This document discusses how new technology creates new phenomena, habits, social norms and expectations that influence content creation and user behavior. It notes that content makers focus more on delivering to platforms than users, and that designers and marketers have different approaches to user engagement. New technology drives new needs and expectations around what content and services people require to feel satisfied.

1. “Say Cheese”
How Technology Creates the Stuff You Need to Feast On
@paultylerdk
www.handlingideas.com

4. CLUES

5. CONTENT
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8. SAY CHEESE

9. LAST TIME ON PTTP…
USER CENTRIC APPROACH

10. CONTENT MAKERS ARE
OBSESSED WITH DELIVERING TO
PLATFORMS RATHER THAN TO
USERS
What can we do on the iPad?

12. WE REACT TO THE WAY
AUDIENCES RESPOND TO
TECHNOLOGY

13. WHETHER IT’S
ART, STORIES, PRODUCTS, SER
VICES OR CAMPAIGNS…
….WE FUNNEL AUDIENCES

14. DESIGNERS SAY…
Awareness > Understanding>Sign-up > Use > Completion >Advocacy
MARKETEERS SAY…
Attention > Interest > Desire > Action

15. NEW TECHNOLOGY
NEW PHENOMENA
NEW HABITS
NEW SOCIAL NORMS
NEW NEEDS/EXPECTATIONS

16. New Tech New Phenomena New Habits New Social Norms New Needs/Expectations

17. New Tech New Phenomena New Habits New Social Norms New Needs/Expectations

18. New Tech New Phenomena New Habits New Social Norms New Needs/Expectations
idiot on a bicycle

19. New Tech New Phenomena New Habits New Social Norms New Needs/Expectations

20. New Tech New Phenomena New Habits New Social Norms New Needs/Expectations

21. New Tech New Phenomena New Habits New Social Norms New Needs/Expectations
#goodpresentations

22. New Tech New Phenomena New Habits New Social Norms New Needs/Expectations

23. New Tech New Phenomena New Habits New Social Norms New Needs/Expectations

24. New Tech New Phenomena New Habits New Social Norms New Needs/Expectations

25. New Tech New Phenomena New Habits New Social Norms New Needs/Expectations

26. New Tech New Phenomena New Habits New Social Norms New Needs/Expectations

27. New Tech New Phenomena New Habits New Social Norms New Needs/Expectations

28. New Tech New Phenomena New Habits New Social Norms New Needs/Expectations
Video of tv playing

30. YAWN

31. Conformity and the power of the recommendation

33. FUTURE
TECHNOLOGY
TECHNOLOGY
New phenomena 2
?
New habits 3
?
New social norms 4
?
New needs/expectations 5
?

34. SAY NO TO FUTURE THINKING

35. NEW TECHNOLOGY
NEW PHENOMENA
NEW HABITS
NEW SOCIAL NORMS
NEW NEEDS/EXPECTATIONS

36. Technology creates expectations
Search for “Everythingsamazing nobody’s happy”

37. Handling Ideas
THANKS!
END
PAUL TYLER
@paultyler
www.handlingideas.com 37