Embracing the change (duncan watts)

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Embracing the change

Duncan Watts Industry Manager, Google

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BeFirst to the FUTURE (my) Get…..To…..By…..

[email protected]

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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

[email protected]

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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


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


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


11:23am

Car rental deals

12:31pm


12:35pm

vacation spots in Barbados

1:54pm


3:26pm

coffee near me

5:45pm

how to shape eyebrows

6:32pm


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


12:35pm


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


11:23am

Car rental deals

12:31pm


12:35pm

vacation spots in Barbados

1:54pm


3:26pm

coffee near me

5:45pm

how to shape eyebrows

6:32pm


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


12:35pm


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

Embracing the change (duncan watts)

Law

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