David Crow - The Best Way To Build A Pyramid

  • 2,097 views
Uploaded on

Social technology is going to help you change the world. You’ve got a new websites. A new blog. You’re on MSN, Facebook, MySpace, and Twitter. You’ve got a brand strategy. A social media plan. …

Social technology is going to help you change the world. You’ve got a new websites. A new blog. You’re on MSN, Facebook, MySpace, and Twitter. You’ve got a brand strategy. A social media plan. Analytics, adwords, alerts, advocates, and a community. You’ve got access to the tools to make it happen. Now what?

More in: Education , Business , Sports
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
2,097
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
25
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. How to build a pyramid David Crow david@davidcrow.ca & [email_address] http://davidcrow.ca/ +1-416-575-6177 Twitter: @davidcrow Find me on Facebook, LinkedIn, FriendFeed, etc . (Images used for educational purposes: sources noted)
  • 2. “ The future exists today. It's just unevenly distributed ” William Gibson
  • 3. “ The best way to predict the future is to invent it.” Alan Kay
  • 4. “ When you want to build a pyramid , you have to have some tools , but you also have to find ways to convince 10,000 people or 100,000 people to work with you to get the thing done.” Lewis Mumford The Myth of the Machine
  • 5. Mankind extends by amplifying tools or goal cloning
  • 6. Amplifying tools http://www.flickr.com/photos/terinea/536245891/ http://www.flickr.com/photos/owthomas/238915871/ http://www.flickr.com/photos/nostri-imago/2911393184/
  • 7. Goal cloning http://www.flickr.com/photos/imh/3297961043/ http://www.flickr.com/photos/threedots/115805043/ http://www.flickr.com/photos/malias/183490620/
  • 8. The good old days. http://www.flickr.com/photos/rcsaxon/1032480155/ Concept courtesy of Chris Bernard, a Microsoft buddy
  • 9. Concept courtesy of Chris Bernard, a Microsoft buddy
  • 10. Concept courtesy of Chris Bernard, a Microsoft buddy
  • 11. Print. Concept courtesy of Chris Bernard, a Microsoft buddy
  • 12. Radio. Concept courtesy of Chris Bernard, a Microsoft buddy
  • 13. Television. Concept courtesy of Chris Bernard, a Microsoft buddy
  • 14. And more recently cable . Concept courtesy of Chris Bernard, a Microsoft buddy
  • 15. Concept courtesy of Chris Bernard, a Microsoft buddy
  • 16. Concept courtesy of Chris Bernard, a Microsoft buddy
  • 17. Concept courtesy of Chris Bernard, a Microsoft buddy
  • 18. until… Concept courtesy of Chris Bernard, a Microsoft buddy
  • 19. http://www.flickr.com/photos/bull3t/990866224/ Concept courtesy of Chris Bernard, a Microsoft buddy
  • 20. Concept courtesy of Chris Bernard, a Microsoft buddy
  • 21. http://www.flickr.com/photos/amit-agarwal/2052668047/ Concept courtesy of Chris Bernard, a Microsoft buddy
  • 22.  
  • 23. Concept courtesy of Chris Bernard, a Microsoft buddy
  • 24. Concept courtesy of Chris Bernard, a Microsoft buddy Social media is the new black
  • 25. It’s our digital glue . Concept courtesy of Chris Bernard, a Microsoft buddy
  • 26. THE MEDIA & MARKETING LANDSCAPE HAS CHANGED FEWER ADS REACHED MORE PEOPLE WITH UNDIVIDED ATTENTION MORE ADS REACH A TARGETED AUDIENCE PAYING LESS ATTENTION 1950s – 1990 Today Source Audrey Carr: http://www.slideshare.net/acarr/designing-sustainable-conversations-with-social-media-59204
  • 27. Blendtec : “Will it Blend?”
    • $50 marketing spend, 2006 revenue up 43%
    • 6 million hits in 5 days
    • Was 3 rd most viewed video on Youtube
    Concept courtesy of Chris Bernard, a Microsoft buddy
  • 28. Monk-e-mail
    • 100 million played
    • 25 million unique visitors
    • $0 marketing support post launch
    • 25% traffic increase
    • 157% click thru
    “ History’s third greatest human acheivement, only after democracy and Velcro.” -- AdAge Concept courtesy of Chris Bernard, a Microsoft buddy
  • 29. Mentos and Diet Coke
    • Original video downloaded 20M times
    • 10k copycat videos
    • 215 million mentions of Mentos brand
    • $10M in free marketing / 20% rise in sales
    • Coke sales rose 5-10% as well
    Concept courtesy of Chris Bernard, a Microsoft buddy
  • 30. Community Impact Concept courtesy of Chris Bernard, a Microsoft buddy
  • 31. Burger King
    • Promotional prices of US$3.99
    • 3.2 million games sold
    • Earnings up 40%
    • Same store sales up 4%
    “ Burger King is the video game business; Earnings up 40% thanks to Xbox” – The Consumerist Concept courtesy of Chris Bernard, a Microsoft buddy
  • 32. The essence of marketing Concept courtesy of Chris Bernard, a Microsoft buddy
  • 33. Social media, design & advertising are converging Concept courtesy of Chris Bernard, a Microsoft buddy
  • 34. Markets are conversations . The Cluetrain Manifesto
  • 35. “ Because the purpose of business is to create a customer, the business enterprise has two – and only two –basic functions: marketing and innovation.” – Peter Drucker
  • 36. Social media touches both sides of the equation
  • 37. Social media tools don’t make conversation , they support it!
  • 38. By understanding how social media support the human desire for conversation businesses can open up vibrant interactions with individuals and communities Kelsey Ruger
  • 39. Generate Memories
  • 40. Emotional Connection
  • 41. Make it real
  • 42. SUBJECTIVE/QUALITATIVE Focused on Experiences (People, Activities, Contexts) THIS IS THE CHASM THAT IS REALLY, REALLY HARD FOR ORGANIZATIONS TO CROSS Meaningful & Desirable Has personal significance Pleasurable Has personal significance Convenient Super easy to use, works like I think Usable Can be used without difficulty Reliable Is available and accurate Functional (Useful) Works as programmed Focused on Tasks (Products, Features) OBJECTIVE/QUANTIFIABLE
  • 43. http://www.flickr.com/photos/rudolf_schuba/473295245/ http://www.flickr.com/photos/steffanyszphotography/2147866756/ http://www.flickr.com/photos/jocelynaubert/1524945282/ http://www.flickr.com/photos/liutao/2652552358/ http://www.flickr.com/photos/toranasaurusrex/2481758783/ http://www.flickr.com/photos/powerbooktrance/64059767/ http://www.flickr.com/photos/mag3737/514981897/
  • 44. Photo by nidalM http://www.flickr.com/photos/nidalm/3529404270/
  • 45. Find ways to convince people to work with you!
  • 46. "First thing to remember, it's not about you, it's about your message " Robin McGraw
  • 47. 5 Principles of Social Capital
    • Stop talking and start listening;
    • Become a part of the community you serve;
    • Create amazing user experiences;
    • Embrace the chaos;
    • Find your higher purpose.
    Tara Hunt - The Whuffie Factor http://www.thewhuffiefactor.com/
  • 48. Call to Action
    • Understand your channels – all of them!
    • Build great experiences – generate memories and build emotional connections!
    • Get heterogeneous! Our future is a mix of:
      • Open & Closed
      • Shared & Private
      • Being in control & Knowing when to let go !
  • 49. Thank you. David Crow david@davidcrow.ca & [email_address] http://davidcrow.ca/ +1-416-575-6177 Twitter: @davidcrow Find me on Facebook, LinkedIn, FriendFeed, etc .