Are Brands Fracking The Social Web? - v2.0


Published on

A quite different, second version of this presentation, given on 21st May 2013 at Squared.

Whole new back end, and a more useful one at that, perhaps. Though it's only a day old as a structural thought as I write this, so will no doubt improve.

Overall, this version of the presentation is less curmogeonly in spirit, at least where it matters.

Published in: Business, Technology
No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Are Brands Fracking The Social Web? - v2.0

  1. john v willshire May 2013are brandsthe social web? 2.0v
  2. second, updated run through ofthoughts on marketing, the social weband collaboration, prepared for...
  3. this is STILLnot a standard“what’s thesocial web”talk...
  4. hopefully it’ll give you interestingideas to talk to each other about
  5. I’ve also left lotsof rabbit holes...
  6. let’s talk aboutfracking
  7. “Fracking is anaggressive, invasivetechnique for extractingvaluable raw materialsout of hard to reachplaces”phil adams, Blonde digital(and Chemical Engineer grad)
  8. attentionis themostvaluablerawmaterialthere is
  9. are brandsfracking thesocial web?the question I’m wrestling with:
  10. some context...
  11. I’ve been inadvertentlywriting this talk for thelast five years...
  12. today, i runSmithery
  13. prettyit’s beenthis, googlethanks foruseful
  14. “work of” “goods made”
  15. two types ofprincipleworkbut just one
  16. before this, I worked at PHD Media for seven years as“the excitable scottish innovation one”
  17. ...which justbecame a stickthat social andadvertisingzealots used tobeat each otherwith...(sorry) wrote this in 2009...
  18. IPA Excellence diploma thesismaybe this is thestart of this talk,back in 2008...
  19. “I believe that the future of brandcommunications lies in finding a way tobecome part of communities, andcommunicate with them in a way that isshared, participatory and reciprocal”, five years ago
  20. that soundsreally annoying
  21. yep, really annoying.
  22. “Our challenge is that peoplereally don’t care” martin Weigel, W+K
  23. perhaps brands and thesocial web are just verydifferent types of thing?
  24. brandsbe social,talk to you,be yourfriend?how can
  25. let’s thinka little about“conversations”
  26. I’ve beenreading alot ofRichardSennettlately
  27. three books about the skills peopleneed to sustain everyday lifeThe Craftsman2008together2012with “cities”to follow...working well cooperation
  28. “an exchange inwhich theparticipantsbenefit from theencounter” latest book, ‘together’ is about
  29. it contains avery useful wayto think aboutconversation
  30. “when we speak aboutcommunication skills, we focus onhow to make a clear presentation,to present what we think or feel...”Richard sennett, Together
  31. which isoldschool“brand”thinking
  32. conversation isabout listening
  33. but more importantthan just listening islistening well
  34. listening carefullyproduces conversationsof two sorts...the dialecticand the dialogic“”Richard sennett, Together
  35. what the f***?
  36. dialecticfrom work of german philosopher GWF Hegelthe interaction andresolution betweenmultiple ideas
  37. dialectic:“the aim is to comeeventually to acommon understanding”Richard sennett, Together
  38. dialectic wants consensusA b C D E F G HbA CD Fe GeC ADb G ADfC ADb ADfg
  39. matter howgood thatconsensus isC ADb ADfg
  40. is it tellingthat very fewcrowdsourced“winners” arearound forlong?
  41. dialogicfrom work of russian philosopher Mikhail Bahktin“A discussion thatdoes not resolveitself by findingcommon ground...”Richard sennett, Together
  42. “[people] becomemore aware oftheir own viewsand expand theirunderstandingof one another”Richard sennett, Together
  43. in dialogicconversation,ideologiescoexistAbCDEFG H
  44. theyconstantlyinteract andinform eachotherAbCDEFG H
  45. each ideology canhold moresalience in certaincircumstancesAbCDEFG H
  46. changes can bemade if a strategydoes not have thedesired effectAbCDEFG H
  47. it’s veryreminiscentof thesocial web...
  48. this might not just apply to“conversation”
  49. what if thereare dialectic anddialogicstructures &cultures too?
  50. are traditionalmarketingstructures likelyto be moredialectic?
  51. are social webplatforms andcompanies moredialogic in nature?
  52. it would helpexplain theculture clash
  53. “if we’re used to seeingthe world through acentralised lens,decentralisedorganisations don’tmake much sense”
  54. Are brandsfracking thesocial web?Perhaps...
  55. but really, there’s just amassive cultural divide
  56. competitionsimplicityCompressioncertaintycooperationcomplexityfragmentationexperimentation
  57. these cultures can greatlyeach otherinfluence
  58. social web companiesare heading over here
  59. where the money is
  60. they want to create safe, attractiveplaces for brands to place ads
  61. wheneyeballsbecomedollarsigns,thingsget ugly
  62. “Both companies have turnedtheir focus away from users andtoward shareholders to getbigger, not better.”
  63. “The best minds of my generationare thinking about how to makepeople click ads” Jeff Hammerbacher””
  64. we promise“”screw it up!not toMarissa Mayer, Yahoo
  65. it’s also not greatfor the social web
  66. “weve abandonedcore values thatused to befundamental tothe web world” Dash,“The web we lost”
  67. i fear the day when you look onifttt and there’s only one channel
  68. “Theres a littlememe Ive beenhearing recently.Columnistsrepeating it,"Dont read thebottom half ofthe internet"...”rob manual
  69. I believe brands can and shouldmove this way a lot more
  70. cooperationcomplexityfragmentationexperimentationhow doyou dothis?
  71. some quickeconomics
  72. the labourtheory of value
  73. developedby adamsmith......and laterby karlmarx
  74. modern economics:the value of a thing isdetermined by what oneis willing to give up toobtain the thing
  75. The labour theory of valuethe value of somethingis determined by thelabour that wentinto its production
  76. perhaps there’s alabour theory ofbrand value**it might need a better name, mind
  77. Field Notes
  78. £0.99 £3.33per padper pad
  79. “marketing isworld building.With unlimitedbandwidth we cannow show you theworld.”@TobyBarnes
  80. We’d ratherbuy this world...
  81. ...thanthis world
  82. Labour theoryof brand value:you have to make everythingwith the infinite canvas ofthe internet in mind
  83. What if we stitched smaller ideas together to create alonger idea? What if we stitched smaller ideastogether to create a longer idea? What if we stitchedsmaller ideas together to create a longer idea? Whatif we stitched smaller ideas together to create alonger idea? What if we stitched smaller ideastogether to create a longer idea? Gareth Kay What ifwe stitched smaller ideas together to create a longeridea? What if we stitched smaller ideas together tocreate a longer idea? What if we stitched smallerideas together to create a longer idea? What if we
  84. “A brand is simply a collectionof perceptions in the mind ofthe consumer”Paul Feldwick, 1991
  85. “ I don’t think this definitionis entirely adequate.” yakob, 2010
  86. the modern brand islike a bittorrent filecomplex, distributed,moving, uncontrollable......and yet never completewithout every part
  87. impossible forany one mindto conceive...
  88. it’s not this, FFS
  89. no, don’t jump...
  90. “blow shit up”cindy Gallop
  91. four ways to break apartdialectic brandsand make them actually useful in a year that doesn’t start with 19..
  92. cooperationcomplexityfragmentationexperimentationbased onthese four
  93. cooperationfragmentationcomplexityexperimentation
  94. *this train ofthought is only22 hours be gentle...
  95. break it downbreakit backbreak it upbreakthrough
  96. breakit backembrace the granularity ofeverything you’ve ever donefragmentation
  97. I’m really interested in the makingof ‘it’ -where the making is part ofthe story of the ‘it’...thomas heatherwick“”
  99. It could beblendingeverythingyou do nowwith a richtapestry ofyour past...
  100. or It couldbe showingeveryoneeverythingyou do tomake theirthing...
  101. which big brandsfactoryhollowfind hard because of their
  102. make brandvaguely interesting& buy loads of mediamake productvery efficiently
  103. Marx washalf right...
  104. it’s not about themeansof production
  105. it’s about themeaningin production
  106. break it downIt’s all about people, andwhat they do together tomake great things happencooperation
  107. yep.
  108. Having lots ofpeople in acompany makesit easy...
  109. owning lots of brands makes it harder...
  110. break it upDon’t consolidate.Fragment by sector,Product,country,region...complexity
  111. think of itthis wayyou are anoperatingsystem
  112. they’re notconsumersthey’re users
  113. open up your operating system
  114. fightusersforthe
  115. there is no“one sizefits all”in youtube
  116. with the rightmechanic, youcan fragmentyour brandeverywhereyou exist...
  117. breakthroughExperimentationshow people thefuture you want tolive in with them
  118. sure, It’s easier for some brandsbut every market has a futureyou just have to show you’re part of it
  119. Earls
  120. cooperationfragmentation complexityexperimentation
  121. A final thought...
  122. when workingtogether...
  123. remember thatyour ideas coexistAbCDEFG H
  124. you willconstantlyinteract andinform eachotherAbCDEFG H
  125. each idea willhold moresalience incertaincircumstancesAbCDEFG H
  126. if a strategy doesnot have thedesired effect,change tackAbCDEFG H
  127. if you will makedialogical things
  128. thank youjohn v willshire Cards