CONTENTIT’S NOT THE PLAYERS

IT’S THE GAMEPhiladelphia, PA 5-2-2016

I could be wrong…

@Robert_Rose

@Robert_Rose

Look up.Your future does not lie in

managing content to fit the business

@Robert_Rose

The future of content will be in your ability to transform the business

@Robert_Rose

I could be wrong…

@Robert_Rose

@Robert_Rose

“By 1995, my office will be completely different. There will be a TV display terminal with keyboard and I’ll be able to call up documents from my files on the screen, I can get my email, or any messages.”

- George Pake 1975 Business Week Interview

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Ulrich Steinhilper

WWII Hero, POW,IBM Typewriter Salesman

Invented “word processing”

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“far too complicated to understand”

Think

Calculate

Data

DataProcessing

IBM

Word-Processing

Text&

Data

Text

Write

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CPT 8000 Series

2 Floppy diskette drives & a movable keyboard.

“just like text on paper”

Only $15,000

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@Robert_Rose

“a complete range of word processing machines …..turn out your paperwork up to 50% faster.”

Your whole department will be ready for “bigger jobs”

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@Robert_Rose

“System 45 will display a 20 variable, 20 constraint linear programming solution in under five minutes. And tackle a

Fast Fourier Transform of a set of 1,024 Full precision data points in less than a minute.”

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@Robert_Rose

@Robert_Rose

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Alcatel Lucent

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Gartner

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ContentTHE ONCE AND FUTURE KING

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@Robert_Rose

ContentIS COAL

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The content technology revolution has been largely realized at the expense of the

value of content itself.

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@Robert_Rose

@Robert_Rose

@Robert_Rose

$20,000$0 distribution

$1 million$50m distribution

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It’s changing

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Content’s Business Strategy

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Why would we not expect the same opportunity and risk everywhere in the customer’s experience?

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It’s the totality of all the individual experiences

that make up the Customer’s Experience.

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“With the advent of Big Data, sophisticated analytics, social software, the Internet of

Things and cloud computing… the “trusted advisor” business model now has the potential to expand from the niche of the very wealthy

to become a mass market event”

- John Hagel

@Robert_Rose

COST

QUANTITY

Marginal Cost

Marginal Revenue(wall of anxiety)

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Two things drive the marginal cost curve

Efficiency & Demand

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Content Strategic Value

Wall of Anxiety

2005 2010 2015 2020

Business Tactic

Marketing Tactic

Marketing Strategy

Business Strategy

Business Model

Robert’s Content Strategy Value Curve

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Our Remit…

What does this mean?

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Content’s Strategy: is not a department or job - it will simply be an institutional competency

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Content’s Creation: art or algorithm

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You & Content: the transformation of business strategy for content: create demand for more or efficiency for what’s there

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This feels different. Anxiety. Fear. Anger. Disbelief

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I could be wrong…

@Robert_Rose

- Ida Hoos, 1959

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“There has been a sharp rise in employment

opportunities associated with a substantial increase in

the need for [content]. This has has given impetus to

the development of technology for handling the ever

growing volume. At the same time, the added amount

of work has encouraged a number of people that they

can find [content-oriented] jobs.”

Study: Office automation will lead to

“re-centralization” of the enterprise.

Business will change their operational

models based on the new abilities that

technology affords.

@Robert_Rose

Work Changed: Not just nature of work - how people FELT about work.

Forward-leaning technologists built empires, undercutting other departments, making independent decisions, or forcing into “their way”.

Displaced departments often responded to the innovation as “that’s not how we do things”

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Business Operations Changed:

Senior executives sided with new “EDP” professionals

Middle managers found themselves duplicated Reduced to checking for errors and “rolling up their sleeves” instead of working on strategy.

Lower level workers out of luck altogether. Jobs either replaced - but new skills not marketable

@Robert_Rose

THE WINNERS?:

The Technology Elite: Until the EDP departments undergo the bureaucratization which is the fate of almost all sectors of modern large-scale enterprises.

Becomes a core piece of the operation. The cycle starts again.

In summary: Your job was eaten by a robot.

@Robert_Rose

It’s already happening….

@Robert_Rose

“A shallow magnitude 4.7 earthquake was

reported Monday morning five miles from

Westwood, California, according to the US

Geological Survey. The temblor occurred at

6:25 a.m. Pacific time at a depth of 5.0

miles.”

“When I in dreams behold thy fairest shade

Whose shade in dreams doth wake the

sleeping morn

The daytime shadow of my love betray’d

Lends hideous night to dreaming’s faded

form.”

“Kitty couldn’t fall asleep for a long time.

Her nerves were strained as two tight

strings, and even a glass of hot wine, that

Vronsky made her drink, did not help her.

Lying in bed she kept going over and over

that monstrous scene at the meadow.”

“Benner had a good game at the plate for

Hamilton A’s-Forcini. Benner went 2.3, drove

in one and scored one run. Brenner singled

in the third inning and doubled in the fifth

inning.”

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@Robert_Rose

I could be wrong…

@Robert_Rose

Get good at the game And the game is simple

How do we get our company (or our clients) through the wall of anxiety.

How do we sharpen our skills to create the automation, or to create the demand for content.

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Organizing a career around one particular part of the management of an asset hasn’t historically worked out

particularly well.

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The Copy Boy…

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The Typesetter…

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The typing pool…

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The dictaphone operator…

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And of course…

The Computer…

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You are the future of business Managing transformation is the future of your career

@Robert_Rose

Look up Find your road - and pave it

consciously

Get good at the game

@Robert_Rose

Thank You!www.7thEraOfMarketing.com

@Robert_Rose