The document discusses opportunities for innovation in media, content, and messaging in a changing landscape. Key points discussed include:
- Traditional media channels are no longer the only means to reach large audiences as individuals can now directly communicate through blogs, videos, etc.
- Regional differences emerged in discussions, such as a focus on educational and cultural value of content in Shanghai and the impact of piracy in New York.
- An overall consensus was that disruption creates unprecedented opportunity for innovation in this space.
1) Automobile companies are using virtual worlds like Second Life to market their brands and vehicles to affluent target audiences.
2) They can recreate their vehicles in high detail for users to interact with, hold test drives and races, and launch new products.
3) Integrating with other marketing channels and focusing on community engagement through events and customization increases brand awareness and recall.
1) Tech companies have been quick to adopt virtual world strategies as virtual worlds rely exclusively on technology and their users are early technology adopters.
2) However, the main benefits for tech companies in virtual worlds are creating communities and personalized experiences, rather than just showcasing new technologies.
3) Some tech companies use virtual worlds like Second Life for product launches, events, and even customer service, seeing them as platforms to experiment with new forms of collaboration and interaction.
Abt srbi trb social media presentation 1.22.12duaneclement
The document discusses how consumers have changed with new technology and the rise of social media. It notes that consumers now expect more engagement from brands on their own terms. The private sector is adapting by getting connected on social media, evolving business practices, and deploying resources to collaborate and engage customers better. Companies are also using new research tools like online communities and idea sites to gain deeper insights into customers.
This document provides an overview of a roadshow event organized by Great Wall Club to promote their Global Mobile Internet Conference (GMIC) in the United States. A Chinese delegation of technology company CEOs and executives visited several major tech companies and participated in industry events from November 5-11, 2011. The itinerary included visits to companies such as Google, Square, and Sequoia Capital, as well as dinners with venture capitalists and startup founders. The document also summarizes trends in the mobile market moving from horizontal to vertical-specific solutions and the rise of social, local and mobile applications.
China is facing issues with consumer safety and quality as its markets rapidly expand. Repeated product safety scandals have undermined public trust and economic growth. The government and companies are taking steps to improve quality control and provide consumer reassurance through advertising, plant visits, and independent certification. However, Chinese consumers remain confused about where to find trustworthy advice on products. Relying on word of mouth through personal networks helps address this issue. Building long-term confidence will require more transparent and impartial information sources.
The document summarizes discussions from the 2011 Global Mobile Internet Conference in Beijing. It finds that:
1) The rise of mobile apps and location-based services on smartphones is driving growth in mobile services, especially for marketing, search and commerce.
2) China's mobile internet development is hard to predict due to unique demographics, needs and devices, but feature phones will remain important and growth in users and services is strong.
3) Western companies must adapt to China's complex mobile ecosystem to succeed.
This document discusses opportunities in the Asian mobile internet market. It notes that Asia has the largest number of mobile internet users globally and is growing rapidly. Mobile penetration rates are high, even in rural areas, representing significant potential. Equipment and services are also very low-cost in Asia compared to other regions. Many Asian companies have found success in social networking, online payments, and mobile commerce. Overall, Asia presents a large, profitable, and promising mobile internet market that is more advanced than perceived. The document encourages exploring partnership opportunities with Asian companies present at the GMIC2010 conference.
1) Automobile companies are using virtual worlds like Second Life to market their brands and vehicles to affluent target audiences.
2) They can recreate their vehicles in high detail for users to interact with, hold test drives and races, and launch new products.
3) Integrating with other marketing channels and focusing on community engagement through events and customization increases brand awareness and recall.
1) Tech companies have been quick to adopt virtual world strategies as virtual worlds rely exclusively on technology and their users are early technology adopters.
2) However, the main benefits for tech companies in virtual worlds are creating communities and personalized experiences, rather than just showcasing new technologies.
3) Some tech companies use virtual worlds like Second Life for product launches, events, and even customer service, seeing them as platforms to experiment with new forms of collaboration and interaction.
Abt srbi trb social media presentation 1.22.12duaneclement
The document discusses how consumers have changed with new technology and the rise of social media. It notes that consumers now expect more engagement from brands on their own terms. The private sector is adapting by getting connected on social media, evolving business practices, and deploying resources to collaborate and engage customers better. Companies are also using new research tools like online communities and idea sites to gain deeper insights into customers.
This document provides an overview of a roadshow event organized by Great Wall Club to promote their Global Mobile Internet Conference (GMIC) in the United States. A Chinese delegation of technology company CEOs and executives visited several major tech companies and participated in industry events from November 5-11, 2011. The itinerary included visits to companies such as Google, Square, and Sequoia Capital, as well as dinners with venture capitalists and startup founders. The document also summarizes trends in the mobile market moving from horizontal to vertical-specific solutions and the rise of social, local and mobile applications.
China is facing issues with consumer safety and quality as its markets rapidly expand. Repeated product safety scandals have undermined public trust and economic growth. The government and companies are taking steps to improve quality control and provide consumer reassurance through advertising, plant visits, and independent certification. However, Chinese consumers remain confused about where to find trustworthy advice on products. Relying on word of mouth through personal networks helps address this issue. Building long-term confidence will require more transparent and impartial information sources.
The document summarizes discussions from the 2011 Global Mobile Internet Conference in Beijing. It finds that:
1) The rise of mobile apps and location-based services on smartphones is driving growth in mobile services, especially for marketing, search and commerce.
2) China's mobile internet development is hard to predict due to unique demographics, needs and devices, but feature phones will remain important and growth in users and services is strong.
3) Western companies must adapt to China's complex mobile ecosystem to succeed.
This document discusses opportunities in the Asian mobile internet market. It notes that Asia has the largest number of mobile internet users globally and is growing rapidly. Mobile penetration rates are high, even in rural areas, representing significant potential. Equipment and services are also very low-cost in Asia compared to other regions. Many Asian companies have found success in social networking, online payments, and mobile commerce. Overall, Asia presents a large, profitable, and promising mobile internet market that is more advanced than perceived. The document encourages exploring partnership opportunities with Asian companies present at the GMIC2010 conference.
Content marketing strategy plays a major role in current digital world. You can experience the presence of content effectiveness not only in website also in social media, email campaign, brand reputation, forums etc. search engines have consider Content as one of the factor amongst 3 major factors and Content is still a king.
Evolution of the Physical Data Center - Mike Bushongscoopnewsgroup
The networking market is largely well-served now, focusing on price and convenience. To reduce costs, the industry will use more merchant silicon and open architectures to drive down prices. Customers can lower prices further through multi-vendor deployments that increase competition. Ease of use is also important, requiring simplified procurement, deployment, and management. The future involves stripping out unnecessary devices and protocols, abstracting remaining components, and automating processes. This evolutionary approach aims to make the data center network more operations-focused with lower costs through open and automated solutions.
The State of Social Marketing 2016: B2C Industry EditionTrackMaven
We analyzed 350,000 social media posts from leading B2C brands in 10 industries across 5 key social channels to nail down exactly what makes the best B2C brands thrive on social media.
The findings show how industry- disruptive brands find audiences on saturated social networks, and how innovative social strategies keep long-established brands on top. We also compare the impact of different B2C industries on social media, including detailed industry breakdowns with best practices and recommendations.
In this presentation, you'll learn:
- Which B2C industries get the greatest impact from social media marketing;
- How disruptive brands build loyal audiences on saturated social networks;
- The most effective strategies for social in each industry.
Content marketing requires a shift in company culture, resources, budgets, partners and strategy. Rebalancing is critical to achieve these goals. The choice is whether to rebalance now, or later when the battle for attention may become even more difficult than it currently is. This report from Altimeter Group introduces a five-step content maturity model, complete with real-world case examples, to guide organizations from “standing” to “running” with their content strategy. A self-audit tool, content channel review, and actionable recommendations are also included.
Content Curation Scorecard for Content Marketing SuccessRoger Parker
Roger C. Parker's Content Curation Scorecard helps content marketers evaluate their content curation efforts in 10 important areas. Use this scorecard to make sure that you are providing helpful, relevant information on a consistent basis.
Regular use of the Content Curation Scorecard provides a fresh perspective, identifying areas of excellence as well as areas requiring attention.
7 Content Marketing Trends That Matter in 2017Jay Baer
The document summarizes 7 top content marketing trends for 2017:
1. Mapping customer micro-moments to understand their full customer journey and create helpful content at the right moments.
2. Creating content for current customers to improve retention rates which are more profitable than acquiring new customers.
3. On-the-fly content creation using mobile devices and editing apps to create high-quality, real-time content.
4. Brands moving from polished fiction stories to more authentic nonfiction content by embracing unfiltered, documentary-style communication.
5. Increased focus on content testing to determine what content works best and be truly committed to content marketing efforts.
6. Growing use of augmented and virtual reality by early
Our annual content marketing research, with this report focusing on B2C marketers and their content marketing budgets and trends. New questions, an interesting twist to our research, and valuable budgets and trends as we head into 2017 planning season.
The B2B Content Marketing Report is based on over 600 survey responses from marketing professionals to better understand the current state of content marketing and to identify new trends, and key challenges as well as best practices.
Here are some of the key findings:
- Lead generation is by far the number one goal of content marketing, followed by thought leadership and market education.
- Companies with a documented content strategy are much more likely to be effective than those without a documented strategy.
- The most mentioned content marketing challenge is finding enough time and resources to create content.
- Content marketing ROI remains difficult to measure. Only a minority of respondents consider themselves at least somewhat successful at tracking ROI.
- LinkedIn tops the list of the most effective social media platforms for distributing content and engaging with prospects.
Download the full report PDF for more details: http://www.marketingbuddy.com/download-the-content-marketing-report/
Kristina Halvorson defines content strategy as planning for the creation, delivery, and governance of useful, usable content. She discusses how content strategy has evolved since she first wrote about it in 2009. Content strategy involves considering substance, structure, workflow, and governance of content. It defines what efforts will be focused on and sets boundaries for what will and will not be done. A content strategy is the path to meeting goals and priorities what content initiatives will and will not be pursued. The content strategy process involves assessment, analysis, architecture, implementation, and maintenance.
Love reading comics? You're not the only one. What about these stories about super-beings keep our eyes glued to the pages and our minds salivating for more? We explore in this deck how comic writers use these storytelling techniques and how you can apply it in your presentation.
43 Expert Tips for Future Proofing Your Content StrategyVisme
Top content marketers and social media influencers provide their best advice and insights on how to future proof your content strategy against content shock and content fatigue.
In this e-book, you'll see over 50 predictions from thought leaders who share their views on brand strategy, organizational structure, emerging technology and platforms, and other big developments that may be on the horizon for content marketing.
Brands And Digital Culture: It Doesn't Have To SuckAvin Narasimhan
Presentation I gave at the end of February 2011 at The Olin School of Business @ Washington University in St Louis. Part of a new marketing seminar series they've started with the goal of bringing different types of industry folks into their classrooms to give lessons of both success and failure to future brand managers and CMOs. My session specifically was around what role digital platforms can play for brands, and to discuss some broad ideas about how it works and doesn't work.
The document provides an overview of key findings from a 2010 digital marketing outlook survey. Some notable results include:
- 81% of brand executives expect an increase in digital projects for 2010.
- 50% plan to shift funds from traditional to digital media.
- 78% believe the current economy will lead to more funds allocated to digital marketing.
- Emerging trends highlighted include the evolution of storytelling online, rise of the consumer in social media, and growth of mobile and augmented reality.
Please visit our online professional network and join our community of Automotive Social Media Marketing professionals at http://www.ADPsocialMarketing.com
Two Thousand And Ten Digital Marketing Outlook By SodaJulius Trujillo
The document provides an overview of key findings from a 2010 digital marketing outlook survey. Some notable results include:
- 81% of brand executives expect an increase in digital projects for 2010.
- 50% plan to shift funds from traditional to digital media.
- 78% believe the current economy will lead to more funds allocated to digital marketing.
- Emerging trends highlighted include the evolution of storytelling online, rise of the consumer in social media, and growth of mobile and augmented reality.
Digital Marketing Outlook 2010 by the Society Of Digital AgenciesPietro Sansone
Some notable indicators from the survey that substantiate this bullish POV:
81% of Brand Execs expect an increase in digital projects for 2010
50% will be shifting funds from traditional to digital media
78% of global participants believe the current economy will actually spawn more funds allocated to Digital. Additionally contained within, you’ll find some keen insight from SoDA members around the globe on their thoughts and predictions about the future of the Digital Marketing landscape over the forward 12 months.
Content Disruptors - structural change in the media and entertainment industryIshraq Dhaly
The document discusses the key trends reshaping the media and entertainment industry, including the shift to digital content and new distribution models, the proliferation of mobile devices, and changing consumer behavior. This structural change is challenging traditional media companies to develop new business models to monetize content online. While disruption creates uncertainty, the growth of digital media and continued global demand for content overall point to new opportunities for companies that can adapt successfully.
The survey of UK media editors found that despite financial pressures, editors remain positive and committed to quality journalism. Regional newspaper editors made up most respondents. Comments focused on the need for investment in digital products and staff training. While recognizing citizen contributions, editors saw a continued role for professional journalism. Social media was seen as a way to build communities but its sustainability is uncertain. Editors called for less focus on profits and more on quality, as staff numbers have declined significantly since 2007. They questioned some ownership structures and called for a balance of business and editorial priorities. Overall the survey highlighted both opportunities and challenges facing the media industry.
Digital Insights for SDG oriented Development organizations - Debrief from We...Pooja Munshi
- Web Summit is the largest tech conference in the world with over 70,000 attendees from companies like Google, Amazon, and the Gates Foundation.
- The talks at Web Summit in 2019 focused on sustainability, social good, climate change, and the UN Sustainable Development Goals, showing that even the largest tech companies are prioritizing environmental issues.
- Development organizations should consider how to engage with major tech companies to advance issues like sustainability and climate change. New technologies like 5G, blockchain, and AI could support efforts towards the SDGs.
Future Agenda Initial Perspectives Full TextFuture Agenda
The full text of all 16 initial expert perspectives used to kick off the future agenda programme. Covering the future of authenticity, choice, cities, currency, data, energy, food, health, identity, migration, money, transport, waster, water and work, these provide a great perspective which we invite you to build on via the futureagenda.org website
Presentation on social media basics and strategy by Cathy McCall and Bob Kumagai. Presented to Colorado Chamber of Commerce and Industry Chairman's Roundtable Oct 22, 2009
Content marketing strategy plays a major role in current digital world. You can experience the presence of content effectiveness not only in website also in social media, email campaign, brand reputation, forums etc. search engines have consider Content as one of the factor amongst 3 major factors and Content is still a king.
Evolution of the Physical Data Center - Mike Bushongscoopnewsgroup
The networking market is largely well-served now, focusing on price and convenience. To reduce costs, the industry will use more merchant silicon and open architectures to drive down prices. Customers can lower prices further through multi-vendor deployments that increase competition. Ease of use is also important, requiring simplified procurement, deployment, and management. The future involves stripping out unnecessary devices and protocols, abstracting remaining components, and automating processes. This evolutionary approach aims to make the data center network more operations-focused with lower costs through open and automated solutions.
The State of Social Marketing 2016: B2C Industry EditionTrackMaven
We analyzed 350,000 social media posts from leading B2C brands in 10 industries across 5 key social channels to nail down exactly what makes the best B2C brands thrive on social media.
The findings show how industry- disruptive brands find audiences on saturated social networks, and how innovative social strategies keep long-established brands on top. We also compare the impact of different B2C industries on social media, including detailed industry breakdowns with best practices and recommendations.
In this presentation, you'll learn:
- Which B2C industries get the greatest impact from social media marketing;
- How disruptive brands build loyal audiences on saturated social networks;
- The most effective strategies for social in each industry.
Content marketing requires a shift in company culture, resources, budgets, partners and strategy. Rebalancing is critical to achieve these goals. The choice is whether to rebalance now, or later when the battle for attention may become even more difficult than it currently is. This report from Altimeter Group introduces a five-step content maturity model, complete with real-world case examples, to guide organizations from “standing” to “running” with their content strategy. A self-audit tool, content channel review, and actionable recommendations are also included.
Content Curation Scorecard for Content Marketing SuccessRoger Parker
Roger C. Parker's Content Curation Scorecard helps content marketers evaluate their content curation efforts in 10 important areas. Use this scorecard to make sure that you are providing helpful, relevant information on a consistent basis.
Regular use of the Content Curation Scorecard provides a fresh perspective, identifying areas of excellence as well as areas requiring attention.
7 Content Marketing Trends That Matter in 2017Jay Baer
The document summarizes 7 top content marketing trends for 2017:
1. Mapping customer micro-moments to understand their full customer journey and create helpful content at the right moments.
2. Creating content for current customers to improve retention rates which are more profitable than acquiring new customers.
3. On-the-fly content creation using mobile devices and editing apps to create high-quality, real-time content.
4. Brands moving from polished fiction stories to more authentic nonfiction content by embracing unfiltered, documentary-style communication.
5. Increased focus on content testing to determine what content works best and be truly committed to content marketing efforts.
6. Growing use of augmented and virtual reality by early
Our annual content marketing research, with this report focusing on B2C marketers and their content marketing budgets and trends. New questions, an interesting twist to our research, and valuable budgets and trends as we head into 2017 planning season.
The B2B Content Marketing Report is based on over 600 survey responses from marketing professionals to better understand the current state of content marketing and to identify new trends, and key challenges as well as best practices.
Here are some of the key findings:
- Lead generation is by far the number one goal of content marketing, followed by thought leadership and market education.
- Companies with a documented content strategy are much more likely to be effective than those without a documented strategy.
- The most mentioned content marketing challenge is finding enough time and resources to create content.
- Content marketing ROI remains difficult to measure. Only a minority of respondents consider themselves at least somewhat successful at tracking ROI.
- LinkedIn tops the list of the most effective social media platforms for distributing content and engaging with prospects.
Download the full report PDF for more details: http://www.marketingbuddy.com/download-the-content-marketing-report/
Kristina Halvorson defines content strategy as planning for the creation, delivery, and governance of useful, usable content. She discusses how content strategy has evolved since she first wrote about it in 2009. Content strategy involves considering substance, structure, workflow, and governance of content. It defines what efforts will be focused on and sets boundaries for what will and will not be done. A content strategy is the path to meeting goals and priorities what content initiatives will and will not be pursued. The content strategy process involves assessment, analysis, architecture, implementation, and maintenance.
Love reading comics? You're not the only one. What about these stories about super-beings keep our eyes glued to the pages and our minds salivating for more? We explore in this deck how comic writers use these storytelling techniques and how you can apply it in your presentation.
43 Expert Tips for Future Proofing Your Content StrategyVisme
Top content marketers and social media influencers provide their best advice and insights on how to future proof your content strategy against content shock and content fatigue.
In this e-book, you'll see over 50 predictions from thought leaders who share their views on brand strategy, organizational structure, emerging technology and platforms, and other big developments that may be on the horizon for content marketing.
Brands And Digital Culture: It Doesn't Have To SuckAvin Narasimhan
Presentation I gave at the end of February 2011 at The Olin School of Business @ Washington University in St Louis. Part of a new marketing seminar series they've started with the goal of bringing different types of industry folks into their classrooms to give lessons of both success and failure to future brand managers and CMOs. My session specifically was around what role digital platforms can play for brands, and to discuss some broad ideas about how it works and doesn't work.
The document provides an overview of key findings from a 2010 digital marketing outlook survey. Some notable results include:
- 81% of brand executives expect an increase in digital projects for 2010.
- 50% plan to shift funds from traditional to digital media.
- 78% believe the current economy will lead to more funds allocated to digital marketing.
- Emerging trends highlighted include the evolution of storytelling online, rise of the consumer in social media, and growth of mobile and augmented reality.
Please visit our online professional network and join our community of Automotive Social Media Marketing professionals at http://www.ADPsocialMarketing.com
Two Thousand And Ten Digital Marketing Outlook By SodaJulius Trujillo
The document provides an overview of key findings from a 2010 digital marketing outlook survey. Some notable results include:
- 81% of brand executives expect an increase in digital projects for 2010.
- 50% plan to shift funds from traditional to digital media.
- 78% believe the current economy will lead to more funds allocated to digital marketing.
- Emerging trends highlighted include the evolution of storytelling online, rise of the consumer in social media, and growth of mobile and augmented reality.
Digital Marketing Outlook 2010 by the Society Of Digital AgenciesPietro Sansone
Some notable indicators from the survey that substantiate this bullish POV:
81% of Brand Execs expect an increase in digital projects for 2010
50% will be shifting funds from traditional to digital media
78% of global participants believe the current economy will actually spawn more funds allocated to Digital. Additionally contained within, you’ll find some keen insight from SoDA members around the globe on their thoughts and predictions about the future of the Digital Marketing landscape over the forward 12 months.
Content Disruptors - structural change in the media and entertainment industryIshraq Dhaly
The document discusses the key trends reshaping the media and entertainment industry, including the shift to digital content and new distribution models, the proliferation of mobile devices, and changing consumer behavior. This structural change is challenging traditional media companies to develop new business models to monetize content online. While disruption creates uncertainty, the growth of digital media and continued global demand for content overall point to new opportunities for companies that can adapt successfully.
The survey of UK media editors found that despite financial pressures, editors remain positive and committed to quality journalism. Regional newspaper editors made up most respondents. Comments focused on the need for investment in digital products and staff training. While recognizing citizen contributions, editors saw a continued role for professional journalism. Social media was seen as a way to build communities but its sustainability is uncertain. Editors called for less focus on profits and more on quality, as staff numbers have declined significantly since 2007. They questioned some ownership structures and called for a balance of business and editorial priorities. Overall the survey highlighted both opportunities and challenges facing the media industry.
Digital Insights for SDG oriented Development organizations - Debrief from We...Pooja Munshi
- Web Summit is the largest tech conference in the world with over 70,000 attendees from companies like Google, Amazon, and the Gates Foundation.
- The talks at Web Summit in 2019 focused on sustainability, social good, climate change, and the UN Sustainable Development Goals, showing that even the largest tech companies are prioritizing environmental issues.
- Development organizations should consider how to engage with major tech companies to advance issues like sustainability and climate change. New technologies like 5G, blockchain, and AI could support efforts towards the SDGs.
Future Agenda Initial Perspectives Full TextFuture Agenda
The full text of all 16 initial expert perspectives used to kick off the future agenda programme. Covering the future of authenticity, choice, cities, currency, data, energy, food, health, identity, migration, money, transport, waster, water and work, these provide a great perspective which we invite you to build on via the futureagenda.org website
Presentation on social media basics and strategy by Cathy McCall and Bob Kumagai. Presented to Colorado Chamber of Commerce and Industry Chairman's Roundtable Oct 22, 2009
The document discusses the challenges facing the advertising industry due to economic crisis and digital disruption. It notes increased competition, uncertainty, and complexity in the business environment. It also highlights opportunities in digital advertising, such as the growth of mobile devices, social media, and targeted data. However, it warns that the digital advertising market faces issues like oversupply, low prices, and commoditization. It argues the industry needs to add more value through better targeting, experiences and conversations in order to address these challenges.
The document discusses the challenges facing the advertising industry due to economic crisis and digital disruption. It notes increased competition, uncertainty, and complexity in the business environment. It also highlights opportunities in digital advertising, such as the growth of mobile devices, social media, and targeted data. However, it warns that the digital advertising market faces issues like oversupply, low prices, and commoditization. It argues the industry needs to add more value through better targeting, experiences and conversations in order to address these challenges.
The document discusses how digitization has changed media landscapes and enabled the rise of young entrepreneurs through platforms like the internet and YouTube. It provides examples of comedians and artists like Kanan Gill and AIB who were able to find audiences online that may not have been possible otherwise. The power of digitization lies in providing a global platform for ideas to change the world. It has led to the democratization of content by giving artists and creators ways to showcase their work. Young entrepreneurs are now launching their own companies and pursuing alternative careers like blogging that rely on digital platforms and opportunities.
A Perfect Storm The Social Web, Storytelling And Brands 08 07Mel Exon
The document discusses three forces driving changes in marketing: 1) A move to hypersociability in society with the rise of social media 2) A cross-platform explosion in entertainment 3) A fight for attention and to monetize in marketing and entertainment. It explores challenges for brands in engaging audiences across platforms and finding new ways to create and sustain conversations. Opportunities discussed include crowd-sourcing content creation through a "3-party market" model and leveraging storytelling in immersive, interactive ways. The key is participatory experiences that fit a brand's identity and demonstrate short-term ROI.
THE PIXEL LAB 2010: Mel Exon of BBH Labs - The Social Web, Storytellers & Brandspower to the pixel
The document discusses three forces driving changes in marketing: 1) A move to hypersociability in society with the rise of social media 2) A cross-platform explosion in entertainment 3) A fight for attention and to monetize in marketing and entertainment. It explores challenges for brands in engaging audiences across platforms and finding new ways to create and sustain conversations. Opportunities discussed include crowd-sourcing content creation through a "3-party market" model and leveraging storytelling in immersive, interactive ways. The key is participatory experiences that fit a brand's identity and demonstrate short-term ROI.
Monologue to Dialogue Social Media And Digital Marketing MWalshMartin Walsh
**I've just uploaded the newest version here - http://slidesha.re/hNHbao
This is the detailed Digital and Social Media Marketing PowerPoint deck I have shared with the LAMP @ AFTRS Social Media seminar attendees. It is a general summary of some of the strategic development I have done over the past 36-48 months across digital marketing, social influence marketing, digital PR, measurement and analytics etc. I have much more material (and of course knowledge) on each subject contained in this deck. This deck is meant to provide newcomers some insight and guidance into a global enterprise level digital marketing and social influence marketing approach. **Some slides are not converting properly so I have reverted to a .PDF file. If you want a copy of the PowerPoint version please contact me.
Center for Digital Communication, Commerce & Culturecd3c
The document discusses the rationale and elements for creating a new Center for Digital Communication, Commerce, and Culture (CD3C) at the University of Baltimore. The CD3C would include programs, curriculum consulting, and initiatives to prepare students and faculty for the digital age. It would also house the GoodAgency for applying knowledge to practice through consulting, research, and outreach. A CD3C Institute would offer training, curriculum, and consulting to businesses, non-profits, and the public sector. The CD3C would be a self-funding collaboration across various schools and departments at UB.
The Economist ideas community june 2012 finalNick Blunden
This document discusses how the relationship between people and information is fundamentally changing in an age of information abundance. Key points include:
- Information is no longer scarce and is increasing exponentially, with 5 exabytes in 2003 but that amount now created every two days.
- Digital tools have made media creators of us all and information is now a social currency actively traded by many, not just consumed by the masses.
- This represents both opportunities and challenges for traditional media companies and culture. While some see only threats, others see opportunities to engage intelligent audiences with high-quality content.
- Influence is now less about who you know and more about the ideas one has to share in this new ideas-driven economy where intelligence is
The Razorfish Consumer Experience Report / 2008 examines trends in digital consumer behavior based on a survey of over 1,000 connected consumers. It finds that consumers are adopting new technologies like social media, widgets, and online video at an accelerated pace. Nearly all consumers now use major internet portals like Google and engage with online content and services across channels in personalized ways. This signals that brands must adapt to meet consumers in new distributed environments without clear monetization models, and that publishers face challenges distributing content across a fragmented online landscape.
Similar to Gio Media And Content Report Final (20)
This whitepaper discusses best practices for using Pinterest to drive brand awareness, website traffic, and sales. It recommends optimizing your website and Pinterest profile for pinning by adding Pin It buttons and monitoring key metrics. Profile strategies include creating boards with a unique strategy and mixing content. The document also provides tips for pinning at optimal times and linking pins to drive traffic.
International holiday email performance study white paperVinet Robert
The document analyzes email marketing trends during the 2012 holiday season across 10 countries. It found that Western countries saw increasing email volumes until December, while Asian countries had more variable trends influenced less by the Christian calendar. The most common offers were percentage or dollar discounts, though their performance varied by country. Overall the study aims to provide global insights to help marketers improve future international holiday email campaigns.
Apg World Connect 2011 eezeer (compress)Vinet Robert
Robert Vinet works at eezeer, a company that studies conversations between airlines and consumers on Twitter. Eezeer publishes monthly reports on their findings and analyzes which airline has the most follower accounts, with Jet Blue currently leading. The document encourages contacting eezeer through their website or email addresses for Robert Vinet and another employee.
The document proposes creating an online community called "Urbanmob" to gather consumer attitudes about urban mobility trends and opportunities for brands. It involves a six-step process: 1) Studying existing resources, 2) Creating a website and social media presence for the community, 3) Populating the community by inviting contributors, 4) Animating the community with events to encourage participation, 5) Managing the growing community over time, and 6) Delivering the project according to a timeline from March to December 2010 with events to accompany European Mobility Week. The community aims to become self-sustaining through a community manager's moderation and engagement activities.
Défi : 10' de présentation à la ministre @nk_m et 20 députés et sénateurs
Objet : présenter des bureaux virtuels et leur fonctionnement avec des télétravailleurs-avatars
Recits De Guerre, Recits De Vie DiaporamaVinet Robert
Il y a une éternité ... en 2004, un doc produit pour les 50 ans de Dien Bien Phu pour l'ATAM (Association des Transporteurs Militaires).
Retrouvé dans mes archives, mis tel quel ...
On dirait un truc du siècle dernier ...
Commandé par mon copain Xavier Gras.
New Visa Rules for Tourists and Students in Thailand | Amit Kakkar Easy VisaAmit Kakkar
Discover essential details about Thailand's recent visa policy changes, tailored for tourists and students. Amit Kakkar Easy Visa provides a comprehensive overview of new requirements, application processes, and tips to ensure a smooth transition for all travelers.
The Universal Account Number (UAN) by EPFO centralizes multiple PF accounts, simplifying management for Indian employees. It streamlines PF transfers, withdrawals, and KYC updates, providing transparency and reducing employer dependency. Despite challenges like digital literacy and internet access, UAN is vital for financial empowerment and efficient provident fund management in today's digital age.
Enhancing Asset Quality: Strategies for Financial Institutionsshruti1menon2
Ensuring robust asset quality is not just a mere aspect but a critical cornerstone for the stability and success of financial institutions worldwide. It serves as the bedrock upon which profitability is built and investor confidence is sustained. Therefore, in this presentation, we delve into a comprehensive exploration of strategies that can aid financial institutions in achieving and maintaining superior asset quality.
OJP data from firms like Vicinity Jobs have emerged as a complement to traditional sources of labour demand data, such as the Job Vacancy and Wages Survey (JVWS). Ibrahim Abuallail, PhD Candidate, University of Ottawa, presented research relating to bias in OJPs and a proposed approach to effectively adjust OJP data to complement existing official data (such as from the JVWS) and improve the measurement of labour demand.
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In a tight labour market, job-seekers gain bargaining power and leverage it into greater job quality—at least, that’s the conventional wisdom.
Michael, LMIC Economist, presented findings that reveal a weakened relationship between labour market tightness and job quality indicators following the pandemic. Labour market tightness coincided with growth in real wages for only a portion of workers: those in low-wage jobs requiring little education. Several factors—including labour market composition, worker and employer behaviour, and labour market practices—have contributed to the absence of worker benefits. These will be investigated further in future work.
Independent Study - College of Wooster Research (2023-2024) FDI, Culture, Glo...AntoniaOwensDetwiler
"Does Foreign Direct Investment Negatively Affect Preservation of Culture in the Global South? Case Studies in Thailand and Cambodia."
Do elements of globalization, such as Foreign Direct Investment (FDI), negatively affect the ability of countries in the Global South to preserve their culture? This research aims to answer this question by employing a cross-sectional comparative case study analysis utilizing methods of difference. Thailand and Cambodia are compared as they are in the same region and have a similar culture. The metric of difference between Thailand and Cambodia is their ability to preserve their culture. This ability is operationalized by their respective attitudes towards FDI; Thailand imposes stringent regulations and limitations on FDI while Cambodia does not hesitate to accept most FDI and imposes fewer limitations. The evidence from this study suggests that FDI from globally influential countries with high gross domestic products (GDPs) (e.g. China, U.S.) challenges the ability of countries with lower GDPs (e.g. Cambodia) to protect their culture. Furthermore, the ability, or lack thereof, of the receiving countries to protect their culture is amplified by the existence and implementation of restrictive FDI policies imposed by their governments.
My study abroad in Bali, Indonesia, inspired this research topic as I noticed how globalization is changing the culture of its people. I learned their language and way of life which helped me understand the beauty and importance of cultural preservation. I believe we could all benefit from learning new perspectives as they could help us ideate solutions to contemporary issues and empathize with others.
STREETONOMICS: Exploring the Uncharted Territories of Informal Markets throug...sameer shah
Delve into the world of STREETONOMICS, where a team of 7 enthusiasts embarks on a journey to understand unorganized markets. By engaging with a coffee street vendor and crafting questionnaires, this project uncovers valuable insights into consumer behavior and market dynamics in informal settings."
Fabular Frames and the Four Ratio ProblemMajid Iqbal
Digital, interactive art showing the struggle of a society in providing for its present population while also saving planetary resources for future generations. Spread across several frames, the art is actually the rendering of real and speculative data. The stereographic projections change shape in response to prompts and provocations. Visitors interact with the model through speculative statements about how to increase savings across communities, regions, ecosystems and environments. Their fabulations combined with random noise, i.e. factors beyond control, have a dramatic effect on the societal transition. Things get better. Things get worse. The aim is to give visitors a new grasp and feel of the ongoing struggles in democracies around the world.
Stunning art in the small multiples format brings out the spatiotemporal nature of societal transitions, against backdrop issues such as energy, housing, waste, farmland and forest. In each frame we see hopeful and frightful interplays between spending and saving. Problems emerge when one of the two parts of the existential anaglyph rapidly shrinks like Arctic ice, as factors cross thresholds. Ecological wealth and intergenerational equity areFour at stake. Not enough spending could mean economic stress, social unrest and political conflict. Not enough saving and there will be climate breakdown and ‘bankruptcy’. So where does speculative design start and the gambling and betting end? Behind each fabular frame is a four ratio problem. Each ratio reflects the level of sacrifice and self-restraint a society is willing to accept, against promises of prosperity and freedom. Some values seem to stabilise a frame while others cause collapse. Get the ratios right and we can have it all. Get them wrong and things get more desperate.
Optimizing Net Interest Margin (NIM) in the Financial Sector (With Examples).pdfshruti1menon2
NIM is calculated as the difference between interest income earned and interest expenses paid, divided by interest-earning assets.
Importance: NIM serves as a critical measure of a financial institution's profitability and operational efficiency. It reflects how effectively the institution is utilizing its interest-earning assets to generate income while managing interest costs.
"Does Foreign Direct Investment Negatively Affect Preservation of Culture in the Global South? Case Studies in Thailand and Cambodia."
Do elements of globalization, such as Foreign Direct Investment (FDI), negatively affect the ability of countries in the Global South to preserve their culture? This research aims to answer this question by employing a cross-sectional comparative case study analysis utilizing methods of difference. Thailand and Cambodia are compared as they are in the same region and have a similar culture. The metric of difference between Thailand and Cambodia is their ability to preserve their culture. This ability is operationalized by their respective attitudes towards FDI; Thailand imposes stringent regulations and limitations on FDI while Cambodia does not hesitate to accept most FDI and imposes fewer limitations. The evidence from this study suggests that FDI from globally influential countries with high gross domestic products (GDPs) (e.g. China, U.S.) challenges the ability of countries with lower GDPs (e.g. Cambodia) to protect their culture. Furthermore, the ability, or lack thereof, of the receiving countries to protect their culture is amplified by the existence and implementation of restrictive FDI policies imposed by their governments.
My study abroad in Bali, Indonesia, inspired this research topic as I noticed how globalization is changing the culture of its people. I learned their language and way of life which helped me understand the beauty and importance of cultural preservation. I believe we could all benefit from learning new perspectives as they could help us ideate solutions to contemporary issues and empathize with others.
1. The New
New Media
Global lessons on the future of
media, content, and messaging.
A Global
Innovation
Outlook
3.0 Report
2.
3. GIO 3.0 Report
INTRODUCTION
Change Is Good
In the evolving media landscape,
opportunity abounds.
It used to be so easy. Back when there were
just a handful of network television stations,
one local newspaper, and a half dozen radio
stations in each market, people knew where
to get their content. And advertisers knew
how to reach those people.
But technology has changed everything. Traditional
media channels are no longer the only means through
which large audiences can be reached. CEOs, like
JetBlue’s David Neelman, post videos directly to
®
YouTube. General Motors executives communicate
™ ®
directly to customers and other stakeholders through
blogs. These days it seems as if every company,
organization, and individual—be it a billion-dollar
multinational, a local government, or a person with
a passion—is navigating the new communications
1
4. INTRODUCTION
landscape and experimenting with blogs, video, and
custom publishing. In this regard, we are all in it
together. We are all content producers.
The disruptions facing the media industry
are instructive to any organization.
Percentage of
This sentiment is what led IBM’s Global Innovation
online users
Outlook™ to explore opportunities for innovation
Europe
40%
within the newly amorphous market segment of media,
content, branding, and messaging. (For more on the
GIO, see About the GIO, page 43.) From the outset, it
Total population
was clear that this focus area was about much more
800 million
than just the media industry. Today, the lessons the
media industry is learning the hard way are instructive
China
12%
to any organization.
As in any GIO exploration, our participants directed
the course of conversation, choosing the specific areas
Total population
they felt were ripe for innovation. Meetings took
1.3 billion
place in Helsinki, London, Los Angeles, Mumbai,
New York, Seoul, and Shanghai, and several promising
India
3.7%
themes surfaced (see map, page 44). For instance, the
idea that context is becoming more important than
actual content. Or that achieving an authentic brand
Total population
image is more critical, and more difficult, than ever.
1.1 billion
There were pleas for universal standards for content
usage rights. And the hope that the mobile platform
could serve as a bridge for the rural disenfranchised,
2
5. GIO 3.0 Report
who are eager to connect with the rest of the world in
this digital age.
Important regional differences became apparent
throughout the GIO process. In Shanghai, for
example, we heard a great deal about the need for all
content to be of both educational and cultural value.
In New York, we dove into the topic of piracy and the
impact it is having on the established media industry.
In Mumbai, there was endless optimism about the
role India will play in the future of content creation
and distribution.
Despite these differences, an overall consensus
emerged, suggesting that out of all this disruption comes
unprecedented opportunity. Or, as Alok Kejriwal,
founder and CEO of Mumbai-based Games2win, said, ™
$18 million
“In five years, I don’t think I’ll be the Chief Executive Worldwide motion
picture revenues
Officer of my company anymore. I’ll think I’ll be lost due to piracy
something more like Chief Opportunity Officer. 20 billion
Because there are so many paths to go down, the songs downloaded
illegally (2005)
hardest job will be deciding which one to choose.”
This attitude, more than anything, highlights the
importance of this GIO topic. The following essays,
interviews, and contributions from “deep dive”
participants are representative of our global conversa-
tions. Ultimately, this report is merely a jumping-off
point for further exploration, collaboration when
possible, and deeper understanding of the changes
affecting every business and organization.
3
6. TABLE OF CONTENTS
CHAPTER 1 CHAPTER 2 CHAPTER 3
Authenticity The Digital Context Is
p. 6 p. 14 p. 20
Persona King
The Voice of Youth
p. 9
by Eric Hansen,
Defining the What Would the
p. 19 p. 23
Syracuse University
Digital Me Experts Do?
A Q&A with
The Currency by Steve Masiclat,
p. 10
Charles Moore,
of Contribution Syracuse University
Reuters
Not Necessarily
Walking the p. 24
p. 13
the News
Fine Line of
Viral Marketing by John Snyder,
Grapeshot
A Q&A with
Ajoy Krishnamurti,
Sankalp Retail
Value Stores
7. GIO 3.0 Report
CHAPTER 4 CHAPTER 5
Going Mobile Additional About the
p. 28 p. 34 p. 43
Perspectives GIO
Iconic Literacy
p. 33
A Q&A with Content Bill Around the World
p. 36 p. 44
Ranjan Kapur,
of Rights in 60 Days
WPP Group plc.
Regional Spotlight: Participating
p. 38 p. 46
China Companies
Virtual Uncertainty
p. 40
by Irving Wladawsky-
Berger, IBM
10. AUTHENTICITY
It is a classic Catch 22: In this age of
marketing savvy and discriminating
consumers, the ultimate brand image is one
of authenticity. But the harder companies try
to manufacture an aura of authenticity, the
more readily it is exposed as disingenuous.
While it is true that marketers have more channels
than ever through which to deliver their branding
messages, they have never had less control over how
their products and services are perceived in the market.
Brands get hijacked on a regular basis, sullied in
seconds on the blogosphere or in e-mail chain letters.
It’s called viral anti-marketing, and it can change public
perception of a product or company in a heartbeat.
Anyone who’s watched a politician’s most embarrassing
moment replayed millions of times on YouTube knows
the devastating quickness with which an image can
sour these days (see Walking the Fine Line of Viral
Marketing, page 13).
To stave off this disturbing trend, companies must
1 blog
first understand it. Many students and young
created every second
consumers claim that authenticity comes not from
9.2
a monologue, but through engagement in a dialogue
new blog posts
(see The Voice of Youth, opposite). Consumers have
per second
8
11. The Voice of Youth exhaustively to shape their identity through mean-
ingful actions and innovative products/services.
Authenticity, as it relates to brands, is JetBlue is a perfect example.
a moving target. We asked Eric Hansen,
a 23-year-old graduate of the Syracuse One time I had to spend the night in an airport
University Newhouse School of Public to get on an early JetBlue flight, and their
Communications, a GIO partner, to help employees brought me a blanket, pillow, and
define it for us. Here’s what he had to say: some refreshments for my unexpected slumber
party. The authenticity of JetBlue shines not
Authenticity is a store of value that generates from the branded exteriors of their Airbuses, but
®
trust, admiration and — in most cases — the extra from the plane interiors filled with leather seats
boost needed for me to remove my credit card for everybody and your channel of choice for the
from its Tumi leather fortress. It’s part experience, entire flight. When their experience was chilled by
part conversation, part marketing, and zero parts a catastrophic logistical failure, they spoke to me
brand or logo. in an unvarnished tone on YouTube, where I could
watch my fellow fliers respond in real time. They
One of the most stressful aspects of modern trusted me enough to understand that YouTube
human existence is defining one’s own identity. was a public dialogue, so I trust them with my
The brands I affiliate myself with have worked airline endeavors.
“ JetBlue trusted me enough to understand that YouTube was
a public dialogue, so I trust them with my airline endeavors.”
—Eric Hansen, graduate of the Syracuse University Newhouse School of Public Communications
12. AUTHENTICITY
The Currency unlike the armies of expensive consultants and
market analysts that these companies hire regu-
of Contribution larly. While many customers are happy to offer
their services in exchange for mere recognition,
New models of compensation are needed
can lawyers and requests for monetary remunera-
in the generation of participation.
tion be far behind?
A now widely accepted aspect of the Internet age
is that the communication between companies As the level of participation continues to ratchet
that sell things and the people who buy them up, so too must the method of compensation. In
has shifted from a monologue to a dialogue. some cases, recognition may be sufficient (like
Individuals are enjoying unprecedented say in the director of the user-generated Doritos® com-
the way in which their products and services are mercial that played during the 2007 Super Bowl).
created and delivered. In some cases, consumers But in other cases, something more substantial
are actually creating advertisements, developing is needed, such as discounts, cash, or equity. In
products, and refining the messaging of billion- addition, a mechanism is needed to identify the
dollar companies. All of which blurs the line most significant contributors to a brand or product,
between producer and consumer. both from within a business and from the external
ecosystem. If a marketplace for consumer par-
This begs the question: How should these people ticipation were established, with definitive rules
be compensated for their efforts? Though they are for the valuing of different kinds of participation,
not official employees of these companies, they it would likely spur yet more participation and an
are undeniably providing a valuable service, not overall increase in product quality.
Consumers are creating advertisements, developing products,
and refining the messaging of billion-dollar companies.
13. GIO 3.0 Report
grown weary of traditional marketing. In particular,
the younger generation has found the world to be so
full of messaging—whether it’s from companies trying
to sell them something, politicians on the campaign
trail, or their own parents—that they desperately want
to find something real, something that’s not designed
to influence them.
“Viral anti-marketing is engagement, as
far as I’m concerned. We’ve embraced
our toughest critics, engaged them
in a dialogue, and addressed the issues
they’ve cited. Our brand is stronger
as a result.”
—Karen Becker, Senior Director of Corporate Marketing, Autodesk
Thus, with each successive generation of consumers,
brand loyalty becomes an increasingly fleeting, and
expensive, goal. However, when this new generation
of consumers finds a brand they trust, they will freely
associate themselves with it, posting it on their
MySpace pages, crowing about it on their blogs, and
®
building it into their online identities. Though they are
11
14. AUTHENTICITY
fiercely skeptical of brand messaging, they are in fact
the most branded generation ever. “There is tremendous
power in the ‘trusted referral’ or ‘derivative impression’,”
says Matt Jacobsen, head of market development at
Facebook, referring to the impact that young people
™
can have when they pass along information on brands
and products.
So how do you achieve that kind of credibility with
consumers—and keep it? For one thing, engage them
in a conversation. And listen to your critics, without
fear. “Viral anti-marketing is engagement, as far as I’m
concerned,” said Karen Becker, senior director of
corporate marketing at Autodesk. “We’ve embraced
®
our toughest critics, engaged them in a dialogue, and
addressed the issues they’ve cited. Our brand is
stronger as a result.”
One GIO participant went so far as to place its most
outspoken critic on its board of advisors. While that
may be a bit extreme, the truth is that these critics may
be your best allies, providing more valuable feedback
than the zealots who defend your products in the
$1 million
Budget to produce a
marketplace. Fostering communities of customers and
typical
critics, engaging them in conversations, and addressing
Super Bowl ad
issues head on is the best way to achieve authenticity.
$12.79
Budget to produce
winner of Doritos
“Make-Your-Own”
Super Bowl ad contest
12
15. “I’m not sure how many consumers believe
in paid messaging anymore.”
—Ajoy Krishnamurti, CEO, Sankalp Retail Value Stores
Q&A from the vendors, and so forth. But consumers
expect a retailer to say all those things, even if they
Walking the Fine Line are selling junk. So we figured that the moment
customers walk in, we needed to persuade them
of Viral Marketing that what we are selling is good stuff. And so we
offer an absolutely unconditional guarantee: If the
Ajoy Krishnamurti, CEO, Sankalp Retail
customer is not satisfied, he or she can walk in
Value Stores, the Indian franchisee of the
™
with a half-empty jar of peanut butter and take
MyDollarStore™ chain, shares his thoughts
something else instead. There are absolutely
on achieving an authentic brand.
no questions asked. We don’t even ask for the
cash receipt if we know the product is ours. They
GIO: When you rely on word of mouth to spread
just bring the product back and take something
the message of your business, sometimes the
else instead. And we started putting a stamp
wrong message can get spread around, too. Has
on the back of the cash receipt saying, “Goods
that ever happened to you?
once sold will be taken back,” because in India a
KRISHNAMURTI: The products that we price
standard thing is that goods, once sold, will not
at 99 rupees (about U.S. $2.00) are actually sig-
be taken back.
nificantly cheaper than they are in other markets.
GIO: So instead of pushing a message on to
So what’s happened is that customers question
the consumer, you’ve essentially changed your
whether the product is genuine. They say, “Are
service offering to the consumer and allowed that
you sure the product is not life-expired?” That
to take hold in the market.
happens when you’re selling at 99 rupees. And
KRISHNAMURTI: Yes, I think we have had to,
for us that has been a fairly tough thing to combat,
because if you look at what’s happening today,
because customers are looking at a good thing
there are two realities. One is that I’m not sure how
negatively. They think that this kind of a price point
many consumers believe in paid messaging any-
is just not possible. And that is something we have
more. The second is the pervasiveness of unpaid
to try and combat in some form or another.
messaging that’s happening in terms of word of
GIO: But with no marketing or advertising
mouth, whether it’s e-mails that go around, or the
budget, how do you combat that kind of viral
stuff that you see on blogs and customer reviews.
anti-marketing?
You can’t influence that. You can hope to do your
KRISHNAMURTI: There are two things we have
best and make sure that the customers are happy,
done. We realized we could have advertised the
and therefore they talk to other people about it.
fact that all our goods are fresh, imported directly
18. THE DIGITAL PERSONA
Personalization. It’s the holy grail of media
and messaging in the Internet age, and it’s
been promised in myriad ways to both content
producers and consumers. The vision at the
dawn of the Web was of advertisements that
know your name, news stories crafted
specifically to your interests, and a world of
unrelenting relevancy.
However, even with the advances made by media
producers and advertisers in this digital age, it often
feels as if they’re still guessing who is on the receiving
end of their content. The march toward the elusive
“market of one” has been slower than many believed it
would be. Online book retailers serve up suggestions
“recommended for you” based on gifts you bought for
your mother-in-law. Online video services assume
you’re a conspiracy buff just because you once rented
Oliver Stone’s J.F.K.™ Why do these marketing efforts,
and the powerful algorithms that direct them, feel so
off the mark? Mostly because they’re working with
Cost to reach
comparatively limited data sets, with no ability to
customers across
different advertising
account for changes in taste, whim, and caprice. In
channels:
short, they miss the human element.
$8 Internet search
But there is an alternative: the digital persona.
$20 Yellow pages
This idea presupposes that a segment of the population
$60 E-mail
$70 Direct mail
wants to control its own personal data, license it out to
16
19. GIO 3.0 Report
trusted marketers and content providers, and update it
as their needs change. For example, if you are getting
married, you will want specific articles and information
that would aid in planning the wedding. But after the
wedding, you may be looking for information about
buying a home. To change the mix of content and ads you
receive, you would simply update your online marketing
profile. Some people call it a “digital locker,” others know
it as a digital marketing profile, or digital identity.
Ultimately, consumers would be taking back control
of their personal data, the same information that is
bought and sold hundreds of times over by countless
companies. Consumers have already volunteered much
of that data to dozens of disconnected service
providers: the grocery store loyalty program, credit
card companies, iTunes. These are all pieces of a
®
digital puzzle that, when fit together, would make a
more complete picture of your personal preferences.
Add to that a personal level of control over the data,
and you would have a very powerful, humanized
STORAGE
Perhaps no single product of the digital age has
had more influence over how content is currently
consumed than cheap, plentiful storage. Today,
64 gigabytes of storage will run you about $350
dollars, and comfortably fit in your pocket. You
can store 21,000 songs on that amount of disk space. But by 2015, it is not
unrealistic to assume that the same amount of money in dollars will get you
a terabyte (1,000 gigabytes) of storage. That’s 1.5 million books, 330,000
MP3s, or 185 Wikipedias® in the palm of your hand. And enough storage
to carry your entire digital persona with you wherever you go.
17
20. THE DIGITAL PERSONA
marketing profile, one that marketers and content
producers would love to access.
For the consumer, considering how valuable that
information is, wouldn’t it be nice to get something
in return? Maybe not money, but at least more relevant
advertising and deals in exchange for keeping an
accurate record. By offering discounts and other
incentives in exchange for access to your personal data,
marketers could finally achieve that demographic of one.
Ultimately consumers can take back control of
their personal information — the same information
that is bought and sold hundreds of times over
by countless companies.
There are plenty of challenges to the concept. For
one thing, serendipity plays a huge role in both content
consumption and advertising (see Defining the Digital
Me, opposite). Also, content providers and marketers
will have to overcome the privacy concerns of
consumers being asked to volunteer personal
information. They will inevitably fear abuses of
that information, identity theft, and the like. But
today’s consumers already offer up their personal data
in bits and pieces all the time, and get very little in
return. That data gets abused and misused (or worse:
misinterpreted) on a daily basis. The digital persona
would at least provide a way to take back some small
measure of control over that data, and ultimately
provide businesses with their coveted market of one.
18
21. “Through better user insight, the value of the
advertising inventory rises with greater targeting.”
—Charles Moore, Head of Innovation at Reuters
Q&A that, and have some sort of commercial role and
ownership of that personal data. The opportunity
Defining the Digital Me is around establishing the business model that
enables the end user to both manage and com-
Charles Moore, Head of Innovation
mercialize their personal information in a way that
at Reuters, describes the benefits of
creates value for multiple parties, i.e., the end
the user-defined digital persona.
user, the advertiser, and the content owner.
GIO: What incentive would companies that control
GIO: How do you define the “digital persona”?
personal or marketing information on individuals
MOORE: It’s something along the lines of a
have to contribute that information to this digital
centralized electronic record around the interest,
persona, or digital profile?
behaviors, demographics, and other personal
MOORE: For the media owner to have access
data relating to an individual online, both a mix
to a current user profile enables increased value
of passively collected data, as well as proactively
at two levels. First, they can present customized
contributed data.
content and create a more relevant user experi-
GIO: Would it be entirely up to the consumer to
ence. But perhaps more important, through better
build and maintain this thing?
user insight, the value of the advertising inventory
MOORE: Not entirely, but I think the consumer has
rises with greater targeting.
to have some strong role in what passive informa-
GIO: Don’t end users still want some level of
tion they allow to be collected about them. So the
serendipity from the content they consume?
consumer is in control, but is not responsible for all
MOORE: That’s an important point. I don’t think
of the legwork in terms of data collection.
many consumers would ever want a 100 percent
GIO: That opens up the philosophical question of
personalized world where they are in complete
who owns and controls the value of personal data.
editorial control of all of the content that they con-
MOORE: I think that’s the nub of the matter and
sume. I think one of the things people like about
the potential opportunity here. I think most of this
some of the existing media forms, such as news-
information already exists today, and I think most
paper, is the editorial element and introducing
users aren’t aware of how much of their personal
content that they wouldn’t otherwise be exposed
data is actually out there, being resold by the
to or choose to read on a standalone basis. I think
marketing database outfits or just being collected
there’s probably a balance somewhere in the
about them as they go about their everyday online
middle. The consumer will ultimately decide what
surfing habits. So I think there’s an opportunity
that balance should be.
for the end user to actually take more control of
23. GIO 3.0 Report
Context Is King
In the age of free content, the future
(and the money) is in the context.
24. CONTEXT IS KING
These days, “content”—be it a newspaper
article, movie, song, or piece of market
research—is of limited and rapidly diminishing
value. For this we have the Internet, its limitless
cache of content and the ease with which that
content can be shared, to thank. The digital age
has made obtaining content nearly frictionless,
creating a perception in the marketplace that
content is free, or worth very little.
Perhaps that’s why so many companies are focusing
their efforts on the next ruler of the media landscape:
context. That is not to say that content is unimportant.
But it is quickly becoming the commodity backbone
WHAT IS CONTEXT?
Context, as it applies to content, comes in
many shapes and sizes. The basic defi-
nition is this: any information that adds
value to a piece of content, either for the
producer or consumer, by affecting the
delivery or consumption of said content. The most commonly
understood example of adding context to content is location-based
services. When you add information about an individual’s physical
location, it affects what kind of content they would like to consume
(local restaurants, movie times, or news broadcasts) and how they
would like to consume it (mobile phone, Web browser, etc.). If con-
tent is the “what,” context is the “when,” “where,” and “how.”
22
25. GIO 3.0 Report
What Would the a story, but most do not. But what if those masses
could see how a true expert went about achieving
Experts Do? understanding of a topic?
Steve Masiclat, Director of the New Media
What we need is the ability to see an expert path
Master’s Program at Syracuse University,
through a set of pages. If one could capture an
on the value of following an expert’s path
expert’s context in the form of the path traversed
through the Web.
and time spent on the search for meaning, one
might have a picture of the missing contextual
We live in a sea of digital information right at our
data needed to make the picture whole. One would
fingertips, but searching for it is an exercise in vari-
definitely have a valuable new set of information;
able success and excess. The Internet has made
you would have both an expert’s information set
publishers of millions. Everything is available to us
and an ideal path through it.
all the time, and the amount of data doubles every
five years. What we need is context, a schema
Arguably, this is the service editors provide. But
that orders these vast amounts of information into
where newspaper editors worked by culling a
related and comprehendible structures.
limited set of stories into those deemed “news-
worthy,” the Internet includes everything.
The problem with the way we create context
today is that we use what experts call ontology,
Information is a commodity and a low-cost one at
or data models. But what if that ontology has
that. The cry for context is really a cry for service
holes, as most do? Can you contextualize around
built upon the commodity; a cry for the ability to
missing data?
tailor that data to specialized needs and turn it
into intelligence. The most valuable service is the
Expert Internet users, hunting for information,
intelligence of an experienced data miner, and
will systematically go about finding all the pieces
their traverses through the morass. If that path
they need to build a satisfactory understanding of
could be turned into an interactive, clickable, and
a topic, using myriad sources. This is a behavior
clearly visible artifact, it would be a valuable addi-
undertaken every day by thousands of Internet
tion to the universe of information. That’s a news
users with as many varying levels of success.
object I’d subscribe to.
Some find enough information to make sense of
“Following the path of an experienced data miner as
he traverses the Internet has tremendous value.”
—Steve Masiclat, Director of the New Media Master’s Program at Syracuse University
26. AUTHENTICITY
Not Necessarily context of a story across the corpus of all stories.
The “delta” across documents, when compared,
the News starts to unlock intrinsic value in each document.
John Snyder, Founder of Grapeshot,
All of this can provide a benchmark for whether a
explains his efforts to extract value from
story is anything different and new in terms of con-
the flood of online news stories.
textual content. Through this constant, real-time
analysis, we can also determine which stories
Fresh news is not always relevant news. And when
are “accelerating,” or increasing in aggregate
there is a sea of information relentlessly beating
importance throughout the Web. In this way we
upon our shores, how do we start to understand
can distill the relevance of the news flow. It is this
what should actually be read or acted upon?
relevance that helps to define the news you and
I should hear about. Plotting the trajectory of a
A simple keyword search on a single company
story helps to separate the signal from the noise.
name in Google™ news can return an endless
number of irrelevant hits. But there is an alterna-
In addition, by tracking and discerning the content
tive: use all the keywords.
that individuals habitually read, and creating a
user’s “personal DNA,” we can match the DNA
If one compares the 500 words in one story with
of news stories to a user’s preference, thereby
the 480 words in another story, patterns begin to
increasing relevancy. You cannot possibly see
emerge. This analysis could be called the “DNA” of
everything on the Web, so when it comes to
the story, and when you compare that DNA against
getting the right things, less is more.
the DNA of all other news stories, it defines the
“The “delta” across documents, when compared,
starts to unlock intrinsic value in each document.”
—John Snyder, Founder of Grapeshot
27. GIO 3.0 Report
around which contextual services can be built. In this
regard, the media business is transitioning into a
service model, not unlike dozens of other industries
in the search for higher margins.
For example, one network executive at the GIO
meeting in New York was very keen on tracking content
with some kind of technology that would report back
Content is quickly becoming the
commodity backbone around which
contextual services can be built.
usage information. Surprisingly, his primary concern
was not fighting piracy, but rather discerning where
the content had been, how it had been consumed,
and how many people had consumed it. Some content,
especially advertiser-supported content, would increase
in value the more people consumed it. Other content,
like a stock tip, would decrease in value as more people
viewed it. In this case, context acts as a bridge between
the intention of content, and its actual results. But where’s
the business model?
“The money is there if you can connect ads with
25
28. CONTEXT IS KING
people’s intent,” says John Snyder, the founder of a
U.K.-based startup called Grapeshot, which is
™
developing software to help measure the “trajectory
and velocity” of news stories on the Web to help
advertisers connect with the right content at the right
time. “Most places are unaware of the intent of their
readers. Personalization has to reflect intent and context.”
DATA MINING
Data is everywhere. It’s universally accepted
that humans do a great job of collecting data
in the digital age. The problem is what to do
with all of it. With advances in processing
power and analytics software, the next 10
years could see a revolutionary change in how we make sense of
disparate data. As we discussed in the essays on context and digital
persona, taking consumer or business data, making sense of it, and
applying it in real time is an extremely powerful proposition. And the
advances that are expected in this field will enable not only better
personalization of content and marketing, but also predictive services
for use in myriad business applications, like Reuters is already doing.
By using powerful analytics software to sift through the universe of
data, businesses should be able to not only tell what has happened,
but also what will happen.
26
29. GIO 3.0 Report
Another example of distilling context from content
comes from one of IBM’s GIO partners, Reuters. The
®
global news organization has a new take on algorithmic
trading, the automated trading platforms used by many
Wall Street firms. Leveraging its relentless coverage of
the world financial markets, Reuters has developed a
service that trades stocks based on whether a company
is receiving positive or negative treatment in the press.
In milliseconds, the software can scan the Reuters
universe of news content, determine the overall
sentiment of that news toward a particular company
or industry, and place trades accordingly. 6 million
As data analytics continue to be refined, and the articles found
on Wikipedia
ability to match complex and disparate data sets to an
individual’s preferences is developed, there are many 182 non-English
editions of
opportunities for content producers to learn more Wikipedia
about how their content is consumed and where its
true value lies. That doesn’t make it any easier for the
hundreds of media companies that have built billion-
dollar businesses by creating and selling content. But it
does provide a path to some much-needed new
revenue sources.
27
31. GIO 3.0 Report
Going Mobile
Can wireless communications bridge the digital
and economic divides?
32. GOING MOBILE
It’s easy to think that the Internet is pervasive
throughout this new, so-called flat world. But
the truth is that huge swaths of the globe are still
without access to computers and the telephone
lines that connect them to the Internet. This
phenomenon is commonly known as the digital
divide. And while there have been many
well-intentioned attempts to connect rural
areas across the globe to the Internet, one
aspect has perhaps not been as well thought out:
Connecting is not the same as engaging.
When exploring issues around delivering content to the
rural poor, mainly through the use of cheap laptop
computers, there is a complicating factor. Even if you
were able to supply the masses with computers, and
connect them to the Internet, a large percentage of the
impoverished are illiterate, and would find it difficult to
master written language skills and a computer interface
at the same time.
As it happens, some of the most undeveloped parts
of the world are already beginning to experience the
connectivity of the Internet—but they are using mobile
devices instead of cheap laptops or obsolete desktop
computers. The mobile platform is clearly establishing
itself as a superior bridge for the digital divide. The
infrastructure is easier to build, the handsets are more
30
33. GIO 3.0 Report
affordable, and the interface is easier to master. The
advantage of mobile devices over PCs is that they rely
heavily on graphical interfaces, and do not require a
mastery of written language to operate. For the most
part they are still used largely for making voice calls,
though the potential is far greater.
12 billion
“It’s a pity if mobile phones are used only for voice mobile phones
in use worldwide
telephony,” says Ranjan Kapur, the country manager
in India for global advertising firm WPP.™ Kapur has a
passion for making mobile phones and the content they
could provide to the rural poor more accessible. He
believes that a universal iconic language could develop
on the mobile platform, ushering in widespread adoption,
and even facilitating commerce between India, China,
The mobile platform is clearly establishing
itself as a superior bridge for the digital divide.
Africa, and the rest of the world (see Iconic Literacy, page
33). “We need to find a way to make mobile telephones
more productive.”
One way to make mobiles more useful to people who
lack reading and writing skills would be to consider what
an “Audio Web” would look like. Not the Web as we
know it, converted into a phone, but an Internet that
could be navigated solely through the use of voice.
Information could be exchanged and transactions could
be conducted exclusively through voice commands. Call
it the “Spoken Web.” Real-time voice translation services
31
34. GOING MOBILE
would also go a long way toward enabling communications
and commerce between dialects and languages that have
strong oral cultures, yet very little literacy.
Simply put, wireless has the potential to connect,
create markets, and build new wealth. Besides delivering
content that could spur regional businesses (like getting
crop-specific information to improve yields), the mobile
platform also has the potential to bring rural environments
into the political fold, facilitate distance-learning, and
dramatically improve healthcare through telemedicine.
At the same time, Westerners should not assume they
know the type of content these rural regions need. The
trick is getting enough handsets into the hands of the
people, so they themselves can begin to create the content
they need. Few could have predicted the Internet’s many
uses before it was unleashed and placed into the hands of
millions of users. There’s no reason to think the mobile
platform will be any different.
WIRELESS BROADBAND
Get ready for the wireless streaming age.
Wireless broadband speeds will make
quantum leaps in the next 10 years. Imagine
100 megabits per second flowing to your cell
phone or mobile device. That’s enough speed
to stream music, movies, or video conference. This wireless surge
has major repercussions, not just for consumer media consumption,
but also in enterprise data access. With immediate access to virtu-
ally any piece of data or content you could want, thousands of new
business models become possible.
32
35. “What we need is a universal language;
a communication code based on visual icons.”
—Ranjan Kapur, Country Manager, WPP Group plc.
Q&A literate, are interacting with technology. They’re
playing video games. What is their medium of
Iconic Literacy interaction? It’s all visual.
GIO: Can this visual medium be scaled up,
Ranjan Kapur, Country Manager for India,
all the way from video games to complex
WPP Group plc., on visual languages and
communications?
their potential for the rural masses.
KAPUR: We have to overcome this problem of
educating the masses to be able to get the real
GIO: What is driving the need for mobile com-
benefits of technology. Today the real benefits of
munications in rural India?
technology are not available to illiterate people.
KAPUR: In India we have about 625,000 villages.
And I think that visual icons can probably overcome
Almost 67 percent of our population (about 700
this issue. What we need is a universal language,
million people) live in rural areas. Distances are
a communication code which I suspect is going
vast in this country, and these areas are discon-
to be based on some visual icons, because that
nected from each other. We have in excess of 800
seems the easiest, and most universally recog-
known dialects. And a dialect changes every 10
nizable way of being able to communicate with
kilometers. Now you can imagine what that does
each other.
for communication. Over 200 million people in
Take mobile telephony. Mobile telephony is
India live in what I call “media dark” areas. They
growing at the rate somewhere between 6 and
have no media available to them. No TV. No print.
7 million new phones per month in India, which
No radio.
means that we have somewhere between 75 and
GIO: What role does illiteracy play in keeping
90 million phones coming into the market every
these folks disconnected?
year. Half of them will be in the hands of a rural
KAPUR: Literacy is defined as an individual’s ability
community that is considered illiterate. Literacy
to read and write language, but literacy cannot and
is not going to grow at the same pace as mobile
will never be a measure of intelligence. And neither
telephony. The question is, can we develop a
is literacy a measure of an individual’s capability
visual icon language that allows the rural com-
to communicate and/or conduct business. English
munity to actually interact through those visual
itself is a very complicated language. That’s where
icons to conduct commerce, conduct business,
this whole issue of visual icons comes in. Children
find enterprise solutions, and communicate with
today, young kids, three years old, who have not
other people?
yet reached the level at which they can be called
37. GIO 3.0 Report
Additional Perspectives
A possible solution to the piracy problem;
China’s media ambitions; and the impact of
virtual worlds on branding.
38. AUTHENTICITY
Content Bill of Rights
Universal standards for content usage rights
could save the digital media business.
To consumers, current digital rights In this new scenario, usage rights would be
management solutions seem arbitrary, attached to a piece of content, not the device
proprietary, and terribly inconvenient. And used to consume it or the mechanism used to
through its tireless (and justifiable) efforts to deliver it. In other words, if you bought a digital
protect intellectual property, the media industry copy of Disney’s Pirates of the Caribbean, you
™
has inadvertently cultivated an adversarial would own the right to view that movie in all its
relationship between itself and its potential forms, regardless of whether you watched it on
customers. That’s no way to run a business. DVD, your iPod, your computer, or in a hotel
™
room while on a business trip. If you misplaced
Perhaps that’s why many media industry the DVD, you would be able to download it
executives are intrigued by the concept of again, no extra charge. The rules would be
universal standards. These standards would simple, fair, and universally applicable, creating
define the way different types of content can be an acceptable contract between the producers
used, rather than the diverse DRM solutions in and consumers of content.
use today. The belief is that some kind of
“content bill of rights” could more clearly define But more important, this content bill of rights,
usage, reduce friction, and perhaps spur whatever form it ultimately takes, would be
sales of digital content. Maybe even enough written collaboratively, through a combination
to save those businesses built around the of input from content producers, distributors,
creation and distribution of digital media. device manufacturers, and consumers.
36
39. GIO 3.0 Report
Student participants in the GIO repeatedly Despite widespread public opinion to the
bemoaned their lack of a voice in their contrary, the media industry is not unreasonable
relationship with the music industry. The in its demands. “There needs to be some
students feel the industry treats them as the platform where people can transfer content the
enemy. As a result, though moral high ground way they want to but allow producers to monetize
is actually with the industry, public sentiment it,” said Andy Tseng, a general manager at
Sony™ Electronics, an IBM GIO partner.
Usage rights would be attached
The content bill of rights would not solve the
to a piece of content, not the
technical limitations of digital rights
device used to consume it or the management; some consumers will always
mechanism used to deliver it. steal content if given the choice. But if the
universal rights were widely understood and
is with consumers. But if consumers were given undeniably fair, it might encourage a greater
a voice — through open online forums, wikis, percentage of consumers to pay for their
or other collaboration tools — in constructing the content. And that alone would be a victory,
new rules of content consumption, perhaps that of sorts, for the industry.
relationship could be repaired.
37
40. AUTHENTICITY
Regional Spotlight: China
With the eyes of the world upon it, China aims to tell its story.
41. GIO 3.0 Report
These days, no matter what the topic, the value. By becoming a leader in content creation,
whole world seems to want to know what particularly by populating the Internet with
impact China may have on it. And so it is with Chinese language content, China could tell the
media and content. world of its glorious past and bright future. But
China will have great challenges to overcome in
Not surprisingly, China sees itself playing a this regard, most of them self-imposed.
major role in the future of media and content
creation and distribution. What is surprising, For one thing, the media and the Internet in
however, is how strongly the Chinese feel about China are controlled by the state. Some of our
the purpose of that content. GIO participants complained that until artists
and creative types feel comfortable expressing
“You have to take a long-term view,” said
Can Chinese content tell
Lawrence Tse, a partner in Gobi Partners, an
the rest of the world about
early-stage venture capital firm based in
Shanghai and Beijing. “We’re not just talking Chinese culture?
about getting Chinese language content on the
Internet, we’re looking at what kind of content themselves without repercussions, content
can transcend language. Everyone in the world creation will never truly flourish in China. Without
watches content from Hollywood. But can that artistic freedom, China will have a hard time
Chinese content tell the rest of the world about duplicating the success of Hollywood. For this
Chinese culture?” reason, and others, foreign investors will be hard
to come by.
Of course, Hollywood exported American culture
incidentally, more as a byproduct of its success Ultimately, China’s success in producing and
in the entertainment business than anything else. disseminating content lies in its own hands.
But in China there is a widespread sense that all It has the world’s attention already — it’s only
content should have educational and cultural a matter of what it wants to say.
42. AUTHENTICITY
Virtual Uncertainty
Irving Wladawsky-Berger, Chairman Emeritus
of the IBM Academy of Technology, on the impact of
virtual worlds on the business landscape.
43. GIO 3.0 Report
It’s not often that the media industry goes by content I mean everything from information,
through major upheavals. There was the advertising, and interactive content to the
television back in the 1940s; the VCR in the traditional forms of media content — must be
1970s; and of course, the Internet in the 1990s. completely rethought. In virtual worlds, it’s
less about consumerism, and more about
But now, in 2007, we are facing the second expressionism. Ironically, the power of
major upheaval in just the last decade. Before technology has created an extremely human
the dust has a chance to settle from the Internet element to these worlds. Any company
revolution, we are already taking our initial steps looking to do business in these worlds had
into the next: the virtual world revolution. better keep that in mind, lest their message
get misconstrued, ignored, or co-opted.
Just like the World Wide Web is forcing content
creators of all stripes to reconsider how they We are merely at the beginning of this revolution,
craft and distribute their messages, the rapidly and it is impossible to say what new platforms
developing virtual world, or 3D Internet, is of content creation and distribution may arise
changing the game again. This time, however, over time. But businesses interested in branding
with the memory of how the Internet changed and messaging in these worlds had better
the media landscape still fresh in our minds, we consider their new contextual surroundings,
have a chance to recognize and capitalize on
In virtual worlds, it’s less
this movement to virtual worlds, which is still in
about consumerism and more
its most embryonic stages. Today’s virtual
about expressionism.
worlds are to the future of the Web what silent
movies were to Hollywood: merely the first step
in a wide-open world to come. and create campaigns that are sufficiently
appropriate for the medium. Done right,
Virtual worlds are an entirely different medium virtual worlds present a compelling new
than anything that has come before it. They are medium for the old school media companies,
incredibly expressive, interactive, and personal. the marketers that rely on them, and the
Therefore, content created for those worlds — and consumers they both want to reach.
45. ABOUT THE GIO
In early 2004, IBM took an unprecedented step: We opened up our annual
technology and business forecasting processes to the world with the first
Global Innovation Outlook. We gathered our top researchers, consultants,
and business leaders, armed them with the latest insights on emerging
technical trends and socioeconomic shifts, and created a platform upon
which our entire innovation ecosystem could join together to surface
new and unforeseen opportunities for business and societal innovation.
pt o
The GIO is rooted in the belief that, in the early days of the 21st century,
the very nature of innovation has changed. It is increasingly open,
r s wy
collaborative, multidisciplinary, and global. This shift means that the truly
revolutionary innovations of our time — those that will create new markets,
l fj
redefine old ones, and maybe even change the world for the better —
require the participation and investment of multiple constituencies. The GIO
p
challenges some of the brightest minds on the planet — from the worlds of
od p u i
business, politics, academia, and nonprofits — to collaboratively address
some of the most vexing issues on earth.
n
z
This collaboration begins with a series of open, dynamic conversations
x
called “deep dives.” To date, more than 40 GIO deep dives on six continents
have brought together close to 500 influencers from dozens of countries.
These free-form conversations, fueled by a diverse mix of expertise and
k
perspectives, are inevitably candid and spirited. Collectively, they result in
an explosion of ideas that spark new relationships, policy initiatives,
and market opportunities for all involved. Previous topic areas have included
the environment, healthcare, and transportation. For copies of reports from
previous GIOs, please visit www.ibm.com/gio.
43
46. AROUND THE WORLD IN 60 DAYS
Pursuing a truly global perspective on the future of media and content, IBM convened
nine GIO deep dives in seven cities across the globe. Here is a sampling of the regional
findings from the GIO blog, which can be found at gio.typepad.com.
nc NEW YORK:
w
Young people have
m n q gv
no sympathy for
the struggles of
media companies
j
trying to protect their
copyrighted material. They don’t recognize
ru the word “piracy.” They call it “sharing.”
LOS ANGELES:
Listening without fear to
l
customers and critics is
the only way to achieve
an authentic brand.
o
o
LONDON:
Content, though shared
and distributed in myriad
n
new ways, has not
substantially changed in
b
hundreds of years.
44
47. pt o
SEOUL:
There is value in letting
content providers know
just what kind of content
s wy you’re in the mood
for, like an instant-
fj
message status indicator for content.
HELSINKI:
p
Personal broadcasting
could help individuals
pu n
identify content and
like-minded people in
z
any location, creating
k
x
spontaneous communities in real time.
SHANGHAI:
If China emerges as a
global force in media
and content production,
MUMBAI:
it should use that
What if a universal,
position to educate the
visual language —
world about Chinese culture and values.
developed through the
use of mobile devices —
that could bridge the
technology divide, not just in India, but in
Central Asia and throughout Africa as well?
45
48. The GIO meetings on media and content brought together 142 ecosystem
participants from 18 countries in seven cities. Contributors include
representatives from the following companies and organizations:
4 Jems Entertainment International Academy of Television Shanghai Telecom Technology
Aarhus School of Business Arts & Sciences Research Institute
Academy of Motion Picture iVillage Six Apart, Ltd.
Arts and Sciences JoongAng m&b Skylake Incuvest & Co.
AmCham Intellectual Property Rights Kim & Chang Sobey Digital Technology Co., Ltd.
Committee Korea Digital Satellite Broadcasting Sofinnova Partners
AT&T Labs, Inc. (SkyLife) Sony Corporation of America
Autodesk, Inc. Kulow Kommunikation Sony Electronics, Inc.
Bertelsmann AG Lehman Brothers Holdings, Inc. Sony Pictures Entertainment, Inc.
Bharti Airtel Ltd. Lightspeed Venture Partners Spiritel plc
Big 92.7 FM Linden Lab Stanford University
CEDEO.net Malayala Manorama Sulake Corporation Oy
w
Chaos Computer Club Massachusetts Institute of Technology Syracuse University
China International Electronic Mayfield Fund Tallinn University of Technology
Commerce Center McGovern & Associates PC Target Partners
Columbia Business School Motorola, Inc. Tata Sky
g Columbia University Mr. Youth LLC Tatter & Company
Copenhagen Business School Nanfang Daily Group Technicolor
Dayang Technology Development Inc. NEOGAMES Telenor Research & Innovation
Draftfcb Neowiz TELUS Corp.
Dynamoid Oy New Delhi Television Limited Teosto
Elisa Oyj NGEN Media Services Pvt. Ltd. The9 Limited
European Centre for International Nokia Corp. Think Tank Group UK
Political Economy Norwegian Broadcasting Corp. Time Inc.
European Commission Office of Communications (Ofcom) Tsinghua University
Facebook, Inc. Ogilvy & Mather Union Square Ventures
Fairfax Digital Ltd. OhmyNews University of Helsinki
FeedBurner Oxford Säid Business School University of Manchester
Financial Times Peking University University of Southern California
Finnair Cargo Procter & Gamble Co. Marshall School of Business
Games2win India Pvt. Ltd. Public Knowledge Viking Venture
George Mason University Reliance Communications Ltd. Virgin Media
Gobi Partners Rensselaer Polytechnic Institute Vodafone Group plc
Grapeshot Ltd. Reuters Group plc Wal-Mart Stores, Inc.
Hanyang University RPG Enterprises The Walt Disney Company
Harley-Davidson, Inc. Sankalp Retail Value Stores Pvt. Ltd. Warner Music Finland
Hindustan Petroleum Corporation Science Business Publishing Ltd. Wharton School, University of
Limited Seagate Technology Pennsylvania
Home Box Office, Inc. Seoul Metropolitan Government WI Harper Group
Honjo International Scholarship Seoul National University WPP Group plc
Foundation Shanda Interactive Entertainment Ltd. Xerox Innovation Group
iN3 Partners, Inc. Shanghai Academy of Social Science Z+ Partners
Indian Institute of Technology Madras Shanghai Jiao Tong University Zee Entertainment Enterprises Ltd.
Institute for Information Industry
46