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What’s after Facebook?            Olaf Nitz
Lasting Trends in Digital Media   Head of Digital Media Strategy
beyond the Hype                   Austrian National Tourist Office
Austrian National Tourism Office

• The Austrian Tourist Office
  (ÖsterreichWerbung) ist the national
  tourism marketing organization for
  the country of Austria.
• The ANTO is funding by the Austrian
  Federal Government (75%) and the
  Austrian Chamber of Commerce
  (25%), but also acts as a fee based
  marketing agency for Austrian
  tourism interests.
• Worldwide Staff: 230
• President: Dr. Reinhold Mitterlehner,
  Minister for Economics
• CEO: Dr. Petra Stolba
WHAT’S AFTER FACEBOOK?
LASTING TRENDS IN DIGITAL MEDIA
BEYOND THE HYPE
TheHypeCycle

   Visibility
                                                        Focus
                                                        today



                                      „MacroMyopia“




                  Overestimatingt                 Underestimating
                  heshort-term                    the long term

                                                        Maturity
Source: Gartner: Masteringthe Hype Cycle
Digital Media so far




„Homepage“                    Facebook

2000   2003   2005     2007    2009      2011

              Blogs                Mobile
Digital Media Timeline

                                     Digital
Usage




                                    Revenue

                           Mobile
                           Usage


                  Social
                  Media
        Digital
        Media
        Usage




                                               Time
WHAT‘SNEXT?
Yesterday‘s Internet Hypes




  Thereisnoloyalty in digital media!
Predictions are hard,
especially about the future.




Foto: http://www.flickr.com/photos/nikil/904663191
The future is already here –
it's just not very evenly distributed.




Quote: William Gibson, Foto: http://www.flickr.com/photos/e3000/3840264374/
10 Meta-Trends in Digital Media

LASTING TRENDS
Meta-Trends and Tools
1. TRANSPARENCY
Transparency: Price, Product, Performance
Transparency: Price, Product, Performance
Transparency: Price, Product, Performance
2. PERSONALISATION
ImplicitPersonalisation




     Where?

      Who?
Explicit Personalisation




Source: iPadApp „Zite“
Social Personalisation




Source: http://summify.com/
Personalisation in Advertisting


      Location



  Demographics



      Interests




   Connections




Source: https://www.facebook.com/ads/create/
SummaryPersonalisation




 • Different foreveryuser:
   – Content
   –Ads
   – User Experience

  Attention isincreasinglydivided
3. SEARCH
Search: Facebook, Mobile, Augmented Reality
Search: Facebook, Mobile, Augmented Reality
Search: Facebook, Mobile, Augmented Reality
4. CREDIBILITY& TRUST
Who do wetrust?

 • People we know

  Social Media

 • Like-minded people

 Reviews



  Credibility triggers purchase decisions
5. PARTICIPATION
1%-Ruleof User-Participation



                               1% Creators

                               9% Critics




                               90% Audience
The Power oftheFew
User-Content & Reviews




 • … areverycredible

 • … do influencetheranking

 • … triggerbookings

 • … arebecomingmoreandmore!
6. DATA EXPLOSION
Data Explosion



             “Every two days now
               we create as much information
               as we did from the dawn of civilization
               up until 2003”

                 Eric Schmidt, Google




Source: http://techcrunch.com/2010/08/04/schmidt-data/
Data Explosion



            48h
            of Video Now
            Uploaded on
            Youtube
            Every Minute
Semantic Analysis
7. LOCATION AWARE
SERVICES
Points of Interest in a Satnav
Discover Hong Kong: Augmented Reality




Source: http://www.discoverhongkong.com/eng/jsp/mobile-app/iphone.jsp
8. DIVERSIFICATION
DiversificationofPlatforms
Diversificationofdevices




 Challenge:
 therightcontent
 in therightlanguage
 in therighttonality
  foreachdevice&platform!
9. PRIVACY
Face Recognition Software
Foursquare Check-Ins
Privacy



 • „Facebook-Refuser“

 • „Digital Detox“

  Ambivalent Relationship
10. DIFFUSION OFTHE
INTERNET
iPhoneApp




Source: http://www.withings.com
Nike & iPod
Google Wallet




Source: http://www.nytimes.com/2011/05/27/technology/27google.html?_r=1&hp
App „Google Goggles“
Meta-Trends in digital Media


 1. Transparency
 2. Personalisation
 3. Search
 4. Credibility& Trust
 5. Participation
 6. Data-Explosion
 7. Location Aware Services
 8. Diversification
 9. Privacy
 10. Diffusion ofthe Internet
Trends - So what!?!




 • Differentiation: Hype vs. Trend

 • Act „future-proof“

 • Aligninvestmentsaccordingly

 • Competitiveadvantage
Thanks!




 Olaf Nitz
 Head of Digital Media Strategy
 Austrian National Tourist Office




 www.austriatourism.com             linkedin.com/in/onitz
 olaf.nitz@austria.info             facebook.com/onitz
                                    twitter.com/onitz
                                    slideshare.net/onitz
                                    delicious.com/onitz
                                    profiles.google.com/Olaf.Nitz

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