PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
Death of the Madmen
New Marketing in a
Post-Digital World
Thom Ken...
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
2
http://youtu.be/0UjsXo9l6I8
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
Three Universals
1. Humans are nothing without stories
 Connectio...
In the beginning…
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
QUALITY, CURRENCY, CONQUEST &
A CONNECTING WORLD
The birth of brands
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
Brands as a story of value, a
promise of quality
5th – 6th Century...
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
Problem with trade, barter & exchange:
It doesn’t scale. So…
The d...
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
Confluence of conquest, commerce,
technology, people =
a really bi...
TRAINS, MARX & COCA-COLA
Revolutions Everywhere
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
Technical /
Industrial…
11
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
Social / Political…
12
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
Cultural /
Commercial…
13
PRODUCTS, PROPAGANDA & THE
ASCENDANCY OF BRANDS
Broadcasting the new
religion
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
Creating, shaping & distributing …
”truths”.
15
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
“Honey, I shrunk the world”…
1616
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
Birthplace of the new story-
telling. Mass is good…
17
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
18
Brands Gone Wild…
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
19
…Everywhere
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
 http://www.youtube.com/watch?v=R2bLNkCqpuY
│Page 20
20
The top o...
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
21
As long as we all stay put…
TWILIGHT OF THE MADMEN
Digital disruption
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
Microprocessors go viral
23
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
The Man…
…the Invention
24
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
WWW, the early
years…
25
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
Brands: A Swan Song
From the early 1990s thru
to late 00’s, brands...
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
28
The $64 trillion question:
What’s a brand about
in the 21st cen...
THE NEW WORLD ORDER OF HUMAN MEDIA
Social
30
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
The Big Idea
… Humans started out telling each
other stories to lo...
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
Human Media… then & now
32
Conversations
33
Social changes brands … forever.
34
Social changes people… forever.
[WE’RE ALL UNICORNS NOW]
STRIKE! …
KILLING THE MADMEN
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
Who dunnit?..
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
Just one problem
remains…
getting to scale
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
New marketing: Ops model
Brand /
product
Strategic
planner
Content...
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
Touchpoints & platforms
Data capture / response / conversion
Push ...
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
Getting to scale…
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
Your Post
Digital
To-Do List
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
1. Social media analytics
44
First: listen
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
2. Hybrid / HTML5 apps
45
Write
once, run
many
Toolkits for Making...
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
3. Go Programming language
46
Google’s Cloud “Composer” Programmin...
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
4. Real SEO
47
Search rules
eternal
People say that Penguin comple...
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
5. APIs power the social web
48
http://youtu.be/a4z0jJek8UM
Everyt...
INTERVIEW WITH A 10 YEAR OLD
FINAL NOTE
PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
Things my 10-year old taught me
1. I find interesting videos by se...
Death of the Madmen - New Marketing in a Post-Digital World
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Death of the Madmen - New Marketing in a Post-Digital World

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Presentation first given at STRIKE!, Ulyanovsk, Russia April 11, 2014
by Thom Kennon
thom@brabble.com

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  • The most massive accelerator of change within the short history of marketing was the advent of TV in the 1950s. By 1960, after 10 or so years of learning on the job, the science of modern marketing began to formulate in the practices and affect of the three main actors within marketing ecosystem – outside of the hundreds of millions of consumers ---- the brands, the televisions networks and marketing agencies. Applying the rules & craft applications created and honed during the radio era marketing entered what we might now refer to as the Draper era. Here’s how that worked --- at least as imagine by Matthew Weiner
  • The most massive accelerator of change within the short history of marketing was the advent of TV in the 1950s. By 1960, after 10 or so years of learning on the job, the science of modern marketing began to formulate in the practices and affect of the three main actors within marketing ecosystem – outside of the hundreds of millions of consumers ---- the brands, the televisions networks and marketing agencies. Applying the rules & craft applications created and honed during the radio era marketing entered what we might now refer to as the Draper era. Here’s how that worked --- at least as imagine by Matthew Weiner
  • Declaration & ImmersionPut the manifesto on screen --- debate, discuss, ratify the Manifesto; group interrogation & exploration. Group interrogation --- rapid, shallow dives into live case examples of proof points, contradicts, validations etc. of key points in the manifesto; group adoption of "country social manifesto"
  • Declaration & ImmersionPut the manifesto on screen --- debate, discuss, ratify the Manifesto; group interrogation & exploration. Group interrogation --- rapid, shallow dives into live case examples of proof points, contradicts, validations etc. of key points in the manifesto; group adoption of "country social manifesto"
  • Death of the Madmen - New Marketing in a Post-Digital World

    1. 1. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON Death of the Madmen New Marketing in a Post-Digital World Thom Kennon
    2. 2. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON 2 http://youtu.be/0UjsXo9l6I8
    3. 3. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON Three Universals 1. Humans are nothing without stories  Connection, truth & the pursuit of meaning 2. Money changes everything  the “double coincidence of wants” 3. Technology disrupts before it is harnessed  from currency to radio waves, TV & the social web 3
    4. 4. In the beginning…
    5. 5. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
    6. 6. QUALITY, CURRENCY, CONQUEST & A CONNECTING WORLD The birth of brands
    7. 7. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON Brands as a story of value, a promise of quality 5th – 6th Century BC Mesopotamian branded product seal for wine container seals Guarantee of source & quality – price control, competitive advantage 7
    8. 8. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON Problem with trade, barter & exchange: It doesn’t scale. So… The double coincidence of wants. 8
    9. 9. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON Confluence of conquest, commerce, technology, people = a really big global brand. 9
    10. 10. TRAINS, MARX & COCA-COLA Revolutions Everywhere
    11. 11. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON Technical / Industrial… 11
    12. 12. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON Social / Political… 12
    13. 13. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON Cultural / Commercial… 13
    14. 14. PRODUCTS, PROPAGANDA & THE ASCENDANCY OF BRANDS Broadcasting the new religion
    15. 15. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON Creating, shaping & distributing … ”truths”. 15
    16. 16. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON “Honey, I shrunk the world”… 1616
    17. 17. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON Birthplace of the new story- telling. Mass is good… 17
    18. 18. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON 18 Brands Gone Wild…
    19. 19. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON 19 …Everywhere
    20. 20. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON  http://www.youtube.com/watch?v=R2bLNkCqpuY │Page 20 20 The top of their game … the reign of the Madmen
    21. 21. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON 21 As long as we all stay put…
    22. 22. TWILIGHT OF THE MADMEN Digital disruption
    23. 23. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON Microprocessors go viral 23
    24. 24. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON The Man… …the Invention 24
    25. 25. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON WWW, the early years… 25
    26. 26. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON Brands: A Swan Song From the early 1990s thru to late 00’s, brands fragment, shatter, disperse & get mashed-up … with everything else. 27
    27. 27. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON 28 The $64 trillion question: What’s a brand about in the 21st century?... ?
    28. 28. THE NEW WORLD ORDER OF HUMAN MEDIA Social
    29. 29. 30
    30. 30. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON The Big Idea … Humans started out telling each other stories to locate meaning, value & connection in their lives. … Social innovation, technology & free currencies have built towards a disruptive crescendo. … The 21st century heralds an entirely new era for brands, products & humans where control has flipped back to the community of global humans – users, citizens, customers. Human Media 31
    31. 31. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON Human Media… then & now 32
    32. 32. Conversations 33 Social changes brands … forever.
    33. 33. 34 Social changes people… forever.
    34. 34. [WE’RE ALL UNICORNS NOW] STRIKE! … KILLING THE MADMEN
    35. 35. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON Who dunnit?..
    36. 36. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
    37. 37. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON
    38. 38. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON Just one problem remains… getting to scale
    39. 39. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON New marketing: Ops model Brand / product Strategic planner Content specialist Channel specialist Behavioral analyst • URL / content / asset strategies, copywriting / curation / editing, image selection / editing, page design, keyword selection / integration, user experience strategies & optimizations • Research synthesis, target research refinement, insights development, behavioral profiling, experience architecture, brief development, integrated planning • Asset & content tagging, tracking & reporting, behavioral analytics, channel / content / media mix optimization recommendations, big data analytics / insights • Touchpoint mix management, integrated SEO/SEM planning activation & optimization, paid media integration, social media content & channel management / optimization, social community management
    40. 40. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON Touchpoints & platforms Data capture / response / conversion Push Media Engagement Media Humans Users, customers, ambassadors, prospects, pre ss, influencers The new marketing: Media model
    41. 41. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON Getting to scale…
    42. 42. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON Your Post Digital To-Do List
    43. 43. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON 1. Social media analytics 44 First: listen
    44. 44. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON 2. Hybrid / HTML5 apps 45 Write once, run many Toolkits for Making Hybrid Apps "hybrid app" - ​a mobile app that looks and behaves like a regular native mobile app (e.g. distributed via app stores), but which gets developed using HTML, CSS and JavaScript. (The word "hybrid" is used because in addition to your HTML, CSS and JavaScript code, the toolkit also includes native code [such as Objective-C code on iOS], but most of these toolkits allow you to ignore the native code; it's just there.) •Adobe AIR for HTML/JS Developers •Alpha Anywhere •AMPchroma •IBM Worklight •Intel XDK (formerly appMobi) •Iron Speed Designer •KonyOne •PhoneGap / Apache Cordova (probably the most widely used) •Sencha Touch 2​ •Spot Specific The M Project •Trigger.io​ •CocoonJS •Ejecta (iOS only, by the same guy who made the Impact.js game engine) •Game Closure DevKit •Intel App Game Interface, part of Intel XDK (formerly appMobi) •Turbulenz Android Development Client (Android only).
    45. 45. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON 3. Go Programming language 46 Google’s Cloud “Composer” Programming Language 1. A set of powerful but easy to understand, easy to use building blocks from which you can assemble—compose—a solution to your problem. 2. Almost certainly be easier to write, easier to read, easier to understand, easier to maintain, and maybe safer. 3. A big reason developers turn to Go has everything to do with concurrent operations, or the ability to execute multiple processes at the same time. Smart heads in the clouds
    46. 46. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON 4. Real SEO 47 Search rules eternal People say that Penguin completely changed SEO forever. I disagree. What it did do was make it so that everyone has to do Smart, aggressive, authentic ink building as part of their content marketing.
    47. 47. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON 5. APIs power the social web 48 http://youtu.be/a4z0jJek8UM Everything’s everywhere Users are always-on, everywhere Presence and identify are persistent Ubiquity of connection rules
    48. 48. INTERVIEW WITH A 10 YEAR OLD FINAL NOTE
    49. 49. PROPRIETARY & CONFIDENTIAL | COPYRIGHT 2014 THOM KENNON Things my 10-year old taught me 1. I find interesting videos by searching for lizards or skate boarding 2. I put comments on them – I don’t just say ‘it’s a good video’ .. A lotta time I just tell the truth. I’m never mean 3. When someone subs or friends me I almost always friend them back 4. Subscribing isn’t that important to me-I like friending. 5. Friending means your more in touch, people like that 6. I add comments like ‘sub for sub’ 7. When someone comments on me I almost always comment back on their channel. 8. I always favorite videos I like, people favorite me back and we all win. 9. It’s cool to connect over and over with the same guys 50

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