Fracking The Social Web - Squared, November 2013

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The fourth version of "Fracking The Social Web", a talk I give on the Squared programme led by Google in partnership withthe IPA and Impact International

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Fracking The Social Web - Squared, November 2013

  1. 6.11.2013 SQUARED LONDON 51.5207° N, 0.1345° W ARE BRANDS FRACKING THE SOCIAL WEB? JOHN V WILLSHIRE @WILLSH SMITHERY.CO
  2. “WHAT IS IT YOU ACTUALLY DO...?” @WILLSH SMITHERY.CO
  3. @WILLSH SMITHERY.CO
  4. “WORK OF” @WILLSH SMITHERY.CO
  5. “GOODS MADE” @WILLSH SMITHERY.CO
  6. @WILLSH SMITHERY.CO
  7. @WILLSH SMITHERY.CO
  8. A STRONG WORKING PRINCIPLE @WILLSH SMITHERY.CO
  9. AND A HEALTHY DOSE OF SPECULATION... @WILLSH SMITHERY.CO
  10. “...MEN OF SPECULATION, WHOSE TRADE IT IS NOT TO DO ANYTHING, BUT TO OBSERVE EVERYTHING; AND WHO, UPON THAT ACCOUNT, ARE OFTEN CAPABLE OF COMBINING TOGETHER THE POWERS OF THE MOST DISTANT AND DISSIMILAR OBJECTS.” ADAM SMITH, THE WEALTH OF NATIONS, 1776 @WILLSH SMITHERY.CO
  11. FOURTH TIME AT SQUARED WWW.WEARESQUARED.COM WWW.GOOGLE.COM/+WEARESQUARED @WILLSH SMITHERY.CO
  12. LET’S TALK ABOUT FRACKING... @WILLSH SMITHERY.CO
  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) @WILLSH SMITHERY.CO
  14. ATTENTION IS THE MOST VALUABLE RAW MATERIAL THERE IS @WILLSH SMITHERY.CO
  15. ONE QUESTION I’M WRESTLING WITH: ARE BRANDS FRACKING THE SOCIAL WEB? @WILLSH SMITHERY.CO
  16. “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
  17. THAT SOUNDS REALLY ANNOYING @WILLSH SMITHERY.CO
  18. YEP, REALLY ANNOYING. @WILLSH SMITHERY.CO
  19. “OUR CHALLENGE IS THAT PEOPLE REALLY DON’T CARE” martin Weigel, W+K @WILLSH SMITHERY.CO
  20. PERHAPS BRANDS AND THE SOCIAL WEB ARE JUST VERY DIFFERENT TYPES OF THING? @WILLSH SMITHERY.CO
  21. LET’S THINK A LITTLE ABOUT “CONVERSATIONS” @WILLSH SMITHERY.CO
  22. @WILLSH SMITHERY.CO
  23. 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
  24. COOPERATION “AN EXCHANGE IN WHICH THE PARTICIPANTS BENEFIT FROM THE ENCOUNTER” @WILLSH SMITHERY.CO
  25. IT CONTAINS A VERY USEFUL WAY TO THINK ABOUT CONVERSATION @WILLSH SMITHERY.CO
  26. “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
  27. @WILLSH SMITHERY.CO
  28. CONVERSATION IS ABOUT LISTENING @WILLSH SMITHERY.CO
  29. BUT MORE IMPORTANT THAN JUST LISTENING IS LISTENING WELL @WILLSH SMITHERY.CO
  30. “ LISTENING CAREFULLY PRODUCES CONVERSATIONS OF TWO SORTS... THE DIALECTIC AND THE DIALOGIC ” RICHARD SENNETT, TOGETHER @WILLSH SMITHERY.CO
  31. WHAT THE F***? @WILLSH SMITHERY.CO
  32. DIALECTIC FROM WORK OF GERMAN PHILOSOPHER GWF HEGEL THE INTERACTION AND RESOLUTION BETWEEN MULTIPLE IDEAS @WILLSH SMITHERY.CO
  33. DIALECTIC: “THE AIM IS TO COME EVENTUALLY TO A COMMON UNDERSTANDING” RICHARD SENNETT, TOGETHER @WILLSH SMITHERY.CO
  34. 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
  35. ...NO MATTER HOW GOOD THAT CONSENSUS IS @WILLSH SMITHERY.CO
  36. DIALOGIC FROM WORK OF RUSSIAN PHILOSOPHER MIKHAIL BAHKTIN “A DISCUSSION THAT DOES NOT RESOLVE ITSELF BY FINDING COMMON GROUND...” @WILLSH SMITHERY.CO
  37. DIALOGIC: “[PEOPLE] BECOME MORE AWARE OF THEIR OWN VIEWS AND EXPAND THEIR UNDERSTANDING OF ONE ANOTHER” RICHARD SENNETT, TOGETHER @WILLSH SMITHERY.CO
  38. E A C H G b F D IN DIALOGIC CONVERSATION, IDEOLOGIES COEXIST @WILLSH SMITHERY.CO
  39. E A C H G b F D THEY CONSTANTLY INTERACT AND INFORM EACH OTHER @WILLSH SMITHERY.CO
  40. E A C H G b F D EACH IDEOLOGY CAN HOLD MORE SALIENCE IN CERTAIN CIRCUMSTANCES @WILLSH SMITHERY.CO
  41. E A C H G b F D CHANGES CAN BE MADE IF A STRATEGY DOES NOT HAVE THE DESIRED EFFECT @WILLSH SMITHERY.CO
  42. THIS MIGHT NOT JUST APPLY TO “CONVERSATION” @WILLSH SMITHERY.CO
  43. THIS INTERPLAY OF IDEAS IS VERY REMINISCENT OF THE SOCIAL WEB... @WILLSH SMITHERY.CO
  44. WHAT IF THERE ARE DIALECTIC AND DIALOGIC STRUCTURES & CULTURES TOO? @WILLSH SMITHERY.CO
  45. ARE TRADITIONAL MARKETING STRUCTURES LIKELY TO BE MORE DIALECTIC? @WILLSH SMITHERY.CO
  46. ARE SOCIAL WEB PLATFORMS AND COMPANIES MORE DIALOGIC IN NATURE? @WILLSH SMITHERY.CO
  47. IT WOULD HELP EXPLAIN THE CULTURE CLASH @WILLSH SMITHERY.CO
  48. ARE BRANDS INTENTIONALLY FRACKING THE SOCIAL WEB? PERHAPS... @WILLSH SMITHERY.CO
  49. OR IS IT THE FAULT OF A MASSIVE CULTURAL DIVIDE? @WILLSH SMITHERY.CO
  50. @WILLSH SMITHERY.CO
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  70. @WILLSH SMITHERY.CO
  71. YOUR TONE OF ACTION IS WHAT ATTRACTS PEOPLE @WILLSH SMITHERY.CO
  72. @WILLSH SMITHERY.CO
  73. @WILLSH SMITHERY.CO
  74. MODERN ECONOMICS: THE VALUE OF A THING IS DETERMINED BY WHAT ONE IS WILLING TO GIVE UP TO OBTAIN THE THING @WILLSH SMITHERY.CO
  75. THE LABOUR THEORY OF VALUE THE VALUE OF SOMETHING IS DETERMINED BY THE LABOUR THAT WENT INTO ITS PRODUCTION @WILLSH SMITHERY.CO
  76. PERHAPS THERE’S A LABOUR THEORY OF BRAND VALUE* *it might need a better name, mind @WILLSH SMITHERY.CO
  77. FIELD NOTES @WILLSH SMITHERY.CO
  78. £0.99 PER PAD £3.33 PER PAD @WILLSH SMITHERY.CO
  79. “MARKETING IS WORLD BUILDING. WITH UNLIMITED BANDWIDTH WE CAN NOW SHOW YOU THE WORLD.” @TOBYBARNES @WILLSH SMITHERY.CO
  80. @WILLSH SMITHERY.CO
  81. Labour theory of brand value: you have to make everything with the infinite canvas of the internet in mind @WILLSH http://rivetin.gs/legoinside SMITHERY.CO
  82. WE’D RATHER BUY THIS WORLD... @WILLSH SMITHERY.CO
  83. ...THAN THIS WORLD @WILLSH SMITHERY.CO
  84. BRANDS OFTEN FIND THIS HARD BECAUSE OF THEIR HOLLOW FACTORY @WILLSH SMITHERY.CO
  85. THERE ARE TWO OPPOSITE FORCES OF INNOVATION AT WORK IN MOST BIG BRANDS TODAY @WILLSH SMITHERY.CO
  86. MAKE PRODUCT VERY EFFICIENTLY MAKE MARKETING AS INTERESTING AS POSSIBLE @WILLSH SMITHERY.CO
  87. MARX WAS HALF RIGHT... @WILLSH SMITHERY.CO
  88. IT’S NOT ABOUT THE MEANS OF PRODUCTION @WILLSH SMITHERY.CO
  89. IT’S ABOUT THE MEANING IN PRODUCTION @WILLSH SMITHERY.CO
  90. OVER HERE, IT’S WAY EASIER TO CREATE MEANING IN PRODUCTION @WILLSH SMITHERY.CO
  91. BUT IT DEMANDS DRAMATIC CHANGES IN HOW WE WORK @WILLSH SMITHERY.CO
  92. COMPETITION SIMPLICITY COMPRESSION CERTAINTY COOPERATION COMPLEXITY FRAGMENTATION EXPERIMENTATION @WILLSH SMITHERY.CO
  93. COMPLEXITY FRAGMENTATION EXPERIMENTATION COOPERATION @WILLSH SMITHERY.CO
  94. @WILLSH SMITHERY.CO
  95. FRAGMENTATION EMBRACE THE GRANULARITY OF EVERYTHING YOU’VE EVER DONE @WILLSH SMITHERY.CO
  96. “ 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
  97. IT COULD BE BLENDING EVERYTHING YOU DO NOW WITH A RICH TAPESTRY OF YOUR PAST... @WILLSH SMITHERY.CO
  98. OR IT COULD BE SHOWING EVERYONE EVERYTHING YOU DO TO MAKE THEIR THING... @WILLSH SMITHERY.CO
  99. COOPERATION IT’S ALL ABOUT PEOPLE, AND WHAT THEY DO TOGETHER TO MAKE GREAT THINGS HAPPEN @WILLSH SMITHERY.CO
  100. YEP. @WILLSH SMITHERY.CO
  101. @WILLSH SMITHERY.CO
  102. @WILLSH SMITHERY.CO
  103. HAVING LOTS OF PEOPLE IN A COMPANY MAKES IT EASY... @WILLSH SMITHERY.CO
  104. OWNING LOTS OF BRANDS MAKES IT HARD @WILLSH SMITHERY.CO
  105. @WILLSH SMITHERY.CO
  106. @WILLSH SMITHERY.CO
  107. @WILLSH SMITHERY.CO
  108. COMPLEXITY DON’T CONSOLIDATE. FRAGMENT BY SECTOR, PRODUCT, COUNTRY, REGION... @WILLSH SMITHERY.CO
  109. THINK OF IT THIS WAY YOU ARE AN OPERATING SYSTEM @WILLSH SMITHERY.CO
  110. THERE IS NO “ONE SIZE FITS ALL” IN YOUTUBE @WILLSH SMITHERY.CO
  111. WITH THE RIGHT MECHANIC, COMPLEXITY BECOMES AMAZINGLY COMPELLING... @WILLSH SMITHERY.CO
  112. @WILLSH SMITHERY.CO
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  115. @WILLSH SMITHERY.CO
  116. EXPERIMENTATION SHOW PEOPLE THE FUTURE YOU WANT TO LIVE IN WITH THEM @WILLSH SMITHERY.CO
  117. @WILLSH SMITHERY.CO
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  124. “IT’S NOT RESEARCH AND DEVELOPMENT, BUT PERSISTENCE OF VISION...” STUART WOOD HEAD OF INNOVATION HEATHERWICK STUDIO @WILLSH SMITHERY.CO
  125. @WILLSH SMITHERY.CO
  126. WHICH ALL SOUNDS AMAZING BUT HERE’S THE CATCH YOU HAVE TO GIVE UP SOMETHING FOR EACH OF THESE @WILLSH SMITHERY.CO
  127. TO EMBRACE FRAGMENTATION GIVE UP PERFECTIONISM SWAP IT FOR CONTENT @WILLSH SMITHERY.CO
  128. TO EMBRACE COOPERATION GIVE UP CONTROL SWAP IT FOR COMMUNITY @WILLSH SMITHERY.CO
  129. TO EMBRACE COMPLEXITY GIVE UP CONSOLIDATION SWAP IT FOR SPEED @WILLSH SMITHERY.CO
  130. TO EMBRACE EXPERIMENTATION GIVE UP KNOWING SWAP IT FOR LEARNING @WILLSH SMITHERY.CO
  131. “LEARN, THINK AND THRIVE IN THE CONTEXT OF WORKING WITH MULTIPLE PERSPECTIVES AND ULTIMATE UNCERTAINTY” RUPERT WEGERIF @WILLSH SMITHERY.CO
  132. MULTIPLE PERSPECTIVES... MAKING SENSE OF BROAD BRANDS EMILY HARE, EDITOR, CONTAGIOUS HTTP://RIVETIN.GS/CONTAGIOUS JOHN V WILLSHIRE, MARTIN WEIGEL, MARK EARLS, SARAH WATSON, MARCUS WENNER... @WILLSH SMITHERY.CO
  133. @WILLSH SMITHERY.CO
  134. THANK YOU JOHN V WILLSHIRE HTTP://SMITHERY.CO @WILLSH JOHN@SMITHERY.CO ARTEFACTSHOP.COM @WILLSH SMITHERY.CO

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