Cpa asheville

Shift Happens:Big Trends to Watch that Will

Rock Your World

Stephen Abram, Gale Cengage LearningFamily Business Forum

Asheville, NCApril, 22, 2010

CHANGE

The BIG Challenge

“The Internet has now progressed to its infancy”

Search, Social Networks, Learning, Commerce

The Adoption Curve

LEAD

Discovery

Discovery & Ideas

A Challenge to Leadership

The Future Discovered• Stem Cells• fMRI and The Brain• Cloning• Wind and other energy• Nanotechnology• Robotics• Book Digitization• Music• Streaming Media• Seed Bank

Diabetes Online

Yes, Stephen did just say Lizard Spit

Kids

The Scary re-wiring of the Millennials and post-Millennials

Eye Movement Changes

Usability

The A frame adopted

from newspaper

layout is not what

works.

Eyetools

Learning

Learning Styles• Visual/Spatial (Picture Smart)• Verbal/Linguistic (Word Smart)• Musical/Rhythmic (Music Smart)• Logical/Mathematical (Number Smart)• Bodily/Kinesthetic (Body Smart)• Interpersonal (People Smart)• Intrapersonal (Self Smart)

– Piaget, Bloom, Gardner, etc.

Principled /Values

More Friends More Diverse

Respect Intelligence

Optimistic /Positive

Internet Natives

More Choices

Format Agnostic

Balanced Lives Adaptive / Flexible

Civic Minded

High Expectations

Collaborative Nomadic Gamers ExperientialIndependent Confident Direct More Liberal and

more conservativeMulti-taskers Inclusive Patriotic EntrepreneurialHealthy Lifestyle Family

OrientedGraphical Achievement

Oriented

Millennial Characteristics

Credit: Richard Sweeney, NJIT

The Engagement Ladder

Read/View

Argue/Defend

Present/Teach

Stimulate/Live

Act on/ Discuss

Content

Source

Situation

Dr. Thomas Davenport

Literacy• Reading literacy• Numeracy• Critical literacy• Social literacy• Computer literacy• Web literacy• Content literacy• Written literacy

• News literacy• Technology literacy• Information literacy• Media literacy• Adaptive literacy• Research literacy• Academic literacy• etc.

Search

Will we find our voice?

BingGoogle

FacebookSocial Media (Twitter)

Libraries

Next up:Geo-IP

FoursquareGowalla

Play

It is about play

Teamwork

Mobile

Are you ready for a 21st Century book experience?

What about censorship?Freedom of expression?Freedom….In general

content

Get your head out of the book

DedicatedeBook

Readers

Are you ready for boundaryless, containerless content?

Is the traditional book or text booknow a hollowexperience?

http://www.flickr.com/search/?q=book+sculpture&page=44

Are we ready for the post book world?

New Containers• What are the new containers?• The are mostly virtual• e-courses, e-coursepacks, lessons, e-

learning objects, websites, portals, sessions, event, digital photo albums, etc.

• How do these fit into a positive transformational experience?

Types of Containers• OLD• Databases• Articles• Books• DVD• Spreadsheets• Albums• Game• Weight &

Volume

• REVISED• Paragraphs• Chapters• Clips• Graphics• Pictures• Animations• Games• Engaging Experiences

Container Success• Focus on the End User(s) in context• Content is not enough• Focus on the results of the Experience:• Learning, Social, Entertainment, Community,

Hobbies, etc.• Collectors not collections, Learners not

Teachers, Readers not authors, publishers or librarians.

• Short and long term subscription models• Borrowing and rental models

Issues in Experience Publishing

• Design for Use not clicks• Transformations not Transactions• Learning styles• Psychographics• Technology adoption and penetration• Learning curves• Multiple intelligences• Target market differences• Tuning – e.g. Flesch-Kincaid, Lexiles, levelling,

levelled reading• Technical issues like persistent content (persistent

URLs, etc.) and deep linking, rights management, etc.

What We Never Knew 27% of our users are under 18. 59% are female. 29% are college students. 5% are professors and 6% are teachers. On any given day, 35% of our users are there

for the first time. 29% found our products via the library

website. 59% found what they were looking for on their

first search. 72% trusted the content more than what they

found on Google. But, 81% still use Google.

What will the new text and reading experience be for books, news, scholarship and magazines?

Can we assemble them like IKEA? Or on the fly?

Can we do better than GM did in adapting to change?

Does the IKEA Strategy work for GM. End User - Assemble it yourself!

Newspapers: Assemble them yourself.Re-imagine the book, the textbook, the video,

the coursepack, and the experience.

social

Magazine Content Goes Social

News Content Goes Social

Geo-Social 4Sq/Gowalla

Apple/Amazon

Community

Conversations

Relationships

Community Networks

Life

Connection

Personalization

Personalization

Personalization

I am unique.Understand me.

It’s personal.

Don’t limit me!Who are you to limit me?

The Next 17 Slides

“Detail that can be

reviewed later online”

http://www.flickr.com/photos/nessman/2590572476/

http://www.flickr.com/photos/briansolis/2735401175/

TheSharing

Economy

“Web 2.0 generally refers to a second generation of services available on the WWW that lets people

collaborate and share information online.” Wikipedia

• Shared Pictures = • Shared Knowledge =• Shared Bookmarks =• Shared News = • Shared Videos =• Shared Everything =

Get Good at The Cloud

Luck / Opportunity

Comfort

Simplicity

How do you get noticed?

Don’t let this ecology scare you.

What is the scariest scenario?I have an archaeology background . .

.

Stephen Abram, MLS, FSLAVP Strategic Partnerships and Markets

Gale, Cengage LearningCel: 416-669-4855

stephen.abram@cengage.comhttp://www.cengage.com

Stephen’s Lighthouse Bloghttp://stephenslighthouse.com