accelerate 2017_navigating digital disruption_james slezak
TRANSCRIPT
Lessons from the coalface of innovation
Navigating digital disruptionDR JAMES SLEZAK
James Slezak @jslez [email protected] June 2017
Things change slowly, then all at once
1960s
2000s
+
20
65
1950 2000 201060 70 80 90
U.S. newspaper advertising revenues ($ billions)
20
65
1950 2000 201060 70 80 90
U.S. newspaper advertising revenues ($ billions)
4
Digital
2005
2010
2015
Tectonic shifts
Tectonic shifts
TremorsAI/ML
3D printingAR/VRIOTBlockchain
Distant rumbles Quantum computing
DesignCloud
Brain interfaces
Crowd co-creation
Traditional media are sharply declining
Source: Nielsen data, Marketingcharts.com and Andreessen Horowitz analsys
TV viewing hours
1
Mobile is eating desktop
Source: Mary Meeker, KPCB (2017). US figures
Hours online per day
Mobile
Desktop
Other
2
3 Social is eating news
Source of news
Online
TV
Newspapers (print)
Social media
Source: comScore
Min
utes
per
mon
th
Penetration (ages 18–34)
3 Social means Facebook
Messaging is eating social
Messaging
Social
Source: BI Intelligence, from company data
4
Peer curation is replacing editorial judgement
Homepage visitors Facebook referrals
50% 50%
Peer curation is replacing editorial judgement
Homepage visitors Facebook referrals
Tailoring packaging to each channel
Source: New York Times R&D (nytlabs.com) / Nik Hanselmann (2014)
Data science Using data to learn what works5
Source: MIT Media Lab Electome Project (2016)
From channel to graph
Clinton supporters
Trump supporters
Source: MIT Media Lab Electome Project (2016)
Clinton supporters
Trump supporters
Source: MIT Media Lab Electome Project (2016)
Using data to innovate rapidly on story packaging
Zach Wahls Speaks About Family
1 million views
Stephanie Cutter: Get the facts on Mitt Romney, Big Oil, and the Koch Brothers
13,000 views
Source: Unworthy
Using data to innovate rapidly on story packaging
Two Lesbians Raised a Son and This is What They Got
This Is How You Kill An Attack Ad
15 million 300,00015 X 23 X
Stephanie Cutter: Get the facts on Mitt Romney, Big Oil, and the Koch BrothersZach Wahls Speaks About Family
1 million views 13,000 views
Source: Unworthy
PUBLICATION OF THIS INFORMATION IS DIRECTLY
PROHIBITED BY THE PROVISIONS OF THE ESPIONAGE LAW
TOP SECRET CLASSIFICATION
IRREPARABLE INJURY TO THE DEFENSE
INTERESTS OF THE UNITED STATES
John Haner for the New York Times (2011)
Source: Daniel Berehulak for the New York Times (2014)
Navigating digital disruptionThank You
Transform your business and your brand
MARGARET HARTWELL & JAMES HARTWRIGHT