Are Brands Fracking The Social Web?


Published on

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 -

Published in: Business
1 Comment
  • 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...
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Are Brands Fracking The Social Web?

  1. 1. 6th March 2013are brands social web? john v willshire @willsh
  2. 2. thoughts on marketing, the social web and collaboration, prepared for...
  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...
  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)
  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
  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)
  22. 22. maybe this is thestart of this talk,back in 2008... my IPA Excellence diploma thesis
  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
  25. 25. that soundsreally annoying
  26. 26. yep, really annoying.
  27. 27. “Our challenge is that people really don’t care” martin Weigel, W+K
  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
  32. 32. see, It all gets a bit... complicated
  33. 33. We need to talk about talking
  34. 34. I’ve beenreading alot ofRichardSennettlately
  35. 35. working well cooperationThe Craftsman together with “cities”2008 2012 to follow... three books about the skills people need to sustain everyday life
  36. 36. the latest book, ‘together’ is aboutcooperation “an exchange in which the participants benefit from the encounter”
  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
  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 matterhow good that consensus is
  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
  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, Together
  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”
  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. " 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.
  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
  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.
  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
  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”
  92. 92. i fear the day when you look onifttt and there’s only one channel
  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
  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
  104. 104. “ too much innovation is focussed on cost reduction rather than esteem enhancement ” Peter Field
  105. 105. “A brand is simply acollection of perceptions in the mind of the consumer” Paul Feldwick, 1991
  106. 106. ( “ I don’t think this definition is entirely adequate.” ) faris yakob, 2010
  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
  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
  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 Willshire
  117. 117. “ I’m really interested in the making of ‘it’ -where the making is part of the story of ” the ‘it’... thomas heatherwick
  118. 118. some quickeconomics
  119. 119. the labourtheory of value
  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
  130. 130. maybe Marxwas halfright...
  131. 131. it’s not about themeansof production
  132. 132. it’s about themeaningin production
  133. 133.
  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
  136. 136. you can’t build a brandpyramid for that approach
  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... 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)
  148. 148. Mark Earls
  149. 149. thank youartefact Cards john v willshire @willsh john@smithery.co
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.