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2020 Starts 2020 Starts

2020 Starts - PowerPoint Presentation

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2020 Starts - PPT Presentation

Tomorrow Future Skills Profiles in the Media Industry Erik Stevens Chairman of the Board A short introduction of GOC Dutch consultancy firm and training centre with main focus on Creative Industry ID: 427447

market media 2020 content media market content 2020 skills logistics production training designer institutions research creative days data future

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Slide1

2020 Starts

Tomorrow-Future Skills Profiles in the Media Industry

Erik Stevens,Chairman of the Board Slide2

A short introduction of GOC:

Dutch consultancy firm and training centre with main focus on Creative IndustryOwned by social partners (employers & unions)Core activities: (labour)market research, technical

and ‘soft skills’ training, organisational consultancy (strategy, productivity), development

of new programs for educational institutions &

labour mobility (from job to job)Slide3

In 2013 GOC researchers travelled to 2020 to search for new competences in the media industry (specifically: publishing & media production).

With which insights did they travel back in time?Slide4

First: an experiment

Three questionsSlide5

1.

A racquet and ball cost together €1,10. The racquet costs €1 more than the ball. How much does the ball cost? _____cent Slide6

2

. If 5 machines need 5 minutes to make 5 panels, how much time does it take for 100 machines to make 100 panels? ____minutes Slide7

3

. In a pond grows a tuft of waterlilies. Every day this tuft doubles in size. If it costs 48 days for this tuft to cover up the whole of the pond, how long does it take to cover half the pond? ____daysSlide8

The ‘easy route’

answers:10100

24 daysSlide9

The right

answers:5

547 daysSlide10

The relevance of this experiment:

When thinking about the future we tend to choose the ‘easy route’ for ourselves.Slide11

Why?

Because it ‘protects’ us from uneasy thoughts. It’s a self-defense mechanism which eases the inevitable pain accompanying change.Rational thought – analysis – forces us to ‘open our eyes’, see the consequences and act accordingly.

This, however, is not mainstream! Slide12

A

bizar illustration:In our annual research on economic developments in the Dutch graphical industry, in 2014 we asked the following question:“

What is the main strategic focus of your company at this moment?Slide13

A

bizar example:

Main

strategic

focus

% of

total

No specific

strategy: “we do our thing”

46%

Growth with

existing products/services

17%

Cost reduction

14%

Broadening products/services offering

12%

Development of new business models

8%

Realize a merger or acquisition

2%

Back to core business

1%

100%

Red =

denying

or

downplaying

rapid

changes

(

total

78%)

Black =

realizing

change is

necessary

(22%)Slide14

The last 2 years:

Many presentations of the research findingsEducational institutions are more readily changing than companies

The market sees new companies (new entrants) taking over businessSlide15

As Einstein said:

If you keep doing what you did, you keep getting what you got.The only trouble is: the market is changing rapidly and traditional business activities are losing ground.Slide16

Let’s look at some market changes:

Advertising:Mobile marketingVideo ads

Content marketing‘customer journey’

“Bonding instead

of branding”Slide17

Let’s look at some market changes:

Journalism:Online first/offline secondDatabase publishing

Big dataVideo/audio/text ‘integration’

“(Big) data has become just as important as content”Slide18

Let’s look at some market changes:

Media production:Cross media capabilities (one stop shopping)Project management (Scrum)

Efficiency: digitization of production logisticsSlide19

What does this mean for skills?

What these trends show isthe big dilemma:Generalist or specialist??

Technology seems to force us to broaden our competences, but this makes in depth skillsnearly impossibleSlide20

Looking at 2020 we tackled this dilemma by defining ‘competence profiles’ instead of ‘job descriptions’:

trained for new skills, whichever the jobWe found and described 10 competence profilesSlide21
Slide22

10 profiles:

Concept managerCommunity managerWeb care assistantInteractive marketeer

Content logistics managerContent logistics engineer

Content engineer

Data journalist

Data visualization-designer

3D-print designerSlide23

The Concept Manager

develops content concepts based on

market research; a strategic,

analytical

thinker and can-do-er

!

The

Community

Manager

engages

with

consumers

and fans online;

an

energetic

network

builder

and a

social

media expert!

The

Webcare

Specialist monitors online

conversations

and

answers

customers

questions

; A service

oriented

social

media fan!The Interactive Marketeer designs and initiates interactive marketing campaigns; a

creative

and cross-

disciplinary

multitasker

!

The Content

Logistics

Manager is

responsible

for

back-end

service and

logistics

of web2print

sales

;

an

enterprising

problem-solver

!Slide24

The Content

Logistics Engineer plans and monitors multimedia production processes; a

concise and precise

problem

solver!

The Content Engineer

edits

and

formats

digital files,

writes

scripts and is up to date

on

digital media and

technologies

;

eager

to

learn

and do!

The 3D Print Designer

supervises

the 3D

printing

procees

from

sketch to product; a

creative

and

experimenting

designer!

The Data

Visualization

designer

creates

audiovisual

content based on large datasets; an

analytical

thinker

and a

creative

designer!

The Data journalist

collects

,

processes

and

interprets

data and

creates

content

based

on

them

; a

inquisitive

storyteller

.Slide25

The essential skills of 2020…

To

Curate

To

Create

To

Communicate

To

ConvertSlide26

… are required to perform core activities

Aggregation

Content

production

Advertisement

and distribution

RealizationSlide27

Now, 2 years later, we might add the following footnotes:

the growing necessity of Cooperative skills (network economy, solving the dilemma generalist-specialist)

- The importance of Audio Visual (concepts & production)Slide28

So

…. What is next?What do we do today

to be prepared

for

2020?

What

does

this

mean

for

our

HR

policies

,

for

company training programs,

for

educational

institutions

?

?Slide29

Rationally

or logically we would say:2020 starts tomorrow

So we already

start training and

educating

Not

for

new jobs, but

for

essential

skills

We have to

learn

how

to

learn

. And…

how

to keep

learning

.

Ideally

we

would

hope

that

:

Companies

demand

this

from

your

training

institutions

!Schools and training institutions invest

in

future

skills profiles!Slide30

BUT:

remember the mental shortcuts and the defence mechanisms?

A further illustration

:Slide31
Slide32
Slide33
Slide34
Slide35

Even

if we know that our brain is playing

tricks with us, it’s

still

hard

to resist and therefore we

tend

to

persist

in

denial

…Slide36
Slide37

KEEP THAT IN MIND WHEN LOOKING AT THE FUTURE!!!!!!!Slide38

P.S.

The publication “2020 starts tomorrow” can be downloaded

from our site:http://www.goc.nl/Onderzoeken-Publicaties/2020-starts-tomorrow