embracing the change: duncan watts @ google
TRANSCRIPT
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Embracing the change
Duncan Watts Industry Manager, Google
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BeFirst to the FUTURE
Get you beautiful, clever people to think about ways to embrace the change that technology is driving in your industry by providing a range of thought-provoking insights and opinion
that may influence your marketing activity
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Some thoughts on
change
Disruptive & accelerating
trends
Moments that matter
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Lets play a game!
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You don’t have to always be serious to innovate
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Get uncomfortably excited
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Constantly seek to disrupt yourself
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What history tells us
1. Almost every market or sector
gets disrupted eventually
2. Very rarely does an incumbent manage to disrupt itself
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A more inclusive definition of innovation
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Some
thoughts on change
Disruptive & accelerating
trends
Moments that matter
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ACCELERATING EVERYTHING
The pace of technology is
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A MULTI-SCREEN WORLD
WEARABLE MOBILE TABLET DESKTOP IN-CAR TV
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Close to a square foot of screen for every adult on earth
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In the UK, we are addicted to devices
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TECHNOLOGICAL ADVANCES Never cease to surprise us
2008: Beijing Olympics
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2012: London Olympics
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Some thoughts on
change
Disruptive & accelerating
trends
Moments that
matter
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We asked 1,500 business owners
And 1,500 adults some questions…
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B2B As a business, to find a specialist legal support, where do you START?
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B2B If using the Internet to find a lawyer, would you
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B2C If you happened to need a lawyer, where would you START?
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B2C If using the Internet to find a lawyer, would you
33 33 Legal search queries, UK, Year-on-Year
34 34 Mobile search query growth in legal
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100% Desktop/Tablet Smartphone
Legal search queries by device, UK
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We turn to digital at the moments that matter
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We are constantly connected
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We connect at the moments that matter to us
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8:30am
nearest cash machine
We connect at the moments that matter to us
9:45am
best outdoor pizza places
11:23am
Car rental deals
12:31pm
breaking bad episodes online
12:35pm
Holiday spots in Barbados
1:54pm
top resorts in Barbados
3:26pm
coffee near me
5:45pm
Research that legal issue…
6:32pm
leather flats on sale
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8:30am
Nearest cash machine 9:45am
best outdoor pizza places
11:23am
Car rental deals
12:31pm
breaking bad episodes online
12:35pm
vacation spots in Barbados
1:54pm
top resorts in Barbados
3:26pm
coffee near me
5:45pm
how to shape eyebrows
6:32pm
leather flats on sale
12:22pm
barbeque recipes
9:45am
outdoor fitness 2:23pm
cheap car rentals
4:13pm
women’s shoe sales
1:17pm
tourist hot spots
9:53pm
best sf hotels
1:11pm
local toy stores
11:11pm
cheap boat rentals
6:45am
local coffee shops
1:11pm
fun dog training
3:13pm
kite flying
10:03am
local dog parks
8:45am
new movie trailers
5:15pm
sailing lessons
12:03pm
sight-seeing tours
6:19pm
how to cook fish
4:13pm
nearest fast food places
1:23pm
furniture deals
6:45pm
cheap taxi services
3:00pm
how to skateboard
12:23pm
sandwich shops
8:45am
sf bay boat tours
1:03pm
fun party ideas
9::38am
closest tyre shop
4:29pm
Football tickets
2:11pm
chocolate stores
5:37pm
local fast food
1:13pm
children’s dance classes
8:17am
cooking classes
2:15pm
new running shoes
10:45am
art galleries
2:13pm
sf museum tours
6:37am
outdoor activities
All these moments have context Millions of people, billions of moments
10:45am
scuba diving bahamas
1:54pm
top resorts in Barbados
12:35pm
Holiday spots in Barbados
7:46pm
Caribbean cruises
9:27pm
flights to Jamaica
3:15pm
tropical holiday ideas
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A simple way to think about this
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8:30am
Nearest cash machine 9:45am
best outdoor pizza places
11:23am
Car rental deals
12:31pm
breaking bad episodes online
12:35pm
vacation spots in Barbados
1:54pm
top resorts in Barbados
3:26pm
coffee near me
5:45pm
how to shape eyebrows
6:32pm
leather flats on sale
12:22pm
barbeque recipes
9:45am
outdoor fitness 2:23pm
cheap car rentals
4:13pm
women’s shoe sales
1:17pm
tourist hot spots
9:53pm
best sf hotels
1:11pm
local toy stores
11:11pm
cheap boat rentals
6:45am
local coffee shops
1:11pm
fun dog training
3:13pm
kite flying
10:03am
local dog parks
8:45am
new movie trailers
5:15pm
sailing lessons
12:03pm
sight-seeing tours
6:19pm
how to cook fish
4:13pm
nearest fast food places
1:23pm
furniture deals
6:45pm
cheap taxi services
3:00pm
how to skateboard
12:23pm
sandwich shops
8:45am
sf bay boat tours
1:03pm
fun party ideas
9::38am
closest tyre shop
4:29pm
Football tickets
2:11pm
chocolate stores
5:37pm
local fast food
1:13pm
children’s dance classes
8:17am
cooking classes
2:15pm
new running shoes
10:45am
art galleries
2:13pm
sf museum tours
6:37am
outdoor activities
Which of them matter to your business?
10:45am
scuba diving bahamas
1:54pm
top resorts in Barbados
12:35pm
Holiday spots in Barbados
7:46pm
Caribbean cruises
9:27pm
flights to Jamaica
3:15pm
tropical holiday ideas
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Be There Be Relevant Be Optimized
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Thank You
Duncan Watts Industry Manager, Google