New Media Models

ICCO SummitOctober 10-11, 2013

Diana El-AzarSenior Director, Media, Entertainment and Information

The Question(s)

What are the trends affecting media and what will the future

of media look like?

Global Trends Affecting the Media Industry

Based on a Forum survey conducted in summer 2012 of over 1200 executives

• Demographic changes and the rise of the middle class

• Emerging markets challenge

• Empowerment of Individual

• Hyperconnectivity

• Freedom of expression/intellectual property/privacy nexus

• Lack of public trust in business

• Pressure to achieve sustainable consumption

• Talent/Skills mismatch

• Innovation in Education

Geo-political and demographic Role of Business Technology

Our Hyperconnected World

What does leadership in a hyperconnected world look like?

Transparency & Accountability Complexity and Interdependence

Velocity and Volatility Empowered Individual

Our Hyperconnected World

What does leadership in a hyperconnected world look like?

Transparency & Accountability

‘Everyone is naked, so you better have a toned body’*

Complexity and Interdepence

Velocity and Volatility Empowered Individual

* Quote inspired by Dan Tapscott’s The Naked Corporation: How the Age of Transparency Will Revolutionize Business , Free Press, 2003

Our Hyperconnected World

What does leadership in a hyperconnected world look like?

Transparency & Accountability

Everyone is naked, so you better have

a toned body’

Complexity and Interdependence

Velocity and Volatility Empowered Individual

Large number of interactions, network effect

and unintended consequences

Our Hyperconnected World

What does leadership in a hyperconnected world look like?

Transparency & Accountability

Everyone is naked, so you better have

a toned body’

Complexity and Interdependence

Velocity and Volatility Empowered Individual

Citizen journalism,

crowdfunding, sharing

economy

Large number of interactions, network effect

and unintended consequences

Our Hyperconnected World

What does leadership in a hyperconnected world look like?

Transparency & Accountability

Everyone is naked, so you better have

a toned body’

Complexity and Interdependence

Velocity and Volatility Empowered Individual

Citizen journalism,

crowdfunding, sharing

economy

Large number of interactions, network effect

and unintended consequences

‘Fundamentally nothing has

changed’: only everything is much faster and effects

are amplified

Our Hyperconnected World

What does does it mean for brands?

Transparency & Accountability Complexity and Interdependence

Velocity and Volatility Empowered Individual

We know more

We can do more

We’re in this together

We have less control

The Future of Media Survey

• Conducted by the World Economic Forum Global Agenda Council on the Future of Media in spring 2013

• Sent to 88 chairs of the Global Agenda Council network, who then sent it to their 14 members (senior leaders from business, public sector, academia, think tanks)

• 4 weeks to respond, responses administered by the European Union DG Connect

• Potential out reach is to 1320 participants but we cannot be sure that all chairs actually sent it to their whole network

• 108 respondents

• This is NOT a scientific survey, not a general public opinion survey.

• All data is public. If interested, please visit the survey and the results at: http://gac.futurium-lab.eu/

Highlight of Results

What will media look like?

Media is about ways in which news, information and entertainment content is or will be produced, distributed, super-distributed, consumed, linked, socially mediated, debated and fed back?

• Key conditions for media to thrive in society: ‘access and digital literacy’, ‘open digital society’ and ‘inter-cultural awareness’

• Key future characteristics of media: ‘hyperconnected’, ‘borderless’, and ‘participatory’

• Elements still lacking: ‘accountability’ and ‘responsibility’

• Biggest obstacles: ‘accuracy of information’ and ‘trust’

What does this mean to the PR industry

• Trust in the brand vs the people using the brand• Too much focus on the individual vs the network? (smartest person in the

room is the room)• Do you treat consumers more than walking wallets?• How implicit are brands in re-inforcing a «closed perspective» loop?

• Impact beyond customer brands: your own talent

Reactions and Comments?