2012: Year of the People?

  • 1,401 views
Uploaded on

Slides from the talk I gave at NXNE in Toronto and Halifax Pop Explosion. The corresponding sketchnotes by @IainKeith are here: http://bit.ly/T9BLwC …

Slides from the talk I gave at NXNE in Toronto and Halifax Pop Explosion. The corresponding sketchnotes by @IainKeith are here: http://bit.ly/T9BLwC

It’s time for the ultimate face-off: People vs. Brands.
We dissected six of the biggest trends in our industry, including storytelling, transmedia, entrepreneurialism, curation, influence & cause marketing. We looked at best-in-class examples from both brands and people.
After determining who comes out on top, we looked at what we can learn from the winner and how to apply key learnings to brand communications & marketing strategies.

More in: Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
1,401
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
0
Comments
1
Likes
5

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. 2012: YEAR OF THE PEOPLE? THOUGHTS FOR HPX
  • 2. hi, i’m rosie!i’m on twitter as @rosiesiman :)
  • 3. 360i i work at 360i as a strategist (and it’s pretty awesome. and we’re hiring!) @rosiesiman
  • 4. JANUARY 2012 // THE PREDICTIONS BEGIN... @rosiesiman
  • 5. JANUARY 2012 // ZOOEY DESCHANEL PROVES SHE’S CUTER THAN YOU COULD HAVE EVER IMAGINED @rosiesiman
  • 6. JANUARY 2012 // ENTER HELLO GIGGLES“Every time Zooey “That’s not even it. Her geniusDeschanel picks up a is that she knows that, andukelele, a hipster angel gets figured out that she shouldhis wings tattoo.” own a piece of the tattoo parlor.” @rosiesiman
  • 7. RACHEL SKLAR NAILS IT // “IT’S HAPPENED. PEOPLE MATTER MORE THAN BRANDS.” @rosiesiman
  • 8. RACHEL SKLAR NAILS IT? // PEOPLE MATTER MORE THAN BRANDS... OR DO THEY? @rosiesiman
  • 9. 6 TRENDS THAT MATTER STORYTELLING CONTENT CURATION ENTREPRENEURIALISM TRANSMEDIA INFLUENCE DO GOOD @rosiesiman
  • 10. 6 TRENDS THAT MATTER STORYTELLING CONTENT CURATION ENTREPRENEURIALISM TRANSMEDIA INFLUENCE DO GOOD @rosiesiman
  • 11. STORYTELLING // THE BATTLEGROUND BRANDSPEOPLE ISAAC’S LIVE LIP-DUB PROPOSAL http://www.youtube.com/watch?v=5_v7QrIW0zY @rosiesiman
  • 12. STORYTELLING // THE BATTLEGROUND BRANDSPEOPLE BACK TO THE START, CHIPOTLE http://www.youtube.com/watch?v=aMfSGt6rHos @rosiesiman
  • 13. STORYTELLING // THE BATTLEGROUND NATURAL NARRATORS BRANDSPEOPLE (OCCASIONALLY EPIC) ELEVATOR PITCH GIVERS WINNER: PEOPLE @rosiesiman
  • 14. STORYTELLING // BRIDGING THE GAP WITH COLLABORATION & CO-CREATION BORROW RELEVANCE GUIDE PARTICIPATION TEST & LEARN REWARD @rosiesiman
  • 15. 6 TRENDS THAT MATTER STORYTELLING CONTENT CURATION ENTREPRENEURIALISM TRANSMEDIA INFLUENCE DO GOOD @rosiesiman
  • 16. CONTENT CURATION // THE BATTLEGROUND BRANDSPEOPLE ISAAC’S LIVE LIP-DUB PROPOSAL WHAT IS CURATION?, PERCOLATE http://blog.percolate.com/2012/what-is-curation/ @rosiesiman
  • 17. CONTENT CURATION // THE BATTLEGROUND BRANDSPEOPLE OPEN FORUM, AMEX http://openforum.com/ @rosiesiman
  • 18. CONTENT CURATION // THE BATTLEGROUND NATURAL NARRATORS BRANDSPEOPLE CONTENT CONSUMERS & CREATORS CONTENT CREATORS (OCCASIONALLY EPIC) ELEVATOR PITCH GIVERS WINNER: PEOPLE @rosiesiman
  • 19. CONTENT CURATION // GIVING BRANDS A LEG UP @rosiesiman
  • 20. 6 TRENDS THAT MATTER STORYTELLING CONTENT CURATION ENTREPRENEURIALISM TRANSMEDIA INFLUENCE DO GOOD @rosiesiman
  • 21. ENTREPRENEURIALISM // THE BATTLEGROUND BRANDSPEOPLE LOUIS CK SNUBS THE MIDDLE MEN http://artsbeat.blogs.nytimes.com/2011/12/14/something-for-louis-c-k-to-smile-about-his-internet-comedy-special-is-profitable/ @rosiesiman
  • 22. ENTREPRENEURIALISM // THE BATTLEGROUND BRANDSPEOPLE PEPSI 10 http://mashable.com/2011/10/06/pepsico-selects-10-startups-to-pilot-digital-marketing-projects/ @rosiesiman
  • 23. ENTREPRENEURIALISM // THE BATTLEGROUND NATURAL NARRATORS BRANDSPEOPLE CONTENT CONSUMERS & CREATORS FLEXIBLE & NIMBLE LONG STANDING STRUCTURES, SLOW MOVING CONTENT CREATORS (OCCASIONALLY EPIC) ELEVATOR PITCH GIVERS WINNER: PEOPLE @rosiesiman
  • 24. ENTREPRENEURIALISM // GIVING ACCESS TO INTRAPRENEURS “An intrapreneur is someone who has an entrepreneurial streak in his or her DNA, but chooses to align his or her talents with a large organization in place of creating his or her own.” FIND THE RIGHT TALENT SET THEM UP FOR SUCCESS APPLY KEY LEARNINGS SHOW THE VALUEhttp://www.forbes.com/sites/onmarketing/2012/05/21/move-over-entrepreneurs-here-come-the-intrapreneurs/ @rosiesiman
  • 25. 6 TRENDS THAT MATTER STORYTELLING CONTENT CURATION ENTREPRENEURIALISM TRANSMEDIA INFLUENCE DO GOOD @rosiesiman
  • 26. TRANSMEDIA // THE BATTLEGROUND BRANDSPEOPLE JAY BUSHMAN AS THE EPIC POET OF TWITTER http://www.newscientist.com/blogs/culturelab/2010/11/storytelling-20-the-epic-poet-of-twitter.html @rosiesiman
  • 27. TRANSMEDIA // THE BATTLEGROUND BRANDSPEOPLE THE DARK KNIGHT https://vimeo.com/6303664 @rosiesiman
  • 28. TRANSMEDIA // THE BATTLEGROUND NATURAL NARRATORS BRANDSPEOPLE CONTENT CONSUMERS & CREATORS FLEXIBLE & NIMBLE LARGE BUDGETS & EPIC SCALE (RELATIVELY) SMALL BUDGETS, INDIVIDUALS ARCHAIC STRUCTURES, SLOW MOVING CONTENT CREATORS (OCCASIONALLY EPIC) ELEVATOR PITCH GIVERS WINNER: BRANDS @rosiesiman
  • 29. TRANSMEDIA // BORROWING FROM BRANDS BUILD A PLATFORM CONSIDER FUNCTIONAL INTEGRATION MAKE IT GAMEFUL VARY THE EXPERIENCEShttp://johndollin.blogspot.com/2010/11/is-transmedia-transforming-tv.html @rosiesiman
  • 30. 6 TRENDS THAT MATTER STORYTELLING CONTENT CURATION ENTREPRENEURIALISM TRANSMEDIA INFLUENCE DO GOOD @rosiesiman
  • 31. INFLUENCE // THE BATTLEGROUND BRANDSPEOPLE WORD OF MOUTH MARKETING WITH KLOUT http://www.wired.com/business/2012/04/ff_klout/ @rosiesiman
  • 32. INFLUENCE // THE BATTLEGROUND BRANDSPEOPLE COKE MANAGES SUBCONSCIOUS INFLUENCE http://www.neatorama.com/2011/03/15/coke-vs-pepsi-the-pioneers/ @rosiesiman
  • 33. INFLUENCE // THE BATTLEGROUND NATURAL NARRATORS BRANDSPEOPLE CONTENT CONSUMERS & CREATORS IRRATIONALLY INFLUENTIAL FLEXIBLE & NIMBLE LARGE BUDGETS & EPIC SCALE (RELATIVELY) SMALL BUDGETS, INDIVIDUALS ARCHAIC STRUCTURES, SLOW MOVING THE ORIGINAL WORD OF MOUTH MARKETERS CONTENT CREATORS (OCCASIONALLY EPIC) ELEVATOR PITCH GIVERS WINNER: TOSS UP @rosiesiman
  • 34. INFLUENCE // HARNESSING BRAND POWER INFLUENCE // HARNESSING PEOPLE POWER BUILD YOUR OWN BRAND BORROW CREDIBILITY POWER OF SYMBOLS NIX MARKET RESEARCH* *AS WE KNOW IT @rosiesiman
  • 35. 6 TRENDS THAT MATTER STORYTELLING CONTENT CURATION ENTREPRENEURIALISM TRANSMEDIA INFLUENCE DO GOOD @rosiesiman
  • 36. DO GOOD // THE BATTLEGROUND BRANDSPEOPLE CAIN’S ARCADE http://cainesarcade.com/ @rosiesiman
  • 37. DO GOOD // THE BATTLEGROUND BRANDSPEOPLE TOYOTA’S IDEAS FOR GOOD http://www.toyota.com/ideas-for-good/ @rosiesiman
  • 38. DO GOOD // THE BATTLEGROUND NATURAL NARRATORS A BIT FORCED, BUT WORTH IT BRANDSPEOPLE CONTENT CONSUMERS & CREATORS IRRATIONALLY INFLUENTIAL FLEXIBLE & NIMBLE LARGE BUDGETS & EPIC SCALE (RELATIVELY) SMALL BUDGETS, INDIVIDUALS ARCHAIC STRUCTURES, SLOW MOVING NATURAL WORD OF MOUTH MARKETERS CONTENT CREATORS GENERALLY ALTRUISTIC (OCCASIONALLY EPIC) ELEVATOR PITCH GIVERS WINNER: EVERYONE @rosiesiman
  • 39. PEOPLE VS. BRANDS // THE WINNER IS... S: 3 ANDSTORYTELLING BR STORYTELLINGCONTENT CURATION CONTENT CURATIONENTREPRENEURIALISM ENTREPRENEURIALISMTRANSMEDIA TRANSMEDIAINFLUENCE INFLUENCEDO GOOD 5 DO GOOD P L E: EO @rosiesiman
  • 40. SHAMELESS PLUG // YOUR WEEKLY CULTURAL CACHE WANT THE 10 THINGS YOU SHOULD BE PAYING ATTENTION TO EACH WEEK DELIVERED TO YOUR INBOX ON TUESDAY MORNINGS? I THOUGHT SO :) WWW.THETUESDAYTEN.COM @rosiesiman
  • 41. THE WINNER... // AGREE OR DISAGREE? WHAT DO YOU THINK?? @ROSIESIMANBIT.LY/HPXROSIE WWW.THETUESDAYTEN.COM