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The Future of Social Media
Graeme Wood
http://graewood.blogspot.com/
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What I’m not going to talk about...
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…or…
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What I am going to talk about
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What is a brand?
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We are social animals
Michael Middleton – Flickr 2008
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Industrial Marketing
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The production line
Awareness Interest Desire Action Consumption
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And how did that work?
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And did we?
http://www.flickr.com/photos/menlo/936175848/11
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Not this….
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What has changed?
Economics: The science which studies human
behaviour as a relationship between ends and
scarce means which have alternative uses
Lionel Robbins
The Nature and Significance of Economic Science (1932)
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What will happen next?
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Scarcity and Abundance
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What will a brand be?
Source: UK Brand Tags
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Recommendation and Reputation
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Markets are conversations.
Conversations among human beings
sound human. They are conducted in a
human voice.
Markets consist of human beings, not
demographic sectors.
The Cluetrain Manifesto, 1999
quot;We always overestimate the change that will occur in the next two years and
two
underestimate the change that will occur in the next ten.quot;
Bill Gates, 2008
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Intelligence Development
18 http://visualgadgets.blogspot.com/2008/06/graphs-and-networks.html

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Information systems
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Opportunities not to see
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What is technology
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What will media look like?
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THE STAGE
Message broadcast
at audience
Scale = audience = where the eyeballs have gone
23 David Cushman FasterFuture.blogspot.com

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They aren’t looking
at The Stage.
They are looking
at each other
Scale = lots of communities of purpose = where the eyeballs are focused
24 David Cushman FasterFuture.blogspot.com

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But what does all this mean?
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Rampant Disintermediation
http://uk.youtube.com/watch?v=7xAA71Ssids
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The role of a brand in the age of industrial
marketing no longer exists
Attention is scarce and expensive.
Media is not
We already have tools to avoid advertising
They will increase exponentially
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What to do about it
People haven’t changed
We are a mass medium
Markets are conversations
Be part of the conversation
Embrace failure
JOIN IN
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People haven’t changed
Tell me and I’ll forget
Show me and I’ll remember
Involve me and I’ll understand
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We are all individuals
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Light lots of fires
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We don’t ignore advertising
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Fail Little & Often
quot;..our company's success rate runs between 50
and 60 percent. About half of our new
products succeed. That's as high as we want
the success rate to be. If we try to make it
any higher, we'll be tempted to err on the side
of caution”
A.G. Latley – CEO, Procter & Gamble
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We are the eighth mass media
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What about Content?
Didn’t that used to be king?
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Something to talk about
Content isn't king.. If I sent you to a desert island and
gave you the choice of taking your friends or your movies,
you'd choose your friends -- if you chose the movies,
king.
we'd call you a sociopath. Conversation is king
Content is just something to talk about
Cory Doctorow
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This isn’t a new idea……
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How to be talked about
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Commitment not campaigning
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Piracy is just another competitor
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Why so serious?
http://upload.wikimedia.org/wikipedia/commons/4/46/Colorful_Clown.jpg11
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Communication = Dialogue
LISTEN
http://www.flickr.com/photos/beebe_library/3042545758/
Listen to the customers you don’t have – there are far more of them
Peter Drucker
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Marketing is customer service
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We are what we share
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Experiences will always be scarce
Abundant Scarce
ENABLE
You
r ad
her
e
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So what should brands do?
Be useful
+
Be interesting
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Conversation not conversion
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Join in
You have to be part of the conversation
in order to advise clients on it
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Learn from others
Faris Yakob (McCann Erickson) David Cushman (Brando Digital)
Talent Imitates, Genius Steals Faster Future
Rohit Bhargava (Ogilvy 360) Mark Earls
Influential Marketing Herd
Kevin Kelly Paul Isakson (space150)
The Technium Paulisakson.com
Neil Perkin (IPC) Alan Moore (SMLXL)
Only Dead Fish Communities Dominate Brands
Matt Mason Justin Billingsley (Orange)
The Pirate’s Dilemma The Feed
Andy Hobsbawn (agency.com) Noah Brier (Barbarian Group)
Do the Green Thing Noahbrier.com
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Carry on the conversation….
Graeme Wood
http://graewood.blogspot.com/
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