Social Media Futures: Engage or be Tivo'ed (Future of Advertising & Marketing)

www.mediafuturist.com

Gerd Leonhard

[email protected]


Social Media Futures: Engage or be Tivo’ed!

Best of Gerd Leonhard

1Tuesday, July 1, 2008

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http://www.mediafuturist.com



Social Media: We are only at the

Beginning!

The Future will emerge much quicker

than you may think





We now live in a Sharing

and Forwarding Culture





It is easier to connect and use the Net

Their language is spoken

There is local content that they want

(films, music, news, blogs)

There are relevant, actual people they

want to meet

There are things they want to share

They can feel ‘at home’

They want to be there because everyone

else is, too

C u l t u r e

And increasingly more people engage online because:





Not technology but ... Culture

Yet...5Tuesday, July 1, 2008


Today’s Marketing Keywords:Co-Creation. Sharing. Communing.



W e a r e h e a d i n g i n t o a B r o a d b a n d C u l t u r e





NarrowbandLinear Interactive

Monologs Conversations

Copyright Usage Right

Advertising Ads = Content Professional Creators User & ‘Usator’ Content

Pay with cash Pay with attention

Push Marketing Pull & Attract by Merit

Own & restrict Share

Media...

BOTH

will

CO- EXIST

B r o a d b a n d




www.mediafuturist.com The End of Scarcity changes everything





First and foremost, it’s now about



Now, People will subscribe to People.

And to Mass Media, too





Keywords for mobile communications - and the new ‘Advertising’ that will go with it

Devices feel like a Book

Touch / Draw / Zoom UIs and UXs

Always-on, 4 sure (mashed access)

OS / Software on the network

Very low power consumption

Explosion in location-based services

Technology becomes even more invisible



1

2

3

Marketing 2.0: Listen - Broadcast - Pull





Brands are Broadcasters





Imagine: an instant Micro Feed to the ‘People formerly known as Consumers’

twitter.com/gleonhard twitter.com/dailywisdoms





Total Control of your own Content, Brand and Services is becoming less and less important -

and some will shift to the Users (fka consumers)

TRUST

TRUST

TRUSTTRUST

Control


www.mediafuturist.com The story of the New York Times: Less Control... more Revenues?





And finally... the Britannica!




www.mediafuturist.com New trust generators:“The Swarm” + Friends / Family + Viral Stuff + Recommended People





Niche swarms <> Niche Marketing





So when / how / why do YOU provide information about yourself?





Was

Push Marketing is dying.

Everything is converting to Pull.





Paying Attention In Return for Getting Free Content





Media & Content is

now in the Network

- and so must

Advertising!30Tuesday, July 1, 2008




The key to the Future of Advertising: the right blend of Sharing vs Privacy

Explicit Permission to temporarily and safely use

Attention, Sharing & Clickstream-Data in return

for free Content (Media) and Services




www.mediafuturist.com Imagine:You could find users (fka consumers) that are a 95%

match for your product or service, and that have agreed

to pay attention to you

That they would be interested in hearing from you, and

open to discussing your product or service

That they would tell others about your product and

transport your message onward, on your behalf

Markets could really be

Conversations!32Tuesday, July 1, 2008




The Mission: Re-defining ‘Advertising’

•Offline and in traditional media, people are skipping and avoiding

ads religiously, print ad reach is declining, radio stagnates

•Online, people’s attention is very very hard to get (and getting

worse) ~ the Attention Deficit Trend is a real challenge

•CPMs in social networks are still terrible (~15 cents USD)

•The web is essentially forcing us to reinvent advertising

•We need Ads that provide VALUE, RELEVANCE, CONTEXT





Context: the Future Role of Telcos and Operators:Content, Service and Data Pipes

Media & Content is now in the Network - and so must Advertising!35Tuesday, July 1, 2008


Yes: there are problems, too

However: the potential evils of an Open

System - of ‘Too Much Freedom’ - will always

pale beside those of a Closed, Controlled

and Authoritarian System

Privacy becomes almost impossible to maintain

Data & Identity Theft become more common

Continuous Partial Attention is becoming more common

Culture changes as Digital Natives take over





Gerd Leonhard

[email protected]


Thanks for your time!







http://www.mediafuturist/.com































































Social Media Futures: Engage or be Tivo'ed (Future of Advertising & Marketing)

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Transcript of Social Media Futures: Engage or be Tivo'ed (Future of Advertising & Marketing)