The Culture And Economy Of Participation: Futurist Gerd Leonhard @ Cyprus Emergence2009 etourism...

transcript

Gerd Leonhard Media Futurist

The Culture & Economy of Participation

DisruptionReinvention

The global economic fabric has changedSome trusted old business models

seem to have suddenly stopped working

(banking & financial, content & media, energy)

Dominance is less feasible - and much

less needed; Collaboration emerges as

success formula

Open systems are starting to ‘win-

win’ everywhere

A crucial shift:

10 / 2008: more than 20 million traveler reviews and opinions in six languages

• Word of Mouth & Mouse

• User-derived-Content (UGC)

Gerd Leonhard Media FuturistThe Future of Marketing

Now 2010 2012 2015

Interrupt to sell ‘Own the customer’ CentralizedAttract Engage DecentralizedOwn TRUST

Gerd Leonhard Media Futurist Disruption Example: Publishing

Everything gets delivered in electronic form

Gerd Leonhard Media Futurist A good case study - the music industry

Gerd Leonhard Media Futurist Learings from the music industry

Gerd Leonhard Media FuturistAnd all of this because of:

• Refusing participation• Ignoring requests for engagement• Severe lack of REALLY understanding the next generation of consumers & users

• Way too little way too late

So, questioning your assumptions is crucial

From a major international tour operator’s website:Will the Internet take over from traditional

sales channels in the longer term?

“This is unlikely to happen because, just as the Internet is becoming ever easier to use to book vacations, people’s

holiday wishes and ideas are growing ever more complex.

The Internet, as a simple sales platform, is not sufficient on its own to cope with this complexity...

customers attach a lot of value to receiving personal and exclusive advice. And that’s why .... continues to devote

much of its attention and resources to personal customer contact...”

Gerd Leonhard Media Futurist This is NOT about Technology

Gerd Leonhard Media Futurist Now Consumers... dictate!

What if your Marketing would reflect these shifts:

•Information becomes Conversation (Google vs Twitter)

•Web Search becomes Social Search (Yahoo vs Facebook, Friendfeed, Twitter)

•Data as Context becomes Social Network as Context

Finding and being

Offer real conversations using all these tools:

Now, Networked beats ‘The Network’* but yes, size will still matter

Large Operators

Adding value AROUND the Content

Example: great food and great experience

The importance of Personalization

The Key: the Future Masses are... Individuals!

Personalization

Customization

Engagement

Participation

Sharing

Transparency

Let your fans do your marketing for you

Gerd Leonhard Media FuturistThe Future Hits are... Niches

Source: VerminInc @ Flickr

$ 100 Million worth of handmade goods

sold in 2008

Over $1 Million in revenue per month

Kevin Kelly @ kk.org

and now it’s all about Attention

Where ever attention flows, money will

follow

B roadband Culture

•Filter•Aggregate•Curate•Contextualize•Be trusted

Broadband Culture Opportunities

Gerd Leonhard Media Futurist What this may mean for you

Open communications is a must (yes... blogs...Twitter... ;)Marketing focus shifts to Video, Social Networks, MobileMaximizing your Google Juice is crucial Customer experience online becomes drastically more important

Good Storytelling is more crucial

than ever before

Gerd Leonhard Media Futurist Some ideas•Start blogging: show people that you want

conversations

•Use video: add value for customers and destinations•Switch to Pull (retire Push) in Marketing,

Communications•Start your own social network•Get involved or run Facebook communities•Launch and use Mobile applications (Cyprus game

for iPhone?)•Launch Twitter channels•Offer Widgets (Desktop, web, mobile)•Invest in Web 2.0 technology

Attention is the new Currency

Content is the new Advertising

Engagement is the new Marketing

Participation is the new Consumption

Summary

"When the winds of change are blowing,

some people are building shelters -

others are building windmills."

Chinese Proverb

Gerd Leonhard www.mediafuturist.com Twitter.com/gleonhard gerd@mediafuturist.com

Thanks for listening

The Culture And Economy Of Participation: Futurist Gerd Leonhard @ Cyprus Emergence2009 etourism...

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