COMMUNITY

RANDOM S^*T

COGNITIVE SURPLUS

WORK PLAY SLEEP

WORK PLAY SLEEP

WE PERCIEVED THESE PEOPLE AS OUR REAL FRIENDS AND BUILTSTRONG EMOTIONAL CONNECTIONS

AS A RESULT WE SPENT LESS TIME WITH OUR ACTUAL FRIENDSWE LACKED DEBATE, DISCUSSION AND KNOWLEDGE SHARING.

BECAME MATERIALISTIC AND SPENT A LITTLE TOO MUCH ON THESE

WHICH PLAYED A HAND IN THIS.

FREE TIME IS COGNITIVE SURPLUS BECAUSE WE HAVE AN OPPORTUNITY TO DO SOMETHING WITH IT.

WE HAVE BEEN THROUGH A TIME OF FILLING FREE TIME RATHER THAN ACTUALLY DOING ANYTHING WITH IT.

COGNITIVE SURPLUS ISNT JUST ABOUT THE USE OF NEW SOCIAL TOOLS.

ITS ABOUT LOTS OF GROUPS TRYING NEW THINGS AND MAKING DEVELOPMENTS.

WHAT IF YOU TOOK AN AGGREGATE OF THE WORLDS COGNITIVE SURPLUS?

HOW BIG WOULD THAT BE?

LETS START WITH WIKIPEDIA

100 MILLION HOURS OF CUMULATIVE THOUGHT

AMERICAN’S WATCH ROUGHLY 200 BILLION HOURS OF TV EACH YEAR

THATS ABOUT 2000 WIKIPEDIA’S – ANNUALLY!!!

EVEN SUBSETS ARE ENOURMOUS – ROUGHLY 200 MILLION HOURSPER WEEKEND SPENT WATCHING COMMERCIALS.

SEEMS FUNNY DOESNT IT WHEN PEOPLE THEN ASK...

”WHERE DO THEY FIND THE TIME?”

SOCIETY IS SHAPED AS MUCH BY INCONVENIENCE AS BY CAPABILITY.

UPGRADING ONES IMAGINATION ABOUT WHAT IS POSSIBLE IS ALWAYS A LEAP OF FAITH.

WE ARE FUNDEMENTALLY SOCIAL BEING’S AND THERE IS GREAT VALUE IN SEEING THAT YOU ARE NOT ALONE.

THINKING ABOUT THE PRODUCT INSTEAD OF HOW THECOMMUNITY USE THE PRODUCT CAN LEAD

TO A MILKSHAKE MISTAKE

HOW CAN WE MAKE OUR MILKSHAKES BETTER?

MILKSHAKE MISTAKES!

Always AloneRarely bought anything elseNever consumed in the store

AMATUERPROFESSIONAL

SO WHY IS THIS SH^T IMPORTANT TO US?

https://www.mckinseyquarterly.com/How_we_see_it_Three_senior_executives_on_the_future_of_marketing_2835

Gareth Kay, Associate Partner and Director of Brand Strategy at Goodby, Silverstein & Partners, and Edward Boches, Chief Innovation Officer at Mullen, will inspire us all with thoughts on how strategy has to evolve if it’s to inform work that’s interactive, shareable, and participatory.

HE HATES DIGITAL STRATEGY

BUT STRATEGY FOR THE POST-DIGITAL WORLD

NEW TECHNOLOGY, DIFFERENT CULTURE

A GREAT DIGITAL STRATEGY CAN BE INFLUENCED AS MUCH BY THE DOING AS BY THE THINKING

“LESS ABOUT MASTER STRATEGY AND MORE ABOUT BROAD EXPERIMENTATION. THIS IS GENERALLY BECAUSE NO ONE HAS A CLUE WHAT THE NEXT GREAT IDEA WILL LOOK LIKE”.

CLAY SHIRKY

1. BE INTERESTED IN WHAT PEOPLE ARE INTERESTED IN

1. BE INTERESTED IN WHAT PEOPLE ARE INTERESTED IN

2. BE INTERESTING NOT JUST RIGHT

1. BE INTERESTED IN WHAT PEOPLE ARE INTERESTED IN

2. BE INTERESTING NOT JUST RIGHT

3. DO STUFF, DON’T JUST SAY STUFF

1. BE INTERESTED IN WHAT PEOPLE ARE INTERESTED IN

2. BE INTERESTING NOT JUST RIGHT

3. DO STUFF, DON’T JUST SAY STUFF

4. EXPERIMENT WITH STORYTELLING

1. BE INTERESTED IN WHAT PEOPLE ARE INTERESTED IN

2. BE INTERESTING NOT JUST RIGHT

3. DO STUFF, DON’T JUST SAY STUFF

4. EXPERIMENT WITH STORYTELLING

5. MAKE THE EVERYDAY PLAYFUL AND USEFUL

1. BE INTERESTED IN WHAT PEOPLE ARE INTERESTED IN

2. BE INTERESTING NOT JUST RIGHT

3. DO STUFF, DON’T JUST SAY STUFF

4. EXPERIMENT WITH STORYTELLING

5. MAKE THE EVERYDAY PLAYFUL AND USEFUL

6. WORK SMARTER

1. BE INTERESTED IN WHAT PEOPLE ARE INTERESTED IN

2. BE INTERESTING NOT JUST RIGHT

3. DO STUFF, DON’T JUST SAY STUFF

4. EXPERIMENT WITH STORYTELLING

5. MAKE THE EVERYDAY PLAYFUL AND USEFUL

6. WORK SMARTER

7. BREAK THE TYRANNY OF PERFECTION

Pre-digital Post-digital

NarcissisticInteresting

Messaging ActionsPerception BehaviourOne way ParticipatoryBig Long

Pre-digital Post-digital

NarcissisticInteresting

Messaging ActionsPerception BehaviourOne way ParticipatoryBig Long

COMMUNITYBASED

THE LONG IDEA AND ADVERTISING

Sarah Morning: tbwa

“Communities already exist. Instead, think about how you can help that community do what it wants to do”Mark Zuckerberg

THANK YOU