2. THE HOW OF SOCIAL MEDIA
Make or Break Lessons In Today’s Most Powerful Instrument of Change

3. @simonmainwaring

4. Time to Rethink Capitalism?
Advertising Will Change Forever.
@simonmainwaring

5. #mainwaring/cannes

6. ADVERTISING AND CAPITALISM
NEED EACH OTHER TO SURVIVE.
#mainwaring/cannes

7. ADVERTISING AND CAPITALISM
NEED EACH OTHER TO SURVIVE.
Globalization
#mainwaring/cannes

8. ADVERTISING AND CAPITALISM
NEED EACH OTHER TO SURVIVE.
Globalization
Digitalization
#mainwaring/cannes

9. ADVERTISING AND CAPITALISM
NEED EACH OTHER TO SURVIVE.
Globalization
Digitalization
Citizen media
#mainwaring/cannes

10. ADVERTISING AND CAPITALISM
NEED EACH OTHER TO SURVIVE.
Globalization
Digitalization
Citizen media
Social issues
#mainwaring/cannes

11. ADVERTISING AND CAPITALISM
NEED EACH OTHER TO SURVIVE.
Globalization
Digitalization
Citizen media
Social issues
Shifting profit
centers
Internet Trends Report, June 7, 2010
#mainwaring/cannes

12. @simonmainwaring

13. CONSUMERS WANT A BETTER WORLD,
NOT JUST BETTER WIDGETS.
@simonmainwaring

14. CONSUMERS WANT A BETTER WORLD,
NOT JUST BETTER WIDGETS.
Search for meaning.
@simonmainwaring

15. CONSUMERS WANT A BETTER WORLD,
NOT JUST BETTER WIDGETS.
Search for meaning.
Caring and sharing,
not just products.
@simonmainwaring

16. CONSUMERS WANT A BETTER WORLD,
NOT JUST BETTER WIDGETS.
Search for meaning.
Caring and sharing,
not just products.
@simonmainwaring

17. CONSUMERS WANT A BETTER WORLD,
NOT JUST BETTER WIDGETS.
Search for meaning.
Caring and sharing,
not just products.
Dialogue and deep
engagement.
@simonmainwaring

18. CONSUMERS WANT A BETTER WORLD,
NOT JUST BETTER WIDGETS.
Search for meaning.
Caring and sharing,
not just products.
Dialogue and deep
engagement.
Social responsibility.
@simonmainwaring

19. #mainwaring/cannes

20. If we can do something good for
someone, no matter the product,
it’s going to be good for us.
Stefan Olander, Nike
#mainwaring/cannes

21. THE FUTURE OF PROFIT
IS PURPOSE.
#mainwaring/cannes

22. THE FUTURE OF PROFIT
IS PURPOSE.
Vision
4
4
#mainwaring/cannes

23. THE FUTURE OF PROFIT
IS PURPOSE.
Vision
4
4
#mainwaring/cannes

24. THE FUTURE OF PROFIT
IS PURPOSE.
Vision
Values
4
4
#mainwaring/cannes

25. THE FUTURE OF PROFIT
IS PURPOSE.
Vision
Values
4 Transparency
4
#mainwaring/cannes

26. THE FUTURE OF PROFIT
IS PURPOSE.
Vision
Values
4 Transparency
4
#mainwaring/cannes

27. THE FUTURE OF PROFIT
IS PURPOSE.
Vision
Values
4 Transparency
4
#mainwaring/cannes

28. THE FUTURE OF PROFIT
IS PURPOSE.
Vision
Values
4 Transparency
4
Consistency
#mainwaring/cannes

29. THE FUTURE OF PROFIT
IS PURPOSE.
Vision
Values
4 Transparency
4
Consistency
Benefits
Over 26 million votes since Feb 1, 2010
#mainwaring/cannes

30. THE FUTURE OF PROFIT
IS PURPOSE.
Vision
Values
4 Transparency
4
Consistency
Benefits
Profit
Ethisphere.com
#mainwaring/cannes

31. @simonmainwaring

32. ADVERTISERS MUST BECOME
ARCHITECTS OF COMMUNITY.
@simonmainwaring

33. ADVERTISERS MUST BECOME
ARCHITECTS OF COMMUNITY.
Technology is teaching us
to be human again.
@simonmainwaring

34. ADVERTISERS MUST BECOME
ARCHITECTS OF COMMUNITY.
Technology is teaching us
to be human again.
Own the relationship and
you own everything.
@simonmainwaring

35. ADVERTISERS MUST BECOME
ARCHITECTS OF COMMUNITY.
Technology is teaching us
to be human again.
Own the relationship and
you own everything.
Agencies must become day
traders in social emotion.
@simonmainwaring

36. ADVERTISERS MUST BECOME
ARCHITECTS OF COMMUNITY.
Technology is teaching us
to be human again.
Own the relationship and
you own everything.
Agencies must become day
traders in social emotion.
Success will be determined
by the quality of listening.
@simonmainwaring

37. #mainwaring/cannes

38. REVERSE WHAT YOU KNOW
ABOUT ADVERTISING.
#mainwaring/cannes

39. REVERSE WHAT YOU KNOW
ABOUT ADVERTISING.
Push is pull.
#mainwaring/cannes

40. REVERSE WHAT YOU KNOW
ABOUT ADVERTISING.
Push is pull.
Monologue is
dialogue.
#mainwaring/cannes

41. REVERSE WHAT YOU KNOW
ABOUT ADVERTISING.
Push is pull.
Monologue is
dialogue.
Talking is listening.
#mainwaring/cannes

42. REVERSE WHAT YOU KNOW
ABOUT ADVERTISING.
Push is pull.
Monologue is
dialogue.
Talking is listening.
Image is authenticity.
#mainwaring/cannes

43. REVERSE WHAT YOU KNOW
ABOUT ADVERTISING.
Push is pull.
Monologue is
dialogue.
Talking is listening.
Image is authenticity.
Center is flow.
#mainwaring/cannes

44. @simonmainwaring

45. CONSUMERS NOW CO-AUTHOR
THE STORIES WE TELL.
@simonmainwaring

46. CONSUMERS NOW CO-AUTHOR
THE STORIES WE TELL.
Social networks
@simonmainwaring

47. CONSUMERS NOW CO-AUTHOR
THE STORIES WE TELL.
Social networks
Real-time apps
@simonmainwaring

48. CONSUMERS NOW CO-AUTHOR
THE STORIES WE TELL.
Social networks
Real-time apps
Location-based
apps
@simonmainwaring

49. CONSUMERS NOW CO-AUTHOR
THE STORIES WE TELL.
Social networks
Real-time apps
Location-based
apps
Mobile apps
@simonmainwaring

50. CONSUMERS NOW CO-AUTHOR
THE STORIES WE TELL.
Social networks
Real-time apps
Location-based
apps
Mobile apps
Social Web
@simonmainwaring

51. CONSUMERS NOW CO-AUTHOR
THE STORIES WE TELL.
Publishers
@simonmainwaring

52. CONSUMERS NOW CO-AUTHOR
THE STORIES WE TELL.
Publishers
@simonmainwaring

53. CONSUMERS NOW CO-AUTHOR
THE STORIES WE TELL.
Publishers
@simonmainwaring

54. CONSUMERS NOW CO-AUTHOR
THE STORIES WE TELL.
Publishers
@simonmainwaring

55. CONSUMERS NOW CO-AUTHOR
THE STORIES WE TELL.
Publishers
Distributors
@simonmainwaring

56. CONSUMERS NOW CO-AUTHOR
THE STORIES WE TELL.
Publishers
Distributors
@simonmainwaring

57. CONSUMERS NOW CO-AUTHOR
THE STORIES WE TELL.
Publishers
Distributors
Curators
@simonmainwaring

58. CONSUMERS NOW CO-AUTHOR
THE STORIES WE TELL.
Publishers
Distributors
Curators
Disruptors
@simonmainwaring

59. CONSUMERS NOW CO-AUTHOR
THE STORIES WE TELL.
Publishers
Distributors
Curators
Disruptors
IP and R&D
@simonmainwaring

60. CONSUMERS NOW CO-AUTHOR
THE STORIES WE TELL.
Publishers
Distributors
Curators
Disruptors
IP and R&D
Moral compass
@simonmainwaring

61. #mainwaring/cannes

62. Companies must connect the bottom line of their
business with their social conscience.
Neville Isdell, former Coca-Cola Chairman & CEO
#mainwaring/cannes

63. THE EVOLUTION OF REVOLUTION
IS CONTRIBUTION.
#mainwaring/cannes

64. THE EVOLUTION OF REVOLUTION
IS CONTRIBUTION.
Adversarial to
Interdependent
#mainwaring/cannes

65. THE EVOLUTION OF REVOLUTION
IS CONTRIBUTION.
Adversarial to
Interdependent
Competitive to
Collaborative
#mainwaring/cannes

66. THE EVOLUTION OF REVOLUTION
IS CONTRIBUTION.
Adversarial to
Interdependent
Competitive to
Collaborative
Short-term to
Long-term vision
#mainwaring/cannes

67. THE EVOLUTION OF REVOLUTION
IS CONTRIBUTION.
Adversarial to
Interdependent
Competitive to
Collaborative
Short-term to
Long-term vision
Self Interest to Greater
good
#mainwaring/cannes

68. THE EVOLUTION OF REVOLUTION
IS CONTRIBUTION.
Adversarial to
Interdependent
Competitive to
Collaborative
Short-term to
Long-term vision
Self Interest to Greater
good
#mainwaring/cannes

69. THE EVOLUTION OF REVOLUTION
IS CONTRIBUTION.
Adversarial to
Interdependent
Competitive to
Collaborative
Short-term to
Long-term vision
Self Interest to Greater
good
#mainwaring/cannes

70. THE EVOLUTION OF REVOLUTION
IS CONTRIBUTION.
Adversarial to
Interdependent
Competitive to
Collaborative
Short-term to
Long-term vision
Self Interest to Greater
good
First principles to
New media
#mainwaring/cannes

71. THE EVOLUTION OF REVOLUTION
IS CONTRIBUTION.
New species within the
marketing ecosystem.
#mainwaring/cannes

72. THE EVOLUTION OF REVOLUTION
IS CONTRIBUTION.
New species within the
marketing ecosystem.
#mainwaring/cannes

73. THE EVOLUTION OF REVOLUTION
IS CONTRIBUTION.
New species within the
marketing ecosystem.
New cross-sector
solutions between
education, technology,
branding.
#mainwaring/cannes

74. THE EVOLUTION OF REVOLUTION
IS CONTRIBUTION.
New species within the
marketing ecosystem.
New cross-sector
solutions between
education, technology,
branding.
New alliances between
government, private
sector, philanthropy.
Kraft, Pepsi, Coca Cola, Campbell Soups, Kellogg’s, ConAgra, Sara Lee
(25 percent of America’s food supply)
#mainwaring/cannes

75. THE EVOLUTION OF REVOLUTION
IS CONTRIBUTION.
New species within the
marketing ecosystem.
New cross-sector
solutions between
education, technology,
branding.
New alliances between
government, private
sector, philanthropy.
New intersections
between mobile, social,
media.
#mainwaring/cannes

76. THE EVOLUTION OF REVOLUTION
IS CONTRIBUTION.
New species within the
marketing ecosystem.
New cross-sector
solutions between
education, technology,
branding.
New alliances between
government, private
sector, philanthropy.
New intersections
between mobile, social,
media.
#mainwaring/cannes

77. THE EVOLUTION OF REVOLUTION
IS CONTRIBUTION.
New species within the
marketing ecosystem.
New cross-sector
solutions between
education, technology,
branding.
New alliances between
government, private
sector, philanthropy.
New intersections
between mobile, social,
Jonathan Harris, We Feel Fine
media.
#mainwaring/cannes

79. #alecjross/cannes @AlecJRoss

80. SOCIAL MEDIA & FOREIGN POLICY.
#alecjross/cannes @AlecJRoss

81. SOCIAL MEDIA & FOREIGN POLICY.
21st Century Statecraft:
moving beyond Government
to Government
#alecjross/cannes @AlecJRoss

82. SOCIAL MEDIA & FOREIGN POLICY.
21st Century Statecraft:
moving beyond Government
to Government
New solutions to age-old
problems
#alecjross/cannes @AlecJRoss

83. SOCIAL MEDIA & FOREIGN POLICY.
21st Century Statecraft:
moving beyond Government
to Government
New solutions to age-old
problems
The best ideas are likely to
come from without
#alecjross/cannes @AlecJRoss

84. #alecjross/cannes @AlecJRoss

85. SOCIAL MEDIA AS
CIVIC ENGAGEMENT.
#alecjross/cannes @AlecJRoss

86. SOCIAL MEDIA AS
CIVIC ENGAGEMENT.
Visualization is
personalization
#alecjross/cannes @AlecJRoss

87. SOCIAL MEDIA AS
CIVIC ENGAGEMENT.
Visualization is
personalization
Green Revolution in Iran
#alecjross/cannes @AlecJRoss

88. SOCIAL MEDIA AS
CIVIC ENGAGEMENT.
Visualization is
personalization
Green Revolution in Iran
In less than 48 hours:
Neda Agha-Soltan from
an anonymous cell phone
to global awareness
#alecjross/cannes @AlecJRoss

89. SOCIAL MEDIA AS
CIVIC ENGAGEMENT.
Visualization is
personalization
Green Revolution in Iran
In less than 48 hours:
Neda Agha-Soltan from
an anonymous cell phone
to global awareness
#alecjross/cannes @AlecJRoss

90. #alecjross/cannes @AlecJRoss

91. SOCIAL MEDIA
AS ACCESS.
#alecjross/cannes @AlecJRoss

92. SOCIAL MEDIA
AS ACCESS.
1455: Creation of the
printing press
- Explosive production
and dissemination of
ideas
2009 - 2010: 600 million
new mobile handsets,
75% in developing world
- Another historic tipping
point
#alecjross/cannes @AlecJRoss

93. SOCIAL MEDIA
AS ACCESS.
1455: Creation of the
printing press
- Explosive production
and dissemination of
ideas
2009 - 2010: 600 million
new mobile handsets,
75% in developing world
- Another historic tipping
point
#alecjross/cannes @AlecJRoss

94. #alecjross/cannes @AlecJRoss

95. “Countries that build up virtual walls and violate the basic rights of
internet users risk walling themselves off from the progress of the
next century.
Ultimately, this issue isn’t just about information freedom; it’s about
what kind of world we’re going to inhabit. It’s about whether we
live on a planet with one internet, one global community, and a
common body of knowledge that unites and benefits us all.
Or a fragmented planet in which access to information and
opportunity is dependent on where you live and the whims of
censors. ”
Secretary of State Hillary Clinton, January 21, 2010
#alecjross/cannes @AlecJRoss

96. #alecjross/cannes @AlecJRoss

97. SOCIAL MEDIA IN GOVERNANCE.
#alecjross/cannes @AlecJRoss

98. SOCIAL MEDIA IN GOVERNANCE.
How to reach people
that their government
censors
#alecjross/cannes @AlecJRoss

99. #alecjross/cannes @AlecJRoss

100. “I think that the more freely information flows, the stronger the
society becomes, because then citizens of countries around the
world can hold their own governments accountable. They can begin
to think for themselves.
That generates new ideas. It encourages creativity.
I'm a big supporter of not restricting Internet use, Internet access,
other information technologies. The more open we are, the more
we can communicate. And it also helps to draw the world
together. ”
President Obama, Shanghai, November 16, 2009
#alecjross/cannes @AlecJRoss

101. #alecjross/cannes @AlecJRoss

102. SOCIAL MEDIA & FOREIGN POLICY.
#alecjross/cannes @AlecJRoss

103. SOCIAL MEDIA & FOREIGN POLICY.
The best ideas may
come from outside
the Western World
#alecjross/cannes @AlecJRoss

104. @InterCultureInc
www.interculture.com
@AlecJRoss
THANK
www.state.gov
YOU.
@simonmainwaring
www.simonmainwaring.com