Fracking The Social Web - 2014
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The document discusses the evolving relationship between marketing, brands, and social media, suggesting that brands might be aggressively mining the social web for attention, similar to fracking. It contrasts dialectic and dialogic communication styles, emphasizing the need for brands to foster genuine community engagement rather than merely advertising. The piece concludes with a call for brands to embrace complexity and cooperation in their marketing approaches, highlighting the importance of experimentation and learning in a fragmented digital landscape.
![DIALOGIC:
“[PEOPLE] BECOME
MORE AWARE OF
THEIR OWN VIEWS
AND EXPAND THEIR
UNDERSTANDING
OF ONE ANOTHER”
RICHARD SENNETT, TOGETHER
@WILLSH
SMITHERY.CO](https://image.slidesharecdn.com/frackingthesocialweb-march2014-140305040829-phpapp02/85/Fracking-The-Social-Web-2014-47-320.jpg)
Fracking The Social Web - 2014
- 1. 05.03.2014 GOOGLE SQUARED LONDON 51.5207° N, 0.1345° W FRACKING THE SOCIAL WEB MARKETING VS INTERNET CULTURE JOHN V WILLSHIRE @WILLSH @WILLSH HTTP://SMITHERY.CO SMITHERY.CO
- 3. SMITHERY.CO
- 6. THERE ARE 19 BILLION NEW REASONS WHY MOBILE’S PRETTY IMPORTANT @WILLSH SMITHERY.CO
- 7. JUST AS ADVERTISERS GET SOCIAL, SOCIAL JUST BECOMES AD PLATFORMS @WILLSH SMITHERY.CO
- 8. JUST AS ADVERTISERS GET SOCIAL, SOCIAL JUST BECOMES AD PLATFORMS @WILLSH SMITHERY.CO
- 9. JUST AS ADVERTISERS GET SOCIAL, SOCIAL JUST BECOMES AD PLATFORMS @WILLSH SMITHERY.CO
- 10. OH YEAH, AND THIS THING WHICH IS JUST ABOUT THE MOST IMPORTANT... @WILLSH SMITHERY.CO
- 11. ...NO, HANG ON, LOOK LOOK LOOK - IT’S KEVIN SPACEY AS A CAT!!!!! @WILLSH SMITHERY.CO
- 12. *WE NEED TO LEARN TO LOOK BETTER @WILLSH SMITHERY.CO
- 13. “IF WE’RE USED TO SEEING THE WORLD THROUGH A CENTRALIZED LENS, DECENTRALIZED ORGANIZATIONS DON’T MAKE MUCH SENSE” @WILLSH SMITHERY.CO
- 15. EVERY TIME WE LOOK, EVERYTHING’S TOTALLY THE SAME @WILLSH SMITHERY.CO
- 20. “FRACKING IS AN AGGRESSIVE, INVASIVE TECHNIQUE FOR EXTRACTING VALUABLE RAW MATERIALS OUT OF HARD TO REACH PLACES” PHIL ADAMS, BLONDE DIGITAL (AND CHEMICAL ENGINEER GRAD) @WILLSH SMITHERY.CO
- 22. ARE BRANDS FRACKING THE SOCIAL WEB? @WILLSH SMITHERY.CO
- 23. “I BELIEVE THAT THE FUTURE OF BRAND COMMUNICATIONS LIES IN FINDING A WAY TO BECOME PART OF COMMUNITIES, AND COMMUNICATE WITH THEM IN A WAY THAT IS SHARED, PARTICIPATORY AND RECIPROCAL” ME, FIVE YEARS AGO, BEING A DICK @WILLSH SMITHERY.CO
- 28. SMITHERY.CO
- 29. “CREATING ASTOUNDING PRODUCTS IS THEIR MAIN OBSESSION. THERE IS ALWAYS SOMETHING NEW TO SAY” JIM CARROLL, BBH ON HOW TECH COMPANIES BUILD BRANDS @WILLSH SMITHERY.CO
- 30. PERHAPS BRANDS AND THE SOCIAL WEB ARE JUST VERY DIFFERENT TYPES OF THING? @WILLSH SMITHERY.CO
- 31. LET’S THINK A LITTLE ABOUT “CONVERSATIONS” @WILLSH SMITHERY.CO
- 33. WORKING WELL COOPERATION THE CRAFTSMAN 2008 TOGETHER 2012 WITH “CITIES” TO FOLLOW... THREE BOOKS ABOUT THE SKILLS PEOPLE NEED TO SUSTAIN EVERYDAY LIFE @WILLSH SMITHERY.CO
- 34. COOPERATION “AN EXCHANGE IN WHICH THE PARTICIPANTS BENEFIT FROM THE ENCOUNTER” @WILLSH SMITHERY.CO
- 35. IT CONTAINS A VERY USEFUL WAY TO THINK ABOUT CONVERSATION @WILLSH SMITHERY.CO
- 36. “WHEN WE SPEAK ABOUT COMMUNICATION SKILLS, WE FOCUS ON HOW TO MAKE A CLEAR PRESENTATION, TO PRESENT WHAT WE THINK OR FEEL...” RICHARD SENNETT, TOGETHER @WILLSH SMITHERY.CO
- 39. BUT MORE IMPORTANT THAN JUST LISTENING IS LISTENING WELL @WILLSH SMITHERY.CO
- 40. “ LISTENING CAREFULLY PRODUCES CONVERSATIONS OF TWO SORTS... THE DIALECTIC AND THE DIALOGIC ” RICHARD SENNETT, TOGETHER @WILLSH SMITHERY.CO
- 42. DIALECTIC FROM WORK OF GERMAN PHILOSOPHER GWF HEGEL THE INTERACTION AND RESOLUTION BETWEEN MULTIPLE IDEAS @WILLSH SMITHERY.CO
- 43. DIALECTIC: “THE AIM IS TO COME EVENTUALLY TO A COMMON UNDERSTANDING” RICHARD SENNETT, TOGETHER @WILLSH SMITHERY.CO
- 44. Cb C Gf AD AD bA A b AD fAD g CD b C Fe D E Ge F G H DIALECTIC WANTS CONSENSUS @WILLSH SMITHERY.CO
- 45. ...NO MATTER HOW GOOD THAT CONSENSUS IS @WILLSH SMITHERY.CO
- 46. DIALOGIC FROM WORK OF RUSSIAN PHILOSOPHER MIKHAIL BAHKTIN “A DISCUSSION THAT DOES NOT RESOLVE ITSELF BY FINDING COMMON GROUND...” @WILLSH SMITHERY.CO
- 47. DIALOGIC: “[PEOPLE] BECOME MORE AWARE OF THEIR OWN VIEWS AND EXPAND THEIR UNDERSTANDING OF ONE ANOTHER” RICHARD SENNETT, TOGETHER @WILLSH SMITHERY.CO
- 48. E A C H G b F D IN DIALOGIC CONVERSATION, IDEOLOGIES COEXIST @WILLSH SMITHERY.CO
- 49. E A C H G b F D THEY CONSTANTLY INTERACT AND INFORM EACH OTHER @WILLSH SMITHERY.CO
- 50. E A C H G b F D EACH IDEOLOGY CAN HOLD MORE SALIENCE IN CERTAIN CIRCUMSTANCES @WILLSH SMITHERY.CO
- 51. E A C H G b F D CHANGES CAN BE MADE IF A STRATEGY DOES NOT HAVE THE DESIRED EFFECT @WILLSH SMITHERY.CO
- 52. THIS MIGHT NOT JUST APPLY TO “CONVERSATION” @WILLSH SMITHERY.CO
- 53. THIS INTERPLAY OF IDEAS IS VERY REMINISCENT OF THE SOCIAL WEB... @WILLSH SMITHERY.CO
- 54. WHAT IF THERE ARE DIALECTIC AND DIALOGIC STRUCTURES & CULTURES TOO? @WILLSH SMITHERY.CO
- 55. ARE TRADITIONAL MARKETING STRUCTURES LIKELY TO BE MORE DIALECTIC? @WILLSH SMITHERY.CO
- 56. ARE SOCIAL WEB PLATFORMS AND COMPANIES MORE DIALOGIC IN NATURE? @WILLSH SMITHERY.CO
- 57. IT WOULD HELP EXPLAIN THE CULTURE CLASH @WILLSH SMITHERY.CO
- 58. ARE BRANDS INTENTIONALLY FRACKING THE SOCIAL WEB? PERHAPS... @WILLSH SMITHERY.CO
- 59. OR IS IT THE FAULT OF A MASSIVE CULTURAL DIVIDE? @WILLSH SMITHERY.CO
- 62. MODERN ECONOMICS: THE VALUE OF A THING IS DETERMINED BY WHAT ONE IS WILLING TO GIVE UP TO OBTAIN THE THING @WILLSH SMITHERY.CO
- 63. THE LABOUR THEORY OF VALUE THE VALUE OF SOMETHING IS DETERMINED BY THE LABOUR THAT WENT INTO ITS PRODUCTION @WILLSH SMITHERY.CO
- 64. PERHAPS THERE’S A LABOUR THEORY OF BRAND VALUE* *IT MIGHT NEED A BETTER NAME, MIND @WILLSH SMITHERY.CO
- 67. “MARKETING IS WORLD BUILDING. WITH UNLIMITED BANDWIDTH WE CAN NOW SHOW YOU THE WORLD.” @TOBYBARNES @WILLSH SMITHERY.CO
- 69. LABOUR THEORY OF BRAND VALUE YOU HAVE TO MAKE EVERYTHING WITH THE INFINITE CANVAS OF THE INTERNET IN MIND @WILLSH SMITHERY.CO
- 70. WE’D RATHER BUY THIS WORLD... @WILLSH SMITHERY.CO
- 72. BRANDS OFTEN FIND THIS HARD BECAUSE OF THEIR HOLLOW FACTORY @WILLSH SMITHERY.CO
- 73. THERE ARE TWO OPPOSITE FORCES OF INNOVATION AT WORK IN MOST BIG BRANDS TODAY @WILLSH SMITHERY.CO
- 74. MAKE PRODUCT VERY EFFICIENTLY MAKE MARKETING AS INTERESTING AS POSSIBLE @WILLSH SMITHERY.CO
- 76. IT’S NOT ABOUT THE MEANS OF PRODUCTION @WILLSH SMITHERY.CO
- 77. IT’S ABOUT THE MEANING IN PRODUCTION @WILLSH SMITHERY.CO
- 78. OVER HERE, IT’S WAY EASIER TO CREATE MEANING IN PRODUCTION @WILLSH SMITHERY.CO
- 79. BUT IT DEMANDS DRAMATIC CHANGES IN HOW WE WORK @WILLSH SMITHERY.CO
- 81. A BRAND TODAY IS LIKE A BITTORRENT FILE COMPLEX, DISTRIBUTED, MOVING, UNCONTROLLABLE... @WILLSH SMITHERY.CO
- 84. WE DON’T NEED TO COMPRESS A BRAND ONTO PAPER... ...WE JUST HAVE TO FIND PRINCIPLES THAT HELP US WORK @WILLSH SMITHERY.CO
- 87. FRAGMENTATION EMBRACE THE GRANULARITY OF EVERYTHING YOU’VE EVER DONE @WILLSH SMITHERY.CO
- 88. “ I’M REALLY INTERESTED IN THE MAKING OF ‘IT’ -WHERE THE MAKING IS PART OF THE STORY OF THE ‘IT’... ” THOMAS HEATHERWICK @WILLSH SMITHERY.CO
- 89. IT COULD BE BLENDING EVERYTHING YOU DO NOW WITH A RICH TAPESTRY OF YOUR PAST... @WILLSH SMITHERY.CO
- 90. OR IT COULD BE SHOWING EVERYONE EVERYTHING YOU DO TO MAKE A THING... @WILLSH SMITHERY.CO
- 92. THERE IS NO “ONE SIZE FITS ALL” IN YOUTUBE @WILLSH SMITHERY.CO
- 93. NIKE CRAFT “LOVE LETTER TO PLYWOOD” TOM SACHS / VAN NEISTAT @WILLSH SMITHERY.CO
- 94. COOPERATION IT’S ALL ABOUT PEOPLE, AND WHAT THEY DO TOGETHER TO MAKE GREAT THINGS HAPPEN @WILLSH SMITHERY.CO
- 97. AND INSIDE THE FACTORY, NOT JUST OUTSIDE... @WILLSH SMITHERY.CO
- 100. HAVING LOTS OF PEOPLE IN A COMPANY MAKES IT EASY... @WILLSH SMITHERY.CO
- 101. OWNING LOTS OF BRANDS MAKES IT HARD @WILLSH SMITHERY.CO
- 102. ZOMBIE BRANDS “THE MUSIC IS DEAD, BUT IT WON’T GO AWAY. IT’S CONSTANTLY REPLAYED TO US, AND IT IS LIKE ZOMBIE CULTURE” ADAM CURTIS @WILLSH SMITHERY.CO
- 103. @WILLSH SMITHERY.CO
- 105. @WILLSH SMITHERY.CO
- 106. COMPLEXITY DON’T CONSOLIDATE. FRAGMENT BY SECTOR, PRODUCT, COUNTRY, REGION... @WILLSH SMITHERY.CO
- 107. COMPLEX THE LEVEL OF COMPONENTS IN A SYSTEM COMPLICATED A HIGH LEVEL OF DIFFICULTY @WILLSH SMITHERY.CO
- 108. “IT’S NOT GDS COMPLICATED, IT’S JUST HARD”RUSSELL DAVIES, GDS, QUOTING MICHAEL SLABY @WILLSH PIC: @LEXIE_BROWN SMITHERY.CO
- 109. THINK OF IT THIS WAY YOU ARE AN OPERATING SYSTEM @WILLSH SMITHERY.CO
- 111. @WILLSH SMITHERY.CO
- 113. OF COURSE IT WORKS. IT’S A BRILLIANT, COMPLEX IDEA. AND IT’S NOW BEEN RUN FOUR TIMES. @WILLSH SMITHERY.CO
- 114. EXPERIMENTATION SHOW PEOPLE THE FUTURE YOU WANT TO LIVE IN WITH THEM @WILLSH SMITHERY.CO
- 115. @WILLSH SMITHERY.CO
- 116. @WILLSH SMITHERY.CO
- 117. @WILLSH SMITHERY.CO
- 118. @WILLSH SMITHERY.CO
- 119. @WILLSH SMITHERY.CO
- 120. @WILLSH SMITHERY.CO
- 121. @WILLSH SMITHERY.CO
- 122. “IT’S NOT RESEARCH AND DEVELOPMENT, BUT PERSISTENCE OF VISION...” STUART WOOD HEAD OF INNOVATION HEATHERWICK STUDIO @WILLSH SMITHERY.CO
- 123. @WILLSH SMITHERY.CO
- 124. WHICH ALL SOUNDS AMAZING BUT HERE’S THE CATCH YOU HAVE TO GIVE UP SOMETHING FOR EACH OF THESE @WILLSH SMITHERY.CO
- 125. TO EMBRACE FRAGMENTATION GIVE UP PERFECTIONISM SWAP IT FOR CONTENT @WILLSH SMITHERY.CO
- 126. @WILLSH SMITHERY.CO
- 127. TO EMBRACE COOPERATION GIVE UP CONTROL SWAP IT FOR COMMUNITY @WILLSH SMITHERY.CO
- 128. @WILLSH SMITHERY.CO
- 129. TO EMBRACE COMPLEXITY GIVE UP CONSOLIDATION SWAP IT FOR SPEED @WILLSH SMITHERY.CO
- 130. @WILLSH SMITHERY.CO
- 131. TO EMBRACE EXPERIMENTATION GIVE UP KNOWING SWAP IT FOR LEARNING @WILLSH SMITHERY.CO
- 132. @WILLSH SMITHERY.CO
- 133. “LEARN, THINK AND THRIVE IN THE CONTEXT OF WORKING WITH MULTIPLE PERSPECTIVES AND ULTIMATE UNCERTAINTY” RUPERT WEGERIF @WILLSH SMITHERY.CO
- 134. MULTIPLE PERSPECTIVES... MAKING SENSE OF BROAD BRANDS EMILY HARE, EDITOR, CONTAGIOUS HTTP://RIVETIN.GS/CONTAGIOUS LINKS TO ESSAYS FROM JOHN V WILLSHIRE, MARTIN WEIGEL, MARK EARLS, SARAH WATSON, MARCUS WENNER... @WILLSH SMITHERY.CO
- 135. @WILLSH SMITHERY.CO
- 136. @WILLSH SMITHERY.CO
- 137. QUESTIONS, PLEASE JOHN V WILLSHIRE HTTP://SMITHERY.CO @WILLSH ARTEFACTSHOP.COM @WILLSH SMITHERY.CO