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.

1. SOCIAL
punk
IMAGE by FUTUREANCIENT on FLICKR.COM
Luc Debaisieux
mindblob.typepad.com
@mindblob
101

2. Helge Tennø - We Need Change

3. the
context has
changed
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4. LICKR.COM 1 on F
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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. ?
what’s
IMAGE by CARLCOXSTUDIOS on FLICKR.COM
k that
big thing
OK, I’m curious... on the web

6. information ?
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7. IMAGE by DESIREE DELGADO on FLICKR.COM
knowledge ?

8. IMAGE by THOMAS LESTER on FLICKR.COM
shopping ?

9. IMAGE by TONOPAH on FLICKR.COM
entertainment ?

10. !
probably
BORI NG
but there’s
something
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else too !

11. people !
(as active participants)
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12. stories
stories
stories
stories IMAGE by RHINMAN on FLICKR.COM

13. conversation
conversation
conversation
conversation
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14. numero exam
ple
1.
the age of
conversation

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

16. ti on
er sa
co nv
ge of
th eA
GAVIN HEATON
DREW MCLELLAN

17. ti on
er sa
co nv
ge of
th eA
from
DROP to WAVE

18. ti on
er sa
co nv
ge of
th eA COMMUNITIES
matter

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

20. “ STREET ART IN MONS ” TALENT
TALENT
uchet]
déric B
FAB FLICK R SET by yOuKfOu [Fré
T ALENT
T ALENT

21. numero exam
ple
2.
the
the delune monsters

22. ART
in
the
maison delune (JWT Belgium Headquarters)

23. introducing...
THE "DAILY MONSTER"
by Stefan G. Bucher

24. becoming...
THE DELUNE MONSTERS
by Stefan G. Bucher

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. THE DELUNE MONSTERS
by Stefan G. Bucher

27. THE DELUNE MONSTERS
by Stefan G. Bucher
100 DAYS
100 MONSTERS
DRAWN THIS WAY
http://www.youtube.com/watch?v=HmXY3Q-2JkM

28. THE DELUNE MONSTERS
by Stefan G. Bucher
http://www.vimeo.com/4923333

30. WITH THE RISE OF THE
2.0 WEB PLATFORMS,
CONSUMER MOBILE
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EQUIPMENT AND
SOCIAL MEDIA,
PEOPLE NOW
PUBLISH
THEIR OWN
CONTENT
ON INTERNET

31. PLE ARE empow er ed
PEO
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32. 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
”

33. 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

34. IMAGE by SHADYCAM on FLICKR.COM
BRANDS
n
l
n
eed
ea
SK IL
to
rn
ew
LS

35. IMAGE by TIM RONCA on FLICKR.COM
are
you
listening, punk ?

36. IMAGE by CARF on FLICKR.COM
simply... care ?
you
do

37. 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”

38. io ns
ac t
en t
nt er em
i
ga g
& en
David Armano - Social Media is Dead - Long Live Common Sense

39. 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

40. context matters!
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MERCADO CENTRAL DE VALENCIA - NOV 2009 - Real people, real context, real LIFE

41. 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”

42. 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

43. 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

44. numero video
5.
CASE-story
mercado central de valencia
http://www.vimeo.com/7726069

45. 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 !

46. 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

47. OLD MEDIA IS NOT DEAD
!
it needs
a NEW
set of
SKILLS
too
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48. cy es
en iv
rr s l
cu e’
ew eopl
en sp
th er
ns id
co
Helge Tennø - Post-digital Marketing 2009

49. IMAGES by DAN TAYLOR - BERTHAGENDOORN - NEDRICHARDS - - on FLICKR.COM
LET’S THINK ABOUT HOW WE CAN DRIVE CONTENT ACROSS PLATFORMS AND
CREATE NEW EXPERIENCES

50. 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

51. IMAGE by MATTHEW ARMSTRONG on FLICKR.COM
LET’S THINK ABOUT HOW-WHERE-WHEN WE CAN ENGAGE CONVERSATION
FACILITATE CONVERSATION
AND BECOME PARTICIPANTS

52. Let’s think LICKR .COM
EL on F
AND DONAB
by EWEN
IMAGE
TRANSmedia experience
IMAGE
credits F
OX.COM

53. Transmedia content is part of a shift away from talking about "appointment-
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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]

54. numero video
6.
CASE-story
heineken
are you still with us ?
[source : JWT.com - http://www.youtube.com/watch?v=tEqJV1acgN4 ]

55. nt n
te io
on at
c ip
om tic
fr r
to pa

56. THANK please shoot your questions or comments !
you
Luc Debaisieux - @mindblob -
mindblob.typepad.com