1. The Future of Communicationand Social MediaGerd Leonhard Presentation at NBS Sao Paulo www.mediafuturist.comtwitter.com/gleonhard

2. What does the Future hold -and how will we prepare for it? 3. Foresight is crucial - especially now 4. Mobile Social Networked Real-Time In Control 5. Unprecedented Change in Communications and Commerce 6. Expect 30+% of all Advertising toshift to digital, interactive,mobile, social,video, in thenext 2-3 years 7. Noise Attraction 8. Noise Attraction 9. A huge opportunity for Brands & MarketersSource: Ruder-Finn Study Feb 2010 10. Music Industry:What does the Future hold - andhow do we prevent it...?Source: seekingalpha.com 11. We can enforce a different future than that which our customers want We can ignore our users emerging behaviors and mold them as we see fit We need to watch out for whats good for us, first and foremost Our gain needs to be 100% ours - its a win-lose world! More control = more money 12. A big Challenge: Open Internet vs Closed Minds?Rupert Mudoch via AllThingsD.com 13. Co nv en ien ce is King isceanis levReXT Content is TEon C 14. Control MoneyEgosystem Ecosystem 15. Closed vs Open... 16. User Interfaces make all the difference The computer is work.The iPhone is ... kind of work. The iPad / Tablet is... not work 17. In order for Content 2.0 tobe economically feasible,advertisers must comeaboard much quicker, and create new ad formats. 18. Books: the Napster Moment Compensation not Control 19. Example: Farmville Game on Facebook Application exists only on Facebook Its free but you can buy goods to enhance the experience: 800.000 tractors sold every single day A team of 15 Developers release new virtual items into FarmVille twice a week; new features debut weekly. 65 Million+ users without any advertising 1.2 Million users per day Parent company Zynga earns est. $200M / Year 20. Old 21. New 22. Old 23. New Hat tip to Brian SolisTNN: Twitter News Network 24. Old Broadcast Business: shrinking, and costly 25. New Networked Business: exploding 26. A key realization:Networked PeopleInnovate Faster 27. Welcome to Communication 2.0 De-centralized Mobile Cross-MediaInteractiveReal-Time 28. The term Social Media is really kind of an artifact, a mere construct. Better:Networked Media.Real-Time Media.User-driven Media. Engaged Media. 29. Future of Communication: KeywordsWhen youre out and about...With(in) your tribeStrangers & people like meAt the right time, alwaysWith complete transparencyUnder my exclusive controlBecause I (do / dont) trust u 30. Our entire media & communications infrastructure - the Extension of Man (McLuhan) - is becoming Real-Time 31. Not necessarily Harmony but extreme Concern and Involvement 32. Do we still need Advertising once we are all connected? 33. The other 3 Billion (O3B) Wikipedia: By allowing direct connection to core networks and 3G Cellular/WiMAX towers, the O3b Networks system will completely change the economics of telecommunications infrastructure in the world's fastest- growing markets for communications services 34. Google isnt waiting for the Telecoms to create the Rising Tide that will float all Boats 35. What does this mean for your business? 36. Marketing is... 37. Now you are truly in the Audience BusinessSource: Flickr 38. Leaders become Connectors - not just Directors 39. Hyper-Competition Hyper-Collaboration 40. Behavior Changes... and new dangers;) 41. This is happening pretty much everywhere From a packaged-goods i.e. stuff mentality to a service and experience mentality 42. Source: Flickr Desert Diva 43. In this Experience - centricworld, Storytelling is more crucial than ever before - and the way we tell stories isdrastically changing 44. The captive audience is dying 45. Trust is the most important currency online, so to build it we adhereto three principles of openinformation: value,transparency, and controlGoogle Senior VP, Product Management Jonathan Rosenberg's essay, The Meaning of Open, published on the Offical Google Blog 46. Social Business...Trust Osmosis s tTruru stT 47. Social Media is Customer Relationship Management 48. Brands are now...hers P ublisBroadcasters M ediaC ont ent 49. Dont 50. Do 51. Determine what you want to broadcast 52. Think Data. Carefully. 53. Thanks for your attention! email me at gerd@mediafuturist.com twitter.com/gleonhardfacebook: gleonhard