
2. Current
gap
analysis
3. Future
gap
analysis
4. The
roadmap
to
a
new
environment
©
2010
Buro
Iris
www.buroiris.nl
info@buroiris.nl
12