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It’s all in the game...
     fireworks, bonfires,
     ice cube, the wire...
        and sid meier

     john v willshire, h...
an eclectic tour through
measuring social projects
If advertising is a
   firework, then
 social media is a
      bonfire
Advertising is like
                                                       fireworks




http://www.flickr.com/photos/stage8...
http://www.flickr.com/photos/71502646@N00/1309409634/
                                                            sizes/l/
...
Good
                           ones
                           make
                          you go
                    ...
It’s so easy…


         EVERYONE
                is doing it



http://www.flickr.com/photos/arnar/340888701/sizes/o/
Fireworks burn
   very brightly, but
   die very quickly.
http://www.flickr.com/photos/barbarasworld/1308507724/
effect


         which makes
           fireworks
         really easy to
           measure

                     time   9
effect



           predefined size




         pre                post




                                   time   10
social media is a bonfire




http://www.flickr.com/photos/clintjcl/2755425049/sizes/l/
Very different
  discipline
Building
                bonfires takes
                       time…
http://www.flickr.com/photos/sarcasmette/3805363440/siz...
…and it
                                                     takes
                                                    tim...
It might be a bit
             lonely at first




http://www.flickr.com/photos/inajeep/265544195/sizes/l/
http://www.flickr.com/photos/kumo_no_ue/3197957095/
sizes/o/




          Then a few friends
            gather round
Then, wonderfully…




              …your friends start
                 helping out
http://www.flickr.com/photos/israluv/...
more friends,
  
  
    more wood,
  
  
    
   
  bigger fire,
  
  
    
   
  
   
   more friends...




http://www.fli...
effect




         so how do you
            measure
            bonfires?

                    time   19
effect

                        predefined size?




                post?




         pre?




                          ...
effect

                         predefined size?




                 post?




         pre?
                we need to
 ...
we need to
 think like
  ice cube
“today was a good day”
                  (run vt)
   http://www.youtube.com/watch?v=tBWRfhBlX24
Was it a
               good day?




http://www.flickr.com/photos/chickenbone/2125243181/sizes/o/in/set-72157594286653785/
identifying the
things that make a
     good day
identifying the
things that make a
     good day
effect




         “today was
         a good day”


                  time   26
Today was a good day.

Because it was better than
       yesterday.



                             27
effect




         time   28
effect




         “one day
         at a time”
              Omar Little,
               The Wire




                  ...
The goal with
social bonfires is
  ‘better than
   yesterday’
                    29
How do we
  live with
‘better than
 yesterday’?

We should
think like
Sid Meier
Sid designs long run strategy games...




    ...broken down into very
         short term turns
In Sid’s games, you play ‘one turn at a time’




But you have the overall vision & strategy ‘in mind’
we need to think like
  this in modern
    companies
a big overall vision,
and fast, turn based
   achievements
effect



          “It’s all in
         the game”
         a daily marketing
           metric game




                ...
if you collect
& create the
right inputs...




                  36
if you collect
& create the
right inputs...




                  ...players will work out
                    the best wa...
stick by   day by   turn by
  stick     day       turn
It’s all in the game
          thank you


                 john v willshire
                head of innovation
          ...
Bonfires, Sid Meier, Ice Cube & The Wire
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Bonfires, Sid Meier, Ice Cube & The Wire

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It's all in the game - A presentation from Measurement Camp in December 2009

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  • Measurement Camp is a fantastic initiative hosted by Will McInnes of Nixon McInnes... it brings together a diverse group of folks interested in the effectiveness & proof of social projects in media, pr etc etc
  • given it’s such a diverse mix of folk, I thought I’d take an eclectic, diverse tour through the subject matter
  • First of all, the principle from the IPA Social project I was part of earlier this year; if advertising is a firework, then social media and other social projects are more like bonfires
  • Advertising is big, showy, flash, and sometimes jaw droppingly wondrous
  • The thing about advertising is that it has, as a discipline, been around so long that there are many establish patterns, departments, agencies, schools of thought... it’s embedded in almost every company’s practice. So everyone is doing it
  • But what goes up must come down... advertising campaigns burn brightly, but die quickly. Whcih makes continually grabbing people’s attention with fireworks a costly business.
  • On the bright side, it does make advertising fireworks extremely easy to measure
  • there’s a fixed start, and a fixed end (when you stop paying for it, advertising goes away. And because you’re paying in fixed amounts, there’s a pre-defined size of the firework; you know how big the bang will be.
  • social projects are completely different. totally, utterly different. as different as setting off fireworks and building bonfires are.
  • It is such a different discipline that all the skills you need to do it well are very different from creating noisy advertising fireworks... and measuring the effects are different too.
  • Building social bonfires takes time...
  • ...and you have to take time to get better at building them too
  • Unlike advertising, you don’t get that quick fix of ‘popularity’ straight away... social projects start small, and can stay small and a bit lonely for a while...
  • But then people gather
  • ...and start helping out; because that’s what happens at social bonfires... people take turns helping out, gathering materials to feed the fire, sharing the experience of building something together
  • this way, bonfires get bigger... over time, with perseverance, patience, and openness
  • but it does make them hard to measure, particularly when you compare it to measuring advertising fireworks
  • there is no real ‘pre’... and you don’t actually want there to be a ‘post’... and no-one has any idea at the beginning how big it’s going to be.

    We need to think differently about how we decide what’s good or not.
  • We need to take some inspiration from this man
  • Now, that Nike SB video is part of a bonfire itself... a very niche section of Nike’s range, and full of interesting, compelling content that will appeal greatly to that niche who understand all the nuances held within.
  • but that’s not why I’m interested in the song; the song sets out all the little things that, on one particular day, have contributed to making it a good day. Pager blowin’ up, being drunk and not throwing up, and not having to use an AK.
  • but that’s not why I’m interested in the song; the song sets out all the little things that, on one particular day, have contributed to making it a good day. Pager blowin’ up, being drunk and not throwing up, and not having to use an AK.
  • but that’s not why I’m interested in the song; the song sets out all the little things that, on one particular day, have contributed to making it a good day. Pager blowin’ up, being drunk and not throwing up, and not having to use an AK.
  • the little things, taken one day at a time, make up a good day.
  • And as Omar Little said in The Wire, it’s how to live... just one day at a time. Some days are good, some are bad. And you try and do the best you can to have a better day.
  • And as Omar Little said in The Wire, it’s how to live... just one day at a time. Some days are good, some are bad. And you try and do the best you can to have a better day.
  • And as Omar Little said in The Wire, it’s how to live... just one day at a time. Some days are good, some are bad. And you try and do the best you can to have a better day.
  • And as Omar Little said in The Wire, it’s how to live... just one day at a time. Some days are good, some are bad. And you try and do the best you can to have a better day.
  • And as Omar Little said in The Wire, it’s how to live... just one day at a time. Some days are good, some are bad. And you try and do the best you can to have a better day.
  • And as Omar Little said in The Wire, it’s how to live... just one day at a time. Some days are good, some are bad. And you try and do the best you can to have a better day.
  • And as Omar Little said in The Wire, it’s how to live... just one day at a time. Some days are good, some are bad. And you try and do the best you can to have a better day.
  • And as Omar Little said in The Wire, it’s how to live... just one day at a time. Some days are good, some are bad. And you try and do the best you can to have a better day.
  • And as Omar Little said in The Wire, it’s how to live... just one day at a time. Some days are good, some are bad. And you try and do the best you can to have a better day.
  • And as Omar Little said in The Wire, it’s how to live... just one day at a time. Some days are good, some are bad. And you try and do the best you can to have a better day.
  • And as Omar Little said in The Wire, it’s how to live... just one day at a time. Some days are good, some are bad. And you try and do the best you can to have a better day.
  • And as Omar Little said in The Wire, it’s how to live... just one day at a time. Some days are good, some are bad. And you try and do the best you can to have a better day.
  • If you subscribe to that philosophy, then the goal for creating effective social bonfires is a very simple; just make today better than yesterday, however best you see fit.
  • which is all very well... but how? living on a day to day basis in fine if you’re Omar Little, but what if you work in marketing?
  • Transcript of "Bonfires, Sid Meier, Ice Cube & The Wire"

    1. 1. It’s all in the game... fireworks, bonfires, ice cube, the wire... and sid meier john v willshire, head of innovation @phd measurement camp - december 2009
    2. 2. an eclectic tour through measuring social projects
    3. 3. If advertising is a firework, then social media is a bonfire
    4. 4. Advertising is like fireworks http://www.flickr.com/photos/stage88/3228637838/sizes/o/
    5. 5. http://www.flickr.com/photos/71502646@N00/1309409634/ sizes/l/ Fireworks are attention grabbing beacons on steroids
    6. 6. Good ones make you go ‘ooh’ and ‘aah’ ooooh aaaaah http://www.flickr.com/photos/chrisjones/60562951/sizes/l/
    7. 7. It’s so easy… EVERYONE is doing it http://www.flickr.com/photos/arnar/340888701/sizes/o/
    8. 8. Fireworks burn very brightly, but die very quickly. http://www.flickr.com/photos/barbarasworld/1308507724/
    9. 9. effect which makes fireworks really easy to measure time 9
    10. 10. effect predefined size pre post time 10
    11. 11. social media is a bonfire http://www.flickr.com/photos/clintjcl/2755425049/sizes/l/
    12. 12. Very different discipline
    13. 13. Building bonfires takes time… http://www.flickr.com/photos/sarcasmette/3805363440/sizes/
    14. 14. …and it takes time to get good at http://www.flickr.com/photos/jbhalper/3013369399/ building
    15. 15. It might be a bit lonely at first http://www.flickr.com/photos/inajeep/265544195/sizes/l/
    16. 16. http://www.flickr.com/photos/kumo_no_ue/3197957095/ sizes/o/ Then a few friends gather round
    17. 17. Then, wonderfully… …your friends start helping out http://www.flickr.com/photos/israluv/147458000/sizes/o/
    18. 18. more friends, more wood, bigger fire, more friends... http://www.flickr.com/photos/mstreb/617462120/sizes/l/
    19. 19. effect so how do you measure bonfires? time 19
    20. 20. effect predefined size? post? pre? time 20
    21. 21. effect predefined size? post? pre? we need to think differently time 20
    22. 22. we need to think like ice cube
    23. 23. “today was a good day” (run vt) http://www.youtube.com/watch?v=tBWRfhBlX24
    24. 24. The Nike SB bonfire
    25. 25. Was it a good day? http://www.flickr.com/photos/chickenbone/2125243181/sizes/o/in/set-72157594286653785/
    26. 26. identifying the things that make a good day
    27. 27. identifying the things that make a good day
    28. 28. effect “today was a good day” time 26
    29. 29. Today was a good day. Because it was better than yesterday. 27
    30. 30. effect time 28
    31. 31. effect “one day at a time” Omar Little, The Wire time 28
    32. 32. The goal with social bonfires is ‘better than yesterday’ 29
    33. 33. How do we live with ‘better than yesterday’? We should think like Sid Meier
    34. 34. Sid designs long run strategy games... ...broken down into very short term turns
    35. 35. In Sid’s games, you play ‘one turn at a time’ But you have the overall vision & strategy ‘in mind’
    36. 36. we need to think like this in modern companies
    37. 37. a big overall vision, and fast, turn based achievements
    38. 38. effect “It’s all in the game” a daily marketing metric game time 35
    39. 39. if you collect & create the right inputs... 36
    40. 40. if you collect & create the right inputs... ...players will work out the best way to ‘win’ 36
    41. 41. stick by day by turn by stick day turn
    42. 42. It’s all in the game thank you john v willshire head of innovation phd http://feedingthepuppy.typepad.com / @willsh

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