Are Brands Fracking The Social Web? - July 2013

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Information about Are Brands Fracking The Social Web? - July 2013
Business & Mgmt

Published on July 4, 2013

Author: gamages



An exploration of the cultural and structural differences between traditional brand architectures and the social web, with several doodles, reasonably passable jokes, and a brashness that would stand in the corner of a party, glass of wine in hand, and argue that style beats content...

john v willshire @willsh are brands the social web? 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...

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)

attention is the most valuable raw material there is

are brands fracking the social web? the question I’m wrestling with:

some context...

I’ve been inadvertently writing this talk for the last five years...

today, i run Smithery

pretty it’s been this, google thanks for useful

“work of” “goods made”

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) i wrote this in 2009... 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” me, five years ago

that sounds really annoying

yep, really annoying.

“Our challenge is that people really don’t care” martin Weigel, W+K

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

“an exchange in which the participants benefit from the encounter” 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

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 matter how good that consensus is C ADb ADfg

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

“[people] become more aware of their own views and expand their understanding of one another” Richard sennett, Together 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

“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.”

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” 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

i fear the day when you look on ifttt and there’s only one channel

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

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

Field Notes

£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...

...thanthis world

Labour theory of brand value: you have to make everything with the infinite canvas of the internet in mind

how does it change how we think about “brands”?

it’s not this, FFS

“A brand is simply a collection of perceptions in the mind of the consumer” Paul Feldwick, 1991

“ I don’t think this definition is entirely adequate.” 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

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 “ ”

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

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 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...

thank youjohn v willshire @willsh artefact Cards

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