FUTURE OF ADVERTISING             Fall 2012 • Thursdays, 1-6 PMClass 8: Digital Ecosystems and Empowering Data
So...What is an ecosystem?
“the combined physical andbiological components of anenvironment.”-Roy Clapham, 1930
”The whole system… includingnot only the organism-complex, but also the wholecomplex of physical factorsforming what we ca...
”The whole system… includingnot only the organism-complex, but also the wholecomplex of physical factorsforming what we ca...
Any unit that includes all of theorganisms (ie: the ”community”) in agiven area interacting with the physicalenvironment s...
Any unit that includes all of theorganisms (ie: the ”community”) in agiven area interacting with the physicalenvironment s...
”A Digital Ecosystem is any distributed,scalable network allowing data to flow freelybetween its nodes and allowing trusted...
”A Digital Ecosystem is any distributed,scalable network allowing data to flow freelybetween its nodes and allowing trusted...
”A Digital Ecosystem is any distributed,scalable network allowing data to flow freelybetween its nodes and allowing trusted...
”A Digital Ecosystem is any distributed,scalable network allowing data to flow freelybetween its nodes and allowing trusted...
”A Digital Ecosystem is any distributed,scalable network allowing data to flow freelybetween its nodes and allowing trusted...
”A Digital Ecosystem is any distributed,scalable network allowing data to flow freelybetween its nodes and allowing trusted...
Data can flow freely withinecosystems, but not between them.This can be because the information isn’tcompatible - or that t...
Obvious digital ecosystem:The Internet                             +
Product
Product
Product
Product
Product
The value is in the system -not the product.Each individual unit has verylittle value on its own.
That’s the network effect.Each point in the ecosystemgets better and morevaluable as more piecesenter the system.
An ecosystem is a platform.It lets us build new content,experiences, networks,andmarketing on top of it.Its power is in th...
Information ecosystems =platforms
Information ecosystems = platforms
Information ecosystems = platforms
Information ecosystems = platforms
When we come up withcreative digital ideas, they liveinside one ecosystem.But ideas become more powerfulwhen they can span...
Ford Fiesta Project
Ford Fiesta Project
100 people, 100Fiestas.And Twitter streams.And blogs. And Flickrpages.Upwards of 500channels on 5+platforms.
YouTube: over 6.5 millionYouTube views.Twitter: 6,500 followers, 3million Twitter impressions.Flickr: 540,000 views.Facebo...
Think in ecosystems.How can we tie everything together?How does a new campaign take advantage of each pieceof the ecosyste...
What else do these numbers tell us?
A quick case study.
SXSW:Add Big Boi as a friend and followhim around Austin.
Unlock the Golden Ticket badge.
Redeem it at the PepsiMax lot.Receive tickets andvague instructions.
Show up here.
Enjoy the show with 5,000 fans.
What could that possibly have to dowith data?Every single step of that process wasmeasurable.Pepsi & Foursquare know how m...
But that’s brand new.Previously:Visit relevant website(Possibly)complete check-insAcquire TicketsRedeem Tickets
Now?
Measurable actions:
Measurable actions:Friend Big Boi
Measurable actions:Friend Big BoiCheck in #1
Measurable actions:Friend Big BoiCheck in #1Check in #2
Measurable actions:Friend Big BoiCheck in #1Check in #2Check in #3
Measurable actions:Friend Big BoiCheck in #1Check in #2Check in #3Check in #4
Measurable actions:Friend Big BoiCheck in #1Check in #2Check in #3Check in #4Check in #5
Measurable actions:Friend Big BoiCheck in #1Check in #2Check in #3Check in #4Check in #5Check in #6
Measurable actions:Friend Big BoiCheck in #1Check in #2Check in #3Check in #4Check in #5Check in #6Acquire Badge
Measurable actions:Friend Big BoiCheck in #1Check in #2Check in #3Check in #4Check in #5Check in #6Acquire BadgeRedeem Badge
Measurable actions:Friend Big BoiCheck in #1Check in #2Check in #3Check in #4Check in #5Check in #6Acquire BadgeRedeem Bad...
Measurable actions:Friend Big Boi        Check in at concertCheck in #1Check in #2Check in #3Check in #4Check in #5Check i...
Measurable actions:Friend Big Boi        Check in at concertCheck in #1           Shout about Pepsi or FoursquareCheck in ...
Measurable actions:Friend Big Boi        Check in at concertCheck in #1           Shout about Pepsi or FoursquareCheck in ...
Measurable actions:Friend Big Boi        Check in at concertCheck in #1           Shout about Pepsi or FoursquareCheck in ...
Measurable actions:Friend Big Boi        Check in at concertCheck in #1           Shout about Pepsi or FoursquareCheck in ...
Measurable actions:Friend Big Boi        Check in at concertCheck in #1           Shout about Pepsi or FoursquareCheck in ...
Measurable actions:Friend Big Boi        Check in at concertCheck in #1           Shout about Pepsi or FoursquareCheck in ...
Measurable actions:Friend Big Boi        Check in at concertCheck in #1           Shout about Pepsi or FoursquareCheck in ...
Measurable actions:Friend Big Boi            Check in at concertCheck in #1               Shout about Pepsi or FoursquareC...
Measurable actions:Friend Big Boi              Check in at concertCheck in #1                 Shout about Pepsi or Foursqu...
Measurable actions:Friend Big Boi           Check in at concertCheck in #1              Shout about Pepsi or FoursquareHow...
Measurable actions:Friend Big Boi             Check in at concertCheck in #1                Shout about Pepsi or Foursquar...
Ok, it’s not always that easy.It can seem overwhelming.
Do we control data, or does it controlus? It can be scary and intrusive.
Or, it can be useful.
But in the right hands, data becomes awork of art.In the digital age, it helps us:
But in the right hands, data becomes awork of art.In the digital age, it helps us:Create the right thing
But in the right hands, data becomes awork of art.In the digital age, it helps us:Know who cares
But in the right hands, data becomes awork of art.In the digital age, it helps us:Know why they care
But in the right hands, data becomes awork of art.In the digital age, it helps us:Know when they care
But in the right hands, data becomes awork of art.In the digital age, it helps us:Know where they are and what they’redoin...
But in the right hands, data becomes awork of art.In the digital age, it helps us:Find out what makes a person take anaction
But in the right hands, data becomes awork of art.In the digital age, it helps us:Tell better stories
So what does data look like?
So where can we find data that inspiresus and helps us learn new things?
Social Mention
Ice Rocket
Ice Rocket
Google Trends
Google Trends
Google Correlate
Google Correlate
Future of Advertising 2012 - Digital Ecosystems + Empowering Data
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Future of Advertising 2012 - Digital Ecosystems + Empowering Data

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Minneapolis College of Art and Design - Fall 2012

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  • Future of Advertising 2012 - Digital Ecosystems + Empowering Data

    1. 1. FUTURE OF ADVERTISING Fall 2012 • Thursdays, 1-6 PMClass 8: Digital Ecosystems and Empowering Data
    2. 2. So...What is an ecosystem?
    3. 3. “the combined physical andbiological components of anenvironment.”-Roy Clapham, 1930
    4. 4. ”The whole system… includingnot only the organism-complex, but also the wholecomplex of physical factorsforming what we call theenvironment.”-Arthur Tansley
    5. 5. ”The whole system… includingnot only the organism-complex, but also the wholecomplex of physical factorsforming what we call theenvironment.”-Arthur Tansleyin english, please:from atom to ape - everypiece of the living world
    6. 6. Any unit that includes all of theorganisms (ie: the ”community”) in agiven area interacting with the physicalenvironment so that a flow of energyleads to clearly defined trophicstructure, biotic diversity, and materialcycles (ie: exchange of materialsbetween living and nonliving parts)within the system is an ecosystem.”-Eugene Odum
    7. 7. Any unit that includes all of theorganisms (ie: the ”community”) in agiven area interacting with the physicalenvironment so that a flow of energyleads to clearly defined trophicstructure, biotic diversity, and materialcycles (ie: exchange of materialsbetween living and nonliving parts)within the system is an ecosystem.”-Eugene Odum in english, please: objects and the interaction between these objects. The flow of energy throughout the system, so to speak.
    8. 8. ”A Digital Ecosystem is any distributed,scalable network allowing data to flow freelybetween its nodes and allowing trustedinterpreters to access, edit or extrapolatevalue of the data.”-Thomas Peterson
    9. 9. ”A Digital Ecosystem is any distributed,scalable network allowing data to flow freelybetween its nodes and allowing trustedinterpreters to access, edit or extrapolatevalue of the data.”-Thomas PetersonNon-centralized. No one thing in thenetwork holds all the power.Like a democracy.
    10. 10. ”A Digital Ecosystem is any distributed,scalable network allowing data to flow freelybetween its nodes and allowing trustedinterpreters to access, edit or extrapolatevalue of the data.”-Thomas PetersonNew things can be added to the networkeasily.
    11. 11. ”A Digital Ecosystem is any distributed,scalable network allowing data to flow freelybetween its nodes and allowing trustedinterpreters to access, edit or extrapolatevalue of the data.”-Thomas PetersonAny network where people can be added orremoved without changing the structure ofthe network.
    12. 12. ”A Digital Ecosystem is any distributed,scalable network allowing data to flow freelybetween its nodes and allowing trustedinterpreters to access, edit or extrapolatevalue of the data.”-Thomas Petersonallowing for games, music, video,documents, money transactions andeverything else to move within the digitalecosystem.
    13. 13. ”A Digital Ecosystem is any distributed,scalable network allowing data to flow freelybetween its nodes and allowing trustedinterpreters to access, edit or extrapolatevalue of the data.”-Thomas Petersonallowing the right person or machine tointeract with the data. This information ismeaningless until we do something with it.
    14. 14. Data can flow freely withinecosystems, but not between them.This can be because the information isn’tcompatible - or that the interpreters (us)haven’t created a connection.These limits define where ecosystemsbegin and end.
    15. 15. Obvious digital ecosystem:The Internet +
    16. 16. Product
    17. 17. Product
    18. 18. Product
    19. 19. Product
    20. 20. Product
    21. 21. The value is in the system -not the product.Each individual unit has verylittle value on its own.
    22. 22. That’s the network effect.Each point in the ecosystemgets better and morevaluable as more piecesenter the system.
    23. 23. An ecosystem is a platform.It lets us build new content,experiences, networks,andmarketing on top of it.Its power is in the friction-free flow of information thatit provides.
    24. 24. Information ecosystems =platforms
    25. 25. Information ecosystems = platforms
    26. 26. Information ecosystems = platforms
    27. 27. Information ecosystems = platforms
    28. 28. When we come up withcreative digital ideas, they liveinside one ecosystem.But ideas become more powerfulwhen they can span multipleecosystems - both online andoffline.This cross-pollination drivessuccessful campaigns.
    29. 29. Ford Fiesta Project
    30. 30. Ford Fiesta Project
    31. 31. 100 people, 100Fiestas.And Twitter streams.And blogs. And Flickrpages.Upwards of 500channels on 5+platforms.
    32. 32. YouTube: over 6.5 millionYouTube views.Twitter: 6,500 followers, 3million Twitter impressions.Flickr: 540,000 views.Facebook: 13,144 fans for“Ford Fiesta” and 2,500 fans for“The Fiesta Movement“.Google: 943,500 results for“Ford Fiesta Movement”
    33. 33. Think in ecosystems.How can we tie everything together?How does a new campaign take advantage of each pieceof the ecosystem?How do we drive people from one platform to another?Can different pieces of the ecosystem tell different partsof the story?
    34. 34. What else do these numbers tell us?
    35. 35. A quick case study.
    36. 36. SXSW:Add Big Boi as a friend and followhim around Austin.
    37. 37. Unlock the Golden Ticket badge.
    38. 38. Redeem it at the PepsiMax lot.Receive tickets andvague instructions.
    39. 39. Show up here.
    40. 40. Enjoy the show with 5,000 fans.
    41. 41. What could that possibly have to dowith data?Every single step of that process wasmeasurable.Pepsi & Foursquare know how manypeople started, how many participated,and how many completed the hunt.Suddenly, we’re able to measureeverything. And the users didn’t evennotice.
    42. 42. But that’s brand new.Previously:Visit relevant website(Possibly)complete check-insAcquire TicketsRedeem Tickets
    43. 43. Now?
    44. 44. Measurable actions:
    45. 45. Measurable actions:Friend Big Boi
    46. 46. Measurable actions:Friend Big BoiCheck in #1
    47. 47. Measurable actions:Friend Big BoiCheck in #1Check in #2
    48. 48. Measurable actions:Friend Big BoiCheck in #1Check in #2Check in #3
    49. 49. Measurable actions:Friend Big BoiCheck in #1Check in #2Check in #3Check in #4
    50. 50. Measurable actions:Friend Big BoiCheck in #1Check in #2Check in #3Check in #4Check in #5
    51. 51. Measurable actions:Friend Big BoiCheck in #1Check in #2Check in #3Check in #4Check in #5Check in #6
    52. 52. Measurable actions:Friend Big BoiCheck in #1Check in #2Check in #3Check in #4Check in #5Check in #6Acquire Badge
    53. 53. Measurable actions:Friend Big BoiCheck in #1Check in #2Check in #3Check in #4Check in #5Check in #6Acquire BadgeRedeem Badge
    54. 54. Measurable actions:Friend Big BoiCheck in #1Check in #2Check in #3Check in #4Check in #5Check in #6Acquire BadgeRedeem BadgeAttend concert
    55. 55. Measurable actions:Friend Big Boi Check in at concertCheck in #1Check in #2Check in #3Check in #4Check in #5Check in #6Acquire BadgeRedeem BadgeAttend concert
    56. 56. Measurable actions:Friend Big Boi Check in at concertCheck in #1 Shout about Pepsi or FoursquareCheck in #2Check in #3Check in #4Check in #5Check in #6Acquire BadgeRedeem BadgeAttend concert
    57. 57. Measurable actions:Friend Big Boi Check in at concertCheck in #1 Shout about Pepsi or FoursquareCheck in #2 Shout about Big BoiCheck in #3Check in #4Check in #5Check in #6Acquire BadgeRedeem BadgeAttend concert
    58. 58. Measurable actions:Friend Big Boi Check in at concertCheck in #1 Shout about Pepsi or FoursquareCheck in #2 Shout about Big BoiCheck in #3 Shout with positive keywords like “best concert ever”Check in #4Check in #5Check in #6Acquire BadgeRedeem BadgeAttend concert
    59. 59. Measurable actions:Friend Big Boi Check in at concertCheck in #1 Shout about Pepsi or FoursquareCheck in #2 Shout about Big BoiCheck in #3 Shout with positive keywords like “best concert ever”Check in #4 Rise in Foursquare use after participationCheck in #5Check in #6Acquire BadgeRedeem BadgeAttend concert
    60. 60. Measurable actions:Friend Big Boi Check in at concertCheck in #1 Shout about Pepsi or FoursquareCheck in #2 Shout about Big BoiCheck in #3 Shout with positive keywords like “best concert ever”Check in #4 Rise in Foursquare use after participationCheck in #5 Searching for Pepsi Max on the same device you checked in onCheck in #6Acquire BadgeRedeem BadgeAttend concert
    61. 61. Measurable actions:Friend Big Boi Check in at concertCheck in #1 Shout about Pepsi or FoursquareCheck in #2 Shout about Big BoiCheck in #3 Shout with positive keywords like “best concert ever”Check in #4 Rise in Foursquare use after participationCheck in #5 Searching for Pepsi Max on the same device you checked in onCheck in #6 Redeeming prize codes under Pepsi Max caps on same deviceAcquire BadgeRedeem BadgeAttend concert
    62. 62. Measurable actions:Friend Big Boi Check in at concertCheck in #1 Shout about Pepsi or FoursquareCheck in #2 Shout about Big BoiCheck in #3 Shout with positive keywords like “best concert ever”Check in #4 Rise in Foursquare use after participationCheck in #5 Searching for Pepsi Max on the same device you checked in onCheck in #6 Redeeming prize codes under Pepsi Max caps on same deviceAcquire Badge ...and so onRedeem BadgeAttend concert
    63. 63. Measurable actions:Friend Big Boi Check in at concertCheck in #1 Shout about Pepsi or FoursquareCheck in #2 Shout about Big BoiCheck in #3 Shout with positive keywords like “best concert ever” How many people made it? When did they drop off?Check in #4 Rise in Foursquare use after participationCheck in #5 Searching for Pepsi Max on the same device you checked in onCheck in #6 Redeeming prize codes under Pepsi Max caps on same deviceAcquire Badge ...and so onRedeem BadgeAttend concert
    64. 64. Measurable actions:Friend Big Boi Check in at concertCheck in #1 Shout about Pepsi or FoursquareCheck in #2 Shout about Big BoiCheck in #3 Shout with positive keywords like “best concert ever”Check in #4 Rise in Foursquare use after participationCheck in #5 Searching for Pepsi Max on the same device you checked in onCheck in #6 Redeeming prize codes under Pepsi Max caps on same deviceAcquire Badge ...and so onRedeem Badge Once they got the badge, did they redeem? Did they make it to the concert? Was this too many steps?Attend concert
    65. 65. Measurable actions:Friend Big Boi Check in at concertCheck in #1 Shout about Pepsi or FoursquareHow engaged were they?Check in #2 Shout about Big BoiCheck in #3 Shout with positive keywords like “best concert ever”Check in #4 Rise in Foursquare use after participationCheck in #5 Searching for Pepsi Max on the same device you checked in onCheck in #6 Redeeming prize codes under Pepsi Max caps on same deviceAcquire Badge ...and so onRedeem BadgeAttend concert
    66. 66. Measurable actions:Friend Big Boi Check in at concertCheck in #1 Shout about Pepsi or FoursquareCheck in #2 Shout about Big BoiCheck in #3 Shout with positive keywords like “best concert ever”Check in #4 Rise in Foursquare use after participationCheck inbrand benefit? Did Searching for Pepsi Max on the same device you checked in onDid the #5Foursquare use increaseCheckthe #6after in fact? Redeeming prize codes under Pepsi Max caps on same deviceAcquire Badge ...and so onRedeem BadgeAttend concert
    67. 67. Ok, it’s not always that easy.It can seem overwhelming.
    68. 68. Do we control data, or does it controlus? It can be scary and intrusive.
    69. 69. Or, it can be useful.
    70. 70. But in the right hands, data becomes awork of art.In the digital age, it helps us:
    71. 71. But in the right hands, data becomes awork of art.In the digital age, it helps us:Create the right thing
    72. 72. But in the right hands, data becomes awork of art.In the digital age, it helps us:Know who cares
    73. 73. But in the right hands, data becomes awork of art.In the digital age, it helps us:Know why they care
    74. 74. But in the right hands, data becomes awork of art.In the digital age, it helps us:Know when they care
    75. 75. But in the right hands, data becomes awork of art.In the digital age, it helps us:Know where they are and what they’redoing while they’re caring
    76. 76. But in the right hands, data becomes awork of art.In the digital age, it helps us:Find out what makes a person take anaction
    77. 77. But in the right hands, data becomes awork of art.In the digital age, it helps us:Tell better stories
    78. 78. So what does data look like?
    79. 79. So where can we find data that inspiresus and helps us learn new things?
    80. 80. Social Mention
    81. 81. Ice Rocket
    82. 82. Ice Rocket
    83. 83. Google Trends
    84. 84. Google Trends
    85. 85. Google Correlate
    86. 86. Google Correlate

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