PRESENT TENSE(& future perfect?)Some issues we face in advertising today
Who am I?Why are we here?What’s the plan?
Tim Sparke@sparkeywww.sparkelife.com
“   It is not the strongest of the species that survive, nor the most    intelligent, but the one most responsive to....  ...
Media Innovation is accelerating20 years in media   2 months in digital                    YouTube Pre-rollsColour Printin...
New platforms are baffling at the start
we obsessively chase after the new...
with a lack of long-term strategy...                     Peak	  of	  inflated	  expecta0ons                                ...
more focussed on awards than audiences.                     Peak	  of	  inflated	  expecta0ons                             ...
Advertising has experienced profoundchange in the past 5 years.The structures and processes thatguided us in the past have...
This isn’t a prediction of suddenmedia collapse. TV and print aren’tgoing away.They haven’t died.Technologies & behaviours...
Future growth will not only come fromtraditional media sources.
1964NEWSPAPER   RADIO   TRADES   BILLBOARDS   TV   MAGAZINE
SMS                           GPS IPTV                          BLUETOOTH                      MOBILEINTERNET             ...
We are living through the disorientation that comes fromincluding 2 billion new participants in a media landscape  previou...
25,000,000,000 tweets sent in 201036,000,000,000 photos on Facebook2,000,000,000 videos watched on YouTube every day7,900,...
How many texts does the averageteen send every month?3,339
“By 2013, mobile phones will overtake PCs as the most             common Web access device worldwide”                     ...
Consumers are connected.Happy to ignore ouradvertising.
If you want to work inadvertising, you have to   understand digital. this is more true everyday
Scary as this seems...We’re living through one of the mostchallenging times our industry has faced.and it won’t end here. ...
So what’s the answer?
Personal                                                           ProfessionalActivation                         Social  ...
It won’t work if you have agulf between those whounderstand and those whodon’t.‘Digital’ is for everyonenow.I help that ha...
Individual InspirationDigital marketing coachingPersonal technology developmentExpanded & effective social networksClient ...
Group Sessions     The Digital Landscape   Creative Inspiration                   Search    Social Media                  ...
New Media Landscapes
How can brands cut throughand connect with people in astream of so much information?Add value throughcontent & utility
MAKE ME LAUGHOR      /THINKHELP ME   /CRY
I’m sorry. This isn’t new. It isn’toriginal. It’s what brands havebeen doing for 100s of years.It’s just now we really hav...
We can’t just say stuffanymore... we need tosay and do things.
HELP ME   TwelpForce   eco:Drive
HELP ME   Mint.com   Nike Training App
HELP MEPicture of second life   Don’t create a virtual sofa...
Use my virtual sofa...
Embrace the backchannel...
That’s great Tim, but I don’twork with Nike or XBOX...
IT DOESN’T MATTER
HELP ME
HELP ME
MAKE ME PART OF YOUR STORY
DON’T EXPECT TOO MUCH
UNLESS YOU GIVE ME A GOOD REASON
in 3 months                       visitors   333,000                     countries    191              av. time on site   ...
In an industrial economy wefocus on physical things.In an information economyrelationships are built onknowledge & service...
audience    communitymessages     experiences    target   invitemedia plan   conversation plan penetrate   collaborate
Our industry has transitioned to            the post digital age.   It requires new thinking and            different proc...
A quick word on T-shapedpeople and how we all need tobe a bit more rounded
creativity   strategy   publicity                             geekery   sales   analysis                                  ...
I’m excited.500,000,000	  (FB)86,000	  (YT)10,000,000,000	  (Tweets)5,000,000,000	                               I hope yo...
downloading the Nike Training App                                                 try Instagram                           ...
THANKS            @sparkey      timsparke@me.com
& thanks to all the clever people whose ideas, images and       slides I’ve used and abused. I will buy you many beers if ...
Present tense (& future perfect)
Present tense (& future perfect)
Present tense (& future perfect)
Present tense (& future perfect)
Present tense (& future perfect)
Present tense (& future perfect)
Present tense (& future perfect)
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Present tense (& future perfect)

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A quick look at what I do and why. I help people embrace & understand the platforms and ideas which form the marketing landscape of today & tomorrow.

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  • I spent 5 years at Apple teaching people about technology and finding out how they use interact with stuff. \nI then spent 4 years at AR helping clients discover how we could use technology to create more engaging experiences. \n
  • WE’re going through a period of extreme change, challenging for our industry and every other. \n
  • In ours media developments happen in the blink of an eye. \n
  • New platforms emerge every day and they’re often completely confusing\n
  • It’s hard to know which ones are useful, we’re so excited by the NEW\n
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  • 25 billion – Number of sent tweets on Twitter in 2010\n2 billion – The number of videos watched per day on YouTube.\n7.7 million – People following @ladygaga (Lady Gaga, Twitter’s most followed user).\n600 million – People on Facebook at the end of 2010.\n35 – Hours of video uploaded to YouTube every minute\n36 billion – At the current rate, the number of photos uploaded to Facebook per year.\n
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  • Twelpforce was about letting your employees become brand advocates.\n\neco:Drive was about taking a pre-existing technology already in the cars and wrapping a community on top of it.\n
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  • invite them to co-create those stories with you\n
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  • A marketing platform, not a campaign.\nPuts the power to refresh the world in the hands of the people who will actually do it.\nEvery Pepsi makes a difference.\n
  • Backing out of the superbowl brought buzz, but the reason why we did it sustained conversation.\n
  • We became the most talked about superbowl advertiser... without advertising on the superbowl.\napprox 2 million dollars a week in earned media.\n
  • The hub of the project\n
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  • old way, new way\n
  • It generates more content than any of us can possibly pay attention to or absorb, though we try our best.\n\nthe entire media landscape has changed 5 billion apps downloaded, 2 billion YT views a week. if this says anything it declares that there is so much information in the stream that attention is scarcer and scarcer.\n
  • We need to become different kinds of people\n
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  • \n\nthe entire media landscape has changed 5 billion apps downloaded, 2 billion YT views a week. if this says anything it declares that there is so much information in the stream that attention is scarcer and scarcer.\n
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  • Present tense (& future perfect)

    1. 1. PRESENT TENSE(& future perfect?)Some issues we face in advertising today
    2. 2. Who am I?Why are we here?What’s the plan?
    3. 3. Tim Sparke@sparkeywww.sparkelife.com
    4. 4. “ It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to.... .” Charles Darwin
    5. 5. Media Innovation is accelerating20 years in media 2 months in digital YouTube Pre-rollsColour Printing Spotify AdsMulti-channel TV Yahoo Brand Ads Google Interest AdsOutdoor Screens iPhone/Android Ads
    6. 6. New platforms are baffling at the start
    7. 7. we obsessively chase after the new...
    8. 8. with a lack of long-term strategy... Peak  of  inflated  expecta0ons Plateau  of  produc0vityEXCITEMENT   Slope  of  enlightenment Trough  of  disillusionment   TIME
    9. 9. more focussed on awards than audiences. Peak  of  inflated  expecta0ons Plateau  of  produc0vityEXCITEMENT   Slope  of  enlightenment Trough  of  disillusionment   EARLY MAINSTREAM LATE TIME
    10. 10. Advertising has experienced profoundchange in the past 5 years.The structures and processes thatguided us in the past have begun to fail.Both individually and organisationally,many of us are facing a new struggle:RELEVANCE
    11. 11. This isn’t a prediction of suddenmedia collapse. TV and print aren’tgoing away.They haven’t died.Technologies & behaviours rarelydie, they just change.
    12. 12. Future growth will not only come fromtraditional media sources.
    13. 13. 1964NEWSPAPER RADIO TRADES BILLBOARDS TV MAGAZINE
    14. 14. SMS GPS IPTV BLUETOOTH MOBILEINTERNET RFID VIDEO GAMES MICROBLOGS RSS FEEDS EMAIL MESSENGER 2010 PODCASTS DVR FORUMS MOBILE APPS SATELLITE RADIO WEB APPS MMORPGS VLOGS CLOUD SERVICES E-READERS MOBILE ALERTS SOCIAL NETWORKS WEB VIDEOS BLOGSNEWSPAPER RADIO TRADES BILLBOARDS TV MAGAZINE
    15. 15. We are living through the disorientation that comes fromincluding 2 billion new participants in a media landscape previously operated by a small group of professionals.
    16. 16. 25,000,000,000 tweets sent in 201036,000,000,000 photos on Facebook2,000,000,000 videos watched on YouTube every day7,900,000 Lady Gaga followers on Twitter600,000,000 members of Facebook35 hours of video uploaded to YouTube every minute
    17. 17. How many texts does the averageteen send every month?3,339
    18. 18. “By 2013, mobile phones will overtake PCs as the most common Web access device worldwide” Gartner
    19. 19. Consumers are connected.Happy to ignore ouradvertising.
    20. 20. If you want to work inadvertising, you have to understand digital. this is more true everyday
    21. 21. Scary as this seems...We’re living through one of the mostchallenging times our industry has faced.and it won’t end here. So..... we better figure this out.
    22. 22. So what’s the answer?
    23. 23. Personal ProfessionalActivation Social Knowledge Media Personal Mobile Technology Digital Marketing Advertising Effective Digital Digital Productivity Networks Ecommerce Search & ERM Marketing
    24. 24. It won’t work if you have agulf between those whounderstand and those whodon’t.‘Digital’ is for everyonenow.I help that happen.
    25. 25. Individual InspirationDigital marketing coachingPersonal technology developmentExpanded & effective social networksClient education & inspirationSmarter working/sharing
    26. 26. Group Sessions The Digital Landscape Creative Inspiration Search Social Media Display Facebook Mobile Mobile Apps Social Commerce ERMDigital Marketing Showcase Developing Interactive Strategies Collaborative Technology Client Inspiration
    27. 27. New Media Landscapes
    28. 28. How can brands cut throughand connect with people in astream of so much information?Add value throughcontent & utility
    29. 29. MAKE ME LAUGHOR /THINKHELP ME /CRY
    30. 30. I’m sorry. This isn’t new. It isn’toriginal. It’s what brands havebeen doing for 100s of years.It’s just now we really have thetools to make it happen.
    31. 31. We can’t just say stuffanymore... we need tosay and do things.
    32. 32. HELP ME TwelpForce eco:Drive
    33. 33. HELP ME Mint.com Nike Training App
    34. 34. HELP MEPicture of second life Don’t create a virtual sofa...
    35. 35. Use my virtual sofa...
    36. 36. Embrace the backchannel...
    37. 37. That’s great Tim, but I don’twork with Nike or XBOX...
    38. 38. IT DOESN’T MATTER
    39. 39. HELP ME
    40. 40. HELP ME
    41. 41. MAKE ME PART OF YOUR STORY
    42. 42. DON’T EXPECT TOO MUCH
    43. 43. UNLESS YOU GIVE ME A GOOD REASON
    44. 44. in 3 months visitors 333,000 countries 191 av. time on site 5.5 mins press coverage/reach £6.8m paid media budget £0increase in trenchcoat sales 85% Facebook fans Loads!
    45. 45. In an industrial economy wefocus on physical things.In an information economyrelationships are built onknowledge & services.In a network economy peoplemake up their minds based onexperiences, not justmessages.
    46. 46. audience communitymessages experiences target invitemedia plan conversation plan penetrate collaborate
    47. 47. Our industry has transitioned to the post digital age. It requires new thinking and different processes. 500,000,000  (FB) 86,000  (YT) 10,000,000,000  (Tweets) 5,000,000,000   Most importantly, digital is no longer someone else’s job. It’s yours.
    48. 48. A quick word on T-shapedpeople and how we all need tobe a bit more rounded
    49. 49. creativity strategy publicity geekery sales analysis What you’re great at...
    50. 50. I’m excited.500,000,000  (FB)86,000  (YT)10,000,000,000  (Tweets)5,000,000,000   I hope you are.
    51. 51. downloading the Nike Training App try Instagram make sure you’re on Twitter follow @brainpicker 500,000,000  (FB)Start by 86,000  (YT) 10,000,000,000  (Tweets) 5,000,000,000   @edwardboches @sparkey download ‘Oh My God What Happened...’ sign-up for Netvibes
    52. 52. THANKS @sparkey timsparke@me.com
    53. 53. & thanks to all the clever people whose ideas, images and slides I’ve used and abused. I will buy you many beers if we ever meet.You’re way toomany to mention but the amazing folk from Boulder Digital Works -@edwardboches @helvector, @garethk & many more...
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