If you live in Singapore or happen to be there June 18-21 2009 please come by CommunicAsia for my speeches: June 18 speech & presentation on Mobile Marketing http://ow.ly/9iZo; June 19 Talk on Mobile Content http://tinyurl.com/qnetx8
Keynote Address June 19, 10 am The Future of Mobile Content, TV & Entertainment: The content industries are seriously challenged by the Internet's
disruptive forces - it may have taken longer but is really hitting home
now. Many trusted business models are no longer working, copyright and
value traditions are being challenged, and content consumption is
drastically changing, everywhere. Now that Internet access is becoming
a default part of just about every mobile phone, even more drastic
changes are on the horizon. Who will pay for what kind of content on
mobile phones, when, why, where and how? Will mobile TV and mobile
music finally take off, and what will be the future business models?
Where the opportunities are and where are the minefields and myths that
need to be discarded? Gerd will present the most crucial trends,
examples and future scenarios and preview some of the findings from his
upcoming book 'Broadband Culture'
Here is a new video that I have just uploaded to my GerdTube.net channel on Blip.tv (which offers full iTunes download feeds so you can watch all of my videos offline, too) . The topic: Broadband penetration is rapidly increasing around the world, and
Internet access is no longer depending on computers but increasingly
available on mobile devices such as smart phones. Soon, the kids i.e.
the 'digital natives' will run the show, and they expect Radio & TV
to deliver content in much the same way as the Net does: time-shifted,
interactive, engaging, shareable and via any and all platforms. The
imminent total convergence of the Internet and Broadcasting will bring
many challenges to traditional broadcasters (commercial or public) but
there are also unprecedented opportunities - this video discusses the
key trends and future scenarios.
Please note that for some reason some of the transitions and animations are a bit delayed and don't sync 100% correctly with the voice; I have not yet figured out what how to solve this (I use Apple Keynote; and this problem happened when I exported the .key file with the voice-over to Quicktime - if anyone has an idea how to fix this please comment below - thanks). In the meantime, here is a pdf file with every single animation as one page so that you can click along with the video as I speak. Download Broadband Broadcasting step by step slides Gerd Leonhard
Audioboo is a pretty cool new app that allows you to record something on your iPhone and then upload it to your page on Audioboo.com, as well as syndicate it via widgets - as it says, it's an iPhone blogging app. Interesting? Check out my first 'Boo' below.
As the web becomes ubiquitous, everywhere, and mobile access dwarfs computers, we are seeing a key shift in the way that people use (fka consume) content. While it used to be good enough to present high-quality and professional content (think traditional TV, Radio etc) now people aka USERS want and really value good CONTEXT, too, i.e. links, recommendations, ratings, comments... and the conversation around the content. Social media brings this into sharp focus: all the stuff around content (I like to call this meta-content) is now just as important as the content itself. This has significant impact on every player in the content industries. Download the MP4 file: Download Content to Context shift MP4 (35MB)
Just ran cross this via Digital Media Wire: "Southwest Airlines’ Rapping
Flight Attendant, David Holmes, explains Generally Accepted Accounting
Principles (GAAP) in a “GAAP Rap” at the 2009 Shareholder’s Meeting
held at the Company’s Dallas headquarters on Monday 20th" Really funny, and a very unique way to bring some really boring points across.
The amazing power of online networking and collaboration, open platforms, creative commons licensing and crowd-sourcing (whew... that's a mouthful!) has manifested itself once again: for the past 9 months, the tenacious and dedicated Zvonimir Dusper (Dus) from Croatia (LinkedIn profile) has been hard at work translating my entire Music 2.0 book into Croatian language (see the English book site here, download the English version as a PDF here, buy the dead-tree version or U.S. letter size book PDF at Lulu, here, visit the Amazon.com book page [incl. reviews] here).
The book is now available as a free PDF download and in a print version via Zvonimir's Glazba2.0 site - check it out and please forward this post to anyone that may be interested in reading Music2.0 in Croatian (you can use the tools provided, below)
To receive the free PDF please use the email box on the left site of the Glazba2.0 site (see here >). Enjoy!
PREDGOVOR HRVATSKOM IZDANJU Tematika “2.0” u posljednje vrijeme sve više okupira medije (nove i stare :-), pa smo, osim već razvikanim Webom 2.0, sad bombardirani i Novinarstvom 2.0, Marketingom (komercijalnim ali i političkim!) 2.0, Ekonomijom 2.0, Sociologijom 2.0 i drugim raznim inačicama tog fenomena, među kojima nas, ljubitelje glazbe i/ili glazbene profesionalce, najviše zanima upravo tema ove knjige – Glazba
2.0. Riječ je o promjeni iz sustava kojim je dominirao princip “od-vrha-prema-dole”, u sistem “od-dole-prema-vrhu”, u kojem korisnici/potrošači svojim sudjelovanjem u interaktivnim online mrežama grade tkivo budućih socijalnih ekosistema. Pažnja je postala nova valuta, a poslovni princip vrlo jednostavan – ako je privučeš dovoljno da se posuda prelije, višak možeš lako pretvoriti u novac. Kako god to zvučalo jednostavno, živjeti u 2.0 svijetu znači imati hrabrosti za radikalnu promjenu svojih navika, i odustajanje od tradicionalnih očekivanja i (nerealnih) projekcija budućnosti. Budućnost ne dolazi, ona je već tu, samo je neravnomjerno raspoređena – da citiram Johna Cage-a (taj sam citat, naravno, “pokupio” iz ove knjige :-) ....
I am still riffing off my ABU talk from May 17/18 2009 (the phrase 'emerging cultural practices' itself is, of course, appropriated or shall we say PFA'd via Henry Jenkin's brilliant book "Convergence Culture") - here is a summary.
"Amazon’s Kindle DX reading device launched this month, with a bigger screen and a much higher pricetag than the Kindle 2.0.
The device itself features a larger screen with more
shades of gray for better display, a bigger hard drive (3.3GB) that can
hold up to 3,500 books, and auto-rotation, so that users can read
content in either portrait or landscape mode... What's next in store for the Kindle? Atom Films reckons it can only get bigger, skipping ahead to the “Kindle 9XXXD” in this parody video...."
I have run across the sponsored conversations concept via Josh Bernoff and via Techdirt's Mike Masnick before (see Techdirt's sponsored conversation example here), and found it very interesting yet a little hard to align with a more 'seriously independent' blogging approach. I am not sure that I would personally want to engage in having my blog or my tweets sponsored by someone that wants to reach my readers or 'followers' (and yes... there have been offers), but I still like the concept and will investigate it further. It seems like there is a nice package to be made with good old Word of Mouth, web-native Word of Mouse, and Sponsored Conversation - or what do you think?
UPDATE: Broadband Broadcasting Session 2 IRIB ABU Tehan Gerd Leonhard: here is part 2 of my presentations (Tues 3.30 pm May 19) . The ABU and IRIB kindly invited me to speak at the 2nd International Radio Forum in Tehran (Iran). Some excerpts: Broadband Broadcasting Principles: 1) Broadcasters should be & remain the best possible curators, on all platforms 2) Broadcasters should support time-shifting 3) Broadcasters should support convergence (devices, platforms, UIs) 4) Broad-casters should support sharing 5) Broadcasters should support interactivity & engagement 6) Broadcasters should embrace community & conversation
(< view of Tehran from the hotel... my iPhone's camera always makes it look rather strange). As promised, here is the PDF with my keynote entitled "Broadband & Broadcast - the next 5 years". Download IRIB ABU Tehran Keynote Gerd Leonhard Public
I just ran across this video from the NYT (below). This is another very interesting reflection of the strong trend towards content delivered as software. Just like bands and record labels deliver their music on iPhone apps (and even charge for it much like a CD), the NYT now delivers their content to any computer that can run Adobe Air - and I just love the way they put this - good going, NYT!
This is from the Picnic Conference blog, taken from a telephone interview with me, last week. Please note that I am firm believer that there is NO COOKBOOK for success in social media (whatever that means!), at least as far as I can tell. And there is no certainly not a definitive correlation between your mere numbers of followers or friends, and the quality or merit of your work. We are still very much in the very first, embryonic phase of social media marketing (and the related personal branding options), and it would be very premature to equal success in numbers with success in business or even any real degree of influence. I am experimenting with this just as much as everyone else... so, read this below, in that spirit!
Btw - the Picnic conference in Amsterdam (Sept 23-25, 2009) will be well worth attending (and not just because I'll be speaking ;). Last year's event was thoroughly entertaining as well as inspirational, if sometimes a bit overwhelming due to the sheer number of topics and attendees. Check out my 2008 Picnic presentation on The New Music Ecosystem, here.
"Last Friday, the team
at PICNIC had the opportunity to pick Gerd Leonhard’s brain about
social media marketing and what has made him successful. Gerd is a
well-known media futurist and a regular PICNIC participant. He travels
the world speaking about the future of media, content, technology,
communication, business and entertainment.
In less than six months Gerd accumulated over 5000 followers on
Twitter and his website traffic [and RSS feed users] increased by 300% (60% of which comes
from Twitter). As a result he decided to completely stop communicating
with his 17,000-strong database by email and his business has continued
to thrive. It was a pleasure to chat with Gerd on the subject of social
media marketing and we are excited to share some of his top tips with
you.
Pull, don’t push: Get people’s attention by
providing value and earn their love by engaging with them. This will
naturally lead to increased website traffic and increased sales.
Getting started
Choose a plausible position and objectives you want to achieve
Find out where your target audience is, i.e. Twitter, LinkedIn, Facebook, YouTube…
Listen to others and decide carefully who you want to follow and get feedback from
Track replies and keywords to help you actively participate in the conversation
Set up multiple accounts if necessary (by topic, employee, etc)
Building momentum
Jump in: don’t be afraid to start, there is no right or wrong way to use social media for marketing
Provide value: link to content on your website or blog like videos,
slideshows, tips, interviews; provide useful resources from other
sites; don’t be afraid to re-package existing content by putting a new
spin on the story.
Avoid sales pitches: but do offer special offers or rewards to members of your network
Participate: develop conversations with members of your network; ask for feedback or advice
Be transparent: people will feel more connected with your brand when they know what is going on behind the scenes
Establish yourself as a thought leader or authority: dialogue with the right people
Measuring success
Social media marketing is not a replacement for other marketing
tactics. Success with social media tools requires time and effort, not
money. Success has to be defined by the individual or company.
The number of followers or members is important, but not the only
measurement of success. You can also track traffic to your website
generated by social media sites, number of RSS subscribers, and
increase in comments or leads.
This is a public version of my presentation from today's Creative Capital event and Future Music Lab / Sandpit here at Canary Wharf London. Really enjoyed the sandpit discussions in the afternoon, btw - will have some pics and vids from that soon. A short summary of what I talked about:
1) We are in the middle of a switch from Egosystem to Ecosystem - a better business model for a new music industry will need to be build on deep collaboration and mutual respect - there will be no strong, new revenue streams without all pieces of the ecosystem (telecoms, brands, content owners, CE / device makers...) collaborating 2) The development of New Generatives (yes, a la Kevin Kelly / The Technium: Better than Free - a must read!) is crucial - most traditional revenue models based on unit sales and push-marketing will crumple more or less completely. This includes packaging, personalization, timeliness, authentication, curation, filtering, alt-outputs etc (see more, here and here) 3) The only way to monetize the use of music on digital networks is to license the music via a collective, public, open flat rate - like we licensed radio. If Google can achieve a 'private flat rate' in China... then we can do something similar here! 12 MB PDF The road to Music 2 Gerd Leonhard Creative Capital London
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