How to build a pyramidDavid Crowdavid@davidcrow.ca & david.crow@microsoft.comhttp://davidcrow.ca/+1-416-575-6177Twitter: @davidcrowFind me on Facebook, LinkedIn, FriendFeed, etc.(Images used for educational purposes: sources noted)

“The future exists today. It's just unevenly distributed”

William Gibson

“The best way to predict the future is to invent it.”

Alan Kay

“When you want to build a pyramid, you have to have some tools, but you also have to find

ways to convince 10,000 people or 100,000 people to work with

you to get the thing done.”

Lewis MumfordThe Myth of the Machine

Mankind extends by

amplifying tools or goal cloning

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Amplifying tools

Goal cloning

http://www.flickr.com/photos/imh/3297961043/

http://www.flickr.com/photos/threedots/115805043/

http://www.flickr.com/photos/malias/183490620/

The good old days. http://www.flickr.com/photos/rcsaxon/1032480155/

Concept courtesy of Chris Bernard, a Microsoft buddy

Concept courtesy of Chris Bernard, a Microsoft buddy

Concept courtesy of Chris Bernard, a Microsoft buddy

Print.

Concept courtesy of Chris Bernard, a Microsoft buddy

Radio.

Concept courtesy of Chris Bernard, a Microsoft buddy

Television.

Concept courtesy of Chris Bernard, a Microsoft buddy

And more recently cable.

Concept courtesy of Chris Bernard, a Microsoft buddy

Concept courtesy of Chris Bernard, a Microsoft buddy

Concept courtesy of Chris Bernard, a Microsoft buddy

Concept courtesy of Chris Bernard, a Microsoft buddy

until…

Concept courtesy of Chris Bernard, a Microsoft buddy

http://www.flickr.com/photos/bull3t/990866224/

Concept courtesy of Chris Bernard, a Microsoft buddy

Concept courtesy of Chris Bernard, a Microsoft buddy

http://www.flickr.com/photos/amit-agarwal/2052668047/

Concept courtesy of Chris Bernard, a Microsoft buddy

Concept courtesy of Chris Bernard, a Microsoft buddy

Social media is the new black

Concept courtesy of Chris Bernard, a Microsoft buddy

It’s our digital glue.

Concept courtesy of Chris Bernard, a Microsoft buddy

THE MEDIA & MARKETING LANDSCAPE HAS CHANGED

FEWER ADS REACHED MORE PEOPLE WITH UNDIVIDED ATTENTION

MORE ADS REACH A TARGETED AUDIENCE PAYING LESS ATTENTION

1950s – 1990

Today

Source Audrey Carr: http://www.slideshare.net/acarr/designing-sustainable-conversations-with-social-media-59204

Blendtec: “Will it Blend?”

• $50 marketing spend, 2006 revenue up 43%• 6 million hits in 5 days• Was 3rd most viewed video on Youtube

Concept courtesy of Chris Bernard, a Microsoft buddy

Monk-e-mail

• 100 million played• 25 million unique visitors• $0 marketing support post launch• 25% traffic increase• 157% click thru

“History’s third greatest human

acheivement, only after democracy and

Velcro.” -- AdAge

Concept courtesy of Chris Bernard, a Microsoft buddy

Mentos and Diet Coke

• Original video downloaded 20M times• 10k copycat videos• 215 million mentions of Mentos brand• $10M in free marketing / 20% rise in sales• Coke sales rose 5-10% as well

Concept courtesy of Chris Bernard, a Microsoft buddy

Community ImpactConcept courtesy of Chris Bernard, a Microsoft buddy

Burger King

• Promotional prices of US$3.99• 3.2 million games sold• Earnings up 40%• Same store sales up 4%

“Burger King is the video game business; Earnings up 40% thanks to

Xbox” – The Consumerist

Concept courtesy of Chris Bernard, a Microsoft buddy

The essence of marketing

Concept courtesy of Chris Bernard, a Microsoft buddy

Social media, design & advertising are converging

Concept courtesy of Chris Bernard, a Microsoft buddy

Markets are conversations.The Cluetrain Manifesto

““Because the purpose of Because the purpose of business is to create a business is to create a customer, the business customer, the business enterprise has two – and only enterprise has two – and only two –basic functions: marketing two –basic functions: marketing and innovation.”and innovation.”

– – Peter DruckerPeter Drucker

Social media touches both sides of the equation

Social media tools don’t make conversation, they support it!

By understanding how social media support the human desire for conversation businesses can open up vibrant interactions with

individuals and communitiesKelsey Ruger

Generate Memories

Emotional Connection

Make it real

Meaningful & Desirable

Has personal significancePleasurableHas personal significance

ConvenientSuper easy to use, works like I think

UsableCan be used without difficulty

ReliableIs available and accurate

Functional (Useful)Works as programmed

Focused on

Tasks(Products, Features)

OBJECTIVE/QUANTIFIABLE

SUBJECTIVE/QUALITATIVEFocused on

Experiences(People, Activities, Contexts)

THIS IS THE CHASM THAT IS REALLY, REALLY HARD

FOR ORGANIZATIONS TO CROSS

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Photo by nidalM http://www.flickr.com/photos/nidalm/3529404270/

Find ways to convince people to work with you!

"First thing to remember, it's not about you, it's about your

message" Robin McGraw

5 Principles of Social Capital

• Stop talking and start listening;• Become a part of the community you

serve;• Create amazing user experiences;• Embrace the chaos;• Find your higher purpose.

Tara Hunt - The Whuffie Factorhttp://www.thewhuffiefactor.com/

Call to Action

• Understand your channels – all of them!• Build great experiences – generate

memories and build emotional connections!

• Get heterogeneous! Our future is a mix of:– Open & Closed– Shared & Private– Being in control & Knowing when to let go!

Thank you.David Crowdavid@davidcrow.ca & david.crow@microsoft.comhttp://davidcrow.ca/+1-416-575-6177Twitter: @davidcrowFind me on Facebook, LinkedIn, FriendFeed, etc.