www.mediafuturist.com
Gerd Leonhard
gerd@mediafuturist.com
www.mediafuturist.com
Social Media Futures:
Engage or be Tivoed!
Best of Gerd Leonhard
Tuesday, July 1, 2008 1www.mediafuturist.com
Social Media:
We are only at the
Beginning!
The Future will
emerge much quicker
than you may think
Tuesday, July 1, 2008 2www.mediafuturist.com
We now live in a Sharing
and Forwarding Culture
Tuesday, July 1, 2008 3www.mediafuturist.com
And increasingly more people engage online because:
It is easier to connect and use the Net
Their language is spoken
There is local content that they want
(films, music, news, blogs)
There are relevant, actual people they
want to meet
There are things they want to share
They can feel Ôat homeÕ
They want to be there because everyone
else is, too
C u l t u r e
Tuesday, July 1, 2008 4www.mediafuturist.com
Not technology but ... Culture
Yet...
Tuesday, July 1, 2008 5www.mediafuturist.com
ay, July 1, 2008 6Tuesdwww.mediafuturist.com
ay, July 1, 2008 7Tuesdwww.mediafuturist.com
TodayÕs Marketing Keywords:
Co-Creation. Sharing. Communing.
Tuesday, July 1, 2008 8www.mediafuturist.com
W e a r e h e a d i n g i n t o a
Broadband Culture
Tuesday, July 1, 2008 9www.mediafuturist.com
Media...
B r o a d b a n d
Narrowband
Linear B Interactive
O
Monologs Conversations
T
H
Copyright Usage Right
will
Advertising
Ads = Content
Professional Creators User & ÔUsatorÕ Content
C
O
Pay with cash Pay with attention
-
E
X
Push Marketing Pull & Attract by Merit
I
S
Own & restrict Share
T
Tuesday, July 1, 2008 10www.mediafuturist.com
The End of Scarcity changes everything
Tuesday, July 1, 2008 11www.mediafuturist.com
First and foremost, itÕs now about
Tuesday, July 1, 2008 12www.mediafuturist.com
ay, July 1, 2008 13Tuesdwww.mediafuturist.com
ay, July 1, 2008 14Tuesdwww.mediafuturist.com
Now, People will subscribe to People.
And to Mass Media, too
Tuesday, July 1, 2008 15www.mediafuturist.com
ay, July 1, 2008 16Tuesdwww.mediafuturist.com
Keywords for mobile communications -
and the new ÔAdvertisingÕ that will go with it
Devices feel like a Book
Touch / Draw / Zoom UIs and UXs
Always-on, 4 sure (mashed access)
OS / Software on the network
Very low power consumption
Explosion in location-based services
Technology becomes even more invisible
Tuesday, July 1, 2008 17Marketing 2.0: Listen - Broadcast - Pull www.mediafuturist.com
1
3
2
Tuesday, July 1, 2008 18www.mediafuturist.com
Brands are Broadcasters
Tuesday, July 1, 2008 19www.mediafuturist.com
Imagine: an instant Micro Feed to the
ÔPeople formerly known as ConsumersÕ
twitter.com/gleonhard twitter.com/dailywisdoms
Tuesday, July 1, 2008 20www.mediafuturist.com
Total Control of your own Content, Brand and
Services is becoming less and less important -
and some will shift to the Users (fka consumers)
Tuesday, July 1, 2008 21

ol
Contr

TR UST

TR UST

TR UST

TR USTwww.mediafuturist.com
ay, July 1, 2008 22Tuesdwww.mediafuturist.com
The story of the New York Times:
Less Control... more Revenues?
Tuesday, July 1, 2008 23www.mediafuturist.com
And finally... the
Britannica!
Tuesday, July 1, 2008 24www.mediafuturist.com
New trust generators:
ÒThe SwarmÓ + Friends / Family + Viral Stuff + Recommended People
Tuesday, July 1, 2008 25www.mediafuturist.com
Niche swarms <> Niche Marketing
Tuesday, July 1, 2008 26www.mediafuturist.com
So when / how / why do YOU provide
information about yourself?
Tuesday, July 1, 2008 27www.mediafuturist.com
Push Mar keting is dying.
Ever ything is
conver ting to Pull.
Was
Tuesday, July 1, 2008 28www.mediafuturist.com
Paying Attention In Return for
Getting Free Content
Tuesday, July 1, 2008 29www.mediafuturist.com
Media & Content is
now in the Network
- and so must
Advertising!
Tuesday, July 1, 2008 30www.mediafuturist.com
The key to the Future of Advertising:
the right blend of Sharing vs Privacy
Explicit Permission to temporarily and safely use
Attention, Sharing & Clickstream-Data in return
for free Content (Media) and Services
Tuesday, July 1, 2008 31www.mediafuturist.com
Imagine:
You could find users (fka consumers) that are a 95%
match for your product or service, and that have agreed
to pay attention to you
That they would be interested in hearing from you, and
open to discussing your product or service
That they would tell others about your product and
transport your message onward, on your behalf
Markets could really be
Conversations!
Tuesday, July 1, 2008 32www.mediafuturist.com
ay, July 1, 2008 33Tuesdwww.mediafuturist.com
The Mission: Re-defining
ÔAdvertisingÕ
¥Offline and in traditional media, people are skipping and avoiding
ads religiously, print ad reach is declining, radio stagnates
¥Online, peopleÕs attention is very very hard to get (and getting
worse) ~ the Attention Deficit Trend is a real challenge
¥CPMs in social networks are still terrible (~15 cents USD)
The web is essentially forcing us to reinvent advertising
¥
¥We need Ads that provide VALUE, RELEVANCE, CONTEXT
Tuesday, July 1, 2008 34www.mediafuturist.com
Context: the Future Role of Telcos and Operators:
Content, Service and Data Pipes
Media & Content is now in the Network - and so must Advertising!
Tuesday, July 1, 2008 35www.mediafuturist.com
Yes: there are problems, too
Privacy becomes almost impossible to maintain
Data & Identity Theft become more common
Continuous Partial Attention is becoming more common
Culture changes as Digital Natives take over
Tuesday, July 1, 2008 36

However: the potential evils of an Open
System - of ÔT oo Much FreedomÕ - will always
pale beside those of a Closed, Controlled
and Authoritarian Systemwww.mediafuturist.com
Gerd Leonhard
gerd@mediafuturist.com
www.mediafuturist.com
Thanks for your time!
.mediafuturist.com
Tuesday, July 1, 2008 www 37