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Fenton's Lisa Witter and Parker Blackman present The New Normal: 12 Driving Forces in Communications
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THE NEW NORMAL:12 DRIVING FORCES IN COMMUNICATIONS
Lisa Witter, Chief Strategy OfficerParker Blackman, Chief Operating Officer
With Eli Pariser as collaborator
January 27, 2011 4
January 27, 2011 5
Five Years Ago
January 27, 2011 6
Five Years Ago
January 27, 2011 7
Five Years Ago
January 27, 2011 8
Five Years Ago
January 27, 2011 9
Five Years Ago
January 27, 2011 10
Five Years Ago
January 27, 2011 11
Five Years Ago
January 27, 2011 12
Five Years Ago
January 27, 2011 13
Change Happens Fast
January 27, 2011 14
• Mobile: Internet Everywhere• Globalized Net• Information Overload and Curation• Personalization and Filtering• Broadcast to Bi/Multi-Directional• The end of journalism?• Fragmentation by Affiliation• Convergence• Micro-Targeting and ROI Advertising• Transparency as a Value• Feedback is Instant• Authenticity/Voice/Uniqueness as a Value
Driving Forces
January 27, 2011 15
Mobile: Internet Everywhere
January 27, 2011 16
• “Actionability everywhere”
Mobile: Internet Everywhere
January 27, 2011 17
• Expect top US news sites to also be top world sites.
• Expect top non-US sites to also be top world sites.
Globalized Net
January 27, 2011 18
“In 2010, more data will be generated by individuals than in the entire history of mankind through 2009.”
– Google presentation
Information Overload
January 27, 2011 19
Data and analytics, design help sort
Information Overload
January 27, 2011 20
Curation is key
Information Overload
January 27, 2011 21
Information Overload
January 27, 2011 22
More saturation and repetition, less premium hits. And you need a choir doing it for you.
Information Overload
January 27, 2011 23
Filter Bubble!
Personalization and Filtering
January 27, 2011 24
Content moves when it’s stimulating.• Violence• Shame/Humiliation• Gossip• Sex• Drugs• Rock ‘n’ Roll
Personalization and Filtering
January 27, 2011 25
“If we’re not careful, we’re going to develop the psychological equivalent of obesity. We’ll find ourselves consuming content that is least beneficial for ourselves or society as a whole.” – Danah Boyd
Personalization and Filtering
January 27, 2011 26
“Personalized Stories?”
Personalization and Filtering
January 27, 2011 27
• Shift from distribution-based information economy to attention-based information economy.
• Share-ability matters.
Broadcast Bi/multi-directional
January 27, 2011 28
• End of the newspaper? Model no longer works.
The End of Journalism?
January 27, 2011 29
The End of Journalism?
ZERO…is the number of journalists still working if the current trend continues.
January 27, 2011 30
The End of Journalism?
ZERO…is the number of subscribers to the Los Angeles Times in eight years
if it keeps losing them at the rate of the last five years.
January 27, 2011 31
Fragmentation by Affiliation
January 27, 2011 32
• Ever-more-niche media communities.
Fragmentation by Affiliation
January 27, 2011 33
• Decline of the “general interest intermediary.”
Fragmentation by Affiliation
January 27, 2011 34
• Downfall of big “public symbols?”
Fragmentation by Affiliation
January 27, 2011 35
• Everything on one device• Integration of print, video, audio, and interactive media
Convergence
January 27, 2011 36
• Written vs. Visual
Convergence
January 27, 2011 37
• Microtargeting, contextual advertising goes mainstream.• Advertizing goes local. Targeting by where you are.
Advertising Goes Micro
January 27, 2011 38
• Focus on ROI + metrics.
Advertising Goes Micro
January 27, 2011 39
• People expect open data from businesses, governments.
Transparency as a Value
January 27, 2011 40
• With Twitter, blogs, Facebook you get instant feedback and “boomerang expression.”
Transparency as a Value
January 27, 2011 41
• Uniqueness, voice, authenticity, sincerity at a premium in a marketing-saturated culture.
Authenticity as a Value
January 27, 2011 42
“Gaming the System”
January 27, 2011 43
TwitterBingMurdoch, Inc.
Don’t Assume the Internet will be Democratic
January 27, 2011 44
There is a “Boomer Rift”
January 27, 2011 45
Importance of storytelling.
What won’t change?
January 27, 2011 46
• How stories are told• Where they’re told – and to whom• How they move• What kind of relationships are important
What will change?
January 27, 2011 47
• Tell your own story.
• Tell them over time.
• Run campaigns.
• Cheap variations.
• More consumer focused — more sexy and fun.
What to do?
January 27, 2011 48
Mainstream media relationships.
What won’t change?
January 27, 2011 49
The need for frames and compelling messaging.
What won’t change?
January 27, 2011 50
New core competencies– Content (be your own media)– Calculation– Community
Implications for You
January 27, 2011 51
Listening as a virtue
Implications for You
January 27, 2011 52
Everyone is on the communications team
Implications for You
January 27, 2011 53
Be your own media
Implications for You
January 27, 2011 54
Embrace “tribal” marketing
Implications for You
January 27, 2011 55
Loss of control
Implications for You
January 27, 2011 56
Prepare for and learn from failure
Implications for You
January 27, 2011 57
You, personally, should invest in understanding how
this changes us as people.
Implications for You
January 27, 2011 58
Don’t assume that we know the future because we’re living in the present.
Implications for You
THANK YOU
Lisa Witter, Chief Strategy OfficerParker Blackman, Chief Operating Officer