THE DEMENTED INTERSECTION OF HOLLYWOOD AND SILICON VALLEY…

WELCOME TO SILIWOOD…

AT THE AUDIENCE WE TURNED COUNTLESS CELEBS AND BRANDS INTO NEW MEDIA PUBLISHERS…

DATA DRIVEN CREATIVE DIRECTORS FOR THOUSANDS OF ENTERTAINMENT BRANDS

PUBLISHING 6,500 PIECES OF CONTENT A MONTH

REACHING OVER A BILLION PEOPLE A MONTH ACROSS THE INTERNET

SO WHAT??

TRUST ME CELEBS AND BRANDS DON’T PAY ENOUGH TO REPAY THIS …

SO WHATS THE BUSINESS MODEL ?

1) “SOCIAL MEDIA IS THE DIGITAL DOCUMENTATION OF POPULAR CULTURE”

2) “IVE OWNED PLATFORMS BEFORE… ALL THAT THEY ARE IS A SET OF PIPES AND TRUST ME THEY’LL ALL COME AND GO THE WAY

MYSPACE DID ” SEAN PARKER

DIGITALISED POPULAR CULTURE IS THE NOURISHMENT THAT RUNS THROUGH THESE SYSTEMS AND MAKES THEM WORTH SOMETHING OR NOTHING, WITHOUT DIGITALISED POPULAR

CULTURE FLOWING THROUGH THEM… PLATFORMS JUST WITHER AND DIE ANYWAY

MY REAL AIM HAS ALWAYS BEEN TO UNDERSTAND AND CONTROL MORE OF THE DIGITALISED POPULAR CULTURE

THAN ANYONE ELSE …THEN I CAN BE A PLATFORM MAKER OR BREAKER… THATS THE REAL POWER ” SEAN PARKER

POPULAR

CULTURE IS

NOW

INFORMATION

ENABLED

SO LETS LOOK AT THINGS THE WAY THE BIG BOYS DO

FOR THEM SOCIAL MEDIA IS A MASS REACH ENGINE FOR LISTENING, MEASURING AND UNDERSTANDING DIGITALISED POPULAR CULTURE AT

MASSIVE SCALE

THE USER IS NOT THE CUSTOMER… THE USER IS THE PRODUCT

ITS ABOUT INFORMATION EXPLOITATION AT A GLOBAL AND LOCAL LEVEL

THE OPPORTUNITIES ARE HUGE WHEN YOU

ACCEPT THAT THE AUDIENCE ARE OUT THERE BUILDING

CONVERSATION FOR US TO CAPTURE EVERYDAY

IN EACH MARKET

THE AUDIENCE ARE HAVING VAST AND MEASURABLE CONVERSATIONS

AROUND MOMENTS IN THE LOCAL CULTURAL

CALENDAR

THE AUDIENCE ARE COMING TOGETHER TO

CREATE POWERFUL LOCAL

AND GLOBAL MOVEMENTS.

IF ITS BUILT WITH ENOUGH TRUE INTELLIGENCE IT CAN BE VERY HARD TO FIND AND IT WILL STILL WIN

IT COULD EVEN BE ABSOLUTE RUBBISH

THIS IS WHAT HAPPENED…

SO WHAT HAPPENS WHEN

WE MAKE SOMETHING

THATS ACTUALLY

GOOD?

“YOU CAN HAVE THE BEST INSIGHT DRIVEN LEFT JAB IN THE GAME BUT IF YOU REALLY WANT TO CHANGE THE GAME YOU NEED A DEVASTATING

CONTENT RIGHT HOOK TO GO WITH IT”

- ARI EMMANUEL

CONTRIBUTORS NETWORK OF 6,000 YOUNG PEOPLE

DOCUMENTING WHAT IS HAPPENING ON THE GROUND WHERE THEY ARE AND SENDING IT TO VICE HQ IN 37 COUNTRIES

APPLYING THIS FOR BRANDS

11 WORDS TO DESCRIBE THE PROBLEM

“MARKETING CAMPAIGNS ARE DESIGNED IN A BOARDROOM BUT CONSUMED WITHIN POPULAR

CULTURE”

HOW DO WE WIN BIG? GET OUT OF THE BOARDROOM…

1) FIRST ITS ABOUT INSIGHT - THEN DATA CAN MEASURE AND UNDERSTAND THOSE CULTURAL CLAIMS IN REAL TIME

40 million pictures tagged with #tbt on Instagram,

23 million with #throwbackthursday

2) NEXT ITS ABOUT CULTURAL INSIGHT - YOU NEED TO UNDERSTAND THE RULES AND WHAT REALLY MAKES THAT CONVERSATION TICK

3) THEN WHEN UNDERSTAND WE CONTRIBUTE TO THAT CULTURE - GIFT SOMETHING TO THAT COMMUNITY AND THAT CONVERSATION

AND MAKE SURE ITS A DEPOSIT AND NOT A WITHDRAWL

NOW YOU JUST NEED TO

TELL A STORY*NOT JUST YOUR OWN

S T O R YSO WHAT IS A

STORIES ARE FREE

OF OBLIGATION

NON-COMMERCIAL VALUE EXCHANGE

A STORY IS A

WITH THE AUDIENCE

THINKING LIKE A MARKETEER WITHDRAWL FROM POPULAR CULTURE

WITHDRAWLS FROM POPULAR CULTURE ALWAYS FAIL

THINKING LIKE A MEDIA PUBLISHER = DEPOSITS INTO POPULAR CULTURE

AND (ALMOST) ALWAYS WINS

253 MILL VIEWS

1) WHAT CONVERSATIONS IS THE BRAND INTERESTED IN OWNING SHARE OF VOICE IN AND CONTRIBUTING TO IN EACH TERRITORY ??

2) LISTEN TO AND MEASURE THE PRE-EXISTING SOCIAL TRENDS AND CONVERSATIONS IN EACH TERRITORY

40 million pictures tagged with #tbt on Instagram,

23 million with #throwbackthursday

3) BUILD UNBELIEVABLE CONTRIBUTIONS TO CAPTURE AND INFLUENCE THAT CULTURAL CONVERSATION IN THAT TERRITORY

5) OPTIMISE EVERYTHING IN REAL TIME BASED ON HOW THE CONVERSATION IS CHANGING

6) FOLLOW THE CONVERSATION AND FEED IT WITH EVEN MORE UNIQUE AND COMPELLING CONTENT

7) IF NEEDS BE - WALK INTO THAT CONVERSATION WITH AN ICON OF POPULAR CULTURE IN EACH LOCAL MARKET

8) CHOOSE THE LOCAL INFLUENCERS BEST SUITED TO INFLUENCE THAT CONVERSATION IN EACH TERRITORY

EVERY LOCAL MARKET CAN THINK LIKE AN INSIDE TRADER WE CAN WATCH THE TRENDS AND THEN OWN THOSE THAT WORK

FOR EACH MARKET…

STOP INTERRUPTING CULTURE AND START CONTRIBUTING TO IT

CHILL.

SOCIAL MEDIA IS THE DIGITAL

DOCUMENTATION OF POPULAR CULTURE

WHICH MEANS WE ONLY HAVE TO LISTEN TO

UNDERSTAND IT AND KNOW WHAT TO MAKE

DON'T PANIC / LETS DEMYSTIFY - ITS ABOUT THE MOST BASIC TENANT OF COMMUNICATION

CALL AND RESPONSE

+

MEDIA IS

NOW A

MARKET

TO DETERMINE DEMAND BEFORE THEY SEND SUPPLY

SMART BUSINESSES KNOW HOW TO USE DATA SIGNALS

SMART BUSINESSES KNOW HOW TO USE

DATA SIGNALS TO DETERMINE EXACTLY

WHERE + WHEN DEMAND EXISTS

PEOPLE ARE ALREADY DROWNING IN CONTENT

NO ONE WILL THANK US FOR MAKING MORE

ITS VERY EXPENSIVE TO CREATE SUPPLY WHERE THERE IS NO DEMAND

AND THE SAME IS TRUE OF CONTENT

300 HOURS OF CONTENT IS

UPLOADED TO YOUTUBE

EVERY MINUTE

THE MAJORITY OF THAT IS SEEN BY LESS

THAN 100 PEOPLE

AND MEANWHILE BACK IN THE BORED-ROOM

IN THIS CALL AND RESPONSE MODEL THE HUMAN ENERGY RELEASED IS BEYOND ANYTHING WE CAN PLAN FOR…AND IT WILL MELT DOWN ANY TYPE

OF BARRIER