Are Brands Fracking The Social Web? - July 2013


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An exploration of the cultural and structural differences between traditional brand architectures and the social web, with several doodles, reasonably passable jokes, and a brashness that would stand in the corner of a party, glass of wine in hand, and argue that style beats content...

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Are Brands Fracking The Social Web? - July 2013

  1. john v willshire @willsh are brands the social web? fracking
  2. this is STILL not a standard “what’s the social web” talk...
  3. hopefully it’ll give you interesting ideas to talk to each other about
  4. I’ve also left lots of rabbit holes...
  5. let’s talk about fracking
  6. “Fracking is an aggressive, invasive technique for extracting valuable raw materials out of hard to reach places” phil adams, Blonde digital (and Chemical Engineer grad)
  7. attention is the most valuable raw material there is
  8. are brands fracking the social web? the question I’m wrestling with:
  9. some context...
  10. I’ve been inadvertently writing this talk for the last five years...
  11. today, i run Smithery
  12. pretty it’s been this, google thanks for useful
  13. “work of” “goods made”
  14. two types of principle workbut just one
  15. before this, I worked at PHD Media for seven years as “the excitable scottish innovation one”
  16. ...which just became a stick that social and advertising zealots used to beat each other with... (sorry) i wrote this in 2009...
  17. my IPA Excellence diploma thesis maybe this is the start of this talk, back in 2008...
  18. “I believe that the future of brand communications lies in finding a way to become part of communities, and communicate with them in a way that is shared, participatory and reciprocal” me, five years ago
  19. that sounds really annoying
  20. yep, really annoying.
  21. “Our challenge is that people really don’t care” martin Weigel, W+K
  22. brands be social, talk to you, be your friend? how can
  23. perhaps brands and the social web are just very different types of thing?
  24. let’s think a little about “conversations”
  26. three books about the skills people need to sustain everyday life The Craftsman 2008 together 2012 with “cities” to follow... working well cooperation
  27. “an exchange in which the participants benefit from the encounter” cooperation the latest book, ‘together’ is about
  28. it contains a very useful way to think about conversation
  29. “when we speak about communication skills, we focus on how to make a clear presentation, to present what we think or feel...” Richard sennett, Together
  30. ahem.
  31. conversation is about listening
  32. but more important than just listening is listening well
  33. listening carefully produces conversations of two sorts... the dialectic and the dialogic “ ”Richard sennett, Together
  34. what the f***?
  35. dialecticfrom work of german philosopher GWF Hegel the interaction and resolution between multiple ideas
  36. dialectic: “the aim is to come eventually to a common understanding” Richard sennett, Together
  37. dialectic wants consensus A b C D E F G H bA CD Fe Ge C ADb G ADf C ADb ADfg
  38. matter how good that consensus is C ADb ADfg
  39. is it telling that very few crowdsourced “winners” are around for long?
  40. dialogicfrom work of russian philosopher Mikhail Bahktin “A discussion that does not resolve itself by finding common ground...” Richard sennett, Together
  41. “[people] become more aware of their own views and expand their understanding of one another” Richard sennett, Together dialogic:
  42. in dialogic conversation, ideologies coexist A b C D E F G H
  43. they constantly interact and inform each other A b C D E F G H
  44. each ideology can hold more salience in certain circumstances A b C D E F G H
  45. changes can be made if a strategy does not have the desired effect A b C D E F G H
  46. this might not just apply to “conversation”
  47. This interchange of ideas is very reminiscent of the social web...
  48. what if there are dialectic and dialogic structures & cultures too?
  49. are traditional marketing structures likely to be more dialectic?
  50. are social web platforms and companies more dialogic in nature?
  51. it would help explain the culture clash
  52. Are brands Intentionally fracking the social web? Perhaps...
  53. or is it the fault of a massive cultural divide?
  54. competition simplicity Compression certainty cooperation complexity fragmentation experimentation
  55. these cultures can greatly each other influence
  56. social web companies are heading over here
  57. where the money is
  58. they want to create safe, attractive places for brands to place ads
  59. “The best minds of my generation are thinking about how to make people click ads” Jeff Hammerbacher ””
  60. when eyeballs become dollar signs, things get ugly
  61. “Both companies have turned their focus away from users and toward shareholders to get bigger, not better.”
  62. we promise“ ”screw it up! not to Marissa Mayer, Yahoo
  63. it’s also not great for the social web
  64. “we've abandoned core values that used to be fundamental to the web world” Anil Dash, “The web we lost”
  65. “There's a little meme I've been hearing recently. Columnists repeating it, "Don't read the bottom half of the internet"...” rob manual
  66. i fear the day when you look on ifttt and there’s only one channel
  67. I believe brands can and should move this way a lot more
  68. cooperation complexity fragmentation experimentation how do you do this?
  69. some quick economics
  70. the labour theory of value
  71. developed by adam smith... ...and later by karl marx
  72. modern economics: the value of a thing is determined by what one is willing to give up to obtain the thing
  73. The labour theory of value the value of something is determined by the labour that went into its production
  74. perhaps there’s a labour theory of brand value* *it might need a better name, mind
  75. Field Notes
  76. £0.99 £3.33 per padper pad
  77. “marketing is world building. With unlimited bandwidth we can now show you the world.” @TobyBarnes
  78. We’d rather buy this world...
  79. ...thanthis world
  80. Labour theory of brand value: you have to make everything with the infinite canvas of the internet in mind
  81. how does it change how we think about “brands”?
  82. it’s not this, FFS
  83. “A brand is simply a collection of perceptions in the mind of the consumer” Paul Feldwick, 1991
  84. “ I don’t think this definition is entirely adequate.” faris yakob, 2010
  85. What if we stitched smaller ideas together to create a longer idea? What if we stitched smaller ideas together to create a longer idea? What if we stitched smaller ideas together to create a longer idea? What if we stitched smaller ideas together to create a longer idea? What if we stitched smaller ideas together to create a longer idea? Gareth Kay What if we stitched smaller ideas together to create a longer idea? What if we stitched smaller ideas together to create a longer idea? What if we stitched smaller ideas together to create a longer idea? What if we
  86. the modern brand is like a bittorrent file complex, distributed, moving, uncontrollable... ...and yet never complete without every part
  87. impossible for any one mind to conceive...
  88. no, don’t jump...
  89. “blow shit up”cindy Gallop
  90. four ways to break apart dialectic brandsand make them actually useful in a year that doesn’t start with 19..
  91. cooperation complexity fragmentation experimentation based on these four
  92. break it down break it back break it up break through
  93. break it back embrace the granularity of everything you’ve ever done fragmentation
  94. I’m really interested in the making of ‘it’ -where the making is part of the story of the ‘it’... thomas heatherwick “ ”
  96. It could be blending everything you do now with a rich tapestry of your past...
  97. or It could be showing everyone everything you do to make their thing...
  98. which big brands factory hollow find hard because of their
  99. make brand vaguely interesting & buy loads of media make product very efficiently
  100. Marx was half right...
  101. it’s not about the meansof production
  102. it’s about the meaningin production
  103. break it down It’s all about people, and what they do together to make great things happen cooperation
  104. yep.
  105. Having lots of people in a company makes it easy...
  106. owning lots of brands makes it harder...
  107. break it up Don’t consolidate. Fragment by sector, Product, country, region... complexity
  108. think of it this way you are an operating system
  109. they’re not consumers they’re users
  110. open up your operating system
  111. fight users for the
  112. there is no “one size fits all” in youtube
  113. with the right mechanic, complexity becomes amazingly compelling...
  114. break through Experimentation show people the future you want to live in with them
  115. sure, It’s easier for some brands but every market has a future you just have to show you’re part of it
  116. Mark Earls
  117. cooperation fragmentation complexity experimentation
  118. How do I start?
  119. build yourself a paper version
  120. draw out everything
  121. try to map out the bittorrent...
  122. then keep moving everything around
  123. finally, remember to use it all...
  124. thank youjohn v willshire @willsh artefact Cards