Phases of the internet.
Boom and bust.
Reading the network.
1962: J.C.R. Licklider
discusses an “intergalactic
1966: Robert Taylor
initiates the ARPAnet
1969: First four nodes are
1982: First public WAN
launches (in Europe).
1991: Al Gore creates Bill to
fund the “Information
1982: The WELL, one of the
ﬁrst online communities, is
1989: Tim Berners-Lee
writes a proposal for
1993: Marc Andreessen
and Eric Bina creat the
1995: MP3 ﬁle format
1994: First blog created
by Dave Winer.
- First text message.
"The NSA controversy has heightened
awareness of [privacy and security]," he
said. "Being very transparent with clients,
readers, customers about the [browsing]
experience they are having and
consequences of it…
“We want to be more respectful of privacy
and also want to monetise our audiences
our way. Being more focused on privacy is
not bad for business, it can be good."
Source: Guardian: http://goo.gl/KRDGPT
"Now that anyone is free to
print whatever they wish,
they often disregard that
which is best and instead
write, merely for the sake
of entertainment, what
would be best forgotten, or
better still, be erased from
Niccoló Perotti in 1471
- Consider: Aware of need.
- Evaluate: Comparing options.
- Buy: Purchase process.
- Enjoy: Using product.
- Bond: Developing trust.
- Advocate: Active recommending.
Eﬃciency is the new premium.
Customer centric planning - digital channels
Customer Goal: Buy a return ﬂight to New York for a shopping trip.
Consider Evaluate Buy Bond Advocate
I. Leadership: Vision, mandate, example,
II. Clear values and vision: They know what
the organisation is about.
III. Principles-led: Articulate how they want
IV. Pilot & scale: Managed experiments with
managed risk and clear metrics, leading
to the building of systems and resources
to build on success.
V. Frameworks & Governance: Systems to
guide projects and connect key
VI. Digital literacy: They invest in digital
skills across the organisation.
- In-house global content team of 20+.
- Pilot and scale approach to new platforms
and technologies as customer touch-
- Visionary leadership - creative and
- Disruptor by nature.
- Happy cannibalise own sales with radical
- 300 strong data team.
- UX & CX-obsessed.
“The goal is to become HBO
faster than HBO can become us.”
Ted Sarandos, Chief Content Oﬃcer
- Classic disruptor - build a low quality
proof of concept, then scale.
- Second generation web publisher.
- Sharing is distribution.
- All about data, all about sharing.
- Follow the user, not the platform.
- Run 12 campaigns - pick the one that
- Innovation: ﬁnd engagement then scale -
- Pushing decision-mkaing away from the
centre - Holacracy.
- Strategic business leadership. Muktar
Kent announces 20% of $2.5bn budget
moving to earned media in HBR.
- Creative leadership. Cannes presentation
begins story of how storytelling is
- Vision. Supporting challenger mentality.
- Pilot and scale. Local markets trial new
approaches then scale globally, e.g.
storytelling corporate home page.
- Budgets, teams and metrics evolve.
Brand love’s relationship to sales
established - how does social show brand
- Coca-Cola’s 70:20:10.
- Growing culture of risk-taking and
innovation beginning in
- Coke Founders Programme:
serial-entrepreneurs let loose
inside the company.
- GE FastWorks based on The Lean
- 40,000 employees trained in its
- The “next Six Sigma”.