Navigating The Way Forward

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Second Keynote presentation at dotgain.org Conference London November 2010

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Navigating The Way Forward

  1. 1. Naviga.ng  the  Way  Forward   Tony  Hodgson   dotgain.org  Conference   30  November  2010  
  2. 2. Naviga.ng  the  Way  Forward    Guide    Des.na.on    Direc.on  
  3. 3. “Just  when  you  think  it  cant  get  any  worse,  suddenly  it  gets  even  worse”.   Marvin  the  Android  -­‐  Hitchhikers  Guide  to  the  Galaxy  
  4. 4. Disrupting the Future “We  are  today  as  far  into  the  electric  age  as     the  Elizabethans  had  advanced  into  the   typographical  and  mechanical  age.   And  we  are  experiencing  the  same     confusions  and  indecisions  which  they     Uncommon Wisdom for Navigating had  felt  when  living  simultaneously  in  two     Print’s Challenging Marketplacecontrasted  forms  of  society  and  experience.”   Joseph W. Webb, Ph.D. Richard M. Romano
  5. 5. First  published  48  years  ago!  Four  epochs  of  history  Oral  tribe  culture  Manuscript  culture  The  Gutenberg  Galaxy  Electronic  age  
  6. 6. Oral  Tribe  Culture  –  many  thousand  years  One  to  One   One  to  a  Few   Cave  painEng  from  Lascaux,  France,  c.  15,000-­‐10,000  BC  
  7. 7. Manuscript  Culture  -­‐  4500  years  One  to  a  Few  Sumerian  Clay  Tablet  –  3000  BC     One  to  Few  more   Italian  Illuminated  Bible  –  1500  AD  
  8. 8. Gutenberg  Galaxy  -­‐  550  years  One  to  Many   One  to     Many  More  Gutenberg  Bible  c1450   One  to  Very  Many   AARP  Magazine  Nov/Dec  2010  
  9. 9. Electronic  Age  –  20  years  One  to  Very  Many  in   1995:  16  million  users   2010:  2  billion  users  –   nearly  1/3  world  popula.on   Netscape  Navigator  Browser  1995  
  10. 10. Tim  Berners-­‐Lee  and  the  Post-­‐Gutenberg  Galaxy  The  World  Wide  Web  could  prove  as  important  as  the  prin.ng    press.  That  would  make  Berners-­‐Lee  comparable  to  Gutenberg.   Robert  White,  Time  Magazine,  May  1997   The  web  is  viewed  as  “just  another  publishing  medium.     This  was  definitely  not  our  inten.on”.   Robert  Callieu,  Time  Magazine,  May  1997   The  idea  that  anyone  in  the  world  can  publish  informa.on   and  have  it  instantly  available  to  anyone  else  in  the  world   created  a  revolu.on  that  will  rank  with  Gutenbergs.   Walter  Isaacson,  Time  Magazine,  December  1999  
  11. 11. The  Global  History  of  Media    At  first,  Word  of  Mouth     One  to  one,  one  to  a  few    Drawing,  Pain.ng,  Wri.ng     One  to  a  few…     Hundreds  at  most    Prin.ng,  Radio,  Film,  TV     One  to  many…     One  to  many  hundreds,  thousands,  millions    World  wide  web  of  two  billion  users…     Many  to  many,  or  a  few  …  or  just  one  
  12. 12. Fast  forward  to  the  NoughEes   Many  to  Many  
  13. 13. A  Peek  into  the  Future    The  Future  of  Print  Media  beyond  2020    Ci.zen  Crea.on     “We  an.cipate  that  at  least  1/3  of   all  news  and  magazine  content  will   be  created  by  ci.zens  by  2020”    
  14. 14. The  Des.na.on    Defending  print  against  new  media  misses  the  point    Print  has  been  the  dominant  mass  publishing  medium    Digital  changes  publishing  itself  from  a  broadcast  medium  to  a   personalised  medium    We  are  entering  a  new  epoch  when  publishing  could  only  be   done  by  a  few  to  when  it  will  be  done  by  anybody.      Key  point  to  overcoming  McLuhan’s  “confusion  and  indecision”    Mass  broadcast  publishing  and  marke.ng  is  in  decline  but…    Personalised  publishing  creates  opportuni.es  for   communica.on  media  service  providers  
  15. 15. The  Challenges  for  our  Clients    Marketers  no  longer  control  the  marke.ng  message    Publishers  and  their  retail  channels  are  being  by-­‐passed  by   authors,  ar.sts,  their  readers  and  their  listeners    Content  is  no  longer  mass  produced.  It  is  personalised.    Relevance  and  immediacy  are  the  new  measures  of  quality    The  medium  is  as  important  as  the  message.  How  you  reach   your  audience  determines  who  you  reach.    Everybody  can  be  their  own  publisher  through  their  mobile   phone,  their  tablet,  their  Facebook  page.  They’ll  publish  to     web,  to  mobile,  to  print.    
  16. 16. It’s  What  this  Conference  has  been  About    Cross  Media  Marke.ng     New  Media     Relevant,  mulE-­‐channel  and       Pla^orm  independent  outputs  –   personalised   PDF,  print,  on-­‐demand,  personal    Web  to  print     Digital  Marke.ng  with  the  Web     The  web  as  a  on-­‐demand,     Web  sites  are  not  brochures.  It’s   transacEon  medium   about  how  you  engage  clients    Personalised  Publishing     Email     Mobile  to  print  photobooks     Old  media  or  new?  Similar     InteracEve,  personalised,   challenges  to  print.   premium  products     Social  Media    Data     In  its  infancy,  but  is  the  future  of     Underpins  everything   mass  communicaEon  
  17. 17. Direc.on  –  how  dotgain.org  is  helping    Customer  engagement     Website  EvaluaEon     Customer-­‐Centric  Index     Online  MarkeEng  Strategy    Business  Strategy     On-­‐site  Consultancy     SituaEon  Analysis  –  market,  clients,  technology,  skills     Digital  Business  Strategy    Learning     SoluEons  Selling  and  MarkeEng  workshops  
  18. 18. Naviga.ng  the  Way  Forward    Long-­‐term  future    Chart  progress  as  we  go    Annual  review    Think  5  years  ahead  

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