SOCIAL
                                                               punk
IMAGE by FUTUREANCIENT on FLICKR.COM




      ...
Helge Tennø - We Need Change
the
context                    has
          changed
            IMAGE by MUMBLES047 on FLICKR.COM
LICKR.COM        1 on F
                                                         IMAGE by RJSEG
                          ...
?
                                                               what’s
IMAGE by CARLCOXSTUDIOS on FLICKR.COM




        ...
information ?


                IMAGE by GLENN LOOS -AUSTIN on FLICKR.COM
IMAGE by DESIREE DELGADO on FLICKR.COM




knowledge ?
IMAGE by THOMAS LESTER on FLICKR.COM




shopping ?
IMAGE by TONOPAH on FLICKR.COM




entertainment ?
!
                                                   probably
                                       BORI NG
             ...
people !
  (as active participants)




IMAGE by FUTUREANCIENT on FLICKR.COM
stories
stories
stories
stories   IMAGE by RHINMAN on FLICKR.COM
conversation
conversation
conversation
conversation
           IMAGE by G. BREMER on FLICKR.COM
numero                  exam
                            ple
 1.
           the age of
         conversation
ti on
                  er sa
             co nv
     ge of
th eA
ti on
                  er sa
             co nv
     ge of
th eA



                                GAVIN HEATON


      ...
ti on
                  er sa
             co nv
     ge of
th eA




   from
   DROP to WAVE
ti on
                  er sa
             co nv
     ge of
th eA                COMMUNITIES
                          mat...
ti on
                  er sa
             co nv
     ge of
th eA
“ STREET ART IN MONS                      ”    TALENT
                                               TALENT
              ...
numero                     exam
                               ple
2.
                 the
         the delune monsters
ART
  in
the
maison delune   (JWT Belgium Headquarters)
introducing...
                 THE "DAILY MONSTER"
                                 by Stefan G. Bucher
becoming...
              THE DELUNE MONSTERS
                             by Stefan G. Bucher
THE DELUNE MONSTERS
                                                    by Stefan G. Bucher




              STEFAN G. BU...
THE DELUNE MONSTERS
            by Stefan G. Bucher
THE DELUNE MONSTERS
                                                              by Stefan G. Bucher




100 DAYS
100 MON...
THE DELUNE MONSTERS
                                      by Stefan G. Bucher




http://www.vimeo.com/4923333
WITH THE RISE OF THE
                                   2.0 WEB PLATFORMS,
                                   CONSUMER MOB...
PLE ARE empow er ed
PEO


 IMAGE by GUBATRON on FLICKR.COM
IMAGE by THOMAS LESTER PHOTOGRAPHY on FLICKR.COM
  the
and
 glo
      yj
     ve
         ust
        it     !
           ...
lc om e                        (anym
                                                                                     ...
IMAGE by SHADYCAM on FLICKR.COM




                                  BRANDS
                                           n
...
IMAGE by TIM RONCA on FLICKR.COM




                                     are
                      you
listening, punk ?
IMAGE by CARF on FLICKR.COM




simply... care ?
                     you
                                do
numero
                                                                                                                   ...
io ns
        ac t
                     en t
  nt er     em
i
       ga g
&   en




                            David Arm...
numero                                                                                                                  tw...
context matters!
IMAGE by POPAITALY on FLICKR.COM




                                   MERCADO CENTRAL DE VALENCIA - NOV...
IMAGE by FUTUREANCIENT on FLICKR.COM
let’s think
context
MARKETING


                “WE ARE MOVING FROM MESSAGING TO SERV...
IMAGE by FUTUREANCIENT on FLICKR.COM




                                                                                 ...
IMAGE by XIXIDU on FLICKR.COM
                                      context




                                  product
...
numero                                         video

 5.
              CASE-story
         mercado central de valencia

 ...
IMAGE by FUTUREANCIENT on FLICKR.COM
THE EXPERIENCE, THE UTILITY, THE VALUE GO FAR BEYOND
INTERNET AND DIGITAL, BECAUSE AT...
IMAGE by FAIRPLEX - HOME OF THE L.A. COUNTY FAIR on FLICKR.COM




                                                       ...
OLD MEDIA IS NOT DEAD
                                   !
                             it needs
                         ...
cy es
            en iv
          rr s l
        cu e’
       ew eopl
    en sp
th er
   ns id
co




                    ...
IMAGES by DAN TAYLOR - BERTHAGENDOORN - NEDRICHARDS - - on FLICKR.COM




LET’S THINK ABOUT HOW WE CAN DRIVE CONTENT ACROS...
IMAGE by KIM THE STAR PRINCESS on FLICKR.COM




                                               LET’S THINK ABOUT HOW WE C...
IMAGE by MATTHEW ARMSTRONG on FLICKR.COM




                                           LET’S THINK ABOUT HOW-WHERE-WHEN W...
Let’s think                                                   LICKR   .COM
                                               ...
Transmedia content is part of a shift away from talking about "appointment-
IMAGE by FUTUREANCIENT on FLICKR.COM




     ...
numero                                                                      video

 6.
                    CASE-story
    ...
nt n
        te io
      on at
     c ip
  om tic
fr r
to pa
THANK            please shoot your questions or comments !




                you
Luc Debaisieux - @mindblob -
    mindbl...
Social Punk 101
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Social Punk 101

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This is the keynote presentation I gave to the students of the Masters class "Issues in Marketing Communication", at the IHECS (Haute Ecole Galilée). A bit more about the story: I had the honor to be contacted by Jean Pierre Ranschaert, teacher "Chef de Travaux" at the IHECS and blogger at LIVErtising], for this special assignment, last course before the end of the year evaluations.

How is Social Media connected to reality? Is it all about technology, digital and web? What's that big thing about the web? Is it just a must do trend? Are brands listening? Do they simply... care? Should they, really?

Are brands (who don't) the new Social Punks?

A general overview and a few example cases - Please shoot questions and comments.

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  • Social Punk 101

    1. 1. SOCIAL punk IMAGE by FUTUREANCIENT on FLICKR.COM Luc Debaisieux mindblob.typepad.com @mindblob 101
    2. 2. Helge Tennø - We Need Change
    3. 3. the context has changed IMAGE by MUMBLES047 on FLICKR.COM
    4. 4. LICKR.COM 1 on F IMAGE by RJSEG Helge Tennø - Context Marketing “AS THE AIR AROUND OUR CITIZENS THICKENS WITH UNWANTED MESSAGES AND INTERRUPTIONS THE GOAL SHOULD NOT BE TO ADD TO THE UNWANTEDNESS BUT TO CREATE DELIBERATE AND APPRECIATED VALUE”
    5. 5. ? what’s IMAGE by CARLCOXSTUDIOS on FLICKR.COM k that big thing OK, I’m curious... on the web
    6. 6. information ? IMAGE by GLENN LOOS -AUSTIN on FLICKR.COM
    7. 7. IMAGE by DESIREE DELGADO on FLICKR.COM knowledge ?
    8. 8. IMAGE by THOMAS LESTER on FLICKR.COM shopping ?
    9. 9. IMAGE by TONOPAH on FLICKR.COM entertainment ?
    10. 10. ! probably BORI NG but there’s something IMAGE by FUTUREANCIENT on FLICKR.COM else too !
    11. 11. people ! (as active participants) IMAGE by FUTUREANCIENT on FLICKR.COM
    12. 12. stories stories stories stories IMAGE by RHINMAN on FLICKR.COM
    13. 13. conversation conversation conversation conversation IMAGE by G. BREMER on FLICKR.COM
    14. 14. numero exam ple 1. the age of conversation
    15. 15. ti on er sa co nv ge of th eA
    16. 16. ti on er sa co nv ge of th eA GAVIN HEATON DREW MCLELLAN
    17. 17. ti on er sa co nv ge of th eA from DROP to WAVE
    18. 18. ti on er sa co nv ge of th eA COMMUNITIES matter
    19. 19. ti on er sa co nv ge of th eA
    20. 20. “ STREET ART IN MONS ” TALENT TALENT uchet] déric B FAB FLICK R SET by yOuKfOu [Fré T ALENT T ALENT
    21. 21. numero exam ple 2. the the delune monsters
    22. 22. ART in the maison delune (JWT Belgium Headquarters)
    23. 23. introducing... THE "DAILY MONSTER" by Stefan G. Bucher
    24. 24. becoming... THE DELUNE MONSTERS by Stefan G. Bucher
    25. 25. THE DELUNE MONSTERS by Stefan G. Bucher STEFAN G. BUCHER • comes from Germany, lives in LA • designer • ex Art Director at Wieden+Kennedy • blogger The Artist tsit rA ehT • author of the "DAILY MONSTER"
    26. 26. THE DELUNE MONSTERS by Stefan G. Bucher
    27. 27. THE DELUNE MONSTERS by Stefan G. Bucher 100 DAYS 100 MONSTERS DRAWN THIS WAY http://www.youtube.com/watch?v=HmXY3Q-2JkM
    28. 28. THE DELUNE MONSTERS by Stefan G. Bucher http://www.vimeo.com/4923333
    29. 29. WITH THE RISE OF THE 2.0 WEB PLATFORMS, CONSUMER MOBILE IMAGE by GUBATRON on FLICKR.COM EQUIPMENT AND SOCIAL MEDIA, PEOPLE NOW PUBLISH THEIR OWN CONTENT ON INTERNET
    30. 30. PLE ARE empow er ed PEO IMAGE by GUBATRON on FLICKR.COM
    31. 31. IMAGE by THOMAS LESTER PHOTOGRAPHY on FLICKR.COM the and glo yj ve ust it ! “ Socia psycho BR logy more IAN SOLI iology and about soc ology. l Media is than techn S - Princip Works al of Future ”
    32. 32. lc om e (anym ore) S H n ot w e P U is ODELS ARE B RO KEN Digital ” ] IMAGE by PARISPASSION on FLICKR.COM M WTF?” lman AGENCY e of Adv ice Pre . r tising sident - Ede “ Slides Th hare “ MANO re e Futu [Senior V DAV ID AR
    33. 33. IMAGE by SHADYCAM on FLICKR.COM BRANDS n l n eed ea SK IL to rn ew LS
    34. 34. IMAGE by TIM RONCA on FLICKR.COM are you listening, punk ?
    35. 35. IMAGE by CARF on FLICKR.COM simply... care ? you do
    36. 36. numero skype 3. from listening to caring... how can brands make it ? [live demo] : skype conference call with Gavin Heaton - Director of Social Media, SAP - co-Editor of “the Age of Conversation”
    37. 37. io ns ac t en t nt er em i ga g & en David Armano - Social Media is Dead - Long Live Common Sense
    38. 38. numero twit t er 4. let’s see how brands are listening... [live demo] : using TweetDeck to get the Twitter pulse of a brand - conversations around brand - engagement of brand... or not
    39. 39. context matters! IMAGE by POPAITALY on FLICKR.COM MERCADO CENTRAL DE VALENCIA - NOV 2009 - Real people, real context, real LIFE
    40. 40. IMAGE by FUTUREANCIENT on FLICKR.COM let’s think context MARKETING “WE ARE MOVING FROM MESSAGING TO SERVICES, FROM UNWANTEDNESS TO Helge Tennø - Context Marketing CREATING DELIBERATE VALUE”
    41. 41. IMAGE by FUTUREANCIENT on FLICKR.COM let’s think context MARKETING “BEING ACCESSIBLE WHEN AND HOW PRODUCTS ARE USED OR WHERE OUR COMPANY AND ITS VALUES ARE RELEVANT WILL BE OF VITAL IMPORTANCE TO BRANDS OWNING THE EXPERIENCE IS CRUCIAL” Helge Tennø - Context Marketing
    42. 42. IMAGE by XIXIDU on FLICKR.COM context product “THE NEW CHALLENGE IS ALL ABOUT UNDERSTANDING THE ABILITIES, EMOTIONS AND ACTIVITIES OF A SITUATION (THE CONTEXT) AND BECOMING A VALUE CREATOR WITHIN THE CONTEXT” Helge Tennø - Context Marketing
    43. 43. numero video 5. CASE-story mercado central de valencia http://www.vimeo.com/7726069
    44. 44. IMAGE by FUTUREANCIENT on FLICKR.COM THE EXPERIENCE, THE UTILITY, THE VALUE GO FAR BEYOND INTERNET AND DIGITAL, BECAUSE AT THE END OF THE DAY... ALL IS HAPPENING IN REAL LIFE !
    45. 45. IMAGE by FAIRPLEX - HOME OF THE L.A. COUNTY FAIR on FLICKR.COM “ I DON’T KNOW WHAT TV IS ANYMORE ” JAY LENO TO THE LOS ANGELES TIMES - SEPT. 2009
    46. 46. OLD MEDIA IS NOT DEAD ! it needs a NEW set of SKILLS too IMAGE by JONATHAN_HAWKINS on FLICKR.COM
    47. 47. cy es en iv rr s l cu e’ ew eopl en sp th er ns id co Helge Tennø - Post-digital Marketing 2009
    48. 48. IMAGES by DAN TAYLOR - BERTHAGENDOORN - NEDRICHARDS - - on FLICKR.COM LET’S THINK ABOUT HOW WE CAN DRIVE CONTENT ACROSS PLATFORMS AND CREATE NEW EXPERIENCES
    49. 49. IMAGE by KIM THE STAR PRINCESS on FLICKR.COM LET’S THINK ABOUT HOW WE CAN ADD VALUE TO THE CONTEXT FROM CONTENT PRODUCERS TO CONTEXT PRODUCERS
    50. 50. IMAGE by MATTHEW ARMSTRONG on FLICKR.COM LET’S THINK ABOUT HOW-WHERE-WHEN WE CAN ENGAGE CONVERSATION FACILITATE CONVERSATION AND BECOME PARTICIPANTS
    51. 51. Let’s think LICKR .COM EL on F AND DONAB by EWEN IMAGE TRANSmedia experience IMAGE credits F OX.COM
    52. 52. Transmedia content is part of a shift away from talking about "appointment- IMAGE by FUTUREANCIENT on FLICKR.COM based television" where we race home to watch our favorite show when it is aired and towards "engagement-based" television, where our passionate interest leads us to seek out the programs we want when we want. Transmedia content is designed to intensify our engagement and generate fan loyalties rather than offering the "least offensive option" available in a particular time slot. The Huffington Post article: “In a Social Network World, What’s the Future of TV?” by Henry Jenkins [author of Convergence Culture]
    53. 53. numero video 6. CASE-story heineken are you still with us ? [source : JWT.com - http://www.youtube.com/watch?v=tEqJV1acgN4 ]
    54. 54. nt n te io on at c ip om tic fr r to pa
    55. 55. THANK please shoot your questions or comments ! you Luc Debaisieux - @mindblob - mindblob.typepad.com

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