Bonchek - (Back to) The Future of Marketing - Social Media Week - NY
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Transcript of Bonchek - (Back to) The Future of Marketing - Social Media Week - NY
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Brand Innovators – New York @MarkBonchek
(Back to) The Future of Marketing
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EVERY-
THING
HAS
CHANGED
Nothing Has
Changed
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New Media in the late 1800s
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User-Generated Content
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Reviews and Ratings
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Word of Mouth
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Social Coupons
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Crowdsourcing
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Idea Exchange
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Social Shopping
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ShopYourWay
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New Media in the 1920s
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Media Platforms
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Content Marketing
“What is it you
want to know?
Our Farm
Advisor can tell
you how to
accomplish
more for your
work.”
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Craftsman Experience /
Kenmore Live Studio
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FitStudio
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Media was “social”
before social media.
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Media was “social”
before social media.
We just have much
better tools today.
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Technology changes.
People don’t.
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150
Dunbar’s Number
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EVERY-
THING
HAS
CHANGED
Nothing Has
Changed
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From Gutenberg
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To Zuckerberg
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One-to-Many
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Many-to-Many
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Broadcast
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Blowback
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We need to update our
mental maps
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The New Mindset
Information Conversation
Transaction Relationship
Audience Community
Content Context
Push Pull
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Targets
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Orbits
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Gravity Field Generators
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iTunes
App StoreiCloud
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Nike+
Nike ID Nike Fuel
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CREATE
SOCIAL GRAVITY
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CO
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CO
NV
ERSA
TIO
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CO
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BO
RAT
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CO
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ETIT
OIN
CONSTITUENCYCULTURE
CONTEXT
CURRENCY
CORE PURPOSE
COMMUNITY
CU
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CO
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ERC
E© Mark S. Bonchek, 2012
Social Architecture