Bruce / The Seminar: Made by Many

We make new stuffout of the internet

We make things that havelong-term value for people because they are useful, inspiring & sustainable

“an inherently unethical and, frankly,poisonous endeavor that sees peopleas sheep to be manipulated, thatvaunts style over substance, anddeems success to be winning awards”Peter Merholz, Adaptive Path

mass media model big fat media client Ad creative Media buyer channel

fragmented media model channel channel channel channel channel channel Agency channel channel media client Agency buyer channel Digital channel media Digital Agency buyer agency channel channel channel channel

networked media model Agency Agency Agency Agency channel client channel channel channel Media buyer channel Agency channel channel

FROMpaid media modelof buying attention“trad advertising-like objects” TO earned media model of making stuff useful, playful & sustainable “objects that are more like products & services”

Be creative!?(aka old solutions to new problems)

Kingsmill Bread Confessions

McCain’s Rustic Oven Chips

Gap’s new infinite canvas Denim site

Gareth Kay - Goodby Silverstein

“Ideas that do” Stop communicating products & start making communication productsGareth Kay, Goodby Silverstein & Partners

Ac t like a start-up

old culture new cultureknown problem unknown problemslow, linear fast, agilesales-focused user-focusedcomms solution multi-disciplinary

a bigger playing field

communication

exchange usecommunication interfaces data applications processes assets business model

strategy andservice design

interaction design

technical designand development

Integrated

Iterative

VISION PROTOTYPE PRODUCTION

Incremental

Iterative

Evidence/ Metrics Driven

Actionable metrics not vanity metrics Pirate metrics... AARRR RETENTIONACQUISITION ACTIVATION REFERRAL REVENUE Dave McClure

In the latest turn of its wheel,strategy becomes about howto make existing institutions as innovative as start-ups Walter Kiechel III, The Lords of Strategy

Ac t like a start-up

12 weeks from concept to delivery

in 3 months visitors 333,000 countries 191 av. time on site 5.5 mins press coverage reach £6.8m paid media budget £0increase in trenchcoat sales 85%

“the audience is prepared to take thehuge trouble to be styled andphotographed and upload theirpicture for consideration to beincluded in the site – it’s an incrediblyintimate form of engagement.”Juliet Warkentin, WGSN

6 million

Learning• The whole team learns• What we learn is communicated to clients• What we learn is documented• Metrics are important

Simple & visual Very, very fastSelf-organising teamsTrusting individuals No siloes

This is an ongoing experiment(But we can iterate our way to success)

Bruce / The Seminar: Made by Many

by markee on May 12, 2011

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Bruce / The Seminar: Made by Many — Presentation Transcript