A talk I gave on to the brilliant young people currently on the Squared course, about the social web, marketing, and collaborative ways of working around this. Learn more about Squared here - https://plus.google.com/+WeareSquared/posts
11. those who go
it’s one of
the classic those
social web who
strategies know
12. it made me think about
fracking
and not just in the way it was supposed to
13. “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
21. before this, I worked at PHD Media for seven years as
“the excitable scottish innovation one”
22. i wrote this in 2009...
...which just
became a stick
that social and
advertising
zealots used to
beat each
other with...
(sorry)
http://rivetin.gs/bonfires
23. maybe this is the
start of this talk,
back in 2008...
my IPA Excellence diploma thesis
http://rivetin.gs/communis
24. if nothing else, it’s an
object lesson in how quickly
social web examples date...
25. “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
http://rivetin.gs/communis
32. “ we use the word ‘brand’...
We’re careless in the way
...when we mean company,
product, service, idea,
strategic advertising.... ”
Mark earls
http://rivetin.gs/bnard
36. working well cooperation
The Craftsman together with “cities”
2008 2012 to follow...
three books about the skills people
need to sustain everyday life
http://rivetin.gs/craftsman
37. the latest book, ‘together’ is about
cooperation
“an exchange in
which the
participants
benefit from
the encounter”
http://rivetin.gs/together
39. “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
45. dialectic
from work of german philosopher GWF Hegel
the interaction
and resolution
between
multiple ideas
http://rivetin.gs/hegel
46. dialectic
“the verbal play of opposites
should gradually build up to
a synthesis; the aim is to come
eventually to a common
understanding” Richard sennett, Together
47. C g b AD fAD
Cb AD Gf
AD
bA CD Fe Ge
A b C D E F G H
dialectic wants consensus
48. C g b AD fAD
...no matter
how good that
consensus is
http://rivetin.gs/camel
50. dialogic
from work of russian philosopher Mikhail Baktin
“A discussion that
does not resolve
itself by finding
common ground...”
Richard sennett, Together
http://rivetin.gs/bakhtin
51. “through the
process of
exchange people
may become more
aware of their
own views and
expand their
understanding of
one another”
Richard sennett, Together
http://rivetin.gs/enlightenment
52. AC E
in dialogic
G b H conversation,
ideologies
coexist
F D
53. AC E they
G b H constantly
interact
and inform
F D each other
54. AC E each ideology
G b H can hold more
salience in
certain
F D circumstances
55. AC E changes can be
G b H made if a
strategy does
not have the
F D desired effect
72. "...to have achieved these
results is testimony to the
strength of the John Lewis
brand and the commitment
of all our partners to give
outstanding service." Andy Street, Jan 2013
91. “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
107. Six Sigma seeks to improve
the quality of process
outputs by identifying and
removing the causes of
defects and minimizing
variability in manufacturing
and business processes. Wikipedia
http://rivetin.gs/sixsigma
108. “ too much
innovation is
focussed on cost
reduction rather
than esteem
enhancement ”
Peter Field
http://rivetin.gs/peterfield
109.
110. “A brand is simply a
collection of perceptions
in the mind of the
consumer”
Paul Feldwick, 1991
http://rivetin.gs/feldwick
111. ( “ I don’t think this definition
is entirely adequate.”
)
faris yakob, 2010
http://rivetin.gs/farisbrand
112. hey, let’s find out what
these perceptions are and
put them in an onion...
113.
114. “ with its lists and diagrams
the brand-as-shape
fails to help anyone
easily, intuitively and
memorably grasp what
your brand is all about ”
martin weigel
http://rivetin.gs/onions
115.
116. if your brand is a bit shit,
coat it with other stuff too
Oh look, it’s a bruce Lee Nokia N96
124. “The Future of
advertising 2020”
by Mark Earls
& John V Willshire
http://rivetin.gs/future2020
125. “ 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
137. 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
http://rivetin.gs/thinksmall
153. so when you work
together over the
next few weeks
154. AC E
remember
G b H that your
ideologies
coexist
F D
155. AC E you will
G b H constantly
interact
and inform
F D each other
156. AC E each ideology
G b H will hold more
salience in
certain
F D circumstances
157. AC E if a strategy
H does not have
G b the desired
effect,
F D change tack
158. “ I firmly believe in the demise
of the traditional campaign,
and the need for constantly
innovating stories around a
core brand meaning
” Field
Peter
(who has studied more campaigns than
all of us together will ever make)
http://rivetin.gs/peterfield