Gerd Leonhard Effie 2008 Greece Keynote on Digital Media Opportunities

www.mediafuturist.com

Gerd Leonhard

[email protected]

www.mediafuturist.com Digital Opportunities

Presentation at Effie 2008 Athens June 11 (2)

mailto:[email protected]


http://www.mediafuturist.com



My mission: help you with the Puzzle




What are you going to do about the Future...?




Yes - it has taken much longer but...

www.mediafuturist.com This really didn’t take very long!







Source:Don TapscottWikinomics

Blog




Now: Disruption by

The People Formerly Known as Consumers







www.mediafuturist.com Creating - Sharing - Connecting






www.mediafuturist.com The ever increasing battle for attention




Endless choice and countless options - how will you get attention?




Meanwhile...

This will show up everywhere - Advertising will need to become

Valued Content that People WANT to see!


Marketing 2.0 is Pulling not Pushing



www.mediafuturist.com Start broadcasting your brand




The web powers the global trend towards free and open

Both “Open” as well as “Free” are a great Challenge and Opportunity for

Brands, Marketers and Content Creators




We are going to see ‘free’ music, TV and video in return for people paying

attention to new types of advertising



www.mediafuturist.com Such as


In this world....

...being different becomes crucial, and Cultural Identity

matters more than ever!


“Choice not Control”Contro

l

www.mediafuturist.com We urgently need to get used to Having Less Control

TRUST Conversation Merit

"When The winds of change are blowing, some people are building shelters, and others are building windmills." Chinese Proverb


Control versus User Empowerment - a clear outcome



www.mediafuturist.com The New York Times Example

The paid wall went down - traffic went up. And then?

Openness forces you to be more inventive




Your opportunity as a Brand

Provide “Choice” - not ControlProvide Real Meaning & Context - not sheer Volume

Provide Sharing - not Walls




Many Traditional roles will be up for discussion

Anarchy: from Greek: ἀναρχία anarchía, "without ruler"


And a lot will depend....Culture ... UI!

www.mediafuturist.com Some thoughts• Prepare for the digital flood that will arrive in Greece, too - now is

a good time to stake out your role

• Pretend to be 16 again!

• Reinvent and disrupt your company before you are re-invented

by others

• If you own content: participate or be participated

• Forget about ‘Consumers’ - think Users, and engage them

• Embrace technology but don’t make it imperative just because it

exists elsewhere

• Again: it is not (just) about cool technology but about

new cultural practices!




A unique Greek opportunity: Digital Tourism?

Export greek culture to a global audience

Market Greece online

Have conversations about Greece and attract business & visitors

Launch Greek companies that can sell worldwide

The people of Greece enjoy a high standard of living. Greece ranks 24th in the 2006 HDI, 22nd on The Economist's 2005 world-wide quality-of-life index

Today, the service industry (74.4%) makes up the largest, most vital and fastest-growing sector of the Greek economy, followed by industry (20.6%) and agriculture (5.1%).

The tourism industry is a major source of foreign exchange earnings and revenue accounting for 15% of Greeceʼs total GDP and employing 659,719 people (or 16.5% of total employment)




GreekTube anyone...?

http://www.forbes.com/technology/forbes/2008/0616/050.htmlThirty-eight percent of the video streamed on the Web now comes from YouTube, according to ComScoreYouTube will upload 600 years' worth of video this yearAn ad on the YouTube home page now costs $175,000 a day




Some Key Trends

Now, good storytelling becomes even more important

(but it’s cross-media!!)

The Kids are the authorities now

Now some of us are starting to trust ‘Strangers Like Me’

‘Users’ are taking Control everywhere

Paying for Content with ‘Attention to Advertising’ is here




The Culture of “Sharing” and Participation



www.mediafuturist.com Henry Jenkins, director of the MIT Comparative Media Studies Program: "In a hunting society, children [People] play with bows and arrows. In an

information society, children [People] play with information.”

Photo via http://flickr.com/photos/sherlock77/

Gathered by www.mediafuturist.com

http://flickr.com/photos/sherlock77/

http://flickr.com/photos/sherlock77/




Support your entrepreneurs!




Use Blogs, Wikis and build your own Social Networks for Work Purposes, too

IBM has it’s own social network (Beehive): 30.000 people

BT has 16.000 people working together in Wikis and Vlogs




Brands that influence Culture get Attention




Privacy is a major issue now - but

The potential evils of an Open Network - of ‘Too

Much Freedom’ - will always pale beside those of

a Closed, Controlled and Authoritarian Network




Thanks for listening!Gerd Leonhard

[email protected]


Download this pdf later today at www.mediafuturist.com

The beginning is the most important part of the work. Plato, The Republic









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Gerd Leonhard Effie 2008 Greece Keynote on Digital Media Opportunities

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