SlideShare a Scribd company logo
6th March 2013




are brands
                         http://rivetin.gs/gasland




fracking
the social web?
                        john v willshire
                      http://smithery.co
                               @willsh
thoughts on marketing, the social web
   and collaboration, prepared for...




https://plus.google.com/+WeareSquared
Are Brands Fracking The Social Web?
this is
not a
standard
“what’s
the social
web” talk
hopefully it’ll give you interesting
 ideas to talk to each other about
I’ve also left lots
 of rabbit holes...
   http://rivetin.gs/sennett
here’s a great thing
  from Monday...
greenpeace home page - 4th March 2013
nobody went
to knutsford
  see it, of
   course
but the
social web
means
they didn’t
have to
those who go


it’s one of
the classic     those
social web      who
strategies      know
it made me think about
fracking
   and not just in the way it was supposed to
“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)


                           http://rivetin.gs/storyfracking
attention
is the
most
valuable
raw
material
there is
are brands
fracking the
social web?
some context...
I’ve been inadvertently
  writing this talk for
  the last five years...
today, i run
Smithery

               http://rivetin.gs/smithery
the process
and product
of a generalist


studio
for marketing
& product
innovation
the smithery
principle
before this, I worked at PHD Media for seven years as
“the excitable scottish innovation one”
i wrote this in 2009...
                          ...which just
                          became a stick
                          that social and
                          advertising
                          zealots used to
                          beat each
                          other with...
                          (sorry)
                           http://rivetin.gs/bonfires
maybe this is the
start of this talk,
back in 2008...
                      my IPA Excellence diploma thesis
                      http://rivetin.gs/communis
if nothing else, it’s an
object lesson in how quickly
social web examples date...
“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

                       http://rivetin.gs/communis
that sounds
really annoying
yep, really annoying.
“Our challenge is that people
 really don’t care” martin Weigel, W+K
http://rivetin.gs/realpeople   http://rivetin.gs/hownowtofail
so... maybe brands and
the social web don’t mix?
what do you mean by...
    brands?
how can
brands
be social?
“ we use the word ‘brand’...
  We’re careless in the way

  ...when we mean company,
     product, service, idea,
   strategic advertising.... ”
                      Mark earls
                    http://rivetin.gs/bnard
see, It all gets a bit...
     complicated
We need to talk
 about talking
I’ve been
reading a
lot of
Richard
Sennett
lately      http://rivetin.gs/sennett
working well            cooperation




The Craftsman          together       with “cities”
2008                   2012           to follow...

    three books about the skills people
    need to sustain everyday life
http://rivetin.gs/craftsman
the latest book, ‘together’ is about

cooperation
            “an exchange in
            which the
            participants
            benefit from
            the encounter”
                           http://rivetin.gs/together
it contains a
very useful
way to think
about
conversation
“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
ahem
conversation is
about listening
marketing folks
 get that now
         ( well, for the most part )
but more important
than just listening is
listening well
“   listening carefully
    produces conversations
    of two sorts...
    the dialectic
    and the dialogic
                                 ”
                   Richard sennett, Together
what the f***
does that mean?
dialectic
from work of german philosopher GWF Hegel


the interaction
and resolution
between
multiple ideas
                                       http://rivetin.gs/hegel
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
C   g b AD fAD


             Cb   AD                               Gf
                                                    AD



    bA                 CD                 Fe                 Ge
A        b         C        D         E        F         G        H

dialectic wants consensus
C   g b AD fAD




  ...no matter
how good that
 consensus is
                    http://rivetin.gs/camel
it’s telling that
very few
crowdsourced
“winners” are
around for long
dialogic
from work of russian philosopher Mikhail Baktin

“A discussion that
does not resolve
itself by finding
common ground...”
          Richard sennett, Together

                                        http://rivetin.gs/bakhtin
“through the
                                  process of
                                  exchange people
                                  may become more
                                  aware of their
                                  own views and
                                  expand their
                                  understanding of
                                  one another”
                                   Richard sennett, Together
http://rivetin.gs/enlightenment
AC  E
        in dialogic
G b H   conversation,
        ideologies
        coexist
 F D
AC  E   they
G b H   constantly
        interact
        and inform
 F D    each other
AC  E   each ideology
G b H   can hold more
        salience in
        certain
 F D    circumstances
AC  E   changes can be
G b H   made if a
        strategy does
        not have the
 F D    desired effect
remind
you of
anything?
this might not just apply to
“conversation”
what if there
are dialectic
 and dialogic
structures &
cultures too?
are traditional
marketing
structures
likely to be
more dialectic?
are social web
 platforms and
companies more
     dialogic in
       nature?
it would help
 explain the
culture clash
“if we’re used to
seeing the world
through a
centralized lens,
dencentralized
organizations don’t
make much sense”
       http://rivetin.gs/starfish
brands aren’t
fracking the
social web
but there’s a definite
cultural divide at play
competition       cooperation
simplicity         complexity
Compression     fragmentation
certainty     experimentation
not either / or
  a line along
  which many
   truths lie
big telly clients
    are dying!
c l o s ed
though to be fair, it’s
  hard to sell shoes,
   furniture, books,
clothes, entertainment,
  cameras, tellys and
 stationery on the high
    street nowadays
isn’t it?
big brand telly
 stuff works!
"...to 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
social media changes
  brands forever!
Are Brands Fracking The Social Web?
Are Brands Fracking The Social Web?
social media
burns my eyes
Kingsmill ‘Sandwich confessions’
wow...
that makes
“scrunch or fold”
look classy...
big telly clients social media changes
       are dying!   brands forever!



 big brand telly      social media
  stuff works!       burns my eyes
http://rivetin.gs/nilofer
keep accepting more than
one idea is true
what happens
when cultures
merge?
social web companies
are heading over here
where the money is
they want to create safe, attractive
  places for brands to place ads
                        http://rivetin.gs/youradhere
it’s not necessarily
     a good thing
it can destroy why
the thing was good
 in the first place
“The best minds of my generation
are thinking about how to make
people click ads”
                                    ”
                    Jeff Hammerbacher
http://finalbullet.com/
It can undermine the
spirit of the social web
“There's a little
meme I've been
hearing recently.
Columnists
repeating it,
"Don't read the
bottom half of
the internet"...”
           rob manual
   http://rivetin.gs/bottomhalf
it can mean closing
down the social web
when
eyeballs
become
dollar signs,
things get
ugly
“we've abandoned
 core values that
        used to be
  fundamental to
  the web world”
               Anil Dash,
        “The web we lost”


   http://rivetin.gs/thewebwelost
i fear the day when you look on
ifttt and there’s only one channel




                          http://ifttt.com
marketing must head this way
head this way a lot more
if we’d still like a
decent social web in
  ten years that is
how?
let’s start from the
 dialectic position
Are Brands Fracking The Social Web?
The factory makes
 an end product...
“we have reached the
    best answer”
We have made a thing,
and it is finished
and it was
finished
efficiently
“ really just code for
  ‘democratising style’ is
  squeezing all the costs
  and selling it cheap ”
                    Peter Field
                   http://rivetin.gs/peterfield
innovation as
 incremental
improvement
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

                   http://rivetin.gs/sixsigma
“   too much
    innovation is
    focussed on cost
    reduction rather
    than esteem
    enhancement     ”
            Peter Field
         http://rivetin.gs/peterfield
Are Brands Fracking The Social Web?
“A brand is simply a
collection of perceptions
        in the mind of the
               consumer”
             Paul Feldwick, 1991
             http://rivetin.gs/feldwick
(   “ I don’t think this definition
         is entirely adequate.”
                                         )
                    faris yakob, 2010


                           http://rivetin.gs/farisbrand
hey, let’s find out what
these perceptions are and
    put them in an onion...
Are Brands Fracking The Social Web?
“ 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
                  http://rivetin.gs/onions
Are Brands Fracking The Social Web?
if your brand is a bit shit,
 coat it with other stuff too




Oh look, it’s a bruce Lee Nokia N96
Are Brands Fracking The Social Web?
then shout
  at people
“a mechanical
metaphor,
the infamous
transmission model

                     ”
      Prof. Mark Hobart


                          http://rivetin.gs/transmission
this is the
hollow
factory
make
product
efficiently
make brand
vaguely
interesting
& buy loads
of media
competition
simplicity
Compression
certainty
Frack That
“The Future of
   advertising 2020”
   by Mark Earls
   & John V Willshire

http://rivetin.gs/future2020
“   I’m really interested in the
    making of ‘it’ -where the
    making is part of the story of
             ”
    the ‘it’...
                    thomas heatherwick




                       http://rivetin.gs/heatherwick
some quick
economics
the labour
theory of value
         http://rivetin.gs/labourtheory
developed   ...and
by adam     later by
smith...    karl
            marx
modern economics:
  the value of a thing is
determined by what one
 is willing to give up to
        obtain the thing
The labour theory of value
the value of something
is determined by the
labour that went
into its production
perhaps there’s a
labour theory of
  brand value*
       *it might need a better name, mind
Field Notes
£0.99     £3.33
per pad   per pad
“marketing is
world building.
With unlimited
bandwidth we
can now show
you the world.”
     @TobyBarnes
We’d rather
buy this world...
...than
this world
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
                              http://rivetin.gs/thinksmall
Are Brands Fracking The Social Web?
Are Brands Fracking The Social Web?
Are Brands Fracking The Social Web?
maybe Marx
was half
right...
it’s not about the

means
of production

                     http://rivetin.gs/sneveoslo
it’s about the
meaning
in production
http://rivetin.gs/future2020
and the stories of the
things you’ve fracked
Labour theory
of brand value:
make everything with
the infinite canvas of
the internet in mind     http://rivetin.gs/legoinside
you can’t build a brand
pyramid for that approach




                 http://rivetin.gs/pyramid
that brand shape would be
like a bittorrent file
complex, distributed,
moving, uncontrollable...
perhaps it
would be
impossible
to conceive
no, don’t jump...
think like this...


                   cooperation
                    complexity
                 fragmentation
               experimentation
if you create
together
dialogically...
                        cooperation
...you can make          complexity
dialogical things     fragmentation
                    experimentation
so when you work
together over the
 next few weeks
AC  E
        remember
G b H   that your
        ideologies
        coexist
 F D
AC  E   you will
G b H   constantly
        interact
        and inform
 F D    each other
AC  E   each ideology
G b H   will hold more
        salience in
        certain
 F D    circumstances
AC  E   if a strategy
    H   does not have
G b     the desired
        effect,
 F D    change tack
“   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)

                               http://rivetin.gs/peterfield
Mark Earls
http://rivetin.gs/future2020
thank you
artefact Cards                john v willshire
                            http://smithery.co
                                     @willsh
                            john@smithery.co

http://shop.smithery.co

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