Gerd Leonhard Effie 2008 Greece Keynote on Digital Media Opportunities

www.mediafuturist.com

Gerd Leonhard

gerd@mediafuturist.com

Digital Opportunities
Presentation at Efﬁe 2008 Athens June 11 (2)


My mission: help you with the Puzzle


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


Yes - it has taken much longer but...

This really didn’t take very long!


Source:
Don Tapscott
Wikinomics
Blog


Now: Disruption by

The People Formerly Known as Consumers

Creating - Sharing - Connecting

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

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

Such as www.mediafuturist.com


In this world....

...being different becomes crucial, and Cultural Identity
matters more than ever!


ol
t r
o n
C
“Choice not Control”

We urgently need to get used to www.mediafuturist.com

Having Less Control

TRUST Conversation Merit

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


Control versus User Empowerment - a clear outcome

The New York Times Example www.mediafuturist.com

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 Control
Provide Real Meaning & Context - not sheer Volume
Provide Sharing - not Walls


Many Traditional roles will be up for discussion

Anarchy: from Greek: ἀναρχία anarchía, quot;without rulerquot;


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

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?
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)

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


GreekTube anyone...?

Thirty-eight percent of the video streamed on the Web
http://www.forbes.com/technology/forbes/2008/0616/050.html

now comes from YouTube, according to ComScore
YouTube will upload 600 years' worth of video this year
An 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

Henry Jenkins, director of the MIT Comparative Media Studies Program: quot;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


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


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

Thanks for listening!
Gerd Leonhard
gerd@mediafuturist.com
Download this pdf later today at www.mediafuturist.com

Gerd Leonhard Effie 2008 Greece Keynote on Digital Media Opportunities

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Gerd Leonhard Effie 2008 Greece Keynote on Digital Media Opportunities