ANYTHING
ANYWHERE
ANYTIME
... ANY ATTENTION?
JIM STOLZE
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.
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LET
'S L
OOK
AT T
HE
COM
ING
WA
VES
...
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 -useful- innovations. 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 :-)
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BIG
TRE
ND #
1
"NAK
ED W
ORL
DS"
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.
NO M
ORE
SEC
RET
S
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
WAT
CH O
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"DO
IT O
URS
ELV
ES"
BIG
TRE
ND #
2
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
P2P
EVE
RYT
HIN
G
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.
P2P
LEAR
EDU
CAT
ION
REV
OLU
TION
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"OU
TSID
E TH
E BR
OWS
ER"
TRE
ND #
3
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
WE "SCREEN" 5 HOURS EACH DAY
CONTEXT DRIVES CHOICE
OLD
CON
TEN
T, N
EW C
ONT
16
SEAM
LES
S EX
PER
SHO
PPIN
G IN
A N
EW C
ONT
EXT
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.
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"MIN
D TH
E AT
TEN
TION
GAP
"
TRE
ND #
4
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.
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
THE FUTURE SUCCESS OF YOUR
PRODUCT DEPENDS
ON THE ATTENTION THAT IT
EARNS.
Photo (Cr
eative Commons) flickr
.com/photos/pagedooley/6575053747/
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).
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
PRO
MOT
ER S
COR
E
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.
(HOWEVER, IF YOUR CUSTOMER SERVICE SUCKS,
SOCIAL MEDIA CAN HELP.)
Customer Enthusiasm is
not
a department, it
should be embedded in the entire company
What
can
PET Industry Professionals
learn from Zappos?
CONCLUSION
•
#1 ANYTHING : NAKED WORLD
•
#2 ANYTIME : DO IT OURSELVES
•
#3 ANYWHERE : OUTSIDE THE BROWSER
jimstolze@gmail.com
@jimstolze
www.jimstolze.nl/weblog
SURF
S UP
Hillary, this is a working day.
Where are you?
I'm at the ELLLA Meeting in Zwolle.
Saving the world, bro.
