Are Brands Fracking The Social Web?
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Are Brands Fracking The Social Web?

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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

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  • Nice Deck Mr John V. Strangely enough it takes me (back) to the best CSR campaigns (not that they're really called CSR campaigns these days) but where there's a clear win-win. A transparency within the the transaction, typified at the moment by the M&S/Oxfam Shwapping thing. It's not crowdourced. They both have clear objectives. And they both deliver them. And as they deliver them they clearly re-inforce their own brands. And eachothers...Anyway, top stuff...
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Are Brands Fracking The Social Web? Are Brands Fracking The Social Web? Presentation Transcript

  • 6th March 2013are brands http://rivetin.gs/gaslandfrackingthe social web? john v willshire http://smithery.co @willsh
  • thoughts on marketing, the social web and collaboration, prepared for...https://plus.google.com/+WeareSquared
  • this isnot astandard“what’sthe socialweb” talk
  • hopefully it’ll give you interesting ideas to talk to each other about
  • I’ve also left lots of rabbit holes... http://rivetin.gs/sennett
  • here’s a great thing from Monday...
  • greenpeace home page - 4th March 2013
  • nobody wentto knutsford see it, of course
  • but thesocial webmeansthey didn’thave to
  • those who goit’s one ofthe classic thosesocial web whostrategies know
  • it made me think aboutfracking and not just in the way it was supposed to
  • “Fracking is anaggressive, invasivetechnique for extractingvaluable raw materialsout of hard to reachplaces” phil adams, Blonde digital (and Chemical Engineer grad) http://rivetin.gs/storyfracking
  • attentionis themostvaluablerawmaterialthere is
  • are brandsfracking thesocial web?
  • some context...
  • I’ve been inadvertently writing this talk for the last five years...
  • today, i runSmithery http://rivetin.gs/smithery
  • the processand productof a generaliststudiofor marketing& productinnovation
  • the smitheryprinciple
  • before this, I worked at PHD Media for seven years as“the excitable scottish innovation one”
  • 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
  • maybe this is thestart of this talk,back in 2008... my IPA Excellence diploma thesis http://rivetin.gs/communis
  • if nothing else, it’s anobject lesson in how quicklysocial web examples date...
  • “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
  • that soundsreally annoying
  • yep, really annoying.
  • “Our challenge is that people really don’t care” martin Weigel, W+Khttp://rivetin.gs/realpeople http://rivetin.gs/hownowtofail
  • so... maybe brands andthe social web don’t mix?
  • what do you mean by... brands?
  • how canbrandsbe social?
  • “ 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
  • see, It all gets a bit... complicated
  • We need to talk about talking
  • I’ve beenreading alot ofRichardSennettlately http://rivetin.gs/sennett
  • working well cooperationThe Craftsman together with “cities”2008 2012 to follow... three books about the skills people need to sustain everyday lifehttp://rivetin.gs/craftsman
  • the latest book, ‘together’ is aboutcooperation “an exchange in which the participants benefit from the encounter” http://rivetin.gs/together
  • it contains avery usefulway to thinkaboutconversation
  • “when we speak aboutcommunication skills, wefocus on how to make a clearpresentation, to presentwhat we think or feel...” Richard sennett, Together
  • ahem
  • conversation isabout listeningmarketing folks get that now ( well, for the most part )
  • but more importantthan just listening islistening well
  • “ listening carefully produces conversations of two sorts... the dialectic and the dialogic ” Richard sennett, Together
  • what the f***does that mean?
  • dialecticfrom work of german philosopher GWF Hegelthe interactionand resolutionbetweenmultiple ideas http://rivetin.gs/hegel
  • dialectic“the verbal play of oppositesshould gradually build up toa synthesis; the aim is to comeeventually to a commonunderstanding” Richard sennett, Together
  • C g b AD fAD Cb AD Gf AD bA CD Fe GeA b C D E F G Hdialectic wants consensus
  • C g b AD fAD ...no matterhow good that consensus is http://rivetin.gs/camel
  • it’s telling thatvery fewcrowdsourced“winners” arearound for long
  • dialogicfrom work of russian philosopher Mikhail Baktin“A discussion thatdoes not resolveitself by findingcommon ground...” Richard sennett, Together http://rivetin.gs/bakhtin
  • “through the process of exchange people may become more aware of their own views and expand their understanding of one another” Richard sennett, Togetherhttp://rivetin.gs/enlightenment
  • AC E in dialogicG b H conversation, ideologies coexist F D
  • AC E theyG b H constantly interact and inform F D each other
  • AC E each ideologyG b H can hold more salience in certain F D circumstances
  • AC E changes can beG b H made if a strategy does not have the F D desired effect
  • remindyou ofanything?
  • this might not just apply to“conversation”
  • what if thereare dialectic and dialogicstructures &cultures too?
  • are traditionalmarketingstructureslikely to bemore dialectic?
  • are social web platforms andcompanies more dialogic in nature?
  • it would help explain theculture clash
  • “if we’re used toseeing the worldthrough acentralized lens,dencentralizedorganizations don’tmake much sense” http://rivetin.gs/starfish
  • brands aren’tfracking thesocial web
  • but there’s a definitecultural divide at play
  • competition cooperationsimplicity complexityCompression fragmentationcertainty experimentation
  • not either / or a line along which many truths lie
  • big telly clients are dying!
  • c l o s ed
  • though to be fair, it’s hard to sell shoes, furniture, books,clothes, entertainment, cameras, tellys and stationery on the high street nowadays
  • isn’t it?
  • big brand telly stuff works!
  • "...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
  • social media changes brands forever!
  • social mediaburns my eyes
  • Kingsmill ‘Sandwich confessions’
  • wow...that makes“scrunch or fold”look classy...
  • big telly clients social media changes are dying! brands forever! big brand telly social media stuff works! burns my eyes
  • http://rivetin.gs/nilofer
  • keep accepting more thanone idea is true
  • what happenswhen culturesmerge?
  • social web companiesare heading over here
  • where the money is
  • they want to create safe, attractive places for brands to place ads http://rivetin.gs/youradhere
  • it’s not necessarily a good thing
  • it can destroy whythe thing was good in the first place
  • “The best minds of my generationare thinking about how to makepeople click ads” ” Jeff Hammerbacher
  • http://finalbullet.com/
  • It can undermine thespirit of the social web
  • “Theres a littlememe Ive beenhearing recently.Columnistsrepeating it,"Dont read thebottom half ofthe internet"...” rob manual http://rivetin.gs/bottomhalf
  • it can mean closingdown the social web
  • wheneyeballsbecomedollar signs,things getugly
  • “weve abandoned core values that used to be fundamental to the web world” Anil Dash, “The web we lost” http://rivetin.gs/thewebwelost
  • i fear the day when you look onifttt and there’s only one channel http://ifttt.com
  • marketing must head this wayhead this way a lot more
  • if we’d still like adecent social web in ten years that is
  • how?
  • let’s start from the dialectic position
  • The factory makes an end product...
  • “we have reached the best answer”
  • We have made a thing,and it is finished
  • and it wasfinishedefficiently
  • “ really just code for ‘democratising style’ is squeezing all the costs and selling it cheap ” Peter Field http://rivetin.gs/peterfield
  • innovation as incrementalimprovement
  • 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
  • “ too much innovation is focussed on cost reduction rather than esteem enhancement ” Peter Field http://rivetin.gs/peterfield
  • “A brand is simply acollection of perceptions in the mind of the consumer” Paul Feldwick, 1991 http://rivetin.gs/feldwick
  • ( “ I don’t think this definition is entirely adequate.” ) faris yakob, 2010 http://rivetin.gs/farisbrand
  • hey, let’s find out whatthese perceptions are and put them in an onion...
  • “ 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
  • if your brand is a bit shit, coat it with other stuff tooOh look, it’s a bruce Lee Nokia N96
  • then shout at people
  • “a mechanicalmetaphor,the infamoustransmission model ” Prof. Mark Hobart http://rivetin.gs/transmission
  • this is thehollowfactory
  • makeproductefficientlymake brandvaguelyinteresting& buy loadsof media
  • competitionsimplicityCompressioncertainty
  • Frack That
  • “The Future of advertising 2020” by Mark Earls & John V Willshirehttp://rivetin.gs/future2020
  • “ 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
  • some quickeconomics
  • the labourtheory of value http://rivetin.gs/labourtheory
  • developed ...andby adam later bysmith... karl marx
  • modern economics: the value of a thing isdetermined by what one is willing to give up to obtain the thing
  • The labour theory of valuethe value of somethingis determined by thelabour that wentinto its production
  • perhaps there’s alabour theory of brand value* *it might need a better name, mind
  • Field Notes
  • £0.99 £3.33per pad per pad
  • “marketing isworld building.With unlimitedbandwidth wecan now showyou the world.” @TobyBarnes
  • We’d ratherbuy this world...
  • ...thanthis world
  • 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
  • maybe Marxwas halfright...
  • it’s not about themeansof production http://rivetin.gs/sneveoslo
  • it’s about themeaningin production
  • http://rivetin.gs/future2020
  • and the stories of thethings you’ve fracked
  • Labour theoryof brand value:make everything withthe infinite canvas ofthe internet in mind http://rivetin.gs/legoinside
  • you can’t build a brandpyramid for that approach http://rivetin.gs/pyramid
  • that brand shape would belike a bittorrent filecomplex, distributed,moving, uncontrollable...
  • perhaps itwould beimpossibleto conceive
  • no, don’t jump...
  • think like this... cooperation complexity fragmentation experimentation
  • if you createtogetherdialogically... cooperation...you can make complexitydialogical things fragmentation experimentation
  • so when you worktogether over the next few weeks
  • AC E rememberG b H that your ideologies coexist F D
  • AC E you willG b H constantly interact and inform F D each other
  • AC E each ideologyG b H will hold more salience in certain F D circumstances
  • AC E if a strategy H does not haveG b the desired effect, F D change tack
  • “ 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
  • Mark Earlshttp://rivetin.gs/future2020
  • thank youartefact Cards john v willshire http://smithery.co @willsh john@smithery.cohttp://shop.smithery.co