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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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  • 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”
  • 25.
  • 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 “ ”
  • 95.
  • 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