Future Kids. Future Customers.

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The kids of today are growing up in a crazy technology-infested culture, a culture that will have a profound effect on the way we market to, service, find, hire and retain the next generation of customers and staff. This keynote looks at the trends affecting the customers of tomorrow, your kids of today. www.andyhadfield.com

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Future Kids. Future Customers.

  1. 1. Future  Kids.  Future  Customers.   www.andyhadfield.com  |  @andyhadfield  
  2. 2. Starring…  
  3. 3. Kids  like  Jack  are  growing  up  in  a  very  strange  world.  
  4. 4. All  these  social  and  cultural  changes  must  have  impact…  
  5. 5. Let’s  explore…  
  6. 6. Future  Kids  live  in  a   published  world,   whether  they  like  it   or  not.  Trend  #1  
  7. 7. Future  Kids  live  in  a   published  world,    whether  they  like  it     or  not.  
  8. 8. There  are  2  major  drivers  of  this  published  world…  
  9. 9. 1        9        90   Create   Share   Consume  Original  Content  
  10. 10. +        +        90  Create   Share   Consume  
  11. 11.  +++                Auto            EveryoneCreate   Share   Consume  
  12. 12. Lessons  Surprise,  surprise  –  it’s  you  too!  You  need  to  listen  (ORM)  Broadcast  model  changes  (again)  Companies  enter  moral  rehab  CRM  is  important  (again)  
  13. 13. Future  Kids  will  have  a  high  degree   of  contactability.  
  14. 14. Future  Kids  will   have  a  high  degree   of  contactability.  Trend  #2  
  15. 15. Can  you  imagine  registering  a  child  with  Home  Affairs  in  the  future?    
  16. 16. Please  enter:  Name,  Surname  IPv6  address      Required  Domain  (affiliate  income)  Desired  Screen  Name  
  17. 17. Brfxxccxxmnpcccclllmmnprxvclmnckssqlbb11116!  
  18. 18. (We’re  sorry,  that  screen  name  is  unavailable,  please  choose  again  or  click  here  to  make  an  offer)  
  19. 19. We  complain  about  email  overload.  Yet  we  keep  adding  communica@on  channels!  
  20. 20. The  degree  of  contactability,  limited  only  by  pocket  size.  
  21. 21. What  will  happen  to    communicaJon  skillsets?  
  22. 22. Teach  social  skills,  not  computer  skills  Teach  language  skills,  not  typing  skills  
  23. 23. Will  language  degrade?    jst  wot  wiL  d  eng  lngwij  L%k  lIk    n  d  futR  f  DIS  iz  how  we  TLK  2day?  
  24. 24. Whatever  happens,  we’re  going  to  see  the  death  of  the  telephone  number  –  because  long  numbers  don’t  make  sense.  
  25. 25. The  Google  of  the  future  will  contain  so  many  more  inputs:  social,  gene@c,  bio,  loca@on,  purchase  history…  
  26. 26. Suddenly  your  “name”  becomes  important  again.  
  27. 27. The  journey  of  self.  Myself    è    Online  self    è    Oneself  
  28. 28. The  baale  of  self  will  conbnue  between  the  plugged  in  and  the  plugged  out…  
  29. 29. Lessons  How  contactable  are  you?  Do  your  contact  points  represent  a  meaningful  brand  experience?  
  30. 30. Future  Kids  won’t  need  to   know  a  lot  
  31. 31. Future  Kids  won’t   need  to  know  a  lot  Trend  #3  
  32. 32. Today.  
  33. 33. 69%  of  2  to  5  year  olds  can  operate  a  computer  mouse.      17%  can  @e  their  own  shoelaces.  
  34. 34. Tomorrow?  
  35. 35. This  is  all  happening  because  we’re  being    wired  for  distracJon.    HTML,  SEO,  YOUTUBE  =  big  shiL.  
  36. 36. “I  store  my  knowledge  in  my  friends.”   -­‐  Dr  Karen  Stephenson  
  37. 37. We’re  seeing  less  need  for  knowledge.  And  more  need  for  skills  to  unearth  exis@ng  knowledge.  
  38. 38. Does  this  mean  weak  minds    and  weak  memories?  Or  knowledge  empowered  humans!?  
  39. 39. FINDING  and  DOING    =  more  acbon  orientated    =  the  new  style  of  knowledge  
  40. 40. Lessons  HR  is  changing.  You  can’t  find/hire/market/sell  to  this  generabon  unbl  you  understand  them.  
  41. 41. Future  Kids  will  feel   the  implica@ons  of   privacy.  
  42. 42. Future  Kids  will   need  to  understand   feel  the  implica@ons   of  privacy.  Trend  #4  
  43. 43. It’s  gekng  scary  out  there.    
  44. 44. Really  scary.  Future  Kids  have  parents  that  aren’t  aware  of  the  privacy  damage  they’re  doing.  
  45. 45. For  instance,  their  parents  no  longer  value  their  loca@on  as  private.  
  46. 46. Checking  in  takes  15  seconds  in  2010.  Too  Long!  Auto  check  in  mw!  
  47. 47. Scariest.  Future  Kids  have  parents  that  are  already  recording  their  lives,  step  by  step  on  an  Internet  that  never  forgets.  
  48. 48. Let’s  not  forget  data  privacy…  
  49. 49. Up  to  100  million  accounts  compromised…  
  50. 50. Something  else  gives  me  <pause>    What  happens  to  this  web  presence  when  you  die?  
  51. 51. There  are  more  than  5  million  accounts  on   Facebook  that  are  inac@ve  due  to  death.   Chris  Mohney,  BlackBook  Media,  Oct  2010  
  52. 52. Sprinkling  the  digital  ashes.  How  are  we  going  to  explain  this?  
  53. 53. And  how  else  might  our  digital  assets  be  used  in  the  future?  
  54. 54. Lessons  Opt  in  /  Opt  out  doesn’t  maaer.  Business  is  reliant  on  trust  How  do  you  ACT  on  your  privacy  policy?  
  55. 55. Future  Kids  will  rely   almost  enbrely  on   filters.  
  56. 56. Future  Kids  will  rely   almost  enbrely  on   filters.  Trend  #6  
  57. 57. In  the  good  ol’  days,  newspaper  editors  performed  this  duty.  They  sbll  do,  just  in  a  different  way…  
  58. 58. Oh.  And  that  thing  called  TwiQer.  
  59. 59. The  future  is  going  to  be  noisy.  
  60. 60. Think  of  the  voJng  mechanisms  that  are  being  built  into  the  fabric  of  our  world…  
  61. 61. Lessons  Who  are  your  influencers?  How  relevant  are  you…  at  the  moment  when  relevance  is  required?  
  62. 62. Future  Kids  will  play  games.  All  the  bme.  
  63. 63. Future  Kids  will  play   games.  All  the  bme.  Trend  #5  
  64. 64. Status  is  important  to  humans.  
  65. 65. $5000  burger…  
  66. 66. Remember  this  word:  GamificaJon    (The  use  of  game  mechanics  for  non-­‐game  applicaJons).  
  67. 67. What  will  a  game  layer  on  top  of  the  world  look  like?  
  68. 68. Game  layers  will  affect  everything.  
  69. 69. No  grades  or  report  cards  at  school  anymore.  
  70. 70. AQendance  and  performance  earns  XP.  You’ll  level  up  through  school.  
  71. 71. No  job  @tles.  Job  badges.  Salaries  will  become  more  transparent.  Because  you’ll  know  how  to  get  there.  
  72. 72. We’ll  be  tricked  into  the  next  level  of  commercialisaJon.  Because  it’ll  be  fun.  
  73. 73. What  happens  when  this  all  gets  commodiJsed?    
  74. 74. Lessons  Rethink  incenbvisabon  (internal/external)  Buying  your  product  =  the  first  date!  
  75. 75. Future  Kids  will  experience  individuality   like  no-­‐one  else  
  76. 76. Future  Kids  will   experience   individuality  like  no-­‐ one  else  Trend  #7  
  77. 77. Long  tail  =  fragmented  content  =  lower  barrier  to  entry  
  78. 78. Record  contract  vs  CD  BABY!  
  79. 79. The  future?  1000  different  products  for  1000  different  people.  
  80. 80. 3D  print  =  everyone  has  a  unique  product!  
  81. 81. Lessons  xxx  
  82. 82. <  deep  breath  >  
  83. 83. Crap.  So  what  now?  
  84. 84. Influencers        Generabon         Noise        Incen@visa@on         ConversaJon        Transparency         Opt  in        Opt  Out         Trust        Privacy        HR        Relevance        Moral   Rehab        Broadcast        CRM         EmoJonal  data  
  85. 85. The  world  is  gekng  fast.  Be  flexible.  
  86. 86. Take  yourself  a  liele  less  seriously.  Take  your  customers  very  seriously.  
  87. 87. …  and  remember  that  your  world  is  not  their  world.  Your  business  model  is  not  theirs.    
  88. 88. Don’t  be  scared  to  re-­‐invent  yourself.  Con@nually.  
  89. 89. Thank  you…  
  90. 90. Thank  you…    www.slideshare.net/andyhadfield   www.andyhadfield.com   www.onebigwidget.com   @andyhadfield  
  91. 91. Join  the  protest!  Who  can  help  get  @jackhadfield   back  from  Pierre  Cronje  who’s  SQUATTING?  
  92. 92. •  Image  and  content  credits:   –  Title  image,  Future  Child:  hap://www.impactlab.net/     –  Theme  images  of  funny  kids:  hap://scm-­‐l3.technorab.com/11/05/24/35085/surprised-­‐kid.jpg?t=20110524085157,   hap://3.bp.blogspot.com/_1FL1VgCz2kM/TA9t8kJkoGI/AAAAAAAAATg/Tb-­‐vx7499L8/s1600/cute-­‐baby-­‐talking-­‐on-­‐phone.jpg,   hap://blog.bmesunion.com/parenbng/files/2010/10/Fotolia_4548778_Subscripbon_L.jpg,   hap://thebeaubfulstruggler.com/wp-­‐content/uploads/2010/04/black-­‐girl-­‐with-­‐beaubful-­‐eyes-­‐horiz.jpg,   hap://bestmalewallpapers.com/wallpapers/1397-­‐julian-­‐assange-­‐1280x800.jpg,  hap://www.wordtweebng.com/uploads/MarkZuckerbergFacebookFounder.jpg,   hap://www.mrgameroom.com/uploads/Kid%20playing-­‐video-­‐games.jpg,   hap://www.diabetescare.net/CMS/DOCS/userfiles/image/Images%20-­‐%20Logos/Photos_com%20Images/BlackChild.jpg,     –  Jack  Hadfield  Images  taken  on  an  iPhone  3GS  and  published  for  the  world  to  see  on  hap://www.jackhadfield.com     –  Paper.li  –  the  newspaper  for  Twiaer    links:  hap://www.paper.li         –  Telegram  image:  hap://www.odl.state.ok.us/     –  Lessons  kid  with  the  hair:  hap://teachingamericanhistorync.org/Images/lessonplans.gif     –  Facebook  like  buaon:  hap://www.watblog.com   –  Tech4Africa  gives  birth:  hap://tech4africa.news24.com/2010/08/12/tech4africa-­‐gives-­‐birth/   –  Vegas  picture:  hap://www.freetriphotline.com/   –  Ou  Toilet  Social  Chat  Service:  hap://outoilet.wen.su/  (WARNING:  DISGUSTING,  R18)   –  Foursquare  Check  In  Visualisabon:  hap://www.weeplaces.com     –  Viao  in  the  pocket  and  ThinkPad  spoof:  hap://asiajin.com/blog/2009/01/10/sonys-­‐pocket-­‐pc-­‐ad-­‐induced-­‐some-­‐parodies-­‐on-­‐the-­‐net/     –  DNA  Image:  hap://bmberwol{q.com/wp-­‐content/uploads/2008/12/human-­‐dna.jpg     –  Cory  Doctorow:  hap://meanland.com.au/     –  Supermarket:  hap://www.savingadvice.com/   –  Drunk  guy:  hap://www.funnypicture.in/   –  Video:  When  Games  Invade  Real  Life  (Jesse  Schell.  TED  /  G4)   –  Series  7  The  Contenders:  hap://www.series7movie.com/     –  hap://www.bizreport.com/2011/01/avg-­‐children-­‐learning-­‐computer-­‐skills-­‐before-­‐life-­‐skills.html     –  Bono:  hap://www.hudba-­‐music.sk/     –  Crowdsourced  t-­‐shirt  designs:  hap://www.springleap.com     –  Deon  Koegenlenberg  for  the  2020  essay   –  hap://technologizer.com/2008/08/05/the-­‐first-­‐1000-­‐iphone-­‐applicabon/  ($1000  iPhone  App)   –  $5000  burger:  hap://www.myfoxtampabay.com/dpps/news/o}eat/$5,000-­‐burger-­‐unveiled-­‐in-­‐las-­‐vegas-­‐dpgonc-­‐km-­‐20110108_11356553,   hap://blogs.wsj.com/speakeasy/2011/01/08/is-­‐this-­‐burger-­‐worth-­‐5000/     –  Knowledge  vs  Skills  needed  to  unlock  knowledge  theme:  Wolfgang  Grulke,  10  Lessons  from  the  Future   –  hap://mashable.com/2010/10/11/social-­‐media-­‐amer-­‐death/     –  haps://www.mywebwill.com/   –  Leaer  image:  hap://www.historyvortex.org/TheEmersonLeaers.html     –  hap://www.huffingtonpost.com/don-­‐tapscoa/whats-­‐wrong-­‐with-­‐the-­‐new-­‐_b_787819.html?page=3     –  hap://blogoscoped.com/archive/2010-­‐06-­‐24-­‐n15.html     –  SMS  language  translator:  hap://www.transl8it.com/cgi-­‐win/index.pl?convertPL   –  Mark  Zuckerburg  Pic:  hap://usnewstrend.com/email-­‐is-­‐dead-­‐claims-­‐facebook-­‐founder-­‐mark-­‐zuckerberg-­‐as-­‐he-­‐launches-­‐google-­‐gmail-­‐killer-­‐messaging-­‐service.html     –  Thumbs  up:  hap://babyah4.files.wordpress.com/2010/02/thumbs_up_nathan_eady_01.jpg     –  Megaphone:  hap://www.the-­‐fimh-­‐hope.org/art/     –  Digital  learning,  experience  sharing:  hap://www.digitalchalkie.com/2008/05/20/i-­‐store-­‐my-­‐knowledge-­‐in-­‐my-­‐friends/   –  Eran  and  Eric  from  hap://www.springleap.com    
  93. 93. Crowdsourced  answers  to  the  quesJon:  What  will  kids  in   the  2020s  have  to  put  up  with  from  a  digital  point  of  view?  •  Digitally  Savvy  parents  •  AlwaysOn  personal  recording  .  Curriculum  focusing  on  integrabng  rather  than  learning  facts.  Social  profile   segmentabon.  •  people  around  them  not  being  able  to  keep  up  with  new  tech?  Everybme  something  new  comes  out,    groups  of   people  fall  behind.  •  the  speed  and  volume  of  informabon  that  they  will  need  to  digest  and  sim  the  trash  from  •  same  as  today  -­‐  parents  taking  their  "life"  away  when  confiscabng  their  "phone"  as  a  way  to  discipline  them  •  parents  who  dont  understand,  insbtubons  (schools,  gov,  etc)  who  sbll  havent  caught  up  and  arent  meebng   needs.  •  they  will  need  to  deal  with  losing  followers.  •  more  noise,  increased  awareness  of  privacy,  connecbvity  everywhere,  anybme  •  its  going  to  be  all  about  filtering  •  criminally  high  line  rental  costs  from  Telkom.  Credit  card  debt  from  apps  bought  on  the  iphone  20.  •  Pro:  Their  parents  cant  hide  that  they  were  animals  when  young.  Con:  Weak  memories,  because  theyll  never   memorise  anything.  •  Theyll  have  to  deal  with  the  nostalgia  of  older  generabons  wanbng  to  hang  on  to  their  tradibonal  forms  of   media  &  comms  •  Microsom  Windows  13  •  Crowdsourcing  credits:  @pevideoguy,  @MikeTaberner,  @singe,  @stanlouw,  @geniusboywonder,   @Craigrodney,  @idale,  @Louis_JvR,  @hiltontarrant,  @TimmyPrice,  @patrickkayton,  @StevenBosch,   @adriandenoon,  @mozami,  @RianVDM,  @EvanDigital,  @GarronStevenson,  @ShaunKrog,  @antonyadelaar,   @shaunoakes,  @juliawillcox,  @Cynicalgrinch,  @wesleylynch,    Brandon  TancoQ,  Sam  Lourenco,  Frank  Deroche    

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