6th March 2013are brands                         http://rivetin.gs/gaslandfrackingthe social web?                        j...
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, B...
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                    ...
maybe this is thestart of this talk,back in 2008...                      my IPA Excellence diploma thesis                 ...
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 communicatewi...
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/hownow...
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 ...
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         ...
the latest book, ‘together’ is aboutcooperation            “an exchange in            which the            participants   ...
it contains avery usefulway to thinkaboutconversation
“when we speak aboutcommunication skills, wefocus on how to make a clearpresentation, to presentwhat we think or feel...” ...
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                 ...
what the f***does that mean?
dialecticfrom work of german philosopher GWF Hegelthe interactionand resolutionbetweenmultiple ideas                      ...
dialectic“the verbal play of oppositesshould gradually build up toa synthesis; the aim is to comeeventually to a commonund...
C   g b AD fAD             Cb   AD                               Gf                                                    AD ...
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......
“through the                                  process of                                  exchange people                 ...
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://...
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...
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...
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! ...
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”                                    ”      ...
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"...”        ...
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 we...
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...
innovation as incrementalimprovement
Six Sigma seeks to improvethe quality of processoutputs by identifying andremoving the causes ofdefects and minimizingvari...
“   too much    innovation is    focussed on cost    reduction rather    than esteem    enhancement     ”            Peter...
“A brand is simply acollection of perceptions        in the mind of the               consumer”             Paul Feldwick,...
(   “ I don’t think this definition         is entirely adequate.”                                         )               ...
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  yo...
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                         ...
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’....
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 l...
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              ...
if you createtogetherdialogically...                        cooperation...you can make          complexitydialogical thing...
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 ar...
Mark Earlshttp://rivetin.gs/future2020
thank youartefact Cards                john v willshire                            http://smithery.co                     ...
Are Brands Fracking The Social Web?
Are Brands Fracking The Social Web?
Are Brands Fracking The Social Web?
Are Brands Fracking The Social Web?
Are Brands Fracking The Social Web?
Are Brands Fracking The Social Web?
Are Brands Fracking The Social Web?
Are Brands Fracking The Social Web?
Are Brands Fracking The Social Web?
Are Brands Fracking The Social Web?
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 - 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?

  1. 1. 6th March 2013are brands http://rivetin.gs/gaslandfrackingthe social web? john v willshire http://smithery.co @willsh
  2. 2. thoughts on marketing, the social web and collaboration, prepared for...https://plus.google.com/+WeareSquared
  3. 3. this isnot astandard“what’sthe socialweb” talk
  4. 4. hopefully it’ll give you interesting ideas to talk to each other about
  5. 5. I’ve also left lots of rabbit holes... http://rivetin.gs/sennett
  6. 6. here’s a great thing from Monday...
  7. 7. greenpeace home page - 4th March 2013
  8. 8. nobody wentto knutsford see it, of course
  9. 9. but thesocial webmeansthey didn’thave to
  10. 10. those who goit’s one ofthe classic thosesocial web whostrategies know
  11. 11. it made me think aboutfracking and not just in the way it was supposed to
  12. 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. 13. attentionis themostvaluablerawmaterialthere is
  14. 14. are brandsfracking thesocial web?
  15. 15. some context...
  16. 16. I’ve been inadvertently writing this talk for the last five years...
  17. 17. today, i runSmithery http://rivetin.gs/smithery
  18. 18. the processand productof a generaliststudiofor marketing& productinnovation
  19. 19. the smitheryprinciple
  20. 20. before this, I worked at PHD Media for seven years as“the excitable scottish innovation one”
  21. 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. 22. maybe this is thestart of this talk,back in 2008... my IPA Excellence diploma thesis http://rivetin.gs/communis
  23. 23. if nothing else, it’s anobject lesson in how quicklysocial web examples date...
  24. 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. 25. that soundsreally annoying
  26. 26. yep, really annoying.
  27. 27. “Our challenge is that people really don’t care” martin Weigel, W+Khttp://rivetin.gs/realpeople http://rivetin.gs/hownowtofail
  28. 28. so... maybe brands andthe social web don’t mix?
  29. 29. what do you mean by... brands?
  30. 30. how canbrandsbe social?
  31. 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
  32. 32. see, It all gets a bit... complicated
  33. 33. We need to talk about talking
  34. 34. I’ve beenreading alot ofRichardSennettlately http://rivetin.gs/sennett
  35. 35. 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
  36. 36. the latest book, ‘together’ is aboutcooperation “an exchange in which the participants benefit from the encounter” http://rivetin.gs/together
  37. 37. it contains avery usefulway to thinkaboutconversation
  38. 38. “when we speak aboutcommunication skills, wefocus on how to make a clearpresentation, to presentwhat we think or feel...” Richard sennett, Together
  39. 39. ahem
  40. 40. conversation isabout listeningmarketing folks get that now ( well, for the most part )
  41. 41. but more importantthan just listening islistening well
  42. 42. “ listening carefully produces conversations of two sorts... the dialectic and the dialogic ” Richard sennett, Together
  43. 43. what the f***does that mean?
  44. 44. dialecticfrom work of german philosopher GWF Hegelthe interactionand resolutionbetweenmultiple ideas http://rivetin.gs/hegel
  45. 45. dialectic“the verbal play of oppositesshould gradually build up toa synthesis; the aim is to comeeventually to a commonunderstanding” Richard sennett, Together
  46. 46. C g b AD fAD Cb AD Gf AD bA CD Fe GeA b C D E F G Hdialectic wants consensus
  47. 47. C g b AD fAD ...no matterhow good that consensus is http://rivetin.gs/camel
  48. 48. it’s telling thatvery fewcrowdsourced“winners” arearound for long
  49. 49. dialogicfrom work of russian philosopher Mikhail Baktin“A discussion thatdoes not resolveitself by findingcommon ground...” Richard sennett, Together http://rivetin.gs/bakhtin
  50. 50. “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
  51. 51. AC E in dialogicG b H conversation, ideologies coexist F D
  52. 52. AC E theyG b H constantly interact and inform F D each other
  53. 53. AC E each ideologyG b H can hold more salience in certain F D circumstances
  54. 54. AC E changes can beG b H made if a strategy does not have the F D desired effect
  55. 55. remindyou ofanything?
  56. 56. this might not just apply to“conversation”
  57. 57. what if thereare dialectic and dialogicstructures &cultures too?
  58. 58. are traditionalmarketingstructureslikely to bemore dialectic?
  59. 59. are social web platforms andcompanies more dialogic in nature?
  60. 60. it would help explain theculture clash
  61. 61. “if we’re used toseeing the worldthrough acentralized lens,dencentralizedorganizations don’tmake much sense” http://rivetin.gs/starfish
  62. 62. brands aren’tfracking thesocial web
  63. 63. but there’s a definitecultural divide at play
  64. 64. competition cooperationsimplicity complexityCompression fragmentationcertainty experimentation
  65. 65. not either / or a line along which many truths lie
  66. 66. big telly clients are dying!
  67. 67. c l o s ed
  68. 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. 69. isn’t it?
  70. 70. big brand telly stuff works!
  71. 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. 72. social media changes brands forever!
  73. 73. social mediaburns my eyes
  74. 74. Kingsmill ‘Sandwich confessions’
  75. 75. wow...that makes“scrunch or fold”look classy...
  76. 76. big telly clients social media changes are dying! brands forever! big brand telly social media stuff works! burns my eyes
  77. 77. http://rivetin.gs/nilofer
  78. 78. keep accepting more thanone idea is true
  79. 79. what happenswhen culturesmerge?
  80. 80. social web companiesare heading over here
  81. 81. where the money is
  82. 82. they want to create safe, attractive places for brands to place ads http://rivetin.gs/youradhere
  83. 83. it’s not necessarily a good thing
  84. 84. it can destroy whythe thing was good in the first place
  85. 85. “The best minds of my generationare thinking about how to makepeople click ads” ” Jeff Hammerbacher
  86. 86. http://finalbullet.com/
  87. 87. It can undermine thespirit of the social web
  88. 88. “Theres a littlememe Ive beenhearing recently.Columnistsrepeating it,"Dont read thebottom half ofthe internet"...” rob manual http://rivetin.gs/bottomhalf
  89. 89. it can mean closingdown the social web
  90. 90. wheneyeballsbecomedollar signs,things getugly
  91. 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. 92. i fear the day when you look onifttt and there’s only one channel http://ifttt.com
  93. 93. marketing must head this wayhead this way a lot more
  94. 94. if we’d still like adecent social web in ten years that is
  95. 95. how?
  96. 96. let’s start from the dialectic position
  97. 97. The factory makes an end product...
  98. 98. “we have reached the best answer”
  99. 99. We have made a thing,and it is finished
  100. 100. and it wasfinishedefficiently
  101. 101. “ really just code for ‘democratising style’ is squeezing all the costs and selling it cheap ” Peter Field http://rivetin.gs/peterfield
  102. 102. innovation as incrementalimprovement
  103. 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. 104. “ too much innovation is focussed on cost reduction rather than esteem enhancement ” Peter Field http://rivetin.gs/peterfield
  105. 105. “A brand is simply acollection of perceptions in the mind of the consumer” Paul Feldwick, 1991 http://rivetin.gs/feldwick
  106. 106. ( “ I don’t think this definition is entirely adequate.” ) faris yakob, 2010 http://rivetin.gs/farisbrand
  107. 107. hey, let’s find out whatthese perceptions are and put them in an onion...
  108. 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. 109. if your brand is a bit shit, coat it with other stuff tooOh look, it’s a bruce Lee Nokia N96
  110. 110. then shout at people
  111. 111. “a mechanicalmetaphor,the infamoustransmission model ” Prof. Mark Hobart http://rivetin.gs/transmission
  112. 112. this is thehollowfactory
  113. 113. makeproductefficientlymake brandvaguelyinteresting& buy loadsof media
  114. 114. competitionsimplicityCompressioncertainty
  115. 115. Frack That
  116. 116. “The Future of advertising 2020” by Mark Earls & John V Willshirehttp://rivetin.gs/future2020
  117. 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. 118. some quickeconomics
  119. 119. the labourtheory of value http://rivetin.gs/labourtheory
  120. 120. developed ...andby adam later bysmith... karl marx
  121. 121. modern economics: the value of a thing isdetermined by what one is willing to give up to obtain the thing
  122. 122. The labour theory of valuethe value of somethingis determined by thelabour that wentinto its production
  123. 123. perhaps there’s alabour theory of brand value* *it might need a better name, mind
  124. 124. Field Notes
  125. 125. £0.99 £3.33per pad per pad
  126. 126. “marketing isworld building.With unlimitedbandwidth wecan now showyou the world.” @TobyBarnes
  127. 127. We’d ratherbuy this world...
  128. 128. ...thanthis world
  129. 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. 130. maybe Marxwas halfright...
  131. 131. it’s not about themeansof production http://rivetin.gs/sneveoslo
  132. 132. it’s about themeaningin production
  133. 133. http://rivetin.gs/future2020
  134. 134. and the stories of thethings you’ve fracked
  135. 135. Labour theoryof brand value:make everything withthe infinite canvas ofthe internet in mind http://rivetin.gs/legoinside
  136. 136. you can’t build a brandpyramid for that approach http://rivetin.gs/pyramid
  137. 137. that brand shape would belike a bittorrent filecomplex, distributed,moving, uncontrollable...
  138. 138. perhaps itwould beimpossibleto conceive
  139. 139. no, don’t jump...
  140. 140. think like this... cooperation complexity fragmentation experimentation
  141. 141. if you createtogetherdialogically... cooperation...you can make complexitydialogical things fragmentation experimentation
  142. 142. so when you worktogether over the next few weeks
  143. 143. AC E rememberG b H that your ideologies coexist F D
  144. 144. AC E you willG b H constantly interact and inform F D each other
  145. 145. AC E each ideologyG b H will hold more salience in certain F D circumstances
  146. 146. AC E if a strategy H does not haveG b the desired effect, F D change tack
  147. 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. 148. Mark Earlshttp://rivetin.gs/future2020
  149. 149. thank youartefact Cards john v willshire http://smithery.co @willsh john@smithery.cohttp://shop.smithery.co
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