Attention, Money and the Future of the Internet (Gerd Leonhard at Internet Hungary)

‣ 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 gerd@mediafuturist.comtwitter.com/gleonhard

facebook: gleonhardmore presentations at

www.mediafuturist.com

Thanks for your time