The document discusses the intersection of brands, technology, and consumer feelings, emphasizing the importance of small bets for innovation and the role of brands in curating experiences. It raises questions about predicting the future of technology, the significance of good content, and the relationship between products and marketing channels. Additionally, it explores the need for creativity and adaptation in a rapidly changing digital landscape, suggesting that the possibilities for brands are endless.

1. BRANDS, TECHNOLOGY & FEELINGS
THE DIGITAL
HEART
MEDIAFRONT A PART OF MCCANN WORLDGROUP

2. BRANDS, TECHNOLOGY & FEELINGS
(20)12 THINGS
TO THINK
ABOUT
MEDIAFRONT A PART OF MCCANN WORLDGROUP

3. 1. CAN WE BET SMALL AND WIN BIG?
2. WHAT WILL BE THE NEXT BIG THING?
3. CAN WE PREDICT THE FUTURE?
4. WHERE DO WE LOOK FOR INSPIRATION?
5. CAN THE BRAND BE THE CURATOR?
6. HOW IMPORTANT IS THE PRODUCT?
7. WHICH CHANNEL IS THE BEST?
8.. WHAT IS HAPPENING IN THE MARKET?
9. WHAT IS A VIRAL?
10. WHAT IS GOOD CONTENT?
11. IS THERE A KEY TO INNOVATION?
12. HOW BIG ARE THE POSSIBILITIES?

4. 1. Can we
bet small,
and win big?

5. “But it’s a disservice to constantly
put things in this radical new light
— that it’s going to change everything.
Things don’t have to change the world
to be important.”
Steve Jobs
[Wired, February 1996]

6. “Pixar storytellers must make thousands
of little bets to develop a movie script,
Hewlett Packard cofounder Bill Hewlett
found that HP needed to make 100 small
bets on products to identify six that could be
breakthroughs.”
Peter Sims
Describing his book “Little Bets”

7. Minimum
input,
maximum
output !

10. Text

11. ”The best products in the world
starts out as features.”
Kevin Systrom , Co-founder of Instagram
What problems are we [Instagram] trying to solve?
1. Y want to find information of something you capture with your phone,
ou
not the keyword for search (sometimes you don't even know what to the keywords are)
2. Y want to have an instant interaction with other people with similar question or interest
ou
3. Easy(one click or a shot of photo should be enough) way to find/share/connect

12. ”This emphasis comes directly from Jack
Dorsey, who says, “I’m really good at
simplifying things.” He espouses a
tremendously attractive belief that good
industrial design wins customers’ trust by
disappearing.” Maybe advertising is finally
catching up with industrial design.”

13. “The odds of failure is the same
for really big projects,
as for really small projects . . .”
Jamie Wilkinson
Co-created Know Y Meme & taught the Internet Famous Class
our

14. Where can you start?
Make a list of five small bets for your brand:
1. ?
2. ?
3. ?
4. ?
5. ?

15. 2. What will be
the next
big thing?

16. "We expect that the next big thing
will be a bigger version of the last big thing.
What we don’t expect, yet what is most likely,
is that the next big thing won’t look important
to us at all – until it’s so important that we
can’t ignore it. "
Brian Eno

17. ‘He wasn’t predicting, but looking for
interesting and important problems to solve.
And therein lies the difference between a
trend and fundamental change.’
On Richard Feynman (Scientist)

18. THE NEXT
BIG THING
WILL BE
NOTHING
LIKE THE
LAST ONE

19. 3. Can we
predict the
future?

20. CREATIVITY DRIVES THE FUTURE
Visual Futurist, Syd Mead
– technology tends to build on itself, grow together and cross-reference each other
– technology is just an assistant to the human intellect
– creativity is the creation of putting elements together in different combinations
- science fiction is reality ahead of future

21. 4. Where do
we look for
inspiration?

22. The Illustrated Guide to Ph.D
– how to explain students what a Ph.D. is
By Matt Might

23. Imagine a circle that contains all of human knowledge . . .

24. you know
a little
Matt Might
. . . by the time you finish elementary school, you know a little

25. you know
a bit more
Matt Might
after high school, a bit more

26. you gain
a speciality
Matt Might
with a Bachelors’s degree, you gain speciality

27. deepens that
speciality
Matt Might
a Master’s degree, deepens that speciality

28. takes you to
the edge of
human
knowledge
Matt Might
Reading research papers takes you to the edge
of human knowledge

29. you focus
Matt Might
once you’re at the boundary, you focus

30. for a few years
Matt Might
you push at the boundary, for a few years

31. the boundary
gives way
Matt Might
until one day, the boundary gives way

32. is called
a Ph.D.
Matt Might
and, that dent you’ve made, is called a Ph.D.

33. the worlds
looks different
to you
now
Matt Might
of course, the world looks different to you now....

34. don’t forget
the bigger
picture!
Matt Might
. . . so, why is this relevant?

35. don’t forget You’re Ph.D. is your brand
the bigger and your field of interest.
picture!
Let’s not forget
Matt Might
to be inspired
by what happens . . .

36. Other field
don’t forget Other field
the bigger
picture!
Matt Might
Other field Other field
Other field Other field
Other field

37. What possibilities have the web given us?

38. Can kids teach themselves?
Scientist, Sugatra Mitram,
Hole in the Wall (HIW) experiement
In 1999 a computer was placed in a kiosk, created within a wall in an
Indian slum at Kalkaji, Delhi . Children were allowed to freely use it.
The experiment aimed at proving that kids could be taught by computers
very easily without any formal training.

39. 5. Can
the brand
be the
curator?

40. "Beyond the age of information
is the age of choices"
Charles Eames

41. " The power of influencers is not new.
But having tools available to instantly convey
personal opinions is a revolution.
As the number of choices expand,
our dependence on curators increases
proportionally."
Steve Addis

42. 1) Help people create an exchange value
2) Give them the tools, the motivation, the
information to do so
3) Represent the culture they serve, be the
senter of the thing you do
4) Pick the most qualified and enthusiasthic
people to represent you
Douglas Rushkott

43. GOOGLE
find a strong signal LINKS
curate it at scale SEARCH ENGINE
currency HUMAN ATTENTION
FACEBOOK
find a strong signal THE SOCIAL ENGINE
curate it at scale THE FACEBOOK PLATFORM
currency HUMAN ATTENTION
TWITTER
find a strong signal TWEETS
curate it at scale THE TWITTER PLATFORM
currency HUMAN ATTENTION
TUMBLR, QUORA, GOWALLA, INSTAGRAM
John Battelle

44. "The inflexibility to deal with
individual's specific discovery needs
is still there.
This is an opportunity for every brand."
John Battelle

45. 6. How
important is
the product?

46. The product is
still more
important than
the territory.

47. 7. Which
channel is
the best?

48. How do you choose?
" Many make the same mistake by assuming that there is
a dominant trend towards new media.
In actuality, the real trend is toward greater media diversity.
Most of the old stuff will continue to prosper. "
"A new channel is like a new window in the brands building..."
Khartik S.
"A truly great story doesn’t need a gatekeeper. . . it just needs a home."
The new journalism

49. Fish were the developers are!
Share your data with open API!
«Marketers typically don't try to become platforms or court developers,
but that's all about to change.
An ever-changing array of platforms will erode our fascination with single
venues and get us thinking about how we can hedge our bets by helping
developers succeed across a portfolio of them.»
Steve Rubel
OPEN API TIMELINE

50. 8. What is
happening in
the market?

51. BE HONEST
. . .there is one muscle that shows sincerity.
It’s a muscle, called theobicularis occuli,
that encircles the eye socket.
Most people don’t pay very close attention to
and it’s very hard to deliberately adopt.
So when people genuinely smile,
in a true burst of positive emotion,
not only to the corners of the mouth,
controlled by the zygomaticus major,
but this muscle around the eye also contracts.
This causes the crows feet wrinkles
that fan out from the outer corners of the eyes
and its also responsible for folds in the upper eyelid.
Most people can’t do that deliberately.”
Marianne LaFrance

52. “In their willingness to show the less
desirable parts of their brand, they were
making a much bigger win with consumers.
They were coming across as seeming
honest.”
For Brands, Being Human Is The New Black

53. 9. What
is a viral?

54. A VIRAL
is just really good content,
that you voluntarily want to share.

55. “If I'm angry, and then you get angry,
we can bond over what we're feeling,”
Mr. Berger says.
Why Do Viral Videos Go Viral?

57. 10. What
is good
content?

58. We want
to share
feelings,
not facts.

59. Our job is to
build,
contruct,
and create . . .

60. FEELINGS
HAPPINESS/MELANCHOL Y
/OBSESSION/SADNESS
/CURIOUSITY /AROUSEMENT/
/ANGER/AWE/LOVE

61. Liking is for
cowards.
Liking Is for Cowards. Go for What Hurts.
Jonathan Franzen in NYT

62. “In considering how people will respond
to what you make, abandon the distinction
between ‘form’ and ‘content’,
or between ‘execution’ and ‘message’.
People don’t dissect or disaggregate what
we make but respond to it as a whole.”
M. Weigel

63. Jonathan Harris
The Never-Ending Story
“So, how can we raise the stakes?
A lot of online platforms are missing an important aspect in storytelling,
which is the listening part.
Can you build that type of engagement through technology?
Well, one of the pieces of this system I’ve been building is that to tell the story you have to
dedicate it to somebody, which creates a gift economy of stories.
It’s like changing the scale of the discourse, a deeper phenomenon of one story being
answered with another story being answered with another story.
So, is it the need to reciprocate the gift story that will drive people
to engage with the new platform?
Y but it is also that it takes a little bit of the loneliness out of online existence, which
es,
can stem from just shouting into the void. It’s more like sending a letter instead. There’s a
hard-wired connection between two points, even if there are other things existing around
that rope. I don’t think you can resist technology. It’s far too powerful, so what you do is
shape it into a place that you want to live or the way you want to live with it.

64. Kevin Kelly says
these are the attributes we are willing to pay for . . .
Immediacy
Personalisation
Authenticity
Attention
Interpretation
Accessibility
Embodiment
Findability

65. Cory Doctorow’s Tech Optimism
‘Are you optimistic or pessimistic about the future?’
’ It’s a question I get asked so often that I have a little canned response
I can rattle off without thinking:
‘‘In order to be an activist, you have to be both:
pessimistic enough to believe that things will get worse if left unchecked,
optimistic enough to believe that if you take action,
the worst can be prevented.’’

66. 11. Is there
a key to
innovation?

67. EVOLVE OR DIE!
Can the five key traits that innovaters share,
inspire us?
Kaihan Krippendorff

68. ASSOSIATE
– connect the dots
– seek the patterns in seemingly unrelated information
– find diverse sources of information and inspiration
Text
What industry can you look to?

69. OBSERVE
– observe intensly
– spot customer needs and emerging week signals
– put your antenna up for this months buzz
topics and issues of the brand?
What problem can you solve?

70. EXPERIMENT
– try things just to see if they work
– sign up to all possible new services
– launch beta products
- try five low risk experiments on behalf of the brand?
#iseefaces
Photo by @mikpix
#planking
Photo by @threeehearts
How can you use a popular service or platform?

71. QUESTION
– be curious, walk the journey of discovery
– challenge your discoveries
– Ask!
When?
What?
Who?
Why? The mind is not
contained to the cranium.
It’s province is of the
infinite imaginative spirit.

72. NETWORK
– without a precise goal in mind
– meet and talk to people with opposing views
– get access to a breadth of information
- open serendipitous opportunities
When all
think alike,
then no one
is thinking.
Walter Lippman

75. Where can you start?
Make a list of five small bets for your brand:
1. ?
2. ?
3. ?
4. ?
5. ?

76. 12. How big
are the
possibilities?

77. Endless.

78. Don’t forget to explore
the unlimited possibilities
the amazing world wide web
and all the sharers out there
who give away their knowledge,
their data, their time,
thoughts and feelings
for us to build upon!

79. "Creativity requires the courage to let go of certainties."
Erik Fromm
“…and you won’t be interesting unless you say things imaginatively, originally, freshly.”

80. Please, make shure to check out the original sources, that inspired this presentation.
CHAPTER 1
http://techcrunch.com/2011/04/18/little-bets-the-book/
Instagram Mashups, a list + Look at how brands (and bands, e.g. Moby) are using Instagram
Soundcloud + Soundcloud’s app gallery
50/50 make or break: http://5050.gd/
Faris Yakob on the 50/50 project http://farisyakob.typepad.com/blog/2011/09/5050-hackathon-nyc.html
http://techcrunch.com/2011/02/03/founder-stories-instagram-products/
http://thinkingalaud.posterous.com/instagram-find-the-problem-first
http://techcrunch.com/2011/09/02/instagram-adds-50-million-photos-in-august-now-over-200-million-total/
http://techcrunch.com/2011/09/13/instagram-and-intuit-founders-discuss-lean-startups-pivots-and-what-makes-a-product-successful/
http://vimeo.com/19086114 + http://jamiedubs.com
CHAPTER 2
http://www.prospectmagazine.co.uk/2010/11/brian-eno-next-big-thing/
http://www.digitaltonto.com/2009/feynmans-6-principles-of-trendspotting/
http://www.onepiece.no
CHAPTER 4
http://matt.might.net/articles/phd-school-in-pictures/
CHAPTER 5
http://curatoreffect.blogspot.com/
http://rushkoff.com/2010/03/25/program-or-be-programmed/
http://battellemedia.com/archives/2010/12/signal_curation_discovery
CHAPTER 7
http://itwofs.com/beastoftraal/2010/12/20/social-media-roi-what-is-the-roi-of-installing-a-new-window-in-your-organization/
http://www.twistimage.com/blog/archives/the-new-journalism/
http://www.steverubel.com/
http://blog.programmableweb.com/2011/01/03/api-growth-doubles-in-2010-social-and-mobile-are-trends/
CHAPTER 8
http://www.amazon.com/Lip-Service-Smiles-Memory-Politics/dp/0393060047/ref=sr_1_1?s=dmusic&ie=UTF8&qid=1316007672&sr=1-1
http://www.fastcompany.com/1776854/how-being-human-is-the-new-black-for-brands
CHAPTER 9
www.wired.com/wiredscience/2011/07/why-do-viral-videos-go-viral/
CHAPTER 10
http://blog.mediafront.no/2011/05/31/det-digitale-hjertet/)
http://www.nytimes.com/2011/05/29/opinion/29franzen.html?_r=1
http://mweigel.typepad.com/canalside-view/2011/04/through-a-screen-fuzzily-how-people-really-make-sense-of-advertising.html
http://designmind.frogdesign.com/articles/the-never-ending-story.html
http://www.locusmag.com/Perspectives/2011/05/cory-doctorow-techno-optimism/
CHAPTER 11
http://www.fastcompany.com/1711531/five-innovative-new-year-s-resolutions?partner=rss
http://looklet.com/ + http://www.robyn.com/wedancetothebeat/
http://www.facebook.com/bursdag
http://instagramers.com/destacados/how-to-use-hashtags-in-instagram/
http://synapticstimuli.com/ + Photo resource, Jung-Yeon Min http://www.kashyahildebrand.org/zurich/min/index.html
http://www.exactitudes.com/

81. Videos.
A future imagined
http://www.youtube.com/watch?v=9VMW1UDd0w0
Can kids teach themselves?
http://www.youtube.com/watch?v=xRb7_ffl2D0
The Wire: Stringer's 'product' meeting
http://www.youtube.com/watch?v=BPS9YKGaKQE
Chipotle ad - Back to the start
http://www.youtube.com/watch?v=aMfSGt6rHos
Golden Voice viral
http://www.youtube.com/watch?v=6rPFvLUWkzs
Nike ad - Addiction
http://www.youtube.com/watch?v=XPTpEkdceic
John Jay on creativity
http://www.youtube.com/watch?v=EpfYPVzJohc

82. Want more?
A few more links that shoot to your heart.
Google Chrome: Dear Sophie
Mural explorer: Love letter
Y the world and I:
ou
Tylor The Creator - Yonkers
Stoop sitting
Kurz und Schön opener
Susan Sontag Animation: Regarding the Pain of Others
Days with my father

83. THANK YOU!
Karina Hillestad
@inahill
Copywriter
@mediafront
blog.mediafront.no
mediafront.no
Look up this presentation
slideshare.net/MediaFront/
Questions? Contact me @inahill or @mediafront