Published on May 22, 2013
john v willshirehttp://smithery.co@willsh22nd May 2013are brandsthe social web?http://rivetin.gs/gaslandfracking 2.0v
https://plus.google.com/+WeareSquaredA 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...http://rivetin.gs/sennett
let’s talk aboutfracking
“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?the question I’m wrestling with:
I’ve been inadvertentlywriting this talk for thelast five years...
today, i runSmitheryhttp://rivetin.gs/smithery
prettyit’s beenthis, googlethanks foruseful
“work of” “goods made”http://rivetin.gs/artefact
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)http://rivetin.gs/bonfiresi wrote this in 2009...
http://rivetin.gs/communismy 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”http://rivetin.gs/communisme, five years ago
that soundsreally annoying
yep, really annoying.
“Our challenge is that peoplereally don’t care” martin Weigel, W+Khttp://rivetin.gs/hownowtofailhttp://rivetin.gs/realpeople
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 http://rivetin.gs/sennett
three books about the skills peopleneed to sustain everyday lifeThe Craftsman2008together2012with “cities”to follow...working well cooperationhttp://rivetin.gs/craftsman
“an exchange inwhich theparticipantsbenefit from theencounter”http://rivetin.gs/togethercooperationthe 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
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 ideashttp://rivetin.gs/hegel
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
...no matter howgood thatconsensus isC ADb ADfghttp://rivetin.gs/camel
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, Togetherhttp://rivetin.gs/bakhtin
“[people] becomemore aware oftheir own viewsand expand theirunderstandingof one another”Richard sennett, Togetherhttp://rivetin.gs/enlightenmentdialogic:
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”http://rivetin.gs/starfish
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 adshttp://rivetin.gs/youradhere
“Both companies have turnedtheir focus away from users andtoward shareholders to getbigger, not better.”http://rivetin.gs/fastcoinnovation
“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”http://rivetin.gs/thewebwelostAnil Dash,“The web we lost”
i fear the day when you look onifttt and there’s only one channelhttp://ifttt.com
“Theres a littlememe Ive beenhearing recently.Columnistsrepeating it,"Dont read thebottom half ofthe internet"...”rob manualhttp://rivetin.gs/bottomhalf
I believe brands can and shouldmove this way a lot more
cooperationcomplexityfragmentationexperimentationhow doyou dothis?
the labourtheory of valuehttp://rivetin.gs/labourtheory
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
£0.99 £3.33per padper pad
“marketing isworld building.With unlimitedbandwidth we cannow show you theworld.”@TobyBarnes
We’d ratherbuy this world...
Labour theoryof brand value:you have to make everythingwith the infinite canvas ofthe internet in mind http://rivetin.gs/legoinside
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 wehttp://rivetin.gs/thinksmall
“A brand is simply a collectionof perceptions in the mind ofthe consumer”Paul Feldwick, 1991http://rivetin.gs/feldwick
“ I don’t think this definitionis entirely adequate.”http://rivetin.gs/farisbrandfaris 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, FFShttp://rivetin.gs/pyramid
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 old.so 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“”http://rivetin.gs/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 productionhttp://rivetin.gs/sneveoslo
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
A final thought...
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 createtogetherdialogically......you will makedialogical things
thank youjohn v willshirehttp://smithery.co@email@example.com Cardshttp://shop.smithery.co
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The second version of a talk on the social web and brands' place within it, given at Squared, the educational initiative led by Google, in London on May 21st
Are Brands Fracking The Social Web? – v2.0 from John V Willshire. Tweet; Leave a Reply Cancel reply. You must be logged in to post a comment. Keep in touch.
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Are Brands Fracking The Social Web? from John V Willshire . ... Tags: Advertising, Brand, Marketing, Social, Social Media, Social Networks, social web.
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