METal Conf Call - How Soon is Now

8/14/2019 METal Conf Call - How Soon is Now

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How Soon Is Now?

How Real-Time Information, Crowd Empowerment and Location Awareness Is

Impacting Business, Consumers, Marketing,Media, News, and Communication

Presented by Gregory Markel

gregory@infusecreative,com

+

Accelerated exponential change meets the mob.



The illiterate of the 21st century willnot be those who cannot read and write,

but those who cannot learn, unlearn,

and relearn-Alvin Toffler

I might addQuickly.



My goal for this talk and

presentation

Simply, that you might see the same tipping point that I seethe speed, risk, and reward for business and communication are all accelerating rapidly, spread by technology and empowered crowds like never before inour historyunderstand it and prosperignore or deny

it and suffer the consequencesit is that profound.

Gregory Markel



Real-

Time InformationSocial Graphs & Community/Crowds

Location Aware

Sudden Disintermediation

Phrases all, that are new to most of

us and suddenly, ubiquitoush

ow?



What happened?

What has brought about the sudden

acceleration of change?

1977 + The Internet + Moores Law.



1977 impact. T e irst generation

to come of age with the Internet.

The Millennials turned 20 amidst the dot.com explosion and now theyre 32, themovers & shakers with money and power.

18 to 32, Gen Y behaves differently. They think differently.They consume differently.

They expect big value propositions.

They have short attention spans.

And theyre wired



As a result of Gen Ys

Digital Comfort & Net Majority

Accelerated & radical change.

50 & 100 year old businesses are being challenged.

Google.com/insights



AndWhat is Television now?

Accelerated & radical change.50 & 100 year old businesses are being challenged.

Google.com/insights



Yes, rapidly evolving technology and adoption

enabled by falling cost and availability

empowers people with an exponentiallygrowing list of consumer and communication

options

But theres something else thats newvery

new to humanity

Ubiquitous, real-time, location aware

multi-node connection to global community.

This has never happened before and as a result, we are changing.

Recommended Reading: http://www.herecomeseverybody.org

The man who made Gmail says Real-Time is next

Location Awareness



The way in which we consume information is

changingit is accelerating and fragmenting

W e scan and we move on.

W e spend less than 10 seconds on the average web site.

W e watch TV while surfing the Internet and texting.

W e read 20% of a web page and move on.**Study by HaraldWeinreich, Hartmut Obendorf, Eelco Herder, and Matthias Mayer

We now prefer streams and RSS feeds of information

Hmm, Twitter Stream RSS Feedsound reminiscent?

Iconic streaming binary code image from The Matrix



Real-Time, Community, Location Aware,


The following slides represent significant tipping

points within the last 12 months

A word cloud forreal-time web illustrates t

hevolume of word taxonomy: bigger=louder



Integrated Internet TV is Here.The top selling LCD/Plasma manufacturer in the U.S.

is embracing Internet TV. This will accelerate real-time information expectation, community interactionand fragmented viewing behavior.

http://gadgetwise.blogs.nytimes.com/2009/08/26/how-vizio-went-from-nowhere-to-number-one/



Newspapers:

Nytimes.com Skimmer Prototype

Built for fragmented viewing habits.

http://prototype.nytimes.com/gst/articleSkimmer/



Movies: The Twitter Effect

Real-Time info + Community Example:



Government: Twitter enables revolution

Real-Time info + Community Example:The State Department asked Twitter to postpone a

scheduled site maintenance that would have shutdown themost powerful communication tool for protesters in Iran.



Instant Brand Reputation Destructor:

YouTube

Real-Time info + Community Impact on Brand Reputation Example:



Instant Brand Reputation Destructor:

Google.comReal-Time info + Community Impact on Brand

Reputation Example



Instant Brand Reputation Destructor

Empowered Crowds: Google SideWiki

Real-Time info + Community Example:

http://www.google.com/sidewiki/intl/en/

http://www.smh.com.au/technology/biz-tech/sidewiki-causes-a-pr-headache-20091113-idlp.html



Television: Fragmented Viewing

The challenge: W ere viewing less of more.



Google gets fooled by Real-Time

When Michael Jackson died on June 25, millions of people flooded ontoGoogle News to find the latest information about what had happened.The spike in traffic was so massive that Google suspected a malwareattack and began blocking anyone searching for "Michael Jackson."

It's a funny story, but it illustrates how theWeb is changing.

Wired.com on how the real-time web is leaving Google behind.



Google: Moving to Real-Time Information

"Real time information is just as valuable as allthe other information, we want it included in our

search results. Eric Schmidt

http://blog.moreover.com/2009/10/29/google-talks-real-time/

Google Founder Larry Page on Real-Time Google: We Have To Do It



Even Google AND Microsoft agree

Real-Time info + Community is here to stay:



Even Google AND Microsoft agree

Real-Time info + Community is here to stay:

http://www.bing.com/twitter Google Past Hour results



Location, Location, Location

The Foursquare Smartphone App revolutioncombines real-time information with social

community with location aware devices

Founder Interview: http://www.youtube.com/watch?v=bPtujpFHb_U

http://foursquare.com/



High Frequency (Real-Time) Trading

It is the hot new thing onWall Street, a way for a handful of traders to master the stock market, peek at investors ordersand, critics say, even subtly manipulate share prices.

It is called high-frequency trading and it is suddenly one of the most talked-about and mysterious forces in the markets.

http://www.nytimes.com/2009/07/24/business/24trading.html?em



The New News

News + real-time + community

The Huffington Post Integrates Facebook Connect

& Contextual Twitter streams into the news

http://www.huffingtonpost.com/social/join.html



Publishers Impact: Ebook Preference Growth

Real-time availability & social community(reviews) fuel increased consumption while

challenging traditional margins



Iphone Impact: Search, Content & Apps R

eal-time, social/community & location aware all in one device (+apps)Google says the iPhone and Adroid are dramatically accelerating mobile search like never before. YouTube says mobile uploads are up 400%

Smartphone owners can now upload video, audio and images to Youtube,tweetpic, tweetvid and others via the device OS and apps like twittelator and

http://www.stone.com/Twittelator/



Record Industry Impact:


The Challenge of Real-time availability andcommunity driven distribution and influence



Record Industry: A New Model?

Real-time availability (streaming) plus community Because music is social, Spotify allows you to share

songs and playlists with friends, and even worktogether on collaborative playlists

http://www.spotify.com/



Sudden Disintermediation: Redbox

Real-time info and availability plus community andlocation awareness at a radically reduced price ischallenging perennial movie studio DVD business

models and long standing gate keepers

http://www.insideredbox.com/inside-redbox-iphone-app-almost-ready-testers-

needed/



What IS Broadcast in 2009?

The Presidential Inauguration, U2, & Michael Jackson Premier



What IS Broadcast in 2009?

Infuse Creative Case Study:Worlds first Twitter, Ustream,

Facebook, YouTube & Skype 24hr Telethon: Raised $30KMany of the social media platforms utilized in the event were linked together to cross-populate to exponentially increase the reach of each

tweet, tweetpic, image, audio and video content piece created or broadcast, for example; Ustream populated YouTube which populated

Twitter which then populated Facebook. 12Seconds populated Twitter and Facebook, and so on.

Some of the key statistics and info from the event include:

-- Social Media Platforms used: Twitter, YouTube, 12Seconds.tv, Ustream,

Facebook, Blip.fm, Twitpic, Blogspot, Bit.ly, Twibbon, Tweetmeme,Tweetlater, Tweetdeck, Tweetstats, Socialmention, Seesmic Desktop,

Tweetie, Hootsuite, Digg, Propeller, Kirtsy, Stumbleupon, Reddit, and

Widgetbox

-- iPhone apps used: 12Seconds.tv, iPhone upload to YouTube

-- Skype was used to enable live call-in

-- The event started at 5:30am ET on the 25th and ran through 6am ET

-- $28,000 was raised (Enough for 2 PlayPumps WaterWells)

-- 56,400 Google & Yahoo results with event keywords

-- 19,734 Ustream views

-- 9,723 twitpic views

-- 6,626 bit.ly clicks to the Ablog and donation were tracked

-- 6,164 YouTube channel and video views

-- 5,798 12Seconds.tv views

-- 2,820 pre-event press releases picked up by Google

-- 346 Donations were generated ranging from $5 to $5000

-- 299 twibbon supporters

-- 260 links for the event found at tweetmeme

-- 53% passion, 13% reach across social media & 17 to 1 positive

sentiment at Socialmention.com

www.infusecreative.comcase study

R

eal-time + Community



As you have seenChange is here.

Change is acceleratingtoreal-time.

Real-time information

+

Empowered community

+

Location Aware+

Sudden disintermediation

= new challenges, but also new rewardsBusinesses, Media Companies, and Individuals that wish to be successful in this new

reality will do well to incorporate the following suggestions into their business

plansyou will increasingly find them present in emerging companies that lead and

succeed moving forward in this new real-time, community, location aware and

sudden disintermediation driven world



My suggestion for success

in a real-time & social, location aware world:1. ACCEPT THAT CHANGE WILL BE SWIFT AND CONSTANT FROM HERE ON OUT: Learn, unlearn and relearn

quickly if you want to compete

2. LESS CAN EQUAL MORE-AVOID DISINTERMEDIATION: Choose business and revenue models that can thrive

with lower margins to entice a larger audience to meet volume driven revenue goals, accelerate adoption, put

crowds to work for you, and make sudden disintermediation from competitors less likely: Example: Google

(Paid Search), Apple (Itunes)

3. BEST OF BREED OFTEN WINS: Strive for the superior user experience

4. HONESTY & TRANSPARENCY IS ESSENTIAL : Be honest in your offering and communication because real-time

information + empowered crowds means youll get caught and suffer pain if you are not

5. GIVE IT TO THEM NOW: Deliver on real-time demand

6. COMPETE WITH YOURSELF : Anticipate disintermediation and constantly strive to innovate and

leadcomplacency =death

7. TRACK THE MOVEMENT AND DIRECTION MOMENTUM OF THE CROWD AND YOUR COMPETITORS: Look for

and anticipate key tipping point indicators. Constantly update your tools. Avoid operating in a vacuum(Assemble the key RSS feeds you should read EVERY day!)

8. INTEGRATE COMMUNITY: Use the crowd to do your work and sell/work for you, and importantly, prepare for

both good and bad crowds ( U xepected Event & Disaster planning)

9. MONITOR REAL-TIME CHANGE: Keep your eye on now to know whats coming tomorrow

10. INCLUDE A MOBILE/SMARTPHONE-LOCATION AWARE STRATEGY: Location aware Smartphones will be the hub

of everyones existence

11. AND OH, LEARN CHINESE ;) Googles CEO says Chinese will be the majority language on the web within 5 years



Suggested FREE

Real-Time Social Media Monitoring, and RSS tools www.Google.com > Show Options > Recent

www.Search.Twitter.com

www.Socialmention.com

www.Oneriot.com

www.Topsy.com

www.Digg.com www.Tweetmeme.com

www.Trendistic.com

www.Newssift.com

www.Silobreaker.com

www.google.com/trends

www.mashable.com

RSS Feeds/Reader: Assemble RSS feeds important to you, your business, and scan/read for at least 5-30 mins per dayit will give you a knowledge advantage over most of your competitors. I use Shrook

for Mac: http://www.utsire.com/shrook/



Thank you!

[email protected]

www.Twitter.com/infusecreativewww.infusecreative.com

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METal Conf Call - How Soon is Now