1. MUSINGS OF THE
TEMPORARILY RETIRED
JAIME PUNISHILL
FORMER THOMSON REUTERS, CITIBANK, FORRESTER GUY
#M2C 2013
+1 203 424 0865
@JPUNISHILL
WWW.LINKEDIN.COM/JPUNISHILL
WWW.SLIDESHARE.NET/JPUNISHILL
JPUNISHILL@GMAIL.COM
WWW.SOCIAL-CENTS.COM (COMING SOON!)
1
Tuesday, April 23, 13 1

2. THOUGHTS FOR THE DAY
THE WORLD HAS JUST WITNESSED THE BIGGEST SOCIAL
MEDIA CASE STUDY EVER
YOUR SOCIAL AND MOBILE EFFORTS ARE DOOMED TO
UNDERWHELM -- AND HOW TO FIX THAT
BIG DATA 2013 = CRM 2000: DON’T MISS THE PLOT, THERE
IS MAGIC IN USER CONTRIBUTION SYSTEMS
THE DIGITAL CMO AND YOU
RANDOM TIDBITS
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3. 3
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4. 4
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5. INSTANT CASE STUDY
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6. FIRST
PEOPLE START TO REPORT OUT, CHECK IN, AND ASK FOR
HELP USING SOCIAL NETWORKS
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7. ARE YOU THIS GOOD AT BIG DATA?
WITHIN HOURS GOOGLE IS PULLING DATA FROM SOCIAL
NETWORKS AND BAA RACE RESULTS TO HELP
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8. THE STUPIDITY OF CROWDS
KICKS IN
PEOPLE START
SHARING PICS AND
VIDEOS
REDDIT & 4CHAN
ENABLE EVERY CSI FAN
THEIR SHOT AT FAME
FAKE SOCIAL PROFILES
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9. COLLECTIVE THERAPY, COMMUNITY SUPPORT
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10. HOW TO REACT DURING A CRISIS?
GOOD QUESTION, AND THE BATTLES RAGED
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11. WOULD YOU BE READY FOR THIS?
120K TIPS IN FIRST 8 HOURS AFTER RELEASE OF VIDS -- A
BIG DATA PROBLEM SO THEY USED FACIAL RECOGNITION
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12. THE STUPIDITY OF CROWDS
TAKES A NEW FORM
PEOPLE START
LISTENING TO POLICE
RADIO SCANNERS, AND
SHARING THE LINKS
PEOPLE SHARING
POLICE ACTIVITY IN
THEIR AREA
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Tuesday, April 23, 13 12

13. THE STRENGTH OF THE
COMMUNITY COMES THROUGH
STAR SPANGLED BANNER
AT THE BRUINS GAME
SHOWS OF SUPPORT FOR
BOSTON AT EVENTS
AROUND THE COUNTRY
ERIC WHALLEY IS
CROWDSOURCING THEIR
MEDICAL BILLS ON
GIVEFORWARD
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Tuesday, April 23, 13 13

14. A STUNNING DISPLAY OF
THE POWER OF SOCIAL
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15. THOUGHTS FOR THE DAY
THE WORLD HAS JUST WITNESSED THE BIGGEST SOCIAL
MEDIA CASE STUDY EVER
YOUR SOCIAL AND MOBILE EFFORTS ARE DOOMED TO
UNDERWHELM -- AND HOW TO FIX THAT
BIG DATA 2013 = CRM 2000: DON’T MISS THE PLOT, THERE
IS MAGIC IN USER CONTRIBUTION SYSTEMS
THE DIGITAL CMO AND YOU
RANDOM TIDBITS
15
Tuesday, April 23, 13 15

16. MOST OF YOUR COMPANIES/CLIENTS ARE NOT
READY FOR SOCIAL BUSINESS & MOBILE
INTERACTIONS
THIS IS AN EXERCISE IN CHANGE MANAGEMENT, THIS IS
CULTURAL, ARE YOU READY FOR THAT FIGHT?
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17. YOU ARE HERE
HOW DO I GET EXECUTIVE
BUY-IN?
HOW DO I GET MY CEO TO
TWEET?
HOW DO I GET FUNDING?
WHERE DO THEY COME UP
WITH THESE RIDICULOUS
IDEAS?
WHY DOESN’T ANYONE
GET IT?
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18. YOU ARE ATTEMPTING AN ORGAN TRANSPLANT
FOR A LONG TIME THEY WEREN’T SUCCESSFUL AND EVEN
TODAY THEY AREN’T EASY
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19. WHY ARE ORGAN TRANSPLANTS
SO DIFFICULT?
FIRST SUCCESSFUL ORGAN TRANSPLANT WAS A CORNEA IN 1883
BY 1905 THEY UNDERSTOOD THE KEY ISSUE WAS TISSUE
REJECTION
LARGELY ABANDONED AFTER WWI BECAUSE THEY COULDN’T
FIGURE OUT HOW TO STOP REJECTION
THEY EXPERIMENTED WITH A FEW DRUGS BUT IT WASN’T UNTIL
CYCLOSPORINE-A IN 1970 DO WE SEE REAL SUCCESS
WEIRD FACTOID: 2006 FIRST SUCCESSFUL PENIS TRANSPLANT,
REVERSED 15 DAYS LATER AFTER WIFE’S PSYCHOLOGICAL
REJECTION
THE BODY WILL REJECT THE VERY THING THAT WILL SAVE IT,
IF IT PERCEIVES IT TO BE A FOREIGN ENTITY
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Tuesday, April 23, 13 19

20. HOW DOES THIS RELATE TO YOU?
EVERY COMPANY HAS ITS OWN DNA. DNA IN THE FORM OF A
CULTURE, VALUES, AND MEASUREMENT.
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21. ODDS ARE GOOD THIS IS WHAT YOU ARE
DEALING WITH
DO YOU HONESTLY EXPECT YOUR COMPANY OR CLIENT TO
CHANGE? ARE THEY HONEST ABOUT WHAT THEY CARE ABOUT?
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22. 22
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23. 22
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24. SOME SOCIAL SUCCESS CRITERIA
AUTHENTICITY -- YOU CAN’T FAKE THAT
ADVOCACY -- YOUR CORPORATE NEEDS ALIGN WITH
YOUR CUSTOMERS NEEDS
COPERNICAN -- THEY COULDN’T CARE LESS ABOUT YOU
ENGAGING -- DIALOGUE FOCUSED ON HELPING THEM
IN COMMAND, NOT IN CONTROL -- ADMIT YOU ARE NOT IN
CONTROL
LET’S BE HONEST, IS YOUR COMPANY REALLY DELIVERING
ON THESE TODAY? OR GOING TO START?
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25. ASK YOURSELF THESE QUESTIONS
DOES YOUR COMPANY BEHAVE THIS WAY OUTSIDE OF SOCIAL? BECAUSE THIS
ISN’T NEW.
DOES YOUR COMPANY KNOW WHAT PROBLEM IT ACTUALLY SOLVES? WHAT
BUSINESS IT IS IN?
WHAT WILL IT TAKE FOR YOUR EMPLOYEES TO SHOW YOUR CUSTOMERS AS
MUCH LOVE AS RAMON?
IS YOUR COMPANY READY TO SHARE CONTROL?
CAN YOU COMPANY ACTUALLY TOLERATE DELIVERING ON @SEANMOFFIT’S
DESIRED BRAND ATTRIBUTES?
DOES YOUR MANAGER OR FIRM BELIEVE THIS IS EASIER OR CHEAPER?
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26. READY TO OPERATE?
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27. THOUGHTS FOR THE DAY
THE WORLD HAS JUST WITNESSED THE BIGGEST SOCIAL
MEDIA CASE STUDY EVER
YOUR SOCIAL AND MOBILE EFFORTS ARE DOOMED TO
UNDERWHELM -- AND HOW TO FIX THAT
BIG DATA 2013 = CRM 2000: DON’T MISS THE PLOT, THERE
IS MAGIC IN USER CONTRIBUTION SYSTEMS
THE DIGITAL CMO AND YOU
RANDOM TIDBITS
26
Tuesday, April 23, 13 26

28. USER CONTRIBUTION SYSTEMS: THE
REAL OPPORTUNITY IN BIG DATA
USERS CAN BE CUSTOMERS, EMPLOYEES, SALES
PROSPECTS – OR EVEN PEOPLE WITH NO PREVIOUS
CONNECTION TO THE COMPANY
CONTRIBUTIONS CAN BE ACTIVE (WORK, EXPERTISE, OR
INFORMATION) OR PASSIVE AND EVEN UNKNOWING
(BEHAVIORAL DATA THAT IS GATHERED AUTOMATICALLY
DURING A TRANSACTION OR AN ACTIVITY)
SYSTEMS ARE THE METHODS BY WHICH CONTRIBUTIONS
ARE AGGREGATED AND AUTOMATICALLY CONVERTED
INTO SOMETHING USEFUL TO OTHERS
USERCONTRIBUTION.INTUIT.COM
“THE CONTRIBUTION REVOLUTION: LETTING VOLUNTEERS BUILD YOUR BUSINESS”
OCTOBER 2008
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29. USERCONTRIBUTION.INTUIT.COM
“THE CONTRIBUTION REVOLUTION: LETTING VOLUNTEERS BUILD YOUR BUSINESS”
OCTOBER 2008
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30. WAZE
50 MM USERS & GROWING
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31. PASSIVE DATA
AGGREGATION
WAZE
50 MM USERS & GROWING
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32. ACTIVE USER
INPUT
WAZE
50 MM USERS & GROWING
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33. WAZE
WAZE USES ACTIVE USER CONTRIBUTION TO SCALABLY
ADD VALUE ADDED NUANCE
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34. ROAD CLOSURE
INPUT
AUTOMATICALLY
REROUTES
OTHER DRIVERS
AROUND THE
CLOSURE
WAZE
WAZE USES ACTIVE USER CONTRIBUTION TO SCALABLY
ADD VALUE ADDED NUANCE
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35. WAZE
COMPARE THIS TO THE GOOGLE MAPS VIEW
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36. WAZE
USERS CAN DRILL IN AND ARE PROMPTED FOR ADDITIONAL
INPUT/VALIDATION
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37. WAZE
PUTTING IT ALL TOGETHER, ENTIRELY USER CONTRIBUTED
SYSTEM
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38. THOUGHTS FOR THE DAY
THE WORLD HAS JUST WITNESSED THE BIGGEST SOCIAL
MEDIA CASE STUDY EVER
YOUR SOCIAL AND MOBILE EFFORTS ARE DOOMED TO
UNDERWHELM -- AND HOW TO FIX THAT
BIG DATA 2013 = CRM 2000: DON’T MISS THE PLOT, THERE
IS MAGIC IN USER CONTRIBUTION SYSTEMS
THE DIGITAL CMO AND YOU
RANDOM TIDBITS
34
Tuesday, April 23, 13 34

39. 90% OF AGENCIES WILL NEED TO
RADICALLY REINVENT THEMSELVES
THE CMO IS CHANGING
YES I KNOW ITS 2013, BUT
CMO’S DIDN’T EVEN GET
WEB 1.0 MUCH LESS 3.0
BUSINESS BACKGROUND
TASKED WITH BUSINESS
STRATEGY
PICKING UP TECHNOLOGY
RESPONSIBILITY
“THE RISE OF THE DIGITAL CMO” HBR APRIL 2013
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40. ARMIES ARE MASSING TO WAGE THE
BATTLE TO WIN THE NEW CMO
Creative Digital Strategic Technical
Traditional
Agencies
Brand
Strategists
Digital
Agencies
Strategy
Consultants
Systems
Integrators
• CAPABILITIES ASIDE, NO ONE INTEGRATES THESE WELL
• ALL TYPES ARE CONVERGING TO SOLVE THIS PROBLEM
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Tuesday, April 23, 13 36

41. THOUGHTS FOR THE DAY
THE WORLD HAS JUST WITNESSED THE BIGGEST SOCIAL
MEDIA CASE STUDY EVER
YOUR SOCIAL AND MOBILE EFFORTS ARE DOOMED TO
UNDERWHELM -- AND HOW TO FIX THAT
BIG DATA 2013 = CRM 2000: DON’T MISS THE PLOT, THERE
IS MAGIC IN USER CONTRIBUTION SYSTEMS
THE DIGITAL CMO AND YOU
RANDOM TIDBITS
37
Tuesday, April 23, 13 37

42. RANDOM TIDBITS FOR
CONSIDERATION
EVER WONDER WHEN THE C-SUITE WILL DEMAND MEASURABLE ROI ON ALL MARKETING SPEND, OR AT LEAST STOP
TREATING DIGITAL DIFFERENT? IT’S COMING.
IF BRANDS ARE SOMETHING YOU PARTICIPATE IN, YOU CAN’T “PAY TO PLAY”, YOU HAVE TO “PLAY TO PLAY” -- READY?
SO MUCH OF THIS IS NOT NEW -- BUT THE HOW & WHOM HAS EXPANDED
THE BEST NETWORKERS ALWAYS GOT THE BEST JOBS
WE HAVE ALWAYS ASKED FOR BABYSITTER REFERRALS
EASILY 1/3 - 1/2 OF THE COMPANIES @SEANMOFFIT SHOWED YOU WERE UCS -- NPEG, DECIDE...
UNDERSTAND YOUR COMPANY’S P&L AND PLAY TO IT
YOU CAN’T HAVE A STRATEGY BASED ON DIFFERENTIATION AND A MEASUREMENT SYSTEM BASED ON SIMILARITY
DELL IS YEAR 8 OR 9 OF THIS STUFF -- YOU DON’T PLAY IN THE WORLD CUP THE FIRST TIME YOU PICK UP THE BALL
RAMON SAYS YOUR CONTENT IS YOUR DIGITAL DNA -- THIS IS NOT NECESSARILY A GOOD THING
SALLY’S TESCO STORY IS A WARNING ABOUT ORGAN TRANSPLANTATION
DOG FOOD MANUFACTURER PROBLEM...THE CONSUMER AND THE USER OF YOUR PRODUCTS COULD BE DIFFERENT, YOU
MUST UNDERSTAND BOTH
“HAPPY AND PLEASED EMPLOYEES TAKE CARE OF THE CUSTOMERS. AND HAPPY CUSTOMERS TAKE CARE OF
SHAREHOLDERS BY COMING BACK.” -- HERB KELLEHER
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Tuesday, April 23, 13 38

43. CARS NEARLY DRIVE THEMSELVES
BUT THE UX HAS REMAINED AS SIMPLE AS 100 YEARS AGO
-- TWO OR THREE PEDALS, A WHEEL, & A GEAR SHIFT
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Tuesday, April 23, 13 39

44. THOUGHTS FOR THE DAY
THE WORLD HAS JUST WITNESSED THE BIGGEST SOCIAL
MEDIA CASE STUDY EVER
YOUR SOCIAL AND MOBILE EFFORTS ARE DOOMED TO
UNDERWHELM -- AND HOW TO FIX THAT
BIG DATA 2013 = CRM 2000: DON’T MISS THE PLOT, THERE
IS MAGIC IN USER CONTRIBUTION SYSTEMS
THE DIGITAL CMO AND YOU
RANDOM TIDBITS
40
Tuesday, April 23, 13 40

45. THANK YOU
JAIME PUNISHILL
+1 203 424 0865
@JPUNISHILL
WWW.LINKEDIN.COM/IN/JPUNISHILL
WWW.SLIDESHARE.NET/JPUNISHILL
JPUNISHILL@GMAIL.COM
WWW.SOCIAL-CENTS.COM (COMING SOON!)
41
Tuesday, April 23, 13 41