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MARKETING IN THE ERA OF
CHAOS
Survival in the era of chaos is dependent on
“eye-opening” entertainment + genuine
customer experiences

Mitch Kapler
Carrot Creative
January 2014
TODAY, EVERYTHING IS TRANSPARENT

Image source: www.huffingtonpost.com
CHAOS IS CONSTANT

Image source: http://www.verycd.com

Image source: cryptome.org
TRUST IN MEDIA, GOVERNMENT AND
CORPORATIONS ARE AT AN ALL-TIME LOW

1

2

IT’S TRUE
3
BIG BUSINESS IS NO LONGER
INVINCIBLE

87% OF THE 1955 FORTUNE 500 COMPANIES
4
ARE NO LONGER ON THE LIST
40% OF THE FORTUNE 500 COMPANIES WON’T
BE ON THE LIST IN 2020 5

Image source: 9to5mac.com
STANDARDIZED COMMUNICATION MODELS
ONLY WORKED IN A STANDARDIZED WORLD

Image source: web.archive.org
FROM THE PRINTING PRESS ONWARDS,
COMMUNICATION MODELS LOOKED LIKE THIS:

ONE-WAY; CENTRALIZED

MEDIA

BROADCAST
MESSAGE

MASS
AUDIENCE
THEN, THE INTERNET CAME ALONG,
WHICH GAVE WAY TO THE NEWSFEED CHANGING THE MODEL FOREVER
ONE-WAY; CENTRALIZED

MEDIA

BROADCAST
MESSAGE

MASS
AUDIENCE

TWO-WAY;
DECENTRALIZED

THE
NEWSFEED
BROADCAST MEDIA IS AT ODDS WITH THE NEWSFEED
PACING AND RHYTHM IS EXPECTED; IT’S
ARCHAIC, CAN’T TALK BACK, SLOW TO
EVOLVE, NEEDS MILLIONS OF
EYEBALLS TO ENSURE SUCCESS
ONE-WAY; CENTRALIZED

MEDIA

BROADCAST
MESSAGE

MASS
AUDIENCE

TWO-WAY;
DECENTRALIZED

THE
NEWSFEED

MOVES FAST; IT’S
UNPREDICTABLE, RAPIDLY
EVOLVING, CAN TALK BACK,
NEEDS STRONG NICHES TO
ENSURE SUCCESS
NEWSFEED = PARTICIPATORY CULTURE
THIS MEANS:
1. LOW BARRIERS TO ARTISTIC EXPRESSION AND
CIVIC ENGAGEMENT
2. WILLINGNESS TO SHARE AND CREATE WITH
OTHERS
3. MENTORSHIP AMONGST PEERS
4. MEMBERS BELIEVE THAT THEIR CONTRIBUTIONS
ARE VALUABLE
5. SOCIAL CONNECTIONS WITH ARTISTIC PEERS

6

Resource: Professor Henry Jenkins
WE ARE LIVING IN THE WORLD OF THE
HYPERACTIVE NEWSFEED
...where content is shared, conversations rapidly unfold and the real
truth is sought out. This is fueling a new culture.

Image source: flickr.com/photos/squeaks2569
CULTURE IS BEING DEFINED IN REAL TIME

Image source: en.wikipedia.org 
COLLECTIVE AWARENESS IS GROWING
Image source: http://relationshipbetweenhumansandnature.blogspot.com/2011/05/sowing-and-ploughing-inImage source: http://io9.com/ 
fields_1592.html

7
WE DECODE INFORMATION AND STORIES FASTER
THAN WE DID IN PREVIOUS GENERATIONS

THE INCREASE IN COGNITIVE
COMPLEXITY PRESENTED IN
ENTERTAINMENT CONTENT
PROVES OUR BRAINS HAVE
EVOLVED TO DIGEST DEEPER,
MORE NESTED STORY LINES.
8

Image source: businessinsider.com.au
Resource: Steven Johnson’s Everything bad is good for you
WE EXPECT DELIGHT ON ANY SCREEN AT ANY
TIME

Image sources: flickr.com/photos/hackny
thenextweb.com
flickr.com
THE WAY WE SEE, HEAR, INTERACT
AND SHARE CONTENT AND
INFORMATION HAS CAUSED A
PARADIGM SHIFT IN
ATTENTION AND EXPECTATIONS

Image source: google.com
MEDIA IS NOW DISPOSABLE

Image source: CinematicParadox.com
BUT, THE NOTION OF EXCEPTIONAL SERVICE
HAS BEEN REDEFINED
AS WELL AS ENTERTAINMENT EXPERIENCES
THIS ERA HAS PROVEN THAT BRANDS
CAN ENGAGE MASS AUDIENCES BY
CREATING “EYE-OPENING”
ENTERTAINMENT EXPERIENCES
BRANDS CAN CREATE STRONG LOYAL
NICHES THROUGH CONSISTENT AND
AUTHENTIC CUSTOMER EXPERIENCES
YES, THIS GUY
CREATES
AUTHENTIC BUZZ

HOW DO BRANDS CREATE BUZZ THROUGH
“EYE-OPENING” ENTERTAINMENT,
WITHIN THE HYPERACTIVE NEWSFEED?

Image source: www.google.com
HACK THE NEWSFEED

Image source: www.reelgood.com.au
OLD SPICE USED A HIT
COMMERCIAL AS A
SPRINGBOARD FOR
ONE-TO-ONE
CONVERSATIONS ON
YOUTUBE AND
TWITTER.
“LOLZ” DOMINATED
THE REAL ESTATE OF
THE NEWSFEED, AND
YES, OLD SPICE’S
SALES WENT UP.
9

Image source: Google.com
gottaquirk.com
youtube.com
RED BULL DROPPED A MAN FROM SPACE,
DRIVING CONVERSATIONS THROUGHOUT THE
WORLD
Image sources:
jalopnik.com
news.nationalgeographic.com 
PSY WOWED US BY CREATING A CATCHY TUNE
THAT WAS FAMILIAR, YET OFF-CENTER, TURNING
HIMSELF INTO A REAL-LIFE MEME...
AND UTILIZED THE VIRAL MOMENTUM TO
SPRINGBOARD INTO AN INTERNATIONAL BRAND
Image source: YouTube.com
WHEN POP CULTURE STAPLES RUB AGAINST THE
GRAIN, THEIR BRAND HACKS THE NEWSFEED

Image source: Google.com
SHIT GIRLS SAY

THE HARLEM SHAKE

WHEN WE MAKE FUN OF OUR OWN NICHE
CULTURAL CLICHES, PARTICIPATORY CULTURE
UNFOLDS WITH LAUGHTER
Image source: YouTube.com
50 CENT’S DOWN ON ME
WITH KEENAN CAHILL

KATIE PERRY’S LAST FRIDAY
NIGHT F/T YOUTUBE
SENSATION REBECCA
BLACK

JAMES FRANCO ON
GENERAL HOSPITAL

WHEN HIGH CULTURE AND LOW CULTURE
MEET, WE FOCUS AND DISCUSS
Image source
YouTube.com
aoltv.com
THE NEWSFEED IS NOT JUST A VENUE
FOR SHARED CONTENT EXPERIENCES

Image source: www.wired.co.uk/
THE NEWSFEED IS ABOUT BUILDING AUTHENTIC
RELATIONSHIPS
Image source: flickr.com/photos/timdorr
SOCIAL MEDIA IS ALL ABOUT LOVE

SOCIAL MEDIA USE PRODUCES
A DOUBLE-DIGIT INCREASE IN
OXYTOCIN, WHICH IS KNOWN
AS THE LOVE HORMONE.
11

Image source: wallpaperstock.net
“IT’S NOT THAT MACHINES ARE
TAKING OVER, IT’S THAT THEY
ARE HELPING US BE MORE
HUMAN. HELPING US CONNECT
WITH EACH OTHER. THE MOST
SUCCESSFUL TECHNOLOGY GETS
OUT OF ITS OWN WAY AND
HELPS US LIVE OUR LIVES. AND
REALLY IT ENDS UP BEING MORE
HUMAN BECAUSE WE ARE COCREATING WITH EACH OTHER
ALL THE TIME. IT’S STILL HUMAN
CONNECTION, IT’S JUST DONE IN
A DIFFERENT WAY. WE ARE JUST
INCREASING OUR HUMANISTS.”
10

– AMBER CASE
CYBORG ANTHROPOLOGIST
Image source: blog.ted.com 
STRONG RELATIONSHIPS ARE GREAT FOR
BUSINESS

Image source: www.businessinsider.com 
RELATIONSHIPS FORM WHEN VALUES ARE
SHARED AND AGREED UPON

Image source southpark.wikia.com
VALUES ARE SHARED AND AGREED UPON
THROUGH GESTURES AND ARTIFACTS
2014

1700S

Image sources:
publications.newberry.org
online.wsj.com
GESTURES AND ARTIFACTS ARE UNIQUE AS
THEY REQUIRE CARE AND TIME TO
CULTIVATE

Image source: www.prcouture.com
IN THE ERA WHERE ATTENTION IS SHORT AND
EXPECTATIONS ARE HIGH, HOW CAN WE SPARK
DELIGHT, TRUST AND LOYALTY AMONG
CUSTOMERS?

Image source: www.cinencuentro.com 
UNLOCK SMILES BY REACHING OUT WITH A
GESTURE + ARTIFACT

Virgin America delivered sincere gestures in the form of a “cheer up” to travelers
who were Flying in the Face of Ordinary (FITFOO) in Boston, Washington DC and
New York. Virgin America listened for distressed travelers on Twitter and delivered
cupcakes to an office, brought rain boots to a woman who forgot hers at home, and
even gave a woman in Boston a ride to help her get an important meeting.
12

Image sources:
www.virgin.com
www.boston.com
UNLOCK GRATITUDE BY REACHING OUT
WITH A YUMMY ARTIFACT

Rob G. of strictlyautobiographical.com wrote a blog post for his future children called
“The Milano: an ode to Pepperidge Farm” in which he details his encounter with his new
love for Milano cookies.
Shortly after, a representative from Pepperidge Farm reached out to him via email to
thank him for the post and asked for his address.
Rob G. followed up with a blog post sharing his new stash of cookies and gratitude to
Pepperidge Farm saying, “You’ve made me even more of a lifetime fan. Thank you so
much!”13
Image source: http://agbeat.com/
FACILITATE DELIGHT IN THE FORM OF A SHARED
EXPERIENCE AND SINCERE GESTURE

A major soccer match between Spain’s Real Madrid against Italy’s AC Milan was taking place, and Italy’s
AC Milan fans were eager to watch. To use American football as an analogy, this is as if Russell Wilson’s
Seattle Seahawks and Peyton Manning’s Denver Broncos played on Monday Night Football.
Heineken enlisted several university professors, girlfriends and bosses to convince their boyfriends to go
to a classical concert on the same night as the match. These men could not say no to their significant
other/boss and had to go to the classical concert.
Heineken prepared a special surprise for them, unveiling a big screen as well as a classical orchestra
which played music as beers were handed out, just in time for the big match. 14
Image source: www.jwt.com / www.coloribus.com
GESTURES COME TO LIFE THROUGH
INSIGHTFUL INDUSTRY CONTENT VITAL CURRENCY FOR THE B2B INDUSTRY
AT&T created a content
marketing hub targeting
key stakeholders for their
B2B business.
The team used social
channels such as LinkedIn
and Twitter to target
people who would find the
information useful.
In the timespan of 18
months, AT&T saw $47
million in new business.
People reward those who
provide the right
information at the right
time. 15
Image source: http://networkingexchangeblog.att.com/
PLATFORMS ARE EVOLVING TOWARDS
COLLECTIVE VALUE OVER NEWSFEED
CONSUMPTION

Image source: eongxien.wordpress.com
CO-CREATION ENABLES THE REALIZATION OF
NEW PRODUCTS AND BRANDS

The Kickstarter effect and magic of co-creation
has arrived. In 2013, 19,911 projects were
successfully funded and total of $480mm in
total pledges were made, thereby unlocking
new creative projects from a collection of
sincere gestures in order to create thought
provoking experiences. 16

Image source: Kickstarter.com

Additionally, collective gestures are unlocking
the creation of new products. Modern artifacts
that have a genuine purpose, and a newfound
meaning for the user, now have an opportunity
to be involved at the very beginning of the
production process, and therefore have more
skin in the game.
COLLECTIVE GESTURES ENABLE CHARITY
In the summer of 2012, Karen H.
Klein was harshly bullied by
students in upstate New York.
The video titled, “Making the Bus
Monitor Cry” was posted on
YouTube and surpassed 4.7 million
views within a week.
The video prompted outrage on the
internet. One viewer was inspired to
create an IndieGoGo crowdfunding
page with a $5,000 goal to give
Karen the vacation of a lifetime. The
campaign ended up raising
$600,000 and ensured that Karen
would never have to be a bus
monitor again for the rest of her
life. 17

Image source: NYTimes.com
BRANDS CAN UTILIZE THESE PLATFORMS TO
HELP US ALL BE HEROES AND DELIVER REAL
VALUE AND HOPE

DC Entertainment’s We Can Be Heroes campaign
raised more than $150,000 to tackle hunger in the
Horn of Africa by enticing donors with perks like
collector’s edition comic books.
18

Image sources:
www.wbcitizenship.com 
www.indiegogo.com

Save the Drive-In, a campaign supported by
Honda, is raising money to help sustain the
dwindling number of drive-in movie theaters.
18
OKAY, COOL.
NOW, HOW DO WE CREATE
“EYE-OPENING” ENTERTAINMENT
EXPERIENCES AND CREATE STRONG LOYAL
NICHES THROUGH CONSISTENT AND
AUTHENTIC CUSTOMER EXPERIENCES?

Image source: fabuloussavers.com 
BE EXCEPTIONAL

BE OFF-PATTERN
Image sources:
google.com
thesaleslion.com
BEING EXCEPTIONAL GETS YOU NOTICED

Image source www.hothdwallpaper.net
BEING OFF-PATTERN CREATES AUTHENTICITY
AND NEWNESS

“THE BEST EXPERIENCES ARE
BORN THROUGH A
COMBINATION OF WHAT IS
EXPECTED AND SOMETHING
NEW.” - MARC SHILLUM
19

Image source: http://relationshipbetweenhumansandnature.blogspot.com/2011/05/sowing-and-ploughing-inImage source: emi-cfd.com 
fields_1592.html
PEOPLE ARE GRATEFUL WHEN THEY SEE,
HEAR OR LEARN SOMETHING NEW

THIS IS HOW NOVELTY IS BORN
Image source: meetthebeatlesforreal.blogspot.com
AND WANT TO KNOW WHAT’S CRAY?*

Image source: http://relationshipbetweenhumansandnature.blogspot.com/2011/05/sowing-and-ploughing-inImage source: dailydithers.wordpress.com
fields_1592.html

*CRAY IS SLANG FOR CRAZY
IT’S SCIENCE!
DOPAMINE IS RELEASED NOT AT THE
CRESCENDO OF A MUSICAL
COMPOSITION, BUT APPROXIMATELY
12 SECONDS BEFORE.
DOPAMINE IS A NEUROTRANSMITTER
IN OUR BRAIN THAT HELPS CONTROL
REWARD AND PLEASURE CENTERS.
WE EXPECT AND FIND DELIGHT IN
“EYE-OPENING” EXPERIENCES.
19

Image source: http://relationshipbetweenhumansandnature.blogspot.com/2011/05/sowing-and-ploughing-inImage source: dailydithers.wordpress.com
fields_1592.html
A HUMAN-FIRST APPROACH IS HOW TO
CONNECT IN A DECENTRALIZED ECOSYSTEM
OF HUMAN NETWORKS

Image source: ideagirlmedia.com 
“No one wants to
be thought of as a
‘user’ (or
‘consumer’ for that
matter).
I certainly don’t.
And I wouldn’t
consider my mom a
‘user’ either,
she’s my mom.”
- Jack Dorsey
20

Image source: news.stlpublicradio.org
‘WE NEED [A SHIFT FROM
SPREADABLE MEDIA] TO
PERMEABLE MEDIA: MOVING
FROM CONTENT PROVIDERS
TO CONTEXT PROVIDERS
[AND EXPERIENCE
DESIGNERS].’
21

PATRICIA ZIMMERMANN,
PROFESSOR,
MEDIA ARTS, ITHACA COLLEGE

Image source: www.ithaca.edu
VERB, REVERB AND AMPLIFY THEORY
The verb is something the company does.
The reverb is the reverberations (r1) of that action across the social web, the “oooo,
did you see what they did?’ (i.e. eye-opening experience)
The amplify is taking what you did, the reactions, and turning that into a story.
You must create a company culture that incorporates the development of eyeopening entertainment experiences and authentic gestures to produce dynamic
reverberations across the social web. 22

KEY
r1 = reverberations
v = the thing you do
q = quality of your product/
service
b = brand warmth 
r0 = reverberations of the last
thing you did
Image source: http://smithery.co/
WHEN AMAZING HAPPENS, PEOPLE SEE IT

Image source: flickr.com
FEEL NOURISHMENT FROM IT

Image source: soletron.com 
TALK ABOUT IT

Image source: flickr.com
AND RECIPROCATE ON THE GESTURE

Image source: flickr.com
“YOU NEED TO BE PERFECT IN
EVERY ASPECT – IN THE
WINDOW, IN EVERY SQUARE
FOOT OF THE STORE. EVEN TEN
YEARS AGO IT WAS ENOUGH
TO JUST CREATE THE PRODUCT
AND THE ADVERTISING. NOW
YOU NEED TO PRODUCE A
TOTAL ENVIRONMENT, A
WORLD IN WHICH EVERYTHING
FITS TOGETHER. WE STARTED
SELLING JEANS, AND NOW WE
ARE SELLING A WAY OF LIFE.”
23

RENZO ROSSO
FOUNDER OF DIESEL JEANS
CEO, OTB HOLDING GROUP
Image source: outofrush.com 
DO AMAZING THINGS
“ADVERTISING IS NOT
THE THING YOU DO.
IT’S THE STORY OF
THE THINGS YOU’VE
DONE.”
- JOHN V WILLSHIRE
22

Image source: www.marketingmagazine.co.uk
Image source: http://smithery.co/
CHAOS PRESENTS ENORMOUS
OPPORTUNITIES
BEING EXCEPTIONAL AND OFF-PATTERN
CREATES EYE-OPENING ENTERTAINMENT
FOR THE MASSES
DIGITAL TOOLS CREATE DELIGHT, TRUST
AND LOYALTY
UNDERSTANDING HOW TO HARNESS THIS IS
VITAL TO YOUR COMPANY’S SURVIVAL
BROUGHT TO YOU BY

@Carrot
@MitchKapler
SOURCES
1 Morales, Lymari. “U.S. Distrust in Media
Hits New High.” Gallup. Web. 21 Sept 2012.
<http://www.gallup.com/poll/157589/
distrust-media-hits-new-high.aspx>
2 Wilke, Joy and Newport, Frank. “Fewer
Americans Than Ever Trust Gov’t to
Handle Problems.” Gallup. Web. 13 Sept.
2013. <http://www.gallup.com/poll/
164393/fewer-americans-ever-trust-govhandle-problems.aspx>
3 Adams, Susan. “New Study: Trust in Both
Business and Corporate Leaders
Plummets.” Forbes. Web. 22 Jan. 2013
<http://www.forbes.com/sites/
susanadams/2013/01/22/new-study-trustin-both-business-and-corporate-leadersplummets>
4 Perry, Mark J. “Fortune 500 Firms in 1955
vs. 2011; 87% Are Gone.” Weblog entry.
Carpe Diem. 11 Nov. 2011
<http://mjperry.blogspot.com/2011/11/
fortune-500-firms-in-1955vs-2011-87.html>
5 Qualman, Erik. “10 WOW Social Media
Statistics“ Weblog entry. Socialnomics.
11 June. 2011.
<http://www.socialnomics.net/
2011/06/07/10-wow-social-mediastatistics>

6 Jenkins, Henry, Puroshotma, Ravi,
Clinton, Katherine, Weigel, Margaret, &
Robison, Alice J. (2005). “Confronting the
Challenges of Participatory Culture: Media
Education for the 21st Century.” New
Media Literacies <http://
www.newmedialiteracies.org/wp-content/
uploads/pdfs/NMLWhitePaper.pdf
7 Dvosrsky, Georoge. “The emerging
science of 'collective intelligence' — and
the rise of the global brain” io9. Web.
23 Nov. 2012
<http://io9.com/5962914/the-emergingscience-of-collective-intelligence--andthe-rise-of-the-global-brain>
8 Johnson, Steven. (2006) Everything Bad
is Good for You: How Today's Popular
Culture is Actually Making Us Smarter
New York, NY: Riverhead Trade
9 Neff, Jack. “How Much Old Spice Body
Wash Has the Old Spice Guy Sold?”
AdvertisingAge. Web. 26 July. 2010
<http://adage.com/article/news/spicebody-wash-spice-guy-sold/145096>
10 Case, Amber. “We Are All Cyborgs
Now.” Dec. 2010 Online Video Clip.
YouTube. Web. 11 Jan 2011
<http://www.youtube.com/watch?
v=z1KJAXM3xYA>

11 Zak, Paul. “Trust, morality -- and
oxytocin?” July. 2011. Online Video Clip.
YouTube. Web. 11 Nov 2011
<http://www.youtube.com/watch?
v=rFAdlU2ETjU>
12 Nayer, Melanie. “On the scene: Virgin
Atlantic team brings treats, cheer to
Boston” Boston.com. Web.
19 March. 2013.
<http://www.boston.com/travel/
explorene/blogs/packup/2013/03/
virgin_atlantic_takes_to_the_s.html>
13 Rosales, Lani. “Pepperidge Farm
surprises a blogger, wins a fan for life” The
American Genius - business entrepreneur's
beat. Web.
6 Feb. 2013
<http://agbeat.com/social-media/
pepperidge-farm-surprises-a-bloggerwins-a-fan-for-life>
14 Hepburn, Aden. “Heineken: Guerrilla
Marketing Event In Italy” Weblog entry.
DigitalBuzz Blog. 15 Mar. 2010
<http://www.digitalbuzzblog.com/
heineken-guerrilla-marketing-event-initaly>
15 Biehn, Sander. “Social Media Case
Study: How I made $47 million from my
B2B blog.” Weblog entry. {grow}.
18 Sept. 2013
<http://www.businessesgrow.com/
2013/09/18/case-study-how-i-made-47million-from-my-b2b-blog>
SOURCES
16 Kickstarter. “The Year in Kickstarter.”
8 Jan. 2013 Kickstarter. Web.
<http://www.kickstarter.com/year/2013>
17 Preston, Jennifer. “For Bullied Bus
Monitor, a Windfall to Ease the Pain.” New
York Times. Web. 22 June, 2012. <http://
www.nytimes.com/2012/06/23/nyregion/
for-bullied-bus-monitor-funds-raised-totake-hurt-away.html>
18 Bazilian, Emma. “Brands Are
Discovering Crowdfunding as a Marketing
Tool Aligning themselves with popular
causes.” Forbes. Web. 22 Jan. 2013 <http://
www.forbes.com/sites/susanadams/
2013/01/22/new-study-trust-in-bothbusiness-and-corporate-leadersplummets>
19 Shillum, Marc. “SXSW Brands as
Patterns_final” Weblog entry. Slideshare.
10 March 2012
<http://www.slideshare.net/Method_Inc/
sxsw-brandsas-patternsfinal>
20 Dorsey, Jack. “Let’s reconsider our
“users”“ Weblog entry. Jack’s Tumblr.
17 Oct. 2012
<http://jacks.tumblr.com/post/
33785796042/lets-reconsider-our-users>

21 Zimmerman, Patricia (BrainPicker). “"We
need more permeable media, moving from
content providers to context providers." ~
Patricia Zimmerman #FoE5.”
11 Nov 2012, 11:50 a.m. Tweet.
<https://twitter.com/brainpicker/status/
135444325843746816>
22 Willshire, John V. “Advertising is not the
thing that you do. It’s the story of the
things you’ve done.” Weblog entry.
Smithery.co.
4 April. 2011
<http://smithery.co/uncategorized/
advertising-is-not-the-thing-that-you-doits-the-story-of-the-things-youve-done>
23 Wipperfurth, Alex. (2006) Brand Hijack:
Marketing Without Marketing
New York, NY: Portfolio Trade
SCHOLARS WHO INFORMED AND
INSPIRED THIS PRESENTATION
• Marc Shillum
• Douglas Rushkoff
• Helge Tenno
• Seth Godin
• Steven Johnson
• Patricia Zimmerman
• Ed Cotton
• Gary Vaynerchuck
• Amber Case
• Jack Dorsey
• John V Wilshire
• Caleb Kramer
• Gabrielle Schaefer
• Jon Lombardo
Image source: http://relationshipbetweenhumansandnature.blogspot.com/2011/05/sowing-and-ploughing-infields_1592.html

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Marketing in the Era of Chaos

  • 1. MARKETING IN THE ERA OF CHAOS Survival in the era of chaos is dependent on “eye-opening” entertainment + genuine customer experiences Mitch Kapler Carrot Creative January 2014
  • 2. TODAY, EVERYTHING IS TRANSPARENT Image source: www.huffingtonpost.com
  • 3. CHAOS IS CONSTANT Image source: http://www.verycd.com Image source: cryptome.org
  • 4. TRUST IN MEDIA, GOVERNMENT AND CORPORATIONS ARE AT AN ALL-TIME LOW 1 2 IT’S TRUE 3
  • 5. BIG BUSINESS IS NO LONGER INVINCIBLE 87% OF THE 1955 FORTUNE 500 COMPANIES 4 ARE NO LONGER ON THE LIST 40% OF THE FORTUNE 500 COMPANIES WON’T BE ON THE LIST IN 2020 5 Image source: 9to5mac.com
  • 6. STANDARDIZED COMMUNICATION MODELS ONLY WORKED IN A STANDARDIZED WORLD Image source: web.archive.org
  • 7. FROM THE PRINTING PRESS ONWARDS, COMMUNICATION MODELS LOOKED LIKE THIS: ONE-WAY; CENTRALIZED MEDIA BROADCAST MESSAGE MASS AUDIENCE
  • 8. THEN, THE INTERNET CAME ALONG, WHICH GAVE WAY TO THE NEWSFEED CHANGING THE MODEL FOREVER ONE-WAY; CENTRALIZED MEDIA BROADCAST MESSAGE MASS AUDIENCE TWO-WAY; DECENTRALIZED THE NEWSFEED
  • 9. BROADCAST MEDIA IS AT ODDS WITH THE NEWSFEED PACING AND RHYTHM IS EXPECTED; IT’S ARCHAIC, CAN’T TALK BACK, SLOW TO EVOLVE, NEEDS MILLIONS OF EYEBALLS TO ENSURE SUCCESS ONE-WAY; CENTRALIZED MEDIA BROADCAST MESSAGE MASS AUDIENCE TWO-WAY; DECENTRALIZED THE NEWSFEED MOVES FAST; IT’S UNPREDICTABLE, RAPIDLY EVOLVING, CAN TALK BACK, NEEDS STRONG NICHES TO ENSURE SUCCESS
  • 10. NEWSFEED = PARTICIPATORY CULTURE THIS MEANS: 1. LOW BARRIERS TO ARTISTIC EXPRESSION AND CIVIC ENGAGEMENT 2. WILLINGNESS TO SHARE AND CREATE WITH OTHERS 3. MENTORSHIP AMONGST PEERS 4. MEMBERS BELIEVE THAT THEIR CONTRIBUTIONS ARE VALUABLE 5. SOCIAL CONNECTIONS WITH ARTISTIC PEERS 6 Resource: Professor Henry Jenkins
  • 11. WE ARE LIVING IN THE WORLD OF THE HYPERACTIVE NEWSFEED ...where content is shared, conversations rapidly unfold and the real truth is sought out. This is fueling a new culture. Image source: flickr.com/photos/squeaks2569
  • 12. CULTURE IS BEING DEFINED IN REAL TIME Image source: en.wikipedia.org 
  • 13. COLLECTIVE AWARENESS IS GROWING Image source: http://relationshipbetweenhumansandnature.blogspot.com/2011/05/sowing-and-ploughing-inImage source: http://io9.com/  fields_1592.html 7
  • 14. WE DECODE INFORMATION AND STORIES FASTER THAN WE DID IN PREVIOUS GENERATIONS THE INCREASE IN COGNITIVE COMPLEXITY PRESENTED IN ENTERTAINMENT CONTENT PROVES OUR BRAINS HAVE EVOLVED TO DIGEST DEEPER, MORE NESTED STORY LINES. 8 Image source: businessinsider.com.au Resource: Steven Johnson’s Everything bad is good for you
  • 15. WE EXPECT DELIGHT ON ANY SCREEN AT ANY TIME Image sources: flickr.com/photos/hackny thenextweb.com flickr.com
  • 16. THE WAY WE SEE, HEAR, INTERACT AND SHARE CONTENT AND INFORMATION HAS CAUSED A PARADIGM SHIFT IN ATTENTION AND EXPECTATIONS Image source: google.com
  • 17. MEDIA IS NOW DISPOSABLE Image source: CinematicParadox.com
  • 18. BUT, THE NOTION OF EXCEPTIONAL SERVICE HAS BEEN REDEFINED
  • 19. AS WELL AS ENTERTAINMENT EXPERIENCES
  • 20. THIS ERA HAS PROVEN THAT BRANDS CAN ENGAGE MASS AUDIENCES BY CREATING “EYE-OPENING” ENTERTAINMENT EXPERIENCES BRANDS CAN CREATE STRONG LOYAL NICHES THROUGH CONSISTENT AND AUTHENTIC CUSTOMER EXPERIENCES
  • 21. YES, THIS GUY CREATES AUTHENTIC BUZZ HOW DO BRANDS CREATE BUZZ THROUGH “EYE-OPENING” ENTERTAINMENT, WITHIN THE HYPERACTIVE NEWSFEED? Image source: www.google.com
  • 22. HACK THE NEWSFEED Image source: www.reelgood.com.au
  • 23. OLD SPICE USED A HIT COMMERCIAL AS A SPRINGBOARD FOR ONE-TO-ONE CONVERSATIONS ON YOUTUBE AND TWITTER. “LOLZ” DOMINATED THE REAL ESTATE OF THE NEWSFEED, AND YES, OLD SPICE’S SALES WENT UP. 9 Image source: Google.com gottaquirk.com youtube.com
  • 24. RED BULL DROPPED A MAN FROM SPACE, DRIVING CONVERSATIONS THROUGHOUT THE WORLD Image sources: jalopnik.com news.nationalgeographic.com 
  • 25. PSY WOWED US BY CREATING A CATCHY TUNE THAT WAS FAMILIAR, YET OFF-CENTER, TURNING HIMSELF INTO A REAL-LIFE MEME... AND UTILIZED THE VIRAL MOMENTUM TO SPRINGBOARD INTO AN INTERNATIONAL BRAND Image source: YouTube.com
  • 26. WHEN POP CULTURE STAPLES RUB AGAINST THE GRAIN, THEIR BRAND HACKS THE NEWSFEED Image source: Google.com
  • 27. SHIT GIRLS SAY THE HARLEM SHAKE WHEN WE MAKE FUN OF OUR OWN NICHE CULTURAL CLICHES, PARTICIPATORY CULTURE UNFOLDS WITH LAUGHTER Image source: YouTube.com
  • 28. 50 CENT’S DOWN ON ME WITH KEENAN CAHILL KATIE PERRY’S LAST FRIDAY NIGHT F/T YOUTUBE SENSATION REBECCA BLACK JAMES FRANCO ON GENERAL HOSPITAL WHEN HIGH CULTURE AND LOW CULTURE MEET, WE FOCUS AND DISCUSS Image source YouTube.com aoltv.com
  • 29. THE NEWSFEED IS NOT JUST A VENUE FOR SHARED CONTENT EXPERIENCES Image source: www.wired.co.uk/
  • 30. THE NEWSFEED IS ABOUT BUILDING AUTHENTIC RELATIONSHIPS Image source: flickr.com/photos/timdorr
  • 31. SOCIAL MEDIA IS ALL ABOUT LOVE SOCIAL MEDIA USE PRODUCES A DOUBLE-DIGIT INCREASE IN OXYTOCIN, WHICH IS KNOWN AS THE LOVE HORMONE. 11 Image source: wallpaperstock.net
  • 32. “IT’S NOT THAT MACHINES ARE TAKING OVER, IT’S THAT THEY ARE HELPING US BE MORE HUMAN. HELPING US CONNECT WITH EACH OTHER. THE MOST SUCCESSFUL TECHNOLOGY GETS OUT OF ITS OWN WAY AND HELPS US LIVE OUR LIVES. AND REALLY IT ENDS UP BEING MORE HUMAN BECAUSE WE ARE COCREATING WITH EACH OTHER ALL THE TIME. IT’S STILL HUMAN CONNECTION, IT’S JUST DONE IN A DIFFERENT WAY. WE ARE JUST INCREASING OUR HUMANISTS.” 10 – AMBER CASE CYBORG ANTHROPOLOGIST Image source: blog.ted.com 
  • 33. STRONG RELATIONSHIPS ARE GREAT FOR BUSINESS Image source: www.businessinsider.com 
  • 34. RELATIONSHIPS FORM WHEN VALUES ARE SHARED AND AGREED UPON Image source southpark.wikia.com
  • 35. VALUES ARE SHARED AND AGREED UPON THROUGH GESTURES AND ARTIFACTS 2014 1700S Image sources: publications.newberry.org online.wsj.com
  • 36. GESTURES AND ARTIFACTS ARE UNIQUE AS THEY REQUIRE CARE AND TIME TO CULTIVATE Image source: www.prcouture.com
  • 37. IN THE ERA WHERE ATTENTION IS SHORT AND EXPECTATIONS ARE HIGH, HOW CAN WE SPARK DELIGHT, TRUST AND LOYALTY AMONG CUSTOMERS? Image source: www.cinencuentro.com 
  • 38. UNLOCK SMILES BY REACHING OUT WITH A GESTURE + ARTIFACT Virgin America delivered sincere gestures in the form of a “cheer up” to travelers who were Flying in the Face of Ordinary (FITFOO) in Boston, Washington DC and New York. Virgin America listened for distressed travelers on Twitter and delivered cupcakes to an office, brought rain boots to a woman who forgot hers at home, and even gave a woman in Boston a ride to help her get an important meeting. 12 Image sources: www.virgin.com www.boston.com
  • 39. UNLOCK GRATITUDE BY REACHING OUT WITH A YUMMY ARTIFACT Rob G. of strictlyautobiographical.com wrote a blog post for his future children called “The Milano: an ode to Pepperidge Farm” in which he details his encounter with his new love for Milano cookies. Shortly after, a representative from Pepperidge Farm reached out to him via email to thank him for the post and asked for his address. Rob G. followed up with a blog post sharing his new stash of cookies and gratitude to Pepperidge Farm saying, “You’ve made me even more of a lifetime fan. Thank you so much!”13 Image source: http://agbeat.com/
  • 40. FACILITATE DELIGHT IN THE FORM OF A SHARED EXPERIENCE AND SINCERE GESTURE A major soccer match between Spain’s Real Madrid against Italy’s AC Milan was taking place, and Italy’s AC Milan fans were eager to watch. To use American football as an analogy, this is as if Russell Wilson’s Seattle Seahawks and Peyton Manning’s Denver Broncos played on Monday Night Football. Heineken enlisted several university professors, girlfriends and bosses to convince their boyfriends to go to a classical concert on the same night as the match. These men could not say no to their significant other/boss and had to go to the classical concert. Heineken prepared a special surprise for them, unveiling a big screen as well as a classical orchestra which played music as beers were handed out, just in time for the big match. 14 Image source: www.jwt.com / www.coloribus.com
  • 41. GESTURES COME TO LIFE THROUGH INSIGHTFUL INDUSTRY CONTENT VITAL CURRENCY FOR THE B2B INDUSTRY AT&T created a content marketing hub targeting key stakeholders for their B2B business. The team used social channels such as LinkedIn and Twitter to target people who would find the information useful. In the timespan of 18 months, AT&T saw $47 million in new business. People reward those who provide the right information at the right time. 15 Image source: http://networkingexchangeblog.att.com/
  • 42. PLATFORMS ARE EVOLVING TOWARDS COLLECTIVE VALUE OVER NEWSFEED CONSUMPTION Image source: eongxien.wordpress.com
  • 43. CO-CREATION ENABLES THE REALIZATION OF NEW PRODUCTS AND BRANDS The Kickstarter effect and magic of co-creation has arrived. In 2013, 19,911 projects were successfully funded and total of $480mm in total pledges were made, thereby unlocking new creative projects from a collection of sincere gestures in order to create thought provoking experiences. 16 Image source: Kickstarter.com Additionally, collective gestures are unlocking the creation of new products. Modern artifacts that have a genuine purpose, and a newfound meaning for the user, now have an opportunity to be involved at the very beginning of the production process, and therefore have more skin in the game.
  • 44. COLLECTIVE GESTURES ENABLE CHARITY In the summer of 2012, Karen H. Klein was harshly bullied by students in upstate New York. The video titled, “Making the Bus Monitor Cry” was posted on YouTube and surpassed 4.7 million views within a week. The video prompted outrage on the internet. One viewer was inspired to create an IndieGoGo crowdfunding page with a $5,000 goal to give Karen the vacation of a lifetime. The campaign ended up raising $600,000 and ensured that Karen would never have to be a bus monitor again for the rest of her life. 17 Image source: NYTimes.com
  • 45. BRANDS CAN UTILIZE THESE PLATFORMS TO HELP US ALL BE HEROES AND DELIVER REAL VALUE AND HOPE DC Entertainment’s We Can Be Heroes campaign raised more than $150,000 to tackle hunger in the Horn of Africa by enticing donors with perks like collector’s edition comic books. 18 Image sources: www.wbcitizenship.com  www.indiegogo.com Save the Drive-In, a campaign supported by Honda, is raising money to help sustain the dwindling number of drive-in movie theaters. 18
  • 46. OKAY, COOL. NOW, HOW DO WE CREATE “EYE-OPENING” ENTERTAINMENT EXPERIENCES AND CREATE STRONG LOYAL NICHES THROUGH CONSISTENT AND AUTHENTIC CUSTOMER EXPERIENCES? Image source: fabuloussavers.com 
  • 47. BE EXCEPTIONAL BE OFF-PATTERN Image sources: google.com thesaleslion.com
  • 48. BEING EXCEPTIONAL GETS YOU NOTICED Image source www.hothdwallpaper.net
  • 49. BEING OFF-PATTERN CREATES AUTHENTICITY AND NEWNESS “THE BEST EXPERIENCES ARE BORN THROUGH A COMBINATION OF WHAT IS EXPECTED AND SOMETHING NEW.” - MARC SHILLUM 19 Image source: http://relationshipbetweenhumansandnature.blogspot.com/2011/05/sowing-and-ploughing-inImage source: emi-cfd.com  fields_1592.html
  • 50. PEOPLE ARE GRATEFUL WHEN THEY SEE, HEAR OR LEARN SOMETHING NEW THIS IS HOW NOVELTY IS BORN Image source: meetthebeatlesforreal.blogspot.com
  • 51. AND WANT TO KNOW WHAT’S CRAY?* Image source: http://relationshipbetweenhumansandnature.blogspot.com/2011/05/sowing-and-ploughing-inImage source: dailydithers.wordpress.com fields_1592.html *CRAY IS SLANG FOR CRAZY
  • 52. IT’S SCIENCE! DOPAMINE IS RELEASED NOT AT THE CRESCENDO OF A MUSICAL COMPOSITION, BUT APPROXIMATELY 12 SECONDS BEFORE. DOPAMINE IS A NEUROTRANSMITTER IN OUR BRAIN THAT HELPS CONTROL REWARD AND PLEASURE CENTERS. WE EXPECT AND FIND DELIGHT IN “EYE-OPENING” EXPERIENCES. 19 Image source: http://relationshipbetweenhumansandnature.blogspot.com/2011/05/sowing-and-ploughing-inImage source: dailydithers.wordpress.com fields_1592.html
  • 53. A HUMAN-FIRST APPROACH IS HOW TO CONNECT IN A DECENTRALIZED ECOSYSTEM OF HUMAN NETWORKS Image source: ideagirlmedia.com 
  • 54. “No one wants to be thought of as a ‘user’ (or ‘consumer’ for that matter). I certainly don’t. And I wouldn’t consider my mom a ‘user’ either, she’s my mom.” - Jack Dorsey 20 Image source: news.stlpublicradio.org
  • 55. ‘WE NEED [A SHIFT FROM SPREADABLE MEDIA] TO PERMEABLE MEDIA: MOVING FROM CONTENT PROVIDERS TO CONTEXT PROVIDERS [AND EXPERIENCE DESIGNERS].’ 21 PATRICIA ZIMMERMANN, PROFESSOR, MEDIA ARTS, ITHACA COLLEGE Image source: www.ithaca.edu
  • 56. VERB, REVERB AND AMPLIFY THEORY The verb is something the company does. The reverb is the reverberations (r1) of that action across the social web, the “oooo, did you see what they did?’ (i.e. eye-opening experience) The amplify is taking what you did, the reactions, and turning that into a story. You must create a company culture that incorporates the development of eyeopening entertainment experiences and authentic gestures to produce dynamic reverberations across the social web. 22 KEY r1 = reverberations v = the thing you do q = quality of your product/ service b = brand warmth  r0 = reverberations of the last thing you did Image source: http://smithery.co/
  • 57. WHEN AMAZING HAPPENS, PEOPLE SEE IT Image source: flickr.com
  • 58. FEEL NOURISHMENT FROM IT Image source: soletron.com 
  • 59. TALK ABOUT IT Image source: flickr.com
  • 60. AND RECIPROCATE ON THE GESTURE Image source: flickr.com
  • 61. “YOU NEED TO BE PERFECT IN EVERY ASPECT – IN THE WINDOW, IN EVERY SQUARE FOOT OF THE STORE. EVEN TEN YEARS AGO IT WAS ENOUGH TO JUST CREATE THE PRODUCT AND THE ADVERTISING. NOW YOU NEED TO PRODUCE A TOTAL ENVIRONMENT, A WORLD IN WHICH EVERYTHING FITS TOGETHER. WE STARTED SELLING JEANS, AND NOW WE ARE SELLING A WAY OF LIFE.” 23 RENZO ROSSO FOUNDER OF DIESEL JEANS CEO, OTB HOLDING GROUP Image source: outofrush.com 
  • 62. DO AMAZING THINGS “ADVERTISING IS NOT THE THING YOU DO. IT’S THE STORY OF THE THINGS YOU’VE DONE.” - JOHN V WILLSHIRE 22 Image source: www.marketingmagazine.co.uk Image source: http://smithery.co/
  • 63. CHAOS PRESENTS ENORMOUS OPPORTUNITIES BEING EXCEPTIONAL AND OFF-PATTERN CREATES EYE-OPENING ENTERTAINMENT FOR THE MASSES DIGITAL TOOLS CREATE DELIGHT, TRUST AND LOYALTY UNDERSTANDING HOW TO HARNESS THIS IS VITAL TO YOUR COMPANY’S SURVIVAL
  • 64. BROUGHT TO YOU BY @Carrot @MitchKapler
  • 65. SOURCES 1 Morales, Lymari. “U.S. Distrust in Media Hits New High.” Gallup. Web. 21 Sept 2012. <http://www.gallup.com/poll/157589/ distrust-media-hits-new-high.aspx> 2 Wilke, Joy and Newport, Frank. “Fewer Americans Than Ever Trust Gov’t to Handle Problems.” Gallup. Web. 13 Sept. 2013. <http://www.gallup.com/poll/ 164393/fewer-americans-ever-trust-govhandle-problems.aspx> 3 Adams, Susan. “New Study: Trust in Both Business and Corporate Leaders Plummets.” Forbes. Web. 22 Jan. 2013 <http://www.forbes.com/sites/ susanadams/2013/01/22/new-study-trustin-both-business-and-corporate-leadersplummets> 4 Perry, Mark J. “Fortune 500 Firms in 1955 vs. 2011; 87% Are Gone.” Weblog entry. Carpe Diem. 11 Nov. 2011 <http://mjperry.blogspot.com/2011/11/ fortune-500-firms-in-1955vs-2011-87.html> 5 Qualman, Erik. “10 WOW Social Media Statistics“ Weblog entry. Socialnomics. 11 June. 2011. <http://www.socialnomics.net/ 2011/06/07/10-wow-social-mediastatistics> 6 Jenkins, Henry, Puroshotma, Ravi, Clinton, Katherine, Weigel, Margaret, & Robison, Alice J. (2005). “Confronting the Challenges of Participatory Culture: Media Education for the 21st Century.” New Media Literacies <http:// www.newmedialiteracies.org/wp-content/ uploads/pdfs/NMLWhitePaper.pdf 7 Dvosrsky, Georoge. “The emerging science of 'collective intelligence' — and the rise of the global brain” io9. Web. 23 Nov. 2012 <http://io9.com/5962914/the-emergingscience-of-collective-intelligence--andthe-rise-of-the-global-brain> 8 Johnson, Steven. (2006) Everything Bad is Good for You: How Today's Popular Culture is Actually Making Us Smarter New York, NY: Riverhead Trade 9 Neff, Jack. “How Much Old Spice Body Wash Has the Old Spice Guy Sold?” AdvertisingAge. Web. 26 July. 2010 <http://adage.com/article/news/spicebody-wash-spice-guy-sold/145096> 10 Case, Amber. “We Are All Cyborgs Now.” Dec. 2010 Online Video Clip. YouTube. Web. 11 Jan 2011 <http://www.youtube.com/watch? v=z1KJAXM3xYA> 11 Zak, Paul. “Trust, morality -- and oxytocin?” July. 2011. Online Video Clip. YouTube. Web. 11 Nov 2011 <http://www.youtube.com/watch? v=rFAdlU2ETjU> 12 Nayer, Melanie. “On the scene: Virgin Atlantic team brings treats, cheer to Boston” Boston.com. Web. 19 March. 2013. <http://www.boston.com/travel/ explorene/blogs/packup/2013/03/ virgin_atlantic_takes_to_the_s.html> 13 Rosales, Lani. “Pepperidge Farm surprises a blogger, wins a fan for life” The American Genius - business entrepreneur's beat. Web. 6 Feb. 2013 <http://agbeat.com/social-media/ pepperidge-farm-surprises-a-bloggerwins-a-fan-for-life> 14 Hepburn, Aden. “Heineken: Guerrilla Marketing Event In Italy” Weblog entry. DigitalBuzz Blog. 15 Mar. 2010 <http://www.digitalbuzzblog.com/ heineken-guerrilla-marketing-event-initaly> 15 Biehn, Sander. “Social Media Case Study: How I made $47 million from my B2B blog.” Weblog entry. {grow}. 18 Sept. 2013 <http://www.businessesgrow.com/ 2013/09/18/case-study-how-i-made-47million-from-my-b2b-blog>
  • 66. SOURCES 16 Kickstarter. “The Year in Kickstarter.” 8 Jan. 2013 Kickstarter. Web. <http://www.kickstarter.com/year/2013> 17 Preston, Jennifer. “For Bullied Bus Monitor, a Windfall to Ease the Pain.” New York Times. Web. 22 June, 2012. <http:// www.nytimes.com/2012/06/23/nyregion/ for-bullied-bus-monitor-funds-raised-totake-hurt-away.html> 18 Bazilian, Emma. “Brands Are Discovering Crowdfunding as a Marketing Tool Aligning themselves with popular causes.” Forbes. Web. 22 Jan. 2013 <http:// www.forbes.com/sites/susanadams/ 2013/01/22/new-study-trust-in-bothbusiness-and-corporate-leadersplummets> 19 Shillum, Marc. “SXSW Brands as Patterns_final” Weblog entry. Slideshare. 10 March 2012 <http://www.slideshare.net/Method_Inc/ sxsw-brandsas-patternsfinal> 20 Dorsey, Jack. “Let’s reconsider our “users”“ Weblog entry. Jack’s Tumblr. 17 Oct. 2012 <http://jacks.tumblr.com/post/ 33785796042/lets-reconsider-our-users> 21 Zimmerman, Patricia (BrainPicker). “"We need more permeable media, moving from content providers to context providers." ~ Patricia Zimmerman #FoE5.” 11 Nov 2012, 11:50 a.m. Tweet. <https://twitter.com/brainpicker/status/ 135444325843746816> 22 Willshire, John V. “Advertising is not the thing that you do. It’s the story of the things you’ve done.” Weblog entry. Smithery.co. 4 April. 2011 <http://smithery.co/uncategorized/ advertising-is-not-the-thing-that-you-doits-the-story-of-the-things-youve-done> 23 Wipperfurth, Alex. (2006) Brand Hijack: Marketing Without Marketing New York, NY: Portfolio Trade
  • 67. SCHOLARS WHO INFORMED AND INSPIRED THIS PRESENTATION • Marc Shillum • Douglas Rushkoff • Helge Tenno • Seth Godin • Steven Johnson • Patricia Zimmerman • Ed Cotton • Gary Vaynerchuck • Amber Case • Jack Dorsey • John V Wilshire • Caleb Kramer • Gabrielle Schaefer • Jon Lombardo Image source: http://relationshipbetweenhumansandnature.blogspot.com/2011/05/sowing-and-ploughing-infields_1592.html