technology trends & opportunities in the family history industry by barbara lawrence

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RootsTech Innovator Summit: Technology Trends and Opportunities

2.07.14

© Lubin Lawrence Inc. 2014

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Barbara is co-founder and managing partner of Lubin Lawrence Inc., a NYC-based growth strategy consultancy. After earning her MBA, in Marketing and Finance, from The Wharton School of Business, plus her BA in Psychology, Magna Cum Laude, Barbara spent nearly a decade in marketing at Kraft Foods. To pursue her love of strategy, she co-founded LLI. For +20 years, the firm has reinvented the way enduring growth strategies are developed. The firm’s Experience-Driven Design Model and Method© “ladders” down from target’s Fundamental Human Values and most desired experiences, linking these emotional and esteeming benefits to compelling functional benefits. Coupled with the firm’s experience, this copyrighted method has helped Fortune 50 industry leaders such as: P&G, Pfizer, Disney, Capital One, and Lowes, achieve above plan growth.

INTRODUCTION – BARBARA LAWRENCE

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4 WHERE LLI FITS

Strategy Focus

Implementation Focus

More Conceptual

More Analytical

General Management Consulting

Analyze the

Past

Advertising, PR, and Design

Firms

Execute


Lubin Lawrence Inc. Create Growth Strategies

Mission: Empowering Organizations To Achieve Sustainable Business Growth.

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5 EXPERIENCE-DRIVEN DESIGN©

Rational and Tacit Support /Deepens

Conviction

Unique Advantage

Desired Target Experience

Fundamental Human Values

Benefits That Drive Preference, Loyalty and

Foster Competitive Insulation

Feelings That Express Target’s Aspirations

Values That Elevate Self-Esteem

Unique Advantage Support

Materials and charts that articulate principles of marketing and business strategy, structure information, illustrate points, or provide examples that are not specific to the client’s business are proprietary to Lubin Lawrence Inc.’s consulting practice and are copyrighted. These materials may not be reproduced except in the form in which they have been presented, and may not be distributed outside the client organization (Patent Pending)


Target: _______________________

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6 11 IDI INTERVIEWS

• Large Entities Sr. Executive CTO - Ancestry • Large Entities Sr. Executive Product - Ancestry • Large Entities Sr. Executive Formerly of Ancestry • Large Entities Sr. Executive MyHeritage • Large Entities Sr. Executive Brightsolid • Large Entities Sr. Executive findmypast - Data Strategy Manager • Large Entities Sr. Executive findmypast - Business Development Director • Large Entities Sr. Technology Executive FamilySearch • Large Entities Sr. Marketing Executive FamilySearch • Large Entities Sr. Executive Former Managing Director of FamilySearch • Non-Profit Sr. Executive Federation of Genealogical Societies

With Family History Thought Leaders


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7 INTERVIEW QUESTIONS

• Where Is The Category Today? How Did It Get There? • Where /How Should Family History Focus To Achieve Future Growth?

- Who? - What? - How? • What Barriers Must Be Overcome To Get There?


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8 WHERE IS THE CATEGORY TODAY? HOW DID IT GET THERE?

• For a Decade, Focus Has Been On Records Access / Digitization ... Bringing Searchable Records/ Content Online • Resulting Challenge: Balancing Demand for Online Data/Content Access vs. Innovation Priorities

• Census e.g. 1940 Census

• Marriage and Death

• Military

• Citizenship and Naturalization

• Family Histories


1940 Census

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9 WHERE IS CATEGORY TODAY? HOW DID IT GET THERE? • Searchable Digital Records Meet The Needs of An Older, Niche Target, Estimated At About 1% of Potential Universe... Search-Oriented, Genealogists, Historians & Hobbyists • Willing To Invest Search Time/ Effort To Find Names, Dates & Places; Authentication Data...

…However, Younger Generations Are Not


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Niche Premium

Family History

Research

TODAY, FAMILY HISTORY APPEALS TO A NARROW NICHE

Appeals to 1% of Potential Users

EST. MKT VALUE: $ 4B

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Mainstream


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11 WHO ARE THE “1%ers”?

OLDER GENEALOGISTS,

HOBBYISTS, AND HISTORIANS

Willing To Invest The Time To Conduct Library-Like Research: Online and Offline - Searching for Names, Dates, Places,

Research Is Challenging, Time Consuming, Not Intuitive, Frustrating and Not Mobile


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12 WHY ISN’T PARTICIPATION BROADER?

Too Time Consuming Too Isolating/Lonely Too Difficult/Frustrating

“We’re facing a very large gap technology-wise ... we should be focusing on what younger users want...” – Thought Leader


Mainstream Appeal Requires Faster, Easier, and More Engaging Experiences

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1% Niche Appeal Premium

Family History

THE UNTAPPED OPPORTUNITY: GENERATE MAINSTREAM APPEAL

EST. MKT VALUE: $ 4B

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99% Mainstream Appeal

Today

Family History Tomorrow

Est. Future Mkt. Value: + $400B


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• Category Has Reached A Tipping Point. ... We Must Innovate To Attracting A Younger, More Tech Savvy, Mainstream Audience; Offer More Engaging /Entertaining Experiences - Not Just Search

WHAT:

Broaden Family History

Engagement Difficulty/Time

Investment Level of Interest

WHERE CAN THE INDUSTRY GO TOMORROW? HOW CAN IT GET THERE? 14

“Mainstream targets seeks richer content and context (not just vital records) – emotionally engaging and interactive experiences (not just search)...” – Thought Leader


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• Category Has Reached A Tipping Point. ...Focus on Attracting A Younger, More Tech Savvy, Mainstream Audience ... Reduce/ Eliminate The Difficulty/ Time Required – Ideally Both HOW:

WHERE CAN THE INDUSTRY GO TOMORROW? HOW CAN IT GET THERE? 15

.

“Technology should help to avoid wasted effort, plus it can educate and entertain ... offer rich and entertaining content using unstructured data ...” - Thought Leader

Broaden Family History

Engagement

- Reduce / Eliminate Difficulty /Time Required – Ideally Both.

Difficulty/Time Investment

Level of Interest


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16 WHO ARE THE MAINSTREAM 99%ers?

GENERALLY YOUNGER, DIGITAL, TECH SAVVY, SOCIALLY CONNECTED, MOBILE AND EXPERIENCE-DRIVEN

Everyone Is Interested In Engaging, Entertaining, Family Stories & Context That Foster Stronger Family Connections (Past, Present and Future)

Embrace Innovation, Interface Should Be: - Intuitive, Interactive, Fun, Shareable ... Educational - Mobile and Easy - Multi-Media - Linked To Social Media

“Imagine speaking into a device and it answers basic questions about your ancestors ...or technology that builds a picture of individuals in the context of when they lived...” –Thought Leader

Unwilling To Invest The Time / Effort Searching for Names, Dates, etc.

Less Experienced With Traditional Family History


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Much More of This ... ... Much Less of That!

WHAT DOES THE 99% WANT?


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Digitally Savvy, Early Tech Adopters , Open To New Ideas/Experiences, Global In Their Perspective, Active on Social Media, Cultural Influencers

INNNOVATION MUSE: YOUNGER, MAINSTREAM AND FUTURE FOCUSED TARGET


WHO:

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Content That Fosters Joyful, Shared and Satisfying Family History Experiences That Bond Generations

ENGAGING, ENTERTAINING & SHARED EXPERIENCES ARE APPEALING

. Multi-Generational ... Collaborative ... Shareable .... More Than Just Names, Dates and Places

“Compelling, entertaining, and family stories based – emphasize engaging and emotionally rich experiences that deepen connections ...” – Thought Leader


WHAT:

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• Search Assistance Tools (APIs) Such As: - Mobile Access/Push Notifications - More Time Efficient /Effective Solutions - Easy to Use Q&A Functions (á la SIRI) - Leverage Ubiquitous Social Media – Foster More Collaboration / Story Telling - More Intuitive and More Interactive Analogies:

• Records Are A Stepping Stone, Not The End Result

It Must Be Easier, Faster, More Intuitive, More Satisfying ... Less Frustrating

REDUCE BARRIERS THAT DAMPEN MAINSTREAM APPEAL


HOW:

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While Some Partnering/Collaboration Is Underway, Opportunities Remain (E.g.):

• More Data Linking/Matching And Big Data Capabilities

• Push Notifications

• Geocoding – Point Census To Specific Locations and Avoid Useless Results

• Handwriting Recognition – Impact On Search Taps Into Using Unstructured Data

BUILD B2B PARTNERSHIP & COLLABORATION OPPORTUNITIES


HOW:

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While Some Partnering/Collaboration Is Underway, Opportunities Remain (E.g.):

• DNA Research/Searching - Becomes The Starting Point For Easier /Faster Connections

• Be As Global As Possible - As Soon As Possible

• Explore A Variety Of Revenue Models E.g. Subscription ... Pay Per View - Etc.

• Include Descendancy Research

• Achieve More Cohesiveness And Collaboration That Comes From One Single Family Tree of Mankind

YOU’RE HERE TO START CONVERSATIONS AROUND THE “WHAT” AND “HOW!”



HOW:

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Tap Into Collaboration/Partnership Opportunities; Satisfying End-Users’ Needs While Also Generating Attractive Developer Rewards

Demonstration Valuable Innovations Have Attracted Financial Rewards

[E.g. Ancestry’s Record Matching Technology (Shaky Leaf);; 2012 Private Equity Purchase $1.6b]



HOW:

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24 WHAT B2B CHALLENGES MUST BE OVERCOME?

• Lack of Connectivity Between Platforms (APIs) • New Competition: Big Players Like Google & Facebook Become Active In This Space • Budget Concerns: Foster More Partnership / Collaboration Activity To Jump Start Innovation (Share Costs) • Competing For Top Programming Talent • Persuade Record Custodians To Provide Access/ Permit Digitization

• Other?

B2B Challenges


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25 ANALOGOUS CASE Mission: Create One World Map Productive Acquisitions Plus B2B Partnerships and Collaborations Were Key To Accelerating Growth and Satisfying End User Needs


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• Like Family History, Mapping Was Once A Disparate, Incompatible Collection Of

Billions of Pieces of Information. • Acquisitions, Coupled With On-going Partnering /Collaboration Plus A Constant Flow

of Innovations Created A Huge, Single Source Database

• APIs Facilitated 1,000s Of Highly Creative 3rd Party Solutions (E.g. Batchgeo.com) • Mobile GPS Gives The World Access To A Vast, Interconnected Mapping Capability

• Individuals and Organizations Invited To Append Content - 3D Images, Etc.

• Like Google’s One World Map Mission Experience, Family History Can Accelerate the

Creation of One Tree of Mankind and The Mainstreaming of Family History Via On-going Partnering /Collaboration


http://batchgeo.com/

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2004-05 2006-07 2008-09 2010-11

ACQUISITIONS, B2B COLLABORATION/PARTNERSHIP & INNOVATION DELIVERED A DECADE OF GROWTH*

© Lubin Lawrence Inc. 2014 *Source: Wikipedia – partial listing from timeline

2012-13

Con’t Innovations E.g. Google Traffic Added – Real Time Traffic Flow – Enhanced Google APIs and Google Rider Launched

Con’t Innovation: Google Allows Users To Edit Content; Adds Terrain View; Google Signs Deal With Geoeye For Satellite Imagery; Users Can Append Content ... And More

Con’t Innovation: Google Announces Maps GL Plus Street View In Various Asian markets launched Google starts charging for API commercial use; Map Maker Added to US Google Maps; Any Viewer Can Edit/Make Changes- Est. of 150 MM Google Maps Users

Google Acquires C++ Program, Where 2 & Keyhole To Jump Start Google Maps Creation Maps API launches in ‘05

After Apple’s Maps Application Failed, Google Maps Became Available Through The Apple App Store; Con’t Innovation: Adding More Int’l Markets

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28 CREATION OF ONE WORLD MAP FUELED BY B2B COLLABORATION

ACQUISITIONS

Keyhole - geospatial data visualization co. (10/04) Where 2 Technologies (10/04) - Web Based Version

+3 Maps API Generations

Google Maps APIs

B2B Collaboration/ Partnerships

Apple IOS Android

Google Maps - Web mapping service Google Earth - Globe viewing features Google Mars, Moon, Sky Google Ride Finder, Google Transit, Google Street View (US and Int’l) Google Latitude Google Maps for Mobile, etc.

PRODUCTS: MAP BASED SERVICES*

© Lubin Lawrence Inc. 2014 * Partial Listing

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• Goals: WHO: Broaden Appeal, Accelerate Market Development WHAT: Deliver Engaging Experiences With Mainstream Appeal HOW: Overcome Current Barriers; Foster Collaboration To Accelerate Innovation Mainstream End-Users

Innovators/Developers Investors

QUESTIONS?

Today: Small Group “Get Started” Conversations


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Invitation: Engage in “Get Started” Conversations ... Here and Online • Addressing The Mainstream Engagement Challenge – 6 Priority Areas “WHO” Mainstream Target “WHAT”: Broaden Family History Content Definitions To Assure Mainstream Appeal (e.g.): ... Engaging Family History Entertainment/Stories Experiences ... Intuitive Family History Research Experiences ...One Family Tree of Mankind “HOW”: Empower End Users and Reduce/Eliminate Current Barriers (e.g.): ... Mobile Access / Push Notifications .. Easy To Use Q&A Formats á la' Siri /Others? ... Leverage Social Media / Collaboration

• Agree To A Collaboration Plan Via E.g.: Webinars, LINKEDIN, Twitter, etc. Ways To Start and Convert This Conversation Into Action (E.g. Partner Advisory Counsels)

KICK START COLLABORATION & PARTNERSHIP OPPORTUNITIES


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31 OPEN INVITATION TO CONTINUE THE CONVERSATION


JOIN THE CONVERSATION. CHANGE YOUR FUTURE.

Enter to win an iPad Mini

#RootsInnovator RootsInnovator.org

• Join the RootsTech Linkedin & Twitter Conversations

technology trends & opportunities in the family history industry by barbara lawrence

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