Download - David Crow - The Best Way To Build A Pyramid
How to build a pyramidDavid [email protected] & [email protected]://davidcrow.ca/+1-416-575-6177Twitter: @davidcrowFind me on Facebook, LinkedIn, FriendFeed, etc.(Images used for educational purposes: sources noted)
“The future exists today. It's just unevenly distributed”
William Gibson
“The best way to predict the future is to invent it.”
Alan Kay
“When you want to build a pyramid, you have to have some tools, but you also have to find
ways to convince 10,000 people or 100,000 people to work with
you to get the thing done.”
Lewis MumfordThe Myth of the Machine
Mankind extends by
amplifying tools or goal cloning
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Amplifying tools
Goal cloning
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The good old days. http://www.flickr.com/photos/rcsaxon/1032480155/
Concept courtesy of Chris Bernard, a Microsoft buddy
Concept courtesy of Chris Bernard, a Microsoft buddy
Concept courtesy of Chris Bernard, a Microsoft buddy
Print.
Concept courtesy of Chris Bernard, a Microsoft buddy
Radio.
Concept courtesy of Chris Bernard, a Microsoft buddy
Television.
Concept courtesy of Chris Bernard, a Microsoft buddy
And more recently cable.
Concept courtesy of Chris Bernard, a Microsoft buddy
Concept courtesy of Chris Bernard, a Microsoft buddy
Concept courtesy of Chris Bernard, a Microsoft buddy
Concept courtesy of Chris Bernard, a Microsoft buddy
until…
Concept courtesy of Chris Bernard, a Microsoft buddy
http://www.flickr.com/photos/bull3t/990866224/
Concept courtesy of Chris Bernard, a Microsoft buddy
Concept courtesy of Chris Bernard, a Microsoft buddy
http://www.flickr.com/photos/amit-agarwal/2052668047/
Concept courtesy of Chris Bernard, a Microsoft buddy
Concept courtesy of Chris Bernard, a Microsoft buddy
Social media is the new black
Concept courtesy of Chris Bernard, a Microsoft buddy
It’s our digital glue.
Concept courtesy of Chris Bernard, a Microsoft buddy
THE MEDIA & MARKETING LANDSCAPE HAS CHANGED
FEWER ADS REACHED MORE PEOPLE WITH UNDIVIDED ATTENTION
MORE ADS REACH A TARGETED AUDIENCE PAYING LESS ATTENTION
1950s – 1990
Today
Source Audrey Carr: http://www.slideshare.net/acarr/designing-sustainable-conversations-with-social-media-59204
Blendtec: “Will it Blend?”
• $50 marketing spend, 2006 revenue up 43%• 6 million hits in 5 days• Was 3rd most viewed video on Youtube
Concept courtesy of Chris Bernard, a Microsoft buddy
Monk-e-mail
• 100 million played• 25 million unique visitors• $0 marketing support post launch• 25% traffic increase• 157% click thru
“History’s third greatest human
acheivement, only after democracy and
Velcro.” -- AdAge
Concept courtesy of Chris Bernard, a Microsoft buddy
Mentos and Diet Coke
• Original video downloaded 20M times• 10k copycat videos• 215 million mentions of Mentos brand• $10M in free marketing / 20% rise in sales• Coke sales rose 5-10% as well
Concept courtesy of Chris Bernard, a Microsoft buddy
Community ImpactConcept courtesy of Chris Bernard, a Microsoft buddy
Burger King
• Promotional prices of US$3.99• 3.2 million games sold• Earnings up 40%• Same store sales up 4%
“Burger King is the video game business; Earnings up 40% thanks to
Xbox” – The Consumerist
Concept courtesy of Chris Bernard, a Microsoft buddy
The essence of marketing
Concept courtesy of Chris Bernard, a Microsoft buddy
Social media, design & advertising are converging
Concept courtesy of Chris Bernard, a Microsoft buddy
Markets are conversations.The Cluetrain Manifesto
““Because the purpose of Because the purpose of business is to create a business is to create a customer, the business customer, the business enterprise has two – and only enterprise has two – and only two –basic functions: marketing two –basic functions: marketing and innovation.”and innovation.”
– – Peter DruckerPeter Drucker
Social media touches both sides of the equation
Social media tools don’t make conversation, they support it!
By understanding how social media support the human desire for conversation businesses can open up vibrant interactions with
individuals and communitiesKelsey Ruger
Generate Memories
Emotional Connection
Make it real
Meaningful & Desirable
Has personal significancePleasurableHas personal significance
ConvenientSuper easy to use, works like I think
UsableCan be used without difficulty
ReliableIs available and accurate
Functional (Useful)Works as programmed
Focused on
Tasks(Products, Features)
OBJECTIVE/QUANTIFIABLE
SUBJECTIVE/QUALITATIVEFocused on
Experiences(People, Activities, Contexts)
THIS IS THE CHASM THAT IS REALLY, REALLY HARD
FOR ORGANIZATIONS TO CROSS
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Photo by nidalM http://www.flickr.com/photos/nidalm/3529404270/
Find ways to convince people to work with you!
"First thing to remember, it's not about you, it's about your
message" Robin McGraw
5 Principles of Social Capital
• Stop talking and start listening;• Become a part of the community you
serve;• Create amazing user experiences;• Embrace the chaos;• Find your higher purpose.
Tara Hunt - The Whuffie Factorhttp://www.thewhuffiefactor.com/
Call to Action
• Understand your channels – all of them!• Build great experiences – generate
memories and build emotional connections!
• Get heterogeneous! Our future is a mix of:– Open & Closed– Shared & Private– Being in control & Knowing when to let go!
Thank you.David [email protected] & [email protected]://davidcrow.ca/+1-416-575-6177Twitter: @davidcrowFind me on Facebook, LinkedIn, FriendFeed, etc.