CultureCasting: A New Movement in Socializing Media

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DAY 1 of my communications planning bootcamp at Miami Ad School on socializing media...

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CultureCasting: A New Movement in Socializing Media

  1. 1. DAY  1:   CultureCas)ng     A  New  Movement  in  Socializing  Media                          Gunther Sonnenfeld Principal | Digital Brand Strategist ThinkState -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐  
  2. 2. “In  order  for  BRANDS  to  be  RELEVANT  in  the  world,        they  must  help  IMPROVE  the  world.”                      
  3. 3. What  is  CULTURE?   LOVE,  actually…   -­‐  Nick  Pla3,  ECD,  RAPP  Worldwide  
  4. 4. Great brands CELEBRATE the connections !people make with each other."
  5. 5. (and)" SPREAD" CULTURE."
  6. 6. CASTING is the process by which we establish those connections.
  7. 7. CULTURECASTING: The ways in which we SOCIALIZE OUR MEDIA… … in order to make everlasting brand CONNECTIONS.
  8. 8. ARE MEDIA
  9. 9. You may have noticed… PEOPLE OWN BRANDS not companies.
  10. 10. RESEARCH   There’s  a  ton  of   to  support  this            phenomenon.  
  11. 11. On a deeper level, brands are the EXPECTATION of things to come."
  12. 12. They are the primary CONDUITS OF CHANGE within our culture."
  13. 13. So, let’s declare into truth that PEOPLE ARE MEDIA.
  14. 14. (and establish that) ALL MEDIA ARE INHERENTLY SOCIAL.
  15. 15. Digital OOH numbers are resurging… just one example of how ads and experiences can be ‘line’ agnostic.
  16. 16. THINK about it for a moment: … every type of interaction we exper ience …
  17. 17. … Is part of a larger ECOSYSTEM:             US   (as in you and me)      
  18. 18. MEDIA as “conversations”.
  19. 19. All media can be VALUABLE…" … but CONVERSATIONS are the real currency we share."
  20. 20. SOME MODERN LORE: A friend is always late to meetings and social events. The reason for this is that he always wants to give each and every conversation its due course, so that the next conversation can build from the previous one and real progress is made. In other words, he understands that by fulfilling on every conversation, each relationship is advanced within the discourse of daily life."
  21. 21. ©  Gunther  Sonnenfeld  2009  
  22. 22. The analogy is that a conversation is like a tree. If you cut the trees branches off before they've had a chance to fully bloom, then the tree can grow outwardly, but not up. But if we nurture the branches to their full extent, then the tree can grow up to its full potential, and help grow more trees.   SEED CULTIVATE PROLIFERATE REGENERATE
  23. 23. Naturally, leaves fall from branches just as conversations can die off or fade away. But what we glean from those dialogues allows us to develop new perspectives and keep those branches growing. They are the seeds that enable our relationships to keep moving forward >>>
  24. 24. SOCIAL FORESTATION: The process of fostering conversation by providing relevant nutrition, enabling communities to develop, grow and develop.
  25. 25. ©  Gunther  Sonnenfeld  2009  
  26. 26. BOTTOM LINE: we can EMPOWER consumers to do the heavy lifting for us.
  27. 27. At the end of the day, the inability of advertisers to reach consumers in a “fragmented” environment isn’t a function of ‘traditional’ versus ‘non-traditional’, ‘offline’ or ‘online’, or any of the disconnects brands and agencies share. It’s the inability, or unwillingness, to adapt to the world around us, a world that no longer cares about the status quo, and is telling us so right to our faces. The really sad part is that we look at this as a PROBLEM, rather than an OPPORTUNITY.
  28. 28. The PERCEIVED DIFFERENCES in media are only one part of the problem." CONTENT is a whole ‘nother issue."
  29. 29. “An  interes0ng   problem  (we  face)   —  some  marketers   aren’t  interested  in   storytelling.  Most   storytellers  aren’t   interested  in   marke0ng.”     -­‐  Ivan  Askwith,   Senior  Strategist,   Big  Spaceship  
  30. 30. First, we must all focus on EMPOWERING &REDEFINING CULTURE.
  31. 31. We must transition from a ‘ME’ CULTURE >>>>>> … To a ‘WE’ CULTURE
  32. 32. “Instead of asking, ‘How do we BREAK THROUGH?’ Marketers should be asking, ‘How do we FIT IN?’” -Nick Law, Chief Creative Officer, R/GA
  33. 33. As marketers, we shouldn’t try to DISRUPT by pushing our messages and agendas. We should ADOPT people’s perspectives, and ADAPT to them. Adoption & adaption make our messages STRONGER.
  34. 34. A Brand formalizes a relationship with a consumer by virtue of a living, breathing, ongoing STORY."
  35. 35. A brand can add, shape and improve upon other stories, by weaving them into the LARGER CONTEXT of the world.
  36. 36. Of the places and EXPERIENCES in which people live and THRIVE.
  37. 37. EVERYTHING IS CAUSE RELATED. (the world demands it)
  38. 38. ©  Gunther  Sonnenfeld  2009  
  39. 39. CAUSES DON’T HAVE TO BE PHILANTHROPIC, OR DESIGNATED AS “FOR PROFIT” OR “NON”. THEY JUSY HAVE TO INSPIRE PEOPLE TO ACT .
  40. 40. “The  paradox  of  prosperity  is  that   while  living  standards  have  risen   steadily  decade  aPer  decade,   personal,  family  and  life  saQsfacQon   haven't  budged.  That's  why  more   people-­‐-­‐-­‐liberated  by  prosperity   but  not  fulfilled  by  it-­‐-­‐-­‐are   resolving  the  paradox  by   searching  for  meaning.  As   Columbia  University's  Andrew   Delbanco  puts  it,  ‘ The  most  striking   feature  of  contemporary  culture  is  the   unslaked  craving  for  transcendence.’”                                                                                                                                                      -­‐  Daniel  Pink  
  41. 41. Do you think that this is just a COINCIDENCE?"
  42. 42. Or THIS?"
  43. 43. “Objects  of  design  and  desire  are   never  going  to  scratch  the  itch,  in   short.  Only  the  moral  imperaQve  of   self-­‐actualizaQon  (because  we  no   longer  have  to  struggle  to  survive-­‐-­‐-­‐ the  sheer  nasQness  of  this  global   recession  aside)  will  stand  as  the   single  most  important  driver  in  most   people's  lives.  That's  our   talisman  as  marketers.”                                                                                                                                             -­‐Brendan  Howley,  Novelist  |  Screenwriter  |  AcQvist   |  Partner,  Fresh  Baked  Entertainment    
  44. 44. NOW, the primary responsibility of brands is to provide SOCIAL NUTRITION.
  45. 45. Through CONVERSATION and COLLABORATION… … COMMON INTERESTS (not special interests) rule the day.
  46. 46. By DOING GOOD." ! !And FEELING GOOD about doing good.  
  47. 47. [the variables behind] USER ARCHETYPES HAVE SHIFTED… AND THEY WILL CONTINUE TO.
  48. 48. COMMON INTERESTS often supersede AGE or ECONOMICS. They are what bring COMMUNITIES together.
  49. 49. COMMUNITIES can’t be placed into hierarchies or vertical categories as we know them. They function in just the opposite way. They reach across everything that will allow them to flourish. They are driven by PASSION, INSPIRATION and the desire to be EXTRAORDINARY.
  50. 50. Meet “DAN”, the 63-year-old iPhone user."
  51. 51. TRUE STORY: Dan and his family owned 6 car dealerships in Southern California. When the parent company’s sales started dropping by over 43%, Dan decided to reach out to the community.
  52. 52. Dan started by reaching out to other car aficionados."
  53. 53. But he soon realized that this group was connected to other groups. And other groups. And other groups.
  54. 54. AND SO ON…
  55. 55. Pretty soon, the interests of the local community were vocalized. Dan rallied car aficionados, musicians, artists, bakers and other culturalists to create special events held at the dealerships. The events were held to raise funds for local charities, and, for people to simply enjoy each other’s company, around things that meant something to them in their everyday lives.
  56. 56. He even used a nice MEDIA MIX of online ads, newspapers ads, local TV, social conversations, radio spots, mobile sweepstakes and direct mail to extend the message that his dealerships stood for something more than just places that sold cars.
  57. 57. Despite the economy, sales at Dan’s dealerships were higher than they’ve been in 35 years. Dan accomplished this by realizing, quite simply, that PEOPLE SELL CARS TO OTHER PEOPLE.
  58. 58. (higher) BRINGING PURPOSE TO OUR PURCHASE DECISIONS.
  59. 59. ‘CULTURECASTING’ IS JUST A FANCY WORD… 
  60. 60. You see, we can call “IT” whatever we want." !But at the end of the day, RELATIONSHIPS are all that matter." !" Relationships that can live beyond the life of a CAMPAIGN." ! !And that create LEGACIES we can pass on to our CHILDREN."
  61. 61. … To describe what all GOOD MARKETING can and should be." !A catalyst for HEIGHTENED HUMAN INTERACTION."
  62. 62. Dare we say, !ENLIGHTENMENT."
  63. 63. Through the 3 “E”s of SOCIAL CHANGE:" ! ! ECONOMICS" ! ! ! ! ! !EMPOWERMENT" ! ! ! !ENVIRONMENT"
  64. 64. BRANDS can continue to matter in an EVER- CHANG ING WORLD.
  65. 65. 1. THINK ABOUT PEOPLE (BECOME THEIR NEEDS) 2. SOCIALIZE YOUR MEDIA (BE HUMANE) 3. CREATE SHARED VALUE AROUND YOUR BRAND (BE THE WORLD)
  66. 66. THANK YOU FOR PARTICIPATING. (see you tomorrow ;)

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