The Future of Media: Open, Mobile, Connected, Collaborative (presentation at MPJC 2009)

I was invited to give the opening keynote at the Mediapark Jaar Congress in Hilversum, Holland, today (June 23, 2009). The PDF can be downloaded below (creative commons licensed, as usual - feel free to re-use non-commercially, but please give attribution). Mediapark Jaarcongress Hilversum Gerd Leonhard Future of Media Public (PDF 20 MB)  Check out the #mpjc2009 Twitter Buzz (mostly in Dutch, all MJPC 2009 tweets google-translated, here). I always love speaking in Holland btw - great people! Update: the Dutch Cowboys Blog has a good summary of my presentation (in Dutch)

The Future of Media: Open, Mobile, Connected (MPJC Hilversum 2009)

View more Microsoft Word documents from Gerd Leonhard.

Update: here is the audio podcast from my speech

Discover Simple, Private Sharing at Drop.io

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Information Culture to... Conversation Culture

The fight for Control was a fight for Distribution.
The flight for Attention is a fight for Trust.
The beneficiaries of Control were Monopolies.
The beneficiaries of Trust are those that can Collaborate.
The Future of Marketing and Advertising is CONVERSATIONS.

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The Culture & Economy of Participation (my presentation at Emergence 2009 in Cyprus)

Image via Wikipedia

 I just finished my presentation at Emergence 2009, a really interesting and engaging e-Tourism event in Limassol / Cyprus. I spoke on the topic of how the tourism and travel industry is changing because of the Internet and the new habits of those hyper-connected 'people formerly known as users'. From the program: 

The participative Economy by Gerd Leonhard Adopting customer-centricity and connecting through experience - access, usage, sharing - an inevitable future scenario for differentiation and competitiveness.Gerd is an expert on the drastic changes that are impacting content, media and communication companies as a consequence of the rapid deployment of new, disruptive technologies, and of convergence. 

Here is the PDF (15MB) - hopefully we will have a video soon, as well. Slideshare to follow as soon as bandwidth (not so hot, here)  allows!

Download Culture and Economy of Participation Gerd Leonhard Cyprus Emergence2009

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

View more presentations from Gerd Leonhard. (tags: tourism etourism)

4 bottom lines of the Internet economy: participation, engagement, attention, content = ads

This, below just became clear to me this morning, on the 6.50 am flight from Basel to London (airplane trips always make good occasions for lofty thoughts I guess):

• People nowadays seem more keen to participate than to just consume - quite a stunning reversal if compared to mass media traditions. The culture of participation is spreading very quickly. See: flickr, youtube, blogs, twitter,

  Image by gleonhard via Flickr

  wikipedia, amazon ratings, digg...
• People are much more likely to check out, and maybe even like, a brand (or their advertising) when they are being engaged rather than marketed-to (i.e. yelled-at). See: Nike+, Bacardi & Groove Armada, Dell Idea Storm, Comcast on Twitter etc
• Attention is becoming more scarce by the minute (maybe even more so than time), and as a result attention-data -what do I where, how, with whom, when - is becoming more valuable as well. 'Paying with attention' will become a real option once a) content becomes available on the basis of attention-revenue sharing,  b) new forms of advertising (yes, call it 2.0;) that can exploit this data are becoming more mainstream. Watch this video from my talk at Google UK, to find out more.
• Content will become completely mashed up with Advertising. Since, as Cory Doctorow said back in 2006 (!), Conversation is King - not just Content, we will see more and more innovative advertising based on sponsorship and product placement concepts injected into conversations around content - after all, this is what social networks are all about!

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Stream of the entire Futuretalks DVD with Glen Hiemstra *220 minutes

Drop.io rocks! More details on Futuretalks are here. The IT / Media Conversations pages and podcasts are here.

Discover Simple, Private Sharing at Drop.io

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The Future of Advertising, Marketing and Media: my presentation at TribalDDB London (Nov 12, 2008)

I was a guest at TribalDDB London today, and here is what I talked about: The Future of Advertising, Media, Marketing and Business - the next 5 years. Needless to say we did not make it through the whole presentation but here is the entire PDF, anway. Enjoy! future_of_advertising_marketing_and_media_gerd. pdf

The Future Of Advertising, Marketing and Media Gerd Leonhard in London

View SlideShare presentation or Upload your own. (tags: marketing media)

New video: shifting values and the future of advertising and marketing

Image by gleonhard via Flickr

Just uploaded this new video via Tubemogul (adds it automatically to a dozen or so sites). My favorite video platform is still Blip.tv btw, because the quality is great and it allows downloads via iTunes (so you can watch my videos on your iPod while you're driving;). My Youtube page is here, if you are using Youtube (who isn't?) 

The topic of this video: Shifting values and the Future of Advertising: In an inter-connected and broadband-powered world, pedigree, age, gender, location and cash matters less and less, and reputation, creativity, trust and MERIT matter more. What will this do to Advertising and Marketing?

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Twitter has officially arrived at the Center of Pop Culture, Britney Spears now twittering and sharing content on new 'bloggy' site, and Ning Community, too!

Techcrunch reports on Britney's new site (which feels very 'bloggy' and seems to focus on getting the users involved rather than just displaying static information) and her new Twitter account, aptly titled TheRealBritney. Surely this is a sign that Twitter has now officially 'arrived' - and any artist and / or content creator will ignore micro-blogging at their own perril. Guess what: now you have to provide more and more free content to pull people in before you can ask for their money. But there is plenty of so-called 'monetization' at the other end!

To me, Twitter is another important manifestation of the rapid rise of the broadband + mobile - driven Sharing & Participation Culture (* see more of my writings on that subject, here) that is quickly taking over from the broadcast-to-you-the-passive-consumer culture that was largely dominated by traditional television. I am not a Britney fan (as you may have guessed) but I do like the way her team is clearly emphasizing interactivity, user engagement and free content throughout most of what I see here (e.g. the Friend Britney Button) - good stuff!

Her Circusvip page (linked via the same button) is even more interactive - nice one. This page is apparantly build on the Ning platform which I have been busy telling many artists, managers and bands about - the perfect white label offering for building your own social network, quickly. In fact, I kind of like the Ning / CircusVIP site better than Britney's main site - and the 15335 people that have already signed up there seem to agree I guess. Engage, participate, share, have conversations - that clearly is the Future of Marketing. Yes, soon... blogs will become record labels. And major labels will become....? (you tell me)

eMail is for old people (and that includes me I guess) - the end of eMail as a social tool?

I am 47 and I just realized something (probably belatedly so) that I think is important to share with you: the Digital Natives [Wikipedia explains] the Net Generation, the 10-27 year-olds, don't use email like we do. For them, emailing means business, parents, government and other unfortunately unavoidable stuff. If they want to communicate (and that means 2-way now), they will twitter each other, leave messages on Facebook or Myspace, Orkut, Cyworld, StudiVZ, Mixi, or subscribe to each other's blog feeds or follow each other on Friendfeed (well.. yes, mostly the geeky ones), or chat on IM, via QQ or talk / video-talk on Skype, or SMS each other (worth $100 Billion in 2007). Even more importantly, they share stuff in order to im- and explicitly communicate to each other by aligning with personalized content that shows who they are, such as posting and commenting on youtube, sharing pictures on Flickr, bookmarking stuff they find on delicious, sharing slideshows and presentations on Slideshare, music recommendations on Last.fm and iLike... and so on.

eMail is way too formal, too direct, too organized, too PUSH for them, and is usually used more in the same way that we 'older' people used the fax or even good old snail mail. And the age range that deserts email as a social tool is increasing every week - this is one of the reasons why I recently junked my monthly email newsletter: it had become pretty much like flogging a dead horse, there was no conversation, no 2-way process.

This trend makes a huge difference for marketing and selling stuff online (or... rather, period): you don't get to push to these people anymore, you must PULL. You must get them to befriend you on the social networks, sign up for your RSS feed, follow you on Twitter - in other words, you must offer value and merit, and build trust. You don't own them, somewhere deep inside your databases - they own YOU in their minds, or Not. Ouch. Good. Yes?  Talk back --- comment below! 

Update: Alex at ReadWriteWeb has previously written about this - just discovered his column here

4 great reports from UniversalMcCann: Trusting Strangers, Widgets, Welcome to the Free World, and Social Media (Wave 3)

Tom Smith at UniversalMcCann (I like their cool tagline 'the next thing now', btw) has just alerted me to some really nice research that was done by them, so here they are. On your next flight or train ride, be sure to print them, and dive in - there's lots of great stuff in here. Tom Smith has an interesting blog, btw, too, here.

Download welcome_to_the_free_world_20080721123522.pdf
Download widgets_trendmarker_feb08_forweb_200803251313542.pdf
Download um-international-social-media-research-wave3-1208176731994979-9.pdf
Download strangers_reportLR_20080924101433.pdf

brand tags: see what people THINK a brand is

Link: brand tags.

Says Noah Brier (Founder): "The basic idea of this site is that a brand exists entirely in people's heads. Therefore, whatever it is they say a brand is, is what it is. 1.2 million + tags and counting..."

Try: 3M // AAA // ABC // ABC News // Absolut // Acer // Acura // Adidas // Adobe // AFL // Aflac // AIM // Airbus // Alfa Romeo // Alienware // Alli // Allstate // Alltel Wireless // Alpine // Amazon // AMD // American Airlines // American Apparel // American Express // American Idol // Amnesty International // Amtrak // AOL // Apple // Applebees // Arm & Hammer // Asics // Aston Martin // AT&T // Audi // Aveda // Avis // Avon // Axe // Bacardi // Ball Park // Banana Republic

Amazon Video Widget - with ads for books

Amazon has just added Video Widgets that allow you to upload your own videos and the insert small ads for Amazon products (books etc). The ad integration is quite interesting and not at all interruptive, imho.  Check out this video with 2 of my books and 2 other book as 'ads', below.  I think this is a perfect example of how advertising will (and can) provide free content - the viewer trades his attention for free content. Now, the next step would be the VIEWER picking the 'ads' (or rather, contverts) he wants to see.

Update: Amazon seems to have some tech problems here - the products don't always come up ;)

Brands Partner With Consumers Online - eMarketer

Good read from eMarketer: Brands Partner With Consumers Online - eMarketer.

"Advertising: Major consumer brands such as American Apparel, Frito-Lay, L'Oreal, Sony and Toyota have used consumer-created ads. Frito-Lay, a division of PepsiCo, drew a lot of publicity when it invited people to create and shoot their own 30-second Doritos commercial for a chance to have it viewed during Super Bowl XLI in February 2007. More than 1,000 submissions were received..."