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David Crow - The Best Way To Build A Pyramid
 

David Crow - The Best Way To Build A Pyramid

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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?

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David Crow - The Best Way To Build A Pyramid David Crow - The Best Way To Build A Pyramid Presentation Transcript

  • 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)
  • “ The future exists today. It's just unevenly distributed ” William Gibson
  • “ The best way to predict the future is to invent it.” Alan Kay
  • “ 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
  • Mankind extends by amplifying tools or goal cloning
  • Amplifying tools http://www.flickr.com/photos/terinea/536245891/ http://www.flickr.com/photos/owthomas/238915871/ http://www.flickr.com/photos/nostri-imago/2911393184/
  • Goal cloning http://www.flickr.com/photos/imh/3297961043/ http://www.flickr.com/photos/threedots/115805043/ http://www.flickr.com/photos/malias/183490620/
  • The good old days. http://www.flickr.com/photos/rcsaxon/1032480155/ Concept courtesy of Chris Bernard, a Microsoft buddy
  • Concept courtesy of Chris Bernard, a Microsoft buddy
  • Concept courtesy of Chris Bernard, a Microsoft buddy
  • Print. Concept courtesy of Chris Bernard, a Microsoft buddy
  • Radio. Concept courtesy of Chris Bernard, a Microsoft buddy
  • Television. Concept courtesy of Chris Bernard, a Microsoft buddy
  • And more recently cable . Concept courtesy of Chris Bernard, a Microsoft buddy
  • Concept courtesy of Chris Bernard, a Microsoft buddy
  • Concept courtesy of Chris Bernard, a Microsoft buddy
  • Concept courtesy of Chris Bernard, a Microsoft buddy
  • until… Concept courtesy of Chris Bernard, a Microsoft buddy
  • http://www.flickr.com/photos/bull3t/990866224/ Concept courtesy of Chris Bernard, a Microsoft buddy
  • Concept courtesy of Chris Bernard, a Microsoft buddy
  • http://www.flickr.com/photos/amit-agarwal/2052668047/ Concept courtesy of Chris Bernard, a Microsoft buddy
  •  
  • Concept courtesy of Chris Bernard, a Microsoft buddy
  • Concept courtesy of Chris Bernard, a Microsoft buddy Social media is the new black
  • It’s our digital glue . Concept courtesy of Chris Bernard, a Microsoft buddy
  • 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
  • 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
  • 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
  • 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
  • Community Impact Concept courtesy of Chris Bernard, a Microsoft buddy
  • 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
  • The essence of marketing Concept courtesy of Chris Bernard, a Microsoft buddy
  • Social media, design & advertising are converging Concept courtesy of Chris Bernard, a Microsoft buddy
  • Markets are conversations . The Cluetrain Manifesto
  • “ 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
  • Social media touches both sides of the equation
  • Social media tools don’t make conversation , they support it!
  • By understanding how social media support the human desire for conversation businesses can open up vibrant interactions with individuals and communities Kelsey Ruger
  • Generate Memories
  • Emotional Connection
  • Make it real
  • 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
  • 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/
  • Photo by nidalM http://www.flickr.com/photos/nidalm/3529404270/
  • Find ways to convince people to work with you!
  • "First thing to remember, it's not about you, it's about your message " Robin McGraw
  • 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/
  • 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 !
  • 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 .