The Culture And Economy Of Participation: Futurist Gerd Leonhard @ Cyprus Emergence2009 etourism forum by Patrick Heuchenne

1. Gerd Leonhard Media Futurist
The Culture & Economy
of Participation

2. 2009:
Gerd Leonhard Media Futurist
Disruption
Reinvention

3. Gerd Leonhard Media Futurist
The global economic fabric has changed
Some trusted old business models
seem to have suddenly stopped working
(banking & financial, content & media, energy)
Dominance is less feasible - and much
less needed; Collaboration emerges as
success formula
Open systems are starting to ‘win-
win’ everywhere

4. Gerd Leonhard Media Futurist
A crucial shift:

5. Gerd Leonhard Media Futurist

6. Gerd Leonhard Media Futurist

7. Gerd Leonhard Media Futurist
• Word of
Mouth &
Mouse
• User-
derived-
Content
(UGC)
10 / 2008: more than 20 million traveler
reviews and opinions in six languages

8. Gerd Leonhard Media Futurist
o n
t i
u p
s r
D i

9. Gerd Leonhard Media Futurist

10. The Future of Marketing
Gerd Leonhard Media Futurist
Interrupt to sell ‘Own the customer’ Centralized
Attract Engage Decentralized
Own TRUST
10
7.5
5
2.5
0
Now 2010 2012 2015

11. Gerd Leonhard Media Futurist
Disruption Example: Publishing

12. Gerd Leonhard Media Futurist
Ever
ythin
deliv g ge
ered ts
elec in
tron
ic fo
rm

13. Gerd Leonhard Media Futurist

14. Gerd Leonhard Media Futurist
So...

15. Gerd Leonhard Media Futurist
A good case study - the music industry

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Learings from the music industry

17. And all of this because of:
Gerd Leonhard Media Futurist
• Refusing participation
• Ignoring requests for engagement
• Severe lack of REALLY
understanding the next generation
of consumers & users
• Way too little way too late

18. Gerd Leonhard Media Futurist
So, questioning your assumptions is crucial

19. Gerd Leonhard Media Futurist
From a major international tour operator’s website:
Will the Internet take over from traditional
sales channels in the longer term?
“This is unlikely to happen because, just as the Internet is
becoming ever easier to use to book vacations, people’s
holiday wishes and ideas are growing ever more
complex.
The Internet, as a simple sales platform, is not
sufficient on its own to cope with this complexity...
customers attach a lot of value to receiving personal and
exclusive advice. And that’s why .... continues to devote
much of its attention and resources to personal customer
contact...”

20. This is NOT about Technology
Gerd Leonhard Media Futurist

21. Gerd Leonhard Media Futurist

22. Now Consumers... dictate!
Gerd Leonhard Media Futurist

23. Gerd Leonhard Media Futurist
What if your Marketing would reflect these shifts:
• Information becomes Conversation
(Google vs Twitter)
• Web Search becomes Social Search
(Yahoo vs Facebook, Friendfeed, Twitter)
• Data as Context becomes Social
Network as Context

24. Gerd Leonhard Media Futurist

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Finding
and being
Found

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Offer real conversations using all these tools:

27. Gerd Leonhard Media Futurist
Now, Networked beats ‘The Network’
* but yes, size will still matter
Large
Operators

28. Gerd Leonhard Media Futurist
Adding value AROUND the Content

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Example: great food and great experience

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The importance of Personalization

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The Key: the Future Masses
are... Individuals!
Personalization
Customization
Sharing
Engagement
Transparency
Participation

32. Gerd Leonhard Media Futurist
Let your fans do your marketing for you

33. The Future Hits are... Niches
Gerd Leonhard Media Futurist
Source: VerminInc @ Flickr

34. Gerd Leonhard Media Futurist
$ 100 Million worth of handmade goods
sold in 2008
Over $1 Million in revenue per month

35. Gerd Leonhard Media Futurist
and now it’s all about Attention
Where ever attention
flows, money will
follow
Kevin Kelly @ kk.org

36. Gerd Leonhard Media Futurist

37. Broadband
Gerd Leonhard Media Futurist
C u l tu r e

38. Gerd Leonhard Media Futurist
Broadband Culture Opportunities
• Filter
• Aggregate
• Curate
• Contextualize
• Be trusted

39. Gerd Leonhard Media Futurist
What this may mean for you
Open communications is a must
(yes... blogs...Twitter... ;)
Marketing focus shifts to Video, Social
Networks, Mobile
Maximizing your Google Juice is crucial
Customer experience online becomes
drastically more important

40. Gerd Leonhard Media Futurist
Good
Storytelling is
more crucial
than ever before

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42. Gerd Leonhard Media Futurist
Some ideas
• Start blogging: show people that you want
conversations
• Use video: add value for customers and destinations
• Switch to Pull (retire Push) in Marketing,
Communications
• Start your own social network
• Get involved or run Facebook communities
• Launch and use Mobile applications (Cyprus game
for iPhone?)
• Launch Twitter channels
• Offer Widgets (Desktop, web, mobile)
• Invest in Web 2.0 technology

43. Gerd Leonhard Media Futurist
Summary
Attention is the new Currency
Content is the new Advertising
Engagement is the new Marketing
Participation is the new Consumption

44. Gerd Leonhard Media Futurist
"When the winds of change are blowing,
some people are building shelters -
others are building windmills."
Chinese Proverb

45. Gerd Leonhard Media Futurist
Thanks for listening
Gerd Leonhard
www.mediafuturist.com
Twitter.com/gleonhard
gerd@mediafuturist.com