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/joeshlabotnik/

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

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 controls the user experience? The user is the destination now, they control their own A-to-anywhere journey

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.blogspot.com

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 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

They share messages among

their groups.

They adapt them to suit their groups.

They make the message theirs

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

The groups are not fixed (adhoc).

The message spreads when the

groups reform around a new purpose

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

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

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

Key lessons for brands 1 http://flickr.com/photos/cleversimon/

Key lessons for brands 2 Respond http://flickr.com/photos/daveyp/

Respond

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.

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.

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?

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?

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.

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.

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.

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.

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 /

A willingness to relinquish control

Toolkits users can play with

Creative users

2&3 are in place.

Ready for No1?

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

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

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

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

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 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