ANYTHING ANYWHERE ANYTIME... ANY ATTENTION? JIM STOLZE ELLLA / KENNISPOORT ZWOLLE
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.
LET'S LOOK AT THE COMING WAVES... photo (cc) via www.flickr.com/photos/toddbinger/3114789556/ 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 :-)
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 www.flickr.com/photos/rosemania/5383446201/
NO MORE SECRETS
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
WATCH ONLINE
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 http://www.flickr.com/photos/ghalog/6320498931
P2P EVERYTHING Jim Stolze - 14 Februari 2013 - ELLLA i.s.m. Kennispoort Regio Zwolle
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.
EDUCATION REVOLUTION This is Salman!
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 http://www.flickr.com/photos/dugspr/3273060289
WE "SCREEN" 5 HOURS EACH DAY Jim Stolze - 14 Februari 2013 - ELLLA i.s.m. Kennispoort Regio Zwolle
CONTEXT DRIVES CHOICE Jim Stolze - 14 Februari 2013 - ELLLA i.s.m. Kennispoort Regio Zwolle
OLD CONTENT, NEW CONTEXT
SEAMLESS EXPERIENCE 16
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.
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 www.flickr.com/photos/ejorpin/6349613437
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.
ATTENTION ECONOMY Photo (Creative Commons) flickr.com/photos/shinythings/151549624/
THE FUTURE SUCCESS OF YOUR PRODUCT DEPENDS ON THE ATTENTION THAT IT EARNS.
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/6575053747/
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 you. @jimstolze
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.
HIGH NPS SCORE: ZAPPOS
SOCIAL MEDIA CAN HELP.) Jim Stolze - 14 Februari 2013 - ELLLA i.s.m. Kennispoort Regio Zwolle
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 2013 - ELLLA i.s.m. Kennispoort Regio Zwolle
CONCLUSION #1 ANYTHING : NAKED WORLD #2 ANYTIME : DO IT OURSELVES #3 ANYWHERE : OUTSIDE THE BROWSER #4 ATTENTION : YOUR NEW ASSET!
@jimstolze jimstolze@gmail.com www.jimstolze.nl/weblog SURFS UP!
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