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THEREVOLUTIONHAS BEENTWEETEDPOSTCARDS FROM THE EDGE OF THE (SOCIAL) MEDIAREVOLUTIONMEDIA & INNOVATION CONFERENCEJUNE 2011

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SWEETIDEA FOR TV SHOW A FEW YEARS AGO...

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A TRAVEL SHOW TAKING PEOPLE TOALIEN CULTURES WHERE LOCALEXPERIENCES HEAL EVERYDAYKENYA PICPSYCHOLOGICAL ISSUES

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“NO”THE ANSWER FROM PITCH AFTER PITCH

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100COMMISSIONERS OF TV CONTENT IN THE UKIF THEY PASS ON A PROJECT, IT ISEFFECTIVELY DEAD

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PHEWTRADITIONAL POWERSTRUCTURES ARE CRUMBLING

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UH OHGIANTS LIKE BLOCKBUSTERARE BEING TOPPLED

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WHAT?!ALLOWING AGILE, RESPONSIVE,INNOVATIVE, DISTRIBUTED TEAMS TORISE UP

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REVOLT!

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600MILLIONFACEBOOK USERS

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3RDLARGESTCOUNTRY ON THE PLANET

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51%OF ALL US CITIZENS (12+) USEFACEBOOK

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93%ADULTSWHO USE INTERNET IN US HAVE AFACEBOOK PROFILE

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46MILLIONPEOPLE CHECK THEIR FACEBOOK PAGEONCE A DAY

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50MILLIONTWEETS SENT PER DAY(BUT 40% OF TWITTER ACCOUNTS AREDORMANT)

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500BILLIONMINUTES PER MONTH SPENT ON FACEBOOK(UP FROM 150 IN 2010)

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500MILLIONMINUTES IN ALL THE MOVIES THAT HAVEEVER BEEN MADE

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25MILLIONBOOKS COULD BE WRITTEN EVERY MONTH

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50%MORETHAN ALL CURRENTLY IN PRINT IN THEWORLD

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GOINGEAST

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67%INDIANSHAVE A MOBILE PHONE

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8%INDIANSON THE INTERNET

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31%INDIANSDO NOT KNOW THE INTERNET EXISTS(SAME AS POPULATION OF BRAZIL)

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20MILLIONINDIANS EACH MONTH GET A MOBILE PHONE(SAME AS THE POPULATION OF HOLLAND)

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NO.1SEARCHTERM ON GOOGLE IN INDIA IS ‘HOW TO KISS’

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INTHE LAST24HOURS

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735MILLIONFACEBOOK COMMENTS

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1BILLIONCONTENT PIECES ADDED TO FACEBOOK

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51,000HOURSYOUTUBE VIDEOS UPLOADED

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48HOURSEVERY MINUTE

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2BILLIONYOUTUBE VIDEOS VIEWED

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3VIDEOSPER GLOBAL INTERNET USER PER DAY

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20MILLIONIPHONE APPS DOWNLOADEDANDFACEBOOK APPS DOWNLOADED

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400MILLIONSKYPE CALLS

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25MILLIONNEW FACEBOOK MEMBERS

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86,000NEW LINKEDIN MEMBERS

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800,000NEW INTERNET USERS

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300BILLIONEMAILS SENT

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16BILLIONSMS MESSAGES SENT

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16BILLIONSMS MESSAGES SENT

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1EXABYTE

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10 18BYTES

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5EXABYTESBEGINNING OF HUMAN HISTORY TO 2003

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5EXABYTES2 DAYS IN 2010

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5EXABYTES10 MINUTES IN 2013

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16SERIOUSBILLIONMASS CREATIVITYSMS MESSAGES SENT

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86%VIEWERSSKIP TV ADS

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HOW?CAN WE CREATE (AND PAY FOR) GREATCONTENT IN THIS ASTONISHING NEWWORLD

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WHERE?DO WE START

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INNOVATEHARNESSING MYRIAD MULTI-PLATFORMPOSSIBILITIES

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THE MULTI-PLATFORM CONSTRUCTOR® THE ENTIRE SPECTRUM OF MULTI-PLATFORM POSSIBILITIES The creative idea, brand DNA, THE unique narrative concept or STORY ur-plot (asdistinguished from the CONCEPT execution or discourse) The medium, channel or PLATFORM technology - whether digital, (MEDIA OR traditional, ambient, earned, TECH) owned or otherwise - and its unique capabilities The actual, observed usage, CONSUMER habits and attitudes in everyday CONTEXT life. Ethnographically informed rather than assumed The specific features, elements or PLATFORM ‘meanings’ of the platform to be ENGAGEMENT leveraged based on context PLATFORM.USER INTERFACE - THE The brand expressed through this ‘TOUCHPOINT’ particular platform.user interface. MULTI-PLATFORM The interpretation of the story TRACK through the filter of the media or technology The role the track plays (or not) PERVASIVE within an orchestrated pervasive, EXPERIENCE immersive & interactive ROLE experience Appropriate tracks are creatively MULTI-PLATFORM arranged into a strategic and PLAYLIST temporal sequence in synergy© 2003-2011 WECREATE with a business model innovated around it

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THE ENTIRE SPECTRUM OFMULTI-PLATFORM POSSIBILITIES The creative idea, brand DNA, THE unique narrative concept or STORY ur-plot (asdistinguished from the CONCEPT execution or discourse) The medium, channel or PLATFORM technology - whether digital, (MEDIA OR traditional, ambient, earned, TECH) owned or otherwise - and its unique capabilities The actual, observed usage, CONSUMER habits and attitudes in everyday CONTEXT life. Ethnographically informed rather than assumed The specific features, elements or PLATFORM ‘meanings’ of the platform to be ENGAGEMENT leveraged based on context PLATFORM.USER INTERFACE - THE The brand expressed through this ‘TOUCHPOINT’ particular platform.user interface. MULTI-PLATFORM The interpretation of the story TRACK through the filter of the media or technology The role the track plays (or not) PERVASIVE within an orchestrated pervasive, EXPERIENCE immersive & interactive ROLE experience Appropriate tracks are creatively MULTI-PLATFORM arranged into a strategic and PLAYLIST temporal sequence in synergy with a business model innovated around it

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THE ENTIRE SPECTRUM OFMULTI-PLATFORM POSSIBILITIES The creative idea, brand DNA, THE unique narrative concept or STORY ur-plot (asdistinguished from the CONCEPT execution or discourse) The medium, channel or PLATFORM technology - whether digital, (MEDIA OR traditional, ambient, earned, TECH) owned or otherwise - and its unique capabilities The actual, observed usage, CONSUMER habits and attitudes in everyday CONTEXT life. Ethnographically informed rather than assumed The specific features, elements or PLATFORM ‘meanings’ of the platform to be ENGAGEMENT leveraged based on context PLATFORM.USER INTERFACE - THE The brand expressed through this ‘TOUCHPOINT’ particular platform.user interface. MULTI-PLATFORM The interpretation of the story TRACK through the filter of the media or technology The role the track plays (or not) PERVASIVE within an orchestrated pervasive, EXPERIENCE immersive & interactive ROLE experience Appropriate tracks are creatively MULTI-PLATFORM arranged into a strategic and PLAYLIST temporal sequence in synergy with a business model innovated around it

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WRITINGIS ON THE WALL FOR LEGACY MEDIAMODELS

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RULESHAVE CHANGED FOR GOOD

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IDEASRULE

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POWERLIES INCREASINGLY AT THE EDGES

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WEHAVE THE POWER TO TURN ANY DREAMINTO REALITY

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POSSIBLEHARNESSING TRADITIONAL MEDIA IMMERSIVE MEDIA

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WEB2.0COLLABORATION, COMMUNITY,CONVERSATION, COMMERCE

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WEB3.0SEMANTICS, SERENDIPITY,SUGGESTIONS

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WEB2.5COLLECTIVE CREATIVITY

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COCREATE -A RADICALLY BETTER WORLD

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AMAZINGCONTENT WHICH BECOMES MARKETINGFOR A BIGGER IDEA WITH A SUSTAINABLE,TRANSACTIONAL BUSINESS AT ITS HEART

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EAT!MY OWN CAVIAR

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UT VIDEO

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CONNECTNICK JANKELW: WECREATE.CCW: ULTIMATETRIP.TVT: #MIND_MAVERICK