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Cultural Content Connection: Emerging channels, culture shifts and changing consumers demand new ways to source, produce, distribute and measure content. Sarah DaVanzo, Chief Cultural Strategy Officer of Sparks & Honey, Ad Age’s agency to watch in 2014, will highlight trends in culture, technology, media, aesthetics and consumer behavior shaping content, with a special deep dive on communicating with Gen Z (under 18s).
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Opening'Keynote'
Sarah'DaVanzo'Chief&Cultural&Strategy&Officer&sparks'&'honey''@culturecartog&
#Content14 @ContentCouncil
CULTURAL CONTENT CONNECTION The Future of Content
Society has entered a period of accelerated change...
We’ve gone from this...
to this
...to this.
Today’s changes are exponential.
Exponential
Linear
“47% of the world's currently existing jobs are likely to be automated over the next 20 years” !!- Wired Magazine
VUCA - volatile, uncertain, chaotic, ambiguous
TECHNOLOGY IS DRIVING CHANGE
Vatican City 2013Vatican City 2005
Google Maps launched in 2005
“In 2005 Facebook didn’t exist for most people, Twitter was still a
sound, 4G was a parking space, and ‘Skype’ was a typo”
- Thomas Friedman, The World is Flat
3D printing in 2005: clunky!
Today, nano 3D printing
Modular manufacturing
3D printed customization
3D printed beating heart
4D printed “living” objects
3D printing is mainstream. Sky Mall for heaven’s sake!
]
Now, drones on Sky Mall !
Drone videography
Drone photography
TECHNOLOGY IS DRIVING CHANGE
Drones + autonomous cars
Autonomous cars + oculus rift
TECHNOLOGY IS DRIVING CHANGE
Oculus rift vicarious experiences
Oculus rift mixed reality
Hyper-reality 360 ball camera
Immersive camera
©28
Circular camera
Deep focus (infinite focus)
HD slow mo: sensory amplification
HD slow mo story telling
Braingasms (autonomous sensory meridian response… i.e., asmr)
Extrasensorial
Synesthesia: semsory amplification
Sensory deprivation
syncing with culture
youthfulness
SCORING
ENERGY PREDICTION
LANGUAGE
INFLUENCERS
MEDIA
signals from noise
Burst1
Roll3
Arc2
Swell4Time (Prediction)
Cul
tura
l Ene
rgy
1
2
3
4
4 types of trends
9
cultural newsroom
Seize opportunity.
Plan for the future. !
Design for the future.
CONTENT OF THE FUTURE
Crowd Funding as Content
Research as Content
©46
Meta Content as Content
©47
Emojis as Content
©48
Picto-Narratives as Content
©49
Pranks as Content
Biometrics as Content
“Computational Creativity” as Content
©52
Data Viz as Content
53
Live Streaming Gameplay as Content
NEW NATION OF CONTENT CREATORS & CONSUMERS
A population tsunami is approaching
55
http://time.com/6693/coming-soon-to-your-office-gen-z/
Millennials ( 20-37 )
24.5%
Gen Z ( <19 )
25.9%
Swing ( 69+ )
10.5%
Gen X ( 38-49 )
15.4%
Baby Boomers ( 50-68 )
23.6%
361,000 Approximate number of babies
born in the US each day
56
Weaned in a post 9/11 world in recession
73% of Americans were
personally affected by the Great Recession
1 in 4 American children
are living in poverty
43% of 7-to-13 year olds feel
school violence/shootings will have the biggest
impact on their generation
Multi-generational households
57
Multi-racial households
58
+400% increase in multiracial
marriages (Black and White) in the last 30 years (with a
1,000% increase in Asian-White marriages)
Entrepreneurship is in their DNA
59
61% of high school students
want to be an entrepreneur rather than an employee
(compared to 43% of college students)
72% of high school students want to start a business someday (compared to
64% of college students)
Mature and in control
60
89.1
Teen Birth Rate (per 1,000 women age 15-19)
72
60
40
20
1.3
80
60
40
29.4
1950 ’60 ’70 ’80 ’90 ’00 20101980 ’85 ’90 ’95 ’00 ’05 2010
Alcohol
Marijuana
Cigarettes
Cocaine
Use of Illicit Substances (Among high school seniors)
57% of Gen Z say they would rather save money than
spend it
25% of Gen Z teens say they
were in a physical fight in the past year (down from
42% surveyed in 1991)
10% of Gen Z teens say they
tried an e-cigarette in 2012 (a doubling in one year)
Short attention spans
61
8 sec is the average American
attention span (down from 12 sec in 2000)
11% of children 4-17 years old have been diagnosed with
ADHD (up from 7.8% in 2003)
4D thinkers with 360-degree expectations
They communicate with symbols
image source
63
64
Tech Innate: 5 Screens Think in 4D
Judiciously Share (GeoLoco Off) Active Volunteers
Blended (race & gender) Togetherness
Mature Communicate with Images
Make Stuff Have Humility
Future Focused Realists
Want to Work for Success Collective Conscious
Tech Savvy: 2 Screens Think in 3D Radical Transparency: Share All Slacktivists Multi-cultural Tolerance Immature Communicate with Text Share Stuff Have Low Confidence Now Focused Optimists Want to be Discovered Team Orientation
Don’t treat Gen Z like Gen Y
Gen Z Millennials
65
! •Communicate in images – pictures, symbols, videos, emojis, etc.
•Tease their curiosity and pique their interest with intrigue (surprises, puzzles, games)
•Communicate in smaller, snackable bursts more frequently… but also provide the long-form reads version
•Brand marketing and storytelling/story-doing needs to be 5-screen: phone, computer, Tv, tablet, wearable
•Brand engagement needs to be live-streaming
They Have a Different Relationship with Content
SKILLS OF THE FUTURE
FQ (focus quotient)
experimentation
flâneurship
instagramability
pivoting
glyph literacy
joy bombing
The content industry is both a catalyst and mirror to change.
THANK YOU!
find me @culturecartog