Powerpoint from when Molly Flatt spoke at Ladies That Tweet - 26th October 2011 at Edent Project
Inspiring and amazing as usual
http://www.ladiesthattweet.co.uk
Moving at the Speed of Social: How Will You Get Ahead With Social Media in 2015Jared Covington
Here is my presentation from the Intersect 3.0 Digital Marketing Conference. The first part of this presentation covers the speed of social media; the second focuses on five things you can do to enhance your brand's social media presence in 2015.
Notes:
Slide 2: How fast is the speed of social? Stats come from: http://dailym.ai/1EUWJqP, http://onesecond.designly.com/, http://newsroom.fb.com/, http://www.internetlivestats.com/statistics/, https://www.youtube.com/yt/press/statistics.html, & eMarketer
Slide 13: Opportunity is obviously massive, the real question is how to use it. Stories (a series of short videos shown one right after the other—see what users TheRealVerge and Mashable are doing with this) may be that answer the answer for many brands, and the new “Discover” feature opens up a world of possibilities for those brands given access to this feature (see blog post: http://bit.ly/17YMzsh)
Slide 15: Yes, content is important and having mobile-friendly content is imperative, but the question you need to as yourself is, “how will our brand engage with mobile-first consumers?" Messaging apps? Snapchat? Vine? Custom apps? How will you pull consumers in, & once they click through, what experience are you giving them?
Slide 19: …and this is what it looks like. Again, you’ve got the data in real-time, so use it in real-time (see http://bit.ly/1BQ59yU for an example of what real-time data looks like coming in around an event)
Slide 22: Video is essential to your social media marketing efforts. The catch? As Facebook shared in their presentation earlier today, you’ve got 3 seconds to hook consumers, and most of the time that is without audio, so your video has to be instantly engaging or it’s just more noise in the social sphere.
Slide 23: Many people have shared thoughts on this, but for my money, Jay Baer’s take on this is the best. He is an author/marketing strategist, and he has boiled this brilliant concept down into what you calls Youtility, which will make a massive difference in your social marketing…but I’ll let him explain it in this brief video (http://youtu.be/a8x0K9pPOSI)
Slide 24: To emphasize this thought, you are competing with people’s families, friends, old high school classmates and their personal interests for space in their social feeds, so they need to find whatever your brand is putting out there to be as useful to them—if not more useful—than anything else in their feed. So what can your brand do to make your social content that valuable to your fans/followers?
Slide 26: Thank you - Please feel free to connect with me on your social network of choice: @jaredcovington, in/jaredcovington, +jaredcovington, etc
Moving at the Speed of Social: How Will You Get Ahead With Social Media in 2015Jared Covington
Here is my presentation from the Intersect 3.0 Digital Marketing Conference. The first part of this presentation covers the speed of social media; the second focuses on five things you can do to enhance your brand's social media presence in 2015.
Notes:
Slide 2: How fast is the speed of social? Stats come from: http://dailym.ai/1EUWJqP, http://onesecond.designly.com/, http://newsroom.fb.com/, http://www.internetlivestats.com/statistics/, https://www.youtube.com/yt/press/statistics.html, & eMarketer
Slide 13: Opportunity is obviously massive, the real question is how to use it. Stories (a series of short videos shown one right after the other—see what users TheRealVerge and Mashable are doing with this) may be that answer the answer for many brands, and the new “Discover” feature opens up a world of possibilities for those brands given access to this feature (see blog post: http://bit.ly/17YMzsh)
Slide 15: Yes, content is important and having mobile-friendly content is imperative, but the question you need to as yourself is, “how will our brand engage with mobile-first consumers?" Messaging apps? Snapchat? Vine? Custom apps? How will you pull consumers in, & once they click through, what experience are you giving them?
Slide 19: …and this is what it looks like. Again, you’ve got the data in real-time, so use it in real-time (see http://bit.ly/1BQ59yU for an example of what real-time data looks like coming in around an event)
Slide 22: Video is essential to your social media marketing efforts. The catch? As Facebook shared in their presentation earlier today, you’ve got 3 seconds to hook consumers, and most of the time that is without audio, so your video has to be instantly engaging or it’s just more noise in the social sphere.
Slide 23: Many people have shared thoughts on this, but for my money, Jay Baer’s take on this is the best. He is an author/marketing strategist, and he has boiled this brilliant concept down into what you calls Youtility, which will make a massive difference in your social marketing…but I’ll let him explain it in this brief video (http://youtu.be/a8x0K9pPOSI)
Slide 24: To emphasize this thought, you are competing with people’s families, friends, old high school classmates and their personal interests for space in their social feeds, so they need to find whatever your brand is putting out there to be as useful to them—if not more useful—than anything else in their feed. So what can your brand do to make your social content that valuable to your fans/followers?
Slide 26: Thank you - Please feel free to connect with me on your social network of choice: @jaredcovington, in/jaredcovington, +jaredcovington, etc
This presentation describes the history and background behind the introduction of model checking. Transition systems workflow is also illustrated in terms of model checking.
Learn the basic of linear temporal logic. This presentation slide includes the explanation of syntax and semantics of linear temporal logic in model checking. This is research presentation submitted to Prof Gihwon Kwon, Kyonggi University.
Includes ;
Syantax of LTL
Semantics of LTL
LTL Formula Examples
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
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.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
This presentation describes the history and background behind the introduction of model checking. Transition systems workflow is also illustrated in terms of model checking.
Learn the basic of linear temporal logic. This presentation slide includes the explanation of syntax and semantics of linear temporal logic in model checking. This is research presentation submitted to Prof Gihwon Kwon, Kyonggi University.
Includes ;
Syantax of LTL
Semantics of LTL
LTL Formula Examples
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
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.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
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.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
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. 📊
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
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.
"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."
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Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
23. HR Retail R&D Marketing Comms Flexible, mobile groups with a sense of shared purpose focusing on their customers, innovating together, and constantly reaching out Care @mollyflatt #LadiesThatTweet Social influence and participation
25. Now let ’s go and play [email_address] @mollyflatt / @1000heads +7788 746642 www.1000heads.com www.mollyflatt.com
Editor's Notes
We all thought social media was a wondrous new utopia of democracy and free self-expression
Turns out, of course, people are still people; not only are the lambs not quite as lamby as we might like (London Riots, Arab Spring) but the powerful still oppress those beneath them in the food chain – they get to use this technology too (Arab Spring repercussions, All Watched Over By Machines of Loving Grace).
But perhaps more dangerously, it can make us complacent. We think we’re being big brave lions, when really we’re lazy kittens, reassuring ourselves that we’re being innovative and creative when really we’re sleepwalking.
Hence the title of this presentation, which I thought was particularly pertinent considering we’re in a sort of Eden right now (and is also inspired by the fact that, pretentious little Geek that I am, I think you can learn pretty much anything you need from Shakespeare, John Milton and Al Swearengen). Where are we right now with our thinking about social media, both personally and for business? What have we learnt over the past few years that it’s been around? And how can we move forward to something that is perhaps less hyped but certainly more grounded, useful and rooted in common sense, and which will continue to enhance our lives and businesses long after Facebook is a fuzzy blue memory?
So. Lets face the demon, briefly. No stats, no graphs, no likes, no follows, I promise.
Writing a book has been a revelation for me, because it has made me take a step back from the seductive busyness of social media, turn off my iPhone and my browser, and really think. Really try to innovate. A while back I took a train to a cottage to do some writing, and I wrote a blog about it. Here’s an extract: I got more done - in Moleskines on delayed Great Westerns crawling between rural villages; in the red-flecked blackness behind my closed eyes as I dozed on scratchy lawns - than I have Being Very Busy at my laptop for weeks. Because, rather than browsing, consuming, reacting and opining I was thinking, which was quite an odd sensation… One problem with my social media multitasking is the erosion of my attention span. Another is the echo chamber effect. Perhaps most dangerous of all is the self-important sense I have of always being part of something, always busy doing stuff that is urgent and important and worthy of my time, when really I am just tinkering around the edges of life - absorbing, organising and communicating, yes - but not creating, not with originality, or insight, or true, generous purpose. It got more hits than any post to date and a whole raft of interesting comments. Because I think we’re all being super seduced into thinking social platforms help us innovate, when really we aren’t using them that way,
This prompted a big question for me. One, are we using these innovations to actually create, or are we just *being creative*? One of the things I read was this: Making Ideas Happen by productivity guru Scott Belsky, who I believe actually gave a talk in the Like Minds book club in London earlier this year. The book claims to help creative types "overcome the obstacles between vision and reality". For example: to confidently quell the resistance triggered by our lizard brains, we must choose our projects wisely and then execute without remorse. His point is what I was feeling my way towards on the train: coming up with ideas, creating, being innovative, is easy. Seeing it through to execution, thinking through all the fine details, working your ass off hard on one project after another, completing each before you move onto the next, is sodding difficult. Steve Jobs was not a genius because he had great ideas, but because he was by all accounts a seriously, maddeningly tenacious SOB who just kept producing rather than talking about it. To paraphrase Malcolm Gladwell’s Outlliers, genius comes from the hours you put in. That means in both creating innovation and using innovative platforms to create. Social media is dangerously indulgent of the lizard brain.
And there’s been a second challenge brewing in my brain, thanks to this. Yes, it’s awards season again – well, in fact it seems to be awards season every month nowadays. Of course Cannes Lions marketing awards is the big one, and a couple of months ago there was a lot of hype about a number of big social media campaigns. But there’s a bit of a feeling of the echo chamber here. Most of these campaigns are feted and circulated inside the marketing industry, but I wonder how many real people actually have their behaviour affected by this stuff. Take this blog post I found earlier this week, on Adaged.blogspot.com, where George Tennenbaum talks about the future of advertising. I'm 53 years old. My wife is a jot older. Together, we make more than 99.7% of the world's population. We have two kids. One's a Doctoral student in Psychology. The other is entering her Sophomore year at an elite private college. We live in 10028, one of the wealthiest zip codes in the country. We have in our household seven computers. We have high-speed connectivity. We are all on Facebook. We Skype each other. We IM. We even toss in an occasional tweet. We spend more time online than we do sleeping. We travel internationally. We read incessantly. We watch a modicum of television. In short, it might be expected that we are the people advertisers need to reach. With, I suppose few exceptions, none of us have seen anything that was featured and feted in Cannes over the last ten days. The irrelevant are creating and rewarding the irrelevant.
Because it’s also important to remember that the vast majority of word of mouth – that thing, according to McKinsey, that drives from between 20 and 50& of our purchases, still occurs offline. Yes, online platforms help to amplify and spread that WOM, but the emotional experiences that drive it nearly always occur in the real world.
So businesses using social media are tending to fall into two traps. One is the over-reliance on the spike. The hit of buzz.The viral. The idea of having one cool gimmick or event (think Tmobile flashmobs, Old Spice man) which stirs up loads of buzz but then – kind of – goes nowhere. It wastes all the energy it generates. And it usually relies on either a lot of money, or a lot of luck.
The second trap is that of the lovely shiny thing. We see this everywhere in the music industry, and indeed in every industry. Lots of pretty Facebook pages and Twitter feeds tied to beautiful websites with plenty of followers, pumping out lots and lots of content. Hoorah! Content! But often no-one running the pages is able to quite define exactly what this stuff is doing for them, business-wise. We have all this – stuff. What do we do with it now?
So. Lets face the demon, briefly. No stats, no graphs, no likes, no follows, I promise.
Anyone know what this means? Shameful level of ancient Greek in the room. This is the word for ‘I fasten onto’ or ‘I touch’ and it had been adopted to denote the field of haptics – things defined through their function to touch people. What you need to be aiming for in today’s highly social, interconnected, transmedia, on and offline world is haptic impact. Moving the emotional dial. Making people feel something, which in terms stimulates real emotional reactivity, word of mouth, and ultimately commercial action.
Here’s an example of one way we achieved this for Nokia. Their navigation tools and accessories are industry leaders, but get very little social attention. They’re just not as conversational as the handsets. And they didn’t just want mobile tech nerds to be evangelising them – they wanted recommendations out there from a range of folk, dads, car fans, musos. So we created an immersive on and offline experience that brought true haptic impact to the simple trial programme.
But where do you even start if you want to create something with this real emotional or haptic impact? Not by setting up a Facebook page or creating a funny YouTube video, that’s for sure. You have to reach behind the reactions and understand the univeral psychological and behavioural drivers that make people talk, share and recommend. So I’m going to quickly run you through four of the best which we use at 1000heads every day, with case studies of how businesses are harnessing them with real results.
First up is authenticity, surely the buzzword of social marketing. In a quote from their excellent book book ‘Authenticity’: What consumers really want’, Jim Gilmore and Jo Pine explain that “Individuals long for authenticity, but struggle with how to gain it. Businesses long to fulfil that need by selling authenticity, but cannot really provide it. Yet consumers do perceive many inherently inauthentic offerings – as they do countries, cities, places, and nature – as undeniably authentic; so enterprises must learn the discipline of rendering their offerings as real” One company that does this really effectively is Starbucks. Their CEO Howard Schulz puts authenticity at the heart of their business philosophy; a few years back, when they were really struggling, he outlined to his company that “ Authenticity is what we stand for. It ’ s part of who we are. If we compromise who we are to achieve higher profits, what have we accomplished? Eventually all our customers would figure it out…Let ’ s get back to the core. ” But he ’ s really careful to focus on what feels authentic to them, to listen to how they talk and how trends move and adapt quickly. So, first coffee shop to provide a loyalty card. First to use all free trade coffee. When people craved something more personal, he started to redesign local cafes. Then with the advent of social media they created the My Starbucks Idea crowdsourcing forum and blog. They are constantly evolving and adapting to *remain* authentic, which is a moving goalpost.
Next up, disruption. Disruption does not mean surprise. It goes beyond that, it is a specific term explaining how our brains normalise. RC Anderson, a US educational psychologist, first wrote about brain schemas, the webs of association we set in our brains to allow us to get on with living life. When those schemas are disrupted we simply have to talk to others to make sense of this topsy turvy world. It is the original thinking behind the talking cure. We heal by sharing. Brain schemas are great at saving time and energy for higher evolutionary purposes – we trust that gravity will keep us on the earth, we know what an egg means and how to behave around it – but terrible for marketing. We filter ruthlessly. Disrupting context – what we expect to happen in certain locations – can be very powerful, as this next case study shows. So, the following case study went viral on social, but only because of a real experience fuelled by behavioural science aimed at achieving haptic impact.
Gamers are no longer grubby boys sitting in their pants playing WoW. There’s an incredible shift. Nearly one-half of US social network users now play social games, making it the fifth most popular social networking activity, ahead of watching videos or searching for new contacts. 28% of all female internet users play games such as FarmVille and Mafia Wars. Gaming is well and truly mainstream; we are addicted. But that doesn’t mean you should go out and make some Facebook games and iPad apps. What’s really interesting here is *why* games are so addictive, why we are so eager to share them. There is a whole academic field in gaming mechanics – one of the best proponents is Prof Jane McGonigal, who you can see online delivering an awesome TED speech on games as happiness engines. She identifies four ways in which games are addictive: Connect with others in a collective experience Be part of something bigger than ourselves Actively do something concrete Feel we ’re good at something And if you start to really specifically build those pay-offs into your products and your marketing, you’re onto a winner. This is a fantastic case study of how they employed gaming mechanics to spark a social landslide pre-release of the movie The Dark Knight.
A guy called Emmett Rogers wrote a book Diffusion of Innovation in the 70s that is largely the model we follow in courting social influence today. Give something to an influencer and it is directly passed along his interconnected web of community. It’s how most blogger outreach programmes work. But in his recent book ‘Anatomy of a Trend, German psychologist Patrick Veiklgaard described something much more organic and amorphous: the trend process, where disconnected but likeminded and highly sensually sensitive individuals - usually musicians students, artists, directors, writers - collide in certain favourable contexts – Borlange’s Peace & Love festival, maybe, or Shoreditch in London – and absorb and adapt the tastes and mashups others are pioneering. Usually brands come in at the very end of this process, when it is all but dead, so how can we get them there when it is hot, healthy and flourishing? How can you use peoples’ front doors, pavements, drawing pencils, artistic districts to spread the experience of your music or your product? Mini’s Christmas box guerilla campaign is a good example.
I just want to conclude with a few words about what all this means for the future of how businesses will start to reconcile themselves to, and work with, the social influence that is becoming so global and powerful. I believe that social media departments and gurus and campaigns will fall away in favour of something called social business: an ethic of social influence, behaviour and technology that will be embedded into a company from inside out, from their internal comms to their HR, from their product development to their recruitment to, yes, their marketing. And this is totally transferable regardless of your size, location or industry
Much of the thinking behind social business is old – the idea that companies should be more like organisms than machines, that they should be transparent and constantly reaching outwards for dialogue and collaboration, that they should be driven by a sense of shared purpose as much as profit. It’s been around from Elton Mayo’s 1920s Hawthorne Experiments to the 1946 Tavistock Institute to Karl Weick in the 1970s. But two new factors are now in play: the general cultural hunger for this to happen – nay the demand from a new generation who won’t work any other way – and the technology to make it happen. So my one takeaway piece of advice an hour later would be: shut up. Take a step back. Think about people, and think about how everything you do can start to build an integrated model of communication and adaptation where your products, your people and the way you work are inherently social, both online and in the real world. That’s when the really exciting stuff starts to happen. Maybe Trigger 2012.
Book 12, Paradise Lost “ This having learnt, thou hast attained the sum Of Wisdom; hope no higher, though all the Stars Thou knew’st by name, and all th’ ethereal Powers, All secrets of the deep, all Nature’s works, Or works of God in Heav’n, Air, Earth, or Sea, And all riches of this World enjoy’dst, And all the rule, one Empire: only add Deeds to thy knowledge answerable, add Faith, Add Virtue, Patience, Temperance, add Love.” Talk less, do more.
