the latest version of the deck I use for the MasterClasses I give with Hyperisland

1. "All life is an experiment. The more experiments you make the better."
so make lots of shit

3. 1990-1995
long term strategies
first mover advantage
first mover problems

4. 1990-1995
long term strategies
first mover advantage
first mover problems
Search not a stand-alone product: No
monitisation

5. 1990-1995
long term strategies
first mover advantage
first mover problems
Search not a stand-alone product: No
monitisation
1996-2000
Catch-up: Have to be there but dont know why

6. 1990-1995
long term strategies
first mover advantage
first mover problems
Search not a stand-alone product: No
monitisation
1996-2000
Catch-up: Have to be there but dont know why
2000-2004
Crash, bubble burst, no investment

7. 1990-1995
long term strategies
first mover advantage
first mover problems
Search not a stand-alone product: No
monitisation
1996-2000
Catch-up: Have to be there but dont know why
2000-2004
Crash, bubble burst, no investment
2005-now
Social media/networks bring us back to 90-95 but on a
higher loop in the spiral

9. Disruptive

10. Disruptive
Digital changes everything

11. Disruptive
Digital changes everything
It is not about the tools

12. Disruptive
Digital changes everything
It is not about the tools
Digital is not the web

13. Disruptive
Digital changes everything
It is not about the tools
Digital is not the web
It WILL fuck you up

14. It is NOT either/or
Not: digital OR analogue
it is the melding of both
Old skills still needed but applied to a different
set of conditions

15. Perception shift

16. Perception shift
Meat
(real world)

17. Perception shift
Meat Digital
(real world) (virtual world)

18. Perception shift
Meat Digital
(real world) (virtual world)
The WORK
in the
WORLD

19. Perception shift
Meat Digital
(real world) (virtual world)
The WORK
in the
WORLD
And it is ubiquitous

20. Networks connect

21. Networks connect

22. Networks connect

23. We walk alone

24. No More:
The invisible posse

25. No More:
The ghost gang

26. Global shift

27. Global shift

28. Perception shift
Take a picture

29. Perception shift
Write a dairy

30. Perception shift
The changing nature of “friends”

31. Perception shift
Take a picture

33. A Digital Agency is not an agency that makes “digital”

34. A Digital Agency is not an agency that makes “digital”
it is an agency that THINKS (digital)

35. A Digital Agency is not an agency that makes “digital”
it is an agency that THINKS (digital)
Its all about the strategic vision

36. its about the strategy
not the tools

37. Go digital or die

38. Control

39. Control
We no longer own the message
We can no longer control the channel

40. Case:The unexpected

41. Case:The unexpected

42. Case:The unexpected

43. Case:The unexpected

44. Case:The unexpected

45. Case:The unexpected

46. Who controls the message now?
NO ONE!
Everyone

47. Prosumer
-“Professional” Consumer

49. More Voices; Louder voices; Do it yourself Voices
Data on the FB page: http://pagedata.insidefacebook.com/page/view/508522/
Louder Voice

50. Crisis - What crisis?

51. Case: Motrin

52. Case: Motrin

53.  Tone is Mom to Mom, pitch: it hurts to carry
baby, but good. We kill the pain.
 Reaction: moms on Twitter united in voicing
their displeasure with the Motrin ad . They used
"#motrinmoms" as the tag for the threaded
conversation, making it easy for people to follow.

54. Case: Motrin

55. Case: Motrin

56. Case: Motrin
 Next step, this video was created as a response to
the ad. It intersperses the Twitter conversation with
images of moms carrying their children.

57. Case: Motrin
 Bloggers got into action
 Story quickly picked up by mainstream media

61. Exercise

62. Exercise
 How fast can you move?

63. Exercise
 How fast can you move?
 List
the control points in;
Your own organisation
Your contact with clients

64. Social Media is Social

65. Social Media is Social
It is about relationships
creating them
sustaining them
nurturing them

66. Social Media is Social

67. Social Media is Social
So who pays for you to be social?
Who do you forge relationships with?
Who is creating the relationship?
Whose voice is it?

68. Building Audience with Social Networks
It is not about technology its
about conversation and
connection, relationships and
trust

69. Who do we trust?

70. Giant recommendation Engine
when it comes to making decisions
Gen Y tends to rely on their network of
friends and their recommendations, not
traditional ads

72. Stats

75. Prosumer
- The rise of the prosumer
- Network enabled to
- (Co-)Create Consume Converse Share.

76. Prosumer

77. Prosumer
-

78. Prosumer
-
- Producer/Consumer

79. Prosumer
-
- Producer/Consumer
- Facebook, Blog, Twitter, Forums, Youtube, Flickr

80. Prosumer
-
- Producer/Consumer
- Facebook, Blog, Twitter, Forums, Youtube, Flickr
- Great tools freely available

81. Prosumer
-
- Producer/Consumer
- Facebook, Blog, Twitter, Forums, Youtube, Flickr
- Great tools freely available
- re:appropriation

82. Literal Versions

83. Play
Adopt a prosumer model
We need to play more,
it allows us to learn by doing,
to test ideas
to fail often and cheaply
to win big

84. 140 characters of genius
Philips VS whatever

85. Philips VS whatever

86. Philips VS whatever
the consumer loops in

87. Social Media is not A channel

89. Communities: Growing fast in size and importance

90. Communities: Growing fast in size and importance

91. Communities: Growing fast in size and importance
Got a
community
manager?

92. Stats

93. Platforms
Blogging:
Be aware Facebook:
In/Out - Great for easy access to
Build a network through relationships (see FC oct p 57) loyal fans.
Thought leaders - Groups function useful.
More in-depth conversations - Events.
Help tap into interest areas
Twitter: LinkedIn:
- Extremely valuable for
Great for short conversations business.
“Crowdsourcing” #welovetheNHS - Increasing functionality.
Personal - Can create exclusivity (good
and bad).

94. Platforms

96. Facebook
 public
profiles are the way to go for four
important reasons:

97. Facebook
 public profiles are the way to go for four
important reasons:
 Pages Allow Marketers to Publish to the Stream

98. Facebook
 public profiles are the way to go for four
important reasons:
 Pages Allow Marketers to Publish to the Stream
 Pages Allow Marketers to Engage Fans with Rich Media

99. Facebook
 public profiles are the way to go for four
important reasons:
 Pages Allow Marketers to Publish to the Stream
 Pages Allow Marketers to Engage Fans with Rich Media
 Pages Let Marketers Analyze How Fans are Interacting with the Insights Dashboard

100. Facebook
 public profiles are the way to go for four
important reasons:
 Pages Allow Marketers to Publish to the Stream
 Pages Allow Marketers to Engage Fans with Rich Media
 Pages Let Marketers Analyze How Fans are Interacting with the Insights Dashboard
 Pages Let Marketers Increase SEO

101. Facebook public profiles

102. Facebook

103. Stats

105. Meformers and Informers

106. Meformers and Informers
two clusters of users: Meformers and Informers

107. Meformers and Informers
two clusters of users: Meformers and Informers
Meformers make up 80% of the population, while Informers are 20%

108. Meformers and Informers
two clusters of users: Meformers and Informers
Meformers make up 80% of the population, while Informers are 20%
This suggests that Informers would play a stronger leadership role in a business setting, shaping the
discussion about events, helping to set context about what is more important.

109. Meformers and Informers
two clusters of users: Meformers and Informers
Meformers make up 80% of the population, while Informers are 20%
This suggests that Informers would play a stronger leadership role in a business setting, shaping the
discussion about events, helping to set context about what is more important.
Informers have more friends and followers than Meformers, and have a higher degree of mentions by
other users in messages.

110. Meformers and Informers
two clusters of users: Meformers and Informers
Meformers make up 80% of the population, while Informers are 20%
This suggests that Informers would play a stronger leadership role in a business setting, shaping the
discussion about events, helping to set context about what is more important.
Informers have more friends and followers than Meformers, and have a higher degree of mentions by
other users in messages.
However Meformers play an important role in helping users maintain relationships with strong and weak
ties.

111. Meformers and Informers
two clusters of users: Meformers and Informers
Meformers make up 80% of the population, while Informers are 20%
This suggests that Informers would play a stronger leadership role in a business setting, shaping the
discussion about events, helping to set context about what is more important.
Informers have more friends and followers than Meformers, and have a higher degree of mentions by
other users in messages.
However Meformers play an important role in helping users maintain relationships with strong and weak
ties.
Maybe we need 20% of the tribe scanning the horizon for prey and predators, tracking the stars and
clouds. Meanwhile, the other 80% are working on tools, setting up the tents, milking the goats, and
drying the corn.

112. Meformers and Informers
two clusters of users: Meformers and Informers
Meformers make up 80% of the population, while Informers are 20%
This suggests that Informers would play a stronger leadership role in a business setting, shaping the
discussion about events, helping to set context about what is more important.
Informers have more friends and followers than Meformers, and have a higher degree of mentions by
other users in messages.
However Meformers play an important role in helping users maintain relationships with strong and weak
ties.
Maybe we need 20% of the tribe scanning the horizon for prey and predators, tracking the stars and
clouds. Meanwhile, the other 80% are working on tools, setting up the tents, milking the goats, and
drying the corn.
http://news.rutgers.edu/medrel/news-releases/2009/09/study-reveals-two-ty-20090929

113. Mobile: bigger than the hype
GPS/Mobil a game changer
Compass & gps changes even more
Iphone absolute worst technology
Apps the starting point for a changing pattern of communication
on mobile

114. Stats: Mobil access

115. Stats: Mobil ad market

116. Mobile: enables video
24 hrs of video uploaded every minuet

117. Always connected
The average young American now spends practically every waking minute — except for
the time in school — using a smart phone, computer, television or other electronic
device, according to a new study from the Kaiser Family Foundation.
Those ages 8 to 18 spend more than seven and a half hours a day with such devices,
compared with less than six and a half hours five years ago, when the study was last
conducted. And that does not count the hour and a half that youths spend texting, or the
half-hour they talk on their cellphones.
And because so many of them are multitasking — say, surfing the Internet while listening
to music — they pack on average nearly 11 hours of media content into that seven
and a half hours.
Amanda Lenhart: The Democratization of Online Social Networks

118. Mobil access: where are you?
Location-Based Services
Location-based services (LBS) form part of context-aware services, a service
that Gartner expects will be one of the most disruptive in the next few years.
Gartner predicts that the LBS user base will grow globally from 96 million in
2009 to more than 526 million in 2012.
Its high user value is the result of its ability to meet a range of needs, ranging
from productivity and goal fulfilment to social networking and entertainment.
http://www.gartner.com/it/page.jsp?id=1230413

119. Mobil access: where are you?

120. Mobile: integration

121. Mobile: integration
The full-issue versions of GQ magazine sold 6,641 December
(Man of the Year) copies and more than 12,000 copies of the
January issue with Rihanna on the cover.
At $2.99 a download, and calculating in Apple’s 30% cut, thats
$40,000 so far, in direct sales at least.

122. Mobile: integration
The full-issue versions of GQ magazine sold 6,641 December
(Man of the Year) copies and more than 12,000 copies of the
January issue with Rihanna on the cover.
At $2.99 a download, and calculating in Apple’s 30% cut, thats
$40,000 so far, in direct sales at least.
And thats before the Ipad!

123. Mobile: integration

124. Mobile: integration

125. harmony with culture
successful social media services
g e t i n c o r p o r a t e d i n t o p e o p l e ’s d a i l y l i v e s ,
so your product must resonate within their culture.
This is where apps come in:
Benefits over Features
Make life easier
move apps from distraction to transaction
the Amazon app

126. Augmented Reality

127. Augmented Reality

129. taqu

130. #UKsnow

131. Case: Eniro

132. Case: Eniro

133. Case: Habitat UK!

134. Good (as in I like)
 Brooklyn Museum :
 * ArtShare Facebook App
 * Brooklyn Museum's Click Exhibition
 * Brooklyn Museum Posse
 the Brooklyn Museum used social technologies to put their visitors in charge. They created a
Facebook application in which 2,000 people identified and shared the bits of art in the museum
that they liked best. They created a community curated exhibit — 3,000 people chose which
art pieces to put on display, based on a total of 400,000 votes. And the museum has put the
whole collection online, where the community tags it with identifying terms, allowing you to
see pieces of art similar to the ones you like, or on specific topics.