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Future of Advertising  Spring 2011 • Mondays, 1-6 PM • Room 416            Instructor: Zach Pentel        Class 11: Digita...
TodayEcosystemsPlatforms v. ProductsBreakWork time for assignmentBreakGuest Speaker: Anders Sjostedt, Hyper Island USA    ...
UpcomingToday Building Blocks: Digital EcosystemsApril 11 Building Blocks: Paid Search, SEO, and Online AdsApril 18 Assemb...
So...What is an ecosystem?                        Future of Advertising - March 28
”the combined physical and biological     components of an environment.”                   -Roy Clapham, 1930             ...
”The whole system… including not only    the organism-complex, but also the      whole complex of physical factors forming...
”The whole system… including not only    the organism-complex, but also the      whole complex of physical factors forming...
”Any unit that includes all of the     organisms (ie: the ”community”) in a  given area interacting with the physical     ...
”Any unit that includes all of the     organisms (ie: the ”community”) in a  given area interacting with the physical     ...
”A Digital Ecosystem is any distributedscalable network allowing data to flow freely between its nodes and allowing  trust...
”A Digital Ecosystem is any distributedscalable network allowing data to flow freely between its nodes and allowing  trust...
”A Digital Ecosystem is any distributedscalable network allowing data to flow freely between its nodes and allowing  trust...
”A Digital Ecosystem is any distributedscalable network allowing data to flow freely between its nodes and allowing  trust...
Data can flow freely within  ecosystems, but not between them.This can be because the information isn’t compatible - or th...
Obvious digital ecosystem: The Internet                                          +                                        ...
Product Ecosystems.                      Future of Advertising - March 28
Product Ecosystems.                      Future of Advertising - March 28
Product Ecosystems.                      Future of Advertising - March 28
Product Ecosystems.                      Future of Advertising - March 28
Product Ecosystems.                      Future of Advertising - March 28
The value is in the system - not the product.Each individual unit has very little value on its own.                       ...
Before we had the potential for digital businesscommunication ecosystems we had physicalones.It was comprised of resources...
The value is in the system - not the product.Each individual unit has very little value on its own.                       ...
An ecosystem is a platform.It lets us build new content, experiences, networks,and marketing on top of it.Its power is in ...
Information Ecosystems            = Platforms.                           Future of Advertising - March 28
Information Ecosystems            = Platforms.                           Future of Advertising - March 28
Information Ecosystems            = Platforms.                           Future of Advertising - March 28
Information Ecosystems            = Platforms.                           Future of Advertising - March 28
Information Ecosystems            = Platforms.                           Future of Advertising - March 28
Information Ecosystems            = Platforms.                           Future of Advertising - March 28
Information Ecosystems            = Platforms.                           Future of Advertising - March 28
The value is in the system - not the product.Each individual unit has very little value on its own.                       ...
When we come up with creative digitalideas, they live inside one ecosystem.But ideas become more powerful when  they can s...
When we come up with creative digitalideas, they live inside one ecosystem.But ideas become more powerful when  they can s...
TV Ad -> word-of-mouth -> Twitter account -> YouTube campaign -> word of mouth                                            ...
TV Ad -> word-of-mouth -> Twitter account -> YouTube campaign -> word of mouthWe make the connections between these platfo...
Ford Fiesta: 2010                    Future of Advertising - March 28
100 people, 100 Fiestas,    and Twitter streams,   Facebook accounts,         Flickr pages...At least 500 channels on     ...
YouTube: over 6.5 million YouTube views.Twitter: 6,500 followers, 3 million Twitter impressions.Flickr: 540,000 views.Face...
Glee “Biggest Gleek  Social Media Contest”   Prove your fandom by    using Glee keywordsacross Twitter, Facebook,         ...
Back channel: extra video  content, product tie-ins             (Superbowl),                             Future of Adverti...
Win air time throughFacebook. Follow actors     and all three official     streams on Twitter.                            ...
What kind of digital ecosystem can you build around a brand?Choose an existing campaign - preferably one that you worked w...
1. Pick at least three platforms.Corporate site, microsite, e-commerce site, social network(s), LBS(s), game, etc.2. Artic...
Next week            Future of Advertising - March 28
Next weekBlog assignment will be posted to Posterous (response to Sjostedt)                                               ...
Next weekBlog assignment will be posted to Posterous (response to Sjostedt)In Class:                                      ...
Next weekBlog assignment will be posted to Posterous (response to Sjostedt)In Class:• Present digital ecosystems          ...
Next weekBlog assignment will be posted to Posterous (response to Sjostedt)In Class:• Present digital ecosystems• SEO & An...
Next weekBlog assignment will be posted to Posterous (response to Sjostedt)In Class:• Present digital ecosystems• SEO & An...
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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 of "MCAD - FOA 2011 - Session #11"

    1. 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. 2. TodayEcosystemsPlatforms v. ProductsBreakWork time for assignmentBreakGuest Speaker: Anders Sjostedt, Hyper Island USA Future of Advertising - March 28
    3. 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. 4. So...What is an ecosystem? Future of Advertising - March 28
    5. 5. ”the combined physical and biological components of an environment.” -Roy Clapham, 1930 Future of Advertising - March 28
    6. 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. 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. 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. 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. 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. 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. 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. 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. 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. 15. Obvious digital ecosystem: The Internet + Future of Advertising - March 28
    16. 16. Product Ecosystems. Future of Advertising - March 28
    17. 17. Product Ecosystems. Future of Advertising - March 28
    18. 18. Product Ecosystems. Future of Advertising - March 28
    19. 19. Product Ecosystems. Future of Advertising - March 28
    20. 20. Product Ecosystems. Future of Advertising - March 28
    21. 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. 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. 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. 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. 25. Information Ecosystems = Platforms. Future of Advertising - March 28
    26. 26. Information Ecosystems = Platforms. Future of Advertising - March 28
    27. 27. Information Ecosystems = Platforms. Future of Advertising - March 28
    28. 28. Information Ecosystems = Platforms. Future of Advertising - March 28
    29. 29. Information Ecosystems = Platforms. Future of Advertising - March 28
    30. 30. Information Ecosystems = Platforms. Future of Advertising - March 28
    31. 31. Information Ecosystems = Platforms. Future of Advertising - March 28
    32. 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. 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. 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. 35. TV Ad -> word-of-mouth -> Twitter account -> YouTube campaign -> word of mouth Future of Advertising - March 28
    36. 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. 37. Ford Fiesta: 2010 Future of Advertising - March 28
    38. 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. 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. 40. Glee “Biggest Gleek Social Media Contest” Prove your fandom by using Glee keywordsacross Twitter, Facebook, and Myspace Future of Advertising - March 28
    41. 41. Back channel: extra video content, product tie-ins (Superbowl), Future of Advertising - March 28
    42. 42. Win air time throughFacebook. Follow actors and all three official streams on Twitter. Future of Advertising - March 28
    43. 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. 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. 45. Next week Future of Advertising - March 28
    46. 46. Next weekBlog assignment will be posted to Posterous (response to Sjostedt) Future of Advertising - March 28
    47. 47. Next weekBlog assignment will be posted to Posterous (response to Sjostedt)In Class: Future of Advertising - March 28
    48. 48. Next weekBlog assignment will be posted to Posterous (response to Sjostedt)In Class:• Present digital ecosystems Future of Advertising - March 28
    49. 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. 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
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