Francesco D'Orazio, Face Group
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Transcript of Francesco D'Orazio, Face Group
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openness + accessfrancesco d’orazio - now conference - september 2nd 2010 - aarhus
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The State of The Internet
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“openness is the mega-trend forinnovation in the 21st century” Tim Lebrecht
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the real-time social web as a system hasreflected and amplified an increasingdemand for openness AND access
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the extended mind: the web works as an ‘externalscaffolding of the mind’ - a ‘cognitive artifact’ that allows usto take into account a greater number of variables andhypothesis and to move seamlessly between focusedreasoning and free associations.
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rise of the real-timecollective mind
getting information that’srelevant to who I am,
where I am and what I’mup to
sharing information withthe right people, at the
right time, in the right way
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ambient modelcontinuous
partialtogetherness
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from pages to streams = instability & evolution
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the permanent beta
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bottom-up organization = emergence
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welcome to the Sea of Niches
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“where the truth lies”
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media clutter
not only trust in adshas fallen but also its structuralcapacity of generating influence(reach)
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the real-time social web acts as anagent for openness in the sense that itgenerates the progressive erosion ofhorizontal and vertical boundaries like
identities, roles and hierarchies
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replacing authority (boundaries)with influence (magnetic fields)
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an evolution ofMeyrowitz’s idea of media as‘secret-exposing machines’
‘blended genders’ ‘changed childhood’‘demystified leaders’
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around me:pull NOT push
fragmentation also means the new and only potentialcenter is now “me”
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the rise of social search:small networks as a lens to look at the world
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the crowd as superpower
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information gets context:via networks, semantics, mobility
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access is ubiquitous
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mixed media diets
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re-mediationtraditional media becomesmore social
social media becomes morecurated
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stopcalling it
newmedia
and digitalit’s here
andeverywhere
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these conversations are moving offline,augmenting reality
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@ frogdesign “Your Life in 2020”
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@ frogdesign “Your Life in 2020”
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@ frogdesign “Your Life in 2020”
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evolved audienceshuge untapped creative potential
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empoweredconsumers
quick, easy, cheap waysfor voicing your opinion,
super connected,always on
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eroded hierarchies:the ‘demystified author’
@ alessio facchini
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socialised brands“it is no longer about what your brand does to the consumer but what consumers are doing to and withyour brand” Mark Earls
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participatory culture...way beyond media and consumption
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have we lost control of our audiences, contentsand ultimately our brands?
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“Enterprises currentlyexpend considerableresources trying toimpose control on a
situation thatincreasingly appears
like it not only can’t becontrolled, but almostcertainly doesn’t needto be.” Dion Hinchcliffe
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brand agency
radio
tvbrand
agencies
consumers
channels
online
exp
insight
insight
new
new
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the problem is, we have never been in control...
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let’s go back to a cold case
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1893: Sir ArthurConan Doyle decidesto kill SherlockHolmes just tenyears after its birth...
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...an army of mourningfans wearing blackarmbands takes to thestreets of London to showhim how disappointedthey are.
...but they don’t stop there.They start writing Sherlock
Holmes adventuresthemselves, giving birth to
the first co-created product:fan-fiction.
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1968: NBC plansto axe 'Star Trek’
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2010: BBCto axe ’6Music’
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...a shortened versionof the word fanatic,and the word did firstbecome popular inreference to anenthusiastic follower ofa baseball team.Merriam-Webster
Fanatic itself, introducedinto English around 1550,
means "marked byexcessive
enthusiasm andoften intense uncritical
devotion"
It comes from the ModernLatin fanaticus, meaning
"insanely but divinelyinspired"
and inspiration leads tocreation...
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#1 identificationfandom is a quick way for fans to express things aboutthemselves and their identity.
Ivan Askwith - Engagement 1.0
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#2 masterypassionate fans know everything about your brand and yourproducts so they are a natural vehicle for delivering the fullmeaning and symbolic universe behind your brand.
Ivan Askwith - Engagement 1.0
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#3 productionthey like to have a say in the building of the brand and like tocreate their own version of it
Ivan Askwith - Engagement 1.0
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#4 participationthey want to be part of the brand narrative
Ivan Askwith - Engagement 1.0
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#5 appropriationonce your product is out into the world, you don’t really own itanymore. Remix and alterations are key to appropriation andendorsement, so make sure your brand is flexible enough tosupport it.
Ivan Askwith - Engagement 1.0
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engaging fan bases is not about feedingpassive lunies, but about giving fans themotivation and the tools to do somethingwith your brand
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how can we implement these5 engagement patterns in themarketing space?
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social media is NOT just another channelis the platform where all of this is converging
+insights+idea generation
+testing & validation+distribution
+wom & advocacy
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brand don’t own the spaceanymore, consumers own it
strategy should be built around themnot around the brand
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history channelon foursquare
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adaptive planningresponding to change over following a plan
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not just a different way todistribute the same content
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redefined content
+ content replicates in a worldof versions
+ creation, distributions,consumption are not limitedanymore
+ digital content is a infinitegood - cannot command ahigh price
Scott Walker - Building a Renewable Entertainment Franchise
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Economic value is in:
+ increasing sales of analog/limited copies
+ reducing piracy
+ generating revenues when selling something scarce like fans real-time interaction
redefined content
Scott Walker - Building a Renewable Entertainment Franchise
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one sizedoesn’t fit all
1000 headsfor
1000 msgs
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‘the wilderness downtown’
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‘cuckoo’ - a location aware music video
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‘killing me’ - robyn
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conversations and relationships,NOT messages
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old spice
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cross-mediaexperience-driven
not channel-driven
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co-creating the missing link
between two movies
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continuous engagement,not campaigns
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redefined narratives
multiple narratives across multiple mediums:
+ provide several entry points to the franchise
+ incorporate transmedia into the framework
+ let the users define scopes and storylines
+ don’t wait for the breakout success
Scott Walker - Building a Renewable Entertainment Franchise
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co-creating the world around the content
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consumersas partners
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redefined audiences
fan as co-creators:
+ legitimate what is already happening
+ give them the tools/support/permission
+ showcase their creations, reward the love
+ enable community discussions
owners as stewards, not bodyguards, of content
Scott Walker - Building a Renewable Entertainment Franchise
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street fighting man
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the web asworld’s largest
creative department
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open platforms can extend participation toharness the creativity of people outside theorganization
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it’s about creatingsocial objects andincreasing theirresonance
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“...the reason two people are talking toeach other, as opposed to talking to
somebody else.
Human beings are social animals. Welike to socialize. But if think about it,there needs to be a reason for it to
happen in the first place. That reason,that “node” in the social network, is
what we call the Social Object.”
Hugh MacLeod, Social Objects for Beginners
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old vs new model
consumersobservationrespondentsmessagescampaignsone sizechannels
silosmonolithic
peopleimmersionpartners
relationshipsstory
niche tailoredexperiencescollaboration
adaptive
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brand agency
radio
tvbrand
agencies
consumers
channels
online
exp
insight
insight
new
new
From this…
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brand agencytv
radio
web
exp
social media
ideas
brands
people
ambie
nt
facilitate channels
insights
insig
hts
ideas
To this…
brand
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or not