The Websummit 2014: Experience and Learnings
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This was a presentation I gave after visiting the Web Summit this year. I had a lot of fun pulling it together and discussing all the topics, predictions and future of the industry.
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The Websummit 2014: Experience and Learnings
- 2. BACKGROUND 4 KEY TRENDS BRANDS AND START-UPS 10 OTHER LEARNINGS / FUN FACTS CONCLUSIONS AND OPPORTUNITIES
- 3. BACKGROUND 4 KEY TRENDS BRANDS AND START-UPS 10 OTHER LEARNINGS / FUN FACTS CONCLUSIONS AND OPPORTUNITIES
- 4. THE SUMMIT IS BIG In 2011 there were 400 attendees, this year 22,000. CEO’s and start-ups. A melting pot of innovation.
- 7. GINDER, if you will…. 85% OF ATTENDEES WERE MEN EVERYDAY I HAD AT LEAST ONE DISCUSSION ON FEMINISM
- 8. Then there was the NIGHT SUMMIT
- 10. BACKGROUND 4 KEY TRENDS BRANDS AND START-UPS 10 OTHER LEARNINGS / FUN FACTS CONCLUSIONS AND OPPORTUNITIES
- 11. This happened.THE KEY TRENDS 1. TV IS DEAD 1. MOBILE REALLY IS THE FUTURE 1. SECURITY IS KEY 2. THE SHARING ECONOMY
- 13. Minecraft YT channel gets 5 mil vpm 90% internet traffic will be video by 2017 9.5 billion video ads in one month in 2012
- 14. MOBILE IS THE FUTURE THE FUTURE IS NOW
- 15. 70% Kenya GDP through mobile payments 59% mobile ads to unknown demographics Native advertising is the future of mobile MOBILE IS THE FUTURE THE FUTURE IS NOW 3x more conversation about TV shows on Facebook than Twitter. FB haven't begun to target that with native ads.
- 16. 7s to grab audiences attention in social Link business to broader consumer interest Natural language is the future MOBILE IS THE FUTURE THE FUTURE IS NOW
- 17. BRANDS NEED TO BE AWARE OF WHAT DATA THEY’RE COLLECTING
- 18. WHEN THE OPTIMUM BUSINESS MODEL FOR THE SHARING ECONOMY IS DISCOVERED, IT WILL BE HUGE.
- 19. AS CONSUMERISM DECLINES, WILL THE FUTURE OF CAR BRANDS BE CAR SHARING?
- 20. BACKGROUND 4 KEY TRENDS BRANDS AND START-UPS 10 OTHER LEARNINGS / FUN FACTS CONCLUSIONS AND OPPORTUNITIES
- 21. COCA-COLA HAVE A FOUNDERS NETWORK
- 22. UNILEVER HAVE THE FOUNDRY, VENTURES AND MENTORSHIP
- 23. BACKGROUND 4 KEY TRENDS BRANDS AND START-UPS 10 OTHER LEARNINGS / FUN FACTS CONCLUSIONS AND OPPORTUNITIES
- 24. 1. THE ROBOTS ARE TAKING OVER
- 25. Amazon destroys 3 jobs for every 1 it creates in the US Nasdaq trades can now be made in 15ms. The future is picoseconds. 1. THE ROBOTS ARE TAKING OVER
- 26. 2. POSITIVE SOCIETAL IMPACT - COULD BE GOOGLES NEW MANTRA
- 27. 3. EVERYONE IS A PETER THIEL GROUPIE (including me)
- 28. “The challenges against the flying car are political, not technological” “More security with less privacy invasion” 3. EVERYONE IS A PETER THIEL GROUPIE (including me)
- 29. 4. SUBSCRIPTION BASED BUSINESS MODELS WILL CONTINUE TO THRIVE IN THE FUTURE
- 30. 5. BLRT WILL CHANGE REMOTE DESIGN FEEDBACK 4EVA
- 31. 6. PIKTOCHART IS ALSO FUN
- 32. 7. DOCSTOC IS INCREDIBLE FOR START-UPS
- 33. 8. THE BLOCK CHAIN WILL CHANGE OWNERSHIP FOREVER
- 34. 9. BEYONCE HAS HER OWN MEDIA COMPANY: PARKWOOD. SHE PREFERS INSTAGRAM TO TWITTER AS PICTURES ARE MORE EMOTIVE
- 35. 10. BONO IS A CLEVER BUSINESSMAN “We got a lot of people who were uninterested in U2 to be mad at U2. And I would call that an improvement in the relationship”
- 36. BACKGROUND 4 KEY TRENDS BRANDS AND START-UPS 10 OTHER LEARNINGS / FUN FACTS CONCLUSIONS AND OPPORTUNITIES
- 37. TECH STILL FEELS LIKE A GOLD RUSH
- 38. THEY AREN’T ANSWERING PROBLEMS
- 39. BRANDING STILL LEAVES A LOT TO BE DESIRED
- 40. WHAT CAN WE PROVIDE: • IDEA SENSE CHECK WITH AUDIENCE INSIGHTS/HUMAN BEHAVIOUR • EMOTION • CREATIVE WAYS TO MAKE THE MOST OF MARKET TRENDS
Editor's Notes
- Last week I went to the Web Summit in glorious Dublin. I had applied for a free ticket through women in tech and was lucky enough to be chosen. “End users not technologies shape the market. Consequently, marketers need to stay abreast not only of technological developments but also of the way people respond to them.” – Matt Haig. I’m going to give you a bit of background to the summit and share with you the big trends I saw, a couple of insights and some of my own predictions and conclusions.
- This is no SXSW. This conference is all about the geeks. The main stage looked like Tetris. It’s mostly aimed at Developers and Designers and Founders. 614 speakers, 2160 exhibiting companies. Unlike any other industry, the tech world has little time for pretentiousness, there’s an energy and a buzz. A sense of everyone being in it together, sharing ideas and helping people improve on their offering. IT was the tech world that made everything open source. There is an innate sense of doing things for the greater good. Billionaires mingle with the penniless. CEO’s and celebrities are on a level with backroom developers as they discuss the trends and developments. I’ve been fascinated in the tech world, since writing my first paper on the rise of digital in 2007and it’s effect on the healthcare advertising industry before leaving that world and going fully digital at Dare. Here my best friends were my tech friends, as the best ideas were always creative tech solutions. I plummeted into a world of little distinction between the online/offline divisions. I’m fascinated by start-up culture and developments in tech. It’s now a centre for big announcements and investment. And it’s where Uber got their $26 million investment.
- On that note, Networking is MASSIVE at the Websummit. And this year they released the Web Summit Chat App. It matches you up based on your interests, and shows you your connections in common. It was really useful and I got some good meetings, however…it is a bit like Tinder, for geeks.
- 85% of attendees were men
- Whole streets got closed, people poured out of pubs drinking guinness and talking to everyone.
- As tempting as it was, I never called.
- 1. TV IS DEAD Daniel Middleton (Mine Craft YT channel with 4.1mil subscribers) He gets 5 million YouTube views a month on his channel. Video will account for 90% of the of internet traffic by 2017. There are 9.5 billion video screens in the world. This is laptops, computers, phones, tablets etc. This is bigger than TV. (check with @danlhewitt) We’ve been hearing lots about how to communicate with the future generation, and YT stars are key to this. Brands need to provide tools and work with them. Forget pre-rolls, think about creating content. Millenials also expect everything to be in real-time and authentic. Online experiences are about emotion, vision is no longer about reading. Millenials also don’t with everything to be positively washed, embrace negativity.
- 1. TV IS DEAD Daniel Middleton (Mine Craft YT channel with 4.1mil subscribers) He gets 5 million YouTube views a month on his channel. Video will account for 90% of the of internet traffic by 2017. There are 9.5 billion video ads served in 1 month. This is bigger than TV. We’ve been hearing lots about how to communicate with the future generation, and YT stars are key to this. Brands need to provide tools and work with them. Forget pre-rolls, think about creating content. Millenials also expect everything to be in real-time and authentic. Online experiences are about emotion, vision is no longer about reading. Millenials also don’t with everything to be positively washed, embrace negativity.
- 2. MOBILE IS THE FUTURE, THE FUTURE IS NOW Education is mobile, health is mobile. 70% of Kenyas GDP goes through mobile payments now. (Tom Rothenburg, Grapple) To reach audiences brands need to offer value and ask permission to be in audiences pockets Data in this field is limited. It’s hard to track and collect. We can read and target peoples behaviours – be contextual to time/place - but not their demographics. Understand who the key influencers are, weigh out the level of customer acquisition campaigns vs lifetime value of customers. For 59% of mobile ads we don’t know the recipients age or sex. The answer is content i.e. NATIVE advertising on mobile. These platforms are just publishers, FB, Huff post etc. (59% of huff post visits are via mobile) Mobile marketing association is in the process of creating an econometric model You have 7 seconds in social media to catch someones attention. The best way to do this is by linking your business to the social interest of consumers. https://www.youtube.com/watch?v=XjJQBjWYDTs (Always, throw like a woman vid) India durex ad that empowered women. Another key point here is the rise of natural language. This Start Trek. You’re phone and computers will be talking to you Simple Geo is a location-aware API for developers to use in apps.
- 2. MOBILE IS THE FUTURE, THE FUTURE IS NOW Education is mobile, health is mobile. 70% of Kenyas GDP goes through mobile payments now. (Tom Rothenburg, Grapple) To reach audiences brands need to offer value and ask permission to be in audiences pockets Data in this field is limited. It’s hard to track and collect. We can read and target peoples behaviours – be contextual to time/place - but not their demographics. Understand who the key influencers are, weigh out the level of customer acquisition campaigns vs lifetime value of customers. For 59% of mobile ads we don’t know the recipients age or sex. The answer is content i.e. NATIVE advertising on mobile. These platforms are just publishers, FB, Huff post etc. (59% of huff post visits are via mobile) Mobile marketing association is in the process of creating an econometric model You have 7 seconds in social media to catch someones attention. The best way to do this is by linking your business to the social interest of consumers. https://www.youtube.com/watch?v=XjJQBjWYDTs (Always, throw like a woman vid) India durex ad that empowered women. Another key point here is the rise of natural language. This Start Trek. You’re phone and computers will be talking to you Simple Geo is a location-aware API for developers to use in apps.
- 2. MOBILE IS THE FUTURE, THE FUTURE IS NOW Education is mobile, health is mobile. 70% of Kenyas GDP goes through mobile payments now. (Tom Rothenburg, Grapple) To reach audiences brands need to offer value and ask permission to be in audiences pockets Data in this field is limited. It’s hard to track and collect. We can read and target peoples behaviours – be contextual to time/place - but not their demographics. Understand who the key influencers are, weigh out the level of customer acquisition campaigns vs lifetime value of customers. For 59% of mobile ads we don’t know the recipients age or sex. The answer is content i.e. NATIVE advertising on mobile. These platforms are just publishers, FB, Huff post etc. (59% of huff post visits are via mobile) Mobile marketing association is in the process of creating an econometric model You have 7 seconds in social media to catch someones attention. The best way to do this is by linking your business to the social interest of consumers. https://www.youtube.com/watch?v=XjJQBjWYDTs (Always, throw like a woman vid) India durex ad that empowered women. Another key point here is the rise of natural language. This Start Trek. You’re phone and computers will be talking to you Simple Geo is a location-aware API for developers to use in apps.
- 3. SECURITY IS KEY A lot of discussions were being done around security, how we can re-build trust after the NSA/Snowden and the naked pics. Brands need to re-build trust. Security start-ups were popping up left, right and centre.
- 4. THE SHARING ECONOMY Lily Cole has a start-up called Impossible. She is one of many promoting the sharing based economy and connecting global communities. When economy’s/societies go into crisis, we like to depend less on money. Therefore skill share kicks in. Lily’s business model is in development and she plans to run another site alongside it – an e-commerce site that ties in with brand journalism cleaning up supply chains and selling products with powerful stories behind them. There are many different angle to this - Will the future of car companies also be car sharing services?
- 4. THE SHARING ECONOMY Lily Cole has a start-up called Impossible. She is one of many promoting the sharing based economy and connecting global communities. When economy’s/societies go into crisis, we like to depend less on money. Therefore skill share kicks in. Lily’s business model is in development and she plans to run another site alongside it – an e-commerce site that ties in with brand journalism cleaning up supply chains and selling products with powerful stories behind them. Will the future of car companies also be car sharing services?
- Whilst we’re talking content and mobile etc… now would be a good time to mention what Coke are up to. Last month the company announced a 14% drop in profits for the third quarter of this year as a consequence of the falling global demand for soda drinks. Last year Coke launched the Coca-Cola Founders network in order to diversify its revenue lines and expand its role as a digital content provider. Operating in eight cities across the world including Singapore, Buenos Aires and San Francisco, the network sees Coca-Cola’s innovations and partnership teams immerse themselves in local start-up communities, seeking out company founders who require seed investment and advice. Such founders are brought inside Coca-Cola to understand its values and the potential for technology partnerships with the brand. Once the start-up achieves a sustainable business model, Coke’s investment is converted into equity in the company.
- Unilever is the worlds second largest advertiser and over 2 billion of their products are bought everyday. The Unilever Foundry is a 7 month process. Write and launch a brief, receive and select applicants, hold a pitch day, launch the pilot. Applicants should be tech companies whose innovation has already been successful in market tests.
- Last week I went to the Web Summit in glorious Dublin. I had applied for a free ticket through women in tech and was lucky enough to be chosen. “End users not technologies shape the market. Consequently, marketers need to stay abreast not only of technological developments but also of the way people respond to them.” – Matt Haig. I’m going to give you a bit of background to the summit and share with you the big trends I saw, a couple of insights and some of my own predictions and conclusions.
- And it’s not always a good thing…everyones heads the fact that Amazon destroys 3 jobs, for every 1 job they create in the US and it’s beginning to get people worried. They are also now making things ridiculously fast – Trades on the Nasdaq can be made in 15ms. Which means the kill switch has to be triggered in 10 ms. They fully expect this to get to picoseconds.
- And it’s not always a good thing…Amazon looses 3 jobs, for every 1 job they create in the US. http://www.nasdaq.com/article/amazoncom-creates-5000-jobs-destroys-25000-in-the-process-cm264569 They are also now making things SCARILY ridiculously fast – Trades on the Nasdaq can be made in 15ms. Which means the kill switch has to be triggered in 10 ms. They fully expect this to get to picoseconds.
- The founder of Nest did an interesting talk about being bought by Google. He was asked what the new mission of google would be since it dropped Do No Evil. NEST is GOING TO BE HUGE. Nest is the smart thermostat. They’re going to be using partners to push their products such as Mercedes and Whirlpool. They’ve also done a deal with Ireland Electric to give it free to every household. So basically it’s nearly mainstream. Fears about privacy have been addressed: Data privacy and security are to be kept separate from Google. CSR is only going to get bigger as a topic
- Move over being the band groupie, I’m now a tech groupie and this is our God. Everything he said was flawless. He’s one of the foremost thinkers in Silicon Valley. Peter Thiel is also a robot. He was also the first investor in FB and is the founder of Paypal. He tells entrepreneurs to ask for forgiveness, not permission (when he started with PayPal it wasn’t regulated) He believes “Europe is a slacker with poor expectations” He also believes everyone should be doing more to fight ageing. That almost every disease in the world is linked to ageing.
- He says that the challenges against the flying car are political, not technological He believes the next trend in tech is going to be “more security with less privacy invasion.”
- Service industries are now doing it. Deloitte have just announced a new business model, developed with Zuora an innovative subscription service. Deloitte recognised that the professional services industry is about to be hugely disrupted and cloud based accounting tools are shaking up the relationship between SMEs and their accountants. They expect 24hr access to log on to their ledger and to be able to buy accounting software on a subscription basis. So Deloitte needed to reinvent its services for private business, small listed companies, wealthy families and individuals. Rather than being seen as an irritating compliance, where every minute on the phone is counted, they wanted to be seen as providing insights and real-time advice. They had to rebuild their entire system. It seems to be working. Clients can now manage their cash flow with certainty.
- My friend is obsessed with it already.
- Docstoc is an electronic document repository providing professional, financial and legal documents for the business community. Docstoc is a platform where you can find professional document templates and resources/productivity tools. An incredible tool for entrepreneurs/small businesses.
- The block chain is a databse of transactions made with bitcoin. It’s a distributed, open ledger. Which means no only is it super secure but it’s public and decentralized – so both noone and everyone is in charge of it and everyone can see what’s going on. This removes 3 major risks in banking. Credit risk, liquidity risk and operational risk. The future means the block chain could create a smart contract. We’ll get smart property, where the ownership is controlled via the block chain using contracts (cars, phones, houses); it becomes an inventory, tracking and exchange mechanism for all hard assets.
- The atmosphere is amazing and well worth going to experience it and learn from what’s going on. There’s a lot of mudslinging to see what ideas sticks.
- Just like in our world, the best filter is trying to work out what problems they’re trying to answer.
- Horyou VD
- Where we can help “End users not technologies shape the market. Consequently, marketers need to stay abreast not only of technological developments but also of the way people respond to them.” – Matt Haig.