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Fracking The Social Web - 2014
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Fracking The Social Web - 2014

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An updated talk at Google's Squared programme, on the need for a different structural understanding for marketing on the internet

An updated talk at Google's Squared programme, on the need for a different structural understanding for marketing on the internet

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Fracking The Social Web - 2014 Presentation Transcript

  • 1. 05.03.2014 GOOGLE SQUARED LONDON 51.5207° N, 0.1345° W FRACKING THE SOCIAL WEB MARKETING VS INTERNET CULTURE JOHN V WILLSHIRE @WILLSH @WILLSH HTTP://SMITHERY.CO SMITHERY.CO
  • 2. OHAI @WILLSH SMITHERY.CO
  • 3. SMITHERY.CO
  • 4. @WILLSH SMITHERY.CO
  • 5. WHAT’S CHANGED? @WILLSH SMITHERY.CO
  • 6. THERE ARE 19 BILLION NEW REASONS WHY MOBILE’S PRETTY IMPORTANT @WILLSH SMITHERY.CO
  • 7. JUST AS ADVERTISERS GET SOCIAL, SOCIAL JUST BECOMES AD PLATFORMS @WILLSH SMITHERY.CO
  • 8. JUST AS ADVERTISERS GET SOCIAL, SOCIAL JUST BECOMES AD PLATFORMS @WILLSH SMITHERY.CO
  • 9. JUST AS ADVERTISERS GET SOCIAL, SOCIAL JUST BECOMES AD PLATFORMS @WILLSH SMITHERY.CO
  • 10. OH YEAH, AND THIS THING WHICH IS JUST ABOUT THE MOST IMPORTANT... @WILLSH SMITHERY.CO
  • 11. ...NO, HANG ON, LOOK LOOK LOOK - IT’S KEVIN SPACEY AS A CAT!!!!! @WILLSH SMITHERY.CO
  • 12. *WE NEED TO LEARN TO LOOK BETTER @WILLSH SMITHERY.CO
  • 13. “IF WE’RE USED TO SEEING THE WORLD THROUGH A CENTRALIZED LENS, DECENTRALIZED ORGANIZATIONS DON’T MAKE MUCH SENSE” @WILLSH SMITHERY.CO
  • 14. EVERY TIME WE LOOK, EVERYTHING’S TOTALLY CHANGED @WILLSH SMITHERY.CO
  • 15. EVERY TIME WE LOOK, EVERYTHING’S TOTALLY THE SAME @WILLSH SMITHERY.CO
  • 16. @WILLSH SMITHERY.CO
  • 17. @WILLSH SMITHERY.CO
  • 18. @WILLSH SMITHERY.CO
  • 19. LET’S TALK ABOUT FRACKING... @WILLSH SMITHERY.CO
  • 20. “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) @WILLSH SMITHERY.CO
  • 21. ATTENTION IS THE MOST VALUABLE RAW MATERIAL THERE IS @WILLSH SMITHERY.CO
  • 22. ARE BRANDS FRACKING THE SOCIAL WEB? @WILLSH SMITHERY.CO
  • 23. “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, BEING A DICK @WILLSH SMITHERY.CO
  • 24. THAT SOUNDS REALLY ANNOYING @WILLSH SMITHERY.CO
  • 25. YEP, REALLY ANNOYING. @WILLSH SMITHERY.CO
  • 26. @WILLSH SMITHERY.CO
  • 27. @WILLSH SMITHERY.CO
  • 28. SMITHERY.CO
  • 29. “CREATING ASTOUNDING PRODUCTS IS THEIR MAIN OBSESSION. THERE IS ALWAYS SOMETHING NEW TO SAY” JIM CARROLL, BBH ON HOW TECH COMPANIES BUILD BRANDS @WILLSH SMITHERY.CO
  • 30. PERHAPS BRANDS AND THE SOCIAL WEB ARE JUST VERY DIFFERENT TYPES OF THING? @WILLSH SMITHERY.CO
  • 31. LET’S THINK A LITTLE ABOUT “CONVERSATIONS” @WILLSH SMITHERY.CO
  • 32. @WILLSH SMITHERY.CO
  • 33. WORKING WELL COOPERATION THE CRAFTSMAN 2008 TOGETHER 2012 WITH “CITIES” TO FOLLOW... THREE BOOKS ABOUT THE SKILLS PEOPLE NEED TO SUSTAIN EVERYDAY LIFE @WILLSH SMITHERY.CO
  • 34. COOPERATION “AN EXCHANGE IN WHICH THE PARTICIPANTS BENEFIT FROM THE ENCOUNTER” @WILLSH SMITHERY.CO
  • 35. IT CONTAINS A VERY USEFUL WAY TO THINK ABOUT CONVERSATION @WILLSH SMITHERY.CO
  • 36. “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 @WILLSH SMITHERY.CO
  • 37. @WILLSH SMITHERY.CO
  • 38. CONVERSATION IS ABOUT LISTENING @WILLSH SMITHERY.CO
  • 39. BUT MORE IMPORTANT THAN JUST LISTENING IS LISTENING WELL @WILLSH SMITHERY.CO
  • 40. “ LISTENING CAREFULLY PRODUCES CONVERSATIONS OF TWO SORTS... THE DIALECTIC AND THE DIALOGIC ” RICHARD SENNETT, TOGETHER @WILLSH SMITHERY.CO
  • 41. WHAT THE F***? @WILLSH SMITHERY.CO
  • 42. DIALECTIC FROM WORK OF GERMAN PHILOSOPHER GWF HEGEL THE INTERACTION AND RESOLUTION BETWEEN MULTIPLE IDEAS @WILLSH SMITHERY.CO
  • 43. DIALECTIC: “THE AIM IS TO COME EVENTUALLY TO A COMMON UNDERSTANDING” RICHARD SENNETT, TOGETHER @WILLSH SMITHERY.CO
  • 44. Cb C Gf AD AD bA A b AD fAD g CD b C Fe D E Ge F G H DIALECTIC WANTS CONSENSUS @WILLSH SMITHERY.CO
  • 45. ...NO MATTER HOW GOOD THAT CONSENSUS IS @WILLSH SMITHERY.CO
  • 46. DIALOGIC FROM WORK OF RUSSIAN PHILOSOPHER MIKHAIL BAHKTIN “A DISCUSSION THAT DOES NOT RESOLVE ITSELF BY FINDING COMMON GROUND...” @WILLSH SMITHERY.CO
  • 47. DIALOGIC: “[PEOPLE] BECOME MORE AWARE OF THEIR OWN VIEWS AND EXPAND THEIR UNDERSTANDING OF ONE ANOTHER” RICHARD SENNETT, TOGETHER @WILLSH SMITHERY.CO
  • 48. E A C H G b F D IN DIALOGIC CONVERSATION, IDEOLOGIES COEXIST @WILLSH SMITHERY.CO
  • 49. E A C H G b F D THEY CONSTANTLY INTERACT AND INFORM EACH OTHER @WILLSH SMITHERY.CO
  • 50. E A C H G b F D EACH IDEOLOGY CAN HOLD MORE SALIENCE IN CERTAIN CIRCUMSTANCES @WILLSH SMITHERY.CO
  • 51. E A C H G b F D CHANGES CAN BE MADE IF A STRATEGY DOES NOT HAVE THE DESIRED EFFECT @WILLSH SMITHERY.CO
  • 52. THIS MIGHT NOT JUST APPLY TO “CONVERSATION” @WILLSH SMITHERY.CO
  • 53. THIS INTERPLAY OF IDEAS IS VERY REMINISCENT OF THE SOCIAL WEB... @WILLSH SMITHERY.CO
  • 54. WHAT IF THERE ARE DIALECTIC AND DIALOGIC STRUCTURES & CULTURES TOO? @WILLSH SMITHERY.CO
  • 55. ARE TRADITIONAL MARKETING STRUCTURES LIKELY TO BE MORE DIALECTIC? @WILLSH SMITHERY.CO
  • 56. ARE SOCIAL WEB PLATFORMS AND COMPANIES MORE DIALOGIC IN NATURE? @WILLSH SMITHERY.CO
  • 57. IT WOULD HELP EXPLAIN THE CULTURE CLASH @WILLSH SMITHERY.CO
  • 58. ARE BRANDS INTENTIONALLY FRACKING THE SOCIAL WEB? PERHAPS... @WILLSH SMITHERY.CO
  • 59. OR IS IT THE FAULT OF A MASSIVE CULTURAL DIVIDE? @WILLSH SMITHERY.CO
  • 60. @WILLSH SMITHERY.CO
  • 61. @WILLSH SMITHERY.CO
  • 62. MODERN ECONOMICS: THE VALUE OF A THING IS DETERMINED BY WHAT ONE IS WILLING TO GIVE UP TO OBTAIN THE THING @WILLSH SMITHERY.CO
  • 63. THE LABOUR THEORY OF VALUE THE VALUE OF SOMETHING IS DETERMINED BY THE LABOUR THAT WENT INTO ITS PRODUCTION @WILLSH SMITHERY.CO
  • 64. PERHAPS THERE’S A LABOUR THEORY OF BRAND VALUE* *IT MIGHT NEED A BETTER NAME, MIND @WILLSH SMITHERY.CO
  • 65. FIELD NOTES @WILLSH SMITHERY.CO
  • 66. £0.99 PER PAD £3.33 PER PAD @WILLSH SMITHERY.CO
  • 67. “MARKETING IS WORLD BUILDING. WITH UNLIMITED BANDWIDTH WE CAN NOW SHOW YOU THE WORLD.” @TOBYBARNES @WILLSH SMITHERY.CO
  • 68. @WILLSH SMITHERY.CO
  • 69. LABOUR THEORY OF BRAND VALUE YOU HAVE TO MAKE EVERYTHING WITH THE INFINITE CANVAS OF THE INTERNET IN MIND @WILLSH SMITHERY.CO
  • 70. WE’D RATHER BUY THIS WORLD... @WILLSH SMITHERY.CO
  • 71. ...THAN THIS WORLD @WILLSH SMITHERY.CO
  • 72. BRANDS OFTEN FIND THIS HARD BECAUSE OF THEIR HOLLOW FACTORY @WILLSH SMITHERY.CO
  • 73. THERE ARE TWO OPPOSITE FORCES OF INNOVATION AT WORK IN MOST BIG BRANDS TODAY @WILLSH SMITHERY.CO
  • 74. MAKE PRODUCT VERY EFFICIENTLY MAKE MARKETING AS INTERESTING AS POSSIBLE @WILLSH SMITHERY.CO
  • 75. MARX WAS HALF RIGHT... @WILLSH SMITHERY.CO
  • 76. IT’S NOT ABOUT THE MEANS OF PRODUCTION @WILLSH SMITHERY.CO
  • 77. IT’S ABOUT THE MEANING IN PRODUCTION @WILLSH SMITHERY.CO
  • 78. OVER HERE, IT’S WAY EASIER TO CREATE MEANING IN PRODUCTION @WILLSH SMITHERY.CO
  • 79. BUT IT DEMANDS DRAMATIC CHANGES IN HOW WE WORK @WILLSH SMITHERY.CO
  • 80. IT’S NOT A FUCKING PYRAMID @WILLSH SMITHERY.CO
  • 81. A BRAND TODAY IS LIKE A BITTORRENT FILE COMPLEX, DISTRIBUTED, MOVING, UNCONTROLLABLE... @WILLSH SMITHERY.CO
  • 82. PERHAPS IT’S BEAUTIFULLY UNCONTROLLABLE @WILLSH SMITHERY.CO
  • 83. BUT CERTAINLY IMPOSSIBLE TO TRULY CONCEIVE @WILLSH SMITHERY.CO
  • 84. WE DON’T NEED TO COMPRESS A BRAND ONTO PAPER... ...WE JUST HAVE TO FIND PRINCIPLES THAT HELP US WORK @WILLSH SMITHERY.CO
  • 85. COMPETITION SIMPLICITY COMPRESSION CERTAINTY COOPERATION COMPLEXITY FRAGMENTATION EXPERIMENTATION @WILLSH SMITHERY.CO
  • 86. COMPLEXITY FRAGMENTATION EXPERIMENTATION COOPERATION @WILLSH SMITHERY.CO
  • 87. FRAGMENTATION EMBRACE THE GRANULARITY OF EVERYTHING YOU’VE EVER DONE @WILLSH SMITHERY.CO
  • 88. “ I’M REALLY INTERESTED IN THE MAKING OF ‘IT’ -WHERE THE MAKING IS PART OF THE STORY OF THE ‘IT’... ” THOMAS HEATHERWICK @WILLSH SMITHERY.CO
  • 89. IT COULD BE BLENDING EVERYTHING YOU DO NOW WITH A RICH TAPESTRY OF YOUR PAST... @WILLSH SMITHERY.CO
  • 90. OR IT COULD BE SHOWING EVERYONE EVERYTHING YOU DO TO MAKE A THING... @WILLSH SMITHERY.CO
  • 91. @WILLSH SMITHERY.CO
  • 92. THERE IS NO “ONE SIZE FITS ALL” IN YOUTUBE @WILLSH SMITHERY.CO
  • 93. NIKE CRAFT “LOVE LETTER TO PLYWOOD” TOM SACHS / VAN NEISTAT @WILLSH SMITHERY.CO
  • 94. COOPERATION IT’S ALL ABOUT PEOPLE, AND WHAT THEY DO TOGETHER TO MAKE GREAT THINGS HAPPEN @WILLSH SMITHERY.CO
  • 95. YEP. @WILLSH SMITHERY.CO
  • 96. @WILLSH SMITHERY.CO
  • 97. AND INSIDE THE FACTORY, NOT JUST OUTSIDE... @WILLSH SMITHERY.CO
  • 98. @WILLSH SMITHERY.CO
  • 99. @WILLSH SMITHERY.CO
  • 100. HAVING LOTS OF PEOPLE IN A COMPANY MAKES IT EASY... @WILLSH SMITHERY.CO
  • 101. OWNING LOTS OF BRANDS MAKES IT HARD @WILLSH SMITHERY.CO
  • 102. ZOMBIE BRANDS “THE MUSIC IS DEAD, BUT IT WON’T GO AWAY. IT’S CONSTANTLY REPLAYED TO US, AND IT IS LIKE ZOMBIE CULTURE” ADAM CURTIS @WILLSH SMITHERY.CO
  • 103. @WILLSH SMITHERY.CO
  • 104. ...BECAUSE PEOPLE ARE ALIVE @WILLSH SMITHERY.CO
  • 105. @WILLSH SMITHERY.CO
  • 106. COMPLEXITY DON’T CONSOLIDATE. FRAGMENT BY SECTOR, PRODUCT, COUNTRY, REGION... @WILLSH SMITHERY.CO
  • 107. COMPLEX THE LEVEL OF COMPONENTS IN A SYSTEM COMPLICATED A HIGH LEVEL OF DIFFICULTY @WILLSH SMITHERY.CO
  • 108. “IT’S NOT GDS COMPLICATED, IT’S JUST HARD”RUSSELL DAVIES, GDS, QUOTING MICHAEL SLABY @WILLSH PIC: @LEXIE_BROWN SMITHERY.CO
  • 109. THINK OF IT THIS WAY YOU ARE AN OPERATING SYSTEM @WILLSH SMITHERY.CO
  • 110. WITH THE RIGHT MECHANIC, COMPLEXITY BECOMES AMAZINGLY COMPELLING... @WILLSH SMITHERY.CO
  • 111. @WILLSH SMITHERY.CO
  • 112. “YAY, IT WORKS!” @WILLSH SMITHERY.CO
  • 113. OF COURSE IT WORKS. IT’S A BRILLIANT, COMPLEX IDEA. AND IT’S NOW BEEN RUN FOUR TIMES. @WILLSH SMITHERY.CO
  • 114. EXPERIMENTATION SHOW PEOPLE THE FUTURE YOU WANT TO LIVE IN WITH THEM @WILLSH SMITHERY.CO
  • 115. @WILLSH SMITHERY.CO
  • 116. @WILLSH SMITHERY.CO
  • 117. @WILLSH SMITHERY.CO
  • 118. @WILLSH SMITHERY.CO
  • 119. @WILLSH SMITHERY.CO
  • 120. @WILLSH SMITHERY.CO
  • 121. @WILLSH SMITHERY.CO
  • 122. “IT’S NOT RESEARCH AND DEVELOPMENT, BUT PERSISTENCE OF VISION...” STUART WOOD HEAD OF INNOVATION HEATHERWICK STUDIO @WILLSH SMITHERY.CO
  • 123. @WILLSH SMITHERY.CO
  • 124. WHICH ALL SOUNDS AMAZING BUT HERE’S THE CATCH YOU HAVE TO GIVE UP SOMETHING FOR EACH OF THESE @WILLSH SMITHERY.CO
  • 125. TO EMBRACE FRAGMENTATION GIVE UP PERFECTIONISM SWAP IT FOR CONTENT @WILLSH SMITHERY.CO
  • 126. @WILLSH SMITHERY.CO
  • 127. TO EMBRACE COOPERATION GIVE UP CONTROL SWAP IT FOR COMMUNITY @WILLSH SMITHERY.CO
  • 128. @WILLSH SMITHERY.CO
  • 129. TO EMBRACE COMPLEXITY GIVE UP CONSOLIDATION SWAP IT FOR SPEED @WILLSH SMITHERY.CO
  • 130. @WILLSH SMITHERY.CO
  • 131. TO EMBRACE EXPERIMENTATION GIVE UP KNOWING SWAP IT FOR LEARNING @WILLSH SMITHERY.CO
  • 132. @WILLSH SMITHERY.CO
  • 133. “LEARN, THINK AND THRIVE IN THE CONTEXT OF WORKING WITH MULTIPLE PERSPECTIVES AND ULTIMATE UNCERTAINTY” RUPERT WEGERIF @WILLSH SMITHERY.CO
  • 134. MULTIPLE PERSPECTIVES... MAKING SENSE OF BROAD BRANDS EMILY HARE, EDITOR, CONTAGIOUS HTTP://RIVETIN.GS/CONTAGIOUS LINKS TO ESSAYS FROM JOHN V WILLSHIRE, MARTIN WEIGEL, MARK EARLS, SARAH WATSON, MARCUS WENNER... @WILLSH SMITHERY.CO
  • 135. @WILLSH SMITHERY.CO
  • 136. @WILLSH SMITHERY.CO
  • 137. QUESTIONS, PLEASE JOHN V WILLSHIRE HTTP://SMITHERY.CO @WILLSH ARTEFACTSHOP.COM @WILLSH SMITHERY.CO