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 ...

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 Are Brands Fracking The Social Web? - July 2013 Presentation Transcript

    • 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 adams, Blonde digital (and Chemical Engineer grad) http://rivetin.gs/storyfracking
    • 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/bonfires i wrote this in 2009...
    • 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 with them in a way that is shared, participatory and reciprocal” http://rivetin.gs/communis me, five years ago
    • 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/realpeople
    • 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... working well cooperation http://rivetin.gs/craftsman
    • “an exchange in which the participants benefit from the encounter” http://rivetin.gs/together cooperation the latest book, ‘together’ is about
    • 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...” Richard sennett, Together
    • 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/hegel
    • 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 ground...” Richard sennett, Together http://rivetin.gs/bakhtin
    • “[people] become more aware of their own views and expand their understanding of one another” Richard sennett, Together http://rivetin.gs/enlightenment dialogic:
    • 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.gs/fastcoinnovation
    • 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 web we lost”
    • “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
    • 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.gs/legoinside
    • 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 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
    • the modern brand is like a bittorrent file complex, distributed, moving, uncontrollable... ...and yet never complete without every part
    • 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 “ ” http://rivetin.gs/heatherwick
    • 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