Francesco D'Orazio, Face Group

openness + accessfrancesco d’orazio - now conference - september 2nd 2010 - aarhus

The State of The Internet

“openness is the mega-trend forinnovation in the 21st century” Tim Lebrecht

the real-time social web as a system hasreflected and amplified an increasingdemand for openness AND access

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.

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

ambient modelcontinuous

partialtogetherness

from pages to streams = instability & evolution

the permanent beta

bottom-up organization = emergence

welcome to the Sea of Niches

“where the truth lies”

media clutter

not only trust in adshas fallen but also its structuralcapacity of generating influence(reach)

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

replacing authority (boundaries)with influence (magnetic fields)

an evolution ofMeyrowitz’s idea of media as‘secret-exposing machines’

‘blended genders’ ‘changed childhood’‘demystified leaders’

around me:pull NOT push

fragmentation also means the new and only potentialcenter is now “me”

the rise of social search:small networks as a lens to look at the world

the crowd as superpower

information gets context:via networks, semantics, mobility

access is ubiquitous

mixed media diets

re-mediationtraditional media becomesmore social

social media becomes morecurated

stopcalling it

newmedia

and digitalit’s here

andeverywhere

these conversations are moving offline,augmenting reality

@ frogdesign “Your Life in 2020”

evolved audienceshuge untapped creative potential

empoweredconsumers

quick, easy, cheap waysfor voicing your opinion,

super connected,always on

eroded hierarchies:the ‘demystified author’

@ alessio facchini

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

participatory culture...way beyond media and consumption

have we lost control of our audiences, contentsand ultimately our brands?

“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

brand agency

radio

tvbrand

agencies

consumers

channels

print

online

exp

insight

insight

new

new

the problem is, we have never been in control...

let’s go back to a cold case

1893: Sir ArthurConan Doyle decidesto kill SherlockHolmes just tenyears after its birth...

...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.

1968: NBC plansto axe 'Star Trek’

2010: BBCto axe ’6Music’

...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...

#1 identificationfandom is a quick way for fans to express things aboutthemselves and their identity.

Ivan Askwith - Engagement 1.0

#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.


#3 productionthey like to have a say in the building of the brand and like tocreate their own version of it


#4 participationthey want to be part of the brand narrative


#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.


engaging fan bases is not about feedingpassive lunies, but about giving fans themotivation and the tools to do somethingwith your brand

how can we implement these5 engagement patterns in themarketing space?

social media is NOT just another channelis the platform where all of this is converging

+insights+idea generation

+testing & validation+distribution

+wom & advocacy

brand don’t own the spaceanymore, consumers own it

strategy should be built around themnot around the brand

history channelon foursquare

adaptive planningresponding to change over following a plan

not just a different way todistribute the same content

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

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


one sizedoesn’t fit all

1000 headsfor

1000 msgs

‘the wilderness downtown’

‘cuckoo’ - a location aware music video

‘killing me’ - robyn

conversations and relationships,NOT messages

old spice

cross-mediaexperience-driven

not channel-driven

co-creating the missing link

between two movies

continuous engagement,not campaigns

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


co-creating the world around the content

consumersas partners

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


street fighting man

the web asworld’s largest

creative department

open platforms can extend participation toharness the creativity of people outside theorganization

it’s about creatingsocial objects andincreasing theirresonance

“...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

old vs new model

consumersobservationrespondentsmessagescampaignsone sizechannels

silosmonolithic

peopleimmersionpartners

relationshipsstory

niche tailoredexperiencescollaboration

adaptive

brand agency

radio

tvbrand

agencies

consumers

channels

print

online

exp

insight

insight

new

new

From this…

brand agencytv

radio

print

web

exp

social media

ideas

brands

people

ambie

nt

facilitate channels

insights

insig

hts

ideas

To this…

brand

or not

@abc3dwww.facegroup.co.uk

[email protected]

Francesco D'Orazio, Face Group

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