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The Future of Communications

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A presentation given at the Radio Africa 2020 Conference in Mombasa, Kenya

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The Future of Communications

  1. 1. The Future of Communications Radio Africa 2020 Conference Mombasa, Kenya October 5th, 2012
  2. 2. Good Afternoon.
  3. 3. “The future is already here - it’s just not very evenly distributed” William Gibson
  4. 4. The world has changed.
  5. 5. The Web.1.0 2.0Read only Read Write
  6. 6. The Web. 3.0 Semantic
  7. 7. “If you don’t like change you aregoing to like irrelevance even less” General Eric Shinseki
  8. 8. ConsumerMedia Technology
  9. 9. Technology: Type to Touch
  10. 10. EVERYWHERE   Technology: Screens Everywhere.100ft 10ft 3ft 2ft 1ft
  11. 11. ConsumersAlways On(line)Time shiftingScreen shiftingConnectedMulti-tasking Creation and Control
  12. 12. davidarmano.typepad.com  
  13. 13. Consume, produce and share.
  14. 14. MediaFragmentationDisintermediationNew Media Companies Democratization
  15. 15. Reaching a 50 Million Audience Radio38 yrs TV 13 yrs Internet 4 yrs iPod 3 yrs Facebook 2 yrs
  16. 16. Media Fragmention
  17. 17. New Media companies
  18. 18. Marketers are at a crossroads.
  19. 19. Most agencies were not built for dialogue.
  20. 20. “Traditional Digital” is still rampant
  21. 21. Many agencies still use Facebook as a broadcast platform.
  22. 22. Sometimes that works.
  23. 23. More often it doesn’t.
  24. 24. What lies ahead?
  25. 25. Not the Advertising we knew!
  26. 26. Nor maybe what we imagined.
  27. 27. Experiences rule.
  28. 28. Augmented RealityBecks turns everyday locations into works of art with its new augmented reality app. Its Green Box Project work can only be seen using a smart device app
  29. 29. Storytelling is a must.
  30. 30. Transmedia: Jay-Z’s DecodedThe launch of ‘Decoded‘, a memoir by Jay-Z,was preceded by a campaign that allowed youto read entire pages from the book in severallocations cited in the biography. Half of the pages were displayed on traditionalbillboards, the rest on quirkier forms, such asat the bottom of a hotel swimming pool, or onthe felt of pool tables in a pool hallThese popped-up in cities including New York,LA, Miami and London, The location for thepages could be determined by searching atBing.com/Jay-Z
  31. 31. Jay-Z Decoded
  32. 32. Jay-Z Decoded
  33. 33. Creating and enabling fans.
  34. 34. “Customers don’t own brands but they do want to participate” James Vallance
  35. 35. Fiat Mio – Crowdsourcing a carhttp://www.fiatmio.cc/en/
  36. 36. Mercedes Tweetrace
  37. 37. Don’t overestimate how much people care
  38. 38. From saying things at people to doing things with and for people
  39. 39. Ford Explorer Facebook revealhttp://mashable.com/2010/07/26/ford-explorer-facebook-reveal/
  40. 40. The end of interruption.
  41. 41. Digital Brand Utility
  42. 42. Social will be the standard.
  43. 43. Social CommerceWeb app Tweet-a-Beer lets users buy a drink for Twitter friends, using ecommerce platform Chirpify to sync their Twitter account with their PayPal account.
  44. 44. Social TV
  45. 45. T-Commerce
  46. 46. Consumer buzz can be great.
  47. 47. Or really bad.
  48. 48. How to lose $180,000,000
  49. 49. Either way it spreads quickly.
  50. 50. They don’t call it viral for nothing.
  51. 51. Five closing thoughts on the future of communications.
  52. 52. Make people’s lives better.h7p://www.flickr.com/photos/artsyt/  
  53. 53. Be Media Positive.
  54. 54. Stick around.HT  h7p://farisyakob.typepad.com/   h7p://www.flickr.com/photos/jryle79/  
  55. 55. Do More. Say Less.
  56. 56. “Nostalgia isn’t a Business Model” John Naughton
  57. 57. info@savannah-strategies.com

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