john v willshire
http://smithery.co
@willsh
are brands
the social web?
http://rivetin.gs/gasland
fracking
this is STILL
not a standard
“what’s the
social web”
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
let’s talk about
fracking
“Fracking is an
aggressive, invasive
technique for extracting
valuable raw materials
out of hard to reach
places”
phil ada...
attention
is the
most
valuable
raw
material
there is
are brands
fracking the
social web?
the question I’m wrestling with:
some context...
I’ve been inadvertently
writing this talk for the
last five years...
today, i run
Smithery
http://rivetin.gs/smithery
pretty
it’s been
this, google
thanks for
useful
“work of” “goods made”
http://rivetin.gs/artefact
two types of
principle
workbut just one
before this, I worked at PHD Media for seven years as
“the excitable scottish innovation one”
...which just
became a stick
that social and
advertising
zealots used to
beat each other
with...
(sorry)
http://rivetin.gs...
http://rivetin.gs/communis
my IPA Excellence diploma thesis
maybe this is the
start of this talk,
back in 2008...
“I believe that the future of brand
communications lies in finding a way to
become part of communities, and
communicate wi...
that sounds
really annoying
yep, really annoying.
“Our challenge is that people
really don’t care” martin Weigel, W+K
http://rivetin.gs/hownowtofailhttp://rivetin.gs/realpe...
brands
be social,
talk to you,
be your
friend?
how can
perhaps brands and the
social web are just very
different types of thing?
let’s think
a little about
“conversations”
http://rivetin.gs/sennett
three books about the skills people
need to sustain everyday life
The Craftsman
2008
together
2012
with “cities”
to follow...
“an exchange in
which the
participants
benefit from the
encounter”
http://rivetin.gs/together
cooperation
the latest book,...
it contains a
very useful way
to think about
conversation
“when we speak about
communication skills, we focus on
how to make a clear presentation,
to present what we think or feel....
ahem.
conversation is
about listening
but more important
than just listening is
listening well
listening carefully
produces conversations
of two sorts...
the dialectic
and the dialogic
“
”Richard sennett, Together
what the f***?
dialecticfrom work of german philosopher GWF Hegel
the interaction and
resolution between
multiple ideas
http://rivetin.gs...
dialectic:
“the aim is to come
eventually to a
common understanding”
Richard sennett, Together
dialectic wants consensus
A b C D E F G H
bA CD Fe Ge
C ADb G ADf
C ADb ADfg
...no matter how
good that
consensus is
C ADb ADfg
http://rivetin.gs/camel
is it telling
that very few
crowdsourced
“winners” are
around for
long?
dialogicfrom work of russian philosopher Mikhail Bahktin
“A discussion that
does not resolve
itself by finding
common grou...
“[people] become
more aware of
their own views
and expand their
understanding
of one another”
Richard sennett, Together
ht...
in dialogic
conversation,
ideologies
coexist
A
b
C
D
E
F
G H
they
constantly
interact and
inform each
other
A
b
C
D
E
F
G H
each ideology can
hold more
salience in certain
circumstances
A
b
C
D
E
F
G H
changes can be
made if a strategy
does not have the
desired effect
A
b
C
D
E
F
G H
this might not just apply to
“conversation”
This interchange
of ideas is very
reminiscent of
the social web...
what if there
are dialectic and
dialogic
structures &
cultures too?
are traditional
marketing
structures likely
to be more
dialectic?
are social web
platforms and
companies more
dialogic in nature?
it would help
explain the
culture clash
Are brands
Intentionally
fracking the
social web?
Perhaps...
or is it the fault of a
massive cultural divide?
competition
simplicity
Compression
certainty
cooperation
complexity
fragmentation
experimentation
these cultures can greatly
each other
influence
social web companies
are heading over here
where the money is
they want to create safe, attractive
places for brands to place ads
http://rivetin.gs/youradhere
“The best minds of my generation
are thinking about how to make
people click ads” Jeff Hammerbacher
””
when
eyeballs
become
dollar
signs,
things
get ugly
“Both companies have turned
their focus away from users and
toward shareholders to get
bigger, not better.”
http://rivetin...
we promise“
”screw it up!
not to
Marissa Mayer, Yahoo
it’s also not great
for the social web
“we've abandoned
core values that
used to be
fundamental to
the web world”
http://rivetin.gs/thewebwelost
Anil Dash,
“The ...
“There's a little
meme I've been
hearing recently.
Columnists
repeating it,
"Don't read the
bottom half of
the internet".....
i fear the day when you look on
ifttt and there’s only one channel
http://ifttt.com
I believe brands can and should
move this way a lot more
cooperation
complexity
fragmentation
experimentation
how do
you do
this?
some quick
economics
the labour
theory of value
http://rivetin.gs/labourtheory
developed
by adam
smith...
...and later
by karl
marx
modern economics:
the value of a thing is
determined by what one
is willing to give up to
obtain the thing
The labour theory of value
the value of something
is determined by the
labour that went
into its production
perhaps there’s a
labour theory of
brand value*
*it might need a better name, mind
Field Notes
£0.99 £3.33
per padper pad
“marketing is
world building.
With unlimited
bandwidth we can
now show you the
world.”
@TobyBarnes
We’d rather
buy this world...
...thanthis world
Labour theory
of brand value:
you have to make everything
with the infinite canvas of
the internet in mind http://rivetin....
how does it change how we
think about “brands”?
it’s not this, FFS
http://rivetin.gs/pyramid
“A brand is simply a collection
of perceptions in the mind of
the consumer”
Paul Feldwick, 1991
http://rivetin.gs/feldwick
“ I don’t think this definition
is entirely adequate.”
http://rivetin.gs/farisbrand
faris yakob, 2010
What if we stitched smaller ideas together to create a
longer idea? What if we stitched smaller ideas
together to create a...
the modern brand is
like a bittorrent file
complex, distributed,
moving, uncontrollable...
...and yet never complete
witho...
impossible for
any one mind
to conceive...
no, don’t jump...
“blow shit up”cindy Gallop
four ways to break apart
dialectic brandsand make them actually useful in a year that doesn’t start with 19..
cooperation
complexity
fragmentation
experimentation
based on
these four
break it down
break
it back
break it up
break
through
break
it back
embrace the granularity of
everything you’ve ever done
fragmentation
I’m really interested in the making
of ‘it’ -where the making is part of
the story of the ‘it’...
thomas heatherwick
“
”
h...
http://rivetin.gs/future2020
It could be
blending
everything
you do now
with a rich
tapestry of
your past...
or It could
be showing
everyone
everything
you do to
make their
thing...
which big brands
factory
hollow
find hard because of their
make brand
vaguely interesting
& buy loads of media
make product
very efficiently
Marx was
half right...
it’s not about the
meansof production
http://rivetin.gs/sneveoslo
it’s about the
meaningin production
break it down
It’s all about people, and
what they do together to
make great things happen
cooperation
yep.
Having lots of
people in a
company makes
it easy...
owning lots of brands makes it harder...
break it up
Don’t consolidate.
Fragment by sector,
Product,
country,
region...
complexity
think of it
this way
you are an
operating
system
they’re not
consumers
they’re users
open up your operating system
fight
users
for
the
there is no
“one size
fits all”
in youtube
with the right
mechanic,
complexity
becomes
amazingly
compelling...
break
through
Experimentation
show people the
future you want to
live in with them
sure, It’s easier for some brands
but every market has a future
you just have to show you’re part of it
http://rivetin.gs/future2020
Mark Earls
cooperation
fragmentation complexity
experimentation
How do I start?
build
yourself a
paper
version
draw out
everything
try to
map out the
bittorrent...
then keep
moving
everything
around
finally,
remember to
use it all...
http://shop.thedolectures.co.uk/product/the-infinite-potential-of-every-bit
thank youjohn v willshire
http://smithery.co
@willsh
john@smithery.co
artefact Cards
http://shop.smithery.co
Are Brands Fracking The Social Web?  - July 2013
Are Brands Fracking The Social Web?  - July 2013
Are Brands Fracking The Social Web?  - July 2013
Are Brands Fracking The Social Web?  - July 2013
Are Brands Fracking The Social Web?  - July 2013
Are Brands Fracking The Social Web?  - July 2013
Are Brands Fracking The Social Web?  - July 2013
Are Brands Fracking The Social Web?  - July 2013
Are Brands Fracking The Social Web?  - July 2013
Are Brands Fracking The Social Web?  - July 2013
Are Brands Fracking The Social Web?  - July 2013
Are Brands Fracking The Social Web?  - July 2013
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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. 1. john v willshire http://smithery.co @willsh are brands the social web? http://rivetin.gs/gasland fracking
  2. 2. this is STILL not a standard “what’s the social web” talk...
  3. 3. hopefully it’ll give you interesting ideas to talk to each other about
  4. 4. I’ve also left lots of rabbit holes... http://rivetin.gs/sennett
  5. 5. let’s talk about fracking
  6. 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) http://rivetin.gs/storyfracking
  7. 7. attention is the most valuable raw material there is
  8. 8. are brands fracking the social web? the question I’m wrestling with:
  9. 9. some context...
  10. 10. I’ve been inadvertently writing this talk for the last five years...
  11. 11. today, i run Smithery http://rivetin.gs/smithery
  12. 12. pretty it’s been this, google thanks for useful
  13. 13. “work of” “goods made” http://rivetin.gs/artefact
  14. 14. two types of principle workbut just one
  15. 15. before this, I worked at PHD Media for seven years as “the excitable scottish innovation one”
  16. 16. ...which just became a stick that social and advertising zealots used to beat each other with... (sorry) http://rivetin.gs/bonfires i wrote this in 2009...
  17. 17. http://rivetin.gs/communis my IPA Excellence diploma thesis maybe this is the start of this talk, back in 2008...
  18. 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” http://rivetin.gs/communis me, five years ago
  19. 19. that sounds really annoying
  20. 20. yep, really annoying.
  21. 21. “Our challenge is that people really don’t care” martin Weigel, W+K http://rivetin.gs/hownowtofailhttp://rivetin.gs/realpeople
  22. 22. brands be social, talk to you, be your friend? how can
  23. 23. perhaps brands and the social web are just very different types of thing?
  24. 24. let’s think a little about “conversations”
  25. 25. http://rivetin.gs/sennett
  26. 26. three books about the skills people need to sustain everyday life The Craftsman 2008 together 2012 with “cities” to follow... working well cooperation http://rivetin.gs/craftsman
  27. 27. “an exchange in which the participants benefit from the encounter” http://rivetin.gs/together cooperation the latest book, ‘together’ is about
  28. 28. it contains a very useful way to think about conversation
  29. 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. 30. ahem.
  31. 31. conversation is about listening
  32. 32. but more important than just listening is listening well
  33. 33. listening carefully produces conversations of two sorts... the dialectic and the dialogic “ ”Richard sennett, Together
  34. 34. what the f***?
  35. 35. dialecticfrom work of german philosopher GWF Hegel the interaction and resolution between multiple ideas http://rivetin.gs/hegel
  36. 36. dialectic: “the aim is to come eventually to a common understanding” Richard sennett, Together
  37. 37. dialectic wants consensus A b C D E F G H bA CD Fe Ge C ADb G ADf C ADb ADfg
  38. 38. ...no matter how good that consensus is C ADb ADfg http://rivetin.gs/camel
  39. 39. is it telling that very few crowdsourced “winners” are around for long?
  40. 40. dialogicfrom work of russian philosopher Mikhail Bahktin “A discussion that does not resolve itself by finding common ground...” Richard sennett, Together http://rivetin.gs/bakhtin
  41. 41. “[people] become more aware of their own views and expand their understanding of one another” Richard sennett, Together http://rivetin.gs/enlightenment dialogic:
  42. 42. in dialogic conversation, ideologies coexist A b C D E F G H
  43. 43. they constantly interact and inform each other A b C D E F G H
  44. 44. each ideology can hold more salience in certain circumstances A b C D E F G H
  45. 45. changes can be made if a strategy does not have the desired effect A b C D E F G H
  46. 46. this might not just apply to “conversation”
  47. 47. This interchange of ideas is very reminiscent of the social web...
  48. 48. what if there are dialectic and dialogic structures & cultures too?
  49. 49. are traditional marketing structures likely to be more dialectic?
  50. 50. are social web platforms and companies more dialogic in nature?
  51. 51. it would help explain the culture clash
  52. 52. Are brands Intentionally fracking the social web? Perhaps...
  53. 53. or is it the fault of a massive cultural divide?
  54. 54. competition simplicity Compression certainty cooperation complexity fragmentation experimentation
  55. 55. these cultures can greatly each other influence
  56. 56. social web companies are heading over here
  57. 57. where the money is
  58. 58. they want to create safe, attractive places for brands to place ads http://rivetin.gs/youradhere
  59. 59. “The best minds of my generation are thinking about how to make people click ads” Jeff Hammerbacher ””
  60. 60. when eyeballs become dollar signs, things get ugly
  61. 61. “Both companies have turned their focus away from users and toward shareholders to get bigger, not better.” http://rivetin.gs/fastcoinnovation
  62. 62. we promise“ ”screw it up! not to Marissa Mayer, Yahoo
  63. 63. it’s also not great for the social web
  64. 64. “we've abandoned core values that used to be fundamental to the web world” http://rivetin.gs/thewebwelost Anil Dash, “The web we lost”
  65. 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 http://rivetin.gs/bottomhalf
  66. 66. i fear the day when you look on ifttt and there’s only one channel http://ifttt.com
  67. 67. I believe brands can and should move this way a lot more
  68. 68. cooperation complexity fragmentation experimentation how do you do this?
  69. 69. some quick economics
  70. 70. the labour theory of value http://rivetin.gs/labourtheory
  71. 71. developed by adam smith... ...and later by karl marx
  72. 72. modern economics: the value of a thing is determined by what one is willing to give up to obtain the thing
  73. 73. The labour theory of value the value of something is determined by the labour that went into its production
  74. 74. perhaps there’s a labour theory of brand value* *it might need a better name, mind
  75. 75. Field Notes
  76. 76. £0.99 £3.33 per padper pad
  77. 77. “marketing is world building. With unlimited bandwidth we can now show you the world.” @TobyBarnes
  78. 78. We’d rather buy this world...
  79. 79. ...thanthis world
  80. 80. Labour theory of brand value: you have to make everything with the infinite canvas of the internet in mind http://rivetin.gs/legoinside
  81. 81. how does it change how we think about “brands”?
  82. 82. it’s not this, FFS http://rivetin.gs/pyramid
  83. 83. “A brand is simply a collection of perceptions in the mind of the consumer” Paul Feldwick, 1991 http://rivetin.gs/feldwick
  84. 84. “ I don’t think this definition is entirely adequate.” http://rivetin.gs/farisbrand faris yakob, 2010
  85. 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 http://rivetin.gs/thinksmall
  86. 86. the modern brand is like a bittorrent file complex, distributed, moving, uncontrollable... ...and yet never complete without every part
  87. 87. impossible for any one mind to conceive...
  88. 88. no, don’t jump...
  89. 89. “blow shit up”cindy Gallop
  90. 90. four ways to break apart dialectic brandsand make them actually useful in a year that doesn’t start with 19..
  91. 91. cooperation complexity fragmentation experimentation based on these four
  92. 92. break it down break it back break it up break through
  93. 93. break it back embrace the granularity of everything you’ve ever done fragmentation
  94. 94. 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
  95. 95. http://rivetin.gs/future2020
  96. 96. It could be blending everything you do now with a rich tapestry of your past...
  97. 97. or It could be showing everyone everything you do to make their thing...
  98. 98. which big brands factory hollow find hard because of their
  99. 99. make brand vaguely interesting & buy loads of media make product very efficiently
  100. 100. Marx was half right...
  101. 101. it’s not about the meansof production http://rivetin.gs/sneveoslo
  102. 102. it’s about the meaningin production
  103. 103. break it down It’s all about people, and what they do together to make great things happen cooperation
  104. 104. yep.
  105. 105. Having lots of people in a company makes it easy...
  106. 106. owning lots of brands makes it harder...
  107. 107. break it up Don’t consolidate. Fragment by sector, Product, country, region... complexity
  108. 108. think of it this way you are an operating system
  109. 109. they’re not consumers they’re users
  110. 110. open up your operating system
  111. 111. fight users for the
  112. 112. there is no “one size fits all” in youtube
  113. 113. with the right mechanic, complexity becomes amazingly compelling...
  114. 114. break through Experimentation show people the future you want to live in with them
  115. 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. 116. http://rivetin.gs/future2020 Mark Earls
  117. 117. cooperation fragmentation complexity experimentation
  118. 118. How do I start?
  119. 119. build yourself a paper version
  120. 120. draw out everything
  121. 121. try to map out the bittorrent...
  122. 122. then keep moving everything around
  123. 123. finally, remember to use it all... http://shop.thedolectures.co.uk/product/the-infinite-potential-of-every-bit
  124. 124. thank youjohn v willshire http://smithery.co @willsh john@smithery.co artefact Cards http://shop.smithery.co
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