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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

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" ... <br /> 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. <br /> The irony, of course, is that an organization with guts can go in the opposite direction and win. <br />
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  • 46% adults using SNS is April 2009 <br /> 47% of adult internet users are using SNS as of August 2009 <br />
  • 46% adults using SNS is April 2009 <br /> 47% of adult internet users are using SNS as of August 2009 <br />
  • 46% adults using SNS is April 2009 <br /> 47% of adult internet users are using SNS as of August 2009 <br />
  • 46% adults using SNS is April 2009 <br /> 47% of adult internet users are using SNS as of August 2009 <br />
  • 46% adults using SNS is April 2009 <br /> 47% of adult internet users are using SNS as of August 2009 <br />
  • 46% adults using SNS is April 2009 <br /> 47% of adult internet users are using SNS as of August 2009 <br />
  • 46% adults using SNS is April 2009 <br /> 47% of adult internet users are using SNS as of August 2009 <br />
  • 46% adults using SNS is April 2009 <br /> 47% of adult internet users are using SNS as of August 2009 <br />
  • 46% adults using SNS is April 2009 <br /> 47% of adult internet users are using SNS as of August 2009 <br />
  • Older adults have come online in droves, but so have more young people - the population of SNS has continued to grown rapidly overall <br /> <br /> Analysis from April 2009 <br />
  • Older adults have come online in droves, but so have more young people - the population of SNS has continued to grown rapidly overall <br /> <br /> Analysis from April 2009 <br />
  • Older adults have come online in droves, but so have more young people - the population of SNS has continued to grown rapidly overall <br /> <br /> Analysis from April 2009 <br />
  • Older adults have come online in droves, but so have more young people - the population of SNS has continued to grown rapidly overall <br /> <br /> Analysis from April 2009 <br />
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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" ... <br /> 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. <br /> The irony, of course, is that an organization with guts can go in the opposite direction and win. <br />
  • 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" ... <br /> 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. <br /> The irony, of course, is that an organization with guts can go in the opposite direction and win. <br />
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its changing, so must you its changing, so must you Presentation Transcript

  • "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 1996-2000 Catch-up: Have to be there but dont know why
  • 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
  • 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
  • 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 set of conditions
  • Perception shift
  • Perception shift Meat (real world)
  • Perception shift Meat Digital (real world) (virtual world)
  • Perception shift Meat Digital (real world) (virtual world) The WORK in the WORLD
  • Perception shift Meat Digital (real world) (virtual world) The WORK in the WORLD And it is ubiquitous
  • 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 about the strategic vision
  • 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/508522/ Louder Voice
  • 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 voicing their displeasure with the Motrin ad . They used "#motrinmoms" as the tag for the threaded conversation, making it easy for people to follow.
  • Case: Motrin
  • Case: Motrin
  • 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.
  • 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 clients
  • Social Media is Social
  • Social Media is Social It is about relationships creating them sustaining them nurturing them
  • 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 relationship? Whose voice is it?
  • Building Audience with Social Networks It is not about technology its about conversation and connection, relationships and trust
  • Who do we trust?
  • 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
  • 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 - Great tools freely available
  • Prosumer - - Producer/Consumer - Facebook, Blog, Twitter, Forums, Youtube, Flickr - Great tools freely available - re:appropriation
  • Literal Versions
  • 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
  • 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 community manager?
  • Stats
  • 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).
  • 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 Stream
  • 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
  • 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
  • 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
  • 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 Informers are 20%
  • 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.
  • 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.
  • 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.
  • 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.
  • 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
  • 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
  • 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 — 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
  • 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
  • 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 12,000 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.
  • 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!
  • 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 ’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
  • 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 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.