Second Keynote presentation at dotgain.org Conference London November 2010

1. Naviga.ng
the
Way
Forward
Tony
Hodgson
dotgain.org
Conference
30
November
2010

2. Naviga.ng
the
Way
Forward
 Guide
 Des.na.on
 Direc.on

3. “Just
when
you
think
it
can't
get
any
worse,
suddenly
it
gets
even
worse”.
Marvin
the
Android
-­‐
Hitchhikers
Guide
to
the
Galaxy

4. Disrupting the Future
“We
are
today
as
far
into
the
electric
age
as
the
Elizabethans
had
advanced
into
the
typographical
and
mechanical
age.
And
we
are
experiencing
the
same
confusions
and
indecisions
which
they
Uncommon Wisdom for Navigating
had
felt
when
living
simultaneously
in
two
Print’s Challenging Marketplace
contrasted
forms
of
society
and
experience.”
Joseph W. Webb, Ph.D.
Richard M. Romano

5. First
published
48
years
ago!
Four
epochs
of
history
Oral
tribe
culture
Manuscript
culture
The
Gutenberg
Galaxy
Electronic
age

6. Oral
Tribe
Culture
–
many
thousand
years
One
to
One
One
to
a
Few
Cave
painEng
from
Lascaux,
France,
c.
15,000-­‐10,000
BC

7. Manuscript
Culture
-­‐
4500
years
One
to
a
Few
Sumerian
Clay
Tablet
–
3000
BC
One
to
Few
more
Italian
Illuminated
Bible
–
1500
AD

8. Gutenberg
Galaxy
-­‐
550
years
One
to
Many
One
to
Many
More
Gutenberg
Bible
c1450
One
to
Very
Many
AARP
Magazine
Nov/Dec
2010

9. Electronic
Age
–
20
years
One
to
Very
Many
in
1995:
16
million
users
2010:
2
billion
users
–
nearly
1/3
world
popula.on
Netscape
Navigator
Browser
1995

10. Tim
Berners-­‐Lee
and
the
Post-­‐Gutenberg
Galaxy
The
World
Wide
Web
could
prove
as
important
as
the
prin.ng
press.
That
would
make
Berners-­‐Lee
comparable
to
Gutenberg.
Robert
White,
Time
Magazine,
May
1997
The
web
is
viewed
as
“just
another
publishing
medium.
This
was
definitely
not
our
inten.on”.
Robert
Callieu,
Time
Magazine,
May
1997
The
idea
that
anyone
in
the
world
can
publish
informa.on
and
have
it
instantly
available
to
anyone
else
in
the
world
created
a
revolu.on
that
will
rank
with
Gutenberg's.
Walter
Isaacson,
Time
Magazine,
December
1999

11. The
Global
History
of
Media
 At
first,
Word
of
Mouth
 One
to
one,
one
to
a
few
 Drawing,
Pain.ng,
Wri.ng
 One
to
a
few…
 Hundreds
at
most
 Prin.ng,
Radio,
Film,
TV
 One
to
many…
 One
to
many
hundreds,
thousands,
millions
 World
wide
web
of
two
billion
users…
 Many
to
many,
or
a
few
…
or
just
one

12. Fast
forward
to
the
NoughEes
Many
to
Many

13. A
Peek
into
the
Future
 The
Future
of
Print
Media
beyond
2020
 Ci.zen
Crea.on
“We
an.cipate
that
at
least
1/3
of
all
news
and
magazine
content
will
be
created
by
ci.zens
by
2020”

14. The
Des.na.on
 Defending
print
against
new
media
misses
the
point
 Print
has
been
the
dominant
mass
publishing
medium
 Digital
changes
publishing
itself
from
a
broadcast
medium
to
a
personalised
medium
 We
are
entering
a
new
epoch
when
publishing
could
only
be
done
by
a
few
to
when
it
will
be
done
by
anybody.
 Key
point
to
overcoming
McLuhan’s
“confusion
and
indecision”
 Mass
broadcast
publishing
and
marke.ng
is
in
decline
but…
 Personalised
publishing
creates
opportuni.es
for
communica.on
media
service
providers

15. The
Challenges
for
our
Clients
 Marketers
no
longer
control
the
marke.ng
message
 Publishers
and
their
retail
channels
are
being
by-­‐passed
by
authors,
ar.sts,
their
readers
and
their
listeners
 Content
is
no
longer
mass
produced.
It
is
personalised.
 Relevance
and
immediacy
are
the
new
measures
of
quality
 The
medium
is
as
important
as
the
message.
How
you
reach
your
audience
determines
who
you
reach.
 Everybody
can
be
their
own
publisher
through
their
mobile
phone,
their
tablet,
their
Facebook
page.
They’ll
publish
to
web,
to
mobile,
to
print.

16. It’s
What
this
Conference
has
been
About
 Cross
Media
Marke.ng
 New
Media
 Relevant,
mulE-­‐channel
and
 Pla^orm
independent
outputs
–
personalised
PDF,
print,
on-­‐demand,
personal
 Web
to
print
 Digital
Marke.ng
with
the
Web
 The
web
as
a
on-­‐demand,
 Web
sites
are
not
brochures.
It’s
transacEon
medium
about
how
you
engage
clients
 Personalised
Publishing
 Email
 Mobile
to
print
photobooks
 Old
media
or
new?
Similar
 InteracEve,
personalised,
challenges
to
print.
premium
products
 Social
Media
 Data
 In
its
infancy,
but
is
the
future
of
 Underpins
everything
mass
communicaEon

17. Direc.on
–
how
dotgain.org
is
helping
 Customer
engagement
 Website
EvaluaEon
 Customer-­‐Centric
Index
 Online
MarkeEng
Strategy
 Business
Strategy
 On-­‐site
Consultancy
 SituaEon
Analysis
–
market,
clients,
technology,
skills
 Digital
Business
Strategy
 Learning
 SoluEons
Selling
and
MarkeEng
workshops

18. Naviga.ng
the
Way
Forward
 Long-­‐term
future
 Chart
progress
as
we
go
 Annual
review
 Think
5
years
ahead