1. Eye on the Future
Mark Briggs | The News Tribune
Eye on the Future 1

2. Future Set
It’s a mobile, global world
✦
Think globally; report, produce and edit locally
✦
Glimpse emerging interactive/digital trends
✦
Journalism / community / news / information
✦
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3. Current Audience Trends - All Relationships
mySpace.com youtube.com
craigsList.com flickr.com
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4. Why is Digital Exploding?
Global interconnectedness
✦
Global communication, conversation
✦
Participatory and user generated media
✦
Creating an ongoing conversation around a brand, an idea, a
✦
shared experience -- social capital
Mobile reach and experience
✦
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5. Global Interconnectedness
Information/Data Everywhere
✦
Automation of Data Feeds
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Multiple Display Points
✦
Multiple Audience/Brand Interaction Points
✦
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6. Global
Communication
Global Companies
✦
Global Audiences
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Speed of Diffusion
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Local Understanding
✦
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7. User Generated Media
“User-generated content (UGC) refers to various
✦
kinds of media content that is produced or
primarily influenced by end-users; as opposed
to traditional media producers, licensed
broadcasters, and production
companies” (Wikipedia)
YouTube, Flickr, iTunes (podcasts)
✦
MySpace, Bebo, Facebook
✦
For kids: NeoPets, Club Penguin
✦
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8. Participatory Media 1
10
Media is Everywhere
✦
1-10-100 Rule*
✦
100
1 Creator
✦
10 Synthesizers
✦
100 Consumers
✦
Fluid changes in media
✦
participation from Creator
to Synthesizer to Consumer
* via Bradley Horowitz, Yahoo
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9. Core resources
If the Internet teaches us anything, it is that great
value comes from leaving core resources in a
commons, where they're free for people to build
upon as they see fit.
- Lawrence Lessig
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10. Social Capital
“The advantage created by a person’s location
✦
in a structure of relationships”
Becoming the “trusted center” and/or
✦
becoming allied to the “trusted center”
through digital communication
Leveraging networks to build the brand
✦
Trust guides - the importance of transparency
✦
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11. Beyond Storytelling
Explain Experience
Inform Engage
Episodic Encyclopedic
Text Sound / image
Read it Play it
Column Creative design
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12. The Five Cs
Communication
✦
Competition
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Collaboration
✦
Creativity
✦
We are all astronauts.
- R. Buckminster Fuller
Celebrity Operation Manual for Spaceship Earth
✦
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13. ~1,000,000,000 phones sold
✦
in 2006 (USB-Warburg)
2.6 billion phone subscribers in
✦
2006 (Portio Research) The Mobile World
233 million subscribers in US
✦
in 2006 (CTIA)
Global Mobile Data
10.5% wireless-only ✦
✦
households in US in 2006 (CTIA)
Common Touch Point
✦
158 billion messages sent in
✦
Utility of Applications
✦
US in 2006 (CTIA)
Ongoing Conversation
✦
Copyright 2007, Apple, Inc. All Rights Reserved.
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14. Knowledge Survey
A short survey to understand the overall group knowledge
✦
Please answer the questions (anonymously is fine)
✦
You have 5 minutes to complete the Knowledge Survey
✦
Don’t stress
✦
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15. Knowledge Survey Answers
Blog
An online diary that can have text, pictures, video, etc.
Engadget is one of the
✦
most popular technology
blogs: 0.24% of global web
users visit the site
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16. Knowledge Survey Answers
Streaming media
Media that is played as it is received (rather than downloaded); permits users to
BBC Radio Player plays
✦
streaming audio
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17. Knowledge Survey Answers
Flash
Adobe’s program to create interactive media - websites, ads, games, video
Flash is on 98.3% of desktops connected to the internet in the US, Canada, Japan,
UK, France, and Germany
Example of a website
✦
that uses Flash
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18. Knowledge Survey Answers
RSS
Really Simple Syndication - a standard for web syndication
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19. Knowledge Survey Answers
Wiki
A website where information can be collaboratively edited
Wikipedia is the online
✦
encyclopedia where users
create and edit the articles that
comprise the encyclopedia
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20. Knowledge Survey Answers
Podcast
A media file distributed over the web using syndication feeds that is played
on a user’s computer or digital media player (iPod)
New podcasts are automatically downloaded to the user’s computer
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21. Knowledge Survey Answers
Social networking
Websites that grow based on the relationships between users (MySpace, etc.)
Members are often able to establish a user profile page for themselves that
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22. Knowledge Survey Answers
MMS (Multimedia Messaging Service)
The standard to send multimedia messages between phones
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23. Knowledge Survey Answers
Viral
Media that uses social networks to spread rapidly
On Dec. 17, 2006 NBC posted
✦
the SNl video “A Special
Christmas Box” on YouTube.com
Since then it has been viewed
✦
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24. Knowledge Survey Answers
Avatar
A virtual character that represents a person in a virtual world, IM, game, website
Made popular in Second Life, World of Warcraft, IM programs, and the Wii
An avatar from Second Life
✦
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25. Integrated Thinking
Is not “We need more blogs...”
Your audience is data obese, but information starved:
✦
Providing digital execution without analyzing the overall strategy, rationale,
✦
and relevance to the brand, audience and relationship is short-sighted.
Make solid recommendations by thinking like an entrepreneur -- what
✦
problem are you solving?
Instead of seeking more audience, give your current one
✦
a kick-ass experience and they’ll do the marketing for you:
Give Nordstrom-like customer service to your customers (audience)
✦
Existing engagements give traction to present integrated digital initiatives
✦
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26. Revolution
“Of course I know ‘revolution’ is a
frighteningly strong word. Yet I also know
(yes, know) that from warfare to commerce to
education to health care, these are times of
unprecedented change. Perhaps change of
the once-a-millennium flavor.
If you choke on the word revolution, I am
fearful for your future. The future of your
career. Your enterprise. Your children. Your
nation. Our world.”
- Tom Peters
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27. The future is now.
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