digital natives, session 1: digital revolution
DESCRIPTION
The Internet's only been around for 15 years. However, historians are already comparing it with the Renaissance and the industrial revolution. And even though 15 years isn't a long time, the Internet has evolved dramatically. Resulting in very significant changes in the lives of both consumers and advertisers. This introductory session describes the impact the Internet has had on different sectors, several of which we highlight. We delve deeper into some of these during the following sessions.TRANSCRIPT
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“Technology is technology only for people who are born
before it was invented.”Alan Kay, Computer Visionary
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“That’s why we don’t argue about whether the piano is
corrupting music with technology.”
Seymour Papert
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“They’re dumber than we were at their age.”
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“They’re screenagers, Net addicted, losing their social skills, and they have no time for
sports or healthy activities.”
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“They have no shame.”
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“Because they’re parents have coddled them,
they are adrift in the world and afraid to choose a path.”
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“They steal.”
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“They’re bullying friends online.”
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“They’re violent.”
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“They have no work ethic and will be bad employees.”
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“This is the latest narcissistic ‘me’ generation.”
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“They don’t give a damn.”
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1. They prize freedom and freedom of choice.2. They want to customize things,
make them their own.3. They’re natural collaborators,
who enjoy a conversation, not a lecture.4. They’ll scrutinize you and your organization.5. They insist on integrity.6. They want to have fun, even at work and at school.7. Speed is normal.8. Innovation is part of life.
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This generation is giving up its privacy.
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Session 1:Digital Revolution.
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Meritocracy
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What wouldGoogle do?
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Enterprise 2.0 means turning your
company inside out... Or waiting for an
innovative startup to do it for you!
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Society has definitely changed…
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AdNeRdSGiven birth by Proximity BBDO
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The Little Shopwww.thereference.be/thelittleshop
8h
! 5.220
* domain name ! 0 * hosting ! 185/mo* build site ! 3.000 * costumes ! 0 * photography 8h
AdNerdswww.adnerds.be
4h 05
! 596
* domain name ! 16 * hosting ! 15/mo * build site 4h 05 * costumes ! 400 * photography ! 0
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Revolutions are rarely bloodless.
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“The CD? It’s dead. Good thing
the music industry is about more than selling plastic discs.
Today’s artists have surprising new ways
to reach fans and make a living.”
David Byrne, Talking Heads.
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Fund recording sessionsManufacture productDistribute productMarket productLoan and advance money for expenses (tours, videos, hair and makeup)Advise and guide artists on their careers and recordingsHandle the accounting
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So with all these changes,
what happens to the labels?
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Ad Age Marketer of the year 2008.
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1. Social media and
the new rules of marketing are essential.
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2. Embrace citizen journalists.
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Clearly and simply articulate what you want people to believe.
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People don't care about products and services, instead they care about themselves and about solving their problems.
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Don’t obsess over the competition.
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Put your fans first.
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People don’t like telemarketing.
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Negativity doesn’t sell.
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When someone becomes a customer, they want to talk about it.
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Take time for your family.
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115.623 followers 506.000 times mentioned
4.911 followers44.800 times mentioned
358.000 video results1.819 own videos
191.000 video results330 own videos
73.076 picture results50.218 own pictures
15.168 picture resultshas no profile
56.200.000 search results24.200.000 image results
42.800.000 search results8.620.000 image results
844.781 friends 219.463 friends
2.444.384 supporters495.320 wall posts
627.459 supporters132.802 wall posts
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22,4 17,4 8-33
Boomers Net Generation
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In the years to come, broadcasting won’t be broad
and it won’t be casting. The dominance of one-way, passive media consumption
is over.77
The Razorfish™ Consumer Experience Report 2008
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Respondants who have received an online videoclip from friends
Respondants who prefer a certain type of video advertising format
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Clearly this poses another challenge for publishers, especially broadcast TV networks. They must adapt as the
centralized analog model is disintegrating in our new online, networked world.
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What can products & services learnfrom the Internet?
Web2.0 Electricity1.0
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I could imagine a smart garage where I would plug in my car and the computer handles it. I could even make money by cost shifting....! It solves energy security, energy prices and job creation...and by the way, climate change.
Eric Schmidt - CEO Google
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19 NOV
SOCIAL
MEDIA
25 NOV
ONLINE
ADVERTISING
02 DEC
LISTENING TO
CONSUMERS
08 DEC
PORTABLE
WEB
Music industry
Music industry Music industry
US Elections
US Elections US ElectionsGaming Gaming
GamingTV
Telephony
TelephonyElectricity
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Revolution is not a onetime event.
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The Digital Natives are there!And ready to start working for you. Are you prepared?
How web2.0 is your business?Are you ready to turn it upside-down?Dare to ask ‘What would Google do?’
... so you better start preparing!
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http://www.friendfeed.com/bartmuskala
http://www.friendfeed.com/jalgo
http://adnerds.be
http://proximity.bbdo.be/digitalnatives
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