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Adapting  brands to the  networked world David Cushman FasterFuture.blogspot.com http://flickr.com/photos/saschaaa /
The internet is for  people .
The internet is for  people .  For people to form  groups
The internet is for  people .  For people to form  groups Groups  with shared purposes http://flickr.com/photos/joeshlabot...
The internet is for  people .  For people to form  groups Groups  with shared purposes Groups of people  that can form at ...
That changes  everything http:// flickr.com/photos/ stuckincustoms/
Three key disruptions Who gets to create content? Who gets to distribute content? Who controls the user experience?
Three key disruptions Who gets to create content? Any and everyone Who gets to distribute content? Any and everyone Who co...
You can’t target every community of purpose They  can Here’s how http://flickr.com/photos/caribb/
You can’t target every community of purpose. They  can Here’s how
THE STAGE Scale =  audience  = where the eyeballs have gone Message broadcast  at audience David Cushman FasterFuture.blog...
THE STAGE But in social networks the broadcast message doesn’t arrive David Cushman FasterFuture.blogspot.com
They aren’t looking  at The Stage.  They are looking  at each other Scale = lots of  communities of purpose  = where the e...
<ul><li>They share messages among  </li></ul><ul><li>their  groups. </li></ul><ul><li>They adapt them to suit  their  grou...
<ul><li>The  groups are not fixed  (adhoc). </li></ul><ul><li>The  message spreads  when the  </li></ul><ul><li>groups ref...
Participants adapt  the message  to suit the group they wish to share it with The people best-placed to adapt the message ...
And so it continues; the  message evolving to  survive. Or it dies out. We share what we think is cool.  That which we co-...
They aren’t your groups,  they are theirs.   They aren’t your messages,   they are theirs Marketing is not done to them, i...
Key lessons for brands 1 http://flickr.com/photos/cleversimon/
Key lessons for brands 2 <ul><li>Respond </li></ul>http://flickr.com/photos/daveyp/
Listen <ul><li>The conversations are happening with or without your permission. </li></ul><ul><li>They are happening every...
Business case for listening <ul><li>70% of purchase decisions are friend-recommended. </li></ul><ul><li>How much of your c...
2. Respond <ul><li>Marketing isn’t done to them, it is done by them </li></ul><ul><li>Think less of where the eyeballs are...
 
Widgets work <ul><li>Where they let users adapt them to better suit those they would share them with </li></ul><ul><li>Eg ...
Widgets require <ul><li>A willingness to relinquish control </li></ul><ul><li>Toolkits users can play with </li></ul><ul><...
The networked journey <ul><li>Listening to and responding to the network requires and drives cultural change within the br...
Great examples <ul><li>Zappos  http://twitter.zappos.com/   </li></ul><ul><li>Understands customer service (human interact...
Further reading and inspiration <ul><li>David Armano </li></ul><ul><li>http:// darmano.typepad.com/logic_emotion </li></ul...
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Adapting Brands To The Networked World

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A short slide deck explaining how brands can adapt to flourish by engaging with the emerging networked world as distinct from the broadcast world they were developed for. By David Cushman and derived from thinking developed at http://fasterfuture.blogspot.com

This link offers further explanation and links: http://fasterfuture.blogspot.com/2008/08/networked-world-can-make-brands-more.html

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Transcript of "Adapting Brands To The Networked World"

  1. 1. Adapting brands to the networked world David Cushman FasterFuture.blogspot.com http://flickr.com/photos/saschaaa /
  2. 2. The internet is for people .
  3. 3. The internet is for people . For people to form groups
  4. 4. The internet is for people . For people to form groups Groups with shared purposes http://flickr.com/photos/joeshlabotnik/
  5. 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. 6. That changes everything http:// flickr.com/photos/ stuckincustoms/
  7. 7. Three key disruptions Who gets to create content? Who gets to distribute content? Who controls the user experience?
  8. 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. 9. You can’t target every community of purpose They can Here’s how http://flickr.com/photos/caribb/
  10. 10. You can’t target every community of purpose. They can Here’s how
  11. 11. THE STAGE Scale = audience = where the eyeballs have gone Message broadcast at audience David Cushman FasterFuture.blogspot.com
  12. 12. THE STAGE But in social networks the broadcast message doesn’t arrive David Cushman FasterFuture.blogspot.com
  13. 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
  14. 14. <ul><li>They share messages among </li></ul><ul><li>their groups. </li></ul><ul><li>They adapt them to suit their groups. </li></ul><ul><li>They make the message theirs </li></ul>We share what we think is cool with people who (we think) will think its cool , too David Cushman FasterFuture.blogspot.com
  15. 15. <ul><li>The groups are not fixed (adhoc). </li></ul><ul><li>The message spreads when the </li></ul><ul><li>groups reform around a new purpose </li></ul>Users select what they think is cool (has utility) to take with them on their journey David Cushman FasterFuture.blogspot.com
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. Key lessons for brands 1 http://flickr.com/photos/cleversimon/
  20. 20. Key lessons for brands 2 <ul><li>Respond </li></ul>http://flickr.com/photos/daveyp/
  21. 21. Listen <ul><li>The conversations are happening with or without your permission. </li></ul><ul><li>They are happening everywhere people talk </li></ul><ul><li>You can listen: summize.com; brandtags.net </li></ul><ul><li>Listen, enable, and serve. </li></ul>
  22. 22. Business case for listening <ul><li>70% of purchase decisions are friend-recommended. </li></ul><ul><li>How much of your current spend is focused on connecting to the conversations? </li></ul><ul><li>How much value do you currently place on these conversations? </li></ul><ul><li>If the answer isn’t 70%, why not? </li></ul>
  23. 23. 2. Respond <ul><li>Marketing isn’t done to them, it is done by them </li></ul><ul><li>Think less of where the eyeballs are and more about the mouths and ears </li></ul><ul><li>Place value on real-time, human interaction. </li></ul>
  24. 25. Widgets work <ul><li>Where they let users adapt them to better suit those they would share them with </li></ul><ul><li>Eg Youtube’s many incarnations of the Cadbury’s gorilla ad. </li></ul><ul><li>Where they lower the technical barriers </li></ul><ul><li>Eg Pampers easy-insert of your own kids’ pictures into a Christmas video message. </li></ul>
  25. 26. Widgets require <ul><li>A willingness to relinquish control </li></ul><ul><li>Toolkits users can play with </li></ul><ul><li>Creative users </li></ul><ul><li>2&3 are in place. </li></ul><ul><li>Ready for No1? </li></ul>http://flickr.com/photos/darwinbell /
  26. 27. The networked journey <ul><li>Listening to and responding to the network requires and drives cultural change within the brand itself. </li></ul><ul><li>It raises and answers questions about ownership and control to make your brand better adapted to the networked world. </li></ul><ul><li>It is your safe passage to the future </li></ul>
  27. 28. Great examples <ul><li>Zappos http://twitter.zappos.com/ </li></ul><ul><li>Understands customer service (human interaction) is everyone’s responsibility. </li></ul><ul><li>Pampers http://tinyurl.com/29wwq8 Christmas video viral </li></ul><ul><li>NiN http://remix.nin.com/ makes mash-ups of their music easy and shareable </li></ul><ul><li>Simponizme http:// simpsonizeme.com / </li></ul><ul><li>Itsmy.com’s http://itsmy.com user-chooses-ad, leveraging the social graph </li></ul><ul><li>Where are the Jones’s http://tinyurl.com/2dp675 Takes Ford to new places </li></ul>
  28. 29. Further reading and inspiration <ul><li>David Armano </li></ul><ul><li>http:// darmano.typepad.com/logic_emotion </li></ul><ul><li>David Bausola </li></ul><ul><li>http://zeroinfluence.wordpress.com/ </li></ul><ul><li>Stowe Boyd </li></ul><ul><li>http://www.stoweboyd.com/message/ </li></ul><ul><li>Mark Earls </li></ul><ul><li>http:// herd.typepad.com </li></ul><ul><li>Joseph Jaffe </li></ul><ul><li>http://www.jaffejuice.com/ </li></ul><ul><li>Adriana Lukas </li></ul><ul><li>http://www.mediainfluencer.net/ </li></ul><ul><li>Alan Moore & Tomi Ahonen </li></ul><ul><li>http:// communities_dominate.blogs.com </li></ul><ul><li>Neil Perkin </li></ul><ul><li>http://neilperkin.typepad.com </li></ul><ul><li>JP Rangaswami </li></ul><ul><li>http://confusedofcalcutta.com/ </li></ul><ul><li>David Reed </li></ul><ul><li>http://www.reed.com/dpr/ </li></ul><ul><li>Doc Searls </li></ul><ul><li>http:// blogs.law.harvard.edu /doc </li></ul><ul><li>Clay Shirky </li></ul><ul><li>http://www.shirky.com / </li></ul><ul><li>Dan Thornton </li></ul><ul><li>http:// thewayoftheweb.net / </li></ul><ul><li>And everyone who contributes comments at Faster Future http://fasterfuture.blogspot.com </li></ul>
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