The document discusses communication in a new digital era. It outlines some of the most important changes like the speed of information, worldwide access, and being constantly connected. In the short term, communication is shifting from broadcasting to participating and listening. A new social hierarchy is emerging where people have more power than traditional media institutions. In the long term, a generation gap is appearing between "digital natives" and "digital inhabitants" as communication becomes omnipresent and power balances shift from companies to individuals. To adapt, organizations must analyze current and future gaps and make a roadmap for the new environment.

1. Communica8on
in
a
new
era
Digital
media
Amsterdam,
18
May
2010
by:
Iris
van
Opstal
©
2010
Buro
Iris
www.buroiris.nl
info@buroiris.nl
1

2. A SHORT INTRODUCTION
α Director/Owner
at
BURO
IRIS
a
versa'le
and
impassioned
marke'ng
and
communica'on
agency
specialized
in
brand
strategy,
brand
ac'va'on
and
internal
branding
α Head
of
Marke8ng
&
Communica8on
at
Na8onale-­‐Nederlanden
α Manager
Marke8ng
Europe
at
Ernst
&
Young
α Editor
in
chief
PromoTime
Publica8ons
α Winner
of
‘Boer
&
Croon
Innova8on
in
Communica8on
Award
2010’
©
2010
Buro
Iris
www.buroiris.nl
info@buroiris.nl
2

3. CONTENT
α Communica8on
in
a
new
era
α The
most
important
changes
α The
short
term
α The
long
term
α Ques8ons?
©
2010
Buro
Iris
www.buroiris.nl
info@buroiris.nl
3

4. COMMUNICATION IN
A NEW ERA (1)
“ Technology is shifting the power away from the
editors, the publishers, the establishment, the media
elite. Now it’s the people who are in control.
Rupert Murdoch, Global Media Entrepreneur
”
©
2010
Buro
Iris
www.buroiris.nl
info@buroiris.nl
4

5. COMMUNICATION IN
A NEW ERA (2)
©
2010
Buro
Iris
www.buroiris.nl
info@buroiris.nl
5

6. A SMALL IMPRESSION OF THE
POSSIBILITIES…
The
Conversa'on
Prism,
Brian
Solis
©
2010
Buro
Iris
www.buroiris.nl
info@buroiris.nl
6

7. THE MOST IMPORTANT CHANGES
α Speed
of
informa8on
α Worldwide
access
α 24/7
connected
©
2010
Buro
Iris
www.buroiris.nl
info@buroiris.nl
7

8. THE SHORT TERM (1):
CHANGES IN COMMUNICATION
α It’s
all
about
collec8ng
rela8onships
instead
of
a^rac8ng
a
temporary
audience
α It’s
all
about
listening,
then
responding
α It’s
all
about
par8cipa8on
instead
of
sending
informa8on
α It’s
all
about:
 pocketable
distribu8on
 back-­‐channeling
 social
mobility
 consumer
generated
media
©
2010
Buro
Iris
www.buroiris.nl
info@buroiris.nl
8

9. THE SHORT TERM (2):
CHANGES IN COMMUNICATION
α A
new
social
hierarchy
(Forrester
Research,
2008)
©
2010
Buro
Iris
www.buroiris.nl
info@buroiris.nl
9

10. AN EXAMPLE: FEDEX (1)
25.500
photos
More
than
7.500
videos
More
than
500
groups
135
groups
More
than
8.000
par?cipants
©
2010
Buro
Iris
www.buroiris.nl
info@buroiris.nl
10

11. THE LONG TERM:
CHANGES IN SOCIETY
α Digital
na8ves
versus
digital
inhabitants
A
digital
na8ve
is
a
person
for
whom
digital
technologies
already
existed
when
they
were
born,
and
hence
has
grown
up
with
digital
technology
such
as
computers,
the
Internet,
mobile
phones
and
MP3s.
A
digital
immigrant
is
an
individual
who
grew
up
without
digital
technology
and
adopted
it
later.
(Wikipedia)
α Communica8on
is
omnipresent
Everybody
communicates
constantly
with
everybody,
whether
it
is
by
mobile
phone,
mail,
chat,
blog,
Twi^er,
Flickr,
YouTube
or
face-­‐to-­‐face.
People
communicate
just
as
easily
with
friends
and
family
as
with
total
strangers.
α The
power
balance
has
shided
from
companies
and
ins8tu8ons
to
the
individual
and
communi8es.
 A
genera8on
gap
as
never
seen
before…
©
2010
Buro
Iris
www.buroiris.nl
info@buroiris.nl
11

12. SO WHAT’S NEXT?
1. Strategy!
2. Current
gap
analysis
3. Future
gap
analysis
4. The
roadmap
to
a
new
environment
©
2010
Buro
Iris
www.buroiris.nl
info@buroiris.nl
12