The document discusses digital ecosystems and how data flows within them. It defines a digital ecosystem as a distributed, scalable network that allows data to flow freely between nodes and be accessed and interpreted. An example given is the Internet, with products, services, and users interacting in a network. The value is in the interactions within the system rather than individual components. Examples are also given of how digital campaigns can span multiple online and offline ecosystems to drive engagement. Specifically, a case study is provided of a Pepsi Max and Foursquare promotion at SXSW that tracked participant actions at every step to gather measurable marketing data.

1. FUTURE OF ADVERTISING
Fall 2012 • Thursdays, 1-6 PM
Class 8: Digital Ecosystems and Empowering Data

2. So...
What is an ecosystem?

3. “the combined physical and
biological components of an
environment.”
-Roy Clapham, 1930

4. ”The whole system… including
not only the organism-
complex, but also the whole
complex of physical factors
forming what we call the
environment.”
-Arthur Tansley

5. ”The whole system… including
not only the organism-
complex, but also the whole
complex of physical factors
forming what we call the
environment.”
-Arthur Tansley
in english, please:
from atom to ape - every
piece of the living world

6. Any unit that includes all of the
organisms (ie: the ”community”) in a
given area interacting with the physical
environment so that a flow of energy
leads to clearly defined trophic
structure, biotic diversity, and material
cycles (ie: exchange of materials
between living and nonliving parts)
within the system is an ecosystem.”
-Eugene Odum

7. Any unit that includes all of the
organisms (ie: the ”community”) in a
given area interacting with the physical
environment so that a flow of energy
leads to clearly defined trophic
structure, biotic diversity, and material
cycles (ie: exchange of materials
between living and nonliving parts)
within the system is an ecosystem.”
-Eugene Odum
in english, please:
objects and the interaction
between these objects. The flow
of energy throughout the
system, so to speak.

8. ”A Digital Ecosystem is any distributed,
scalable network allowing data to flow freely
between its nodes and allowing trusted
interpreters to access, edit or extrapolate
value of the data.”
-Thomas Peterson

9. ”A Digital Ecosystem is any distributed,
scalable network allowing data to flow freely
between its nodes and allowing trusted
interpreters to access, edit or extrapolate
value of the data.”
-Thomas Peterson
Non-centralized. No one thing in the
network holds all the power.
Like a democracy.

10. ”A Digital Ecosystem is any distributed,
scalable network allowing data to flow freely
between its nodes and allowing trusted
interpreters to access, edit or extrapolate
value of the data.”
-Thomas Peterson
New things can be added to the network
easily.

11. ”A Digital Ecosystem is any distributed,
scalable network allowing data to flow freely
between its nodes and allowing trusted
interpreters to access, edit or extrapolate
value of the data.”
-Thomas Peterson
Any network where people can be added or
removed without changing the structure of
the network.

12. ”A Digital Ecosystem is any distributed,
scalable network allowing data to flow freely
between its nodes and allowing trusted
interpreters to access, edit or extrapolate
value of the data.”
-Thomas Peterson
allowing for games, music, video,
documents, money transactions and
everything else to move within the digital
ecosystem.

13. ”A Digital Ecosystem is any distributed,
scalable network allowing data to flow freely
between its nodes and allowing trusted
interpreters to access, edit or extrapolate
value of the data.”
-Thomas Peterson
allowing the right person or machine to
interact with the data. This information is
meaningless until we do something with it.

14. Data can flow freely within
ecosystems, but not between them.
This can be because the information isn’t
compatible - or that the interpreters (us)
haven’t created a connection.
These limits define where ecosystems
begin and end.

15. Obvious digital ecosystem:
The Internet
+

16. Product

17. Product

18. Product

19. Product

20. Product

21. The value is in the system -
not the product.
Each individual unit has very
little value on its own.

22. That’s the network effect.
Each point in the ecosystem
gets better and more
valuable as more pieces
enter the system.

23. An ecosystem is a platform.
It lets us build new content,
experiences, networks,and
marketing on top of it.
Its power is in the friction-
free flow of information that
it provides.

24. Information ecosystems =
platforms

25. Information ecosystems = platforms

26. Information ecosystems = platforms

27. Information ecosystems = platforms

28. When we come up with
creative digital ideas, they live
inside one ecosystem.
But ideas become more powerful
when they can span multiple
ecosystems - both online and
offline.
This cross-pollination drives
successful campaigns.

29. Ford Fiesta Project

30. Ford Fiesta Project

31. 100 people, 100
Fiestas.
And Twitter streams.
And blogs. And Flickr
pages.
Upwards of 500
channels on 5+
platforms.

32. YouTube: over 6.5 million
YouTube views.
Twitter: 6,500 followers, 3
million Twitter impressions.
Flickr: 540,000 views.
Facebook: 13,144 fans for
“Ford Fiesta” and 2,500 fans for
“The Fiesta Movement“.
Google: 943,500 results for
“Ford Fiesta Movement”

33. Think in ecosystems.
How can we tie everything together?
How does a new campaign take advantage of each piece
of the ecosystem?
How do we drive people from one platform to another?
Can different pieces of the ecosystem tell different parts
of the story?

34. What else do these numbers tell us?

35. A quick case study.

36. SXSW:
Add Big Boi as a friend and follow
him around Austin.

37. Unlock the Golden Ticket badge.

38. Redeem it at the Pepsi
Max lot.
Receive tickets and
vague instructions.

39. Show up here.

40. Enjoy the show with 5,000 fans.

41. What could that possibly have to do
with data?
Every single step of that process was
measurable.
Pepsi & Foursquare know how many
people started, how many participated,
and how many completed the hunt.
Suddenly, we’re able to measure
everything. And the users didn’t even
notice.

42. But that’s brand new.
Previously:
Visit relevant website(Possibly)
complete check-ins
Acquire Tickets
Redeem Tickets

43. Now?

45. Measurable actions:

46. Measurable actions:
Friend Big Boi

47. Measurable actions:
Friend Big Boi
Check in #1

48. Measurable actions:
Friend Big Boi
Check in #1
Check in #2

49. Measurable actions:
Friend Big Boi
Check in #1
Check in #2
Check in #3

50. Measurable actions:
Friend Big Boi
Check in #1
Check in #2
Check in #3
Check in #4

51. Measurable actions:
Friend Big Boi
Check in #1
Check in #2
Check in #3
Check in #4
Check in #5

52. Measurable actions:
Friend Big Boi
Check in #1
Check in #2
Check in #3
Check in #4
Check in #5
Check in #6

53. Measurable actions:
Friend Big Boi
Check in #1
Check in #2
Check in #3
Check in #4
Check in #5
Check in #6
Acquire Badge

54. Measurable actions:
Friend Big Boi
Check in #1
Check in #2
Check in #3
Check in #4
Check in #5
Check in #6
Acquire Badge
Redeem Badge

55. Measurable actions:
Friend Big Boi
Check in #1
Check in #2
Check in #3
Check in #4
Check in #5
Check in #6
Acquire Badge
Redeem Badge
Attend concert

56. Measurable actions:
Friend Big Boi Check in at concert
Check in #1
Check in #2
Check in #3
Check in #4
Check in #5
Check in #6
Acquire Badge
Redeem Badge
Attend concert

57. Measurable actions:
Friend Big Boi Check in at concert
Check in #1 Shout about Pepsi or Foursquare
Check in #2
Check in #3
Check in #4
Check in #5
Check in #6
Acquire Badge
Redeem Badge
Attend concert

58. Measurable actions:
Friend Big Boi Check in at concert
Check in #1 Shout about Pepsi or Foursquare
Check in #2 Shout about Big Boi
Check in #3
Check in #4
Check in #5
Check in #6
Acquire Badge
Redeem Badge
Attend concert

59. Measurable actions:
Friend Big Boi Check in at concert
Check in #1 Shout about Pepsi or Foursquare
Check in #2 Shout about Big Boi
Check in #3 Shout with positive keywords like “best concert ever”
Check in #4
Check in #5
Check in #6
Acquire Badge
Redeem Badge
Attend concert

60. Measurable actions:
Friend Big Boi Check in at concert
Check in #1 Shout about Pepsi or Foursquare
Check in #2 Shout about Big Boi
Check in #3 Shout with positive keywords like “best concert ever”
Check in #4 Rise in Foursquare use after participation
Check in #5
Check in #6
Acquire Badge
Redeem Badge
Attend concert

61. Measurable actions:
Friend Big Boi Check in at concert
Check in #1 Shout about Pepsi or Foursquare
Check in #2 Shout about Big Boi
Check in #3 Shout with positive keywords like “best concert ever”
Check in #4 Rise in Foursquare use after participation
Check in #5 Searching for Pepsi Max on the same device you checked in on
Check in #6
Acquire Badge
Redeem Badge
Attend concert

62. Measurable actions:
Friend Big Boi Check in at concert
Check in #1 Shout about Pepsi or Foursquare
Check in #2 Shout about Big Boi
Check in #3 Shout with positive keywords like “best concert ever”
Check in #4 Rise in Foursquare use after participation
Check in #5 Searching for Pepsi Max on the same device you checked in on
Check in #6 Redeeming prize codes under Pepsi Max caps on same device
Acquire Badge
Redeem Badge
Attend concert

63. Measurable actions:
Friend Big Boi Check in at concert
Check in #1 Shout about Pepsi or Foursquare
Check in #2 Shout about Big Boi
Check in #3 Shout with positive keywords like “best concert ever”
Check in #4 Rise in Foursquare use after participation
Check in #5 Searching for Pepsi Max on the same device you checked in on
Check in #6 Redeeming prize codes under Pepsi Max caps on same device
Acquire Badge ...and so on
Redeem Badge
Attend concert

64. Measurable actions:
Friend Big Boi Check in at concert
Check in #1 Shout about Pepsi or Foursquare
Check in #2 Shout about Big Boi
Check in #3 Shout with positive keywords like “best concert ever”
How many people made it? When did they drop off?
Check in #4 Rise in Foursquare use after participation
Check in #5 Searching for Pepsi Max on the same device you checked in on
Check in #6 Redeeming prize codes under Pepsi Max caps on same device
Acquire Badge ...and so on
Redeem Badge
Attend concert

65. Measurable actions:
Friend Big Boi Check in at concert
Check in #1 Shout about Pepsi or Foursquare
Check in #2 Shout about Big Boi
Check in #3 Shout with positive keywords like “best concert ever”
Check in #4 Rise in Foursquare use after participation
Check in #5 Searching for Pepsi Max on the same device you checked in on
Check in #6 Redeeming prize codes under Pepsi Max caps on same device
Acquire Badge ...and so on
Redeem Badge Once they got the badge, did they redeem? Did they make it to the concert?
Was this too many steps?
Attend concert

66. Measurable actions:
Friend Big Boi Check in at concert
Check in #1 Shout about Pepsi or Foursquare
How engaged were they?
Check in #2 Shout about Big Boi
Check in #3 Shout with positive keywords like “best concert ever”
Check in #4 Rise in Foursquare use after participation
Check in #5 Searching for Pepsi Max on the same device you checked in on
Check in #6 Redeeming prize codes under Pepsi Max caps on same device
Acquire Badge ...and so on
Redeem Badge
Attend concert

67. Measurable actions:
Friend Big Boi Check in at concert
Check in #1 Shout about Pepsi or Foursquare
Check in #2 Shout about Big Boi
Check in #3 Shout with positive keywords like “best concert ever”
Check in #4 Rise in Foursquare use after participation
Check inbrand benefit? Did Searching for Pepsi Max on the same device you checked in on
Did the #5
Foursquare use increase
Checkthe #6
after in fact? Redeeming prize codes under Pepsi Max caps on same device
Acquire Badge ...and so on
Redeem Badge
Attend concert

68. Ok, it’s not always that easy.
It can seem overwhelming.

69. Do we control data, or does it control
us? It can be scary and intrusive.

70. Or, it can be useful.

71. But in the right hands, data becomes a
work of art.
In the digital age, it helps us:

72. But in the right hands, data becomes a
work of art.
In the digital age, it helps us:
Create the right thing

73. But in the right hands, data becomes a
work of art.
In the digital age, it helps us:
Know who cares

74. But in the right hands, data becomes a
work of art.
In the digital age, it helps us:
Know why they care

75. But in the right hands, data becomes a
work of art.
In the digital age, it helps us:
Know when they care

76. But in the right hands, data becomes a
work of art.
In the digital age, it helps us:
Know where they are and what they’re
doing while they’re caring

77. But in the right hands, data becomes a
work of art.
In the digital age, it helps us:
Find out what makes a person take an
action

78. But in the right hands, data becomes a
work of art.
In the digital age, it helps us:
Tell better stories

79. So what does data look like?

80. So where can we find data that inspires
us and helps us learn new things?

81. Social Mention

82. Ice Rocket

83. Ice Rocket

84. Google Trends

85. Google Trends

86. Google Correlate

87. Google Correlate