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David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
David Crow - The Best Way To Build A Pyramid
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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. …

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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    • 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?” <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
    • 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
    • 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
    • 30. Community Impact Concept courtesy of Chris Bernard, a Microsoft buddy
    • 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
    • 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. &quot;First thing to remember, it's not about you, it's about your message &quot; Robin McGraw
    • 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/
    • 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>
    • 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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