This isn’t designed to be read as a fluid piece of copy. It is scribbled notes and interesting links which are being shared as a way to bring others into the concepts and ideas. Delve in, hopefully you will find something of interest and spark a conversation. I will explore a few of the themes in later updates.
Brands having a POV: Troy Young, SAY: Media
"Without POV you will never start a conversation". It's boring to talk to people with no viewpoint.
Not how the world perceives you but how you perceive the world - A brand's POV is critical to how they are interpreted. POV is best when it starts at the core. Great example is Tom's shoes - "You buy, you look good, you give back". Good example: TODS Buy one share one
Too many brands and people think sharing a link is a POV, it isn’t. 25% of all social content drives links. Not enough for brands to just share, still need to differentiate and give people a reason to click - best reason is make it good.
"Democratised distribution". Check out ClueTrain Manifesto (site looks very low rent but it is the right place).
"Everything is cause marketing now" - AMEX FourSquare local shops. Give value from your campaigns, not enough to just think pretty images. Great example - Bone Marrow PLaster
"POV is more important than topic". Let people know your place in the world. POV doesn't mean taste; give something for people to talk about you.
POV means you might disagree, but that doesn’t have to be a bad thing.
"POV is changing retail". Becoming curatorial not just pushing products. http://bit.ly/JCrewLiquorStore.
Also think Kris Crinkle Miracle on 34th St, happy to recommend a competitor mall when his didn’t have the toy.
"Yes, it is just advertising". P&G moms.
We are limited by imagination, not category.
"POV is breaking down the wall" - editorial or content? Collaborations between brands and publishers starting to create amazing content that otherwise would never have existed. Bring value.
Example: IBM and Vice collaboration
"Finding a way to engage people in an on-demand world is the marketing challenge of our time".
"Rethink the USP" - will allow you to be more interesting.
Cammy Dunaway - Kidzania "Doing business with passion, purpose and play".
Intro to concept where kids learn through fun and roleplay
How brands can learn from Kidzania:
Creating meaning - be relevant
Passion - create rich environments, take the care to make it right. Visually stimulating.
Purpose - act with intention, set goals and make choices. Strategy is about deciding what not to do. Understand your essence and focus on the core. Apple as an example.
Give value – Think about how you can help others achieve their purpose -.
Play - Play to learn.
Chip Conley - Intersection of Psychology and Business
Maslow's Hierarchy of needs: Survive, succeed or transform. The iterations based on user stage.
Employees - Money, recognition, meaning.
Customer - Expectations, desires, unrecognised needs.
Investor - transaction alignment, relationship alignments, legacy.
Despair = suffering - meaning
Happiness = practice gratification / pursue gratification.
Anxiety = uncertainty x powerlessness
(If anxious, draw 4 columns; what do I know about the situation, what don't I know, what can I influence, what can't I influence)
Frank Partnoy - The art and science of delay
Procrastination is good. aka Managing delay.
What time world are you living in - How long can you delay?
Procrastinate and wait until the last possible moment to make the decision.
Observe / Orient / Decide / Act.
Great example given of an trading house from San Fran. Clearing up in the market with algorithmic trading. Decided to move to everything New York to take advantage of shorter server call times with the trade floor. Opened in New York and saw performance plummet. Was discovered that the reduction in server time didn't benefit but actually hindered as meant that the system was being caught up in the period of uncertainty and fluctuation that it has previously avoided causing their algorithms to buy blindly. Moved servers back to San Fran previous positive perfromance was resotred. Even a computer needs time to "think" or at least to better evaluate the options and then act.
Brian Monahan - consuming content
Av. user spends 39 secs on a web page, studies show less ads on the page lead to higher attention - clearing the clutter.
How to find the native ad experience for digital? At present display doesn't have the native experience. Search, FB, Twitter have started to crack the code for their platforms. But content sites are still struggling. Functional ads seem to be a step in the right direction. Ad as content.
Responsive design movement - working with the page you are on.
Evolution of video, panel - Rickroll this
Carlton Evans - Disposable film festival
Kirsten Lapore - Dir and Animator kirsten.lepore.com
William Abramson - Yourstru.ly
Daniel Hayek - Vimeo
Flipcam (2005) is to video what iphone is to mobile. Cheap cameras led to more experimentation.
Film making now moving away from technology (so cheap to buy HD camera) that seeing the talent seperate themselves. The internet does enable the best to rise to the top.
No longer content as king, is concept.
Brands as the new artist and creator patronage.
What is future participation of engagement and connection on video? At present YT is just crap flamewars in comments. Vimeo drives a better "conversation". The distribution platform is the answer - Tumblr etc. That dictates the how and who will engage.
The role of livestream? A great way to bring the audience closer in. A voyeuristic quality to open your event up.
Amber Case - Cyborg Anthropology (@caseorganic)
A lot easier to put data in than to extract it. We have become digital hoarders.
Hyperlinked memories - we rely on saved data to augement our memories.
Information jet-lag - constant different time zones mean we lose ourselves in the info.
Panic Architecture - creating new rules to try and deal with the flood of info (email sabbaticals etc).
Steve Mann and Thad Stern as the original genesis of Google glass working over 30 years from MIT. This wasn’t an overnight concept.
Non-visual wearable computing. Belt for pointing north etc. Since the 80s we have been playing with wearable computers.
Calm Technology - tech moving out of the way, your actions become buttons, invisible interfaces, trigger based actions.
Location and invisible buttons - i.e. digital post-it notes, we use location to borg ourselves up with the triggers activated via our phone (for the time being, but eventually no need for phone).
Bringing static content to life - data surfacing for you not relying on your having to go to web and search it. Using location to ascribe information to place – akin to a digital post-it note.
"The best tech is invisible, it should get out of the way and connect people". - Mark Riser.
To see Amber in action, here is her TED talk that was the basis for the above
Hopefully a little insight in to a very interesting couple of days. When I have access to the videos I will post them on our YouTube channel