1. “Dealing with consumer behavior
shaped by Social Media”
Media Innovation Forum Dubai 1/26/2011
Gerd Leonhard TheFuturesAgency @gleonhard MediaFuturist.com

2. First: Social Media is not about this....

3. Social Media better: Social OS

4. Fragmentation ‘Publicy’
Mobile
Viral / Peer-to-Peer
Transparence
‘Following’
‘Feels LikeFree’
Location / Places
Real-Time Inter-dependence
Decentralization

5. Control is shifting to ‘the people formerly known as consumers’

8. Connected everywhere ≈ empowered
everywhere (≈ busy everywhere ;)

9. Soon: total online / offline convergence

10. The result: deep habit & culture shifts

11. A Networked Society - but what about Brands...?

12. Some connected brands...

14. In a networked society,
Data is the new Oil
Image licensed from sevensheaven.nl

15. Sharism re d ?
sh a
b e
n d
r b ra
yo u
C a n

16. Everything is moving into the cloud

17. Media: no longer a battle for distribution but for attention
Image: Flickr.com/dunechaser

18. Attraction ≈ Attention ≈ Data ≈ Currency (aka cash;)

19. ...and attention is no longer gained by interruption

20. Brands become Publishers

21. (your brand here) (your agency here)

22. Gerd Leonhard Media Futurist / The Futures Agency

23. Who distributes your brand?

24. Social Networks are the new Broadcasters -
and ad spending will migrate very quickly.
Source:
BusinessInsider.com

25. From watering cans to sprinkler systems

26. Social TV

27. The ‘Social OS’ confronts us with a new logic...

28. ... a world where only likable Brands succeed
Source: Flickr / Karola Riegler
Gerd Leonhard Media Futurist / The Futures Agency

29. Trust becomes the currency for everything

30. Enforcing control when trust is crucial is deadly

31. “More and more companies lose control of their customers when new
technologies enable them to interact with products on their own terms”
Mark Mulligan Forrester Research

32. Source: Nielson Report / IFPI Jan 2011
Source: Netflix CEO via Slideshare

33. New ‘social’ ways to pay
Source: Ovum Research, with Permission

34. Get ready for alternative currencies
* and new metrics of measuring results

35. Trend towards ‘collaborative consumption’
Source: TedX Sydney: Rachel Botsman (Book on Collaborative Consumption)

36. A big challenge: Privacy becomes Publicy

37. Get used to the ‘tyranny’ of transparency

38. Branding becomes “Banding”

39. Social Commerce will
become the New Normal
Source: TedX Sydney: Rachel Botsman (Book on Collaborative Consumption)

40. Agency 2.0: sense-making & trust-keeping

41. Summary

42. A success formula for a Social Operating System:

43. www.mediafuturist.com @gleonhard