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The Future ofDigital ContentRichard MacManus@ricmachttp://ricm.ac
About meI founded ReadWriteWeb(now ReadWrite) in April2003, building the businessinto one of the leadingtechnology blogs i...
The Digital Content Present• The Big 2: Facebook & Twitter• Social Galore: Google+, Foursquare,YouTube,Flickr, Instagram, ...
Facebook- Sharing, e.g. beautifulscenery photos- Highlight events in thearea- Tourist tips- Tourist comments,photos, etc- ...
Twitter- Real-time info; e.g.events, tips for thingsto do today / thisweekend.- Conversations withtourists- Use hashtags s...
Other OptionsMay not be as big asFacebook or Twitter, butoptions like Google+could be useful; e.g. hereis a G+ power user ...
Horses for Courses- Scenic destinationswould benefit from beingon Pinterest, the currenttrendy photo-sharingsite (the Flick...
• Mobile: video, context, focus• Beyond Social: niche, topical• Internet Everywhere: wearables, objects,ARThe Digital Cont...
Mobile: videoThemes:- Story-telling using mobile.- Give people a glimpse of the action.- Will get easier both to take vide...
Mobile: contextThemes:- More context using mobile.- Tips & recommendations using yourlocation.Example:Foursquare; started ...
Mobile: Do One Thing WellThemes:- Mobile apps that focus on a singletask.- Download and use when youneed to.- Targets spec...
Beyond Social: topicsTheme:- Topical-based organization.The Web is chaotic, topicpages will add a layer oforganization on ...
Beyond Social: nicheThemes:- Niche social networks, e.g.for travel.- Will connect to Facebook& sometimes Twitter(“social g...
Internet Everywhere: wearablesThemes:- “Wearable computing”.- (Virtually) Everything isconnected.Example:Google Glass; vis...
Internet Everywhere: objectsThemes:- Real world objects getconnected to the Internet.Example:London City Airport’s“Smart A...
Internet Everywhere:ARThemes:- Augmented Reality- 3D, real-time experience- Geographically-relevantinformationExample:Wiki...
New Forms of Storytelling• Video• Virtual Hangouts• New Narratives
Storytelling: VideoThemes:- Short videos (e.g. thisone is 3 mins).- Lots of potential forUGC (mobile phones,iPad video, et...
Storytelling: Virtual HangoutsThemes:- Gather peopletogether virtually.- Opens up events toglobal audience.- Taps into soc...
Storytelling: New NarrativesThemes:- New forms ofstorytelling; e.g. Citia’s“card-based narratives”.- Optimized for tablets...
3 things to think aboutthis year• Make sure you’re tapping into Facebook (forsharing) & Twitter (for real-time updates).• ...
3 things to watch incoming years• Mobile video; play withVine,Vimeo, et al. Or havesomeone in your org who experiments wit...
Q&ARichard MacManusFeel free to contact or connect with me:Email: richard@ricm.acHomepage: http://ricm.acTwitter: @ricmacF...
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The Future of Digital Content

The state of digital content and what to look for in the near future. Presented at the annual conference for Regional Tourism Organisations NZ (RTONZ), in Wanaka, New Zealand, 22 May 2013. The audience was travel and tourism professionals, so the examples in this presentation are geared towards that industry.

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The Future of Digital Content

  1. The Future ofDigital ContentRichard MacManus@ricmachttp://ricm.ac
  2. About meI founded ReadWriteWeb(now ReadWrite) in April2003, building the businessinto one of the leadingtechnology blogs in theworld.I sold the company to SAYMedia in December 2011.In October 2012, I leftReadWrite to begin writing abook about consumerhealth technology.
  3. The Digital Content Present• The Big 2: Facebook & Twitter• Social Galore: Google+, Foursquare,YouTube,Flickr, Instagram, ...• Horses For Courses: Pinterest (visual),SoundCloud (sound), niche social networks
  4. Facebook- Sharing, e.g. beautifulscenery photos- Highlight events in thearea- Tourist tips- Tourist comments,photos, etc- Connect to social graphof tourists (a form ofadvertising)
  5. Twitter- Real-time info; e.g.events, tips for thingsto do today / thisweekend.- Conversations withtourists- Use hashtags so youcan track conversations
  6. Other OptionsMay not be as big asFacebook or Twitter, butoptions like Google+could be useful; e.g. hereis a G+ power user wholives in Queenstown.
  7. Horses for Courses- Scenic destinationswould benefit from beingon Pinterest, the currenttrendy photo-sharingsite (the Flickr of 2013).- Utilize specialistnetworks; e.g. if you’repromoting a musicfestival, check MySpace,SoundCloud et al.
  8. • Mobile: video, context, focus• Beyond Social: niche, topical• Internet Everywhere: wearables, objects,ARThe Digital Content Future
  9. Mobile: videoThemes:- Story-telling using mobile.- Give people a glimpse of the action.- Will get easier both to take video andconsume it.- Flickr, Pinterest et al made mobilephotos popular; similar transformationhappening now with mobile video.- Big opportunity for “user-generatedcontent”.Example:Vine, 6-second videos, owned byTwitter (“Twitter for video”).
  10. Mobile: contextThemes:- More context using mobile.- Tips & recommendations using yourlocation.Example:Foursquare; started off as a location-based social network, but pivoted intodiscovery and recommendationservice.
  11. Mobile: Do One Thing WellThemes:- Mobile apps that focus on a singletask.- Download and use when youneed to.- Targets specific user base (in thiscase business travelers).Example:HotelTonight;“HotelTonight is avery well-funded app built to doone thing and one thing only: Booklast-minute, same-day hotels in thecity you are in.” Skift.com
  12. Beyond Social: topicsTheme:- Topical-based organization.The Web is chaotic, topicpages will add a layer oforganization on top.Example:Medium.com; a new type ofblog platform that letspeople organize contentaround topics.
  13. Beyond Social: nicheThemes:- Niche social networks, e.g.for travel.- Will connect to Facebook& sometimes Twitter(“social graph”).- More niche socialnetworks will pop up,especially mobile ones.Example:TripAdvisor; user-generatedreviews are what drives itsservice.
  14. Internet Everywhere: wearablesThemes:- “Wearable computing”.- (Virtually) Everything isconnected.Example:Google Glass; visor device.Glass can take photos andvideos, get turn-by-turndirections, execute Googlesearches, and more.
  15. Internet Everywhere: objectsThemes:- Real world objects getconnected to the Internet.Example:London City Airport’s“Smart Airport” project;among other things, it willtrack your luggage in real-time.
  16. Internet Everywhere:ARThemes:- Augmented Reality- 3D, real-time experience- Geographically-relevantinformationExample:Wikitude;“the king of allaugmented realitybrowsers.”digitaltrends.com; includesWikipedia articles forlandmarks, ATM locations,Youtube videos, Tweets,Foursquare locations.
  17. New Forms of Storytelling• Video• Virtual Hangouts• New Narratives
  18. Storytelling: VideoThemes:- Short videos (e.g. thisone is 3 mins).- Lots of potential forUGC (mobile phones,iPad video, etc.).- Promote / Highlightvia social media (FB,Twitter, et al).Example:-Vimeo, a classierversion ofYouTube.- Also watch out formore blogsincorporating video.
  19. Storytelling: Virtual HangoutsThemes:- Gather peopletogether virtually.- Opens up events toglobal audience.- Taps into social graph.Example:- Google+ Hangouts; livestreaming an event.
  20. Storytelling: New NarrativesThemes:- New forms ofstorytelling; e.g. Citia’s“card-based narratives”.- Optimized for tabletslike the iPad.- The reader/user is incontrol of organizingcontent (i.e. not linear).Example:- Citia; modularcontent, usesHyperCard concept.- “Snoop Lion” usedCitia to promote hislatest album.
  21. 3 things to think aboutthis year• Make sure you’re tapping into Facebook (forsharing) & Twitter (for real-time updates).• How are your customers using photo sharing?Esp. Pinterest & Instagram.• Are your customers uploading video from theirtrips? If so, where? (FB,YouTube,Vine,...)
  22. 3 things to watch incoming years• Mobile video; play withVine,Vimeo, et al. Or havesomeone in your org who experiments with it.• Be prepared for Internet Everywhere (GoogleGlass, wearables, real world objects).• Keep an eye on mobile/tablet apps doing strangenew things with UI -> Citia,Wikitude, G+,...
  23. Q&ARichard MacManusFeel free to contact or connect with me:Email: richard@ricm.acHomepage: http://ricm.acTwitter: @ricmacFacebook: www.facebook.com/ricmac

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