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Adapting Brands To The Networked World

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david cushman
david cushman

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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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
[object Object],[object Object],[object Object],[object Object],We share what we think is cool with people who (we think) will think its cool , too David Cushman FasterFuture.blogspot.com
[object Object],[object Object],[object Object],Users select what they think is cool (has utility) to take with them on their journey David Cushman FasterFuture.blogspot.com
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 ,[object Object],http://flickr.com/photos/daveyp/
Listen ,[object Object],[object Object],[object Object],[object Object]
Business case for listening ,[object Object],[object Object],[object Object],[object Object]
2. Respond ,[object Object],[object Object],[object Object]
 
Widgets work ,[object Object],[object Object],[object Object],[object Object]
Widgets require ,[object Object],[object Object],[object Object],[object Object],[object Object],http://flickr.com/photos/darwinbell /
The networked journey ,[object Object],[object Object],[object Object]
Great examples ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Further reading and inspiration ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Adapting Brands To The Networked World

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