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