Futurist Gerd Leonhard on: Why Open is King- new opportunities in a digitally networked economy
We live in very exciting times - change is constant, new opportunities open up every day; while new challenges seem to pick up the pace, as well. Companies that favor an open and user-empowering approach are gaining ground very quickly, while many large media companies and previously ruling brands struggle to make the new paradigms work for themselves.....
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The web powers the global trend towards free and open
Both “Open” as well as “Free” are a
great Challenge and Opportunity for
Brands, Marketers and Content
Creators
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Having Less Control
TRUST Conversation Merit
quot;When The winds of change are blowing, some people
are building shelters, and others are building windmills.quot;
Chinese Proverb
25. The New York Times Example www.mediafuturist.com
The paid wall went down - traffic went up. And then?
Openness forces you to be more inventive
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Your opportunity as a Brand
Provide “Choice” - not Control
Provide Real Meaning & Context - not sheer Volume
Provide Sharing - not Walls
29. Some thoughts
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• Prepare for the digital flood that will arrive in Greece, too - now is
a good time to stake out your role
• Pretend to be 16 again!
• Reinvent and disrupt your company before you are re-invented
by others
• If you own content: participate or be participated
• Forget about ‘Consumers’ - think Users, and engage them
• Embrace technology but don’t make it imperative just because it
exists elsewhere
• Again: it is not (just) about cool technology but about
new cultural practices!
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A unique Greek opportunity: Digital Tourism?
The people of Greece enjoy a high standard of living. Greece
ranks 24th in the 2006 HDI, 22nd on The Economist's 2005
world-wide quality-of-life index
Today, the service industry (74.4%) makes up the largest, most
vital and fastest-growing sector of the Greek economy, followed by
industry (20.6%) and agriculture (5.1%).
The tourism industry is a major source of foreign exchange
earnings and revenue accounting for 15% of Greeceʼs total
GDP and employing 659,719 people (or 16.5% of total
employment)
Export greek culture to a global audience
Market Greece online
Have conversations about Greece and attract business & visitors
Launch Greek companies that can sell worldwide
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GreekTube anyone...?
Thirty-eight percent of the video streamed on the Web
http://www.forbes.com/technology/forbes/2008/0616/050.html
now comes from YouTube, according to ComScore
YouTube will upload 600 years' worth of video this year
An ad on the YouTube home page now costs $175,000 a
day
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Some Key Trends
Now, good storytelling becomes even more important
(but it’s cross-media!!)
The Kids are the authorities now
Now some of us are starting to trust ‘Strangers Like Me’
‘Users’ are taking Control everywhere
Paying for Content with ‘Attention to Advertising’ is here
34. Henry Jenkins, director of the MIT Comparative Media Studies Program: quot;In a
www.mediafuturist.com
hunting society, children [People] play with bows and arrows. In an
information society, children [People] play with information.”
Photo via http://flickr.com/photos/sherlock77/
Gathered by www.mediafuturist.com
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Use Blogs, Wikis and build your own
Social Networks for Work Purposes, too
IBM has it’s own social network (Beehive): 30.000 people
BT has 16.000 people working together in Wikis and Vlogs
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Privacy is a major issue now - but
The potential evils of an Open Network - of ‘Too
Much Freedom’ - will always pale beside those of
a Closed, Controlled and Authoritarian Network
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The beginning is the most important part of the work.
Plato, The Republic
Thanks for listening!
Gerd Leonhard
gerd@mediafuturist.com
www.mediafuturist.com
Download this pdf later today at www.mediafuturist.com