Getting Social
                             November 2009




Tuesday, 17 November 2009
Tuesday, 17 November 2009
Tuesday, 17 November 2009

this is a presentation about control, transparency, trust, distribution
Tuesday, 17 November 2009
95 classic where Negraponte set out the his vision of a shi6 in business where we "Move bits, no...
Tuesday, 17 November 2009
95 classic where Negraponte set out the his vision of a shi6 in business where we "Move bits, no...
Tuesday, 17 November 2009
Tuesday, 17 November 2009
Tuesday, 17 November 2009

Show video
It’s not enough to
     be digital




Tuesday, 17 November 2009
Tuesday, 17 November 2009
it’s about being
                                  social



Tuesday, 17 November 2009
Tuesday, 17 November 2009
“Conversation
                              but being
                            optimisation”
                          ...
lets start with a
                              time check...




Tuesday, 17 November 2009

its a challenge to society
it...
40 years old and 15
                            in its current form




Tuesday, 17 November 2009

its a challenge to soci...
it removes silos




Tuesday, 17 November 2009
“tools don’t
  get socially
   interesting
     • Shirky quote
 until they get
technologically
     boring ”
Tuesday, 17 N...
removes silos

                                Social
                                Media




Tuesday, 17 November 2009
removes silos


                                Internet




Tuesday, 17 November 2009
Tuesday, 17 November 2009

The impact on us is hitting home and it will play out over the next 10 years
“Today’s agencies fail to help marketers engage with
    consumers, who, as a result, are becoming less brand-
          l...
“Today’s agencies fail to help marketers engage with
    consumers, who, as a result, are becoming less brand-
          l...
“Today’s agencies fail to help marketers engage with
    consumers, who, as a result, are becoming less brand-
          l...
“Today’s agencies fail to help marketers engage with
    consumers, who, as a result, are becoming less brand-
          l...
to facilitate these
                   conversations
                brands need to get
                  seriously social...
most
      agency
      execs...
Tuesday, 17 November 2009

Brands want to be involved. They want to influence and change b...
you could say
                            we are in the
                              midst of a
                         ...
“a revolution
   does not
    happen
 when society
  adopts new
    tools...”

Tuesday, 17 November 2009

it happens when ...
71% of the UK population are online
          and 44% doing so once a day...

         Internet is focusing their attentio...
71% of the UK population are online
          and 44% doing so once a day...

         Internet is focusing their attentio...
our industry is slow to
            adopt new behaviours
Tuesday, 17 November 2009

we are still chasing attention with in...
still trying to
                      create water
                    cooler moments...
Tuesday, 17 November 2009
with an old media
              model in a new
               media world




Tuesday, 17 November 2009

we try and cover ...
hyper clutter
                            does not impact
                            like it used to...
Tuesday, 17 Novem...
print
          OOH
                 TV
                DM
Tuesday, 17 November 2009
 we have become blinded by execution ...
print                                          banners
          OOH
                 TV
                DM
Tuesday, 17 No...
print                                          banners
          OOH                                             DOH
     ...
print                                          banners
          OOH                                             DOH
     ...
print                                          banners
          OOH                                             DOH
     ...
maybe...




Tuesday, 17 November 2009
D’OH...




Tuesday, 17 November 2009

what is the definition of a fool?
maybe the media
                     is no longer the
                         message ?




Tuesday, 17 November 2009
maybe
                             we
                             are?


Tuesday, 17 November 2009
More people with more things say 
          to more people than ever 
                before in history 
            ...an...
“The most trusted
          source of information
           about products and
           services (71%) is the
         ...
Tuesday, 17 November 2009

we are living through the great increase in human expressive capability in history
we cant
in a world of universal
              search, ratings, reviews
              and recommendations?




Tuesday, 17 November...
water
 cooler
moments
Tuesday, 17 November 2009

what does this mean for us when we reach a world of universal search and ...
PAUSE...




Tuesday, 17 November 2009

yet many of us are doing this....
PAUSE...



                    Starts with peoples
                    needs and problems
                     ...not the...
a pointOabouteory
                                Social bject Th
                            social network
             ...
Nodes are people
           ...and we are
         inherently social
           and connect
         around objects...

Tu...
social objects are
                   shared interests
                passions and cultural
                 references e...
that generate
                            conversation...


Tuesday, 17 November 2009
...can be a social
                                       gesture, utility or
                                            ...
any product, service
                       or idea that
                    innovates peoples
                       expe...
or where the product
                    is the marketing



Tuesday, 17 November 2009
give them a way to use it ....
interesting bit are
                   the conversations
                      that happen
                      around so...
interesting bit are
                   the conversations
                      that happen
                      around so...
interesting bit are
                   the conversations
                      that happen
                      around so...
interesting bit are
                   the conversations
                      that happen
                      around so...
started
                               by
                            geeks...



Tuesday, 17 November 2009
those
                             geeking
                              out on
                            everything


T...
surely then social
           objects must become
        a key part of any marketing
                    plan?
Tuesday, 1...
bits and atoms...




Tuesday, 17 November 2009
As part of its "Absolut World" campaign, Absolut vodka has recently launch...
remember v = users 2


Tuesday, 17 November 2009
remember v = users 2
                    the more relevant the object...
                   the more powerful your network...
So rather than just
                          focusing on
                          objectives,
                         p...
focus on creating
                               relevant...

                               social ideas
                ...
measured by
                    the degree of
                  collaboration and
                conversations around
   ...
Tuesday, 17 November 2009

Show Jake Courage video for Halo 3
Tuesday, 17 November 2009

Show computertan case study
Tuesday, 17 November 2009

Show Doritos bring back slow dancing
two track branding


                            managing the masses
                                     +
              ...
give them the tools to
               engage with your
            brand, people, product
                   or service

 ...
reasons to...
                 believe                   discuss
            download                       share
        ...
Measuring it...




Tuesday, 17 November 2009
KPI’s and metrics...
                            subscriptions   favourites   STF
          alerts
                       ...
Campaign Indices

Awareness                   I

Tuesday, 17 November 2009
Campaign Indices

Awareness Engagement        I      I

Tuesday, 17 November 2009
Campaign Indices

                            I
Awareness Engagement Activation    I        I

Tuesday, 17 November 2009
Campaign Indices

                            I
Awareness Engagement Activation ROII        I      I

Tuesday, 17 November...
Campaign Indices

                            I      I
Awareness Engagement Activation ROI Social  I      I   I

Tuesday, ...
Campaign Indices

                            I      I        I
Awareness Engagement Activation ROI Social InsightsI   I

...
Campaign Indices

                            I      I        I
Awareness Engagement Activation ROI Social InsightsI   I

...
Tools




Tuesday, 17 November 2009
  •   Web Crawler (or Spider) – this is our own search engine – a vital analytics tool...
Tuesday, 17 November 2009
which brings
                              me to...



Tuesday, 17 November 2009
RELINQUISH
                             CONTROL



Tuesday, 17 November 2009

which
who’s in
   control
    now?


Tuesday, 17 November 2009

its ain’t us
the shift from passive to active consumption of med...
web-based tools are
       enabling individuals to connect,
       share, converse, collaborate and
        act based on s...
Tuesday, 17 November 2009

this is only the beginning
demand self expression




Tuesday, 17 November 2009

this is only the beginning
in just three years time 70%
      of online content will be user
                 generated
                            D...
scarcity
                            attention


                            abundance
                             conten...
scarcity
                            attention

abundance
                            content
Tuesday, 17 November 2009
attention
                       scarcity
abundance
                            content
Tuesday, 17 November 2009
“At the heart of an
    effective creative
 philosophy is the belief
    that nothing is so
      powerful as an
   insigh...
we have to flip
                     focus and emphasis



Tuesday, 17 November 2009

focus on ideas
Tuesday, 17 November 2009

“The truth isn’t the truth until people believe you, and they can’t believe you if they don’t
k...
share of voice
                                to
                        share of influence



Tuesday, 17 November 2009
share of voice
                                to
                        share of influence



Tuesday, 17 November 2009
Tuesday, 17 November 2009
Tuesday, 17 November 2009
6 million people visited Refresh Everything on Facebook and nearly 85% were from the target audi...
Tuesday, 17 November 2009
6 million people visited Refresh Everything on Facebook and nearly 85% were from the target audi...
media’s
                            share of voice

                                 to

                            creat...
but that raises the
                              question of...



Tuesday, 17 November 2009
PRIORITISING
                   TRANSPARENCY


Tuesday, 17 November 2009
Not just stocks that
                     crashed
Tuesday, 17 November 2009


diminish our what the internet does is chang...
so who do we trust ?




Tuesday, 17 November 2009
it’s people like us?

Tuesday, 17 November 2009
remember... 
                “The most trusted source of informa8on about
               products & services (71%) is the ...
remember... 
                “The most trusted source of informa8on about
               products & services (71%) is the ...
And we have the mechanisms to join together based 
                        on shared self interest 




Tuesday, 17 Novemb...
And we have the mechanisms to join together based 
                        on shared self interest 


             ...shar...
reputa8on capital ?




Tuesday, 17 November 2009

where it be coalition of airline passengers or students in belarus mins...
sharing...




Tuesday, 17 November 2009

Couchsurfers 500000 members and 1500 people per night from 7 people

shift to pe...
collabora8on...




Tuesday, 17 November 2009
collec8ve ac8on




Tuesday, 17 November 2009
collec8ve ac8on




Tuesday, 17 November 2009
testing and tasting on twitter



Tuesday, 17 November 2009
which is why...




Tuesday, 17 November 2009

we need to shift focus
From
                            DESTINATION
                                  to
                            DISTRIBUTION...
Source: Google Trends
Tuesday, 17 November 2009
  1. Social Networks (obviously) are growing and most people prefer to han...
Source: Google Trends
Tuesday, 17 November 2009
  1. Social Networks (obviously) are growing and most people prefer to han...
Create ideas that people
                            want to gravitate toward

       How often we create ideas with the
 ...
Tuesday, 17 November 2009
Tuesday, 17 November 2009
The Rotgutonix Booze Detector identifies whether a glass really contains high-quality alcohol or...
Tuesday, 17 November 2009
The Rotgutonix Booze Detector identifies whether a glass really contains high-quality alcohol or...
Tuesday, 17 November 2009
The Rotgutonix Booze Detector identifies whether a glass really contains high-quality alcohol or...
Tuesday, 17 November 2009
The Rotgutonix Booze Detector identifies whether a glass really contains high-quality alcohol or...
Tuesday, 17 November 2009
The Rotgutonix Booze Detector identifies whether a glass really contains high-quality alcohol or...
Tuesday, 17 November 2009
The Rotgutonix Booze Detector identifies whether a glass really contains high-quality alcohol or...
Tuesday, 17 November 2009
The Rotgutonix Booze Detector identifies whether a glass really contains high-quality alcohol or...
Create ideas that people
                            want to gravitate toward


Tuesday, 17 November 2009
Tuesday, 17 November 2009
Two tier approach mass media product ads


niche iniatives with promos superfan


facebook and o...
Tuesday, 17 November 2009
Tuesday, 17 November 2009
Tuesday, 17 November 2009
In conclusion...




Tuesday, 17 November 2009
“revolution in
                human expressive
                   capability”



Tuesday, 17 November 2009
not about socially
                            popular platforms




Tuesday, 17 November 2009
it’s about stories
                        that socially engage
                                us...




Tuesday, 17 Nove...
happening here

                      meaningful
                      non-linear
                     hyper linked
      ...
brand
               communities
                 creating
               content and
               consuming it
Tuesday,...
Source: Faris Yacob I believe the children are our future


Tuesday, 17 November 2009
So how to
   get
 social?
Tuesday, 17 November 2009
We have
              to...
Tuesday, 17 November 2009
LISTEN...
Tuesday, 17 November 2009
Understand audiences and perceptions of the brand
TALK
                               WITH...
Tuesday, 17 November 2009
Engage in dialogue
Build credibility and educate our...
ENERGISE



Tuesday, 17 November 2009
Connect with brand evangelists and empower them to spread word about the brand
SUPPORT

Tuesday, 17 November 2009

Create opportunities for customers to support each other
EMBRACE
Tuesday, 17 November 2009
Collaborate with audiences to improve and shape products, services and processes
do it right
                      it just feels social


Tuesday, 17 November 2009
do it right
                      it just feels social


Tuesday, 17 November 2009
just do it right
          it      feels social


Tuesday, 17 November 2009
Tuesday, 17 November 2009
football fans spec tV

committed players bootcamp

layers of content and info
Tuesday, 17 November 2009
football fans spec tV

committed players bootcamp

layers of content and info
Tuesday, 17 November 2009

Its all about innovation
Tuesday, 17 November 2009

of what running means to me and many many others
Tuesday, 17 November 2009

turning a solitary activity via events like this and fuses the physical, virtual worlds into a
...
Tuesday, 17 November 2009
Tuesday, 17 November 2009

focusing on consumers experience of the brand
Tuesday, 17 November 2009
Re-evaluate....




Tuesday, 17 November 2009

creative solutions are expanding beyond mere communications...challenging t...
Tuesday, 17 November 2009
Agencies.
                            Who needs them?




Tuesday, 17 November 2009
Tuesday, 17 November 2009
a final thought

                                   revolutions
                                      begin
              ...
S
                                        H
                                        I
                                    ...
Searchable
                                        H
                                        I
                           ...
Searchable
                                        Hackable
                                        I
                    ...
Searchable
                                        Hackable
                                        Interactive
          ...
Searchable
                                        Hackable
                                        Interactive
          ...
Searchable
                                        Hackable
                                        Interactive
          ...
Tuesday, 17 November 2009
THANKS...




                            mark.fallows@mccannlondon.com
                               http://twitter.com/...
Acknowledgments
                   this presentation was inspired by the thinking and writings of:
                   Clay...
Upcoming SlideShare
Loading in...5
×

Time to get Social

962

Published on

Ideas from around the web

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
962
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
28
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "Time to get Social "

  1. 1. Getting Social November 2009 Tuesday, 17 November 2009
  2. 2. Tuesday, 17 November 2009
  3. 3. Tuesday, 17 November 2009 this is a presentation about control, transparency, trust, distribution
  4. 4. Tuesday, 17 November 2009 95 classic where Negraponte set out the his vision of a shi6 in business where we "Move bits, not atoms." and the digi>zing all mass‐media  content, filtering what's important for the individuals, and delivering it to their home in digital form. Like all technology its slower to reach the  promised land but we are certainly now seeing impact of digi>za>on:  And it has implica>ons for all of us ...agencies and client Henry Jenkins in his book Convergence Culture talks about the collision between old and new media where grassroots media and  corporate media intersect, and where the  power of the media producer and consumer interact and the associated cultural transforma>ons . He argues that this convergence will create opportuni>es for brands to direct  content across many new channels to increase revenue and broaden markets.  In what he calls transmedia storytelling brands will compete for consumers scarce aLen>on. In what is a more transparent world brands will have to change how they engage  consumers – listening to them more, talking to them, energising them, suppor>ng them and embracing their needs more.  This will demand a radical shi6 in how we market and will impact on strategy, structures of agency and client team and our crea>ve process and over all model
  5. 5. Tuesday, 17 November 2009 95 classic where Negraponte set out the his vision of a shi6 in business where we "Move bits, not atoms." and the digi>zing all mass‐media  content, filtering what's important for the individuals, and delivering it to their home in digital form. Like all technology its slower to reach the  promised land but we are certainly now seeing impact of digi>za>on:  And it has implica>ons for all of us ...agencies and client Henry Jenkins in his book Convergence Culture talks about the collision between old and new media where grassroots media and  corporate media intersect, and where the  power of the media producer and consumer interact and the associated cultural transforma>ons . He argues that this convergence will create opportuni>es for brands to direct  content across many new channels to increase revenue and broaden markets.  In what he calls transmedia storytelling brands will compete for consumers scarce aLen>on. In what is a more transparent world brands will have to change how they engage  consumers – listening to them more, talking to them, energising them, suppor>ng them and embracing their needs more.  This will demand a radical shi6 in how we market and will impact on strategy, structures of agency and client team and our crea>ve process and over all model
  6. 6. Tuesday, 17 November 2009
  7. 7. Tuesday, 17 November 2009
  8. 8. Tuesday, 17 November 2009 Show video
  9. 9. It’s not enough to be digital Tuesday, 17 November 2009
  10. 10. Tuesday, 17 November 2009
  11. 11. it’s about being social Tuesday, 17 November 2009
  12. 12. Tuesday, 17 November 2009
  13. 13. “Conversation but being optimisation” social does Tuesday, 17 November 2009
  14. 14. lets start with a time check... Tuesday, 17 November 2009 its a challenge to society it changes it ..... the same way the printing press did the telegraph recorded media -images and sound and broadcast TV ...a revolution in human expressive capability
  15. 15. 40 years old and 15 in its current form Tuesday, 17 November 2009 its a challenge to society it changes it ..... the same way the printing press did the telegraph recorded media -images and sound and broadcast TV ...a revolution in human expressive capability
  16. 16. it removes silos Tuesday, 17 November 2009
  17. 17. “tools don’t get socially interesting • Shirky quote until they get technologically boring ” Tuesday, 17 November 2009 What the internet has done has removed the social barriers enabling more sharing, conversation and collaboration and group action for the first time - creating 2 way communication and group action
  18. 18. removes silos Social Media Tuesday, 17 November 2009
  19. 19. removes silos Internet Tuesday, 17 November 2009
  20. 20. Tuesday, 17 November 2009 The impact on us is hitting home and it will play out over the next 10 years
  21. 21. “Today’s agencies fail to help marketers engage with consumers, who, as a result, are becoming less brand- loyal and more trusting of each other. Tuesday, 17 November 2009 The impact on us is hitting home and it will play out over the next 10 years
  22. 22. “Today’s agencies fail to help marketers engage with consumers, who, as a result, are becoming less brand- loyal and more trusting of each other. To turn the tide, marketers will move to the Connected Agency - one that shifts: from making messages to nurturing consumer connections; from delivering push to creating pull interactions; and from orchestrating campaigns to facilitating conversations. Tuesday, 17 November 2009 The impact on us is hitting home and it will play out over the next 10 years
  23. 23. “Today’s agencies fail to help marketers engage with consumers, who, as a result, are becoming less brand- loyal and more trusting of each other. To turn the tide, marketers will move to the Connected Agency - one that shifts: from making messages to nurturing consumer connections; from delivering push to creating pull interactions; and from orchestrating campaigns to facilitating conversations. Over the next five years, traditional agencies will Tuesday, 17 November 2009 The impact on us is hitting home and it will play out over the next 10 years
  24. 24. “Today’s agencies fail to help marketers engage with consumers, who, as a result, are becoming less brand- loyal and more trusting of each other. To turn the tide, marketers will move to the Connected Agency - one that shifts: from making messages to nurturing consumer connections; from delivering push to creating pull interactions; and from orchestrating campaigns to facilitating conversations. Over the next five years, traditional agencies will make this shift; they will start by connecting with consumer communities and will eventually become an integral part of them” Tuesday, 17 November 2009 The impact on us is hitting home and it will play out over the next 10 years
  25. 25. to facilitate these conversations brands need to get seriously social Tuesday, 17 November 2009
  26. 26. most agency execs... Tuesday, 17 November 2009 Brands want to be involved. They want to influence and change behavior. Some listen to the above conversations and some don’t. The smart ones not only listen but act on the collective feedback from the community. Unfortunately, some organizations aren’t structured internally to effectively manage social media externally. This makes it extremely difficult for brand marketers to take action. Brands are still learning; and are beginning to change internal processes in order to keep up with external market conditions, in this case the social web. The brands that are proactive like Starbucks and Dell are one step ahead of the brands that take a more reactive approach.
  27. 27. you could say we are in the midst of a revolution Tuesday, 17 November 2009
  28. 28. “a revolution does not happen when society adopts new tools...” Tuesday, 17 November 2009 it happens when society adopts new behaviours
  29. 29. 71% of the UK population are online and 44% doing so once a day... Internet is focusing their attention Tuesday, 17 November 2009 In relation to us
  30. 30. 71% of the UK population are online and 44% doing so once a day... Internet is focusing their attention Tuesday, 17 November 2009 In relation to us
  31. 31. our industry is slow to adopt new behaviours Tuesday, 17 November 2009 we are still chasing attention with interruption - some brands are trying a different approach
  32. 32. still trying to create water cooler moments... Tuesday, 17 November 2009
  33. 33. with an old media model in a new media world Tuesday, 17 November 2009 we try and cover this up by talking 360 and integration
  34. 34. hyper clutter does not impact like it used to... Tuesday, 17 November 2009 we try and cover this up by talking 360 and integration
  35. 35. print OOH TV DM Tuesday, 17 November 2009 we have become blinded by execution and lost sight of ideas...
  36. 36. print banners OOH TV DM Tuesday, 17 November 2009 we have become blinded by execution and lost sight of ideas...
  37. 37. print banners OOH DOH TV DM Tuesday, 17 November 2009 we have become blinded by execution and lost sight of ideas...
  38. 38. print banners OOH DOH TV “Virals” DM Tuesday, 17 November 2009 we have become blinded by execution and lost sight of ideas...
  39. 39. print banners OOH DOH TV “Virals” DM Email Tuesday, 17 November 2009 we have become blinded by execution and lost sight of ideas...
  40. 40. maybe... Tuesday, 17 November 2009
  41. 41. D’OH... Tuesday, 17 November 2009 what is the definition of a fool?
  42. 42. maybe the media is no longer the message ? Tuesday, 17 November 2009
  43. 43. maybe we are? Tuesday, 17 November 2009
  44. 44. More people with more things say  to more people than ever  before in history  ...and it’s s8ll growing Tuesday, 17 November 2009 we are living through the great increase in human expressive capability in history we cant
  45. 45. “The most trusted source of information about products and services (71%) is the opinion of friends, family and colleagues” Forrester, 2009 Tuesday, 17 November 2009 we are living through the great increase in human expressive capability in history we cant
  46. 46. Tuesday, 17 November 2009 we are living through the great increase in human expressive capability in history we cant
  47. 47. in a world of universal search, ratings, reviews and recommendations? Tuesday, 17 November 2009 what does this mean for us when we reach a world of universal search and where people can get information on everything they want and need?
  48. 48. water cooler moments Tuesday, 17 November 2009 what does this mean for us when we reach a world of universal search and where people can get information on everything they want and need?
  49. 49. PAUSE... Tuesday, 17 November 2009 yet many of us are doing this....
  50. 50. PAUSE... Starts with peoples needs and problems ...not the medium Tuesday, 17 November 2009 yet many of us are doing this....
  51. 51. a pointOabouteory Social bject Th social network theory... V = Users2 Tuesday, 17 November 2009
  52. 52. Nodes are people ...and we are inherently social and connect around objects... Tuesday, 17 November 2009 People and the links between them define social networks
  53. 53. social objects are shared interests passions and cultural references etc etc etc Tuesday, 17 November 2009 Two tier approach mass media product ads niche iniatives with pro s superfan facebook and online
  54. 54. that generate conversation... Tuesday, 17 November 2009
  55. 55. ...can be a social gesture, utility or experience Tuesday, 17 November 2009 The 21 Steps, a thriller by Charles Cumming, uses Google Maps to show readers the movements of a desperate man caught up in a mysterious conspiracy.
  56. 56. any product, service or idea that innovates peoples experiences Tuesday, 17 November 2009
  57. 57. or where the product is the marketing Tuesday, 17 November 2009 give them a way to use it ....
  58. 58. interesting bit are the conversations that happen around social objects Tuesday, 17 November 2009 234,000 dropped
  59. 59. interesting bit are the conversations that happen around social objects Tuesday, 17 November 2009 234,000 dropped
  60. 60. interesting bit are the conversations that happen around social objects Tuesday, 17 November 2009 234,000 dropped
  61. 61. interesting bit are the conversations that happen around social objects Tuesday, 17 November 2009 234,000 dropped
  62. 62. started by geeks... Tuesday, 17 November 2009
  63. 63. those geeking out on everything Tuesday, 17 November 2009
  64. 64. surely then social objects must become a key part of any marketing plan? Tuesday, 17 November 2009
  65. 65. bits and atoms... Tuesday, 17 November 2009 As part of its "Absolut World" campaign, Absolut vodka has recently launched a "Kindness as Currency" drive. Visitors to a London cinema were shown a huge amount of kindness, because complimenting a stranger or high-fiving the person next to you could earn people snacks and drinks for nothing. A free coffee, for example, just for smiling at the young lady behind you in the queue. Later on in the evening, free Absolut cocktails were handed out for particularly kind treatment of the bar staff. On the platform www.mix-in.de you can put together a perfect party from the four elements of music, food, drinks and videos. Here, the elements are perfectly coordinated with each other. So you have the track "autodrift" and a video-mix called "electric sour" with a gin and tonic and an iced tomato peach soup. Recipes, music and videos can be downloaded or used live at your own party. In addition there is the offer of a blog on the page for exchanges as well as party service.
  66. 66. remember v = users 2 Tuesday, 17 November 2009
  67. 67. remember v = users 2 the more relevant the object... the more powerful your network Tuesday, 17 November 2009
  68. 68. So rather than just focusing on objectives, propositions and messages Tuesday, 17 November 2009
  69. 69. focus on creating relevant... social ideas social objects social gestures Tuesday, 17 November 2009
  70. 70. measured by the degree of collaboration and conversations around them Tuesday, 17 November 2009
  71. 71. Tuesday, 17 November 2009 Show Jake Courage video for Halo 3
  72. 72. Tuesday, 17 November 2009 Show computertan case study
  73. 73. Tuesday, 17 November 2009 Show Doritos bring back slow dancing
  74. 74. two track branding managing the masses + rewarding the niches Tuesday, 17 November 2009 are we in the world of two track branding
  75. 75. give them the tools to engage with your brand, people, product or service ...onsite and offsite Tuesday, 17 November 2009 we have be prepared to...
  76. 76. reasons to... believe discuss download share visit download link return recommend buy Tuesday, 17 November 2009 start thinking this way
  77. 77. Measuring it... Tuesday, 17 November 2009
  78. 78. KPI’s and metrics... subscriptions favourites STF alerts fans followers groups bookmarks feedback installs comments invites contributions ratings like this page activity personalisation messaging posts profile registered users wish lists widgets views sharing time uploads testimonials tagging Tuesday, 17 November 2009
  79. 79. Campaign Indices Awareness I Tuesday, 17 November 2009
  80. 80. Campaign Indices Awareness Engagement I I Tuesday, 17 November 2009
  81. 81. Campaign Indices I Awareness Engagement Activation I I Tuesday, 17 November 2009
  82. 82. Campaign Indices I Awareness Engagement Activation ROII I I Tuesday, 17 November 2009
  83. 83. Campaign Indices I I Awareness Engagement Activation ROI Social I I I Tuesday, 17 November 2009
  84. 84. Campaign Indices I I I Awareness Engagement Activation ROI Social InsightsI I Tuesday, 17 November 2009
  85. 85. Campaign Indices I I I Awareness Engagement Activation ROI Social InsightsI I Tuesday, 17 November 2009
  86. 86. Tools Tuesday, 17 November 2009 • Web Crawler (or Spider) – this is our own search engine – a vital analytics tool that avoids data needing to be purchased or “borrowed” from someone else’s search engine (which they get annoyed about eventually). • Matching Engine – once you find the information, matching it accurately is the most important item in terms of saving a user’s time. Brandwatch users do not want to trawl through thousands of articles that are not related, so we use Artificial Intelligence to teach Brandwatch things such as the difference between “Apple” the well known Brand and “Apple” the fruit. • Topic Extractor – saves our users hours of time reading through millions of documents to pull out common topics and the locations, organisations and people which get mentioned in the chat about your brand. Using advanced Natural Language Processing Brandwatch does the work of hundreds of people in minutes. • Sentiment Classifier - works out if the author likes or dislikes the subject matter, meaning you get to know how people “feel” about your brands, products, organisation or people, and, have the metrics to support it. • Brandwatch Index – is a massive database of all the information held in Brandwatch. This index is constantly updating, making it a valuable research tool for users to access 24x7. Brandwatch is hosted in multiple data centres to provide an average up-time of 99% since its launch in 2007.
  87. 87. Tuesday, 17 November 2009
  88. 88. which brings me to... Tuesday, 17 November 2009
  89. 89. RELINQUISH CONTROL Tuesday, 17 November 2009 which
  90. 90. who’s in control now? Tuesday, 17 November 2009 its ain’t us the shift from passive to active consumption of media and the ability to take control of the means of production and distribution has resulted a transition “from mass media to media of the masses: Faris
  91. 91. web-based tools are enabling individuals to connect, share, converse, collaborate and act based on shared interests Tuesday, 17 November 2009 its ain’t us the shift from passive to active consumption of media and the ability to take control of the means of production and distribution has resulted a transition “from mass media to media of the masses: Faris
  92. 92. Tuesday, 17 November 2009 this is only the beginning
  93. 93. demand self expression Tuesday, 17 November 2009 this is only the beginning
  94. 94. in just three years time 70% of online content will be user generated Datamonitor Tuesday, 17 November 2009
  95. 95. scarcity attention abundance content Tuesday, 17 November 2009
  96. 96. scarcity attention abundance content Tuesday, 17 November 2009
  97. 97. attention scarcity abundance content Tuesday, 17 November 2009
  98. 98. “At the heart of an effective creative philosophy is the belief that nothing is so powerful as an insight into human nature, what compulsions drive a man, what instincts dominate his action, even though his language so often camouflages what really motivates him.” Tuesday, 17 November 2009 Creativity will still be a potent as ever....its the focus of our creativity that changes
  99. 99. we have to flip focus and emphasis Tuesday, 17 November 2009 focus on ideas
  100. 100. Tuesday, 17 November 2009 “The truth isn’t the truth until people believe you, and they can’t believe you if they don’t know what you’re saying, and they can’t know what you’re saying if they don’t listen to you, and they won’t listen to you if you’re not interesting, and you won’t be interesting unless you say things imaginatively, originally, freshly.” FLIP Say for DO.....
  101. 101. share of voice to share of influence Tuesday, 17 November 2009
  102. 102. share of voice to share of influence Tuesday, 17 November 2009
  103. 103. Tuesday, 17 November 2009
  104. 104. Tuesday, 17 November 2009 6 million people visited Refresh Everything on Facebook and nearly 85% were from the target audience of Millennials. • More than 175,000 became fans of Refresh Everything on Facebook. • The webcam in Banner unit helped garner over 700 total video submissions that generated 4 million views and 100,000 text submissions to YouTube. • The campaign became the #1 sponsored YouTube page. • Millions of consumers were exposed to Pepsi’s campaign by the heavy press coverage, which included 700+ blog postings.
  105. 105. Tuesday, 17 November 2009 6 million people visited Refresh Everything on Facebook and nearly 85% were from the target audience of Millennials. • More than 175,000 became fans of Refresh Everything on Facebook. • The webcam in Banner unit helped garner over 700 total video submissions that generated 4 million views and 100,000 text submissions to YouTube. • The campaign became the #1 sponsored YouTube page. • Millions of consumers were exposed to Pepsi’s campaign by the heavy press coverage, which included 700+ blog postings.
  106. 106. media’s share of voice to creative share of influence Tuesday, 17 November 2009
  107. 107. but that raises the question of... Tuesday, 17 November 2009
  108. 108. PRIORITISING TRANSPARENCY Tuesday, 17 November 2009
  109. 109. Not just stocks that crashed Tuesday, 17 November 2009 diminish our what the internet does is change our expectations around authority and trust ....
  110. 110. so who do we trust ? Tuesday, 17 November 2009
  111. 111. it’s people like us? Tuesday, 17 November 2009
  112. 112. remember...  “The most trusted source of informa8on about  products & services (71%) is the opinion of friends,  family and colleagues” Forrester 2009 Tuesday, 17 November 2009 People are no longer passive, we are naturally collaborative and cooperative which makes us ask questions about the role of brands.... mechanisms to enable us to collaborate
  113. 113. remember...  “The most trusted source of informa8on about  products & services (71%) is the opinion of friends,  family and colleagues” Forrester 2009 Tuesday, 17 November 2009 People are no longer passive, we are naturally collaborative and cooperative which makes us ask questions about the role of brands.... mechanisms to enable us to collaborate
  114. 114. And we have the mechanisms to join together based  on shared self interest  Tuesday, 17 November 2009 People are no longer passive, we are naturally collaborative and cooperative which makes us ask questions about the role of brands and institutions... publishing is for acting and media becomes more than a place for information but a where groups come together to achieve a shared goal where it be coalition of airline passengers or students in belarus minsk ice cream flash mob peaceful protests ...
  115. 115. And we have the mechanisms to join together based  on shared self interest  ...sharing...conversa8on...collabora8on and group  ac8on  Tuesday, 17 November 2009 People are no longer passive, we are naturally collaborative and cooperative which makes us ask questions about the role of brands and institutions... publishing is for acting and media becomes more than a place for information but a where groups come together to achieve a shared goal where it be coalition of airline passengers or students in belarus minsk ice cream flash mob peaceful protests ...
  116. 116. reputa8on capital ? Tuesday, 17 November 2009 where it be coalition of airline passengers or students in belarus minsk ice cream flash mob peaceful protests ...
  117. 117. sharing... Tuesday, 17 November 2009 Couchsurfers 500000 members and 1500 people per night from 7 people shift to people collaborating because they like, care, and want recognition and reputation capita
  118. 118. collabora8on... Tuesday, 17 November 2009
  119. 119. collec8ve ac8on Tuesday, 17 November 2009
  120. 120. collec8ve ac8on Tuesday, 17 November 2009
  121. 121. testing and tasting on twitter Tuesday, 17 November 2009
  122. 122. which is why... Tuesday, 17 November 2009 we need to shift focus
  123. 123. From DESTINATION to DISTRIBUTION Tuesday, 17 November 2009
  124. 124. Source: Google Trends Tuesday, 17 November 2009 1. Social Networks (obviously) are growing and most people prefer to hang out there instead of searching the big brands websites for content to interact with. Your friends on Facebook and Twitter share what you’re already interested in. Everything is relevant and you don’t have to leave to get the best content from 10 of your favourite brands / websites. 2. Off-Site Content Distribution is rapidly growing, I’m talking RSS Feeds, Twitter, YouTube Channels, Facebook Fan pages and so on… All the best brands and websites now actively push their content (the same stuff you use to get from their website and still want to access) to as many various “off-site” sources and platforms as possible.So naturally this removes unique visitors from their main sites, channeling them into a maze of various networks, feeds and tweets…Oh, and ofcourse, widgets/apps – we’ve only just seen the start of these. Over the next few years, brands will need to re-structure they way they deliver experiences to their customers online (the best ones are already doing it), and that means delivering unique content to anywhere customers want to experience it. Maybe that’s the latest offers by RSS feeds, new product demos by YouTube, campaigns by iPhone apps, online shopping via widgets in facebook or branding exercises by seeding stopmotion viral videos (they seem to be all the rage!)? The fact is, agencies and brands will need to work out how to deliver the relevant content, branding and experiences they are currently achieving on their own websites, into highly competitive social networks, feeds, apps and widgets, where every “campaign” or “offer” has to be groundbreaking just to get noticed… and then there was tracking…! I don’t think websites & microsites are dead yet. There are still years and years of usefulness ahead for them, we’ll just need to come up with better ways to connect them and their content into the social lives of customers online…
  125. 125. Source: Google Trends Tuesday, 17 November 2009 1. Social Networks (obviously) are growing and most people prefer to hang out there instead of searching the big brands websites for content to interact with. Your friends on Facebook and Twitter share what you’re already interested in. Everything is relevant and you don’t have to leave to get the best content from 10 of your favourite brands / websites. 2. Off-Site Content Distribution is rapidly growing, I’m talking RSS Feeds, Twitter, YouTube Channels, Facebook Fan pages and so on… All the best brands and websites now actively push their content (the same stuff you use to get from their website and still want to access) to as many various “off-site” sources and platforms as possible.So naturally this removes unique visitors from their main sites, channeling them into a maze of various networks, feeds and tweets…Oh, and ofcourse, widgets/apps – we’ve only just seen the start of these. Over the next few years, brands will need to re-structure they way they deliver experiences to their customers online (the best ones are already doing it), and that means delivering unique content to anywhere customers want to experience it. Maybe that’s the latest offers by RSS feeds, new product demos by YouTube, campaigns by iPhone apps, online shopping via widgets in facebook or branding exercises by seeding stopmotion viral videos (they seem to be all the rage!)? The fact is, agencies and brands will need to work out how to deliver the relevant content, branding and experiences they are currently achieving on their own websites, into highly competitive social networks, feeds, apps and widgets, where every “campaign” or “offer” has to be groundbreaking just to get noticed… and then there was tracking…! I don’t think websites & microsites are dead yet. There are still years and years of usefulness ahead for them, we’ll just need to come up with better ways to connect them and their content into the social lives of customers online…
  126. 126. Create ideas that people want to gravitate toward How often we create ideas with the intention to distribute and share? Tuesday, 17 November 2009
  127. 127. Tuesday, 17 November 2009
  128. 128. Tuesday, 17 November 2009 The Rotgutonix Booze Detector identifies whether a glass really contains high-quality alcohol or merely a watered-down version of it. When the chemical sensor is placed for at least twenty seconds in an alcoholic drink that has not been mixed with a soft drink, it displays whether the drink has been adulterated or whether it really is a brand-name alcohol. The device is currently able to recognise the brands Johnnie Walker, JB, DYC, Havana Club, Pampero and Brugal.
  129. 129. Tuesday, 17 November 2009 The Rotgutonix Booze Detector identifies whether a glass really contains high-quality alcohol or merely a watered-down version of it. When the chemical sensor is placed for at least twenty seconds in an alcoholic drink that has not been mixed with a soft drink, it displays whether the drink has been adulterated or whether it really is a brand-name alcohol. The device is currently able to recognise the brands Johnnie Walker, JB, DYC, Havana Club, Pampero and Brugal.
  130. 130. Tuesday, 17 November 2009 The Rotgutonix Booze Detector identifies whether a glass really contains high-quality alcohol or merely a watered-down version of it. When the chemical sensor is placed for at least twenty seconds in an alcoholic drink that has not been mixed with a soft drink, it displays whether the drink has been adulterated or whether it really is a brand-name alcohol. The device is currently able to recognise the brands Johnnie Walker, JB, DYC, Havana Club, Pampero and Brugal.
  131. 131. Tuesday, 17 November 2009 The Rotgutonix Booze Detector identifies whether a glass really contains high-quality alcohol or merely a watered-down version of it. When the chemical sensor is placed for at least twenty seconds in an alcoholic drink that has not been mixed with a soft drink, it displays whether the drink has been adulterated or whether it really is a brand-name alcohol. The device is currently able to recognise the brands Johnnie Walker, JB, DYC, Havana Club, Pampero and Brugal.
  132. 132. Tuesday, 17 November 2009 The Rotgutonix Booze Detector identifies whether a glass really contains high-quality alcohol or merely a watered-down version of it. When the chemical sensor is placed for at least twenty seconds in an alcoholic drink that has not been mixed with a soft drink, it displays whether the drink has been adulterated or whether it really is a brand-name alcohol. The device is currently able to recognise the brands Johnnie Walker, JB, DYC, Havana Club, Pampero and Brugal.
  133. 133. Tuesday, 17 November 2009 The Rotgutonix Booze Detector identifies whether a glass really contains high-quality alcohol or merely a watered-down version of it. When the chemical sensor is placed for at least twenty seconds in an alcoholic drink that has not been mixed with a soft drink, it displays whether the drink has been adulterated or whether it really is a brand-name alcohol. The device is currently able to recognise the brands Johnnie Walker, JB, DYC, Havana Club, Pampero and Brugal.
  134. 134. Tuesday, 17 November 2009 The Rotgutonix Booze Detector identifies whether a glass really contains high-quality alcohol or merely a watered-down version of it. When the chemical sensor is placed for at least twenty seconds in an alcoholic drink that has not been mixed with a soft drink, it displays whether the drink has been adulterated or whether it really is a brand-name alcohol. The device is currently able to recognise the brands Johnnie Walker, JB, DYC, Havana Club, Pampero and Brugal.
  135. 135. Create ideas that people want to gravitate toward Tuesday, 17 November 2009
  136. 136. Tuesday, 17 November 2009 Two tier approach mass media product ads niche iniatives with promos superfan facebook and online and twitter
  137. 137. Tuesday, 17 November 2009
  138. 138. Tuesday, 17 November 2009
  139. 139. Tuesday, 17 November 2009
  140. 140. In conclusion... Tuesday, 17 November 2009
  141. 141. “revolution in human expressive capability” Tuesday, 17 November 2009
  142. 142. not about socially popular platforms Tuesday, 17 November 2009
  143. 143. it’s about stories that socially engage us... Tuesday, 17 November 2009
  144. 144. happening here meaningful non-linear hyper linked participative shared audio text and video Tuesday, 17 November 2009
  145. 145. brand communities creating content and consuming it Tuesday, 17 November 2009
  146. 146. Source: Faris Yacob I believe the children are our future Tuesday, 17 November 2009
  147. 147. So how to get social? Tuesday, 17 November 2009
  148. 148. We have to... Tuesday, 17 November 2009
  149. 149. LISTEN... Tuesday, 17 November 2009 Understand audiences and perceptions of the brand
  150. 150. TALK WITH... Tuesday, 17 November 2009 Engage in dialogue Build credibility and educate our audiences through socializing content and interaction
  151. 151. ENERGISE Tuesday, 17 November 2009 Connect with brand evangelists and empower them to spread word about the brand
  152. 152. SUPPORT Tuesday, 17 November 2009 Create opportunities for customers to support each other
  153. 153. EMBRACE Tuesday, 17 November 2009 Collaborate with audiences to improve and shape products, services and processes
  154. 154. do it right it just feels social Tuesday, 17 November 2009
  155. 155. do it right it just feels social Tuesday, 17 November 2009
  156. 156. just do it right it feels social Tuesday, 17 November 2009
  157. 157. Tuesday, 17 November 2009 football fans spec tV committed players bootcamp layers of content and info
  158. 158. Tuesday, 17 November 2009 football fans spec tV committed players bootcamp layers of content and info
  159. 159. Tuesday, 17 November 2009 Its all about innovation
  160. 160. Tuesday, 17 November 2009 of what running means to me and many many others
  161. 161. Tuesday, 17 November 2009 turning a solitary activity via events like this and fuses the physical, virtual worlds into a social experience
  162. 162. Tuesday, 17 November 2009
  163. 163. Tuesday, 17 November 2009 focusing on consumers experience of the brand
  164. 164. Tuesday, 17 November 2009
  165. 165. Re-evaluate.... Tuesday, 17 November 2009 creative solutions are expanding beyond mere communications...challenging the our creative assumptions, determining the type of creative people we hire, redefining the creative process and our role in it...
  166. 166. Tuesday, 17 November 2009
  167. 167. Agencies. Who needs them? Tuesday, 17 November 2009
  168. 168. Tuesday, 17 November 2009
  169. 169. a final thought revolutions begin when we change behaviour Tuesday, 17 November 2009
  170. 170. S H I F T Tuesday, 17 November 2009 remember to create ideas that are.... - ref Jon Kish here
  171. 171. Searchable H I F T Tuesday, 17 November 2009 remember to create ideas that are.... - ref Jon Kish here
  172. 172. Searchable Hackable I F T Tuesday, 17 November 2009 remember to create ideas that are.... - ref Jon Kish here
  173. 173. Searchable Hackable Interactive F T Tuesday, 17 November 2009 remember to create ideas that are.... - ref Jon Kish here
  174. 174. Searchable Hackable Interactive Free T Tuesday, 17 November 2009 remember to create ideas that are.... - ref Jon Kish here
  175. 175. Searchable Hackable Interactive Free Transferable Tuesday, 17 November 2009 remember to create ideas that are.... - ref Jon Kish here
  176. 176. Tuesday, 17 November 2009
  177. 177. THANKS... mark.fallows@mccannlondon.com http://twitter.com/bcurious Tuesday, 17 November 2009
  178. 178. Acknowledgments this presentation was inspired by the thinking and writings of: Clay Shirky- Professor and Writer David Gillespie - MacLaren McCann Faris Yacob - McCann NY Hugh Macleod - Cartoonist Mark Earls - Writer the team at Trendwatching.com Jess Greenwood - Contagious Ricky Engelberg - Nike Josh Benoff - Forrester Yoni Kish - McCann Israel ...and lots of images from Google and Flickr Tuesday, 17 November 2009

×