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Are Brands Fracking The Social Web?

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Are Brands Fracking The Social Web?

  1. 6th March 2013 are brands fracking the social web? john v willshire @willsh
  2. thoughts on marketing, the social web and collaboration, prepared for...
  3. this is not a standard “what’s the social web” talk
  4. hopefully it’ll give you interesting ideas to talk to each other about
  5. I’ve also left lots of rabbit holes...
  6. here’s a great thing from Monday...
  7. greenpeace home page - 4th March 2013
  8. nobody went to knutsford see it, of course
  9. but the social web means they didn’t have to
  10. those who go it’s one of the classic those social web who strategies know
  11. it made me think about fracking and not just in the way it was supposed to
  12. “Fracking is an aggressive, invasive technique for extracting valuable raw materials out of hard to reach places” phil adams, Blonde digital (and Chemical Engineer grad)
  13. attention is the most valuable raw material there is
  14. are brands fracking the social web?
  15. some context...
  16. I’ve been inadvertently writing this talk for the last five years...
  17. today, i run Smithery
  18. the process and product of a generalist studio for marketing & product innovation
  19. the smithery principle
  20. before this, I worked at PHD Media for seven years as “the excitable scottish innovation one”
  21. i wrote this in 2009... ...which just became a stick that social and advertising zealots used to beat each other with... (sorry)
  22. maybe this is the start of this talk, back in 2008... my IPA Excellence diploma thesis
  23. if nothing else, it’s an object lesson in how quickly social web examples date...
  24. “I believe that the future of brand communications lies in finding a way to become part of communities, and communicate with them in a way that is shared, participatory and reciprocal” me, five years ago
  25. that sounds really annoying
  26. yep, really annoying.
  27. “Our challenge is that people really don’t care” martin Weigel, W+K
  28. so... maybe brands and the social web don’t mix?
  29. what do you mean by... brands?
  30. how can brands be social?
  31. “ we use the word ‘brand’... We’re careless in the way ...when we mean company, product, service, idea, strategic advertising.... ” Mark earls
  32. see, It all gets a bit... complicated
  33. We need to talk about talking
  34. I’ve been reading a lot of Richard Sennett lately
  35. working well cooperation The Craftsman together with “cities” 2008 2012 to follow... three books about the skills people need to sustain everyday life
  36. the latest book, ‘together’ is about cooperation “an exchange in which the participants benefit from the encounter”
  37. it contains a very useful way to think about conversation
  38. “when we speak about communication skills, we focus on how to make a clear presentation, to present what we think or feel...” Richard sennett, Together
  39. ahem
  40. conversation is about listening marketing folks get that now ( well, for the most part )
  41. but more important than just listening is listening well
  42. “ listening carefully produces conversations of two sorts... the dialectic and the dialogic ” Richard sennett, Together
  43. what the f*** does that mean?
  44. dialectic from work of german philosopher GWF Hegel the interaction and resolution between multiple ideas
  45. dialectic “the verbal play of opposites should gradually build up to a synthesis; the aim is to come eventually to a common understanding” Richard sennett, Together
  46. C g b AD fAD Cb AD Gf AD bA CD Fe Ge A b C D E F G H dialectic wants consensus
  47. C g b AD fAD matter how good that consensus is
  48. it’s telling that very few crowdsourced “winners” are around for long
  49. dialogic from work of russian philosopher Mikhail Baktin “A discussion that does not resolve itself by finding common ground...” Richard sennett, Together
  50. “through the process of exchange people may become more aware of their own views and expand their understanding of one another” Richard sennett, Together
  51. AC E in dialogic G b H conversation, ideologies coexist F D
  52. AC E they G b H constantly interact and inform F D each other
  53. AC E each ideology G b H can hold more salience in certain F D circumstances
  54. AC E changes can be G b H made if a strategy does not have the F D desired effect
  55. remind you of anything?
  56. this might not just apply to “conversation”
  57. what if there are dialectic and dialogic structures & cultures too?
  58. are traditional marketing structures likely to be more dialectic?
  59. are social web platforms and companies more dialogic in nature?
  60. it would help explain the culture clash
  61. “if we’re used to seeing the world through a centralized lens, dencentralized organizations don’t make much sense”
  62. brands aren’t fracking the social web
  63. but there’s a definite cultural divide at play
  64. competition cooperation simplicity complexity Compression fragmentation certainty experimentation
  65. not either / or a line along which many truths lie
  66. big telly clients are dying!
  67. c l o s ed
  68. though to be fair, it’s hard to sell shoes, furniture, books, clothes, entertainment, cameras, tellys and stationery on the high street nowadays
  69. isn’t it?
  70. big brand telly stuff works!
  71. " have achieved these results is testimony to the strength of the John Lewis brand and the commitment of all our partners to give outstanding service." Andy Street, Jan 2013
  72. social media changes brands forever!
  73. social media burns my eyes
  74. Kingsmill ‘Sandwich confessions’
  75. wow... that makes “scrunch or fold” look classy...
  76. big telly clients social media changes are dying! brands forever! big brand telly social media stuff works! burns my eyes
  78. keep accepting more than one idea is true
  79. what happens when cultures merge?
  80. social web companies are heading over here
  81. where the money is
  82. they want to create safe, attractive places for brands to place ads
  83. it’s not necessarily a good thing
  84. it can destroy why the thing was good in the first place
  85. “The best minds of my generation are thinking about how to make people click ads” ” Jeff Hammerbacher
  87. It can undermine the spirit of the social web
  88. “There's a little meme I've been hearing recently. Columnists repeating it, "Don't read the bottom half of the internet"...” rob manual
  89. it can mean closing down the social web
  90. when eyeballs become dollar signs, things get ugly
  91. “we've abandoned core values that used to be fundamental to the web world” Anil Dash, “The web we lost”
  92. i fear the day when you look on ifttt and there’s only one channel
  93. marketing must head this way head this way a lot more
  94. if we’d still like a decent social web in ten years that is
  95. how?
  96. let’s start from the dialectic position
  97. The factory makes an end product...
  98. “we have reached the best answer”
  99. We have made a thing, and it is finished
  100. and it was finished efficiently
  101. “ really just code for ‘democratising style’ is squeezing all the costs and selling it cheap ” Peter Field
  102. innovation as incremental improvement
  103. Six Sigma seeks to improve the quality of process outputs by identifying and removing the causes of defects and minimizing variability in manufacturing and business processes. Wikipedia
  104. “ too much innovation is focussed on cost reduction rather than esteem enhancement ” Peter Field
  105. “A brand is simply a collection of perceptions in the mind of the consumer” Paul Feldwick, 1991
  106. ( “ I don’t think this definition is entirely adequate.” ) faris yakob, 2010
  107. hey, let’s find out what these perceptions are and put them in an onion...
  108. “ with its lists and diagrams the brand-as-shape fails to help anyone easily, intuitively and memorably grasp what your brand is all about ” martin weigel
  109. if your brand is a bit shit, coat it with other stuff too Oh look, it’s a bruce Lee Nokia N96
  110. then shout at people
  111. “a mechanical metaphor, the infamous transmission model ” Prof. Mark Hobart
  112. this is the hollow factory
  113. make product efficiently make brand vaguely interesting & buy loads of media
  114. competition simplicity Compression certainty
  115. Frack That
  116. “The Future of advertising 2020” by Mark Earls & John V Willshire
  117. “ I’m really interested in the making of ‘it’ -where the making is part of the story of ” the ‘it’... thomas heatherwick
  118. some quick economics
  119. the labour theory of value
  120. developed ...and by adam later by smith... karl marx
  121. modern economics: the value of a thing is determined by what one is willing to give up to obtain the thing
  122. The labour theory of value the value of something is determined by the labour that went into its production
  123. perhaps there’s a labour theory of brand value* *it might need a better name, mind
  124. Field Notes
  125. £0.99 £3.33 per pad per pad
  126. “marketing is world building. With unlimited bandwidth we can now show you the world.” @TobyBarnes
  127. We’d rather buy this world...
  128. ...than this world
  129. What if we stitched smaller ideas together to create a longer idea? What if we stitched smaller ideas together to create a longer idea? What if we stitched smaller ideas together to create a longer idea? What if we stitched smaller ideas together to create a longer idea? What if we stitched smaller ideas together to create a longer idea? Gareth Kay What if we stitched smaller ideas together to create a longer idea? What if we stitched smaller ideas together to create a
  130. maybe Marx was half right...
  131. it’s not about the means of production
  132. it’s about the meaning in production
  134. and the stories of the things you’ve fracked
  135. Labour theory of brand value: make everything with the infinite canvas of the internet in mind
  136. you can’t build a brand pyramid for that approach
  137. that brand shape would be like a bittorrent file complex, distributed, moving, uncontrollable...
  138. perhaps it would be impossible to conceive
  139. no, don’t jump...
  140. think like this... cooperation complexity fragmentation experimentation
  141. if you create together dialogically... cooperation can make complexity dialogical things fragmentation experimentation
  142. so when you work together over the next few weeks
  143. AC E remember G b H that your ideologies coexist F D
  144. AC E you will G b H constantly interact and inform F D each other
  145. AC E each ideology G b H will hold more salience in certain F D circumstances
  146. AC E if a strategy H does not have G b the desired effect, F D change tack
  147. “ I firmly believe in the demise of the traditional campaign, and the need for constantly innovating stories around a core brand meaning ” Field Peter (who has studied more campaigns than all of us together will ever make)
  148. Mark Earls
  149. thank you artefact Cards john v willshire @willsh