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            Gerd Leonhard

       gerd@mediafuturist.com

 www.mediafuturist.com
       Digital Opportunities
Presentation at Effie 2008 Athens June 11 (2)
www.mediafuturist.com




My mission: help you with the Puzzle
www.mediafuturist.com




What are you going to do about the Future...?
www.mediafuturist.com




Yes - it has taken much longer but...
This really didn’t take very long!
                                     www.mediafuturist.com
www.mediafuturist.com
www.mediafuturist.com




  Source:
Don Tapscott
 Wikinomics
    Blog
www.mediafuturist.com



  Now: Disruption by


The People Formerly Known as Consumers
www.mediafuturist.com
www.mediafuturist.com
Creating - Sharing - Connecting
                                  www.mediafuturist.com
www.mediafuturist.com
The ever increasing battle for attention
                                           www.mediafuturist.com
www.mediafuturist.com




Endless choice and countless options -
    how will you get attention?
www.mediafuturist.com


                     Meanwhile...




This will show up everywhere - Advertising will need to become
        Valued Content that People WANT to see!
www.mediafuturist.com



Marketing 2.0 is Pulling not Pushing
Start broadcasting your brand
                                www.mediafuturist.com
www.mediafuturist.com




The web powers the global trend towards free and open



  Both “Open” as well as “Free” are a
  great Challenge and Opportunity for
    Brands, Marketers and Content
               Creators
www.mediafuturist.com




We are going to see ‘free’ music, TV
and video in return for people paying
    attention to new types of
           advertising
Such as   www.mediafuturist.com
www.mediafuturist.com




                    In this world....




...being different becomes crucial, and   Cultural Identity
                     matters more than ever!
www.mediafuturist.com




                         ol
                  t    r
               o n
             C
“Choice not Control”
We urgently need to get used to                              www.mediafuturist.com




    Having Less Control




                  TRUST         Conversation          Merit




quot;When The winds of change are blowing, some people
are building shelters, and others are building windmills.quot;
Chinese Proverb
www.mediafuturist.com




Control versus User Empowerment - a clear outcome
The New York Times Example                             www.mediafuturist.com




     The paid wall went down - traffic went up. And then?
         Openness forces you to be more inventive
www.mediafuturist.com


     Your opportunity as a Brand

          Provide “Choice” - not Control
Provide Real Meaning & Context - not sheer Volume
           Provide Sharing - not Walls
www.mediafuturist.com


Many Traditional roles will be up for discussion




Anarchy: from Greek: ἀναρχία anarchía, quot;without rulerquot;
www.mediafuturist.com




And a lot will depend....Culture ... UI!
Some thoughts
                                                                www.mediafuturist.com




•   Prepare for the digital flood that will arrive in Greece, too - now is
    a good time to stake out your role
•   Pretend to be 16 again!
•   Reinvent and disrupt your company before you are re-invented
    by others
•   If you own content: participate or be participated
•   Forget about ‘Consumers’ - think Users, and engage them
•   Embrace technology but don’t make it imperative just because it
    exists elsewhere
•   Again: it is not (just) about cool technology but about
    new cultural practices!
www.mediafuturist.com

A unique Greek opportunity: Digital Tourism?
                The people of Greece enjoy a high standard of living. Greece
                ranks 24th in the 2006 HDI, 22nd on The Economist's 2005
                world-wide quality-of-life index
               Today, the service industry (74.4%) makes up the largest, most
               vital and fastest-growing sector of the Greek economy, followed by
               industry (20.6%) and agriculture (5.1%).

               The tourism industry is a major source of foreign exchange
               earnings and revenue accounting for 15% of Greeceʼs total
               GDP and employing 659,719 people (or 16.5% of total
               employment)

             Export greek culture to a global audience
                         Market Greece online
  Have conversations about Greece and attract business & visitors
 Launch Greek companies that can sell worldwide
www.mediafuturist.com




   GreekTube anyone...?


Thirty-eight percent of the video streamed on the Web
                 http://www.forbes.com/technology/forbes/2008/0616/050.html



now comes from YouTube, according to ComScore
YouTube will upload 600 years' worth of video this year
An ad on the YouTube home page now costs $175,000 a
day
www.mediafuturist.com




              Some Key Trends

 Now, good storytelling becomes even more important
                 (but it’s cross-media!!)

          The Kids are the authorities now

Now some of us are starting to trust ‘Strangers Like Me’
         ‘Users’ are taking Control everywhere
Paying for Content with ‘Attention to Advertising’ is here
www.mediafuturist.com


The Culture of “Sharing” and Participation
Henry Jenkins, director of the MIT Comparative Media Studies Program: quot;In a
                                                                    www.mediafuturist.com


        hunting society, children [People] play with bows and arrows. In an
         information society, children [People] play with information.”




           Photo via http://flickr.com/photos/sherlock77/
Gathered by www.mediafuturist.com
www.mediafuturist.com




Support your entrepreneurs!
www.mediafuturist.com




  Use Blogs, Wikis and build your own
 Social Networks for Work Purposes, too



IBM has it’s own social network (Beehive): 30.000 people
BT has 16.000 people working together in Wikis and Vlogs
www.mediafuturist.com




Brands that influence Culture get Attention
www.mediafuturist.com


Privacy is a major issue now - but




 The potential evils of an Open Network - of ‘Too
Much Freedom’ - will always pale beside those of
 a Closed, Controlled and Authoritarian Network
www.mediafuturist.com




The beginning is the most important part of the work.
Plato, The Republic



        Thanks for listening!
                        Gerd Leonhard
                gerd@mediafuturist.com
                 www.mediafuturist.com
        Download this pdf later today at www.mediafuturist.com

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Gerd Leonhard Effie 2008 Greece Keynote on Digital Media Opportunities

  • 1. www.mediafuturist.com Gerd Leonhard gerd@mediafuturist.com www.mediafuturist.com Digital Opportunities Presentation at Effie 2008 Athens June 11 (2)
  • 3. www.mediafuturist.com What are you going to do about the Future...?
  • 4. www.mediafuturist.com Yes - it has taken much longer but...
  • 5. This really didn’t take very long! www.mediafuturist.com
  • 7. www.mediafuturist.com Source: Don Tapscott Wikinomics Blog
  • 8. www.mediafuturist.com Now: Disruption by The People Formerly Known as Consumers
  • 11. Creating - Sharing - Connecting www.mediafuturist.com
  • 13. The ever increasing battle for attention www.mediafuturist.com
  • 14. www.mediafuturist.com Endless choice and countless options - how will you get attention?
  • 15. www.mediafuturist.com Meanwhile... This will show up everywhere - Advertising will need to become Valued Content that People WANT to see!
  • 17. Start broadcasting your brand www.mediafuturist.com
  • 18. www.mediafuturist.com The web powers the global trend towards free and open Both “Open” as well as “Free” are a great Challenge and Opportunity for Brands, Marketers and Content Creators
  • 19. www.mediafuturist.com We are going to see ‘free’ music, TV and video in return for people paying attention to new types of advertising
  • 20. Such as www.mediafuturist.com
  • 21. www.mediafuturist.com In this world.... ...being different becomes crucial, and Cultural Identity matters more than ever!
  • 22. www.mediafuturist.com ol t r o n C “Choice not Control”
  • 23. We urgently need to get used to www.mediafuturist.com Having Less Control TRUST Conversation Merit quot;When The winds of change are blowing, some people are building shelters, and others are building windmills.quot; Chinese Proverb
  • 24. www.mediafuturist.com Control versus User Empowerment - a clear outcome
  • 25. The New York Times Example www.mediafuturist.com The paid wall went down - traffic went up. And then? Openness forces you to be more inventive
  • 26. www.mediafuturist.com Your opportunity as a Brand Provide “Choice” - not Control Provide Real Meaning & Context - not sheer Volume Provide Sharing - not Walls
  • 27. www.mediafuturist.com Many Traditional roles will be up for discussion Anarchy: from Greek: ἀναρχία anarchía, quot;without rulerquot;
  • 28. www.mediafuturist.com And a lot will depend....Culture ... UI!
  • 29. Some thoughts www.mediafuturist.com • Prepare for the digital flood that will arrive in Greece, too - now is a good time to stake out your role • Pretend to be 16 again! • Reinvent and disrupt your company before you are re-invented by others • If you own content: participate or be participated • Forget about ‘Consumers’ - think Users, and engage them • Embrace technology but don’t make it imperative just because it exists elsewhere • Again: it is not (just) about cool technology but about new cultural practices!
  • 30. www.mediafuturist.com A unique Greek opportunity: Digital Tourism? The people of Greece enjoy a high standard of living. Greece ranks 24th in the 2006 HDI, 22nd on The Economist's 2005 world-wide quality-of-life index Today, the service industry (74.4%) makes up the largest, most vital and fastest-growing sector of the Greek economy, followed by industry (20.6%) and agriculture (5.1%). The tourism industry is a major source of foreign exchange earnings and revenue accounting for 15% of Greeceʼs total GDP and employing 659,719 people (or 16.5% of total employment) Export greek culture to a global audience Market Greece online Have conversations about Greece and attract business & visitors Launch Greek companies that can sell worldwide
  • 31. www.mediafuturist.com GreekTube anyone...? Thirty-eight percent of the video streamed on the Web http://www.forbes.com/technology/forbes/2008/0616/050.html now comes from YouTube, according to ComScore YouTube will upload 600 years' worth of video this year An ad on the YouTube home page now costs $175,000 a day
  • 32. www.mediafuturist.com Some Key Trends Now, good storytelling becomes even more important (but it’s cross-media!!) The Kids are the authorities now Now some of us are starting to trust ‘Strangers Like Me’ ‘Users’ are taking Control everywhere Paying for Content with ‘Attention to Advertising’ is here
  • 33. www.mediafuturist.com The Culture of “Sharing” and Participation
  • 34. Henry Jenkins, director of the MIT Comparative Media Studies Program: quot;In a www.mediafuturist.com hunting society, children [People] play with bows and arrows. In an information society, children [People] play with information.” Photo via http://flickr.com/photos/sherlock77/ Gathered by www.mediafuturist.com
  • 36. www.mediafuturist.com Use Blogs, Wikis and build your own Social Networks for Work Purposes, too IBM has it’s own social network (Beehive): 30.000 people BT has 16.000 people working together in Wikis and Vlogs
  • 38. www.mediafuturist.com Privacy is a major issue now - but The potential evils of an Open Network - of ‘Too Much Freedom’ - will always pale beside those of a Closed, Controlled and Authoritarian Network
  • 39. www.mediafuturist.com The beginning is the most important part of the work. Plato, The Republic Thanks for listening! Gerd Leonhard gerd@mediafuturist.com www.mediafuturist.com Download this pdf later today at www.mediafuturist.com