NOT ANOTHER SOCIAL
MEDIA PRESENTATION.
THE INTERNET &
BRANDING.

Written while listening to spotify,
Shared on www.twitter...
THE WHAT (1.0)
WE BOUGHT THINGS (SLOWLY)
WE BUILT WEBSITES (POORLY)
WE DOWNLOADED (ON NAPSTER???!?)
WE WAITED AROUND (ALOT)
WE READ THING...
THEN CAME 2.0
WE BOUGHT (ALOT OF VARIED AND WONDERFUL) THINGS
WE BUILT WEBSITES (WITH OPEN SOURCED PROGRAMS)
WE SHARED (EVERYTHING AND A...
MOST ‘EXPERTS’ BELIEVE WE ARE AT THE END OF THE WEB 2.0 EVOLUTION.
THE (MAINSTREAM) MEDIA HAVE JUST DISCOVERED 2.0 (THANKS...
BUT WE KNOW IT’S BIG
BEING SOCIAL IS NOT
ABOUT TECHNOLOGIES
AND WEBSITES.
SHARING.




           http://www.flickr.com/photos/rohdesign/sets/72157615703262704/
YOU ARE YOUR EDITOR
(OF THOUSANDS OF
BITS OF CONTENT)
CHOOSE BY INTEREST
SHARE WHAT EXCITES YOU
CONSTANTLY FILTER
VIEW MORE FROM THOSE YOU TRUST
BECOME OPEN TO INFLUENCE
EDIT A...
THIS IS A SOCIAL MOVEMENT. YOU
CAN’T STOP IT IS EVERYWHERE, THIS
SHIFT IS HAPPENING IN REAL LIFE,
AFFECTING DAY TO DAY DEC...
THIS IS BEYOND THE
INTERNET.
LET THE BRAND
GOLDRUSH START?
SOME PEOPLE THINK
IT’S A FAD.
SOME SAY ‘WHY BOTHER?’
BECAUSE PEOPLE WANT
TO BE HEARD,THEY
DEMAND IT. FROM
PEERS AND BRANDS.
LESS INFLUENCE
HERE...




                 A LOT MORE HERE
“BEING SOCIAL IS ABOUT
TRADING CONTROL FOR
INFLUENCE” @FARISYAKOB
SOME THINK ‘SOCIAL MEDIA’
IS JUST ANOTHER MARKETING
CHANNEL
WHEN IT WORKS SOCIAL
BRANDS CULTIVATE FANS
FANS ENGAGE.

The Obama ’08 campaign was a
grass roots movement mobilized
around the net. Social networks and
the governme...
FANS ARE UNCONVENTIONAL.

The ‘Colbert nation’ has so far successfully
named a NASA satellite for him. Ben &
Jerry created...
FANS ADD VALUE.

Mad Men’s success has grown with
fans cultivating and building their
own content. From Twitter followers
...
BUT...
FANS DON‘T WANT BRANDS
                                               TIED UP IN NEAT LITTLE BOWS
http://www.ravishlondon....
FANS
CO-CREATE.
OK, SO WHAT’S THAT
MEAN FOR US? (NOW).
AUTHENTIC MATTERS.
LISTENING WINS
BRANDS WITH OPEN NARRATIVES.
OPEN
SOURCE
BRANDS
WHAT IS
OPEN SOURCE?
“OPEN SOURCE IS AN APPROACH TO THE DESIGN,
DEVELOPMENT, AND DISTRIBUTION OF SOFTWARE OR
HARDWARE, OFF...
OPEN SOURCE
BRANDING OFFERS
GAPS FOR PEOPLE
TO PLAY IN.
WHO’S DOIN’ IT?
ZAPPOS
“A people company that happens to
sell clothes” Internal culture is all
about engaging, and empowering
people insid...
DELL INNOVATION CENTRE

Crowdsourcing @ Ideastorm.com Users
have generated 11,581 ideas with 325
ideas being implemented b...
AMERICAN APPAREL

“Vertically integrated clothing,” Fans
co-create new designs, engage on
political issues (Legalize L.A),...
FIREFOX

The original open source browser.
Has let it’s code be available to
everyone to build apps and browsers
for thous...
SOME THOUGHTS -
BUT NOT RULES
1. HONEST...
  Selling overtly isn’t social, telling it top
  down isn’t social, spreading
  conversations and helping our...
2. CROWD WISE
 Co-create with the users. offer
 innovation as standard. Learn to
 feed off the wisdom of crowds.
 (Not jus...
3. MUTATE
  Mix and match our specialisms, open our
  arms to collaboration, alter our perceptions.
  Seek skills beyond o...
4. INTERACT. RESPECT
   THE CUSTOMER
  We can help brands build a respect for what people
  want. Building brands that fos...
5. PLAY
  This thinking isn’t set in stone. It should
  be questioned and adapted, play
  with it, explore it. Share it!
THANKS FOR
BEING SOCIALABLE
TO ME.
twitter.com/thekingmob
www.thesocietyofthespectacle.com

thanks to
@farisyakob
@bbhlabs...
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"Not another social media presentation" The Internet and Branding

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This was a presentation I wrote that acted as an introduction and explainer for the Brand Consultancy I worked for. It also details my theory and some cool examples on 'Open Source' Branding. (This was on here last year but my account was hacked) Enjoy!

Published in: Design

"Not another social media presentation" The Internet and Branding

  1. 1. NOT ANOTHER SOCIAL MEDIA PRESENTATION. THE INTERNET & BRANDING. Written while listening to spotify, Shared on www.twitter.com/thekingmob Available on www.slideshare.com Posted on www.thesocietyofthespectacle.com
  2. 2. THE WHAT (1.0)
  3. 3. WE BOUGHT THINGS (SLOWLY) WE BUILT WEBSITES (POORLY) WE DOWNLOADED (ON NAPSTER???!?) WE WAITED AROUND (ALOT) WE READ THINGS (IS ROSWELL TRUE???) WE WERE WARY OF IT (WHAT ABOUT OUR PRIVACY???) WE HAD A BUBBLE (IT BURST) WE KNEW IT WAS GOOD (BUT WE WOULD HAVE TO WAIT...) http://www.artfromcode.com
  4. 4. THEN CAME 2.0
  5. 5. WE BOUGHT (ALOT OF VARIED AND WONDERFUL) THINGS WE BUILT WEBSITES (WITH OPEN SOURCED PROGRAMS) WE SHARED (EVERYTHING AND ANYTHING) WE BUILT COMMUNITIES AROUND IT WE BLOGGED, WE COMMENTED, WE TWEETED, WE PARTICIPATED. WE SHARED, WE CO-CREATED, WE LIVED MORE AND MORE ON IT. WE BECAME ‘SOCIABLE’.
  6. 6. MOST ‘EXPERTS’ BELIEVE WE ARE AT THE END OF THE WEB 2.0 EVOLUTION. THE (MAINSTREAM) MEDIA HAVE JUST DISCOVERED 2.0 (THANKS @MRSKUTCHER). ALOT OF PEOPLE AREN’T EVEN AWARE OF IT.
  7. 7. BUT WE KNOW IT’S BIG
  8. 8. BEING SOCIAL IS NOT ABOUT TECHNOLOGIES AND WEBSITES.
  9. 9. SHARING. http://www.flickr.com/photos/rohdesign/sets/72157615703262704/
  10. 10. YOU ARE YOUR EDITOR (OF THOUSANDS OF BITS OF CONTENT)
  11. 11. CHOOSE BY INTEREST SHARE WHAT EXCITES YOU CONSTANTLY FILTER VIEW MORE FROM THOSE YOU TRUST BECOME OPEN TO INFLUENCE EDIT AND REPACKAGE CONTENT MASH UP SOURCES REMIX IT SPREAD IT TAG IT COMMENT ON IT CREATE WHAT YOU WANT OUT OF IT
  12. 12. THIS IS A SOCIAL MOVEMENT. YOU CAN’T STOP IT IS EVERYWHERE, THIS SHIFT IS HAPPENING IN REAL LIFE, AFFECTING DAY TO DAY DECISIONS. www.wefeelfine.org
  13. 13. THIS IS BEYOND THE INTERNET.
  14. 14. LET THE BRAND GOLDRUSH START?
  15. 15. SOME PEOPLE THINK IT’S A FAD.
  16. 16. SOME SAY ‘WHY BOTHER?’
  17. 17. BECAUSE PEOPLE WANT TO BE HEARD,THEY DEMAND IT. FROM PEERS AND BRANDS.
  18. 18. LESS INFLUENCE HERE... A LOT MORE HERE
  19. 19. “BEING SOCIAL IS ABOUT TRADING CONTROL FOR INFLUENCE” @FARISYAKOB
  20. 20. SOME THINK ‘SOCIAL MEDIA’ IS JUST ANOTHER MARKETING CHANNEL
  21. 21. WHEN IT WORKS SOCIAL BRANDS CULTIVATE FANS
  22. 22. FANS ENGAGE. The Obama ’08 campaign was a grass roots movement mobilized around the net. Social networks and the governments interaction has changed the dynamics of power. http://www.whitehouse.gov/blog/
  23. 23. FANS ARE UNCONVENTIONAL. The ‘Colbert nation’ has so far successfully named a NASA satellite for him. Ben & Jerry created an ice cream flavor for him, The ‘nation’ helped Colbert beat Kanye West to the top spot in itunes and he is the first person in 76 years to guest edit Newsweek. http://www.colbertnation.com
  24. 24. FANS ADD VALUE. Mad Men’s success has grown with fans cultivating and building their own content. From Twitter followers to online help and new phrases - WWDDD (What Would Don Draper Do?) http://whatwoulddondraperdo.tumblr.com/
  25. 25. BUT...
  26. 26. FANS DON‘T WANT BRANDS TIED UP IN NEAT LITTLE BOWS http://www.ravishlondon.com/londonstreetart/
  27. 27. FANS CO-CREATE.
  28. 28. OK, SO WHAT’S THAT MEAN FOR US? (NOW).
  29. 29. AUTHENTIC MATTERS.
  30. 30. LISTENING WINS
  31. 31. BRANDS WITH OPEN NARRATIVES.
  32. 32. OPEN SOURCE BRANDS
  33. 33. WHAT IS OPEN SOURCE? “OPEN SOURCE IS AN APPROACH TO THE DESIGN, DEVELOPMENT, AND DISTRIBUTION OF SOFTWARE OR HARDWARE, OFFERING PRACTICAL ACCESSIBILITY TO A SOURCE CODE. PARTICIPANTS IN THE CULTURE CAN MODIFY THOSE PRODUCTS AND REDISTRIBUTE THEM BACK INTO THE COMMUNITY OR OTHER ORGANIZATIONS.” http://en.wikipedia.org/wiki/Open_source
  34. 34. OPEN SOURCE BRANDING OFFERS GAPS FOR PEOPLE TO PLAY IN.
  35. 35. WHO’S DOIN’ IT?
  36. 36. ZAPPOS “A people company that happens to sell clothes” Internal culture is all about engaging, and empowering people inside the business to make a tangible difference. Blogging, & twittering and crowdsourcing are ingrained in the culture. Transparent, innovating and fun. twitter.com/zappos
  37. 37. DELL INNOVATION CENTRE Crowdsourcing @ Ideastorm.com Users have generated 11,581 ideas with 325 ideas being implemented by Dell. Dell has a total social presence. (after fucking it up first time) www.ideastorm.com
  38. 38. AMERICAN APPAREL “Vertically integrated clothing,” Fans co-create new designs, engage on political issues (Legalize L.A), Models are customers, sourced through the crowd. Collaborations come from blog networks. (Chictopia)
  39. 39. FIREFOX The original open source browser. Has let it’s code be available to everyone to build apps and browsers for thousands of different uses. A commitment to innovation across the community.
  40. 40. SOME THOUGHTS - BUT NOT RULES
  41. 41. 1. HONEST... Selling overtly isn’t social, telling it top down isn’t social, spreading conversations and helping our clients understand that is social. Behaviours are changing, technologies just provide the platforms. Go with the flow.
  42. 42. 2. CROWD WISE Co-create with the users. offer innovation as standard. Learn to feed off the wisdom of crowds. (Not just ourselves)
  43. 43. 3. MUTATE Mix and match our specialisms, open our arms to collaboration, alter our perceptions. Seek skills beyond our four walls. “No matter where you work, most of the smart people are somewhere else” Bill Joy, co-founder, Sun Microsystems .
  44. 44. 4. INTERACT. RESPECT THE CUSTOMER We can help brands build a respect for what people want. Building brands that foster and celebrate openess and conversation, allowing users to be interactive. Both strategically and creatively. A co-created set of values? Why not? A crowdsourced identity? Give it a shot! We act as guides, specialists yes, we are sheperds not guardians.
  45. 45. 5. PLAY This thinking isn’t set in stone. It should be questioned and adapted, play with it, explore it. Share it!
  46. 46. THANKS FOR BEING SOCIALABLE TO ME. twitter.com/thekingmob www.thesocietyofthespectacle.com thanks to @farisyakob @bbhlabs @jtwisnor @kaihann @budcaddell dan.rowe@dave.biz robbie.laughton@dave.biz for their inspiration and thoughts and slides!.

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