"All life is an experiment. The more experiments you make the better."




                       so make lots of shit
1990-1995
long term strategies
first mover advantage
first mover problems
1990-1995
long term strategies
first mover advantage
first mover problems

Search not a stand-alone product: No
monitisation
1990-1995
long term strategies
first mover advantage
first mover problems

Search not a stand-alone product: No
monitisation...
1990-1995
long term strategies
first mover advantage
first mover problems

Search not a stand-alone product: No
monitisation...
1990-1995
long term strategies
first mover advantage
first mover problems

Search not a stand-alone product: No
monitisation...
Disruptive
Disruptive
Digital changes everything
Disruptive
Digital changes everything

  It is not about the tools
Disruptive
Digital changes everything

  It is not about the tools

  Digital is not the web
Disruptive
Digital changes everything

  It is not about the tools

  Digital is not the web

    It WILL fuck you up
It is NOT either/or
Not: digital OR analogue
 it is the melding of both
Old skills still needed but applied to a different...
Perception shift
Perception shift
   Meat
(real world)
Perception shift
   Meat                  Digital
(real world)        (virtual world)
Perception shift
   Meat                        Digital
(real world)              (virtual world)




               The W...
Perception shift
   Meat                        Digital
(real world)              (virtual world)




               The W...
Networks connect
Networks connect
Networks connect
We walk alone
No More:
The invisible posse
No More:
The ghost gang
Global shift
Global shift
Perception shift

   Take a picture
Perception shift

          Write a dairy
Perception shift


The changing nature of “friends”
Perception shift

   Take a picture
A Digital Agency is not an agency that makes “digital”
A Digital Agency is not an agency that makes “digital”


         it is an agency that THINKS (digital)
A Digital Agency is not an agency that makes “digital”


         it is an agency that THINKS (digital)


       Its all a...
its about the strategy
     not the tools
Go digital or die
Control
Control




  We no longer own the message
We can no longer control the channel
Case:The unexpected
Case:The unexpected
Case:The unexpected
Case:The unexpected
Case:The unexpected
Case:The unexpected
Who controls the message now?



          NO ONE!

          Everyone
Prosumer
-“Professional”   Consumer
More Voices; Louder voices; Do it yourself Voices

Data on the FB page: http://pagedata.insidefacebook.com/page/view/50852...
Crisis - What crisis?
Case: Motrin
Case: Motrin
 Tone is Mom to Mom, pitch: it hurts to carry
 baby, but good. We kill the pain.

 Reaction: moms  on Twitter united in ...
Case: Motrin
Case: Motrin
Case: Motrin




   Next step, this video was created as a response to
    the ad. It intersperses the Twitter conversati...
Case: Motrin


   Bloggers got into action

   Story quickly picked up by mainstream media
Exercise
Exercise

 How   fast can you move?
Exercise

 How    fast can you move?

 List
     the control points in;
  Your own organisation
  Your contact with clie...
Social Media is Social
Social Media is Social

     It is about relationships

          creating them
         sustaining them
         nurturin...
Social Media is Social
Social Media is Social

   So who pays for you to be social?
  Who do you forge relationships with?
   Who is creating the...
Building Audience with Social Networks


It is not about technology its
    about conversation and
connection, relationshi...
Who do we trust?
Giant recommendation Engine

      when it comes to making decisions

 Gen Y tends to rely on their network of
friends and...
Stats
Prosumer
-         The rise of the prosumer

-           Network enabled to

-   (Co-)Create Consume Converse Share.
Prosumer
Prosumer
-
Prosumer
-


-    Producer/Consumer
Prosumer
-


-                 Producer/Consumer

-   Facebook, Blog, Twitter, Forums, Youtube, Flickr
Prosumer
-


-                 Producer/Consumer

-   Facebook, Blog, Twitter, Forums, Youtube, Flickr

-             Grea...
Prosumer
-


-                 Producer/Consumer

-   Facebook, Blog, Twitter, Forums, Youtube, Flickr

-             Grea...
Literal Versions
Play
  Adopt a prosumer model

     We need to play more,
it allows us to learn by doing,
           to test ideas
    to ...
140 characters of genius
  Philips VS whatever
Philips VS whatever
Philips VS whatever
the consumer loops in
Social Media is not A channel
Communities: Growing fast in size and importance
Communities: Growing fast in size and importance
Communities: Growing fast in size and importance




                                     Got a
                          ...
Stats
Platforms
                Blogging:
                    Be aware                                   Facebook:
             ...
Platforms
Facebook
 public
       profiles are the way to go for four
 important reasons:
Facebook
 public  profiles are the way to go for four
    important reasons:
   Pages Allow Marketers to Publish to the S...
Facebook
 public  profiles are the way to go for four
    important reasons:
   Pages Allow Marketers to Publish to the S...
Facebook
 public  profiles are the way to go for four
    important reasons:
   Pages Allow Marketers to Publish to the S...
Facebook
 public  profiles are the way to go for four
    important reasons:
   Pages Allow Marketers to Publish to the S...
Facebook public profiles
Facebook
Stats
Meformers and Informers
Meformers and Informers

two clusters of users: Meformers and Informers
Meformers and Informers

two clusters of users: Meformers and Informers
Meformers make up 80% of the population, while Inf...
Meformers and Informers

two clusters of users: Meformers and Informers
Meformers make up 80% of the population, while Inf...
Meformers and Informers

two clusters of users: Meformers and Informers
Meformers make up 80% of the population, while Inf...
Meformers and Informers

two clusters of users: Meformers and Informers
Meformers make up 80% of the population, while Inf...
Meformers and Informers

two clusters of users: Meformers and Informers
Meformers make up 80% of the population, while Inf...
Meformers and Informers

two clusters of users: Meformers and Informers
Meformers make up 80% of the population, while Inf...
Mobile: bigger than the hype



GPS/Mobil a game changer

Compass & gps changes even more

Iphone absolute worst technolog...
Stats: Mobil access
Stats: Mobil ad market
Mobile: enables video




24 hrs of video uploaded every minuet
Always connected


The average young American now spends practically every waking minute — except for
the time in school —...
Mobil access: where are you?



Location-Based Services
Location-based services (LBS) form part of context-aware services,...
Mobil access: where are you?
Mobile: integration
Mobile: integration


The full-issue versions of GQ magazine sold 6,641 December
(Man of the Year) copies and more than 12...
Mobile: integration


The full-issue versions of GQ magazine sold 6,641 December
(Man of the Year) copies and more than 12...
Mobile: integration
Mobile: integration
harmony with culture
                successful social media services
   g e t i n c o r p o r a t e d i n t o p e o p l e...
Augmented Reality
Augmented Reality
taqu
#UKsnow
Case: Eniro
Case: Eniro
Case: Habitat UK!
Good (as in I like)
   Brooklyn Museum :


        * ArtShare Facebook App


        * Brooklyn Museum's Click Exhibiti...
its changing, so must you
its changing, so must you
its changing, so must you
its changing, so must you
its changing, so must you
its changing, so must you
its changing, so must you
its changing, so must you
its changing, so must you
its changing, so must you
its changing, so must you
its changing, so must you
its changing, so must you
its changing, so must you
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the latest version of the deck I use for the MasterClasses I give with Hyperisland

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  • One by one, the mass marketers have insisted on robocalling, spamming, jingling and lying their way into our lives. The pronoun morphs from "you" to "me" to "us" to "the corporation" ...
    The public works tirelessly to flee to actual interactions between real people, and our organizations work even more diligently (and with more leverage) to corporatize and anonymize the interactions.
    The irony, of course, is that an organization with guts can go in the opposite direction and win.




















  • 46% adults using SNS is April 2009
    47% of adult internet users are using SNS as of August 2009
  • 46% adults using SNS is April 2009
    47% of adult internet users are using SNS as of August 2009
  • 46% adults using SNS is April 2009
    47% of adult internet users are using SNS as of August 2009
  • 46% adults using SNS is April 2009
    47% of adult internet users are using SNS as of August 2009
  • 46% adults using SNS is April 2009
    47% of adult internet users are using SNS as of August 2009
  • 46% adults using SNS is April 2009
    47% of adult internet users are using SNS as of August 2009
  • 46% adults using SNS is April 2009
    47% of adult internet users are using SNS as of August 2009
  • 46% adults using SNS is April 2009
    47% of adult internet users are using SNS as of August 2009
  • 46% adults using SNS is April 2009
    47% of adult internet users are using SNS as of August 2009
  • Older adults have come online in droves, but so have more young people - the population of SNS has continued to grown rapidly overall

    Analysis from April 2009
  • Older adults have come online in droves, but so have more young people - the population of SNS has continued to grown rapidly overall

    Analysis from April 2009
  • Older adults have come online in droves, but so have more young people - the population of SNS has continued to grown rapidly overall

    Analysis from April 2009
  • Older adults have come online in droves, but so have more young people - the population of SNS has continued to grown rapidly overall

    Analysis from April 2009







  • One by one, the mass marketers have insisted on robocalling, spamming, jingling and lying their way into our lives. The pronoun morphs from "you" to "me" to "us" to "the corporation" ...
    The public works tirelessly to flee to actual interactions between real people, and our organizations work even more diligently (and with more leverage) to corporatize and anonymize the interactions.
    The irony, of course, is that an organization with guts can go in the opposite direction and win.
  • One by one, the mass marketers have insisted on robocalling, spamming, jingling and lying their way into our lives. The pronoun morphs from "you" to "me" to "us" to "the corporation" ...
    The public works tirelessly to flee to actual interactions between real people, and our organizations work even more diligently (and with more leverage) to corporatize and anonymize the interactions.
    The irony, of course, is that an organization with guts can go in the opposite direction and win.






































  • its changing, so must you

    1. 1. "All life is an experiment. The more experiments you make the better." so make lots of shit
    2. 2. 1990-1995 long term strategies first mover advantage first mover problems
    3. 3. 1990-1995 long term strategies first mover advantage first mover problems Search not a stand-alone product: No monitisation
    4. 4. 1990-1995 long term strategies first mover advantage first mover problems Search not a stand-alone product: No monitisation 1996-2000 Catch-up: Have to be there but dont know why
    5. 5. 1990-1995 long term strategies first mover advantage first mover problems Search not a stand-alone product: No monitisation 1996-2000 Catch-up: Have to be there but dont know why 2000-2004 Crash, bubble burst, no investment
    6. 6. 1990-1995 long term strategies first mover advantage first mover problems Search not a stand-alone product: No monitisation 1996-2000 Catch-up: Have to be there but dont know why 2000-2004 Crash, bubble burst, no investment 2005-now Social media/networks bring us back to 90-95 but on a higher loop in the spiral
    7. 7. Disruptive
    8. 8. Disruptive Digital changes everything
    9. 9. Disruptive Digital changes everything It is not about the tools
    10. 10. Disruptive Digital changes everything It is not about the tools Digital is not the web
    11. 11. Disruptive Digital changes everything It is not about the tools Digital is not the web It WILL fuck you up
    12. 12. It is NOT either/or Not: digital OR analogue it is the melding of both Old skills still needed but applied to a different set of conditions
    13. 13. Perception shift
    14. 14. Perception shift Meat (real world)
    15. 15. Perception shift Meat Digital (real world) (virtual world)
    16. 16. Perception shift Meat Digital (real world) (virtual world) The WORK in the WORLD
    17. 17. Perception shift Meat Digital (real world) (virtual world) The WORK in the WORLD And it is ubiquitous
    18. 18. Networks connect
    19. 19. Networks connect
    20. 20. Networks connect
    21. 21. We walk alone
    22. 22. No More: The invisible posse
    23. 23. No More: The ghost gang
    24. 24. Global shift
    25. 25. Global shift
    26. 26. Perception shift Take a picture
    27. 27. Perception shift Write a dairy
    28. 28. Perception shift The changing nature of “friends”
    29. 29. Perception shift Take a picture
    30. 30. A Digital Agency is not an agency that makes “digital”
    31. 31. A Digital Agency is not an agency that makes “digital” it is an agency that THINKS (digital)
    32. 32. A Digital Agency is not an agency that makes “digital” it is an agency that THINKS (digital) Its all about the strategic vision
    33. 33. its about the strategy not the tools
    34. 34. Go digital or die
    35. 35. Control
    36. 36. Control We no longer own the message We can no longer control the channel
    37. 37. Case:The unexpected
    38. 38. Case:The unexpected
    39. 39. Case:The unexpected
    40. 40. Case:The unexpected
    41. 41. Case:The unexpected
    42. 42. Case:The unexpected
    43. 43. Who controls the message now? NO ONE! Everyone
    44. 44. Prosumer -“Professional” Consumer
    45. 45. More Voices; Louder voices; Do it yourself Voices Data on the FB page: http://pagedata.insidefacebook.com/page/view/508522/ Louder Voice
    46. 46. Crisis - What crisis?
    47. 47. Case: Motrin
    48. 48. Case: Motrin
    49. 49.  Tone is Mom to Mom, pitch: it hurts to carry baby, but good. We kill the pain.  Reaction: moms on Twitter united in voicing their displeasure with the Motrin ad . They used "#motrinmoms" as the tag for the threaded conversation, making it easy for people to follow.
    50. 50. Case: Motrin
    51. 51. Case: Motrin
    52. 52. Case: Motrin  Next step, this video was created as a response to the ad. It intersperses the Twitter conversation with images of moms carrying their children.
    53. 53. Case: Motrin  Bloggers got into action  Story quickly picked up by mainstream media
    54. 54. Exercise
    55. 55. Exercise  How fast can you move?
    56. 56. Exercise  How fast can you move?  List the control points in; Your own organisation Your contact with clients
    57. 57. Social Media is Social
    58. 58. Social Media is Social It is about relationships creating them sustaining them nurturing them
    59. 59. Social Media is Social
    60. 60. Social Media is Social So who pays for you to be social? Who do you forge relationships with? Who is creating the relationship? Whose voice is it?
    61. 61. Building Audience with Social Networks It is not about technology its about conversation and connection, relationships and trust
    62. 62. Who do we trust?
    63. 63. Giant recommendation Engine when it comes to making decisions Gen Y tends to rely on their network of friends and their recommendations, not traditional ads
    64. 64. Stats
    65. 65. Prosumer - The rise of the prosumer - Network enabled to - (Co-)Create Consume Converse Share.
    66. 66. Prosumer
    67. 67. Prosumer -
    68. 68. Prosumer - - Producer/Consumer
    69. 69. Prosumer - - Producer/Consumer - Facebook, Blog, Twitter, Forums, Youtube, Flickr
    70. 70. Prosumer - - Producer/Consumer - Facebook, Blog, Twitter, Forums, Youtube, Flickr - Great tools freely available
    71. 71. Prosumer - - Producer/Consumer - Facebook, Blog, Twitter, Forums, Youtube, Flickr - Great tools freely available - re:appropriation
    72. 72. Literal Versions
    73. 73. Play Adopt a prosumer model We need to play more, it allows us to learn by doing, to test ideas to fail often and cheaply to win big
    74. 74. 140 characters of genius Philips VS whatever
    75. 75. Philips VS whatever
    76. 76. Philips VS whatever the consumer loops in
    77. 77. Social Media is not A channel
    78. 78. Communities: Growing fast in size and importance
    79. 79. Communities: Growing fast in size and importance
    80. 80. Communities: Growing fast in size and importance Got a community manager?
    81. 81. Stats
    82. 82. Platforms Blogging: Be aware Facebook: In/Out - Great for easy access to Build a network through relationships (see FC oct p 57) loyal fans. Thought leaders - Groups function useful. More in-depth conversations - Events. Help tap into interest areas Twitter: LinkedIn: - Extremely valuable for Great for short conversations business. “Crowdsourcing” #welovetheNHS - Increasing functionality. Personal - Can create exclusivity (good and bad).
    83. 83. Platforms
    84. 84. Facebook  public profiles are the way to go for four important reasons:
    85. 85. Facebook  public profiles are the way to go for four important reasons:  Pages Allow Marketers to Publish to the Stream
    86. 86. Facebook  public profiles are the way to go for four important reasons:  Pages Allow Marketers to Publish to the Stream  Pages Allow Marketers to Engage Fans with Rich Media
    87. 87. Facebook  public profiles are the way to go for four important reasons:  Pages Allow Marketers to Publish to the Stream  Pages Allow Marketers to Engage Fans with Rich Media  Pages Let Marketers Analyze How Fans are Interacting with the Insights Dashboard
    88. 88. Facebook  public profiles are the way to go for four important reasons:  Pages Allow Marketers to Publish to the Stream  Pages Allow Marketers to Engage Fans with Rich Media  Pages Let Marketers Analyze How Fans are Interacting with the Insights Dashboard  Pages Let Marketers Increase SEO
    89. 89. Facebook public profiles
    90. 90. Facebook
    91. 91. Stats
    92. 92. Meformers and Informers
    93. 93. Meformers and Informers two clusters of users: Meformers and Informers
    94. 94. Meformers and Informers two clusters of users: Meformers and Informers Meformers make up 80% of the population, while Informers are 20%
    95. 95. Meformers and Informers two clusters of users: Meformers and Informers Meformers make up 80% of the population, while Informers are 20% This suggests that Informers would play a stronger leadership role in a business setting, shaping the discussion about events, helping to set context about what is more important.
    96. 96. Meformers and Informers two clusters of users: Meformers and Informers Meformers make up 80% of the population, while Informers are 20% This suggests that Informers would play a stronger leadership role in a business setting, shaping the discussion about events, helping to set context about what is more important. Informers have more friends and followers than Meformers, and have a higher degree of mentions by other users in messages.
    97. 97. Meformers and Informers two clusters of users: Meformers and Informers Meformers make up 80% of the population, while Informers are 20% This suggests that Informers would play a stronger leadership role in a business setting, shaping the discussion about events, helping to set context about what is more important. Informers have more friends and followers than Meformers, and have a higher degree of mentions by other users in messages. However Meformers play an important role in helping users maintain relationships with strong and weak ties.
    98. 98. Meformers and Informers two clusters of users: Meformers and Informers Meformers make up 80% of the population, while Informers are 20% This suggests that Informers would play a stronger leadership role in a business setting, shaping the discussion about events, helping to set context about what is more important. Informers have more friends and followers than Meformers, and have a higher degree of mentions by other users in messages. However Meformers play an important role in helping users maintain relationships with strong and weak ties. Maybe we need 20% of the tribe scanning the horizon for prey and predators, tracking the stars and clouds. Meanwhile, the other 80% are working on tools, setting up the tents, milking the goats, and drying the corn.
    99. 99. Meformers and Informers two clusters of users: Meformers and Informers Meformers make up 80% of the population, while Informers are 20% This suggests that Informers would play a stronger leadership role in a business setting, shaping the discussion about events, helping to set context about what is more important. Informers have more friends and followers than Meformers, and have a higher degree of mentions by other users in messages. However Meformers play an important role in helping users maintain relationships with strong and weak ties. Maybe we need 20% of the tribe scanning the horizon for prey and predators, tracking the stars and clouds. Meanwhile, the other 80% are working on tools, setting up the tents, milking the goats, and drying the corn. http://news.rutgers.edu/medrel/news-releases/2009/09/study-reveals-two-ty-20090929
    100. 100. Mobile: bigger than the hype GPS/Mobil a game changer Compass & gps changes even more Iphone absolute worst technology Apps the starting point for a changing pattern of communication on mobile
    101. 101. Stats: Mobil access
    102. 102. Stats: Mobil ad market
    103. 103. Mobile: enables video 24 hrs of video uploaded every minuet
    104. 104. Always connected The average young American now spends practically every waking minute — except for the time in school — using a smart phone, computer, television or other electronic device, according to a new study from the Kaiser Family Foundation. Those ages 8 to 18 spend more than seven and a half hours a day with such devices, compared with less than six and a half hours five years ago, when the study was last conducted. And that does not count the hour and a half that youths spend texting, or the half-hour they talk on their cellphones. And because so many of them are multitasking — say, surfing the Internet while listening to music — they pack on average nearly 11 hours of media content into that seven and a half hours. Amanda Lenhart: The Democratization of Online Social Networks
    105. 105. Mobil access: where are you? Location-Based Services Location-based services (LBS) form part of context-aware services, a service that Gartner expects will be one of the most disruptive in the next few years. Gartner predicts that the LBS user base will grow globally from 96 million in 2009 to more than 526 million in 2012. Its high user value is the result of its ability to meet a range of needs, ranging from productivity and goal fulfilment to social networking and entertainment. http://www.gartner.com/it/page.jsp?id=1230413
    106. 106. Mobil access: where are you?
    107. 107. Mobile: integration
    108. 108. Mobile: integration The full-issue versions of GQ magazine sold 6,641 December (Man of the Year) copies and more than 12,000 copies of the January issue with Rihanna on the cover. At $2.99 a download, and calculating in Apple’s 30% cut, thats $40,000 so far, in direct sales at least.
    109. 109. Mobile: integration The full-issue versions of GQ magazine sold 6,641 December (Man of the Year) copies and more than 12,000 copies of the January issue with Rihanna on the cover. At $2.99 a download, and calculating in Apple’s 30% cut, thats $40,000 so far, in direct sales at least. And thats before the Ipad!
    110. 110. Mobile: integration
    111. 111. Mobile: integration
    112. 112. harmony with culture successful social media services g e t i n c o r p o r a t e d i n t o p e o p l e ’s d a i l y l i v e s , so your product must resonate within their culture. This is where apps come in: Benefits over Features Make life easier move apps from distraction to transaction the Amazon app
    113. 113. Augmented Reality
    114. 114. Augmented Reality
    115. 115. taqu
    116. 116. #UKsnow
    117. 117. Case: Eniro
    118. 118. Case: Eniro
    119. 119. Case: Habitat UK!
    120. 120. Good (as in I like)  Brooklyn Museum :  * ArtShare Facebook App  * Brooklyn Museum's Click Exhibition  * Brooklyn Museum Posse  the Brooklyn Museum used social technologies to put their visitors in charge. They created a Facebook application in which 2,000 people identified and shared the bits of art in the museum that they liked best. They created a community curated exhibit — 3,000 people chose which art pieces to put on display, based on a total of 400,000 votes. And the museum has put the whole collection online, where the community tags it with identifying terms, allowing you to see pieces of art similar to the ones you like, or on specific topics.

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