Published on July 4, 2013
john v willshire http://smithery.co @willsh are brands the social web? http://rivetin.gs/gasland fracking
this is STILL not a standard “what’s the social web” 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
let’s talk about fracking
“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
attention is the most valuable raw material there is
are brands fracking the social web? the question I’m wrestling with:
I’ve been inadvertently writing this talk for the last five years...
today, i run Smithery http://rivetin.gs/smithery
pretty it’s been this, google thanks for useful
“work of” “goods made” http://rivetin.gs/artefact
two types of principle workbut just one
before this, I worked at PHD Media for seven years as “the excitable scottish innovation one”
...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...
http://rivetin.gs/communis my IPA Excellence diploma thesis maybe this is the start of this talk, back in 2008...
“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
that sounds really annoying
yep, really annoying.
“Our challenge is that people really don’t care” martin Weigel, W+K http://rivetin.gs/hownowtofailhttp://rivetin.gs/realpeople
brands be social, talk to you, be your friend? how can
perhaps brands and the social web are just very different types of thing?
let’s think a little about “conversations”
three books about the skills people need to sustain everyday life The Craftsman 2008 together 2012 with “cities” to follow... working well cooperation http://rivetin.gs/craftsman
“an exchange in which the participants benefit from the encounter” http://rivetin.gs/together cooperation the latest book, ‘together’ is about
it contains a very useful way to think about conversation
“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
conversation is about listening
but more important than just listening is listening well
listening carefully produces conversations of two sorts... the dialectic and the dialogic “ ”Richard sennett, Together
what the f***?
dialecticfrom work of german philosopher GWF Hegel the interaction and resolution between multiple ideas http://rivetin.gs/hegel
dialectic: “the aim is to come eventually to a common understanding” Richard sennett, Together
dialectic wants consensus A b C D E F G H bA CD Fe Ge C ADb G ADf C ADb ADfg
...no matter how good that consensus is C ADb ADfg http://rivetin.gs/camel
is it telling that very few crowdsourced “winners” are around for long?
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
“[people] become more aware of their own views and expand their understanding of one another” Richard sennett, Together http://rivetin.gs/enlightenment dialogic:
in dialogic conversation, ideologies coexist A b C D E F G H
they constantly interact and inform each other A b C D E F G H
each ideology can hold more salience in certain circumstances A b C D E F G H
changes can be made if a strategy does not have the desired effect A b C D E F G H
this might not just apply to “conversation”
This interchange of ideas is very reminiscent of the social web...
what if there are dialectic and dialogic structures & cultures too?
are traditional marketing structures likely to be more dialectic?
are social web platforms and companies more dialogic in nature?
it would help explain the culture clash
Are brands Intentionally fracking the social web? Perhaps...
or is it the fault of a massive cultural divide?
competition simplicity Compression certainty cooperation complexity fragmentation experimentation
these cultures can greatly each other influence
social web companies are heading over here
where the money is
they want to create safe, attractive places for brands to place ads http://rivetin.gs/youradhere
“The best minds of my generation are thinking about how to make people click ads” Jeff Hammerbacher ””
when eyeballs become dollar signs, things get ugly
“Both companies have turned their focus away from users and toward shareholders to get bigger, not better.” http://rivetin.gs/fastcoinnovation
we promise“ ”screw it up! not to Marissa Mayer, Yahoo
it’s also not great for the social web
“we've abandoned core values that used to be fundamental to the web world” http://rivetin.gs/thewebwelost Anil Dash, “The web we lost”
“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
i fear the day when you look on ifttt and there’s only one channel http://ifttt.com
I believe brands can and should move this way a lot more
cooperation complexity fragmentation experimentation how do you do this?
some quick economics
the labour theory of value http://rivetin.gs/labourtheory
developed by adam smith... ...and later by karl marx
modern economics: the value of a thing is determined by what one is willing to give up to obtain the thing
The labour theory of value the value of something is determined by the labour that went into its production
perhaps there’s a labour theory of brand value* *it might need a better name, mind
£0.99 £3.33 per padper pad
“marketing is world building. With unlimited bandwidth we can now show you the world.” @TobyBarnes
We’d rather buy this world...
Labour theory of brand value: you have to make everything with the infinite canvas of the internet in mind http://rivetin.gs/legoinside
how does it change how we think about “brands”?
it’s not this, FFS http://rivetin.gs/pyramid
“A brand is simply a collection of perceptions in the mind of the consumer” Paul Feldwick, 1991 http://rivetin.gs/feldwick
“ I don’t think this definition is entirely adequate.” http://rivetin.gs/farisbrand faris yakob, 2010
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
the modern brand is like a bittorrent file complex, distributed, moving, uncontrollable... ...and yet never complete without every part
impossible for any one mind to conceive...
no, don’t jump...
“blow shit up”cindy Gallop
four ways to break apart dialectic brandsand make them actually useful in a year that doesn’t start with 19..
cooperation complexity fragmentation experimentation based on these four
break it down break it back break it up break through
break it back embrace the granularity of everything you’ve ever done fragmentation
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
It could be blending everything you do now with a rich tapestry of your past...
or It could be showing everyone everything you do to make their thing...
which big brands factory hollow find hard because of their
make brand vaguely interesting & buy loads of media make product very efficiently
Marx was half right...
it’s not about the meansof production http://rivetin.gs/sneveoslo
it’s about the meaningin production
break it down It’s all about people, and what they do together to make great things happen cooperation
Having lots of people in a company makes it easy...
owning lots of brands makes it harder...
break it up Don’t consolidate. Fragment by sector, Product, country, region... complexity
think of it this way you are an operating system
they’re not consumers they’re users
open up your operating system
fight users for the
there is no “one size fits all” in youtube
with the right mechanic, complexity becomes amazingly compelling...
break through Experimentation show people the future you want to live in with them
sure, It’s easier for some brands but every market has a future you just have to show you’re part of it
http://rivetin.gs/future2020 Mark Earls
cooperation fragmentation complexity experimentation
How do I start?
build yourself a paper version
draw out everything
try to map out the bittorrent...
then keep moving everything around
finally, remember to use it all... http://shop.thedolectures.co.uk/product/the-infinite-potential-of-every-bit
thank youjohn v willshire http://smithery.co @willsh email@example.com artefact Cards http://shop.smithery.co
Hydraulic fracturing, commonly called fracking, ... released in July 2013 by the U.S. Department of Energy (DOE), ...
... here are RT’s "Top 13 of 2013." ... fracking fears, ... It speaks volumes in terms of where social politics are for this generation. ...
But what is fracking and why is it controversial? Accessibility links. Skip to content; Accessibility Help; BBC iD. Notifications. BBC ...
The fracking frenzy in North Dakota has ... billion dollars from July 2011 to ... that should be invested in long-range social programs and ...
ProPublica, July 3, 2013, ... ProPublica, Feb. 7, 2012, 2:04 p.m. Fracking has only recently become a household word, ... ProPublica, July 8, ...
Marcellus Shale; Fracking; Impact Fee; Ethane Cracker; Shell; ... Marcellus Shale is a sedimentary rock buried thousands of feet beneath the earth’s surface.
Social media and environmental campaigning: ... has used social media to put pressure on big brands over allegations of ... in July 2011. The day after ...