Digital Natives - Session 1 - The Digital Revolution

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The Internet's only been around for 15 years. However, historians are already comparing it with the Renaissance and the industrial revolution. And even though 15 years isn't a long time, the Internet has evolved dramatically. Resulting in very significant changes in the lives of both consumers and advertisers. This introductory session describes the impact the Internet has had on different sectors, several of which we highlight. We delve deeper into some of these during the other sessions.

Published in: Technology, News & Politics

Digital Natives - Session 1 - The Digital Revolution

  1. 1. 11-31
  2. 2. “Technology is technology only for people who are born before it was invented.” Alan Kay, Computer Visionary
  3. 3. “That’s why we don’t argue about whether the piano is corrupting music with technology.” Seymour Papert
  4. 4. “They’re dumber than we were at their age.”
  5. 5. “They’re screenagers, Net addicted, losing their social skills, and they have no time for sports or healthy activities.”
  6. 6. “They have no shame.”
  7. 7. “Because they’re parents have coddled them, they are adrift in the world and afraid to choose a path.”
  8. 8. “They steal.”
  9. 9. “They’re bullying friends online.”
  10. 10. “They’re violent.”
  11. 11. “They have no work ethic and will be bad employees.”
  12. 12. “This is the latest narcissistic ‘me’ generation.”
  13. 13. “They don’t give a damn.”
  14. 14. 1. They prize freedom and freedom of choice. 2. They want to customize things, make them their own. 3. They’re natural collaborators, who enjoy a conversation, not a lecture. 4. They’ll scrutinize you and your organization. 5. They insist on integrity. 6. They want to have fun, even at work and at school. 7. Speed is normal. 8. Innovation is part of life.
  15. 15. This generation is giving up its privacy.
  16. 16. Session 1: Digital Revolution.
  17. 17. Meritocracy
  18. 18. What would Google do?
  19. 19. Enterprise 2.0 means turning your company inside out... Or waiting for an innovative startup to do it for you!
  20. 20. Society has definitely changed…
  21. 21. AdNeRdS Given birth by Proximity BBDO
  22. 22. The Little Shop AdNerds www.thereference.be/thelittleshop www.adnerds.be 8h 4h 05 € 5.220 € 596 * domain name € 0 * domain name € 16 * hosting € 185/mo * hosting € 15/mo * build site € 3.000 * build site 4h 05 * costumes €0 * costumes € 400 * photography 8h * photography €0
  23. 23. Revolutions are rarely bloodless.
  24. 24. “The CD? It’s dead. Good thing the music industry is about more than selling plastic discs. Today’s artists have surprising new ways to reach fans and make a living.” David Byrne, Talking Heads.
  25. 25. Fund recording sessions Manufacture product Distribute product Market product Loan and advance money for expenses (tours, videos, hair and makeup) Advise and guide artists on their careers and recordings Handle the accounting
  26. 26. So with all these changes, what happens to the labels?
  27. 27. Ad Age Marketer of the year 2008.
  28. 28. 1. Social media and the new rules of marketing are essential.
  29. 29. 2. Embrace citizen journalists.
  30. 30. 3. Clearly and simply articulate what you want people to believe.
  31. 31. 4. People don't care about products and services, instead they care about themselves and about solving their problems.
  32. 32. 5. Don’t obsess over the competition.
  33. 33. 6. Put your fans first.
  34. 34. 7. People don’t like telemarketing.
  35. 35. 8. Negativity doesn’t sell.
  36. 36. 9. When someone becomes a customer, they want to talk about it.
  37. 37. 10. Take time for your family.
  38. 38. 2.444.384 supporters 627.459 supporters 495.320 wall posts 132.802 wall posts 844.781 friends 219.463 friends 115.623 followers 4.911 followers 506.000 times mentioned 44.800 times mentioned 358.000 video results 191.000 video results 1.819 own videos 330 own videos 73.076 picture results 15.168 picture results 50.218 own pictures has no profile 56.200.000 search results 42.800.000 search results 24.200.000 image results 8.620.000 image results
  39. 39. Boomers Net Generation 22,4 17,4 8-33
  40. 40. In the years to come, broadcasting won’t be broad and it won’t be casting. The dominance of one-way, passive media consumption is over.
  41. 41. The Razorfish™ Consumer Experience Report 2008
  42. 42. Respondants who have received Respondants who prefer a certain an online videoclip from friends type of video advertising format
  43. 43. Clearly this poses another challenge for publishers, especially broadcast TV networks. They must adapt as the centralized analog model is disintegrating in our new online, networked world.
  44. 44. What can products & services learn from the Internet? Web2.0 Electricity1.0
  45. 45. I could imagine a smart garage where I would plug in my car and the computer handles it. I could even make money by cost shifting....  It solves energy security, energy prices and job creation...and by the way, climate change. Eric Schmidt - CEO Google
  46. 46. Music industry Gaming 19 NOV US Elections TV 25 NOV SOCIAL Telephony ONLINE MEDIA ADVERTISING Music industry Music industry 02 DEC US Elections US Elections 08 DEC ING TO Gaming Gaming RTABLE LISTEN PO CONS UMERS Telephony WEB Electricity
  47. 47. Revolution is not a onetime event.
  48. 48. ... so you better start preparing! The Digital Natives are there! And ready to start working for you. Are you prepared? How web2.0 is your business? Are you ready to turn it upside-down? Dare to ask ‘What would Google do?’
  49. 49. http://proximity.bbdo.be/digitalnatives http://adnerds.be http://www.friendfeed.com/bartmuskala http://www.friendfeed.com/jalgo

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