John V Willshire Head of Innovation PHD

past future

A group of people who form relationships over time, by interacting regularly around contexts which are of interest to all of them Jake McKee, communityguy.com

network information economy Benkler, 2006

mass media

The internet revolution

Yochai Benkler, The Wealth of Networks

Remember this?

Production

Duplication

Distribution

We havent had all the groups weve wanted weve simply had all the groups we could afford Clay Shirky, Here comes everybody,

quot;The history of the modern media age is littered with casualties of people who believed in technology rather than content.quot;

There's no point spurning technology, creativity follows it

most of the brilliant technologists are actually motivated by is providing usefulness, entertainment, education and social connectivity

ed @ bssp

connect useful educate entertain

How did this advertising make you feel? Word clouds based on verbatim responses Source: Hall & Partners

Source: Hall & Partners

connect useful educate entertain

content tactility advertising p.r. direct

TV = 20m = 11m

connect useful educate entertain

It works. +8.3% Source: Cadburys

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connect useful educate entertain

Inspirational leaders

connect useful educate entertain

3x > online brand click-thru dwell time > 50% > red button social networks 16 million viewers Source: BARB / Sage

NOW

connect useful educate entertain

john.willshire@phdnetwork.com http://feedingthepuppy.typepad.com