3. Gerd Leonhard Media Futurist
The global economic fabric has changed
Some 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
7. Gerd Leonhard Media Futurist
• Word of
Mouth &
Mouse
• User-
derived-
Content
(UGC)
10 / 2008: more than 20 million traveler
reviews and opinions in six languages
10. The Future of Marketing
Gerd Leonhard Media Futurist
Interrupt to sell ‘Own the customer’ Centralized
Attract Engage Decentralized
Own TRUST
10
7.5
5
2.5
0
Now 2010 2012 2015
17. And all of this because of:
Gerd Leonhard Media Futurist
• Refusing participation
• Ignoring requests for engagement
• Severe lack of REALLY
understanding the next generation
of consumers & users
• Way too little way too late
19. 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...”
20. This is NOT about Technology
Gerd Leonhard Media Futurist
23. 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
38. Gerd Leonhard Media Futurist
Broadband Culture Opportunities
• Filter
• Aggregate
• Curate
• Contextualize
• Be trusted
39. 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, Mobile
Maximizing your Google Juice is crucial
Customer experience online becomes
drastically more important
40. Gerd Leonhard Media Futurist
Good
Storytelling is
more crucial
than ever before
42. 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
43. Gerd Leonhard Media Futurist
Summary
Attention is the new Currency
Content is the new Advertising
Engagement is the new Marketing
Participation is the new Consumption
44. Gerd Leonhard Media Futurist
"When the winds of change are blowing,
some people are building shelters -
others are building windmills."
Chinese Proverb
45. Gerd Leonhard Media Futurist
Thanks for listening
Gerd Leonhard
www.mediafuturist.com
Twitter.com/gleonhard
gerd@mediafuturist.com