this can change everything
Post on 18-Oct-2014
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Delivered this presentation at the iMedia Breakthrough Summit on Monday, 3/21/11. The sister video, which summarizes dozens of interviews with influential and smart people at South-by-Southwest (SXSWi), helTRANSCRIPT
Proprietary and Confidential ©2011 Schawk, Inc. All Rights Reserved
Thoughts on Game Changers We’re Living and Expecting
ThisCan Ch ngeEverything
iMedia Breakthrough Summit 3/21/11
#imediasummit
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Three months ago I was planning on talking about Bieber as proof of Game-Changing via the Platform
#jan25 #SXSW4Japan
#Pray4Japan
The world changed by a hashtag in amplification, support, fund-raising and response
Game DriversWhat’s Working:• Moore• Metcalfe• People
Right Since 1965
+ People
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Game DriversNew Rules. No More:• Zero-Sum, Winner-Takes All Game Play• One-size Fits All Game Book• Objectifying Channels/Technology• Excuses or barriers• Consumers Collaborators, Contributors,
Curators and Champions
5
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Game Changers• SOLOMO• Everyone’s a Maker• Gamification of Everything• Caring
6
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SOLOMOCredit: Kleiner Perkin’s John Doerr
Not one platform but combination of them
Proprietary and Confidential ©2011 Schawk, Inc. All Rights Reserved
SOLOMO for Marketers• Shipments of smartphones & tablets will exceed
desktops/laptops in 2011• US mobile searches grew 4X last year• Google forecasts 16% 2011 searches will be mobile• Google says 1 in 3 mobile searches are local• Converts like crazy: after searching for a local
business, 61% of users called and 59% visited• 74% of consumers have purchased as result of using
smartphone while shopping• 79% of marketers don’t have mobile optimized sites
Credit: Mary Meeker @Google’s Think Mobile 2/10/11 http://www.youtube.com/watch?v=sZO9e1wV23U8
Is All Marketing Essentially Local?• Simple place to
start for Brands• Increase
connection and relevance
• Can we also reduce reliance on coupons?
Foursquare & American Express• Austin, TX test
during SXSW• Spend $5 get $5• Option to
donate $1 for $5 of spend
• Redemption notification arrives before the Latte
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Everyone’s A Maker• Kickstarter• Shapeways• iMovie
Funding an Idea• Told it couldn’t
be done• Informed of
inferior unit-economics
• Over-sold in first 30-days
• Buyers are brand collaborators & champions
$25
$50$75
http://kck.st/ifapplemadewatches
Small-Batch Makers• Design idea in
CAD software• Launched in
eStore with JIT Printing/manufacturing
• $5 million round with USV 09/2010
Telling a story• Captured “man-
on-the-street” style videos at SXSW to accompany this presentation
• Edited in iMovie on iPad2
• Production to distribution
Change Everything Interviews in iMovie
http://bit.ly/changeeverythingWatch the video:
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Gamification of Everything• SocialGaming• News• Everyday Tasks
It’s That BigSocial Gaming is bigger than:• UK in daily
participation• US in monthly
audience• eMail in time
spent• Gaming• 100mm in <7
weeks
Zynga and 7-11
• Impacted nearly every KPI in retail:
• Daypart• Frequency• Demographic
diversification• Basket mix• Favorability
The Texas Tribune’sSticky News• Qrank App• Integrates with
Content Management System
• Trivia games around what you’re reading
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Caring• SXSW & iMedia Summit• Dell• 8th Grader/It Gets Indie• Pepsi Refresh Everything
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Caring as a business functionDell’s Social Media Listening Command Center by the numbers:• 7000 trained• 50-person team
in Customer Service
• Tracking ROI
Good for any ageNoah Hornick, a Palo Alto 8th-grader decided to do something to improve things for his GLBT friends. He raised funds to put on an Indie Benefit Concert:
$1 $25
$50
http://kck.st/itgetsindie
Refresh for good• Launched and
learned• More votes than
last election• Latest
developments announced last week at SXSW
• Community• Tie to sales
http://bit.ly/pepsirfrsh
http://bit.ly/pepsirfrshbonin
Shiv Singh & Panel
Bonin Bough & Panel
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Discussion• Q&A?• Discussion
• Connect: @MarkSilva• http://bit.ly/changeeverything
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Thank YouContributions & inspirations from: Trina Albus, David Armano, Bonin Bough, Tim Brunelle, Pete Cashmore, Brett Crosby, Matt Dickman, Frank Eliasan, Tarah Feinberg, Kate Hayden, Jamal Henderson, Noah Hornick, Joseph Jaffe, Guy Kawasaki, Lou Kerner, Dave Knox, Charlene Li, Tilly McLain, Mary Meeker, Jeff Minsky, Flynn Nicholas, Shiv Singh, Reeve Thompson, Jennifer Van Grove, AJ Vaynerchuk, Gary Vaynerchuk, Scott Wilson, Ben Wirz