Upload
ken-rutkowski
View
218
Download
0
Embed Size (px)
Citation preview
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 1/37
How Soon Is Now?
How Real-Time Information, Crowd Empowerment and Location Awareness Is
Impacting Business, Consumers, Marketing,Media, News, and Communication
Presented by Gregory Markel
gregory@infusecreative,com
+
Accelerated exponential change meets the mob.
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 2/37
The illiterate of the 21st century willnot be those who cannot read and write,
but those who cannot learn, unlearn,
and relearn-Alvin Toffler
I might addQuickly.
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 3/37
My goal for this talk and
presentation
Simply, that you might see the same tipping point that I seethe speed, risk, and reward for business and communication are all accelerating rapidly, spread by technology and empowered crowds like never before inour historyunderstand it and prosperignore or deny
it and suffer the consequencesit is that profound.
Gregory Markel
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 4/37
Real-
Time InformationSocial Graphs & Community/Crowds
Location Aware
Sudden Disintermediation
Phrases all, that are new to most of
us and suddenly, ubiquitoush
ow?
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 5/37
What happened?
What has brought about the sudden
acceleration of change?
1977 + The Internet + Moores Law.
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 6/37
1977 impact. T e irst generation
to come of age with the Internet.
The Millennials turned 20 amidst the dot.com explosion and now theyre 32, themovers & shakers with money and power.
18 to 32, Gen Y behaves differently. They think differently.They consume differently.
They expect big value propositions.
They have short attention spans.
And theyre wired
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 7/37
As a result of Gen Ys
Digital Comfort & Net Majority
Accelerated & radical change.
50 & 100 year old businesses are being challenged.
Google.com/insights
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 8/37
AndWhat is Television now?
Accelerated & radical change.50 & 100 year old businesses are being challenged.
Google.com/insights
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 9/37
Yes, rapidly evolving technology and adoption
enabled by falling cost and availability
empowers people with an exponentiallygrowing list of consumer and communication
options
But theres something else thats newvery
new to humanity
Ubiquitous, real-time, location aware
multi-node connection to global community.
This has never happened before and as a result, we are changing.
Recommended Reading: http://www.herecomeseverybody.org
The man who made Gmail says Real-Time is next
Location Awareness
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 10/37
The way in which we consume information is
changingit is accelerating and fragmenting
W e scan and we move on.
W e spend less than 10 seconds on the average web site.
W e watch TV while surfing the Internet and texting.
W e read 20% of a web page and move on.**Study by HaraldWeinreich, Hartmut Obendorf, Eelco Herder, and Matthias Mayer
We now prefer streams and RSS feeds of information
Hmm, Twitter Stream RSS Feedsound reminiscent?
Iconic streaming binary code image from The Matrix
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 11/37
Real-Time, Community, Location Aware,
Sudden Disintermediation
The following slides represent significant tipping
points within the last 12 months
A word cloud forreal-time web illustrates t
hevolume of word taxonomy: bigger=louder
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 12/37
Integrated Internet TV is Here.The top selling LCD/Plasma manufacturer in the U.S.
is embracing Internet TV. This will accelerate real-time information expectation, community interactionand fragmented viewing behavior.
http://gadgetwise.blogs.nytimes.com/2009/08/26/how-vizio-went-from-nowhere-to-number-one/
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 13/37
Newspapers:
Nytimes.com Skimmer Prototype
Built for fragmented viewing habits.
http://prototype.nytimes.com/gst/articleSkimmer/
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 14/37
Movies: The Twitter Effect
Real-Time info + Community Example:
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 15/37
Government: Twitter enables revolution
Real-Time info + Community Example:The State Department asked Twitter to postpone a
scheduled site maintenance that would have shutdown themost powerful communication tool for protesters in Iran.
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 16/37
Instant Brand Reputation Destructor:
YouTube
Real-Time info + Community Impact on Brand Reputation Example:
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 17/37
Instant Brand Reputation Destructor:
Google.comReal-Time info + Community Impact on Brand
Reputation Example
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 18/37
Instant Brand Reputation Destructor
Empowered Crowds: Google SideWiki
Real-Time info + Community Example:
http://www.google.com/sidewiki/intl/en/
http://www.smh.com.au/technology/biz-tech/sidewiki-causes-a-pr-headache-20091113-idlp.html
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 19/37
Television: Fragmented Viewing
The challenge: W ere viewing less of more.
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 20/37
Google gets fooled by Real-Time
When Michael Jackson died on June 25, millions of people flooded ontoGoogle News to find the latest information about what had happened.The spike in traffic was so massive that Google suspected a malwareattack and began blocking anyone searching for "Michael Jackson."
It's a funny story, but it illustrates how theWeb is changing.
Wired.com on how the real-time web is leaving Google behind.
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 21/37
Google: Moving to Real-Time Information
"Real time information is just as valuable as allthe other information, we want it included in our
search results. Eric Schmidt
http://blog.moreover.com/2009/10/29/google-talks-real-time/
Google Founder Larry Page on Real-Time Google: We Have To Do It
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 22/37
Even Google AND Microsoft agree
Real-Time info + Community is here to stay:
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 23/37
Even Google AND Microsoft agree
Real-Time info + Community is here to stay:
http://www.bing.com/twitter Google Past Hour results
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 24/37
Location, Location, Location
The Foursquare Smartphone App revolutioncombines real-time information with social
community with location aware devices
Founder Interview: http://www.youtube.com/watch?v=bPtujpFHb_U
http://foursquare.com/
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 25/37
High Frequency (Real-Time) Trading
It is the hot new thing onWall Street, a way for a handful of traders to master the stock market, peek at investors ordersand, critics say, even subtly manipulate share prices.
It is called high-frequency trading and it is suddenly one of the most talked-about and mysterious forces in the markets.
http://www.nytimes.com/2009/07/24/business/24trading.html?em
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 26/37
The New News
News + real-time + community
The Huffington Post Integrates Facebook Connect
& Contextual Twitter streams into the news
http://www.huffingtonpost.com/social/join.html
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 27/37
Publishers Impact: Ebook Preference Growth
Real-time availability & social community(reviews) fuel increased consumption while
challenging traditional margins
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 28/37
Iphone Impact: Search, Content & Apps R
eal-time, social/community & location aware all in one device (+apps)Google says the iPhone and Adroid are dramatically accelerating mobile search like never before. YouTube says mobile uploads are up 400%
Smartphone owners can now upload video, audio and images to Youtube,tweetpic, tweetvid and others via the device OS and apps like twittelator and
http://www.stone.com/Twittelator/
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 29/37
Record Industry Impact:
Sudden Disintermediation
The Challenge of Real-time availability andcommunity driven distribution and influence
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 30/37
Record Industry: A New Model?
Real-time availability (streaming) plus community Because music is social, Spotify allows you to share
songs and playlists with friends, and even worktogether on collaborative playlists
http://www.spotify.com/
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 31/37
Sudden Disintermediation: Redbox
Real-time info and availability plus community andlocation awareness at a radically reduced price ischallenging perennial movie studio DVD business
models and long standing gate keepers
http://www.insideredbox.com/inside-redbox-iphone-app-almost-ready-testers-
needed/
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 32/37
What IS Broadcast in 2009?
The Presidential Inauguration, U2, & Michael Jackson Premier
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 33/37
What IS Broadcast in 2009?
Infuse Creative Case Study:Worlds first Twitter, Ustream,
Facebook, YouTube & Skype 24hr Telethon: Raised $30KMany of the social media platforms utilized in the event were linked together to cross-populate to exponentially increase the reach of each
tweet, tweetpic, image, audio and video content piece created or broadcast, for example; Ustream populated YouTube which populated
Twitter which then populated Facebook. 12Seconds populated Twitter and Facebook, and so on.
Some of the key statistics and info from the event include:
-- Social Media Platforms used: Twitter, YouTube, 12Seconds.tv, Ustream,
Facebook, Blip.fm, Twitpic, Blogspot, Bit.ly, Twibbon, Tweetmeme,Tweetlater, Tweetdeck, Tweetstats, Socialmention, Seesmic Desktop,
Tweetie, Hootsuite, Digg, Propeller, Kirtsy, Stumbleupon, Reddit, and
Widgetbox
-- iPhone apps used: 12Seconds.tv, iPhone upload to YouTube
-- Skype was used to enable live call-in
-- The event started at 5:30am ET on the 25th and ran through 6am ET
-- $28,000 was raised (Enough for 2 PlayPumps WaterWells)
-- 56,400 Google & Yahoo results with event keywords
-- 19,734 Ustream views
-- 9,723 twitpic views
-- 6,626 bit.ly clicks to the Ablog and donation were tracked
-- 6,164 YouTube channel and video views
-- 5,798 12Seconds.tv views
-- 2,820 pre-event press releases picked up by Google
-- 346 Donations were generated ranging from $5 to $5000
-- 299 twibbon supporters
-- 260 links for the event found at tweetmeme
-- 53% passion, 13% reach across social media & 17 to 1 positive
sentiment at Socialmention.com
www.infusecreative.comcase study
R
eal-time + Community
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 34/37
As you have seenChange is here.
Change is acceleratingtoreal-time.
Real-time information
+
Empowered community
+
Location Aware+
Sudden disintermediation
= new challenges, but also new rewardsBusinesses, Media Companies, and Individuals that wish to be successful in this new
reality will do well to incorporate the following suggestions into their business
plansyou will increasingly find them present in emerging companies that lead and
succeed moving forward in this new real-time, community, location aware and
sudden disintermediation driven world
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 35/37
My suggestion for success
in a real-time & social, location aware world:1. ACCEPT THAT CHANGE WILL BE SWIFT AND CONSTANT FROM HERE ON OUT: Learn, unlearn and relearn
quickly if you want to compete
2. LESS CAN EQUAL MORE-AVOID DISINTERMEDIATION: Choose business and revenue models that can thrive
with lower margins to entice a larger audience to meet volume driven revenue goals, accelerate adoption, put
crowds to work for you, and make sudden disintermediation from competitors less likely: Example: Google
(Paid Search), Apple (Itunes)
3. BEST OF BREED OFTEN WINS: Strive for the superior user experience
4. HONESTY & TRANSPARENCY IS ESSENTIAL : Be honest in your offering and communication because real-time
information + empowered crowds means youll get caught and suffer pain if you are not
5. GIVE IT TO THEM NOW: Deliver on real-time demand
6. COMPETE WITH YOURSELF : Anticipate disintermediation and constantly strive to innovate and
leadcomplacency =death
7. TRACK THE MOVEMENT AND DIRECTION MOMENTUM OF THE CROWD AND YOUR COMPETITORS: Look for
and anticipate key tipping point indicators. Constantly update your tools. Avoid operating in a vacuum(Assemble the key RSS feeds you should read EVERY day!)
8. INTEGRATE COMMUNITY: Use the crowd to do your work and sell/work for you, and importantly, prepare for
both good and bad crowds ( U xepected Event & Disaster planning)
9. MONITOR REAL-TIME CHANGE: Keep your eye on now to know whats coming tomorrow
10. INCLUDE A MOBILE/SMARTPHONE-LOCATION AWARE STRATEGY: Location aware Smartphones will be the hub
of everyones existence
11. AND OH, LEARN CHINESE ;) Googles CEO says Chinese will be the majority language on the web within 5 years
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 36/37
Suggested FREE
Real-Time Social Media Monitoring, and RSS tools www.Google.com > Show Options > Recent
www.Search.Twitter.com
www.Socialmention.com
www.Oneriot.com
www.Topsy.com
www.Digg.com www.Tweetmeme.com
www.Trendistic.com
www.Newssift.com
www.Silobreaker.com
www.google.com/trends
www.mashable.com
RSS Feeds/Reader: Assemble RSS feeds important to you, your business, and scan/read for at least 5-30 mins per dayit will give you a knowledge advantage over most of your competitors. I use Shrook
for Mac: http://www.utsire.com/shrook/
8/14/2019 METal Conf Call - How Soon is Now
http://slidepdf.com/reader/full/metal-conf-call-how-soon-is-now 37/37
Thank you!
www.Twitter.com/infusecreativewww.infusecreative.com