The document discusses the future of communications and marketing. It notes that (1) the web has evolved from read-only to read-write and now semantic, (2) technology and screens are everywhere and consumers are always online, multi-tasking and creating/sharing content, and (3) media is fragmenting while new media companies and experiences like augmented reality are emerging. It emphasizes the importance of storytelling, enabling fans, doing things with people rather than just broadcasting, and focusing on social interactions and making people's lives better.

1. The Future of Communications
Radio Africa 2020 Conference
Mombasa, Kenya
October 5th, 2012

2. Good Afternoon.

3. “The future is already here - it’s just
not very evenly distributed”
William Gibson

5. The world has changed.

6. The Web.
1.0 2.0
Read only Read Write

7. The Web.
3.0
Semantic

8. “If you don’t like change you are
going to like irrelevance even less”
General Eric Shinseki

9. Consumer
Media Technology

10. Technology: Type to Touch

11. EVERYWHERE
Technology: Screens Everywhere.
100ft
10ft
3ft
2ft
1ft

13. Consumers
Always On(line)
Time shifting
Screen shifting
Connected
Multi-tasking
Creation and Control

14. davidarmano.typepad.com

15. Consume, produce
and share.

16. Media
Fragmentation
Disintermediation
New Media Companies
Democratization

17. Reaching a 50 Million Audience
Radio
38 yrs
TV
13 yrs
Internet
4 yrs
iPod
3 yrs
Facebook
2 yrs

18. Media Fragmention

19. New Media companies

20. Marketers are at a crossroads.

21. Most agencies were not built
for dialogue.

22. “Traditional Digital” is still rampant

24. Many agencies still use Facebook as
a broadcast platform.

26. Sometimes that works.

27. More often it doesn’t.

28. What lies ahead?

29. Not the Advertising we knew!

30. Nor maybe what we imagined.

31. Experiences rule.

32. Augmented Reality
Becks turns everyday locations into works of art with its new augmented reality
app. Its Green Box Project work can only be seen using a smart device app

33. Storytelling is a must.

34. Transmedia: Jay-Z’s Decoded
The launch of ‘Decoded‘, a memoir by Jay-Z,
was preceded by a campaign that allowed you
to read entire pages from the book in several
locations cited in the biography.
Half of the pages were displayed on traditional
billboards, the rest on quirkier forms, such as
at the bottom of a hotel swimming pool, or on
the felt of pool tables in a pool hall
These popped-up in cities including New York,
LA, Miami and London, The location for the
pages could be determined by searching at
Bing.com/Jay-Z

35. Jay-Z Decoded

36. Jay-Z Decoded

37. Creating and enabling fans.

39. “Customers don’t own brands but they
do want to participate”
James Vallance

41. Fiat Mio – Crowdsourcing a car
http://www.fiatmio.cc/en/

42. Mercedes Tweetrace

43. Don’t overestimate how much
people care

44. From saying things at people to doing
things with and for people

45. Ford Explorer Facebook reveal
http://mashable.com/2010/07/26/ford-explorer-facebook-reveal/

46. The end of interruption.

47. Digital Brand Utility

48. Social will be the standard.

49. Social Commerce
Web app Tweet-a-Beer lets users buy a drink for Twitter friends, using ecommerce
platform Chirpify to sync their Twitter account with their PayPal account.

50. Social TV

51. T-Commerce

52. Consumer buzz can be great.

54. Or really bad.

55. How to lose $180,000,000

56. Either way it spreads quickly.

57. They don’t call it viral for nothing.

58. Five closing thoughts on the future
of communications.

59. Make people’s lives better.
h7p://www.flickr.com/photos/artsyt/

60. Be Media Positive.

61. Stick around.
HT
h7p://farisyakob.typepad.com/
h7p://www.flickr.com/photos/jryle79/

62. Do More. Say Less.

63. “Nostalgia isn’t a Business Model”
John Naughton

65. info@savannah-strategies.com