Embed Size (px)
DESCRIPTION
The PDF from my presentation at Internet Hungary 2009 in Tihany see http://bit.ly/dAnvc. Topics: defining 'broadband culture', why and how attention is the new currency, content 2.0 and the new pricing logic, the shift from mass media to niche media, why conversation beats monolog and why social media is CRM, the shift from push to pull, 'free gets you to the place where you can ask to get paid', how sharing generates income, the future of content, education trends, the end of control,
Citation preview
‣ Futurist‣ Strategist‣ Author & Bloggerwww.mediafuturist.comtwitter.com/gleonhard
Attention, Money and the Future of the Internet
What I do: www.mediafuturist.comwww.twitter.com/gleonhard
Was...
Is...
A Mobile, Engaged, Connected Culture
Mobile
VideoSocialReal -T
ime
Shared
Imagine what this will do to your life...
Social Media and Citizens Action
Social media has created a drastic increase in transparency, and reduced citizens’ response
time to hours instead of days or weeks
Soon: the Mobile becomes ‘The Internet’
Source: Slideshare
The Success Formula: Content - Context - Connectivity - Community - Convenience +++
The irreversible shift in Content & Media
Content
ContentContext
Curation
CommunityInterface
Timeliness
Convenience
And another pricing logic!
0
25
50
75
100
Was Will be
Price Users
It used to be...
“Option”“Extra”
Default
Soon:
The New Premium
The new Normal
Content is first a Service & an Experience - and only
then (maybe) a Product.
From Stuff to Bits (1)
From Stuff to Bits (2)
From Stuff to Bits (3)
Thanks to Flickr.com/alextorrenegra
Content is only ~20% of the Cost
From Consumers to UsersFrom Fixed to Mobile
From Physical to Digital
From Top-Down to SocialFrom One-Way to Interactive
How commerce has changed
AudienceTrust
Transaction
Masses + Money = Reach
AttentionDominance
Transaction
Attraction & Attention
What we can learn from Tripadvisor
Now, Conversation beats Monolog
A new Marketing Paradigm emerges
Behavior, habit & culture changes always come first
Monetization is a possible consequence (not a starting point)
Every large and engaged audience can be turned into
money.
How will this make money?
Social Media beats eMail,
Video beats Search
Stop PushingStart Pulling
In Content, we must now reinvent how get paid!
Source: Universal McCann
Why I have spend $1000+ on iStockphoto
• Good quality images• Finding the right photo is quick and easy• The rights (licenses) are cleared• The price is right (well... mostly)
• I don’t pay just for the content - I pay for ease of use, peace of mind, the interface, service & curation...!
Free gets you to a place where you can get paid.Quote by Fred Wilson, Union Square Ventures www.avc.com
‘Feels Like Free’ Content >> Paid Services
Crucial: Sharing generates Income
The Future: Creators Going Direct
Convergence is finally real
TV
Internet Mobile
Telecom
Media
Advertising
The Future of Education?
The Art of Attention-Getting
Engagement not Interruption
Interruption costs MoneyEngagement costs Control
Advertising / Branding / Marketing 2.0:
Summary
1.Attract the right people by publishing relevant content
2.Get and hold their Attention, build Trust
3.Think Followers not Users4.Offer added values to
convert followers into $$
email me at [email protected]/gleonhard
facebook: gleonhardmore presentations at
www.mediafuturist.com
Thanks for your time
