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How to build a pyramid David Crow david@davidcrow.ca  &  [email_address] http://davidcrow.ca/ +1-416-575-6177 Twitter: @da...
“ 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 p...
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://w...
Goal cloning http://www.flickr.com/photos/imh/3297961043/ http://www.flickr.com/photos/threedots/115805043/ http://www.fli...
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 TARGET...
Blendtec : “Will it Blend?” <ul><li>$50 marketing spend, 2006 revenue up 43% </li></ul><ul><li>6 million hits in 5 days </...
Monk-e-mail <ul><li>100 million played </li></ul><ul><li>25 million unique visitors </li></ul><ul><li>$0 marketing support...
Mentos  and  Diet Coke <ul><li>Original video downloaded 20M times </li></ul><ul><li>10k copycat videos </li></ul><ul><li>...
Community  Impact Concept courtesy of Chris Bernard, a Microsoft buddy
Burger King <ul><li>Promotional prices of US$3.99 </li></ul><ul><li>3.2 million games sold </li></ul><ul><li>Earnings up 4...
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...
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 interacti...
Generate  Memories
Emotional  Connection
Make it  real
SUBJECTIVE/QUALITATIVE Focused on  Experiences (People, Activities, Contexts) THIS IS THE CHASM THAT IS REALLY, REALLY HAR...
http://www.flickr.com/photos/rudolf_schuba/473295245/ http://www.flickr.com/photos/steffanyszphotography/2147866756/ http:...
Photo by nidalM  http://www.flickr.com/photos/nidalm/3529404270/
Find ways to  convince people  to work with you!
&quot;First thing to remember, it's not about you, it's about  your message &quot; Robin McGraw
5 Principles of  Social Capital <ul><li>Stop talking and start listening; </li></ul><ul><li>Become a part of the community...
Call to Action <ul><li>Understand your channels – all of them! </li></ul><ul><li>Build great experiences – generate memori...
Thank you. David Crow david@davidcrow.ca  &  [email_address] http://davidcrow.ca/ +1-416-575-6177 Twitter: @davidcrow Find...
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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. Analytics, adwords, alerts, advocates, and a community. You’ve got access to the tools to make it happen. Now what?

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  • Transcript of "David Crow - The Best Way To Build A Pyramid"

    1. 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. 2. “ The future exists today. It's just unevenly distributed ” William Gibson
    3. 3. “ The best way to predict the future is to invent it.” Alan Kay
    4. 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. 5. Mankind extends by amplifying tools or goal cloning
    6. 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. 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. 8. The good old days. http://www.flickr.com/photos/rcsaxon/1032480155/ Concept courtesy of Chris Bernard, a Microsoft buddy
    9. 9. Concept courtesy of Chris Bernard, a Microsoft buddy
    10. 10. Concept courtesy of Chris Bernard, a Microsoft buddy
    11. 11. Print. Concept courtesy of Chris Bernard, a Microsoft buddy
    12. 12. Radio. Concept courtesy of Chris Bernard, a Microsoft buddy
    13. 13. Television. Concept courtesy of Chris Bernard, a Microsoft buddy
    14. 14. And more recently cable . Concept courtesy of Chris Bernard, a Microsoft buddy
    15. 15. Concept courtesy of Chris Bernard, a Microsoft buddy
    16. 16. Concept courtesy of Chris Bernard, a Microsoft buddy
    17. 17. Concept courtesy of Chris Bernard, a Microsoft buddy
    18. 18. until… Concept courtesy of Chris Bernard, a Microsoft buddy
    19. 19. http://www.flickr.com/photos/bull3t/990866224/ Concept courtesy of Chris Bernard, a Microsoft buddy
    20. 20. Concept courtesy of Chris Bernard, a Microsoft buddy
    21. 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
    23. 24. Concept courtesy of Chris Bernard, a Microsoft buddy Social media is the new black
    24. 25. It’s our digital glue . Concept courtesy of Chris Bernard, a Microsoft buddy
    25. 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
    26. 27. Blendtec : “Will it Blend?” <ul><li>$50 marketing spend, 2006 revenue up 43% </li></ul><ul><li>6 million hits in 5 days </li></ul><ul><li>Was 3 rd most viewed video on Youtube </li></ul>Concept courtesy of Chris Bernard, a Microsoft buddy
    27. 28. Monk-e-mail <ul><li>100 million played </li></ul><ul><li>25 million unique visitors </li></ul><ul><li>$0 marketing support post launch </li></ul><ul><li>25% traffic increase </li></ul><ul><li>157% click thru </li></ul>“ History’s third greatest human acheivement, only after democracy and Velcro.” -- AdAge Concept courtesy of Chris Bernard, a Microsoft buddy
    28. 29. Mentos and Diet Coke <ul><li>Original video downloaded 20M times </li></ul><ul><li>10k copycat videos </li></ul><ul><li>215 million mentions of Mentos brand </li></ul><ul><li>$10M in free marketing / 20% rise in sales </li></ul><ul><li>Coke sales rose 5-10% as well </li></ul>Concept courtesy of Chris Bernard, a Microsoft buddy
    29. 30. Community Impact Concept courtesy of Chris Bernard, a Microsoft buddy
    30. 31. Burger King <ul><li>Promotional prices of US$3.99 </li></ul><ul><li>3.2 million games sold </li></ul><ul><li>Earnings up 40% </li></ul><ul><li>Same store sales up 4% </li></ul>“ Burger King is the video game business; Earnings up 40% thanks to Xbox” – The Consumerist Concept courtesy of Chris Bernard, a Microsoft buddy
    31. 32. The essence of marketing Concept courtesy of Chris Bernard, a Microsoft buddy
    32. 33. Social media, design & advertising are converging Concept courtesy of Chris Bernard, a Microsoft buddy
    33. 34. Markets are conversations . The Cluetrain Manifesto
    34. 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
    35. 36. Social media touches both sides of the equation
    36. 37. Social media tools don’t make conversation , they support it!
    37. 38. By understanding how social media support the human desire for conversation businesses can open up vibrant interactions with individuals and communities Kelsey Ruger
    38. 39. Generate Memories
    39. 40. Emotional Connection
    40. 41. Make it real
    41. 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
    42. 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/
    43. 44. Photo by nidalM http://www.flickr.com/photos/nidalm/3529404270/
    44. 45. Find ways to convince people to work with you!
    45. 46. &quot;First thing to remember, it's not about you, it's about your message &quot; Robin McGraw
    46. 47. 5 Principles of Social Capital <ul><li>Stop talking and start listening; </li></ul><ul><li>Become a part of the community you serve; </li></ul><ul><li>Create amazing user experiences; </li></ul><ul><li>Embrace the chaos; </li></ul><ul><li>Find your higher purpose. </li></ul>Tara Hunt - The Whuffie Factor http://www.thewhuffiefactor.com/
    47. 48. Call to Action <ul><li>Understand your channels – all of them! </li></ul><ul><li>Build great experiences – generate memories and build emotional connections! </li></ul><ul><li>Get heterogeneous! Our future is a mix of: </li></ul><ul><ul><li>Open & Closed </li></ul></ul><ul><ul><li>Shared & Private </li></ul></ul><ul><ul><li>Being in control & Knowing when to let go ! </li></ul></ul>
    48. 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 .
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