Cheap, Fast, and Out of Control

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  • This is the day that the US went off the Gold Standard. It’s essentially the day that the world became an information economy, an economy based on data rather than stuff. All of a sudden money went from representing a physical-world commodity to representing what we said (and/or agreed) it represented. Everything that’s happening right now-- from the economy to the internet-- is a direct line on the vector of this change.




































































































  • Cheap, Fast, and Out of Control

    1. 1. 1 September 23, 2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    2. 2. 1 Cheap, Fast, and Out of Control Social Media, Memes, and the Joys of Giving Up Control of Brands September 23, 2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    3. 3. 2 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    4. 4. 3 August 15, 1971 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    5. 5. 4 The 7 Trends Changing Everything 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    6. 6. 5 The consumer is in control 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    7. 7. 6 Atoms to Bits 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    8. 8. 7 Real-time to My time “Mommy, why can’t I pause the TV?” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    9. 9. 8 The end of centralization 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    10. 10. 9 The future is always on 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    11. 11. 10 The end of the desktop 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    12. 12. 11 Welcom e to the global convers ation 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    13. 13. Prospect Broadcast Media Telemarketing Mobile Web Social Media Email Direct Print Mail 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    14. 14. 13 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    15. 15. 14 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    16. 16. connections 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    17. 17. 16 What is “social media” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    18. 18. 17 Marshal McLuhan “The medium is the message.” Media: a technology that affects society not by its content but by its characteristics. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    19. 19. 18 no “content”... ...but has social effect 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    20. 20. 19 “media” Sender information or data Receiver 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    21. 21. 19 “mass media” Receiver or data tion rma info Sender information or data Receiver info rma tion or d ata Receiver 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    22. 22. 20 social: the interaction of humans with other humans media: technology used to store and deliver information or data 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    23. 23. 21 social media Participant or data n rm atio info Participant information or data Participant infor mati on o r dat a Participant 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    24. 24. 22 Social Media: technologies that facilitate interactions between humans using information or data. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    25. 25. 23 Social Media: technologies that facilitate conversations 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    26. 26. 24 A (somewhat incomplete) Timeline of Social Media not to scale USENET 1979 listserv Napster flickr 1986 1999 2004 pneumatic post 1865 SecondLife 2003 postal service Persia, 550BC The Palace radio ARPANET Wikipedia 1994 twitter 1891 1969 2001 The WELL Facebook 2006 1985 Friendster 2003 2002 @ MySpace YouTube email Third Voice 2003 2005 1966 BBS IRC 1999 1978 1988 telephone del.icio.us ~1890 2003 telegraph France, 1792 MUD1 Blogger 1978 1999 CompuServe MoveOn 1969 1998 digg epinions 2004 1999 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    27. 27. 25 Social Media & Communication 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    28. 28. 26 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    29. 29. 27 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    30. 30. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    31. 31. 29 source: http://belanger.wordpress.com/2007/06/28/the-ebb-and-flow-of-social-networking/ 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    32. 32. 30 source: Annenberg School Digital Futures Report 2007 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    33. 33. 31 The point: ๏ They’re connected all the time ๏ They like to talk ๏ News spreads faster than ever ๏ They consume and create 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    34. 34. 31 The point: ๏ They’re connected all the time ๏ They like to talk ๏ News spreads faster than ever ๏ They consume and create 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    35. 35. 32 Multi-channel communicators Source: Paul Adams http://www.slideshare.net/padday 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    36. 36. 33 HOWEVER... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    37. 37. 34 Ages of Mobile Social Media Users 13-17 : 7% 18-24 : 16% 25-34 : 34% 35-54 : 36% 55-64 : 5% 65+ : 2% source: Nielsen, December 2009 Facebook: It’s not “the kids” •400 Million Active Users •50% over 35 •26.8 under 24 •Older users stay longer source: New York Times, March 2010 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    38. 38. 35 How memes get made 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    39. 39. 36 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    40. 40. 37 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    41. 41. 38 Memes ๏ units of cultural information ๏ cultural evolution or cultural diffusion ins wk e ๏ subject to natural selection Da en ard sh G R ich elfi ๏ variation Th e S 1976 ๏ competition ๏ mutation ๏ it’s not survival of the fittest, it’s survival of fastest (those best able to spread) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    42. 42. 39 Viral Transmission Virus Virus Host Virus Virus 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    43. 43. 40 TB Transmission 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    44. 44. 41 High School Dating 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    45. 45. 42 Graph of The Internet 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    46. 46. 43 “The Tipping Point” ๏ “Hubs” Malcolm Gladwell ๏ “Superconnectors” ๏ “Influentials” ๏ Viral media based on the theory that a few important people in a network can accelerate transmission and acceptance of an idea. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    47. 47. 44 One-to-one Duncan Watts ๏ Memes take hold because culture is ready ๏ Six degrees of separation true, but connectors not important ๏ People influence others around them ๏ Anybody is just as likely to launch a trend as anyone else 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    48. 48. 45 Source: Paul Adams http://www.slideshare.net/padday 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    49. 49. 46 Source: Paul Adams http://www.slideshare.net/padday 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    50. 50. 47 vs. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    51. 51. 47 vs. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    52. 52. 48 Out of control 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    53. 53. 48 Out of control ๏ You can’t control this. Period. Get over it. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    54. 54. 48 Out of control ๏ You can’t control this. Period. Get over it. ๏ It’s about what you say about yourself and what they say about you. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    55. 55. 48 Out of control ๏ You can’t control this. Period. Get over it. ๏ It’s about what you say about yourself and what they say about you. ๏ Cognitive Dissonance is bad...unless you’re doing it on purpose. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    56. 56. 48 Out of control ๏ You can’t control this. Period. Get over it. ๏ It’s about what you say about yourself and what they say about you. ๏ Cognitive Dissonance is bad...unless you’re doing it on purpose. ๏ The good news/bad news: more media = less attention 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    57. 57. 48 Out of control ๏ You can’t control this. Period. Get over it. ๏ It’s about what you say about yourself and what they say about you. ๏ Cognitive Dissonance is bad...unless you’re doing it on purpose. ๏ The good news/bad news: more media = less attention ๏ Stop thinking linearly: think “play” (or, if you have to talk to your boss, call it “testing” or “experimenting”) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    58. 58. 49 8,750,033 views Doing it right 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    59. 59. 50 Doing it wrong... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    60. 60. 51 ...then again... 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    61. 61. 52 (but recent research indicates only 15% of “viral” media passed on) 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    62. 62. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    63. 63. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    64. 64. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    65. 65. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex ๏ Destruction 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    66. 66. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex ๏ Destruction ๏ Music 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    67. 67. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex ๏ Destruction ๏ Music ๏ Wonder 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    68. 68. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex ๏ Destruction ๏ Music ๏ Wonder ๏ Connection 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    69. 69. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex ๏ Destruction ๏ Music ๏ Wonder ๏ Connection ๏ Irony 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    70. 70. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex ๏ Destruction ๏ Music ๏ Wonder ๏ Connection ๏ Irony ๏ “Secrets” 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    71. 71. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex ๏ Destruction ๏ Music ๏ Wonder ๏ Connection ๏ Irony ๏ “Secrets” ๏ Spectacle 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    72. 72. 53 http://www.clickz.com/clickz/column/1732296/guidelines-creating-great-social-media-content Rules for Great Social Media ๏ Surprise ๏ Sex ๏ Destruction ๏ Music ๏ Wonder ๏ Connection ๏ Irony ๏ “Secrets” ๏ Spectacle ๏ Kindness 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    73. 73. 54 Online Brand Management 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    74. 74. 55 fries! 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    75. 75. 56 brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    76. 76. 56 Institution brand Constituents 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    77. 77. 57 Reputation = Brand 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    78. 78. 58 The brand doesn’t make the company, the company makes the brand. 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    79. 79. 59 The Communications Ecosystem 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    80. 80. 60 Carton’s Law: What Works Best Online is What Can Only Work Online 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    81. 81. 61 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    82. 82. 62 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    83. 83. 63 Carton’s Law 2: Technology Changes Quickly, People Change Slowly 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    84. 84. 64 Source: Paul Adams http://www.slideshare.net/padday 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    85. 85. 65 Carton’s Law 3: Brands are collaborations 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    86. 86. 66 Carton’s Law 4: People Don’t Interact With “Technology”, People Interact With People 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    87. 87. 67 Dealing With It 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    88. 88. 68 Managing the Conversation 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    89. 89. 68 Managing the Conversation ๏ Plan 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    90. 90. 68 Managing the Conversation ๏ Plan ๏ Monitor 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    91. 91. 68 Managing the Conversation ๏ Plan ๏ Monitor ๏ Evaluate 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    92. 92. 68 Managing the Conversation ๏ Plan ๏ Monitor ๏ Evaluate ๏ Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    93. 93. 68 Managing the Conversation ๏ Plan ๏ Monitor ๏ Evaluate ๏ Engage 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    94. 94. 69 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    95. 95. 70 5 Questions to Ask When Developing A Social Media Strategy 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    96. 96. 70 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    97. 97. 70 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it fit into our institutional mission and strategic plans? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    98. 98. 70 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it fit into our institutional mission and strategic plans? 3.Who is going to maintain it? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    99. 99. 70 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it fit into our institutional mission and strategic plans? 3.Who is going to maintain it? 4. How are we going to pay for it? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    100. 100. 70 5 Questions to Ask When Developing A Social Media Strategy 1.Why are we doing this? 2.How does it fit into our institutional mission and strategic plans? 3.Who is going to maintain it? 4. How are we going to pay for it? 5.What are we going to do less of? 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    101. 101. 71 Reputation Tracking Resources ๏ www.trackur.com ๏ www.whostalkin.com ๏ search.twitter.com ๏ www.blogsearchengine.com ๏ www.rapleaf.com ๏ www.blogpulse.com ๏ blogsearch.google.com ๏ www.monitter.com ๏ www.boardreader.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    102. 102. 72 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com
    103. 103. 73 Let’s Talk! sean.carton@idfive.com 225 e. redwood street baltimore, md 21202 410.837.5555 www.idfive.com

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