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 -

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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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  • 1. 6th March 2013are brands social web? john v willshire @willsh
  • 2. thoughts on marketing, the social web and collaboration, prepared for...
  • 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...
  • 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)
  • 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
  • 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)
  • 22. maybe this is thestart of this talk,back in 2008... my IPA Excellence diploma thesis
  • 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
  • 25. that soundsreally annoying
  • 26. yep, really annoying.
  • 27. “Our challenge is that people really don’t care” martin Weigel, W+K
  • 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
  • 32. see, It all gets a bit... complicated
  • 33. We need to talk about talking
  • 34. I’ve beenreading alot ofRichardSennettlately
  • 35. working well cooperationThe Craftsman together with “cities”2008 2012 to follow... three books about the skills people need to sustain everyday life
  • 36. the latest book, ‘together’ is aboutcooperation “an exchange in which the participants benefit from the encounter”
  • 37. it contains avery usefulway to thinkaboutconversation
  • 38. “when we speak aboutcommunication skills, wefocus on how to make a clearpresentation, to presentwhat we think or feel...” Richard sennett, Together
  • 39. ahem
  • 40. conversation isabout listeningmarketing folks get that now ( well, for the most part )
  • 41. but more importantthan just listening islistening well
  • 42. “ listening carefully produces conversations of two sorts... the dialectic and the dialogic ” Richard sennett, Together
  • 43. what the f***does that mean?
  • 44. dialecticfrom work of german philosopher GWF Hegelthe interactionand resolutionbetweenmultiple ideas
  • 45. dialectic“the verbal play of oppositesshould gradually build up toa synthesis; the aim is to comeeventually to a commonunderstanding” Richard sennett, Together
  • 46. C g b AD fAD Cb AD Gf AD bA CD Fe GeA b C D E F G Hdialectic wants consensus
  • 47. C g b AD fAD matterhow good that consensus is
  • 48. it’s telling thatvery fewcrowdsourced“winners” arearound for long
  • 49. dialogicfrom work of russian philosopher Mikhail Baktin“A discussion thatdoes not resolveitself by findingcommon ground...” Richard sennett, Together
  • 50. “through the process of exchange people may become more aware of their own views and expand their understanding of one another” Richard sennett, Together
  • 51. AC E in dialogicG b H conversation, ideologies coexist F D
  • 52. AC E theyG b H constantly interact and inform F D each other
  • 53. AC E each ideologyG b H can hold more salience in certain F D circumstances
  • 54. AC E changes can beG b H made if a strategy does not have the F D desired effect
  • 55. remindyou ofanything?
  • 56. this might not just apply to“conversation”
  • 57. what if thereare dialectic and dialogicstructures &cultures too?
  • 58. are traditionalmarketingstructureslikely to bemore dialectic?
  • 59. are social web platforms andcompanies more dialogic in nature?
  • 60. it would help explain theculture clash
  • 61. “if we’re used toseeing the worldthrough acentralized lens,dencentralizedorganizations don’tmake much sense”
  • 62. brands aren’tfracking thesocial web
  • 63. but there’s a definitecultural divide at play
  • 64. competition cooperationsimplicity complexityCompression fragmentationcertainty experimentation
  • 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. " 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
  • 77.
  • 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
  • 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
  • 86.
  • 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
  • 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”
  • 92. i fear the day when you look onifttt and there’s only one channel
  • 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
  • 95. how?
  • 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
  • 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
  • 104. “ too much innovation is focussed on cost reduction rather than esteem enhancement ” Peter Field
  • 105. “A brand is simply acollection of perceptions in the mind of the consumer” Paul Feldwick, 1991
  • 106. ( “ I don’t think this definition is entirely adequate.” ) faris yakob, 2010
  • 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
  • 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
  • 112. this is thehollowfactory
  • 113. makeproductefficientlymake brandvaguelyinteresting& buy loadsof media
  • 114. competitionsimplicityCompressioncertainty
  • 115. Frack That
  • 116. “The Future of advertising 2020” by Mark Earls & John V Willshire
  • 117. “ I’m really interested in the making of ‘it’ -where the making is part of the story of ” the ‘it’... thomas heatherwick
  • 118. some quickeconomics
  • 119. the labourtheory of value
  • 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
  • 130. maybe Marxwas halfright...
  • 131. it’s not about themeansof production
  • 132. it’s about themeaningin production
  • 133.
  • 134. and the stories of thethings you’ve fracked
  • 135. Labour theoryof brand value:make everything withthe infinite canvas ofthe internet in mind
  • 136. you can’t build a brandpyramid for that approach
  • 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... 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)
  • 148. Mark Earls
  • 149. thank youartefact Cards john v willshire @willsh john@smithery.co