What Happened? Why Are We Here? Show Me Something Awesome & How Can I Join In? Getting to know, learn and love the Internets*

I’M JAMES DENMAN.
@THEKINGMOB.
I’M A DIGITAL GEEK.
THE INTERNET HAS CHANGED
MY WORLD COMPLETELY.
I ALSO HAPPENED TO
DISCOVER THE FIRST
NAME OF THE INTERNET.

UNDERSTANDING
WHAT’S GOING ON
ONLINE IS MORE
IMPORTANT THAN EVER.

“3 BILLION PEOPLE ARE ON THE
INTERNET. 5 BILLION HAVE A CELL
PHONE. WE LIVE, FOR THE FIRST TIME
IN HISTORY IN A WORLD WHERE BEING
PART OF A GLOBALLY INTERCONNECTED
GROUP IS A NORMAL CASE”
Clay Shirky

THE INTERNET AND OUR
DIGITAL INTERACTIONS
HAVE PERMEATED EVERY
FUNCTION OF WESTERN LIFE.

Unless you live here.
freecabinporn.com

“90% OF THE DATA WE HAVE
CREATED AS HUMAN BEINGS
HAS BEEN CREATED IN THE
LAST TWO YEARS”

SOURCE: CONTAGIOUS MAGAZINE CANNES 2012

<!DOCTYPE html>
<html>
<body>
<h1><strong>the internet is not just a browser anymore.<strong><h1>
<h2>multiple devices<h2>
<h3>the rise of smart phones<h3>
<h4><strong>”the internet of things”<strong><h4>
</body>
</html>

THE INTERNET
HAS HELPED
TOPPLE DICTATORS,
AND FUEL SOCIAL
REVOLUTIONS.

IT HAS FORCED
NEW LEVELS OF
TRANSPARENCY.

“MOVE AT THE SPEED OF THE CONSUMER, NO FASTER, NO SLOWER.”
FACEBOOK MANTRA

CHARLIE SHEEN
SHOULD HAVE NO
CAREER LEFT. A
DRUGGED OUT MESS.
YET BECAUSE OF THE
INTERNET AND IT’S
ASSIMILATION INTO
POPULAR CULTURE.
HE IS MORE FAMOUS,
MORE MORE
WELATHY THAN
EVER. THE MEME,
‘WINNING’ BECAME
CULTURAL CACHE
FOR MILLIONS OF
PEOPLE.

The Internet brings
amazing stories to
the world’s attention.
(Click here to see ‘Caines Arcade’)

DOING HAS BEEN
DEMOCRATIZED.
ANYONE CAN HAVE
AND PUBLISH AN IDEA.

IKEA MAKES SOME OF THE
BEST DIGITAL MARKETING
AND ADVERTISING IN THE
WORLD. (I’M NOT JUST
SAYING THAT EITHER)

WWF
“UNPRINTABLE”
The World Wildlife Fund (WWF) recently created their own
version of the popular PDF ﬁle. One that is non-printable.
WWF hopes this “new green ﬁle-format” will gain
traction and reduce the amount of paper printed.

OBERMUTTON
“A LITTLE VILLAGE GOES GLOBAL”
Obermutton (pop: 79), created a facebook page promising
to post every person who liked their page. They’re
currently at 10,000 from 32 countries, with hundreds
having visited the small hamlet since.

CLICK ME

WALMART
“LABS”
Retailers are increasingly turning to innovation labs to ﬁnd and develop new
products and services. WalMart Labs used it’s digital innovation in the ‘Get On
The Shelf’ campaign. Offering the public the chance to choose products
stocked on Walmart shelves such as Humankind Water.

PATAGONIA
“COMMON THREADS INITIATIVE”
Patagonia partnered with eBay to reduce excess
consumption by creating a resale website where people
can buy pre-owned Patagonia clothing. The idea extended
to all buyers taking the ‘Common Threads Pledge’ for
buyers to only buy what they need, and Patagonia to only
make what is neccessary.

LINK

NIKE+
“FUEL BAND”
An extension of Nike+, the fuelband sets goals for each

wearer. The aim is the beat your goal everyday. The more you
beat it, the higher the goal is set. A seemless integration
between the wearer, mobile and web ‘nudges’ has seen Nike
now talk of themselves as “a technology company”.

LINK

VÅSTTRAFIK
“SIGHTSEEING APP”
Vasttraﬁk are responsbile for Gothenburg’s public transport
system. To get tourists off the expensive Open Top Bus
tours, they created an app that helped you tour the city via
the trams as opposed to the buses. A useful and smart way
of turning a utility into an experience.

LINK

TESCO KOREA
“VIRTUAL SUBWAY STORE”

CLICK ME

SAINSBURY’S
“GIRAFFE BREAD”
Sainsbury’s supermarket responded to the innocent
request of a 4 year old girl as to why Tiger Bread
wasn’t called Giraffe Bread instead (it does look more
like a giraffe). Sainsbury’s responded by changing the
name of the bread in-store across the UK. Earned
media exploded for the brand, and shows the value of
responding to requests in nimble, fun ways can help
build a brands reputation.

BURBERRY
“TWEETWALK”
Burberry created a social ﬁrst by offering twitter
followers the chance to see the new collection before
it went down the catwalk. This created another layer of
intimacy between the brand and it’s fans. Cementing
Burberry’s reputation as the most forward thinking
fashion label when it comes to digital.

AIR NEW ZEALAND
“THE LAX AIRPORT STORY”.

PAY WITH A TWEET

Pay with a tweet is the ﬁrst payment system using Twitter.
Developed to help promote the ‘OH MY GOD WHAT
HAPPENED AND WHAT SHOULD I DO” digital book, the pay
with a tweet system has now been used on dozens of
projects and causes. Upending the notion of payment in a
digital space.

CURATORS OF SWEDEN

In a bid to promote tourism to Sweden, the national
toursit board created an ongoing camapign where
each week a twitter user from Sweden is invited to
tweet on behalf on the country. A ﬁrst. The campaign
won the Grand Prix at Cannes Advertising Festival, but
is not without controversy.

THE PASSION PROJECT

‘The Sartorialist’ and ‘The Selby’, are excellent examples of
passion projects that have grown and evovled exponentially,
primarily through the web and the communities of fans they
have built around them and their sites.

SNEAKERPEDIA

Designed for Footlocker, the ambition of Sneakerpedia is create
a complete document of sneakers over the last 30 years. With
over 13,700 variants documented and tagged so far.

LINK

BURBERRY
“ART OF THE TRENCH”
This digital experience let fans of the iconic trenchcoat
upload and tag themselves in the own trench. The resulting
site is a classic example of digital making the
user the star of the show. It was one of Burberry’s ﬁrst,
and most successful digital forays.

KICKSTARTER
“TTHE PEBBLE WATCH”
Kickstart has, in it’s 3 year existence, helped thousands of
companies and projects get off the ground. Including the
‘Pebble’ E-watch, which raised over $10 million in funding.

LINK

DOMINOS PIZZA
“PIZZA TRACKER”
Dominoes, coming off the back of negative press for some
of it’s staff behaviour and in a move to shift opinion about
the brand, used digital media and social channels to
create transparency around their brand. This culminated in
the ‘Pizza tracker’. Which tracked sentiment, good and bad
for the brand in social media and displayed all the results
in a billboard in Times Square.

LINK

STARBUCKS
“MY STARBUCKS IDEA”
With an ambition to create more Brand Loyalty for the
brand, Starbucks created a platform for people to suggest
improvements to the company and it’s products. My
Starbucks created 150,000 ideas for the company,
with thousands of these, big and small, comissioned.

AMEX
“SMALL BUSINESS SATURDAY”
American Express brought together business owners,
consumers, government ofﬁcials, even big corporations to
rally behind a day for small business on ‘Black Friday’ (The
dat after thanksgiving). Amex also created tools to help
business owners reach more customers, and help customers
ﬁnd more small businesses to shop at. 100 million
Americans shopped small, and Small Business Saturday has
now cemented itself as tradition in the US.

LINK

WHY IS SOCIAL MEDIA AND
DIGITAL THINKING
& DOING SO IMPORTANT?

IT’S WHERE YOUR AUDIENCE IS EVERYDAY.

IT’S SPEED, NIMBLENESS AND CONSTANT CHANGE
REFLECTS THE WIDER WORLD AROUND IT.
IT DEMANDS A NEW WAY OF THINKING.

CUSTOMERS HAVE COME TO EXPECT
THEIR FAVOURITE BRANDS TO BE BOLD,
AND PLAYFUL IN A DIGITAL SPACE.
EXPERIMENTATION IS REWARDED.

“UNDERSTANDING BY DOING”
GARETH KAY: CHIEF STRATEGY OFFICER
GOODBY, SILVERSTEIN & PARTNERS
SAN FRANCISCO

PEOPLE ARE ENGAGING WITH
IKEA ONLINE ALL THE TIME.

(THERE ARE 81,472 PHOTOS TAGGED ‘IKEA’ ON INSTAGRAM).

PLAY WITH THESE PLATFORMS.
KNOWING HOW TWITTER
WORKS IS TOTALLY DIFFERENT
TO USING TWITTER.

EMBRACING DIGITAL
ISN’T JUST ABOUT
EMBRACING TECHNOLOGY.
EMBRACING THE CULTURE.
EMBRACING COLLABORATION.
EMBRACING ‘BETA’ THINKING.

BRINGING IDEAS
TO THE DIGITAL TABLE.

YOUR NEXT BIG IDEA WILL BE
INSPIRED BY TECHNOLOGY.

A GREAT DIGTAL IDEA SHOULD ENHANCE
THE CUSTOMERS EXPERIENCE.

YOUR NEXT GREAT IDEA WILL BE SOMETHING
THAT IKEA HAS NEVER THOUGHT OF.

‘TELLING STORIES THROUGH SOFTWARE”
AJAZ AHMED CHAIRMAN, AKQA

HEINEKEN STAR PLAYER IS AN EXCELLENT EXAMPLE OF TELLING A STRONG STORY THROUGH
MULTIPLE PLATFORMS TO KEEP CONSUMERS ENGAGED IN AN IDEA OR MESSAGE.

1. SET UP A TWITTER ACCOUNT.

2. SET UP INSTAGRAM ACCOUNT.

3. DOWNLOAD FOURSQUARE & FOLLOW SOME LISTS.

4. SET UP A BLOG. PROBABLY TUMBLR, OR A WORDPRESS BLOG IF YOU’RE FEELING FRISKY.

5. SEE HOW YOUR FAVOURITE BRANDS INTERACT ON FACEBOOK. HOW DO THEY TALK, HOW
OFTEN? ARE THEY CONVERSING, OR BROADCASTING? WHAT THINGS DO THEY DO THAT YOU
GUYS COULD RIGHT NOW?

6. GO ON THE ‘INTERNET’S FRONT PAGE’ REDDIT.

7. TAKE A PHOTO OF YOUR LUNCH (AND THEN POST IT ON INSTAGRAM LIKE EVERYONE ELSE).

8. RETWEET SOMETHING. FAVOURITE THINGS THAT INTEREST YOU, DON;T BE SHY.

FOLLOW THESE PEOPLE ON TWITTER.
SOAK IN THE THINGS THE TALK ABOUT.
@MALBONNINGTON @HERDMEISTER @SETH_WEISFELD
@MALBONSTER @BUD_CADDELL @DWEINGROD
@GARETHKAY @FWA @DENS
@HOWELLS @RGA @QUEEN_EUROPE
@BRADFROST @NIEMANLAB @ALPINEJOEJOE
@WILDEBEES @THEKINGMOB (ME!) @NYTIMES
@WORKFORFOOD @MASAKAWA @NEWYORKER
@IAINTAIT @BETFAIRPOKER (TRUST ME) @DDROGA
@TIM_NOLAN @CREATUREDAN @CREATIVITY_MAG
@KEITHSTOECKLER @MELEX @CREATIVEREVIEW
@BRAINPICKER @BBHLABS @ITSNICETHAT
@KOOPSTAKOV @NIEMANLABS @ACONTINOUSLEAN
@SANDOZ @TNW @DMKLEE
@FLOHEISS @CRAIGELIMELIAH @TOBYBARNES
@MICHAELSURTEES @4DESIGNYOUTRUST @WILLSH
@PANDODAILY @JACK @ANJALI28

BUILDING A PROJECT
IN THE DIGITAL SPACE

PICK ONE PROJECT.

HANDPICK A TEAM.

GET A TEAM AREA.

DEFINE, COMMUNICATE AND DRIVE AN OPEN & COLLABORATIVE PROCESS.

SET ASIDE A BUDGET TO ITERATE, ALWAYS KEEP COMING BACK, MAKING SMALL ADJUSTMENTS.

TEST, TEST, TEST, AND TEST AGAIN.

THANKS!
WWW.JDJDENMAN.COM
WWW.THESOCIETYOFTHESPECTACLE.COM

What Happened? Why Are We Here? Show Me Something Awesome & How Can I Join In? Getting to know, learn and love the Internets*

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