MCAD - FOA 2011 - Session #11
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  • The strength of Apple products today is their ecosystem, not their products.\n
  • The Kindle is no exception. Minutes from having unpacked the Kindle, you can start to download books directly to your device. Again, data flows almost without friction. The Kindle makes it possible to view the content, but without access to a wealth of books it would be worthless.\n
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  • Value is in the system, not the bike.\n
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Transcript

  • 1. Future of Advertising Spring 2011 • Mondays, 1-6 PM • Room 416 Instructor: Zach Pentel Class 11: Digital Ecosystems Future of Advertising - March 28
  • 2. TodayEcosystemsPlatforms v. ProductsBreakWork time for assignmentBreakGuest Speaker: Anders Sjostedt, Hyper Island USA Future of Advertising - March 28
  • 3. UpcomingToday Building Blocks: Digital EcosystemsApril 11 Building Blocks: Paid Search, SEO, and Online AdsApril 18 Assembling a Modern PortfolioApril 25 Portolio Round 2 & The Future of the Past: Transformation of Old MediaMay 2 Ideas: Redux Future of Advertising - March 28
  • 4. So...What is an ecosystem? Future of Advertising - March 28
  • 5. ”the combined physical and biological components of an environment.” -Roy Clapham, 1930 Future of Advertising - March 28
  • 6. ”The whole system… including not only the organism-complex, but also the whole complex of physical factors forming what we call the environment.” -Arthur Tansley Future of Advertising - March 28
  • 7. ”The whole system… including not only the organism-complex, but also the whole complex of physical factors forming what we call the environment.” -Arthur Tansley in english, please: from atom to ape - every piece of the living world Future of Advertising - March 28
  • 8. ”Any unit that includes all of the organisms (ie: the ”community”) in a given area interacting with the physical environment so that a flow of energyleads to clearly defined trophic structure, biotic diversity, and material cycles (ie: exchange of materials between living and nonliving parts) within the system is an ecosystem.” -Eugene Odum Future of Advertising - March 28
  • 9. ”Any unit that includes all of the organisms (ie: the ”community”) in a given area interacting with the physical environment so that a flow of energyleads to clearly defined trophic structure, biotic diversity, and material cycles (ie: exchange of materials between 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. Future of Advertising - March 28
  • 10. ”A Digital Ecosystem is any distributedscalable network allowing data to flow freely between its nodes and allowing trusted interpreters to access, edit or extrapolate value of the data.” -Thomas Peterson Future of Advertising - March 28
  • 11. ”A Digital Ecosystem is any distributedscalable network allowing data to flow freely between its nodes and allowing trusted interpreters to access, edit or extrapolate value of the data.” -Thomas Peterson(Any network where people can be added or removed to change the size of the network.) Future of Advertising - March 28
  • 12. ”A Digital Ecosystem is any distributedscalable network allowing data to flow freely between its nodes and allowing trusted interpreters to access, edit or extrapolate value of the data.” -Thomas Peterson(allowing for games, music, video, documents, money transactions and everything else to move within the digital ecosystem.) Future of Advertising - March 28
  • 13. ”A Digital Ecosystem is any distributedscalable network allowing data to flow freely between its nodes and allowing trusted interpreters to access, edit or extrapolate value of the data.” -Thomas Peterson (allowing the right person or machine to interact with the data. This information is meaningless until we do something with it.) Future of Advertising - March 28
  • 14. Data can flow freely within ecosystems, but not between them.This can be because the information isn’t compatible - or that the interpreters (us) haven’t created a connection.These limits define where ecosystems begin and end. Future of Advertising - March 28
  • 15. Obvious digital ecosystem: The Internet + Future of Advertising - March 28
  • 16. Product Ecosystems. Future of Advertising - March 28
  • 17. Product Ecosystems. Future of Advertising - March 28
  • 18. Product Ecosystems. Future of Advertising - March 28
  • 19. Product Ecosystems. Future of Advertising - March 28
  • 20. Product Ecosystems. Future of Advertising - March 28
  • 21. The value is in the system - not the product.Each individual unit has very little value on its own. Future of Advertising - March 28
  • 22. Before we had the potential for digital businesscommunication ecosystems we had physicalones.It was comprised of resources, manufacturing,distribution, storefronts, publisher media, staff,administration and comment boxes. Future of Advertising - March 28
  • 23. The value is in the system - not the product.Each individual unit has very little value on its own. Future of Advertising - March 28
  • 24. An ecosystem is a platform.It lets us build new content, experiences, networks,and marketing on top of it.Its power is in the friction-free flow of informationthat it provides. Future of Advertising - March 28
  • 25. Information Ecosystems = Platforms. Future of Advertising - March 28
  • 26. Information Ecosystems = Platforms. Future of Advertising - March 28
  • 27. Information Ecosystems = Platforms. Future of Advertising - March 28
  • 28. Information Ecosystems = Platforms. Future of Advertising - March 28
  • 29. Information Ecosystems = Platforms. Future of Advertising - March 28
  • 30. Information Ecosystems = Platforms. Future of Advertising - March 28
  • 31. Information Ecosystems = Platforms. Future of Advertising - March 28
  • 32. The value is in the system - not the product.Each individual unit has very little value on its own. Future of Advertising - March 28
  • 33. When we come up with creative digitalideas, they live inside one ecosystem.But ideas become more powerful when they can span multiple ecosystems - both online and offline.This cross-pollination drives successful campaigns. Future of Advertising - March 28
  • 34. When we come up with creative digitalideas, they live inside one ecosystem.But ideas become more powerful when they can span multiple ecosystems - both online and offline.This cross-pollination drives successful campaigns. Future of Advertising - March 28
  • 35. TV Ad -> word-of-mouth -> Twitter account -> YouTube campaign -> word of mouth Future of Advertising - March 28
  • 36. TV Ad -> word-of-mouth -> Twitter account -> YouTube campaign -> word of mouthWe make the connections between these platforms. They don’t happen naturally. Future of Advertising - March 28
  • 37. Ford Fiesta: 2010 Future of Advertising - March 28
  • 38. 100 people, 100 Fiestas, and Twitter streams, Facebook accounts, Flickr pages...At least 500 channels on 3+ Platforms Future of Advertising - March 28
  • 39. YouTube: over 6.5 million YouTube views.Twitter: 6,500 followers, 3 million 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” Future of Advertising - March 28
  • 40. Glee “Biggest Gleek Social Media Contest” Prove your fandom by using Glee keywordsacross Twitter, Facebook, and Myspace Future of Advertising - March 28
  • 41. Back channel: extra video content, product tie-ins (Superbowl), Future of Advertising - March 28
  • 42. Win air time throughFacebook. Follow actors and all three official streams on Twitter. Future of Advertising - March 28
  • 43. What kind of digital ecosystem can you build around a brand?Choose an existing campaign - preferably one that you worked with lastweek.Build a 5-10 slide deck that walks us through a day in the life of yourdigital ecosystem. Future of Advertising - March 28
  • 44. 1. Pick at least three platforms.Corporate site, microsite, e-commerce site, social network(s), LBS(s), game, etc.2. Articulate what each platform contributes.A way to get more information? An entertaining campaign extension? Financial incentive? Status incentive?3. Explain why people would flow from one to the other.A more immersive experience? A different type of content? More incentives and rewards?4. How do offline elements contribute?Do they drive people into the ecosystems? Supplement the experience? Provide a layer of interaction?Remember: this is going to wind up in your digital portfolio. Future of Advertising - March 28
  • 45. Next week Future of Advertising - March 28
  • 46. Next weekBlog assignment will be posted to Posterous (response to Sjostedt) Future of Advertising - March 28
  • 47. Next weekBlog assignment will be posted to Posterous (response to Sjostedt)In Class: Future of Advertising - March 28
  • 48. Next weekBlog assignment will be posted to Posterous (response to Sjostedt)In Class:• Present digital ecosystems Future of Advertising - March 28
  • 49. Next weekBlog assignment will be posted to Posterous (response to Sjostedt)In Class:• Present digital ecosystems• SEO & Analytics Future of Advertising - March 28
  • 50. Next weekBlog assignment will be posted to Posterous (response to Sjostedt)In Class:• Present digital ecosystems• SEO & AnalyticsGuest Speaker: TBD Future of Advertising - March 28