The kids of today are growing up in a crazy technology-infested culture, a culture that will have a profound effect on the way we market to, service, find, hire and retain the next generation of customers and staff. This keynote looks at the trends affecting the customers of tomorrow, your kids of today. www.andyhadfield.com

1. Future
Kids.
Future
Customers.
www.andyhadfield.com
|
@andyhadfield

2. Starring…

3. Kids
like
Jack
are
growing
up
in
a
very
strange
world.

10. All
these
social
and
cultural
changes
must
have
impact…

11. Let’s
explore…

12. Future
Kids
live
in
a
published
world,
whether
they
like
it
or
not.
Trend
#1

13. Future
Kids
live
in
a
published
world,
whether
they
like
it
or
not.

17. There
are
2
major
drivers
of
this
published
world…

19. 1
9
90
Create
Share
Consume
Original
Content

20. +
+
90
Create
Share
Consume

21.
+++
Auto
Everyone
Create
Share
Consume

22. Lessons
Surprise,
surprise
–
it’s
you
too!
You
need
to
listen
(ORM)
Broadcast
model
changes
(again)
Companies
enter
moral
rehab
CRM
is
important
(again)

23. Future
Kids
will
have
a
high
degree
of
contactability.

24. Future
Kids
will
have
a
high
degree
of
contactability.
Trend
#2

25. Can
you
imagine
registering
a
child
with
Home
Affairs
in
the
future?

26. Please
enter:
Name,
Surname
IPv6
address
Required
Domain
(affiliate
income)
Desired
Screen
Name

27. Brfxxccxxmnpcccclllmmnprxvclmnckssqlbb11116!

28. (We’re
sorry,
that
screen
name
is
unavailable,
please
choose
again
or
click
here
to
make
an
offer)

29. We
complain
about
email
overload.
Yet
we
keep
adding
communica@on
channels!

31. The
degree
of
contactability,
limited
only
by
pocket
size.

33. What
will
happen
to
communicaJon
skillsets?

34. Teach
social
skills,
not
computer
skills
Teach
language
skills,
not
typing
skills

35. Will
language
degrade?
jst
wot
wiL
d
eng
lngwij
L%k
lIk
n
d
futR
f
DIS
iz
how
we
TLK
2day?

36. Whatever
happens,
we’re
going
to
see
the
death
of
the
telephone
number
–
because
long
numbers
don’t
make
sense.

38. The
Google
of
the
future
will
contain
so
many
more
inputs:
social,
gene@c,
bio,
loca@on,
purchase
history…

40. Suddenly
your
“name”
becomes
important
again.

41. The
journey
of
self.
Myself
è
Online
self
è
Oneself

42. The
baale
of
self
will
conbnue
between
the
plugged
in
and
the
plugged
out…

43. Lessons
How
contactable
are
you?
Do
your
contact
points
represent
a
meaningful
brand
experience?

44. Future
Kids
won’t
need
to
know
a
lot

45. Future
Kids
won’t
need
to
know
a
lot
Trend
#3

46. Today.

47. 69%
of
2
to
5
year
olds
can
operate
a
computer
mouse.
17%
can
@e
their
own
shoelaces.

48. Tomorrow?

49. This
is
all
happening
because
we’re
being
wired
for
distracJon.
HTML,
SEO,
YOUTUBE
=
big
shiL.

50. “I
store
my
knowledge
in
my
friends.”
-­‐
Dr
Karen
Stephenson

52. We’re
seeing
less
need
for
knowledge.
And
more
need
for
skills
to
unearth
exis@ng
knowledge.

53. Does
this
mean
weak
minds
and
weak
memories?
Or
knowledge
empowered
humans!?

54. FINDING
and
DOING
=
more
acbon
orientated
=
the
new
style
of
knowledge

55. Lessons
HR
is
changing.
You
can’t
find/hire/market/sell
to
this
generabon
unbl
you
understand
them.

56. Future
Kids
will
feel
the
implica@ons
of
privacy.

57. Future
Kids
will
need
to
understand
feel
the
implica@ons
of
privacy.
Trend
#4

62. It’s
gekng
scary
out
there.

64. Really
scary.
Future
Kids
have
parents
that
aren’t
aware
of
the
privacy
damage
they’re
doing.

65. For
instance,
their
parents
no
longer
value
their
loca@on
as
private.

67. Checking
in
takes
15
seconds
in
2010.
Too
Long!
Auto
check
in
mw!

69. Scariest.
Future
Kids
have
parents
that
are
already
recording
their
lives,
step
by
step
on
an
Internet
that
never
forgets.

72. Let’s
not
forget
data
privacy…

73. Up
to
100
million
accounts
compromised…

74. Something
else
gives
me
<pause>
What
happens
to
this
web
presence
when
you
die?

75. There
are
more
than
5
million
accounts
on
Facebook
that
are
inac@ve
due
to
death.
Chris
Mohney,
BlackBook
Media,
Oct
2010

78. Sprinkling
the
digital
ashes.
How
are
we
going
to
explain
this?

79. And
how
else
might
our
digital
assets
be
used
in
the
future?

80. Lessons
Opt
in
/
Opt
out
doesn’t
maaer.
Business
is
reliant
on
trust
How
do
you
ACT
on
your
privacy
policy?

81. Future
Kids
will
rely
almost
enbrely
on
filters.

82. Future
Kids
will
rely
almost
enbrely
on
filters.
Trend
#6

83. In
the
good
ol’
days,
newspaper
editors
performed
this
duty.
They
sbll
do,
just
in
a
different
way…

85. Oh.
And
that
thing
called
TwiQer.

86. The
future
is
going
to
be
noisy.

88. Think
of
the
voJng
mechanisms
that
are
being
built
into
the
fabric
of
our
world…

89. Lessons
Who
are
your
influencers?
How
relevant
are
you…
at
the
moment
when
relevance
is
required?

90. Future
Kids
will
play
games.
All
the
bme.

91. Future
Kids
will
play
games.
All
the
bme.
Trend
#5

94. Status
is
important
to
humans.

96. $5000
burger…

97. Remember
this
word:
GamificaJon
(The
use
of
game
mechanics
for
non-­‐game
applicaJons).

98. What
will
a
game
layer
on
top
of
the
world
look
like?

100. Game
layers
will
affect
everything.

101. No
grades
or
report
cards
at
school
anymore.

102. AQendance
and
performance
earns
XP.
You’ll
level
up
through
school.

103. No
job
@tles.
Job
badges.
Salaries
will
become
more
transparent.
Because
you’ll
know
how
to
get
there.

104. We’ll
be
tricked
into
the
next
level
of
commercialisaJon.
Because
it’ll
be
fun.

105. What
happens
when
this
all
gets
commodiJsed?

106. Lessons
Rethink
incenbvisabon
(internal/external)
Buying
your
product
=
the
first
date!

107. Future
Kids
will
experience
individuality
like
no-­‐one
else

108. Future
Kids
will
experience
individuality
like
no-­‐
one
else
Trend
#7

109. Long
tail
=
fragmented
content
=
lower
barrier
to
entry

110. Record
contract
vs
CD
BABY!

111. The
future?
1000
different
products
for
1000
different
people.

112. 3D
print
=
everyone
has
a
unique
product!

113. Lessons
xxx

114. <
deep
breath
>

115. Crap.
So
what
now?

116. Influencers
Generabon
Noise
Incen@visa@on
ConversaJon
Transparency
Opt
in
Opt
Out
Trust
Privacy
HR
Relevance
Moral
Rehab
Broadcast
CRM
EmoJonal
data

117. The
world
is
gekng
fast.
Be
flexible.

118. Take
yourself
a
liele
less
seriously.
Take
your
customers
very
seriously.

119. …
and
remember
that
your
world
is
not
their
world.
Your
business
model
is
not
theirs.

120. Don’t
be
scared
to
re-­‐invent
yourself.
Con@nually.

121. Thank
you…

122. Thank
you…
www.slideshare.net/andyhadfield
www.andyhadfield.com
www.onebigwidget.com
@andyhadfield

123. Join
the
protest!
Who
can
help
get
@jackhadfield
back
from
Pierre
Cronje
who’s
SQUATTING?

124. • Image
and
content
credits:
– Title
image,
Future
Child:
hap://www.impactlab.net/
– Theme
images
of
funny
kids:
hap://scm-­‐l3.technorab.com/11/05/24/35085/surprised-­‐kid.jpg?t=20110524085157,
hap://3.bp.blogspot.com/_1FL1VgCz2kM/TA9t8kJkoGI/AAAAAAAAATg/Tb-­‐vx7499L8/s1600/cute-­‐baby-­‐talking-­‐on-­‐phone.jpg,
hap://blog.bmesunion.com/parenbng/files/2010/10/Fotolia_4548778_Subscripbon_L.jpg,
hap://thebeaubfulstruggler.com/wp-­‐content/uploads/2010/04/black-­‐girl-­‐with-­‐beaubful-­‐eyes-­‐horiz.jpg,
hap://bestmalewallpapers.com/wallpapers/1397-­‐julian-­‐assange-­‐1280x800.jpg,
hap://www.wordtweebng.com/uploads/MarkZuckerbergFacebookFounder.jpg,
hap://www.mrgameroom.com/uploads/Kid%20playing-­‐video-­‐games.jpg,
hap://www.diabetescare.net/CMS/DOCS/userfiles/image/Images%20-­‐%20Logos/Photos_com%20Images/BlackChild.jpg,
– Jack
Hadfield
Images
taken
on
an
iPhone
3GS
and
published
for
the
world
to
see
on
hap://www.jackhadfield.com
– Paper.li
–
the
newspaper
for
Twiaer
links:
hap://www.paper.li
– Telegram
image:
hap://www.odl.state.ok.us/
– Lessons
kid
with
the
hair:
hap://teachingamericanhistorync.org/Images/lessonplans.gif
– Facebook
like
buaon:
hap://www.watblog.com
– Tech4Africa
gives
birth:
hap://tech4africa.news24.com/2010/08/12/tech4africa-­‐gives-­‐birth/
– Vegas
picture:
hap://www.freetriphotline.com/
– Ou
Toilet
Social
Chat
Service:
hap://outoilet.wen.su/
(WARNING:
DISGUSTING,
R18)
– Foursquare
Check
In
Visualisabon:
hap://www.weeplaces.com
– Viao
in
the
pocket
and
ThinkPad
spoof:
hap://asiajin.com/blog/2009/01/10/sonys-­‐pocket-­‐pc-­‐ad-­‐induced-­‐some-­‐parodies-­‐on-­‐the-­‐net/
– DNA
Image:
hap://bmberwol{q.com/wp-­‐content/uploads/2008/12/human-­‐dna.jpg
– Cory
Doctorow:
hap://meanland.com.au/
– Supermarket:
hap://www.savingadvice.com/
– Drunk
guy:
hap://www.funnypicture.in/
– Video:
When
Games
Invade
Real
Life
(Jesse
Schell.
TED
/
G4)
– Series
7
The
Contenders:
hap://www.series7movie.com/
– hap://www.bizreport.com/2011/01/avg-­‐children-­‐learning-­‐computer-­‐skills-­‐before-­‐life-­‐skills.html
– Bono:
hap://www.hudba-­‐music.sk/
– Crowdsourced
t-­‐shirt
designs:
hap://www.springleap.com
– Deon
Koegenlenberg
for
the
2020
essay
– hap://technologizer.com/2008/08/05/the-­‐first-­‐1000-­‐iphone-­‐applicabon/
($1000
iPhone
App)
– $5000
burger:
hap://www.myfoxtampabay.com/dpps/news/o}eat/$5,000-­‐burger-­‐unveiled-­‐in-­‐las-­‐vegas-­‐dpgonc-­‐km-­‐20110108_11356553,
hap://blogs.wsj.com/speakeasy/2011/01/08/is-­‐this-­‐burger-­‐worth-­‐5000/
– Knowledge
vs
Skills
needed
to
unlock
knowledge
theme:
Wolfgang
Grulke,
10
Lessons
from
the
Future
– hap://mashable.com/2010/10/11/social-­‐media-­‐amer-­‐death/
– haps://www.mywebwill.com/
– Leaer
image:
hap://www.historyvortex.org/TheEmersonLeaers.html
– hap://www.huffingtonpost.com/don-­‐tapscoa/whats-­‐wrong-­‐with-­‐the-­‐new-­‐_b_787819.html?page=3
– hap://blogoscoped.com/archive/2010-­‐06-­‐24-­‐n15.html
– SMS
language
translator:
hap://www.transl8it.com/cgi-­‐win/index.pl?convertPL
– Mark
Zuckerburg
Pic:
hap://usnewstrend.com/email-­‐is-­‐dead-­‐claims-­‐facebook-­‐founder-­‐mark-­‐zuckerberg-­‐as-­‐he-­‐launches-­‐google-­‐gmail-­‐killer-­‐messaging-­‐service.html
– Thumbs
up:
hap://babyah4.files.wordpress.com/2010/02/thumbs_up_nathan_eady_01.jpg
– Megaphone:
hap://www.the-­‐fimh-­‐hope.org/art/
– Digital
learning,
experience
sharing:
hap://www.digitalchalkie.com/2008/05/20/i-­‐store-­‐my-­‐knowledge-­‐in-­‐my-­‐friends/
– Eran
and
Eric
from
hap://www.springleap.com

125. Crowdsourced
answers
to
the
quesJon:
What
will
kids
in
the
2020s
have
to
put
up
with
from
a
digital
point
of
view?
• Digitally
Savvy
parents
• AlwaysOn
personal
recording
.
Curriculum
focusing
on
integrabng
rather
than
learning
facts.
Social
profile
segmentabon.
• people
around
them
not
being
able
to
keep
up
with
new
tech?
Everybme
something
new
comes
out,
groups
of
people
fall
behind.
• the
speed
and
volume
of
informabon
that
they
will
need
to
digest
and
sim
the
trash
from
• same
as
today
-­‐
parents
taking
their
"life"
away
when
confiscabng
their
"phone"
as
a
way
to
discipline
them
• parents
who
don't
understand,
insbtubons
(schools,
gov,
etc)
who
sbll
haven't
caught
up
and
aren't
meebng
needs.
• they
will
need
to
deal
with
losing
followers.
• more
noise,
increased
awareness
of
privacy,
connecbvity
everywhere,
anybme
• its
going
to
be
all
about
filtering
• criminally
high
line
rental
costs
from
Telkom.
Credit
card
debt
from
apps
bought
on
the
iphone
20.
• Pro:
Their
parents
can't
hide
that
they
were
animals
when
young.
Con:
Weak
memories,
because
they'll
never
memorise
anything.
• They'll
have
to
deal
with
the
nostalgia
of
older
generabons
wanbng
to
hang
on
to
their
'tradibonal'
forms
of
media
&
comms
• Microsom
Windows
13
• Crowdsourcing
credits:
@pevideoguy,
@MikeTaberner,
@singe,
@stanlouw,
@geniusboywonder,
@Craigrodney,
@idale,
@Louis_JvR,
@hiltontarrant,
@TimmyPrice,
@patrickkayton,
@StevenBosch,
@adriandenoon,
@mozami,
@RianVDM,
@EvanDigital,
@GarronStevenson,
@ShaunKrog,
@antonyadelaar,
@shaunoakes,
@juliawillcox,
@Cynicalgrinch,
@wesleylynch,
Brandon
TancoQ,
Sam
Lourenco,
Frank
Deroche