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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
[email protected]://www.cengage.com
Stephen’s Lighthouse Bloghttp://stephenslighthouse.com
