THE DIGITAL HEART.

BRANDS, TECHNOLOGY & FEELINGSTHE DIGITALHEARTMEDIAFRONT A PART OF MCCANN WORLDGROUP

BRANDS, TECHNOLOGY & FEELINGS(20)12 THINGSTO THINKABOUTMEDIAFRONT A PART OF MCCANN WORLDGROUP

1. CAN WE BET SMALL AND WIN BIG?2. WHAT WILL BE THE NEXT BIG THING?3. CAN WE PREDICT THE FUTURE?4. WHERE DO WE LOOK FOR INSPIRATION?5. CAN THE BRAND BE THE CURATOR?6. HOW IMPORTANT IS THE PRODUCT?7. WHICH CHANNEL IS THE BEST?8.. WHAT IS HAPPENING IN THE MARKET?9. WHAT IS A VIRAL?10. WHAT IS GOOD CONTENT?11. IS THERE A KEY TO INNOVATION?12. HOW BIG ARE THE POSSIBILITIES?

1. Can webet small,and win big?

“But it’s a disservice to constantlyput things in this radical new light— that it’s going to change everything.Things don’t have to change the worldto be important.”Steve Jobs[Wired, February 1996]

“Pixar storytellers must make thousandsof little bets to develop a movie script,Hewlett Packard cofounder Bill Hewlettfound that HP needed to make 100 smallbets on products to identify six that could bebreakthroughs.”Peter SimsDescribing his book “Little Bets”

Minimuminput,maximumoutput !

”The best products in the worldstarts out as features.”Kevin Systrom , Co-founder of InstagramWhat problems are we [Instagram] trying to solve?1. Y want to find information of something you capture with your phone, ou not the keyword for search (sometimes you dont even know what to the keywords are)2. Y want to have an instant interaction with other people with similar question or interest ou3. Easy(one click or a shot of photo should be enough) way to find/share/connect

”This emphasis comes directly from JackDorsey, who says, “I’m really good atsimplifying things.” He espouses atremendously attractive belief that goodindustrial design wins customers’ trust bydisappearing.” Maybe advertising is finallycatching up with industrial design.”

“The odds of failure is the samefor really big projects,as for really small projects . . .”Jamie WilkinsonCo-created Know Y Meme & taught the Internet Famous Class our

Where can you start?Make a list of five small bets for your brand:1. ?2. ?3. ?4. ?5. ?

2. What will bethe nextbig thing?

"We expect that the next big thingwill be a bigger version of the last big thing.What we don’t expect, yet what is most likely,is that the next big thing won’t look importantto us at all – until it’s so important that wecan’t ignore it. "Brian Eno

‘He wasn’t predicting, but looking forinteresting and important problems to solve. And therein lies the difference between atrend and fundamental change.’On Richard Feynman (Scientist)

THE NEXTBIG THINGWILL BENOTHINGLIKE THELAST ONE

3. Can wepredict thefuture?

CREATIVITY DRIVES THE FUTUREVisual Futurist, Syd Mead– technology tends to build on itself, grow together and cross-reference each other– technology is just an assistant to the human intellect– creativity is the creation of putting elements together in different combinations- science fiction is reality ahead of future

4. Where dowe look forinspiration?

The Illustrated Guide to Ph.D– how to explain students what a Ph.D. isBy Matt Might

Imagine a circle that contains all of human knowledge . . .

you knowa littleMatt Might . . . by the time you ﬁnish elementary school, you know a little

you knowa bit moreMatt Might after high school, a bit more

you gaina specialityMatt Might with a Bachelors’s degree, you gain speciality

deepens thatspecialityMatt Might a Master’s degree, deepens that speciality

takes you tothe edge ofhumanknowledgeMatt Might Reading research papers takes you to the edge of human knowledge

you focusMatt Might once you’re at the boundary, you focus

for a few yearsMatt Might you push at the boundary, for a few years

the boundarygives wayMatt Might until one day, the boundary gives way

is calleda Ph.D.Matt Might and, that dent you’ve made, is called a Ph.D.

the worldslooks differentto younowMatt Might of course, the world looks different to you now....

don’t forgetthe biggerpicture!Matt Might . . . so, why is this relevant?

don’t forget You’re Ph.D. is your brandthe bigger and your ﬁeld of interest.picture! Let’s not forgetMatt Might to be inspired by what happens . . .

Other fielddon’t forget Other fieldthe biggerpicture!Matt Might Other field Other field Other field Other field Other field

What possibilities have the web given us?

Can kids teach themselves?Scientist, Sugatra Mitram,Hole in the Wall (HIW) experiementIn 1999 a computer was placed in a kiosk, created within a wall in anIndian slum at Kalkaji, Delhi . Children were allowed to freely use it.The experiment aimed at proving that kids could be taught by computersvery easily without any formal training.

5. Canthe brandbe thecurator?

"Beyond the age of informationis the age of choices"Charles Eames

" The power of influencers is not new.But having tools available to instantly conveypersonal opinions is a revolution.As the number of choices expand,our dependence on curators increasesproportionally."Steve Addis

1) Help people create an exchange value2) Give them the tools, the motivation, theinformation to do so3) Represent the culture they serve, be thesenter of the thing you do4) Pick the most qualified and enthusiasthicpeople to represent youDouglas Rushkott

GOOGLEfind a strong signal LINKScurate it at scale SEARCH ENGINEcurrency HUMAN ATTENTIONFACEBOOKfind a strong signal THE SOCIAL ENGINEcurate it at scale THE FACEBOOK PLATFORMcurrency HUMAN ATTENTIONTWITTERfind a strong signal TWEETScurate it at scale THE TWITTER PLATFORMcurrency HUMAN ATTENTIONTUMBLR, QUORA, GOWALLA, INSTAGRAMJohn Battelle

"The inflexibility to deal withindividuals specific discovery needsis still there.This is an opportunity for every brand."John Battelle

6. Howimportant isthe product?

The product isstill moreimportant thanthe territory.

7. Whichchannel isthe best?

How do you choose?" Many make the same mistake by assuming that there isa dominant trend towards new media. In actuality, the real trend is toward greater media diversity. Most of the old stuff will continue to prosper. ""A new channel is like a new window in the brands building..."Khartik S."A truly great story doesn’t need a gatekeeper. . . it just needs a home."The new journalism

Fish were the developers are! Share your data with open API! «Marketers typically dont try to become platforms or court developers, but thats all about to change. An ever-changing array of platforms will erode our fascination with single venues and get us thinking about how we can hedge our bets by helping developers succeed across a portfolio of them.» Steve RubelOPEN API TIMELINE

8. What ishappening inthe market?

BE HONEST. . .there is one muscle that shows sincerity.It’s a muscle, called theobicularis occuli,that encircles the eye socket.Most people don’t pay very close attention toand it’s very hard to deliberately adopt.So when people genuinely smile,in a true burst of positive emotion,not only to the corners of the mouth,controlled by the zygomaticus major,but this muscle around the eye also contracts.This causes the crows feet wrinklesthat fan out from the outer corners of the eyesand its also responsible for folds in the upper eyelid.Most people can’t do that deliberately.”Marianne LaFrance

“In their willingness to show the lessdesirable parts of their brand, they weremaking a much bigger win with consumers.They were coming across as seeminghonest.”For Brands, Being Human Is The New Black

9. Whatis a viral?

A VIRALis just really good content,that you voluntarily want to share.

“If Im angry, and then you get angry,we can bond over what were feeling,”Mr. Berger says.Why Do Viral Videos Go Viral?

10. Whatis goodcontent?

We wantto sharefeelings,not facts.

Our job is tobuild,contruct,and create . . .

FEELINGSHAPPINESS/MELANCHOL Y/OBSESSION/SADNESS/CURIOUSITY /AROUSEMENT//ANGER/AWE/LOVE

Liking is forcowards.Liking Is for Cowards. Go for What Hurts.Jonathan Franzen in NYT

“In considering how people will respondto what you make, abandon the distinctionbetween ‘form’ and ‘content’,or between ‘execution’ and ‘message’.People don’t dissect or disaggregate whatwe make but respond to it as a whole.”M. Weigel

Jonathan HarrisThe Never-Ending Story“So, how can we raise the stakes?A lot of online platforms are missing an important aspect in storytelling,which is the listening part.Can you build that type of engagement through technology?Well, one of the pieces of this system I’ve been building is that to tell the story you have todedicate it to somebody, which creates a gift economy of stories.It’s like changing the scale of the discourse, a deeper phenomenon of one story beinganswered with another story being answered with another story.So, is it the need to reciprocate the gift story that will drive peopleto engage with the new platform?Y but it is also that it takes a little bit of the loneliness out of online existence, which es,can stem from just shouting into the void. It’s more like sending a letter instead. There’s ahard-wired connection between two points, even if there are other things existing aroundthat rope. I don’t think you can resist technology. It’s far too powerful, so what you do isshape it into a place that you want to live or the way you want to live with it.

Kevin Kelly saysthese are the attributes we are willing to pay for . . .ImmediacyPersonalisationAuthenticityAttentionInterpretationAccessibilityEmbodimentFindability

Cory Doctorow’s Tech Optimism‘Are you optimistic or pessimistic about the future?’’ It’s a question I get asked so often that I have a little canned responseI can rattle off without thinking:‘‘In order to be an activist, you have to be both:pessimistic enough to believe that things will get worse if left unchecked,optimistic enough to believe that if you take action,the worst can be prevented.’’

11. Is therea key toinnovation?

EVOLVE OR DIE!Can the five key traits that innovaters share,inspire us?Kaihan Krippendorff

ASSOSIATE– connect the dots– seek the patterns in seemingly unrelated information– find diverse sources of information and inspiration Text What industry can you look to?

OBSERVE– observe intensly– spot customer needs and emerging week signals– put your antenna up for this months buzz topics and issues of the brand?What problem can you solve?

EXPERIMENT– try things just to see if they work– sign up to all possible new services– launch beta products- try five low risk experiments on behalf of the brand? #iseefaces Photo by @mikpix #planking Photo by @threeeheartsHow can you use a popular service or platform?

QUESTION– be curious, walk the journey of discovery– challenge your discoveries– Ask!When?What?Who?Why? The mind is not contained to the cranium. It’s province is of the inﬁnite imaginative spirit.

NETWORK– without a precise goal in mind– meet and talk to people with opposing views– get access to a breadth of information- open serendipitous opportunitiesWhen allthink alike,then no oneis thinking.Walter Lippman

Where can you start?Make a list of five small bets for your brand:1. ?2. ?3. ?4. ?5. ?

12. How bigare thepossibilities?

Endless.

Don’t forget to explorethe unlimited possibilitiesthe amazing world wide weband all the sharers out therewho give away their knowledge,their data, their time,thoughts and feelingsfor us to build upon!

"Creativity requires the courage to let go of certainties."Erik Fromm“…and you won’t be interesting unless you say things imaginatively, originally, freshly.”

Please, make shure to check out the original sources, that inspired this presentation.CHAPTER 1http://techcrunch.com/2011/04/18/little-bets-the-book/Instagram Mashups, a list + Look at how brands (and bands, e.g. Moby) are using InstagramSoundcloud + Soundcloud’s app gallery50/50 make or break: http://5050.gd/Faris Yakob on the 50/50 project http://farisyakob.typepad.com/blog/2011/09/5050-hackathon-nyc.htmlhttp://techcrunch.com/2011/02/03/founder-stories-instagram-products/http://thinkingalaud.posterous.com/instagram-find-the-problem-firsthttp://techcrunch.com/2011/09/02/instagram-adds-50-million-photos-in-august-now-over-200-million-total/ http://techcrunch.com/2011/09/13/instagram-and-intuit-founders-discuss-lean-startups-pivots-and-what-makes-a-product-successful/ http://vimeo.com/19086114 + http://jamiedubs.comCHAPTER 2http://www.prospectmagazine.co.uk/2010/11/brian-eno-next-big-thing/http://www.digitaltonto.com/2009/feynmans-6-principles-of-trendspotting/http://www.onepiece.noCHAPTER 4http://matt.might.net/articles/phd-school-in-pictures/CHAPTER 5http://curatoreffect.blogspot.com/http://rushkoff.com/2010/03/25/program-or-be-programmed/http://battellemedia.com/archives/2010/12/signal_curation_discoveryCHAPTER 7http://itwofs.com/beastoftraal/2010/12/20/social-media-roi-what-is-the-roi-of-installing-a-new-window-in-your-organization/http://www.twistimage.com/blog/archives/the-new-journalism/http://www.steverubel.com/http://blog.programmableweb.com/2011/01/03/api-growth-doubles-in-2010-social-and-mobile-are-trends/CHAPTER 8http://www.amazon.com/Lip-Service-Smiles-Memory-Politics/dp/0393060047/ref=sr_1_1?s=dmusic&ie=UTF8&qid=1316007672&sr=1-1http://www.fastcompany.com/1776854/how-being-human-is-the-new-black-for-brandsCHAPTER 9www.wired.com/wiredscience/2011/07/why-do-viral-videos-go-viral/CHAPTER 10http://blog.mediafront.no/2011/05/31/det-digitale-hjertet/)http://www.nytimes.com/2011/05/29/opinion/29franzen.html?_r=1http://mweigel.typepad.com/canalside-view/2011/04/through-a-screen-fuzzily-how-people-really-make-sense-of-advertising.htmlhttp://designmind.frogdesign.com/articles/the-never-ending-story.htmlhttp://www.locusmag.com/Perspectives/2011/05/cory-doctorow-techno-optimism/CHAPTER 11http://www.fastcompany.com/1711531/five-innovative-new-year-s-resolutions?partner=rsshttp://looklet.com/ + http://www.robyn.com/wedancetothebeat/http://www.facebook.com/bursdaghttp://instagramers.com/destacados/how-to-use-hashtags-in-instagram/http://synapticstimuli.com/ + Photo resource, Jung-Yeon Min http://www.kashyahildebrand.org/zurich/min/index.htmlhttp://www.exactitudes.com/

Videos.A future imaginedhttp://www.youtube.com/watch?v=9VMW1UDd0w0Can kids teach themselves?http://www.youtube.com/watch?v=xRb7_fﬂ2D0The Wire: Stringers product meetinghttp://www.youtube.com/watch?v=BPS9YKGaKQEChipotle ad - Back to the starthttp://www.youtube.com/watch?v=aMfSGt6rHosGolden Voice viralhttp://www.youtube.com/watch?v=6rPFvLUWkzsNike ad - Addictionhttp://www.youtube.com/watch?v=XPTpEkdceicJohn Jay on creativityhttp://www.youtube.com/watch?v=EpfYPVzJohc

Want more?A few more links that shoot to your heart.Google Chrome: Dear SophieMural explorer: Love letterY the world and I: ouTylor The Creator - YonkersStoop sittingKurz und Schön openerSusan Sontag Animation: Regarding the Pain of OthersDays with my father

THANK YOU!Karina Hillestad@inahillCopywriter@mediafrontblog.mediafront.nomediafront.noLook up this presentationslideshare.net/MediaFront/Questions? Contact me @inahill or @mediafront

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THE DIGITAL HEART.

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THE DIGITAL HEART. — Presentation Transcript