ANYTHING ANYWHERE ANYTIME... ANY ATTENTION?

Transcription

1 ANYTHING ANYWHERE ANYTIME... ANY ATTENTION? JIM STOLZE ELLLA / KENNISPOORT ZWOLLE

2 The Hype Cycle is a graphic that depicts public expectations of new and emerging (often not so new) technologies in the form of a graph. It is updated annually and produced by a research and advisory company called Gartner, Inc.

3 LET'S LOOK AT THE COMING WAVES... photo (cc) via Disruptive technologies seem useless if they don't provide meaningful improvements to our lives. With this presentation I hope to provide context and inspiration for these needed -usefulinnovations. The document is the result of clustering some of the world's trendreports, hypecycles, insights from thoughtleaders and many TEDtalks into 5 macro trends, or "waves" as I call them. Disclaimer: The result is higly subjective, not an absolute truth :-)

4 BIG TREND #1 "NAKED WORLDS" It's very hard to keep a secret in today's world. This is the result of the rise of the social web, a global call for transparency and the work of old fashion -but decent- journalism. It's like the coffee machine has gone viral. photo (cc) via

5 NO MORE SECRETS

6 At some point the anonymity of the internet transformed into a social networking clearinghouse of daily minutiae and most of us willingly opted in, choosing the ease and comfort of virtual intimacy over a lonely existence of real world disconnectedness. _Scott Lachut This means that brands are naked again. They have to rethink their values, their belief system and communicate this in a authenthic and consistent way. _Jim Stolze

7 WATCH ONLINE

8 BIG TREND #2 "DO IT OURSELVES" With the rise and fall of big companies; financial institutions becoming less and less trustworthy; and governments withdrawing from important sectors like health, education and the public space... a new wave rises. Fueled by optimism and enabled by technology, the citizens of the Naked Worlds are taking on these challenges themselves. photo (cc) via

9 P2P EVERYTHING Jim Stolze - 14 Februari ELLLA i.s.m. Kennispoort Regio Zwolle

10 P2P LEARNING Salman Khan is a maths teacher. Instead of spending time in classrooms, he uploads all his lessons to Youtube, reaching a global audience that is bigger than Stanford, MIT and Harvard together.

11 EDUCATION REVOLUTION This is Salman!

12 TREND #3 "OUTSIDE THE BROWSER" Innovation is coming up with original ideas that have value. Normally you were challenged to think outside the box. I ask you to think outside the browser. The most promising innovations will use sensors and data to bring you a seamless experience across any screen. A browser can be part of it, but won't be the starting point. photo (cc) via

13 WE "SCREEN" 5 HOURS EACH DAY Jim Stolze - 14 Februari ELLLA i.s.m. Kennispoort Regio Zwolle

14 CONTEXT DRIVES CHOICE Jim Stolze - 14 Februari ELLLA i.s.m. Kennispoort Regio Zwolle

15 OLD CONTENT, NEW CONTEXT

16 SEAMLESS EXPERIENCE 16

17 SHOPPING IN A NEW CONTEXT If customers are too busy to come to the store, Home Plus decided to bring the store to the customers. Using outdoor advertising, they plotted their goods with QR-codes on the walls of the subway station. South Koreans could simply point their phone, click 'buy' and have the goods delivered at home.

18 TREND #4 "MIND THE ATTENTION GAP" There has never been a moment in time that there was a higher demand for attention than right now; companies are doing some pretty weird things to try and demand our attention. At the same time the supply of "attention" is lower than ever. Attention is a currency and an economy on itself. photo (cc) via

19 The themepark "The Wizarding World of Harry Potter" was launched just by telling 7 fans who were influential on blogs and other social channels. The message spread to 350 million people within 24 hours.

20 ATTENTION ECONOMY Photo (Creative Commons) flickr.com/photos/shinythings/ /

21 THE FUTURE SUCCESS OF YOUR PRODUCT DEPENDS ON THE ATTENTION THAT IT EARNS.

22 The days of AIDA (the sales funnel) are behind us. If you want to do business in the attention economy, the new adagium is: ADHD. Find your place in the Attention Deficit (give attention) and let it scale though Hyper Distribution (Return on Attention). Photo (Creative Commons) flickr.com/photos/pagedooley/ /

23 RETURN ON ATTENTION is the new ROI You're not selling anymore. You're adding value to people's lives. And if you do this right... they will pay you back with their most valuable asset; they will lend you their reputation within their network. They'll do the selling for

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25 NET PROMOTER SCORE The Net Promoter Score, is based on the perspective that every company s customers can be divided into three categories: Promoters, Passives, and Detractors. By asking one simple question How likely is it that you would recommend [our company] to a friend or colleague? you can track these groups and get a clear measure of your company s performance through your customers eyes.

26 HIGH NPS SCORE: ZAPPOS

27 SOCIAL MEDIA CAN HELP.) Jim Stolze - 14 Februari ELLLA i.s.m. Kennispoort Regio Zwolle

28 What can PET Industry Professionals learn from Zappos? Customer Enthusiasm is not a department, it should be embedded in the entire company Jim Stolze - 14 Februari ELLLA i.s.m. Kennispoort Regio Zwolle

29 CONCLUSION #1 ANYTHING : NAKED WORLD #2 ANYTIME : DO IT OURSELVES #3 ANYWHERE : OUTSIDE THE BROWSER #4 ATTENTION : YOUR NEW ASSET!

30 @jimstolze SURFS UP!

31 Hillary, this is a working day. Where are you? I'm at the ELLLA Meeting in Zwolle. Saving the world, bro. Say hi to Mienke from me. X