Download - Future Talking Bibnet

Steering Committee - Q1

March 2008

FutureTalking

Denk- en Studiedag12/2/09


ONDERWERP March 2008

SPREKER

CompanyCompany

ConsumerConsumer ConsumerConsumer

ConsumerConsumer

CompanyCompany

ConsumerConsumer ConsumerConsumer

ConsumerConsumer

“Learn from consumers” “Learn from consumer’s interactions”

FutureTalking = Research 2.0


ONDERWERP March 2008

SPREKER

Eerder onderzoek


Dynamics within social networks March 2008

Jo Caudron

Dynamics within Social Networks

Jo Caudron



Jo Caudron

SOCIAL NETWORKS

ARE CONVERSATIONS Powered by

Social Media

Social Apps

BlogsSocial sitesRSSSharing Mash-upsRIA

Between people People create identities (but companies/brands can also become

identities)

What are social networks?

Not organizedNot Controlled



Jo Caudron

Future Talking findings

Social Belonging Connectivity Convenience Identity Curiosity

Major motive: fear of the “participation gap”

Driver to register: “because friends are

online”

They want to be able to take part in the

conversation, on as many topics as possible

Take existing relationships online

Find new contacts online

Feeling of being connected, to be able to

share and exchange

Network with as many similar profiles as

possible

Important motivator to uses social networks

Easily make and maintain contacts from home

Not time-limited

No geographical boundaries

Youngsters draw up a profile of themselves,

their personality and their interests

Appreciation of this profile by the group will

increase self-confidence and position in the group

Others develop their identity based on how

their opinions are accepted in the group

Important driver to sign-up is curiosity

Just register to have a look

Some will become active, others will switch off

again


March 2008Can brands be friends?Marketing & branding in Social Networks

Joeri Van den Bergh | managing partner InSites Consulting | Youth & Trend Expert

The best online social networks are rooted in natural human behavior.

Why? Because we learn how to do new things based on what we already know.

It’s not what they do that differs, It’s how they do it. (time, place, nationality and culture, size of groups, …)

Finding friends and family

Finding new friends

Creating groups

Showing off, bragging, impressing

Sharing experiences, talking, making fun

Sharing media (mix-tapes ;-)

Playing together

Fighting together

…



Joeri Van den Bergh

Generation C• “Consumers see through marketing strategies, go online and get it 20%

cheaper elsewhere.”

• Generation C stands for the community generation:- more aware- more critical- seek knowledge for themselves (search engines, blog sites, chat

rooms, social networks,..)- sharing is the key idea (peer 2 peer)

Consumers are very aware, knowledgeable and empowered

“Consumers are living with their friends in their pockets”



Joeri Van den Bergh

Generation C• The “15 Mb of Fame”:

People are creating their own content and share it with others

on blogs, social networks and other online channels

»They are always connected!

• There is a move from monologue (advertiser 2 consumer) to dialogue (many to many)“Companies that do not join the conversation

will soon have no customers to talk to...”



Joeri Van den Bergh

De kracht van de Generation C


June 2008

FutureTalking - Q2

Entertainment in the digital era

Entertainment

Jo Caudron Steering Committee - Q2

June 2008

About Content, Ownership & Context

CONTENT OWNERSHIP CONTEXT

Entertainment


June 2008



Content-brands are no longer “one with the format”.

One brand extents over different formats, driven by the ownership,

context of usage, ...

Content-brand = SaraFormats =•TV-show•Online (blog, ...)•Books•Parfum & other merchandising•Events•...all consumed in different contexts, using different devices

Entertainment


June 2008


Ownership of the creation and distribution can be corporate but is increasingly

getting social

Top-downCorporate & central ownership

Bottom-upSocial & de-central ownership


Entertainment


June 2008


Context: in school, in the livingroom, in the car, at work, in a pub, ...

Each context has practical possibilities & limitations

The context of the user defines the ideal device and the ideal contentIt is NOT THE DEVICE that defines the ideal content!

E.g.: in a car•traffic & regulations define possibilities & limitations•only place for small devices (phones, PDA’s, ...)•content is only relevant when it is easy to consume, only requires a short attention-span, fast to load, ...

The context of the user is key in determining the ideal

content/format/application


Entertainment


June 2008


the medium is no longer in a one-on-one relationship with one device

TV as a medium is no longer only related to a TV-set, ...Radio as a medium is no longer only related to a radio-device, ...Phone calls are no longer only related to telephone-sets, ...

Each medium has a variety of (digital) ways to get consumed.The question here is: when Lost or Prison Break are consumed via PC, as (illegal) download, are we then still talking about TV as a medium?


Entertainment


June 2008

From old to new, from books to screens

Entertainment


June 2008

From old to new, from books to screens• “books will always be there, but in time newspapers and magazines

might disappear” • Books are still the preferred leasure reading object

• The tangible aspect of media (e.g. CD’s) is still important

• they are defined as:

emotional and charming

esthetically important

historically valuable

better user experience (reading)

Don’t fail working (no batteries or wires)

relaxing (not PC-driven, no stress)

tangible

social (?!)

Entertainment


June 2008

From old to new, from books to screens• “I like reading book but sometimes I feel like I’m missing hyperlinks”

For Rational content and Professional use

•Digital versions (screens, e-books, ...) are preferred

•more practical to use: search, find, browse

•ability to quickly scan documents

•some users mention “green” arguments: better for the environment

•less practical (“you can not take it to the beach”)

Entertainment


June 2008

From old to new, from books to screens• The physical Library

historically, places with large quantities of content available

but libraries also fulfill a social function for our community

• a trip to a library is considered fun, relaxing, ...

• they are (slowly) growing into meeting places with a social dimension

• digital media and its “instant availability” over the net, is missing the social function that people associate with borrowing a book from the library

Can link the virtual world back to the real world


June 2008

Digital LifestylePresentations

“Easier-life”“Complicated”

On one hand people associate technology with an

easier life

But on the other hand they experience technology as

complicated

People are convinced that technology can make their lives more

easy

(e.g. Domotica, internet shopping, universal devices, wireless connections,...)

Technology evolves constantly and therefore it’s difficult to catch up all

the time

(e.g. Installing new devices, handling of new software applications,...)

“Independence”

“Dependence”

Technology leads to independence because it can facilitate several daily tasks

But people are still careful when it comes to fully trusting technology

In fact, this independence can lead to a certain level of freedom

(e.g. you don’t have to worry about putting on the heating, because it starts automatically)

Technology is not always reliable and sometimes we become too

dependent on technology(e.g. If the internet connection goes down, a lot

of commercial activities are put on hold...)

But what can be done to neutralize these

fields of tension?

How can we make technology less complicated?

Focus on essentialsKeep it simple & understandable

Strip complexity

Intuitive technology!

Purpose drivenInformational awareness

Beyond technology for technology

Educational(e.g. courses, e-learning, training

sessions, informational campaigns...)

Information toolsManuals

Interactive websites

Personal & Customized customer service

SHIFT in WORK – Part IOnce upon a time...

off Home off Work

SHIFT in WORK – Part IAnno 2009

Checking the digital

planning SMS’ing a collegue

Video conference /

email handling / ..

Reading emails in the

traffic jam

Finishing a report through

the VPN

Apart from new working places, also the in-betweens are being

covered today

Mobile Working• Before, work was centered on 1 place

• The Internet enabled distance working, and therefore created new work atmospheres

E.g. libraries, airports, ...

• Today, by the rise of the mobile Internet also the ‘In Betweens’ are becoming possible workplaces

Information @ work...• There is a lot of information available, much more than before and it’s available by

the speed of light !

• In fact, there is TOO much Emails, intranet, blogs, knowlegde databases, text messages, tweets, ...

• Information is virtually anywhere !!• We suffer from information overload

Information overload• Sorting through information is time-consuming

• The current perception is that everyone needs to sort his files systematically for himself:

Every employee wages his own struggle against the overload

The results of this struggle depend on the effort of the employee

People feel in-betweentwo era’s

CONNECTION

SECURITYFREEDOM

INFORMATION

0.0

1.0

Office 0.0Workspaces were clearly

defined

All data was clearly defined by its proximity and tangibility

- Anno 2009 - Office 2.0

You can work anywhere & anytime you want

Data is intangible, everywhere and nowhere

3.0

The digital evolution (and its never ending possibilities) leaves people looking for systems, rules, to create order in the information-

chaos.

Office1.0Growing efficiency through

technology usage (e.g. office software, gsm, email,...)

synchronizing2.0

?