1/
Maker Culture
Marketing and competing in the
face of empowered consumers
Mike Senese
Executive Editor, Make Magazine
Ri...
2/
3/
Maker noun
A person who makes something
4
The new industrial revolution.
Today’s entrepreneurs, using open source
design and 3-D printing, bring
manufacturing to ...
5/
Maker Culture
6Proprietary & Confidential. © 2012 R/GA All rights reserved. /
7/
Launched in 2005
MakerFaire SFO 2006: 20k
attendees
MakerFaire SFO 2013: 120k
attendees
Global 2013 MakerFaire
attendan...
SERT SEXY MAKERFAIRE VIDEO HER
9
/
/
02
What’s Driving the Shift?
10/
Millennials put a premium on authenticity, creativity, scarcity and
distinctiveness
They have a natural interest in cu...
11
Won’t Someone think of the Children?
12Proprietary & Confidential. © 2012 R/GA All rights reserved. /
13
Code isn’t magic
14/
Connectivity = Inspiration
15
Cheap Sensors
16/
Microcontrollers for All
17
Crowdfunding
On Kickstarter in 2013
3,000,000 people
Pledged a total of
$480,000,000
And successfully funded
19,911 pro...
18
3D Printing
19
Rapid & Lean Prototyping
20/
So what are people
doing with this stuff?
21/
Chris Anderson
• Founder – 3D
Robotics
• Open source
drone platform
22Proprietary & Confidential. © 2012 R/GA All rights reserved. /
23Proprietary & Confidential. © 2012 R/GA All rights reserved. /
Joey Hudy
• MakerFaire
champion
• Intel’s youngest
employ...
24Proprietary & Confidential. © 2012 R/GA All rights reserved. /
25Proprietary & Confidential. © 2012 R/GA All rights reserved. /
26Proprietary & Confidential. © 2012 R/GA All rights reserved. /
All Your Brand Are Belong To Us
27Proprietary & Confidential. © 2012 R/GA All rights reserved.
Put on your
listening hats
28
Data is just the beginning
29
30
31
Amazon Originals: Content consumers demand
32Proprietary & Confidential. © 2012 R/GA All rights reserved. /
Netflix: Doing as consumers do, not as they say
33
Brands Embrace Start-Ups to Spur Innovation
34
Consumers know best
35
Co-creation is fun!
36
Open source products
But, you ask, how can I learn more about these Makers of
which you speak?
1) Check out Make Magazine and other
Maker resou...
Questions?
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  • Maker culture 2014

    1. 1. 1/ Maker Culture Marketing and competing in the face of empowered consumers Mike Senese Executive Editor, Make Magazine Richard Goldsmith Director, Digital & Social Media, Mark Anthony Brands #DIYMKT
    2. 2. 2/
    3. 3. 3/ Maker noun A person who makes something
    4. 4. 4 The new industrial revolution. Today’s entrepreneurs, using open source design and 3-D printing, bring manufacturing to the desktop. A generation of “Makers” using the Web’s innovation model will help drive the next big wave in the global economy, as the new technologies of digital design and rapid prototyping gives everyone the power to invent -- creating “the long tail of things.”
    5. 5. 5/ Maker Culture
    6. 6. 6Proprietary & Confidential. © 2012 R/GA All rights reserved. /
    7. 7. 7/ Launched in 2005 MakerFaire SFO 2006: 20k attendees MakerFaire SFO 2013: 120k attendees Global 2013 MakerFaire attendance: 530k
    8. 8. SERT SEXY MAKERFAIRE VIDEO HER
    9. 9. 9 / / 02 What’s Driving the Shift?
    10. 10. 10/ Millennials put a premium on authenticity, creativity, scarcity and distinctiveness They have a natural interest in customization and individuality They want to make individual contributions and be connected and woven into a larger discussion
    11. 11. 11 Won’t Someone think of the Children?
    12. 12. 12Proprietary & Confidential. © 2012 R/GA All rights reserved. /
    13. 13. 13 Code isn’t magic
    14. 14. 14/ Connectivity = Inspiration
    15. 15. 15 Cheap Sensors
    16. 16. 16/ Microcontrollers for All
    17. 17. 17 Crowdfunding On Kickstarter in 2013 3,000,000 people Pledged a total of $480,000,000 And successfully funded 19,911 projects
    18. 18. 18 3D Printing
    19. 19. 19 Rapid & Lean Prototyping
    20. 20. 20/ So what are people doing with this stuff?
    21. 21. 21/ Chris Anderson • Founder – 3D Robotics • Open source drone platform
    22. 22. 22Proprietary & Confidential. © 2012 R/GA All rights reserved. /
    23. 23. 23Proprietary & Confidential. © 2012 R/GA All rights reserved. / Joey Hudy • MakerFaire champion • Intel’s youngest employee
    24. 24. 24Proprietary & Confidential. © 2012 R/GA All rights reserved. /
    25. 25. 25Proprietary & Confidential. © 2012 R/GA All rights reserved. /
    26. 26. 26Proprietary & Confidential. © 2012 R/GA All rights reserved. / All Your Brand Are Belong To Us
    27. 27. 27Proprietary & Confidential. © 2012 R/GA All rights reserved. Put on your listening hats
    28. 28. 28 Data is just the beginning
    29. 29. 29
    30. 30. 30
    31. 31. 31 Amazon Originals: Content consumers demand
    32. 32. 32Proprietary & Confidential. © 2012 R/GA All rights reserved. / Netflix: Doing as consumers do, not as they say
    33. 33. 33 Brands Embrace Start-Ups to Spur Innovation
    34. 34. 34 Consumers know best
    35. 35. 35 Co-creation is fun!
    36. 36. 36 Open source products
    37. 37. But, you ask, how can I learn more about these Makers of which you speak? 1) Check out Make Magazine and other Maker resources 2) Find Maker communities and hackerspaces where you live 3) Figure out what you’re passionate about and make it
    38. 38. Questions?
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