BRANDS, TECHNOLOGY & FEELINGS THE
DIGITAL HEART MEDIAFRONT A PART OF MCCANN WORLDGROUP

BRANDS, TECHNOLOGY & FEELINGS (20)12
THINGS TO THINK ABOUT MEDIAFRONT A PART OF MCCANN WORLDGROUP

1. CAN WE BET SMALL
AND WIN BIG? 2. WHAT WILL BE THE NEXT BIG THING? 3. CAN WE PREDICT THE FUTURE? 4. WHERE DO WE LOOK FOR INSPIRATION? 5. CAN THE BRAND BE THE CURATOR? 6. HOW IMPORTANT IS THE PRODUCT? 7. WHICH CHANNEL IS THE BEST? 8.. WHAT IS HAPPENING IN THE MARKET? 9. WHAT IS A VIRAL? 10. WHAT IS GOOD CONTENT? 11. IS THERE A KEY TO INNOVATION? 12. HOW BIG ARE THE POSSIBILITIES?

1. Can we bet small,
and win big?

“But it’s a disservice to
constantly put things in this radical new light — that it’s going to change everything. Things don’t have to change the world to be important.” Steve Jobs [Wired, February 1996]

“Pixar storytellers must make thousands
of little bets to develop a movie script, Hewlett Packard cofounder Bill Hewlett found that HP needed to make 100 small bets on products to identify six that could be breakthroughs.” Peter Sims Describing his book “Little Bets”

Minimum
input,
maximum
output !

Text

”The best products in the world
starts out as features.” Kevin Systrom , Co-founder of Instagram What problems are we [Instagram] trying to solve? 1. Y want to find information of something you capture with your phone, ou not the keyword for search (sometimes you don't even know what to the keywords are) 2. Y want to have an instant interaction with other people with similar question or interest ou 3. Easy(one click or a shot of photo should be enough) way to find/share/connect

”This emphasis comes directly from
Jack Dorsey, who says, “I’m really good at simplifying things.” He espouses a tremendously attractive belief that good industrial design wins customers’ trust by disappearing.” Maybe advertising is finally catching up with industrial design.”

“The odds of failure is
the same for really big projects, as for really small projects . . .” Jamie Wilkinson Co-created Know Y Meme & taught the Internet Famous Class our

Where can you start? Make
a list of five small bets for your brand: 1. ? 2. ? 3. ? 4. ? 5. ?

2. What will be the
next big thing?

"We expect that the next
big thing will be a bigger version of the last big thing. What we don’t expect, yet what is most likely, is that the next big thing won’t look important to us at all – until it’s so important that we can’t ignore it. " Brian Eno

‘He wasn’t predicting, but looking
for interesting and important problems to solve. And therein lies the difference between a trend and fundamental change.’ On Richard Feynman (Scientist)

THE NEXT BIG THING WILL
BE NOTHING LIKE THE LAST ONE

3. Can we predict the
future?

CREATIVITY DRIVES THE FUTURE Visual
Futurist, Syd Mead – technology tends to build on itself, grow together and cross-reference each other – technology is just an assistant to the human intellect – creativity is the creation of putting elements together in different combinations - science fiction is reality ahead of future

4. Where do we look
for inspiration?

The Illustrated Guide to Ph.D
– how to explain students what a Ph.D. is By Matt Might

Imagine a circle that contains
all of human knowledge . . .

you know a little Matt
Might . . . by the time you finish elementary school, you know a little

you know a bit more
Matt Might after high school, a bit more

you gain a speciality Matt
Might with a Bachelors’s degree, you gain speciality

deepens that speciality Matt Might
a Master’s degree, deepens that speciality

takes you to the edge
of human knowledge Matt Might Reading research papers takes you to the edge of human knowledge

you focus Matt Might once
you’re at the boundary, you focus

for a few years Matt
Might you push at the boundary, for a few years

the boundary gives way Matt
Might until one day, the boundary gives way

is called a Ph.D. Matt
Might and, that dent you’ve made, is called a Ph.D.

the worlds looks different to
you now Matt Might of course, the world looks different to you now....

don’t forget the bigger picture!
Matt Might . . . so, why is this relevant?

don’t forget You’re Ph.D. is
your brand the bigger and your field of interest. picture! Let’s not forget Matt Might to be inspired by what happens . . .

Other field don’t forget Other
field the bigger picture! Matt Might Other field Other field Other field Other field Other field

What possibilities have the web
given us?

Can kids teach themselves? Scientist,
Sugatra Mitram, Hole in the Wall (HIW) experiement In 1999 a computer was placed in a kiosk, created within a wall in an Indian slum at Kalkaji, Delhi . Children were allowed to freely use it. The experiment aimed at proving that kids could be taught by computers very easily without any formal training.

5. Can the brand be
the curator?

"Beyond the age of information
is the age of choices" Charles Eames

" The power of influencers
is not new. But having tools available to instantly convey personal opinions is a revolution. As the number of choices expand, our dependence on curators increases proportionally." Steve Addis

1) Help people create an
exchange value 2) Give them the tools, the motivation, the information to do so 3) Represent the culture they serve, be the senter of the thing you do 4) Pick the most qualified and enthusiasthic people to represent you Douglas Rushkott

GOOGLE find a strong signal
LINKS curate it at scale SEARCH ENGINE currency HUMAN ATTENTION FACEBOOK find a strong signal THE SOCIAL ENGINE curate it at scale THE FACEBOOK PLATFORM currency HUMAN ATTENTION TWITTER find a strong signal TWEETS curate it at scale THE TWITTER PLATFORM currency HUMAN ATTENTION TUMBLR, QUORA, GOWALLA, INSTAGRAM John Battelle

"The inflexibility to deal with
individual's specific discovery needs is still there. This is an opportunity for every brand." John Battelle

6. How important is the
product?

The product is still more
important than the territory.

7. Which channel is the
best?

How do you choose? "
Many make the same mistake by assuming that there is a dominant trend towards new media. In actuality, the real trend is toward greater media diversity. Most of the old stuff will continue to prosper. " "A new channel is like a new window in the brands building..." Khartik S. "A truly great story doesn’t need a gatekeeper. . . it just needs a home." The new journalism

Fish were the developers are!
Share your data with open API! «Marketers typically don't try to become platforms or court developers, but that's all about to change. An ever-changing array of platforms will erode our fascination with single venues and get us thinking about how we can hedge our bets by helping developers succeed across a portfolio of them.» Steve Rubel OPEN API TIMELINE

8. What is happening in
the market?

BE HONEST . . .there
is one muscle that shows sincerity. It’s a muscle, called theobicularis occuli, that encircles the eye socket. Most people don’t pay very close attention to and it’s very hard to deliberately adopt. So when people genuinely smile, in a true burst of positive emotion, not only to the corners of the mouth, controlled by the zygomaticus major, but this muscle around the eye also contracts. This causes the crows feet wrinkles that fan out from the outer corners of the eyes and its also responsible for folds in the upper eyelid. Most people can’t do that deliberately.” Marianne LaFrance

“In their willingness to show
the less desirable parts of their brand, they were making a much bigger win with consumers. They were coming across as seeming honest.” For Brands, Being Human Is The New Black

9. What
is a viral?

A VIRAL is just really
good content, that you voluntarily want to share.

“If I'm angry, and then
you get angry, we can bond over what we're feeling,” Mr. Berger says. Why Do Viral Videos Go Viral?

10. What
is good
content?

We want to share feelings,
not facts.

Our job is to build,
contruct, and create . . .

FEELINGS HAPPINESS/MELANCHOL Y /OBSESSION/SADNESS /CURIOUSITY
/AROUSEMENT/ /ANGER/AWE/LOVE

Liking is for cowards. Liking
Is for Cowards. Go for What Hurts. Jonathan Franzen in NYT

“In considering how people will
respond to what you make, abandon the distinction between ‘form’ and ‘content’, or between ‘execution’ and ‘message’. People don’t dissect or disaggregate what we make but respond to it as a whole.” M. Weigel

Jonathan Harris The Never-Ending Story
“So, how can we raise the stakes? A lot of online platforms are missing an important aspect in storytelling, which is the listening part. Can you build that type of engagement through technology? Well, one of the pieces of this system I’ve been building is that to tell the story you have to dedicate it to somebody, which creates a gift economy of stories. It’s like changing the scale of the discourse, a deeper phenomenon of one story being answered with another story being answered with another story. So, is it the need to reciprocate the gift story that will drive people to engage with the new platform? Y but it is also that it takes a little bit of the loneliness out of online existence, which es, can stem from just shouting into the void. It’s more like sending a letter instead. There’s a hard-wired connection between two points, even if there are other things existing around that rope. I don’t think you can resist technology. It’s far too powerful, so what you do is shape it into a place that you want to live or the way you want to live with it.

Kevin Kelly says these are
the attributes we are willing to pay for . . . Immediacy Personalisation Authenticity Attention Interpretation Accessibility Embodiment Findability

Cory Doctorow’s Tech Optimism ‘Are you
optimistic or pessimistic about the future?’ ’ It’s a question I get asked so often that I have a little canned response I can rattle off without thinking: ‘‘In order to be an activist, you have to be both: pessimistic enough to believe that things will get worse if left unchecked, optimistic enough to believe that if you take action, the worst can be prevented.’’

11. Is there a key
to innovation?

EVOLVE OR DIE! Can the
five key traits that innovaters share, inspire us? Kaihan Krippendorff

ASSOSIATE – connect the dots
– seek the patterns in seemingly unrelated information – find diverse sources of information and inspiration Text What industry can you look to?

OBSERVE – observe intensly –
spot customer needs and emerging week signals – put your antenna up for this months buzz topics and issues of the brand? What problem can you solve?

EXPERIMENT – try things just
to see if they work – sign up to all possible new services – launch beta products - try five low risk experiments on behalf of the brand? #iseefaces Photo by @mikpix #planking Photo by @threeehearts How can you use a popular service or platform?

QUESTION – be curious, walk
the journey of discovery – challenge your discoveries – Ask! When? What? Who? Why? The mind is not contained to the cranium. It’s province is of the infinite imaginative spirit.

NETWORK – without a precise
goal in mind – meet and talk to people with opposing views – get access to a breadth of information - open serendipitous opportunities When all think alike, then no one is thinking. Walter Lippman

Where can you start? Make
a list of five small bets for your brand: 1. ? 2. ? 3. ? 4. ? 5. ?

12. How big are the
possibilities?

Endless.

Don’t forget to explore the
unlimited possibilities the amazing world wide web and all the sharers out there who give away their knowledge, their data, their time, thoughts and feelings for us to build upon!

"Creativity requires the courage to
let go of certainties." Erik Fromm “…and you won’t be interesting unless you say things imaginatively, originally, freshly.”

Please, make shure to check
out the original sources, that inspired this presentation. CHAPTER 1 http://techcrunch.com/2011/04/18/little-bets-the-book/ Instagram Mashups, a list + Look at how brands (and bands, e.g. Moby) are using Instagram Soundcloud + Soundcloud’s app gallery 50/50 make or break: http://5050.gd/ Faris Yakob on the 50/50 project http://farisyakob.typepad.com/blog/2011/09/5050-hackathon-nyc.html http://techcrunch.com/2011/02/03/founder-stories-instagram-products/ http://thinkingalaud.posterous.com/instagram-find-the-problem-first http://techcrunch.com/2011/09/02/instagram-adds-50-million-photos-in-august-now-over-200-million-total/ http://techcrunch.com/2011/09/13/instagram-and-intuit-founders-discuss-lean-startups-pivots-and-what-makes-a-product-successful/ http://vimeo.com/19086114 + http://jamiedubs.com CHAPTER 2 http://www.prospectmagazine.co.uk/2010/11/brian-eno-next-big-thing/ http://www.digitaltonto.com/2009/feynmans-6-principles-of-trendspotting/ http://www.onepiece.no CHAPTER 4 http://matt.might.net/articles/phd-school-in-pictures/ CHAPTER 5 http://curatoreffect.blogspot.com/ http://rushkoff.com/2010/03/25/program-or-be-programmed/ http://battellemedia.com/archives/2010/12/signal_curation_discovery CHAPTER 7 http://itwofs.com/beastoftraal/2010/12/20/social-media-roi-what-is-the-roi-of-installing-a-new-window-in-your-organization/ http://www.twistimage.com/blog/archives/the-new-journalism/ http://www.steverubel.com/ http://blog.programmableweb.com/2011/01/03/api-growth-doubles-in-2010-social-and-mobile-are-trends/ CHAPTER 8 http://www.amazon.com/Lip-Service-Smiles-Memory-Politics/dp/0393060047/ref=sr_1_1?s=dmusic&ie=UTF8&qid=1316007672&sr=1-1 http://www.fastcompany.com/1776854/how-being-human-is-the-new-black-for-brands CHAPTER 9 www.wired.com/wiredscience/2011/07/why-do-viral-videos-go-viral/ CHAPTER 10 http://blog.mediafront.no/2011/05/31/det-digitale-hjertet/) http://www.nytimes.com/2011/05/29/opinion/29franzen.html?_r=1 http://mweigel.typepad.com/canalside-view/2011/04/through-a-screen-fuzzily-how-people-really-make-sense-of-advertising.html http://designmind.frogdesign.com/articles/the-never-ending-story.html http://www.locusmag.com/Perspectives/2011/05/cory-doctorow-techno-optimism/ CHAPTER 11 http://www.fastcompany.com/1711531/five-innovative-new-year-s-resolutions?partner=rss http://looklet.com/ + http://www.robyn.com/wedancetothebeat/ http://www.facebook.com/bursdag http://instagramers.com/destacados/how-to-use-hashtags-in-instagram/ http://synapticstimuli.com/ + Photo resource, Jung-Yeon Min http://www.kashyahildebrand.org/zurich/min/index.html http://www.exactitudes.com/

Videos. A future imagined http://www.youtube.com/watch?v=9VMW1UDd0w0
Can kids teach themselves? http://www.youtube.com/watch?v=xRb7_ffl2D0 The Wire: Stringer's 'product' meeting http://www.youtube.com/watch?v=BPS9YKGaKQE Chipotle ad - Back to the start http://www.youtube.com/watch?v=aMfSGt6rHos Golden Voice viral http://www.youtube.com/watch?v=6rPFvLUWkzs Nike ad - Addiction http://www.youtube.com/watch?v=XPTpEkdceic John Jay on creativity http://www.youtube.com/watch?v=EpfYPVzJohc

Want more? A few more
links that shoot to your heart. Google Chrome: Dear Sophie Mural explorer: Love letter Y the world and I: ou Tylor The Creator - Yonkers Stoop sitting Kurz und Schön opener Susan Sontag Animation: Regarding the Pain of Others Days with my father

THANK YOU! Karina Hillestad @inahill
Copywriter @mediafront blog.mediafront.no mediafront.no Look up this presentation slideshare.net/MediaFront/ Questions? Contact me @inahill or @mediafront