are brands fracking the social web? - v2.0
Post on 15-Sep-2014
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DESCRIPTION
A quite different, second version of this presentation, given on 21st May 2013 at Squared. Whole new back end, and a more useful one at that, perhaps. Though it's only a day old as a structural thought as I write this, so will no doubt improve. Overall, this version of the presentation is less curmogeonly in spirit, at least where it matters.TRANSCRIPT
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john v willshirehttp://smithery.co
@willsh22nd May 2013
are brands
the social web?
http://rivetin.gs/gasland
fracking 2.0v
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https://plus.google.com/+WeareSquared
A second, updated run through ofthoughts on marketing, the social web
and collaboration, prepared for...
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this is STILL not a standard “what’s the social web” talk...
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hopefully it’ll give you interesting ideas to talk to each other about
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I’ve also left lots of rabbit holes...
http://rivetin.gs/sennett
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let’s talk aboutfracking
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“Fracking is an aggressive, invasive technique for extracting valuable raw materials out of hard to reach places”
phil adams, Blonde digital(and Chemical Engineer grad)
http://rivetin.gs/storyfracking
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attention is the most valuable raw material there is
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are brands fracking the social web?
the question I’m wrestling with:
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some context...
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I’ve been inadvertently writing this talk for the
last five years...
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today, i runSmithery
http://rivetin.gs/smithery
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prettyit’s beenthis, googlethanks for
useful
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“work of” “goods made”
http://rivetin.gs/artefact
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two types of
principleworkbut just one
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before this, I worked at PHD Media for seven years as “the excitable scottish innovation one”
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...which just became a stick that social and advertising zealots used to beat each other with...
(sorry)
http://rivetin.gs/bonfires
i wrote this in 2009...
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http://rivetin.gs/communis
my IPA Excellence diploma thesis
maybe this is the start of this talk, back in 2008...
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“I believe that the future of brand communications lies in finding a way to
become part of communities, and communicate with them in a way that is shared, participatory and reciprocal”
http://rivetin.gs/communis
me, five years ago
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that sounds really annoying
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yep, really annoying.
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“Our challenge is that people really don’t care” martin Weigel, W+K
http://rivetin.gs/hownowtofailhttp://rivetin.gs/realpeople
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perhaps brands and the social web are just very different types of thing?
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brandsbe social,
talk to you, be your friend?
how can
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let’s think a little about
“conversations”
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I’ve been reading a lot of Richard Sennett lately http://rivetin.gs/sennett
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three books about the skills peopleneed to sustain everyday life
The Craftsman2008
together2012
with “cities”to follow...
working well cooperation
http://rivetin.gs/craftsman
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“an exchange in which the participants benefit from the encounter”
http://rivetin.gs/together
cooperationthe latest book, ‘together’ is about
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it contains a very useful way to think about conversation
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“when we speak about communication skills, we focus on how to make a clear presentation, to present what we think or feel...”
Richard sennett, Together
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which is old
school “brand”thinking
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conversation is about listening
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but more important than just listening is
listening well
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listening carefully produces conversations of two sorts...
the dialectic and the dialogic
“
”Richard sennett, Together
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what the f***?
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dialecticfrom work of german philosopher GWF Hegel
the interaction and resolution between multiple ideas
http://rivetin.gs/hegel
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dialectic:“the aim is to come eventually to a common understanding”
Richard sennett, Together
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dialectic wants consensusA b C D E F G H
bA CD Fe Ge
C ADb G ADf
C ADb ADfg
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...no matter how good that
consensus is
C ADb ADfg
http://rivetin.gs/camel
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is it telling that very few crowdsourced “winners” are around for long?
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dialogicfrom work of russian philosopher Mikhail Bahktin
“A discussion that does not resolve itself by finding common ground...”
Richard sennett, Together
http://rivetin.gs/bakhtin
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“[people] become more aware of their own views and expand their understanding of one another”
Richard sennett, Together
http://rivetin.gs/enlightenment
dialogic:
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in dialogic conversation, ideologies coexist
A
bC
D
E
FG H
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they constantly interact and inform each other
A
bC
D
E
FG H
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each ideology can hold more salience in certain circumstances
A
bC
D
E
FG H
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changes can be made if a strategy does not have the desired effect
A
bC
D
E
FG H
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it’s very reminiscent of the social web...
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this might not just apply to
“conversation”
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what if there are dialectic and
dialogic structures & cultures too?
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are traditional marketing structures likely to be more dialectic?
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are social web platforms and
companies more dialogic in nature?
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it would help explain the
culture clash
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“if we’re used to seeing the world through a centralised lens, decentralised organisations don’t make much sense”
http://rivetin.gs/starfish
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Are brands fracking the social web?Perhaps...
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but really, there’s just a massive cultural divide
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competitionsimplicityCompressioncertainty
cooperationcomplexity
fragmentationexperimentation
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these cultures can greatly
each otherinfluence
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social web companiesare heading over here
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where the money is
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they want to create safe, attractive places for brands to place ads
http://rivetin.gs/youradhere
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when eyeballs become dollar signs, things get ugly
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“Both companies have turned their focus away from users and
toward shareholders to get bigger, not better.”
http://rivetin.gs/fastcoinnovation
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“The best minds of my generation are thinking about how to make people click ads” Jeff Hammerbacher
””
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we promise “
”screw it up!not to
Marissa Mayer, Yahoo
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it’s also not greatfor the social web
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“we've abandoned core values that
used to be fundamental to the web world”
http://rivetin.gs/thewebwelost
Anil Dash, “The web we lost”
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i fear the day when you look on ifttt and there’s only one channel
http://ifttt.com
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“There's a little meme I've been hearing recently. Columnists repeating it, "Don't read the bottom half of the internet"...”
rob manual
http://rivetin.gs/bottomhalf
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I believe brands can and shouldmove this way a lot more
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cooperationcomplexity
fragmentationexperimentation
how do you do
this?
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some quickeconomics
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the labour theory of value
http://rivetin.gs/labourtheory
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developed by adam smith...
...and later by karl marx
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modern economics:
the value of a thing is determined by what one
is willing to give up to obtain the thing
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The labour theory of value
the value of something is determined by the labour that went into its production
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perhaps there’s a labour theory of
brand value**it might need a better name, mind
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Field Notes
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£0.99 £3.33per padper pad
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“marketing is world building. With unlimited bandwidth we can now show you the world.”
@TobyBarnes
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We’d rather buy this world...
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...than this world
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Labour theory of brand value:
you have to make everything with the infinite canvas of the internet in mind http://rivetin.gs/legoinside
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What if we stitched smaller ideas together to create a longer idea? What if we stitched smaller ideas together to create a longer idea? What if we stitched smaller ideas together to create a longer idea? What if we stitched smaller ideas together to create a longer idea? What if we stitched smaller ideas together to create a longer idea? Gareth Kay What if we stitched smaller ideas together to create a longer idea? What if we stitched smaller ideas together to create a longer idea? What if we stitched smaller ideas together to create a longer idea? What if we
http://rivetin.gs/thinksmall
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“A brand is simply a collection of perceptions in the mind of
the consumer”Paul Feldwick, 1991
http://rivetin.gs/feldwick
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“ I don’t think this definition is entirely adequate.”
http://rivetin.gs/farisbrand
faris yakob, 2010
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the modern brand islike a bittorrent file
complex, distributed, moving, uncontrollable...
...and yet never complete without every part
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impossible for any one mind to conceive...
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no, don’t jump...
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“blow shit up”cindy Gallop
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four ways to break apartdialectic brandsand make them actually useful in a year that doesn’t start with 19..
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cooperationcomplexity
fragmentationexperimentation
based onthese four
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cooperation
frag
ment
atio
n
complexity
experimentation
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*this train of thought is only22 hours old.
so be gentle...
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break it down
break it back
break it up
break through
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break it down
break it back
break it up
embrace the granularity of everything you’ve ever done
fragmentation
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I’m really interested in the making of ‘it’ -where the making is part of the story of the ‘it’...
thomas heatherwick
“”
http://rivetin.gs/heatherwick
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It could be blending everything you do now with a rich tapestry of your past...
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or It could be showing everyone everything you do to make their thing...
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which big brands
factoryhollowfind hard because of their
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make brand vaguely interesting& buy loads of media
make product very efficiently
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Marx was half right...
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it’s not about the
meansof production
http://rivetin.gs/sneveoslo
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it’s about themeaningin production
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break it down
break it back
break through
It’s all about people, and what they do together to make great things happen
cooperation
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yep.
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Having lots of people in a company makes it easy...
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owning lots of brands makes it harder...
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break it up
Don’t consolidate. Fragment by sector,
Product, country, region...
complexity
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think of it this way
you are an operating system
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they’re not consumers
they’re users
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open up your operating system
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fight
users
forthe
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there is no “one size fits all” in youtube
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with the right mechanic, you can fragment
your brand everywhere
you exist...
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break through
Experimentationshow people the
future you want to live in with them
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sure, It’s easier for some brands
but every market has a future
you just have to show you’re part of it
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cooperation
frag
ment
atio
ncomplexity
experimentation
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A final thought...
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when working together...
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remember that your ideas coexist
A
bC
D
E
FG H
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you will constantly interact and inform each other
A
bC
D
E
FG H
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each idea will hold more salience in certain circumstances
A
bC
D
E
FG H
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if a strategy does not have the desired effect, change tack
A
bC
D
E
FG H
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if you create together dialogically...
...you will make dialogical things
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thank youjohn v willshire
http://smithery.co@willsh
artefact Cards
http://shop.smithery.co