RANDOM S^*T
description
Transcript of RANDOM S^*T
![Page 1: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/1.jpg)
COMMUNITY
RANDOM S^*T
![Page 2: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/2.jpg)
COGNITIVE SURPLUS
![Page 3: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/3.jpg)
![Page 4: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/4.jpg)
![Page 5: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/5.jpg)
![Page 6: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/6.jpg)
WORK PLAY SLEEP
![Page 7: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/7.jpg)
WORK PLAY SLEEP
![Page 8: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/8.jpg)
![Page 9: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/9.jpg)
![Page 10: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/10.jpg)
WE PERCIEVED THESE PEOPLE AS OUR REAL FRIENDS AND BUILTSTRONG EMOTIONAL CONNECTIONS
![Page 11: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/11.jpg)
AS A RESULT WE SPENT LESS TIME WITH OUR ACTUAL FRIENDSWE LACKED DEBATE, DISCUSSION AND KNOWLEDGE SHARING.
![Page 12: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/12.jpg)
BECAME MATERIALISTIC AND SPENT A LITTLE TOO MUCH ON THESE
![Page 13: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/13.jpg)
WHICH PLAYED A HAND IN THIS.
![Page 14: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/14.jpg)
FREE TIME IS COGNITIVE SURPLUS BECAUSE WE HAVE AN OPPORTUNITY TO DO SOMETHING WITH IT.
WE HAVE BEEN THROUGH A TIME OF FILLING FREE TIME RATHER THAN ACTUALLY DOING ANYTHING WITH IT.
COGNITIVE SURPLUS ISNT JUST ABOUT THE USE OF NEW SOCIAL TOOLS.
ITS ABOUT LOTS OF GROUPS TRYING NEW THINGS AND MAKING DEVELOPMENTS.
![Page 15: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/15.jpg)
![Page 16: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/16.jpg)
WHAT IF YOU TOOK AN AGGREGATE OF THE WORLDS COGNITIVE SURPLUS?
HOW BIG WOULD THAT BE?
LETS START WITH WIKIPEDIA
![Page 17: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/17.jpg)
100 MILLION HOURS OF CUMULATIVE THOUGHT
AMERICAN’S WATCH ROUGHLY 200 BILLION HOURS OF TV EACH YEAR
THATS ABOUT 2000 WIKIPEDIA’S – ANNUALLY!!!
EVEN SUBSETS ARE ENOURMOUS – ROUGHLY 200 MILLION HOURSPER WEEKEND SPENT WATCHING COMMERCIALS.
![Page 18: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/18.jpg)
SEEMS FUNNY DOESNT IT WHEN PEOPLE THEN ASK...
”WHERE DO THEY FIND THE TIME?”
![Page 19: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/19.jpg)
SOCIETY IS SHAPED AS MUCH BY INCONVENIENCE AS BY CAPABILITY.
UPGRADING ONES IMAGINATION ABOUT WHAT IS POSSIBLE IS ALWAYS A LEAP OF FAITH.
WE ARE FUNDEMENTALLY SOCIAL BEING’S AND THERE IS GREAT VALUE IN SEEING THAT YOU ARE NOT ALONE.
![Page 20: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/20.jpg)
![Page 21: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/21.jpg)
![Page 22: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/22.jpg)
THINKING ABOUT THE PRODUCT INSTEAD OF HOW THECOMMUNITY USE THE PRODUCT CAN LEAD
TO A MILKSHAKE MISTAKE
![Page 23: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/23.jpg)
HOW CAN WE MAKE OUR MILKSHAKES BETTER?
MILKSHAKE MISTAKES!
![Page 24: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/24.jpg)
Always AloneRarely bought anything elseNever consumed in the store
![Page 25: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/25.jpg)
![Page 26: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/26.jpg)
![Page 27: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/27.jpg)
![Page 28: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/28.jpg)
![Page 29: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/29.jpg)
AMATUERPROFESSIONAL
![Page 30: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/30.jpg)
SO WHY IS THIS SH^T IMPORTANT TO US?
https://www.mckinseyquarterly.com/How_we_see_it_Three_senior_executives_on_the_future_of_marketing_2835
![Page 31: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/31.jpg)
![Page 32: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/32.jpg)
![Page 33: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/33.jpg)
Gareth Kay, Associate Partner and Director of Brand Strategy at Goodby, Silverstein & Partners, and Edward Boches, Chief Innovation Officer at Mullen, will inspire us all with thoughts on how strategy has to evolve if it’s to inform work that’s interactive, shareable, and participatory.
![Page 34: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/34.jpg)
HE HATES DIGITAL STRATEGY
![Page 35: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/35.jpg)
BUT STRATEGY FOR THE POST-DIGITAL WORLD
![Page 36: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/36.jpg)
NEW TECHNOLOGY, DIFFERENT CULTURE
![Page 37: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/37.jpg)
A GREAT DIGITAL STRATEGY CAN BE INFLUENCED AS MUCH BY THE DOING AS BY THE THINKING
![Page 38: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/38.jpg)
“LESS ABOUT MASTER STRATEGY AND MORE ABOUT BROAD EXPERIMENTATION. THIS IS GENERALLY BECAUSE NO ONE HAS A CLUE WHAT THE NEXT GREAT IDEA WILL LOOK LIKE”.
CLAY SHIRKY
![Page 39: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/39.jpg)
1. BE INTERESTED IN WHAT PEOPLE ARE INTERESTED IN
![Page 40: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/40.jpg)
![Page 41: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/41.jpg)
1. BE INTERESTED IN WHAT PEOPLE ARE INTERESTED IN
2. BE INTERESTING NOT JUST RIGHT
![Page 42: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/42.jpg)
![Page 43: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/43.jpg)
1. BE INTERESTED IN WHAT PEOPLE ARE INTERESTED IN
2. BE INTERESTING NOT JUST RIGHT
3. DO STUFF, DON’T JUST SAY STUFF
![Page 44: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/44.jpg)
![Page 45: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/45.jpg)
![Page 46: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/46.jpg)
1. BE INTERESTED IN WHAT PEOPLE ARE INTERESTED IN
2. BE INTERESTING NOT JUST RIGHT
3. DO STUFF, DON’T JUST SAY STUFF
4. EXPERIMENT WITH STORYTELLING
![Page 47: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/47.jpg)
![Page 48: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/48.jpg)
1. BE INTERESTED IN WHAT PEOPLE ARE INTERESTED IN
2. BE INTERESTING NOT JUST RIGHT
3. DO STUFF, DON’T JUST SAY STUFF
4. EXPERIMENT WITH STORYTELLING
5. MAKE THE EVERYDAY PLAYFUL AND USEFUL
![Page 49: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/49.jpg)
![Page 50: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/50.jpg)
![Page 51: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/51.jpg)
![Page 52: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/52.jpg)
![Page 53: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/53.jpg)
1. BE INTERESTED IN WHAT PEOPLE ARE INTERESTED IN
2. BE INTERESTING NOT JUST RIGHT
3. DO STUFF, DON’T JUST SAY STUFF
4. EXPERIMENT WITH STORYTELLING
5. MAKE THE EVERYDAY PLAYFUL AND USEFUL
6. WORK SMARTER
![Page 54: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/54.jpg)
![Page 55: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/55.jpg)
1. BE INTERESTED IN WHAT PEOPLE ARE INTERESTED IN
2. BE INTERESTING NOT JUST RIGHT
3. DO STUFF, DON’T JUST SAY STUFF
4. EXPERIMENT WITH STORYTELLING
5. MAKE THE EVERYDAY PLAYFUL AND USEFUL
6. WORK SMARTER
7. BREAK THE TYRANNY OF PERFECTION
![Page 56: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/56.jpg)
Pre-digital Post-digital
NarcissisticInteresting
Messaging ActionsPerception BehaviourOne way ParticipatoryBig Long
![Page 57: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/57.jpg)
Pre-digital Post-digital
NarcissisticInteresting
Messaging ActionsPerception BehaviourOne way ParticipatoryBig Long
COMMUNITYBASED
![Page 58: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/58.jpg)
THE LONG IDEA AND ADVERTISING
Sarah Morning: tbwa
![Page 59: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/59.jpg)
“Communities already exist. Instead, think about how you can help that community do what it wants to do”Mark Zuckerberg
![Page 60: RANDOM S^*T](https://reader035.fdocuments.in/reader035/viewer/2022081515/56816530550346895dd7b53f/html5/thumbnails/60.jpg)
THANK YOU