Services and Stories - why marketing and product innovation need to play niceAndy Whitlock
I gave this talk at the Google Firestarters event in London on 17th September 2014. It’s a personal tale about my transition from marketing to product innovation and an attempt to talk sense about why they’re different and why they need each other.
In 2012, Australia was the most popular travel destination on Facebook, Google+ and Instagram.
In 2013, Tourism Australia has an ambitious goal to use the power of social media to make Australia the most talked about holiday destination in the world.
There are officially just three people with ‘social media’ titles at Tourism Australia. Yet look a little more closely and in fact the content shared comes from millions of people who interact and enthusiastically help sell the country.
Welcome to the World’s Biggest Social Media Team.
I put this together for a talk to the lovely people at the British Library. Which might explain why it's quite booky in places.
It makes a simple point. But maybe one that gets neglected.
Services and Stories - why marketing and product innovation need to play niceAndy Whitlock
I gave this talk at the Google Firestarters event in London on 17th September 2014. It’s a personal tale about my transition from marketing to product innovation and an attempt to talk sense about why they’re different and why they need each other.
In 2012, Australia was the most popular travel destination on Facebook, Google+ and Instagram.
In 2013, Tourism Australia has an ambitious goal to use the power of social media to make Australia the most talked about holiday destination in the world.
There are officially just three people with ‘social media’ titles at Tourism Australia. Yet look a little more closely and in fact the content shared comes from millions of people who interact and enthusiastically help sell the country.
Welcome to the World’s Biggest Social Media Team.
I put this together for a talk to the lovely people at the British Library. Which might explain why it's quite booky in places.
It makes a simple point. But maybe one that gets neglected.
This is a talk I did for the IED and APG in Madrid in May 2010.
It's a thought piece exploring the energy/effort exchange when marketers attempt to create behavioural change. I don't think I come to any tight conclusions, but I hope it's good food for thought.
I've also had to hack it a bit to make it make sense without me talking. Hope it works.
This is the final presentation I did in Madrid in April 2010. It's about doing.
Basically it contains an argument against distilling rich conversations down into simple, light messages; that you can bring people into the richer story simply by getting them to do one, simple thing.
What all that beta talk means for brandsAndy Whitlock
This is the second of four presentations I gave in Madrid in April 2010.
I was asked specifically to talk about "beta ideas". With that starting point, I decided to recap on where the language came from but to quickly move to how organisations need to think about releasing 'ideas' into an environment that is so unpredictable.
I talk about evolution and Andromedans. Apologies if any of it doesn't make total sense without my verbal narrative.
This is the first of four presentations I gave at a thing in Madrid in April 2010.
It explains how my background in PR and WOM has helped to shape my approach to digital marketing.
The more things melt into one another, the more invisible the channels and platforms are - and the more about real lives things become. Or something like that ;)
Apologies for holes in the presentation. I talked around a lot of the points and examples.
I'm a thinker with a doer's roots. Every now and then I feel like I'm thinking too much and not doing enough.
So I made this - a twist on Edward De Bono's famous six thinking hats.
This is a talk I did for the IED and APG in Madrid in May 2010.
It's a thought piece exploring the energy/effort exchange when marketers attempt to create behavioural change. I don't think I come to any tight conclusions, but I hope it's good food for thought.
I've also had to hack it a bit to make it make sense without me talking. Hope it works.
This is the final presentation I did in Madrid in April 2010. It's about doing.
Basically it contains an argument against distilling rich conversations down into simple, light messages; that you can bring people into the richer story simply by getting them to do one, simple thing.
What all that beta talk means for brandsAndy Whitlock
This is the second of four presentations I gave in Madrid in April 2010.
I was asked specifically to talk about "beta ideas". With that starting point, I decided to recap on where the language came from but to quickly move to how organisations need to think about releasing 'ideas' into an environment that is so unpredictable.
I talk about evolution and Andromedans. Apologies if any of it doesn't make total sense without my verbal narrative.
This is the first of four presentations I gave at a thing in Madrid in April 2010.
It explains how my background in PR and WOM has helped to shape my approach to digital marketing.
The more things melt into one another, the more invisible the channels and platforms are - and the more about real lives things become. Or something like that ;)
Apologies for holes in the presentation. I talked around a lot of the points and examples.
I'm a thinker with a doer's roots. Every now and then I feel like I'm thinking too much and not doing enough.
So I made this - a twist on Edward De Bono's famous six thinking hats.
We looked at social media’s role in digital services. You won’t believe what 5 things happened next!
1. WE LOOKED AT
SOCIAL MEDIA’S ROLE
IN DIGITAL SERVICES.
YOU WON’T BELIEVE
WHAT 5 THINGS
HAPPENED NEXT!
@andywhitlock cobbled this together for Social Media Week Barcelona, Feb 2014
2. I’ve added comments like this
To help explain things in my absence
But the whole thing slaloms
around a bit anyway…
N.b.
29. When I think of ‘social media’ I usually think of this
http://www.tokeofthetown.com/
30. Not cannabis. This is a reference to the
legalisation of cannabis in Colorado, which led
to the following tweet…
When I think of ‘social media’ I usually think of this
http://www.tokeofthetown.com/
47. Who wants to go where?
Lunch Club
Bryon
Stuart Eccles
Join
Chilango’s
Mike Shaw, Julian James + 4 others
Join
Send a reminder text to your friends
Subway
Andy Whitlock, Adam Morris
Join
…we toyed with a feature to
agree where to go for lunch
and we got told…
63. THE SOCIAL VALUE IS DETACHED
FROM THE PRODUCT VALUE
Its social currency is not reliant on the product being useful
And this loose tie makes social ‘noise’ almost useless for sales
64. So the social currency here had nothing to do
with whether these were good stories
65. Noise is more useful if it’s connected to product value
69. Digital trails/footprints are sometimes referred to as ‘digital exhaust’
But exhaust is the unpleasant experience for those left behind
http://www.junoandjove.com/
90. 1. SERVICES REQUIRE A LONG-TERM VIEW
2.‘MORE IS BETTER’ = TOO SIMPLISTIC
What I learned…
91. 1. SERVICES REQUIRE A LONG-TERM VIEW
2.‘MORE IS BETTER’ = TOO SIMPLISTIC
3. SIMILAR TECH OFFERS DIFFERENT VALUE
What I learned…
92. 1. SERVICES REQUIRE A LONG-TERM VIEW
2.‘MORE IS BETTER’ = TOO SIMPLISTIC
3. SIMILAR TECH OFFERS DIFFERENT VALUE
4. UNDERSTAND THE NUANCES OF EACH
What I learned…
93. 1. SERVICES REQUIRE A LONG-TERM VIEW
2.‘MORE IS BETTER’ = TOO SIMPLISTIC
3. SIMILAR TECH OFFERS DIFFERENT VALUE
4. UNDERSTAND THE NUANCES OF EACH
5. PLAN HOLISTICALLY (PLATFORM + STORIES)
What I learned…
94. 1. SERVICES REQUIRE A LONG-TERM VIEW
2.‘MORE IS BETTER’ = TOO SIMPLISTIC
3. SIMILAR TECH OFFERS DIFFERENT VALUE
4. UNDERSTAND THE NUANCES OF EACH
5. PLAN HOLISTICALLY (PLATFORM + STORIES)
What I learned…
This deserves more explanation, but
there’s only so much you’ll read ;)