Digital Media & Branding

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Digital Media and Branding
Presentation for OmegaWorldClass "Re-Branding and Brand Rejuvenation Summit"
July 5, 2012, Bangkok Thailand.

1. Changes
are underway that will radically change the branding landscape. Some go almost unnoticed: the web is now worldwide; the web-user as no longer a male teenage nerd; media will never be the same. Look especially at:
a) Screens: branding needs to take full advantage of screens, not simply recycle tired content prepared for a world of paper.
b) Streams: media are 24x7 flows. This complicates branding & vastly increases the possibility of miscues.
c) Sharing: as streams become torrents, users cope by sharing. Recommendations of friends become crucial for news and for brands.

2. Don't be scared of conversation. It can be scary! And the marketer is certainly not in charge. But if you aren't in the conversation, you won't get the social edge.

3. Pick brands over technology. Some technically excellent digimarketing seems to have forgotten the brand.

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  • However, a quick look back millions of years reminds us Tectonic shifts alter forever the world as we know it. Tectonic shifts: constant, irreversible, and lead to large-scale change What is happening in digital marketing today is the same Digital is not about hype or buzz words Rather, it’s about a variety of ongoing shifts – many of which have been happening for some time now
  • Change in WHERE the web’s being used
  • Change in WHERE the web’s being used
  • Thailand’s at number 16, by now we’re just over 15m FB users. A long way from Jan 2010 when we stood at 1.6M and were the 2 nd fastest growing FB country (right behind Poland!)
  • Thailand’s at number 16, by now we’re just over 15m FB users. A long way from Jan 2010 when we stood at 1.6M and were the 2 nd fastest growing FB country (right behind Poland!)
  • Thailand’s at number 16, by now we’re just over 15m FB users. A long way from Jan 2010 when we stood at 1.6M and were the 2 nd fastest growing FB country (right behind Poland!)
  • And by whom
  • And by whom
  • The body of evidence amassed by Intel researcher Genevieve Bell
  • Changes that go beyond where, and by whom, to change entire systems
  • Changes that go beyond where, and by whom, to change entire systems
  • And this is just the beginning
  • I want to look at 3 major changes beyond where and who, that are going to restructure most of what we do (I think). Screens.
  • Streams
  • And Sharing
  • Start with Screens
  • Digital IS screens…I can’t think of a digital device that doesn’t have a screen…let me know if you can…
  • And screens ARE replacing paper. I don’t mean to be ageist…more than half of all americans 65 and over now use internet and email, over 70% of them on a daily basishttp://www.abc15.com/dpp/news/national/more-than-half-of-americans-age-65-or-older-now-use-internet-and-e-mail What I mean is that although many of use have an almost romantic involvement with books & print…if you ain’t seen it, you won’t miss it. Kind of like horse drawn carriages. Will future generations pay through the nose to read a book, & be photographed doing it in Central Park or Lampang? Yes, of course.
  • And screens ARE replacing paper. I don’t mean to be ageist…more than half of all americans 65 and over now use internet and email, over 70% of them on a daily basishttp://www.abc15.com/dpp/news/national/more-than-half-of-americans-age-65-or-older-now-use-internet-and-e-mail What I mean is that although many of use have an almost romantic involvement with books & print…if you ain’t seen it, you won’t miss it. Kind of like horse drawn carriages. Will future generations pay through the nose to read a book, & be photographed doing it in Central Park or Lampang? Yes, of course.
  • First thing about screens is that can do neat stuff…which we are just starting to fathom.
  • I always read this when I get the urge to make a forecast…written just 15 years ago!
  • I guess Sir Simon must cringe every time he sees this…although I couldn’t find any comments from him. Especially cringe-worthy when this got quoted in a book last year (The Spoiler by Annalena McAfee) http://m.theglobeandmail.com/arts/books-and-media/spare-the-media-but-dear-youd-spoil-the-sendups/article4242809/?service=mobile
  • But look at least he has a wikipedia page…and I don’t…not to mention a knighthood…and having edited The Times
  • After 244 years
  • After 244 years
  • Well Sir Simon, books are in decline…although I suspect what you meant by books (the content not the format) are not! And that’s a lesson of digital. People pretty well do what they always did…they chat, they write, they share…but they do in digital media…which sometimes puts it on steroids.
  • http://www.adrants.com/2012/05/ipad-gyroscope-technology-used-in.php Olive Mobile would like us all to know just how amazing their Infiniti JX tablet ad is. Using the gyroscope technology inside the iPad, they crafted a 360 degree interior experience of the vehicle without need for an app download they claim is a world first. It certainly might be an awesome experience but viewing the ad might also make you look like some gamer idiot trying to up his points while walking down the sidewalk.
  • Digital IS screens…I can’t think of a digital device that doesn’t have a screen…let me know if you can…
  • 5% get news on all three
  • WEDNESDAY, MAY 02, 2012 Prometheus Twitter TV Ad in Homeland Sunday night saw a UK TV first, created by some colleagues in the UK for our client Fox to promote the film Prometheus. When the first break came in Homeland, the Channel 4 announcer introduced a showing of the new trailer for Prometheus, and asked people to tweet reactions using the hashtag #areyouseeingthis Then Homeland started again, for a comparatively long segment. When the second ad break came, the first ad was tweeted reactions to the trailer shown 20 minutes earlier, taken from people using the hashtag. According to Twitter on Sunday alone, there were 24,921 Tweets that mentioned #areyouseeingthis or Prometheus. And the promoted Tweet was retweeted more than 750 times. According to a spokeswoman for Twitter: “We love how they included Tweets in the creation of the TV content… using Twitter to impact the ending or content of a programme or ad is a huge opportunity that is just starting to be explored.”“ http://wallblog.co.uk/2012/05/03/c4-scores-thousands-of-tweets-with-its-areyouseeingthis-live-twitter-ad-for-prometheus/ C4 scores with its #areyouseeingthis live Twitter ad for Prometheus by @gordonmacmillan, posted on 3 May, 2012 at 9:46 am, filed under Uncategorized and tagged #areyouseeingthis, Channel 4, Charlize Theron, Michael Fassbender, Noomi Rapace, Prometheus, Ridley Scott, Twitter, Vizeum. Bookmark the permalink. Follow any comments here with the RSS feed for this post. 12 Share If you were watching post 9/11 drama Homeland on Channel 4 on Sunday night you might also have been glued to the new trailer for Ridley Scott’s hotly anticipated film ‘Prometheus’, which aired during the show’s first ad break. It wasn’t any ordinary ad. It was part of live experiment as Channel 4 invited viewers to share their thoughts about the teaser on Twitter, under the #areyouseeingthis hashtag, and then featured a selection of live tweets in the following ad break. The results were impressive with thousands sharing their thoughts.The ad was a worldwide first and marked the first time a broadcaster had created a tailored TV spot, which featured live tweets that were sent only minutes before. According to Twitter on Sunday alone, there were 24,921 Tweets that mentioned #areyouseeingthis or Prometheus. And the promoted Tweet was retweeted more than 750 times. According to a spokeswoman for Twitter: “We love how they included Tweets in the creation of the TV content… using Twitter to impact the ending or content of a programme or ad is a huge opportunity that is just starting to be explored.” It was a great use of social media and it again highlights how TV can harness the power of Twitter bringing the two screens together to create significant online buzz. Jonathan Allan, Channel 4 sales director, said: “We are delighted to have created a bespoke partnership with 20th Century Fox and Vizeum to launch the worldwide exclusive trailer of Prometheus. Channel 4’s ambition for genuine innovation and integration, plus our in-house technical expertise, meant we were perfectly placed to offer this media first. The response to activity from our viewers was fantastic and proved that genuine engagement can be achieved through a powerful combination of TV and social thinking.” The deal was brokered by Channel 4 partnerships account manager Amy Jenkins and Eray Galip from 20th Century Fox’s media agency Vizeum. Prometheus is due to be released on June 1st and stars Michael Fassbender, Noomi Rapace and Charlize Theron. It tells the story of a team of explorers who discover a clue to the origins of mankind on Earth. It leads them to the stars and into a terrifying battle to save the future of the human race. According to Twitter on Sunday alone, there were 24,921 Tweets that mentioned #areyouseeingthis or Prometheus. And the promoted Tweet was retweeted more than 750 times. According to a spokeswoman for Twitter: “We love how they included Tweets in the creation of the TV content… using Twitter to impact the ending or content of a programme or ad is a huge opportunity that is just starting to be explored.”"
  • WEDNESDAY, MAY 02, 2012 Prometheus Twitter TV Ad in Homeland Sunday night saw a UK TV first, created by some colleagues in the UK for our client Fox to promote the film Prometheus. When the first break came in Homeland, the Channel 4 announcer introduced a showing of the new trailer for Prometheus, and asked people to tweet reactions using the hashtag #areyouseeingthis Then Homeland started again, for a comparatively long segment. When the second ad break came, the first ad was tweeted reactions to the trailer shown 20 minutes earlier, taken from people using the hashtag. According to Twitter on Sunday alone, there were 24,921 Tweets that mentioned #areyouseeingthis or Prometheus. And the promoted Tweet was retweeted more than 750 times. According to a spokeswoman for Twitter: “We love how they included Tweets in the creation of the TV content… using Twitter to impact the ending or content of a programme or ad is a huge opportunity that is just starting to be explored.”“ http://wallblog.co.uk/2012/05/03/c4-scores-thousands-of-tweets-with-its-areyouseeingthis-live-twitter-ad-for-prometheus/ C4 scores with its #areyouseeingthis live Twitter ad for Prometheus by @gordonmacmillan, posted on 3 May, 2012 at 9:46 am, filed under Uncategorized and tagged #areyouseeingthis, Channel 4, Charlize Theron, Michael Fassbender, Noomi Rapace, Prometheus, Ridley Scott, Twitter, Vizeum. Bookmark the permalink. Follow any comments here with the RSS feed for this post. 12 Share If you were watching post 9/11 drama Homeland on Channel 4 on Sunday night you might also have been glued to the new trailer for Ridley Scott’s hotly anticipated film ‘Prometheus’, which aired during the show’s first ad break. It wasn’t any ordinary ad. It was part of live experiment as Channel 4 invited viewers to share their thoughts about the teaser on Twitter, under the #areyouseeingthis hashtag, and then featured a selection of live tweets in the following ad break. The results were impressive with thousands sharing their thoughts.The ad was a worldwide first and marked the first time a broadcaster had created a tailored TV spot, which featured live tweets that were sent only minutes before. According to Twitter on Sunday alone, there were 24,921 Tweets that mentioned #areyouseeingthis or Prometheus. And the promoted Tweet was retweeted more than 750 times. According to a spokeswoman for Twitter: “We love how they included Tweets in the creation of the TV content… using Twitter to impact the ending or content of a programme or ad is a huge opportunity that is just starting to be explored.” It was a great use of social media and it again highlights how TV can harness the power of Twitter bringing the two screens together to create significant online buzz. Jonathan Allan, Channel 4 sales director, said: “We are delighted to have created a bespoke partnership with 20th Century Fox and Vizeum to launch the worldwide exclusive trailer of Prometheus. Channel 4’s ambition for genuine innovation and integration, plus our in-house technical expertise, meant we were perfectly placed to offer this media first. The response to activity from our viewers was fantastic and proved that genuine engagement can be achieved through a powerful combination of TV and social thinking.” The deal was brokered by Channel 4 partnerships account manager Amy Jenkins and Eray Galip from 20th Century Fox’s media agency Vizeum. Prometheus is due to be released on June 1st and stars Michael Fassbender, Noomi Rapace and Charlize Theron. It tells the story of a team of explorers who discover a clue to the origins of mankind on Earth. It leads them to the stars and into a terrifying battle to save the future of the human race. According to Twitter on Sunday alone, there were 24,921 Tweets that mentioned #areyouseeingthis or Prometheus. And the promoted Tweet was retweeted more than 750 times. According to a spokeswoman for Twitter: “We love how they included Tweets in the creation of the TV content… using Twitter to impact the ending or content of a programme or ad is a huge opportunity that is just starting to be explored.”"
  • Heineken recognized that many people access their mobiles while watching TV and developed a real-time game around the Champions League. StarPlayer is a mobile game that was developed to allow fans to interact in realtime, as the game reacted to what was happening in the actual game. Users could only unlock a game about 10 minutes before the actual UEFA game started and then had to answer a series of questions based on the realtime game play. The questions were predictive, asking fans about action in the game such as corner kicks or whether an attempted goal was going to go in. It was certainly a risky strategy, as you faced the possibility of the mobile game going down during the actual game, but this paid off for Heineken. The Starplayer game was also playable through their Facebook Page – check it out below:
  • Lean-back 2.0: Andrew Rashbass, CEO, The Economist Group keynote presentation
  • Ms. Buckingham recalled conducting a focus group where one of her subjects, a college student, said, “If the news is that important, it will find me.”
  • In essence, they are replacing the professional filter — reading The Washington Post, clicking on CNN.com — with a social one.
  • Easiest way to view this is just to look at people who can go without FB for a long time: notice in this survey “long time” is less than daily. Only 40-50% of respondents can bear to be away from FB for a day. (which is about what FB itself says: over 400 m active users, 50% log in on any given day, http://www.facebook.com/#!/press/info.php?statistics)
  • Easiest way to view this is just to look at people who can go without FB for a long time: notice in this survey “long time” is less than daily. Only 40-50% of respondents can bear to be away from FB for a day. (which is about what FB itself says: over 400 m active users, 50% log in on any given day, http://www.facebook.com/#!/press/info.php?statistics)
  • He thought he was using his own Twitter account http://www.wxyz.com/dpp/news/region/oakland_county/man-fired-for-chrysler-f-word-tweet-will-run-social-media-for-ford-arts-beats-eats-festival
  • He thought he was using his own Twitter account http://www.wxyz.com/dpp/news/region/oakland_county/man-fired-for-chrysler-f-word-tweet-will-run-social-media-for-ford-arts-beats-eats-festival
  • He thought he was using his own Twitter account http://www.wxyz.com/dpp/news/region/oakland_county/man-fired-for-chrysler-f-word-tweet-will-run-social-media-for-ford-arts-beats-eats-festival
  • “ There are lots of times where I’ll read an interesting story online and send the U.R.L. to 10 friends,” said Lauren Wolfe, 25, the president of College Democrats of America. “I’d rather read an e-mail from a friend with an attached story than search through a newspaper to find the story.” Sharing is not always deliberate…as we’ll see later (Target pregnant girl)…and certainly not always well thought out. (could add the Customer Reports “over-sharing” here)
  • Came across this quite by chance. I happened to be browsing a resource I used to visit a lot “A List Apart” which is about webdesign. This article caught my eye. The content resonated so much with me. The authors point out that so often when one is presenting most of the audience has their faces buried in devices. Not much eye contact these days. And it’s interesting to see how we react to this. Venues used to have a “Please turn off our mobile devices warnings” I remember speaking at a Microsoft Partners Conference where they actually gave a rationale: “mobile devices can interfere with today’s presentation technology even when on mute, so please switch off all mobile devices” And it’s true, when you hear that intermittent buzzing during a presentation, it’s usually because the speaker’s mobile is no mute but interfering with the radio mic. Most venues seem to have given the switch off mobiles battle. And as a speaker I’m used to a heads down audience, that may be tweeting what I’m saying…..or maybe researching lunch venues. However in another part of my life, I work a business school here in Bangkok (Sasin), where one of my roles is to sort act as intermediary between the many visiting faculty that we have, and the establishment. Our visiting faculty have typically excelled in executive teaching for quite a few years…and are some what set in their ways. One of the things that happens after many many years of speaking to a captive audience of students…is that one tends to prefer captive audiences. I guess that’s why brands find it scary too.
  • 4. http://en.wikipedia.org/wiki/CompuServe CompuServe and The Source...basically offering evening use of commercial computing services
  • Came across this quite by chance. I happened to be browsing a resource I used to visit a lot “A List Apart” which is about webdesign. This article caught my eye. The content resonated so much with me. The authors point out that so often when one is presenting most of the audience has their faces buried in devices. Not much eye contact these days. And it’s interesting to see how we react to this. Venues used to have a “Please turn off our mobile devices warnings” I remember speaking at a Microsoft Partners Conference where they actually gave a rationale: “mobile devices can interfere with today’s presentation technology even when on mute, so please switch off all mobile devices” And it’s true, when you hear that intermittent buzzing during a presentation, it’s usually because the speaker’s mobile is no mute but interfering with the radio mic. Most venues seem to have given the switch off mobiles battle. And as a speaker I’m used to a heads down audience, that may be tweeting what I’m saying…..or maybe researching lunch venues. However in another part of my life, I work a business school here in Bangkok (Sasin), where one of my roles is to sort act as intermediary between the many visiting faculty that we have, and the establishment. Our visiting faculty have typically excelled in executive teaching for quite a few years…and are some what set in their ways. One of the things that happens after many many years of speaking to a captive audience of students…is that one tends to prefer captive audiences. I guess that’s why brands find it scary too.
  • He pointed to the light bulb as a clear demonstration of the concept of “the medium is the message”. A light bulb does not have content in the way that a newspaper has articles or a television has programs, yet it is a medium that has a social effect; that is, a light bulb enables people to create spaces during nighttime that would otherwise be enveloped by darkness. He describes the light bulb as a medium without any content. McLuhan states that "a light bulb creates an environment by its mere presence."[5] Likewise, the message of a newscast about a heinous crime may be less the individual news story itself — the content — and more the change in public attitude towards crime that the newscast engenders by the fact that such crimes are in effect being brought into the home to watch over dinner.[3]Address : <http://en.wikipedia.org/wiki/The_medium_is_the_message#cite_note-4> “ The electric light is pure information. It is a medium without a message…unless it is used to spell out some verbal ad or name. This fact, characteristic of all media, means that the “content” of any medium is always another medium. The content of writing is speech, just as the written word is the content of print, and print is the content of the telegraph” the technologies through which we take in information - the media, broadly defined - become "extensions" of our bodies, exerting a profound influence over us. When an important new medium arrives, it can reshape who we are as individuals and as a society. * News * Technology Read me first McLuhan would blow hot and cool about today's internet * Nick Carr * o Nick Carr o guardian.co.uk, Thursday November 1 2007 23.53 GMT o The Guardian, Thursday November 1 2007 o Article history Marshall McLuhan is back. The 1960s icon's theories about "electric media" have new resonance now that the internet is becoming our all-purpose conduit for news, information and entertainment. McLuhan was an obscure Canadian academic until the mid-60s, when his best-selling book, Understanding Media, turned him into a pop-culture phenomenon. His playfully radical ideas perfectly reflected the spirit of the times, when the air was filled with revolutionary rhetoric and pot smoke. McLuhan's central thesis, encapsulated in the famous phrase "the medium is the message", was that the technologies through which we take in information - the media, broadly defined - become "extensions" of our bodies, exerting a profound influence over us. When an important new medium arrives, it can reshape who we are as individuals and as a society. The electric media of television and computers, argued McLuhan, would liberate us from our dependence on the printed word. Print was what he called a "hot" medium, one that absorbed all of our attention and left little room for participation. The medium it had supplanted, the spoken word, was by contrast a "cool" medium that left plenty of space for participation. Reading, to put it simply, is a lonely pursuit, while speech is a social one. So when we became readers, rather than listeners, we sacrificed our shared, tribal consciousness and became locked into private consciousness. Electric media, being cool technologies that promote interaction, would bring back our lost tribal consciousness, McLuhan believed. But our tribes would no longer be small, isolated groups. Because the new media spanned the planet, we would become members of a "global village". http://www.guardian.co.uk/technology/2007/nov/01/comment.internet
  • Every marketers’ worst nightmare. Disaffected employess. Juvenile humour. Will any one watch this disgusting garbage? YESSSS. At its peak, getting hundreds of thousands of views. Trending topic of Twitter. Within hours, someone on-line had identified the store… Management didn ’ t respond for about 36 hours (a lifetime on the web)….the were quoted as saying they hoped it would die down…famous last words
  • Then they came with the measured corporate response. Is it riveting? Is it authentic? You judge.
  • http://shankman.com/the-real-problem-with-the-motrin-ads/ hire someone form your target market…don’t believe the kids at your agency
  • Beyond the Wow http://www.youtube.com/watch?v=YWKbrCz0J60 Apology http://www.viddler.com/explore/dpzramon/videos/19/ 15k views
  • Thank OPie Disgusting people was April 2009 Dominos has had the same pizza recipe since they launched 50 years ago, and while it finished first in pizza delivery and value according to a 2009 Brand Keys survey of national restaurant chains, it also finished dead last in consumers' taste preference. With pizza deliveries down 6% compared to last year according to USA Today, Dominos knew it needed to make a change. Read more: http://blog.hubspot.com/blog/tabid/6307/bid/5426/How-Dominos-is-Using-Customer-Feedback-and-Social-Media-Outreach-to-Reinvent-Its-Brand.aspx#ixzz1Z9S5giZP
  • The pizza maker spent about $75 million on development and marketing of the new pizza, according to an estimate by Forbes magazine.
  • No FB response…page is listed as unofficial, little YouTube response July 8 offers compensation of 1200 cash and 1200 vouchers
  • One of several kids singing along
  • Toy Toyota…mobile app location based to keep kids amused…the kid navigates the same route as the actual car…with landmarks appearing as icons…which can be collected for points…which kid can spend on modding his car.
  • Virtual mini hunt…this version ran in Stockholm last year. Have to find, capture, and hold a virtual mini in your mobile. NB just like real world promotions, virtual promotions have to planned very carefully…the next is a straight copy of the Mini but for a running shoe New Balance. All around the opening of a new store in NYC.
  • Digital Media & Branding

    1. 1. digiAindraSustaining your re-branding efforts and delivering on brand promise across all physical and digital platforms… Dr Ian Fenwick founding partner digiAindra co ltd Advisor Sasin Graduate Institute of Business Administration Copyright © ian fenwick. All rights reserved
    2. 2. digiAindra To address that topic, which is the longest I’ve everseen would take a truly renaissance man…which I’m really not http://upload.wikimedia.org/wikipedia/commons/a/a5/Leonardo_da_Vinci-_Vitruvian_Man.JPG http://upload.wikimedia.org/wikipedia/commons/a/a5/Leonardo_da_Vinci-_Vitruvian_Man.JPG http://juzmental.deviantart.com/art/Vitruvian-Cartman-27804523?q=boost%3Apopular%20vitruvian&qo=1 Copyright © by ian fenwick. All rights reserved http://juzmental.deviantart.com/art/Vitruvian-Cartman-27804523?q=boost%3Apopular%20vitruvian&qo=1
    3. 3. digiAindraI’m more like this… http://upload.wikimedia.org/wikipedia/commons/a/a5/Leonardo_da_Vinci-_Vitruvian_Man.JPG http://upload.wikimedia.org/wikipedia/commons/a/a5/Leonardo_da_Vinci-_Vitruvian_Man.JPG http://juzmental.deviantart.com/art/Vitruvian-Cartman-27804523?q=boost%3Apopular%20vitruvian&qo=1 Copyright © by ian fenwick. All rights reserved http://juzmental.deviantart.com/art/Vitruvian-Cartman-27804523?q=boost%3Apopular%20vitruvian&qo=1
    4. 4. so Iooked at the sub-bullets digiAindra I’d been briefed with… …long-term strategies in digital media Dr Ian Fenwick founding partner digiAindra co ltd Advisor Sasin Graduate Institute of Business Administration Copyright © ian fenwick. All rights reserved
    5. 5. and I remembered the words of digiAindra“Keynes, (I was an economist once) The long run is a misleading guide to current affairs. In the long run we are all dead. …really anyone sufficiently foolish to talk John Maynard Keynes about “long-term of 1st Baron Keynes of Tilton digital marketing” 1923 probably deserves to die!http://en.wikiquote.org/wiki/John_Maynard_Keynes http://en.wikiquote.org/wiki/File:John_Maynard_Keynes.jpg Copyright © by ian fenwick. All rights reserved
    6. 6. digiAindra & btw, I’m not a fortuneteller…although I wish I was. I have three major topics… doesn’t everyone? Copyright © by ian fenwick. All rights reserved
    7. 7. First topic digiAindrahttp://en.wikiquote.org/wiki/File:Change.jpg Change by Felix Burton Copyright © by ian fenwick. All rights reserved
    8. 8. digiAindra Second topichttps://secure.flickr.com/photos/nostri-imago/2866399803/ Last Conversation Piece, 1994-95, Bronze by Juan Munoz, Spanish, born Madrid, 1953-2001by cliff1066 Copyright © by ian fenwick. All rights reserved
    9. 9. digiAindra Third topicWall mural Boulevard Richard Lenoir Overwhelmed by technology? https://secure.flickr.com/photos/chriswaits/5854303759/ by Chris Waits Copyright © by ian fenwick. All rights reserved
    10. 10. digiAindrahttp://en.wikiquote.org/wiki/File:Change.jpg Change by Felix Burton Copyright © by ian fenwick. All rights reserved
    11. 11. Tectonic digiAindraShifts We know it’s a world of change…But I think we’re living through tectonic changes that, almost unnoticed, are revolutionizing the world of branding. Copyright © by ian fenwick. All rights reserved
    12. 12. “ digiAindra In 1998, 70% of the world’s internet users were from the United States… by 2010 it was only 17%” 2011? US ?? Asia ??http://www.abc.net.au/radionational/programs/bigideas/what-does-our-technology-future-look-like3f/4003568 http://www.internetworldstats.com/stats14.htm#north Copyright © by ian fenwick. All rights reserved
    13. 13. “ digiAindra In 1998, 70% of the world’s internet users were from the United States… by 2010 it was only 17%” 2011? US <11% Asia >44%http://www.abc.net.au/radionational/programs/bigideas/what-does-our-technology-future-look-like3f/4003568 http://www.internetworldstats.com/stats14.htm#north Copyright © by ian fenwick. All rights reserved
    14. 14. digiAindra We can see the changes in the world of Facebook. Although US is still #1 on Facebook (an American is more likely to be on FB than to have a passport). What country is #2? [hint: China bans FB][hint hint: it used to be Indonesia…but it’s not now]https://www.socialbakers.com/facebook-statistics/ http://techcrunch.com/2011/07/22/more-americans-are-on-facebook-than-have-a-passport/ Copyright © by ian fenwick. All rights reserved
    15. 15. digiAindraYes…#2 is Brazil (that was you next guess wasn’t it?)And in the top 5, US is the only western, ‘developed’ country. FB starts to resemble the world.https://www.socialbakers.com/facebook-statistics/ Copyright © by ian fenwick. All rights reserved
    16. 16. digiAindra And Thailand’s right there in #16 spot Notice Japan now #21…there used to a wholeliterature on why cultural differences made Japanese prefer the snug, anonymous world of Mixi…wonder what happened? January 2010 1.6mhttps://www.socialbakers.com/facebook-statistics/ Copyright © by ian fenwick. All rights reserved
    17. 17. Bangkok has another claim to fame as the digiAindrathe city in world with the largest number of FB users!Many think this is a bit spurious, maybe Thais outsideBangkok and Bkk-wannabes & on FB claim to be here.[take a look at #11 Rio…that’s some FB penetration]https://www.socialbakers.com/facebook-statistics/cities/ Copyright © by ian fenwick. All rights reserved
    18. 18. digiAindra So the internet becomes truly worldwide (almost)… and look at this headline from Atlantic magazine… the prototype of the nerd is changing too!http://betabeat.com/2012/06/single-white-dudes-women-tec/ Copyright © by ian fenwick. All rights reserved http://www.theatlantic.com/technology/archive/2012/06/sorry-young-white-guy-youre-not-the-most-important-demographic-in-tech/258087/
    19. 19. digiAindra “ men’s role in technology adoption continues to be overstated …women are our new lead adopters …women in Western countries use the internet 17% more…than their male counterparts Intel researcher Genevieve Bellhttp://betabeat.com/2012/06/single-white-dudes-women-tec/ Copyright © by ian fenwick. All rights reserved http://www.theatlantic.com/technology/archive/2012/06/sorry-young-white-guy-youre-not-the-most-important-demographic-in-tech/258087/
    20. 20. digiAindraWoman lead in • talking on mobiles • texting • using skype • using location-based services • using every social network, except LinkedIn“ • owning all internet-enabled devices readers, healthcare devices, GPS—the whole bundle of technology is mostly owned by women Intel researcherhttp://betabeat.com/2012/06/single-white-dudes-women-tec/ Copyright © by ian fenwick. All rights reserved Genevieve Bell http://www.theatlantic.com/technology/archive/2012/06/sorry-young-white-guy-youre-not-the-most-important-demographic-in-tech/258087/
    21. 21. digiAindra And see what Rupert Murdoch has to say… [this was before his people’s alleged mobile phone hacking got an airing; and before MySpace went so far South]Wired 14.07, July 2006, “His Space,” Spencer Reiss http://www.wired.com/wired/archive/14.07/murdoch.html Copyright © by ian fenwick. All rights reserved
    22. 22. “ digiAindra Technology is shiftingpower away from the editors,the publishers, theestablishment, the media elite Now it’s the people who are taking control.Wired 14.07, July 2006, “His Space,” Spencer Reiss http://www.wired.com/wired/archive/14.07/murdoch.html Copyright © by ian fenwick. All rights reserved
    23. 23. But was right, digiAindra creatives the media model being over modestTraditional returns to thrown Media creators publishers, editors expensive channel, bookstores, news stands, production TV/radio stations & filtering $$$ consumers eyeballs Copyright © by ian fenwick. All rights reserved
    24. 24. digiAindraConsumers Generate modest returns to Content creators Internet Publication near free channel, free peer filtering Internet Distribution modest returns to creatorsConsumers Generate Content Copyright © by ian fenwick. All rights reserved Media for all
    25. 25. digiAindra Now these changes in web composition & mediamodel, may be going almost unnoticed…but some of their symptoms are not. I’ll focus on three (doesn’t everyone?)http://www.fotopedia.com/items/flickr-4711241023 by fritzon http://www.fotopedia.com/items/flickr-4711241023 by fritzon Copyright © by ian fenwick. All rights reserved
    26. 26. digiAindraStream Debris by CM195902 Stream Debris https://secure.flickr.com/photos/79666107@N00/234084520/ Copyright © by ian fenwick. All rights reserved
    27. 27. digiAindraUyuni salt lake of Tunupa, Bolivia http://www.alistapart.com/articles/conversation-is-the-new-attention/ © by ian fenwick. All rights reserved Copyright
    28. 28. digiAindra is firsthttp://www.fotopedia.com/items/flickr-4711241023 by fritzon http://www.fotopedia.com/items/flickr-4711241023 by fritzon Copyright © by ian fenwick. All rights reserved
    29. 29. I think almost [weasel word] every digital device has a digiAindraDigital is screens I’ll hear about the ones that don’t] screen. [now I know ee ns ta l s cr D i gi Copyright © by ian fenwick. All rights reserved
    30. 30. And paper is digiAindra giving way to screenshttp://www.fotopedia.com/items/flickr-4711241023 by fritzon http://www.fotopedia.com/items/flickr-4711241023 by fritzon Copyright © by ian fenwick. All rights reserved
    31. 31. Btw my point is about paper & screens not old & digiAindra young…in many countries, older people are one of the faster growing online segments But when people talk about their love of paper, magazines & books, I always wonder how the screen generation will ever get that feeling… [I have a black vinyl thing with a hole in the middle…is this a record?]http://www.fotopedia.com/items/flickr-4711241023 by fritzon http://www.fotopedia.com/items/flickr-4711241023 by fritzon Copyright © by ian fenwick. All rights reserved
    32. 32. digiAindra stay on brand, use screen And screens really can do so much that papercan’t…things that branders are only just discovering. [video link is http://i.digi8.us/iPadGirl]http://www.youtube.com/watch?v=fLPMLJgGsiA&feature=player_embeddedhttp://www.adweek.com/adfreak/girl-ipad-head-helps-launch-cosmo-guys-app-133806 All rights reserved Copyright © by ian fenwick.
    33. 33. digiAindra http://www.oliverwyman.com/media/OW_EN_CMT_PUBL_2010_NewDigitalFuture.pdfCopyright © by ian fenwick. All rights reserved
    34. 34. digiAindra February 16, 1997Internet is the freedom of the brain dead whenever I get an urge to forecast, I think of thispiece by Sir Simon Jenkins…written just 15 years ago Copyright © by ian fenwick. All rights reserved
    35. 35. digiAindra February 16, 1997Internet is the freedom of the brain dead The Internet is one more electronic craze that market forces will sooner or later put in its proper context. …its fanatical proponents need the sympathy & tolerance once extended to Esperantists & radio hams. In the history of science, I would place the Internet well behind the word processor, the telephone & the light bulb… Most often when I use this, I have to explain what an esperantist is…often I have to explain radio ham too Copyright © by ian fenwick. All rights reserved
    36. 36. digiAindra February 16, 1997 The book is the seminal invention of modern civilisation…. …unchallenged, certainly by anything that electronics can offer… The Internet will strut an hour upon the stage, and then take its place in the ranks of lesser media Sir Simon Jenkins, February 16, 1997 also cited as January 4 1997http://sundaytimes.lk/970216/plus5.html http://frogenyozurt.com/2012/04/the-spoiler-an-intelligent-novel-about-the-moral-gap-in-journalism-by-annalena-mcafee/ Copyright © by ian fenwick. All rights reserved
    37. 37. digiAindra February 16, 1997The book is the seminal invention of modernMust make Sir Simon cringe every time hecivilisation…. re-reads this. I tried to find recent …unchallenged, certainly by anything that comments on the piece by him but electronics can offer… couldn’t Must have will strut an hour upon the The Internet been especially cringe-worthy stage, and then takewas used in the ranks when this quote its place in a work of of lesser media last year fiction http://www.amazon.co.uk/Spoiler-Annalena-McAfee/dp/1846554357 Sir Simon Jenkins, February 16, 1997 also cited as January 4 1997http://sundaytimes.lk/970216/plus5.html http://frogenyozurt.com/2012/04/the-spoiler-an-intelligent-novel-about-the-moral-gap-in-journalism-by-annalena-mcafee/ Copyright © by ian fenwick. All rights reserved
    38. 38. And Sir Simon does have his wikipedia page, digiAindra which is more than I can say! http://en.wikipedia.org/wiki/Simon_Jenkins Copyright © by ian fenwick. All rights reserved
    39. 39. digiAindra But there’s no doubt that screens are beating a paper…few months ago,Encyclopedia Britannica finally gave up on its paper editionhttps://secure.flickr.com/photos/sketch22/2932308851/ Remember These? By Nathan Boror Copyright © by ian fenwick. All rights reserved
    40. 40. But look at this…a Bill Gates email Aindra digi from1994…expecting that the internet wouldNOT impact Flight Simulator or Encarta“ The internet is a great phenomena… Will it cause less personal computers to sell? I think quite the opposite. Less copies of Flight Simulator or Encarta? Bill Gates email, 1994 they both got canned this yearhttps://secure.flickr.com/photos/sketch22/2932308851/ Remember These? By Nathan Boror Copyright © by ian fenwick. All rights reserved
    41. 41. digiAindrahttp://mashable.com/2012/06/17/ebook-hardcover-sales/ Copyright © by ian fenwick. All rights reserved
    42. 42. digiAindra stay on brand, use screen more brands using the power of screens link is http://i.digi8.us/InfinitiJXhttps://www.youtube.com/watch?feature=player_embedded&v=KGIWebpdmYE Copyright © by ian fenwick. All rights reserved
    43. 43. notice that screens definitely has adigiAindraDigital is screens ‘s’ and both ends… multiple screens are in favor it al sc re en S D ig Copyright © by ian fenwick. All rights reserved
    44. 44. “ digiAindra Nearly a quarter of US adults, 23%, now get news on at least two devices —a desktop/laptop computer & smartphone, a computer & a tablet & a smartphone, or on all three Pew Research Center State of the News Media 2012http://pewresearch.org/pubs/2222/news-media-network-television-cable-audioo-radio-digital-platforms-local-mobile-devices-tablets-smartphones-native-american- community-newspapers?src=prc-headline Copyright © by ian fenwick. All rights reserved
    45. 45. digiAindraGet 2 screens working: Prometheus so smart branders need to get multiple screens working together. Prometheus screened a trailer in one ad break, invited people to tweet…screened the tweets in the next breakhttp://wallblog.co.uk/2012/05/03/c4-scores-thousands-of-tweets-with-its-areyouseeingthis-live-twitter-ad-for-prometheus/c4prometheustweets-copy/ Copyright © by ian fenwick. All rights reserved
    46. 46. digiAindraGet 2 screens working: Prometheushttp://wallblog.co.uk/2012/05/03/c4-scores-thousands-of-tweets-with-its-areyouseeingthis-live-twitter-ad-for-prometheus/c4prometheustweets-copy/ Copyright © by ian fenwick. All rights reserved
    47. 47. digiAindra Get 2 screens working: HeinekenStarPlayer, live football gamelets fans watch UEFA ChampionsLeague matches on TV& playing in real-time on acomputer, iPhone or iPod touchLink’shttp://i.digi8.us/HeinekenStarhttp://www.youtube.com/watch?v=XP5yySEZub8&feature=player_embedded#at=51http://thenextweb.com/mobile/2011/06/14/5-brilliant-mobile-marketing-campaigns/ Copyright © by ian fenwick. All rights reserved
    48. 48. digiAindraGet 2 screens working: Hyundai Link’s Link’s http://i.digi8.us/Hyundaihttp://i.digi8.us/Hyundai Copyright © by ian fenwick. All rights reserved
    49. 49. digiAindraHow much time in total do you think you will spend reading the Economist iPad App this week? now most digital is lean forward participation… 25% but there’s 25% some evidence that lean back 20% 20% is in there too…depends http://i.digi8.us/Hyunda on the content and the 15% device 15% 10% 10% 5% 5% None < 15 15-30 30-60 1-1.5 1.5-2 2-2.5 2.5-3 3-4 4 hrs mins mins mins hrs hrs hrs hrs hrs & overhttp://www.guardian.co.uk/media-network/media-network-blog/video/2012/apr/10/lean-back-2-0-andrew-rashbass-ceo-the-economist-group-keynote-presentation-video Copyright © by ian fenwick. All rights reserved
    50. 50. digiAindra screens leads to streams In olden days, media came in chunks at fixed times.Morning paper. Evening News…now media comes in streams, rivers, torrentsStream Debris by CM195902 Stream Debris https://secure.flickr.com/photos/79666107@N00/234084520/ Copyright © by ian fenwick. All rights reserved
    51. 51. digiAindra “ television has moved from being an appointment-based medium to medium appointment an engagement-based mediumreally that could be said about almost any Henry Jenkins, Professor of Communication, Journalism, & Cinematic Arts, traditional medium University of Southern Californiahttp://www.thestar.com/entertainment/television/article/911215--the-death-of-tv-as-we-know-ithttp://www.henryjenkins.org/index.html Copyright © by ian fenwick. All rights reserved
    52. 52. “ digiAindra Here is my confession—I sleep withmy phone under my pillow every night …I almost never sleep an entire nightthrough without waking up & checking my tweets…at least twoor three times …I even wake up, tweet for an houror so, & then go back to sleep Copyright © by ian fenwick. All rights reserved
    53. 53. digiAindraDo you sleep with your mobile?Pew Research Center It really is 24x7 for media todayhttp://pewresearch.org/databank/dailynumber/?NumberID=1090 Pew Research Center, tracking study, April 29-May20 2010, USA“have slept with phones on or right next to their bed” Copyright © by ian fenwick. All rights reserved
    54. 54. digiAindraHow long can you go withoutchecking in on Facebook? notice that on the scale, “long time” means less than once a day… “hurry up! I haven’t got all minute”http://www.retrevo.com/content/blog/2010/03/social-media-new- Copyright © by ian fenwick. All rights reserved addiction%3F
    55. 55. digiAindraCan you be interrupted for anelectronic message at any time?http://www.retrevo.com/content/blog/2010/03/social-media-new- Copyright © by ian fenwick. All rights reserved addiction%3F
    56. 56. digiAindrahttp://adage.com/article/adagestat/56-mobile-users-admit-potty-talk-texting/149375/ Copyright © by ian fenwick. All rights reserved
    57. 57. digiAindraWHOOPS! Chrysler tweets the f-word this 24x7 stream leaves a lot of room for brand errorshttp://twitter.com/#!/tverma29/statuses/45483012326031360 http://www.foxnews.com/us/2011/03/10/f-word-appears-chryslers-twitter-feed/http://mashable.com/2011/03/09/chrysler-drops-the-f-bomb-on-twitter/ Copyright © by ian fenwick. All rights reservedhttp://econsultancy.com/us/blog/7913-14-epic-social-media-fails?utm_medium=twitter&utm_source=twitterfeed
    58. 58. digiAindraWHOOPS! Chrysler tweets the f-word which quickly get amplified but it’s best not to liehttp://twitter.com/#!/tverma29/statuses/45483012326031360 http://www.foxnews.com/us/2011/03/10/f-word-appears-chryslers-twitter-feed/http://mashable.com/2011/03/09/chrysler-drops-the-f-bomb-on-twitter/ Copyright © by ian fenwick. All rights reservedhttp://econsultancy.com/us/blog/7913-14-epic-social-media-fails?utm_medium=twitter&utm_source=twitterfeed
    59. 59. digiAindraWHOOPS! Chrysler tweets the f-word digital has the habit of rooting out lies quicklyhttp://twitter.com/#!/tverma29/statuses/45483012326031360 http://www.foxnews.com/us/2011/03/10/f-word-appears-chryslers-twitter-feed/http://mashable.com/2011/03/09/chrysler-drops-the-f-bomb-on-twitter/ Copyright © by ian fenwick. All rights reservedhttp://econsultancy.com/us/blog/7913-14-epic-social-media-fails?utm_medium=twitter&utm_source=twitterfeed
    60. 60. digiAindraWHOOPS! Starbucks insults entire countries even Starbucks forgets that Ireland isn’t all Britain…http://www.huffingtonpost.com/2012/06/06/starbucks-ireland-twitter-fail_n_1574922.html Copyright © by ian fenwick. All rights reserved
    61. 61. digiAindraWHOOPS! Starbucks insults entire countrieshttp://www.huffingtonpost.com/2012/06/06/starbucks-ireland-twitter-fail_n_1574922.html Copyright © by ian fenwick. All rights reserved
    62. 62. digiAindra for many of us those streams become torrents “ if the news is that important, it will find me which our social network focus group participant ‘friends’ help us navigatehttps://secure.flickr.com/photos/wurglitsch/6153011615/lightbox/ Niagara Falls by Rinaldo W http://https://www.nytimes.com/2008/03/27/us/politics/27voters.html?_r=1 Copyright © by ian fenwick. All rights reserved
    63. 63. “ digiAindra …I’ll read an interestingstory online & send the URL to10 friends…I’d rather read an e-mail from afriend with an attached storythan search through a newspaperto find the story http://https://www.nytimes.com/2008/03/27/us/politics/27voters.html?_r=1 Copyright © by ian fenwick. All rights reserved
    64. 64. digiAindra which gets us to sharingUyuni salt lake of Tunupa, Bolivia http://www.alistapart.com/articles/conversation-is-the-new-attention/ © by ian fenwick. All rights reserved Copyright
    65. 65. The first digiAindrapublicallyaccessible on-line network?1979Of course sharing isn’t new… Compserve was advertising it in 1983http://en.wikipedia.org/wiki/CompuServe Copyright © by ian fenwick. All rights reserved
    66. 66. “ digiAindra Conversation is the new attention Brands need to be talked about if they are to spread successfullyThe conversation is how we stand out from the torrent of mediaUyuni salt lake of Tunupa, Bolivia http://www.alistapart.com/articles/conversation-is-the-new-attention/ © by ian fenwick. All rights reserved Copyright
    67. 67. “ digiAindra the medium is the message Marshall McLuhan, 1964 …the …. medium is us! The Medium is the Massage, Marshall McLuhan and Quentin Fiore Bantam Books, 1967 , Understanding Media: The Extensions of Man, Marshall McLuhan, McGraw-Hill, 1964Understanding Media: The Extensions of Man, Marshall McLuhan, McGraw-Hill, 1964, Copyright © by ian fenwick. All rights reserved
    68. 68. So brands that will thrive can’t digiAindra be scared of conversationhttps://secure.flickr.com/photos/nostri-imago/2866399803/ Last Conversation Piece, 1994-95, Bronze by Juan Munoz, Spanish, born Madrid, 1953-2001by cliff1066 Copyright © by ian fenwick. All rights reserved
    69. 69. digiAindra Although it certainly can be scary! Link is http://i.digi8.us/DominosDIsgustinghttp://www.goodasyou.org/good_as_you/2009/04/video-let-the-dominoes-appall.html Copyright © by ian fenwick. All rights reserved
    70. 70. “ digiAindra Tuesday …learned about the video on …decided not to respond aggressively, hoping the controversy would quiet down. “…we missed was the perpetual mushroom effect of viral sensations,” viral doesn’t quiet down [Hint] …By Wednesday afternoon, Domino’s had created a Twitter account…[and a] video on YouTube by evening [Hint] get the social media ready before you need ithttp://www.nytimes.com/2009/04/16/business/media/16dominos.html?_r=1 tephanie Clifford Copyright © by ian fenwick. All rights reserved
    71. 71. digiAindra Video link http://i.digi8.us/DominosPrez which would you rather watch? you’re sick…so are most peoplehttp://www.goodasyou.org/good_as_you/2009/04/video-let-the-dominoes-appall.html http://www.youtube.com/watch?v=dem6eA7-A2I Copyright © by ian fenwick. All rights reserved
    72. 72. digiAindra You have to wonder if Domino’s really ‘get it’ Someone tweets a complaint and is sent a linkhttp://twitter.com/dominos Copyright © by ian fenwick. All rights reserved
    73. 73. digiAindra to this form…before you can complain we need name, address, email etc etchttps://info.dominos.com/dominos_pizza/contact.nsf/frmContact?openform Copyright © by ian fenwick. All rights reserved
    74. 74. Here’s the man they should have fielded. RamondigiAindra De LeonIn this video he’s apologizing for an order mix up at 3a.m. Listen to how many times he names his store and its location… his apology is here http://i.digi8.us/Ramon1 Embedded over 90,000 times Embedded over 90,000 timeshe’s now a social media speaker…see fenwick. All rights reserved here http://i.digi8.us/Ramon2 http://www.viddler.com/explore/dpzramon/videos/36/ Copyright © by ian more of him
    75. 75. All that digusting stuff was back in April 2009, by December 2009, digiAindraDomino’s was relaunching its brand…even taught the Prez how to act naturally. Video’s at http://i.digi8.us/DominosPrez2http://www.youtube.com/watch?v=AH5R56jILag&feature=share Dec 2009 Copyright © by ian fenwick. All rights reserved
    76. 76. “ digiAindra We had been fighting fire with water… Now we needed to fight the fire with fire… Tim McIntyre Domino’s spokesperson If you want to be part of the conversation, you have to have something worth saying…and say to right!http://www.viralblog.com/social-media/dominos-the-pizza-turnaround/ http://alisterpaine.info/2010/05/24/the-story-behind-domino%E2%80%99s-pizza-turnaround/ Copyright © by ian fenwick. All rights reserved
    77. 77. digiAindraMarch 31 2008 Dave Carroll, Canadian musician, flies from Halifax NS to Omaha, NE He claims to see baggage handlers throwing his $3,500 Taylor guitar…which at destination is damaged Returns to Omaha airport, United agent advises he has to claim at originating airport, Halifax Then there’s United Airlines…United Breaks Guitars, HBS, 9-510-057, Auguat 11. 2011http://www.financialpost.com/scripts/story.html?id=f9065720-c55a-4612-84eb-e168fd37ed1f&k=15437 Copyright © by ian fenwick. All rights reserved
    78. 78. digiAindraBack in Halifax: told to call a number; eventually istalking to a call center in IndiaIndia call center directs him to call United’s baggage office inChicago. They ask to inspect the guitar. Dave explains he’s in Halifax, so told to call United in New York Leads back to call center in IndiaUnited Breaks Guitars, HBS, 9-510-057, Auguat 11. 2011http://www.financialpost.com/scripts/story.html?id=f9065720-c55a-4612-84eb-e168fd37ed1f&k=15437 Copyright © by ian fenwick. All rights reserved
    79. 79. digiAindraCall center employee gets in touch with supervisor in Chicago,and his claim is reviewed …& rejected as now 7 months since incident, outside of “standard 24-hour timeframe” for reportingAsks to speak to a supervisor, refused Asks for $1,200 of United vouchers (the amount repairs cost) refused Decides to write a song, & make a video. Budget $150United Breaks Guitars, HBS, 9-510-057, Auguat 11. 2011http://www.financialpost.com/scripts/story.html?id=f9065720-c55a-4612-84eb-e168fd37ed1f&k=15437 Copyright © by ian fenwick. All rights reserved
    80. 80. Video’s at http://i.digi8.us/United digiAindra [Hint: don’t piss off singer song-writers]http://www.youtube.com/watch?v=5YGc4zOqozo Copyright © by ian fenwick. All rights reserved
    81. 81. digiAindra10pm, Monday, July 6, 2009 posts on YouTube Friends tweet about it, & send link to people whose twitter mentions bad experiences with United & to mediaPosted to Digg, & other social news sites 1:49 pm, July 7, picked up by Consumerist.com (publisher Consumer Reports) 7:02 pm, July 7, story is on travel section of LA Times website, reporter was emailed the video by a friend YouTube at 24,000 views & 461 comments, most against United July 7, United offer him $2400, he refusesUnited Breaks Guitars, HBS, 9-510-057, August 11. 2011http://www.financialpost.com/scripts/story.html?id=f9065720-c55a-4612-84eb-e168fd37ed1f&k=15437 Copyright © by ian fenwick. All rights reserved
    82. 82. digiAindraJuly 8 picked up by Huffington Post & NBCChicago.comJuly 9 CNN, CBS Morning Show, AP calling Dave for interviewsFriday July 10 (4 days on-line), #1 rated music videoof all time. Cumulated views 1.6m, July 23, UK media pick up the story.By end of July 4.6m views…(now 10m+) United Breaks Guitars, HBS, 9-510-057, Auguat 11. 2011 http://www.financialpost.com/scripts/story.html?id=f9065720-c55a-4612-84eb-e168fd37ed1f&k=15437 Copyright © by ian fenwick. All rights reserved
    83. 83. digiAindra Then its starts to become its own little meme… Video’s at http://i.digi8.us/UnitedKidhttps://www.youtube.com/watch?v=9_D_N-mRxFk Copyright © by ian fenwick. All rights reserved
    84. 84. digiAindraJuly 8 picked up by Huffington Post & NBCChicago.comJuly 9 CNN, CBS Morning Show, AP calling Dave for interviewsFriday July 10 (4 days on-line), #1 rated music videoof all time. Cumulated views 1.6m, July 23, UK media pick up the story.By end of July 4.6m views…(now 10m+) July 10, Bob Taylor of Taylor Guitars posts a video United Breaks Guitars, HBS, 9-510-057, Auguat 11. 2011 http://www.financialpost.com/scripts/story.html?id=f9065720-c55a-4612-84eb-e168fd37ed1f&k=15437 Copyright © by ian fenwick. All rights reserved
    85. 85. digiAindra But Bob Taylor’s got the right idea…he’s not afraid of theconversation…and gets the chance to help people. And plug his website and business[Hint: he doesn’t just repair Taylor guitars! And he’s a really nice guy] Video’s at http://i.digi8.us/Taylorhttp://www.youtube.com/watch?v=n12WFZq2__0 Copyright © by ian fenwick. All rights reserved
    86. 86. Look how well he uses his YouTube blurb Aindra digihttp://www.youtube.com/watch?v=n12WFZq2__0 Copyright © by ian fenwick. All rights reserved
    87. 87. digiAindra And Dave Carroll reinvents himself as blogger, speaker, and protest song writer for hire! He rebranded well…http://bigbreaksolutions.com/events/?utm_source=UnitedBreaksGuitarscom Copyright © by ian fenwick. All rights reserved
    88. 88. digiAindraAn the ultimate accolade…a Harvard Case written about him… and all those MBA grads as potential customers So Dave and Bob did OK…what about United? Well they tweeted some, but I don’t think they really engagedhere…they didn’t really get into the conversation as far as I could see… Copyright © by ian fenwick. All rights reserved
    89. 89. digiAindra Third, & last topic…don’t get consumed by technologyWall mural Boulevard Richard Lenoir Overwhelmed by technology? https://secure.flickr.com/photos/chriswaits/5854303759/ by Chris Waits Copyright © by ian fenwick. All rights reserved
    90. 90. This is a really neat app from Toyota…I’ve tried it. It seems to digiAindra work everywhere Video’s at http://i.digi8.us/ToyToyota Great use of locationBut what happened to brand? The kid’s car doesn’t even look likea Toyota…not even a logo that I can see…and the customization the kid can do…where’s the Toyota-ness? For a moment you had my attention and my kid’s…& what did you do with it? NOTHINGhttp://www.youtube.com/watch?v=-mjudtrwdS4 Copyright © by ian fenwick. All rights reserved
    91. 91. digiAindraGPS detergentBut at least Toyota didn’t bug the app (I don’ think). Not like this detergent from Brazilhttp://adage.com/article/global-news/marketing-omo-detergent-gps-follow-consumers/145183/ Copyright © by ian fenwick. All rights reserved
    92. 92. digiAindraGPS detergent Scaring customers 101?If the team tracks aconsumer to herhome but shewont let them in, they can remotelyactivate a buzzer in the detergent box sothat it starts beeping.http://adage.com/article/global-news/marketing-omo-detergent-gps-follow-consumers/145183/ Copyright © by ian fenwick. All rights reserved
    93. 93. Then there’s this great AR game…video’s digiAindra at http://i.digi8.us/Baton Watch the video…see if you can spot the problems Then read this http://i.digi8.us/BatonProblemhhttp://i.digi8.us/Baton Copyright © by ian fenwick. All rights reserved
    94. 94. digiAindrahttp://en.wikiquote.org/wiki/File:Change.jpg Change by Felix Burtonhttps://secure.flickr.com/photos/nostri-imago/2866399803/ Last Conversation Piece, 1994-95, Bronze by Juan Munoz, Spanish, born Madrid, 1953-2001by cliff1066Wall mural Boulevard Richard Lenoir Overwhelmed by technology? https://secure.flickr.com/photos/chriswaits/5854303759/ by Chris Waits Copyright © by ian fenwick. All rights reserved
    95. 95. That’s all for now… digiAindrathanks for watching!Twitter.com/DrIanFenwickhttp://www.flickr.com/photos/demandaj/5982440920/sizes/l/in/photostream by demandai Copyright © by ian fenwick. All rights reserved

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