![DIALOGIC:
“[PEOPLE] BECOME
MORE AWARE OF
THEIR OWN VIEWS
AND EXPAND THEIR
UNDERSTANDING
OF ONE ANOTHER”
RICHARD SENNETT, TOGETHER
@WILLSH
SMITHERY.CO](https://image.slidesharecdn.com/frackingthesocialweb-march2014-140305040829-phpapp02/85/Fracking-The-Social-Web-2014-47-320.jpg)
Uploaded byJohn V Willshire
Fracking The Social Web - 2014
The document discusses the evolving relationship between marketing, brands, and social media, suggesting that brands might be aggressively mining the social web for attention, similar to fracking. It contrasts dialectic and dialogic communication styles, emphasizing the need for brands to foster genuine community engagement rather than merely advertising. The piece concludes with a call for brands to embrace complexity and cooperation in their marketing approaches, highlighting the importance of experimentation and learning in a fragmented digital landscape.
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Fracking The Social Web - 2014
- 1. 05.03.2014 GOOGLE SQUARED LONDON 51.5207° N,0.1345° W FRACKING THE SOCIAL WEB MARKETING VS INTERNET CULTURE JOHN V WILLSHIRE @WILLSH @WILLSH HTTP://SMITHERY.CO SMITHERY.CO
- 2.
- 3.
- 4.
- 5.
- 6. THERE ARE 19BILLION NEW REASONS WHY MOBILE’S PRETTY IMPORTANT @WILLSH SMITHERY.CO
- 7. JUST AS ADVERTISERSGET SOCIAL, SOCIAL JUST BECOMES AD PLATFORMS @WILLSH SMITHERY.CO
- 8. JUST AS ADVERTISERSGET SOCIAL, SOCIAL JUST BECOMES AD PLATFORMS @WILLSH SMITHERY.CO
- 9. JUST AS ADVERTISERSGET SOCIAL, SOCIAL JUST BECOMES AD PLATFORMS @WILLSH SMITHERY.CO
- 10. OH YEAH, AND THISTHING WHICH IS JUST ABOUT THE MOST IMPORTANT... @WILLSH SMITHERY.CO
- 11. ...NO, HANG ON, LOOKLOOK LOOK - IT’S KEVIN SPACEY AS A CAT!!!!! @WILLSH SMITHERY.CO
- 12. *WE NEED TO LEARNTO LOOK BETTER @WILLSH SMITHERY.CO
- 13. “IF WE’RE USEDTO SEEING THE WORLD THROUGH A CENTRALIZED LENS, DECENTRALIZED ORGANIZATIONS DON’T MAKE MUCH SENSE” @WILLSH SMITHERY.CO
- 14.
- 15. EVERY TIME WE LOOK, EVERYTHING’S TOTALLY THESAME @WILLSH SMITHERY.CO
- 16.
- 17.
- 18.
- 19.
- 20. “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) @WILLSH SMITHERY.CO
- 21.
- 22. ARE BRANDS FRACKING THE SOCIALWEB? @WILLSH SMITHERY.CO
- 23. “I BELIEVE THATTHE 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, BEING A DICK @WILLSH SMITHERY.CO
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- 26.
- 27.
- 28.
- 29. “CREATING ASTOUNDING PRODUCTS ISTHEIR MAIN OBSESSION. THERE IS ALWAYS SOMETHING NEW TO SAY” JIM CARROLL, BBH ON HOW TECH COMPANIES BUILD BRANDS @WILLSH SMITHERY.CO
- 30. PERHAPS BRANDS ANDTHE SOCIAL WEB ARE JUST VERY DIFFERENT TYPES OF THING? @WILLSH SMITHERY.CO
- 31. LET’S THINK A LITTLEABOUT “CONVERSATIONS” @WILLSH SMITHERY.CO
- 32.
- 33. WORKING WELL COOPERATION THE CRAFTSMAN 2008 TOGETHER 2012 WITH“CITIES” TO FOLLOW... THREE BOOKS ABOUT THE SKILLS PEOPLE NEED TO SUSTAIN EVERYDAY LIFE @WILLSH SMITHERY.CO
- 34. COOPERATION “AN EXCHANGE IN WHICHTHE PARTICIPANTS BENEFIT FROM THE ENCOUNTER” @WILLSH SMITHERY.CO
- 35. IT CONTAINS A VERYUSEFUL WAY TO THINK ABOUT CONVERSATION @WILLSH SMITHERY.CO
- 36. “WHEN WE SPEAKABOUT COMMUNICATION SKILLS, WE FOCUS ON HOW TO MAKE A CLEAR PRESENTATION, TO PRESENT WHAT WE THINK OR FEEL...” RICHARD SENNETT, TOGETHER @WILLSH SMITHERY.CO
- 37.
- 38.
- 39. BUT MORE IMPORTANTTHAN JUST LISTENING IS LISTENING WELL @WILLSH SMITHERY.CO
- 40. “ LISTENING CAREFULLY PRODUCESCONVERSATIONS OF TWO SORTS... THE DIALECTIC AND THE DIALOGIC ” RICHARD SENNETT, TOGETHER @WILLSH SMITHERY.CO
- 41.
- 42. DIALECTIC FROM WORK OF GERMANPHILOSOPHER GWF HEGEL THE INTERACTION AND RESOLUTION BETWEEN MULTIPLE IDEAS @WILLSH SMITHERY.CO
- 43. DIALECTIC: “THE AIM ISTO COME EVENTUALLY TO A COMMON UNDERSTANDING” RICHARD SENNETT, TOGETHER @WILLSH SMITHERY.CO
- 44. Cb C Gf AD AD bA A b AD fAD g CD b C Fe D E Ge F G H DIALECTICWANTS CONSENSUS @WILLSH SMITHERY.CO
- 45. ...NO MATTER HOW GOODTHAT CONSENSUS IS @WILLSH SMITHERY.CO
- 46. DIALOGIC FROM WORK OFRUSSIAN PHILOSOPHER MIKHAIL BAHKTIN “A DISCUSSION THAT DOES NOT RESOLVE ITSELF BY FINDING COMMON GROUND...” @WILLSH SMITHERY.CO
- 47. DIALOGIC: “[PEOPLE] BECOME MORE AWAREOF THEIR OWN VIEWS AND EXPAND THEIR UNDERSTANDING OF ONE ANOTHER” RICHARD SENNETT, TOGETHER @WILLSH SMITHERY.CO
- 48. E A C H G b FD IN DIALOGIC CONVERSATION, IDEOLOGIES COEXIST @WILLSH SMITHERY.CO
- 49. E A C H G b FD THEY CONSTANTLY INTERACT AND INFORM EACH OTHER @WILLSH SMITHERY.CO
- 50. E A C H G b FD EACH IDEOLOGY CAN HOLD MORE SALIENCE IN CERTAIN CIRCUMSTANCES @WILLSH SMITHERY.CO
- 51. E A C H G b FD CHANGES CAN BE MADE IF A STRATEGY DOES NOT HAVE THE DESIRED EFFECT @WILLSH SMITHERY.CO
- 52. THIS MIGHT NOTJUST APPLY TO “CONVERSATION” @WILLSH SMITHERY.CO
- 53. THIS INTERPLAY OF IDEASIS VERY REMINISCENT OF THE SOCIAL WEB... @WILLSH SMITHERY.CO
- 54. WHAT IF THERE AREDIALECTIC AND DIALOGIC STRUCTURES & CULTURES TOO? @WILLSH SMITHERY.CO
- 55. ARE TRADITIONAL MARKETING STRUCTURES LIKELY TOBE MORE DIALECTIC? @WILLSH SMITHERY.CO
- 56. ARE SOCIAL WEB PLATFORMSAND COMPANIES MORE DIALOGIC IN NATURE? @WILLSH SMITHERY.CO
- 57. IT WOULD HELP EXPLAINTHE CULTURE CLASH @WILLSH SMITHERY.CO
- 58. ARE BRANDS INTENTIONALLY FRACKING THE SOCIALWEB? PERHAPS... @WILLSH SMITHERY.CO
- 59. OR IS ITTHE FAULT OF A MASSIVE CULTURAL DIVIDE? @WILLSH SMITHERY.CO
- 60.
- 61.
- 62. MODERN ECONOMICS: THE VALUEOF A THING IS DETERMINED BY WHAT ONE IS WILLING TO GIVE UP TO OBTAIN THE THING @WILLSH SMITHERY.CO
- 63. THE LABOUR THEORYOF VALUE THE VALUE OF SOMETHING IS DETERMINED BY THE LABOUR THAT WENT INTO ITS PRODUCTION @WILLSH SMITHERY.CO
- 64. PERHAPS THERE’S A LABOURTHEORY OF BRAND VALUE* *IT MIGHT NEED A BETTER NAME, MIND @WILLSH SMITHERY.CO
- 65.
- 66.
- 67. “MARKETING IS WORLD BUILDING.WITH UNLIMITED BANDWIDTH WE CAN NOW SHOW YOU THE WORLD.” @TOBYBARNES @WILLSH SMITHERY.CO
- 68.
- 69. LABOUR THEORY OF BRAND VALUE YOUHAVE TO MAKE EVERYTHING WITH THE INFINITE CANVAS OF THE INTERNET IN MIND @WILLSH SMITHERY.CO
- 70. WE’D RATHER BUY THISWORLD... @WILLSH SMITHERY.CO
- 71.
- 72. BRANDS OFTEN FIND THISHARD BECAUSE OF THEIR HOLLOW FACTORY @WILLSH SMITHERY.CO
- 73. THERE ARE TWO OPPOSITEFORCES OF INNOVATION AT WORK IN MOST BIG BRANDS TODAY @WILLSH SMITHERY.CO
- 74. MAKE PRODUCT VERY EFFICIENTLY MAKEMARKETING AS INTERESTING AS POSSIBLE @WILLSH SMITHERY.CO
- 75.
- 76. IT’S NOT ABOUT THE MEANSOF PRODUCTION @WILLSH SMITHERY.CO
- 77. IT’S ABOUT THE MEANING INPRODUCTION @WILLSH SMITHERY.CO
- 78. OVER HERE, IT’SWAY EASIER TO CREATE MEANING IN PRODUCTION @WILLSH SMITHERY.CO
- 79. BUT IT DEMANDS DRAMATICCHANGES IN HOW WE WORK @WILLSH SMITHERY.CO
- 80.
- 81. A BRAND TODAYIS LIKE A BITTORRENT FILE COMPLEX, DISTRIBUTED, MOVING, UNCONTROLLABLE... @WILLSH SMITHERY.CO
- 82.
- 83.
- 84. WE DON’T NEEDTO COMPRESS A BRAND ONTO PAPER... ...WE JUST HAVE TO FIND PRINCIPLES THAT HELP US WORK @WILLSH SMITHERY.CO
- 85.
- 86.
- 87. FRAGMENTATION EMBRACE THE GRANULARITY OF EVERYTHINGYOU’VE EVER DONE @WILLSH SMITHERY.CO
- 88. “ I’M REALLY INTERESTEDIN THE MAKING OF ‘IT’ -WHERE THE MAKING IS PART OF THE STORY OF THE ‘IT’... ” THOMAS HEATHERWICK @WILLSH SMITHERY.CO
- 89. IT COULD BE BLENDING EVERYTHING YOUDO NOW WITH A RICH TAPESTRY OF YOUR PAST... @WILLSH SMITHERY.CO
- 90. OR IT COULD BESHOWING EVERYONE EVERYTHING YOU DO TO MAKE A THING... @WILLSH SMITHERY.CO
- 91.
- 92. THERE IS NO“ONE SIZE FITS ALL” IN YOUTUBE @WILLSH SMITHERY.CO
- 93. NIKE CRAFT “LOVE LETTERTO PLYWOOD” TOM SACHS / VAN NEISTAT @WILLSH SMITHERY.CO
- 94. COOPERATION IT’S ALL ABOUTPEOPLE, AND WHAT THEY DO TOGETHER TO MAKE GREAT THINGS HAPPEN @WILLSH SMITHERY.CO
- 95.
- 96.
- 97. AND INSIDE THE FACTORY,NOT JUST OUTSIDE... @WILLSH SMITHERY.CO
- 98.
- 99.
- 100. HAVING LOTS OF PEOPLEIN A COMPANY MAKES IT EASY... @WILLSH SMITHERY.CO
- 101. OWNING LOTS OFBRANDS MAKES IT HARD @WILLSH SMITHERY.CO
- 102. ZOMBIE BRANDS “THE MUSIC ISDEAD, BUT IT WON’T GO AWAY. IT’S CONSTANTLY REPLAYED TO US, AND IT IS LIKE ZOMBIE CULTURE” ADAM CURTIS @WILLSH SMITHERY.CO
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- 105.
- 106. COMPLEXITY DON’T CONSOLIDATE. FRAGMENT BYSECTOR, PRODUCT, COUNTRY, REGION... @WILLSH SMITHERY.CO
- 107. COMPLEX THE LEVEL OFCOMPONENTS IN A SYSTEM COMPLICATED A HIGH LEVEL OF DIFFICULTY @WILLSH SMITHERY.CO
- 108. “IT’S NOT GDS COMPLICATED, IT’S JUSTHARD”RUSSELL DAVIES, GDS, QUOTING MICHAEL SLABY @WILLSH PIC: @LEXIE_BROWN SMITHERY.CO
- 109. THINK OF ITTHIS WAY YOU ARE AN OPERATING SYSTEM @WILLSH SMITHERY.CO
- 110.
- 111.
- 112.
- 113. OF COURSE ITWORKS. IT’S A BRILLIANT, COMPLEX IDEA. AND IT’S NOW BEEN RUN FOUR TIMES. @WILLSH SMITHERY.CO
- 114. EXPERIMENTATION SHOW PEOPLE THE FUTUREYOU WANT TO LIVE IN WITH THEM @WILLSH SMITHERY.CO
- 115.
- 116.
- 117.
- 118.
- 119.
- 120.
- 121.
- 122. “IT’S NOT RESEARCHAND DEVELOPMENT, BUT PERSISTENCE OF VISION...” STUART WOOD HEAD OF INNOVATION HEATHERWICK STUDIO @WILLSH SMITHERY.CO
- 123.
- 124. WHICH ALL SOUNDSAMAZING BUT HERE’S THE CATCH YOU HAVE TO GIVE UP SOMETHING FOR EACH OF THESE @WILLSH SMITHERY.CO
- 125. TO EMBRACE FRAGMENTATION GIVE UP PERFECTIONISM SWAPIT FOR CONTENT @WILLSH SMITHERY.CO
- 126.
- 127. TO EMBRACE COOPERATION GIVE UP CONTROL SWAPIT FOR COMMUNITY @WILLSH SMITHERY.CO
- 128.
- 129. TO EMBRACE COMPLEXITY GIVE UP CONSOLIDATION SWAPIT FOR SPEED @WILLSH SMITHERY.CO
- 130.
- 131. TO EMBRACE EXPERIMENTATION GIVE UP KNOWING SWAPIT FOR LEARNING @WILLSH SMITHERY.CO
- 132.
- 133. “LEARN, THINK AND THRIVEIN THE CONTEXT OF WORKING WITH MULTIPLE PERSPECTIVES AND ULTIMATE UNCERTAINTY” RUPERT WEGERIF @WILLSH SMITHERY.CO
- 134. MULTIPLE PERSPECTIVES... MAKING SENSEOF BROAD BRANDS EMILY HARE, EDITOR, CONTAGIOUS HTTP://RIVETIN.GS/CONTAGIOUS LINKS TO ESSAYS FROM JOHN V WILLSHIRE, MARTIN WEIGEL, MARK EARLS, SARAH WATSON, MARCUS WENNER... @WILLSH SMITHERY.CO
- 135.
- 136.
- 137. QUESTIONS, PLEASE JOHN VWILLSHIRE HTTP://SMITHERY.CO @WILLSH ARTEFACTSHOP.COM @WILLSH SMITHERY.CO