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What Happened? Why Are We Here? Show Me Something Awesome & How Can I Join In? Getting to know, learn and love the Internets*
James Denman discusses the profound impact of the internet on modern life, emphasizing its role in social change and the democratization of information. He highlights innovative marketing strategies by various companies that leverage digital platforms for consumer engagement, including initiatives from Walmart, Patagonia, and Burberry. The document underscores the importance of adapting to digital culture and the need for brands to be bold and experimental in their online presence.
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What Happened? Why Are We Here? Show Me Something Awesome & How Can I Join In? Getting to know, learn and love the Internets*
- 2. I’M JAMES DENMAN. @THEKINGMOB. I’MA DIGITAL GEEK. THE INTERNET HAS CHANGED MY WORLD COMPLETELY. I ALSO HAPPENED TO DISCOVER THE FIRST NAME OF THE INTERNET.
- 4. UNDERSTANDING WHAT’S GOING ON ONLINEIS MORE IMPORTANT THAN EVER.
- 5. “3 BILLION PEOPLEARE ON THE INTERNET. 5 BILLION HAVE A CELL PHONE. WE LIVE, FOR THE FIRST TIME IN HISTORY IN A WORLD WHERE BEING PART OF A GLOBALLY INTERCONNECTED GROUP IS A NORMAL CASE” Clay Shirky
- 6. THE INTERNET ANDOUR DIGITAL INTERACTIONS HAVE PERMEATED EVERY FUNCTION OF WESTERN LIFE. Unless you live here. freecabinporn.com
- 7. “90% OF THEDATA WE HAVE CREATED AS HUMAN BEINGS HAS BEEN CREATED IN THE LAST TWO YEARS” SOURCE: CONTAGIOUS MAGAZINE CANNES 2012
- 8. <!DOCTYPE html> <html> <body> <h1><strong>the internetis not just a browser anymore.<strong><h1> <h2>multiple devices<h2> <h3>the rise of smart phones<h3> <h4><strong>”the internet of things”<strong><h4> </body> </html>
- 9. THE INTERNET HAS HELPED TOPPLEDICTATORS, AND FUEL SOCIAL REVOLUTIONS.
- 10. IT HAS FORCED NEWLEVELS OF TRANSPARENCY.
- 11. “MOVE AT THESPEED OF THE CONSUMER, NO FASTER, NO SLOWER.” FACEBOOK MANTRA
- 12. NOT EVERYTHING ISROSY...
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- 15. CHARLIE SHEEN SHOULD HAVENO CAREER LEFT. A DRUGGED OUT MESS. YET BECAUSE OF THE INTERNET AND IT’S ASSIMILATION INTO POPULAR CULTURE. HE IS MORE FAMOUS, MORE MORE WELATHY THAN EVER. THE MEME, ‘WINNING’ BECAME CULTURAL CACHE FOR MILLIONS OF PEOPLE.
- 16. The Internet brings amazingstories to the world’s attention. (Click here to see ‘Caines Arcade’)
- 17. DOING HAS BEEN DEMOCRATIZED. ANYONECAN HAVE AND PUBLISH AN IDEA.
- 19. IKEA MAKES SOMEOF THE BEST DIGITAL MARKETING AND ADVERTISING IN THE WORLD. (I’M NOT JUST SAYING THAT EITHER)
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- 23. WWF “UNPRINTABLE” The World WildlifeFund (WWF) recently created their own version of the popular PDF file. One that is non-printable. WWF hopes this “new green file-format” will gain traction and reduce the amount of paper printed.
- 24. OBERMUTTON “A LITTLE VILLAGEGOES GLOBAL” Obermutton (pop: 79), created a facebook page promising to post every person who liked their page. They’re currently at 10,000 from 32 countries, with hundreds having visited the small hamlet since. CLICK ME
- 25. WALMART “LABS” Retailers are increasinglyturning to innovation labs to find and develop new products and services. WalMart Labs used it’s digital innovation in the ‘Get On The Shelf’ campaign. Offering the public the chance to choose products stocked on Walmart shelves such as Humankind Water.
- 27. PATAGONIA “COMMON THREADS INITIATIVE” Patagoniapartnered with eBay to reduce excess consumption by creating a resale website where people can buy pre-owned Patagonia clothing. The idea extended to all buyers taking the ‘Common Threads Pledge’ for buyers to only buy what they need, and Patagonia to only make what is neccessary. LINK
- 28. NIKE+ “FUEL BAND” An extensionof Nike+, the fuelband sets goals for each wearer. The aim is the beat your goal everyday. The more you beat it, the higher the goal is set. A seemless integration between the wearer, mobile and web ‘nudges’ has seen Nike now talk of themselves as “a technology company”. LINK
- 29. VÅSTTRAFIK “SIGHTSEEING APP” Vasttrafik areresponsbile for Gothenburg’s public transport system. To get tourists off the expensive Open Top Bus tours, they created an app that helped you tour the city via the trams as opposed to the buses. A useful and smart way of turning a utility into an experience. LINK
- 30. TESCO KOREA “VIRTUAL SUBWAYSTORE” CLICK ME
- 32. SAINSBURY’S “GIRAFFE BREAD” Sainsbury’s supermarketresponded to the innocent request of a 4 year old girl as to why Tiger Bread wasn’t called Giraffe Bread instead (it does look more like a giraffe). Sainsbury’s responded by changing the name of the bread in-store across the UK. Earned media exploded for the brand, and shows the value of responding to requests in nimble, fun ways can help build a brands reputation.
- 33. BURBERRY “TWEETWALK” Burberry created asocial first by offering twitter followers the chance to see the new collection before it went down the catwalk. This created another layer of intimacy between the brand and it’s fans. Cementing Burberry’s reputation as the most forward thinking fashion label when it comes to digital.
- 34. AIR NEW ZEALAND “THELAX AIRPORT STORY”.
- 36. PAY WITH ATWEET Pay with a tweet is the first payment system using Twitter. Developed to help promote the ‘OH MY GOD WHAT HAPPENED AND WHAT SHOULD I DO” digital book, the pay with a tweet system has now been used on dozens of projects and causes. Upending the notion of payment in a digital space.
- 37. CURATORS OF SWEDEN Ina bid to promote tourism to Sweden, the national toursit board created an ongoing camapign where each week a twitter user from Sweden is invited to tweet on behalf on the country. A first. The campaign won the Grand Prix at Cannes Advertising Festival, but is not without controversy.
- 38. THE PASSION PROJECT ‘TheSartorialist’ and ‘The Selby’, are excellent examples of passion projects that have grown and evovled exponentially, primarily through the web and the communities of fans they have built around them and their sites.
- 39. SNEAKERPEDIA Designed for Footlocker,the ambition of Sneakerpedia is create a complete document of sneakers over the last 30 years. With over 13,700 variants documented and tagged so far. LINK
- 40. BURBERRY “ART OF THETRENCH” This digital experience let fans of the iconic trenchcoat upload and tag themselves in the own trench. The resulting site is a classic example of digital making the user the star of the show. It was one of Burberry’s first, and most successful digital forays.
- 42. KICKSTARTER “TTHE PEBBLE WATCH” Kickstarthas, in it’s 3 year existence, helped thousands of companies and projects get off the ground. Including the ‘Pebble’ E-watch, which raised over $10 million in funding. LINK
- 43. DOMINOS PIZZA “PIZZA TRACKER” Dominoes,coming off the back of negative press for some of it’s staff behaviour and in a move to shift opinion about the brand, used digital media and social channels to create transparency around their brand. This culminated in the ‘Pizza tracker’. Which tracked sentiment, good and bad for the brand in social media and displayed all the results in a billboard in Times Square. LINK
- 44. STARBUCKS “MY STARBUCKS IDEA” Withan ambition to create more Brand Loyalty for the brand, Starbucks created a platform for people to suggest improvements to the company and it’s products. My Starbucks created 150,000 ideas for the company, with thousands of these, big and small, comissioned.
- 45. AMEX “SMALL BUSINESS SATURDAY” AmericanExpress brought together business owners, consumers, government officials, even big corporations to rally behind a day for small business on ‘Black Friday’ (The dat after thanksgiving). Amex also created tools to help business owners reach more customers, and help customers find more small businesses to shop at. 100 million Americans shopped small, and Small Business Saturday has now cemented itself as tradition in the US. LINK
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- 48. WHY IS SOCIALMEDIA AND DIGITAL THINKING & DOING SO IMPORTANT?
- 49. IT’S WHERE YOURAUDIENCE IS EVERYDAY.
- 50. IT’S SPEED, NIMBLENESSAND CONSTANT CHANGE REFLECTS THE WIDER WORLD AROUND IT. IT DEMANDS A NEW WAY OF THINKING.
- 51. CUSTOMERS HAVE COMETO EXPECT THEIR FAVOURITE BRANDS TO BE BOLD, AND PLAYFUL IN A DIGITAL SPACE. EXPERIMENTATION IS REWARDED.
- 52. “UNDERSTANDING BY DOING” GARETHKAY: CHIEF STRATEGY OFFICER GOODBY, SILVERSTEIN & PARTNERS SAN FRANCISCO
- 53. PEOPLE ARE ENGAGINGWITH IKEA ONLINE ALL THE TIME. (THERE ARE 81,472 PHOTOS TAGGED ‘IKEA’ ON INSTAGRAM).
- 59. PLAY WITH THESEPLATFORMS. KNOWING HOW TWITTER WORKS IS TOTALLY DIFFERENT TO USING TWITTER.
- 60. EMBRACING DIGITAL ISN’T JUSTABOUT EMBRACING TECHNOLOGY. EMBRACING THE CULTURE. EMBRACING COLLABORATION. EMBRACING ‘BETA’ THINKING.
- 61. BRINGING IDEAS TO THEDIGITAL TABLE.
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- 63. YOUR NEXT BIGIDEA WILL BE INSPIRED BY TECHNOLOGY.
- 64. A GREAT DIGTALIDEA SHOULD ENHANCE THE CUSTOMERS EXPERIENCE.
- 65. YOUR NEXT GREATIDEA WILL BE SOMETHING THAT IKEA HAS NEVER THOUGHT OF.
- 66. ‘TELLING STORIES THROUGHSOFTWARE” AJAZ AHMED CHAIRMAN, AKQA HEINEKEN STAR PLAYER IS AN EXCELLENT EXAMPLE OF TELLING A STRONG STORY THROUGH MULTIPLE PLATFORMS TO KEEP CONSUMERS ENGAGED IN AN IDEA OR MESSAGE.
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- 68. 1. SET UPA TWITTER ACCOUNT. 2. SET UP INSTAGRAM ACCOUNT. 3. DOWNLOAD FOURSQUARE & FOLLOW SOME LISTS. 4. SET UP A BLOG. PROBABLY TUMBLR, OR A WORDPRESS BLOG IF YOU’RE FEELING FRISKY. 5. SEE HOW YOUR FAVOURITE BRANDS INTERACT ON FACEBOOK. HOW DO THEY TALK, HOW OFTEN? ARE THEY CONVERSING, OR BROADCASTING? WHAT THINGS DO THEY DO THAT YOU GUYS COULD RIGHT NOW? 6. GO ON THE ‘INTERNET’S FRONT PAGE’ REDDIT. 7. TAKE A PHOTO OF YOUR LUNCH (AND THEN POST IT ON INSTAGRAM LIKE EVERYONE ELSE). 8. RETWEET SOMETHING. FAVOURITE THINGS THAT INTEREST YOU, DON;T BE SHY.
- 69. FOLLOW THESE PEOPLEON TWITTER. SOAK IN THE THINGS THE TALK ABOUT. @MALBONNINGTON @HERDMEISTER @SETH_WEISFELD @MALBONSTER @BUD_CADDELL @DWEINGROD @GARETHKAY @FWA @DENS @HOWELLS @RGA @QUEEN_EUROPE @BRADFROST @NIEMANLAB @ALPINEJOEJOE @WILDEBEES @THEKINGMOB (ME!) @NYTIMES @WORKFORFOOD @MASAKAWA @NEWYORKER @IAINTAIT @BETFAIRPOKER (TRUST ME) @DDROGA @TIM_NOLAN @CREATUREDAN @CREATIVITY_MAG @KEITHSTOECKLER @MELEX @CREATIVEREVIEW @BRAINPICKER @BBHLABS @ITSNICETHAT @KOOPSTAKOV @NIEMANLABS @ACONTINOUSLEAN @SANDOZ @TNW @DMKLEE @FLOHEISS @CRAIGELIMELIAH @TOBYBARNES @MICHAELSURTEES @4DESIGNYOUTRUST @WILLSH @PANDODAILY @JACK @ANJALI28
- 70. BUILDING A PROJECT INTHE DIGITAL SPACE PICK ONE PROJECT. HANDPICK A TEAM. GET A TEAM AREA. DEFINE, COMMUNICATE AND DRIVE AN OPEN & COLLABORATIVE PROCESS. SET ASIDE A BUDGET TO ITERATE, ALWAYS KEEP COMING BACK, MAKING SMALL ADJUSTMENTS. TEST, TEST, TEST, AND TEST AGAIN.
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