Robin Wight: The Future is Bright, The Future Is Social


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Robin's keynote at Like Minds Autumn 2010: Creativity and Curation

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    Marketing needs to move focus from
    Saying things at people (monologue)
    Conversation (trialogue)
    Thinking about retention & acquisition
    Social thinking: How Social thinking gets infused into all components of the customer experience – from first awareness impression through every last post purchase interaction
  • Brands need start acting like companions for the journey
    Technology & social media has meant that it possible to behave like this everyday and connect with con
  • Asda forward thinking in this space
    Crowdsourcing ideas which could save the company money
    Incentive share 5% of savings with consumers who came up with idea
  • 45k likes in 2 weeks
    Timed to support supplement in paper
    Demographics – young readers who are harder to reach and don’t necessarily read the paper
    Affinity with brand
  • Back the bid Scarfs given to friends
    Encouraged to show support – taking photo
    & world famous destination Hooters
  • Renault.
    Created a reputation management framework that integrates with multiple business units including customers services, dealers, PR, web, marketing
    In the last 12 month negative customer services have reduced from 65% to 33%
  • Tailored outreach to over 24 top UK style blogs
    Invited London based pop up bloggers to Charlotte St hotel Vogue Fashion Night Out.
    Worked with bloggers as they chose their top 4 outfits out of 11 A/W looks
    Jam built bespoke pop-up shops for each blogger, featuring key items from their 4 favourite looks
    Jam sent each blogger out their unique code to embed their shop
    Jam helped the bloggers embed their code for their shop to pop Monday 9am
    After the shops went live across 19 blogs Jam placed the pop up shop live on Facebook linking to all bloggers involved.
    £100 vouchers sent to successful bloggers along with thanks from Next
    Jam seeded the Facebook tab back to the bloggers to build a greater sense of community
    Maintained relationships and positive sentiment along the way!
  • Robin Wight: The Future is Bright, The Future Is Social

    1. 1. The Future's Bright, The Future's Social Robin Wight, President, Engine
    2. 2. Brands only exist because they help consumers make buying decisions without using too much brain power
    3. 3. Your brain doesn’t like changing its mind
    4. 4. R RL L a) INITIAL b) PRACTICED Practised tasks are easier for the brain to do than novel tasks Source: The Executive Brain Frontal Lobes & the Civilised Mind – Elkhonon Goldberg
    5. 5. QuickTime™ and a YUV420 codec decompressor are needed to see this picture.
    6. 6. 33% 27% 19% 9% What car did people think the yuppie drove?
    7. 7. Behaviour Change Attitude Change Behaviour Change ? Attitude Change Brain science has taught us that it’s normally the other way round: behaviour change leads to attitude change.
    8. 8. The mind changer:
    9. 9. Now With Added
    10. 10. From To Being with them for the journey Telling people where to go
    11. 11. Be a companion
    12. 12. Reduced negative comments about Renault's customer service from 53% to 16% Protecting Renault’s reputation for potential purchasers
    13. 13. 21 top UK style blogs hosted bespoke Next pop up shops reaching 260,000 readers Working with bloggers to drive sales
    14. 14. Social PR 8 million people in 4 days
    15. 15. The Future’s Bright The Future’s Social And it always has been
    16. 16. Why the average person has 130 friends on facebook Source: Grooming, Gossip and the Evolution of Language, Robin Dunbar
    17. 17. The evolution of ‘mobile grooming’: scratch my back and I’ll scratch yours
    18. 18. Language devolved to help us bond in the groups of 150 we had developed to survive when we left the jungle and became two-legged humans
    19. 19. The ‘friendship gap’ that facebook filled Ancestral villages: neo-cortex group of 150  Cities (from 4000BC) limit us into groups of 25
    20. 20. Our genes invented the web and the mobile phone to give us back our neo-cortex groups of 150
    21. 21. ‘An animal’s behaviour tends to maximise the survival of the genes “for” that behaviour, whether or not the genes happen to be in the body of the particular animal performing it.’ Richard Dawkins ‘The Extended Phenotype’
    22. 22. Extending the reach of the genes beyond the body of the animal Beaver Dam Mobile phone facebook
    23. 23. Two thirds of conversations are on social topics. And women ‘gossip’ four times as much as men. For good genetic reasons.
    24. 24. The next step: from social media to social consumption
    25. 25. From personal ownership to social ownership ‘Collaborative Consumption’ “350 hours a year having sex. 420 looking for parking”
    26. 26. The Big Society will be delivered via ‘collaborative consumption’ as well as the re-invention of volunteering
    27. 27. is a new model where everyone wins: altruism a bonus not a motive
    28. 28. Self interest rules ok! Creativity boosted for kids with little effort from overstretched teachers. And partnership with Business Chance to capture the thinking of creative young people for your brand and engage them in it at a formative age Emerging high-status activity of volunteering that only needs 3- 4 hours a month as it becomes a ‘must do’ for Creative Industry people. Not having it on your CV will be a drawback in trying to get a new job Schools Brands Mentors
    29. 29. The Future’s Bright. Technology is making us human again
    30. 30. Thank you very much for your Continuous Partial Attention
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