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1/Maker CultureMarketing and competing in the face of empowered consumersMike SeneseExecutive Editor, Make MagazineRichard Goldsmith Director, Digital & Social Media, Mark Anthony Brands#DIYMKTRICH2/

MIKE3/Maker nounA person who makes something

MIKE4

The new industrial revolution.

Todays entrepreneurs, using open source design and 3-D printing, bring manufacturing to the desktop.

A generation of Makers using the Webs innovation model will help drive the next big wave in the global economy, as the new technologies of digital design and rapid prototyping gives everyone the power to invent -- creating the long tail of things.MIKE

5/Maker CultureRICH6Proprietary & Confidential. 2012 R/GA All rights reserved./

RICH

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Launched in 2005

MakerFaire SFO 2006: 20k attendees

MakerFaire SFO 2013: 120k attendees

Global 2013 MakerFaire attendance: 530kMIKEINSERT SEXY MAKERFAIRE VIDEO HERE

MIKE9//02Whats Driving the Shift?RICH

10/Millennials put a premium on authenticity, creativity, scarcity and distinctivenessThey have a natural interest in customization and individualityThey want to make individual contributions and be connected and woven into a larger discussionRICH11

Wont Someone think of the Children?MIKE12Proprietary & Confidential. 2012 R/GA All rights reserved./

MIKE13Code isnt magic

RICH14/Connectivity = Inspiration

MIKE15Cheap Sensors

RICH16/Microcontrollers for All

MIKE17Crowdfunding

On Kickstarter in 20133,000,000 peoplePledged a total of$480,000,000And successfully funded19,911 projects

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3D Printing

MIKE19Rapid & Lean Prototyping

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So what are people doing with this stuff?MIKE21/

Chris AndersonFounder 3D RoboticsOpen source drone platform

MIKE22Proprietary & Confidential. 2012 R/GA All rights reserved./

RICH23Proprietary & Confidential. 2012 R/GA All rights reserved./

Joey HudyMakerFaire championIntels youngest employee

MIKE24Proprietary & Confidential. 2012 R/GA All rights reserved./

Richard25Proprietary & Confidential. 2012 R/GA All rights reserved./

RICH26Proprietary & Confidential. 2012 R/GA All rights reserved./

All Your Brand Are Belong To UsRICH27Proprietary & Confidential. 2012 R/GA All rights reserved.

Put on your listening hatsRICHThe internet represents the collective intelligence of the human race, or at least the ones who can afford an internet connection. And we have more tools than ever to listen in. Why pay think tanks, product development and innovation firms when you can use the 500 million plus brains on Twitter? The 1 million brand advocates youve paid to build into a community on Facebook28Data is just the beginning

MIKEThanks to the prevalence of cheap sensors and tracking technology, Disney developed a new way for users to interact with its parks. These wristbands contain information about each wearer:- provides a way for users to make reservations at popular attractions and check in,- consumers store payment information and define spending allowances for each family member - creating friction free commerce that increases sales and user satisfaction - Disney now knows how individual user types behave within the park, giving the company an understanding of how it can optimize the park experience across demographics29

RICHAnd because consumers are so connected while they watch shows, those same networks are realizing they have to promote their content in a different way, creating activity and community around their programming to capture attention split by a multitude of screens and conversation with friends and the world at large.

Break down chart.30

RICHViewing has turned from a solitary or small group experience into an experience defined by the user - shaping the content and narrative with their own conversations with the world at large and demanding broadcasters and advertisers provide what they want when they want it.

At first it was just about campaigns to save niche shows, now its about demanding a role in everything from production to broadcast.31

Amazon Originals: Content consumers demand

MIKEAmazon is rolling out a new approach to production, asking consumers to vote on the pilots they want to be made into shows - but also tracking consumer behavior and viewing habits as they watch.32

Proprietary & Confidential. 2012 R/GA All rights reserved./

Netflix: Doing as consumers do, not as they sayMIKENetflix is leveraging the massive database the brand has already collected to create shows consumers had no clue they want. Who knew Kevin Spacey was the most popular actor on Netflix? And its clear that consumers are happy to give up that data in return for getting the kind of entertainment they subconsciously craved.33Brands Embrace Start-Ups to Spur Innovation

RICHOthers are crowdsourcing innovation - using actual startups or even the world at large as a tech incubator for the company. In some cases its a design contest - as Campbells established in the brands hack the kitchen program. In others its a partnership with entrepreneurs with the expertise and passion to develop, innovate and disrupt.34Consumers know best

RICHOthers are crowdsourcing innovation - using actual startups or even the world at large as a tech incubator for the company. In some cases its a design contest - as Campbells established in the brands hack the kitchen program. In others its a partnership with entrepreneurs with the expertise and passion to develop, innovate and disrupt.35Co-creation is fun!

MIKE

36Open source products

MIKE/RICHOthers are crowdsourcing innovation - using actual startups or even the world at large as a tech incubator for the company. In some cases its a design contest - as Campbells established in the brands hack the kitchen program. In others its a partnership with entrepreneurs with the expertise and passion to develop, innovate and disrupt.

But, you ask, how can I learn more about these Makers of which you speak?Check out Make Magazine and other Maker resources

Find Maker communities and hackerspaces where you liveFigure out what youre passionate about and make itQuestions?