The document discusses trends that will matter for media and technology in 2014-2015. It notes that (1) fan cultures will continue to grow in influence; (2) more original content will be created and distributed everywhere; and (3) immersive storytelling using interactive formats like "Snowfall" will increase and evolve. It argues that media companies should focus on "Little Data" - data collected from user actions that improves the experience - rather than "Big Data". Native metrics and first-party data from user interactions can be combined with other data to create better products, pricing, predictions, content and advertising tailored to each user.

1. WHAT WILL MATTER
FOR MEDIA-TECH
MICHAEL J. WOLF
JANUARY 19, 2014
1

2. 1. TRIUMPH OF FAN CULTURE
2. ORIGINALS EVERYWHERE
3. AVALANCHE OF SNOWFALLS
4. LITTLE DATA
2

3. FIFTY SHADES OF GREY
3

4. 90 52MILLION
COPIES
SOLD
LANGUAGES
PUBLISHED
FASTEST-SELLING
PAPERBACK
OF ALL TIME
$
4

5. 5

6. 6

7. 7

8. 8

9. 21 MILLIONPOSTS ABOUT DR. WHO ON
TUMBLR IN ONE MONTH
MORE VIEWS DURING FINALE THAN THE
SUPER BOWL OR MTV VIDEO MUSIC
AWARDS:
14.5 MILLION
IN ONE DAY
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10. 10

11. 1. TRIUMPH OF FAN CULTURE
2. ORIGINALS EVERYWHERE
3. AVALANCHE OF SNOWFALLS
4. LITTLE DATA
11

12. 12

13. 13

14. 14

15. 15

16. 16

17. 1. TRIUMPH OF FAN CULTURE
2. ORIGINALS EVERYWHERE
3. AVALANCHE OF SNOWFALLS
4. LITTLE DATA
17

18. 18

19. AVALANCHE TIMELINE
2007
READING APPS
19

20. AVALANCHE TIMELINE
2008
LARGE FORMAT
2007
READING APPS
20

21. AVALANCHE TIMELINE
2010
RESPONSIVE WEB DESIGN
2008
LARGE FORMAT
21

22. AVALANCHE TIMELINE
20112010
RESPONSIVE WEB DESIGN
22

23. AVALANCHE TIMELINE
2012
SNOW FALL
2011
23

24. AVALANCHE TIMELINE
2012
SNOW FALL
2013
24

25. AVALANCHE TIMELINE
20132013
25

26. AVALANCHE TIMELINE
2008
LARGE FORMAT
2007
READING APPS
2011 2012
SNOW FALL
2013
26

27. AVALANCHE TIMELINE
20142013 20152008
LARGE FORMAT
2007
READING APPS
2011 2012
SNOW FALL
27

28. 1. TRIUMPH OF FAN CULTURE
2. ORIGINALS EVERYWHERE
3. AVALANCHE OF SNOWFALLS
4. LITTLE DATA
28

29. BIG JARGON
29

30. CAPTURE DATA,
LOCK IT AWAY,
THEN TORTURE IT TO MAKE IT
TELL YOU ITS SECRETS.
30

31. THE TRUE PROMISE OF BIG DATA: THE USER
Hi!
31

32. BIG
THINK
LITTLE
32

33. LITTLE DATA
(1) Data from the actions and activities that
users take as part of a media experience.
(2) Data that enables web publishers to create
a better experience for the user.
(3) Data that users explicitly share.
33

34. LITTLE DATA IS YOUR FRIEND. BIG DATA IS CREEPY.
FOR THE USER,
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35. LITTLE DATA YIELDS NATIVE METRICS
★ DO YOU WATCH VIDEO?
★ ARE YOU REGISTERED?
★ WHAT DO YOU FAVORITE?
★ DO YOU TIME-SHIFT FOR LATE READING?
★ DO YOU SCROLL BELOW THE FOLD?
★ WHAT DO YOU “LIKE”? ★ ARE YOU LIKELY TO TWEET CONTENT?
★ DO YOU LISTEN TO PODCASTS?
★ DO YOU EMAIL ARTICLES?
★ DO YOU BOOKMARK AND SAVE?
★ DO YOU HOVER OVER LINKS WITH YOUR MOUSE?
★ DO YOU USE A SCROLLWHEEL?
★ DO YOU VIEW IN LARGE TYPE?
★ ARE YOU A SLIDESHOW FAN?
★ DO YOU PREFER SHORT OR LONG-FORM ITEMS?
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36. LITTLE DATA + BIG DATA = BETTER USER EXPERIENCE
★ BETTER PRODUCTS
★ BETTER PRICING
★ BETTER PREDICTION
★ BETTER CONTENT
★ BETTER ENGAGEMENT
★ BETTER ADVERTISING
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37. 1. TRIUMPH OF FAN CULTURE
2. ORIGINALS EVERYWHERE
3. AVALANCHE OF SNOWFALLS
4. LITTLE DATA
37

38. WHAT WILL
REALLY MATTER
THIS YEAR?
USER EXPERIENCE
38

39. THANK YOU!
@MJW
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