Brand Innovators – New York @MarkBonchek

(Back to) The Future of Marketing

EVERY-

THING

HAS

CHANGED

Nothing Has

Changed

New Media in the late 1800s

User-Generated Content

Reviews and Ratings

Word of Mouth

Social Coupons

Crowdsourcing

Idea Exchange

Social Shopping

ShopYourWay

New Media in the 1920s

Media Platforms

Content Marketing

“What is it you

want to know?

Our Farm

Advisor can tell

you how to

accomplish

more for your

work.”

Craftsman Experience /

Kenmore Live Studio

FitStudio

Media was “social”

before social media.

Media was “social”

before social media.

We just have much

better tools today.

Technology changes.

People don’t.

150

Dunbar’s Number

EVERY-

THING

HAS

CHANGED

Nothing Has

Changed

From Gutenberg

To Zuckerberg

One-to-Many

Many-to-Many

Broadcast

Blowback

We need to update our

mental maps

The New Mindset

Information Conversation

Transaction Relationship

Audience Community

Content Context

Push Pull

Targets

Orbits

Gravity Field Generators

iTunes

App StoreiCloud

Nike+

Nike ID Nike Fuel

CREATE

SOCIAL GRAVITY

CO

NTE

NT

CO

NV

ERSA

TIO

N

CO

LLA

BO

RAT

ION

CO

MP

ETIT

OIN

CONSTITUENCYCULTURE

CONTEXT

CURRENCY

CORE PURPOSE

COMMUNITY

CU

RA

TIO

N

CO

MM

ERC

E© Mark S. Bonchek, 2012

Social Architecture