The Next Web ConferenceAmsterdam, April 25 & 26Lisette Hoogstrate

Keynote 1 Leonard Brody: The Big Re-write

Leonard Brody is a highly respected entrepreneur, venture capitalist, best-selling author and a 2 time Emmy nominated media visionary. He has helped in raising millions of dollars for startup companies, been through one of the largest internet IPOs in history and has been involved in the building, financing and/or sale of five companies to date.

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Society and human behavior have changed so dramatically in 20 years that we are not

the same as we were 20 years ago – we now have ‘web dna’

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Time is shrinking on us - one hour now and what we can do, what happens in it, is not the same as in 1994. Online dating, buying cars online....you would not have believed it

back then.

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Trust:We trust more in the virtual world

then in the physical one - you would expect it to be the other way around, but this is not the

case.

The larger your social graph the happier, more succesful you are.

Large corporations are not set up properly for innovation. They are

too big, too dependent on shareholders, internal business

reviews, vertical lines, etc.But then how to survive?

Co-production, tie in to start ups outside of the company.

Corporations work as entities but not at innovating, admit that, find models that do work such as tying

yourselves to start-ups.Also: not pay attention to noise,

be an alpha personality.

Keynote 2Marina Gorbis – The social-structed world

Located in the heart of Silicon Valley, the Institute

for the Future is a non-profit research

organization that has been forecasting practical future

scenarios for over forty years. Marina Gorbis is the executive director

of this institute

Social-structed work

Individuals are socialstructing by filling gaps—doing things that previously only large institutions could do to

create products and services—more efficiently and with greater ease and

access than ever before

In the scheme of time, large corporate structures are recent, we have survived

for centuries without. Why are they here? To lower transaction costs, maximize profit, increase scale of operations.

However, with “socialstructing” you get a combination of initiative, passion,

social connections, and the drive to build new things outside of existing

institutions, ultimately with more flexible and resilient results.

Keynote 3 – Gary Shapiro - Strategies for Innovation

Gary Shapiro is the President and CEO of the Consumer Electronics Association. Shapiro is also the author of the best-selling book Ninja Innovation and numerous opinion pieces published in Forbes, The Huffington Post, The Daily Caller, and numerous other publications.

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“Failure is a chance to learn”

“A team needs diversity. People do not change, if they are not good at finance,

fe, that will remain so, you need to complement your team accordingly.”

“Only constant is change, you need to look forward. Large companies are

usually disasters, getting something entreprenurial in large companies is

impossible, too much saying "no", too many vertical layers.”

“Do not look at people as output devices, look at them as individuals, do not judge

them solely by what they produce.”

“Frontline people, who are closest to our customers, are

most important, listen to them for innovative ideas”

Keynote 4Loic Le Meur – The Sharing Economy

Loïc Le Meur is a serial entrepreneur based in San Francisco. Loïc created the #1 European tech event LeWeb with his wife Geraldine. According to The Economist, "LeWeb is where revolutionaries gather to plot the future". LeWeb launched in London in addition to Paris and was acquired by Reed Exhibitions in 2012.Previously, Loïc successfully started and sold four companies.

‘Greed is bad but money is good.’

Crowdfunding & Collaborative consumption are ‘the new normal’.

Too much stuff does not make you happy. Live with less.

New products designed to last, not crappy by design so you buy a new one

after a year.

New consumer mindset, with new values

Trust in strangers

Big driver of the sharing economy is the recession, people are fed up

with waste, plastic in the ocean and want & need to save more and

spend less.

There is too much stuff we do not use, we have too much, we

have bigger houses but still self-storage companies are

booming.

We live in isolation, more people live alone today

than 40 yrs ago.

Effects of the emerging sharing economy on brands and companies

o No brand is the new brand.o No pushed or intrusive advertising.

o Power goes to people with best reputations and networks and not to people with money and nominal power - trend.

o Growth of sharing economy can be slowed down by large orginisations and governments as they have conflicting interests.

o Need to adapt to a business model based on ‘sharing and giving’ instead of ‘taking and earning’.

o Logos below are from companies that have successfully managed to do so.

Keynote 5Robert Scoble – The Age of Context

Robert Scoble is an American blogger, technical evangelist, and author. Scoble is best known for his blog, Scobleizer, which came to prominence during his tenure as a technology evangelist at Microsoft. He currently works for Rackspace and is also the co-author of Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers with Shel Israel.

What’s happening now:• Wearable computing - Google Glass, Pebble watch, health

monitoring devices• Big data & data computation - There is so much data flow from

social networks, location data, etc...that old databases cannot cope anymore, we need to look into new ways of storing and processing data.

• Sensor data - plant sensors, thermostats

This leads to• A highly personalized world, but...you will be tracked.• Also a highly anticipatory world, your next move is foreseen

based on your data and you get relevant info based on your profile and calendar. Example is Google Now.

• You will be able to see everything in sharp detail in your business

- Knowing your customer in deep detail - example of Ritz hotel where Scoble checked into with foursquare 250 times but they still do not know him. This will change in a few years.

• Better health.• New kind of marketing - example Vintank for wine. Analyses

posts, tweets on wine and uses that data in combinations with geomaps around wineries. When you show up at a winery now, they will give you a tour based on this data and preferences. If on Instagram, you get a more visual tour than if you are not. 

Keynote 6Jonathan MacDonald – The Signal Path to Success Jonathan MacDonald is the co-founder of this fluid world, a strategic think-tank for clients such as: IKEA, Bacardi, General Mills, DDB, and JWT. Jonathan is widely considered to be one of the primary strategists and thought-leaders in digital media. He has been a Senior Consultant at Ogilvy, Sales Director of Blyk, Commercial Director of Ministry of Sound, CEO of a Sky TV channel, advisor to British Government, owner of one of the first online music stores, and a Chairman of the British Music Industries Association.

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De-noise: look at your internal resonant signal as a person, then as a company. As

a company you need a clearly defined purpose that all believe in. This will make

your company exceptional. Shared passions, shared beliefs.

De-Noise

74% of employees in top 500 companies in US are actively

disengaged. Engaged employees are 50% more

productive.

How do you get these engaged

employees?

Back in the business world, launching products or services into market has always been about resonance too. How your offering makes sense to people and connects with their hearts.

As people decide in groups, herds or tribes, the ambition for individual understanding we see around us in marketing today is largely mistaken. The reality is that it's far more effective to resonate with how groups feel, believe and care.

The good news is that today it's theoretically more possible to interpret what people care about, the bad news is that we tend to think that a click equals a like, a like equals a love and a purchase means a preference.

None of this is resonance. Almost all of it is noise. Meaninglessness dressed up in a funky mobile app

"High performance organisations display a strong sense of purpose through shared values both inside (among employees) and outside the

organisation (among customers, suppliers, and other stakeholders)"

source: Gartner22

"What talented people want has changed. They used to want high salaries to verify

their value and stable career paths to allow them to sleep well at night. Now they want purposeful work and jobs that fit clearly into

the larger context of their career“ Source: HBR 2013

Keynote 7 – Mark Earls - HERD

 

Mark Earls is the author of the hugely influential book Herd: How to Change Mass Behaviour by Harnessing Our True Nature. For many, he’s Britain’s answer to Malcolm Gladwell without the hair. He has a habit of digging underneath our assumptions like a forensic detective to get us to re-think things. As Mark says in his book, we are ‘a super-social ape’. He believes we exist to converse, to chat, to gossip. In fact whole social movements can be explained by utilising this core theory. An influential thinker for this modern complex yet simple world we live in.

We are not as individualistic as we think, we are much more mass-oriented. This insight leads to new ways of marketing; moving away from individual targeting, towards group behavior and understanding.

Copying is not a bad thing, expand upon it, make it better or different, the need to always be original can actually be constraining.

We’re all obsessed with the idea of innovation and what the next big product, service or trend will be in the technology industry.

The word ‘innovation’ derives from the latin term ‘innovare’, meaning ‘to renew or change’. It was never meant to infer something altogether new or different, but an evolutionary step forward in the ideas or objects that already exist.

Ryan Holiday, American Apparel- Trust me I am lying, on media manipulation. He pranked US media by pretending to be an expert on whatever on the HARO

network which connects reporters to people when in need of a quote. PR agents sell themselves on there, saying ‘What do you need, I will talk about it as you wish‘.

We live in an “Attention Economy" - Reporters do not check sources as they get paid by views of their content and it needs to go fast. Not enough content and views? You are fired.

Marketers and the media are on the same team now - not good for objectivity. Journalists use blogs and social media as sources more and more, but these do not

constitute quality sources, at least not all the time. Katherine Barr, General Partner at Mohr Davidow Ventures. We need Life Resource Planning, like ERP in companies. There are individual apps

for this but not one dashboard, we need a holistic solution. Retail innovation - retail is not dead. There are still things that shoppers want to

feel and smell. You now see more pure online shops moving into the offline space as well.

Logistics & supply chain management is an area of interest for investors.

2 last presentations

Key take aways Innovation is necessary but does not always have to be ground-

breaking, revolutionary Most large corporations are not well-suited for fast innovation due

to their heavy internal and shareholder focus Out-sourcing this part of your business to small & pure innovator

companies could be a solution Having a shared purpose, as a company, that all believe in, is an

important determinant of how succesful you are We trust more online than we do offline

The Sharing Economy is on the rise Online marketing will not only be personalized but also highly

anticipatory However, people act more as part of a group, herd, than as

individuals, acknowledging this fact leads to a new view on marketing