Are Brands Fracking The Social Web? - v2.0

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Information about Are Brands Fracking The Social Web? - v2.0
Business & Mgmt

Published on May 22, 2013

Author: gamages



A quite different, second version of this presentation, given on 21st May 2013 at Squared.

Whole new back end, and a more useful one at that, perhaps. Though it's only a day old as a structural thought as I write this, so will no doubt improve.

Overall, this version of the presentation is less curmogeonly in spirit, at least where it matters.

john v willshire May 2013are brandsthe social web? 2.0v second, updated run through ofthoughts on marketing, the social weband collaboration, prepared for...

this is STILLnot a standard“what’s thesocial web”talk...

hopefully it’ll give you interestingideas to talk to each other about

I’ve also left lotsof rabbit holes...

let’s talk aboutfracking

“Fracking is anaggressive, invasivetechnique for extractingvaluable raw materialsout of hard to reachplaces”phil adams, Blonde digital(and Chemical Engineer grad)

attentionis themostvaluablerawmaterialthere is

are brandsfracking thesocial web?the question I’m wrestling with:

some context...

I’ve been inadvertentlywriting this talk for thelast five years...

today, i runSmithery

prettyit’s beenthis, googlethanks foruseful

“work of” “goods made”

two types ofprincipleworkbut just one

before this, I worked at PHD Media for seven years as“the excitable scottish innovation one”

...which justbecame a stickthat social andadvertisingzealots used tobeat each otherwith...(sorry) wrote this in 2009... IPA Excellence diploma thesismaybe this is thestart of this talk,back in 2008...

“I believe that the future of brandcommunications lies in finding a way tobecome part of communities, andcommunicate with them in a way that isshared, participatory and reciprocal”, five years ago

that soundsreally annoying

yep, really annoying.

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

perhaps brands and thesocial web are just verydifferent types of thing?

brandsbe social,talk to you,be yourfriend?how can

let’s thinka little about“conversations”

I’ve beenreading alot ofRichardSennettlately

three books about the skills peopleneed to sustain everyday lifeThe Craftsman2008together2012with “cities”to follow...working well cooperation

“an exchange inwhich theparticipantsbenefit from theencounter” latest book, ‘together’ is about

it contains avery useful wayto think aboutconversation

“when we speak aboutcommunication skills, we focus onhow to make a clear presentation,to present what we think or feel...”Richard sennett, Together

which isoldschool“brand”thinking

conversation isabout listening

but more importantthan just listening islistening well

listening carefullyproduces conversationsof two sorts...the dialecticand the dialogic“”Richard sennett, Together

what the f***?

dialecticfrom work of german philosopher GWF Hegelthe interaction andresolution betweenmultiple ideas

dialectic:“the aim is to comeeventually to acommon understanding”Richard sennett, Together

dialectic wants consensusA b C D E F G HbA CD Fe GeC ADb G ADfC ADb ADfg matter howgood thatconsensus isC ADb ADfg

is it tellingthat very fewcrowdsourced“winners” arearound forlong?

dialogicfrom work of russian philosopher Mikhail Bahktin“A discussion thatdoes not resolveitself by findingcommon ground...”Richard sennett, Together

“[people] becomemore aware oftheir own viewsand expand theirunderstandingof one another”Richard sennett, Together

in dialogicconversation,ideologiescoexistAbCDEFG H

theyconstantlyinteract andinform eachotherAbCDEFG H

each ideology canhold moresalience in certaincircumstancesAbCDEFG H

changes can bemade if a strategydoes not have thedesired effectAbCDEFG H

it’s veryreminiscentof thesocial web...

this might not just apply to“conversation”

what if thereare dialectic anddialogicstructures &cultures too?

are traditionalmarketingstructures likelyto be moredialectic?

are social webplatforms andcompanies moredialogic in nature?

it would helpexplain theculture clash

“if we’re used to seeingthe world through acentralised lens,decentralisedorganisations don’tmake much sense”

Are brandsfracking thesocial web?Perhaps...

but really, there’s just amassive cultural divide


these cultures can greatlyeach otherinfluence

social web companiesare heading over here

where the money is

they want to create safe, attractiveplaces for brands to place ads

wheneyeballsbecomedollarsigns,thingsget ugly

“Both companies have turnedtheir focus away from users andtoward shareholders to getbigger, not better.”

“The best minds of my generationare thinking about how to makepeople click ads” Jeff Hammerbacher””

we promise“”screw it up!not toMarissa Mayer, Yahoo

it’s also not greatfor the social web

“weve abandonedcore values thatused to befundamental tothe web world” Dash,“The web we lost”

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

“Theres a littlememe Ive beenhearing recently.Columnistsrepeating it,"Dont read thebottom half ofthe internet"...”rob manual

I believe brands can and shouldmove this way a lot more

cooperationcomplexityfragmentationexperimentationhow doyou dothis?

some quickeconomics

the labourtheory of value

developedby adamsmith......and laterby karlmarx

modern economics:the value of a thing isdetermined by what oneis willing to give up toobtain the thing

The labour theory of valuethe value of somethingis determined by thelabour that wentinto its production

perhaps there’s alabour theory ofbrand value**it might need a better name, mind

Field Notes

£0.99 £3.33per padper pad

“marketing isworld building.With unlimitedbandwidth we cannow show you theworld.”@TobyBarnes

We’d ratherbuy this world...

...thanthis world

Labour theoryof brand value:you have to make everythingwith the infinite canvas ofthe internet in mind

What if we stitched smaller ideas together to create alonger idea? What if we stitched smaller ideastogether to create a longer idea? What if we stitchedsmaller ideas together to create a longer idea? Whatif we stitched smaller ideas together to create alonger idea? What if we stitched smaller ideastogether to create a longer idea? Gareth Kay What ifwe stitched smaller ideas together to create a longeridea? What if we stitched smaller ideas together tocreate a longer idea? What if we stitched smallerideas together to create a longer idea? What if we

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

“ I don’t think this definitionis entirely adequate.” yakob, 2010

the modern brand islike a bittorrent filecomplex, distributed,moving, uncontrollable......and yet never completewithout every part

impossible forany one mindto conceive...

it’s not this, FFS

no, don’t jump...

“blow shit up”cindy Gallop

four ways to break apartdialectic brandsand make them actually useful in a year that doesn’t start with 19..

cooperationcomplexityfragmentationexperimentationbased onthese four


*this train ofthought is only22 hours be gentle...

break it downbreakit backbreak it upbreakthrough

breakit backembrace the granularity ofeverything you’ve ever donefragmentation

I’m really interested in the makingof ‘it’ -where the making is part ofthe story of the ‘it’...thomas heatherwick“”

It could beblendingeverythingyou do nowwith a richtapestry ofyour past...

or It couldbe showingeveryoneeverythingyou do tomake theirthing...

which big brandsfactoryhollowfind hard because of their

make brandvaguely interesting& buy loads of mediamake productvery efficiently

Marx washalf right...

it’s not about themeansof production

it’s about themeaningin production

break it downIt’s all about people, andwhat they do together tomake great things happencooperation


Having lots ofpeople in acompany makesit easy...

owning lots of brands makes it harder...

break it upDon’t consolidate.Fragment by sector,Product,country,region...complexity

think of itthis wayyou are anoperatingsystem

they’re notconsumersthey’re users

open up your operating system


there is no“one sizefits all”in youtube

with the rightmechanic, youcan fragmentyour brandeverywhereyou exist...

breakthroughExperimentationshow people thefuture you want tolive in with them

sure, It’s easier for some brandsbut every market has a futureyou just have to show you’re part of it Earls

cooperationfragmentation complexityexperimentation

A final thought...

when workingtogether...

remember thatyour ideas coexistAbCDEFG H

you willconstantlyinteract andinform eachotherAbCDEFG H

each idea willhold moresalience incertaincircumstancesAbCDEFG H

if a strategy doesnot have thedesired effect,change tackAbCDEFG H

if you will makedialogical things

thank youjohn v willshire Cards

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