This document discusses how to plan for changing behaviors in an era of infinite media and attention economies. It argues that traditional media planning based on media scarcity no longer applies. Instead, opportunities exist in understanding how niche ideas spread through social networks on an individual level. Effective strategies involve designing for spreadability by incentivizing remixing and recontextualizing of content to appeal to different social circles. The goal is to strengthen social bonds and confer a sense of status and belonging to different communities.
Spreadable Media: How to Make Word of Mouth Work for YouSocial Media Today
Today's marketers are facing a reset on their understanding of how web 1.0's "stickiness" has been supplanted by web 2.0's "spreadability." Great content is shared, and that has major implications for brands around the world. Audiences want to engage with brands, but it requires the fine art of "listening" and building the zeitgeist that surrounds the brand's eco-system, so that the brand becomes part of the story. When brand marketers get spreadable media right, they foster an emotional relationship with the brand that should be at the heart of all brand strategy.
Listen to the archive for an in-depth look at how spreadable media is reshaping the contemporary understanding of content and messaging.
A thought piece presented by the Digital Lab and prepared by Sarah Jane Blackman and Pierre-Jean Choquelle of Proximity Paris dissecting the phenomenon of modern-day digital social expression and the Super...
Image and reputation in the age of digital communicationBob Pickard
In this presentation to the "Who's afraid of social media?" conference in Athens, Greece, Bob Pickard, President and CEO of Burson-Marsteller in Asia-Pacific, discusses the crafting and co-creation of persuasive narratives, digital storytelling through the newsfeed with stakeholders, producing and packaging content for the new public mind, and how the art of PR is becoming more of a science.
Spreadable Media: How to Make Word of Mouth Work for YouSocial Media Today
Today's marketers are facing a reset on their understanding of how web 1.0's "stickiness" has been supplanted by web 2.0's "spreadability." Great content is shared, and that has major implications for brands around the world. Audiences want to engage with brands, but it requires the fine art of "listening" and building the zeitgeist that surrounds the brand's eco-system, so that the brand becomes part of the story. When brand marketers get spreadable media right, they foster an emotional relationship with the brand that should be at the heart of all brand strategy.
Listen to the archive for an in-depth look at how spreadable media is reshaping the contemporary understanding of content and messaging.
A thought piece presented by the Digital Lab and prepared by Sarah Jane Blackman and Pierre-Jean Choquelle of Proximity Paris dissecting the phenomenon of modern-day digital social expression and the Super...
Image and reputation in the age of digital communicationBob Pickard
In this presentation to the "Who's afraid of social media?" conference in Athens, Greece, Bob Pickard, President and CEO of Burson-Marsteller in Asia-Pacific, discusses the crafting and co-creation of persuasive narratives, digital storytelling through the newsfeed with stakeholders, producing and packaging content for the new public mind, and how the art of PR is becoming more of a science.
On Messages, MKTG, & Media: The Political Philosophy of Marketing, Communicat...wspj
The objective of this study is to analyze the relationship between marketing as mass communication and collective conscious as a sociopolitical theory. The series of papers are intended to familiarize the reader with marketing as a business with clear-cut objectives and as an example of mass communication in general. The analysis of marketing in this paper will cover traditional marketing communications, the technological advances in marketing and communications, and finally the new dawn of marketing in light of the explosion of social media as the new go-to medium. The analysis will then take marketing outside of its industry context and look at the deeper interactions (individual-to-individual, collective-to-individual, individual-to-collective) taking place during the processes of marketing as exemplified in different cases and how these examples demonstrate the communication of a collective ethos, one way or another. Basically, the analysis of marketing and collective consciousness, in this paper, seeks to think about how the different ways of telling a lot people stuff or having a lot of people say stuff to one another creates a unified message or expression within that group of people.
A significant amount of work has been done to analyze the impact of marketing on the way people communicate and how people understand things and get information, but it could be interesting to analyze the impact that marketing has had on people as a whole. That is to beg the question: how can marketing in its various uses impact the masses of people, or more simply put, The People? Yes, that stylistic adjustment of the concept of “the people” indicates the nuanced idea of society as at all time and everywhere a bodypolitic whether microcosmic or holistically, even in the circumstances of anti-political mobilization. So in what ways do and can marketing communications influence or inform the collective consciousness of a people, a political or sub-political consciousness? In order to provide insight in response to this question it will be essential to analyze three central themes within this question: the particular role of Personhood or personality (stylish anthropomorphism) in the idea of branding and brand marketing, the relationship between marketing and social milieu, and finally the mechanisms of marketing in disseminating messages and influencing general consensus and what that means for the mechanisms and the activity of mass communication.
Though this may sound particularly technical or theoretical, it is not necessarily or especially so. This paper will simply look at marketing's ability to excite and elicit group expression and what that excitement means, when and where. The constant theme in this series of analyses will be the comparison of political marketing and business marketing and their impacts upon society hinging on general popularity. We need to see how messages work in the world today and we'll figure out how to better communica
Brands And Digital Culture: It Doesn't Have To SuckAvin Narasimhan
Presentation I gave at the end of February 2011 at The Olin School of Business @ Washington University in St Louis. Part of a new marketing seminar series they've started with the goal of bringing different types of industry folks into their classrooms to give lessons of both success and failure to future brand managers and CMOs. My session specifically was around what role digital platforms can play for brands, and to discuss some broad ideas about how it works and doesn't work.
Final report for the EPSRC Research Cluster, 2009. Details 'community' awareness of user-generated content, social media, location-aware social sorting and introduces construct of the Productive Consumer.
This is an update to my Social Media Principles presentation delivered at Social Media Club Workshop in Birmingham on April 27, 2009. In short, I believe that having the right attitude is essential to success in social media. What are those principles and why is it important for social media.
HR in the Social Era. The Power of CommunityJim Lefever
By any measure, on a global, regional and local basis, the world of business is in a state of flux. We are rapidly moving away from the Industrial Age with its rigid structures, stable business models, formal processes and functionally siloed organisations into a fluid and flexible environment that fundamentally changes the way value is created, the meaning of work, and the structures for our institutions.
This has huge implications not only for how HR fulfills its purpose but indeed whether HR will survive as a function without undergoing an appropriate transformation to meet these new realities.
This white paper seeks to address these issues by combining the power of community with the changes in the workplace to create a solution that will enable the success of business in the Social Era.
Nation Hahn (http://newkind.com/?page_id=1782#hahn) and Tom Rabon (http://newkind.com/?page_id=1782#rabon) delivered this economic development presentation to the NC Economic Developers Association.
The North Carolina Economic Developers Association (NCEDA) is the statewide association for professional economic developers and their allies in North Carolina. For more than 40 years, NCEDA and its members have led efforts to promote North Carolina as an ideal destination for business investment. NCEDA members help recruit investment to the state as well as support the growth of existing businesses and entrepreneurial ventures.
Economic developers using community building and social engagement in the social era can — and will — thrive.
The Evolution of Marketing and CommunicationTara Mahady
Social media didn't just happen. We've evolved into a culture that demands immediate, transparent, and authentic communication. We desire this not only with each other, but with the companies and brands with which we affiliate. Understanding how we arrived at this place, and how marketing and communication has evolved helps us understand the context as we move forward.
How Connected is your Cause? - Fundraising through Fans, Followers & Friends.Dell Social Media
Carly Tatum, International Social Media Manager at Dell, shares how family foundations can use social media to raise awareness and money for their cause. Presented on May 17, 2012, at the Neuroblastoma and Medulloblastoma Translational Research Consortium at Dell Children’s Hospital in Austin, Texas.
Re designing the World of PR [People Relations]MSL
The world is changing, fast, and our clients are facing huge transformations. There is a strong call for change, in the PR industry like everywhere. At a recent conference, our chief strategy officer Pascal Beucler was asked to stimulate a discussion on if the PR industry was ready for this change, the challenges we face and the power shifts we need to address, as an industry, to make it happen.
Waking up in the Post Social Media EraNick Decrock
Social Media has put the marketing world upside down. It changed the way consumers think, act and buy. Now it's time to get social outside social media, because people expect us to. Be aware of the social consumer ...
Slideshare summary of my presentation at the Click Asia Summit 2012 in Mumbai, India.
Our final day of lecture/discussion will be spent talking about new and social media, and how these programs are influencing the way we share information and interact with one another. No doubt, social media has become a major player in the media landscape and we will attempt to explore some of the history of this research so that we can understand the future of these programs.
On Messages, MKTG, & Media: The Political Philosophy of Marketing, Communicat...wspj
The objective of this study is to analyze the relationship between marketing as mass communication and collective conscious as a sociopolitical theory. The series of papers are intended to familiarize the reader with marketing as a business with clear-cut objectives and as an example of mass communication in general. The analysis of marketing in this paper will cover traditional marketing communications, the technological advances in marketing and communications, and finally the new dawn of marketing in light of the explosion of social media as the new go-to medium. The analysis will then take marketing outside of its industry context and look at the deeper interactions (individual-to-individual, collective-to-individual, individual-to-collective) taking place during the processes of marketing as exemplified in different cases and how these examples demonstrate the communication of a collective ethos, one way or another. Basically, the analysis of marketing and collective consciousness, in this paper, seeks to think about how the different ways of telling a lot people stuff or having a lot of people say stuff to one another creates a unified message or expression within that group of people.
A significant amount of work has been done to analyze the impact of marketing on the way people communicate and how people understand things and get information, but it could be interesting to analyze the impact that marketing has had on people as a whole. That is to beg the question: how can marketing in its various uses impact the masses of people, or more simply put, The People? Yes, that stylistic adjustment of the concept of “the people” indicates the nuanced idea of society as at all time and everywhere a bodypolitic whether microcosmic or holistically, even in the circumstances of anti-political mobilization. So in what ways do and can marketing communications influence or inform the collective consciousness of a people, a political or sub-political consciousness? In order to provide insight in response to this question it will be essential to analyze three central themes within this question: the particular role of Personhood or personality (stylish anthropomorphism) in the idea of branding and brand marketing, the relationship between marketing and social milieu, and finally the mechanisms of marketing in disseminating messages and influencing general consensus and what that means for the mechanisms and the activity of mass communication.
Though this may sound particularly technical or theoretical, it is not necessarily or especially so. This paper will simply look at marketing's ability to excite and elicit group expression and what that excitement means, when and where. The constant theme in this series of analyses will be the comparison of political marketing and business marketing and their impacts upon society hinging on general popularity. We need to see how messages work in the world today and we'll figure out how to better communica
Brands And Digital Culture: It Doesn't Have To SuckAvin Narasimhan
Presentation I gave at the end of February 2011 at The Olin School of Business @ Washington University in St Louis. Part of a new marketing seminar series they've started with the goal of bringing different types of industry folks into their classrooms to give lessons of both success and failure to future brand managers and CMOs. My session specifically was around what role digital platforms can play for brands, and to discuss some broad ideas about how it works and doesn't work.
Final report for the EPSRC Research Cluster, 2009. Details 'community' awareness of user-generated content, social media, location-aware social sorting and introduces construct of the Productive Consumer.
This is an update to my Social Media Principles presentation delivered at Social Media Club Workshop in Birmingham on April 27, 2009. In short, I believe that having the right attitude is essential to success in social media. What are those principles and why is it important for social media.
HR in the Social Era. The Power of CommunityJim Lefever
By any measure, on a global, regional and local basis, the world of business is in a state of flux. We are rapidly moving away from the Industrial Age with its rigid structures, stable business models, formal processes and functionally siloed organisations into a fluid and flexible environment that fundamentally changes the way value is created, the meaning of work, and the structures for our institutions.
This has huge implications not only for how HR fulfills its purpose but indeed whether HR will survive as a function without undergoing an appropriate transformation to meet these new realities.
This white paper seeks to address these issues by combining the power of community with the changes in the workplace to create a solution that will enable the success of business in the Social Era.
Nation Hahn (http://newkind.com/?page_id=1782#hahn) and Tom Rabon (http://newkind.com/?page_id=1782#rabon) delivered this economic development presentation to the NC Economic Developers Association.
The North Carolina Economic Developers Association (NCEDA) is the statewide association for professional economic developers and their allies in North Carolina. For more than 40 years, NCEDA and its members have led efforts to promote North Carolina as an ideal destination for business investment. NCEDA members help recruit investment to the state as well as support the growth of existing businesses and entrepreneurial ventures.
Economic developers using community building and social engagement in the social era can — and will — thrive.
The Evolution of Marketing and CommunicationTara Mahady
Social media didn't just happen. We've evolved into a culture that demands immediate, transparent, and authentic communication. We desire this not only with each other, but with the companies and brands with which we affiliate. Understanding how we arrived at this place, and how marketing and communication has evolved helps us understand the context as we move forward.
How Connected is your Cause? - Fundraising through Fans, Followers & Friends.Dell Social Media
Carly Tatum, International Social Media Manager at Dell, shares how family foundations can use social media to raise awareness and money for their cause. Presented on May 17, 2012, at the Neuroblastoma and Medulloblastoma Translational Research Consortium at Dell Children’s Hospital in Austin, Texas.
Re designing the World of PR [People Relations]MSL
The world is changing, fast, and our clients are facing huge transformations. There is a strong call for change, in the PR industry like everywhere. At a recent conference, our chief strategy officer Pascal Beucler was asked to stimulate a discussion on if the PR industry was ready for this change, the challenges we face and the power shifts we need to address, as an industry, to make it happen.
Waking up in the Post Social Media EraNick Decrock
Social Media has put the marketing world upside down. It changed the way consumers think, act and buy. Now it's time to get social outside social media, because people expect us to. Be aware of the social consumer ...
Slideshare summary of my presentation at the Click Asia Summit 2012 in Mumbai, India.
Our final day of lecture/discussion will be spent talking about new and social media, and how these programs are influencing the way we share information and interact with one another. No doubt, social media has become a major player in the media landscape and we will attempt to explore some of the history of this research so that we can understand the future of these programs.
Keynote: Duncan Watts—Principal Research Scientist, Yahoo! Research
Influential or Insignificant?
Duncan rivets us with his empirical approach and application of network theory to sociology. So when he encourages brands to extend the conversation beyond the elite few and interact with networks on a vaster, exponential level, we can't help but listen.
The short outline of an ongoing argument I've been working on. Definitely a work in progress. Wanted to be able to share it around a little easier, though.
Olé Pedersen, Patricia De Luca and Heather LeFevre presented this content at Cannes on June 21, 2011. The workshop was one of 20, selected from hundreds of entries as part of the festival conference. Participants learned the philosophy behind and practiced making cultural movements.
From Social Media To Human Media - critical reflection on social media & some...Niels Hendriks
This is a presentation by Liesbeth Huybrechts & Niels Hendriks given at the Glocal Conference in Macedonia in 2009. It makes a critical reflection on so-called social media and presents some design methods and projects dealing with social environments.
Public Engagement in the Conversation Age Vol. 2 (2009)Edelman Digital
This second volume of Edelman’s annual publication, Public Engagement in the Conversation Age, is a collection of thought pieces written by the UK team about the communications challenges facing brands, corporate, politics and NGOs – as well as our own industry, as we evolve from Public Relations to Public Engagement.
Далеко не новая презентация, но от этого совершенно не становящейся не актуальной. Может быть только в части статистики. Остальное вполне свежо, интересно и полезно.
There are many courses about “how’ to do Social Media.
This is facilitated 'show and tell' for adults is all about "why".
This excerpt from Paperclip Ideas' Show, Tell, Share learning experience explores two of the four topic areas:
1. How hard-wired human behaviour interacts in the new environment of Social Media
2. Choice, democracy and socially-curated content
The presentation features links to thought-provoking videos and ideas from Adam Ferrier, Sherry Turkle and Derek Sivers.
Get a group together and enjoy adding your own wisdom and perspective with the conversation topics and games.
Play with ideas, have fun, and learn!
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
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5. PEOPLE HAVEN’T CHANGED
We are super social animals
We form tribes around shared interests
We change our behaviour by copying others
We rely on other opinions to guide our own
6. Marketing hasn’t changed
MARKETING HASN’T CHANGED
Tell me and i’ll forget
Show me and i’ll remember
Involve me and i’ll understand
Confucius, c.500 BC
29
7. MARKETING HASN’T CHANGED
How consumer insight, innovation, bleeding edge technology,
UX and P2P copying launched Smirnoff in the US
(in 1950)
10. CONNECTIVITY HAS CHANGED
Which was filled by mass media, rather than people...
...as people were limited by location, but media weren’t
11. CONNECTIVITY HAS CHANGED
Now we aren’t limited by location
Our free time can focus on what we are really interested in...
Other people
12. MEDIA ECONOMICS
$High Infinite
Cost of Amount of
media media
$0 Scarce
1968 2011
13. ATTENTION ECONOMICS
Media planning is based on media scarcity
Value is monetary
But infinite media has no monetary value
.... The resource it consumes is attention
14. PERSONAL MEDIA
Infinite media supply means that no two media are the same
The most important media are those we curate ourselves
16. WE AREN’T LOOKING IN THE
RIGHT PLACE
Totally Generic Information
Demographics are about similarity
People are about difference
17. YES, WE ARE ALL INDIVIDUALS
Averages by nature are not differentiating
Our individuality makes us human
18. SO WE ‘HOLD DATA’ FOR OUR
SOCIAL GROUPS
We understand the subtle nuances of our communities
And we change the message accordingly
19. BUT INDIVIDUALITY ISN’T THE
HALF OF IT
Being Statements of
Cultural copying human individuality
Who we are Who we think
we are
20. WE LEARN BY COPYING OTHERS.....
But we’ve been trained not to admit it
(to teachers or to qualitative researchers)
21. UNLESS WE REALLY HAVE TO...
Humans are to individual thinking as cats are to swimming
We can do it, but only if we really have to*
*Daniel Kahnemann via Mark Earls
23. OR IN ‘OPPORTUNITY’ TERMS...
150 years of UX design
advertising
A tiny few Spreading ideas
passion brands via People and
culture
24. BUT WE CAN’T PREDICT WHAT
WILL SPREAD...
What lights the fire?
An influential match?
Or the right conditions for fires
25. INFLUENCE ISN’T DONE BY THE
INFLUENCER
Who influenced who?
And who chose to copy who?
26. FROM SIMPLICITY TO DEPTH
Simple Simple
character Radical depth character
Morality plays stripped out characterisation...
...So as not to distract the audience from the moral
Morality plays didn’t survive the birth of radical depth
27. RICHNESS
MAKING NICHE, RICH, MANY
Nobody ever comes out of a movie
saying “that was a really good
movie. I really enjoyed it. It was
really clear”
Russell Davies
So to succeed, ideas move from ‘Big, Simple, Single’
To ‘Niche, Many, Rich’
And we need to be much smarter at designing spreadability
28. AND INSPIRING REMIXES
Incentivising and making easy....
....combining and recontextualising...
...to give meaning and relevance for individual social circles
29. PEOPLE DISTRIBUTE NICHE IDEAS
Because it’s really easy
The hard bit is all the other niche ideas they already spread
31. HOW THINGS SPREAD
“As content spreads it gets remade,
either literally through sampling and
remixing, or figuratively via its insertion
into conversations and interactions”
Professor Henry Jenkins, Spreadable Media (2009)
32. CONTENT IS A MEANS NOT AN
END
Content’s not king. If you were going to a desert
island & you had the choice of taking your
friends or your DVDs, you’d take your
friends. If you didn’t, we’d call you a sociopath.
Content isn’t king, content is just something
to talk about
Cory Doctorow
Social networks are about people, not content
(Content is a medium not a message)
The opportunity for brands is to be something to talk about
Photo Credit - Muha
33. PHATIC COMMUNICATION AND
BONDING
Apes don’t groom to look pretty, they do it to bond
Humans don’t tell stories for aesthetic reasons
We do it to bond
34. UNCONSCIOUS SOCIAL
COMMUNICATION
“If we want to predict what will spread,
we have to develop a fuller
understanding of the ways that the
circulation of information may
strengthen or damage social relations”
Define the Strengthen
Confer Status
community bonds
Professor Henry Jenkins, Spreadable Media (2009)
35. EXAMPLE: HUMOUR
A joke is a medium The message is
not a message.
‘I’m a funny
The joke is the means guy’
by which you transmit
this information
Confirming that
subject is a
The physical act of shared source of
sharing humour humour defines
strengthens who is in and
bonds out of the
community
Stuff doesn’t spread BECAUSE it’s funny
What makes stuff funny is also what makes it spread
36. ADVERTISING: WEAK FORCE
ACTING AT A GREAT DISTANCE
If we make it, they won’t come
Mass media works in a different way to P2P
To combine the two, we need to start in a different place
37. INTERPERSONAL: STRONG FORCE
OVER SHORT DISTANCE
If it was easy, everyone would be doing it
(actually everyone is already doing it, it’s only brands that aren’t)
41. CONVENTIONAL START POINT
Bought
Owned Existing
Communities
Earned
Participants BECOME a core channel
Bought media creates initial speed and scale
42. PLANNING FOR FAILURE
"..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. Lafley, CEO, Procter & Gamble 2000-2010
43. LOOK FOR THE RIGHT
CONDITIONS
Understand what, where and why people do stuff
Then help them do it spreadably
Do it lots
Then talk about the best bits
44. EXAMPLE: A SPREADABLE THING
NB – slide blatantly lifted from Mike Arauz’s awesome Design for Networks
45. ADD SOME EXISTING
COMMUNITIES
Designed to appeal to a number of niches
Conferring status and belonging on each
NB – slide blatantly lifted from Mike Arauz’s awesome Design for Networks
46. EXISTING BEHAVIOUR
We form tribes around shared interests
Which tend to be based on rivalry and competition
Which, like humour, can be explained by social motivation
Defines the Strengthens
Confers Status
community bonds
49. THE TERRIBLE RISK OF NOT
TAKING RISKS
‘000s of studies confirm that you can map spend to share
Suggesting that creativity is the way to beat the model
50. BIG/SINGLE/SIMPLE AND
COMPRESSION
‘Compression’, or ‘ensuring everything works ok’...
Brings the very best work down to median
Even though the success rate of ‘awesome’ is exponentially higher
Than the fail rate of ‘fail’
See John Willshire for the full impact of Marketing Compression
54. PERSONAL MEDIA
Infinite media supply means that no two media are the same
The most important media are those we curate ourselves
55. What is media?
PERSONAL MEDIA
Convergence Portability Social Curation
Brand people Data
Ideas people Ideas Delivery Technology
Networks Spreadability Create/seed/promote Networks
P2P Screen-neutral
Media Positive Collaborative
New collaborations New trading methodology
New research Two way Individuals not audiences
New audience insight Plan not for who you reach,
Generous but for who they reach
56. MEDIA POSITIVE PLANNING
Don’t plan for who you reach, plan for who they reach
Griffin Farley, BBH
Create media space, don’t fill it
Gareth Kay, Goodby Silverstein
58. COMMUNICATION PRODUCTS
BEAT COMMUNICATING PRODUCTS
Have a cultural mission, not a commercial proposition
Be interesting, not just right
Make stuff playful & useful
Do stuff, don’t just say stuff
Gareth Kay, Strategy for a Post-Digital World
59. ADVERTISING IS THE LAST THING
YOU SHOULD DO
Brands
promote
stories
Ideas that
solve
problems
Brands Brands
Communities that promote
promote
stories tell stories stories
61. HOW TO MAKE A MEDIA AGENCY
BIT GOES HERE......
62. What Why How
Cultural Insight Business Insight Social Insight
RAW MATERIALS
Entertainment Utility Community
TOOLS
Video Talent Games Words Music
What type of product will achieve your objectives with maximum spreadability?
DEVICES SPREADABILITY
What screens will it live on? How will it spread?
Where will it live in the real How can it be personalised?
world? What is the social idea?
69. STARTER FOR 10
Data Network
analytics analysis
Culture & Social &
ethnography motivational
Business insight
consultancy
(spreadable) Video
Production
Comms Entertainment
strategy IP Creation
Mobile
strategy
Idea
Comms Talent
generation
Digital
product management
performance design
Editorial &
content
Comms
Community product
Social SEO
management creation activation
Media planning & buying (advertising is the last thing you should do)