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  • 1. THE HOW OF SOCIAL MEDIA Make or Break Lessons In Today’s Most Powerful Instrument of Change
  • 2. @simonmainwaring
  • 3. Time to Rethink Capitalism? Advertising Will Change Forever. @simonmainwaring
  • 4. #mainwaring/cannes
  • 5. ADVERTISING AND CAPITALISM NEED EACH OTHER TO SURVIVE. #mainwaring/cannes
  • 6. ADVERTISING AND CAPITALISM NEED EACH OTHER TO SURVIVE. Globalization #mainwaring/cannes
  • 7. ADVERTISING AND CAPITALISM NEED EACH OTHER TO SURVIVE. Globalization Digitalization #mainwaring/cannes
  • 8. ADVERTISING AND CAPITALISM NEED EACH OTHER TO SURVIVE. Globalization Digitalization Citizen media #mainwaring/cannes
  • 9. ADVERTISING AND CAPITALISM NEED EACH OTHER TO SURVIVE. Globalization Digitalization Citizen media Social issues #mainwaring/cannes
  • 10. ADVERTISING AND CAPITALISM NEED EACH OTHER TO SURVIVE. Globalization Digitalization Citizen media Social issues Shifting profit centers Internet Trends Report, June 7, 2010 #mainwaring/cannes
  • 11. @simonmainwaring
  • 12. CONSUMERS WANT A BETTER WORLD, NOT JUST BETTER WIDGETS. @simonmainwaring
  • 13. CONSUMERS WANT A BETTER WORLD, NOT JUST BETTER WIDGETS. Search for meaning. @simonmainwaring
  • 14. CONSUMERS WANT A BETTER WORLD, NOT JUST BETTER WIDGETS. Search for meaning. Caring and sharing, not just products. @simonmainwaring
  • 15. CONSUMERS WANT A BETTER WORLD, NOT JUST BETTER WIDGETS. Search for meaning. Caring and sharing, not just products. @simonmainwaring
  • 16. CONSUMERS WANT A BETTER WORLD, NOT JUST BETTER WIDGETS. Search for meaning. Caring and sharing, not just products. Dialogue and deep engagement. @simonmainwaring
  • 17. CONSUMERS WANT A BETTER WORLD, NOT JUST BETTER WIDGETS. Search for meaning. Caring and sharing, not just products. Dialogue and deep engagement. Social responsibility. @simonmainwaring
  • 18. #mainwaring/cannes
  • 19. If we can do something good for someone, no matter the product, it’s going to be good for us. Stefan Olander, Nike #mainwaring/cannes
  • 20. THE FUTURE OF PROFIT IS PURPOSE. #mainwaring/cannes
  • 21. THE FUTURE OF PROFIT IS PURPOSE. Vision 4 4 #mainwaring/cannes
  • 22. THE FUTURE OF PROFIT IS PURPOSE. Vision 4 4 #mainwaring/cannes
  • 23. THE FUTURE OF PROFIT IS PURPOSE. Vision Values 4 4 #mainwaring/cannes
  • 24. THE FUTURE OF PROFIT IS PURPOSE. Vision Values 4 Transparency 4 #mainwaring/cannes
  • 25. THE FUTURE OF PROFIT IS PURPOSE. Vision Values 4 Transparency 4 #mainwaring/cannes
  • 26. THE FUTURE OF PROFIT IS PURPOSE. Vision Values 4 Transparency 4 #mainwaring/cannes
  • 27. THE FUTURE OF PROFIT IS PURPOSE. Vision Values 4 Transparency 4 Consistency #mainwaring/cannes
  • 28. THE FUTURE OF PROFIT IS PURPOSE. Vision Values 4 Transparency 4 Consistency Benefits Over 26 million votes since Feb 1, 2010 #mainwaring/cannes
  • 29. THE FUTURE OF PROFIT IS PURPOSE. Vision Values 4 Transparency 4 Consistency Benefits Profit Ethisphere.com #mainwaring/cannes
  • 30. @simonmainwaring
  • 31. ADVERTISERS MUST BECOME ARCHITECTS OF COMMUNITY. @simonmainwaring
  • 32. ADVERTISERS MUST BECOME ARCHITECTS OF COMMUNITY. Technology is teaching us to be human again. @simonmainwaring
  • 33. ADVERTISERS MUST BECOME ARCHITECTS OF COMMUNITY. Technology is teaching us to be human again. Own the relationship and you own everything. @simonmainwaring
  • 34. ADVERTISERS MUST BECOME ARCHITECTS OF COMMUNITY. Technology is teaching us to be human again. Own the relationship and you own everything. Agencies must become day traders in social emotion. @simonmainwaring
  • 35. ADVERTISERS MUST BECOME ARCHITECTS OF COMMUNITY. Technology is teaching us to be human again. Own the relationship and you own everything. Agencies must become day traders in social emotion. Success will be determined by the quality of listening. @simonmainwaring
  • 36. #mainwaring/cannes
  • 37. REVERSE WHAT YOU KNOW ABOUT ADVERTISING. #mainwaring/cannes
  • 38. REVERSE WHAT YOU KNOW ABOUT ADVERTISING. Push is pull. #mainwaring/cannes
  • 39. REVERSE WHAT YOU KNOW ABOUT ADVERTISING. Push is pull. Monologue is dialogue. #mainwaring/cannes
  • 40. REVERSE WHAT YOU KNOW ABOUT ADVERTISING. Push is pull. Monologue is dialogue. Talking is listening. #mainwaring/cannes
  • 41. REVERSE WHAT YOU KNOW ABOUT ADVERTISING. Push is pull. Monologue is dialogue. Talking is listening. Image is authenticity. #mainwaring/cannes
  • 42. REVERSE WHAT YOU KNOW ABOUT ADVERTISING. Push is pull. Monologue is dialogue. Talking is listening. Image is authenticity. Center is flow. #mainwaring/cannes
  • 43. @simonmainwaring
  • 44. CONSUMERS NOW CO-AUTHOR THE STORIES WE TELL. @simonmainwaring
  • 45. CONSUMERS NOW CO-AUTHOR THE STORIES WE TELL. Social networks @simonmainwaring
  • 46. CONSUMERS NOW CO-AUTHOR THE STORIES WE TELL. Social networks Real-time apps @simonmainwaring
  • 47. CONSUMERS NOW CO-AUTHOR THE STORIES WE TELL. Social networks Real-time apps Location-based apps @simonmainwaring
  • 48. CONSUMERS NOW CO-AUTHOR THE STORIES WE TELL. Social networks Real-time apps Location-based apps Mobile apps @simonmainwaring
  • 49. CONSUMERS NOW CO-AUTHOR THE STORIES WE TELL. Social networks Real-time apps Location-based apps Mobile apps Social Web @simonmainwaring
  • 50. CONSUMERS NOW CO-AUTHOR THE STORIES WE TELL. Publishers @simonmainwaring
  • 51. CONSUMERS NOW CO-AUTHOR THE STORIES WE TELL. Publishers @simonmainwaring
  • 52. CONSUMERS NOW CO-AUTHOR THE STORIES WE TELL. Publishers @simonmainwaring
  • 53. CONSUMERS NOW CO-AUTHOR THE STORIES WE TELL. Publishers @simonmainwaring
  • 54. CONSUMERS NOW CO-AUTHOR THE STORIES WE TELL. Publishers Distributors @simonmainwaring
  • 55. CONSUMERS NOW CO-AUTHOR THE STORIES WE TELL. Publishers Distributors @simonmainwaring
  • 56. CONSUMERS NOW CO-AUTHOR THE STORIES WE TELL. Publishers Distributors Curators @simonmainwaring
  • 57. CONSUMERS NOW CO-AUTHOR THE STORIES WE TELL. Publishers Distributors Curators Disruptors @simonmainwaring
  • 58. CONSUMERS NOW CO-AUTHOR THE STORIES WE TELL. Publishers Distributors Curators Disruptors IP and R&D @simonmainwaring
  • 59. CONSUMERS NOW CO-AUTHOR THE STORIES WE TELL. Publishers Distributors Curators Disruptors IP and R&D Moral compass @simonmainwaring
  • 60. #mainwaring/cannes
  • 61. Companies must connect the bottom line of their business with their social conscience. Neville Isdell, former Coca-Cola Chairman & CEO #mainwaring/cannes
  • 62. THE EVOLUTION OF REVOLUTION IS CONTRIBUTION. #mainwaring/cannes
  • 63. THE EVOLUTION OF REVOLUTION IS CONTRIBUTION. Adversarial to Interdependent #mainwaring/cannes
  • 64. THE EVOLUTION OF REVOLUTION IS CONTRIBUTION. Adversarial to Interdependent Competitive to Collaborative #mainwaring/cannes
  • 65. THE EVOLUTION OF REVOLUTION IS CONTRIBUTION. Adversarial to Interdependent Competitive to Collaborative Short-term to Long-term vision #mainwaring/cannes
  • 66. THE EVOLUTION OF REVOLUTION IS CONTRIBUTION. Adversarial to Interdependent Competitive to Collaborative Short-term to Long-term vision Self Interest to Greater good #mainwaring/cannes
  • 67. THE EVOLUTION OF REVOLUTION IS CONTRIBUTION. Adversarial to Interdependent Competitive to Collaborative Short-term to Long-term vision Self Interest to Greater good #mainwaring/cannes
  • 68. THE EVOLUTION OF REVOLUTION IS CONTRIBUTION. Adversarial to Interdependent Competitive to Collaborative Short-term to Long-term vision Self Interest to Greater good #mainwaring/cannes
  • 69. THE EVOLUTION OF REVOLUTION IS CONTRIBUTION. Adversarial to Interdependent Competitive to Collaborative Short-term to Long-term vision Self Interest to Greater good First principles to New media #mainwaring/cannes
  • 70. THE EVOLUTION OF REVOLUTION IS CONTRIBUTION. New species within the marketing ecosystem. #mainwaring/cannes
  • 71. THE EVOLUTION OF REVOLUTION IS CONTRIBUTION. New species within the marketing ecosystem. #mainwaring/cannes
  • 72. THE EVOLUTION OF REVOLUTION IS CONTRIBUTION. New species within the marketing ecosystem. New cross-sector solutions between education, technology, branding. #mainwaring/cannes
  • 73. THE EVOLUTION OF REVOLUTION IS CONTRIBUTION. New species within the marketing ecosystem. New cross-sector solutions between education, technology, branding. New alliances between government, private sector, philanthropy. Kraft, Pepsi, Coca Cola, Campbell Soups, Kellogg’s, ConAgra, Sara Lee (25 percent of America’s food supply) #mainwaring/cannes
  • 74. THE EVOLUTION OF REVOLUTION IS CONTRIBUTION. New species within the marketing ecosystem. New cross-sector solutions between education, technology, branding. New alliances between government, private sector, philanthropy. New intersections between mobile, social, media. #mainwaring/cannes
  • 75. THE EVOLUTION OF REVOLUTION IS CONTRIBUTION. New species within the marketing ecosystem. New cross-sector solutions between education, technology, branding. New alliances between government, private sector, philanthropy. New intersections between mobile, social, media. #mainwaring/cannes
  • 76. THE EVOLUTION OF REVOLUTION IS CONTRIBUTION. New species within the marketing ecosystem. New cross-sector solutions between education, technology, branding. New alliances between government, private sector, philanthropy. New intersections between mobile, social, Jonathan Harris, We Feel Fine media. #mainwaring/cannes
  • 77. #alecjross/cannes @AlecJRoss
  • 78. SOCIAL MEDIA & FOREIGN POLICY. #alecjross/cannes @AlecJRoss
  • 79. SOCIAL MEDIA & FOREIGN POLICY. 21st Century Statecraft: moving beyond Government to Government #alecjross/cannes @AlecJRoss
  • 80. SOCIAL MEDIA & FOREIGN POLICY. 21st Century Statecraft: moving beyond Government to Government New solutions to age-old problems #alecjross/cannes @AlecJRoss
  • 81. SOCIAL MEDIA & FOREIGN POLICY. 21st Century Statecraft: moving beyond Government to Government New solutions to age-old problems The best ideas are likely to come from without #alecjross/cannes @AlecJRoss
  • 82. #alecjross/cannes @AlecJRoss
  • 83. SOCIAL MEDIA AS CIVIC ENGAGEMENT. #alecjross/cannes @AlecJRoss
  • 84. SOCIAL MEDIA AS CIVIC ENGAGEMENT. Visualization is personalization #alecjross/cannes @AlecJRoss
  • 85. SOCIAL MEDIA AS CIVIC ENGAGEMENT. Visualization is personalization Green Revolution in Iran #alecjross/cannes @AlecJRoss
  • 86. SOCIAL MEDIA AS CIVIC ENGAGEMENT. Visualization is personalization Green Revolution in Iran In less than 48 hours: Neda Agha-Soltan from an anonymous cell phone to global awareness #alecjross/cannes @AlecJRoss
  • 87. SOCIAL MEDIA AS CIVIC ENGAGEMENT. Visualization is personalization Green Revolution in Iran In less than 48 hours: Neda Agha-Soltan from an anonymous cell phone to global awareness #alecjross/cannes @AlecJRoss
  • 88. #alecjross/cannes @AlecJRoss
  • 89. SOCIAL MEDIA AS ACCESS. #alecjross/cannes @AlecJRoss
  • 90. SOCIAL MEDIA AS ACCESS. 1455: Creation of the printing press - Explosive production and dissemination of ideas 2009 - 2010: 600 million new mobile handsets, 75% in developing world - Another historic tipping point #alecjross/cannes @AlecJRoss
  • 91. SOCIAL MEDIA AS ACCESS. 1455: Creation of the printing press - Explosive production and dissemination of ideas 2009 - 2010: 600 million new mobile handsets, 75% in developing world - Another historic tipping point #alecjross/cannes @AlecJRoss
  • 92. #alecjross/cannes @AlecJRoss
  • 93. “Countries that build up virtual walls and violate the basic rights of internet users risk walling themselves off from the progress of the next century. Ultimately, this issue isn’t just about information freedom; it’s about what kind of world we’re going to inhabit.  It’s about whether we live on a planet with one internet, one global community, and a common body of knowledge that unites and benefits us all.  Or a fragmented planet in which access to information and opportunity is dependent on where you live and the whims of censors. ” Secretary of State Hillary Clinton, January 21, 2010 #alecjross/cannes @AlecJRoss
  • 94. #alecjross/cannes @AlecJRoss
  • 95. SOCIAL MEDIA IN GOVERNANCE. #alecjross/cannes @AlecJRoss
  • 96. SOCIAL MEDIA IN GOVERNANCE. How to reach people that their government censors #alecjross/cannes @AlecJRoss
  • 97. #alecjross/cannes @AlecJRoss
  • 98. “I think that the more freely information flows, the stronger the society becomes, because then citizens of countries around the world can hold their own governments accountable.  They can begin to think for themselves. That generates new ideas. It encourages creativity.  I'm a big supporter of not restricting Internet use, Internet access, other information technologies.  The more open we are, the more we can communicate.  And it also helps to draw the world together. ” President Obama, Shanghai, November 16, 2009 #alecjross/cannes @AlecJRoss
  • 99. #alecjross/cannes @AlecJRoss
  • 100. SOCIAL MEDIA & FOREIGN POLICY. #alecjross/cannes @AlecJRoss
  • 101. SOCIAL MEDIA & FOREIGN POLICY. The best ideas may come from outside the Western World #alecjross/cannes @AlecJRoss
  • 102. @InterCultureInc www.interculture.com @AlecJRoss THANK www.state.gov YOU. @simonmainwaring www.simonmainwaring.com