The PDF from my presentation at Internet Hungary 2009 in Tihany see http://bit.ly/dAnvc. Topics: defining 'broadband culture', why and how attention is the new currency, content 2.0 and the new pricing logic, the shift from mass media to niche media, why conversation beats monolog and why social media is CRM, the shift from push to pull, 'free gets you to the place where you can ask to get paid', how sharing generates income, the future of content, education trends, the end of control,

1. Attention, Money and the
Future of the Internet
‣ Futurist
‣ Strategist
‣ Author & Blogger
www.mediafuturist.com
twitter.com/gleonhard

2. www.mediafuturist.com
What I do: www.twitter.com/gleonhard

3. Was...
Is...

4. A Mobile, Engaged,
Connected Culture

6. 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

7. 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

8. Soon: the Mobile becomes ‘The Internet’

9. Source: Slideshare

10. The Success Formula:
Content - Context - Connectivity -
Community - Convenience +++

11. The irreversible shift in Content & Media
Co
munity
omnterf Con
nv
en
C I ien
ace texte c
Content Timeliness
Curation
Content

12. And another pricing logic!
Price Users
100
75
50
25
0
Was Will be

13. It used to be...
“Option”
“Extra”
Default

14. Soon:
The New
Premium
The new
Normal

15. Content
is first a Service & an
Experience - and only
then (maybe) a Product.

16. From Stuff to Bits (1)

17. From Stuff to Bits (2)

18. From Stuff to Bits (3)

19. Content is only ~20% of the Cost
Thanks to Flickr.com/alextorrenegra

20. From Physical to Digital
From Fixed to Mobile
From Consumers to Users
From Top-Down to Social
From One-Way to Interactive

21. How commerce has changed
Transaction Transaction
Trust Dominance
Audience Attention
Masses +
Attraction & Money =
Attention Reach

23. What we can learn from Tripadvisor

24. Now, Conversation beats Monolog

25. A new Marketing Paradigm emerges

26. 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.

27. Social
Media
beats
eMail,
Video beats
Search

28. Stop Pushing
Start Pulling

29. In Content, we must now reinvent how get paid!
Source: Universal McCann

30. 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...!

31. Free gets you to
a place where
you can get
paid.
Quote by Fred Wilson, Union Square Ventures www.avc.com

32. ‘Feels Like Free’ Content >> Paid Services

33. Crucial: Sharing generates Income

34. The Future: Creators Going Direct

35. Convergence is finally real
Telecom
TV
Advertising
Internet Mobile
Media

36. n ?
a tio
u c
E d
of
u r e
u t
e F
T h

37. The Art of Attention-Getting

38. Engagement not Interruption

39. Advertising / Branding / Marketing 2.0:
Interruption costs Money
Engagement costs Control

40. 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 $$

43. Thanks for your time
email me at gerd@mediafuturist.com
twitter.com/gleonhard
facebook: gleonhard
more presentations at
www.mediafuturist.com