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Attention, Money and the
  Future of the Internet

           ‣ Futurist
           ‣ Strategist
           ‣ Author & Blogger
           www.mediafuturist.com
           twitter.com/gleonhard
www.mediafuturist.com
What I do:   www.twitter.com/gleonhard
Was...




         Is...
A Mobile, Engaged,
Connected Culture
Imagine what this will do to your life...

   b i le
  o d
M e im    e
   r -T
  a l
 h a
S e
  R
                                    l
                                  ia o
                                 c e
                                o id
                               S V
Social Media and Citizens Action

 Social media has created a drastic increase in
transparency, and reduced citizens’ response
    time to hours instead of days or weeks
Soon: the Mobile becomes ‘The Internet’
Source: Slideshare
The Success Formula:
Content - Context - Connectivity -
 Community - Convenience +++
The irreversible shift in Content & Media
                                Co
                      munity
                 omnterf Con
                                  nv
                                     en
                C I                     ien
                        ace  texte          c

                 Content        Timeliness
                       Curation


                    Content
And another pricing logic!
                  Price       Users
  100



   75



   50



   25



    0
            Was              Will be
It used to be...


“Option”
   “Extra”



Default
Soon:

The New
Premium


    The new
     Normal
Content
 is first a Service & an
 Experience - and only
then (maybe) a Product.
From Stuff to Bits (1)
From Stuff to Bits (2)
From Stuff to Bits (3)
Content is only ~20% of the Cost




                        Thanks to Flickr.com/alextorrenegra
From Physical to Digital
  From Fixed to Mobile
From Consumers to Users
From Top-Down to Social
From One-Way to Interactive
How commerce has changed




  Transaction        Transaction
    Trust             Dominance
   Audience            Attention
                       Masses +
  Attraction &          Money =
   Attention             Reach
What we can learn from Tripadvisor
Now, Conversation beats Monolog
A new Marketing Paradigm emerges
How will this make money?
   Behavior, habit & culture changes
          always come first
      Monetization is a possible
  consequence (not a starting point)
      Every large and engaged
     audience can be turned into
               money.
Social
   Media
   beats
   eMail,
Video beats
  Search
Stop Pushing
Start Pulling
In Content, we must now reinvent how get paid!




                Source: Universal McCann
Why I have spend $1000+ on iStockphoto




• Good quality images
• Finding the right photo is quick and easy
• The rights (licenses) are cleared
• The price is right (well... mostly)
• I don’t pay just for the content - I
  pay for ease of use, peace of mind,
  the interface, service & curation...!
Free gets you to
a place where
you can get
paid.
Quote by Fred Wilson, Union Square Ventures www.avc.com
‘Feels Like Free’ Content >> Paid Services
Crucial: Sharing generates Income
The Future: Creators Going Direct
Convergence is finally real
                              Telecom
           TV


                              Advertising

 Internet Mobile

                              Media
n ?
                               a tio
                            u c
                         E d
                    of
            u r   e
      u   t
   e F
T h
The Art of Attention-Getting
Engagement not Interruption
Advertising / Branding / Marketing 2.0:

Interruption costs Money
Engagement costs Control
Summary
1. Attract the right people by
   publishing relevant
   content
2. Get and hold their
   Attention, build Trust
3. Think Followers not Users
4. Offer added values to
   convert followers into $$
Thanks for your time

email me at gerd@mediafuturist.com
 twitter.com/gleonhard
  facebook: gleonhard
  more presentations at
 www.mediafuturist.com

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Attention, Money and the Future of the Internet (Gerd Leonhard at Internet Hungary)