2012: Year of the People?

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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.

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2012: Year of the People?

  1. 1. 2012: YEAR OF THE PEOPLE? THOUGHTS FOR HPX
  2. 2. hi, i’m rosie!i’m on twitter as @rosiesiman :)
  3. 3. 360i i work at 360i as a strategist (and it’s pretty awesome. and we’re hiring!) @rosiesiman
  4. 4. JANUARY 2012 // THE PREDICTIONS BEGIN... @rosiesiman
  5. 5. JANUARY 2012 // ZOOEY DESCHANEL PROVES SHE’S CUTER THAN YOU COULD HAVE EVER IMAGINED @rosiesiman
  6. 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. 7. RACHEL SKLAR NAILS IT // “IT’S HAPPENED. PEOPLE MATTER MORE THAN BRANDS.” @rosiesiman
  8. 8. RACHEL SKLAR NAILS IT? // PEOPLE MATTER MORE THAN BRANDS... OR DO THEY? @rosiesiman
  9. 9. 6 TRENDS THAT MATTER STORYTELLING CONTENT CURATION ENTREPRENEURIALISM TRANSMEDIA INFLUENCE DO GOOD @rosiesiman
  10. 10. 6 TRENDS THAT MATTER STORYTELLING CONTENT CURATION ENTREPRENEURIALISM TRANSMEDIA INFLUENCE DO GOOD @rosiesiman
  11. 11. STORYTELLING // THE BATTLEGROUND BRANDSPEOPLE ISAAC’S LIVE LIP-DUB PROPOSAL http://www.youtube.com/watch?v=5_v7QrIW0zY @rosiesiman
  12. 12. STORYTELLING // THE BATTLEGROUND BRANDSPEOPLE BACK TO THE START, CHIPOTLE http://www.youtube.com/watch?v=aMfSGt6rHos @rosiesiman
  13. 13. STORYTELLING // THE BATTLEGROUND NATURAL NARRATORS BRANDSPEOPLE (OCCASIONALLY EPIC) ELEVATOR PITCH GIVERS WINNER: PEOPLE @rosiesiman
  14. 14. STORYTELLING // BRIDGING THE GAP WITH COLLABORATION & CO-CREATION BORROW RELEVANCE GUIDE PARTICIPATION TEST & LEARN REWARD @rosiesiman
  15. 15. 6 TRENDS THAT MATTER STORYTELLING CONTENT CURATION ENTREPRENEURIALISM TRANSMEDIA INFLUENCE DO GOOD @rosiesiman
  16. 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. 17. CONTENT CURATION // THE BATTLEGROUND BRANDSPEOPLE OPEN FORUM, AMEX http://openforum.com/ @rosiesiman
  18. 18. CONTENT CURATION // THE BATTLEGROUND NATURAL NARRATORS BRANDSPEOPLE CONTENT CONSUMERS & CREATORS CONTENT CREATORS (OCCASIONALLY EPIC) ELEVATOR PITCH GIVERS WINNER: PEOPLE @rosiesiman
  19. 19. CONTENT CURATION // GIVING BRANDS A LEG UP @rosiesiman
  20. 20. 6 TRENDS THAT MATTER STORYTELLING CONTENT CURATION ENTREPRENEURIALISM TRANSMEDIA INFLUENCE DO GOOD @rosiesiman
  21. 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. 22. ENTREPRENEURIALISM // THE BATTLEGROUND BRANDSPEOPLE PEPSI 10 http://mashable.com/2011/10/06/pepsico-selects-10-startups-to-pilot-digital-marketing-projects/ @rosiesiman
  23. 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. 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. 25. 6 TRENDS THAT MATTER STORYTELLING CONTENT CURATION ENTREPRENEURIALISM TRANSMEDIA INFLUENCE DO GOOD @rosiesiman
  26. 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. 27. TRANSMEDIA // THE BATTLEGROUND BRANDSPEOPLE THE DARK KNIGHT https://vimeo.com/6303664 @rosiesiman
  28. 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. 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. 30. 6 TRENDS THAT MATTER STORYTELLING CONTENT CURATION ENTREPRENEURIALISM TRANSMEDIA INFLUENCE DO GOOD @rosiesiman
  31. 31. INFLUENCE // THE BATTLEGROUND BRANDSPEOPLE WORD OF MOUTH MARKETING WITH KLOUT http://www.wired.com/business/2012/04/ff_klout/ @rosiesiman
  32. 32. INFLUENCE // THE BATTLEGROUND BRANDSPEOPLE COKE MANAGES SUBCONSCIOUS INFLUENCE http://www.neatorama.com/2011/03/15/coke-vs-pepsi-the-pioneers/ @rosiesiman
  33. 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. 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. 35. 6 TRENDS THAT MATTER STORYTELLING CONTENT CURATION ENTREPRENEURIALISM TRANSMEDIA INFLUENCE DO GOOD @rosiesiman
  36. 36. DO GOOD // THE BATTLEGROUND BRANDSPEOPLE CAIN’S ARCADE http://cainesarcade.com/ @rosiesiman
  37. 37. DO GOOD // THE BATTLEGROUND BRANDSPEOPLE TOYOTA’S IDEAS FOR GOOD http://www.toyota.com/ideas-for-good/ @rosiesiman
  38. 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. 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. 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. 41. THE WINNER... // AGREE OR DISAGREE? WHAT DO YOU THINK?? @ROSIESIMANBIT.LY/HPXROSIE WWW.THETUESDAYTEN.COM

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