Published on March 6, 2013
6th March 2013are brands http://rivetin.gs/gaslandfrackingthe social web? john v willshire http://smithery.co @willsh
thoughts on marketing, the social web and collaboration, prepared for...https://plus.google.com/+WeareSquared
this isnot astandard“what’sthe socialweb” talk
hopefully it’ll give you interesting ideas to talk to each other about
I’ve also left lots of rabbit holes... http://rivetin.gs/sennett
here’s a great thing from Monday...
greenpeace home page - 4th March 2013
nobody wentto knutsford see it, of course
but thesocial webmeansthey didn’thave to
those who goit’s one ofthe classic thosesocial web whostrategies know
it made me think aboutfracking and not just in the way it was supposed to
“Fracking is anaggressive, invasivetechnique for extractingvaluable raw materialsout of hard to reachplaces” phil adams, Blonde digital (and Chemical Engineer grad) http://rivetin.gs/storyfracking
attentionis themostvaluablerawmaterialthere is
are brandsfracking thesocial web?
I’ve been inadvertently writing this talk for the last five years...
today, i runSmithery http://rivetin.gs/smithery
the processand productof a generaliststudiofor marketing& productinnovation
before this, I worked at PHD Media for seven years as“the excitable scottish innovation one”
i wrote this in 2009... ...which just became a stick that social and advertising zealots used to beat each other with... (sorry) http://rivetin.gs/bonfires
maybe this is thestart of this talk,back in 2008... my IPA Excellence diploma thesis http://rivetin.gs/communis
if nothing else, it’s anobject lesson in how quicklysocial web examples date...
“I believe that the future of brand communications lies in finding a way to become part of communities, and communicatewith them in a way that is shared, participatory and reciprocal” me, five years ago http://rivetin.gs/communis
that soundsreally annoying
yep, really annoying.
“Our challenge is that people really don’t care” martin Weigel, W+Khttp://rivetin.gs/realpeople http://rivetin.gs/hownowtofail
so... maybe brands andthe social web don’t mix?
what do you mean by... brands?
how canbrandsbe social?
“ we use the word ‘brand’... We’re careless in the way ...when we mean company, product, service, idea, strategic advertising.... ” Mark earls http://rivetin.gs/bnard
see, It all gets a bit... complicated
We need to talk about talking
I’ve beenreading alot ofRichardSennettlately http://rivetin.gs/sennett
working well cooperationThe Craftsman together with “cities”2008 2012 to follow... three books about the skills people need to sustain everyday lifehttp://rivetin.gs/craftsman
the latest book, ‘together’ is aboutcooperation “an exchange in which the participants benefit from the encounter” http://rivetin.gs/together
it contains avery usefulway to thinkaboutconversation
“when we speak aboutcommunication skills, wefocus on how to make a clearpresentation, to presentwhat we think or feel...” Richard sennett, Together
conversation isabout listeningmarketing folks get that now ( well, for the most part )
but more importantthan just listening islistening well
“ listening carefully produces conversations of two sorts... the dialectic and the dialogic ” Richard sennett, Together
what the f***does that mean?
dialecticfrom work of german philosopher GWF Hegelthe interactionand resolutionbetweenmultiple ideas http://rivetin.gs/hegel
dialectic“the verbal play of oppositesshould gradually build up toa synthesis; the aim is to comeeventually to a commonunderstanding” Richard sennett, Together
C g b AD fAD Cb AD Gf AD bA CD Fe GeA b C D E F G Hdialectic wants consensus
C g b AD fAD ...no matterhow good that consensus is http://rivetin.gs/camel
it’s telling thatvery fewcrowdsourced“winners” arearound for long
dialogicfrom work of russian philosopher Mikhail Baktin“A discussion thatdoes not resolveitself by findingcommon ground...” Richard sennett, Together http://rivetin.gs/bakhtin
“through the process of exchange people may become more aware of their own views and expand their understanding of one another” Richard sennett, Togetherhttp://rivetin.gs/enlightenment
AC E in dialogicG b H conversation, ideologies coexist F D
AC E theyG b H constantly interact and inform F D each other
AC E each ideologyG b H can hold more salience in certain F D circumstances
AC E changes can beG b H made if a strategy does not have the F D desired effect
this might not just apply to“conversation”
what if thereare dialectic and dialogicstructures &cultures too?
are traditionalmarketingstructureslikely to bemore dialectic?
are social web platforms andcompanies more dialogic in nature?
it would help explain theculture clash
“if we’re used toseeing the worldthrough acentralized lens,dencentralizedorganizations don’tmake much sense” http://rivetin.gs/starfish
brands aren’tfracking thesocial web
but there’s a definitecultural divide at play
competition cooperationsimplicity complexityCompression fragmentationcertainty experimentation
not either / or a line along which many truths lie
big telly clients are dying!
c l o s ed
though to be fair, it’s hard to sell shoes, furniture, books,clothes, entertainment, cameras, tellys and stationery on the high street nowadays
big brand telly stuff works!
"...to have achieved theseresults is testimony to thestrength of the John Lewisbrand and the commitmentof all our partners to giveoutstanding service." Andy Street, Jan 2013
social media changes brands forever!
social mediaburns my eyes
Kingsmill ‘Sandwich confessions’
wow...that makes“scrunch or fold”look classy...
big telly clients social media changes are dying! brands forever! big brand telly social media stuff works! burns my eyes
keep accepting more thanone idea is true
what happenswhen culturesmerge?
social web companiesare heading over here
where the money is
they want to create safe, attractive places for brands to place ads http://rivetin.gs/youradhere
it’s not necessarily a good thing
it can destroy whythe thing was good in the first place
“The best minds of my generationare thinking about how to makepeople click ads” ” Jeff Hammerbacher
It can undermine thespirit of the social web
“Theres a littlememe Ive beenhearing recently.Columnistsrepeating it,"Dont read thebottom half ofthe internet"...” rob manual http://rivetin.gs/bottomhalf
it can mean closingdown the social web
wheneyeballsbecomedollar signs,things getugly
“weve abandoned core values that used to be fundamental to the web world” Anil Dash, “The web we lost” http://rivetin.gs/thewebwelost
i fear the day when you look onifttt and there’s only one channel http://ifttt.com
marketing must head this wayhead this way a lot more
if we’d still like adecent social web in ten years that is
let’s start from the dialectic position
The factory makes an end product...
“we have reached the best answer”
We have made a thing,and it is finished
and it wasfinishedefficiently
“ really just code for ‘democratising style’ is squeezing all the costs and selling it cheap ” Peter Field http://rivetin.gs/peterfield
innovation as incrementalimprovement
Six Sigma seeks to improvethe quality of processoutputs by identifying andremoving the causes ofdefects and minimizingvariability in manufacturingand business processes. Wikipedia http://rivetin.gs/sixsigma
“ too much innovation is focussed on cost reduction rather than esteem enhancement ” Peter Field http://rivetin.gs/peterfield
“A brand is simply acollection of perceptions in the mind of the consumer” Paul Feldwick, 1991 http://rivetin.gs/feldwick
( “ I don’t think this deﬁnition is entirely adequate.” ) faris yakob, 2010 http://rivetin.gs/farisbrand
hey, let’s find out whatthese perceptions are and put them in an onion...
“ with its lists and diagrams the brand-as-shape fails to help anyone easily, intuitively and memorably grasp what your brand is all about ” martin weigel http://rivetin.gs/onions
if your brand is a bit shit, coat it with other stuff tooOh look, it’s a bruce Lee Nokia N96
then shout at people
“a mechanicalmetaphor,the infamoustransmission model ” Prof. Mark Hobart http://rivetin.gs/transmission
this is thehollowfactory
makeproductefficientlymake brandvaguelyinteresting& buy loadsof media
“The Future of advertising 2020” by Mark Earls & John V Willshirehttp://rivetin.gs/future2020
“ 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
the labourtheory of value http://rivetin.gs/labourtheory
developed ...andby adam later bysmith... karl marx
modern economics: the value of a thing isdetermined by what one is willing to give up to obtain the thing
The labour theory of valuethe value of somethingis determined by thelabour that wentinto its production
perhaps there’s alabour theory of brand value* *it might need a better name, mind
£0.99 £3.33per pad per pad
“marketing isworld building.With unlimitedbandwidth wecan now showyou the world.” @TobyBarnes
We’d ratherbuy this world...
What if we stitched smaller ideas together tocreate a longer idea? What if we stitchedsmaller ideas together to create a longeridea? What if we stitched smaller ideastogether to create a longer idea? What if westitched smaller ideas together to create alonger idea? What if we stitched smallerideas together to create a longer idea?Gareth Kay What if we stitched smaller ideastogether to create a longer idea? What if westitched smaller ideas together to create a http://rivetin.gs/thinksmall
maybe Marxwas halfright...
it’s not about themeansof production http://rivetin.gs/sneveoslo
it’s about themeaningin production
and the stories of thethings you’ve fracked
Labour theoryof brand value:make everything withthe infinite canvas ofthe internet in mind http://rivetin.gs/legoinside
you can’t build a brandpyramid for that approach http://rivetin.gs/pyramid
that brand shape would belike a bittorrent filecomplex, distributed,moving, uncontrollable...
perhaps itwould beimpossibleto conceive
no, don’t jump...
think like this... cooperation complexity fragmentation experimentation
if you createtogetherdialogically... cooperation...you can make complexitydialogical things fragmentation experimentation
so when you worktogether over the next few weeks
AC E rememberG b H that your ideologies coexist F D
AC E you willG b H constantly interact and inform F D each other
AC E each ideologyG b H will hold more salience in certain F D circumstances
AC E if a strategy H does not haveG b the desired effect, F D change tack
“ I firmly believe in the demise of the traditional campaign, and the need for constantly innovating stories around a core brand meaning ” Field Peter (who has studied more campaigns than all of us together will ever make) http://rivetin.gs/peterfield
thank youartefact Cards john v willshire http://smithery.co @willsh email@example.com://shop.smithery.co
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I was nervous beforehand, given that so much of it was new thinking, and the rest was a different look at some older things I’ve written and talked about.
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