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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

Minneapolis College of Art and Design - Fall 2012

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Future of Advertising 2012 - Digital Ecosystems + Empowering Data Future of Advertising 2012 - Digital Ecosystems + Empowering Data Presentation Transcript

  • 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 call theenvironment.”-Arthur Tansley
  • ”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
  • 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
  • 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.
  • ”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
  • ”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.
  • ”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.
  • ”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.
  • ”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.
  • ”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.
  • 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.
  • 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 the friction-free flow of information thatit provides.
  • 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 multipleecosystems - both online andoffline.This cross-pollination drivessuccessful campaigns.
  • 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.Facebook: 13,144 fans for“Ford Fiesta” and 2,500 fans for“The Fiesta Movement“.Google: 943,500 results for“Ford Fiesta Movement”
  • 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?
  • 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 manypeople started, how many participated,and how many completed the hunt.Suddenly, we’re able to measureeverything. And the users didn’t evennotice.
  • 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 BadgeAttend concert
  • Measurable actions:Friend Big Boi Check in at concertCheck in #1Check in #2Check in #3Check in #4Check in #5Check in #6Acquire BadgeRedeem BadgeAttend concert
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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’redoing while they’re caring
  • 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