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Small is the New Big
Understanding how the fracturing of media creates new opportunities for
brands to create a deeper relationship with consumers people.

ADC Young Masters “Digital Media” | May 16th, 2008 | Jeremy Abbett
“   Brands today
    cannot be sustained
    by what in the past
    has been called
    advertising…
    everything a brand
    does that connects
    to the consumer is
    media.
    Lee Clow
    TBWA Chiat/Day




                          © Jeremy Abbett
Profound shifts in consumer behavior,
       technology and media




                                        © Jeremy Abbett
Profound shift in consumer behavior




                                      © Jeremy Abbett
Baby Boomers vs. Millennials




   Baby Boomers                          Millennials
D.O.B. 1946 and 1964                 D.O.B. 1980 and 2000




                                                            © Jeremy Abbett
Defining Values



    Individual
Fixed social groups
    Pessimists
      Critical
      Private
   Hierarchical
     Ordered



    Baby Boomers                              Millennials
 D.O.B. 1946 and 1964                     D.O.B. 1980 and 2000




                                                                 © Jeremy Abbett
Defining Values



    Individual                                      Social
Fixed social groups                         Flexible social groups
    Pessimists                                    Optimists
      Critical                                    Accepting
      Private                                      Sharing
   Hierarchical                                      Flat
     Ordered                                    Reject borders



    Baby Boomers                                  Millennials
 D.O.B. 1946 and 1964                         D.O.B. 1980 and 2000




                                                                     © Jeremy Abbett
                           via Zeus Jones
© Jeremy Abbett
© Jeremy Abbett
Consumer behaviour is now about active
participation and not passive consumption




                                            © Jeremy Abbett
Profound shift in technology




                               © Jeremy Abbett
Four Eras of Computing




                         © Jeremy Abbett
Mainframe Era, 1960




                      © Jeremy Abbett
Personal Computer Era, 1980




                              © Jeremy Abbett
Mobility Era, 2000




                     © Jeremy Abbett
Ubiquity Era, 2020+




                      © Jeremy Abbett
Four Eras of Computing




                         © Jeremy Abbett
Moore’s Law




           Moore's Law describes an
         important trend in the history
        of computer hardware: that the
        number of transistors that can
         be inexpensively placed on an
        integrated circuit is increasing
            exponentially, doubling
        approximately every two years.




                                           © Jeremy Abbett
As price falls processing power rises




                                        © Jeremy Abbett
© Jeremy Abbett
© Jeremy Abbett
Depicts 426,000 cell phones, equal to the number
       of cell phones retired in the US every day.




                                                © Jeremy Abbett
Communications technologies historically
  have had broad appeal for consumers




                                           © Jeremy Abbett
© Jeremy Abbett
“ The most human our
  thing about us is
 technology.
 Marshall McLuhan




                       © Jeremy Abbett
As the price-barrier to technology falls so
        does the barrier to entry.




                                              © Jeremy Abbett
Profound shift in media




                          © Jeremy Abbett
© Jeremy Abbett
Top 10 Advertisers in Traditional Media




                                          © Jeremy Abbett
The periodical planted the seeds of democracy




                                            © Jeremy Abbett
Radio created a celebrity-oriented society




                                             © Jeremy Abbett
Television homogenized the culture




                                     © Jeremy Abbett
© Jeremy Abbett
© Jeremy Abbett
Profound Shift in Media




                                                Web
                                                Media

Radio                Television

        Descending
          Media
                                               Ascending
                                                 Media


                                      Mobile               Digital
                                      Media                 OOH
          Print




                                                                     © Jeremy Abbett
Information is no longer an object
    that has to be transported




                                     © Jeremy Abbett
A fundamental shift in publishing




                                    © Jeremy Abbett
A fundamental shift in radio




                               © Jeremy Abbett
A fundamental shift in broadcasting




                                      © Jeremy Abbett
“ Technology is away
  shifting power
 from the editors, the
 publishers, the
 establishment, the
 media elite. Now it’s
 the people who are
 taking control.
 Rupert Murdoch
 Wired,
 July 2006




                         © Jeremy Abbett
Media is now a triathlon: consume,
        produce and share




                                     © Jeremy Abbett
Profound shifts:
1. Consumer behavior is about active participation
2. The barrier to technology is falling
3. Media is a triathlon: consume, produce and share




                                                      © Jeremy Abbett
The Rise of Micro




                    © Jeremy Abbett
Profound shift in consumer behavior




 People want to actively participate




                                       © Jeremy Abbett
If someone searches for you on the Web and comes up empty-handed, do you exist?




                                                                                  © Jeremy Abbett
Distributed Identity

“ Online identity is a distributed construct, with different -
  elements - professional, personal, different interests, etc.
  represented in different ways on different platforms.
                                                          - F. Yakob




                                                                       © Jeremy Abbett
© Jeremy Abbett
jeremy.abbett.net




                    © Jeremy Abbett
www.facebook.com




                   © Jeremy Abbett
www.twitter.com/jeremytai




                            © Jeremy Abbett
www.youtube.com/user/jeremytai




                                 © Jeremy Abbett
jeremytai.muxtape.com




                        © Jeremy Abbett
www.barackobama.com




                      © Jeremy Abbett
www.modernista.com




                     © Jeremy Abbett
© Jeremy Abbett
© Jeremy Abbett
© Jeremy Abbett
Profound shift in technology




Accessibility is no longer an issue




                                      © Jeremy Abbett
Software and Hardware




                        © Jeremy Abbett
www.popurls.com




                  © Jeremy Abbett
pipes.yahoo.com




                  © Jeremy Abbett
maps.google.com




                  © Jeremy Abbett
www.friendfeed.com/jeremytai




                               © Jeremy Abbett
www.proce55ing.net




                     © Jeremy Abbett
BBC Olinda




© Jeremy Abbett
CityWall




© Jeremy Abbett
I Want You To Want Me




                        © Jeremy Abbett
Profound shift in media




  Open for everyone




                          © Jeremy Abbett
Brands that choose to do more than banners realize that
           they are starting a relationship.




                                                      © Jeremy Abbett
www.twitter.com/comcastcares




                               © Jeremy Abbett
www.twitter.com/southwestair




                               © Jeremy Abbett
www.twitter.com/zappos




                         © Jeremy Abbett
twitter.zappos.com




                     © Jeremy Abbett
live.yahoo.com




© Jeremy Abbett
www.qik.com/truthdaredoubledare




                                  © Jeremy Abbett
“Interesting things happen along borders - transitions
  - not in the middle where everything is the same.”

                     Neal Stephenson
                      “Snow Crash”




                                                         © Jeremy Abbett
Interesting              Early Majority   Late Majority
                                     34%              34%


               Early Adopters
                   13.5%


 Innovators                                                                   Laggards
    2.5%                                                                        16%




Time




              Adoption cycle of products and services. Distribution of different
                                      types of people.




                                                                                         © Jeremy Abbett
The Rise of Micro
1.People will participate if it’s built-in
2.Developing technology is becoming easier
3.Media creation is a part of our daily lives




                                                © Jeremy Abbett
“   The best way to
    predict the future is
    to invent it.
    Dr. Alan Kay
    Computer Scientist




                            © Jeremy Abbett
1. create content
2. embrace technology




                        © Jeremy Abbett
3. jump fences
1. create content
2. embrace technology




                        © Jeremy Abbett
3. jump fences
1. create content
2. embrace technology




                        © Jeremy Abbett
3. jump fences
1. create content
2. embrace technology




                        © Jeremy Abbett
3. jump fences
Thank You




                           © Jeremy Abbett
http://jeremy.abbett.net
Bibliography/Sources

You have 30 minutes/day

http://friendfeed.com/jeremytai
http://www.popurls.com
http://marketing.alltop.com/

You have more than 30 minutes/day




                                    © Jeremy Abbett
Bibliography/Sources




2. http://www.flickr.com/         3. http://                       4. http://www.facebook.com/
photos/                          www.edwardhann.co.uk/            event.php?eid=11999072270
14565640@N06/1581003185/         images/idp/top.jpg




5. http://www.flickr.com/         10. http://www.flickr.com/        11. http://www.flickr.com/
photos/                          photos/                          photos/jeremytai/1841475339
23065375@N05/2235529346/
                                 aliciaenelpaisdelasmaravillas/
http://thecobrasnake.com/        2293715229/




                                                                                                © Jeremy Abbett
partyphotos/tonedef/
tonedef095.html
Bibliography/Sources




                                                                      15. http://www.flickr.com/
13. http://www.flickr.com/             14. http://www.flickr.com/
                                                                      photos/kowitz/847992535/
photos/cote/54408562/                 photos/puckman/247365323/




                                                                      20. http://
16. http://citywall.org/pages/        19. http://
                                                                      www.chrisjordan.com/
about                                 www.applematters.com/article/   current_set2.php
                                      how_much_cheaper_is_the_ipod
                                      _going_to_get/




                                                                                                  © Jeremy Abbett
Bibliography/Sources




25. http://                         26. http://www.flickr.com/     27. http://www.banksy.co.uk/
www.collectionscanada.gc.ca/        photos/venky7/2157804173/     outdoors/images/landscapes/
innis-mcluhan/index-f.html                                        rats/solittletosay.jpg




36. http://www.flickr.com/           37. http://www.flickr.com/     38. http://www.flickr.com/
photos/stewart/461099066/                                         photos/redjar/114152524/
                                    photos/styrheim/370695350//
                                                                  http://www.flickr.com/photos/
                                                                  tartanpodcast/150237767/




                                                                                                 © Jeremy Abbett
Bibliography/Sources




39. http://www.flickr.com/           40. http://www.wired.com/   41. http://www.flickr.com/
photos/creepysleepy/                wired/archive/14.07/        photos/
2189869670/                         murdoch_pr.html             8622063@N04/2111663455/
http://www.flickr.com/photos/
jahlovely/2359408507/




43. http://toxi.co.uk/blog/         48. http://www.flickr.com/   109.. http://
2007/04/breaking-silence-audi-      photos/anyaka/638853314/    www.kyotoprize.org/
tt-new-shoots.htm                                               prizewinners_2004.htm




                                                                                            © Jeremy Abbett
Bibliography/Sources




110.. http://www.flickr.com/        111.. http://www.flickr.com/                      112.. http://www.flickr.com/
photos/malota/350658762/in/        photos/bs/2140429230/                            photos/
photostream/                                                                        8622063@N04/2111663455/




                                                                       ap
                                                                   your precia
                                                            h   ow            tio




                                                        S




                                                                                n
                                                        Click hereh
114. http://
wklondon.typepad.com/
welcome_to_optimism/
2006/07/fail_harder.html




                                                                                                                  © Jeremy Abbett

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