1WIRED 2012 : The Brewery - London : 2012

2WIRED 2012 : The Brewery - London : 2012

WIRED 2012

This is all about creatives and innovators who are going to

change the world and our job is getting them out there.

David Rowan Editor WIRED Magazine

3WIRED 2012 : The Brewery - London : 2012

Focusing and learning from the specifics Lady Gaga’s manager, Troy Carter, shared his insights on Lady Gaga’s own social network for fans, Little Monsters. By creating a direct dialogue with her community she aimed to regain a direct connection with her fans as opposed to them being owned by a third-party like iTunes. The site has been built to gather data which holds specific details about her fans. For example, the site can tell her what song fans in Sweden are listening to before they go on a night out and then incorporate this into her set list for her next show is Sweden. Gaga, unlike other celebrities, is recognising the power of listening to fans and conversing with them to benefit the brand that she has built. This differs from most other celebrities who are simply investing and badging social platforms.

Similarly, Scott Harrison, Founder and CEO of Charity:Water, has realised and reacted to the need for supporters to have a direct understanding of the process of charity. By recognising that a lot of his friends did not give to charity because of reservations around whether the donated money actually reached the people in need, he set out to reinvent the non-profit organisation through total transparency and came up with the 100% model. A model that proves that 100% of all public donations go directly to the cause. By focusing on the specifics that donators want to see such as photos and GPS coordinates on a map, he can encourage their support and he is directly answering his audiences demands.

THOUGHTS

OwningA Direct

RelationshipWith Fans

[Click] Lady GagaLittle

MonstersSocial

Network[Click]

AshtonKutcher

and his tech investments

[Click]

Top 5 celebs investing insocial media

[Click]

Separate Wired

interview with Troy Carter

[Click]

Scott Harrison Charity: Water

[Click]

Justin Biebernot a venture

Capitalist?[Click]Justin

Timberlaketries to bring

MySpace back[Click]

4WIRED 2012 : The Brewery - London : 2012

Social Media Charities

Report measuringthe megaphone –

How are CharitiesUsing Social Media?

[Click]

Insights on how charities are using

social media

[Click]

Charities have doubled social media

engagement ina year

[Click]

5WIRED 2012 : The Brewery - London : 2012

Transformation Economy Representing the Nike+ Fuelband, Jess Greenwood talked on the rules of business, looking forward specifically with technology and recognising the growing importance of a “transformation economy”. The technological industry is now said to be dominated by the cash-hungry venture capitalist, the tech opportunist and bloggers who are all interested in making a quick buck rather than looking at ideas with a more inspired long term effect. Brands need to be looking for innovations that consider the good of the consumer alongside the good of the brand.

“Brands have done this whole selling experiences thing for a long time - the idea that if you buy this toothpaste it will change your life. This (transformation economy) is a way to be different, to actually change your consumers lives”. So, brands need to reassess and reach out to their market, thinking about change (big or small) and about creating value in a new way for the consumer. Looking to American Express’s Small Business Saturday, Delta Airline’s Luggage Tracker or indeed Nike’s Fuelband, we can see how brands and consumers are benefiting from the “Transformation Economy”. Big brands are getting big results by simply transforming experiences and interactions.

THOUGHTS

American Express Small

Business Saturday

[Click]

Delta Airlines – Luggage Tracker[Click]

Nike+ Wristband

[Click]

The insatiable appetite of tech

startups in London at the moment/Good stats

[Click]WIRED Rreport[Click]

Jess Greenwood referenced this

woman’s work quite a bit. Possibly a bit old but very interesting.

[Click]

6WIRED 2012 : The Brewery - London : 2012

Critical mass vs credible massThe creative portal ‘Behance’ is a portal set up to showcase creative work from around the world. It is ‘a platform to remove the barriers between talent and opportunity’. Scott Belsky talked about creative meritocracy as the proper and transparent attribution of talent, sharing examples from the site such as Lichfaktor and Diego Stocco. The site also allows interesting insights as it can often be a gauge on how people are creatively responding to issues around the world, creative expressions of events like the earthquake in Japan.

Most interestingly what this platform has created is an environment for gauging credible interest in creative projects and content. The Behance community will not only engage with the work but will also look upon it with a discerning eye, referencing the credible mass rather than the critical mass for a type of curation on the site by the creative community. The site raises the question of how to genuinely ‘discern quality’, something that brands will increasingly be searching for as the social sharing and ranking continues.

Lichfaktor [Click] -:

Diego Stocco [Click] -:

THOUGHTS

7WIRED 2012 : The Brewery - London : 2012

Driving forward with ideas in the face of failureMark Pollock, an extraordinary man who, after losing his sight aged 22, continued to embark on a series of remarkable adventures including the running of 7 full marathons in 7 days- in the Gobi desert! Tragically, during the Henley Royal Regatta of 2010, fate struck once again as Pollock fell from a third story window, ultimately paralysing himself from the waist down- which, needless to say, left him completely immobile and wheelchair bound. And yet, a strong and inspiring unwillingness to accept the status quo manifested itself within Pollock, who has since made it his mission to walk (run, even!) again.

During his talk, Mark expressed his interest in rejecting much of what doctors and science have to say on such matters, and firmly believes in the notion of pushing the boundaries and allowing science to catch up later. ‘Sometimes we choose our challenges’, he said, ‘and sometimes they find us.’ (We need not look any further than Christopher Reeve, ex-superman actor, for an example of such perseverance). It was in this spirit that staff from Ekso Bionics were invited to the stage, a remarkable American company which

has developed a mechanical ‘skeleton’ that gives opportunity for paralyzed individuals to walk again. A true demonstration of the endless possibilities of technology for the good of mankind, this was no doubt a heartwarming moment depicting, in all honesty, nothing short of a miracle. It’s a healthy disregard for the impossible that drives us forwards, and this talk, I believe, was the perfect encapsulation of such a philosophy.

THOUGHTS

Project Walk [Click]-:

Run In The Dark [Click] -:

8WIRED 2012 : The Brewery - London : 2012

Gotye on Multi-Instrumental MusicPop sensation Gotye turned on the intellect in order to discuss the incredible phenomenon that followed as his release ‘Somebody that I used to know’ snowballed its way through YouTube at a remarkable rate. The #1 social video website in the world is known to produce trillions (yes, trillions) of unique visits every single year as more than 800 million users browse its pages every day, and no doubt you’ve heard that 60 hours of video are uploaded to this single company’s servers every minute (that’s an hour of video uploaded every second, for those who are counting). So when you’ve got something that works- got something that captures peoples attention and actually drives them to react in some way- you really know it. You can tell by clicking refresh every few seconds and seeing the viewings go up in double figures- just like Gotye. But this certainly wasn’t just a mindless celebration of a remarkably successful video.

Perhaps the most interesting point that arose from this investigation into the power of social video was the fact that the platform has, in many ways, completely re-written the rule books. The digital revolution of the last decade has unleashed creativity and talent in an unprecedented way, with unlimited opportunities. Nowadays, anyone can be a musician; anyone can be a film maker; you can do it from your bedroom. But does democratized culture mean better art or is true talent instead drowned out? You decide.

THOUGHTS

The digital revolution of the last decade has unleashed creativity and talent in an unprecedented way, with unlimited opportunities.

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About Inkling Inkling is a creative marketing agency that specialises in idea generation, research and brand strategy, social media, digital production, PR, experiential, event production and content creation.

If you would like to talk to us about how we can help you please call Nicola, Jono, Will or David on 0207 697 9587 or email partners@thisisinkling.com