Presentation digital media BURO IRIS v1.0
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The document discusses communication in a new digital era. It outlines some of the most important changes like the speed of information, worldwide access, and being constantly connected. In the short term, communication is shifting from broadcasting to participating and listening. A new social hierarchy is emerging where people have more power than traditional media institutions. In the long term, a generation gap is appearing between "digital natives" and "digital inhabitants" as communication becomes omnipresent and power balances shift from companies to individuals. To adapt, organizations must analyze current and future gaps and make a roadmap for the new environment.
Presentation digital media BURO IRIS v1.0
- 1. Communica8on in a new era Digital media Amsterdam, 18 May 2010 by: Iris van Opstal 息 2010 Buro Iris www.buroiris.nl info@buroiris.nl 1
- 2. A SHORT INTRODUCTION 留 Director/Owner at BURO IRIS a versa'le and impassioned marke'ng and communica'on agency specialized in brand strategy, brand ac'va'on and internal branding 留 Head of Marke8ng & Communica8on at Na8onale-足Nederlanden 留 Manager Marke8ng Europe at Ernst & Young 留 Editor in chief PromoTime Publica8ons 留 Winner of Boer & Croon Innova8on in Communica8on Award 2010 息 2010 Buro Iris www.buroiris.nl info@buroiris.nl 2
- 3. CONTENT 留 Communica8on in a new era 留 The most important changes 留 The short term 留 The long term 留 Ques8ons? 息 2010 Buro Iris www.buroiris.nl info@buroiris.nl 3
- 4. COMMUNICATION IN A NEW ERA (1) Technology is shifting the power away from the editors, the publishers, the establishment, the media elite. Now its the people who are in control. Rupert Murdoch, Global Media Entrepreneur 息 2010 Buro Iris www.buroiris.nl info@buroiris.nl 4
- 5. COMMUNICATION IN A NEW ERA (2) 息 2010 Buro Iris www.buroiris.nl info@buroiris.nl 5
- 6. A SMALL IMPRESSION OF THE POSSIBILITIES The Conversa'on Prism, Brian Solis 息 2010 Buro Iris www.buroiris.nl info@buroiris.nl 6
- 7. THE MOST IMPORTANT CHANGES 留 Speed of informa8on 留 Worldwide access 留 24/7 connected 息 2010 Buro Iris www.buroiris.nl info@buroiris.nl 7
- 8. THE SHORT TERM (1): CHANGES IN COMMUNICATION 留 Its all about collec8ng rela8onships instead of a^rac8ng a temporary audience 留 Its all about listening, then responding 留 Its all about par8cipa8on instead of sending informa8on 留 Its all about: pocketable distribu8on back-足channeling social mobility consumer generated media 息 2010 Buro Iris www.buroiris.nl info@buroiris.nl 8
- 9. THE SHORT TERM (2): CHANGES IN COMMUNICATION 留 A new social hierarchy (Forrester Research, 2008) 息 2010 Buro Iris www.buroiris.nl info@buroiris.nl 9
- 10. AN EXAMPLE: FEDEX (1) 25.500 photos More than 7.500 videos More than 500 groups 135 groups More than 8.000 par?cipants 息 2010 Buro Iris www.buroiris.nl info@buroiris.nl 10
- 11. THE LONG TERM: CHANGES IN SOCIETY 留 Digital na8ves versus digital inhabitants A digital na8ve is a person for whom digital technologies already existed when they were born, and hence has grown up with digital technology such as computers, the Internet, mobile phones and MP3s. A digital immigrant is an individual who grew up without digital technology and adopted it later. (Wikipedia) 留 Communica8on is omnipresent Everybody communicates constantly with everybody, whether it is by mobile phone, mail, chat, blog, Twi^er, Flickr, YouTube or face-足to-足face. People communicate just as easily with friends and family as with total strangers. 留 The power balance has shided from companies and ins8tu8ons to the individual and communi8es. A genera8on gap as never seen before 息 2010 Buro Iris www.buroiris.nl info@buroiris.nl 11
- 12. SO WHATS NEXT? 1. Strategy! 2. Current gap analysis 3. Future gap analysis 4. The roadmap to a new environment 息 2010 Buro Iris www.buroiris.nl info@buroiris.nl 12