Gerd Leonhard Media Futurist The Culture & Economy of Participation
Jan 21, 2015
Gerd Leonhard Media Futurist
The Culture & Economy of Participation
Gerd Leonhard Media Futurist
DisruptionReinvention
2009:
Gerd Leonhard Media Futurist
The global economic fabric has changedSome trusted old business models
seem to have suddenly stopped working
(banking & financial, content & media, energy)
Dominance is less feasible - and much
less needed; Collaboration emerges as
success formula
Open systems are starting to ‘win-
win’ everywhere
Gerd Leonhard Media Futurist
A crucial shift:
Gerd Leonhard Media Futurist
Gerd Leonhard Media Futurist
Gerd Leonhard Media Futurist
10 / 2008: more than 20 million traveler reviews and opinions in six languages
• Word of Mouth & Mouse
• User-derived-Content (UGC)
Gerd Leonhard Media Futurist
Disru
ption
Gerd Leonhard Media Futurist
Gerd Leonhard Media FuturistThe Future of Marketing
0
2.5
5
7.5
10
Now 2010 2012 2015
Interrupt to sell ‘Own the customer’ CentralizedAttract Engage DecentralizedOwn TRUST
Gerd Leonhard Media Futurist Disruption Example: Publishing
Gerd Leonhard Media Futurist
Everything gets delivered in electronic form
Gerd Leonhard Media Futurist
Gerd Leonhard Media Futurist
So...
Gerd Leonhard Media Futurist A good case study - the music industry
Gerd Leonhard Media Futurist Learings from the music industry
Gerd Leonhard Media FuturistAnd all of this because of:
• Refusing participation• Ignoring requests for engagement• Severe lack of REALLY understanding the next generation of consumers & users
• Way too little way too late
Gerd Leonhard Media Futurist
So, questioning your assumptions is crucial
Gerd Leonhard Media Futurist
From a major international tour operator’s website:Will the Internet take over from traditional
sales channels in the longer term?
“This is unlikely to happen because, just as the Internet is becoming ever easier to use to book vacations, people’s
holiday wishes and ideas are growing ever more complex.
The Internet, as a simple sales platform, is not sufficient on its own to cope with this complexity...
customers attach a lot of value to receiving personal and exclusive advice. And that’s why .... continues to devote
much of its attention and resources to personal customer contact...”
Gerd Leonhard Media Futurist This is NOT about Technology
Gerd Leonhard Media Futurist
Gerd Leonhard Media Futurist Now Consumers... dictate!
Gerd Leonhard Media Futurist
What if your Marketing would reflect these shifts:
•Information becomes Conversation (Google vs Twitter)
•Web Search becomes Social Search (Yahoo vs Facebook, Friendfeed, Twitter)
•Data as Context becomes Social Network as Context
Gerd Leonhard Media Futurist
Gerd Leonhard Media Futurist
Finding and being
Found
Gerd Leonhard Media Futurist
Offer real conversations using all these tools:
Gerd Leonhard Media Futurist
Now, Networked beats ‘The Network’* but yes, size will still matter
Large Operators
Gerd Leonhard Media Futurist
Adding value AROUND the Content
Gerd Leonhard Media Futurist
Example: great food and great experience
Gerd Leonhard Media Futurist
The importance of Personalization
Gerd Leonhard Media Futurist
The Key: the Future Masses are... Individuals!
Personalization
Customization
Engagement
Participation
Sharing
Transparency
Gerd Leonhard Media Futurist
Let your fans do your marketing for you
Gerd Leonhard Media FuturistThe Future Hits are... Niches
Source: VerminInc @ Flickr
Gerd Leonhard Media Futurist
$ 100 Million worth of handmade goods
sold in 2008
Over $1 Million in revenue per month
Gerd Leonhard Media Futurist
Kevin Kelly @ kk.org
and now it’s all about Attention
Where ever attention flows, money will
follow
Gerd Leonhard Media Futurist
Gerd Leonhard Media Futurist
B roadband Culture
Gerd Leonhard Media Futurist
•Filter•Aggregate•Curate•Contextualize•Be trusted
Broadband Culture Opportunities
Gerd Leonhard Media Futurist What this may mean for you
Open communications is a must (yes... blogs...Twitter... ;)Marketing focus shifts to Video, Social Networks, MobileMaximizing your Google Juice is crucial Customer experience online becomes drastically more important
Gerd Leonhard Media Futurist
Good Storytelling is more crucial
than ever before
Gerd Leonhard Media Futurist
Gerd Leonhard Media Futurist Some ideas•Start blogging: show people that you want
conversations
•Use video: add value for customers and destinations•Switch to Pull (retire Push) in Marketing,
Communications•Start your own social network•Get involved or run Facebook communities•Launch and use Mobile applications (Cyprus game
for iPhone?)•Launch Twitter channels•Offer Widgets (Desktop, web, mobile)•Invest in Web 2.0 technology
Gerd Leonhard Media Futurist
Attention is the new Currency
Content is the new Advertising
Engagement is the new Marketing
Participation is the new Consumption
Summary
Gerd Leonhard Media Futurist
"When the winds of change are blowing,
some people are building shelters -
others are building windmills."
Chinese Proverb
Gerd Leonhard Media Futurist
Gerd Leonhard www.mediafuturist.com Twitter.com/gleonhard [email protected]
Thanks for listening