Presentation at the ETC eBusiness Academy October 2011 in Amsterdam

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

2. 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

3. WHAT’S AFTER FACEBOOK?
LASTING TRENDS IN DIGITAL MEDIA
BEYOND THE HYPE

4. TheHypeCycle
Visibility
Focus
today
„MacroMyopia“
Overestimatingt Underestimating
heshort-term the long term
Maturity
Source: Gartner: Masteringthe Hype Cycle

5. Digital Media so far
„Homepage“ Facebook
2000 2003 2005 2007 2009 2011
Blogs Mobile

6. Digital Media Timeline
Digital
Usage
Revenue
Mobile
Usage
Social
Media
Digital
Media
Usage
Time

7. WHAT‘SNEXT?

8. Yesterday‘s Internet Hypes
 Thereisnoloyalty in digital media!

9. Predictions are hard,
especially about the future.
Foto: http://www.flickr.com/photos/nikil/904663191

10. The future is already here –
it's just not very evenly distributed.
Quote: William Gibson, Foto: http://www.flickr.com/photos/e3000/3840264374/

11. 10 Meta-Trends in Digital Media
LASTING TRENDS

12. Meta-Trends and Tools

13. 1. TRANSPARENCY

14. Transparency: Price, Product, Performance

15. Transparency: Price, Product, Performance

16. Transparency: Price, Product, Performance

17. 2. PERSONALISATION

18. ImplicitPersonalisation
Where?
Who?

19. Explicit Personalisation
Source: iPadApp „Zite“

20. Social Personalisation
Source: http://summify.com/

21. Personalisation in Advertisting
Location
Demographics
Interests
Connections
Source: https://www.facebook.com/ads/create/

22. SummaryPersonalisation
• Different foreveryuser:
– Content
–Ads
– User Experience
 Attention isincreasinglydivided

23. 3. SEARCH

24. Search: Facebook, Mobile, Augmented Reality

25. Search: Facebook, Mobile, Augmented Reality

26. Search: Facebook, Mobile, Augmented Reality

27. 4. CREDIBILITY& TRUST

28. Who do wetrust?
• People we know
 Social Media
• Like-minded people
Reviews
 Credibility triggers purchase decisions

29. 5. PARTICIPATION

30. 1%-Ruleof User-Participation
1% Creators
9% Critics
90% Audience

31. The Power oftheFew

32. User-Content & Reviews
• … areverycredible
• … do influencetheranking
• … triggerbookings
• … arebecomingmoreandmore!

33. 6. DATA EXPLOSION

34. 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/

35. Data Explosion
48h
of Video Now
Uploaded on
Youtube
Every Minute

36. Semantic Analysis

37. 7. LOCATION AWARE
SERVICES

38. Points of Interest in a Satnav

39. Discover Hong Kong: Augmented Reality
Source: http://www.discoverhongkong.com/eng/jsp/mobile-app/iphone.jsp

40. 8. DIVERSIFICATION

41. DiversificationofPlatforms

42. Diversificationofdevices
Challenge:
therightcontent
in therightlanguage
in therighttonality
 foreachdevice&platform!

43. 9. PRIVACY

44. Face Recognition Software

45. Foursquare Check-Ins

46. Privacy
• „Facebook-Refuser“
• „Digital Detox“
 Ambivalent Relationship

47. 10. DIFFUSION OFTHE
INTERNET

48. iPhoneApp
Source: http://www.withings.com

49. Nike & iPod

50. Google Wallet
Source: http://www.nytimes.com/2011/05/27/technology/27google.html?_r=1&hp

51. App „Google Goggles“

52. 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

53. Trends - So what!?!
• Differentiation: Hype vs. Trend
• Act „future-proof“
• Aligninvestmentsaccordingly
• Competitiveadvantage

54. 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