Adapting Brands To The Networked World

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  • + guest67edb9 guest67edb9 2 years ago
    Looks good but I think you go wrong with the point of the internet being for people to form groups. That’s one emergent consequence of what the real point is - to interact with other people (this is that mentorship-problem - everyone wants to be one but few want to ask for them; they just have a question that needs and answer).



    moreover, the groups are ever shifting and evanescant but just naming them gives a false sense of solidity and permanence...



    How does this change the thinking?



    Also, later on you talk about 70% purchases are friend recommended. Think this is misleading cause you’ve got the mechanism of transmission the wrong way round: most stuff spreads in the real world through behaviour emulation rather than recommendation. Just think about the Uibiquity noise on twitter today - it’s not the recs that count, it’s the fact that a lot of folk like/around you are all sniffing round the same thing that makes it attractive



    (I hope not too) destructively yours



    M
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Adapting Brands To The Networked World - Presentation Transcript

  1. Adapting brands to the networked world David Cushman FasterFuture.blogspot.com http://flickr.com/photos/saschaaa /
  2. The internet is for people .
  3. The internet is for people . For people to form groups
  4. The internet is for people . For people to form groups Groups with shared purposes http://flickr.com/photos/joeshlabotnik/
  5. The internet is for people . For people to form groups Groups with shared purposes Groups of people that can form at little or no cost
  6. That changes everything http:// flickr.com/photos/ stuckincustoms/
  7. Three key disruptions Who gets to create content? Who gets to distribute content? Who controls the user experience?
  8. Three key disruptions Who gets to create content? Any and everyone Who gets to distribute content? Any and everyone Who controls the user experience? The user is the destination now, they control their own A-to-anywhere journey
  9. You can’t target every community of purpose They can Here’s how http://flickr.com/photos/caribb/
  10. You can’t target every community of purpose. They can Here’s how
  11. THE STAGE Scale = audience = where the eyeballs have gone Message broadcast at audience David Cushman FasterFuture.blogspot.com
  12. THE STAGE But in social networks the broadcast message doesn’t arrive David Cushman FasterFuture.blogspot.com
  13. They aren’t looking at The Stage. They are looking at each other Scale = lots of communities of purpose = where the eyeballs are focused David Cushman FasterFuture.blogspot.com
    • They share messages among
    • their groups.
    • They adapt them to suit their groups.
    • They make the message theirs
    We share what we think is cool with people who (we think) will think its cool , too David Cushman FasterFuture.blogspot.com
    • The groups are not fixed (adhoc).
    • The message spreads when the
    • groups reform around a new purpose
    Users select what they think is cool (has utility) to take with them on their journey David Cushman FasterFuture.blogspot.com
  14. Participants adapt the message to suit the group they wish to share it with The people best-placed to adapt the message are in the group, not on the stage David Cushman FasterFuture.blogspot.com
  15. And so it continues; the message evolving to survive. Or it dies out. We share what we think is cool. That which we co-create, we embrace David Cushman FasterFuture.blogspot.com
  16. They aren’t your groups, they are theirs. They aren’t your messages, they are theirs Marketing is not done to them, it is done by them David Cushman FasterFuture.blogspot.com
  17. Key lessons for brands 1 http://flickr.com/photos/cleversimon/
  18. Key lessons for brands 2
    • Respond
    http://flickr.com/photos/daveyp/
  19. Listen
    • The conversations are happening with or without your permission.
    • They are happening everywhere people talk
    • You can listen: summize.com; brandtags.net
    • Listen, enable, and serve.
  20. Business case for listening
    • 70% of purchase decisions are friend-recommended.
    • How much of your current spend is focused on connecting to the conversations?
    • How much value do you currently place on these conversations?
    • If the answer isn’t 70%, why not?
  21. 2. Respond
    • Marketing isn’t done to them, it is done by them
    • Think less of where the eyeballs are and more about the mouths and ears
    • Place value on real-time, human interaction.
  22.  
  23. Widgets work
    • Where they let users adapt them to better suit those they would share them with
    • Eg Youtube’s many incarnations of the Cadbury’s gorilla ad.
    • Where they lower the technical barriers
    • Eg Pampers easy-insert of your own kids’ pictures into a Christmas video message.
  24. Widgets require
    • A willingness to relinquish control
    • Toolkits users can play with
    • Creative users
    • 2&3 are in place.
    • Ready for No1?
    http://flickr.com/photos/darwinbell /
  25. The networked journey
    • Listening to and responding to the network requires and drives cultural change within the brand itself.
    • It raises and answers questions about ownership and control to make your brand better adapted to the networked world.
    • It is your safe passage to the future
  26. Great examples
    • Zappos http://twitter.zappos.com/
    • Understands customer service (human interaction) is everyone’s responsibility.
    • Pampers http://tinyurl.com/29wwq8 Christmas video viral
    • NiN http://remix.nin.com/ makes mash-ups of their music easy and shareable
    • Simponizme http:// simpsonizeme.com /
    • Itsmy.com’s http://itsmy.com user-chooses-ad, leveraging the social graph
    • Where are the Jones’s http://tinyurl.com/2dp675 Takes Ford to new places
  27. Further reading and inspiration
    • David Armano
    • http:// darmano.typepad.com/logic_emotion
    • David Bausola
    • http://zeroinfluence.wordpress.com/
    • Stowe Boyd
    • http://www.stoweboyd.com/message/
    • Mark Earls
    • http:// herd.typepad.com
    • Joseph Jaffe
    • http://www.jaffejuice.com/
    • Adriana Lukas
    • http://www.mediainfluencer.net/
    • Alan Moore & Tomi Ahonen
    • http:// communities_dominate.blogs.com
    • Neil Perkin
    • http://neilperkin.typepad.com
    • JP Rangaswami
    • http://confusedofcalcutta.com/
    • David Reed
    • http://www.reed.com/dpr/
    • Doc Searls
    • http:// blogs.law.harvard.edu /doc
    • Clay Shirky
    • http://www.shirky.com /
    • Dan Thornton
    • http:// thewayoftheweb.net /
    • And everyone who contributes comments at Faster Future http://fasterfuture.blogspot.com

+ david cushmandavid cushman, 2 years ago

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