future kids. future customers
DESCRIPTION
The kids of today are growing up in a crazy technology-infested culture, a culture that will have a profound effect on the way we market to, service, find, hire and retain the next generation of customers and staff. This keynote looks at the trends affecting the customers of tomorrow, your kids of today. www.andyhadfield.comTRANSCRIPT
Future Kids. Future Customers. www.andyhadfield.com | @andyhadfield
Starring…
Kids like Jack are growing up in a very strange world.
All these social and cultural changes must have impact…
Let’s explore…
Future Kids live in a published world,
whether they like it or not.
Trend #1
Future Kids live in a published world,
whether they like it or not.
There are 2 major drivers of this published world…
1 9 90 Consume Share Create
Original Content
+ + 90 Consume Share Create
+++ Auto Everyone Consume Share Create
Lessons Surprise, surprise – it’s you too! You need to listen (ORM) Broadcast model changes (again) Companies enter moral rehab CRM is important (again)
Future Kids will have a high degree of contactability.
Future Kids will have a high degree of contactability.
Trend #2
Can you imagine registering a child with Home Affairs in the future?
Please enter: Name, Surname IPv6 address Required Domain (affiliate income) Desired Screen Name
Brfxxccxxmnpcccclllmmnprxvclmnckssqlbb11116!
(We’re sorry, that screen name is unavailable, please choose again or click here to make an offer)
We complain about email overload. Yet we keep adding communica@on channels!
The degree of contactability, limited only by pocket size.
What will happen to communicaJon skillsets?
Teach social skills, not computer skills Teach language skills, not typing skills
Will language degrade? jst wot wiL d eng lngwij L%k lIk n d futR f DIS iz how we TLK 2day?
Whatever happens, we’re going to see the death of the telephone number – because long numbers don’t make sense.
The Google of the future will contain so many more inputs: social, gene@c, bio, loca@on, purchase history…
Suddenly your “name” becomes important again.
The journey of self. Myself è Online self è Oneself
The baale of self will conbnue between the plugged in and the plugged out…
Lessons How contactable are you? Do your contact points represent a meaningful brand experience?
Future Kids won’t need to know a lot
Future Kids won’t need to know a lot
Trend #3
Today.
69% of 2 to 5 year olds can operate a computer mouse. 17% can @e their own shoelaces.
Tomorrow?
This is all happening because we’re being wired for distracJon. HTML, SEO, YOUTUBE = big shiL.
“I store my knowledge in my friends.” -‐ Dr Karen Stephenson
We’re seeing less need for knowledge. And more need for skills to unearth exis@ng knowledge.
Does this mean weak minds and weak memories? Or knowledge empowered humans!?
FINDING and DOING = more acbon orientated = the new style of knowledge
Lessons HR is changing. You can’t find/hire/market/sell to this generabon unbl you understand them.
Future Kids will feel the implica@ons of
privacy.
Future Kids will need to understand feel the implica@ons
of privacy.
Trend #4
It’s gekng scary out there.
Really scary. Future Kids have parents that aren’t aware of the privacy damage they’re doing.
For instance, their parents no longer value their loca@on as private.
Checking in takes 15 seconds in 2010. Too Long! Auto check in mw!
Scariest. Future Kids have parents that are already recording their lives, step by step on an Internet that never forgets.
Let’s not forget data privacy…
Up to 100 million accounts compromised…
Something else gives me <pause> What happens to this web presence when you die?
There are more than 5 million accounts on Facebook that are inac@ve due to death.
Chris Mohney, BlackBook Media, Oct 2010
Sprinkling the digital ashes. How are we going to explain this?
And how else might our digital assets be used in the future?
Lessons Opt in / Opt out doesn’t maaer. Business is reliant on trust How do you ACT on your privacy policy?
Future Kids will rely almost enbrely on
filters.
Future Kids will rely almost enbrely on
filters.
Trend #6
In the good ol’ days, newspaper editors performed this duty. They sbll do, just in a different way…
Oh. And that thing called TwiQer.
The future is going to be noisy.
Think of the voJng mechanisms that are being built into the fabric of our world…
Lessons Who are your influencers? How relevant are you… at the moment when relevance is required?
Future Kids will play games. All the bme.
Future Kids will play games. All the bme.
Trend #5
Status is important to humans.
$5000 burger…
Remember this word: GamificaJon (The use of game mechanics for non-‐game applicaJons).
What will a game layer on top of the world look like?
Game layers will affect everything.
No grades or report cards at school anymore.
AQendance and performance earns XP. You’ll level up through school.
No job @tles. Job badges. Salaries will become more transparent. Because you’ll know how to get there.
We’ll be tricked into the next level of commercialisaJon. Because it’ll be fun.
What happens when this all gets commodiJsed?
Lessons Rethink incenbvisabon (internal/external) Buying your product = the first date!
Future Kids will experience individuality
like no-‐one else
Future Kids will experience
individuality like no-‐one else
Trend #7
Long tail = fragmented content = lower barrier to entry
Record contract vs CD BABY!
The future? 1000 different products for 1000 different people.
3D print = everyone has a unique product!
Lessons xxx
< deep breath >
Crap. So what now?
Influencers Generabon Noise Incen@visa@on
ConversaJon Transparency Opt in Opt Out Trust
Privacy HR Relevance Moral
Rehab Broadcast CRM EmoJonal data
The world is gekng fast. Be flexible.
Take yourself a liele less seriously. Take your customers very seriously.
… and remember that your world is not their world. Your business model is not theirs.
Don’t be scared to re-‐invent yourself. Con@nually.
Thank you…
Thank you…
www.slideshare.net/andyhadfield www.andyhadfield.com www.onebigwidget.com
@andyhadfield
Join the protest! Who can help get @jackhadfield back from Pierre Cronje who’s SQUATTING?
• Image and content credits: – Title image, Future Child: hap://www.impactlab.net/ – Theme images of funny kids: hap://scm-‐l3.technorab.com/11/05/24/35085/surprised-‐kid.jpg?t=20110524085157,
hap://3.bp.blogspot.com/_1FL1VgCz2kM/TA9t8kJkoGI/AAAAAAAAATg/Tb-‐vx7499L8/s1600/cute-‐baby-‐talking-‐on-‐phone.jpg, hap://blog.bmesunion.com/parenbng/files/2010/10/Fotolia_4548778_Subscripbon_L.jpg, hap://thebeaubfulstruggler.com/wp-‐content/uploads/2010/04/black-‐girl-‐with-‐beaubful-‐eyes-‐horiz.jpg, hap://bestmalewallpapers.com/wallpapers/1397-‐julian-‐assange-‐1280x800.jpg, hap://www.wordtweebng.com/uploads/MarkZuckerbergFacebookFounder.jpg, hap://www.mrgameroom.com/uploads/Kid%20playing-‐video-‐games.jpg, hap://www.diabetescare.net/CMS/DOCS/userfiles/image/Images%20-‐%20Logos/Photos_com%20Images/BlackChild.jpg,
– Jack Hadfield Images taken on an iPhone 3GS and published for the world to see on hap://www.jackhadfield.com – Paper.li – the newspaper for Twiaer links: hap://www.paper.li – Telegram image: hap://www.odl.state.ok.us/ – Lessons kid with the hair: hap://teachingamericanhistorync.org/Images/lessonplans.gif – Facebook like buaon: hap://www.watblog.com – Tech4Africa gives birth: hap://tech4africa.news24.com/2010/08/12/tech4africa-‐gives-‐birth/ – Vegas picture: hap://www.freetriphotline.com/ – Ou Toilet Social Chat Service: hap://outoilet.wen.su/ (WARNING: DISGUSTING, R18) – Foursquare Check In Visualisabon: hap://www.weeplaces.com – Viao in the pocket and ThinkPad spoof: hap://asiajin.com/blog/2009/01/10/sonys-‐pocket-‐pc-‐ad-‐induced-‐some-‐parodies-‐on-‐the-‐net/ – DNA Image: hap://bmberwol{q.com/wp-‐content/uploads/2008/12/human-‐dna.jpg – Cory Doctorow: hap://meanland.com.au/ – Supermarket: hap://www.savingadvice.com/ – Drunk guy: hap://www.funnypicture.in/ – Video: When Games Invade Real Life (Jesse Schell. TED / G4) – Series 7 The Contenders: hap://www.series7movie.com/ – hap://www.bizreport.com/2011/01/avg-‐children-‐learning-‐computer-‐skills-‐before-‐life-‐skills.html – Bono: hap://www.hudba-‐music.sk/ – Crowdsourced t-‐shirt designs: hap://www.springleap.com – Deon Koegenlenberg for the 2020 essay – hap://technologizer.com/2008/08/05/the-‐first-‐1000-‐iphone-‐applicabon/ ($1000 iPhone App) – $5000 burger: hap://www.myfoxtampabay.com/dpps/news/o}eat/$5,000-‐burger-‐unveiled-‐in-‐las-‐vegas-‐dpgonc-‐km-‐20110108_11356553,
hap://blogs.wsj.com/speakeasy/2011/01/08/is-‐this-‐burger-‐worth-‐5000/ – Knowledge vs Skills needed to unlock knowledge theme: Wolfgang Grulke, 10 Lessons from the Future – hap://mashable.com/2010/10/11/social-‐media-‐amer-‐death/ – haps://www.mywebwill.com/ – Leaer image: hap://www.historyvortex.org/TheEmersonLeaers.html – hap://www.huffingtonpost.com/don-‐tapscoa/whats-‐wrong-‐with-‐the-‐new-‐_b_787819.html?page=3 – hap://blogoscoped.com/archive/2010-‐06-‐24-‐n15.html – SMS language translator: hap://www.transl8it.com/cgi-‐win/index.pl?convertPL – Mark Zuckerburg Pic: hap://usnewstrend.com/email-‐is-‐dead-‐claims-‐facebook-‐founder-‐mark-‐zuckerberg-‐as-‐he-‐launches-‐google-‐gmail-‐killer-‐messaging-‐service.html – Thumbs up: hap://babyah4.files.wordpress.com/2010/02/thumbs_up_nathan_eady_01.jpg – Megaphone: hap://www.the-‐fimh-‐hope.org/art/ – Digital learning, experience sharing: hap://www.digitalchalkie.com/2008/05/20/i-‐store-‐my-‐knowledge-‐in-‐my-‐friends/ – Eran and Eric from hap://www.springleap.com
Crowdsourced answers to the quesJon: What will kids in the 2020s have to put up with from a digital point of view?
• Digitally Savvy parents • AlwaysOn personal recording . Curriculum focusing on integrabng rather than learning facts. Social profile
segmentabon. • people around them not being able to keep up with new tech? Everybme something new comes out, groups of
people fall behind. • the speed and volume of informabon that they will need to digest and sim the trash from • same as today -‐ parents taking their "life" away when confiscabng their "phone" as a way to discipline them • parents who don't understand, insbtubons (schools, gov, etc) who sbll haven't caught up and aren't meebng
needs. • they will need to deal with losing followers. • more noise, increased awareness of privacy, connecbvity everywhere, anybme • its going to be all about filtering • criminally high line rental costs from Telkom. Credit card debt from apps bought on the iphone 20. • Pro: Their parents can't hide that they were animals when young. Con: Weak memories, because they'll never
memorise anything. • They'll have to deal with the nostalgia of older generabons wanbng to hang on to their 'tradibonal' forms of
media & comms • Microsom Windows 13 • Crowdsourcing credits: @pevideoguy, @MikeTaberner, @singe, @stanlouw, @geniusboywonder,
@Craigrodney, @idale, @Louis_JvR, @hiltontarrant, @TimmyPrice, @patrickkayton, @StevenBosch, @adriandenoon, @mozami, @RianVDM, @EvanDigital, @GarronStevenson, @ShaunKrog, @antonyadelaar, @shaunoakes, @juliawillcox, @Cynicalgrinch, @wesleylynch, Brandon TancoQ, Sam Lourenco, Frank Deroche