SlideShare a Scribd company logo

Adapting Brands To The Networked World

•Download as PPT, PDF•
•
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

BusinessTechnology
1 of 29
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]

Recommended

Navigating User Generated Content
Navigating User Generated ContentNavigating User Generated Content
Navigating User Generated ContentVirtual EyeSee
 
Unit 35
Unit 35Unit 35
Unit 35Lauren Dowley
 
#Selfie: The Year of Self-Portraits
#Selfie: The Year of Self-Portraits#Selfie: The Year of Self-Portraits
#Selfie: The Year of Self-Portraitsmortonsamara
 
Social Exchange in a connected world
Social Exchange in a connected worldSocial Exchange in a connected world
Social Exchange in a connected worldRick Joubert
 
Facebook: An Introduction
Facebook: An IntroductionFacebook: An Introduction
Facebook: An IntroductionTrish Perkins
 
One Word One Picture
One Word One PictureOne Word One Picture
One Word One Picturejane
 
Social Networking For Nonprofits
Social Networking For NonprofitsSocial Networking For Nonprofits
Social Networking For NonprofitsRichie Escovedo
 
Why me? Why Online? Social Media and Public Health
Why me? Why Online? Social Media and Public HealthWhy me? Why Online? Social Media and Public Health
Why me? Why Online? Social Media and Public HealthNancy Wright White
 

Recommended

Navigating User Generated Content
Navigating User Generated ContentNavigating User Generated Content
Navigating User Generated ContentVirtual EyeSee
 
Unit 35
Unit 35Unit 35
Unit 35Lauren Dowley
 
#Selfie: The Year of Self-Portraits
#Selfie: The Year of Self-Portraits#Selfie: The Year of Self-Portraits
#Selfie: The Year of Self-Portraitsmortonsamara
 
Social Exchange in a connected world
Social Exchange in a connected worldSocial Exchange in a connected world
Social Exchange in a connected worldRick Joubert
 
Facebook: An Introduction
Facebook: An IntroductionFacebook: An Introduction
Facebook: An IntroductionTrish Perkins
 
One Word One Picture
One Word One PictureOne Word One Picture
One Word One Picturejane
 
Social Networking For Nonprofits
Social Networking For NonprofitsSocial Networking For Nonprofits
Social Networking For NonprofitsRichie Escovedo
 
Why me? Why Online? Social Media and Public Health
Why me? Why Online? Social Media and Public HealthWhy me? Why Online? Social Media and Public Health
Why me? Why Online? Social Media and Public HealthNancy Wright White
 
The User Is The Destination Now
The User Is The Destination NowThe User Is The Destination Now
The User Is The Destination Nowdavid cushman
 
Mobile's Role in Eighth Mass Media
Mobile's Role in Eighth Mass MediaMobile's Role in Eighth Mass Media
Mobile's Role in Eighth Mass Mediadavid cushman
 
New Media Convergence PR: Web 2.0
New Media Convergence PR: Web 2.0New Media Convergence PR: Web 2.0
New Media Convergence PR: Web 2.0David Shanks
 
Social Media SGIA
Social Media SGIASocial Media SGIA
Social Media SGIAMandel Live
 
Leveraging Social Media as Business Tool
Leveraging Social Media as Business ToolLeveraging Social Media as Business Tool
Leveraging Social Media as Business ToolRobin Low
 
Digital Footprint
Digital FootprintDigital Footprint
Digital FootprintRobin Low
 
Social Media for Social Good - UNF
Social Media for Social Good - UNFSocial Media for Social Good - UNF
Social Media for Social Good - UNFAyelet Baron
 
Istrategy Conference – Don't Let Your Brand Get Lost in the Social Media Shuffle
Istrategy Conference – Don't Let Your Brand Get Lost in the Social Media ShuffleIstrategy Conference – Don't Let Your Brand Get Lost in the Social Media Shuffle
Istrategy Conference – Don't Let Your Brand Get Lost in the Social Media ShuffleBSI
 
Howard Parry-Husbands - POI Presentation
Howard Parry-Husbands - POI PresentationHoward Parry-Husbands - POI Presentation
Howard Parry-Husbands - POI PresentationRoss Dawson
 
Guide to developing social media plan- Ishwar Jha
Guide to developing social media plan- Ishwar JhaGuide to developing social media plan- Ishwar Jha
Guide to developing social media plan- Ishwar JhaGetEvangelized
 
Website development in the age of social
Website development in the age of socialWebsite development in the age of social
Website development in the age of socialTom Voirol
 
Owned / Social / Content
Owned / Social / Content Owned / Social / Content
Owned / Social / Content The Royals
 
Kick Start Your Social Media Strategy
Kick Start Your Social Media StrategyKick Start Your Social Media Strategy
Kick Start Your Social Media StrategyCreative Led
 
Social media is my business module 4
Social media is my business module 4Social media is my business module 4
Social media is my business module 4Jeff Yaniga
 
Social Media... Woop! Woop! (February 2012)
Social Media... Woop! Woop! (February 2012)Social Media... Woop! Woop! (February 2012)
Social Media... Woop! Woop! (February 2012)Ed Cook
 
Why Traditional Ad Models will not work in social networks (and what will...)
Why Traditional Ad Models will not work in social networks (and what will...)Why Traditional Ad Models will not work in social networks (and what will...)
Why Traditional Ad Models will not work in social networks (and what will...)david cushman
 
Social Media Introduction Oct 2010
Social Media Introduction Oct 2010Social Media Introduction Oct 2010
Social Media Introduction Oct 2010Robin Low
 
Personal Branding in the Digital Age (genKC presentation)
Personal Branding in the Digital Age (genKC presentation)Personal Branding in the Digital Age (genKC presentation)
Personal Branding in the Digital Age (genKC presentation)Ramsey Mohsen
 
10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY
10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY
10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAYali Bullock
 
So You Want To Go Viral?
So You Want To Go Viral?So You Want To Go Viral?
So You Want To Go Viral?Michael Crosson
 
How to Keep Pace With The Digital Economy
How to Keep Pace With The Digital EconomyHow to Keep Pace With The Digital Economy
How to Keep Pace With The Digital Economydavid cushman
 
Introducing the Open Business Program
Introducing the Open Business ProgramIntroducing the Open Business Program
Introducing the Open Business Programdavid cushman
 

More Related Content

Similar to Adapting Brands To The Networked World

The User Is The Destination Now
The User Is The Destination NowThe User Is The Destination Now
The User Is The Destination Nowdavid cushman
 
Mobile's Role in Eighth Mass Media
Mobile's Role in Eighth Mass MediaMobile's Role in Eighth Mass Media
Mobile's Role in Eighth Mass Mediadavid cushman
 
New Media Convergence PR: Web 2.0
New Media Convergence PR: Web 2.0New Media Convergence PR: Web 2.0
New Media Convergence PR: Web 2.0David Shanks
 
Social Media SGIA
Social Media SGIASocial Media SGIA
Social Media SGIAMandel Live
 
Leveraging Social Media as Business Tool
Leveraging Social Media as Business ToolLeveraging Social Media as Business Tool
Leveraging Social Media as Business ToolRobin Low
 
Digital Footprint
Digital FootprintDigital Footprint
Digital FootprintRobin Low
 
Social Media for Social Good - UNF
Social Media for Social Good - UNFSocial Media for Social Good - UNF
Social Media for Social Good - UNFAyelet Baron
 
Istrategy Conference – Don't Let Your Brand Get Lost in the Social Media Shuffle
Istrategy Conference – Don't Let Your Brand Get Lost in the Social Media ShuffleIstrategy Conference – Don't Let Your Brand Get Lost in the Social Media Shuffle
Istrategy Conference – Don't Let Your Brand Get Lost in the Social Media ShuffleBSI
 
Howard Parry-Husbands - POI Presentation
Howard Parry-Husbands - POI PresentationHoward Parry-Husbands - POI Presentation
Howard Parry-Husbands - POI PresentationRoss Dawson
 
Guide to developing social media plan- Ishwar Jha
Guide to developing social media plan- Ishwar JhaGuide to developing social media plan- Ishwar Jha
Guide to developing social media plan- Ishwar JhaGetEvangelized
 
Website development in the age of social
Website development in the age of socialWebsite development in the age of social
Website development in the age of socialTom Voirol
 
Owned / Social / Content
Owned / Social / Content Owned / Social / Content
Owned / Social / Content The Royals
 
Kick Start Your Social Media Strategy
Kick Start Your Social Media StrategyKick Start Your Social Media Strategy
Kick Start Your Social Media StrategyCreative Led
 
Social media is my business module 4
Social media is my business module 4Social media is my business module 4
Social media is my business module 4Jeff Yaniga
 
Social Media... Woop! Woop! (February 2012)
Social Media... Woop! Woop! (February 2012)Social Media... Woop! Woop! (February 2012)
Social Media... Woop! Woop! (February 2012)Ed Cook
 
Why Traditional Ad Models will not work in social networks (and what will...)
Why Traditional Ad Models will not work in social networks (and what will...)Why Traditional Ad Models will not work in social networks (and what will...)
Why Traditional Ad Models will not work in social networks (and what will...)david cushman
 
Social Media Introduction Oct 2010
Social Media Introduction Oct 2010Social Media Introduction Oct 2010
Social Media Introduction Oct 2010Robin Low
 
Personal Branding in the Digital Age (genKC presentation)
Personal Branding in the Digital Age (genKC presentation)Personal Branding in the Digital Age (genKC presentation)
Personal Branding in the Digital Age (genKC presentation)Ramsey Mohsen
 
10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY
10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY
10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAYali Bullock
 
So You Want To Go Viral?
So You Want To Go Viral?So You Want To Go Viral?
So You Want To Go Viral?Michael Crosson
 

Similar to Adapting Brands To The Networked World (20)

The User Is The Destination Now
The User Is The Destination NowThe User Is The Destination Now
The User Is The Destination Now
 
Mobile's Role in Eighth Mass Media
Mobile's Role in Eighth Mass MediaMobile's Role in Eighth Mass Media
Mobile's Role in Eighth Mass Media
 
New Media Convergence PR: Web 2.0
New Media Convergence PR: Web 2.0New Media Convergence PR: Web 2.0
New Media Convergence PR: Web 2.0
 
Social Media SGIA
Social Media SGIASocial Media SGIA
Social Media SGIA
 
Leveraging Social Media as Business Tool
Leveraging Social Media as Business ToolLeveraging Social Media as Business Tool
Leveraging Social Media as Business Tool
 
Digital Footprint
Digital FootprintDigital Footprint
Digital Footprint
 
Social Media for Social Good - UNF
Social Media for Social Good - UNFSocial Media for Social Good - UNF
Social Media for Social Good - UNF
 
Istrategy Conference – Don't Let Your Brand Get Lost in the Social Media Shuffle
Istrategy Conference – Don't Let Your Brand Get Lost in the Social Media ShuffleIstrategy Conference – Don't Let Your Brand Get Lost in the Social Media Shuffle
Istrategy Conference – Don't Let Your Brand Get Lost in the Social Media Shuffle
 
Howard Parry-Husbands - POI Presentation
Howard Parry-Husbands - POI PresentationHoward Parry-Husbands - POI Presentation
Howard Parry-Husbands - POI Presentation
 
Guide to developing social media plan- Ishwar Jha
Guide to developing social media plan- Ishwar JhaGuide to developing social media plan- Ishwar Jha
Guide to developing social media plan- Ishwar Jha
 
Website development in the age of social
Website development in the age of socialWebsite development in the age of social
Website development in the age of social
 
Owned / Social / Content
Owned / Social / Content Owned / Social / Content
Owned / Social / Content
 
Kick Start Your Social Media Strategy
Kick Start Your Social Media StrategyKick Start Your Social Media Strategy
Kick Start Your Social Media Strategy
 
Social media is my business module 4
Social media is my business module 4Social media is my business module 4
Social media is my business module 4
 
Social Media... Woop! Woop! (February 2012)
Social Media... Woop! Woop! (February 2012)Social Media... Woop! Woop! (February 2012)
Social Media... Woop! Woop! (February 2012)
 
Why Traditional Ad Models will not work in social networks (and what will...)
Why Traditional Ad Models will not work in social networks (and what will...)Why Traditional Ad Models will not work in social networks (and what will...)
Why Traditional Ad Models will not work in social networks (and what will...)
 
Social Media Introduction Oct 2010
Social Media Introduction Oct 2010Social Media Introduction Oct 2010
Social Media Introduction Oct 2010
 
Personal Branding in the Digital Age (genKC presentation)
Personal Branding in the Digital Age (genKC presentation)Personal Branding in the Digital Age (genKC presentation)
Personal Branding in the Digital Age (genKC presentation)
 
10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY
10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY
10 LESSONS IN SOCIAL MEDIA I LEARNT THE HARD WAY
 
So You Want To Go Viral?
So You Want To Go Viral?So You Want To Go Viral?
So You Want To Go Viral?
 

More from david cushman

How to Keep Pace With The Digital Economy
How to Keep Pace With The Digital EconomyHow to Keep Pace With The Digital Economy
How to Keep Pace With The Digital Economydavid cushman
 
Introducing the Open Business Program
Introducing the Open Business ProgramIntroducing the Open Business Program
Introducing the Open Business Programdavid cushman
 
How the web changes the organisation of business and the business of organisa...
How the web changes the organisation of business and the business of organisa...How the web changes the organisation of business and the business of organisa...
How the web changes the organisation of business and the business of organisa...david cushman
 
How the web changes the organisation of business - and the business of organi...
How the web changes the organisation of business - and the business of organi...How the web changes the organisation of business - and the business of organi...
How the web changes the organisation of business - and the business of organi...david cushman
 
Media Owner Co-creation Solutions
Media Owner Co-creation SolutionsMedia Owner Co-creation Solutions
Media Owner Co-creation Solutionsdavid cushman
 
Using + social media = fail (smib)
Using + social media = fail (smib)Using + social media = fail (smib)
Using + social media = fail (smib)david cushman
 
Wikifixing the future
Wikifixing the futureWikifixing the future
Wikifixing the futuredavid cushman
 
Plug collaboration into your business
Plug collaboration into your businessPlug collaboration into your business
Plug collaboration into your businessdavid cushman
 
The Death Of Advertising: Omexpo Madrid 2010
The Death Of Advertising: Omexpo Madrid 2010The Death Of Advertising: Omexpo Madrid 2010
The Death Of Advertising: Omexpo Madrid 2010david cushman
 
Using + Social Media = Fail
Using + Social Media = FailUsing + Social Media = Fail
Using + Social Media = Faildavid cushman
 
A new era for specialist media
A new era for specialist mediaA new era for specialist media
A new era for specialist mediadavid cushman
 
The impact and etiquette of social media
The impact and etiquette of social mediaThe impact and etiquette of social media
The impact and etiquette of social mediadavid cushman
 
Everything You Ever Wanted To Know About Social Media
Everything You Ever Wanted To Know About Social MediaEverything You Ever Wanted To Know About Social Media
Everything You Ever Wanted To Know About Social Mediadavid cushman
 
Social Media made easy
Social Media made easySocial Media made easy
Social Media made easydavid cushman
 
Brando Digital: What we do
Brando Digital: What we doBrando Digital: What we do
Brando Digital: What we dodavid cushman
 
From broadcast PR to P2PR
From broadcast PR to P2PRFrom broadcast PR to P2PR
From broadcast PR to P2PRdavid cushman
 
We Are All Publishers Now
We Are All Publishers NowWe Are All Publishers Now
We Are All Publishers Nowdavid cushman
 
Unleashing The Power Of The User
Unleashing The Power Of The UserUnleashing The Power Of The User
Unleashing The Power Of The Userdavid cushman
 
Open Vs Walled Gardens
Open Vs Walled GardensOpen Vs Walled Gardens
Open Vs Walled Gardensdavid cushman
 
How Companies Can Position Themselves In the New Mobile Internet Models
How Companies Can Position Themselves In the New Mobile Internet ModelsHow Companies Can Position Themselves In the New Mobile Internet Models
How Companies Can Position Themselves In the New Mobile Internet Modelsdavid cushman
 

More from david cushman (20)

How to Keep Pace With The Digital Economy
How to Keep Pace With The Digital EconomyHow to Keep Pace With The Digital Economy
How to Keep Pace With The Digital Economy
 
Introducing the Open Business Program
Introducing the Open Business ProgramIntroducing the Open Business Program
Introducing the Open Business Program
 
How the web changes the organisation of business and the business of organisa...
How the web changes the organisation of business and the business of organisa...How the web changes the organisation of business and the business of organisa...
How the web changes the organisation of business and the business of organisa...
 
How the web changes the organisation of business - and the business of organi...
How the web changes the organisation of business - and the business of organi...How the web changes the organisation of business - and the business of organi...
How the web changes the organisation of business - and the business of organi...
 
Media Owner Co-creation Solutions
Media Owner Co-creation SolutionsMedia Owner Co-creation Solutions
Media Owner Co-creation Solutions
 
Using + social media = fail (smib)
Using + social media = fail (smib)Using + social media = fail (smib)
Using + social media = fail (smib)
 
Wikifixing the future
Wikifixing the futureWikifixing the future
Wikifixing the future
 
Plug collaboration into your business
Plug collaboration into your businessPlug collaboration into your business
Plug collaboration into your business
 
The Death Of Advertising: Omexpo Madrid 2010
The Death Of Advertising: Omexpo Madrid 2010The Death Of Advertising: Omexpo Madrid 2010
The Death Of Advertising: Omexpo Madrid 2010
 
Using + Social Media = Fail
Using + Social Media = FailUsing + Social Media = Fail
Using + Social Media = Fail
 
A new era for specialist media
A new era for specialist mediaA new era for specialist media
A new era for specialist media
 
The impact and etiquette of social media
The impact and etiquette of social mediaThe impact and etiquette of social media
The impact and etiquette of social media
 
Everything You Ever Wanted To Know About Social Media
Everything You Ever Wanted To Know About Social MediaEverything You Ever Wanted To Know About Social Media
Everything You Ever Wanted To Know About Social Media
 
Social Media made easy
Social Media made easySocial Media made easy
Social Media made easy
 
Brando Digital: What we do
Brando Digital: What we doBrando Digital: What we do
Brando Digital: What we do
 
From broadcast PR to P2PR
From broadcast PR to P2PRFrom broadcast PR to P2PR
From broadcast PR to P2PR
 
We Are All Publishers Now
We Are All Publishers NowWe Are All Publishers Now
We Are All Publishers Now
 
Unleashing The Power Of The User
Unleashing The Power Of The UserUnleashing The Power Of The User
Unleashing The Power Of The User
 
Open Vs Walled Gardens
Open Vs Walled GardensOpen Vs Walled Gardens
Open Vs Walled Gardens
 
How Companies Can Position Themselves In the New Mobile Internet Models
How Companies Can Position Themselves In the New Mobile Internet ModelsHow Companies Can Position Themselves In the New Mobile Internet Models
How Companies Can Position Themselves In the New Mobile Internet Models
 

Recently uploaded

8447779800, Low rate Call girls in Tughlakabad Delhi NCR
8447779800, Low rate Call girls in Tughlakabad Delhi NCR8447779800, Low rate Call girls in Tughlakabad Delhi NCR
8447779800, Low rate Call girls in Tughlakabad Delhi NCRashishs7044
 
Ten Organizational Design Models to align structure and operations to busines...
Ten Organizational Design Models to align structure and operations to busines...Ten Organizational Design Models to align structure and operations to busines...
Ten Organizational Design Models to align structure and operations to busines...Seta Wicaksana
 
Appkodes Tinder Clone Script with Customisable Solutions.pptx
Appkodes Tinder Clone Script with Customisable Solutions.pptxAppkodes Tinder Clone Script with Customisable Solutions.pptx
Appkodes Tinder Clone Script with Customisable Solutions.pptxappkodes
 
Buy gmail accounts.pdf Buy Old Gmail Accounts
Buy gmail accounts.pdf Buy Old Gmail AccountsBuy gmail accounts.pdf Buy Old Gmail Accounts
Buy gmail accounts.pdf Buy Old Gmail AccountsBuy Verified Accounts
 
1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdf1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdfShaun Heinrichs
 
PB Project 1: Exploring Your Personal Brand
PB Project 1: Exploring Your Personal BrandPB Project 1: Exploring Your Personal Brand
PB Project 1: Exploring Your Personal BrandSharisaBethune
 
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City GurgaonCall Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaoncallgirls2057
 
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
8447779800, Low rate Call girls in Uttam Nagar Delhi NCRashishs7044
 
APRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdfAPRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdfRbc Rbcua
 
PSCC - Capability Statement Presentation
PSCC - Capability Statement PresentationPSCC - Capability Statement Presentation
PSCC - Capability Statement PresentationAnamaria Contreras
 
Church Building Grants To Assist With New Construction, Additions, And Restor...
Church Building Grants To Assist With New Construction, Additions, And Restor...Church Building Grants To Assist With New Construction, Additions, And Restor...
Church Building Grants To Assist With New Construction, Additions, And Restor...Americas Got Grants
 
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deckPitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deckHajeJanKamps
 
FULL ENJOY Call girls in Paharganj Delhi | 8377087607
FULL ENJOY Call girls in Paharganj Delhi | 8377087607FULL ENJOY Call girls in Paharganj Delhi | 8377087607
FULL ENJOY Call girls in Paharganj Delhi | 8377087607dollysharma2066
 
Chapter 9 PPT 4th edition.pdf internal audit
Chapter 9 PPT 4th edition.pdf internal auditChapter 9 PPT 4th edition.pdf internal audit
Chapter 9 PPT 4th edition.pdf internal auditNhtLNguyn9
 
8447779800, Low rate Call girls in Dwarka mor Delhi NCR
8447779800, Low rate Call girls in Dwarka mor Delhi NCR8447779800, Low rate Call girls in Dwarka mor Delhi NCR
8447779800, Low rate Call girls in Dwarka mor Delhi NCRashishs7044
 
Financial-Statement-Analysis-of-Coca-cola-Company.pptx
Financial-Statement-Analysis-of-Coca-cola-Company.pptxFinancial-Statement-Analysis-of-Coca-cola-Company.pptx
Financial-Statement-Analysis-of-Coca-cola-Company.pptxsaniyaimamuddin
 
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCRashishs7044
 

Recently uploaded (20)

8447779800, Low rate Call girls in Tughlakabad Delhi NCR
8447779800, Low rate Call girls in Tughlakabad Delhi NCR8447779800, Low rate Call girls in Tughlakabad Delhi NCR
8447779800, Low rate Call girls in Tughlakabad Delhi NCR
 
Ten Organizational Design Models to align structure and operations to busines...
Ten Organizational Design Models to align structure and operations to busines...Ten Organizational Design Models to align structure and operations to busines...
Ten Organizational Design Models to align structure and operations to busines...
 
No-1 Call Girls In Goa 93193 VIP 73153 Escort service In North Goa Panaji, Ca...
No-1 Call Girls In Goa 93193 VIP 73153 Escort service In North Goa Panaji, Ca...No-1 Call Girls In Goa 93193 VIP 73153 Escort service In North Goa Panaji, Ca...
No-1 Call Girls In Goa 93193 VIP 73153 Escort service In North Goa Panaji, Ca...
 
Appkodes Tinder Clone Script with Customisable Solutions.pptx
Appkodes Tinder Clone Script with Customisable Solutions.pptxAppkodes Tinder Clone Script with Customisable Solutions.pptx
Appkodes Tinder Clone Script with Customisable Solutions.pptx
 
Buy gmail accounts.pdf Buy Old Gmail Accounts
Buy gmail accounts.pdf Buy Old Gmail AccountsBuy gmail accounts.pdf Buy Old Gmail Accounts
Buy gmail accounts.pdf Buy Old Gmail Accounts
 
1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdf1911 Gold Corporate Presentation Apr 2024.pdf
1911 Gold Corporate Presentation Apr 2024.pdf
 
PB Project 1: Exploring Your Personal Brand
PB Project 1: Exploring Your Personal BrandPB Project 1: Exploring Your Personal Brand
PB Project 1: Exploring Your Personal Brand
 
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City GurgaonCall Us 📲8800102216📞 Call Girls In DLF City Gurgaon
Call Us 📲8800102216📞 Call Girls In DLF City Gurgaon
 
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
8447779800, Low rate Call girls in Uttam Nagar Delhi NCR
 
APRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdfAPRIL2024_UKRAINE_xml_0000000000000 .pdf
APRIL2024_UKRAINE_xml_0000000000000 .pdf
 
PSCC - Capability Statement Presentation
PSCC - Capability Statement PresentationPSCC - Capability Statement Presentation
PSCC - Capability Statement Presentation
 
Enjoy ➥8448380779▻ Call Girls In Sector 18 Noida Escorts Delhi NCR
Enjoy ➥8448380779▻ Call Girls In Sector 18 Noida Escorts Delhi NCREnjoy ➥8448380779▻ Call Girls In Sector 18 Noida Escorts Delhi NCR
Enjoy ➥8448380779▻ Call Girls In Sector 18 Noida Escorts Delhi NCR
 
Church Building Grants To Assist With New Construction, Additions, And Restor...
Church Building Grants To Assist With New Construction, Additions, And Restor...Church Building Grants To Assist With New Construction, Additions, And Restor...
Church Building Grants To Assist With New Construction, Additions, And Restor...
 
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deckPitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
Pitch Deck Teardown: Geodesic.Life's $500k Pre-seed deck
 
FULL ENJOY Call girls in Paharganj Delhi | 8377087607
FULL ENJOY Call girls in Paharganj Delhi | 8377087607FULL ENJOY Call girls in Paharganj Delhi | 8377087607
FULL ENJOY Call girls in Paharganj Delhi | 8377087607
 
Chapter 9 PPT 4th edition.pdf internal audit
Chapter 9 PPT 4th edition.pdf internal auditChapter 9 PPT 4th edition.pdf internal audit
Chapter 9 PPT 4th edition.pdf internal audit
 
8447779800, Low rate Call girls in Dwarka mor Delhi NCR
8447779800, Low rate Call girls in Dwarka mor Delhi NCR8447779800, Low rate Call girls in Dwarka mor Delhi NCR
8447779800, Low rate Call girls in Dwarka mor Delhi NCR
 
Financial-Statement-Analysis-of-Coca-cola-Company.pptx
Financial-Statement-Analysis-of-Coca-cola-Company.pptxFinancial-Statement-Analysis-of-Coca-cola-Company.pptx
Financial-Statement-Analysis-of-Coca-cola-Company.pptx
 
Corporate Profile 47Billion Information Technology
Corporate Profile 47Billion Information TechnologyCorporate Profile 47Billion Information Technology
Corporate Profile 47Billion Information Technology
 
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR
8447779800, Low rate Call girls in New Ashok Nagar Delhi NCR
 

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
  • 14.
  • 15.
  • 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/
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.  
  • 25.
  • 26.
  • 27.
  • 28.
  • 29.