A talk I gave on to the brilliant young people currently on the Squared course, about the social web, marketing, and collaborative ways of working around this. Learn more about Squared here -
A talk I gave on to the brilliant young people currently on the Squared course, about the social web, marketing, and collaborative ways of working around this. Learn more about Squared here - https://plus.google.com/+WeareSquared/posts
1. 6th March 2013are brands http://rivetin.gs/gaslandfrackingthe social web? john v willshire http://smithery.co @willsh
2. thoughts on marketing, the social web and collaboration, prepared for...https://plus.google.com/+WeareSquared
3. this isnot astandard“what’sthe socialweb” talk
4. hopefully it’ll give you interesting ideas to talk to each other about
5. I’ve also left lots of rabbit holes... http://rivetin.gs/sennett
6. here’s a great thing from Monday...
7. greenpeace home page - 4th March 2013
8. nobody wentto knutsford see it, of course
9. but thesocial webmeansthey didn’thave to
10. those who goit’s one ofthe classic thosesocial web whostrategies know
11. it made me think aboutfracking and not just in the way it was supposed to
12. “Fracking is anaggressive, invasivetechnique for extractingvaluable raw materialsout of hard to reachplaces” phil adams, Blonde digital (and Chemical Engineer grad) http://rivetin.gs/storyfracking
13. attentionis themostvaluablerawmaterialthere is
14. are brandsfracking thesocial web?
15. some context...
16. I’ve been inadvertently writing this talk for the last five years...
17. today, i runSmithery http://rivetin.gs/smithery
18. the processand productof a generaliststudiofor marketing& productinnovation
19. the smitheryprinciple
20. before this, I worked at PHD Media for seven years as“the excitable scottish innovation one”
21. i wrote this in 2009... ...which just became a stick that social and advertising zealots used to beat each other with... (sorry) http://rivetin.gs/bonfires
22. maybe this is thestart of this talk,back in 2008... my IPA Excellence diploma thesis http://rivetin.gs/communis
23. if nothing else, it’s anobject lesson in how quicklysocial web examples date...
24. “I believe that the future of brand communications lies in finding a way to become part of communities, and communicatewith them in a way that is shared, participatory and reciprocal” me, five years ago http://rivetin.gs/communis
25. that soundsreally annoying
26. yep, really annoying.
27. “Our challenge is that people really don’t care” martin Weigel, W+Khttp://rivetin.gs/realpeople http://rivetin.gs/hownowtofail
28. so... maybe brands andthe social web don’t mix?
29. what do you mean by... brands?
30. how canbrandsbe social?
31. “ we use the word ‘brand’... We’re careless in the way ...when we mean company, product, service, idea, strategic advertising.... ” Mark earls http://rivetin.gs/bnard
65. not either / or a line along which many truths lie
66. big telly clients are dying!
67. c l o s ed
68. though to be fair, it’s hard to sell shoes, furniture, books,clothes, entertainment, cameras, tellys and stationery on the high street nowadays
69. isn’t it?
70. big brand telly stuff works!
71. "...to have achieved theseresults is testimony to thestrength of the John Lewisbrand and the commitmentof all our partners to giveoutstanding service." Andy Street, Jan 2013
72. social media changes brands forever!
73. social mediaburns my eyes
74. Kingsmill ‘Sandwich confessions’
75. wow...that makes“scrunch or fold”look classy...
76. big telly clients social media changes are dying! brands forever! big brand telly social media stuff works! burns my eyes
78. keep accepting more thanone idea is true
79. what happenswhen culturesmerge?
80. social web companiesare heading over here
81. where the money is
82. they want to create safe, attractive places for brands to place ads http://rivetin.gs/youradhere
83. it’s not necessarily a good thing
84. it can destroy whythe thing was good in the first place
85. “The best minds of my generationare thinking about how to makepeople click ads” ” Jeff Hammerbacher
87. It can undermine thespirit of the social web
88. “Theres a littlememe Ive beenhearing recently.Columnistsrepeating it,"Dont read thebottom half ofthe internet"...” rob manual http://rivetin.gs/bottomhalf
89. it can mean closingdown the social web
90. wheneyeballsbecomedollar signs,things getugly
91. “weve abandoned core values that used to be fundamental to the web world” Anil Dash, “The web we lost” http://rivetin.gs/thewebwelost
92. i fear the day when you look onifttt and there’s only one channel http://ifttt.com
93. marketing must head this wayhead this way a lot more
94. if we’d still like adecent social web in ten years that is
96. let’s start from the dialectic position
97. The factory makes an end product...
98. “we have reached the best answer”
99. We have made a thing,and it is finished
100. and it wasfinishedefficiently
101. “ really just code for ‘democratising style’ is squeezing all the costs and selling it cheap ” Peter Field http://rivetin.gs/peterfield
102. innovation as incrementalimprovement
103. Six Sigma seeks to improvethe quality of processoutputs by identifying andremoving the causes ofdefects and minimizingvariability in manufacturingand business processes. Wikipedia http://rivetin.gs/sixsigma
104. “ too much innovation is focussed on cost reduction rather than esteem enhancement ” Peter Field http://rivetin.gs/peterfield
105. “A brand is simply acollection of perceptions in the mind of the consumer” Paul Feldwick, 1991 http://rivetin.gs/feldwick
106. ( “ I don’t think this deﬁnition is entirely adequate.” ) faris yakob, 2010 http://rivetin.gs/farisbrand
107. hey, let’s find out whatthese perceptions are and put them in an onion...
108. “ with its lists and diagrams the brand-as-shape fails to help anyone easily, intuitively and memorably grasp what your brand is all about ” martin weigel http://rivetin.gs/onions
109. if your brand is a bit shit, coat it with other stuff tooOh look, it’s a bruce Lee Nokia N96
110. then shout at people
111. “a mechanicalmetaphor,the infamoustransmission model ” Prof. Mark Hobart http://rivetin.gs/transmission
112. this is thehollowfactory
113. makeproductefficientlymake brandvaguelyinteresting& buy loadsof media
115. Frack That
116. “The Future of advertising 2020” by Mark Earls & John V Willshirehttp://rivetin.gs/future2020
117. “ I’m really interested in the making of ‘it’ -where the making is part of the story of ” the ‘it’... thomas heatherwick http://rivetin.gs/heatherwick
118. some quickeconomics
119. the labourtheory of value http://rivetin.gs/labourtheory
120. developed ...andby adam later bysmith... karl marx
121. modern economics: the value of a thing isdetermined by what one is willing to give up to obtain the thing
122. The labour theory of valuethe value of somethingis determined by thelabour that wentinto its production
123. perhaps there’s alabour theory of brand value* *it might need a better name, mind
124. Field Notes
125. £0.99 £3.33per pad per pad
126. “marketing isworld building.With unlimitedbandwidth wecan now showyou the world.” @TobyBarnes
127. We’d ratherbuy this world...
128. ...thanthis world
129. What if we stitched smaller ideas together tocreate a longer idea? What if we stitchedsmaller ideas together to create a longeridea? What if we stitched smaller ideastogether to create a longer idea? What if westitched smaller ideas together to create alonger idea? What if we stitched smallerideas together to create a longer idea?Gareth Kay What if we stitched smaller ideastogether to create a longer idea? What if westitched smaller ideas together to create a http://rivetin.gs/thinksmall
130. maybe Marxwas halfright...
131. it’s not about themeansof production http://rivetin.gs/sneveoslo
132. it’s about themeaningin production
134. and the stories of thethings you’ve fracked
135. Labour theoryof brand value:make everything withthe infinite canvas ofthe internet in mind http://rivetin.gs/legoinside
136. you can’t build a brandpyramid for that approach http://rivetin.gs/pyramid
137. that brand shape would belike a bittorrent filecomplex, distributed,moving, uncontrollable...
138. perhaps itwould beimpossibleto conceive
139. no, don’t jump...
140. think like this... cooperation complexity fragmentation experimentation
141. if you createtogetherdialogically... cooperation...you can make complexitydialogical things fragmentation experimentation
142. so when you worktogether over the next few weeks
143. AC E rememberG b H that your ideologies coexist F D
144. AC E you willG b H constantly interact and inform F D each other
145. AC E each ideologyG b H will hold more salience in certain F D circumstances
146. AC E if a strategy H does not haveG b the desired effect, F D change tack
147. “ I firmly believe in the demise of the traditional campaign, and the need for constantly innovating stories around a core brand meaning ” Field Peter (who has studied more campaigns than all of us together will ever make) http://rivetin.gs/peterfield
148. Mark Earlshttp://rivetin.gs/future2020
149. thank youartefact Cards john v willshire http://smithery.co @willsh firstname.lastname@example.org://shop.smithery.co