Gave this presentation at NMA Live's Online PR and Reputation event. The deck begins with a call for brands to "emancipate themselves from advertising", and look at influence in online networks as something that demands a different approach. The "How to Be Lucky" theme is about how brands need to create the conditions where they can be lucky, but they can never control or predict outcomes, as they are operating in complex adaptive systems (online, human networks).
5. āOnly when television
managed to emancipate
itself from the economic
construct of advertising
was there a real
emancipation of story.
āAmerican TV was about
the interruption every 13
minutes... that was the
point of the show. Not the
shit they put around the
ads.ā
David Simon
35. Understand
Principles Be useful
Be live
YouTube
Sociallucky!
How to b
e Twitter
Spaces Platforms Social Space Flickr
Framework Delicious
Facebook
Networks Active listening Assets
Research & Listen
Measure Plan/iterate
Optimise assets Editorial On-site UGC
Processes Creative
Widgets / tools
Aggregation Outreach Moderation
Curation
Connecting APIs